Month: July 2021

Another month down and so many great moments to look back on in the world of online marketing news. Today’s post is going to explore our favourite picks from the latest marketing news this month and hopefully you can take some inspiration from our choices to vamp up your next campaign.

The Bumble Brew

Earlier in July, Bumble opened their very own cafe named ‘Bumble Brew’ in New York. The stylish and on-brand cafe is said to combine the “convenience of casual all-day cafe by night with ambiance of an intimate restaurant and wine bar at night”.

The cafe was borne off the back of the success of their multiple bumble pop ups around New York and London in 2017.

Head of Brand Partnerships, Julia Smith said “At Bumble, we’re fueled by bringing people together to build genuine connections — both on and off the app… We’ve seen a resounding response to the Bumble Hive pop-ups we’ve hosted around the world and noticed a clear appetite for a permanent space where people could connect.”

After a year and a half of lockdown, this is the perfect time to launch something like this. People are keen to connect face-to-face after spending so much time apart, making this a very clever marketing technique.

It also highlights the importance of a multi-channel strategy. When it comes to marketing, brands often think online marketing is the way to go and often neglect other, more traditional forms of advertisement. Offline marketing is a powerful tool and should always be utilised where possible. Doing so successfully can have multiple online benefits that elevate brand awareness.

Kanye West Premieres New Album

Rapper, fashion designer and all-round enigmatic superstar Kanye West unveiled his latest album ‘Donda’ this week. West, who is never too far from controversy, has had an interesting few years musically, having cancelled the much anticipated ‘Yandhi’ amid a switch to a gospel-inspired Christian project.

West is known for his unconventional releases, often delaying or outright cancelling many projects, and this latest project has been no different. The rapper officially announced the album by teasing a song from it on a Beats by Dre ad featuring Sha’Carri Richardson, who has been in the headlines herself recently.

This followed weeks of teases by other artists, such as Tyler The Creator. The hype has steadily been building for a while now and it’s culminated in a huge event streamed live from Atlanta. An array of prominent rap artists appear on the album including Travis Scott, Pusha T and JAY-Z.

It’s safe to say this is one of the most anticipated albums of the year and it’s been a masterclass in marketing from West. While many had assumed a new project was on the way, the official announcement set social media ablaze and now there are legions of waiting fans, eagerly refreshing Spotify, Apple Music and more to see Kanye has dropped it.

To say all this anticipation has built up in just one week is extraordinary and shows just how effective a well-thought campaign can be. By unveiling the album alongside a recognised brand like Beats, followed by one of the biggest musical live events of the past two years, West has cultivated the kind of hype most brands can only dream of.

Adidas’ Liquid Campaign

In celebration of Adidas’ commitment to making the future of sports as inclusive as possible, they revealed the world’s first-ever liquid billboard in Dubai.

Ladies were invited to take a jump “Beyond the surface” wearing their new Burkini collection which aims to give a greater choice of swim apparel for all.

Amrith Gopinath, Adidas’ Brand Director said “Our belief is that nobody should be prevented from enjoying the benefits of being in and around the water, hence the recent launch of our diversified product offering for all women and our Burkini Collection”.

After commissioning a YouGov survey in 2021, Adidas revealed that only 12% of women in the UAE feel comfortable wearing a swimsuit in public. Adidas’ liquid billboard campaign is a great example of reactive marketing, benefiting from the support of thousands of men and women across the globe, whilst also inspiring women to feel their best in what they wear… of course driving sales.

Domino’s Pizza, Something To Shout About?

The phrase ‘there is no such thing as bad publicity’ has been heavily debated by marketers since time immemorial. This month, renowned pizza experts Domino’s have put that adage to the test, with their latest ad campaign.

The adverts in question revolve around their new group ordering feature on their app. This is presumably in response to the easing of lockdown restrictions and in anticipation of large orders from gatherings, parties and other social activities now permitted.

While the service sounds like a great new feature for Domino’s, the ads themselves have caused quite a stir. In them, a group of friends yodel to each other across a city, asking what they want to order. It’s a novel and fairly amusing idea on first viewing, but after just a few weeks, some are already tired of it.

