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The Eye/Comm Blog

How To Create A Facebook Ad Campaign That Rocks

Posted by Summer Gould on Mon, Nov 20, 2017 @ 07:00 AM

San Diego Social Media Marketing

Before you even consider a Facebook ad campaign you need to know who your trying to reach and if they are a good fit for Facebook. In some cases the answer is no. If so, find a different marketing channel to reach them. There are a lot to choose from.

You can find a lot of information on Facebook to choose from to really target the right people. Take your time looking over all the options to pick the best fit for you. You can even upload your customer list to reach them on Facebook. Once you have decided that Facebook will work and who you want to reach, you are ready to get started.

Create Rocking Ads:

  1. Create targeted ads: Based on your selected audience match them to ads they will find irresistible. This may mean you need to segment people into different groups with different ads. The better you target and the better your offer, the better your results will be.
  2. Create Campaign Landing pages: When someone clicks on your ad you need to have a designated landing page just for this campaign. It will incite action if it is directly related to the ad messaging and does not have a bunch of extra info. If not, people will bounce off your page. It will also allow you to track your results.
  3. Images: You want to use eye catching images to get people curious and clicking on your ad. The better your image the more clicks you will get. Your copy matters, but your image is the attention getter.
  4. Budget: It is very important to set a budget. Then try the Optimized CPM tool Facebook provides. This will allow you to maximize your budget. You give Facebook your parameters and they do the rest.

The best part about Facebook ads is the metrics you can see right away. If you are not getting the clicks you thought you would you can change your ad on the fly. Use a different image or copy to see if that makes a difference. You can also change your budget to get you ad placed more often. Are you ready to get started?

How To Integrate  Direct Mail & Social Media

Call us in San Diego at (619) 448-6111 or email [email protected]. We are glad to help!

Topics: Social Media Marketing

Social Media Marketing Ideas

Posted by Summer Gould on Mon, Oct 23, 2017 @ 07:56 AM

San Diego Social Media Marketing

Many marketers struggle with social media, while others just use it for fluff. You can successfully use social media to gain customers. A successful social media campaign uses one or more social media channels to promote a product/service, build brand awareness or create a sense of community. It is a way to unite people around a common interest or experience. Are you ready to create yours?

Let’s look at a few really good social media campaigns from brands you know:

  1. GE created a hashtag #6SecondScienceFair using Vine & Tumblr with the purpose to encourage interest in science, increase engagement, and build GE's reputation as an innovator. Check it out here: https://www.youtube.com/watch?v=iNdBHmZAOr4  The video highlights a bunch of experiments that participants submitted. It was liked 130,000 times and re-vined 105,000 times.
  2. Marshalls created Pin Pals by using Pinterest & YouTube used Pinterest boards of its followers to select items from its stores to deliver to selected followers. The deliveries were shared on Pinterest, YouTube, Facebook and Twitter . Check it out here: https://vimeo.com/219901287 This social media campaign resulted in 12 million video views, 143,000 engagements, and 475 million impressions.
  3. American Express created Everyday Congrats from Tina Fey with Facebook. The social media campaign promoted the Blue Cash Everyday AMEX card with playful and, most importantly, shareworthy videos congratulating real people on their "adulting" successes. They used Facebook's API to identify the most popular (with the most engagement) adulting topics then called in spokeswoman, Tina Fey to film memorable clips about them. Check it out here: https://vimeo.com/202291563 The campaign resulted in over 30 million views and a 20% lift in brand consideration for AMEX.

So after looking at these examples what fun ideas can you come up with to engage your audience, spread your message and increase your brand awareness? Many marketers have social media accounts and include them in their marketing, but they do not drive any real action. Asking for a follow or share is easily ignored, when you prompt people to actively create and participate in a campaign you initiate curiosity and interest which provides  you with lots of interactions, and great results. Are you ready to get creative and have fun with social media?

Call us today (619) 448-6111 or email [email protected] We are glad to help!

Topics: Social Media Marketing

Social Media Marketing For Business

Posted by Summer Gould on Mon, Aug 28, 2017 @ 07:00 AM

San Diego Social Media Marketing

Keeping in mind that each social network is slightly different than the other and in some cases approaches may need to differ, the overall objective of social media marketing is to get your customers and prospects to engage with you. The reason you want your customers to engage, is that they then become your advocates and buy from you. They will post and share information about your company to their friends/followers which extends your marketing reach. The more good things they have to say about you and the more recommendations they make of you the more people will buy your product or service.

