How local businesses can improve ROI on ad spend

There’s really a variety of reasons why it is difficult for local business marketing to make a profit on social platforms. The biggest thing that I’ve seen over the last eight years in my work with local businesses is, “number one they have a more limited budget. Even the larger local companies tend to just spend a little less than a similar-sized”.

Online business in terms of their Facebook and Instagram ads, you need to make sure that every single dollar being put into your marketing is producing a Return On Investment. This gives people the confidence to spend more and increase the budget typically. There’s also a little bit less in terms of support staff.

You really have to work extra hard to make yourself stand out.

Show them why they should come to you or buy from you especially when they may be able to do it a little bit easier with an online company. There is also definitely a lack of training in the online marketing space that’s really specific to local businesses. That’s obviously what I hope to talk to you about today.

One of the biggest problems that I see is the disconnect between sales that are actually happening in the business and the online marketing statistics. Most people could not tell you, “Hey let’s take a look at our ads manager account.” Okay, how did that translate into real sales?

Most likely they would have no idea and that’s what we really want to overcome. Hopefully, all of you guys will have a much clearer understanding of how you can close the loop on your advertising.

What Determines Return On Investment?

The first thing is to have a plan that actually maximizes your potential for profits. Thus, having an offer that is focused on growing the revenue, not just putting something out that you think looks cool.

We also want to make sure that you have a really easy way to produce content and creativity.

Return On Investment is not just based on the dollars you’re putting into your ad. Spend it based on your time or the time of those that work for you.

Time is money!

Somebody’s putting their effort into these things. If they’re taking way too long, if there’s an easier and faster way to do something; you’re not going to see as strong of a return as you could if you were able to do that same thing a little bit faster and a little bit better.

Finally, we want to get more conversions from our paid ad leads.

Again this is a really big problem marketers are often talking about; the low-cost per leads that they’re getting business owners. Maybe they’re talking about that but sometimes they don’t even know what the cost per lead would be for them. However, that is not what matters.

The only thing that matters is, sales are revenue, is the return on investment.

So if you don’t know how much money was produced from those groups of low-cost leads, you’re missing out on a lot of important data. You could have invested a lot of money into something that produced no real tangible results at all sometimes. This is going to give you the ability to say, “Okay we’ve got a lot of leads but none of them are converting. What’s going wrong here and how can I fix this?”

Different Ways That Can Maximize The Return On Investment:

You need to know your numbers!

This is often overlooked by really everyone that I speak to, but this is going to be the basis of your entire online marketing strategy. You do need that profit.

Profit-Driven Offer.

You also want to have a really effective ad strategy that works, that’s why we’re here to talk about Facebook and Instagram ads.

You want to have a really effective and easy to create content, creative, and conversion as well as a solid tracking method. Hence, knowing your numbers, things like:

    Must have a set budget
    Should have a cost per lead goal,
    Have a cost per acquisition
    imperative goal

All of these things are going to be crucial to establishing how much you can actually pay for a lead.

If your cost per acquisition is going to allow your business to grow then make sure that you’re focusing on the right number. Facebook likes do not pay the bills. There is a place for engagement and engagement style ads but keep these things in mind:

    Stop looking at reach
    Avoid looking at impressions
    Don’t focus on the likes
    Start looking at the numbers that will actually help you grow your business.

These are the things that you really want to focus on. Too many people have no idea what they’re even looking at or what they’re looking for. They don’t even know if their ads are working or if they’re failing and that’s not a good place to be regardless!

If you are the business owner or the marketer, I see this problem in both spaces. There is a set of formulas that you guys are going to want to use to calculate the numbers for your business or for the business of your clients. These are all very important in terms of understanding.

What Strategy Do you Specifically Need to Reach Your Financial Goals?

Hopefully, everybody’s got a snapshot. This is going to be a real-life example of those formulas. If you want to see how that breaks down, definitely take a photo of them. This is the first thing that I would do anytime.

When I am working with our agency clients in my training program, I go through all of these numbers with the students because if you know what it takes to actually acquire a customer, what their lifetime value is going to be for you, you will have a very clear set of guidelines.

This is when my ads stop being profitable for me. If you don’t have this you’re essentially guessing. Maybe you’re asking friends “Hey, do you know what is a good cost per lead in this industry?” Just because they think it’s good doesn’t actually mean it’s good!

Again, it doesn’t actually mean that any of your ads are converting. So, stop pulling numbers out of thin air and really get specific in terms of what a business can afford to pay.

What you should be paying, and if you get X amount of leads for X amount of dollars.

This is the revenue that should be produced based on lifetime value and conversion rates. So, spending very smartly is really important in achieving that maximum ROI.

    Have a dedicated marketing budget that can be anywhere between 5% and 12% of your overall revenue. It really depends on how aggressive you want to be.

    You also want to make sure that you’re dividing your budget between the three different traffic temperatures and the different types of ads.

    You also want to make sure you actually put enough money towards your advertising to see real results.

