With so many digital marketing media out there such as…

Social media marketing

SEO

Facebook

LinkedIn

YouTube

Etc…

Are you wondering, whether using all these mediums together would provide more value to your business or to use just one or two which serves you the best?

Are you stuck, not knowing how to figure it out?

Well, fret not.

In this article we will help you to understand how you can choose the correct digital marketing medium for your business.

Now before we talk about that, let’s take a look at what actually marketing is.

You see, marketing is a process using which you go out and reach out to your target group and then convince them that your product or service is the right fit for their problems, needs and their desires.

When it comes to marketing, there are so many forms.

Marketing is basically creating awareness about your product or service and getting them interested in buying the same.

The entire purpose of marketing is to generate LEADS not produce sales.

Selling is actually different from marketing.

Marketing is not responsible for sales but marketing leads to sales.

So marketing is about lead generation. And when you do the same marketing digitally, it becomes digital marketing.

So, how do you determine which marketing medium is the right medium for you?

To answer this question, you really need to look at your business and who your target audience is.

Now if you’re in the business of selling pimple creams then your target group is going to be mostly  women in the age group of 18 to 24 who might have a pimple issue, so that’s literally your target group.

Now, if you are selling real estate properties or houses then your target group will be couples in the age group of 30 to 45 who live in a rented house and are actively looking to buy a new house.

Once you know your target group then you have to look at the digital medium, these target groups use actively and also think that if we advertise our product or service on that medium will it provide maximum value for that target group.

So for example, let’s take a scenario of a women’s clothing store that sells lingerie.

The target group for this would be women in the age group of 20-30.

For this store, advertising on Pinterest, Facebook and Instagram makes more sense.

The same target group is also present on LinkedIn; however LinkedIn will have no relevance whatsoever.

That’s because when people are logging in to LinkedIn, they are not thinking of buying lingerie…

…people are thinking about their jobs, professional stuff on LinkedIn.

Thus, even though your target group is present on LinkedIn, the intent behind them being on LinkedIn is completely different.

Therefore it’s not the right medium for a lingerie store to advertise.

Similarly, let’s say you are selling a health related product…

Like dieting, coaching, personal productivity, health and fitness services etc.

Your target audience is basically executives in the age group of 30-45.

Now these people exist on Facebook and Facebook is definitely the right medium to advertise.

But the target audience also exists on LinkedIn…

And since your product is more about being productive and health & fitness related, LinkedIn also can be the right medium for you to advertise.

The bottom line is, we need to look at who our target audience is and which digital medium they use the most and what is the intent of that target audience active on that particular digital medium…

…and ADVERTISE based on that.

Digital marketing is not about being on every medium out there but it’s about figuring out which is the right medium to get the most for your business.

One day a client came up to me wanting to sell his products to farmers over facebook.

And he was under the impression that Facebook would somehow magically grow his business.

But farmers rarely use Facebook so it doesn’t make sense at all to advertise on Facebook.

To reach out to farmers, you really need to go out there and use traditional mediums to sell your products.

For him, advertising on local WhatsApp groups in a particular region might make sense but still the scope would be very less since farmers are not tech savvy people.

But on the other hand, if he was selling fertilizers to people with their own gardens in urban cities selling online would totally make sense.

Organic fertilizers, special plants etc can be advertised on Facebook, Flipkart, Amazon etc.

Along with the different digital mediums, the strategy of digital marketing also varies.

If you intend to use Google as your marketing medium then there are two ways in which you can use it,

• Search engine marketing – advertising on Google
• Search Engine Optimisation – trying to rank on Google organically   

These mediums again depend on your budget and time constraints and your goal.

Thus, to choose the right digital marketing medium for your business,

•    Know your target audience
•    Know the digital medium that they use actively
•    And understand the intent of the audience residing on that digital media

If you want us to help you in choosing the right digital medium and the right digital marketing strategy for your business then register for 1-1 free strategy session with our expert.

The post How To Choose The Right Digital Marketing Medium For Your Business appeared first on ZenQuest.

… and all these amazing clients rave about the results you generate for them.

They talk about how your work has impacted their business & personal lives…

You get a lot of referrals from all these people who talk about your work

… but all these referrals are always inconsistent.

You have moments when you have more clients than you can handle & then you have moments when you have no clients at all.

Running a business like this can be hard & quite demotivating.

