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Marketing Updates With Motion Ave

Welcome back to Marketing Updates with Motion Ave! It’s time for more juicy news from the marketing world- this time Google, Youtube, Facebook, Pinterest and Linkedin have all given us something to talk about! 

Shoelace: It’s Like Google+, But Less!

Google creeps back onto the social network battlefield with Shoelace, a new platform that allows people to organize events and activities that users can attend. If you’re thinking “Just like Sched or Doodle (which connects through Google), you’d be WRONG because… what’s that over there? To be fair, there are some social features sprinkled in: add your interests and the app will recommend nearby events, for example. For now, Shoelace is in closed beta in New York. We’ll see if Shoelace lasts long enough to go public or if it dies of disappointment

Learn more about this latest attempt here:

https://www.theverge.com/2019/7/12/20691430/shoelace-google-area-120-event-organizing-new-york-beta

Brace Yourself: You Can Opt Out Of Facebook Targeted Ads

Did you eat a pickle sandwich under your bed with the lights out last night, and now every site is showing you ads for pickles, mayo, and antacid? Don’t answer. Do targeted ads squick yout out? If the answer is yes, you’ll be able to ask FB “how have you so thoroughly invaded my life” with the new option “why am I seeing this”? in all FB ads. Click on it, and you’ll see the specific online actions you took that Facebook told (sold) the advertising company- with the option of disabling all ads from this source! A new section, in Ad Settings will also show you all the different topics and products you’ve been targeted for, and by whom- with the ability to powerfully tweak which of these you want to allow advertisers to use. 

While it’ll be difficult to opt out of every single area of Facebook that uses your personal data to target you, probably its biggest value is in becoming better informed about HOW and WHY you get targeted, so you can opt out of the most egregious things.

Free yourself here: https://www.komando.com/happening-now/580478/opt-out-of-facebook-targeted-ads

YouTube Continues To Woo Content Creators With Better Monetization

Platforms are in a mad rush to befriend streamers that drive traffic; between Facebook and YouTube, it’s reached the level of a streetfight, with each platform throwing every incentive it can afford at content creators to keep them right where they are, driving traffic. Youtube launches a fundraising tool, Super Stickers, for their existing $400-a-minute profitable Super Chat, and Learning Playlist. There’s also new merch, premium emojis and badges, you name it.

The update also includes changes to the site’s copyright infringement tools. Creators will be able to easily remove parts of their videos that are associated with copyright claims- without simply getting the whole thing blocked.

Want to know more? Click on the link: https://techcrunch.com/2019/07/11/youtube-is-giving-creators-more-ways-to-make-money/

Commercial Video Gets A Big Break on Insta

Videos are blowing up on Instagram- searches for videos on trending topics have increased thousands of times over in just the past year! Now, Pinterest has launched a suite of new video tools for businesses, allowing them to upload videos and see them all in one tab, get traffic insights, and schedule content. For now, these tools are only available for business accounts.

Learn more about this video feature here: https://www.searchenginejournal.com/pinterest-rolls-out-a-suite-of-new-video-tools/316087/

LinkedIn Launches 3 New Campaign Objectives

Since LinkedIn launched its new integration with Google Campaign Manager last year, the platform has been looking to constantly upgrade its ads features. This time it added 3 new ad objectives to its campaign manager: brand awareness, website conversions and job applicants. LinkedIn is taking itself seriously as a social marketing ecosystem just like Facebook, and continues to grow into the role.

Get to know more about these ad objectives and their pricing here: https://www.socialmediatoday.com/news/linkedin-upgrades-campaign-manager-with-3-new-objectives/558668/

https://www.linkedin.com/help/lms/answer/103969

That’s it for this week! We look forward to seeing you next week in a new issue of Marketing Updates with Motion Ave. See you soon!

New To Marketing? Here’s a Guide for Creating an Initial Strategy That Will Set Your Business For Success: Part 1

Beginning marketing efforts for a new or existing brand can be quite hard, especially if you don’t know where to start. With so much content that can be found in social media channels, podcasts, websites and pretty much anywhere in the web it’s very easy to get lost. 

