Ana Cristina, Author at Motion Ave

26 Mar 2020

Sticky Post By Ana Cristina Posted in Content Marketing, Content Marketing, Facebook Ads Permalink

Marketing Strategies For Cleaning Companies During The Coronavirus Outbreak

Sticky Post By Ana Cristina On March 26, 2020

As Coronavirus (COVID-19) cases worldwide continue to rise, businesses have been struggling to maintain their operations… except for commercial cleaners.

Professional cleaning of all kinds of facilities, from healthcare to food production, has taken on new urgency. Concerns over the rapid spread of the virus have put cleanliness first in everyone’s mind, creating explosive demand for commercial cleaning services.

Check out this graph measuring interest in the search terms “commercial cleaning” and “office cleaning” on Google. A value of 100 is peak popularity. “Commercial cleaning” went from a 75% interest in the past 12 months to a 100% interest rate in the last month, with “office cleaning” increasing from 50% to 90%.

Source: Google Trends

Here’s another example of search results for these and related terms in the United States for the past 90 days:

Source: Google Trends

While demand is skyrocketing, Coronavirus also creates new challenges for marketers, who must switch from their traditional marketing channels and activities to approaches focused on online platforms that can help their businesses survive for the long haul.

Here are some of the marketing strategies we’ve been implementing with our commercial cleaning clients to retain current customers and to ensure a steady flow of new customers during the Coronavirus outbreak:

1. Communication with your current and potential customers

Retention is critical at this time and is crucial as a cleaning company to keep your clients updated, to set expectations, and to let them know you’re still in business and ready to serve them.

It is crucial to maintain communication with existing clients, reminding them of the power of your products and services and take advantage of the opportunity that some customers will be interested in adding more days to their cleaning contracts.

Communication with your current franchisees and employees is also essential since they could be afraid of losing their income. They are putting their health on the line to continue working, so they should feel a sense of support from the company and motivation to keep moving forward.

2. Content is king

During the Coronavirus pandemic, content marketing is one of the most effective ways to stay in touch with current and potential customers, promoting your products and services.

Generate valuable information such as recommendations and cleaning protocols for businesses and individuals to avoid the spread of the virus and to keep their workplaces as clean as possible.

Through content marketing, you have the opportunity to showcase the value of your company differentiating from others with the competitive value of your products and the awards and recognitions your business has received so far.

Videos from your senior staff are a great way to gain the trust of your audience, as well as educational infographics and blog posts; all shared through social media or email newsletters.

3. Optimize your Google My Business profile

Google My Business is a free and easy-to-use tool for companies to manage their online presence across Google. It is a simple way to make your business more discoverable, but most importantly, to stand out from the crowd.

Having a fully optimized listing in Google My Business is crucial for local SEO (search engine optimization) because it enables your listing to appear in local search results for queries specific to your products or services.

Due to the Coronavirus outbreak, many businesses have updated their profiles with their current business hours, clarifying closures, and limited service, as well as any other changes in their schedule due to ongoing restrictions.

4. An opportunity with online advertising

Many PPC advertisers are pausing their campaigns amid the coronavirus pandemic.

Google Adwords is usually very competitive in the commercial cleaning industry, and the cost per click can generally be very high. However, that’s not the case right now. Costs have come down, fewer competitors are advertising on Google Ads, and there’s a high demand for keywords like “disinfectant,” “cleaning services,” and “office cleaning.”

Get ahead of the game and use this opportunity to position yourself at the top of Google search results.

5. Video conferencing with your potential customers

If you’ve mostly done your business in person until now, you already know you’ve got to adapt… fast.

People across the United States are firing up video conferences to relocate meetings due to Coronavirus.

Commercial cleaners take notice; this is an excellent strategy for these challenging times. There are video conferencing options, with Zoom, Google Hangouts Meet, and Skype among the most popular.

Conclusion

The Coronavirus has affected the economy worldwide, and of course, we hope it will end soon with the least possible further impact.

While many businesses are affected by the pandemic, there are opportunities for those providing services in renewed demand. In these challenging times, no opportunities should be overlooked.

Despite the fact that many customers are canceling or putting their contracts on hold, we’ve never seen such high demand with the cleaning companies we are working with, not only for recurring services but for one-time services as well.

Use these strategies to build your business, and if you’re looking for experts to help, don’t hesitate to contact us. We’re ready to take on the challenge of building your commercial cleaning marketing strategy.

Sources:

29 Nov 2019

Sticky Post By Ana Cristina Posted in Uncategorized Permalink

3 Fundamental Facebook Ads Strategies For eCommerce You Need To Know

Sticky Post By Ana Cristina On November 29, 2019

This year, the total value of global retail eCommerce is expected to reach $3.45 trillion– and most online retailers are reaching these sales heights with Facebook Ads.

Facebook, a platform with 2.41 billion monthly active users, recently reported that they had 6 million advertisers on its platform in Q4 2019.

If you’re not advertising on Facebook, you’re missing a great opportunity to create brand awareness and boost your sales. Last year, I wrote a blog post with 15 essential Facebook Ads strategies for eCommerce. Since the world’s largest social media platform is continually changing, I’ve decided to update this essential information with the 3 fundamental strategies for eCommerce you need to know to start taking advantage of this money-making machine.