Most coaches & consultants spend a lot of their precious time cold calling, going to networking events, waiting for referrals, etc.

The problem with doing that – is that it is unpredictable & completely depends on YOU…

If you were to take a vacation, you can’t do most of these things & it’s likely to put your business in a dead end.

Moreover, in this day and age using Digital Marketing is so crucial simply because when a person decides that he/ she wants to hire a coach or hire a consultant, he doesn’t ask his friends or look for contacts on yellow pages…

He simply GOOGLES it!

Imagine how many people are looking for YOU on the internet but just can’t find you…

That’s how much you’re missing out on just because you don’t have an online presence!

Not having an online presence in 2019 is equal to leaving a LOT of precious money on the table…

Don’t you wish there was a way for you to have consistent clients throughout the year?

Don’t you wish that your business STILL made enough money if a few clients decided to stop working with you?

Well, the good news is that it’s absolutely POSSIBLE!

In fact, there are so many coaches & consultants who have leveraged the power of Digital Marketing & their businesses have never been better…

If you’re a coach or a consultant who does not know too much about Digital Marketing, fret not!

This article will show you how  you can leverage the power of Digital Marketing & Automation to have more than enough clients than you can handle, so you NEVER have to worry about not having enough clients ever again…

Before we get into the specifics of Digital Marketing, let’s discuss WHY Digital Marketing makes business sense for coaches like you…

Why Should You Consider Digital Marketing?

When a lot of small business owners hear the word ‘Marketing’ here are a few things they think about:

– TV Advertisements

– Flyers

– Newspaper Postings

– Radio Jingles

and things like that…

Although all these mediums are used for marketing, the problem with these mediums is that it’s simply not feasible for small business owners because of how EXPENSIVE they are…

With all these mediums listed above, you’ll have to spend a minimum of Rs.20,000 and it could go up to lakhs (in the case of news paper postings & TV advertisements), which most small businesses simply can’t afford!

Another issue with the mediums listed above is that it’s not measurable;

that is – you can’t track how many leads or sales you received by spending money on these mediums…

For example, if a business is investing money in Radio Jingles & newspaper postings, it’s impossible to track how many leads came from the radio ad & how many came from the newspaper postings…

For a small business, this uncertainty could cause a huge loss…

… and that’s where Digital Marketing comes in.

First of all, when it comes to Digital Marketing, you are in complete control of your marketing spend.
You can spend as little or as much as you want or, or as much as you can AFFORD, which is a HUGE advantage…

If you’re a small business that’s just starting out or doesn’t have a marketing budget set aside, we always recommend these kind of businesses to start off with a budget of Rs.20,000 a month (You can have a lower budget but we recommend spending Rs.20,000 so you can start getting data)

Of course, you could spend lesser than Rs.20,000, but that wouldn’t give you enough data to draw conclusions and work further…

The SECOND advantage of Digital Marketing is that you can measure EVERYTHING.

Let’s consider an example here…

Let’s assume that you spend Rs.20,000 on Facebook Ads in the month of January…

You can track how many sales you generated, how many people clicked on your ad, how many people visited your website or landing page and everything in between…

If you’re running 3 ads simultaneously & you notice that you’re generating most of your sales from one of your ads, you can shut off your other ads & spend more money on the ad that is bringing in sales for you…

This way, you won’t be  spending money on things that aren’t producing results.

What is best MEDIUM in Digital Marketing for coaches?

You probably already know the different mediums available in traditional marketing (newspaper, radio, TV, etc) & you must also know that it doesn’t make sense for all businesses to use all kinds of mediums.

For example, you’ve probably never seen an ad for a B2B business on TV…

The reason for this is – it simply does not make sense for B2B businesses to advertise on TV, because that’s not the ideal medium for them.

Similarly, even in Digital Marketing, there are various mediums that you can leverage…

However, this does not mean that you should be active on ALL the mediums.

Here are a few mediums that are available in Digital Marketing:

• Google
• Facebook
• LinkedIn
• YouTube
• Pinterest

           Etc…

For a coach/ consultant like you, the best medium would be FACEBOOK.

Here’s why:

1. This is where your audience hangs out

For a coach or a consultant, think about who your customers are…

Let’s consider an example:

If you’re a business coach who coaches young entrepreneurs, your customers are probably men or women between the age 25-40, living in a metropolitan city.

