How to Find New Leads on LinkedIn

October 28, 2020 - 9:00am - by Alyson Shane

Want to use LinkedIn to find more leads? Looking for more ways to turn your cold connections into warm leads that move through your sales funnel?

With almost 700 million active users in 2020, LinkedIn has become more than just a job-hunting and networking tool. These days, LinkedIn isn’t just for CEOs and salespeople - it’s a must-use tool for any B2B business looking to increase brand awareness, find new leads, and increase sales by expanding their customer base.

If you’ve never tried using LinkedIn to generate leads, then don’t miss this post! These strategies will help you start reaching prospects and nurturing them into warm leads. 

Update Your LinkedIn Profile To a Custom URL

This simple strategy is one of the most overlooked tactics on LinkedIn. Custom links create a sense of consistency across your LinkedIn profiles and helps you look more professional. 

Instead of your LinkedIn profile URL looking like this:

https://www.linkedin.com/in/d5...

To this:

https://www.linkedin.com/in/al...

Updating this field is super simple! Just follow these steps:

• Start by clicking on the Me icon on the top-right of your LinkedIn home page
• Click View Profile

• On your profile page, click Edit Public Profile & URL on the right

• On the new window that opens up, click on Edit your custom URL on the top-right

That’s it! This simple step will help create a sense of cohesion across your LinkedIn profiles.

Invite connections to like your LinkedIn company page

It seems simple, but it works! This new(ish) feature might not be available for all company pages yet, but once it’s available inviting your connections to like your page is super easy. Just follow these steps:

• Navigate to your Linkedin company page
• Under the Admin Tools drop-down menu, select Invite Connections

• A pop-up window will appear with all your connections listed
• Select each person you’d like to invite, and click Invite Connections
• If an error appears, you may have reached your invitation limit

To prevent companies from spamming their contacts, LinkedIn only allows 100 invites at a time. These invites are “credited” back to your account once someone has accepted your invite to like your page.

Share curated content from LinkedIn Content Suggestions

Another way to find new leads on LinkedIn is to regularly share posts focusing on topics they’re interested in. 

If you’re not sure what to share, LinkedIn has a handy Content Suggestions feature for company pages. This tool helps you discover topics and articles that your audience is engaging with on LinkedIn and is a quick, easy way to share content with your followers.

To use this feature, take the following steps:

• Navigate to your Linkedin company page
• Select Content

• In the pop-up window, select your industry and a few demographics about your audience (ideal leads)
• Click View Content Suggestions

LinkedIn will generate a list of trending content from the last 15 days based on your selected industry and audience demographics. You can refresh this list over and over to find new content suggestions that appeal to different audience types.

But beware: not every content suggestion will resonate with your followers, so choose wisely.

Use LinkedIn Messaging to build relationships

The more people become familiar with you, the more they like and trust you. This is also known as the Mere-Exposure Effect. Our favourite example of this effect in action is this chart of Benedict Cumberbatch

Obviously this chart was made as a joke, but it demonstrates exactly how the Mere-Exposure Effect works: the more someone sees Benedict Cumberbatch’s face, the more attractive he becomes.

So what does the Mere-Exposure Effect have to do with finding new leads on LinkedIn? 

Building the authority and brand awareness necessary to move a prospect from a cold lead to a warm lead takes time. After all, people want to buy from people and brands they like and trust, and the higher the investment in a product or service is, the higher that trust level has to be.

One of the easiest ways to establish this trust is to use LinkedIn Messaging to build strong relationships with prospective customers. 

How to develop a LinkedIn messaging strategy

Sliding into people’s DMs and asking them to buy from you right away is a tactless move, and it’s honestly a little rude, especially if you don’t know the person you’re messaging.

If you want a response you need to approach the relationship naturally. Ask questions, provide value, and be a real human being before pressing for a consultation or sales call. Think about this outreach as a multi-step process that could look something like this:

Step 1: Send a connection request

When you send a LinkedIn connection request, always click Add a Note to customize the invitation. Here’s an example of the kind of note we add (notice it’s focused on them and doesn’t try to sell anything right off the bat):

Step 2: Thank them for connecting with a value-add

Once someone accepts your connection request, send them a follow-up message as soon as possible. This message should thank them for connecting, and include a link to a relevant article or group you manage.

Here’s an example of a follow-up message on LinkedIn:

Hey Sandra,

Just wanted to drop you a line and say thanks for connecting! I’m looking forward to keeping in touch. 

Since you work in a technical field, I’d love your thoughts on this article we recently published about writing technical blog posts. You can find it here: [LINK]

Looking forward to your feedback!

Cheers, Alyson

Remember: the purpose of this message is to show them that you’re a trustworthy resource of content they care about. Make sure to tailor this value-add to the person you’re talking to!

Step 3: Share a link to a high-quality 3rd party resource (article, video, webinar, etc.)

We recommend waiting at least a few days between sending these messages so you don’t seem pushy and overbearing. 

This message should again relate to something they’ve said, posted, or shared on the platform. Be specific about why you think they’ll be interested in the resource and what you think about it as well. Don’t forget to ask for their feedback!

Here’s an example of what this message could look like:

Hey Sandra, 

I hope business has been going well! I found this article and it made me think of you, so I wanted to send it your way. It talks about the importance of showcasing company culture in “technical” industries like yours. 

You can find it here: [LINK]

I thought the suggestion to use the new Instagram Reels feature to introduce followers to your office team was really great. I’d love to know what you think!

Cheers, Alyson

Message 4: Request a phone call

Unless you’re a born salesperson, this is arguably the most anxiety-inducing of all the messages in this strategy.  This message should be short, polite, and to the point.

Here’s an example of what it could look like:

Hey Sandra,

I’m working on getting to know my LinkedIn connections a little better, and since we’ve been crossing paths lately I’d love to hop on a quick call and see how we can both benefit from being connected.

Are you free to chat next week? How’s Thursday, November 5th, in the morning work for you?

Cheers, Alyson

Did you notice that we suggested a specific date and time to meet? This strategy makes it easier for someone to say “yes” because they can quickly check to see if they’re available.

Message 5: Follow up

If the person doesn’t reply, send this follow-up message a few days after you’ve sent the message above. 

Hey Sandra,

Hope you’re doing great! Just following up on my invite to have a short phone chat to get to know each other a bit better. I’d love to learn more about how we can both benefit from being connected.

If not, that’s totally fine! You can always reach me directly via email. I hope to hear from you soon!

Cheers, Alyson

Only send this message once. Sending it multiple times will look pushy and might damage both yours and your brand’s reputations. 

How to find new leads on LinkedIn: conclusion

These are just a few of the many strategies you can use to generate new leads for your business on LinkedIn. 

Remember: the best way to use LinkedIn is to be helpful, positive, and consistent. By posting regularly, liking and commenting on the posts your connections share, and using the strategies we outlined above, you’ll be generating new leads for your business in no time.

Want more resources like this delivered to your inbox once a week? Subscribe to our hand-picked roundup of the strategies you need to know. 

If you’re ready to level-up your LinkedIn marketing strategy, drop us a line!

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5 Common Facebook Ad Mistakes and How to Fix Them

September 8, 2020 - 9:00am - by Alyson Shane

Want better results from your Facebook ads? Then you’ve come to the right place! Today, we’re covering five Facebook Ads mistakes you may be making and how to fix them.