People do not use social media to buy from you right away, what they do is check out your company. They get information and feedback from your messages and followers. If they like what they see and get value from your content, they will become your followers. This slow build leads to better engagement with your company and greater loyalty when they become customers. This means that social media is not a quick direct sales forum, but a long term investment.

Today, if a company does not have a social media presence, they are considered out of date or out of touch with their customers. Your key to social media marketing success is to find where your customers are, what they are looking for and engage with them to help spread your marketing messages. Each network may need a different type of message, but all should stay with the same brand/theme of your organization. The message is just tailored differently for the different audiences.

How to Build Relationships  With Social Media Marketing

As with any other marketing tool, you need to have a way to track your results and benefit from knowing what is working and what needs changes. Social media is very fast and fluid, so make sure you are constantly monitoring it and responding quickly. There are many tools available for you to do this. Just posting information and not following up or starting conversations, will quickly ruin your social media efforts, it is all about engagement. People want to feel as though your company gets them. What is working well for you on social media?

Are you ready to get started or have questions? Call us in San Diego at (619) 448-6111 or email [email protected]. We are glad to help!

Topics: Social Media Marketing

Twitter Social Media Marketing Tips

Posted by Summer Gould on Wed, Jul 05, 2017 @ 07:00 AM

San Diego Social Media Marketing

Are you aware that Twitter has 328 million monthly active users as of last count? That is a lot of people you could be reaching. Have you started to take advantage of the live streaming video option? Not sure how to use it for your business?

4 live stream video marketing ideas:

  1. Behind the Scenes: Give customers and prospects the opportunity to get a look behind the scenes at your company. Show them how things work and highlight key employees.
  2. Products or Services: Highlight a new product or service you are offering. Giving instructions on how to use it and the benefits people will enjoy.
  3. Interviews: You can interview customers, experts and others about topics your followers are interested in.
  4. Events: Any event you are having is a great opportunity to live stream. Give people a fun and informative presentation.

Keep in mind that when you are live streaming people can and will ask you questions so make sure they are being monitored and answered. This brings us to our next set of tips about using Twitter as a listening tool.

How can you listen on Twitter?

  1. Email Notifications – You can set up Twitter to send you email notifications based on keywords you have selected.
  2. Hashtags – You can track information based on hashtags that are important to you and your followers.
  3. Your company – You can listen for mentions of your company in order to know what is being said and to be able to respond to them.

One of the best things about Twitter is that you can find out a lot about your followers. This can help you with better marketing targets. Not sure what you can track on Twitter?

Here are 3 key tracking elements:

  1. Audience - You can learn about your audience location, interests and lifestyles. The more you know about people the better you can target them.
  2. Engagement – Tracking your retweets, likes and link clicks helps you understand what is most popular to increase your engagement over time.
  3. Schedule – When are your followers the most active? This will help you pinpoint what time of day or day of the week is best for tweeting.

How to Build Relationships  With Social Media Marketing

Twitter is a great social media marketing platform, so make sure you are including it in your social media marketing plans. Have questions or need help? Call us in San Diego at (619) 448-6111 or email [email protected]. We are glad to help!

Topics: Social Media Marketing

Facebook Ads For B2B Social Media Marketing

Posted by Summer Gould on Mon, Jun 19, 2017 @ 07:00 AM

San Diego Social Media Marketing

Most marketers think that Facebook ads are just for B2C marketers, but B2B can effectively use them too as part of a social media marketing plan. Not sure where to start? What is your campaign goal? How can a Facebook ad help you reach that goal? Some common marketing goals are to generate awareness, sell your product or service and so on. Once you know yours you can create an ad for it.

So how can you effectively find the people you are looking to target? Here are four ideas:

  1. Page: Make sure to include the people who like your page already in any ads you send out.
  2. Email addresses: If you have a large email list you can cross reference that list with Facebook users to target them on Facebook.
  3. Work: You can target people based on their jobs listed in their Facebook profile.
  4. Event: You can target people based on life events they have added to Facebook.

Now that you have selected your targets you are ready to work on your ad. First re-consult your goals to be sure all your ideas meet them. You have a very short window of opportunity to grab attention. Your ad headline can make or break your results. You will also need an image that conveys your message quickly.  There is no need to write a long ad, be concise and intriguing. The first thing you need people to do is to want to know more and click on your ad. Take the time to effectively create your ad.