Don’t you think these people use Facebook on a regular basis?

Well, that’s why Facebook is the perfect medium for you…

You should use Facebook as an advertising medium because that’s where your customers hang out…

2. It’s affordable

When it comes to Facebook, to generate a lead for your business, the cost per lead would be roughly Rs.100 (This number could increase or decrease depending on the city & certain other factors. However, Rs.100 would be a good benchmark)

Also, from our experience, we’ve noticed that most coaches have a lead to customer ratio of 10:1 or 15:1

This means that – for every 10 leads that you generate, 1 person becomes a client…

Hence, if you do the math, to generate 1 client, you’d spend roughly about Rs. 1,000 ( Rs. 100 X 10) to generate a new client, which I’m sure is quite a good deal for you.

3. It’s measurable

Like we mentioned before, when it comes to Digital Marketing, you can measure every single metric involved.

This means that you can measure your:

• Cost per lead
• Cost per customer/ client
• ROI on your marketing spend

Hence, you can get the best return for your marketing spend…

If you’re a coach/ consultant looking to promote your business via Digital Marketing, Facebook is your best friend.

If you want us to help you in choosing the right digital marketing strategy for your coaching business then register for 1-1 free strategy session with our expert.

The post Digital Marketing For Coaches & Consultants appeared first on ZenQuest.

… you know that sales can be hard to come by.

It’s not like Amazon, Flipkart or other e-Commerce platforms where people automatically find you when searching for other items.

With a shopify store, you’ve got to promote your store actively on social media & other channels to keep the sales flowing.

… but for most business owners, that’s a lot of hard work.

You have so many things to do like…

Managing inventory
Sourcing products
Listing them for sale
Delivering the products
Paying taxes
Managing the team
Running marketing campaigns to increase sales

And when the marketing campaigns don’t produce the returns you expect, you feel like giving up.

You feel it’s so much better to just put your products up on Amazon, Flipkart or on one of these e-Commerce portals & generate sales as they come by…

… and then offer discounts to get more attention in the marketplace & make your sales increase every now & then.

But you know that it’s not enough.

Slashing your margins, increasing your discounts – just so you can get a few extra sales from Amazon or Flipkart isn’t the reason you started this business.

You started this business because you had a dream…

… a burning passion to become a successful eCommerce business owner who makes MORE than enough money to live out her dreams.

… so you can finally have the freedom to do what you want, when you want & how you want.

If that’s you, there’s a way.

And I’ll show you how with Facebook Advertising.

If there’s one magical place on Earth that can send you more than enough customers & sales than you can handle today, it’s Facebook.

Facebook is a goldmine of customers for eCommerce Businesses.

… but if only businesses knew how to use it.

The problem is most don’t.

They don’t have the right strategy behind their advertising to promote their eCommerce Business.

They try something here & there, a few sales come by – but nothing much to write home about.

… and then they give up.

If you’ve ever done that, pay very close attention here.

We are going to show you how you can successfully use Facebook Ads to increase (if not explode) your Shopify store sales…

To take your online store and business to the levels that you’ve always wanted, you need to look at your business a little differently.

Most eCommerce businesses operate their store without clarity.

They don’t approach it like a business.

If it’s a business, it ALWAYS has to be about the numbers.

Whether you have a good business or a bad business, your numbers will show the proof.

… and there are 2 key numbers that you need to track in your business in order to be successful.

The Lifetime Customer Value

If there’s ONE number that all successful businesses track on a consistent basis, it would be this:

The Lifetime Customer Value

The Lifetime Customer Value is the total amount a customer would spend in purchasing products or services from your business in their entire lifetime.

The lifetime may feel like an exaggeration, but it’s applicable in the case of BIG companies like Apple, Amazon, Flipkart & Microsoft – because people can’t help but keep buying their products & services over & over again as the years & decades pass.

With smaller businesses, the customer cycle may NOT last a lifetime, but it will still last anywhere between a few months to a couple of years.

For example…

There’s a SAAS company that allows people to make simple websites & their software makes it so easy for a beginner to get started.

A typical customer stays about 6 months before they decide whether to move onto a high end enterprise solution or not have a website at all.

And their order value is $15/month – & so most customers spend a total of $90 on their solution before they pivot or not continue.

Similarly, there’s another Shopify store that sells Dog Food & Dog Supplements.

