When it comes to different forms of marketing, it’s important not to forget about social media as a great avenue towards sales. Estimates predict that almost half the world is on at least one social media platform, which means you do not want to miss this opportunity.
However, you may already be trying to work your way onto the social media landscape but are having trouble gaining traction. You need to take a hard look at your social media campaign strategy, keeping in mind that thousands of other businesses promote social media ads daily. Don’t get discouraged; instead, look to see what you can do to stand out from the crowd.
The first aspect of the advertising strategy you need to evaluate is if your social media ads are working towards your goals or not. Every ad should have a clear purpose by which success is measured. So, you need to ask:
Am I trying to get more engagement?
Am I trying to get more followers?
The goal of every ad is important because different types of ads will garner a different response. If you are trying to get clicks through to your website, you need to give them an incentive.
Make sure that you avoid engagement baiting, which is essentially asking for likes. Facebook has called out these types of posts, causing the algorithm to demote this type of advertising as of late 2017.
The second step is to set a clear target audience for each ad, as that will dictate the type of ad you should be using. Within your analytics on each social media site, you can see what demographic your brand is currently appealing to online.
If this is your target audience already, great! Keep doing what you’re doing! If not, you need to investigate alternative types of ads to reach them. For the food and beverage industry, you will want to focus on more visual ads. The visual nature of food and drinks gets enhanced on social media, especially through influencer marketing.
To investigate if your ads are reaching your demographic, Google Analytics is a free tool you can use to see how people respond to social media ads by tracking how many visits to your website you have garnered from the campaign and by whom. If all is well, keep it up. If not, adapt your strategy accordingly.
The third aspect you should ensure is that your ads get formatted for whatever platform you are using. For instance, Facebook has many different format types, and Instagram has several different image ratios to consider when posting. Find which aspect ratios are possible for different Facebook and Instagram ads here.
Generally, you will be cropping your images on Instagram to fit their square format. If you place an ad in the standard Instagram feed that is not properly formatted, it will look sloppy and have people scrolling by. However, this also means that you will need to create separate content for each social media platform to fit that platform in the most optimized way.
While this might seem like a lot of work, there are several sites and apps that allow you to resize content easily, such as Photo Resizer. Find other handy social media tools here.
The last aspect you should be looking at is what social media platform you are using to attract your target audience. For the food and beverage industry, the best platforms emphasize visuals that provide the most optimum experience for your audience to view your product.
This industry does well on Instagram because food and drink pictures already dominate that space. The specific demographics of people you are trying to convert into customers will determine this for you. If you’re looking for a younger audience, it would also be good to look at TikTok, as nearly half the user base there is under 30 years old.
These are just a few ways you can improve your social media ads, but the key to getting it right is at your fingertips. Understand where your audience is, and you will find them. Go in with clear goals, and do not be afraid to stand out. If you are still struggling, reach out to us for a free consultation!
No matter what business you’re in, the goal is to make sales and generate revenue, and marketing is the key to achieving that. There are many ways to market your products and services today in the internet age, especially during the rise of social media.
However, there is another way to grow without heading over to social media platforms: though Google Ads. With 62% of all search queries in the United States generated through Google, it is the leading search engine for advertising.
It would stand to reason that being at the top of the Google search results would be a distinctly massive advantage in marketing your product over other companies. The way to do that is through Google Ads, and with consumers making 160 billion searches on Google each month, there is a significant gain to be made when you work with them.
There are 5 different types of Google Ads: search, display, shopping, video, and universal app ads. The first 3 show up during a search on Google, while video ads appear on YouTube and the universal app ads show in Google app stores.
We will look at the first 4 today and explain how you can use them as ways to grow your eCommerce business by setting up AdWords.
Search & Display Ads
This one is fairly straightforward. Search Ads are the ads that come up as the first links on the search results page. The goal of this is to put you ahead of competitors who have an organic SEO advantage over your website, filling that need and driving traffic to your website.
The way people respond to ads makes Google ads advantageous. 20% of people click on Google search ads because they get listed before other results. According to this study, they are also the most trusted ads among big websites, with 63% of users saying they will click on a Google ad, compared to 15% who said they would click on an Amazon ad.
Display ads are remarkably similar, but they will be targeting a different audience. A display ad gets set up with keywords looking to target people whom are not sure what they need, and you can use that to push them in your direction.
These are the ads that appear at the top of the results page that show images, the name, the price, and perks such as free shipping. This type of ad is great for eCommerce businesses because it will highlight your brand’s design quality and give potential customers an idea of what they can expect from your store.
For example, if you were to search “Best cereal for weight loss” in Google, you will see a set of cereals you can buy right now.
This will also put you at the top of the results on the shopping tab.
Lastly, you have the ads that appear before, during, and after YouTube videos, which can be short or long. The shorter ones are required viewing before the user can watch the content they clicked on, while the longer ones are skippable after a certain amount of time.
It’s important with these types of ads to put as much into the beginning as possible to sell your product before people click away. If an ad is intriguing enough, they may just watch the whole thing to learn more about the product.
