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10 Marketing Skills To Double Your eCommerce Sales in 2018

Do you know which was the first ecommerce business? Or which eCommerce business first achieved profit in the industry? Jeff Bazos launched Amazon back in 1995 but they achieved first yearly profit in December 2001 (Fourth quarter). Amazon survived after dot com burst and became a giant player in online sales business. Each and every day new eCommerce business launches and shutting down and only they survives in the industry who knows how to grab and retain customers with effective eCommerce marketing strategies. Let’s talk about some marketing skills which help you to double eCommerce sales in 2018.

If there is any business which sells products, makes money and in most cases, even making profits; it should be eCommerce business. But this was not the case for some time. Five years ago, eCommerce was quite different from what it is today.

The bottom-line was not so robust as it is today. Ecommerce Stores have embraced new ways to market themselves. And if your ecommerce store is struggling to join the league of profit making online stores, here are some skills you must develop right away. As 2017 is already gone, it is better you start now so that 2018 can be marked as an year of record-breaking sales in your timeline.

#1 Content Marketing for eCommerce

Bill Gates predicted it in 1996 and rightly mentioned the importance of content. The truth is no different today. Content is undoubtedly the King in today’s marketing. No business can hope to win customer’s attention without content.

Why content wins?

content-is-kingImage Source

Well, there are various reasons behind this but when it comes to eCommerce, content can be helpful in different ways explained below:

  • Compared to the cost involved, other forms of advertisement are not feasible in generating leads or conversions
  • Telemarketing has literally hit a dead end, thanks to call identification and blocking mobile apps
  • Networking is soon running out of its shine as a potential mine for leads

Pro Tip:

For eCommerce businesses, it is always challenging to keep unique and compelling content for their product pages. In such situation, the right content strategy will make your website unique as compare to your competitors selling same product. Proper implementation of user generated content can be best bet for you. Here is the best example of BestBuy.com utilizing this opportunity by asking for product reviews from the buyers:

In other words, content marketing can become best marketing weapon for your eCommerce stores if planned and implemented properly.

#2 Data Collection and Decision Making

“He who wants to have pearls must dive below. “

~ John Dryden

Putting that age old adage in today’s context, he who wants to know customers up close must search for data. As the old age saying goes, if you want to know how to make customers buy and what excites them into a buying frenzy, you must first know their preferences.

Thanks to advanced web technologies like user heat mapping, Data Mining, etc. it is now easy to read customer behavior like a textbook. There is plenty of data coming in from various sources which, if segregated and analysed properly will help one find pearls, or in this case, customer behavioral pattern.

Once you have a clear picture of your customers’ preferences, fine tuning your online selling strategy to satisfy them is a task easily done.

Especially when you are marketing for specific festival, data provided by agencies on customer intent can play best role.

#3 UI/UX Design for All Different Devices

The year of 2018 will repeat like any other previous years, but with better design. UI and UX have become critical checkpoints for customers to like or dislike an online store. If your store has a brilliant UI that can deliver engaging UX, you are saved.

On the flip side, go back to drawing board and fabricate a new UI design that will delivery high on UX. keep perfecting it until the UX goes from being good to great. Be informed that missing falling short of delivering an upscale UX will cost you more than 38% of online customers (Source: Adobe). Recent study shows that the mobile sales has already surpassed the desktop sales and it is growing rapidly, you must optimize your UI for all different devices.

#4 Web vs Mobile App Version

Don’t ignore mobile app! Yes, if you are not having mobile app for your eCommerce business, you may loosing good amount of business. It will help you to stay connected with buyers with push notifications about your offers and exclusive promotion for mobile app users.

If you are having limited budget and want to manage A basic understanding of HTML and CSS can go a long way in maintaining and modifying your online store. Moreover, how long can you spend money hiring a web designer or a freelancer for every single modification?

A better proposition will be to learn few hacks in web development that will help you prep your website, both in terms of design and functionalities. Further, once you learn to code, you will be able to exercise more control over your marketing and SEO optimization.

#5 Shopping Ads + Dynamic Re-marketing Ads = Best Combination

If done right, eCommerce stores can reap several benefits from shopping ads. Although it seems to be complex on the onset, its functioning can be easily understood with some effort. Once you understand how shopping ads works and how its results can be measured you will see big improvement in conversions and can save on cost per conversions as compare to search ads.

Google shoppings ads iphone x

You can explore the various possibilities of display advertising through dynamic display ads, video ads, search network ads, display banners, etc. all of which can be done on your own using free and paid web tools. Some Internet platforms to try display advertising include eCommerce websites, high-traffic websites, blogs, video sharing websites, social networks, etc.

