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Meta ads are a great way to target new customers and bring more visibility to your business. However, before creating your Meta ad campaigns, there are a few things you should think about to ensure the best results. In this blog post, we’ll go over what you need to consider when creating Meta ads with the goal of targeting new customers.

 

1. Know Your Target Audience: Before creating a Meta ad campaign, it’s essential to identify your target audience. You need to know who your customers are, their interests, their demographics, and their location. Understanding your target audience will help you create relevant and effective Meta ads that resonate with them.

 

2. Define Your Goals: What do you want to achieve with your Meta ads? Are you looking to increase brand awareness or drive traffic to your website? Knowing your goals will help you create Meta ads that are tailored to achieve those objectives.

 

3. Create Compelling Content: Meta ads are all about catching the attention of potential customers. You need to create compelling content that stands out from the competition. Your Meta ads should be visually appealing, concise, and have a clear message that resonates with your target audience.

 

4. Choose the Right Ad Format: Meta ads come in different formats, including images, videos, and carousel ads. Each ad format has its unique advantages, depending on your goals and target audience. Choose the right format that best suits your objectives. For example you may choose a video creative to demonstrate your product or service or showcase your brand, compared to a carousel ad which could be more suited to showcase a range of products or new launch of items.

 

5. Set a Realistic Budget: Meta ads can be costly, depending on your target audience and ad format. Set a realistic budget that aligns with your goals and target audience. Consider starting with a smaller budget and testing your Meta ads to see what works best before increasing your ad spend.

 

6. Monitor and Optimise Your Campaign: Monitoring your Meta ad campaign is crucial to its success. Keep track of your ad’s performance and make necessary adjustments to optimise your campaign’s results. Use metrics like click-through rates, conversion rates, and engagement rates to evaluate your Meta ads’ performance.

 

In conclusion, Meta ads can be an effective way to target new customers and grow your business. To create successful Meta ads, make sure you consider your target audience, set realistic goals, create compelling content, choose the right ad format, set a realistic budget, and monitor and optimise your campaign’s performance. With these tips, you can create Meta ads that resonate with your target audience and help you achieve your business objectives.

 

If you are still struggling and would like further help on launching meta ads built to convert, please get in touch here.

Helloo spring! After what feels like an eternal winter in the UK, it’s finally time for some warmer weather- and time to switch up to spring-themed campaigns.

From paid ads to email to SMS, read on for a dose of creative inspiration to make the most of the new season in your marketing strategies.

 

 

Select your angles

Before we dive into each marketing channel, let’s go through some of the key angles you could use this spring. Depending on your brand and audience, you might find some of the following a great springboard for connecting with your customers at this time of year:

 

-Spring cleaning – many view spring as a time to reset, declutter and refresh- so why not encourage your customers on why your product/service is an essential investment/replacement this year?

 

-Outdoor activities – with the arrival of more favourable weather, customers are more likely to spend time outside- so it’s time to identify what they’ll be doing, and match their needs and interests (from sports to camping to gardening).

 

-Spring trends – particularly in the fashion industry, spring calls for a new wave of trends for the warmer temperatures and activities customers typically engage in this season (from day trips to picnics to sunny holidays). What might be trending in your industry, now winter’s a thing of the past?

 

-Easter – the principal date to highlight in your calendar, Easter weekend is coming up (Fri 7th-Mon 10th April). From virtual egg hunts to vibrant graphics to egg-cellent themed copy (mind the pun), it’s time to get creative and theme up for this holiday.

 

-Spring travels – with the Easter holidays and May half term, your customers might be planning a trip- so it’s important to target the greater likelihood of vacations and staycations. Why should they bring your product along with them? Why is your product travel-friendly?

 

Target pain points in paid ads

Make your brand stand out within the influx of spring-themed content on socials. Your audience will be in the spring mindset- so it’s important to consider and address their pain points, lifestyles and needs at this time of year. Theme up your ad copy and creative to address the change in season.

As well as the angles above, consider promoting a spring-themed promotion to push site clicks and conversions. Encourage customers to celebrate the beginning of spring with a treat, from 10% off their purchase (with a themed code) to a bundle deal.