1. Install Conversion Tracking Pixel

Installing a conversion tracking pixel on your website is the very first thing you should do when you start advertising on Facebook.

The Facebook pixel is a piece of code that you copy from Facebook and paste on your website. It tracks the behavior of visitors to your website: product page visits, add to cart, purchases, and more. This data allows you to optimize your campaigns, build better audiences, and retarget people that have interacted with your brand.

To create your Facebook pixel, follow these steps:

Login in to your Business Manager account
Go to your Pixels tab in Events Manager
Click “Create a Pixel”
Click “Create” in the box that appears to finish creating your pixel

Next, add Pixel to your site:

Go to your website’s code and find the header of your website
Copy the entire code that you created on Business Facebook and paste it in the header of your website. Paste the code at the bottom of the header section, just above the closing head tag.
Click “Send Test Traffic” after placing the code on your website to make sure Pixel working properly. If your status says “Active”, your base code has been installed correctly. This can take several minutes to update.

You can also send the instructions to your developer, or if you’re using a partner integration like Google Tag Manager, you can connect your account in Business Manager and follow the onscreen instructions to connect your Pixel to your website.

2. Use Dynamic Ads

This is the highest ROI strategy to use on Facebook Ads for eCommerce.

Instead of individually creating ads for each product, dynamic ads allow you to create an ad template that will use the information you upload to a product catalog with your product’s images and details.

Your campaign will use the information tracked in your Facebook Pixel to show ads to people who have already expressed an interest in your business or a specific product.

The best part? Even though you have a vast catalog of products, the ads will be personalized and relevant to your audience.

Dynamic ads can not only be used to retarget people who have taken actions on your website, but you can also target broad audiences to reach people who haven’t heard from you yet. Facebook calls this “product recommendations.” These recommendations can include products already viewed by a person on your website, popular products on your catalog, and products that similar people to your audience interacted with.

To set up your dynamic ads, follow these steps:

Step 1: Set up your Facebook Pixel and Conversion Events

After installing your Facebook pixel, you need to set up your conversions events, which are specific actions visitors take on your site. You must select the conversion events that best apply to you, for example:

- Add ViewContent events to all product pages.
- Add AddToCart events to either your shopping cart pages and/or buttons that allow people to add items to carts.
- Add Purchase events to purchase or confirmation pages.

Then, select either product IDs or product group IDs on your events to match individual products viewed on a website separately, such as showing an ad for a product that comes in multiple colors in one specific color choice.

Associate your Facebook Pixel or events to your catalog to show products based on customer behavior.

Step 2: Build your catalog

In your Business Manager account, go to Catalog Manager to create your catalog, which is the inventory of products that you want to advertise on Facebook. Keep in mind that you need to keep your catalog up to date and make sure every product has a unique identifier.

Step 3: Create products sets from your catalog

From your inventory, you need to create a group of items that will allow you to control your bids and the items that appear in your ads. The product sets can be organized by product category, price range, markdown, or promotional price or theme.

Now that you’re ready with your dynamic ads, you can use multi-product ads, like carousels, to reach your audience with multiple products in a single ad.

3. Run Retargeting Campaigns

Did you know that on average 72% of online shoppers abandon their carts without buying a product? And only 8% of them will come back. Shocking, right?

For these reasons, one of the most essential strategies for eCommerce on Facebook ads is to run retargeting campaigns. This strategy will help you to show your products to website visitors that view a product or added to cart but didn’t complete a purchase, and also helps you to cross-sell and upsell additional products.

To create retargeting campaigns, yes, you guessed it, you’ll also need your Facebook Pixel. Thanks to the data it collects, you can create custom audiences with segments of people who already have a relationship or interacted with your business: website visitors, video views, consumers who engaged with your Facebook page or Instagram business profile, and much more.

To build these audiences, follow these steps:

Go to Audiences on Business Manager
Select Create Audience and then Custom Audience
Select the source of your audience
Follow the instructions based on the source

To maximize the return of your retargeting campaigns, offer coupons and discounts. This way, you’ll entice your visitors to come back to your website and finish their purchases.

Conclusion:

These three strategies are fundamental to making the most of your eCommerce presence. Using them will increase the probability of visitors completing sales and taking more advantage of your ads, improving your ROI.

We hope you find these strategies helpful! Want a team of Facebook ads experts to take it from here? Drop us a line. We’d love to take the hard work off your hands, and help your eCommerce get on the right track!

Sources:

15 May 2019

Sticky Post By Ana Cristina Posted in Facebook Ads, Pixels, Digital Marketing, social media, facebook, Brand communication, Content Marketing Permalink

6 Expert Tips To Writing Ads For Google Adwords

Sticky Post By Ana Cristina On May 15, 2019

Every day, advertisers hustle to compete with millions that also want their ads to be in the first position on Google. Sound like you?

And when you finally get those first results, there’s another problem: you compete again to win your target audience’s attention.

Writing the perfect ad isn’t easy, but it’s essential; it’s not just enough to get great positioning. The right copy is the difference between conversion and failure. With these proven tips – the principles WE use to write great ads every day- you’ll learn how to write killer ads for Google Adwords.