Now that you know what the ad will say and look like you need to build what the ad will link to. Here again this will be determined by what you are trying to accomplish. You can send them to a special landing page with content they were curious about, or anywhere that makes sense for your campaign. In Facebook you will want to not only track the clicks, but also any shares and comments. Do not forget to have someone in charge of responding to comments; they can turn out to be the best leads.

Why Use  Multi-Channel Marketing

You can use Facebook ads as a follow up to a direct mail piece right now and save 5% on your postage with a special USPS promotion through July 31, 2017. Ask us how. (619) 448-6111 or email [email protected]

Topics: Social Media Marketing

Social Media Marketing: Facebook Ads Get Results

Posted by Summer Gould on Mon, Apr 10, 2017 @ 07:38 AM

San Diego Social Media Marketing

Currently there are 1.79 billion users on Facebook. Are you tapping into that audience? Social media marketing with Facebook ads offer an opportunity to reach a targeted group of people where they are online. You can find and target both current customers and prospects. This can be a real marketing gem for you as either s standalone campaign or integrated into a multi-channel approach. So don’t let another day of procrastination go by.

What can Facebook ads do for you?

Facebook advertising not only increases brand awareness, but also has the ability to capture leads in real-time. Let’s look at a few things that the ads can help with such as increase web and landing page traffic, promote your coupons and increase use, generate leads, drive traffic to a designated location, increase Facebook followers, increase your brand awareness and get App installations.

How can you target people?

If you already have a list of customers or prospects that you want to reach, they can be matched to Facebook profiles to target them. Another option is to use Facebook’s targeting tool that allows you to select from multiple options such as demographic, behavioral and interests. Your ads get delivered to the people you target directly to their news feed so that they will see it.

How much does it cost?

One of the great things about using Facebook ads is that you can set your budget, feel free to test the ad to see how it will work for only a small cost. You get to decide how much you want to spend, over what designated time period and how many people you want to reach.

How do you know if it’s working?

There are great reporting tools to make sure you are getting the views, clicks and shares you need. You can also make changes quickly and get the ad back out there if you are not seeing the results you need. You will quickly know if your ad is working or not.

Why Use  Multi-Channel Marketing

Social media marketing is a great way to reach people where they are and engage with them. Facebook ads are a great social media marketing push. Campaigns can be quickly created and reaching your audience to get you results. Are you ready to start a campaign? Call us in San Diego at 619-448-6111 or email [email protected]. We are glad to help!

Topics: Social Media Marketing

How to Create a Successful Live Tweeting Marketing Strategy

Posted by Bethany Emerson on Tue, Mar 28, 2017 @ 08:24 AM

Think of all the events or news that your company has during a given year. You might add a cool product or enhance a service. You might attend a conference—or even give a speech. Or you might have an employee that wins an award for the company. What’s special about those things in the day and age of social media and smart devices? You can share all those events with other people and businesses—your community—to generate enthusiasm and loyalty for your brand. 

There are plenty of ways to offer that information, but Twitter is probably the one with the most immediate feel. Its limited content—just 140 characters—as well as some guidelines can help you take advantage of Twitter to the most benefit of your company. That includes likes, retweets, comments, users, hashtags, and your personal information.

Want to use Twitter more strategically? Check out the ideas in this graphic.

Click To Enlarge

How to Create a Successful Live Tweeting Marketing Strategy

Via Salesforce

Topics: Social Media Marketing

The Bathtub Theory of Social Media Marketing

Posted by Summer Gould on Tue, Feb 21, 2017 @ 08:07 AM

San Diego Social Media

This is a great marketing theory to apply to social media marketing. The reason it works is that it focuses not only on acquiring new customers but in keeping the ones you already have. Many times we forget about our current customers/followers while searching for new ones.

To start let’s make sure we are all on the same page about how the theory works. Your social media channels are the bathtub. The tub has cracks and leaks (customers/followers leave). Your acquisition programs are the faucets that help to fill the tub with water (new customers/followers). Some customers stay put and engaged with you, some just don't pay attention to you very often, and then some leak out and move on. Some people may like other tubs (competitors) better or felt like they were mistreated or they could not afford to stay in your tub anymore. The trick to keep the bathtub filled is to spend your marketing money in the most efficient way. When you can plug the leaks (remember, you can't plug them all) then you are succeeding.

