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August 23, 2017Comments are off for this post.

Remarketing from video views: Facebook’s best kept secret

A lot of time and effort is put into generating business leads: whether that be through your website or paid marketing. All of this time and effort gets invested, only for the phone or doorbell to ring just before the user converts to a sale. When these leads fail to convert it can seem like a waste of time and energy. This is where Facebook remarketing comes in!

Remarketing on Facebook not only allows you to keep advertising to individuals even if they have left your website, but even after they view your advert. As I am sure you are aware, people will rarely buy from a brand the first time they see an advertisement or visit the website. However, if they watch the duration of the advert, or repeatedly visit the website, we can gauge from this that they have an interest in the brand or product.

As most people are aware, that through the use of Facebooks pixel you can remarket to those who have visited your website, but what most people do not know is that you can also remarket to those who have taken the time to watch your brand's videos on the platform. It has already been proven that video content is a powerful tool in social media marketing; with the results speaking for themselves. According to Adobe, people who watch a video are 1.8 times more likely to buy from a brand. We can assume that if someone takes the time to watch 75% or more of your content, then they have an invested interest in what you are trying to say.

Here is a guide on how to set-up a basic sequence remarketing for a video views campaign. For anything more advanced (product specific), or if you are confused at any point, email our team on hello@chattyimp.com, and we will be happy to advise.

Firstly, to retarget video viewers on Facebook you will need to already have a video up on your Page or in a dark post in Adverts Manager that you would like to remarket from. To create your audience, go into Business Manager and select the Audiences tab and Create Audience. Select custom audience from the drop-down menu, Engagement, then Video.

Picture1 - Remarketing from video views: Facebook's best kept secretPicture2 - Remarketing from video views: Facebook's best kept secret
You'll then have the option to select the video that you would like to target from and the criteria that will need to be met in order for a user to be included in the audience. Tip - If someone has watched upwards of 50% they are likely to be a good lead.

Picture3 - Remarketing from video views: Facebook's best kept secret

 

A good idea is to create two custom audiences to retarget to; one of hot leads made up of those who have watched 75%+ (you may want to exclude those who have already converted), and one of warm leads who have watched 25-50%.
One idea to nurture your warm group of leads is to re-show them the video (or other related content) and they can only enter the next step of the funnel once they view 50% or more of the video. Alternatively, your hot leads are the most interested group, and therefore should be remarketed to with a direct call to action/an offer to attract their attention and convert.

April 26, 2017Comments are off for this post.

How to Generate Real Leads through Social Media

You wouldn’t be the first to think that your business “isn’t right for social media”, but having this attitude could not only be leaving you behind in terms of brand exposure, but you could also be missing out on real leads.

Part of the thinking behind the opinion that businesses don’t ‘need’ to be actively using social media is that it isn’t possible to generate leads through the social sphere, and if you’re posting the same things as everyone else, instead of adding value for your customers, then you are probably right.

However, with a little creativity and a carefully thought out flow, we’ve sold thousands of products, and generated hundreds of leads for Estate Agents, Manufacturers, Accountants, Solicitors and loads more. Want to know how? Read on…

The biggest mistake that businesses make when attempting lead generation on social media is asking for the sale straight away. Let’s turn things around - It’s rare that you’ll meet someone in person and try to sell to them straight away, without first developing a mutual relationship with them, so why try it and expect it to work on social media? It comes back to the big ‘V’… value. Add value for your customers and the sale will follow naturally.

Have you considered giving away something for free? (and no, your free hour-long consultation doesn’t count). Short eBooks that solve real problems and sample packs of your product are a great place to start. Use social to drive relevant traffic to your lead page, and capture their data to then go into a lead-warming flow. The worst case is that they visit your lead page, do not download your eBook/sample pack, and can then be remarketed to for up to 365 days.

Believe us, we’ve seen eBooks turn into meetings, and then into huge contracts.

Lead generation in the digital space has never been so crucial, yet accessible to businesses. So what’s the takeaway here? Give away something of value to potential leads in exchange for their data, use social media to draw in the leads, and then follow those leads up with a planned, carefully considered marketing flow. Why are we telling you this? Because we are experts in this field and we spend every day building successful and innovative campaigns and strategy for our clients. Oh, and we really like to add value.