Pro Tip:

Start building remarketing list audiences based on different actions and serve dynamic display ads optimized for specific audiences. It can dramatically improve the view through conversions can result in better ROI. Here is the best example of how amazon is showing ads (Dynamic remarketing) of the product I visited recently.

#6 Email Marketing

Email marketing has the magic potion to lure back those customers who abandoned their carts mid-way. You can do email marketing in three modes:

  1. As regular promotions for ongoing sales offers
  2. Scheduled shooting of targeted offers to specific customer groups
  3. Re Engagement campaigns that will sustain the brand loyalty of customers

email marketing

Image Source

Now, the difficult part – should you outsource or do it yourself? In 2018, we suggest you take the DIY route. If you manage to do email marketing on your own, it will not prove to be cost-effective but will also help you pitch to your customers in a personal tone. Outsourced agents may not help you achieve that personal tone in an email pitch.

See how Petflow multiplied its conversions through personalized and targeted email marketing campaigns.

As you can see from above, they have set a fetching email subject line, a visible display of their product rating, a very prominent discount offer, product recommendations followed by real customer feedback. Now, as a customer can you resist ignoring this email campaign?

Steps for email marketing (When ecommerce store should shoot emails)

#7 Importance of SSL certificate for eCommerce

Norton, Symantec SSL Certificate, AVG Security and the other members of the online security industry are raising warning sirens about growing eCommerce frauds and scandals. If you thought cyber security is all about securing your data, you are wrong. It also has a marketing edge to it.

Your organic SEO ranking is largely dependent on your online store’s security. Google, since 2014 has been tweaking its algorithm to rank those websites with proper security higher than those without proper security measures.

That is why we recommend investing in a well-chosen SSL certificate that will encrypt your website. It will not only secure your domains and sub-domains but will also go a long way in boosting conversions.

Moreover, cyber security also earns customer trust. It gives them an assurance that their personal data is kept safe from hacker’s prying eyes. Displaying trust seals in your website will also help boost customer retention rates.

#8 Search Engine Optimization

Search Engine Optimization, popularly referred to as SEO is the cornerstone marketing tactic that is helping online businesses grab customer attention by the collar. SEO primarily revolves around the use of targeted keywords and phrases that customers commonly use for getting work done.

Why is SEO important for you? First of all, it is free! If you can create organic traffic to your website through SEO activities you stand to profit quite a lot in terms of marketing spending.

Secondly, it is highly productive. Google and other search engines have created a level field where in those web pages with the right SEO marketing tactic can rise above without any difficulty. eCommerce marketing should always have SEO strategy at first place as it drives the maximum traffic and sales.

SEO is easy to understand and master, thanks to tons of free materials available online. Right from scratch to advanced SEO techniques, you can master the Internet and make it work for you.

Pro Tip:

Traditional SEO technique will not help much when you are working to promote eCommerce website with 100s or 1000s of products. Here, formation of URL structure and categorization with highly targeted products along with properly utilization of canonical tags is very important.

#9 Video Marketing

“Forrester researcher Dr. James McQuivey estimates that one minute of video is equal to 1.8 million words.”

A video can convey a message better than a full-page article. Video production is ramping in scale across the digital marketing universe. Moreover, a video can easily communicate with a viewer easier than a written article or a designed graphic.

Video creation has become easier and affordable thanks to the many apps that are available in app stores and video sharing websites. In fact, YouTube itself offers a Video editor and Photo Slideshow creator with which one can create 1080p videos for marketing purposes.

Can it drive conversions? Unbounce reports that including video on a landing page can increase conversion by 80%. Now you know why video marketing is a skill you cannot afford to miss in the coming days.

#10 Social media marketing

Do you know? Social media has evolved as an entire marketing tool of its own. Social listening is the next Big Thing that will change the way we shop and browse for everyday things.

If you thought getting likes, retweets and favorites for your posts were nothing significant, think again. For an online brand like Amazon, eBay or even PayPal, social media is a powerful weapon to beat competition and to mark their own market share.

Here are some social media channels worth exploring to build your online presence in 2018:

  • Facebook
  • Twitter
  • LinkedIn
  • Pinterest
  • Instagram
  • Quora

Users always find it compelling to share with their immediate social circles about their recent buys or wish lists. In such a scenario, social media can also double up as a virtual platform for word of mouth publicity. Stores that provide public sharing of customer purchases have a fair chance of winning more traffic & conversions.

Conclusion

In 2018, eCommerce industry is all set to sail into a higher turnover range. Is your online store prepped to take a share of the market? Most importantly, are you in tune to market your store better? These 10 online marketing tactics will boost your store’s presence way more than what you can do with a paid agency.

Start learning right away and put yourself on the launch pad to eCommerce success. Do not forget to keep in mind the needs and wants of your end users when you are scheming for new marketing campaigns. In the end, Customer is King.