This ad will also have a small display ad next to it in the browser version that you can use to drive traffic. Just like the video ad, this should be concise and enticing.
These types of ads from Google can push significant traffic to you if leveraged correctly. If you’re looking to improve your Google Ads, ChuckJoe is the right partner for you. Chat with our digital marketing experts today!
When you look at the landscape of your brand, it is sometimes helpful to look at it through the lens of earned, owned, and paid media—the cornerstones of a strong marketing strategy. When one of these is lacking, you may be losing out on sales you could reach if you extended part of your budget towards building these multi-channel strategies.
Earned, owned, and paid media all work well together in the quest to gain new customers and keep existing ones coming back for more. We will discuss what each of these terms means and how to use them together to market your brand effectively.
Owned media is the type that comes from you: your website, blog, social media, video content, etc. For the most part, owned media speaks to an audience that already knows your brand. They subscribe to your newsletter, follow you on social media, and visit your website.
You fully control this content and can use it to build an audience of consumers that can eventually give you earned media by sharing with their audiences. With complete control over this type of media, you can experiment and tailor your communication style to fit your brand.
Owned media is a powerful force, as it forms your company’s online identity, but it does not stand by itself very well. While it could be the world’s best content, if no one sees it or knows about it, it will be challenging to leverage when marketing your brand to new audiences.
Earned media comes from sources outside of your control when the press, customers, and other third parties share your media or create their own content about your brand. Earned media gives you social proof, which is the credibility that comes when real people advertise for you of their own volition.
Earned media is the most authentic of the three types, and it tends to be the most trusted since you, as the brand, do not create it.
Paid media is the type of media that comes from paying for a third party to advertise your product for you on different channels. Paid media is what you would think of as traditional advertising, such as:
Social Media Ads
While this can help scale your business and extend its reach beyond the platforms you own, you need to be careful about using it to build earned media, as paid media alone is the least credible form of media. People know that this type of media is paid for, so you need to make sure it will be well received.
The ideal approach is to leverage these three types of media together into a clear marketing strategy. An example of a way to do this is through influencer marketing. Let’s say you are a food and beverage company, and you have a new product that you want to make people aware of.
You create a new landing page that advertises this new product. This is your owned media.
You then pay an influencer to promote that new product on social media. This makes up your paid media.
After the influencer posts content promoting your product, you reach out to the press in the hopes of getting them to cover the new product. If they do, you have just acquired earned media.
From there, you can post about your press coverage on your website and social media, thereby going back to owned media.
This way, your brand gains credibility and reach through all types of media.
The use of all three types of media—earned, owned, and paid—can significantly benefit your brand by extending your reach much further than any one form of media on its own. It is beneficial to look at your brand through these different lenses, so you know where you are lacking and what you should focus on. If you don’t want to worry about this, ChuckJoe can help you create the right media strategy for your business. Get in touch with our team today!
Planning is always the first step when tackling any worthy project. Otherwise, you are just deciding in the moment, which usually leads to a monumental waste of time and money.
The same is true for any digital marketing campaign. You need to look at your product and build a strategy to fit it before you start spending any money on ads.
No matter what avenue you are contemplating for online advertising (influencer marketing, social media marketing, paid ads, etc.) you need to plan with intention. Before even buying a single online ad, you should answer the following questions we will be looking into today.
1. What are your goals?
Beginning by setting goals is the most logical place to start, because if you don’t have this established, there’s no way to measure what you have accomplished. Understanding what you want your audience to do with your ads dictates the type of ads you will purchase and where you will put them. Don’t just jot down generic goals either — use SMART goals. For example, instead of saying “grow social media followers,” set a specific number and platform. “I want to grow my Instagram followers by 10 thousand in 6 months” is a much more defined objective that you can actively work towards reaching, keeping you accountable and motivated.
2. Who is your audience?
Determining who your ads are trying to reach helps to narrow your strategy. Some questions you might ask yourself include
Who are they?
What are their interests?
What problem does my product solve for them?
How old are they?
Where do they live?
Asking these questions will help you identify where and how you can best cater to them.
For instance, if you are trying to sell a new product to younger adults, Instagram or TikTok tend to be better platforms to purchase ads on than Facebook or Google, as the active user base on the two former platforms is younger.
3. What will make them notice you?
While you might know that your product is unique, your audience doesn’t know that — yet. You need to reflect and clearly identify what your unique value proposition is. Now that you know who you are trying to reach and what your goals are, you can begin designing the creative copy to entice them. You will need to plan how you will cut through all the noise in advertising and posts, especially if you are looking at social media as an option. What is your brand’s X-factor that sets it apart?
4. Where will they go if they click?
This step is where you design the landing page that an ad will drive traffic to. This should be determined by the goals you set out in the first question. For instance, if you want to build your email list, the first thing your new landing page should feature is an offer that your audience will find attractive. Though it does not cost anyone money to give up their email, they are still protective of it, as they are wary of spam.
5. What happens if your ads are not working?
To answer this question, you need to set up a plan to make sure that you set time to review the campaign as it is going. As lovely as it would be to set up a marketing campaign and have everything go smoothly, this is hardly ever the case.