Why Advertise on Facebook

Facebook is still one of the most useful and cost-effective ways to reach your target audience. With 2 billion monthly active users and a powerful targeting system, Facebook Ads help businesses generate brand awareness, drive conversions, and increase sales.

Not only does Facebook offer sophisticated targeting, but a study by Wordstream found that the average cost per click for a Facebook Ad in 2019 was $1.72, meaning you can reach hundreds of thousands of potential customers without a huge budget.

Here are a few more reasons why you should be advertising on Facebook:

You don’t need to be a pro to get started

Facebook Ads can feel intimidating, especially once you start digging into Business Manager, Ads Manager, Creative Hub, and the wide range of targeting options available to you. That's normal, believe us.

Luckily, you can start experimenting with Facebook Ads right from your Page before jumping into all the options behind-the-scenes. Try clicking on a recent post and click on the "Boost Post" button to start running your first ad!

Facebook Ads offer high ROI

Facebook is one of the biggest advertising channels on the internet, with total spending from the United States, alone totalling almost 9.9 billion U.S. dollars. There's a good reason for it: the average Facebook user clicks on 11 ads per month, or a total of one ad every three days.

While this may not seem like a huge number, remember that not all ads need a click to be considered effective — some campaigns are designed solely for brand awareness and aren't tied to a "click" as their metric of success. In fact, Reach on Facebook is higher than ever, and with impressions going up and costs going down, there's never been a better time to invest in Facebook marketing.

This stat also shows that users engage with and pay attention to ads on Facebook instead of tuning them out.

Facebook Ads are highly customizable

Facebook Ads offer a wide range of ad types, display options, and audience targeting to help your ad get be to your ideal audience. You can customize your ad design, copy, landing pages, how you spend your budget, audience targeting, and lots more.

For example, if you're a thrift shop solisticing donations you can create a short video ad asking for donated items and target it at people who live in your neighbourhood. Or, you could creat a single-image ad promoting an upcoming sale or special event. The possibilities are really endless, which is what makes Facebook Ads such a valuable tool in your digital marketing aresenal.

Now that we’ve covered why Facebook advertising is important, let’s dive into the five most common mistakes people make when creating Facebook Ads, and how to fix them:

Facebook Ads Mistake #1: Your Ads Aren’t Backed By a Strategy

The biggest Facebook Ads mistake businesses make is launching ad campaigns without a strategy.

This tends to happen because, as we mentioned above, anyone can set up and run a Facebook Ad if they manage a Business Page on the platform. 

Unfortunately, running ads without a strategy that takes elements like your budget, audience, targeting, and conversion goals into consideration will waste your budget.

The Three Stages of the Facebook Ads Funnel

There are three stages to a successful Facebook ad funnel:

• Level 1: Awareness
• Level 2: Remarketing (engagement marketing)
• Level 3: Remarketing (website remarketing)

Awareness

The goal of these ads is to generate awareness about your business. Running ads at this stage builds credibility and authority for your brand, which is important for moving users through later stages of the funnel.

Ads at this stage should be educational or entertaining, and should position your brand in a friendly, knowledgeable way. Content-based ads like video work great here, and allow you to pull the people who engaged with your video into a new custom audience as you move to the next stage of the funnel.

Engagement remarketing

The goal at this stage is to drive people from Facebook to your website to learn more about a product or service and, ideally, make a purchase.

The best content for engagement remarketing ads is a special offer, promotion, or discount. Free trials, BOGO (buy one get one), and percentage-based discounts all work great at this stage.

Website remarketing

The final stage of the Facebook Ads Funnel is website remarketing. Here, we "retarget" our ads at people who have viewed a specific product or page on our website to drive sales and generate more leads.

Remarketing ads act as “reminders” and increase conversion and engagement with people who have already shown an interest in your brand.

The best content at this stage is ads that add social proof, like testimonials. You can also test sales and promotions that create a sense of urgency and encourage users to take action right away.

Facebook Ads Mistake #2: Using Truncated Descriptions

Another common Facebook ad mistake is ignoring the character limits in your ads. The main reason this happens is businesses running ads don’t update the news feed or carousel card description.

Facebook will automatically pull a description from the destination URL you set for your ad, so it’s important to be deliberate when planning your carousel card and news feed link descriptions to make sure they don’t get cut off.

If your descriptions are too long Facebook will cut them off (truncate them), resulting in ads that look incomplete.

Losing part of your text muddles your ad messaging, looks unprofessional and hurts the effectiveness of your ads.

Protip: the easiest way to make sure your ad text isn’t truncated is to check the mobile news feed preview to see how your ad will look on users’ phones.

Facebook Ads Mistake #3: You “Set and Forget” Your Ads

The third biggest mistake we’ve seen brands make is taking a “set it and forget it” approach to their Facebook ads by not checking in and managing their ads once they’ve started delivering.

A “set it and forget it” attitude hurts your campaign performance, since you won’t be able to identify any issues with your ads and make adjustments based on how it's delivering.

Some examples include:

• Your Facebook audience has ad fatigue. “Ad fatigue” happens when people who’ve seen the same ad creative too many times stop paying attention to it.
• Your cost-per-click (CPC) is too high. Your cost-per-click is an indicator of how well your campaign is performing. Read more about how to keep Facebook Ad cost-per-clicks (CPCs) low here.

In both of these cases we’d want to take action by updating the ad creative, ad copy, our campaign objective, audience targeting, and our call-to-action (CTA).

Facebook Ads Mistake #4: Underutilizing Facebook Remarketing

Remarketing ads are essential for seeing the highest return-on-investment (ROI) for your efforts.

These ads target people who have visited your website before and act as “reminders” to encourage users to return and convert.

The key to being successful here is to make sure your ads don’t continue to target people who haven’t visited your website in a while. Using a 3-5 day duration and setting the engagement condition of All Website Visitors, excluding purchases, means you won't miss out on the chance to connect with a single user.

Facebook Ads Mistake #5: Using Mismatched Lookalike Audiences

If you haven’t used these powerful targeting options before, it’s time to start using Facebook lookalike audiences in your ad campaigns.

Lookalike audiences are the most advanced audience types on Facebook. These audience types help you find new potential customers who share similar characteristics to a source audience, like a customer list or website traffic.

The biggest mistake businesses make when setting up lookalikes is not using a high-quality source audience. When setting up your lookalikes, use either your customer database (creating a “customer file” custom audience) or use a website custom audience.

Protip: Creating lookalike audiences is more effective when you have at least 1000 people in your source audience. If you don’t have enough you can use your website traffic, engaged page followers, and page likes to create lookalike audiences as well.

Common Facebook Ad Mistakes: Conclusion

With the Coronavirus pandemic affecting businesses across the globe, the demand for digital advertising has never been higher or more competitive.

As a result, Facebook continues to introduce new features, targeting updates, and new processes that make it more challenging for newbie marketers and businesses to stay up-to-date with the latest Facebook Ad best practices.

By avoiding the common Facebook Ad mistakes outlined above, businesses can enjoy a high return-on-investment from their Facebook ads, build brand awareness, and increase conversions and revenue.

Are you worried you may be making a Facebook Ad mistake? Get in touch and let us know how we can help.

