Digital Marketing Fastlane

Digital Marketing Fastlane

By Kevin UrrutiaBusiness
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Digital Marketing Fastlane episodes

  • Holiday Promotion Ad Creatives

    This action-packed episode is brought to you by the performance marketing experts at Voy Media.

    https://voymedia.com/

    Intro: Welcome to the podcast. Today we are talking about holiday promotion ad creatives. We are entering the holiday season, which is very different from the rest of the year, in terms of the mindset of the buyer. This episode will help you make better ad creatives to make the most of the holiday season, plus ANY one-time promotion or sale.

    E: 1) Unique Selling Proposition:

    • The holiday season is the advertising Super Bowl. People will be bombarded with ads, and will be hyper-aware of the competition and different options.
    • If you don’t
    • Identify Motivations and Barriers
    • Why Would Someone Purchase? Why Not?
      • Price, variety, unclear how it works.
      • What Are Unique Benefits?
        • What problem does your product address
        • Many brands we see just don’t mention their unique selling proposition. Go through your own feed, you’ll notice in a lot of ads you see, brands drop the ball on this a lot.
        • This is a core trait of great ads year-round, not just in the holiday season.

          • K: 2) Seasonal Relevance

          • During the holidays, people are shopping for OTHERS, not themselves. They need to give a gift for their wife, brother, and even PETS!
          • If you straight up say “50% off, great gift for Dads” in your ad, this will resonate more than if you just said “50% off”.
          • By saying who it’s a good gift for, you’re actually helping people figure out, “Oh, what should I get for so-and-so this year?”
            • You’re solving a problem of theirs.

              • E: 3) Clarity

              • Don’t be fancy, just tell the offer from the start. Do not start with any fluff or build-up.
              • This means, open your ad with “50% off everything”. NOT “Every year, millions and millions of people face this crazy problem…”
              • Mention the PRODUCT early so they know what you are selling.
              • Mention the BRAND early for brand association.
              • We are seeing CLARITY win across dozens of accounts lately. This is not only for promotions, but year-round.

                • K: 4) Urgency

                • It’s not enough to just show someone an offer and a cool ad.
                • You MUST drive them to action.
                • Use HEAVY scarcity appeals to get them to act.
                • Shipping mentions, deadlines, etc.
                • “24 hours left”
                • “SALE ENDS AT MIDNIGHT DECEMBER 1”
                • “BIGGEST SALE OF THE YEAR”
                • Fear of Missing Out, FOMO, is huge here

                  • E: 5) Technical Tips

                  • Lead with mobile first. Square, vertical, and even the 9x16 Instagram Story design.
                  • Try a variety of formats.
                  • Always ask, “Would I click this ad?”, always put yourself in the customer’s shoes.
                    • 8 min
                  • Maximize Q4 Sales on Facebook and Instagram

                    Learn how you can use seasonal creative and messaging to scale campaigns profitably among the high competition in Q4.

                    Maximize Q4 sales on Facebook and Instagram

                    You'll learn:

                    1. Examples of successful Q4 advertising campaigns
                    2. How to create seasonal Q4 creative and audiences
                    3. How to create unique high-converting Q4 landing pages

                      4. This action-packed episode is brought to you by the performance marketing experts at Voy Media.

                      https://voymedia.com/

                      47 min
                    4. Full Funnel Advertising Methodology

                      This action-packed episode is brought to you by the performance marketing experts at Voy Media.

                      https://voymedia.com/

                      Funnel Levels:

