Categories
Audience Branding Consumer Journey Mapping Creative & Production Strategy & Positioning Website Development

I’m always baffled when I learn about marketers who don’t have a full understanding of their customers’ behaviors. To me, the customer’s journey is the first place marketers should turn when trying to analyze ways they can improve their business. From a theoretical perspective, understanding the journey helps the marketer understand the business itself. Oftentimes, marketers who instinctively look to the customer journey don’t have a specific name for it; at our Florida marketing agency, we think clarifying why customer’s take a certain journey is a huge step in growing a business.

Analyzing a customer journey offers an opportunity for marketers to learn about how awareness leads to a purchase or other action. Assessing the customer journey helps determine whether, for example, the client should spend more money on awareness efforts or should stick to optimizing a website.

[quote]The customer journey first involves looking at where people get most of their information about a company’s products or services.[/quote]Years ago, marketers could create conversions after connecting with a customer approximately seven times, typically though print or television advertising. However, because of the rise of social media, these various touches don’t always create as much impact, and now marketers suggest that it requires between 20-30 touch points to gain a new customer.

In the digital space, social media steers these touch points, driving the first step in the customer journey: awareness. Be it paid or owned social media, this is often the first line of contact. However, it can also come from paid or organic search. Understanding where customers are finding out about your product or service helps target your advertising efforts to where you’re more likely to drive traffic to your website.

Next comes consideration. This is where it becomes important for a marketer to convince a person that a product or service is right for them. This requires having a strong understanding of your target demographic, complete with user personas. Having a firm understanding of your target customer can help guide all brand decisions, and the results of these decisions should be able to push people into the next phase of the customer journey: intent.

While good UX should always be a strong consideration when building a website or virtual shopping cart, it’s most important in the intent phase. Think of Amazon.com’s shopping cart feature. Sometimes, people who drop off at this point may have intent to purchase, but forget or drop off for some other reason. This is where strategies such as ad retargeting can be helpful, reminding the user of their intent to purchase.

Citing Amazon again, think of “1-Click” ordering. A person can choose to purchase in a single click, making the user experience as flawless as possible… and giving people fewer chances to change their minds between the intent phase and the next phase: the purchase.

Finally, the customer will make a purchase, resulting in a sale for the business. However, this is not necessarily the end of the customer journey; some marketers link this back to advocacy, such as when a person writes a glowing product review or shares it with friends.

Understanding your customer’s journey can help marketers find ways to simplify the process by cutting out friction in the purchasing or conversion phases. For more information on ways to simplify the customer journey, contact our Florida marketing agency for a consultation.

Categories
Audience Audience Analysis Audience Segmentation Consumer & Healthcare Healthcare

Once a marketer has addressed the proper mom segment for his product or service, it becomes time for him to create an approach that reaches out to her. Finding an appeal that works to address the target helps generate brand preference down the line.

Just as there are multiple methods for subdividing the moms market, there are multiple appeals that are effective within the moms market. These may be appeals rooted in emotions, practicality, humor, fantasy, adventure, or a number of other types of appeals that relate to the needs, wishes and desires of the mom.

Different industries will see success with different appeals. A heartfelt appeal may be of less value to a luxury goods manufacturer than an appeal that offers a notion of adventure or fantasy. Industry-specific appeals can help drive the audience’s imagination, thereby beginning the process of instilling brand preference. Below, we will examine the appeals of the healthcare field.

People need healthcare services throughout every stage of their lives. Therefore, healthcare organizations tend to be family-friendly, fostering an environment of care and support, much as the family unit does. This also leads to marketers to hone in marketing to moms within this sector by emphasizing a commitment to care and service.

However, because of costs, service quality, expertise and other factors, moms have innumerable choices when it comes to providing healthcare for themselves and their families. Healthcare marketers may wish to convert new customers and retain existing ones by marketing in a manner that speaks to either the mom’s rational side or her emotional side.

Rational Appeals

[quote]Reaching out to moms by addressing their rationality is a strong tactic for healthcare marketers.[/quote]A rational appeal is a grounded approach that backs up marketing information with data-specific information and expertise in order to help sway the mother into making the “best” choice for her family. For example, when a marketer notes that four out of five doctors recommend a product, this appeals to rationality – if the doctors agree that it is the best product, then certainly it’s good enough for a mother and her family unit.