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How To: Create Facebook Lookalike Audiences That Deliver Results

September 3, 2020 - 2:34pm - by Alyson Shane

Hey there! This post was originally published on December 2017, but has been updated as recently as September 2020.

Are you looking to connect with more customers and increase leads for your business? 

Are you wondering how to use Facebook Audiences to create Custom Lookalike Audiences?

This post will be your guide! In our first post about Facebook Custom Audiences we shared how to choose the right Custom Audiences for your Facebook ads, but this one will go into one of the most powerful tools at your disposal when you use Facebook Ads: Facebook Lookalike Audiences.

What Are Facebook Lookalike Audiences

Lookalike Audiences are audiences created from the profile data you've previously uploaded when creating your Custom Audiences.

Facebook will use the profile data from these audiences to create a new list of Facebook users who share similar demographics and interests. This is a super-reliable way to optimize your campaign targeting and make sure that you're not just re-targeting the same people from previous campaigns.

Lookalike Audiences allow you to take a relatively small sample size (10,000 customers, for example) and create "lookalike" audiences comprised of hundreds of thousands of people.

Before we get started, you'll need to have the following prepared and in-hand:

• Access to your customer lists (emails or phone numbers), usually pulled from a system like MailChimp, or Shopify for our e-commerce friends.
• Facebook Conversion Pixels set up on the pages you want to track results for.
• The visual assets, headline and ad copy that you want to test*.

* We recommend using at least 2-3 of each, which will allow you to test how different combinations of words and text perform with your audience.

Let's get started!

1. Open your Business Manager and click on the "Audiences" option under your Assets column. 

2. Select 'Custom Lookalike Audience' from the drop-down "Create Audience" menu.

3. Select the Audience Size you'd like to target. We recommend creating two versions of the same custom audience: one at 1% and 3%, which will allow you to target users who most closely match your original Custom Audience, as well as a broader audience of users who may not be as close a "match" as the 1%.

4. Click "Create Audience" and wait while Facebook matches users and populates your new list. 

5. Once this process is complete (it may take a few minutes) open up your Power Editor and begin setting up your Ads as you normally would. When setting up your targeting, just select your new Lookalike Audience from the drop-down menu:

... and that's it! Now you can take your visual and content assets and begin setting up your Facebook Ads like you normally would.

Using Lookalike Audiences to Increase Sales

Now that you've learned how to create your own Facebook Lookalike Audience, it's time to begin using it to drive conversions... starting now!

Here are a few ways you can leverage the power of your audience:

Grow Your Facebook Page 

One of the easiest ways to grow your Facebook Page is to target one of your Lookalike audiences. This allows you to save time and takes the guesswork out of targeting new users who may not have interacted with your page before.

Increase Sales for Your E-Commerce Store

If you run an e-commerce store you can set up Facebook Ads that deliver to your Lookalike Audience which sends them directly to your website to start buying.

For example, if you have a women's wear section on your website you can create a Custom Audience of only women, then you can use Lookalike audiences to deliver ads to women who closely match interests or demographics of the women who have completed a purchase.

Increase Subscribers, Signups, and Get Leads

The fastest way to turn a lead into a customer is to increase the amount of interactions they have with your brand. Examples of "interactions" can include:

• Answering a survey
• Filling out a form
• Subscribing to a mailing list
• Downloading a piece of content

This tactic is similar to what an e-commerce website would do: upload a Custom Audience, create the Lookalike Audience, and then send people directly to a landing page on your website specifically set up to encourage them to take the action you want them to take.

Get started!

Now that you know how to set up and use Facebook Lookalike Audiences, it's time to start implementing them as a routine part of your Facebook Ad strategy. If you still have questions, drop us a line or connect with us on Facebook, Twitter, LinkedIn, or Instagram. We're always happy to chat.

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Everything You Need to Know About Outsourcing Your Digital Marketing

July 14, 2020 - 11:20am - by Alyson Shane

Do you have questions about outsourcing your business’ digital marketing?

If you’re struggling to figure out if your business is ready, you may be wondering:

• Why should I outsource my digital marketing?

• Should I keep my digital marketing in-house?

• What parts of my digital marketing should I outsource?

• What are red flags to look for when selecting an agency?

If you’ve wondered any of these things, then this post is for you. Let’s dive right in:

Why Do Businesses Outsource Their Digital Marketing?

There are lots of reasons a business would outsource its digital marketing, but here are some of the most common:

You’re not seeing the results you want from your in-house team/person

Many businesses outsource because their in-house team isn’t meeting their goals.

This could be due to inexperience, disorganization, or a cultural mismatch. Whatever the reason, your marketing is always behind. If it’s been a few months (or even years) since your business has launched a new campaign or tried a new strategy, then it may be time to outsource your marketing.

You don’t have the resources to scale in-house

One person often isn’t enough to manage all of a business’s digital marketing needs. After all, graphic designers aren’t copywriters or social media managers, and vice-versa, so you may still have skill gaps you need to fill to meet your marketing goals.

If hiring 2-3 more people is out of your budget, hiring an agency is a cheaper alternative that can give you the variety of skill sets you need to see success.

You’re task-driven, not strategy-driven

Posting for the sake of being active on social media isn’t a strategy.

As a business, you have revenue goals that need to be supported by your digital marketing strategy. While it may feel good to know you’re posting 3-4 Instagram posts a week… that posting doesn’t do you any good if there’s no strategy behind it.

If you’re not happy with your existing digital marketing strategy, then it may be time to outsource to an agency.

You have no reporting structure in place

If you aren’t able to measure the results of your efforts then you’ll never have a clear sense of where new business is coming from.

A qualified agency will work with you to set up a reporting system (we submit ours monthly and on a per-campaign basis) which will include a breakdown of what worked, what didn’t, and suggestions for building on successes.

If you don’t have a reporting system in place, then outsourcing to an agency can give you the clarity you need to make data-driven decisions about your digital marketing.

Why Outsource Digital Marketing? Your Questions Answered

Before we talk about the benefits of outsourcing your digital marketing, let’s answer a few of the questions we hear most often:

Is outsourcing digital marketing cheaper?

Outsourcing your digital marketing to an agency is almost always cheaper than hiring in-house staff - usually by significant amounts, too.

Consider this: you could pay a single person to handle your marketing strategy, copywriting, social media, blogging, email marketing, SEO, landing pages, paid ads, and reporting.

Or, you could spend the same amount and have an entire outsourced team handling the same workload.

Consider the costs, scope, and quality of the work of a single person vs. a team of people, and it’s easy to see how outsourcing becomes the most affordable option.

Is outsourcing digital marketing easier to manage?

Yes, outsourcing is easier to manage than in-house marketing because you don’t have to manage an external team the same way you would with an employee.

Qualified agencies will have processes in place that will keep projects and campaigns running smoothly behind-the-scenes, allowing you to focus on your business without feeling the need to constantly check-in.

Does outsourcing guarantee a higher level of expertise?

Yes, outsourcing almost always guarantees a higher level of expertise than hiring in-house.

This is especially true if your business relies on new grads and less experienced marketers due to salary limitations. Most newbie marketers lack the hands-on experience needed to develop, manage, and execute a comprehensive marketing strategy.

Agencies, on the other hand, are typically founded by and employ digital marketers with years of experience, often in a variety of areas.

