Because I have been working with some local businesses and they are trying to increase their foot traffic, I thought it important to attend some sessions focusing on brick and mortar business. I certainly was not disappointed. Dennis Yu from Blitzmetrics gave an inspirational presentation on reaching local businesses
Yu began by pointing out that you must touch audiences multiple times before they will buy. You need to get advertising in front of them at the right time.
His presentation focused on a menu concept. By following the recipe, you should be able to get consistent results. The key metric for local businesses is the number of in-store visits and sales. The goal of using Facebook and Google is to increase in-store visits.
Key Target Metrics
These metrics focus on Return on Ad Spend (ROAS).
- ROAS – Awareness 7x
- ROAS – Engagement 13 x
- ROAS – Conversion 40x
- ROAS – Average 20x
Cost per Store Visit: <$10
When creating a funnel, you need to chain ads together. The first video should be a “Why” video. The second video is a “How” video. The third video is a “What” video. You may have to use more than one type of video to get the sequence you need.
Audience Performance Matrix
Yu showed an audience performance matrix. The matrix looked at Facebook and Google Ads. Facebook was divided into custom and non-custom audiences. For Google, you are looking at brand versus non-brand. When audiences see the non-custom ads, they will spill over into custom audiences.
You need to do multiple touches in sequence across multiple channels. Basically, you need to get in front of your audience in multiple ways.
Topic Wheel
Yu showed a topic wheel. It looked similar to a snowflake. On the outer edge, you are creating many “why” videos. Why do you care about the topic you are speaking about? Create videos with your smartphone.
The next level videos focus on the “how”. These videos explain how to carry out your specific topic.
Finally, you create the “What” video, this is where you can focus on your product and work on the sell.
With shooting videos, create square or vertical videos. These perform best on mobile devices.
Remarketing
You want people to watch at least 10 seconds of your video. Once they do, then remarket to them. Your videos need to show a person and keep it engaging.
Facebook Objectives
When creating ads on Facebook, you should plan for one of these objectives:
Awareness Campaign Objectives
- Brand awareness
- Local awareness
- Reach
Consideration Campaign Objectives
- Clicks to website
- Engagement
- Post engagement | Page likes | Event responses | Offer claims
- App installs
- Video views
- Lead generation
Conversion Campaign Objectives
- Website conversions
- App engagement
- Product catalog sales
- Store visits
https://www.leadguru.co.uk/13-facebook-ad-campaign-objectives/
Geo Location
Yu also showed how to set a geolocation around a city block. Basically, you set your location target and then exclude targets around the target. It looks like a Venn diagram.
Finally, Yu encouraged us to rush out and create our first video. He would reward us for our efforts… which he did.
Additional Reading
- #SMMW19: Social Media Marketing for Local Businesses: What Works Today
- Is Your Business Listed on Google Maps? It Should Be!
- Does Your Ideal Customer Know, Like, and Trust You?
- #SMMW19: How to Use Facebook Ads and Organic Posts to Build a Sales Machine
- #SMMW18: The 3-Step Strategy to Turn Attention Into Revenue on Autopilot With Facebook Ads
- #SMMW18: How to Ensure Your Facebook Ads are Profitable Every Time
- #SMMW19: How to Create Ads That Convert: The Anatomy of a Perfect Facebook Ad
Photo by olivia hutcherson on Unsplash