That’s why we’ve decided to put together this guide to help you succeed in your marketing journey. The following are the steps we take into consideration when building marketing campaigns for our clients. We’re quite certain that if you do these steps right you will set your business for success! 

1. First And Foremost, Define Your Target Market:

For marketing to pay off, start by understanding who your target market is. Many businesses make the mistake of believing their product or offer is for everyone, but in reality, the better you understand the market segment your ideal customers are in, the more effective marketing will be.  

The best way to define your target market is by understanding why existing customers bought your product. You can use some of these criteria to help organize your findings:

Target Market Strategy

Sources: QuickSprout & Oberlo

Start by gathering general information, and then get as specific as possible. If you sell laptops, for example, are they for children? Students, professionals? Try to narrow down who your product attracts, the problem it solves and who it is solving for; “professionals” is good. “Graphic designers” is better. 

After getting a clear idea of your target market, move on to creating buyer personas. 

Related: The Recipe for Creating Awesome Buyer Personas [Infographic] 

2. Create A SWOT Analysis:

You need to know where your company and brand stands in the market. A SWOT analysis can give you and your team a clear vision of your:

Create a Swot Analysis for an initial strategy

You should also apply SWOT to your competitors: their market share, value proposition, pricing, whether they’re conducting marketing efforts or not, and anything that helps you identify opportunities to leverage your company, reach a higher audience, and- most importantly- how to address your market, which begins when you…  

3. Create Your Elevator Pitch:

The concept of the “elevator pitch” has been growing in popularity because it helps you build a short, concise framework of your business goals. Startups use their elevator pitch to find potential investors and most importantly sell their ideas as should you and your team, this will help everyone get aligned with your product and sales approach.

Your customer should have a very clear idea of the problem your product or service solves in less than 30 seconds. Catching people’s attention gets more difficult by the day; that is why it’s so important for you and your team to efficiently communicate your product/service’s message.  

How do you create an elevator pitch?

  1. Identify the problem or market needs- then, the solution- your idea!
  2. Be straightforward and emotionally compelling in your language – give facts are impactful to your audience.  Make them believe in your cause. 
  3. Know your audience and speak to them personally- address their pain points, and they’ll identify with your offer. 
  4. Identify your product or service – be specific and measurable.
  5. Remember, the point of the elevator pitch is to keep it BRIEF – 30 seconds is a good guideline.

Here’s an example of applying these principles to a great elevator pitch.

“Don’t you hate how lazy and out of shape hamsters are these days? But there aren’t any gyms for small rodents, and personal trainers are expensive. The Ham 2000 is great for hamster moms and dads- a tiny full-body exercise machine they can put right in their hamster cage and get on with their day. Plus, it’s adorable!” 

4. Create A Brand Identity Book And Give Your Brand a Personality:

Most business don’t believe this is an important step in their marketing strategy – not only is it vital, but it’s essential to do it as early in the life of your brand as possible!

If you want your brand to have instant recognition out the door, you need an eye-catching brand personality that conveys your culture and product. 

A brand personality book establishes the consistent rules and principles that will guide your brand identity – for example, a small family of fonts that will always be used, color schemes for product livery or logos, aesthetic guidelines, etc. Visuals are one of the fastest and most instinctive ways humans accept- or reject- new experiences. Give your brand a personality and stay true to it. 

Developing your brand’s personality will not only make sure branding stays consistent across your team, creating it requires you to take a long, thoughtful look at what you want your brand identity to be – and how you want it represented to the world.

5. Create a Website Or  Landing Page:

If your audience can be found online, you need a website or landing page. Period.

First of all let’s start off by understanding the main difference between a website and a landing page. Landing pages are built to drive traffic for a specific marketing campaign,  the main purpose of a landing page is to make the visitors focus on the intent on the page that could for instance be “Schedule a tour to our facilities”, “Purchase THIS product” etc. It should only have content that is specific to the offer, product, or service. A landing page has no distractions and should be designed to convert the user or take them one step down your marketing funnel. 

A website on the other hand is a group of pages designed to help visitors coming to a website and drive the desire to navigate all or most of its content in order to build interest in a product or service.