  • Statistics. Statistics are great ways to create a rational appeal. If studies show that your child will be 90% safer with a certain type of car seat, it is likely that a responsible mother is going to be willing to spend extra money to ensure her child’s safety.
  • Expertise. Backing up claims with expertise is also a great tool that marketers in the healthcare field can use to create rational appeal. A product endorsement from a noted physician or health care organization can help increase sales, as people are inclined to respect the product as they respect the noted professionals. An endorsement or testimonial assures the viewer or reader that the marketed product is effective, safe and useful.

Emotional Appeals

[quote]Designed to reach the mother at a greater level, the emotional appeal should elicit a deep feeling in the mother.[/quote]By nature, mothers are protective and offer a safety net for their children, as a mother is expected to help keep her child away from harm and to foster an environment of education and care. Touching on aspects of the child’s life that may jeopardize those elements will prompt the mom to act in a certain manner, and brands can recreate these feelings to help appeal to the mom, particularly when it comes to healthcare marketing.

  • Fear. No matter how brave we might seem, there are some things that we fear on a daily basis. In the world of healthcare marketing, these items may be as broad as increased risk of illness, or keeping a child away from injury. It may also involve continual monitoring of a child to ensure that he or she is in good health. Marketers can help warn of the potential dangers by using a tactic designed to instill fear into mothers, thereby causing them to take action. Demonstrating dangers and then providing solutions is a solid way for healthcare marketers to make sure that they are sending their messages loud and clear.
  • Comfort, Security and Safety. On the other hand, a strategy that incorporates comfort, security and safety may also provide a powerful incentive for moms to invest resources into healthcare. A hospital that idealizes itself as a caring environment may appear to be better suited for a sick child than a competing hospital that does not offer a feeling of comfort.

To learn more about how you can market to moms in order to create brand preference and instill brand loyalty, contact us today! Our team at BIGEYE is prepared to share tangible strategies for segmentation, creating appeals and assessing your own brand to determine the right moms for your business!

Categories
Audience Audience Analysis Consumer Insights

Babies are adorable! There’s nothing in the world as beautiful as a smiling newborn. For years, marketers have caught on to this, providing uplifting content that features babies in the forefront. One example is an Evian campaign that features babies on roller skates, dancing to “The Rapper’s Delight.” The video has over 18 million views on YouTube. Another example is the famous E*Trade baby commercials that we look forward to while watching the Superbowl every year.

But beyond just babies, the team at our Orlando marketing agency thinks the fanfare around using babies to market your brand offers opportunities to make emotional connections to their target consumers. By being able to identify with their users, marketers can target the emergence of celebrity baby stories, and can often leverage these no matter what their relationship to baby products.

Through Twitter and Facebook, companies attach to celebrity baby stories that seem to fall in line with their brand stories and brand visions. Motherhood and maternity-oriented businesses seem to be especially in line with welcoming newborns, though it seems that broader companies like Target and Wal-Mart could stand to benefit just the same.

When the royal baby was born merely months ago, Twitter was on fire with tweets from marketers around the globe. Pampers used the birth of Baby George to promote a video under the pretense of the fact that every baby is a prince or princess, which it had obviously been waiting to push until the moment the Royal Baby arrived.

Marketers also catch on the tabloid celebrity baby fads. When Kim Kardashian and hotheaded celebrity Kanye West, recently gave birth to their daughter North West, marketers flocked to the notion that the baby could epitomize what it means to be a luxury baby brand. Additionally, there are rumors that Kim herself is planning to launch a clothing line for babies, attesting to the marketing power of celebrity status and the Kardashian family’s ability to capitalize on it.

[quote]The luxury baby market is expected to be a $10.4 billion industry in 2014, with strollers going for as much as $3,000 for an Aston Martin brand leather stroller.[/quote]

By latching on to uplifting baby stories, marketers can identify with the emotions behind the brand’s mission. In joining the conversation, these marketers prove they are in tune with things that are happening in the world, and that they are appreciative of the uplifting nature of a good celeb baby story.

Be it Alec Baldwin, Fergie or Simon Cowell, fans love and support stars on their mission to start or continue growing their families. By offering comforting tweets about celebrity babies, marketers can seize the opportunity to join the conversation, while also pushing their products incidentally.