The Benefits of Outsourcing Digital Marketing

Let’s talk about the best parts of outsourcing your company’s digital marketing!

Outsourcing gives you outside insight into your business

Hiring an outside agency can give you a fresh perspective on how to approach your digital marketing.

Any qualified agency has a rigorous onboarding process that allows them to develop a deep understanding of your business, your customers, and how your products or services solve those problems.

This work, and the work of measuring and reporting consistently on your digital marketing, offers insight into your business, making them a valuable partner.

Outsourcing gives you access to experts

As we discussed earlier, the level of seniority and expertise that a business can access through an outside vendor is often much higher than they could hire for in-house.

Not only will you work with more experienced marketers, but qualified agencies will always be on the lookout for innovative new tools and techniques to amplify their efforts on behalf of your business.

Outsourcing guarantees a return-on-investment (ROI)

Put simply, agencies have a vested interest in generating continued ROI for your business, or else they risk losing your retainer. This means they’ll continually work to find new ways to make campaigns more successful, increase open rates, and generate more interest about your business online.

(If you don’t feel like you’re getting that level of service right now, let’s chat.)

Red Flags When Outsourcing Digital Marketing

We’ve spent a ton of time talking about all the benefits of outsourcing, but what about the red flags? What are some signs that the agency you’re considering might not be all it’s cracked up to be? Let’s take a look:

They don’t walk the talk

Let’s face it: a lot of marketing agencies (older ones, especially) tend to offer digital marketing services to stay competitive, not because it’s their passion.

As a result, you can tell pretty quickly which agencies are experts in areas like digital marketing and content strategy, and which are faking it for clients.

When considering who you want in charge of your digital marketing strategy, ask:

• Do they post to their social media profiles regularly?

• Is their content friendly, helpful, and interesting?

• Do they show creativity and innovation in the content they share?

• Do they have a newsletter, and is it any good?

• Do they blog regularly to demonstrate industry expertise?

If the agency you’re considering doesn’t do any (or even some) of these, then they may not actually have the depth of knowledge and experience needed to deliver high-quality results.

They won’t show past or current work samples

Whether that’s sharing links to past or present client work or providing case studies, a qualified agency should be able to point to at least a few success stories.

If you’re considering working with an agency but they’re giving you the runaround on actual work samples, consider this a huge red flag and take your business elsewhere.

They force long-term contracts

No matter how great or experienced an agency might be, you’ll both need some time to get to know one another and decide if your partnership is something you want to continue long-term.

If an agency is pushing for a multi-year contract before work has even begun, consider this a red flag.

Outsourcing Digital Marketing - Final Thoughts

Figuring out what to do with your digital marketing can be stressful, but outsourcing your needs to a qualified agency can bring strategy, clarity, and quality to your business’ online presence.

As we’ve covered here, outsourcing is a cost-effective way to work with digital marketing experts who work hard to consistently deliver ROI for your business.

If you’re ready to take the next step and work with an agency to grow your business, drop us a line and let’s chat.

Still not ready to take the plunge? No worries! Our weekly newsletter will keep you informed with all the latest hand-picked digital marketing news and strategies. Subscribe now.

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The Ultimate Guide to Pricing Plans (+ Examples!)

June 25, 2020 - 10:41am - by Alyson Shane

Do you want to learn how to price your services so customers click on your preferred pricing plan? Have you struggled to drive customers towards the option you want them to select?

Then you've come to the right place! This article explores the psychology behind consumer marketing, and uses research and examples to show you how to price your products and services to drive consumer behaviour.

Why is understanding consumer psychology important?

Knowing why consumers choose one option over another helps us make more informed decisions about our pricing.

Being strategic in our pricing doesn't only improve conversions! Understanding the psychology behind pricing allows us to create positive experiences for our customers, which helps them feel happy about their decision to buy.

How can we help our customers feel this way while buying from us? Keep reading to find out:

The Decoy Effect, aka Asymmetric Dominance

"The Decoy Effect" describes our tendency to change our preference between two options when presented with a third, less enticing option.

The third option, known as the “decoy”, uses asymmetric dominance to push customers to choose between one of the two better options.

What is Asymmetric Dominance?

Asymmetric dominance means that the decoy is priced to make one of the other three options more attractive.

The decoy is “dominated” in terms of perceived value (price, quality, quantity, features, etc.) and isn’t actually intended to sell.

The decoy exists only to nudge customers away from the “competitor” and towards the “target” (usually the most profitable option.)

Real-life examples of The Decoy Effect

One of the most popular examples of The Decoy Effect comes from the researcher Dan Ariely. In 2009 he ran a study that analyzed the pricing options for The Economist with 100 MIT students.

In one scenario, he gave students the option between a web-only subscription or a print-only option for twice the price.

Not surprisingly, 68% chose the cheaper, web-only option.

When given a third option - a web-and-print subscription for the same price as the print-only option, just 16% chose the cheaper option.

Instead, 84% opted for the combined version because they perceived it as a better value.

In the second scenario, the print-only option became the decoy and the combined option became the target.

Here's a video of him explaining how the study worked:

Another example of The Decoy Effect is an experiment by National Geographic to see if they could encourage customers to buy a large popcorn over other sizes.

They started with a small bucket of popcorn for $3, and a large bucket for $7.

The initial choice showed that most people bought the bucket of small popcorn.

When they added third, “decoy” option - a medium popcorn for $6.50 - most people chose the large bucket because they viewed it as being a better value.

In their test the medium bucket was asymmetrically dominated by the large one, so customers chose the more expensive option.

The Decoy Effect takeaway

Using decoys takes the guesswork out of selecting the option that has the most value.

Adding a decoy that you don't expect to sell may seem counter-intuitive, but an option that makes the others look better empowers your customers.

Decoys make customers feel like they're getting a "good deal" by choosing the asymmetrically dominant option.

Protip: don’t be afraid to experiment with different decoys to test which comparisons yield the results you’re looking for!

Anchoring Bias

Anchoring Bias describes people’s tendency to use the first piece of information they get as a reference point when comparing related items.

Again, researcher Dan Ariely is one of the leading voices on this subject. In his TEDTalk, he describes research for his book Predictably Irrational, which confirmed that we assess and compare items based on the first piece of information we're exposed to, known as the “anchor.”

Real-life examples of Anchoring Bias

Anchoring Bias in retail pricing

This is one of the oldest tricks in the book: cross out the retail price and show your price beside it. If you make handcrafted items, like jewelry or pottery, provide a range for retail price instead ($150 - $200).

Anchoring Bias in Pricing Services

If your business provides a service, use the same strategy listed above on your pricing page, but list the typical cost of the service instead.

Anchoring Bias in competitor price comparisons

Some businesses may want to consider showing their competitor’s prices for comparison. This tactic only works when

1) your price is actually lower, and

2) the comparison highlights extra benefits so your customer isn’t focused only on the price

But, beware: we don’t advocate pitting yourself against another competing company. Not only could they respond in kind, but aggressive tactics might turn off some customers.

Anchoring Bias in price comparisons

Create strategic price comparisons for your products and services to “anchor” the package you want to be the most popular in the middle.

You probably know what you want your ideal price for your product or service to be, so create a package that includes its features and benefits. Then, set this package in the middle of two other features.

On the left: create a slightly cheaper “base bones” package with very limited features.