Too many people want to get into this space. They’re just underspending, and when you do this, you prevent real testing from being done, which is what is really going to allow you to find those winners much sooner. They’re also shutting things off way too quickly because again, they don’t understand the numbers.

    Give things enough money
    Give things enough time

… and when you have the foundation of your financial numbers behind you you’re going to know a lot more of what you should be doing. You will know with 100% certainty when it’s time to throw in the towel on a certain campaign.

Have questions? Drop them below. Want to talk about working together? Visit alliebloydmedia.com/book to schedule a time to talk!

Facebook Experiment: A Tool In Testing Facebook Ads

Q: A lot of our audience members are navigating Facebook ads for the first time. Can you please do a top-level walkthrough of each of the elements found in the new Experiments section — What are the tests it replaces or combines? What information do they provide? Why is that useful?

A: THEY DO NOT APPLY TO PAST CAMPAIGNS OR ADS

A/B Tests

  • Testing campaigns manually
  • We could do a/b tests and split tests on ads, but not on the campaign as a whole
  • Can only test MOVING FORWARD
  • Campaign Budget Optimization Tests

  • Also called CBO, this kind of test is trying to help you understand if CBO is helping or hurting your ads. I tend NOT to use CBO for local business clients.
  • It has not historically provided excellent results. However, it’s something to continue testing as CBO may one day be the only option we have, and they continue to change and improve these options that we have access to.
  • Holdout Tests

  • This kind of test is not a great idea for local businesses since transactions happen offline, but if you have a precise conversion that can occur WITHOUT someone seeing your ad, you can test it.
  • Holdout Tests is trying to help you understand if your ad is the reason someone took action.
  • Brand surveys

  • Trying to measure how well people remember your brand after advertising, or what their opinion of the company is after seeing it.
  • Have to have spent over 10K in the last 90 days to be eligible.
  • Very interesting, running one for my agency right now.
  • Q: A quote from Facebook states, “When measuring the effectiveness of a campaign, carefully consider the implications of using those results to inform future decisions, while A/B testing can provide relevant short-term insights.” Can you clarify how we should use the data from Experiments?

    A: Use experiments as a way to compare data to something else. From experience, the split testing feature, for example, was never able to achieve the same cost per result after the test completed when running the winning ad. It always went up. Always. They’re saying not to take the results as fact and to be cautious about using that as your only basis of decision making for your future advertising decisions.

    Q: Facebook also notes, “Changes in consumer behavior will impact how people interact with advertising, so it’s important for advertisers to consider these influences and adjust their plans accordingly.” What other influences should marketers be examining here?

    A: ECONOMIC #1 Look at what we’re dealing with. If a business ran a test 1 week before this craziness started, they would likely NOT get the same result today, because the economic landscape has changed completely.

    Election years also impact advertising as there is a lot more noise out there, and politicians buy up lots of ad space. Holidays impact performance, times of year (seasonal businesses), new technologies are becoming available, etc. You have to look at the economy, your customer, and your historical business data in conjunction with your experiment results to have a full picture.

    Q: Is there any other outside data we should be pulling from, or are there any specific tools you recommend for this?

    A: Look at your CRM and tracking. Local businesses need not just look at leads but calls, appointments, conversion rates, purchase value, etc. Sometimes the lowest “cost per result” does not mean that it’s the best client to buy the most or for the most extended period. Your offline conversions are HUGE, and they matter much.

    Q: Your agency specializes in local businesses. How are you advising your local business clients to proceed with their marketing at this time?

    A: CHANGING THE OFFER IS #1.

    Changing our messaging. Acknowledging the situation and making sure they see how our offer relates to it. Supporting, focusing on “support local,” switching to completely virtual options, using webinars as opposed to live events, helping my clients get set up technologically.

    Q: How are they making Facebook ads work for them?

    A: We’ve actually been seeing pretty great success across the board. Even our orthodontic client is doing pretty well given the circumstances, and we’ve been able to get him virtual appointments and in-office consultations as they are still able to do that, just with extra precautions.

    The offer has been vital, not pulling back on ads, being creative, and is committed to staying in business and doing what needs to be done to make it happen. Making changes that maybe are not necessary but are essential to the peace of mind of their clients.

    Have questions? Drop them below. Want to talk about working together? Visit alliebloydmedia.com/book to schedule a time to talk!

    Facebook Shops: What You Need To Know

    Q: In the official announcement for Shops, Facebook says, “Creating a Facebook Shop is free and simple…” However, coverage by TechCrunch quotes Facebook’s vice president of ads, Dan Levy, saying: “…that while the company will charge “small fees” on each purchase, the real monetization will come from driving more advertising. https://techcrunch.com/2020/05/19/facebook-shops/ Which is it — free or fee?