6 Data Driven Social Media Marketing Strategy to Promote Your Business Online

Out of billions of people who make resolutions at the beginning of every year, approximately 9 percent achieve their goals. Most people set goals that they unconsciously believe are unattainable. Some of the Social media marketing agencies fall in the same category because their marketing strategies are too broad and impractical. You should implement proper social media plan driven by data to make crucial decisions if you want to succeed in social media marketing.

It is not a rocket science! If you focus on these six simple points, you can instantly improve the performance of your social media campaign and achieve results beyond what you have expected.

1. Set SMART goals

The funds spend on social media are expected to double from 2014’s $7.52 billion to $17.34 billion in 2019. The only way you can make a mark on the social media marketing industry is by creating measurable and time-sensitive goals. By doing this, you will not only have more traffic to your website, but you will also track your business growth. As a social media manager, you stand a lower chance of fulfilling your clients’ expectations if you do not make data-driven social media goals. The following is an outlined procedure on setting clear attainable and measurable social media goals in just four steps:

Smart GoalSource: https://blog.weekdone.com/smart-goals/

  • Create specific, measurable, achievable, realistic and time sensitive goals (SMART): For the goals to be specific, they must be clear and straight to the point. A measurable goal is one that has metrics which can be analyzed. The realistic element of a goal shows whether the goal is achievable in the set time and available resources or not. Lastly, for any goal to produce relevant results, it must have a time-frame. Other strategies for creating goals include vision-based and growth-based techniques that can be customized to produce desired results.
  • Identify your goal metrics: Several social media metrics are very effective depending on your goals such as the intriguing metric method. This method involves measuring the high, low traffic and conversion to find the biggest opportunities for growth.
  • Audit your social media profiles: To be able to track your growth and if your strategy is working, you need to know in what state you were. By doing this, you make it easier to analyze the current metrics.
  • Review your efforts towards goal vs targeting: This is a very crucial step if you want to succeed in social media marketing which most businesses ignore. Receiving and reviewing feedback gives you the assurance of achieving the set goals on time.

2. Which social media platform is best for you?

Once your brand or product is up and running, you will need to put in more effort to get the word out there. Unfortunately, it is a cumbersome task to accomplish because it requires making well-informed decisions based on dynamic data trends of social media platforms. Over 69 percent of Americans are using at least one social media platform to share information, learn or for entertainment. This begs the question, which platform is best for marketing your business?

popular social mediaSource: PewInternet.org

Here I recommend selecting social media platform by considering various factors listed below:

  • Type of Business (B2B or B2C) – If your business is only targeting B2B audiences, Linkedin is the best platform to connect with fellow business owner. For B2C, other social media platform can give better result as compare to Linkedin.
  • Target Demographic – You should start with the social media platform where you can find your prospect easily. Lets for example, if your product is for women only, you should start with Pinterest. The reason is very obvious, out of all adults who use social media in US, 38% of women are using Pinterest as compare to 15% of Men.
  • Target Location – You should choose social media platform by considering the popularity in specific location. Lets for example, If your target location is Chine, non of those popular social media platform will work for you as in China, WeChat is the most popular social media platform and you should start with it.

Apart from this, you can also consider the type of content (text, visual, data), micro data like interest, age, revenue, job profile etc to choose the most suitable social media platform to start with. Here is the data associated with each social media platform that will help you to choose the one for your brand.

#1. Facebook has the largest number of users with close to 2 billion as of the beginning of 2017. It has 1.28 billion daily active users logging in. If you plan on marketing your product and services to the age group between 18-29 years, Facebook is the right platform with 88 percent of them. Also, Facebook has the highest number of users over 60 years. Many insurance companies and pension funds take advantage of it.

Suitable content: Visual content with detailed text post will perform best at Facebook

#2. Twitter is very popular social media platform with over 317 Millions active users. If you are targeting US audiences, 21% of total social media users based there are on Twitter. If your product or brand is targeting both male & female audiences, Twitter can be the best platform for you.

Suitable content: Small and catchy tagline along with image / gif / video can perform best at Twitter. You can use twitter to connect with you industry influencer who may advocate your brand or services.

#3. Pinterest is dominated by brands that market female-oriented products and services. These may include fashion, food, books and home decor. Out of all women visiting social media sites, 42 percent are Pinterest users, therefore, making it easier for brands in these niches to market themselves.

L’Oreal Paris is the best example of how brands are using Pinterest:

pinterest

Instagram has half a billion users and is the most targeted platform for creating a brand awareness campaign by posting beautiful photos and videos. However, bear in mind that you cannot include links to a website along with your posts, hence it is a challenge to use this platform for marketing. Instagram is the best platform for branding and visual content can do the magic. Nowadays, various eCommerce brands are effectively utilizing this platform to generate sales though various methods discussed here.