1. Benefits over features is a myth

According to Isaac Rudansky, it’s essential to devote ad composition to discussing the features of the products when writing PPC ads. Unless you’re selling a completely new kind of product, most consumers finding you through Google search are already educated on their need for what you’ve got; they’ve warmed themselves up. Now they’re looking to be informed more than sold to.

For example, if you’re looking for new apartments for sale in Miami, you’ll probably be concerned first with the size, price, location, etc. You’ll want to see that information quickly and clearly; this should take precedence over how the new apartment will make you feel.

Mixing emotional and other benefits with a clear presentation of features is fine, but never forget to include your features in your PPC ads. The following ad is an excellent example of a combination of a psychological benefit with the features of the product or service:

Here, some copy is devoted to generating emotional appeal (“make the most out of your travel experience by living like a local”), but the copy moves quickly on to the specific features: offering a search of rentals and hotels, booking, the extensive locations available, etc.

2. Include price, promotions and exclusive offers

Price allows people to scan if your product or service is perfect for them. Being up-front and clear about pricing is ESSENTIAL to avoiding bad clicks. For most shoppers arriving via search, the price will be one of their first concerns: if you’re evasive or slow to reveal it, that fragile early trust necessary for buy-in is lost, and your visitor is unlikely to investigate further- even if your product would have been great for them. If the price is too high, most will move on and continue searching- that’s fine. However, if the price works for them, they’ll probably check out the offer, having made themselves pre-qualified buyers.

A great strategy is also including promotions and exclusive offers in your ad extensions, letting the first glance at your ad give a sense of urgency and scarcity:

3. Highlight your brand’s legitimacy

When writing PPC ads, it’s important to highlight what makes your company unique and better than the competition. Mention awards, social proof, how many clients you have, and all those things that give your brand legitimacy as long as these facts are real and verifiable. For example:

Notice how right after illustrating features (first and most important, remember?), the ad rolls out the quality indicators: trusted by 4,000 businesses, high quality, 3 million job listings.

And, as you’ve probably noticed in most of the examples above, using registered symbols are recommended to increase CTR (click-through-rate) and to give also brand legitimacy.

4. Your ad copy must be similar to your landing page copy

When you write your PPC ads, it’s essential to consider the copy you’ve already got (or have planned) in your landing page. If your landing page doesn’t properly follow on the expectations generated by your ad, your quality score will go down, increasing the cost per click of your ads and of course, your conversion rates will decrease as well. This is BAD- but easily avoided.

Using the same keywords from your ad at the top of your landing page tells the visitor that they are at the right place and it will increase your relevancy score.

5. Focus on your headline first

According to Isaac Rudansky, your most important message belongs in your headline, because most people make their decision at that moment- which sounds obvious, but this means that you can’t rely on the description to capture interest.

When writing your headlines, don’t forget to include your keywords to mirror the searcher’s query. Be as specific as the user’s query, and whenever possible, include a call-to-action:

This is a simple, elegant example (from one of the most masterful marketers in the world, Coca-Cola, no less)- the keywords are clear and reflect the search (“custom bottles”) and are followed with a short, clear CTA: put your name on a Coke bottle.

6. Make your ads hyperlocal

This doesn’t just mean mentioning your region or city- studies have shown that using phone numbers with the area code close to the visitor can DOUBLE your conversion rates. The intention is to make your audience feel that you’re local: right around the corner, accessible, and convenient.

Time to start applying these strategies to your Google Ads! Test out a variety of messaging approaches using these tips. As you begin writing your ads and collecting data, you’ll see what works best for your specific audience. Which each test you run, you’ll understand better what makes your ads perform well.

Are you ready?

Any doubts? Want help in creating a winning Google Ads campaign? Get in touch with us. After all, this is our passion, and we’d love to be part of your marketing team.

30 Apr 2019

Sticky Post By Ana Cristina Posted in Uncategorized Permalink

Colony Theatre Case Study

Sticky Post By Ana Cristina On April 30, 2019

Summary

The Colony Theatre, located in the heart of South Beach, first opened in January 1935 as a Paramount Pictures movie house.

Today the theatre, managed by Miami New Drama, is a state-of-the-art venue with an impressive art deco design that makes it one of the crown jewels of Miami Beach. The theatre hosts an exciting array of events, including music, dance, comedy, and theatre performances.

On March 7th, 2019, the theatre launched the world premiere play by Rakontur, “Confessions of a Cocaine Cowboy,” based on the award-winning documentary series “Cocaine Cowboys.” This play recreated the outrageous era of the 1980s Miami cocaine boom that riveted and shocked the world and explored how coke, cash, and corruption created the Magic City we know today.

The Colony Theatre wanted to drive awareness and ticket sales- and hired Motion Ave. to do the job.

Here’s how our online marketing strategy successfully increased the visibility of the play and sold more than 550 tickets across South Florida with a return on advertising spend (ROAS) of 5.81, which means that for every dollar we spent, we generated 5.81.

Our Roles

Creative and Content Development
Video Ads Production and Post-Production
Facebook and Instagram Advertising
Analytics and Optimization

Challenges

We knew the most effective way to reach the target audience of the theatre and this play would be by creating Facebook and Instagram advertising campaigns that would get us direct exposure to the target market.

