marketing funnel, marketing goals, planning Archives

06 Nov 2019

Are Your Facebook Campaigns A Giant Mess?

Sticky Post By Edgar Guillen On November 6, 2019

Hi there! Trying to get leads but not getting the results you expect? Constantly boosting ads or creating copy that doesn’t convert?

No sweat! We’ve got tips to help you clean up your act on Facebook Ad campaigns.

At Motion Ave, we’ve been helping commercial cleaning companies become successful in their advertising campaigns. We’re familiar with industry concepts like disinfection dwell time, high touch surfaces, dusting without desktop disruption, and cleaning techniques for carpets and hard floors- and we know how to make the vital but often-overlooked commercial cleaning service sparkle in the eyes of your prospective clients!

Stop scrubbing away at your Facebook campaigns! Cut right to the clean with these simple tips and get better results on your campaigns! We know they work- they’re how we’ve helped businesses like yours succeed!

1. Make sure you have the right objective for your campaigns

Every marketing campaign must have a clear objective. With commercial cleaning companies what we usually do is drive traffic to a landing page and get people to register so we can follow up with them and set up an appointment. This process is mapped out in what we call a funnel.

A good funnel will allow you to bring new prospects, convert them, make sales, retain customers and automatically follow-up leads. This is an example of one of the funnels we use with our commercial cleaning customers:

2. Target the right audience

You can’t talk to two different people in the same way! Every ad has to target its own audience. If not, your ad won’t be successful. With Facebook, you have plenty of possibilities when it comes to audience segmentation (by age, gender, income level, location, interest, language etc.). You can also create lookalike audiences similar to your leads, clients and franchise owners.

For the commercial cleaning industry, we usually conduct preliminary research to find out who are the “buyer personas” or the people that would be interested in acquiring a franchise. Then, we design our ads based on their needs, pain points, wishes, and dreams. We use at least 5-6 different types of audiences in our ads.

3. Put the right offer on the table

Once you have the right objective and audience, you have to figure out the right budget. Your results are directly related to your investment – a very low investment level will yield a low number of leads. On the ad set level, Facebook gives you the option of estimating the number of leads you can get with a specific daily budget as illustrated below:

Source: Facebook

With our commercial cleaning clients, we usually recommend a fixed budget for ad spend around $1,000 dollars a month that we usually adjust based on the results. With this amount, we have managed to get at least 80-100 leads per month for our clients.

4. Get the right creatives up and running

The difference between a good and a bad ad is usually the copy (matched up with some awesome video testimonials).

Copy is not just a catchy headline. You need to spend a lot of time designing the content of your ads and testing different options to see what resonates with your target audience. Try including some of the following in your ads:

Emoticons- text alone can look dull and boring. These little icons help break the monotony.
Killer CTAs- These determine whether your viewer takes action on your ad. Use power words such as Improve, Learn, Discover, Increase, Reduce, Ultimate, Complete, etc.- always verbs!
Monitor the text in your images – Facebook punishes text-heavy images. Make sure you check the requirements on Facebook Image Text Check tool.
Storytelling- Videos with subtitles as 80% of Facebook users watch video content without audio.

Commercial cleaning is not usually the first thing people think about when scrolling down through Facebook. You’ll need to build social proof in your ads, usually done through video testimonials.- the more the better!

5. Optimize budget based on ad performance

Optimizing campaigns is a combination of art and science. Remember we set our campaign objectives? Well, we have to monitor the variables based on that objective. With commercial cleaning companies what we usually monitor is the cost per lead, cost per link click, CPM, frequency, and link click. Nonetheless, we study many different variables before making decisions about turning off ads or testing new creatives.

Don’t think that because an ad is not working today, it won’t work in the future. Sometimes what works in the fall might not work in the summer, and vice-versa. Always monitor your results! Check your data, analyze, and think outside the box! Never forget your metrics.

6. Monitor constantly

Finally, constantly monitor your campaigns. What works today might not work tomorrow! Change your creatives from time to time and always use your own genuine style of communication with your audiences.

Optimize your budgets until you reach the sweet spot where you are achieving great results and all variables are in place (copy, creatives, budget, placement, audiences, ad sets, etc).

Cleaning an office requires skill, knowledge, and experience- so does managing Facebook ads! If you feel like you can’t crack the code, don’t worry! We’ve represented the commercial cleaning industry for more than 2 years, and have helped our customers grow their leads base by as much as 300%! If you’re tired of doing it yourself and not getting the results, contact the professionals- just like your clients do!

Resources:

https://www.socialmediaexaminer.com/7-tips-optimize-facebook-ad-campaigns/

https://newsfeed.org/6-tips-for-optimizing-long-term-campaigns/

https://www.facebook.com/business/insights

https://jan-pro.com/office-cleaning-system/

09 May 2019

Sticky Post By Maria Angelica Quiroz Posted in marketing funnel, Content Marketing, Content Strategy, marketing funnel, marketing goals, planning, Pixels, Digital Marketing, Facebook Ads Permalink

ZYDO Case Study

Sticky Post By Maria Angelica Quiroz On May 9, 2019

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:

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:

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.

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!

30 Jan 2018

Sticky Post By Edgar Guillen Posted in marketing funnel, marketing goals, planning With No Comments Permalink

No more excuses. Your business needs a marketing funnel. Here’s why.

Sticky Post By Edgar Guillen On January 30, 2018 With No Comments

No-more-excuses

We live in an era where it’s easier than ever to reach out to potential customers. But as we all know, the competition is rough. It’s a crowded field, so how do YOU come out on top? Well, we happen to have the answer! Creating a solid marketing funnel that takes your customer through your buyer’s journey and beyond is definitely the way to go.

This year, it’s all about creating results-oriented funnels! And today, we want to teach you the main reasons to have one in the first place, and how the effort you put into making it is worth it.

Sounds great? Follow us down the funnel:

Drop us a line!

Get in touch with us!