March 8, 2017Comments are off for this post.

How to Scale Your Facebook Ads to Maximise Your Return on Investment

It is a little known fact that Facebook adverts are not evergreen. They have a lifecycle of assent, saturation and decline. One technique we use to get the most out of Facebook ads for our clients is scaling. This involves constantly analysing the performance breakdown of your ads and cutting off the targeting properties that aren’t performing well; resulting in an advert that is hitting the right gender, age group, placement, platform, device, and several other properties, to ensure as little ad spend is wasted as possible. Want to learn how a Social Media agency scales their ads? Here’s how:

The place to start is by running what we call a ‘Test Ad’. Test ads are adverts with generic targeting, scheduling and placement, and are designed to act as a feeler for the market, to test what they are most reciprocal to. Test ads should have a daily budget of between £10-£30 on auto-bidding, and should be allowed to run for at least 3 days. This will give the ads enough time to attract enough attention to show a pattern for you to scale from.

If your advert is producing a return on investment or gaining significant traction after the first 3 days; whether that is in the form of eBook downloads, purchases or link clicks, then go into your ads manager and select ‘Breakdown’ and click ‘Placements’. If one placement (right column, news feed etc.) is performing considerably better than the others, then duplicate the advert set but only have the successful placement selected. Complete the same process for the device (mobile, desktop) too.

Then comes the slightly tricky part. To scale effectively, you’ll need to switch to manual bidding, which is something that we find a lot of businesses are yet to fully understand. Take the cost per conversion (eBook download, purchase, view content etc.) and times it by 100. That is your daily budget.

Then take the cost per conversion again, and half it. That is your initial manual bid. Then monitor your advert every couple of hours. If it is spending money, then let it run, unless the cost per conversion is too high. If it is not spending money, then up the bid by 10% until it begins to spend money.

This will result in an incredibly efficient advert, which will only spend if it is delivering results. Although it is a little technical, don’t be afraid to give scaling a try – and you can always drop me an email on tom@chattyimp.com if you’d like any further advice!

February 14, 2017Comments are off for this post.

Is Instagram Stories Stealing Snapchat’s Market Share?

After a solid period of quarter-on-quarter growth for Snapchat in 2016, the introduction of Instagram stories has caused the photo-sending app a significant drop in growth, according to the new stats released in its IPO filing. Could this be the end of Snapchat?

Q3 2016 saw the launch of Instagram stories, a new function that directly mirrored that of Snapchat stories; the ability to post content to an area of the app that was viewable by your contacts for up to 24 hours. After just one month, the feature alone had users numbers two thirds the size of Snapchat’s total membership.

Figures released this week highlight how much this affected Snapchat. A sudden slowing in growth, down to only 7%, showing a clear swing in the market.

What now for Snapchat?

Although Instagram Stories enjoyed a good start, it’s key to remember that consumers want to try things when they first come out, but don’t always continue to use them. The real test for Instagram stories will be its ability to maintain the growth that it has enjoyed so far.

For those worrying that this is the beginning of the end for Snapchat, you can rest easy – it isn’t going anywhere. Like in any market, innovation is crucial, so the emphasis is on Snap to engineer new features (and new augmented products like Spectacles) that will provide value to the user.

Where Snapchat is already excelling, and can excel further, is the focus on location and community. Introducing more local stories (which are a collection of images and video from users in a particular locality) and community stories drives engaged traffic and increases the value that users get from the app. With the introduction of Instagram Stories, it seems that this is an area that Snapchat are going to need to push harder to retain and tempt back users.

February 8, 2017Comments are off for this post.

Interruption marketing: how to get more traction on social

The number one mistake that businesses are making on social media is that they don’t consider how their target audience is going to respond to their advert. There is an expectation that adverts will work, regardless of its content.

The first thing that you need to remember is that your target audience isn’t looking out for advertising when they scroll through their Newsfeed on Facebook. They don’t want to be sold to in that moment. Because of this, your adverts start at a handicap, because you need to produce something that is capable of interrupting that social media user’s browsing. Your proposition needs to be stronger, and better targeted than on almost any other platform.

How can businesses interrupt?