Brand are solidified based on their relationships with potential customers, so encouraging chatter about celebrity babies and being early informers of such breaking news helps drive a brand’s social media.

The best thing about all this is that people aren’t going to stop having babies anytime soon, and as long as there are babies, there will be opportunities for people to love seeing them. The team at our Florida marketing agency thinks celebrity #babies can help brands see #success! Contact us today to learn more!

Categories
Audience Audience Segmentation Content Marketing Creative & Production

Email marketing is a very important aspect of almost any business’s growth. It’s how brands, both large and small, communicate sales, special events and interesting content in order to help the brand remain on the subscriber’s mind. Many companies require submission to their email lists in order to use their services.  And, it’s a simple equation: people are willing to give up their email and personal information to receive some utility, even if it means accidentally subscribing to an email list you might not have accepted otherwise.

Each day, I receive at least twenty emails from companies trying to offer me a product or service. Sometimes, I’ll even receive three or more emails from the same company. I had to unsubscribe from Spotify because it would email me each time one of my friends joined the social network! It’s easy for a marketer to want to shy away from this model… after all, who doesn’t despise the task of going through and deleting irrelevant emails on a daily basis?

But, the reality is that email marketing remains valuable because it works. As much as I’m complaining, I recently purchased a Groupon for discount personal training sessions. I saw it in my inbox, it looked like a good deal, the location was convenient, and I was sold.

[quote] Take a peek at how email marketing served a beneficial purpose for an Arnold Palmer Hospital for Children donorship event – thanks to BIGEYEs’ effective strategies! [/quote]

How else would I have known about the sale? Perhaps Facebook or other social media? Unfortunately, it’s unlikely that I would have seen it there. Groupon’s hyper local model isn’t exactly conducive to allowing the company to tweet every single deal from its master account, and I’m only on Twitter a couple of times a day anyway, so I could easily miss the notice. Facebook is even worse… last year, Facebook announced that the average Facebook post reaches only 16% of fans.   Sponsored posts are supposed to take care of this problem, but only go so far in reaching intended audience segments. For one, if multiple brands are running sponsored posts targeting the same group, the individuals are bound to miss at least some of those postings.

Email marketing is a great way to ensure that your audience at least has the opportunity to receive your message. Unfortunately, email marketing presents some complications in and of its own. First of all, in an era of glut, how do you get people to sign up for your list? And, once they sign up, how to you ensure that they’ll actually open it and ultimately convert that person to a purchaser?

These questions are tough to tackle, and may require some advanced strategies to address. However, your company can invest in an email client that helps service some of your needs and provide analytical data as to open rates, click-throughs and conversions. This data can be invaluable in assessing what your potential customers need.

For more ideas and suggestions as to how your company can use email marketing to help gain customers, please contact our Orlando marketing agency – you can even sign up for our email list to receive the BIGEYE Newsletter for regular updates.

Categories
Audience Audience Analysis Consumer Insights

“I want a feast
I want a bean feast

Cream buns and doughnuts and fruitcake with no nuts so good you could go nuts.

No, now!

I want a ball

I want a party

Pink macaroons and a million balloons and performing baboons and

Give it to me now.

I want the world,

I want the whole world.

I want to lock it all up in my pocket

It’s my bar of chocolate

Give it to me now!

I want today

I want tomorrow

I want to wear them like braids in my hair and I don’t want to share them

I want a party with roomfuls of laughter

Ten thousand ton of ice cream

And if I don’t get the things I am after

I’m going to scream!

I want the works,

I want the whole works!

Presents and prizes and sweets and surprises in all shapes and sizes,

And now!

Don’t care how I want it now!

Don’t care how I want it now!”

The above song may be a harmonious tantrum performed by one Veruca Salt in the 1971 film adaptation of Charlie and the Chocolate Factory, but the lyrics speak to the way a hotel should perceive its guests. That’s not to say that all guests are sniveling, snotty-nosed adolescents, but for an industry that deals in comfort and convenience, it doesn’t hurt to operate under that assumption. The average overnighter takes for granted the luxuries a hotel provides. So when something does go awry, no matter how miniscule, the concierge often takes an ear-licking.