Many have flocked to social media to voice their disdain over the ad, particularly viewers of shows like Love Island, where the ads have been played repeatedly.

On the one hand, trending on Twitter because so many people hate your ads isn’t the ideal response Domino’s would have wanted. On the other, this has probably brought the brand more visibility than any other marketing campaign they have ran over the past couple of years.

While there are no sales figures to analyse as of right now, the ads have certainly thrust Domino’s into the limelight. The sheer number of people who have engaged with the ad, coupled with the convenience of the new group ordering service, will surely translate into more conversions with the brand.

Boost Your Own Marketing with Social Nucleus

While you may not have the resources for pop-up cafes, live-streamed mega events or yodelling supergroups, you can still have engaging marketing campaigns for your own brand.

At Social Nucleus, we have dedicated account managers and creative teams, we’ll craft bespoke campaigns and target them to the right audiences to boost engagement and conversions. Get in touch now and take your marketing to the next level!

For businesses, running digital ads can be hugely beneficial but deciding which platform is right for your business can be tricky if you don’t know the specific benefits of each. Ideally, you want to run Google Ads and Facebook Ads, as they can work in tandem at every stage of the customer journey.

 

However, if you only have the resources for one of these, then you need to know the differences between them, as well as understand the specific marketing needs of your business. In this blog, we’ll go over everything you need to know about Google and Facebook Ads and guide you towards the one

 

The Difference Between Google Ads and Facebook Ads

 

When looking at these two platforms, the key difference we see is that of Google’s paid search vs Facebook’s paid social.

 

When advertising on Google, businesses must ‘bid’ on keywords, search terms and queries inputted by users. This will then see their ads displayed on relevant search results, with the aim of attracting those users to their brand. For every click generated, the advertising business will be charged. This is PPC, or pay-per-click, advertising and it’s a complicated field in its own right, but also a hugely important aspect of any marketing campaign.

 

With Facebook Ads, you’ll be engaging in ‘paid social’, i.e running ads on a social platform. Facebook is full of advertising opportunities, with a huge user base that logs on every day. Here, ads are displayed based on user’s interests and their engagement with a brand. This can cover a comprehensive set of targeted audiences, including retargeting those who have interacted with your brand but have not yet made a purchase.

 

In essence, the difference between Google Ads and Facebook Ads is that the former can be used to spread awareness of your brand to a broad range of new audiences, while you can use the latter to target prospective customers who are actively looking for something related to your business.

 

The Strengths of Each Platform

 

As we’ve already mentioned, the best campaigns will utilise both Facebook and Google. However, if you don’t have the resources to hand for this, you’ll need to decide which one is best for your current goals based on their unique benefits. With that in mind, let’s examine what each platform offers.

 

Facebook

 

Facebook is the largest social platform in the world, with over 2 billion active users every month. Because of this, it’s tempting to think that the greatest benefit this channel can off is the sheer size of the user base. However, while this can be hugely beneficial, Facebook Ads’ greatest strength is its granular targeting capacities.

 

With this, you can target incredibly specific audiences. Facebook users share a vast amount of information with the site, from life milestones like promotions and relationships to personal interests like hobbies. Brands can then target their ads towards appropriate audiences with near unparalleled precision.

 

For example, the introduction of lookalike audiences gives advertisers more powerful tools than ever before. With this, brands can upload information based on their own customers, which Facebook will then match with users on the site. This allows businesses to target new audiences that have the same interests as their current customers, which can generate new leads and purchases.

 

Google

 

While Facebook is the largest social media platform in the world, Google is the most used search engine and as such, offers a similarly massive audience to cater ads to. PPC ads are an extremely effective way to market your business to people searching for related terms.

 

One of the best aspects of Google Ads is that it isn’t necessarily the highest bidder or those with the largest budgets that are the most successful. This is because Google values ads that are relevant to the user’s search query over those who merely spend the most. To make the most of Google, you need to make high-quality ads optimised for the specific terms and keywords you’re targeting. Google uses Quality Score to determine the quality of advertisements, based on a variety of factors.

 

In current times, Google Ads blend into the SERP, or Search Engine Results Page, with only a small ‘Ad’ label in the top left to differentiate them from organic results. Because of this, many users simply assume the top links are the most relevant to their query. With that in mind, it’s clear Google can be a vital part of any campaign.