On the right: create a much more expensive package with few extra features.

Placing your ideal option in the middle "anchors" it in the center, so anyone looking at it will subconsciously compare the other two options against it.

When done properly, most customers will naturally opt for the middle option because it appears cheap and offers the most value.

Anchoring Bias takeaway

The first thing we see sets the tone for how we assess related items, so set the stage for your ideal price by “anchoring” it against less valuable options.

Use visual tricks like crossing out retail pricing and strategically arranging packages to guide your customers to click on the option you want.

Protip: right-align your prices. Studies have shown that customers perceive a bigger discount when the sale price is positioned to the right of the original price.

The Paradox of Choice

The Paradox of Choice describes the psychological phenomenon that makes us feel overwhelmed by too many choices.

This is why many of us feel "analysis paralysis" when trying to choose between a lot of options.

When we have only a handful of options in front of us, we feel confident and less anxious about our choices.

Real-life examples of The Paradox of Choice

The most famous example of this paradox is the “Famous Jam Study” set up by researchers at Stanford and Columbia University.

Researchers set up two sampling stations at real-life supermarkets, one with 24 jam flavours, and one with six options.

They found that while more people stopped to sample at the station with 24 flavours, only 3% of shoppers made a purchase.

The table with six jams had fewer shoppers stopping to sample, but a whopping 30% of those who did purchase at least one jar of jam - a 900% increase!

The table with fewer options obviously outperformed the table with more options - but why?

The researchers found that the larger selection overwhelmed shoppers to the point where they weren’t able to make a decision they felt confident in… and so they made no decision at all.

The Paradox of Choice takeaway

Fewer choices reduce purchase anxiety and make the buying decision easier, so don’t overwhelm your customers with a bunch of overwhelming options.

Protip: use call-to-action statements like “Best value!” and “Customer Favourite” to help customers feel even more confident in their purchasing decision.

“Three Charms, Four Alarms”

Research shows that repeating a phrase three times makes it seem more true, but repeating it four times or more starts to make people feel skeptical. 

To determine this, researchers Shu & Carlson asked participants to read about five items, each with a range of 1-6 positive claims about it. Their results found overwhelmingly that repeating a phrase three times makes it sound more trustworthy and true.

Specifically, the study also found that repeating the same claim four or more times reduced how trustworthy the participants rated the statement, while fewer repetitions “charmed” participants every time. 

Real-life examples of “Three Charms, Four Alarms”

Finding examples of this principle in real life is actually pretty easy: most SaaS companies use this tactic to make their customers feel more comfortable and confident in their purchasing decision.

For reference, let’s compare a few different pricing pages:

Source: https://buffer.com/pricing/publish

Buffer’s pricing page has a lot going on, including calls-to-action, highlights text, and extra details to help customers feel more confident in their purchase - but you’ll note that there are only three options, not four.

We can see the same strategy applied to Sprout Social’s pricing options:

Source: https://sproutsocial.com/pricing/ 

Like Buffer, there’s a lot going on here - but it doesn’t feel as overwhelming because we’re only comparing three options. 

Now, let’s compare Salesforce’s pricing page: 

Source: https://www.salesforce.com/ca/editions-pricing/sales-cloud/ 

There are a lot of the same psychological factors at play in these three examples, but according to research the additional option on this Salesforce pricing page actually damages conversions overall by reducing customer confidence. 

So why would Salesforce offer four options instead of three? We can’t know exactly why, but a guess would be that they’re testing various pricing decoys in order to promote the $150/month plan.

“Three Charms, Four Alarms” takeaway

Limit the number of choices to three whenever possible. Avoid two, or even one option, as binary choices can feel limiting to potential customers and a single “take it or leave it” option also doesn’t leave them feeling empowered and excited to buy.

Protip: use the “three charms, four alarms” trick in your marketing copy as well. Never miss out on a chance to create a sense of trust with your customers!

How to build your pricing plan

Now that we’ve covered the consumer psychology behind it, putting together a pricing plan that (gently) encourages customers towards our preferred option is easy. Just follow these steps:

1. Include a “decoy” option. Use asymmetric dominance to price your decoy option so it makes one of your other options more attractive.
2. “Anchor” your customer’s expectations. Use visual tricks like crossing out text and strategically arranging packages on your pricing page.
3. Remember the “Paradox of Choice.” Don’t overwhelm customers by offering so many options that they feel too overwhelmed to make a choice.
4. Use the “Three Charms, Four Alarms” rule. Research shows that three options build trust, while four or more options decrease trust - so include three pricing options!

Start building your pricing plan today

Using strategy and data to build a pricing plan that drives the sales you want and makes customers feel great about their choice is exactly the kind of thinking that helps businesses grow and thrive.

If you’re ready to start bringing strategy and clarity to your digital marketing, drop us a line and let’s chat. 

If you’d like useful articles like this one hand-picked and sent right to your inbox once a week, subscribe to our newsletter.

If you have any thoughts on this piece, we’d love to hear it! Share your tips and feedback with us on Instagram, Twitter, Facebook or LinkedIn.

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Successful Content Marketing in 7 Simple Steps

June 2, 2020 - 9:00am - by Alyson Shane

Wondering how to build a content marketing strategy that gets results?

Different pieces of content (blog posts, whitepapers, infographics, etc.) are all intended to serve different purposes as a potential customer moves through the sales funnel.

Since these pieces are tied so tightly to a customer’s intent to buy, it’s important for us to understand what each piece is designed to do, how we’ll measure its success, and how it fits into our larger marketing strategy.

Below are seven (simple) steps to get you started:

1. Set clear goals

Be as ambitious or as cautious as you’d like — just be clear about what your goals are. 

Make sure your goals are achievable and measurable. This not only helps set expectations for your team (or your clients), but also tells you if your strategy is working, or if you need to adapt.

Once you’ve set your goals, decide how often you’ll review them and adjust - more on that below!

2. Do your research

Do keyword research to find out which topics are trending in your industry and the language your customers are using to talk about them. Tools like SEMRush, AnswerThePublic and (of course) Google’s Keyword Planner are great places to start.

Understanding keywords helps you identify popular content topics that you can develop content for in order to attract eyes to your brand. 

3. Develop a strategy 

Once your goals are defined, create a plan for how you intend to achieve them. Use your buyer personas to target the right audiences, and outline your plans for reaching them with your content. 

Pay attention to what your competitors are doing, and do research into the latest techniques for engagement and community growth before executing on your plan. Create a Content Marketing Master Document that acts as a “living document” and details your process, goals, and strategies for every aspect of your content marketing plan.

4. Create your content

The content you publish should be useful, timely, and clear.

Use the research completed in the previous steps to decide on topics, keywords, and content type before creating anything. 

Planning these elements out in advance helps you stay on topic and work your keywords into your text in a more natural way.

For blog content, start with a bulleted list of all the headers you want to write, and add the details in as you go, “fleshing” out the sections until you have a complete post. An example could look like this:

• Intro/CTA
• 1. Set clear goals
• Be clear, achievable and measurable
• 2. Do your research
• Talk about keywords
• SEMRush, AnswetthePublic, Google
• 3. Develop a strategy
• Content Marketing Master Plan
• Mention/link to buyer personas

You get the idea. This is especially helpful if you’re planning a post that references a lot of resources since you can add the URLs of your sources in the list for quick reference.