    A: This is essentially free with the same model used by Etsy, Stripe, and other payment processors that either charge a flat rate based on the number of products you have or a percentage of sales. I consider it free to showcase, low cost to actually sell, but that’s obviously the real goal here. It could make it easier to see a clear ROI in ads, so I think it should be strongly considered. It only charges if you sell, so it works.

    The selling fee is 5% per shipment or a flat fee of $0.40 for shipments of $8.00 or less. You keep the rest of your earnings. They say this includes tax and payment processing if the purchase is made on the platform. Disputes and customer communication are also managed through Facebook.

    Q: The mention of ads is a big concern among business owners. (“…the real monetization will come from driving more advertising.”) Mainly, if a small, local business doesn’t run ads or maybe meet a certain threshold for ad spend, will their Facebook Shop still be shown, or will it not be given preference? Please share your thoughts on this.

    A: I don’t know for sure, as only time will really tell, but I think it’s the same concept as profile views since the shop will be connected to your profile. Businesses who don’t advertise or advertise much on the platforms don’t get a ton of profile views except organically.

    When you advertise more heavily, people will naturally go to your page more often because of increased awareness and the direct response element. With shops, however, that will be true, but you’ll also be able to advertise your products directly, maybe showing people for the first time all of the options you have, your pricing, and making it easy for them to buy. Any time you get In front of people more often with a simple solution, you’re going to see more monetization.

    Q: As we mentioned at the top of the segment, Facebook Shops is very closely related to Facebook Page Shops — which have been around for a while, I presume. What is the difference between what is rolling out this week and these Page Shops?

    A: “Checkout”, or the ability to pay directly through the platform, as well as financial insights and reports are new, but it’s more of evolution it appears. The shop tab has been there but wasn’t widely used or accepted. It started as redirecting to the site but then added messenger payment options. IT required the catalog, but not the commerce manager in order to use it. Couldn’t tag products on FB, just IG as far as I know, and there were no programs to push the shops unless someone went to your page to look, or you used dynamic product ads, which is what we primarily used them for.

    Q: Have you heard any feedback from retailers who already have Facebook Page Shops set up? What is their reaction?

    A: I’ve set up page shops for clients and they did not ever perform well, because unless they were selling online, it’s really a catalog. It can help people understand your selection, but not much more.

    Q: Did they know anything about these new shopping tools rolling out?

    A: No, most local business owners are not in tune with the new features enough to know about it for the most part, which is why it’s important for us to share this with them and the benefits.

    Q: Facebook emphasized that Shop is built with small businesses in mind still, by all means, any seller, no matter their size or budget, can bring their business online, connect with customers, and more on Facebook. You are the expert on local marketing. Can you give us some recommendations on how local businesses can get started? And, how can they make Shops effective?

    A: First, you need to decide if you want your ENTIRE product selection in shops or if you want only your best sellers or a certain grouping active. Then, you’ll want to start organizing the information. Most retailers specifically don’t have a spreadsheet with all products, descriptions, photos, links, prices, etc, based on my experience. This can take time to create. I actually developed a spreadsheet that will auto-fill descriptions, tags, etc based on attributes entered, and it can help get these set up so much more quickly because setting up a lot of products manually is REALLY time-consuming.

    You also want high-quality photography and keep in mind that descriptions should be focused on WHY it matters to the buyer and the features that drive those decisions. Also, give them an easy link to reach out with questions, messenger ref URLs could be a good idea here since they’re already on Facebook.

    Q: Many people like you are working with clients at their own digital agencies or media companies. From the perspective of an agency owner, how would you position Facebook Shop or Instagram Shop to a client? Would you recommend it? If so, how?

    A: As always, focus on benefits.

    Q: What are some considerations before jumping in?

    A: Don’t put all your eggs in one basket.

    I’m recommending it to all of my retail clients and students because of retail, there are certain challenges that this overcomes.

    Traditionally, the most valuable thing you can do for a retailer is to get someone in their store to see what they have. Sometimes they come for one thing and stay for others, increasing the sale value. Most local retailers pre-COVID were not set up to sell online and most didn’t even showcase their product selections. For those people, I love using events.

    However, if you want to drive more sales, continue to do things like that if they’re working, but focus on the hybrid model of e-commerce and local. It opens up your audience significantly but you can also sell more to the local audience you’ve already got. I would encourage them to start with a spreadsheet that can be used on Facebook and an E-Commerce website.

    Don’t build your entire e-commerce solution around Facebook, that’s not smart. But, utilize all the tools available and test what’s most effective. Like lead forms and messenger, keeping users on the platform has many benefits and can be more seamless user experience. Collections you may not have considered. Ability to be found

    This summer, starting in the US, they’re introducing Instagram Shop, which you can find on Instagram Explore. You can get inspired by collections from @shop, browse selections from your favorite brands and creators, filter by categories like beauty and home, and purchase the looks you love all in one place. And later this year, they’re adding a new shop tab in the navigation bar, so you can get to Instagram Shop in just one tap.

    Q: Can we set up a Facebook Shop for digital products and services? Do you think it would work for digital products like classes or webinars?