 

Which is Right For You?

 

The truth is that these two platforms should be viewed in tandem, rather than opposing or conflicting applications. To get the most out of your marketing, you should do everything possible to utilise both, as their inherent benefits are crucial in the modern age of digital marketing. Neither is really better than the other, so it’s down to personal preference when it comes to which you should use. If you want to target specific audiences precisely, then Facebook Ads is probably the way to go, while Google can help draw in people searching for things related to your business.

 

Manage Google and Facebook Ads with Social Nucleus

 

If all this sounds rather complex, that’s because it is! Determining which platform to use is one thing but knowing how to effectively market your brand on each is another matter entirely. At Social Nucleus, we can manage both Google and Facebook Ads for your business, from audience targeting to killer creatives and engaging copy. Get in touch now and take your campaigns to the next level.

 

 

 

 

 

 

 

 

 

When it comes to your marketing strategy, it’s always important to remember one thing. Your customers aren’t on one channel. Which means you shouldn’t be either. Today’s post will cover what exactly a multi-channel marketing strategy is, why it’s so important and some multi-channel marketing benefits.

What is multi-channel marketing? 

Multi-channel marketing, or omnichannel marketing, is the process of utilising marketing communications across multiple channels to engage your customers. The purpose of a multi-channel strategy is to reach your customers across multiple platforms, whether that be social media, direct mail mobile, etc, to push conversions and increase your ROI. Unfortunately, marketing your products and services on a single-channel isn’t enough for today’s consumers.

Consumers have so much choice when it comes to purchasing. People are becoming increasingly engaged on numerous devices and social media platforms daily. Therefore, marketers are challenged with providing a seamless customer experience by remaining accessible.

Therefore, it is more important than ever to understand your consumers and how they interact across different platforms. Let’s look at some benefits of adopting a multi-channel strategy.

• Connect with consumers on all their favourite channels

Consumers today, as mentioned, enjoy multiple platforms. They engage across various devices, channels, and apps. Each one serves a unique purpose and explains customer preferences and behaviours.

It is reported that the average digital consumer owns 3.64 connected devices, so if you were to deliver ads to only one channel, your interactions would be severely restricted.

Showing ads across multiple channels also shows that you, as a brand, are making efforts to adapt your marketing to their preferences.

• Increase consumer engagement and conversion rates

Multi-channel marketing will also bring in a higher engagement rate. Multi-channel B2C campaigns see a 24% greater return on investment compared to single channel campaigns.

Customers will see your ads continuously across multiple platforms, so chances are, they’ll interact with them.

• Stay ahead of your competition

Staying on top of customer behaviour, and delivering effective and engaging ads across multiple platforms, almost guarantees you stay ahead of your competitors.

Your marketing remains relevant, engaging and most importantly, increases your ROI significantly.

• Drive relevant content to the best customers

Knowing and understanding your customer behaviour, and what platforms they interact with, allows you to create craft effective creative strategies around them. A data-driven strategy empowers your marketing campaigns to send the right content to the right people in the right places.

It provides a full view of your consumers, allowing you to drive the most relevant content to their favourite channels.

• Provide a positive brand experience and build lasting relationships.

To conclude all the above, the better you understand your consumers and target them on the right platforms, the more likely they will enjoy seeing your ads. Chances are that most of the time they won’t even realise they’re seeing an ad.

 

Hopefully, this post has given you some inspiration when it comes to your marketing strategy. Remember, it’s all about seamlessly integrating your marketing into consumers’ devices and creating a positive brand experience for them. That is how you build long-lasting brand-consumer relationships.

Feel like you need help with a multi-channel marketing strategy? Get in touch to find out how we can help your business today!

 

 

 

 

 

 

 

 

When looking to make Facebook ads that convert, it can be a little tricky knowing where to start. One of the key things to remember is that there is a comprehensive set of considerations to make, from visuals and copy to analytics and tracking. In this blog, we’ll detail a few tips and tricks that can help boost your Facebook conversions.

