Content Marketing

26 Mar 2020
Sticky Post By Posted in Content Marketing, Content Marketing, Facebook Ads Permalink

Marketing Strategies For Cleaning Companies During The Coronavirus Outbreak

Sticky Post By 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%.

Marketing strategies for cleaning industry based on Google Trends

Source: Google Trends

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

Marketing strategies for cleaning companies based on Google Trends

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.

Related: Six Ways To Optimize Google My Business For Local SEO

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.

Related: Google Ads 101: Mastering The Basics

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:

 

09 Aug 2019
Sticky Post By Posted in Content Marketing, Content Marketing, Content Strategy, Ad-free, Digital Marketing Permalink

15 Attention-Getting Post Ideas

Sticky Post By On August 9, 2019

“Content is king.” It’s still true: the core of any great content marketing strategy should be the effort spent on planning quality social media posts ideas. 

Social media marketing is how you promote your products, acquire leads and future customers, demonstrate authority, increase brand awareness and strengthen your relationship with your customers- often all in one single action. But it’s all for nothing if it isn’t viewed.

A successful content strategy for holding your audience’s attention focuses on several elements: buyer personas, smart goals, and the buyer’s journey.

If you don’t have a strategy yet, don’t worry! We’re here to help. Start with article: How to create a killer content strategy for your business.

Once you have your strategy in place, explore different ways to present your content. That’s often the hardest part! To give you a head start, we’ve developed some social media post ideas that will get your content marketing up and running in the best way. Let’s check them out!

15 Post Ideas For Your Social Media Strategy

No matter which of these ideas you explore, we’d like to start with an interesting fact: visual content is processed fastest by human brain. Incorporating images in a creative and eye-catching way is vital to attracting the interest of users.

Let’s get started!

1. Funny Memes

Memes are some of the most viral content on social media. Using images from trending memes combined with fitting copy that expresses your post idea lends social credit to your message- and it’s entertaining, which makes it even more memorable! 

Take a look at how we employed imagery from a recent meme in a post:

Post ideas with memes

2. Industry Statistics / Infographics

Remember, people take in pictures and images quickly- and recall them longer. Infographics and statistics are a great way to get your content to your audience. 

This gives you the opportunity to combine creative aesthetics with important information. Present brief, summarized facts related to the industry or market of your company or clients. Add relevant images and voilá! You’ll have a perfect post to share. (Don’t forget to cite your sources when you’re making statistical claims- and make sure they’re true!)

3. Tips and How-Tos

Posts with tips build your authority in your industry and give practical advice that may interest your followers. Focus on your buyer personas, what problems they have, and how you can help solve them. Your copy should provide easy-to-follow tips or facts that quickly educate and inform. You don’t have to teach your reader every aspect of a complex idea- just whet their appetite to learn more (from you).

Here’s a delicious example:

4. Industry Updates

Interesting industry news always grabs attention. We all like to keep up with the latest trends, so researching the latest news and presenting it in an entertaining way can provide a massive boost your social platforms. Video news, presented attractively, works especially well!

5. Inspirational Posts (Quote/Advice)

There are two types of inspirational posts that can work on social networks. Quotes from distinguished personalities from your industry or subject, or specific pieces of actionable advice from them. Combined with attractive visuals like portraits and an eye-catching color palette, they’ll make your audience reflect on the subject and come back for more.

6. Videos/GIFs

Video content marketing is one of the most powerful tools for marketers: 85% of the US internet audience watches videos online and 45% of people watch more than an hour of Facebook or YouTube videos a week. This shows the great potential that videos can have for your brand. 

GIFs are another entertaining, engaging medium. They’re easy to digest and are highly shareable. Get your creative side going and make your own versions of any popular gif with the content that you want! Take a look at how simple and fun it can be:

7. Factoids

Fact posts typically introduce a single compelling statistic or fact about your topic. This is a simple  way to present information about the industry. Since the content is usually short, you can play a lot with the visuals and create really cool posts. Check out some of our faves!

      

8. Holiday and Seasonal Content

There’s nothing better than taking advantage of a holiday to stay relevant and gain greater reach. Try to keep your seasonal content relevant to the geographic and cultural demographics of your ads- there aren’t a lot of Christmas celebrations in Mongolia! To get even more bang for your buck, you can combine holiday content with the trending hashtags for the celebrations and stay relevant throughout the season. For one quirky example, look how we “celebrated” #WorldUFODay by teaching readers about sales funnels!

Social Media Post ideas for holidays

9. Personal Photographs

Why post personal images on the social channels of your business? Simple: to humanize your brand. What does that get you? Only the most precious and valuable commodity of the marketing world: your customers’ trust. 

Show your customers that they are interacting with real humans, show them who you are and who they’re working with. In these posts, you can show your whole team or offer content with the friendly face of one of your employees. 

Add your team to social media posts ideas      Add your team to social media posts ideas

10. Blog Post/Case Study Promotion 

Another great way to gain industry authority is to demonstrate your talent and knowledge. Blog posts and case studies are a great way to showcase what you’ve accomplished and to advertise your credentials and portfolio to prospective clients. When promoting articles that highlight your industry success or ability, make them stand out with strong visuals as a first impression.