    A: For a Facebook page shop, you MUST sell physical products at this moment.

      You need to get a notification that you are eligible for shops
      You may need to create a commerce account in ads manager
      You will need to create or connect a product catalog. If you already have one, you can likely use it as is. If not, you can use my spreadsheet suggestion or manually enter if it’s a small group.
      YOU MUST….

      Be a Page Admin for the Page connected to your existing Facebook Page Shop
      Be a Business Manager admin
      Manage your Facebook Page and catalog in the same Business Manager account
      Link to a US bank account
      Have a Tax ID

      3 Steps of setting up a Facebook Shop:

        Create a collection. You can create collections of 6 to 30 products.
        Customize your shop. You’ll choose your featured collection and customize the look and feel of your shop.
        Publish your shop. People can see your shop once we review and approve your collections, typically within 24 hours.

      REMEMBER, TO USE THIS…

        To sell on Instagram, you need to get approved.
        To sell on Marketplace, you need to be eligible to list retail inventory.
        To sell on your Facebook Page, you don’t need to get approved first, but you do need to have a Facebook shop.
        All sellers must comply with our Merchant Policies and Commerce Policies.

      Have questions? Drop them below. Want to talk about working together? Visit alliebloydmedia.com/book to schedule a time to talk!

    How To Create An Effective Offer For Your Local Business Part 2

    We have talked about the right offer in the first part of this blog. Today. We will talk about two more offers that can help you with marketing for your local business.

    Free or Discounted Introductory Offer

    An example would be a laundry delivery service that I’m working with. They need a good offer. Clean laundry is something that people need every single week for the rest of their life. Huge lifetime value!

    loss leaders can work really well for people who have great lifetime value. They are really good at upselling. They have either a variety of levels of their product or service. They have just a variety of products and services to offer.

    For them, we don’t want someone to just try them once. We want them to try for an entire month at different times so that they can become really excited at the prospect of never having to do this again. It takes several times for people to build a habit especially if this is a continuity offer.

    Their offer can be 50% off your first month of laundry delivery. If they were to offer your first load free, could it work bringing leads in? Absolutely!

    Is that going to be the right offer to keep them long term? You’re not!

    You’re not showing them how much of the difference this is making in their life.

    Let’s take for example for restaurants. Some restaurants are oftentimes giving out three different vouchers or coupons such as:

      One could be for your entree
      One could be for your dessert
      One could be for a drink
      One could be for an appetizer

    The goal is to get someone to come back three to four times because you’re establishing a great long-term customer. At that point, an event is also an amazing loss later. It’s sort of a mixture of all three of them.

    Live Local Events

    I have loved using live local events for businesses. It’s not like a celebration event or a grand opening. This is really based on education for the most part.

    This is an educational seminar where some of the information you develop in your dated content offer could be something that you teach at a live event. It’s going to bring people to you. You are giving your time for free and that’s really where the loss leader part comes in.

    You are probably going to be buying some food. Maybe some gift bags but you are bringing your ideal clients to your physical location. You’re eliminating some of the time and it might take to follow up with all those people because you have them right here in front of you at once.

    You can absolutely close a lot of sales from events like those. If you’ve never considered events, I would highly encourage it. It’s one of my absolute favorite offers for local businesses.

    With the right system, they can be easy breezy and produce consistent results repeatedly.

    Product Preview Offer

    Product Review Offer is something that most people would be interested to do. It could be financing or a payment plan which can be a really good one. It could be a time-based incentive. Think about it like a remodeler; giving someone a bathroom remodel in one week instead of one month is a great offer!

    It has nothing to do with price. It has to do with time. So if you have a business that in any way could benefit your client by expediting the timeline, you could consider this as your offer.

    Your offer could be a bonus with the purchase or it could be a bundle. I love using creative packages and bundles for different businesses. It can be product-based or service-based. People love to feel like they’re either getting a deal by bundling things together or they simply love the convenience of doing that because a lot of times you don’t have to discount that at all.

    You’re just packaging something in a way that’s truly unique. Something that drives people to buy from you over someone else.

    Good offers overcome objections such as: :

      Competition
      Money
      Time
      Effort
      Skill
      Simplicity
      Convenience

    For instance, if what you offer has a skill attached to it, then your offer could include something like various training support bundle to make things much easier and convenient could be included in a bundle.

    You’re saving time for someone having to research and find all of these different parts and pieces themselves. You’re giving it to them at once! Time and effort can be a great bundle offer.

    We just talked about money is an obvious one. You should really think about where your audience is struggling. Think about what your offer can do to overcome their biggest challenges. Your offer matters! This is not just a discount. It needs to incentivize buyers either to act at all or act now.

    You don’t have to come up with a false sense of urgency. However, know that anytime there is some sense of urgency attached. It’s going to work well. This could be a natural sense of urgency for something like an event.

