Facebook Ads Have Evolved, So Should Your Strategy if You Want to Win

When I heard that the cost of Facebook Ads had gone up 171% in 2017, I knew that I had to do something to help out my fellow entrepreneurs.

Here’s what’s happening… in a nutshell:

  • There’s a war over cold traffic (people who have never seen or heard of your brand). Big brands are spending a lot of money on broad targeting to build their audiences so that they can remarket to those audiences at a lower cost, including using Facebook Ads (more on that later).
  • Inexperienced advertisers are improperly targeting Facebook ads and guessing which audiences are most likely to convert (i.e. to get them to purchase their offers). There is a much more effective way of doing this.
  • People aren’t using the proper tools and ad objectives to properly optimize their Facebook ads. That leads to ads that are trying to accomplish too many goals at one time. Like, trying to increase their audience (Facebook page likes), getting people to engage, and getting people to purchase all at the same time. WHEW… that’s a lot for one ad to accomplish. This used to be possible (like 5+ years ago), but now the game has changed entirely.

Facebook Organic Reach Just Isn’t What it Used to Be

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Why Create a Social Media Strategy?

Social media is this new interesting dragon that both new and existing businesses have to confront. Learning how to train your dragon can be not only fun, it can be useful. Here are 3 reasons to create a social media strategy.

 

  1. Continuity – A social media strategy is your company’s manual for everything social media. Should I post this? Look in the manual. How do I deal with complaints? Look in the manual. No matter who is in charge of social media, you can ensure that what you want put out there is inline with company policy.

 

  1. Focus – What is the point of your social media? Some companies use it strictly for customer service; some use it as virtual R&D. By having your intent clear, your clientele will know the best way to be heard and how to connect with your company. Not every business will need a Facebook presence or a Pinterest board, however, you need to know why you do need certain platforms.

 

  1. Measurement – Where are you interacting with your clients the most? What is the level of engagement, or more importantly, how many sales are you creating from your different social media platforms. It’s great to have social media up and running, but metrics are needed to know what people are attracted to and if you’ve achieved your goals.

 

Creating a social media strategy is a necessity when it comes to making tangible results in your business if you are using social media. This roadmap helps companies large and small create results, ease the burden of training new hires and sets your business up for success.

 

For more information on what a social media strategy can do for you, email us at hello@amaraREPS.com to get a free strategy guide.

Reimagine, Reintroduce, Rebrand

Don’t be discouraged/encouraged by the logo above, we’re not getting political over here at amaraReps.  That H is the new logo for Hillary Clinton’s 2016 presidential candidacy.  It is a part of the systematic rebranding that the former first lady is undertaking in order to reemerge to the public in a new, refreshing light.  Check out the article by Philip Rucker and Anne Gearan here, it is great food for thought and should get the wheels spinning a bit.  A few takeaways that I found interesting…

  • The article raises an important question: when and how do you rebrand?  There are so many factors that contribute to this discussion, but the underlying theme would be that the change should come when it is necessary.
  • For Hillary Clinton the decision was made to make her more relatable to the public and shake the past beliefs about her values and image.  However, the fact that she is a relative celebrity can make the whole process quite difficult.  Considering we’ve all had 20+ years to construct perceptions about her, it proves much more difficult than introducing a relative unknown.
  • Another viable case study that is brought up in the article is that of McDonald’s.  Currently they are experiencing a slump in sales based upon their values, so a shift in image is necessary to revamp the brand of the golden arches.  Once again, the fast food giant is so well known that to realign the course takes more than a new commercial.
  • Most major brands have faced this challenge before: Coca-Cola, Walmart, and Apple are just a few of the majors that have managed a change in the winds and had to recourse their ships.
  • What will Hillary’s (or your) new promise be to your public?  A clear, concise, and direct answer must be given.  Less is more and a one-word premise is the key to success.

All in all, any brand that is around long enough will have to reconstruct their image.  The course to take will all depend on the who, what, and where of your brand, but more importantly, the who, what and where YOU want your brand to be.  Just remember this vital piece of information: your brand isn’t necessarily how you see yourself, it’s how your demographic sees you.

 

Don’t Have a Love/Hate Relationship with Marketing

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Valentines Day…once again it has arrived and as one of the biggest days of marketing in the year, brands must figure out how to deliver their message.  This arises an interesting question: HOW?  The simple fact is that in today’s age, people do not want to listen anymore.  In the past, advertisements only needed to be put in front of the mass media to be effective because not every company could afford/find avenues to do so.  With the advent of the Internet and social media, now anyone and everyone can push their messages the world over.  We are exposed to 360 advertisements daily, what this leads to is massive amounts of desensitization.  What this means is that brands must find a way to get through the filters that you, I, and everyone else has put around them.  Frustrating to say the least, however it just requires a different approach.

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What?

As marketers, our job is to make people care.  We have to not only inspire, but also find what inspires our audiences.  Their hopes, dreams, passions, loves, hates, and anything and everything in-between; simple right?  What this requires is getting to know WHOM we are talking to, we must converse WITH people not just AT them.  True it is a lot more work, but it is so much more rewarding.  A powerful tool in doing this, of course, is social media.  It is the direct link to finding what values your audience holds close to themselves.  Once we discover who is listening, then we can construct the proper message.

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Listen

Seth Godin gives a very interesting TED talk on the topic how to spread your ideas and the tribes we lead.  If you are not familiar with Godin, he is the former Vice President of Marketing at Yahoo! and was inducted into the Direct Marketing Hall of Fame in 2013.  In his TED talk, Godin talks about finding ways not to only stand out, as eventually that new car smell will wear away, but to do something truly remarkable.  As much as it seems people do not care anymore, when you take a look closer it becomes blindingly clear that the opposite is true.  People WANT to care.  We just need to give them a reason to care.  How do you succeed?  Take the passion that you have behind your brand and align it with those that share that passion.  Check out Seth Godin’s talk below and get started today!

 

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