Facebook is one of the most popular social medial platforms. As the biggest online advertising platform, it has millions of active users all around the globe including small businesses and brands. This platform has the potential to take a brand to next level with online ads. These Facebook ads are not expensive, and brands post content to promote their services or products to drive traffic towards the website and boost conversion rates.
You don’t need to be a Billionaire Company to successfully advertise on Facebook. Without an expert team, it’s difficult for all small brands to meet their ad potential. For example, a common mistake many brands do is boosting a post instead of creating an ad. Boosting is a swift way to get maximum reach on your Facebook post. However, most small businesses are not aware of how to optimize Facebook ads.
Facebook algorithm is designed for ad success. You invest time and money in generating effective Facebook ads and want to get an advantage from the ad budget. You can optimize Facebook ads by:
- Understanding the key metrics
- Choosing the ad objective
- Defining the target audience
- Designing and testing Facebook ads
- Tracking and optimizing campaigns
Understand the Key Metrics
To optimize Facebook ads, a data-driven strategy is followed by improving the campaign results. You should be an expert in ad performance assessing and define your advertising strategies to meet business goals. The following key metrics assist as a benchmark in considering the campaign performance:
In conversion, the target audience interacts with your ad and clicks through call-to-action. If you want to visit the website, you will count the conversion when a user visited your site directly from the ad. So, conversion rate optimization is a key for all elements of your website including ads.
Frequency stands for the estimated number of times a user sees your ads. It is calculated by dividing the number of impressions by ad reach. It helps to know how effective the targeting approach is and how to avoid showing an ad to the same user again and again.
CPC and CTR
Click through rate (CTR) is the percentage of users who click ads, leading them to the form or landing page linked to it. When it is low, it means more people are not interested in your ads. Whereas, cost per click (CPR) tells the actual cost of an average click.
Return on Ad Spend (ROAS)
Conversion value is equal to the revenue that a business earns from conversion. ROAS is the total conversion value distributed by your advertising cost. The more ads lead to the conversion, the more ROAS of your brand will get.
Choosing the Ad Objective
Before getting into details, it’s imperative to know the Facebook ad structure. The first step of ad creation is setting up the campaign and select the objectives to form an available list. The essential factors to consider while selecting the ad objective are:
Campaigns under the awareness objective are usually for fresh brands or businesses growing to a new location. You will choose brand awareness as an objective if you make the brand known to more audiences.
These objectives are targeted keywords that entice the audience to engage with the brand. For instance, the lead generation objectives help you to build unique Facebook ads with built-in lead-capture form.
When your target audience is in your lead pool, you can convert them into a potential customer. The conversion objective enables you to choose between a website or application to track the conversion on your ad.
Define Target Audience
All campaigns have an objective, but you need to identify that every audience segment should according to your strategy. It’s a great idea to invest time customizing your audience for every single campaign. Here are the multiple ways to define your Facebook ads target audience.
You can set up various parameters such as audience location, age, and gender following the Facebook policies. Facebook offers a panel to check estimated results and making changes as per demographics.
Facebook gathers the users’ interests and behavior due to its unique algorithm. For example, Facebook can identify fashion freaks and cricket lovers. Any reputed firm advises targeting the most likely group to access the campaign performance better.
You can target users who have interacted with your brand with a custom audience. Facebook records this via Facebook Pixies- a tracking tool.
Design and Test Facebook Ads
Every element of your ad impacts your ad and its performance. Using relevant keywords in headlines keeps the content engage. SEO optimized ads are tested consistently, and the key points you should focus on are:
Choose the Right Format
You can select from the available ad formats based on what displays your services best. These formats include videos, photos, or stories. Make sure to complete your ad with a persuasive description and title to grab the audience.
Plan Your Content
A ‘download’ button in a Facebook ad offers a free template. When choosing your media, select stock image or Facebook Dynamic Creative Tool that customizes creative variations. It helps to make your content well-planned.
Strategic Ad Placement
Facebook allows you to select your ad placement. The available placement such as Instagram stories, Facebook feed, and Messenger inbox will base on your goals. It can be chosen manually or automatically through tools.