A customer usually first purchases their Crunchy Meat for about $30, and then places a couple more orders throughout the year.

… and sometimes, they end up purchasing several other products such as joint supplements, dental sprays, etc for their dog.

This ends up bumping the Lifetime Customer Value to be about $150 – $200 within a year’s span (with some customers spending over $400 – $500 on their dogs).

To succeed with your Shopify store & grow it to the levels that you always want, you first need to track your lifetime customer value & understand it clearly.

… and here’s the formula for calculating your LTV:

LTV = Total Revenue Generated / No. Of Unique Customers

When you have absolute clarity on this number, it makes it easier for you when you run advertising campaigns.

… because not all advertising & marketing campaigns is going to turn a profit for you from the get-go.

You’ll lose a lot of money when you get started…

… but when your total cost per acquiring a customer is less than your lifetime customer value & you’re able to increase that gap as much as possible, you’ll know that you have a GREAT BUSINESS!

The Target KPI or CPA Goal

The Target KPI or the CPA Goal is another important metric that every business needs to track…

… it stands for the total amount that a business can comfortably spend in order to acquire a NEW customer.

This is a metric that varies from business to business, and is also dependent on factors like:

Your cash flow situation
External funding
Lifetime customer value
Market size
Size of your product line
And so on.

A business with HUGE funding in a large market with a great product line can spend whatever they want to acquire customers.

An example for this would be Amazon or Uber.

They are tech companies with a lot of repeat customers in LARGE markets. They have lots of funding & hence, they can outspend everybody when it comes to acquiring customers.

Your regular medium sized business with great financials, good LTV & a decent product line can afford to lose $100 – $200 on the front-end in order to acquire customers.

… but smaller businesses on the other hand could at most…

Either lose a few extra dollars
Break even
Or NEED to be profitable on the front-end for the first sale.

So you’ve got to study your business financials & truly understand where you stand.

Take for example…

A Shopify store that sells Yoga apparel & Yoga items exclusively…

The most popular & profitable product they have is a Yoga Mat which they sell at about $40 – which costs them $15 to source & ship.

… and they make a profit of roughly at $25/ sale when they sell it via Shopify.

They don’t have a lot of funding & are running their business in their part-time.

To them, it’s important to make a profit on the front-end because that’s how they’ll be able to keep the cash coming in so they can advertise & make the sales roll.

In this scenario, they could spend up to $25 on the front-end to acquire a customer and they’ll break even.

… and ideally, they would want their CPA to be as low as $10 – $15 – so they make a $10 – $15 profit on every sale.

To start using Facebook Advertising successfully for your business, it’s important that you figure this out.

So take the next few moments to calculate your numbers & we’ll show you what you can do NOW to use Facebook Ads to grow your Shopify store sales successfully & profitably…

Step 1 – Setup Your Facebook Pixel The ‘Right’ Way

If there’s a magic wand today that you could wave and could send you more customers & sales than you can possibly handle…

… it would be the Facebook Pixel.

The Facebook Pixel is artificial intelligence in action.

Over the last several years, Facebook has been collecting data about people’s behaviors online & offline (and you know they’ve been in the news for the wrong reasons too).

… and all of this data has a purpose:

To understand what people buy, where they buy it & how they buy it

… so they can help their advertisers target these people successfully & profitably.

If you have the Facebook Pixel installed on your store, and you season it with lots of visitors & customers…

Facebook will compare your website audience against their extensive database & find similar pockets of audiences that are likely to buy your stuff often.

… and when you start running campaigns, the algorithm will automatically optimize your ad delivery to show ads to people who are more & more likely to buy from you.

You don’t even have to lift a finger.

You could generate sales ALMOST on autopilot *

(Doesn’t work all the time, but if you get it right, it can be a dream).

We’ve had client campaigns where we used to spend several thousands of dollars a day & they’d make several thousand dollars in profit each day & we wouldn’t even need to lift a finger to change the ads for several months in a row.

Step 2: Choose One Conversion Flow To Run Traffic, Test & Optimize

With most eCommerce & Shopify stores, they have more than just one product…

… and usually, these products are spread across various categories.

And whenever they run marketing campaigns, they usually try promoting several products together in the hope that it’ll get the sales rolling.