Case study as social media post idea

11. Product Advertisement

This is the most frequent type of marketing post you’ll find on social media. The frequency of its use varies depending on the industry and the product. When you present your product or service on social channels, do it using all your assets: show photos, images or videos of the final products. This way you’ll promote your services while also gaining your customers’ trust!

12. Behind the scenes shots 

Remember what we said about humanizing your brand and gaining your customers’ trust? Showing behind the scenes views of your business gives your customers the opportunity to get to know your working philosophy. It’s about showing them the day-to-day life of your employees and your company. 

The best way to post this kind of content is through Instagram Stories. Currently, over 500 million accounts use Instagram Stories on a DAILY basis. Consider this strategy if you’re not already using it. 

Get out there and surprise your employees with some candid photos! 

Employee story as post idea

13. Educational posts 

Like facts and tips posts, educational posts seek to provide consumers with more information about products, services or the industry. In some cases you can search for a specific theme and start from there! Just look at this example: 

Social media posts ideas with educational content

14. Repurposed info posts

You should always be looking for ways to squeeze every bit of value out of content you’ve worked hard on. Blog posts typically contain many discrete points of information in one big package. To repurpose them, break it up! Individual salient points from your best-performing blog posts can make great social posts, one-liners, factoids… they can be repurposed into many of the content types listed above. Make sure to freshen up the info with a unique design or image! (Yes! We do have a blog post on how to get the most out of your blog)

Repurpose your content for social media posts ideas

15. Trending Topics

This is the best way to stay current and relevant! Watch for trending topics in industry and popular news, and see how you might connect them to your theme and area of expertise. If so, plan your post idea and get creative! (Quick tip: don’t forget the hashtags!).

Need a demonstration? Here it is (#AvengersEndGame):

Trending topics as social media posts ideas     Trending topics as social media posts ideas

 

Creating quality content that stands out isn’t easy, but now you’ve got no excuse! Consider your audience and how your content will impact them. Don’t forget to add your personal touch to every post- it’s how you’ll stand out from the crowd! 

Have you got a ton of creative ideas, but don’t know how to design? Don’t worry! Get in touch with us- we’ll bring your ideas to life! 

 

 

Sources:

https://influencermarketinghub.com/18-types-of-social-posts-to-keep-your-followers-interested/

https://www.jeffbullas.com/10-types-of-visual-social-media-posts-that-get-shared-like-crazy/

16 Jul 2019
Sticky Post By Posted in 2018, Content Marketing, marketing goals, Content Marketing, Content Marketing, Facebook Ads Permalink

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

Sticky Post By On July 16, 2019

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: 

03 Apr 2019
Sticky Post By Posted in Content Marketing, Facebook Ads, Pixels, Digital Marketing, social media, facebook, Brand communication, Content Marketing Permalink

How To Build A Strong Customer Relationship

Sticky Post By On April 3, 2019

Having a strong customer relationship is more important than ever. Advancing technologies and new communication channels have made consumers very aware of their options- and a highly personalized experience is now the expected norm when interacting with brands.

Related: 8 Digital Marketing Trends You Can’t Ignore in 2019

It’s not enough to offer a fantastic product or excellent service; customers now expect immediate answers and personalized interactions. Brands capable of making this happen will connect with their customers and create long-lasting relationships.

How do you build these strong relationships? Here are seven useful tips to incorporate into your digital marketing strategy:

1. Listen to your customers

To connect with your customers, first, understand what they’re thinking and talking about. What are their pain points, complaints, and needs?

By using social listening (link: SproutSocial) you can understand and analyze the conversations and trends around your brand and industry, and use those insights to deliver real value to your customers.

You’ll create content that’s relevant to your audience; in turn, they’ll identify with you, and feel you value their interests.

2. Respond quickly to the conversation

According to The Social Habit, 42% of online consumers expect a response to their inquiry within  60 minutes- if not, they’ll often express their discomfort by complaining across social media.

Conversely, an immediate answer will delight your customers, increasing the likelihood of building a loyal relationship.

Chatbots are very helpful for this, giving brands 24/7 two-way communication with their audiences through instant messaging. It’s a great, cost-effective way to deliver fantastic customer service and build stronger relationships with your audience.

Related: 5 Ways You Can Use Chatbots In Your Marketing Strategy

3. Personalize your communications

Thanks to analytics, marketers can see consumer behavior, purchase preferences, habits, and more- ingredients for customizing our responses to them.

Using previously gathered data from past interactions allows you to tailor not only your responses to consumers but outgoing messaging (i.e. marketing) as well: for example, if a person bought a skirt on your website, you can send them an email with suggestions of the perfect heels to match.

This kind of personalization helps you to build a connection with the customer and make them feel valued.

4. Be authentic 

In a previous post, we mentioned how essential an authentic voice is. The future of marketing is more transparent and personal, and brands need to follow suit in their communication style.