A great, navigable site is one of the biggest customer trust indicators. Building a great site is challenging, but following these principles will help a lot:

  1. Set a timeline and due date: This is fundamental – if you don’t set a completion timeline, you won’t complete it.
  2. Define the hosting platform: if you have your own developers, great! If not, there are plenty of supported-DIY hosts like Wix, SquareSpaces or Webflow
  3. Have a plan: don’t jump into sitebuilding without design goals.  Will your site have a shopping cart? A Contact Us section? What do you want visitors to see first? 

Start by defining your website’s navigation – main menu and footer. 

  1. Stick to your previous work: Make sure that during the creation of your website you have on your top-of-mind your buyer persona, brand book/personality and your elevator pitch. 
  2. Design: start creating your website’s wireframes – a rough blueprint of your site and page layout. There are plenty of free, online tools to help you build one, but a map on your whiteboard or even pen and paper is fine! Define where you want to place titles, texts, images, call to action buttons and any other expected features.
  3. Create prototypes: Develop and test your prototypes or final design pieces- but always test and preview before you go public! 
  4. Review: The last step is extremely important! Show your final prototypes to a useful sampling of visitors for feedback and bug-hunting: a small group of trusted, existing customers is great for this. Always be open to clear, constructive feedback!
  5. Iterate as necessary. 

Building an initial marketing strategy is way too big a subject to do it justice in just one blog post! In 2 weeks, we’ll dig even deeper into the next steps. Stay tuned!

Does creating a marketing strategy by yourself seem too daunting?  Get in touch with us. We’re passionate about marketing strategy, great advertising, creative content, fun design, and helping people succeed in telling their brand’s story.

Sources: 

Marketing Updates With Motion Ave

Get all the new updates on Facebook, Instagram and Twitter in this new edition of Marketing Updates With Motion Ave.! This week, major social platforms across the Internet step up to greater ethical responsibilities and start polishing their public image:

Facebook Fights Snake Oil Ads

Facebook’s latest news feed algorithm update takes aim at phony health goods, such as weight loss, hair growth, and sexual potency products. No, FB doesn’t want you to be bald, fat, and lonely; these ads are typically from sources selling completely unregulated or outright fraudulent products, often imported with no direct oversight from food or drug agencies. They can be dangerous, even fatal, or just plain expensively useless- Facebook is clearly trying to clean up its image as a refuge for fakes.

Learn more about this fight against misleading ads here: https://bit.ly/2JlMyTM

Instagram AI Protects Your Lunch Money

Instagram is harnessing machine learning to compare outgoing messages to content previously reported by users as abusive. If the AI thinks your message might be bullying, you’ll receive a prompt, “are you sure you want to send this?” This feature intends to reduce abusive behavior by requiring users to pause and check their intentions; since most aggressive behavior online is the result of impulsive outbursts, this might be a subtle but effective weapon against cyberbullying.

Get the full story here: https://bbc.in/2xGu2jL

Facebook Realizes You Can Make Money On It

Facebook hopes to woo content creators from YouTube by offering new ways to quit your real job and spend 14 hours a day in your basement streaming Fortnite and DOTA. Now, in addition to premium subscription options to lock exclusive content behind a paywall, viewers can purchase “Stars,” the token economy that will be used to “tip” content streamers during live streams, which will become real money. 

Shocking news: beginning in 2020, Facebook will take a cut (or, if you like, “vig”) of the earnings from the fan subscription. Thank goodness they’re not neglecting themselves!

Get to know more here: https://www.theverge.com/2019/7/9/20687603/facebook-creators-stars-subscriptions-supporter-groups 

https://techcrunch.com/2019/07/09/facebook-subscription-revenue-share/

Twitter Joins The Hate Speech Fight

Twitter is expanding their code of conduct to penalize users who submit messages that dehumanize others on the basis of religion. Now more than ever language and its malicious use is the focus of social platforms!

Get to know more about this story here: https://blog.twitter.com/en_us/topics/company/2019/hatefulconductupdate.html

That’s it for today! Want to stay even better informed? Follow us on Instagram! See you next week with another issue of Marketing Updates With Motion Ave!

Marketing Updates With Motion Ave

Welcome back for more marketing updates with Motion Ave. Not even the short Facebook, Instagram and Whatsapp outage can stop us from bringing you the best news of the week! 