While that’s important, it becomes very hard to test & optimize your conversion flow when you’re distributing your spend & receiving small amounts of traffic across various product pages.

To make your marketing effective, we recommend that you choose to focus one product/offer a month, test/optimize that conversion flow, hit your conversion goals & then move onto another conversion flow .

To give you an example…

Let’s say someone had an online pet store that sold Dog Food, Dog Supplements & Dental sprays for Dogs.

Instead of running marketing campaigns trying to promote all of them, the optimal strategy would be to choose one product category.

Example, this month – you’d run traffic & create ads exclusively to your Dog Food Category pages.

Any sales for Dog Supplements & Dental Sprays can come organically, but with Paid Advertising – focusing on the Dog Food Category would be the key.

So here’s how your conversion flow would look:

Facebook Ad → Dog Food Category Page (Showcasing 3 – 5 top dog food products) → Individual Product Page → Add To Cart Page → Checkout & Thank You Page

Once you create this conversion flow – it’s super simple to create this using Shopify, you can now start driving traffic.

But before you begin driving traffic, we recommend tracking your conversion metrics across the funnel using a Conversion Tracking/Split-Testing tool such as Visual Website Optimizer.

Some business owners use Google Analytics, but GA is not enough for this purpose.

A conversion tracking tool is the right choice & it will also accommodate split-testing when you want to test price points, products, headlines & other content on your pages.

Suppose you ran traffic to the above conversion flow, here’s an estimate of how things would look like for most businesses…

Traffic from Facebook to Category Page → 1000 visitors

Clicks To Individual Product Page → 375
Add To Carts → 18

Product Sales → 5

Other Product/Upsell Sales → 2

So that means, for every 1000 visitors to your category page, you are getting:

Product Page Clicks → 37.5% CTR

Add To Carts → 1.8% of traffic

Product Sales → 0.5% of traffic

Upsell Sales From Original Product Sales → 40%

… which means – if you wanted 20 sales this month, all you have to do is send 4000 visitors to your product category page & you’ll end up with 20 core product sales and roughly 8 upsell sales.

As you observe these numbers, you’ll find that there are points of improvement that can be made at every step.

There’s only 27% of people who are adding products to your cart that end up purchasing your product.

This number, can be improved massively if you worked on things like:
• Cart abandonment marketing
• Scarcity offers on the Add to Cart page
• Retargeting ads for people visiting product pages/cart pages

You could bump that number up to 45 – 50% – which means for every 1000 visitors, you’ll end up generating 9 sales instead of 5 sales.

Similarly, the CTR to the product page & the individual content on product page can also be improved to frame people to buy sooner.

This is the advantage of choosing to focus on one conversion flow, establishing your metrics & testing to improvize those numbers.

You’ll know how much traffic to send to exactly generate how many sales you want & that’ll make it easy for you to generate sales predictably whenever you run marketing campaigns.

Step 3: Target Specific Interests On Facebook By Reverse Engineering Your Competitors

Facebook allows you to target the people that you want to reach based on the interests they follow or like.

With the Facebook Ads Platform, interests based targeting typically converts a lot better than age based or device based targeting breakdowns.

If I was promoting my Pet Store, I could easily filter out & target only interests such as…

PetSmart
Pedigree
Royal Canin
Best Friends Animal Society
American Kennel Club
And so on.

There are 2 ways to find these audiences…

Pick an interest that is broadly popular in your target market or a popular competitor.

You can hit suggestions on your Facebook Ads Manager to get similar interests.

Or alternatively, Facebook has an audience insights tool which will allow you to probe a little more deeper.

You can use either of these tools & make a compilation of interests that you want to target.

… and once you’re ready to start running ads, we recommend that you narrow down the no. of interests you target in an ad set so as to isolate which interests works best.

We usually recommend just one interest per ad set.

If you would like more specialized help on Facebook Ads Targeting, click here to find out how we can support you.

Step 4: Build & Leverage Lookalike Audiences

Whenever clients approach us to help them with scaling their campaigns, there’s one place that we always look at:

It’s the Lookalike Audiences.

Just as the name suggests, lookalike audiences are mirror images of a seed audience that you provide to Facebook.

Facebook maps the seed audience that you give, understands their behavior patterns & finds more & more people with similar browsing & shopping patterns so they can show your ads to them.

With most Shopify store owners, their lookalikes start and end with an email list & a customer list.