Based on these social media statistics, you can choose the best platform for your business depending on your target market and growth rate.

social media active usersSource: smartinsights.com

3. Get content production right

There are several creative Ad types in the market each for a specific audience. Communicating accurate information to the right audience is what makes an Ad campaign successful. For example, a brand awareness campaign is most effective when the content not only entices the users to click on it but also provides more information about the brand.  The content must be remarkable and compelling to attract the user’s attention. Many businesses are globally recognized because of an effective brand awareness campaign such as the App engagement ads on Facebook shown below.

EyeSight Challenge

On the other hand, App installs involve showcasing the app’s primary purpose and vision to get new users to sign up. I have tested the App install ad for one of our in house application and here is the result:

App Install ads result
You can see that the cost per install is just $30 and we received around 41 downloads withing small time frame. The number can be increase by considering your target countries and the type of app.

If you are new to content production for social media, the best method is to study your competitor’s campaign and review engagement. This will give you best idea on which content is performing better and test the same with your audiences. Other options include Offer Claim ads, website conversions, Clicks to website and event ads which you can take advantage of depending on the content and your target audience.

Don’t hesitate to take help of tools available online, they will provide you best insight about popular social media content and will do your job easier. Looks like BuzzSumo analyzes content which works well in the industry, therefore, giving an insight into the social footprint of the business. You can search content by category and study its social shares which gives you great input on planning your next content strategy.

4. Timing. Timing, Timing

Every social media platform has low, medium and high peak hours where you can publish content. Despite the 1.28 billion daily active users on Facebook, getting your desired organic reach needs a tactful approach. Wednesday through Sunday are the most recommended days to post, Thursday being the best. It is now wise to post your content during the wee hours because they are the least optimal posting times. According to the statistics, ensure you keep the posts short and clear. Videos are far more useful with or without sound on Facebook.

Best time to post on facebookSource: SproutSocial

Twitter is a leading giant which businesses use to communicate with their customers. Therefore, the best days to post are Monday through Thursday between noon and 3 pm. Always follow some of the key leaders in your industry and avoid posting in the wee hours.

Best time to post on TwitterSource: SproutSocial

Having the highest per-follower interaction rate of 2 percent, Instagram has the most number of users joining daily. Here, the more enticing you make your post with colors, emojis, etc., the more clicks you get. Monday through Friday are the best days to publish content with Monday leading in stats. 2 am, 8 am and 5 pm are the most optimal times to post.

Others like LinkedIn, Pinterest, Google+ follow similar patterns to Facebook and Twitter.

Fortunately, you don’t have to keep tracking the times to post because there are a variety of tools used to schedule posts. You can choose the one according to your requirement that helps manage all your social media profiles at a go and schedule posts.

5. Be feedback friendly to track the right metrics

Tracking the right metrics helps monitor the progress of your social media marketing strategy. The following metrics are tracked:

  • Growth of followers
  • Posting schedule – Comparison between posts published on different time of the day & different day of the week.
  • Likes, reactions to post, comments & replies
  • Tags
  • Audience demographics
  • Organic reach
  • How much content is shared
  • Use Google analytics to obtain referral traffic data
  • Examine click rates

Keep your eye on these metrics and consider them while working on next content strategy for your social media campaign. Over a time, you will see the huge improvement in performance that can result in better ROI. If you serve the right content to the right audience, you will definitely see the improvement in these data. Here you need to focus on who is your target audience and accordingly serve the ads for better engagement.

6. Don’t get lazy. Be consistent

Consistency is an essential element for a successful social media campaign. However, you need to take care of self-promotion on the platform. Using the scheduling tools mentioned above, the promotional messages on your profile should not be too many too often. At what ratios are you posting and how consistent are you in keeping optimal times? If done right, these two elements of a post can have a very high number of engagements. Post engagement works like an immediate word of mouth and brings in more likes.

Conclusion

More business owners and entrepreneurs are getting familiar with the concept of social media marketing as the years go by. Therefore, it is important to gather as much information as you can that will make your business thrive in the industry.

Finally, conducting in-depth research on social media strategies for other companies in your industry will ease the transition. The success of your business depends solely on getting the word out there about your products. Implement these strategies for your business and experience an increased ROI.

Have You Tried Facebook Canvas Ads? If Not! You Should Check This DIY Guide

We have been managing paid advertisement campaigns for many clients and Facebook ads is one of the most effective source of paid traffic. Recently Facebook has launched Facebook Canvas Ads, the new ad type with some amazing visual facilities. To test the performance of this ad type, we created and optimized few campaigns and the result was very impressive. By end of this article, you will learn to create Facebook canvas ads and some amazing optimization techniques.