This answer is simple; provide value. A key characteristic of lead generation on social media is data capture. You identify who is interested in your product or service through their behaviour on Facebook and their engagement with your activity, and then you capture their data through a lead advert or a lead page of some kind.

We find that the amount of good quality leads collected is far superior when something of value is offered, rather than a basic ‘sign up to our data list’ or ‘buy from us’ advert.

Consider offering a free download offering advice on the latest industry trends, a free piece of merchandise or a free hour of your time. When you give something to the user in return for their data, your data-capture stats will likely increase.

The simple fact is that social media users love getting things for free. The simple fact of branding is that people need to love your brand before they buy from your brand. When you combine these two facts, you realise that if you can give your target customers something for free that helps them love your brand, then the consequence will naturally be more conversions, and more sales.

Begin to think about what your customers would find valuable, and then build that into your lead generation.

What type of content should businesses use?

You need to consider two things when choosing what type of content you are going to use in your interruption marketing. Firstly, you need to consider what is going to capture the attention of your audience when they’re scrolling through their newsfeed. Using GIFs and video are more likely to capture attention than still images. You also need to consider what is going to achieve the best reach on Facebook. Live videos and standard videos with subtitles get the best reach in Facebook’s algorithms, so we using this type of content.

January 25, 2017Comments are off for this post.

Snapchat Introduces New Targeting Options, and They’re Not What You Were Expecting

Social media advertising is increasingly becoming the lifeblood of digital marketing. This is because the level to which marketers can target people on Facebook and other platforms is further advanced than any other form of marketing. Consequently, the pressure is on Snapchat, whose CEO previously pledged that they will not embrace ‘creepy’ forms of advert targeting, to introduce targeted ads, and move away from the blanket ad spots that we’re used to seeing whilst browsing our friends’ stories.

Snapchat has just announced that its new targeting options will focus on buying data from a third party in order to create 100 customer profiles that marketers can target with adverts. These profiles include “men’s clothing shopper” and “cosmetics shopper”, which doesn’t sound like the level of targeting we’ve come to know and love over the road at Facebook; however we’re interested in seeing how these pan out.

This announcement follows the September update which featured ‘Snap Audience Match’, which works in a similar way to Facebook custom audience imports from Mailchimp. Brands are able to upload lists of email addresses and Snapchat matches them to users.

The key difference that is raising eye brows with this latest announcement is the fact that Snapchat are using third party data to aid targeting, rather than their own data. However, this isn’t a new concept. In fact, Facebook is one of the biggest buyers of data in the world, but it is Snapchat’s decision to start offering more targeted advertising (an apparent U-turn on the CEO’s pledge) which is attracting attention.

Analysis

Snapchat’s U-turn on their stance on ‘creepy’ advert targeting is a surprise, but not necessarily a bad surprise. In a social environment that is increasingly succumbing to advertising, we are all going to be hit with ads in one way or another, so surely it would benefit everyone if they were ads for things that we are actually interested in?

What also is surprising about Snapchat’s move, is that these new customer profiles, are not particularly targeted – which seemingly defeats the point. 100 different profiles sounds like a lot, but take ‘car shopper’ for example. A VW car shopper is an entirely different targeting demographic to a Mercedes car shopper. These tools don’t give us much more scope than the blanket campaigns we’re used to seeing on the app for things with wide appeal like movies and phone contracts.

On one side, you’ve got privacy-conscious Snapchat users who probably don’t want the company buying and storing information about their buying habits. Then on the other side, you have shareholders driving demand for more revenue, and better targeting tools for marketers to make the app a more attractive platform to advertise on. This solution appears to meet every party in the middle!

The new ads are set to launch in March, so prepare to ads you are slightly more interested in on Snapchat!

January 5, 2017Comments are off for this post.

Why Your Business Needs to Use Facebook Advertising – and How to Get Started 

Does your business use Facebook advertising? If not, it should be. Facebook adverts are amongst the most targeted, flexible and targeted advert formats around, and you’d be a fool not to get involved, especially with the huge and measurable potential ROIs.

If you’re thinking about not using Facebook advertising because it isn’t ‘right’ for your business, I ask you this; do you think your customers stop thinking about their business/responsibilities when they get their phone out to check their news feed?