Control Ad Budget and Schedule
It’s essential to control the budget and schedule of your ad. When you set up a budget, you control media budget allocation. You drive improved results by showing your ads during peak Facebook hours or specific hours for integrated results.
Track and Optimize Campaigns
The only possible way to measure the impact of optimization is to consider campaign data. Your expert team needs to specify key performance indicators based on business objectives. These metrics help to know whether the campaign is successful or not.
Your campaign data helps to know how to optimize Facebook ads, get desired results within a specified budget, and show ads at the most appropriate time. For Facebook lead ads, your data might show that the user clicks your link but does not reach the lead-capture form. It can be an indication that your Facebook ads had man form questions. Tracking data in depth enables your brand to optimize Facebook ads and overall performance.
There are numerous benefits of using Facebook ads in your marketing strategy. When used correctly, you can drive high-quality traffic, conversion rate, and profit. But, to generate maximum profit, you need to know how to optimize Facebook ads effectively. For this, all the above-mentioned information can help you to achieve desired outcomes.
If you run a small business or sell something online, you know that digital marketing and social media advertising play an important role to grow your business online. It’s an effective way to increase brand awareness, obtain new customers, launch new products, and generate revenue. With multiple options available around, it can be difficult for small business owners to decide how to advertise and link with the target audience.
That’s where Digipeak comes in. Our integrated Instagram advertising strategy makes it affordable and easy to connect your business with potential customers on Instagram. We ensure our clients they’re spending money in the right place to achieve the desired results. Let’s get to know the advertising campaign features that Instagram offers to the business of all sizes.
The Benefits of Advertising on Instagram
Instagram is primarily a photo-sharing platform that provides an opportunity to reach the target audience, showcase products, and build a strong connection visually. It’s an ideal source for brand awareness campaigns, direct-response, and conversion-based campaigns on social networks like Facebook or email.
Having around 700 million worldwide users and half of them market their business on Instagram, Instagram is the go-to medium for marketers who find different ways to boost their brand. This platform has higher post engagement as compared to other available platforms.
Instagram offers powerful advertising tools similar to Facebook, where you can take advantage of Facebook demographic and behavioral data. You can connect with a custom audience based on keywords and interests. Furthermore, unlike organic Instagram posts, ads allow clickable URLs so people can click to visit your website or online store.
Instagram Ads Creating Strategy
Instagram ad campaigns are an efficient way to promote your business, increase audience, and sell products. With creative Instagram ads, you can target the right audience, reconnect with previous subscribers, and grab new people to your brand. If you’re looking for different ways to revamp your Instagram strategy, consider the following factors.
Describe Your Goals
Before getting started, it’s crucial to consider your goals of Instagram marketing and ad campaign efforts. Perhaps you focus to increase your audience, brand awareness, or drive traffic to your online store, there can be a lot of other objectives as well. Defining the purpose of your ad helps you choose your message, CTA, and audience.
As Instagram is a mobile platform, so keep in mind you’re creating your campaign too. Your goals should base on the best experience for your audience. For example, if your online store or website is not augmented for mobile users, your Instagram ad should reflect brand awareness rather than focusing on traffic or conversions.
Determine Your Audience
Selecting the right audience and keeping the content relevant is the key to an effective Instagram ad. If you’re a retailer of women’s apparel, you just need to target the relevant audience. Sometimes, choosing a broad audience might result to lower Instagram engagement. You can leverage eCommerce data and subscriber activity that help you show relevant ads to the right audience.
People on Your List
Targeting your existing followers on Instagram is an ideal way to rejoin customers who are already involved with your services. Powerful Instagram advertising tools enable you to leverage what you know about your contacts to build relevant ads.
People with similar Interests
Instagram profiles are linked with Facebook accounts, so it contains data about potential users that help marketers to find the target audience. When you build an Instagram ad that targets the relevant audience, that acquired data is beneficial.
Instagram scrutinizes the Facebook profiles of individuals, then builds an audience similar to interests, demographics, and behavior. You have an option to filter the audience by age, gender, location, and keywords. It can help introduce your brand or services to a new audience.