5. Publish and share your content

The best place to publish your content is your blog. 

Here’s why: your blog exists on your website, which means that by the time someone is reading your blog post they’re already within your brand’s ecosystem — you don’t need to get them to click through to your website because they’re already there.

Other places you can publish your content include sites like Medium.com and as articles on social networks like LinkedIn. Don’t forget to share it on social media and in your newsletter, too!

Websites like Business Insider and Inc.com are also great places to write and share original blog content in order to reach a much broader audience.

6. Use eye-catching visuals

Once your post is ready to go, spend some time in the photo editing tool of your choice (we like Canva) creating additional marketing materials to use on social media.

Create images featuring quotes and wisdom from your posts and share them with URLs to your blog. This gives your audience a hint at what they can expect from the post, and increases the likelihood that they’ll click through to read.

7. Measure your success

Once your content has been online for at least 30 days, conduct a detailed analysis of whether or not it achieved your goals. 

If it didn’t achieve what you’d hoped, don’t get discouraged. Take this as an opportunity to learn from your experiment, and apply your knowledge to your strategy for the next piece of content you produce.

Improve your content marketing starting today

Content marketing is a big, complicated beast, and it can be hard to keep track of all the latest developments and what they mean for your business. That’s why we created our weekly newsletter, which features hand-picked articles to help you step up your content marketing game.

Looking for help developing a strategy that helps your customers connect with your brand and that grows your business? Drop us a line.

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How to Avoid High Facebook Ad CPCs

May 25, 2020 - 4:13pm - by Alyson Shane

Facebook and Instagram are more popular with advertisers than ever before, which means the marketplace is becoming more crowded and acquisition costs are going up. 

Most of our clients run Facebook and Instagram ad campaigns, and even within the past few years we’ve witnessed a steep increase in the cost-per-click: in 2020, the median CPC for Facebook ads is $0.72, up from $0.53 from the same time in 2018.

To stay competitive businesses need to stay up-to-date with the latest strategies, which is what this post is for. Let’s dive right in:

What is Facebook CPC?

CPC stands for Cost-per-Click.

CPC is how much you pay for each click on your Facebook or Instagram ad. Choosing to optimize for CPC with your ads will prioritize getting as much traffic to your website as possible. 

Understanding Audience Sizes

As a rule, the smaller and narrower your audience is, the more competitive your bid will need to be. If you’re noticing that your CPCs are really high, check your audience size and see if there are any additional elements you can add to broaden your targeting. 

Casting a wider net with your ads help reduce competition for your ads, which means your CPCs will be lower. This is a great tactic for more mature ad accounts who may be struggling to see a continued return on investment (ROI) on their ads. 

Understanding Account Structure and Segmentation

Ads run across a variety of locations within Facebook, from the News Feed to Messenger, to Instagram feeds and Stories. 

When we add segmentations like geographies or specific placements, the audience pool becomes more restricted and businesses may lose out on the chance to display their ads somewhere that would generate a lot of clicks.

Understanding Campaign Budget Optimization

Facebook recently announced that ad set budgets will be going away in favour of campaign budget optimization, which uses machine learning to automatically serve ads to your target audience based on predictive analysis.

Facebook’s algorithm prioritizes volume (the maximum number of eyeballs it can get on your ad) over conversion, so having larger audiences is ideal. 

Combining multiple, smaller audiences with similar size or reach potential helps the campaign budget optimization tool identify more opportunities for conversion. 

Increasing CPC Using Smart Creative

How we set up our ads behind-the-scenes can make a big difference in our CPCs, but the key to truly standout advertising is to, well… stand out. 

Here are a few strategies to help:

Apply the K.I.S.S. methodology

KISS stands for “Keep It Simple and Strong” and is a great rule of thumb to follow when it comes to marketing in general, but especially with your ad creative.

Use clear and direct language, and keep the text in the images to a minimum. Include keywords that are relevant to your target audience so they clearly understand the benefit of clicking on the ad. 

Use Video

47% of consumers watch video ads most often on Facebook, and 71% of consumers find Facebook video ads relevant or highly relevant.

Not only is video people’s preferred way to watch an ad, but those stats tell us that Facebook’s targeting for video ads is spot-on. 

Write Your Copy For the Viewer

Don’t talk about your business in your ad. 

Remember: ads are your chance to convey value, and help your audience understand the benefit of clicking on the ad. Focus on them, and what they get out of it.

Keeping your ad copy tied directly tied to the value of what you’re selling builds trust with your brand.

How to Avoid High Facebook CPCs: Conclusion

Businesses need to be adaptive in order to stay competitive with their ads as Facebook and Instagram become increasingly crowded, which means staying on top of the latest strategies and developments.

If you’d like those hand-picked and delivered right to your inbox each week, subscribe to our newsletter. If you have a tip to share that we didn’t cover here, tweet it at us!

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How to Maximize ROI on Every Social Media Platform

May 11, 2020 - 8:59am - by Alyson Shane

By now most businesses realize the importance of having and maintaining social media accounts. With close to 3.5 billion people using social media each month, it’s a way to connect with your customers, boost sales, and increase brand awareness. 

If you own or manage a business, posting tweets and engaging with followers on multiple platforms likely isn’t at the top of your to-do list. It’s also not something you can pass off to just anyone. 

The person crafting your messages sets the tone of your brand, curates content that will resonate with your followers, and works on a strategy to yield a positive ROI. 


It’s not just playing on social media all day. Crafting your content takes time.

Here are some of the factors you need to consider for each platform and how much time they take.

Facebook

Post image size: 1200 x 630 (ads, cover images, profile pictures, link images, event images are all different sizes).

Character count: The max character count is 63,206, but generally, you shouldn’t be maxing that out. Keep your CTAs strong and put your important information first. The ideal length is 40-80 characters.

Hashtags: Use rarely on Facebook.

Strategic scheduling: Posts published between 1-4 pm have the best click-through and share rates on Facebook. This can vary, so make sure you measure the performance of your posts from Facebook Insights and schedule accordingly.

Tagging: With 1.69 billion Facebook users, it’s important to tag the correct people and companies.

Copywriting: Who are you speaking to? Do you have a strong CTA? Is there a link you can share in this post? Is your target market interested in this post? Is this shareable content? What’s in it for the reader to share this? Is this content timely?

Hashtags research: N/A

Image sourcing: Make sure the image you select reflects the content you are sharing. It’s important to have permission to share the images you select, especially if you plan on branding them. Pexels, Unsplash, Canva, Pixabay, and others offer a selection of free images, but make sure they are free for commercial use before you share them.

Graphic creation: Use a tool like Canva or InDesign to add your logo, copy, and other graphic elements that draw attention to your viewer.

Pin the post: You want your most relevant marketing campaigns to stay at the top of your feed. Your pinned post will likely be one of the first things people see while visiting your Facebook page, so make sure it’s timely!

Other factors: Facebook generally suppresses business posts, so the best way to get your content seen is to have your followers share it on their pages.

Total time: ~ 45 minutes


Instagram

Post image size: Landscape 1080x608 px, square 1080x1080px or portrait 1080x1350 px. (Instagram stories, Instagram Live, and IGTV are different sizes)

Character count: Max 2,2 00 characters. 138-150 characters is ideal for maximum engagement.