    There is an exact date this is happening. You can promote a sense of urgency, maybe it’s based on a holiday. There are a lot of different ways you can use urgency as a motivator however, I do not ever encourage anyone to be dishonest. Done correctly, this can be a great way to get people to act quickly.

    Payment Plans

    Create packaged payment plans or financing if you have a high ticket product or service. It is an amazing way to have a great offer without even really doing anything different other than coming up with some creative options for your client’s valuable content. While it may be true that anything that’s going to provide a lot of value like educational events or seminars, you want to make sure it addresses objections.

      It could be a special discount or promotion.
      It could offer individual support as I discussed.
      If you’re a gym it could be personal training sessions.
      It could be something that is one-on-one tutoring or where you’re gonna walk through this new product or program with someone so that they better understand it. They’re gonna get more value from it.

    Have questions? Drop them below. Want to talk about working together? Visit alliebloydmedia.com/local-call to schedule a time to talk!

    How to Create an Effective Offer for Your Local Business – Part 1

    offers for local businesses

    What is an offer, exactly, and why is it so important to your marketing?

    First off, The right audience will never buy the wrong offer. It doesn’t matter how good your audience targeting is. It doesn’t matter how good your copy and your creative are, or how well your destinations convert. What matters most is that the offer is something that people actually want, not just something you hope they want or think they should want.

    This is a big problem that I’ve seen in the local marketing space. Business owners and even marketers don’t really think about offers in the way that online businesses do. Online businesses have kind of naturally been programmed to think about the offer from the start.

    For a local business, they need the same thing. It may be different from what you would see from an online business, but the offer is still what’s going to attract your ideal prospect or client.

    So, what exactly is an offer?

    There are a lot of misconceptions about what an offer actually is. Many businesses think that their products or services are their offer, but that’s not the case. Some people assume an offer is strictly a discount.

    Well, That can be true, but that is in no way the only thing that it can be.

    Your offer is NOT your products and services, it’s the way that they’re packaged and presented.

    You may already have several offers, but you don’t realize it, or you have all the components of a great offer, but they’ve never been properly packaged.

    What are the three types of offers?

    Gated Content Offers

    A gated content offer is something that is gated, meaning you must provide your contact information before you can access this piece of content. The word content can mean a variety of things, but it’s information or it could possibly be a giveaway or contest.

    A Gated Content Offer Is:

      – Something valuable that you’re going to exchange for their information
      – What many consider to be a lead magnet
      – Directly tied to your offers as a way to identify interest and ascend the lead through email marketing or other forms of follow up.

    This could be delivered through messenger, email, or a landing page. It could be a video, pdf, or series of valuable messages. It could be audio, a webinar, or a challenge.

    The beauty of a gated content offer is that you’re building your list, and if done correctly you’re also going to use it to drive leads.

    Loss Leaders

    I rarely see businesses using these, but they can be amazing revenue generators for the right business.

    A loss leader is something useful, but incomplete. It should lead to the core offer. It also could get people in at that right moment in the buying cycle. Your loss leader must be valuable in its own right and does not require an additional purchase in order to qualify.

    Typically it could be free, or it’s going to break even in terms of cost, whether it’s your time materials or a mixture of both. You don’t have to be losing money on this, but the goal is not to make money on this offer at the point of sale. The goal is to get a new client at the break-even point (or at a loss, with the data that shows you’ll profit on your other offers or recurring sales).

    The thing about marketing in today’s world on social media is that you may truthfully need a loss leader to capitalize on your budget. You can use your loss leader revenue to cover marketing costs, get increased touchpoints, and build trust before pitching your core offer.

    There are a lot of businesses that have a very strong customer lifetime value. If that’s the case, loss leaders can be ideal. However, they tend to be focusing on making their money back on that initial purchase, not long term which is more realistic. You want to turn someone into a lifelong customer or at least someone who’s with you for a significant amount of time. Someone who could buy other products or other services. That’s what loss leaders can do for you.

    This is a really good offer type and I’d encourage you to brainstorm how you can use it in your own business. I’ve seen them work very well but a few too many people do not even consider using them.

    The main thing to keep in mind when creating a loss leader is that you need to have a clear and strong upsell processes such as strong salespeople or an ascension campaign after the initial purchase. You need to ensure you can capitalize off the loss leader, or you will in fact lose.

    If your customers don’t stay past 1 or 2 purchases, fix that before creating a loss leader.

    If your salespeople don’t upsell or can’t see what other services or products would benefit the lead during the consult, fix that first before creating a loss leader.

    If your business can’t fulfill on the parameters set by the loss leader, fix that before using it.

    You need to be able to have long term vision when creating a loss leader, but for those that do, it can totally transform their business.

    Product Preview Offers

    A product preview is something that doesn’t have any real value unless someone intends to buy. This gives them a little taste of your business, either for free, at a lower cost, or with unique terms or purchase.

    Essentially there’s just nothing really in it for them unless they were seriously considering your core offer. These bring in quality leads typically, but will only ever attract a small percentage of the market that is actively looking for your products and services. The result of this offer typically depends on the quality of the offer or product/service itself.