Guests expect their stay to go off without a hitch. They don’t want to see an establishment’s seams, so to speak. So, a hotel must present itself as competent, discreet and ahead of the curve. There are numerous approaches that can be taken to this end. Here, we discuss four:

1. Street propaganda:

Guerrilla marketing, a low budget, avant-garde approach to self-promotion can be highly effective in portraying an out of the box, curatorial image to a potential client; it also falls into the discreet category. A good propaganda campaign should promote with clever subtlety. Our Florida advertising agency knows the value of this technique lies in its ties to social media marketing. A really creative guerrilla strategy can take on a life of its own by inspiring observers to document their reactions through Twitter, Pinterest, Instagram and countless other social media sites. The following link demonstrates several examples of unique street propaganda:

http://www.boredpanda.com/cool-and-creative-street-ads/

2. Easy online accessibility:

Hotel’s must make their website accessible and up-to-date. The site should leave no question unanswered. A customer should be able to book a room, dinner reservation or spa appointment with the touch of a mouse. They should be able to speak to a hotel representative via online chat. Basically, a hotel’s website should act as an interactive reception desk. Daily updates and notices regarding not just the hotel, but also the surrounding area can be helpful as well. It pays to work with a good developer who is aware of the latest advents and limitations of the Internet.

3. Go green image:

Environmentally conscious business practices are key. More so than a hotel making sure it’s operating with the tiniest footprint it can muster, it should also promote these efforts to its guests. If the restaurant in the hotel only uses organic, farm-to-table ingredients, this should be made known. If the lobby motif is made from recycled materials, shout it from the rooftops. After all, green is definitely the new black. Guests will respect any effort to that end.

4. Respond to online comments:

Yet another cheap and fruitful way to make a positive impression with an audience is to keep up with what that audience is saying. This is sort of a no brainer, but to be truly effective, don’t just keep track of sites like Trip Advisor or Travelocity. Instead, reply to comments, be those comments good or bad, with useful information. If a past guest complained about an obstructed room view, apologize and offer them a room with a better view during their next stay. If another applauds the tuna tartar at your dining establishment, thank them kindly and tell them they’re a real mensch for saying so. This practice makes a hotel seem more human; less like a machine on autopilot.

In search of a hotel advertising strategy to ensure that your visitors will also become your biggest fans? Contact our team of marketing experts today!

Categories
Audience Audience Analysis Campaign Creation & Development Creative & Production

Over the past two decades, Moms have controlled up to 80% of household spending. When you break it down, they are not only buying for themselves but for many other age groups and demographics including adults, babies, tweens, teens, males and females. By putting in some consideration and tailoring your marketing campaigns to fit this influential consumer group, you could reap quite the harvest in customer conversion and tap into a market that will keep giving.
As a Florida advertising agency we make sure our clients consider the demographic they are marketing to. If the age range or product falls anywhere close to the “Mom” demographic, we like to ask the following questions as we develop or critique an existing marketing campaign:

Question 1: Are my marketing campaigns easy to read and navigate on a mobile phone?

From juggling careers, family schedules and keeping the home in order, Moms are always on the go and use their trusty mobile sidekicks to keep up the pace. According to BabyCenter’s September 2012 Media Mom Report, 65% of moms have smart phones (38% higher than the general US population). Quick, easy and straightforward is the name of the game when you’re dealing with Moms and mobile media. In fact, BabyCenter’s monthly poll states 91% of smartphone equipped Moms expect websites to be mobile friendly.

Pay specific attention to:

    • Clear click-through links: Consider the webpage that your ad, email campaign or image may link them to. Does it bring the audience straight to the desired destination? Or does it lead them to a home page that they would have to scroll through to find the information or product?
    • Mobile visuals: How does it visually look on the phone? Is the image clear? Is the color scheme eye-catching and easily understandable?
    • Clear call to action: Does the content clearly and concisely state what you would like them to do? For example: “Click Here to Order.”

Question 2: What kind of woman am I marketing to?

Stereotypes and assumptions of a Mom’s role can often be detrimental to a marketing campaign if skewed in the wrong direction. Mothers no longer fit within the “Leave it To Beaver” role these days and are sometimes categorized somewhere between stressed and tired or on an episode of Real Housewives. The truth is that Mom’s are women first, modern, forward thinking women who have added responsibilities like children, a spouse and other family members. Mom-hood doesn’t change the fact that they are still women and want to feel beautiful, empowered and all around badass, plus able to cook a mean grilled cheese sandwich.