Hashtags: Max 30. The ideal number is 5-10. Too many hashtags can get your account shadow banned.

Strategic scheduling: The general best time to post is between 9 am-11 am, but the best time to post is based on your unique audience. An app like Buffer automatically calculates your best times to post.

Tagging: People and businesses are always looking for content to share. Do you have a pen from a local art store in your photo? What about flowers from your favourite florist? Tag whoever you mention in your post to maximize your chances of being shared on their pages.

Copywriting: It’s a good idea to write both short and long posts. If you are writing a long caption, write a short, engaging summary of what you are posting about first, so your audience doesn’t miss your key message. Make sure your post has value. Is your audience learning something? Will it make them emotional? What’s in it for them when they read this post?

Hashtags research: Did you know that posts with at least one hashtag average 12.6% more engagement than posts without a hashtag? Hashtags work to organize your content and make it easier for people to find. There are community hashtags, branded hashtags, and campaign hashtags. Use these to find your niche audience, collect UGC, or promote your campaign. Look for tags that your audience, industry leaders and competitors are already using.

Image sourcing: Since Instagram is a visual platform, the photos you post are very important. Not only do you need to worry about each image, but you should also consider how your profile looks as a whole. 

Do you have a colour scheme? What filters are you using? 

Free image sourcing is a great option, but if you want to make sure your brand isn’t being confused for other brands or you want specific quality, try buying images from Stocksy, Twenty20, or Social Squares. They provide quality content, and it still saves your business from costly photoshoots and time spent taking and editing photos.

Graphic creation: Since people are mainly using Instagram on their mobile devices, it’s important to use an image that will quickly draw attention and get your point across. Instagram is not the place for complicated infographics and small text.

Add to highlights: It’s a great idea to share your new posts to your Instagram story and increase the chances of your content being seen. If your post is important enough to keep at the top of your page, add it to your highlights so your viewers can easily find it!

Other factors: Instagram is one of the only platforms that doesn’t allow you to link to a webpage in your caption. Asking people to go to your link in bio and leave the app gives them more steps than people are generally willing to do. Make sure you have all of your important information on Instagram, and if needed, direct them to your link in bio for more information, but you better make sure it’s updated!

Total time: ~ 50 minutes


Twitter

Image size: Min. 440 x 220 px

Character count: Max 280 characters.

Hashtags: Twitter recommends using no more than two hashtags per tweet for best practice.

Strategic scheduling: The best times to post for B2B are 7 am-8 am, 11 am, 6 pm, and 9 pm. Schedule around peak times, but make sure they are the best for your business. Find an app like Later that will analyze optimal times to post content.

Tagging: Giving an @ mention informs people or businesses you posted about them. Everyone loves to share positive content about themselves or their business. One RT can lead to many more!

Copywriting: Be concise! The ideal Twitter caption is 71-100 characters. Since Twitter moves fast, you only have a few seconds to grab your audience’s attention.

Hashtags research: Give people a reason to use your hashtag. Are you running a contest? Can they participate in a larger conversation this way? Or use your hashtags to get your content discovered. Just use them sparingly!

Image sourcing: Twitter data says people are three times more likely to engage with Tweets that include visual content. Include video, images, and GIFs to your tweets.

Graphic creation: Make your visuals eye-catching, appealing, and informative while using your brand tone and voice. Use your logo to build brand recognition. Try using GIFs to add some humour to your posts.

Pin the post: If your pinned tweet is out of date it looks like you aren’t active on Twitter, or you don’t pay attention to detail. Update your pinned tweet as necessary.

Other factors: Twitter is big for sharing content. Look for opportunities to share content from your audience, affiliates, and industry leaders.

Total time: ~30 minutes


LinkedIn

Image size: 1104 x 736 px

Character count: 700 characters (business accounts) 1300 (individual accounts)

Hashtags: LinkedIn recommends 3-5 hashtags per post.

Strategic scheduling: Working professionals and college grads make up the majority of LinkedIn users. The most successful posts on LinkedIn are posted between 8 a.m. and 2 p.m. from Tuesday to Thursday.

Tagging: LinkedIn is all about making connections and showcasing your abilities. If you can tag people in your posts, do it! Often they will want to share their involvement with your company on their own pages to show off to their network.

Copywriting: You have 140 characters before LinkedIn will cut off your copy with the “See more” button. Make sure your first sentence in compelling. An interesting first sentence can get more eyes on your profile, and the rest of your content.

Hashtags research: Following hashtags on LinkedIn is a great way to find new content ideas and stay informed on what’s going on in your industry. Go to ‘Hashtags trending in your network’ to find relevant hashtags – choose ‘My Network’ and then ‘See all’ under the ‘Hashtag’ section.

Image sourcing: Many LinkedIn statuses will revolve around less visual topics like leadership, motivation, success, so you have more freedom and creativity with choosing images. Pair your image with a strong caption and you’ll be on your way to getting clicks and shares!

Graphic creation: Always stick to your brand guidelines with the same font, colours, and logo to create a cohesive, curated look.

Other factors: LinkedIn is the place to keep things professional. Make sure your profile is always up to date and offer plenty of opportunities for people to learn about your brand.

Total time: ~ 45 minutes

As you can see, hiring a social media manager is the best way to get your key messages across on each platform and maximize your ROI.

Social media platforms are constantly evolving their algorithms and interfaces. Marketers should be staying updated with the latest information. Starling Social’s high-level approach to digital marketing allows you to focus on your customers with the reassurance of knowing your social media channels are running seamlessly. 


Your business needs a marketing plan that aligns with your growth goals. We develop strategies that help you create memorable, lasting connections with your customers and grow your business.

Get in touch if you’re looking for help with growing your business.

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How to Recession-Proof Your Business

April 17, 2020 - 10:22am - by Alyson Shane

If you want to recession-proof your business and minimize the impact of COVID-19, you’re not alone. Companies across industries are scrambling to keep a recession that could be as bad as the Great Depression from seriously impacting their business. 

As a result, we see a lot of short-term, reactionary behaviours in response to the pandemic. We’ve seen businesses furloughing or laying off their marketing teams. Other brands are cancelling advertising campaigns and taking a “wait and see” approach as things unfold.

Just like during the 2008 financial crisis, many businesses are putting their marketing plans on the chopping block to try and stay lean.

But is this the best strategy? 

Studies show that companies who protect their marketing budgets during recessions tend to do much better during the recovery period.

In fact, companies that increased their marketing spending during a recession earned an average increase of 4.3% in profit.

The companies that cut back spending during an economic downturn? They saw an average fall in profits of 0.8%.

To put it more simply: companies that cut back on their marketing earned 3.5% less than the companies that increased it.

Now, ask yourself: which business would I rather be?

If your answer is “the profitable business” then it’s time to leave the short-term thinking behind and focus on the big picture. 

Here’s why investing in your marketing right now helps recession-proof your brand:

Recessions don’t guarantee lower return-on-investment

We naturally assume that a recession will hurt every business, but brands that are adaptive can emerge stronger than ever, and with a higher return-on-investment (ROI) than before the downturn.

A 2018 report from ROI Genome found that in over 100 cases, more than half the brands studied saw improvements in ROI during the last recession. 

