Tag Archives: social media

Social Media Ads on Facebook

How to Boost Social Media Ad Conversions on Facebook

Unless you’re a major automotive manufacturer, beer company or GoDaddy, chances are you can’t afford a Super Bowl ad. Every year, big brands shell out big bucks to get a highly coveted commercial spot during the most watched event in the U.S. annually.

Though a Super Bowl ad can result in online buzz, media coverage and memorability -everything a marketer wants – well after the big game, small businesses do have more affordable routes they can take to get brand exposure and, ultimately, customers. Enter social media advertising.

A report by the Interactive Advertising Bureau found that digital advertising in 2015 grew 19 percent over 2014 – the fastest growth rate in four years. This explosive growth is being driven by three things: social, mobile and video. Social media advertising alone grew 51 percent in 2015.

More than any other platform, Facebook has been the dominant player in digital advertising. In 2014, it generated $12.5 billion in revenue, significantly higher than Twitter’s $1.4 billion and LinkedIn’s $2.2 billion. And with good reason – there are more than 1 billion daily active users.

What does that mean for small businesses? The good news: a single ad on Facebook has the potential to reach exactly the kind of person you want to reach. The bad news: advertising can be annoying. Users don’t want ads all over their feeds – they’re just trying to like a photo of their friend’s cute dog or post about how good Grease Live was (no, really, this is exactly what I was doing this weekend).

Facebook ads? I wanted Greece Live!

But these aren’t the days of irrelevant pop up ads that have nothing to do with you. Today, targeting the right people with the right message at the right time is not only key for marketers, it’s also become the norm. Combining social media management and advertising with an effective public relations campaign will ensure you’re spending your limited ad dollars wisely.

Here are four things you have to do for your Facebook ad to really work and convert customers.

1. Make It Visual

Check out this Facebook ad from Stitch Fix

A picture is worth a thousand words, right? That’s never been truer than in today’s fast-paced digital world. We’re visual creatures – in fact, 65 percent of us are visual learners, according to the Social Science Research Network. We want ads that will catch our eyes and explain simply what it’s all about.

Stitch Fix includes a variety of items in its ads that clearly show what its service all about – shopping. It makes each piece stand out with a clean and simple design that catches the eye.

2. Make It Enticing

What a great Facebook ad from Blue Apron!

You want your ad to clearly address the WIIFM: what’s in it for me? Whether that’s to save money during a sale, score the hottest tech gadget everyone’s buying or try the world’s best cookie, people want to know they are getting something valuable.

Blue Apron (which I already love!) does a great job of enticing people to try it. From sending free meals to showing you healthy recipes, you know what you’re getting once you click on the ad.

3. Make It Actionable

Hungry? Check out this Facebook ad from NatureBox.

Your ad will be worthless if you don’t have a good call to action, or CTA. It should tell the potential customers exactly what you want them to do, and encourage them to act fast and click on your ad because there’s something valuable in it for them. Ad Roll found that Facebook ads with a CTA boost click-through rates 2.85 times.

This NatureBox ad is the perfect example – it’s telling you to try it for free. Free snacks? Sign me up! (Do you see a pattern emerging here? Clearly food ads work on me.)

4. Make It Relevant

Here's a great Facebook ad from Nando's PERi-PERi

Remember what I said about targeting? This is where it comes in. You might have designed the most visually engaging and appealing ad, but if it’s not relevant to someone, you just wasted your money. Data company Webtrends found that if you target ads to fans, you’ll get seven times more clicks. Before you send out your ad, determine who you’re trying to reach. Facebook will make it easy to customize and narrow down your ad settings for your audience.

Not sure if you heard, but last week we had a pretty strong blizzard here in the Washington, D.C. region. Area businesses, the Metro, schools – you name it – were shut down for days. On Monday, when I was going crazy with cabin fever, I saw a post from Nando’s Peri Peri, my favorite chicken place just a block down the road, announcing it was open for business. You better believe that’s where I had dinner that night. If that’s not the best example of Facebook targeting, I don’t know what is!Once you’ve mastered all four of these elements, you’ll be ready to convert customers like never before – and rule Facebook like the Pink Ladies at Rydell High.Rule Facebook ads like the Pink LadiesIs your company looking for public relations and social media marketing services? Contact Gabriel Marketing Group!