Choose the Right Image
When you build an Instagram ad campaign, you have options to make a carousel or single-image ad. Carousel ads are best to tell a story or showcase products. But if you want to drive sales of a specific product, a single image is the right choice. As Instagram is a visual platform, there are different things to follow when choosing the image such as:
Focus on Products
If your Instagram ad is about selling the products, make sure to use striking images. It varies from Facebook ads, where you emphasize the advantages of the product than the product itself.
Keep Text to a Minimum
Keep in mind that Instagram users are here to see the appealing images. While planning your ad, think about the advanced and interesting ways to define your story of brand and products without using supportive words too much.
Use High-resolution Images
A high-quality image grabs the audience’s attention when the scroll Instagram news feed. Most mobile phones have advanced cameras, you don’t need any special camera to capture the picture of your products.
Instagram Top Advertising Practices to Remember
Introduce Ads with Personality
Whether it’s a funny video or just an image, if your Instagram post doesn’t look humanized then there are fewer chances to reach the potential audience. People use Instagram for their entertainment, and appealing to emotions is always the key to success.
Use Relevant Ads
What works best for one social media platform won’t necessarily go well with another. For example, your business will not support the same content through LinkedIn as it will through Twitter. The same happens for Instagram. Keep your target audience and their behavior in mind.
You need to perform some research before using hashtags. Make sure to use hashtags that are in trend, relevant, and most searched by the audience. Hashtags help to make your content easily findable on Instagram, and you can reach the audience with the right hashtags.
Schedule a Contest
Arranging a contest or giveaway is one of the most effective ways to meet your objectives. People like winning free stuff from a competition. It can be an ideal Instagram advertising strategy to grab your potential audience toward your brand.
Get Started with Instagram Advertising Today
Instagram advertising is a great source to enhance your business and draw maximum customers. Over 1 billion people are using Instagram every month, and you want your brand to be on the top where they can see it. Are you ready to get started making Instagram ads? We can’t wait to see growing your business digitally with just the right strategy.
Instagram is a great marketing frontier for small businesses with the potential to bring new customers to the global level. Nearly 65 million monthly active users, 10 billion photos, and iconic logos make it an appropriate platform for small businesses. Instagram, as a photo-sharing platform growing continuously, so does it impact users’ buying behavior? We should know that Instagram isn’t just limited to sharing pictures, but it grabs new customers for your business. If you’re a small business owner and looking for top Instagram marketing ways, you’re at the right place. We have gathered the best strategies from SMBs in this article. Here are the top ways to use Instagram as a marketing tool. Let’s get started!
Make a Business Account
First of all, you have options to make a personal or business account while joining Instagram. A business account is appropriate for businesses as it assists you to view analytics, link your account with a Facebook page, run a paid advertisement, and makes it easier for the follower to reach you.
Fill Your Bio
Instagram offers 150 characters to tell about your business to followers. Use this space accurately keeping the goals in mind. You can add hashtags in the bio that help people find your profile. Don’t forget to include a link to your official website.
Keep an Eye on Your Competitors
Are you not sure where to start? Just analyze what other small businesses are doing on Instagram and identify their strategies. Take note of the content they post, the hashtag they use, and their visual language. You can also check how many followers do they have and how much engagement do they receive on posts to get a better idea of where you need improvement.
Build Content Pillars & Plan Content
Once you’re done with Instagram marketing research, there is an important step to follow before planning the content. Creating content pillars is a key to grow your small business on Instagram. Streamline some themes for the content you plan to post while scheduling content. Now it’s time to decide what type of content you need to post and be strategic about it. Plan in advance what you’ll be posting on weekly basis.
Use Hashtags Wisely
Hashtags are a significant factor of Instagram marketing for small business. They make it easy for people to discover the content even they don’t follow your page. Research has proved that using 7 to 30 hashtags per post is good for marketing, but it varies based on how many followers you have. Instagram recently updated a feature allowing you to see how many people reached your post with the help of hashtags.
Upload Instagram Stories
The story feature on Instagram makes a splash and helps small businesses to stand out from the crowd. Stories appear at the top of the feed and are more dynamic than regular feed posts. You have a choice to post multiple stories a day. Make Instagram stories an integral part of your marketing strategy to scale your business.
Offer Discounts and Deals
Nothing can excite potential customers to follow your Instagram account except offering discounts and deals. It will not only grab new customers, but you will notice an increase in followers as well. Loyal customers who are already familiar with your business are more likely to engage with you.