 

Engage your subscriber lists

Whether it’s email or SMS (or better yet, both), your subscribers offer you the highest loyalty, making the perfect audience to get those creative juices flowing! Theme up your email templates and SMS phraseology (think: pastel colours, nature, flowers, blossoms). 

You could offer your subscribers exclusive discounts to commemorate the start of spring- across your site, or for a specific collection that ties well with spring and activities your customers might typically engage in.

 

Be creative on organic socials

Time to show spring some love on your socials! Engage your audiences with spring-themed content, such as:

 

-Creating themed graphics/infographics that your audience would enjoy and value (for example: ‘how to declutter your space this spring’)

-Sharing your favourite things about spring (a great way to show ‘behind the scenes’ content and elevate your engagement rate)

-Running a spring-themed poll to nurture follower engagement

-Utilising trending sounds to celebrate the coming of the new season

 

Reset for Q2

As April rolls around, the next quarter presents a great opportunity to assess what’s working and how you can optimise your content and campaigns for improved performance over the next few months. Ensure to plan content calendars ahead of time to produce the highest-quality content, and look at key performance metrics (from email click rates to organic engagement) to see what needs particular attention. The ‘spring refresh’ includes your content output, too!

 

Want stellar content for your brand?

If you’ve got the vision, but need the execution- that’s where we come in. Get in touch with our team to see how we can help elevate your marketing strategy and scale your brand in Q2 and beyond.

Book a call now to discuss all things paid advertising, from social media ads to email marketing to UGC.

 

In March 2020, the COVID-19 pandemic entirely redefined the structure of the way we lived our lives both personally and professionally, with many office-based businesses left with no other option but to adopt remote working. 

Fast forward almost 3 years to date, many businesses (including here at SN) have still opted to keep remote and hybrid working as a permanent part of their business model, due to the numerous advantages that come with this style of working. 

If you’re still apprehensive about making WFH a permanent part of your business then we’ve got you covered, as we share the top four favourite benefits of working from home. 

 

Flexibility

Although it goes without saying, working from home can do wonders for your work schedule and general organisation. Your morning, lunchtime and evening routines are free for you to do as you like without the stress of planning around commutes or rush hour traffic.

This point is particularly beneficial for employees who are parents or carers, as remote or hybrid working allows more time to focus on important personal responsibilities such as the school run or getting to appointments.

Improved work-life balance & general well-being 

Whether your ideal morning is getting in an early beneficial workout or a cheeky lie-in to recharge, working from home allows you to easily manage your time and focus on things that are important and personal to you! 

In fact, 47% of people say that thanks to hybrid working they’ve seen a significant improvement in their mental health and well-being, which in turn has made them feel valued as an employee. 

 

 

Increased productivity

Working in an office is great for connecting with your team and is an easy way to stay social. However, as many of us know too well, sometimes the office environment can cause distractions away from your work… 

Working from home allows more control and flexibility around interactions .i.e responding to emails or Slack notifications in your own time, and pausing notifications altogether when you don’t want to be disturbed. 

On top of general freedom of communication, WFH allows you to work in whichever way you feel most comfortable with the freedom to change your work settings (i.e from the bedroom to your study) and even location (i.e going to a workspace or work cafe).

 

Environmental benefits

With the world going greener, there has been a huge amount of pressure on millions of businesses to go net zero by 2050…

Unless you’re lucky enough to walk or cycle to work, unfortunately, the majority of our daily commutes impact the environment via increased C02 emissions, but thankfully this can be solved by switching to a WFH pattern for you and your employees. 

When the initial WFH order was announced in March 2020, globally we saw a huge drop in pollution as a result of the sudden shift in daily commutes. Studies have now shown that a whopping 7.8 billion vehicles aren’t used each year for those who work at least part-time from home! 

 

 

Here at Social Nucleus, we’ve seen first-hand how beneficial a WFH structure can be for both our team and the work we produce, and we wouldn’t be able to achieve the same groundbreaking results without it! 

Book a call today and let’s discuss how we can take your brand to the next level. 

When you’re in the paid social ads game, it’s important to stay in close touch with audience behaviours and tendencies. You need to know what makes your target audience tick, in line with changes to how we consume content on social media. Read on to find out how to adapt your paid ad strategy to today’s social media habits, and the key metric you need to pay attention to.