And that’s about it.

There’s so MUCH more that you can do with Lookalikes & when you use it the right way, you can reach infinite scale with your Facebook Advertising.

To learn more about how you can leverage Lookalikes more efficiently & how we can help increase your Shopify store revenues, talk to us.

Step 5: Leverage Cart Abandonment Retargeting

If you hit the Add To Cart button on an item on sites like Amazon.com or Flipkart & then forget to buy…

… you’ll know what I’m talking about.

There’s an annoying little pesky ad that reminds you that you left your order midway & it’s time that you came back & completed the order.

It can be creepy, but it’s also a GOOD deal when the offer to buy comes with a discount or free shipping.

… and this is vital for every Shopify Store owner.

Setting up cart abandonment retargeting has 2 parts to it:

1. Retargeting/Remarketing on ad platforms such as Google, Facebook & other places

2. Retargeting/Remarketing on email

There are benefits to both, and if you would like to learn more about how to setup cart abandonment retargeting with your Shopify store, talk to us & we’ll show you how.

Step 6: Use A Combination of Video & Image Ads

There are a couple of different ways to run your ad campaigns in an ad set…

One is to use exclusively image ads

The other is to use video ads.

Another (something that we highly recommend) is to use to a combination of video & image ads in an ad set.

When it comes to Facebook Ads, the key to success today is freshness.

Your ad needs to LOOK new to your audience every time.

… and the Facebook algorithm also expects their advertisers to have several creatives in place so the same ads don’t hit their users often & upsets them.

When you combine a bunch of video ads, image ads & also use the same videos with multiple thumbnails, you can maintain that freshness a little more longer before changing out your ad again.

But more than the images or the video, it’s the copy or the message that you’re using in your ads that will unlock your sales.

If you’ve ever been stuck & have had difficulty creating high converting copy, click here to talk to us & find out how we can support you.

Step 7: Leverage Custom Audiences For Retargeting & Lookalikes

Another secret weapon within the Facebook Ads platform is your Custom Audiences.

… specifically custom audiences of people who engage with your post, ad or video & custom audiences of those who like your page or visit your website’s pages.

You can use retargeting ads to engage with these people & get them to visit your store & buy again.

Another thing that you could do with these audiences is to create Lookalikes off these audiences.

We’ve had great success leveraging Lookalikes of Video View & Post Engagement Custom audiences.

If you aren’t using them, we recommend that you talk to us so we can show you how.

Step 8: Give Them A Reason To Give You Their Email Address

The secret to turning cold prospects into buyers & one-time buyers into repeat buyers lies in the follow up.

When you follow up with someone often, provide them information they like & build their trust, they are more & more likely to buy from you.

… and the best way to follow up is via email.

In order to do this, you have to collect their email addresses when they visit your website.

And people don’t give out their emails easily today – especially with so much spam & so many privacy issues.

… but if you give them a strong enough reason, people will still give you their emails.

For every business, the message that you use to get cold prospects to give you their email is going to be different.

Many shopify stores offer Free Shipping or a Discount on the first order as a BRIBE to collect their emails.

That’s one thing that you can implement.

… and if you wanted to take it up a notch, it may be better to create exclusive content that your target market can’t find elsewhere.

For example…

A Shopify Store selling fashion apparel to young women in the ages of 18 – 25 could create a curated a special Shopping Guide called on “How To Dress Like A Model on a College Student’s Budget” & offer this for free in exchange for prospect’s emails.

Once you have their email addresses, you could follow up with them every now & then with more content, promotions & other offers.

Step 9: Manage & Optimize Your Campaigns Effectively

When you start running your ad campaigns, not all of your elements are going to work properly…

Some of your ads & ad sets will convert…

Some of them won’t.

As an effective marketer, you’ve got to find what converts & continually test to find out more ads & interests that convert.

The best way to do this is to optimize your ads to your target CPA.

If your ads or interests don’t convert within the target CPA that you’re shooting for, then shut them off.

If they convert, then you scale them steadily & incrementally.

And then take the interests/audiences/ads that convert, study them closely & try to find more of those that are likely to convert like that.

Managing & optimizing your ads isn’t easy at the get-go.

… but if you understand the fundamentals & stick to a process, you’ll soon be able to scale your Facebook campaigns profitably & successfully.