New Chat Sticker Comes To Instagram

This new addition to the Instagram stickers will allow users to enter a group chat directly from one of your Stories. You’ll be in control of who is allowed in (or not)! There aren’t any immediate applications in marketing- but it’s a great choice for friends who want to start a group conversation on Insta because their moms and grandparents have taken over Facebook.

An ambitious marketer could use this facility in combination with the recent enhanced ad features to provide unparalleled, if labor-intensive, customer service. What do you think?

For more information, click here: https://www.theverge.com/2019/7/2/20679070/instagram-chat-sticker-stories-group-dm

Twitter Realizes Search Results Should Contain Information

Thanks to a recent update, Twitter user searches will now get you more than a name. Now when you search for a user on the platform, you’ll get more information like recent tweets, mutual follows, and trends to decide if it’s worth following that profile. 

Want to know more? https://www.socialmediatoday.com/news/twitter-updates-search-results-with-additional-contextual-info/557911/

Opening A New App Is Hard: Snapchat Brings Us Another Game, “Bitmoji Tennis”

Snapchat’s new multiplayer gaming platform is taking off- needless to say, the platform is thrilled that another user impulse can be indulged without clicking away. They’ve now added “Bitmoji Tennis,” where Snapchat users can compete with friends and randos, with game modes including solo training, one-on-one match challenges, and group challenges. Profanity-laced temper tantrums and public scandals will be available later as premium content.

Prepare yourself for the first match here: https://9to5mac.com/2019/07/01/snapchat-bitmoji-tennis/

WhatsApp Grudgingly Acknowledges Facebook Exists, Instantly Also Becomes A Social Network

The popular Facebook property WhatsApp is giving its parent company a little PDA: a new feature finally lets you share your Whatsapp status on Facebook. Also, the long-awaited fingerprint authentication could finally become a reality on the platform, along with the QR mode that will allow you to easily add contacts by scanning a simple code. These new features make us wonder: is Whatsapp still just a messaging platform, or is it essentially a social media annex of Facebook where more chatting goes on?

Find out more about this news here: https://www.thesun.co.uk/tech/9412231/whatsapp-update-5-exciting-features/

That’s it for today! We look forward to seeing you next week in a new edition of Marketing Updates with Motion Ave.

Marketing Updates With Motion Ave

We’re back with more marketing news! This week Google, Instagram, Twitter, and YouTube gave us plenty to talk about!

Google Tries Social Media Again With Google My Business

Remember Google+? Yeah, most people don’t. The “Facebook for people too old for Facebook” went away last year due to massive security gaps and a general lack of interest, but that doesn’t mean Google still doesn’t want the remaining sliver of that sweet social media marketing pie. New features on Google My Business won’t create a new social platform, but they’ll bring the ability for brands to take social-like actions, such as integrating discounts, stickers, and more customizable images into their Google search presence.

Get the whole story here: https://www.socialmediatoday.com/news/google-adds-more-social-like-options-to-google-my-business-listings/557314/

It’s Still Instagram, but More And Faster And Alive

In the days of the dinosaurs, before CGI, most cartoons were made with “stop motion”- showing a lot of pictures, each slightly different, very quickly to make things appear to move and change. Instagram is bringing the quirky fun of stop-motion without the tedium to Stories: stop motion story mode. Take several shots of an object, and Instagram will bring them together to create a stop motion video, ready to be used in your account.

Check out this upcoming feature here: https://beebom.com/instagram-stop-motion-story/

Never, Ever, Ever, Ever, Ever Read The Comments. Hey, Stop!

It’s hard to deny that YouTube has created a bustling marketplace of ideas in the comments section of its videos, where millions of users from around the world come together to share positive, healthy, mutually supportive messages of love and well-composed insights. 

To help YouTubers remain focused on the extremely important content of their videos and not be distracted by the verbal delights of the comment page, the platform is migrating comments to behind a button, that you’ll have to click to open the scroll. Now you’ll have a few more precious seconds to think about whether you need to share your carefully-worded viewpoints on making 6-figure salaries working from home, just like your cousin.