 

What you need to know

We’re now grappling with even shorter attention spans and multitasking scrollers- think about your compulsion to satiate your attention span by scrolling Instagram while you watch Netflix, for example. Or your rather brutal, subconscious decision-making the second you scroll to every new video on TikTok- if it’s not immediately interesting or entertaining, your thumb knows the drill.

There’s a greater need to capture social media users within the first 3 seconds that they’ll view creatives- and us marketers need to adapt. The metric to optimise is the Thumbstop Ratio; ie  the percentage of people that stopped their scroll to view your ad. Ie your 3-second video plays, divided by total impressions. This metric is vital if you want to succeed at paid ads- the higher it is, the better.

 

Here’s a basic chart to determine how high this KPI needs to be:

Above 40% : Excellent

30-40% : Very good

20-30% : Average

10-20% : Need for serious improvement

Below 10% : Problematic

 

How to improve your Thumbstop Ratio

Here’s the buzzword for boosting your Thumbstop Ratio : the HOOK. Visually and verbally, you need to capture your audience’s attention from the outset. This goes for video/UGC (User Generated Content), graphics and copy- let’s break it down so you can start creating FIRE scroll-stoppers and take full advantage of high quality content.

 

Video/UGC (User Generated Content)

• Be selective with your first clip – show the product straightaway (ideally with a human face or hand in shot) and get to work with dynamic transitions every 1.5-3 seconds.
• Test initial hook text that does well at triggering instant interest, curiosity, or FOMO- keep them short and eye-catching. 
• Ensure you use pumped-up music to keep audiences watching.

 

Graphics

• Use an eye-catching headline that speaks to the audience’s pain points/problems/interests. Any other, smaller copy can talk about product details/key USPs/how it solves the problem.
• Keep things simple- don’t overcrowd the graphic with imagery and text. Pull the audience in with easily digestible visuals and a design that appeals to their demographic.
• Add any offers/deals to attract attention and incentivise further time spent on the ad to find out more.

 

 

Caption copy

• The first line (your hook) needs to speak to your audience- reel them in with a rhetorical question or an appealing statement. Keep it short and punchy to allow the caption to be easily digestible.
• Visually, your copy needs to look like an easy read- break down chunks of text into smaller sections or bullet points. There’s nothing more scroll-worthy than a block of text that the audience immediately thinks is too much to devote time to.
• Use relevant emoji to pull in attention. They’re colourful and fun, and depending on your brand image, a great way to communicate your message.

 

Think like your audience

It’s important to be critical with your ads, and put yourself in the shoes of the social media user persona – appeal to short attention spans and make the experience of your ads as immediately valuable as possible.

You might find a long pan shot interesting on your video content, but your audience has infinite media to watch- and their time is precious. If it’s not engaging enough, you’ve got to be brutal – just like your audience’s decision to scroll (which is often on auto-pilot, responding to their screen stimulus).

Once you’ve mastered the art of scrolling stopping, apply the same dynamism to the rest of your creatives, and you’ll soon see the incredible difference this rather merciless practice will make to your Thumbstop Ratio- and to your ad results overall.

 

Need help to make this vision a reality?

That’s where we come in. Our expert team is always clued up on what’s working, from audience habits to trends to techniques that work. No matter your audience demographic, our dynamic results-driven testing method is proven to help get you the results you’re looking for.

Partner up with us for a built-in paid ads team to put all this into practice and get your audience talking. Book a free strategy call with us to find out more and see how we can help your brand get to the next level.

In today’s digital age, businesses have a huge choice of marketing channels to choose from. From email to social media, there are many ways to reach out to potential customers – new or existing. One channel that often gets overlooked is SMS marketing. SMS marketing involves sending promotional messages directly to customers’ mobile devices. In this blog we are breaking down five reasons why businesses need to adopt an SMS marketing strategy:

 

1. High Open Rates – SMS messages have incredibly high open rates. In fact, it’s estimated that 98% of text messages are opened, compared to just 20% of emails. This means that SMS messages have a much higher chance of being seen by potential customers. This is particularly important for time-sensitive promotions or urgent messages that require immediate action. 