    Good offers overcome the objections

    Good offers overcome objections that may prevent purchases. These could be time, effort, skill, competition, money, etc.

    For instance, if what you offer requires that some skill is attached to it in order to fulfill the desired goal, such as a course, then your offer could include something like training or support to make those things easier.

    To overcome convenience, that could be a bundle. You’re saving time from someone having to research and find all of these different parts and pieces themselves. You’re giving it to them at once.

    Time and effort are really effective, too. If your type of business typically takes 1 month to deliver the end product, do it in 2 weeks. If someone typically has to do certain aspects of the offer themselves, do it for them or give them an “easy button”.

    Money is an obvious one. Make it more financially beneficial to buy.

    You should really think about where your audience is struggling. Think about what your offer can do to overcome their biggest challenges and you’ll be so much closer to creating the offer they really need, and that makes it easier for them to buy.

    Your Offer Matters

    A great offer needs to incentivize buyers either to act quickly. You don’t have to come up with a false sense of urgency, however, anytime there is some sense of urgency attached, it’s going to work well. This could be a natural sense of urgency, like an event.

    There is an exact date that this event is happening. Maybe it’s based on a holiday, like a memorial day special.

    There are a lot of different ways that you could use a sense of urgency honestly. I don’t ever encourage anyone to be dishonest, just creative. It can be a great way to get people to buy when they may have delayed or talked themselves out of it.

    To create an offer that drives local business revenue, it is important that the offer is something that people actually want. Your offer is typically the first thing to look at when your marketing is not producing the results you want to see.

    Do you have offers in each of these categories? If not, why?

    As you can see, there is a lot to consider and plan around when trying to develop an offer that will actually be effective in helping you achieve your goals. Stay tuned for part 2 for more details and examples on each of the 3 core offer types to get some ideas that you can utilize in your own business!

    Have questions? Drop them below. Want to talk about working together? Visit alliebloydmedia.com/local-call to schedule a time to talk!

    Understanding Traffic Temperatures in Local Business Marketing

    In digital marketing, there are three levels of traffic, which we call traffic temperatures. This refers to the level of familiarity that they have with you and your business. Because of this, they need to be spoken to in a way that reflects that. There are different audiences and goals for each temperature, which will guide your advertising as a whole.

    The goal is to funnel them through each level. The ad type is going to be different based on which traffic temperature they’re in.

    Cold traffic – we’re educating and building an audience.
    Warm traffic – We’re trying to offer something to get them to convert.
    Hot traffic – retargeting to convert, to ascend, or validate.

    You want to segment the audience based on what they engage with. Your content should be very tailored to the products and services that you offer.

    If you do this in an educational way, you’re going to really see:

      Who is very interested?
      Who is moderately interested?
      What topics or services or products are they most interested in?

    For instance, let’s say you have a blog and it’s on a specific question that someone would have before purchasing a product that you offer.

    If someone clicks on that blog, they’re raising their hand and saying, “I have an interest in this”. Even if they don’t read that blog, they’ve still allowed you to segment them based on their interest.

    The next ad, they should receive should be directly tied to that product that they showed interest in.

    So again, not just building an audience of people who like your funny cat video, but it needs to be so tied to your products and services that it allows you to send those targeted ads that are going to be more successful.

    By doing this, you are creating this smaller audience of people that you can show your offers to, but essentially you can do that at a lower cost because they’ve already signified that they have an interest in this.

    If you’re trying to send your offers directly to cold traffic, it’s going to be far more expensive, a lot more inconsistent, and less successful than using this strategy.

    Ultimately, it may not work at all moving forward.

    Let’s look at some of the differences.

    Cold Traffic:

    For cold traffic audiences, you’ll be using:

      Saved audiences
      Look-alike audiences
      Demographic, interest and some behavioral targeting

    You want to turn cold traffic into warm traffic, segment, and build the relationship.

    Warm Traffic:

    Your warm traffic audience is going to be someone who has engaged with you or visited your website.

    These custom audiences include:

      People who have viewed your videos
      Those people who have gone to your website
      Some people who have read your blogs
      Those who have liked, commented or shared your Facebook or Instagram post content
      Possibly your email list

    The goal at this level is to convert:

      To get an email subscriber
      To get someone to convert on your offer

    Hot Traffic:

    Hot Traffic is often going to be your list of past buyers, past clients, or current leads that have not converted.

    The goal at this level is to upsell or cross-sell or get them to convert after they have shown several signs of strong interest.

    Again, validate that the decision to work with you is going to help them. That will help them follow through and ultimately purchase from you. Nine times out of ten if you’re a local business, your actual transaction is happening offline. We can’t let them go the moment they sign up as a lead, because the battle isn’t won just yet.

    There are still steps they need to take, such as:

      getting on a phone call
      getting to an appointment
      buying additional products or services

    We have to make sure that the lead is not wasted and we maximize every opportunity.

