Month: November 2022

As a brand, it’s important to keep tabs on your KPIs (key performance metrics) to measure the success of your marketing platforms, evaluate customer loyalty and budget for your business’s success.

Here’s 4 key metrics you need to be tracking all year round as you build your brand and strive for success – and how you can optimise them 🚀

 

 

1.LTV (Lifetime Value)

LTV shows how many times your current customers are coming back to your site to purchase more from you.

With this data you can begin to work out the average spend of your customers over time, which can be considered in your marketing budget. The longer your business is running, the more accurate the data becomes.

A few great ways to improve your LTV is to start looking into SMS and email marketing to keep your subscribers and customers up to date with your brand news – and consequently, boost brand loyalty.

You could also introduce a loyalty program to provide incentives and rewards, which encourages existing customers to return to purchase again and again.

 

💡 Here’s a great article if you want to find out how to calculate LTV and why it’s such an essential metric.

 

2. AOV (Average Order Value)

Your AOV tells you the average amount customers are spending at once on your website. It’s a great way to make realistic goals when acquiring new customers through digital marketing.

One of the best ways to increase your AOV is to implement an upsell pop up within your website, which appears when customers are shopping, adding to basket or completing their purchase at the checkout. This prompts them to check out other products they may be interested in buying.

Another effective way we have found to increase AOV is to offer incentives- for example; spend £100 and receive free shipping, or buy X and get 20% off.

 

 

3.CAC (Customer Acquisition Cost)

Your CAC tells you how much it is costing your business to get new customers through marketing. To work this out you will need to divide the amount spent on marketing by the number of new customers.

To improve your CAC you will either need to look at your digital marketing data or website. You can judge which one may need adjusting first by analysing data based on your ads’ CTR (click-through rate) and CPM (Cost Per a Thousand Impressions) to see if they are underperforming.

If they are, you may need to look into improving your ads, however if they are performing well you will need to look at your customers’ journey upon landing on your website to see what could be preventing them from becoming a customer.

 

💡 It’s crucial to compare your CAC against your LTV (Average Lifetime Value) – in this article, we go through exactly what you need to know.

 

4.CVR (Conversion Rate)

Last but not least, your CVR is the number of people who purchased from your store out of the total number of people who visited.

If you are with Shopify this should show you automatically, however if not you will need to divide the number of purchases by the number of visitors, then multiply the total number by 100 to give you a more accurate percentage.

To improve your CVR you will need to begin by analysing your website and customer journey to see if there is anything that can be changed or implemented to boost your CVR.

Try looking and comparing the number of purchases to the number of people adding to cart/initiating their checkout process. This will be a good indicator as to where your potential customers may be falling off.

 

That’s all four – if you need extra help with optimising the above KPIs, why not get in touch with our expert team? We’re help to talk all things digital marketing and analytics – and we could be a great fit for your brand if you’re looking to grow- or just need that extra helping hand.

 

Book a call now – we’re looking forward to speaking with you 🚀

When creating ads on Meta it can be tricky to decide where to start, let alone finding the best methods for creating adverts that convert profitably. In this blog we will highlight 3 steps for creating Meta ads that boost your conversions.

 

1. Killer Creatives

With Meta ads, grabbing people’s attention as they scroll through the platforms is the aim and the first way to do this is with the creative. The more people’s attention you grab, the more likely you are to have them click through to your desired website or landing page- and convert.

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 creatives, from photos to graphics to videos. You’ll have to experiment with the format content is delivered and find out which works best for your brand or product – ie how your audiences respond to it with clicks and conversions.

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.

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 potential customers. While killer creatives can be the thing that initially attracts people to your brand, poor ones can have the opposite effect.

 

 

 

 

2. Engaging copy

While having a killer creative is what makes people stop scrolling, copy is what will significantly help keep audiences engaged in the ad.

When it comes to copy, there isn’t one universal way of writing as it all depends on what you are selling, what industry you are in and who you are targeting. However in a general sense, here’s a few tips to help…

Firstly, keep the copy as concise and straight to the point as possible. When it comes to ads, short and snappy sentences tend to be more effective in conveying key information. Try to get your message across in as few words as possible and make it as easy as possible for the audience to digest the content.

Next, keep in mind who you are talking to. For example if you’re a fashion brand you may want to highlight your brand’s values, quality of clothing, shipping times and discounts. If you are offering a building service you may want to highlight the services you offer, times and contact details, whilst portraying an informative, professional tone of voice.

Lastly, incorporate clear Call To Actions in your messaging (CTAs). No matter what you are selling or where you are trying to direct your audience, calls to actions are vital. Most customers need to be told where to go and what to click – without having clear messaging like this could massively affect the amount of people who click through to your desired website or landing page. Have wording such as ‘click the link to shop now’, ‘shop now’, ‘book a call below’, etc.

 

 

3 – Landing Page & 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 your landing page isn’t optimised correctly to convert. For example, if your page takes over a minute to load, looks visually unappealing and doesn’t direct them to products or ranges mentioned in the ads, then prospective customers are going to be put off straightaway.

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 CTAs and enticing USPs, then they will be much more likely to make a purchase than without.