 

2. Personalisation – SMS marketing allows businesses to personalise their messages to individual customers. This can be done by including the customer’s name in the message or by sending messages based on their past purchases or preferences. Personalisation can help businesses create a more meaningful connection with their customers, which can lead to increased loyalty and sales.

3. Cost-Effective – Compared to other marketing channels, SMS marketing is relatively inexpensive. Most SMS marketing platforms charge per message sent, which means that businesses only pay for what they use. This can be particularly beneficial for small businesses with limited marketing budgets.

 

4. Reach a Younger Audience – SMS marketing is particularly effective at reaching younger audiences. Studies have shown that younger consumers are more likely to respond to SMS messages than older generations. This is because younger consumers are more likely to use their mobile devices for communication and are more comfortable receiving messages from businesses.

5. Increased Engagement – SMS marketing can help businesses increase customer engagement. This is because SMS messages are typically short and to the point, which makes them easy for customers to read and respond to. Additionally, SMS messages can include calls-to-action, such as “click here to learn more” or “reply with YES to claim your offer.” These calls-to-action can help businesses drive traffic to their website or increase sales.

 

In conclusion, SMS marketing is a highly effective marketing channel that businesses should consider adding to their marketing mix. With high open rates, personalisation, cost-effectiveness, the ability to reach a younger audience, and increased engagement, SMS marketing can help businesses build stronger connections with their customers and drive sales.

 

If you want to implement or improve your current SMS marketing strategy then get in touch here! 🚀

 

When your profession falls within the realm of digital marketing, you are essentially required to be spending more time on those pesky little apps more frequently than the average person, which brings a whole different meaning to ‘bringing work home with you’. This can often lead to what is known as social media burnout, and potentially a lack of motivation within your job role. 

But how do you take a break from social media when it’s your literal job? Well, the solution isn’t always easy, but as long as you take these necessary steps, we may be able to mend your problematic relationship with social media.

 

But first, what exactly is social media burnout? 

According to Mayo Clinic, general burnout is defined as “a special type of work-related stress — a state of physical or emotional exhaustion that also involves a sense of reduced accomplishment and loss of personal identity.” Although it is not deemed a medical diagnosis, experiencing burnout can lead to more complicated conditions such as depression and physical health issues. 

You don’t have to be a social media manager to experience burnout, however, according to a 2018 study, social media burnout is its own phenomenon with its own unique symptoms at times, for example: 

 

–  Emotionally and physically exhausted

–  Increase in anxiety

–  Emotionally drained

–  Inability to focus or finish tasks

–  Finding no value in your work

 

So how do we tackle this? Read on to learn our top 4 ways how to avoid social media burnout.

 

1. Set strict boundaries with your post-work routine 

Although this is easier said than done, it is vital that you dedicate a good portion of your time post-work, to step away from the screen and anything work-related (trust us, your screen time will thank you later…). 

With social media being your profession, the lines can often be blurred as ‘checking that one quick notification’ can often have you sucked in for 30-plus minutes…so you need to learn how to quite literally unplug yourself. For example: 

 

– Log out of your work email and social accounts

– Turn off notifications for work communication channels i.e Slack

– Or simply keep all work accounts off your personal devices

 

As the saying goes, out of sight out of mind. Being able to have that disconnect period will not only help with your work-to-life balance but will also improve your overall motivation during working hours.

 

2. Schedule some time for yourself  

Yes, we know this is the most cliche contender on this list but sometimes cliche is the only answer! Even if you’re consuming social media in a more ‘leisurely’ way, you still haven’t allowed your brain (and eyes!)  time to rest and wind down. 

Just like a good portion of the gen-z and millennials, simply ‘putting your phone in another room’ only adds more stress and anxiety to the burnout you are already experiencing (in other words, the dreaded ‘FOMO’ takes over), so it is key that you invest in some good old-fashioned self-care so you actually enjoy your time away from your screen. 