Question 3: Just how social is my marketing campaign?

Moms are all about relationships and look to social sites like Facebook that promote that relational connection. In fact most Moms spend their socializing time on Facebook because of the information and content sharing capabilities between friends and family. Twitter has been found to be more influential with the tech savvy and higher wage-earning Mom. To reach the mainstream Mom market, use Facebook for social promotions and talk to those Moms because they are certainly talking too.

To learn more about how you can market to moms in order to create brand preference and instill brand loyalty, contact our team of experts today! We’re poised to discuss strategies for segmentation, creating appeals and assessing your own brand to determine perfect target market for your business.

Resources:

http://www.prnewswire.com/news-releases/babycenter-reveals-five-trends-that-impact-the-business-of-mom-172863301.html
http://online.wsj.com/article/SB10001424052748703521304576278964279316994.html#project%3DNUMBERS_GUY_1104%26articleTabs%3Dinteractive%20OR%20http://online.wsj.com/article/SB10001424052748703521304576278964279316994.html

Categories
Audience Audience Analysis

Sometimes, the rapid speed of technology makes me feel older than my years (and I’m not even that old!).  Back in my day, we didn’t have tablets or smart phones – most people didn’t even have computers.  We had to communicate to one another by dialing them on a home phone, and, if my parents couldn’t reach me because I wasn’t where I said I was going to be, then I would be in big trouble when I got home.

But things have changed a lot since then, and parents have lots of ways to keep track of their children.  Young people communicate through text messaging, preferring that method over email due to its convenience.  They don’t even really have to learn handwriting – they’re practically born with keyboards in their hands.  Even when dealing with a slightly older generation, some of the 20-somethings I know don’t even own televisions, since they get all of their media from the computer.

Interesting to think about, isn’t it?  These technologies that once were innovative and paved the future for us are now barely even relevant.  That’s why, as someone who works within digital media, I find it important to keep up with the newest technology – to play with it, own it and learn how to use it.

While TV is not dying anytime soon (how could it, with so many baby boomers who’ve grown up with televisions?), it’s important to take notice of the ways young people use, engage with and interact with technology.  This is a new generation, full of young people who are “digital natives.”  And, the disconnect is clear: while some marketers and advertisers have found ways to reach these people, lots of digital media initiatives still miss the mark.

For instance, I go on YouTube all the time, but I couldn’t name a single YouTube celebrity without the help of our marketing interns.  But they point me to Ray William Johnson and Daily Grace, both of whom are completely unrecognizable to parents, yet have millions of teen/young adult followers on the internet.

Or, take the popularity of mobile gaming.  Some people I know play games like Tetris or Bejeweled on their mobile devices, but young people take mobile gaming to a whole new level.  Through role-playing games that contain a social component, they can interact with an entire new world where in-game currency can be exchanged for real-life currency.

(And that DEFINITELY didn’t exist when I was a kid!)

If you work for a brand and are aiming to ramp up your digital presence, it is essential to keep track of the newest gadgets, games and trends in technology.  With an abundance of blogs like Gizmodo and TechCrunch, there’s no reason that marketers can’t be in touch with the ways that young people use tech.

As you’re planning your digital strategy, I encourage marketers to look toward the future.  With more technologies becoming widely available each day, it’s important to carefully plan your strategy to ensure that it’s reaching the audience where they are.  Our Orlando marketing agency advises you to spend a little bit of time getting to know what’s new in technology, in order to help gap between digitally divided generations.

Categories
Audience Consumer Insights Market Intelligence

Business intelligence sounds like something out of a spy movie.  Throw in a few fancy gadgets and an alpha male protagonist, and it could be the premise for the next James Bond flick.  In actuality, the practices associated with business intelligence may not, at least on the surface level, be as glamorous as the plot of Skyfall.  But, with effective business intelligence practices, companies can make strategic decisions that result in savings of thousands or even millions of dollars over time… and THAT sounds pretty glamorous, now doesn’t it?  The folks at our Florida advertising agency think so!