Another quick tip is to make sure the Facebook Pixel is connected correctly to your website or landing page. This means that Facebook can track any data going between customers seeing your ads and onto your desired landing page. 

 

These are just a few of many tips to help you create Meta ads that convert. If you would like further information or insights into how to improve your Meta ads please do get in contact with our expert team. We are always happy to help! 🚀

Social media marketing for small businesses can be a tricky thing. For a start, you may not have the dedicated departments of the big brands. If you’re the sole voice of your business’s social media presence, then it can be very difficult to work out a strategy that is both efficient and cost-effective. At times, you might be tempted to think the whole thing is pointless. That couldn’t be further from the truth though; social media is a vital tool in boosting your brand’s optics, increasing acquisition and getting your name out there.

While you might not be able to match the might of powerhouse marketing departments, there are several things you can do to strengthen your current strategy. With that in mind, here is Social Nucleus’ 5-step guide to social media marketing for small businesses.

 

Different Methods for Different Platforms

Let’s start with the basics; don’t put out the same type of content on different platforms. For example, Facebook is a great way of connecting with prospective customers more colloquially. Here, those that have liked your page are looking for product updates, promotions or even just a witty post!

However, if you’re making a post for LinkedIn, then the audience is going to be very different. LinkedIn is the ‘professional’ social media, those using it are often looking to make business connections or find work. Here, you might find avenues for B2B marketing or raise engagement through posts that give a deeper insight into your own business.

You have to consider the constraints of certain platforms as well. While Twitter may afford a lot of versatility in terms of the content you can put out, you only have 280 characters to deliver it effectively. Posts will have to be short and snappy, but you may find it difficult to convey your message with such limited space.

Then you have the more visual platforms, like Instagram and YouTube. Here you’ll have to navigate the difficult realms of photo and video content, which require completely different skillsets. The production value and consistency of posts will determine your success. While you can get away with unstructured posting on Facebook and Twitter, you’ll need a carefully planned routine for these platforms. If your followers are used to seeing a couple of posts per day, plus stories, and you suddenly stop, this is going to negatively affect your engagement.

This might all seem like a lot to take in, but it is only a very brief outline of what you need to do for different platforms. The reality is that it takes a lot of work and time to craft engaging content that leads to conversions, especially on such a wide birth of social channels.  

 

Tracking and Optimisation

This isn’t exclusive to social media marketing, but it is an important point nonetheless. When running any campaign, you need to ensure you are constantly monitoring its effectiveness. There are a variety of metrics to consider like reach, click-through rates and bounce rates.

If an aspect of your campaign is underperforming, then it’s time to review what is and isn’t working and optimise. You may only need to make a few tweaks, but the results could be seismic. Constant analysis and action are needed if you want to consistently hit your engagement and conversion targets.

 

Scout the Opposition

If you’re struggling to come up with ideas, then there is no shame in looking at your competitor’s strategy. In fact, this can be immensely beneficial and is a widely used practice across digital marketing.

A good way to do this is to identify two or three brands you consider to be your top competition and examine the type of content they’re putting out. You need to look for reoccurring themes in the language used and the way the messaging is delivered. For example, if all your copy is presented in block paragraphs, but the competition is using bullet points or listicles to break up the information, this could be an indicator that you need to switch up your style.

Similarly, you’ll be able to see specific keywords or phrases they are using which could spark inspiration for your own messaging. It’s not about copying, or even emulating their strategy, but if your biggest competitors are all using the same language in the same way, then that is something you need to consider.

 

Social Media Management Tools

One thing that will make your job infinitely easier is a social media management application, such as TweetDeck and Hootsuite. Instead of manually creating each post when you need it, these types of software will allow you to schedule whole campaigns well in advance.

They also let you manage every page or brand you’re overseeing without having to log in or out to switch. Using these won’t make or break your strategy, the onus is still on you to create engaging content after all, but they will prove greatly efficient.  

These tools go back to our earlier point of analysing and optimising your content. Some applications will allow you to precisely track your engagement and conversion rates, as well as a slew of other metrics. These are invaluable in identifying campaigns that are running well and those that are underperforming.

 

Know your Audience

This might seem a little basic, but you would be surprised how many brands use generic messaging. While targeting a broad audience with your ad copy and content can produce results, creating specialised sets for certain crowds and angles is absolutely essential. 

Before the start of any campaign, whether it’s paid ads or trying to drive traffic organically, you need to identify potential audiences to target. A good way to do this is to imagine a customer that would be drawn to your product and ask yourself a few questions; where are they from, how old are they, etc. This is a creative exercise that can help visualise the type of person your messaging needs to appeal to.

 

Call the experts!

Just because you don’t have the resources for a dedicated department, that doesn’t mean you can’t enlist professional help when looking for social media marketing for small businesses. At Social Nucleus, we offer a variety of services that can bring out the best of your brand on any social platform. We will craft an effective launch strategy for your ad campaigns based on analytics and information provided by you. On top of that, we’ll work within your budget and regularly update you with key information for your campaigns, where you can improve and recommendations for scaling. Get in touch with us today and take your digital presence to the next level.