However, this was the world debut of this play- we had no idea how well-received it would be. Thus, our initial strategy was to A/B test various messages, creatives, and audiences, presenting the play with different angles, before launching a targeted campaign.

Insights

To identify the most viable opportunities for awareness, we conducted several audience tests for cold, warm and hot audiences.

For cold audiences, or top of the funnel (TOFU), we tried different audiences- for example, people interested in related upcoming events, theaters, plays, etc., and people interested in topics related to the new play. We also reached lookalike audiences.

For warm audiences or middle of the funnel (MOFU), we retargeted people who purchased a ticket in the past to another play and hence had interacted with the brand.

For hot audiences, or bottom of the funnel (BOFU), we retargeted people who visited the play landing page but didn’t buy tickets. Ultimately, these audiences cost the least in advertising dollars per ticket purchase.

We additionally tested different creatives and formats including videos, images, and carousels. In some campaigns, we used dynamic creatives to find the best combination of headline, copy, image, and CTA. We concluded that real pictures of the play, with copy and headlines providing background, had excellent performance.

Once the play opened, we began adding testimonials and quotes from satisfied audiences to the ad copy, to great success.

***

Solution

To accomplish the goals of driving awareness and generating purchases, we set up an advertising strategy on Facebook and Instagram.

Investing in engagement and brand awareness was key to creating buzz around the play and driving leads to make a purchase. The key was greater community credibility: posts or ads with social proof- comments, likes, and shares- drove more conversion at a lower cost per purchase.

Here are some examples of the assets we deployed:

Results

After just one month of advertising with brand awareness and purchases as primary objectives, the Facebook and Instagram campaigns delivered successfully.

Our work with the Colony Theatre in this specific play generated ticket sales, but also brought more loyal customers to the theatre.

Stats

If you’d like to consult a team of skilled and passionate experts to learn how to build your brand better and also find out how we can put solutions like these to work for you, please, say hello. We’d love to talk to you about how to bring your brand to Facebook- and beyond!

22 Mar 2019

Sticky Post By Ana Cristina Posted in Pixels, Digital Marketing, Facebook Ads, Pixels, Facebook Ads, trends, Digital Marketing, Instagram Marketing, Content Strategy, Video, marketing, social media Permalink

Getting The Most From Facebook Dynamic Ads

Sticky Post By Ana Cristina On March 22, 2019

In a recent post, we talked about Facebook dynamic creatives, which build effective ads around combinations of your assets. In that post, we clarified that “dynamic creatives” is a COMPLETELY DIFFERENT feature than “dynamic ads,” which is what we’re talking about today.

So, what are they, then?

Dynamic ads automatically promote your most relevant products to people who have shown interest on your website, app, or other channels. The amazing thing is that instead of creating a whole new ad for each product, dynamic ads create ad templates that automatically shows the relevant product for each person with images and details you’ve uploaded to a product catalog on Facebook.

Let’s say that Margaret visits your website, sees one of your healthy foods products, and adds it to her shopping cart but doesn’t end up buying it. A few days later, Margaret visits Facebook or Instagram and sees the same product right on her news feed. The chances of Margaret buying the product are now higher with this easy shopping experience.

All of this is done automatically with dynamic ads. To learn more, watch this video.

Dynamic ads are a powerful tool for industries like eCommerce, travel, real estate, and automotive.

Source: Facebook

Here are some reasons why Dynamic Ads are so awesome:

Highly relevant ads. The audience will only see products they’ve already demonstrated an interest in before.
More efficient. Dynamic ads eliminate the workload of creating multiple ads for each product, combining the ad creation process of your entire sales catalog into a single task.
Improved customer experience. Relevant items create a more appealing viewer experience and are seen as less intrusive than presenting unqualified content.
Upselling and cross-selling. Great use of dynamic ads is targeting customers who have purchased an item, and cross-selling other product categories. You can also upsell, promoting more expensive items or product upgrades related to the prior purchase.
Engaging at every stage of the sales funnel. Besides people who have shown an interest in your products or have made a purchase, you’re also able to use dynamic ads to reach new audiences using a lookalike audience based on visitors who bought your products.

Sounds great, right? Dynamic ads can add a new dimension to your Facebook marketing strategy. Here’s how to run dynamic ads on Facebook:

1. Create a Business Manager Account:

Go to business.facebook.com, click on Create Account, select a name for your business, select the associated page and complete the information in the required fields.

Source: Facebook

2. Install the Facebook Pixel

Install the Facebook Pixel, a piece of code that you copy and paste onto your website that tracks the behavior of visitors to the site and Facebook ads. Click here to learn how to install the Pixel (and why we love it!)

Source: Facebook

3. Create a Product Catalog

Then, create a product catalog in your Business Manager account. Skip this step if your website uses Shopify, Magento or BigCommerce. To learn how to manage your catalog, click here.Source: Facebook

4. Create your campaign using dynamic ads

Go to Ads Manager and create a new campaign with a “Catalog Sales” objective and choose your product catalog. To learn how to set up your campaign, click here.

