Content & Social
Why your digital marketing isn't working very well
Search engine marketing (SEM) on Google can produce amazing results because they target people searching for your product or service in real-time. No other form of advertising has ever been able to source potential customers like this, at their highest moment of need.
However, Google search ads can be very expensive to target potential customers and even cost-prohibitive in a few industries. The other main issue is that, on average, only 2% of clicks using search ads translate into sales. So, what about the remaining 98%?
The answer is that the other 98% lost unless your marketing strategy includes appealing to potential customers in your top and middle of the funnel.
A typical sales funnel is divided into three sections. These sections dictate your messaging and how you market to your potential customers:
Win More Customers with Thunder and Lightning
So what is the Thunder and Lightning approach?
The Thunder and Lightning approach focuses on appealing to your potential customers at the TOFU and MOFU.
The thunder and lightning approach leverages social ads on Facebook and Instagram to target potential customers to start building data and audience insights. Like real thunder, social media ads are great at cost-effectively broadcasting your presence to your target audience with varied frequencies. The goal of the thunder component is to create ads that focus on your value and how you can solve your customers’ pain points.
The cost to drive traffic on social media ad platforms is a fraction of the cost per click using search ads. So by utilizing paid social media ads, you can target potential clients and build credibility and rapport without overextending your budget. Using Facebook ads for example, you can track success metrics by how much time users spent on a page, how long they watched a video on your site, how far they scrolled down the page, and more.
Then after three to six months of tracking your audience’s interest and creating new thunder, you have a curated list of potential customers in the middle of your funnel now ready for the Lightning component: search ads!
You might be wondering how you can go from targeting these people on social media to targeting those same people with search ads on Google. To make this happen, you insert a retargeting pixel on your site that will allow you to do this.
Imagine showing Google Search ads only to people who have already seen months of your Facebook and Instagram ads and have previously visited your website a couple of times. Now THAT is a search ad click worth the higher cost! These kinds of search ad campaigns will outperform your competition.
So why does Thunder and Lightning work so well? The key is building trust.
Search ad campaigns with high conversion rates have less to do with how well the ad is actually optimized and much more to do with how well the business has conveyed their value and built trust among their target audience. In our experience, we’ve seen this over and over again.
The Thunder and Lightning approach is part of Nettra’s secret sauce.
Companies that understand and utilize the Thunder and Lightning approach outproduce and often underspend their competition.
Facebook & Instagram Marketing: Back to Basics
With 3.5 billion active users on Facebook and Instagram, social media is where your target audience spends much of their time online. While paid ads can get you in front of an ideal audience, you also should be gaining your audience’s attention with a social media posting strategy.
Facebook realizes your company isn’t in business to just to post on social media. So to help market your business, Facebook has provided many marketing features to promote your business.
Facebook marketing includes visual components such as video content, pictures, and memes. It also includes written content like posts, shared posts, and comment interactions with visitors.
Targeted ads are cost-effective and can give you global visibility and coverage. The targeting algorithms offer a robust reach ensuring the people you connect with daily are part of your target audience.
To start your campaign, you’ll want to choose your main objective. Objectives can range from gaining audience insights and increasing your brand awareness to testing new markets and increasing your engagement. Secondly—and this can be fun—give your campaign a name—many marketers choose a name based on what the business needs. The campaign name should have two components: who your intended traffic source is and the primary category of your campaign. For example, if you may manage the marketing for a regional bank and you are trying to gain more customers in different cities, your specific campaigns should be named based on the city you’re targeting, your audience, or other distinguishing filters. Or if you are promoting a new credit card with a video ad, you could also name the campaign based on the media used to target traffic.
Once you have your campaign named, you’ll want to set up a Facebook Ad account. As you do this, think about your target audience. Facebook allows you to include or exclude users based on their behaviors, interests, and demographic information. Don’t be afraid to get super specific here. For the banking credit card example, you could target people who are interested in both finance and investments within your target area. There is also connection targeting, where you can target the friends of the fans of your page. Lastly, one of the most effective targeting methods is creating a look-alike audience. To create this audience, Facebook analyzes your existing target audiences you’ve already put together to find other data points your target audience shares. Once they find these other commonalities, they’ll use them to create a brand new target audience.
Once you’ve defined your target audience, you then choose your Facebook ad placement. For example, what device will your audience use to see your ads? Then set a conservative budget and stick to it until your data shows that it makes sense to increase spending.
Lastly, create your ad. The Facebook for Business site is a great reference to learn more about specs and different approaches.
Instagram is part of the Facebook Advertising platform. Because Instagram is an image and video-based social media platform, it presents unique engagement opportunities compared to Facebook.