If you would like to get more help on managing your Facebook Ad campaigns for your Shopify store, we recommend that you talk to us.

Step 10: Track Your Numbers, Improve Them, Rinse & Repeat

As soon as you start advertising & optimizing one conversion flow, you’ll start establishing some base-line numbers…

… once you have your base-line established, continue running more tests to improve your campaigns to hit your goals.

And then start running paid advertising to one more conversion flow (product category), test that, improve your numbers & move onto another flow (category).

As you do this over & over again repeatedly, you’ll be able to scale your shopify’s stores sales successfully & profitably.

… and before you know it, you’ll have a flourishing business that you’ve always dreamed of – with more than enough customers than you can possibly handle.

Need More Help With Facebook Ads To Increase Your Shopify Store Sales?

If you feel that you need more help & support with using Facebook Ads or other Digital Ad platforms to drive more store sales consistently & profitably, we recommend that you talk to us.

Our company, Zenquest Digital is a data-driven Digital Marketing firm that specializes in helping businesses build profitable & scalable eCommerce stores & digital marketing campaigns.

To learn more about how we can help you with Facebook Ads, click here.

The post How To Use Facebook Ads To Increase Your Shopify Store Sales appeared first on ZenQuest.

Lead Ads campaigns, as a product has been created by Facebook to benefit them more than their advertisers.

… and the reason for this is simple:

People click on the CTA button on the ad

A form pops up on Facebook with pre-filled FB data

People hit submit

Then people return to using Facebook (which is what Facebook wants).

The problem with this is that there’s NOT enough time/space available for your business to create a pattern interrupt.

… and a pattern interrupt is crucial to establish a relationship with your prospect.

Here’s some issues with a standard Facebook Lead Generation ad…

1. The amount of text/what you can say/do on your ad & the subsequent form is limited

2. When people are browsing Facebook or Instagram, they’re really in no mood to interact with an ad or engage in a transaction. They’re just scrolling their newsfeed & your ad seems to pop up.

… And even if it pops up, the pattern interrupt is so minor & people go back to browsing after they ‘Hit’ submit.

We’ve seen many businesses complain that many of their leads have forgotten that they even opted in.

So, in my opinion, with most businesses – I won’t even recommend using Lead Ads at all.

Can they use it as an additional strategy to lower costs? Yes.

But as their only lead generation strategy – NO.

If you’re starting ads for the first time, we recommend creating a landing page specifically designed for Lead Generation & promoting your ads to that page & generate leads.

The advantage here is:

• It is your site, and you can make a bigger pattern-interrupt with your content

When most people click on a link in a Facebook ad, the page usually opens up in a new tab – creating a bigger pattern interrupt.

Many users are tech savvy, and before they give their contact information to a business – they scroll through the entire site.

When they do that, they’re engaging with you. And their decision to opt-in is more deliberate.

… and this level of engagement enables you to convert better on the back-end. Your lead is more qualified.

Tomorrow when you call them up, they REMEMBER that they visited your website, know what is about and actually interacted with you.

We’re not saying that you have to ditch Lead Ads because – even that comes into play at specific instances.

… But in my opinion from years of experience, leads generated from your landing page are of a far higher quality than the leads you generate from the Lead Ads based objectives.

And the bottom-line metric for every business is quality leads that convert to sales, and not cheap leads.

If you feel that your current lead generation strategy with Facebook is ineffective & not producing the results you want, we recommend that you take up a 1 – 1 strategy call with us.

In our strategy call, we’ll go over your present Facebook Lead Generation strategy & what you can do instead to get the maximum for your buck.

If you’d like to learn more about revising your Facebook Lead Generation strategy, click the link below:

Tell Me More About Your Facebook Ads Strategy Session

The post Why You Should Avoid Running A Lead Ads Campaign With Facebook appeared first on ZenQuest.

… and whenever they’re running their own ads, they make some common mistakes which cost them dearly in ad spend & returns.

If you’re a business owner managing Facebook ad campaigns by yourself, and are experiencing these issues:

• You’re spending too much with no leads and sales or very few leads and sales
• Your costs keep going up as you try to scale your campaigns

Check if you are making the following mistakes below…

1. Not Knowing Your Target KPI:

The most common mistake that we’ve seen business owners make with Facebook Ads is that they do not know what their target KPI is.

By target KPI – we mean the amount that they’re willing to spend to generate a sale or lead.