                      • INTRO: Many marketers are advertising to every single person in their funnel the same way. But the truth is that your marketing funnel consists of people with extremely varying relationships to your brand. The same way someone you just met is a different relationship than your best friend. This episode breaks down each part of your marketing funnel in the context of digital marketing, and how to communicate with each level.
                      • Top of Funnel, or Cold Audiences
                        • These are people who have never heard about your brand before.
                        • Audiences would be lookalikes, interests, or even broad/no targeting, as long as you exclude FB/IG Engagers last 365 days, and exclude website visitors last 180 days.
                        • Content is introductory or educational to your brand or core product.
                        • Middle of Funnel
                          • These are people who have interacted with your brand, but have not necessarily displayed purchase intent.
                          • Page/post engagers, website visitors, even product page visitors who have not added to cart.
                          • They require more touchpoints.
                          • Content here can be more product-centric, or sales-oriented, because they are familiar with your brand or core product. So you don’t need introductory or educational content as much.
                          • Content here should also overcome objections. Maybe someone saw your product, but they had doubts about the quality or the price.
                            • Quality (30-day risk free guantee)
                            • Price (discounts, slash pricing, or justify price)
                            • Credibility (reviews/testimonials, social proof, user-generated content).
                            • Bottom of Funnel
                              • These are people who have displayed serious purchase intent.
                              • Added to cart but not purchased, added payment info or initiated checkout (clicking checkout button), but have not purchased.
                              • Content here is very similar to Middle Funnel, but you can be even more sales oriented.
                              • They basically just need a reminder to purchase.
                              • Ads here should go to the /cart page.
                              • Dynamic product ads are great here too.
                              • Loyalty/Retention
                                • Already purchased from you, know you well.
                                • Content here can be very sales-oriented, but you can also be very personal and invite them to Facebook groups, forums, things you’re building a community around.
                                • FB AD PRO TIP: Reach objectives are worth a try here because the audience is already qualified, you just need to reach them.
                                • Email and unpaid media is a good idea here too.
                                  • 11 min
                                • 8 Ways to Lower Your Advertising Costs

                                  This action-packed episode is brought to you by the performance marketing experts at Voy Media.

                                  https://voymedia.com/

                                  8 Ways to Lower Your Advertising Costs

                                  • INTRO: It’s obvious if you’ve been on the Facebook platform for the last few months, the costs of advertising are rising. Some sources even report a 100% Year-Over-Year increase in ad costs.
                                  • 1) Better creatives.
                                    • Lower your CPC. If more people are clicking your ads, for the same Cost per 1,000 Impressions, the cheaper each click will be.
                                    • Mentioned this in a previous episode.
                                    • 2) Broader targeting
                                      • As audience size increases, CPMs generally decrease.
                                        • What is CPM? Cost per 1,000 Impressions?
                                          • As CPM decreases, CPA and all other costs decrease.
                                          • Lowers CPM because you’re targeting more people, less likelihood of a competitive audiences.
                                          • 3) All placements, or “Auto Placements"
                                            • This broadens your audience sizes to all placements, which as we said increases audience size, therefore lowers CPMs.
                                            • All devices too.
                                            • Many accounts we see are on just Facebook feeds, or JUST Instagram feeds.
                                            • 4) IG Stories
                                              • It’s not uncommon in our campaigns to see every ad set duplicated and given the IG Stores placement only.
                                              • We have dedicated creatives to this placement.
                                              • We see lower CPMs on this placement, on average.
                                              • 5) International Targeting.
                                                • This is an easy way to increase your audience size.
                                                • This also is just a fresh group of people with likely similar interests/behaviors as your domestic audience, but you just haven’t reached them yet.
                                                • Make sure fulfillment is prepared for this. If you have an info product this is a no-brainer.
                                                • Make sure to only target in the language of your ad, English.
                                                • 6) Manual Bidding
                                                  • Cost Cap and Bid Cap are great ways to reduce costs. This simply prohibits Facebook from bidding on audience members who cost more than you want to convert.
                                                  • One caveat here is delivery. Pay very close attention to your bid, and increase bids very gradually until delivery increases.
                                                  • It’s common to bid higher than your CPA just to get delivery.
                                                  • 7) Snapchat
                                                    • CPMs on Snapchat are a fraction of what they are on Facebook.
                                                    • Super easy platform to set up and use.
                                                    • 90% of people in the US ages 13-24 are on Snapchat, which is more than FB & IG combined (according to Snapchat). If you have a strong audience in this date range you must be on this platform, aside from just the costs being much lower.
                                                    • 8 ) Increase Customer Lifetime Value
                                                      • Utilizing unpaid media like email and organic to get repeat business from people you already won over.


                                                        • 13 min
                                                      • Increase Your Average Order Value Ecommerce

                                                        This action-packed episode is brought to you by the performance marketing experts at Voy Media.