There are the “posts” that appear in square boxes on your site, complete with a caption, where you can insert photo ads as well as carousel ads. There are also “stories” in which you can add news, entertaining content, or information about pricing to be featured in a reel. If you want the stories you post to reach your audience in the future, you can add them to a “highlights” reel to the top of your page. Lastly, as a business, you have the opportunity to promote ads into people’s feeds and story reels.
Some benefits of Instagram marketing include advanced targeting options, similar to Facebook, trackable sales and leads, and the potential to tap into an untouched customer base. Instagram is a great place to build fast rapport with an audience by leveraging what makes your brand unique and connecting/engaging with your audience that thinks the same as you do.
To set up an advertising campaign on Instagram, you’ll first want to choose your objective and name your campaign, as discussed with Facebook above. Thinking about the different ways Facebook and Instagram reach people, you may want to tailor this based on the platform you are using. You can also choose a target audience by utilizing both detailed targeting and connections targeting.
Then, you’ll decide how you want your ad content to appear. Since Instagram is a proponent of hashtags, a few curated tags can help increase your campaign’s reach.
You will find Instagram ad specs on the Facebook Business site. Since Facebook owns Instagram, many features overlap and interlink between sites. Also, make sure to cater to each of the platform’s unique aesthetics and audiences
The Facebook/Instagram Pixel
Tracking the effectiveness of your Facebook/Instagram is very easy. Once you install the pixel on your website, build a custom targeted audience based on your website visitors. Then, optimize the outreach to people taking action on your site.
So how do you do this? The Facebook pixel is a code you plug into your website, enabling you to retrieve and track data. This data includes traffic visiting your page, what they are buying, or pages viewed. You can target people who visited your website by building a custom audience in a process called “conversion optimization.”
You can add the pixel easily. Once you generate a code from Facebook’s platform, install this code on individual pages on your website. Once in place, you can track the paid ad activity on your web pages.
What if Your Search Ads Aren’t Working?
In 2013, it was much easier to create sales using search ad platforms like Adwords (now called Google Ads). Since fewer companies used search ads, it was easier to convert your audience into sales. Less competition meant you didn’t have to utilize various landing pages, video ads, or segmented messaging like a campaign would need today. Simply put, people just clicked on your search ad and purchased your product or service.
Now, things are more complicated. The bottom of the funnel has gotten longer with more competition. It takes more search ads to produce a call, and more calls to generate a sale. So if the cost per click in your industry is $25 and it may take eight clicks to get a call. Then, it may take five calls to generate a sale. Ultimately, it may cost your company $1,000 to produce a deal using search ads. Spending $1,000 is concerning because it might account for the lifetime value of a customer depending on the industry.
In other words, your search ads campaign may not be as effective as it used to be.
Social Media Retargeting
A retargeting tactic is in place when ads seem to follow you around. Retargeting is an effective way to stay in front of a potential customer who has visited your site before. Since the majority of paid ads do not lead to a sale, it’s essential to make the most of retargeting clicks by serving a similar message.
Retargeting can improve your conversion rate significantly, mainly because people tend to visit sites and do everything BUT purchase your product or call you for your service. The retargeting tactic keeps your outreach momentum going.
Retargeting is the secret behind the Thunder portion of the Thunder and Lightning approach. Most of all, it keeps you relevant to your potential customers and makes it next-to-impossible for them to forget you. You have to be careful with retargeting because seeing the same ad many times leads to ad fatigue.
Ride the Lightning
The Thunder and Lightning approach is the modern way to create new customers online. The strategy recognizes that the bottom of the funnel has grown longer.
Why Thunder & Lightning Works
People make decisions based on emotion; then, they justify their decision rationally. So if you spend some time cultivating your audience on social media with great branding and value, you’re creating familiarity that leads to the crucial element of a marketing campaign: trust.
It takes intention, creativity, and patience to build trust, not overwhelming people with search ads. Without building trust, you are wasting money.
Think about the way you purchase things. Do you just click on ads and buy, or do you research a product or service before buying? Your target audience is no different! So treat them with respect by giving them the info they’re looking for, and they’ll reward you with their business.
Our Clients Aren’t One-Size-Fits-All
Every industry and business is different, and their hidden levers to growth are usually challenging to uncover. So before any marketing campaign begins, our goal is to gain a much better understanding of our client’s company, service/product, industry, goals, and competition.
It’s our dedication to the process of discovery, testing every hypothesis, and continual optimization that has enabled us to be on the winning end of thousands of successful campaigns, spending over $19m on the Google & Facebook Advertising platforms.
People Love Working with Nettra Media
As growth partners, we help our clients tackle their most challenging barriers to growth. Rather than meeting behind closed doors, we involve our clients in every facet of the strategy and its ongoing management—from the formation of the marketing campaign to the implementation of every customer acquisition channel. This robust approach provides clarity and focus that will galvanize your company’s growth goals. Say hi and we’ll say hi back!