If you are already familiar with Facebook ad features; skip this paragraph. For rest, read on. Facebook offers various paid marketing features helps small & medium businesses, ecommerce business, individual professional and other advertisers to advertise their business and services for specific audiences. Facebook ads allows you to advertise individual pages to boost likes, mobile app install ads to increase your app downloads, content marketing ads to boost your post reach and the most important dynamic product ads for e-commerce businesses. You can also run re-marketing campaigns on facebook which I found very effective in eCommerce business marketing.

Facebook’s Canvas Ads is one of such ad type come up as a pretty amazing mobile experience for end users, especially when it comes to checking out ads. Quite similar to the Instant Articles tool, it allows publishers on Facebook to share their posts and content instantaneously, thereby cutting down on the time end users have to wait for the posts/ads to load. Further, you are allowed to create a unique ad experience by the use of texts, videos, images, product feeds, carousels and more.

Canvas Ads are also optimized for smaller mobile screens and users will find it quite easy to get done with the process. The easy and self-explanatory publishing tools by Facebook ensure that your compilation is instantaneously ready to be uploaded and shared. Finally, the Canvas also offers a link to the advertiser’s website where and interested audience can expect to know more about the product and service.

Overview of Facebook Canvas Ads

According to Mary Meeker’s Internet trends 2015 published at SlideShare, mobile digital media time in USA is 51% as compare to desktop which is 42%. On an average, each mobile user spend 2.8 hours on their smartphone which is very high as compare to 2.4 hours on desktop devices. Here is the chart depict bigger picture.

mobile internet trends
For advertisers, it’s one of the top platforms to generate lead and expected conversions by targeting this ever increasing mobile audiences.  There have been several reasons why Facebook’s Canvas Ad feature is being fast accepted into the advertising realm. As a game changer, it offers faster engagement on mobile device while ensuring that the personal space of the end user isn’t intruded upon. Further, with content taking a pivotal role in marketing, Canvas Ads provide the perfect answer. Finally, Canvas Ads easy enough to setup and doesn’t take a lot of understanding and brainstorming. You might have various business strategies to boost your online business but you shouldn’t miss the paid advertisement of Facebook. Below image demonstrate one of such Facebook canvas ad running on mobile device.

canvas ad example

#1 Benefits to brand

With Canvas Ads, brands can hope to portray their personality onto the content the end user sees. Engagement has been a priority in modern day marketing and Canvas Ads seem to provide that “much needed” fresh platform to get the audience curious and respond. With virtually zero load time, Canvas Ads fit right to the demands of the impatient ‘mobile’ user.

#2 New design and good engagement

With Canvas Ads, Facebook has opened up the opportunities like video and carousels to give advertisers, the much needed creative space. Slow loading pages have been the top reason why potential customers have abandoned websites in the past but Facebook Canvas changes it all.

#3 Loads Faster

Canvas Ads are perfectly optimized for mobile usage. As already said, there is a virtually ‘zero’ load time for the ads. It could be understood as a mini version of mobile websites but effective enough to get in the leads that would have otherwise switched to a different seller/brand/website.

#4 Pricing and auction is the same as other Facebook ads

Finally, and not the least important is the pricing. Advertisers on Facebook can expect the same charges as had been with other Facebook ad streams till this point in time. So, if you have been operating on Facebook, it’s time to try this new interesting ad platform!

How to Setup Facebook Canvas Ads

Beginning to tell you story in a more engaging way doesn’t ask for much! All it takes is a Facebook Power Editor tool. Needless to say, Power Editor makes the story telling even more customizable and this is yet another advantage with Canvas Ads.

To create a Canvas Ad through Power Editor, follow these steps:

  • Login to your Power Editor Account (You can find one from above link)
  • Go to your account and click on “Create Campaign”
  • Choose your objective
  • Compete the Ad Set procedure (Optimization, Placement, Pricing, Interests)
  • At the Ad Level select the page and choose Canvas in destination section
  • Click on + Sign to open the builder tool
  • Edit Untitled Canvas field and give new name to Canvas
  • Click on > Sign and choose theme you required for your Ad

Pro Tip – Kindly optimize your ads for your target audience by adding right placement & interests to increase the CTR of your ad.

You can also create a Canvas from your Facebook Page directly. Just unlock the Canvas Builder and go to the Power Editor. Follow these steps:

  • Go to the ‘Publishing Tool’ on your Facebook page
  • Click “Create” when you locate the option for Canvas
  • Click “New Document” to start with a new Canvas Name
  • The “>” sign would take you through the rest of the process of choosing the background, theme, etc

Once you created Canvas from publishing tool then you just need to choose canvas in power editor at the time of setting up Ads.