This is important – regardless of whether:

– you’re running ads to generate sales for your yoga mats at an ECommerce store,

– are running an automated webinar campaign to produce leads for your webinar

– or are trying to get walk-ins to your local physical store.

You need to know whether you’re willing to pay $5 per lead or $20 per sale or a $100 per sale.

Suppose you generated 100 leads, and you made 1 sale from those leads & that 1 sale brings you $1000 in revenue, that means you can pay up to $10 per lead.

If you factor in the profit you want to generate on the front-end, that number might come down.

So if you want a 2:1 return on your initial sale, that means you can pay up to $5 per lead to generate a sale at a CPA of $500 (from 100 leads) thereby ensuring a 2:1 profit (for $1000 revenue).

Similarly, if you sold yoga mats at $40, and the profit on your order was $15, you can afford to pay up to $15 per sale (although you want it lower to make your numbers work).

So you need to clearly know how much revenue/profit you stand to make from your sale/interaction with your customer, and how much you can invest in ad spend to acquire that customer.

Having this information allows you to test and play around with different settings in your ad campaigns to find the best elements that will get you leads/sales within the cost you want.

2. They Don’t Split Audiences Out

The natural thing that most marketers do when they launch their ads for the first time is that they group a bunch of audiences/interests together to see what works.

Example:

A yoga store owner would start out by targeting interests like:

Health Magazine

Ashtanga Yoga

Shivananda Yoga

Another Yoga Store

Etc

The problem with doing that is that you don’t really know how each of these audiences will work on their own.

We’ve seen many cases where splitting out audiences individually and going narrow has helped us find ‘Golden’ interests that produce sales consistently everyday…

… while helping us eliminate interests that NEVER produce sales.

You’ll never find this out until you test it.

So if you’ve been grouping your audiences out, and trying to see what converts & scaling them up, I highly recommend testing individual audiences.

Going back to the yoga example…

You might want to put one ad set targeting Ashtanga Yoga

Another ad set targeting your competitor’s yoga store

Another one targeting a Yoga guru

And so on.

Split them out, and allow each of these audiences on their own to get ad spend equivalent to your target KPI.

So if it’s $15 – then allow the ad set to run until it hits $15 in spend. If it produces a sale, allow it to run and figure out how to dial it down further.

If it doesn’t, kill it and try running another ad to that audience.

If you REALLY want to scale your campaigns to the point where you can generate 100s and 1000s of leads & sales a day, you really need to test and find as many winning audiences as possible…

… and this is the secret to that.

3. Not Using Custom Audiences Well Enough

As soon as you start receiving visitors to your website, you need to start retargeting them and delivering your ads so you can influence them to take action.

The problem right now is we live in a highly distracted world.

People usually skim through sites they visit, get distracted & don’t return again. They completely forget about it.

… And this is where retargeting comes in handy.

It is important even if you don’t have a website or aren’t sending people to your website with your ads.

You need to hit them with a message/offer again.

So as soon as you start your campaign, make sure that you’re building custom audiences of the following people:

• People who’re visiting your website
• People who’re visiting your cart page
• People who’re buying from you
• People who’re opting in as a lead

And these custom audiences on your Facebook:

• People who engage with your post/ad
• People who view a % of your video
• People who save your ads

All of these audiences are REALLY relevant, and can really help you get the maximum out of your Facebook Ad spend.

These are 3 of the most common mistakes we’ve seen business owners make… and I sympathize with them.

Most business owners don’t really go in with a strategy in place when they launch a Facebook Ads campaign.

They go into it hoping and praying they’ll get a few leads & sales here and there.

To succeed with Facebook, and to make big profits from your business, you need an underlying strategy behind your marketing and it’s VERY important when it comes to Paid Advertising.

… whether it is Facebook, YouTube, Google or whatever network you’re dealing with.

Without a solid strategy in place, it can be really hard & daunting to make your Facebook Ads profitable.

… which is why we would like to offer you an exclusive 1 – 1 session for you where we go over your Facebook Ad Campaigns in detail, your business model & how you can successfully use Facebook to generate leads & sales profitably & consistently…

If you would like to learn more about our 1 – 1 strategy session, click on the link below:

Tell Me More About Your Strategy Session

The post 3 Mistakes Business Owners Make With Facebook Ads appeared first on ZenQuest.