Tip: Consider pausing your social media notifications so those pings and buzzes don’t tempt your hand to start scrolling…

Block out some time each week (whether it’s during work or after) to do at least one of the following: 

 

–  Indulge in  foods that make you and your body feel good

–  Close your laptop on your work breaks, and avoid checking your socials

–  Incorporate a non-screen-related activity into your weekly routine

–  Replace instant messaging with phone calls or face-to-face dates

–  Schedule strict time in your diary for screen breaks throughout the day

 

Don’t get us wrong, it is completely unrealistic to expect someone to completely ignore their phone for hours for the sake of “avoiding burnout”, but dedicating at least 2 hours of your day to a screen-free activity will do wonders for your mental health and work to life balance.

 

 

3. Do nothing…no we mean like nothing

It’s not unheard of to feel the unsaid pressure of ‘making every moment count’, especially during out-of-work hours and days off, which in turn actually turns our leisure time into, well…hard work. And yes you guessed it,  this will only add to the burnout you are already experiencing. 

Take time for 100% downtime, and this does also mean as little phone use as possible. Due to your job role, your brain automatically links these apps and activities to work. If possible, you should dedicate these ‘do nothing days’ to essentially detoxing your brain i.e not looking at a single social media notification for a whole 24 hours. 

Although challenging at first glance, having these ‘do nothing, see nothing days’ can work amazingly if incorporated into your routine strategically. 

 

 

4. Ask for support

According to Inc.com, one of the industries with the highest turnover rate in relation to burnout is Social Media and Marketing, due to many struggling to find that work-to-life balance. 

You may have tried every trick in the book, locking your phone away, cooking a delicious meal or having a hot bath…but your burnout is still stronger than ever.  At this stage, you should reach out to a trusted colleague or manager to express your struggles so that you can work together to establish your next steps, as your mental health is a priority. 

Remember, you are a valued member of your team, creating some outstanding work! Your teammates should always have your best interests at heart, and admitting you need some help, whether that’s mentally or simply just on a project, is nothing to be ashamed of.

 

At the end of the day, we are all only human and experiencing burnout does not make you a bad employee or bad at your job, sometimes we just all need a ‘do nothing day’, which in turn will not only benefit your company but your health and wellbeing overall. 

Need some support with your social media planning?

Get in touch with our expert team today by booking a call – we look forward to hearing from you!

Want to improve your site performance, and lower your bounce rate? It’s time for a landing page refresh. The most successful landing pages take the viewer on a journey from pain point to solution, no matter if they’re completely new to the brand or if they’re returning to the site to compare with competitors.

It’s vital to invest time and effort into your site experience- to build a strong first impression following from your paid and organic marketing efforts. In this article, we’ll go through the most important things to remember as you embark on creating a high-converting landing page.

First up, what sections are vital to include on your landing page?

 

Hero section

The very first section on the page, complete with a memorable headline and eye-catching visuals to capture attention and interest. Show the product, either static or in use, and address the audience’s main pain point(s) in the headline.

 

 

Social proof section

Tied to the hero section (as seen in the above example), make sure the audience can see straightaway that your product can be trusted. This could be in the form of ratings, testimonials, publisher accreditations, or short-form quotes that relate to the audience. If you’ve got UGC of your product- create a gallery! A video speaks a thousand words when building the audience’s confidence.

 

‘Why’ section

This section gives your chance to pitch to your customers – why should they care about your product? What does it provide? What does it solve? What makes it different from any competitors? 

 

‘Shop’ section

Once your customers start to learn about your product and what others are saying about it, it’s time to give them a clear opportunity to buy. Outside the CTA buttons distributed across your page, this section allows you to collect up all the vital information about your product (what’s included, features, variations, price etc) plus further incentives to buy (trial periods, free shipping etc).

 

You might like to include multiple sections for each type, if there’s lots to educate on and you don’t wish to overload your page visitors. Just make each section unique and provide value of its own.

Now we’ve set out the key structure to follow, it’s time to share some website wisdom. Read on for the proven strategy to create a high-performing page that speaks to your audience.

 

1 – Lead with education

How to keep your audience engaged from start to finish, as soon as they cast their eyes on your site? Educate from the beginning- in the initial headline, tell them how your product can solve their problem, to ignite their curiosity. 

As they scroll through your page’s contents, you’ll take them on a journey from problem to solution, and why exactly this product would be valuable to them. You’ll educate them, engage them, and motivate them to buy- they’ll get value from you, and in return you’ll get a more likely sale.

