Traditional Advertising Vs Facebook & Digital Advertising Through Our Program ChannelCAST

One question I hear occasionally from business owners is “how many people are going to see my ad?” My typical response is it doesn’t matter because we’re going to know a whole lot more than the number of people that see your ad. The question you should ask me or anyone else selling you advertising is “how many customers will spend money with me over the next month?” That’s a question that traditional advertising programs aren’t going to like. 🙂

I realized something though, most business owners don’t even realize what their missing by not doing digital advertising. Or even if they are doing digital, they’re probably doing it wrong.

From my experience, most business owners don’t understand the opportunity so I made this quick video to show how we turn clicks into customers and track the revenue while we’re at it so you can see a positive return on investment.

Are Super Bowl Ads Going Away? (Why Trends Are Saying Yes!)

Football has become America's favorite past-time. (Sorry baseball.) 

The Super Bowl is the Mecca of all sports games and is often the same for advertising agencies. 

It's a big time of year for some of the world's largest companies! 

But trends are saying that TV advertising is sharply decreasing. 

Uh oh. 

No more funny commercials? No more competing for the lime light? 

What does that mean for advertising? 

Well, if you haven't already guessed already, it's online advertising. 

Trends That Will Make You Cancel Your Cable Service 

“Yikes. You still have cable?” 

Your heart stings a little bit as your friend at dinner throws a dagger into your ego. 

Cable is becoming a thing of the past. Streaming is the future. 

Streaming is all done online, which makes it fast, user-friendly, and easy. 

More companies than ever are shifting their ad spend to online advertising because that's where the eyes are going–online. 

According to Mary Meeker and her infamous Internet reports, 2017 is the year that internet advertising reaches over $200 billion, making it the first time for online advertising to win over TV ads.  

On Facebook and Google alone, online advertising spend is growing around 62% and 20%. These two platforms (Facebook & Google) on their own made up 85% of online advertising revenue. 

But why the sudden shift in online ads? 

Reasons Why Ads Are for the Internet 

Avoiding the Annoying 

Advertising has always been an annoyance to most. But the internet makes advertising seem like less of a bother. 

Instead of a man yelling at you about the newest sponge, you watch a funny 15-second video of how the sponge cleaned up a mess created by someone's crazy dog.  

Advertising comes in spurts, but it's often more entertaining online or helpful online where people are searching for answers. 

Hide This Ad 

Online advertisements are easily hidden by those who do not find the ad helpful, useful, or entertaining. This gets reported back to the advertiser to help them find a better, more targeted audience. 

Right on the Money 

Online advertising is cheaper and more targeted than your regular TV ad. TV advertising is more expensive because of the vast number of people watching your ad at any given minute.  

Often the majority of the people watching a television ad are not interested in your business. This means you're wasting time and money on creating an ad that only pulls in a few leads.  

Online advertising makes it easy to find the data you need to define your target markets. You can do so quickly on most online advertising platforms like Facebook and Google. This allows you to spend your money on the exact prospects you're wanting to pick up the phone.  

Instead of throwing an ad out into oblivion and hoping you get a few leads, online advertising sends your ads directly to the consumer who has the most interest (if targeted correctly). 

Are You Ready to Say Goodbye to TV Ads? 

If you're ready to focus your advertising on customers that matter, it's time to throw out the remote control. Pick up your laptop and get started creating online ads to drive more business to your door for a reasonable price.  

Maybe this year you should stream the Super Bowl and see the difference for yourself! Don't waste your time and money on television ads that are falling behind. Ask us how we can help you get started online with ads that work! 

How to Get Your Customer to Buy Today

You've made it through Awareness. That's something to be proud of! But the next step is a big one, and it can be hard to get your prospects to the next step: Evaluation. 

Evaluation is the period that a potential buyer takes to evaluate your company. How often do you just pick the first doctor from the top of the list? 

Probably not very often. You do your due diligence and look into their background before you schedule an appointment. 

The same thing happens in other businesses, whether it be product or service oriented, so you have to be aware of Evaluation before it happens so you can make the best impression. 

How does all of this work? Let's look at this simple chart to move you through what your next steps should be.  

It's a pretty simple process, but businesses don't always realize that consumers shop and consider companies like they do on a daily basis. We have to think about our own methods when making a purchase or trying out a new business to understand what our clients want and need. 

Prospect Engages With Your Awareness Campaign
If someone takes an interest in your business through your awareness ads, it's time to retarget those people and show them more of what they want to see: value, information, or inspiration.  

Anyone who engages in your awareness campaign is worth tracking to ensure you're reaching out to the right demographic.  

Use a retargeting tool like Facebook's Pixel to track where your site and ad visitors are going. Then use that information to show those same individuals more ads from your business such as customer testimonials and explainer videos that tell them more information about what you sell (and why it matters to them!).  

Prospect Does Not Engage With Your Awareness Campaign 

If someone who has viewed your ad but not taken an action, such as clicking through to your site or downloaded your freebie, they are now part of your cold traffic.  

This doesn't always mean they aren't interested. They just might not have the ability to buy right now or are thinking that your business isn't entirely relevant to them currently. Both of these situations can change. If you're spreading awareness correctly, they might decide later that they're ready to buy and your business will be the first one that comes to mind! 