So what methods will help you keep filling the tub? Social media is very efficient at all points from prospecting thru follow-up after a purchase. Don’t forget to use social media for customer service. When you are open with your social communication people can see how great it is to do business with you. You need a constant flow of marketing to keep filling your tub. Whether you are a B2B company or a B2C you need to continue to market yourselves effectively. Combining your efforts across multiple social media channels, helps to increase awareness in the recipient's brain about your product or service and therefore increases the chances of them buying from you.

Why Use  Multi-Channel Marketing

Now you can't fill your tub with just anyone. You need to find the right people who need your business to help them. The right people are the ones who need what you offer, can afford what you offer and have a history of using businesses such as yours. Social media ads are targetable. You can direct your message to the right people. The more right people you have, the less leak out.

If you need help filling your tub, call us 619-448-6111 or email [email protected]. We are glad to help!

Topics: Social Media Marketing

Social Media Marketing for 2017

Posted by Summer Gould on Mon, Jan 23, 2017 @ 07:48 AM

San Diego Social Media Marketing

Social media marketing will not be going away in 2017. Really it is just becoming more integrated into the overall company brand and is a must for all companies. With that in mind how are you planning your social media strategy? Do you even have a strategy? Let’s look at 5 things you need to know for your social media this year.

  1. Live Video – I am sure by now you are aware of how quickly this has taken off. There are several platforms that are using this so do not limit yourself to just Facebook. This is a great way to get people to notice you and get to know your company. Humanize your brand and make it fun.
  2. Employee Social Media Use – Get your employees to use social media to engage with your customers. Customers are more likely to connect with people within an organization than to the organization itself. Allow your employees to become your social media worker bees.
  3. Social Media Ads – The use of these ads are increasing. Keep in mind the better targeted the ad the better your results are going to be. Use all the tools at your disposal to target the right people for your product or service.
  4. Customer Service – Problems that are brought up on social sites about your company need to be addressed immediately. Be as transparent about the process as you can so that others see how you are able to fix problems quickly. Do not ignore or answer glibly to problems they will only get worse!
  5. Measurement – Have you put into place tools to help you measure what you are doing on social media beyond likes? This can really help you to create social media posts that are effective.

Please take the time to plan out your social media marketing strategy. The better prepared you are, the more effective you will be. These 5 areas are good places to focus your attention to get the most bang for your buck. Don’t let 2017 pass you by without concentrating some real effort on your social media marketing.

How to Build Relationships  With Social Media Marketing

Need help? Call us in San Diego at 619-448-6111 or email [email protected]. We are glad to help!

Topics: Social Media Marketing

Social Media for Sales

Posted by Summer Gould on Mon, Nov 14, 2016 @ 07:55 AM

San Diego Social Media marketing

Social media can be used for more than just marketing; it can be used for sales. There is a difference in what you post as well as what you are listening for when the focus is sales. You can have two types of social media posts so that you are able to accomplish both marketing and sales each day at different times. Let’s take a look at social selling.

What are the core social selling concepts:

  • More prospects – You have a larger pool of prospects on social media than you do customers, so consider how you want to see to those prospects.
  • Generate interest – What creative ways can you come up with to gain interest in your social media posts?
  • Loyalty – Create social media loyalty programs for customers.
  • Positioning – Be a thought leader and a problem solver for all, even if they are not currently a customer.
  • Listen – Here you are listening for very different things. You are not just listening for mentions but also for buying signals such as people asking for recommendations or where they can find the services or products you offer. Be there to answer them.

Go to them don’t make them come to you. This is about being proactive for sales. So let’s now look at what type of content can help you with social selling.

What content to post:

  • Blogs – These should be educational and helpful. Solve problems your prospects are having.
  • Whitepapers – Just like the blogs these should be educational and solve problems.
  • Events – Promote events that prospects are interested in, make them fun and educational.
  • Pictures – Use both professional images and quick mobile phone images to provide an in depth look at your company and humanize you.
  • Interesting customer stories – Highlight customers who have interesting things happening. It gives them publicity and you a chance to provide content others want to read.
  • Videos – Create both fun and professional videos. Educational content is great, but fun videos also generate attention.
  • Testimonials – Tell the world what your customers think you are doing well! Hearing directly from your customers is powerful.

Are you ready to start social selling? Keep in mind that social media is an ongoing channel. You need to keep up with it every day. It also takes time to build, do not look for instant gratification here. Relationships are not built in a day and social media is all about building relationships with people. Now go get started!

How to Build Relationships  With Social Media Marketing

Need some help or have questions? Call us in San Diego at (619) 448-6111 or email [email protected]. We are glad to help!

Topics: Social Media, Social Media Marketing