 

2 – Build trust with social proof

Make sure you lead not just with your words, but the powerful words of your customers. Outside your main social proof section, there might be good opportunities further down the page to include a headlined quote, or a featured UGC review- anything that will further encourage visitors to progress to purchase.

 

3 – Give plenty of opportunities to convert

Think about audience experience at all times. Make CTA buttons feel natural to their reading experience – but subtly powerful in encouraging them to make a purchase. Ensure there’s always an opportunity to move to conversion in all stages of the scroll-  but ensure you hit that sweet spot between overly-persuasive selling and an absence of clear CTAs.

And- ensure the audience members that make it to the bottom of the page get a unique push, after absorbing all the value you’ve given them as they’ve scrolled the page. All things considered, what do they need to hear?

 

4 – Be creative with layout

Avoid your landing page looking text-heavy- keep your audience engaged by making your educational content easily digestible, via labelled images, infographics, swipeable sections, etc. Images are more memorable than text blocks- think how you can keep your product in your audience’s minds.

 

 

And that’s a wrap! Your introduction to creating high-flying landing pages that stand out from the rest. Your website is where it’s at; no matter how great your paid/organic marketing is, this is where your customers are convinced to purchase from you- so make it really count! 

The key buzzwords to remember here are: education, value, engagement and memorability. By striving for these, you’ll be able to impress customers and elevate your site to a whole new level. Don’t stay behind the curve- it’s time to get ahead 🚀

 

Want to boost your eCommerce results?

That’s where we come in. Get in touch now by booking a call with our expert team- we’re looking forward to seeing how we can help you!

No matter how good your paid marketing campaigns and flows are, if you have a poor-performing website, it will significantly hinder your sales and overall conversion rate. You should see your website as your store & being the most important place within the marketing funnel as this is where customers decide whether to purchase from your store or not.

 

In this blog post, we will highlight 5 key ways to optimise your website’s conversion rate – 

 

1) Improve User Experience: A user-friendly website that is easy to navigate and visually appealing can positively impact your conversion rate. Ensure your website is mobile responsive, loads quickly, and has clear calls to action. Mobile e-commerce sales in 2022 hit $415.93 billion and this number will keep getting bigger YoY- so having a website optimised for mobile is highly important.

2) Highlight Unique Value Proposition: Clearly communicate what sets your products or services apart from your competition. Highlight the benefits and unique features of your offerings to help build trust and credibility with potential customers. This needs to be communicated effectively in your brand’s TOV.

3) A/B Test: Regularly test different elements of your website, such as your call-to-action button or landing page design, to see what resonates with your target audience. Use data and analytics to inform future designs and optimisation decisions.

4) Personalise the Experience: Personalising the user experience can increase engagement and conversion rate. Use customer data to create a more personalised experience, such as product recommendations or personalised greetings.

5) Streamline the Checkout Process: Make the checkout process as simple and straightforward as possible. Minimise the number of steps, eliminate unnecessary form fields, and provide clear and concise payment and shipping options. Ensure the checkout process is secure to build trust with your customers 

In conclusion, by improving your website’s user experience, highlighting your unique value propositions, testing different elements of your website, personalising the user experience, streamlining the checkout process and adding a pop up to your landing page, you’ll be doing all the right things to boost your website’s conversion rate, ultimately leading to an increase in sales.

If you want to improve your sites performance, please book a call with us here

If you’re new to the world of paid media or running ads in general, all the terms and phrases that come with the process can be quite daunting at first glance (don’t worry we’ve been there!).

To help ease you into the world of digital advertising, check out our essential list of metrics you need to be paying attention to when running a campaign, what they do and why they matter.

 

Hard Reporting Metrics: Ads

 

• Click Through Rate – CTR:

CTR should be one of the first metrics you prioritise as it tells you how well an ad is performing, how well it engages customers and gets them onto the site.

• Frequency:

Simply this tells you if the audience is a good size and if the set-up of the campaign has been constructed correctly. These metrics go beyond basic cookie measurements to help you understand how many times people were shown your ad across different devices, formats, and networks.

• Cost Per Click – CPC:

CPC is going to inform you of the ads campaign’s performance. 