Marketing during a downturn creates short and long-term ROI

On average, companies that increased their marketing investment earned an average of 17% growth in incremental sales, and more than half sad year-over-year improvements over the next two years.

Why? Because marketing increases brand equity.

“Brand equity” is a fancy way of saying: the more people who are familiar with your brand, the more they trust in the value of your products and services. 

The more your customers see, hear, and interact with your brand - especially during times when they feel anxious, like during a recession - the more they’ll develop positive feelings towards your company, increasing the likelihood that they’ll buy from you in the future.

Cutting marketing guarantees losses during a recession

When you remove yourself from the conversation, people stop talking about you, thinking about you, and ultimately buying from you.

Leaving yourself out of the discussion also makes spaces for the competition to creep in and start converting your customers.

In fact, companies that cut their marketing investment suffer an 18% loss in incremental sales compared to those that didn’t.

Cutting marketing makes losses worse for struggling businesses

If you’re already operating on razor-thin margins, cutting your marketing may seem like a natural choice. But before you do, consider this:

Low consumer demand accounted for one-third of all losses in incremental sales during the last recession, while two-thirds of all losses in incremental sales were due to lower investments and the lack of market share.

It might seem prudent to cut back on marketing right now, but your business will have to make up for the lost time and try to compete in a marketplace that was more crowded than before.

How to recession-proof your brand: final thoughts

When companies allow short-term thinking to guide their decisions, they sacrifice not just brand equity, but also the long-term ROI of consistent marketing.

Agile businesses, on the other hand, take a data-driven approach to their business and develop strategies that balance short and long-term goals. 

During times of uncertainty, it’s more important than ever to focus on making data-driven decisions. If you’re looking for a partner to help you make sense of the noise and keep your business top-of-mind for your customers, drop us a line.

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10 Easy Ways to Promote Your Business During the Coronavirus Outbreak

March 24, 2020 - 9:00am - by Alyson Shane

Social distancing is our only option to flatten the curve of the Coronavirus spread. But the impact could be devastating for many businesses, especially those that rely on foot traffic and offer on-site services.

As a result, businesses are looking for easy and efficient ways to promote themselves during the outbreak. Luckily, there are lots of tools at your disposal to stay connected and build awareness about your brand.

Below are 10 ways to keep your customers engaged from a distance:

1. Be active on social media

People are turning to social media to stay connected so make sure your brand is active online.

This is the best time to focus on community engagement. Leaving comments and having conversations with your audience and followers shows your business is tuned-in and humanizes your brand.

If your business can afford to contribute to local food banks or other community services, now is the time to lead by example. Share the news on social media and encourage others to do the same. 

2. Connect with your customers through email

More businesses are online than ever before, so cut through the noise and to talk to your customers where they live online: in their inbox.

Use your email newsletter to promote discounts, events like live streams, webinars and online training, and anything your customers might care about.

Depending on your business, this might also be a good time to do something different with your newsletter.

For example, for the next few weeks the Starling Social weekly newsletter is switching to a “Good News” edition where we’re highlighting positive stories from our community and across the globe as a way to spread a little more joy in these uncertain times. If you’re interested, sign up here.

3. Revisit your pay-per-click strategy

With more people performing searches than ever before, now is a great time to invest in pay-per-click (PPC) marketing to help your business get found.

But if your customers need to leave the house to engage with your business, it may be worth hitting “pause” on any PPC campaigns promoting those services.

If you can, focus your ads on services and promotions that customers can access and enjoy from home. Revisit your keyword strategy and consider what new and different searches they might be making from home, and focus your ad dollars on those searches instead.

PPC marketing is also a great way to use any marketing budget that needs to be reallocated due to social distancing, as Google Ads offers an impressive return on investment (ROI) of $8 for every $1 spent.

4. Revisit your SEO strategy

With more people sitting at home browsing the internet than ever before, it’s vital that your business ranks as high as possible on a search engine results page (SERP).

For reference, before the pandemic started Google SERP rankings have a return-on-investment (ROI) of roughly the following:

• 1st Position: 31% click-through rate (CTR)
• 2nd Position 15% CTR
• 3rd Position: 9% CTR
• 4th Position: 7% CTR
• 5th Position: 5% CTR

Organic CTR for positions 7-10 is virtually the same. 

As we can see, the CTR drops off dramatically after the first few results, so it’s critical to make sure your website ranks as high as possible. 

Looking for more insight on improving your SEO rank? We’ve got some resources that may help:

• SEO Research Tips for Building Your B2B Content
• Here Are the Answers to Your Hottest Local SEO Questions
• How to Use The KonMari Method for SEO

5. Publish content on your blog

People are hungry for content to consume with all this extra time. If your business has a blog, use this opportunity to share posts that inform, amuse, or excite your readers.

Use any SEO and PPC research you've done to inform the topics you discuss on your blog, since searches give you insight into what people are looking for. If you provide answers to the search in your post, your blog has a higher chance of ranking higher on the results page.

Bonus: publishing blog posts regularly gives you extra social media content to share, making this task a little bit easier, and gives your website a natural SEO boost.

6. Highlight gift cards and take-out options

Gift cards give your business an infusion of cash right away and guarantee that the customer will return to your business in the future. In Seattle, customers are going out of their way to buy gift cards from local businesses to keep cash flowing. 

To promote social distancing, set up an e-card program and promote take-out as an option if you run a restaurant, cafe or bakery.

7. Host contests and giveaways on social media

Contests are a great way to engage your audience and gain more visibility for your brand, just make sure they’re tasteful. Book publishers can give away audiobooks and e-books to their followers as a way to pass the time indoors, for example.

A great way to support other local businesses is to collaborate on a contest giveaway - just make sure all the prizes are either digital or can be sent through the mail.

8. Promote discounts

Now is a great time to entice long-term purchases by offering discounts. If your business offers memberships, encourage customers to lock into a one-year membership now at a discounted rate. If you run a retail store, consider offering free shipping for online orders.

Depending on your business model, you can also use traditional promotions like “buy one get one” (BOGO) and free incentives.

9. Keep customers engaged with live video

If you have a store opening, product launch, or celebration planned, use Facebook and Instagram Live to stream it to your social media channels.

If you don’t have any announcements planned, use video as a way to go behind the scenes with your business. Share how your team is connecting remotely. Walk viewers through how a product gets made. Offer a live Q&A. The possibilities are endless, just be creative!

Video is a great way to keep customers engaged and put a face to your brand in addition to selling your products and services. Promote your live events and increase attendance by offering a special discount code to the first 50 or 100 people who join.

10. Host webinars and online events

Social isolation is leaving people more time to invest in training and personal development, so now is the ideal time to hone any online offerings your business may have, like webinars or online certifications.

Many businesses rely on in-person events to generate income and leads, so if you have a conference or training event that has recently been cancelled, consider reformatting it into a webcast that attendees can join from home.

How to promote your business during the coronavirus outbreak: conclusion

Nobody knows when things will go back to “normal” or even what that “new normal” will look like, so it’s more important than ever for businesses to connect with their customers online.

Invest in your social media and in content that keeps your customers engaged and excited about supporting you during this crisis. If you need help, drop us a line.

If you want more tips like this (plus good news from our community and elsewhere) sign up for our weekly, hand-picked newsletter. 

Above all, stay safe out there. 

xox 

The Starling Social Team

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