Instagram isn’t limited to uploading photos, but you can also upload videos. Videos are more engaging, and there are different ways to post them. You can share a clip of up to 1 minute on the feed and a 15 seconds clip on the story. There is another feature IGTV that helps you to post videos of up to 10 minutes.
An Instagram tip that is imperative for businesses and influencers of all sizes is to actively engage with others. Follow interesting accounts, likes, comments, and share their posts. The more they get notified of you, the more they will think of you. It’s the best way to grow your small business on Instagram.
Even with all the above strategies, it’s still the biggest challenge for small businesses to reach a new audience organically on Instagram. A paid advertisement is the right solution. Instagram ads help you to target a specific audience, improving your experience to reach the people who are most likely interested in getting your services.
Geotag Your Posts
It’s a powerful way to grow your Instagram small business followers in the local area. You can tag location in feed posts and stories. Geotagging will show your content in the search results when people actively search from your area. To geotag a feed post, you are required to add your location on the caption editor page. If you want to geotag a story, you can use the location sticker.
Use Highlight Feature
This feature enables you to choose from a range of stories to display on the top of your profile. They are the best way to showcase your business services, and to get more followers.
Shout-outs are one of the unique strategies of Instagram marketing for small business. Now you can stand out your business from the market with this feature. When you give a shout-out on Instagram, make sure to tag all the accounts properly.
Feature Your Instagram Account on Website
Is your small business Instagram account linked with the official website? If not, do it right now. Make it easy for your customers to find and follow your account through the website. This is an imperative Instagram marketing tip for small businesses to gain followers.
It’s beneficial for business accounts to post regularly, but make sure that the post is engaging and relevant. It is a great chance to showcase your brand personality and connect with potential followers, so utilize it with the right content. Many businesses use Instagram stories as another way to make their content striking. You can achieve this by creating short videos, and act as an extension of an account that meets your brand image.
Use the Save Post Feature
Now you can save content on Instagram similar to Pinterest and Facebook. Save the content that you like most with Instagram ‘save’ feature. Whereas it is not required to create collections, it’s just suggested. Some collection ideas are:
- What are your competitors posting about
- Visual inspiration for pictures
- Quality captions
- Potential influencers
- Future posts ideas
- Customer feedback
Connect with Influencers
As a small business, you have enough budget to invest in influencers for Instagram marketing. But it doesn’t mean you shouldn’t connect with them. Find local influencers around you that meet your requirements and engage with their content frequently. Once you get connected with them, ask them to send them a free sample for PR.
Instagram is the best platform to raise your business awareness and connect with new customers worldwide. As you can see, there are so many opportunities available to scale your business on Instagram. Start experimenting them these strategies and find which of them goes right with your small business.
A Guide for How to Promote Online Store on Facebook
Facebook is the world’s largest pay-to-play platform. It’s a great place for businesses of all sizes to expand with the latest market trends. It facilitates people’s lives, providing the quick context to reach their friends or family members at any time. It also keeps you informs on the topic of interest, helps in finding the event you want to participate in, and notifies what your friends are up to.
Technology and social media are connected and revolutionizing day by day. Now, Facebook is not online limited to communication but businesses can also maximize their sales by reaching out to the target audience. Numerous tools are integrated to build scalable online stores on Facebook. Moreover, Facebook business pages and shops are free for all, and that’s the main reason people usually focus to promote their business on Facebook.
If you want to know how to promote an online store on Facebook, first of all, you need to understand this social platform and find the right ways to scale your business. Let’s have a closer look at some significant factors that are helpful to promote your store on Facebook.
Select Your Target Audience
You need potential customers to run your online store on Facebook. But how could you grab more customers and establish your business reputation? Facebook offers different marketing tools that enable you to target ad campaigns to increase followers and sales.
Selecting the right audience is a crucial step in this procedure. Your products or services are not fit for everyone. That’s why knowing your target audience is important to maximize your sales. Facebook has developed a tool ‘Facebook Audience Insight’ that helps you to get insights about your audience. It provides data about the audience, how they integrating with your business, and what are their requirements. You should have the following details to create customized ads and increase your online store visibility:
- Demographic: gender, where they live, age, marital status, education, etc.