How to Boost Facebook Conversions

Conversion Events

Let’s start with the absolute basics; setting your conversion events. This means deciding what it is you want people to do after seeing your ad. Generally speaking, you’ll pick one of the types Facebook offers, whether that’s adding to cart or following through with a purchase, though you can set your own if there are specific goals you want to meet, such as lead generation.

Of course, you’ll need different ads for different conversion events and ensuring you target the right one is vital in meeting your objectives. Conversion events are the first step in boosting Facebook conversions.

Killer Creatives

With any Facebook Ad, you want to get the audience’s attention as quickly as possible. One of the most effective ways to do that is with high-quality visuals. This is the first step in boosting conversions as, the more attention your ads get, the more clicks you’ll generate, and these should ultimately lead to better conversion rates.

Bespoke content always performs better than generic, stock photos. You want your ads to speak to audiences, letting them know that your brand is the one they need. This requires a huge amount of testing with different types of content, from photos to GIFs and Videos. You’ll also have to experiment with the format content is delivered and find which works best for your brand or product.

For example, carousels can be a great way to show off a variety of products in a specific range, while a single image ad will centre the focus on one image and might be more suitable for a single product as a result.

Whatever form you use, you have to make sure the imagery is the best quality possible. If the sizing or resolution is off, then this will give a poor first impression to prospective customers. While killer creatives can be the thing that initially attracts people to your brand, poor ones can have the opposite effect.

Engaging Copy

While visual content is the thing that will immediately catch your audience’s eye, ad copy is the thing that will get them to click the link. There is no universal formula for creating engaging copy. What works for your brand will depend on the industry, the audience you’re trying to speak to and many other factors. However, there are some general rules and tips that can help.

One of these is to keep copy as concise as possible. When it comes to ads, short and snappy sentences tend to be much more effective in conveying values and key information than long paragraphs. Try to get your message across in as few words as possible and it will be more easily digestible for the audience.

Speaking of audiences, another important thing to keep in mind is who you’re talking to. For example, if you’re a B2B brand marketing towards other professionals, then it may be appropriate to use lots of jargon and adopt a fairly authoritative tone of voice. However, if you’re speaking to a consumer audience, then going into technical detail might not get results.

They don’t have to know all the ins and outs, just the key points presented in an approachable way. Identifying your audience and knowing what language to use when speaking to them is vital in getting them to click that all-important link.

Finally, and perhaps most importantly, incorporate clear CTAs into your messaging. No matter what it is you’re selling or where you are trying to direct the audience, Calls To Action are absolutely vital. Combining this with an incentive can make them even more effective, for example ‘Shop online now and get 5%!’ contains both a directive for your audience and a reason for them to follow through with it.

Landing pages and destinations

One of the most important things to consider when making Facebook Ads is your brand’s landing page. Even the best creatives and copy won’t mean anything if this isn’t up to scratch.

For example, if your page takes over a minute to load, looks visually unappealing and doesn’t direct them to products or range mentioned in the ads, then prospective customers are going to be put off. Facebook Ads merely direct users to a destination, the strength of your landing pages is what determines whether they will convert or not.

There are several things you can do to boost your chances here. To start, consistency between your ads and landing pages is key. If you’re advertising for a certain product on your site, you need to make sure users are directed to that specific page.

This is because customers want to get to their purchase in as few clicks as possible, not browse your site looking for the item. If they are immediately brought to a good product page, with clear calls to action and enticing USPs, then they will be much more likely to make a purchase.

Another important thing to remember is that you will need to implement FB Pixel to track the purchases on the chosen page. Accurate stats are massively important, as they will show you which ads are working, and which are not. From there, you can begin to optimise your ads and get the best results possible.

Get Help From the Experts!

These are just a few tips that can help boost your conversion rates, but the reality is it takes a lot of work to fully optimise this. Often, this is too much to do alone, as you will need dedicated copywriters, designers and more to get the most out of your Facebook Ads campaigns.

At Social Nucleus, we have the resources and teams that can help take your brand to the next level. We’ll craft effective campaigns and ads and display them to the right audiences. We use analytics and data to optimise these, ensuring you’re getting the most out of your ad spend. If you’re interested in boosting your conversion rates, get in touch today!