First of all, let’s talk about what business intelligence actually means.  According to Wikipedia, business intelligence is “a set of theories, methodologies, processes, architectures, and technologies that transform raw data into meaningful and useful information for business purposes.”  Put in plain English, that means using data to make factually based business decisions.

It often surprises me how many business owners neglect to put business intelligence at the core of otherwise sophisticated marketing strategies.  They’ll hire marketers to spend thousands of dollars on campaigns, only to find themselves on the losing end of a major marketing push because the marketing team didn’t take the time to assess the ways in which people interact with their brands.

Successful companies analyze business intelligence at both micro and macro levels.  On a micro level, analysts can pinpoint exactly what steps an individual used to make a purchase, from that person’s first impression to what drove his or her impulse to make a purchase.

On a larger level, business intelligence analysts can explain trends across time.  Why do sales suddenly spike at a particular department store during the fall?  What will the financial standing of the company be in a decade?  This kind of information helps businesses executives make smart choices about where to allocate resources, and where to pull the plug.

Of course, business intelligence practices almost always hinge on the quality of the data.  How can business owners be sure they’re capturing the correct data about the correct consumers and practices?  In some cases, this comprises an entire subfield of business intelligence.  After all, it’s worthless for a company to have a lot of information about the wrong type of consumer.

So how can a team of executives gain business intelligence insights?  Typically, marketers collect and store this information through a mix of spreadsheets, reporting software, digital dashboards and other systems.  These tools range from simple to complex, and offer insights into a range of information about user behavior.  Sometimes this extends into internal practices as well.

The business intelligence field is vast, and there’s always a new way to approach the data.  But, a strong team of strategists on your side can help you sift through the junk, in order to find the information you need.

Sophisticated business intelligence practices can help a marketing team design a digital strategy that helps the business reach out directly to a target group, in ways that emphasize the ways in which those individuals consume. However, it takes significant skill to be able to effectively gauge and predict the outcome of campaigns based on business intelligence data.  If you’re struggling with how to help boost your bottom line using business intelligence insights, the team at our Florida advertising agency has a few ideas to help your organization thrive!  We do this for companies and organizations all over the country, let us help yours.

Categories
Audience Consumer Insights Digital Targeting Services Media & Analytics

In popular culture, it’s common to see television shows where a man sits around watching football, while his wife stands around complaining.  These images that are ingrained in our cultural behavior show men drinking beer and watching the big game, with the women in the corner, cleaning up the mess.

Because of the often masculine appeal of most sports, it’s common to confuse their primary audiences with people of the same gender.  But the reality is that this is not so.

In fact, more than one half of tennis fans are female, a fact that tennis marketers appear to recognize.  Many female tennis spectators are also players (certainly plenty of our Florida advertising agency team members love to get outside for a good match!), and as such, companies continue to invest money in creating fashionable products and apparel for the female tennis enthusiast.

Others are not quite as obvious.

For example, NFL games are dominated by male-leaning television commercials and sports coverage.  However, more than a third of the people who identify themselves as football fans are female.  As such, there seems to be a disconnect between the methods of sports advertising and this demographic.

[quote]It’s important to remember that, from an ROI perspective, women account for 85% of all purchases in all categories, including automotive purchases, apparel, household goods, and food purchases.[/quote]  Being able to hone in on the potential female customer can greatly increase the opportunity for successful commercial advertising during primetime sports slots, increased awareness through sponsorship activities and for cultivating ongoing relationships with the female sports enthusiast.

A common misconception is that women who are sports fans are also somehow tomboys, and that, if given the choice, they would choose hoodies bearing their teams’ logos instead of cute sundresses that show the same logo.  There aren’t many companies that have successfully tested this theory, but a sports apparel company catering to creating high fashion lines for females might actually do quite well!  But, leaning too much in this direction can also be polarizing;… working off the assumption that every ladies’ night at the ball game should be about pink bows and jewelry raffles can be just as belittling.

As with most categorizations, classifying a group as “women” is just one categorization of a number of broader subsets of personalities and interests.  It’s important for sports franchise marketers and sports brands to think creatively when trying to reach the female target consumer.

Perhaps the number one marketing sin is forgetting that she exists.  Alienating the female sports fan by creating ads that are masculine-learning or blatantly sexist effectively costs sports marketers revenue and goodwill in the eyes of the female consumer.