- Language: the native language of your target audience.
- Facebook behavior: how frequently they use Facebook.
- Previous Purchases: know their previous shopping experience if they have any.
Build Targeted Ad Campaigns
Facebook Ads tool is one of the great promotion tools on Facebook for online stores. Almost all businesses have a Facebook Business Page where they serve customers, develop brand awareness, and improve sales. Grabbing the right audience to your online store might seem a difficult task, especially when there are different ads from other available businesses around.
Facebook ads help to target the right audience based on demographics, interests, and needs. Some business owners don’t focus on promoting the context to an audience who already has liked their Facebook page. But, it is equally important to target the people who already follow you. They will get your services if they find you trustworthy and develop a strong connection with your brand in the future.
Promotions and Giveaways
Marketing strategists have observed that promotions and giveaways grab more followers, improve brand awareness, and turn visitors into customers. It is a great way to scale your business because promotions and giveaways don’t ask users to put in any effort. When it comes to giveaways, people are just required to like the Facebook page, tag friends, and share the post with others.
It’s completely your choice how you manage promotions or giveaways. But, dealing with them efficiently helps to promote your online store on Facebook. Remember that Facebook doesn’t offer any tool to follow the number of likes, therefore use any third-party tool to get insights.
Several tools ease your task of organizing contests on Facebook. These tools are designed to boost businesses sales. It provides giveaway analytics that allows you to track contest performance. However, some tools are free of cost, and some are paid. While selecting the right contest tool, you mainly need to consider its features that should meet your requirements.
Converting your visitors into customers is a time-taking procedure. You are required to build your online presence strong to grab more customers. Many businesses overlook their customer needs that impact their sales. Selling without selling is a well-known concept on Facebook. According to this concept, you don’t need to post solely about new products and promotions. People will not consider a brand that only shows interest in sales. They will prefer a brand that values customer opinions and feedback.
The domain of customer interaction is necessary for promoting your online store on Facebook. Many businesses don’t focus on it, but increasing your customer base and sales can be a real challenge. Many new visitors will observe how you interact with your followers and customers before making a purchase.
Therefore, it is imperative to answer customers’ comments, queries, and reviews as soon as possible. There will also be many negative comments and reviews, but accepting your mistake and improving it is the best way to deal with it. Do not take anything personally and find the solutions to engage your customers toward your brand.
Customer interaction is significant because it’s a great chance to scale your online store on Facebook and connect with the right audience. So, how to improve your interaction with potential customers? The answers are:
- Communicate with customers in a simple way instead of being unnecessarily formal. Be genuine and professional to stand out from the crowd.
- Your customers do not need someone to criticize them. They need a brand to understand their requirements and issues and treat them with respect.
- Answering some comments or queries on your Facebook page is not enough. Consistency in responses and your behavior towards customers will make them loyal to your brand and will be more likely to select you.
As the technology and Facebook marketing strategies are evolving, there is no consistent technique to increase sales and customers. Therefore, promoting your online store on Facebook might seem boring task sometimes. Facebook Shops are the best way to increase sales, brand awareness, and followers. But the above-mentioned points are important when you look for how to promote an online store on Facebook. Knowing your target audience will let you build target campaigns and ads.
The connection between customers and brand interaction has transformed with the development of chatbots. They are an advanced addition for many businesses to their sales and marketing team. Chatbots are redefining how brands and people interact with each other. The change that chatbots bring to business makes them grow more digitally.
Businesses are making the right use of chatbots. They are performing as 24/7 customer service agents, assisting businesses by providing data points to predict user behavior. Technology, software design, and different types of chatbots depend on the customer base. Your business objectives define what kind of chatbots are best for continued success. An impeccable chatbot strategy always starts with knowing the types of chatbots and their limitations.
Some Major Types of Chatbots
The rise in technology has been as dynamic as the evolution of chatbots capabilities. Chatbots can be generally categorized into different types.
Scripted/ Quick Reply Bots
These chatbots are used to cooperate with the customers based on predefined knowledge and technical capabilities that can respond to fixed instructions. For this purpose, all queries need to be gathered with a specific language programmed in the chatbots.