Top Tip: If the frequency is low but the CPC is high then it’s likely not a very engaging ad, so you should prioritise iterations or refresh creatives/copy to improve this.  

• Return on Ad Spend – ROAS:

When purchases start to come through this is the perfect time to be checking ROAS via Facebook Ad Manager or your preferred third-party platform. Your ROAS is a good indicator of your overall ad performance whereas, blended ROAS is an actual source of truth for your marketing efforts as a whole.

• Conversion Rate – CVR:

Once a consumer has clicked on your ad, it’s time for your site to do the rest! This is the ideal point to be checking your CVR to ensure everything is working smoothly from audience quality to purchases made. 

Tip: A low CVR can represent a poor-quality audience or that an error may have occurred on your site i.e incorrect landing pages or dead links. 

• Cost Per Acquisition – CPA/CAC:

Your CPA is a super simple metric, which can make a huge difference in your ongoing strategy. It shows how much it is costing you to get a single purchase and is great for collecting the right data when re-targeting customers and creating creative iterations. 

• Average Order Value – AOV:

This is a great metric to show how easy it will be to scale your campaigns. For example, If the AOV is really low you could try a bundle in the ad creative, show multiple products on the PDP or add an upsell CTA to the landing page. 

• Cost Per Thousand:

This metric is important to show the overall cost of your advertising, per one thousand advertisement impressions via your site or landing page.

 

Hard Reporting Metrics: Shop

 

• Marketing Efficiency Ratio – MER:

Your MER is the percentage of sales that have been spent on ads. And in this case, the lower the number, the better! This metric will give you a true reflection of the efficiency of your marketing efforts.

• New Customer CPA – nCPA:

This is an important metric to watch when looking to break down what part of the funnel you need to work on. The pulse of your brand’s advertising should always be reaching new customers and it’s important to keep a consistent flow coming in.

• New Customer ROAS – nROAS:

Going hand in hand with your nCPA, your nROAS shows sales from your new customers/ blended ad spend and is a great way to show if your new customer marketing efforts are delivering well.

 

Soft Reporting Metrics: Ads

 

• Thumb-Stop Ratio:

Simply put, your Thumb-Stop Ratio shows how well your thumbnails are performing when stopping people from scrolling on the platform. Without a good thumb-stop ratio you may find it hard to get people engaging with your creatives.

• Hold Rate:

Your Hold Rate answers the question of ‘How long is the audience watching the video for?’ – and again, helps when going forward with creative iterations. For example, could changing the transition or hook help increase your hold rate? 

Top tip: People don’t mind longer content, as long as it’s engaging! 

• Average Watch Time – AWT:

Alongside your Hold Rate, the AWT metric is a good indicator to show when people are dropping off or start scrolling past your content. For example, if the majority of your audience is scrolling after 6 seconds, what can we improve after that 6 seconds to make it more engaging? For example, do the clip transitions need to be quicker, or are there any unengaging clips that can be removed?

• Click Quality:

With your Click Quality, this will help identify the overall quality of your site speed/landing pages i.e if the bounce rate is higher than usual, are you appealing to the right audiences and is everything working cohesively for the customer experience? 

• First Time Impression Ratio:

Finally, the First Time Impression Ratio allows you to see what percentage of your audience is actually new. It gives a real picture of your audience and is vital when it comes to prospecting audiences.

 

 

And there you have it! That’s the complete rundown of our essential marketing metrics that you need to consider when approaching your brand’s advertising. 

If you’re looking to take your digital marketing strategy to the next level, get in touch with us today at [email protected] to find out more.

Let’s set the scene : you’ve got a product or service to promote to customers, and you’re communicating its value via your chosen marketing channels to reach new purchasers. But once your business is up and running, your existing customers will become your biggest asset.

It can cost up to 5 times more to acquire a new customer than retain an existing one. But it’s not just the all-important cost to consider here. It’s that intangible but insanely important concept known as brand loyalty. 

Increasing customer retention (ie generating loyal customers) by only 5% can increase your profits by 25-95%. And it’s 3 times more likely that an existing customer will purchase from you, compared to a new customer. Let that sink in.