    Remember, the way you target, speak to, and funnel people in will be different at every traffic temperature, so if you’re not segmenting these groups currently, it’s time to implement NOW.

    Have questions? Drop them below. Want to talk about working together? Visit alliebloydmedia.com/local-call to schedule a time to talk!

    How To Set Clear Goals when Marketing Your Local Business

    There is one question all local business should ask before starting to run paid ads on Facebook, Instagram or any other platform:

    What are your goals?

    Your goals are very important to establish early on.

      Is your goal to drive leads?
      Do you want to get purchases?
      Is it foot traffic?
      Would you go for brand awareness?

    You also want to understand what is a lead to you. Many people mistake a lead as a sale.

    A lead is only the beginning of the process. This is simply someone who has erased their hand and self-identified as being interested in what you have to offer. There are many steps that need to be taken to ensure that you can turn that lead into a client or customer. We’re going to talk about this today.

    You also want to make sure that your goals are realistic. I see this a lot and if you have unrealistic expectations even if your strategy is working well. You may not realize it and you could potentially stop something that is actually benefiting your business. So make sure that those goals and those expectations are very clearly set from the beginning.

    What do you hope to see?

    Don’t base that on a gut feeling or a wish or a desire. Base it on actual numbers so you want to know what is going to define success to you.

    Is it according to be the number of leads that come in? Perhaps, it going to be the number of clicks to your website? Or is it going to be the number of people that walk through your door if you are a brick and mortar business?

    Based on what those things are, you’re gonna have very specific KPIs that you need to be paying attention to. We’ll talk about what some of those would be for the various types of campaigns that you can run.

    A lot of times, I see people putting up ads and they have no real idea of number one what their goals are but two what their KPIs are. If you’re trying to really define success by the reach of your ads, that is typically not what you should be looking for.

    If you are having a foot traffic strategy and you’re defining success by engagement, it could potentially be helping but that’s really
    not what you need to be looking at.

    You want to make sure that your tracking and attribution are very clear. So that you can make realistic decisions based on data and again, not just on your gut feelings. We want to make educated decisions on:

    We’re gonna be talking specifically about Facebook and Instagram ads today. I feel like there are very few businesses that these platforms are not a good fit.

    There are billions of people on these platforms and I don’t care what the size of your local community is. There is going to be a large chunk of your ideal buyers on Facebook and Instagram.

    The question is…

      How are you going to reach them?
      Are you going to drive them to take the action you want them to take?

    There are a lot of different ways to market your business in 2020. I feel like Facebook and Instagram ads are a necessity for every business. You can reach the people you’re trying to reach and develop that relationship in that two-way communication while you’re at it.

    Have questions? Drop them below. Want to talk about working together? Visit alliebloydmedia.com/local-call to schedule a time to talk!

    Where To Focus First When Using Facebook and Instagram Ads For Your Local Business

    Where to focus first

    This is a question I get often. Most local businesses have no idea where to focus first when it comes to optimizing or fixing their ads.

    They spend their time worrying about tweaking and optimizing the wrong things and never are able to focus and establish why things are or are not working.

      Your ad has to capture the attention of the audience long enough for them to read.Then, your copy needs to be compelling enough to get them to click. Without clicks on your ad, you can’t convert anyone

    So that’s where you have to start focus first by getting your ad to actually produce the results that you want, whether that’s:

      EngagementVideo viewsClicks to your landing pageClicks on your messenger

    Whatever that goal is or that destination is, you can’t convert without the traffic.

    The traffic is important. You want to test those outs before you worry about testing your destination such as landing page or form.

    You do want to think about where you’re gonna send them and why.

    There are different types of audiences that respond better to different destinations, so you need to take that into account as well.

    There are some markets that I’ve seen that love messenger. There are some that they don’t. They’re a little confused on how to use it. Maybe it’s not as commonplace in that market. You won’t know without testing.

    Sometimes you would want to send them to just a booking link. If this is something where you feel like you can get that actual commitment either for a call or for an appointment, you could absolutely send them directly to that link.

    Sometimes you may want to test lead forms. There are definitely some do’s and don’ts with lead forms; they can generate more leads, but sometimes the information is not always accurate.

    Sometimes they can be a little lower quality. There are ways to absolutely maximize them and increase the quality but that is something you want to think about. If you don’t have strong follow-up systems, lead forms may not be the best option for you.

    So thinking about why you’re sending them to the place you’re sending them, and then figuring out how you’re gonna optimize that when you start to generate traffic.

    In this order, these are the things I typically would test:

      Your offer firstThen your audienceThe creative and copyFinally your destinationThen tweak follow up

    I hope this helps! Are you testing this way, or just winging it? Make sure you take the time to do it right!

    Have questions? Drop them below. Want to talk about working together? Visit alliebloydmedia.com/local-call to schedule a time to talk!