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Top 4 Reasons You Need Social Media in Your Marcom Campaign

If it were possible to do something for free that would ultimately give you substantial return, wouldn’t you invest time into it?


With more than 665 million daily active users on Facebook and over 500 million registered users on Twitter, companies can’t afford to ignore today’s most-visited and engaging social platforms.

Luckily, most marketers are getting with the program  – the marketing program, that is. According to a HubSpot report:

  • 92% of marketers said social media was important to their business
  • 80% confirmed that social media helped increase traffic to their websites
  • More than 58% of marketers who have been using social media for one year or longer improved search engine rankings

The stats speak for themselves. But if you need more evidence of the power social media can bring to your marketing communications campaign, here are four tangible benefits it can help you reap.

1. Added Brand Recognition
Social media makes your brand more recognizable and, in turn, more credible. Every chance you have (and take) to increase your brand visibility and establish a voice in the marketplace is worth money for your company. Consider making content syndication an integral part of your marcom program. Republishing the useful, engaging content you’re already writing on third-party influencer platforms helps you not only continue to establish your company as a thought-leader in your space.

2. Synergy with Other Program Components
Marcom programs aren’t limited to a particular strategy or medium. Advertising, lead generation, web copy, asset development and influencer engagement are all fair game. Social media works in conjunction with each of these other puzzle pieces and creates a synergy that improves the performance of the overall marcom program. You can get more – not to mention better – results when you fuse the deep engagement of social media with the reach and effectiveness of more traditional efforts.

3. More Opportunities to Convert
A social media presence offers you more opportunities to connect with prospects and convert them to brand advocates and customers. Some marketing gurus claim that a consumer needs to see one message three separate times before they even consider taking action. Being active on social media helps a brand reach this “three message” quota more organically and offers more variety in messaging and delivery. For example, a prospect might receive an inbound email, see an ad and then engage with a Facebook post before entering another phase of the sales funnel.

Some studies have also found that social media has a 100% higher conversion rate (from lead to close) than outbound marketing. So, the more active you can be on Facebook, Twitter, LinkedIn, Instagram – and the list goes on – the better.

4. Learn What Customers Want
How often do you practice social listening? And no, we don’t mean paying close attention during boring conversations at cocktail parties. Social listening – we mean listening to social sentiment about your company and brand on social channels – is a great way to gain valuable insights into what your customers, both current and potential, want, expect, like and dislike about your product or the industry at large. It offers you the unique opportunity to collect information that could lead to your next product update, offering or even corporate identity.

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Don’t be afraid to be more social across all of your marketing communication initiatives. When incorporated into your organization’s overall marcom strategy, social engagement can connect your brand with both new and existing customers and help bolster every marketing effort. While you’re out there, follow us on Twitter, Facebook and LinkedIn.


Five Must-Read Tips for Avoiding Brand Gaffes in the Social Age

Twenty minutes.  That’s how long it takes a story to break in today’s ever-connected world. With Twitter, Facebook, Instagram and the Internet at large, what used to be a two- to three-hour delay before a story hit is now down to the length of a good power nap.


While this connectivity is great for keeping up-to-date with current events, it can spell disaster for brands that can’t keep up. All it takes is just one misstep, and you or your client can be the next brand to go viral – for all the wrong reasons.

Here are five things to keep in mind to avoid a social faux pas that can land your brand in hot water.