Source: Facebook

Conclusion:

Dynamic ads give advertisers a powerful way to promote and sell. Although dynamic ads are intended for retargeting, you can use them at every stage of the funnel.

You should make a habit of checking your product catalog daily to ensure your products are uploaded correctly.

Does this sound like a lot? If you’d like to consult a team of skilled and passionate experts to help you create your Facebook campaigns- or you’d like us to be your marketing department- say hello! We’d love to talk to you about how to bring your brand to Facebook- and beyond!

Are you ready to create your first product catalog using Dynamic Ads? Tell us what you think in the comments section below.

References:

https://www.facebook.com/business/ads/dynamic-ads

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

https://www.facebook.com/business/help/1710077379203657

https://www.thenextad.com/blog/why-you-should-care-about-dynamic-ads-and-broad-audience-targeting/

https://artplusmarketing.com/10-best-practices-for-facebook-dynamic-product-ads-7f9f7714fdc1

https://www.creadits.com/blog/2017/04/04/the-importance-of-using-dynamic-creatives

11 Mar 2019

Sticky Post By Ana Cristina Posted in Content Marketing, Content Marketing, Facebook Ads, Digital Marketing, Digital Marketing, Facebook Ads, marketing Permalink

Are You New To Facebook Dynamic Creatives?

Sticky Post By Ana Cristina On March 11, 2019

Here’s Everything You Need To Know

Dynamic creatives allow advertisers to create and deliver different combinations of ads, finding the perfect match of headline, text, image, description, and call-to-action that are more relevant and engaging to their audience.

How do Facebook dynamic creatives work?

Take John, who lives in Miami. John has never really thought about his eating habits but has decided today that he’d like to lose some weight because his “date jeans” don’t fit anymore.

There’s also Laura, who also lives in Miami, and enjoys eating healthy and exercising every day. Laura should probably teach John about portion control, and John could probably help Laura not be so maddeningly perfect. But that’s another story.

Then there’s YOU: the owner of a health food company doing business in the Miami area. You want your marketing material to deliver a message to John AND Laura that will resonate with them, but it may not be realistic in your marketing budget to design a “John-type ad” and a “Laura-type ad”- to say nothing of your other market segments- from scratch. You know messaging is never one-size-fits-all, and that different audiences will respond to individual creative elements- image, copy, timing- differently as well.

It sure would be great to get that all done in one shot!

Here’s where dynamic creatives come in handy. Using them, you’re able to test different creative components to define which combinations give you the best response- mixing and matching creatives and testing the various combos, all live. This lets you maximize the value from Facebook ads budget.

Remember that dynamic creatives are different from dynamic ads– this tool is for testing a variety of creatives around the SAME product. Dynamic ads retarget users with different products.

So, how do you do it?

Step #1:

Source: Facebook

Step #2:

Source: Facebook

Step #3:

Source: Facebook

Let’s see how to create dynamic creatives:

When you create a new campaign on Facebook, after selecting the objective and name of your campaign, go to Ad Set and turn on the “Dynamic Creative” button.

After selecting your audience, placements, budget, and schedule, continue to the next section to edit your ads.

In “Media,” you’re able to add up to 10 images, videos or slideshows. Add ALL the visual creatives you want to test in dynamic ads.

Then, you’re able to add up to 5 texts, headlines, link descriptions, and calls to action as shown below. Again, add all such copy that you want to test, in any combination.

There’s a maximum of assets in each category for a dynamic ad campaign:

Image or video/slideshow: maximum of 10 images or 10 videos
Headline: maximum of 5 titles
Text: maximum of 5 bodies of text
Description: maximum of 5 descriptions
Call to action: maximum of 5 CTAs

When you finish editing your dynamic creatives, click Confirm to publish your campaign.

Facebook will automatically generate multiple combinations of your creatives, varying the mash-up to assure each asset is used at least once.

Pretty cool, right?

Why are dynamic creatives awesome?

Glad you asked. After using this new feature for a number of different client campaigns, we’ve gotten consistently positive results in a few areas:

1. Testing

We’ve actually found that dynamic creatives are a better testing tool than the split testing feature. Seriously! (We were surprised, too.) You can test up to 30 components at the same time while simultaneously measuring efficacy, which is the equivalent of running a couple of dozen split tests (and measuring KPIs over weeks of separate campaigns).

2. Efficiency and budget

Dynamic creatives allow you to learn which assets are performing better, faster, letting you optimize content for the best performing ads and move on to your next project. Getting your best material out sooner means quicker campaign results, which translates to lower costs for running or boosting ads.

3. Mastering personalization

John and Laura from our first example will probably respond to very different content, with the same hopeful outcome- buying your health food. John might be motivated by content emphasizing results- eating right will take the unwanted weight off- whereas Laura will likely respond better to messaging that your health food fits into her existing lifestyle of wellness and self-care. Using dynamic ads will let you try a potentially wide range of combos for John AND Laura, letting you learn how their demographics respond- simultaneously.

Bear in mind also that dynamic creatives aren’t intended as a long-term strategy; this is a research tool, designed to help you quickly sort out what works. As a long-term campaign, it is less effective than a targeted campaign using creatives in combinations that you know to be successful.