Natural Language Processing (NLP) Chatbots
These chatbots are one of the major applications of artificial intelligence. Primarily, all chatbots use AI technology, and NLP describes a user’s input such as text or voice to an intent. In these chatbots types, messages are classified to obtain variables for an answer and language parsing is done.
Voice-enabled chatbots offer customized experiences for users. They accept user’s input when they talk, act upon their request, reply to their queries, and accomplish creative tasks. Through text-to-speech (TTS) and voice recognition APIs, different businesses now can make their voice-activated chatbots.
Social Messaging Chatbots
These chatbots are integrated within a social messaging platform such as Messenger, WhatsApp, Telegram, and Slack. It enables users to directly communicate with the bot as they do with their family or friends.
To complete the user’s request, these chatbots collect relevant information from the user. These chatbots are mostly used in the airline industry. It has become easy for customers to check their flight booking, flight reservation prices, and statuses as well.
Context Enabled Chatbots
Contextual chatbots are an advanced form of conversational chatbots. To remember the earlier chats, these chatbots use Machine Learning and Artificial Intelligence with particular users to learn and grow. Google Assistant, Siri, and Alexa are some examples of context enable chatbots.
Chatbots Types for Businesses
Support chatbots are primarily designed to solve problems. They are used in industries such as human resources, retail, digital marketing, and healthcare. They request context awareness, personality, and multi-turn ability. Most of the support chatbots use deep learning and Natural Language Processing (NLP) to perform actions. Recognition of speech is optional for such chatbots types. They can walk a user through specific business processes and respond to multiple FAQs.
If your business website has poor conversion rates, it’s the right time to opt for a website bot. It provides users and visitors with 24/7 response times. An organization will boost lead generation, often having a virtual assistant to answer queries and reserve meetings with customers.
Companies may gather key information during the interactions, such as the name of the prospect, email address, and follow-up phone number. These chatbots help with preparing presentations, schedule meetings with salesperson, managing prospects with high-quality content, and other similar tasks.
Modern website chatbots make it easier to access the clients. When they need help most, sales and marketing departments may use them to initiate discussions with prospects. The bots understand when a visitor opens a sales email and visits a landing page.
Single chatbots are single-turn-type and don’t need contextual awareness. They simply follow a specific order to accomplish an action. Amazon’s Alexa is one of the major examples of skills chatbots. These chatbots require powerful Natural Language Processing features to function efficiently.
Assistant bots are good at communicating and answering questions. They efficiently engage the customer queries. Siri by Apple is an example of assistant bots. It not only follows the user’s commands but replies in an entertaining way if it doesn’t understand the query.
Transactional bots can be categorized as assistant bots as they occasionally perform some specific actions upon user instructions for different transactions. These transactional bots are used in various industries. They help users to improve their productivity by interacting with external systems.
Technical Classification of Chatbots
Based on advanced technology, different types of chatbots help businesses to grow digitally.
Menu / Button based Chatbots
Menu or button-based chatbots are the most common and used chatbots in today’s marketplace. They are designed to direct a single domain like information about a business. These chatbots need to have character, multi-turn functionality, and knowledge of context. They should be capable of walking a consumer through any business processes and answering a wide range of questions of the FAQ kind.
Keyword Recognition based Chatbots
Keyword-recognition-based chatbots try to hear what users type and respond properly. To decide how to answer the user, these chatbots use customizable keywords. Such kinds of chatbots are slow when they answer similar questions. A hybrid of keyword recognition and menu/button-based chatbots are in trend nowadays. They enable users to choose whether to ask a question directly or make use of the bot’s menu buttons.
These chatbots have a built-in AI technology and are rendered with frameworks such as the Wi.ai NLP service Facebook Bot Engine or the luis.ai NLP service Microsoft Bot Platform. These tools are best for customer experience, but they can fall short of the over-the-top incorporation of functionalities.
When a business implements the latest automation strategies, it will get improved results, saving time, money, and effort. Different types of chatbots make it easier to connect with clients, add value, and build better customer experiences. Now people shop what and when they want. Anything can be achieved quickly and effortlessly with chatbots, and they have become an immersive way for businesses to connect.