  1. The Internet never forgets. So, if you don’t want it to live forever, don’t put it out there. Everything on the Internet lasts indefinitely, even if there’s no longer an active link. Screenshots help everything live on in perpetuity, as do cached versions of websites. While you might have deleted a tweet or removed a webpage, someone somewhere will find a way to recover it.
  2. Personal brands and corporate brands are very closely linked. Be sure to maintain management as well as company reputations. The names associated with your brand often become synonymous with the brand itself. Think Oprah, Steve Jobs and Richard Branson. While you might not be managing personalities that large, a misstep by one of the company executives – a la Rupert Murdoch’s recent Twitter rants or Donald Sterling’s vitriolic voicemails – can still torpedo your corporate image.
  3. Admitting you don’t know something isn’t a bad thing… especially when considering the alternative. How does that saying go – “Better to remain silent and be thought a fool than to speak out and remove all doubt.” If you don’t know an answer, simply say “Let me get back to you on that,” or stay out of the conversation altogether. My favorite recent example, while not a social gaffe, is courtesy of Idaho Rep. Vito Barbieri, who proved you don’t have to know how the female reproductive system works in order to legislate it. Just stay in your lane.
  4. Admit your mistakes and move on. When you do slip up (and yes, this will happen), own up to it and move on. Don’t try to cover up any missteps, especially if they’ve garnered attention. Apologize sincerely and make reparations when the situation calls for it. Adjust policies behind the scenes, if needed. Did someone accidently send a personal tweet from the corporate account? Were credentials not changed after an employee was let go? Learn from these mistakes to ensure these gaffes aren’t repeated.
  5. TOP TIP: SLOW DOWN! No one likes to be scooped. But taking an extra minute to re-read your social posts and ensure they’re being sent from the right account (particularly personal v. corporate) before hitting send can save yourself and your brand some heartache, right KitchenAid?KitchenAid-Tweet-640
    Misspellings can make you go viral in an instant; just ask Sephora.  Look into a hashtag that you’re trying to hack to make sure you’re not being insensitive (ahem, DiGiorno). And just don’t be rude.digiorno-whyistayed-tweet-hed-2014

News travels quickly, and keeping our companies top-of-mind means that we often take to social media to get in on the conversation. But this breakneck speed sets the stage for missteps that can be hard to bounce back from. So think before you post. We promise you won’t miss out on newsworthiness by taking time to proofread or dig a little deeper.


Is There Such Thing As Being Too Connected?

This morning I woke up to a slightly snowy Virginia and a complete, complex-wide power outage. We’re talking no power, no heat, no hot water and (GASP!)…NO INTERNET. My first concern was for all of the food I have stored in my freezer and just how long I had before I had to go out and buy an insane amount of ice to keep it from thawing. But my immediate second thought was: “What am I suppose to do without Facebook?” A little scary, really, but this was the exact thought process I went through.

This silly little power outage really got me thinking about just how connected we as a society are; to one another essentially, but also to these internet applications themselves. How many times a day do we click that little Facebook icon on our smartphones? And are we really staying connected to our loved ones if we opt to write on their wall or tweet to them instead of picking up the phone and giving them a call? Is there such thing as being too connected via the Internet and social media applications? And is it having an effect on the real, personal connections in our lives?

I will take the plunge and admit it: I am a total social media addict and it’s a problem. My family will be the first to tell you that I am never without cell phone in hand. I am constantly checking my Facebook, Twitter and Instagram accounts just to see what everyone is up to. My favorite people, companies, television shows and celebrities – I have access to them all. It really is quite amazing the doors that social media has opened. But we are a society addicted and I can’t help but wonder – are we ever able to truly disconnect?

Obviously, as someone in the field of tech marketing and public relations, it is important for me to stay up to date with what’s going on in the industry and around the world, and social media helps to make that possible. But even when I get home from a day of being logged in for work, I can’t seem to turn it all off in my own personal life. And I am confident that I am not the only one with this problem. I think it is very important for all of us to keep a few things about social media in perspective.

  1. Social media has its obvious benefits but we owe it to ourselves to break away from it every now and then. Maybe give yourself a couple hours each night to completely log off: no cell phone, no computer, nothing! Or partake in “No Cellphone Sunday,” a new trend that seems to be springing up in households across the country. Seem crazy? Well, it may be just what you need to clear your mind and disconnect from the rest of the world for a bit.
  2. Don’t forget the less technological, simple pleasures in life. Go for a walk. Read a book. Cook a 4-course meal. Whatever it is that you enjoy doing, don’t forget to do those things! And the key to this is – do them for yourself! You don’t always need to tweet about it and let the world know what you’re up to. Just do it for you.
  3. Most importantly (in my opinion) – don’t mistake online connectedness for real relationships. A message on your mom’s Facebook wall is not the same as an hour-long phone conversation. Don’t forgo these real bonding experiences just because social media makes it a little easier. You will get much more satisfaction out of meeting your high school friend for lunch than you ever will by tagging them in the #throwbackthursday post and writing about how much you miss them. These relationships are important and can’t be replaced by a smartphone!

Now, I’m off to get ice (and some wool socks). Brrr….