    How to Properly Utilize Facebook and Instagram Ads Strategy for Your Local Business

    Over the years, I’ve had to create an effective ad strategy for local businesses in order to get my employers, then clients, then students, the results they were looking for in terms of ROI. This led me to create the AB3 Ad Method (AB = Allie Bloyd).

    These different ads levels correspond with not only the awareness levels and the buying cycle but also the traffic temperatures.

    Level 1: Educate Level

    With the right type of ads strategy and content, you are going to be able to make a big impact and develop a very large warm audience on social media.

    Level 2: Offer Level

    This should focus on conversions here and we want to make sure that we’re either

      Getting subscribers
      Getting leads
      Getting someone to claim our offer
      They’re going to come into our physical location

    Retargeting Level

    This level is people typically from that offer level that have not converted yet. They are potentially people who have converted that you want to continue to show your ads in an effort to solidify that you are the best choice in their minds. You are simply telling them that this was a good decision, to overcome the objections or so they may have to actually take that next step in terms of turning into a sale.

    All three levels are essential!

    I have come across very few local businesses that don’t need these three levels in ads strategy.

    So what happens a lot of times is that businesses will do one level, but not all of them and when things aren’t working the way they want them to work, they feel like the whole platform isn’t working but really it’s just them.

    Maybe they’re just putting out good content and wondering why they’re not seeing a lot of leads, but this level isn’t necessarily designed to get leads. It can, but they’re not going to be super consistent and that’s really not even the focus of the ads themselves.

    A lot of other businesses are simply doing the offer level. But they’re sending it to all cold traffic. They have no audience-building strategy. Everyone that sees their offer but is really unfamiliar with who they are, meaning it’s going to be a pretty HARD SELL to get them to take that next step.

    Have questions? Drop them below. Want to talk about working together? Visit alliebloydmedia.com/local-call to schedule a time to talk!

    How Local Businesses Should Budget For Marketing

    I want you to think about omnipresence in marketing if you’re a local business looking to make an impact. This doesn’t mean you have to be everywhere. But it does mean that you need to be hitting people from a variety of angles.

    You may have a larger marketing budget and you’re doing TV advertising or radio advertising or trade shows or Direct Mail. This needs to be a compliment but also a core part of that strategy.

    However it’s not going to end there you want to focus on your email marketing, text message marketing. Any type of touchpoint that’s going to increase frequency is something that you have to focus on in 2020 because consumers are now savvier.

    The immediate direct response marketing does not work exactly the way that it used to. You have to get in front of people multiple times in order for them to trust you enough to make that buying decision.

    What is your marketing budget?

    Overall, establish what your company’s marketing budget will be. There is no one right answer. The range is between 3% and even up to 12% of revenue on your marketing that can depend on how aggressively you want to grow.

    If you are a new company or an established company, First, identify what the overall marketing budget is based on actual facts. Again everything should be based on real facts and real data.

    You’re also going to want to pull all the information you have on cost per lead, cost per acquisition. These very critical numbers that are going to guide you through this strategy.

    Those numbers are going to heavily dictate what you should be budgeting on this type of marketing based on what you expect to see. So again, setting those goals is crucial because if I want to see 200 leads coming in per month.

    Well, I can’t just throw a dollar amount and say this is our budget and I expect 200 leads. I need to know this is our typical cost per lead. I may not have that data from Facebook and Instagram yet, but that’s a great place for me to start.

    How much money will I then have to spend theoretically to be able to get 200 leads?

    Again, make sure it’s really based on facts!

    If you don’t have those numbers yet, that needs to be a top priority for you. It’s going to be very difficult for you to make educated decisions without that type of information.

    Your cost per acquisition is also a really strong number to know because you will be tracking that throughout this process.

    If you’re really serious about maximizing your return on investment, so the next thing you need to talk about is are you going to have a testing budget when you first get started on Facebook or Instagram? Or if you’ve already been advertising, you need to test there is no one-size-fits-all method.

    There are different audiences and different markets that respond to different things. Again, you don’t want to drag out the process of finding out what they’re responding to. You want to find that out as quickly as possible.

    Most importantly find out what’s not working and stop doing that. This is going to save you a lot of money long term. It’s going to save you time and it’s going to expedite the success that you’re going to see. You also want to understand if your offer is proven.

    I work with a lot of local businesses that don’t even have an offer. But if you do, has this offer been proven to work? If it does that’s something that you can factor into the budget because you already have a good idea of what may work for your audience.

    This is pretty extensive because those things are going to help you. If you do have those things again something to factor in. It will play a part in the results that you’ll see early on. If you do not have an audience you need to understand that you’re essentially the new kid on the block.

    Whether you’re just a business that’s never done a lot of advertising or you’re an uber business people don’t know you yet. So you have to be realistic in the time that it’s going to take them to be aware of you and also to buy from you.

    Have questions? Drop them below. Want to talk about working together? Visit alliebloydmedia.com/local-call to schedule a time to talk!