Read about the first blow struck for world peace here: https://techcrunch.com/2019/06/21/youtube-confirms-a-test-where-the-comments-are-hidden-by-default/

We Found Another Use For Google Cardboard: Looking At 3D

3D technology comes to Google Ads with its new ad display format, “Swirl”. Marketers can now integrate 3D assets into interactive ads, allowing for more immersive online product experiences than ever, and more people walking down the street waving their hands in the air for no apparent reason.

The future is here: https://www.searchenginejournal.com/google-introduces-interactive-ads-with-3d-objects/313029/#close

C’mon Guys, Twitter Lists Is Awesome, Just Give It A Chance 

Lists are a great way to curate your feed and have an overall more organized and intentional Twitter experience, so it’s no surprise that very few people know about or use it. To bring customizable timelines to the forefront, Twitter’s new positioning of Lists would make it possible from a single swipe, instead of buried behind multiple taps. We know how tiring that can be.

Learn more about the new feed modality here: https://www.socialmediatoday.com/news/twitters-looking-to-emphasize-lists-with-new-swipeable-custom-feeds/557629/

That’s all, folks! See you next week for more Marketing Updates with Motion Ave!

Marketing Updates With Motion Ave

News, news and more news today with marketing updates from Motion Ave! Find out the latest trends this week on Spotify, Amazon, and more!

Maybe They Won’t Go Premium Now

Spotify’s the biggest music streaming service in the world, and many of its members get their music free- a proven business model, but one that can benefit hugely from targeting, which hasn’t been Spotify’s style until now. Spotify now allows advertisers to target ads based on podcast listening patterns- but for now, just podcasts. Don’t worry, no one’s going to judge you for still listening to Kanye.

Want to know all the details? Click here: https://techcrunch.com/2019/06/17/spotify-advertisers-can-now-target-listeners-by-what-podcasts-they-stream/

Spark, We Hardly Knew Ye

Remember how exciting Amazon’s social network was, and how users flocked to the platform with photos of hand towel unboxing? Yeah, us either. “Spark” has gone forever, failing to overtake Instagram in shopping porn innovation. Amazon will have to accept that, for now, it can’t be all things in all areas of members’ online experience- yet.

Learn more about it here: https://www.socialmediatoday.com/news/amazon-shuts-down-its-spark-social-shopping-alternative/557053/

Buy This Too “Complete Your Look” With Pinterest

When you’re buying a $1,500 stereo, it’d be crazy not to get a hand-woven aboriginal art throw blanket to go with it, right? Pinterest finally gets it. This new option allows Pinterest to offer relevant products based on the image the user is viewing. For example, if you are looking for a room design pin, Pinterest will suggest images of objects that usually appear in this context, lamps, furniture and any other decorative element.

Want the whole story? Click on the link: https://marketingland.com/pinterest-broadens-e-commerce-capabilities-with-complete-the-look-tool-262555

Facebook Invents Time Travel Updates Its Post Comments Ranking

Have you noticed that your post comments sometimes don’t appear in chronological order? Blame- or thank- Facebook’s new comment ranking algorithm. The platform is preparing an update to improve relevance by ranking comments based on their likelihood to “generate greater engagement.” We suspect this will lead to some pretty funny-looking “conversations” in the comment threads for a while.

Want to know more about this update? Read the full story here: https://www.socialmediatoday.com/news/facebook-announces-updated-ranking-factors-for-post-comments/556944/

Want to know more? Stay tuned to our networks to receive the most current updates on the marketing industry and our latest and greatest digital marketing tips and strategies!

Marketing Updates With Motion Ave

…we’re back with marketing updates in a week full of controversy and cool new features! Want to know more? Read on!

#DeleteBreakupFacebook

A chant has been spreading across Big Tech regulation advocates: break up Facebook. Among those calling for the dismantling of the technology giant is Facebook co-founder Chris Hughes.

It seems like Facebook’s many missteps in the past year, and a growing concern about the social harm caused by the platform, have finally taken their toll. Politicians have finally entered the fray, branding Facebook a dangerous monopoly in the “attention economy” and a threat to democracy, journalism, bee populations in the southern hemisphere, and waistlines.

What do you think? Should Facebook be split into several independent corporations, governing Instagram, WhatsApp, and Messenger each separately from the social media platform? Would Facebook’s past sins have been avoidable with more competition and regulation?