 

 

Loyal customers will be your company’s lifeblood. They already know you, they already love what you sell, and they’re more likely to advocate for you to their family and friends. So it’s important to keep your relationship with them transactional – give them value back, engage with them, and they’ll more likely return to purchase again and again.

An important aspect of your marketing strategy should be relationship marketing. That is, strengthening your relationship with your customers via your marketing channels, from your social media content to email marketing. This involves considering and addressing their needs, pain points and interests as you move through the year – and providing content that will resonate with them, whether it’s entertaining, educational or inspirational. 

The end result? Increased brand loyalty. They’ll feel a connection to your business and the values you stand for – because you’ve blurred the lines of the business/customer relationship, instead cultivating a strong tie of shared values and trust. Your ‘brand’ won’t be seen as an impersonal name or service, but a giver of value, inspiration and confidence.

 

Why is brand loyalty important?

Once customers get to know you and like what they see, from a strong first impression at the first sale, their advocacy will grow. By delivering a consistent experience, with a TOV that connects with your customer base, from your marketing efforts to your customer service, your customers will more likely come back for more. 

 

 

If customers value what you provide, via consistent activity across your channels, they’ll be more likely to purchase again from you and tell others to give you a try. Think of it like a strong friendship of sorts- if you keep nurturing them, they’ll do the same for you. And your brand will have a considerable band of supporters behind it, strengthening your brand image.

Consider a brand you feel loyal to, and ask yourself why that’s the case. Do you identify with their values? Do you feel inspired, entertained, motivated by the content they create on socials? Did they provide infallible customer service, going above and beyond? 

There’s many ways to boost brand loyalty- and it can be a long game. There might be many competitors out there- how can you stand out, and go the extra mile, to surpass expectations? We’re here to help with that.

 

How to boost your relationship marketing, by channel

First of all, a key factor to consistently keep in your mind : your customers’ experience of your brand. It’s not what you think they’ll value, but giving attention to what works – eg what gets engagement on your socials, what prompts a positive review. Keep doing more of that as you grow your awareness of your customer base and what’s important to them.

 

Social media

This is most likely the most common touchpoint for your customers to stay up to date with your brand and engage with content you create. After you’ve chosen which channels best suit your audience, from Instagram and Pinterest, to Twitter and LinkedIn, it’s time to place ‘engagement rate’ on a pedestal. It’s not just how many followers you have, but whether people are engaging well with your content.

So give them plenty of opportunities to do just that. And keep it varied. From value-based infographics to educate them around their interest niche, to BTS content that they might find entertaining or relatable, figure out what your audience best responds to. What do they like, comment on, save?

Prompt communication by asking questions, creating polls- and reply to engagement in good time. Your followers will love to feel recognised and valued by you- and they’ll more likely come back for more.

 

Email marketing

With your email channel, you’re one step ahead. Your subscribers chose to sign up to receive updates and exclusive perks from you – all you need to do is nurture that relationship, and keep it consistent. Segment your audience according to their past activity (purchases, browsing history), and create campaigns that would resonate with them – and gently encourage them to purchase from you.

It’s also crucial to create email automations that communicate a message to your audience at significant times- such as when they abandon cart, or they haven’t purchased for a while. How can you get back in their radar in a personable way, without sounding ‘shouty’?

Ensure your subject lines are enticing to sustain a good open rate, and put time into create value content, delivered straight to their inbox. This could be a ‘how to’ article linked to a product you wish to push, or a blog feature designed to inspire.

 

Customer service

It’s important to ensure your customer service and marketing team are aligned, with shared goals for building customer loyalty. Whether by phone, email or live chat, your customers’ contact time with you should feel personalised to their individual needs and journey with your brand. Taking the time to log all customer details in a CRM system is a great way to offer a fully personalised experience, that will make your customers feel valued.

 

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As we’ve seen, a vital part of your marketing strategy should be catering to the relational aspect of customer relations, and making your brand feel like a dedicated allyship to existing customers. They’re often your company’s lifeblood, so make sure their relationship with you extends beyond their first checkout completion, and you’ll both enjoy the value of a win-win situation.

If you want to secure a marketing strategy that goes beyond the transactional, our expert team is here to help 🙌 Get in touch with us now to find out more.