Facebook Canvas Ads Builder Tools

The most important part of the Canvas Ad Power Editor is the builder tools and they come in several forms. Note that whatever you changes in builder tools you can see the live preview of your ad on the right side.

Header: The Header would be the image that will remain fixed on top of your ad. Invariably, you will have just a single header. For a brand, this could be the company logo. For best result the recommended image should be 882 x 66 pixels. You can also set background color and opacity in your header image.

canvas header image

Photo: They are images that can be added to your Canvas and Facebook allows as many as 20 photos for each canvas created. You can choose how these imaged would be displayed and how the audience interacts with them. You can also set the display image scale as Facebook provides 3 different settings for it.

Note – You can only set destination URL if you selected Fit to Width (Linkable) option from Image Scale section

canvas photo image

Button: The button Link would contain the URL of the website that you would want your customers to navigate to. It could be the link to your ecommerce store or even an event that has been created on Facebook.

canvas button section

Call to action is really important while setting up any Facebook Ads. Jennifer Beese explained detailed Facebook Ads stats on Sprout Social where she also described the importance of call to action text and how it is important to boost CTR.

facebook cta buttonsNote – Kindly click on Add Component to add other components to canvas ads.

add component

Carousel: This would be an image series and subsequent links that the audience will be able to swipe across as they interact with your ad. The carousel ads can contain a maximum of 10 images. However, ensure that they are uploaded in either of JPEG or PNG format.

carousel ads

Text Block: This would be a blank space that can be used to enter a text to provide more information to the audience. The text block can be customized according to the desired font, size, color, alignment and styling.

text section canvas

Video: Facebook Canvas allows for a video to be embedded into your ad. However, it should be less than two minutes and with a minimum resolution of 720 pixels. The first frame of your video would also be its thumbnail. A good video can make a lasting impression here!

video section

Product Set: For ecommerce marketers, this would be a catalogue of products that can be displayed in your ad. The products that you add to the canvas will be randomly displayed and you can choose a maximum of 40. This can be best way to promote your product catalog and drive most relevant and engaging traffic to you eCommerce website.

product set canvas

Pro Tip – Once you set up the canvas ads, you can manage and optimize it directly from the Power editor or your Facebook Ad Manager account. If you are setting up canvas ads for long term, make sure to set good budget along with wide interest areas to boost clicks & conversions.

Bounce rate is also important factor to understand the ad’s performance. Append URL parameters to your ad’s landing and regularly check the bounce rate of your Facebook Canvas Ads campaign from Google Analytics. This strategy will help you to improve Ad design and landing page experience.

Facebook Canvas Ad Demo

Below is the separate visual sequence of Facebook canvas ad we created for travel community portal TheIndia. (Actually it will run in single window but to show you different frames, we took this screenshot).

theindia fb canvas ads
Benefits for eCommerce businesses

As easily understood, Facebook Canvas Ad will maximize the potential of your outreach using the top products that your website sells. Brands that have been able to create a thoroughly interactive and unique video get the advantage of more shares and reach. Facebook Canvas Ads also allows you to show dynamic product ads by setting up the product set in builder tools. Further, the property of Facebook Canvas to take the customer directly to the website would be a huge plus for all kinds of ecommerce businesses.

Facebook Canvas has been a recent addition to the platform’s advertising outreach. Several advertisers have already signed up for it and enjoying huge growth in leads and sales and its your turn now!

If you stuck anywhere or need any help related to Facebook ads, do write me at jignesh[at]OLBUZ.com or visit our contact page and send your query. I will get back to you withing 24 hours.

Learn How Social Media Life Cycle can Cultivate Marketing Master Plan

Every new product goes through a strict sequence of stages starting from the initial launch/introduction of the product in the market to growth, gradual maturity and subsequent decline. This life stage of the product is termed as Product Life Cycle and its length is highly defined by market trends, product type, product quality and other factors. Product life cycle or PLC of every product impacts its marketing mix and strategy. Further, sale, demand and marketing strategies applied to the product vary on its exact stage in PLC. Each stage can be extended or shortened according to the requirements of the business.

Also Read – 6 Social Media Management Hacks to Boost Your Productivity

Social media, just like other things is a product, and attaches a PLC to it. If you remember the Yahoo Chatroom, then you already know that once they were a hit, but today, they cease to exist due to various reasons including new products (Facebook messenger, WhatsApp, Gtalk, etc), changing demands/trends, spamming and inappropriate usage. Similar has been the fate of MySpace and we can also comfortably say that someday, even Facebook will be a thing of the past. The length of each stage in social media, as already said, depends on how the owners/developers keep up with the change and continue the excitement/adoption by bringing in new technologies and service offerings.