Instead, sports marketers should take heed of some useful advice to help market to the female sports fan.

Develop Audience Insights: Using social media listening tools, sports marketers can garner significant data about their female consumers.  Are they using Pinterest, or are they more Twitter-friendly?  These insights can help sports marketers craft campaigns that offer maximum exposure.

Develop Products Designed for the Female Sports Fan: Thinking outside the box to create products such as colorful iPhone sleeves bearing a team’s logo can help the female sports fan to express herself, while also giving her something that offers practicality and functionality.

Encourage Engagement: An article published on The Next Web last year noted that women are “more likely” to make your social media campaign go viral.  Make the most of your female fans by encouraging them to share.

For more ideas on how to reach women in sports, contact our Florida marketing agency for a consultation, and learn how we’ve helped numerous entertainment businesses grow through integrated marketing efforts.

Categories
Audience Copywriting Creative & Production

It’s proven that customers you are connected with on Facebook spend 2 times more with your business than those that are not connected with you. From a Florida advertising agency like us to a mama baking cookies and cakes out of her home, every business can benefit from a little Facebook advertising.
Here are a few things to help guide you in your advertising endeavors. Practice makes perfect as they always say.  Even with a list of best practices and sample copy, it may take a few tries to get your ads targeted just right for your audience and most appeal. Here are a few tips to get you on the right track:

Images

The image size is small (110 pixels wide by 80 pixels tall) and not the best quality so make the most of your image by choosing something with bold/bright colors, that clearly represent your product or promotional content.

-Try a couple different images to gauge audience response and hone your imagery skills.

Copy

1)   Make your 135 characters count!

2)   Make your call to action clear in the body of the ad or in the title. The audience wants to know what will happen when they click on the link. Use key action words that push an audience to action and explain a bit about where this link will take them. For instance:

  1.  “See more fashion DIY tips”
  2. “Order online”
  3. “Enter the cooking contest”

3)   Include key information in the title of the ad like your business name, location, or business focus to help make your intent clear and represent yourself better

4)   What is your goal with this ad, what do you want to promote? Website, blog post, event, contest, drive customer engagement – make sure that you keep your goals in mind when creating your ad

Audience

Who to reach out to? Choosing the relevant audience

Choose the basic demographics like age, gender, country, interests, and connection to help steer your ads to the right audience.

Considering your connections is one of the main ways to increase your click-through rate. It is proven that ads that target existing fans have 7X higher click through rate plus a higher conversion rate than those that simple promote to potential followers or fans

[quote]

You are exactly the type of audience we’re looking for. Follow us on Facebook for informative posts that will surely enhance your life.

[/quote]

Ad Set-Up

1)   Choose between and Ad or Sponsored Story.

  1. Ads – paid advertising to be delivered to specific audience
  2. Sponsored Stories – helps promote a connection story within a news feed to increase its chances of being read. For example if Susie likes a link or status update on your fan page, a story is created. These stories can be promoted within Susie’s profile page and could bring her friends attention to your business or fan page – Good for business pages that have at least 100 likes

Monitor Results

Monitor your ad results. See what works and what doesn’t. This information can help you tailor ads to be more effective in the long run.

Check out your ad reach here: http://www.facebook.com/ads/manage/

See how well your page outreach is doing here: https://www.facebook.com/insights/

Helpful Tips

1)   Change up your ads every couple of days to keep things fresh and eye catching – Make an easy image change or switch out a key word

2)   Make sure your landing page is easy to navigate and is a direct link to what is reference in the ad – your audience will remember this in the future and could dictate if they re-visit your site again. Also be sure to have a current Facebook page for people to feel like your human and fresh in the moment. After all, it’s all about engagement and making connections with your audience.

3)   Like Facebook’s  “Facebook Marketing” Page to receive updates on how other businesses are using Facebook to their benefit

4)   Need some more direction regarding imagery and content? Check out Wildfire, a great resource for all things Facebook.

Resources:

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

http://www.facebook.com/help/337584869654348/

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

http://www.shopify.com/blog/6295399-facebook-advertising-for-ecommerce

http://www.jonloomer.com/2012/07/31/facebook-page-post-ads-best-practices-guide/