Read more about the subject here: https://slate.com/technology/2019/05/facebook-break-up-antitrust-instagram-whatsapp-hughes-how.html

How Did Healthy Dishes Happen? Lyrics Sticker Saves Us All

Hold me closer, Tony Danza. Back in dinosaur times, our parents would read the lyrics to songs on these things called “liner notes” on the big, plastic plates that held less music than the cheapest thumb drive on Amazon. Instagram has made adding music to Instagram Stories an even better experience with a new feature: the Lyrics Sticker. This new option displays the lyrics of the song playing in your Story over the video.

Want to know more about this cool feature? Click here: https://www.businesstoday.in/technology/top-story/instagram-stories-testing-lyrics-stickers-feature-facebook/story/345833.html

Retweet With More Than Words

Twitter has made retweeting a lot more functional with one easy addition: the ability to attach not only words but also photos, GIFs and videos. Speechless? Make the most of this option to express your someone else’s vitally important thoughts!  

Read more here: https://techcrunch.com/2019/05/06/twitter-gives-retweets-an-upgrade/

@Shop Account On Instagram

We recently reported on the super-convenient feature letting you make in-app purchases on Instagram. Now there’s a catalog so you can navigate through the different products you can find across the app and buy instantly. This curated shop account showcases product posts of brands and creators that are of interest to the community.

Know more about it here: https://instagram-press.com/blog/2019/05/09/shop/

That’s it for this week, folks! See you next friday for more marketing news!

 

6 Expert Tips To Writing Ads For Google Adwords

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.

Tips to writing google ads

Tips to writing Google Ads

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:

Copies for Google Ads

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.

Copies for Google Ads

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:

Tips to writing Google AdsTipsto writing Ads for Google Adwords

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:

Tips to writing Google Ads

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.

Tips to writing Ads for Google Adwords

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:

Tips to writing Ads on Google

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.

Copies for Google Ads

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.

Marketing Updates with Motion Ave

It’s time for your weekly marketing news report with Motion Avenue!

This week, Google and its I/O Conference were filled with announcements about future releases soon and not-so-soon. Not to be outdone, Facebook demands our continued excitement with EVEN MORE CHANGE! Let’s get to the latest updates.

Google Announces Everything will be AI

At the I/O conference, Google showcased a variety of AI-powered products it will launch in the short- to mid-term, as well as yet another Android phone! There were actually some meaningfully new announcements about Google’s continued AI development, including more responsible algorithm development and Project Euphonia, which seeks to assist people with speech impairments.

Learn more about these and others Google announcements here: https://www.buzzfeednews.com/article/nicolenguyen/here-is-everything-google-announced-at-its-io-conference

Facebook Will Be Sort Of Completely Different!

Don’t worry, Facebook will fix the thing you’re angry at! Wait, you want more of something? OK. The social media giant has declared that it will redesign its app to emphasize two user favorites: Events and Groups. By “emphasize,” they mean “generally have fewer other features.” The streamlined design and user experience is intended to put “communities data at the center.”

Want to know more? Click here: https://www.theverge.com/2019/4/30/18523265/facebook-events-groups-redesign-news-feed-features-f8-2019

Instagram “Shop From Creators” Update

Instagram has invested a lot of effort into same-page shopping, but somehow, every photo on the platform doesn’t include an option to purchase. Instagram is handing influencers the shop keys, now: the “shop from creators” option will allow creators to tag a product on their photos so their followers can buy it on the spot!

This also means we can continue hearing theories about influencer markets for at least the next two years- but by then, we’ll all be too old for them anyway.

Learn more about this story here: https://www.socialmediatoday.com/news/facebook-f8-2019-new-updates-for-instagram-including-shop-from-creators/553808/

Messenger Makeover

The Facebook experience might start emphasizing fewer features, but Messenger is at the other end of its lifecycle, and still has room to pile on features for people to love and hate. Messenger is getting an update with Project LightSpeed, which seeks to launch Messenger with full features, at less than 30 MB, with a watch together option, which will allow you and your friends to watch videos at the same time in the chat.

Get to know more here: https://venturebeat.com/2019/04/30/facebook-details-messenger-updates-new-desktop-app-social-video-and-project-lightspeed/

That’s it for this week! We look forward to seeing you next week to continue sharing the most relevant news from the marketing industry.