Any social platform will go through four different stages in a PLC. Marketers have and can adopt different strategies to exploit the market conditions fully in each. Here the biggest question for social media marketer is; how to utilize this information to get most out of different social media website?

Here’s explaining each stage and tips on utilizing this information to promote your brand over respective social media websites.

Stage 1: Introduction

Google + was started by Google after receiving an invitation to participate in a “badge of honor” group that was available only to a select few. Pinterest, the popular photo bookmarking website was also initially started as an invite-only platform. The perception of exclusivity was what led to early adoption of the product/platforms and subsequently in faster growth and recognition instead of being commercial.

New websites are constantly being launched by most of them fail to make a mark due to lack of relevant marketing and user experience. Even in case of Facebook, it was launched in 2004 but limited to a select user base till 2005 – 2006 (Except some countries) until the owner had enough market feedback to extend it for people across the globe.

So in this stage: For social media marketers, one should participate in early stage of the launch and understand the opportunities. One should atleast give initial attention and keeps their eye on the growth of website. If you start participation at early stage, your brand will also get advantage of early adaption and grow social media website. Shoutout your brand on various social media channels before 2 or 3 months of launching. Grab the attention of target audience by organizing online contest or free give aways. Social Media is still not the best platform for marketing but it helps in mouth to mouth advertising once you achieve certain level of online audiences.

statista-marketers-chart

Above Statista chart shows how different marketers use social media for branding or marketing their products. B2B & B2C marketers mostly prefers Facebook as their marketing platform because they can easily grab their target audience. Micro blogging site Twitter and professional marketing platform LinkedIn are also very effective platform for marketers. Video marketing has been always on high when it comes to launch major products online because this is the 2nd biggest search engine in the world.

Stage 2: Growth

audience

This would be better referred to as the “I am hearing a lot about this” stage. A social platform grows when people begin to talk about it everywhere. It may be your friends, co-workers, kids or fellow traveller who would give you the happening news. An eagerness and curiosity drives more and more users to experience the “talked-about” product/service and as a result, an overall growth takes place.

Growth means now product/service has reached adequate mass and it is ready for commercial purpose to generate more profit. Other marketers prefer to advertise their product on those social media which are having increasing or high mass. Being a advertiser you must get benefits from this growing audiences and should heavily promote your products and brand. Most of the brands spend their social media marketing budget to websites which are in Growth stage. Advertisements are immune system of any brand so do some paid advertising on certain social media platforms like Facebook & Twitter.

In the growth stage, several changes ensure that the users always find something new to talk about and spread the news. Facebook said to be in the growing stage as it introduces newer elements regularly.

Stage 3: Maturity

business innovation

This is when everyone who possible could have experienced the product and aren’t getting anything new out of it. Maturity is the stage of constancy when owners fail to come up with any new element in the product line. The maturity stage depends upon the flexibility of the product and newer launches in the market. Instagram for instance has a limited service offering as compared to Facebook and it can be quite expected that Instagram will reach its maturity earlier than Facebook. The growth stage needs to be constantly postponed with new offerings, adding new features to users if they are to remain in the market for a longer time. Once your brand became successful then give attention to customer’s online feedback and that is the best maturity level for any online brand to maintain stability in the market.

For marketer, they should decline the spending and divert their budget on social media websites which are in Introduction or Growth stage. If you are getting good ROI from the website, you should keep promoting there but rather than relying on single website, you should start searching for alternative.

Stage 4: Decline

As we all knows that, the expectation of users will always increasing and will demands more and more. When social media websites failed to satisfy users need then service consumption may decline. This is the stage where existing users are quitting their registrations instead joining the network.

Yahoo Chat, Orkut, Classmates.com and MySpace are good examples to understand this stage. Once a product is fully mature, there is little that marketers can do to finally experience the decline stage. Social media marketers should stay away from the websites which are in decline stage and start diverting their budget in finding platform which are in Introduction stage.

Conclusion:

Creativity and research is the key to enabling any social platform go through a long PLC. The wise social media markers must keep their eyes on PLC of the social platform. This information can help you to better understand the performance of platform and can help you to strategize your future social media marketing endeavors. Do you know about PLC status of different social media platform operating today? The answers will always lead you to a better strategy.

6 Social Media Management Hacks to Boost Your Productivity

Social Media is a relatively new channel, which is used extensively by individuals and businesses. It is the go-to medium for the latest news, trends and information on a vast number of topics. Such is the impact of Social Media that some businesses are using it to aggressively market and promote their products, solutions and services. While it is commonly believed that latest technological advancements and an ever-increasing number of Social Media platforms can accommodate the requirements of different scale businesses, juggling a set of activities such as interacting and engagement with the target audience becomes extremely difficult. This is because they need to put in the same level of effort and time for every product and solution on each of the Social Media platforms.