People believe that customers lives are made up of several separate head spaces (work, parenting, self fulfilment), and while one single consumer has many roles, and therefore many needs – they operate in the same head space for every hour they are awake.

For example; you sell printers, and your customers are small business owners. The small business owner is also many other things, so when he comes home and looks at his Facebook, sees your ad for a printer, does he think ‘I’m not at work, so I don’t think about work needs?’ No, he doesn’t – he’ll clicks on the ad!

Businesses need to understand that business decision makers do actively use Facebook, and therefore, by not using Facebook, you’re missing out on a huge marketing opportunity.

So you’ve decided that you want to join the Facebook advertising conga line – good choice. Now to get started! Here’s 3 things you can do to get your Facebook advertising ball rolling.

Build a remarketing list

Add a Facebook Pixel to your website to begin collecting an audience of people who have visited your website. Encouraging people back to your website will increase the amount of leads coming to your business:

Upload your database as a custom audience

They say it costs 6 times more to gain a new customer than keep a current one. If you already have a database that you have been emailing, you can sync that list with Facebook through Mailchimp. It’s super easy and quick to do. This gives you an audience of people to upsell and resell to.

Use your customer base to make a lookalike audience

Using your customer base to form a lookalike audience is a great way to generate new leads. Facebook uses the credentials of your current customers to find similar people that might also be interested, using range of metrics. This gives you a new audience, without you having to delve into a detailed targeting strategy. Handy!

November 15, 2016Comments are off for this post.

Instagram Adds Vertical Video Ad Formats

We test multiple advertising creatives all the time to see what is providing the best return for our clients. Most recently we have seen a large increase in the use of, and success with portrait video. This is likely due to the reason that 1 billion of the 1.8 billion active monthly users on Facebook only use Facebook on their mobile: portrait video content takes up more of the screen, meaning it is more engaging and immersive.

Facebook have clearly realised this and dragged the format across to their Instagram platform. "Advertisers will now be able to advertise on Instagram using a vertical video and image format up to 4:5 in aspect ratio". This allows advertisers to really make use of the creative aspect that video allows; beneficial for a platform that we predict big things for in 2017. These continued changes will likely ensure the platform's future success; keeping advertisers and users happy.

wersm instagram ad vertical - Instagram Adds Vertical Video Ad Formats

It is clear, that portrait video ads are the way forward with brands like Mulberry, Guaraná Antarctica and LG USA are already using the new format.

October 25, 2016Comments are off for this post.

What we’ve learnt: Facebook Messenger adverts

Facebook's advertising product is constantly changing. As a team of social media experts, keeping up with the multiple daily changes that social networks release is one of the more challenging parts of our job! When a new functionality comes out, we also soft test it to see what potential it has for our clients. If it works well and we see that it will improve Return On Investment for our clients, we will then roll it out across the clients it is suited to.

This is exactly what has happened with Facebook Messenger adverts; these allow you to advertise to your target market telling them to message you on Facebook (via your Page). This works perfectly for our clients, as we respond to all their incoming customer enquiries in less than 5 minutes.

One key thing to always think about when it comes to advertising, is the copy of advert you show, and to whom you show it; as to be an effective communication, it has to be relative the audience. Therefore, randomly popping up with a "Message us" advert might not make much sense, however, this does, of course, depend on your type of product/service. What we found was that the best ROI was from the audience who already knew of our existence.

For the core of this trial we utilised Facebook Remarketing, and showed an advert to everyone who had been on our website in the last 180 days, giving them the option to message us via Facebook. This clever technique allows those who have been on our website and then left, to have any queries they may have had answered by a member of the team.

The value of speaking to a consumer who has already shown interest in your product/service is extremely powerful, and shouldn't be overlooked. By sieving your audience down to only those who know of your business will help reduce the cost of advertising, and increase the rate of enquiries.

If you have any questions about this, please message us by clicking here!

September 20, 2016Comments are off for this post.

What are your Twitter customer service times?

Twitter have just introduced a new update which allows businesses to show that they offer customer service on their profile. It is likely that they have done this for two main reasons; firstly, to promote the businesses that utilise Twitter as a customer service portal, but also to help speed up the process for customers and brands wanting to communicate with each other.

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