Authentic communication works because people relate to your brand and perceive you as reliable and trustworthy, making even initial connections stronger.

The key to being authentic is showing your human side and personality, consistency, and maintaining your core identity (i.e. staying genuine) at all times.

Related: How To Get The Most Out Of Your Blog

5. Show appreciation to your customers

Showing appreciation builds customer relationships that last longer.

A simple way is by rewarding loyal or active customers with contests and competitions with the opportunity to win an attractive prize. Contests on Instagram are very common; in addition to strengthening relationships with long-time customers, you generate buzz and brand awareness in new audiences.

Another proven winner is a loyalty discount program, where customers earn points when buying your products and services, redeemable for rewards.

Of these, the former is best suited for business models expecting few, high-value interactions with consumers, such as durable goods or expensive items such as fine jewelry. The latter is best suited for models based on frequent repeat engagement, such as affordable fashion, food, or recurring services.

6. Ask for feedback

Whether customers have positive or negative feedback, asking for it is invaluable- it makes you aware of weaknesses in your service you may not have known existed. When given the right means to express their feedback, customers often provide the solutions to the very problems they complain about.

Another critical benefit of frequently soliciting feedback is emotional- even if a problem can’t or won’t be solved, giving consumers a voice and allowing them to feel heard improves their perception of your brand. Remember, negative feedback is as valuable- or more- as positive.

7. Exceed expectations with an outstanding experience

“Under promise and over deliver.” Always look for ways to go the extra mile and impress your customers so they keep coming back.

Some easy but valuable ways to exceed expectations is to deliver a product before the date you promised, offer incredible discounts and promotions to long-time customers, and provide  additional support (such as product service check-ins) even though your customers didn’t ask for it.

 

Conclusion:

Building connections with your customers must be an essential part of your digital marketing strategy. You will win the affection of your customers, and also it will keep your brand ahead of your competitors.

At Motion Ave, we understand the importance of taking care of our customers, and we can help you build strong connections with your customers as well. If you need a hand, just let us know.

What are other ways you build stronger relationships with your customers? What’s the best thing a brand has done to earn your respect? Comment below and tell us  your story!

 

References:

https://sproutsocial.com/insights/build-customer-relationships/

https://www.entrepreneur.com/article/330531

https://www.socialreport.com/insights/article/115001002743-How-To-Build-Customer-Relationships-Using-Social-Media

https://www.cloudways.com/blog/how-to-build-relationships-with-customers/

https://www.forbes.com/sites/anthonysmith/2018/08/01/how-to-build-lasting-customer-relationships/#67b45f65447a

https://www.entrepreneur.com/article/282364

11 Mar 2019
Sticky Post By 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 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:

Dynamic creative process

Source: Facebook

Step #2:

Facebook Dynamic Creatives

Source: Facebook

Step #3:

Facebook Dynamic Creatives

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.

Facebook 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.

Facebook Dynamic Creatives

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.

Facebook Dynamic Creatives

Facebook Dynamic Creatives

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 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 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:

  1. Messenger ads
  2. Click-to-Messenger ads
  3. 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.

Facebook Messenger Ad

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

Facebook Messenger Ad

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.

Facebook Messenger Ad

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.

Facebook Messenger Ad

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

Facebook Messenger Ad

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.

Facebook Messenger Ad

8. Click Confirm to publish your campaign.

Sponsored messages

Sponsored messages are targeted promotions that you can send directly to people who have already interacted with your business before in Messenger.

When using these type of ads, it is recommended to be active and responsive to follow-up conversations.

To create sponsored messages, follow these steps:

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

2. Choose the Messages objective for your campaign.

3. In the Message Destination section, select Messenger and then Sponsored Messages.

Facebook Messenger Ad

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

5. In the Message Setup section, select the format Text Only or Text & Image. Then, type your message and upload an image if you selected Text & Image option.

Facebook Messenger Ad

6. In the Customer Actions section, you can add quick replies or buttons to your message.

Facebook Messenger Ad

7. Click Confirm to publish your campaign.

 

Conclusion:

In today’s marketing, making conversations with your potential customers should be part of every marketing strategy.

Facebook Messenger allows you to give your customers a better brand experience, cutting response time and creating personalized conversations. And don’t forget, once you have initiated the conversation, you have access to their inbox to send them messages for the rest of time.

Are you ready to advertise with Messenger? If you’re unsure of how to best utilize this new marketing tool, we’re here for you. Advertising on Facebook Ads can be time-consuming and expensive without the right strategy- that’s where we come in. Get in touch with us and let us build a new Messenger advertising strategy tailored just for your business.

 

 

Sources:

https://www.facebook.com/business/marketing/messenger

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

06 Feb 2019
Sticky Post By Posted in Content Marketing, Uncategorized Permalink

How To Get The Most Out Of Your Blog

Sticky Post By 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 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 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.

Create Amazing Buyer PersonaCreate Amazing Buyer PersonaCreate Buyer PersonaCreate Amazing Buyer Persona Create Amazing Buyer Personas with Infographics

 

 

 

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

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