Conclusion:

It’s important to highlight again that dynamic creatives are different from dynamic ads. Dynamic creatives are used to find the best ad combination around the same product.

Dynamic creatives, used properly, will let you maximize the value of your Facebook campaigns, and save a lot of time and money. Does it sound great, but overwhelming? Can’t wait to try it, but you don’t have a ton of creatives (or want better ones)? We should talk, right now- we’re passionate about great advertising, creative content, fun design, and helping people succeed in telling their brand’s story.

So, what do you think of dynamic creatives? Have you tried this feature yet?

Sources:

https://www.facebook.com/business/m/facebook-dynamic-creative-ads

https://www.growwithbamboo.com/blog/4-dos-and-a-dont-facebook-dynamic-creative-optimization-best-practices/

https://medium.com/@ayranamongush/5-reasons-to-use-facebook-dynamic-creative-optimization-8687140175e3

21 Feb 2019

Sticky Post By Ana Cristina Posted in Content Marketing, Content Marketing, Content Strategy, Ad-free, Digital Marketing, Facebook Ads, marketing, facebook, Uncategorized Permalink

The Beginner’s Guide to Facebook Messenger Ads

Sticky Post By Ana Cristina On February 21, 2019

Want to get personal with over 1.3 billion people? Include Facebook Messenger in your marketing strategy.

According to Facebook, 1.3 billion people use Messenger every month. It’s the perfect way to start conversations with leads about your business and build confidence in your brand. As Facebook says, “messaging inspires trust.”

Today’s consumers expect a highly personalized experience when they interact with brands, making tools like Messenger a marketing must.

So, how can Messenger help you and your business?

1. Simplify customer acquisition

A direct conversation between your potential customers and your business simplifies customer acquisition.

2. Simplify transactions

Building a presence on Messenger allows potential customers to purchase your products and services directly in the conversation.

3. Nurture customers and leads

Messenger provides an accessible place for faster response to your customer’s questions, and the conversation history remains in the platform- providing an opportunity for re-engagement.

Now, let’s dig deeper into Messenger Ads.

What are Facebook Messenger Ads?

Running ads in Messenger is the easiest way to take advantage of the feature’s global reach.

Messenger Ads allows potential customers who see your ads to start instant conversations with your business- and YOU- making them ideal for competitive industries such as eCommerce.

There are three types of Facebook Messenger ads:

Messenger ads
Click-to-Messenger ads
Sponsored messages

How do they work?

Messenger Ads

FB Messenger ads appear directly within a user’s Messenger app. When people click on an ad, they’ll be sent to the destination you choose when you are creating your campaign- whether is your website, landing page, app or a conversation with your business on Messenger.

People can see these ads on their Messenger Inbox or on their Messenger Stories.

Messenger Inbox:

To create ads in Messenger Inbox, follow these steps:

1. Go to Ads Manager and click on +Create.

2. Choose an objective for your campaign. The objectives that support “Messenger Inbox” placement are Reach, Brand Awareness, Traffic, App Installs, Conversions, Catalog Sales, Messages. If you selected the objective app install, reach, brand awareness or catalog sales, you can skip to step #4.

3. Complete the “Traffic” section if you selected Traffic, Conversion or Messages objective and choose where you would like to drive traffic- whether to a website URL, your app, the Messenger app or WhatsApp.

4. Select Automatic Placements or Edit Placements if desired, selecting the option Messenger – Inbox.

5. Edit your Audience, Budget & Schedule, and click Continue.

6. Select the Facebook Page and Instagram Profile (optional) you would like to promote.

7. Select your ad format and finish editing your Ad.

8. Click Confirm to publish your campaign.

Messenger Stories:

To create ads in Messenger Stories, follow these steps:

1. Go to Ads Manager and click on +Create.

2. Choose an objective for your campaign. The objectives that support “Messenger Stories” are App Installs and Conversions.

3. Complete the “Traffic” section and choose where you would like to drive traffic- whether it is to a website URL or your app.

4. Select Automatic Placements or Edit Placements if desired, selecting the option Messenger – Stories.

5. Edit your Audience, Budget & Schedule, and click Continue.

6. Select the Facebook Page and Instagram Profile (optional) you would like to promote.

7. Choose Single Image or Single Video as the ad format and finish editing your Ad.

8. Click Confirm to publish your campaign.

Click-to-Messenger ads

These ads appear on Facebook, Instagram, or Messenger and send people into a Messenger conversation with your business.

To create click-to-Messenger ads, follow these steps:

1. Go to Ads Manager and click on +Create.

2. Choose an objective for your campaign. The objectives that support these ads are Messages and Conversions.

3. If your select Messages as your objective, in the Message Destination section, select Messenger and then Click to Messenger.

If you select Conversions as your objective, in the Conversion section, select Messenger.

4. Edit your Audience, Placements, Budget & Schedule, and click Continue.

5. Select the Facebook Page and Instagram Profile (optional) you would like to promote.

6. Select your ad format and finish editing your Ad.

7. Select Messenger Setup. In the section you are able to edit the content that will be seen by people in Messenger after they click on your ad. There are two ways to set up your message:

Standard Template: A default template with prefilled content. You can review and edit the content.
Custom Template: An editable build-your-own template that lets you add images, videos, buttons and more to your welcome experience. Custom templates can be saved and reused for future campaigns.