Evaluation: The Step Before Conversion 

Evaluation is the perfect time to share why your company is the best in the business! In the Awareness period, you focus on building brand awareness based on your values, products, and services. After your audience has engaged with your awareness campaign, it's time to move them down the funnel to get them to evaluate your business and prepare them for conversion! 

Without evaluation content at the ready, you would see a lot less traffic to your site or store because people would just pick the person at the top of the list. In today's world, search engine rankings are very competitive, and it would be tough to top a big chain store in search.  

That's why online advertising isn't all based on ranking! In evaluation, you can make a prospect stop dead in their tracks looking at a competitor and bounce over to your site after they saw a fantastic video ad on Facebook. 

Don't Let the Process Slow You Down 

You might be thinking you don’t have time for this process, but we're telling you it works. We use it in our own business and have seen tremendous success with it.  

If you don't have time, we're here to help! Ask us how we can help your business move your customers forward instead of backward through digital marketing. Fill out a contact form below, and we'll get back to you. 

4 Successful Awareness Campaigns You Can Learn From

Awareness campaigns come in many forms, but the most successful awareness campaigns make people aware without them realizing it's an advertisement.  

These marketing campaigns take the cake when it comes to creating awareness without being overzealous. 

Want to create successful awareness campaigns? Take a note or two about these campaigns and create your own! 

Energy Efficiency Awareness 

This energy awareness campaign “tugs” at your heartstrings and makes you want to pull the plug on all of your electric powered things.  

These penguins make it more personal and show the animals that are truly affected by global warming and electricity pollution. This makes it easy for you to connect and see the result if you don't unplug your lights!

Old Spice Man 

Old Spice created one of the most successful awareness campaigns of all time. The Old Spice Man is known all over the world for his random antics and weird commercials.  

Old Spice refreshed their brand by creating an “outlandish” awareness campaign that raised eyebrows and made people laugh. Although the Old Spice Man does show off products in his commercials, he never directly sells them. 

Cigarette Butts & Litter 

Litter is a big problem, we all know that. Dublin created a litter awareness campaign that describes how much litter is produced by specific kinds of trash.  

Awareness of this issue is shown on two levels: the number of cigarette butts thrown away as litter and also the massive amount of litter that Dublin has.  

National Geographic Cover Contest 

National Geographic developed an awareness campaign by starting a contest for readers to have their photo used as the cover of their magazine.  

This resulted in thousands of photos being sent in to be judged fit for the cover of National Geographic Traveller Magazine. 

Awareness Ideas Are Everywhere! 

Spreading awareness comes in all forms, but you have to decide what works best for your business! Does it make sense to do contest if you only have 15 followers? Probably not. But if you have 200 followers, it might make more sense to do a contest then! 

Does it make sense to create a brand that stands out from the rest and use it to your advantage? Do you need to find a way to make people more aware about the problem they face, even if they don't know it? 

Answer these questions, and you'll find the perfect awareness campaign for your business! 

We are here to help you create awareness and grow your business! Ask us any questions you have or set up a call with us today to get started building awareness around your business. 

7 Tools We Use to Create the Best Content

Creating content is easy, but creating engaging content is a different story. There are tons of content tools out there to make it easier, but figuring out what tools will help you create compelling and engaging content is key! 

We've found tried and true tools we've come to love and adore and want to share them with you, too! Here are some of our very favorite tools we think you'll find helpful in creating the best content. 

  • Canva: Graphic design isn't for everyone, but Canva makes it so easy to create the best graphics. Choose a template and start customizing to your preference and voila! 
  • Unsplash: Don't have a photographer on hand? Unsplash is an online photo gallery with professional grade photos for free! Spruce up your written content with high-quality pictures. 
  • Pixlr: Do you take your own pictures? Use Pixlr, a free and similar version of Photoshop/Lightroom, to edit your photos.  
  • Photoshop: Photoshop is a paid Adobe program we use to edit our photos and create graphic designs.  
  • iMovie: Recording video content is easy, but editing content is a little different. iMovie is an easy way to edit your video in a matter of seconds. We use it to snip and clip short videos together in just a few minutes. 
  • CoSchedule: All great content needs a great scheduler. We schedule all of our content ahead of time to keep our content creation moving forward. CoSchedule is a great content scheduler that allows you to plan your graphics, blogs, and more ahead of time and also recycle your content on slow days. 
  • Google Alerts: Setting alerts for trending topics is an easy way to create a backup list of ideas and headlines for new content without having to do hours of research! Get your industry news, trending topics, and popular articles sent directly to your email inbox. 

These seven tools have changed our work processes in many ways, but the best part is that they have saved us A LOT of time! We spend less time creating content, but our content continues to give value back to our audience, too! 

What content tools do you use to make your content? We are always looking for new tools to use to make our content processes more efficient. Comment below and let us know! 

10 Best Ways to Build Brand Awareness

Awareness seems like an out of reach goal for most business owners when the bottom line is wearing thin.
 
Building awareness is the first step in getting more customers.
 
Without awareness, you will never find new customers. It's as simple as that.
 
And how do you get customers if you never reach out to them?

Continue reading . . .