… Not to get lost, but to stand out in the wide sea of offers – how to create effective digital marketing strategies in anticipation of Black Friday. The world’s largest shopping festival is fast approaching – Black Friday, Cyber Monday and Christmas. Given that gathering and going to on-site outlets is limited, the majority of the audience will have to be reached in the digital environment, and in Latvia, Facebook is the most suitable platform for companies to promote their products. But how do you ensure that your product does not disappear in the vast sea of offerings and stands out among hundreds, even thousands of similar ones? Suggestions on how to create visible and effective sales campaigns are shared by Aljona Kozlova, Facebook’s senior head of customer solutions at Httpool.
Prepare carts in winter, but sleds – in summer! It is not for nothing that we have been using this saying for a long time to describe timely and balanced preparation for the upcoming events. The same goes for Faceboook advertising and sales campaigns. “Experience shows that some people buy Christmas presents already in late October and early November, therefore – the earlier you start advertising and the better you prepare for the busiest shopping season, the better results you will achieve. It will also help your message and product not get lost in the wealth of information when everyone runs sales campaigns, ”explains Alona Kozlova.
Video format + static ads = winning formula
In addition to a proper and timely preparation phase and the selection of the most suitable audience for the product, visual materials are also important. According to a survey of Facebook users, more than two-thirds prefer to obtain information in video format. “From a marketing point of view, the combination of video and static advertising works best – video attracts attention and is a good format for promoting brand awareness, but static advertising with a clear call to action or Call to Action is important from the point of view of completing the sales process. The videos are very suitable for introducing the audience to both new and more information-intensive products, but it should be taken into account that many people watch the video without sound, so we must definitely add subtitles, ”points out Facebook’s senior customer solution development manager at Httpool.
Regardless of the ad format you choose, make sure the ad is in line with your company’s messages and creates a story. At the same time, think about how you can solve your customers’ problems, rather than focusing on convincing potential buyers that they need your product.
The smartphone is king
The use of the Internet on mobile devices is constantly increasing. In 2021, 81.8% of all Facebook users used their smartphone exclusively to access the platform. By making your company’s store available to those who use mobile phones, you will be able to attract much more traffic and customer attention.
With the ongoing impact of the pandemic, people’s busy lifestyles and insanely long lines of shops ahead of the holidays, online shopping has become commonplace for a huge number of Facebook users. By making sure your store is mobile-friendly, it will be convenient and easy for a potential buyer to move from advertising to an online store, from intent to purchase.
Reputation, authenticity and social responsibility
Appropriate pricing policies are very important, but the buying process is also strongly influenced by goodwill, such as brand reputation, authenticity and social responsibility. “Although increasing competition in e-commerce makes prices more consumer-friendly, more and more young buyers prefer companies that stand for specific values - sustainability, ecology, transparent and ethical commercial practices, etc. Therefore, in addition to implementing appropriate sales campaigns, every company should review its public image and social responsibility initiatives, ”recommends Alona Kozlova.
Less is more
The most effective and memorable Facebook posts follow the golden rule of “less is more” – the entire content of the post should be within 90 characters, and the first two or three words are usually the most important. Of course, successful ad text must complement the visual material and also include a call to action or Call to Action. In the case of video, it is recommended to create clips no longer than 15 seconds, where the main message becomes clear during the first seconds, and sometimes only one animated element is enough to attract the attention of potential buyers. In addition, a recent study found that more than half or 56% of product sales growth can be attributed to a good creative solution – if you want to stand out from the vast sea of sales campaigns, you shouldn’t save on developing them.
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