8. Click Confirm to publish your campaign.

How To Get The Most Out Of Your Blog

Sticky Post By Ana Cristina On February 6, 2019

With over 500 million blogs on the Internet, attracting readers to yours is an uphill battle. A medium that began as a hobby has become one of the most essential online marketing tools today.

That’s worth repeating, and remembering: it’s a “marketing tool.” The goal of a useful blog is not only to drive traffic to itself but to also generate leads and (hopefully) conversions.

Here are some tips for getting the most out of your blog.

Tip #1: Find your niche

No matter what your business is, finding your niche is the first thing to do before writing posts- think about who’s going to be interested in your topic, what they’re like, and what’s going to motivate them to listen to you.

Once you’ve identified this niche, it’s time to create awesome Buyer Personas to better understand better who this audience is, and tailor your content to their needs.

Tip #2: Focus on quality, not quantity

For a long time, the marketing blog strategy has been “write, write and write.” Now, analytics have made it pretty clear that audiences have become more selective and focused- content quality is far more important. You don’t have to write every day; write once a week or every two weeks- decide this based on your results and research- but more importantly, focus on writing amazing, high-quality content.

There’s a glut of content on the Web. Focus on not repeating ideas already expressed thousands of times elsewhere, and instead offer meaningful, specific information- valuable content that people will actually want to read and share.

Also, remember that better content will bring you more social share and more backlinks; therefore, your blog post will rank higher on Google, which means better search results.

Tip #3: Be authentic

Being authentic means staying true to who you are, what your business does, and your audience.

As we mentioned in a previous post about 2019 digital marketing trends, the future of marketing is more transparent, authentic, and personal. Brands need to follow suit, in the tone and topics of their messaging. Authentic writing makes audiences relate to your business, turns readers into advocates, and builds your identity and image into influence.

Check this authenticity checklist to find fundamental approaches to implement in any business for a more authentic voice.

Tip #4: Tell stories

Our lives are a series of stories, and we’re always looking for new ones.

The best marketing copy is a story. Stories engage, excite, change minds- and sell. The personal connection we feel when hearing a story is backed by neuroscience. Information presented as a story is more memorable and involves us emotionally as well as intellectually: more areas of the brain are engaged when information is presented narratively rather than as a series of facts. Those areas of the brain are the same that become activated in real life social interactions; when you hear a story, much of your brain can’t tell the difference between hearing and experiencing it, becoming more emotionally attached as a result.

To tell stories that sell, use anecdotes to lead your reader into your content and help them understand the message.

Click here for more interesting facts on including stories into your writing.

Tip #5: Encourage conversations

Think of your blog as a communication channel. Encouraging conversations in your blog posts is a great way to create engagement with your audience.

As Neil Patel explains, a fantastic way to encourage conversations is to ask a question at the end of your post to invite your readers to leave comments.

Another strategy to encourage conversations is to write in a more conversational tone using the words “I” and “you.” Writing in this tone will make your audience feel more comfortable and encourage them to leave more comments.

Remember to respond promptly to your post’s comments to keep up with the conversation!

Tip #6: Add CTAs to your post

To get the most out of your blog, you need to include CTAs (calls-to-action) in your blog posts. Without a CTA, readers who could be interested in your products or services won’t know what to do next.

A CTA translates a message into purposeful behavior, and therefore generate leads and sales. Never forget that the purpose of content marketing is to present content that motivates action- in this case, becoming a lead or a sale. A CTA guides readers gently from their content experience to your products and services- or to even more content on your site, to learn more about you.

Wherever appropriate, never forget to use a CTA to allow readers to opt into your email marketing list- this is essential to building a useful database. As Neil Patel says, collecting emails is the most important thing. By doing so, you’ll be able to connect more directly to your leads, build a relationship, gain their trust and then sell your products and services.

Conclusion:

Writing unique, authentic and valuable content, encouraging conversations, and adding CTAs to move your audience through your website and your products and services, including collecting emails, will help your blog to be successful.

Was this overview valuable? Let us know! (See what we mean about creating conversations and including a CTA? ????)

At Motion Ave, we’re passionate about creating great content! If you recognize the value of quality blog posts for your business, we’d love to help you get the most out of your site. Whether you’d like us to share some tricks or create content just for you, say hello!

Sources:

Neil Patel – Does blogging still work in 2019? https://youtu.be/i4CY-XD6agM

https://www.theminimalists.com/blog/

https://www.softwarefindr.com/how-many-blogs-are-there/

https://neilpatel.com/blog/truth-will-out/

https://www.kinesisinc.com/the-power-of-storytelling-as-a-marketing-tool/

24 Jan 2019

Sticky Post By Ana Cristina Posted in Content Marketing, Content Marketing, Content Strategy, 2017, Video, E-mail Marketing, Buyer Personas, Uncategorized Permalink

The Recipe for Creating Awesome Buyer Personas [Infographic]

Sticky Post By Ana Cristina On January 24, 2019

Buyer Personas are a crucial component of every digital marketing strategy; they’re essential to better understanding your target market and tailoring your content and products to their needs.