The scenario is likely to remain the same or even get worse, given the fact that Social Media trend is here to stay in the near future with the addition of a more features in the existing platforms. Take the case of Facebook, which keeps reinventing itself time and again. Businesses therefore, have to match the pace with the rapid changes without diverting from their original course of action. This is where Social Media Management tools come in handy. With advanced features and functions, these tools effectively enhance business productivity. To know how these tools can help your business strategies, take a look at some essential hacks.

1. Have a prior plan before you choose any tool

The business environment nowadays is ferociously competitive. Therefore, it is a flawless digital marketing strategy that will give you a smooth sailing and help you stay afloat in the cut-throat competition. Before you chose any tool for Social Media Management, chalk out a plan that will include the platforms to focus, the activities that will drive more traffic, branding or engagement for your business and the amount of time allocated to each project. This is a great way to channelize your efforts while using the tool(s) and bring benefits your way. When you have a clear strategy, it becomes easier to choose a tool that will help implement the same.

2. Multitasking from single dashboard

Just having a social media account on all popular platforms will not really helps your digital marketing plans because you have to actively engage on several accounts at one go and that is next to impossible. Let us assume that you have several accounts each for Twitter, Google+, Facebook and LinkedIn. It is not viable to manage all these accounts in real time to carry out your digital marketing activities until and unless you have an “army” of Social Media professionals working for you round the clock! By using unified dashboard, which is a prominent feature of most Social Media Management tools, you can monitor and manage several (sometimes even unlimited) accounts from a single place. This in turn does save a lot of your valuable resources and allows you to carry out other activities.

3. Automatically schedule all your posts in advance

Automation

Sharing content with your target audience is what brings in great visibility for your brand. But then, posting all content haphazardly does nothing but overwhelms your audience and can lead to great confusion. There is also every possibility that they completely ignore your posts because you choose to publish them at the wrong time! Twitter for instance, relies on timely content and to make the most of this platform you need to post your Tweets at a time, when your audience is the most active. Even then, posting an array of content at once will lose the desired impact that you wanted to create, no matter how interesting the topic is! Automated scheduling of your posts across all your accounts using a Social Media Tool does the trick here. You can save as many content as you want in the dashboard and keep them in the pipeline to post them at the right time (and at the right place of course). Another underlying advantage is that you can have fresh content updated on all your accounts, even in your absence. This takes us to the next point.

4. Get post suggestions to publish on all your accounts

The best way to reach out to millions of your potential customers is to keep post topical content on various Social Media platforms. What proves to be a major hindrance in this step is that you need to filter the posts and timely publish them on all your accounts. Use your Social Media Management tool to find relevant content, curate them, save drafts and choose different times to publish them. You can also get the option to publish the same post on different platforms at a given point of time. This saves your efforts as you don’t have to turn the internet upside down for new posts. Just use the tool and get access to unlimited share worthy content on different topics to maintain consistency in publishing across different platforms.

Bufferapp, Socialpilot and Hootsuite are few of my favorite tools that offer all these functionalities I have discussed in point #2, #3. Post suggestion facility is only available in Bufferapp and Socialpilot. Whereas in Hootsuite, you can get post suggestions by following your favorite social media accounts in which you will see their real-time updates that can be scheduled to share at your all connected accounts.

5. Easily analyze your Social Media footsteps

Foot Steps

Another way to enhance your business productivity by using Social media tools is that you can analyze your footsteps on various platforms. These tools bring forth easy to read and comprehend reports of all your Social Media activities and help you gain a much-needed insight. For instance, you get to know which accounts do you derive maximum traffic from, when is the customer activity highest on a particular platform, which posts do the clients appreciate the most and what drives them to take a call to action. This analytics report can be used to work and rework on your existing digital marketing campaign and derive maximum returns on your investment.

6. Available as a mobile app for increased mobility

Now let us come to the most important aspect of enhancing productivity using a Social media tool, which is by using them in the form of a mobile app. Yes, there are tools which are available as web apps as well as mobile apps. All that you need to do is install them in your handheld devices and get instant access to the dashboard and manage your Social Media activities. This gives you mobility and empowers you to take fast decisions on the spot, without having to be glued constantly to a seat. Feedly is one of my favorite app that allow me to add RSS feed from my favorite blogs. I can easily share interesting content with my social media account directly from Feedly dashboard.

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In a nutshell, it is not that tough to capitalize on the best features of Social Media tools for enhancing your business productivity. Just implement these hacks and there will be no looking back for you!

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