 

ZYDO Case Study

Summary

Since 1972, ZYDO has produced iconic, stylish, and unique jewelry. Their superior Italian craftsmanship coupled with a fashionable yet timeless design make every ZYDO piece a treasure that enhances and completes a woman’s beauty, and a family heirloom to be enjoyed for generations.

The ZYDO woman wears jewelry as a symbol of her supreme style. She is fashionable, empowered, and sophisticated. collections are distributed in the best boutiques and department stores around the world; in the US market, their products are available exclusively through their online store and in partner’s locations.

As they were expanding in the US market, ZYDO hired Motion Ave to create a digital marketing strategy to generate awareness, brand recognition, grow their following in social media and email database, and start building online sales. After 3 years working with ZYDO, we’ve has become the marketing and design department for their brand.

Here’s how our online marketing strategy has successfully increased visibility and inbound lead generation across the United States by over 350%- a plan designed to get audiences excited not only about ZYDO’s fashionable jewelry but also their iconic experience and knowledge of the industry.

Our Roles

  • Creative and Content Development
  • Video Production and Post-production
  • Social Media Management
  • Landing Page Development
  • Email Marketing
  • Facebook Advertising
  • Analytics and Optimization
  • Website Design
  • Photoshoot Video content
  • Catalog Design

Challenges

ZYDO Italy is a high-end brand that entered the US market to compete with well established brands like Chanel, Bvlgari, Roberto Coin, and others. This presented the challenge of generating solid brand awareness and educating an already crowded market on ZYDO’s distinctive profile: hand-crafted jewelry with an iconic, stylish and unique design.

Also, the brand doesn’t have physical stores in the US, they sell through eCommerce and at  partner events like Neiman Marcus and Saks Fifth Avenue; this presented the challenge of gaining leads and driving them to the online store.

As a less well-known brand in the US market, we knew the most effective way to reach the audience would be by creating a campaign that would demonstrate the product’s value and the brand experience in a credible and relatable way. Thus, our initial objective was to create awareness and generate leads through content offers that demonstrate ZYDO´s experience by  giving the audience valuable information.

Insights

ZYDO Italy targets women 30+ years old in the US with a high income, interest in luxury, and expensive taste.

To identify the most viable opportunities for greater brand awareness, we conducted broad audience testing: conducting several split tests, we discovered that of the 50 U.S. states, fifteen were most responsive, based on conversions and greater engagement with the product and our content offers.

We next tested different creatives, finding that videos had better performance than other formats- not only was format essential, but appropriate content as well. Testing showed videos highlighting models wearing jewelry pieces performed better than images of the pieces with animated text. In general, videos with short copy encouraging women to show their inner sparkle and the value of ZYDO had better performance. Some of these examples are shown below.

Solution – Creating the Right Funnel

To accomplish the goals of awareness and lead generation, we set up a complete online marketing strategy including social media management, content offer development (Jewelry Quiz), Facebook advertising, and email marketing.

We began by generating new content on ZYDO’s social profiles to attract new audiences and increase the engagement of current followers. We developed several Facebook ads campaigns taking into account all the findings from testing. Lastly, we set up an automated email marketing campaign for the new leads, and a monthly newsletter for the full database of subscribers.

Here is a sneak peek at the funnel:

ZYDO Case Study Funnel

Based on our target audience for Facebook advertising, we focused on ways of introducing the brand to our buyer personas with different visuals, mainly in a video format, to attractively portray the product and their unique design. Here are some examples of the assets we deployed:

ZYDO Case Study Ads Assets

Investing in creating engagement and brand awareness was a key factor for building credibility and driving leads to take action that would lead to greater community credibility for us: posts or ads with social proof- comments, likes, and shares- drove more conversions at a lower cost per lead.

Results

Our work with ZYDO has expandedthe brand’s reach online, introducing the brand to a new market and reinforcing its credibility in the category. Most importantly, the campaigns drove leads that turned into potential customersand brand awareness in desired demographics in the United States encouraged participation in their eventsand sales for ZYDO Italy.

ZYDO Case Study Stats

ZYDO Case Study Results

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!