                                                        https://voymedia.com/

                                                        Increase Average Order Value

                                                        “How to increase your average order value”

                                                        • INTRO: You don’t always have to get more customers to increase revenue in e-commerce. If you increase the amount of money customers spend on average, you can also earn more money.
                                                        • 1) Raise Prices
                                                          • This one is obvious but people often overlook it.
                                                          • Try price testing with gradually different prices. Key words here being TEST and GRADUALLY.
                                                          • Higher prices don’t always deter people, it could imply higher value compared to the competitors.
                                                          • 2) Bundles
                                                            • Products that are frequently purchased together should be put in a bundle.
                                                            • Make the price slightly less than the sum of all products.
                                                            • The higher price might seem daunting, but not if these are products your shoppers are likely to buy together anyway.
                                                            • Since the products they’re buying anyway are grouped together in one bundle, it’s less browsing they have to do, which increases conversion rates.
                                                            • Bold Brain is a great app to help you decide what products should go together.
                                                            • 3) Upsells/Cross-Sells
                                                              • This is when someone either adds a product to their cart, or makes a purchase, and you offer them a discount on a similar product to get them to buy.
                                                              • Do them lower in the funnel. On the cart page, or post-purchase.
                                                              • This works because if someone has added an item to their cart, or even purchased an item, they are very far down your funnel and have shown extremely high purchase intent, so these shameless upsets are fine to do.
                                                              • Zipify’s OneClickUpsell is great for this, so is Bold Brain, Bold Upsell.
                                                              • BIG NOTE: this is not only suggested but REQUIRED on stores with heavy mobile traffic and many SKUs.
                                                                • Browsing a store with many SKUs can be hard on mobile.
                                                                • If you can smartly cross-sell items frequently bought together to mobile shoppers, that’s less time they need to browse and less pages they have to go through.
                                                                • This increases conversion rates on mobile.
                                                                • Mobile purchase behavior is also usually impulse buying. So mobile shoppers are more prone to impulse decisions like upsells and cross-sells.


                                                                  • 8 min
                                                                • How To Increase Ecommerce Conversions

                                                                  How To Get More Conversions:

                                                                  1. More traffic (higher CTR from testing ad creatives)
                                                                  2. Higher conversion rate on website (CRO, making the ad match what you’re selling, match the ad with the customer’s step in the funnel)
                                                                  3. Retargeting, bottom of funnel (ATC, IC, more)
                                                                  4. REPEAT BUSINESS: retention/loyalty
                                                                  5. Post purchase upsells
                                                                  6. Trust building - funnels, email funnels.

                                                                    7. This action-packed episode is brought to you by the performance marketing experts at Voy Media.

                                                                    https://voymedia.com/

                                                                    13 min
                                                                  7. 6 Biggest Creative Mistakes Brands are Making Today

                                                                    1) Volume. Not enough. Too stagnant, don’t change it up enough.

                                                                       * Facebook reports the best performing brands have 11x more creative assets than average brands.

                                                                    2) No UGC.credibility/trust

                                                                       * Incentivize with an email funnel, offer a discount for a video testimonial.
                                                                      * Have a FB group where people talk about the niche.
                                                                      * THIS IS FREE CONTENT.

                                                                    3) Playing it too safe. You have to stand out. Especially in niches where there are other options.

                                                                       * One option is be polarizing.
                                                                      * Example: leggings. Saturated market. But if you take a polarizing angle, and maybe focus on plus size/body confidence, and polarizing topics related to your niche, people will start listening.

                                                                    4) Highlighting the wrong points. “What’s in it for me?” - the most common thing audiences ask when they see your ad. You have to highlight user benefits and what makes you unique. Many brands just talk about features, they don’t highlight user benefits.

                                                                       * Unique: many brands talk about the same things the other 10,000 competitors are saying, giving no reason to choose them and not the other options.

                                                                    5) Testing strategy is bad: nonexistent, inconsistent, and/or highly flawed

                                                                       * Set a success metric, like ROAS of 2
                                                                      * Set a kill metric, something absolutely bad/no hope of keeping. Say, 1.4 - leave some room for gray area but not too much.
                                                                      * After a few hundred dollars spend, kill anything on the kill metric, keep anything at the success metric, and anything in the grey area keep an eye on depending on the circumstances.

                                                                    6) Lack of research: brands don’t look at data and are disconnected with customer

                                                                       * Audience Insights on Facebook (ages, genders, demographics, but also interests/pages they like).
                                                                      * Instagram hashtags’ top posts in your niche to find the content your audience responds to best.
                                                                      * Many brands are unsure of their target audience.

                                                                    This action-packed episode is brought to you by the performance marketing experts at Voy Media.


                                                                    https://voymedia.com/





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                                                                    10 min

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