All of this translates into reaching the right people to drive traffic, generate leads, and close deals. But how do you create fantastic personas?

Creating good Buyer Personas doesn’t seem like an easy task, but crafting them well is like cooking a perfect meal: get the right ingredients, follow the recipe, and voilà. We’d like to share our recipe for awesome Buyer Personas for every business.

Sources:

https://blog.hubspot.com/marketing/buyer-persona-research
https://marketinginsidergroup.com/demand-generation/what-to-include-in-a-buyer-persona-infographic/
https://blog.hubspot.com/marketing/build-buyer-personas
https://blog.hubspot.com/marketing/buyer-persona-questions
Singlegrain: How to develop Buyer Persona
Singlegrain: Science building Buyer Persona

18 Jan 2019

Sticky Post By Ana Cristina Posted in Instagram Marketing, Digital Marketing, trends, Instagram, marketing goals, 2019 With 1 Comment Permalink

8 Secrets to Creating Killer Facebook Ads

Sticky Post By Ana Cristina On January 18, 2019 With 1 Comment

With over 2 billion monthly active users, Facebook has become a place where businesses can connect with potential customers and grow their base significantly- but if you’re building a brand, posting on their Fan Pages alone is not enough. To reach your audience and get results, you need to advertise on Facebook Ads, and you need to do it right.

Users are bombarded with ads every day, and there’s a lot of competition for their attention. To rise above the rest, here’s eight secrets to creating killer Facebook Ads that successful brands use to optimize campaigns and spend advertising budgets wisely- you should master them, too.

1. Consistency

MailChimp is a perfect example of campaign consistency: their ads are simple, with a touch of humor, and reliably styled. Their ads stand out in a sea of content with their bright, yellow images and short copy.

2. Humor

Humor makes an experience emotional and memorable- employ it in your Facebook Ads to increase engagement and connection. Loosen up your language and use humor to spice up your message.

3. Seasonality

Some brands adapt their ads for holidays like Christmas, Valentine’s Day, and Halloween, as well as seasonally, often to coincide with a change in product offerings. Seasonal messaging is essential; it lets you relate to your audience’s mood and current interests, and provides context for special promotions.

4. Urgency

Creating a sense of urgency is a time-honored ad technique, and it’s just as effective in the fast-paced context of Facebook Ads. Phrases like “before they’re gone,” “before it’s too late,” “sales end,” are some of the phrases you could try in your copy to make consumers think they will miss a great opportunity if they don’t act fast.

5. Targeted Messaging

Targeted messaging means speaking directly to your primary audience: using language that directly addresses specific concerns or values. This is extremely effective, but takes work: brands need to identify the pain points and goals of their target audience before writing their copy. The message has to be personal, and feel uniquely relevant to your primary audience, while still broad enough not to alienate potential leads.

Personalization is a must when you’re writing targeted Facebook ads.

6. Education

Another interesting way of using Facebook Ads is to communicate an informative, useful message to your audience, based on their needs, interests, and struggles. This technique attracts your target audience and invites them to digest your content while getting to know you as an industry leader and generating trust.

In many ways this is the heart of content marketing: audiences are receiving something valuable from you in exchange for building trust and, if the information is behind a form, creating leads or valuable research data.

7. Authority

Authority, in this case, means backing the claims of your brand with trusted entities like individuals and organizations. Authority builds credibility, whether the source is an influencer, celebrity, or industry leader. Other good examples are displaying awards or special recognition your brand or products have gained, or statistics of consumer preference for your brand over a competitor.

Testimonials are another fantastic way to generate authority. By quoting well-respected industry leaders willing to speak about your brand, you can show recognition. Haven’t got any? Don’t worry- honest, well-crafted statements from real, “normal” users that your audience can relate to are also extremely effective.

8. Localizing

Localizing is a broader form of personalization where copy and images relate specifically to a narrowly-targeted region where the ad will be shown. As with personalization, it raises credibility by causing audiences to feel that copy directly relates to their specific interests.

The most important secret? Mix and match. Combine humor with personalization, with consistency, and more. Create the perfect ad by always following your brand’s values and personality- but don’t be afraid to try something new.

It’s time to get creative. Build Facebook advertising campaigns with fantastic ads!

Want some help? Get in touch with us. We’re passionate about great advertising, creative content, fun design, and helping people succeed in telling their brand’s story.

Sources:

https://www.curaytor.com/25-facebook-ads?utm_source=zest.is&utm_medium=referral&utm_term=zst.5c17d64f00e71&zi=cymM5kUJ514

All posts by Ana Cristina

Marketing Strategies For Cleaning Companies During The Coronavirus Outbreak

1. Communication with your current and potential customers

2. Content is king

3. Optimize your Google My Business profile

4. An opportunity with online advertising

5. Video conferencing with your potential customers

Colony Theatre Case Study

Are You New To Facebook Dynamic Creatives?

Here’s Everything You Need To Know

The Beginner’s Guide to Facebook Messenger Ads

What are Facebook Messenger Ads?

Messenger Ads

Click-to-Messenger ads

Sponsored messages

How To Get The Most Out Of Your Blog

The Recipe for Creating Awesome Buyer Personas [Infographic]

Drop us a line!