You need to take some time to look at what’s working and what’s not through the platform’s analytics and other data available. This way, you have actionable data for the next campaign, and can pivot then and there if it’s not working.
6. What are your keywords or hashtags?
You should make sure you understand what keywords or hashtags will work best for your goals before purchasing any advertisements. Determining the right keywords requires an understanding of your audience in addition to what your competitors are using. Sites like Moz, SpyFu, and SEMrush can help with this.
7. What is your budget?
Lastly, you will need to define your budget since it determines how diversified your marketing strategy can be. If you do not have a lot of money to work with, you will need to focus on less costly methods of advertising that have a high return on investment, like influencer marketing.
This also ensures that you do not overspend, so that you have a steady steam of money for ads during the entire promotion period, instead of running out of money halfway through.
Answering these questions and having a well-developed advertising strategy will enable you to purchase ads and increase your revenue. If you still need help buying online ads, ChuckJoe can help! Contact our team to get started today.
Brand awareness is pretty self-explanatory at the surface: Do people know about your brand? We’ve all heard of the “marketing funnel,” sometimes called the sales funnel, right? For those readers who haven’t, the funnel is a representation of the consumer journey to purchase (or whatever your brand’s goal is). There are tons of versions of the funnel, there are also variations based on industry. However, there is one thing in common across all industries and funnel versions: The start to any consumer journey is brand awareness!
Brand awareness is when a person hears your brand name and can easily identify things such as what you sell and your brand’s values. On the other hand, brand awareness is also when a person desires a certain product or service and associates your brand with those needs. For example, if you want to purchase from natural food brands, Whole Foods Market is likely to cross your mind. This is brand awareness. Another example is when you hear a brand name such as Organic Valley, you probably can recall that they sell milk. Sensing a pattern here? Choosing to become a natural food brand’s customer starts with knowing what the brands are and what they have to offer.
Brand awareness campaigns are designed and implemented in a huge variety of ways ranging from out-of-home billboards to blimps. You may have noticed a particular brand sponsor an athlete or an event you’ve attended. You’ve guessed it, that’s likely a brand awareness campaign! Here at ChuckJoe we focus on the digital aspects of brand awareness ranging from paid social media advertising to display banners to influencer marketing campaignsand more.
Benefits of a Brand Awareness Campaign
It’s important to remember that brand awareness is only the first step in the consumer journey. Therefore, the initial goal of a brand awareness campaign isn’t to drive sales, but to be top-of-mind when consumers do reach a point in their lives when they want what you sell. In fact,studies show that consumers have a huge preference for brands that have high awareness despite quality and price factors. So, how exactly can an awareness campaign help your brand? Let us count the ways:
Increase credibility and trust: One of the top advantages of having a well-known brand name is that it builds trust with consumers, and with trust brings preference. In fact,over half of shoppers would rather try new products when they come from a brand name they are familiar with.
Competitive advantage: Knowing what your brand is all about is a big part of brand awareness and articulating this should always include the thing you do better than all of the other brands in your space. Once everyone knows what that is, they’ll know you’re the brand for the job! 😉
Be more easily recognized: It’s no coincidence that when we see a certain color blue we think ofTiffany & Co. That’s brand recognition at its finest and is brought about by brand awareness. No matter what brand uses that color blue, many people are likely to still think of Tiffany. Other examples are well-known logos. You don’t need to hear the name “Nike” to think of it when you see the “swoosh.” These types of connections help keep brands top-of-mind with minimal effort.
Increase word-of-mouth: Often times we hear about word-of-mouth increasing brand awareness and not the other way around. However, if you think of it, brand awareness is what facilitates word-of-mouth. The person who shares information about a brand that can bring value to others looking for that brand’s goods or services is a result of that person being aware of the brand. Therefore, brand awareness can increase your brand’s chances of being the topic of word-of-mouth, andNielsen reports that 92% of consumers believe word-of-mouth from friends and family more than they do advertising campaigns.
Build bonds with consumers: Remember that part of brand awareness is understanding a brand’s values. If the values of your brand and the values of consumers align, this can be the start of a bond that can lead to not only sales, but brand loyalty.
With all of the emphasis on generating engagement and conversions, awareness often doesn’t get the love it deserves. Understanding the benefits of brand awareness is the foundation for building customer preferences, customer loyalty and brand recognition. Ready to start your brand awareness campaign? Don’t hesitate toreach out to discover the opportunities of building brand awareness online.
Copywriting ads for food brands involves channeling your imagination, using the right CTAs, and having the perfect combination of a certain amount of words. Crafting exceptional food ad copy on the other hand, involves all of the above AND adding different layers of flavor (every pun intended)! Depending on the type of food brand you’re working with, you may select descriptors that create an image in the customer’s mind, choose words that evoke their sensations, or focus on the nutritional benefits.
At ChuckJoe, we are passionate about the conscious food space and have created organic and paid evergreen content for many clients. With our expertise in the ever evolving digital landscape mixed with our years of experience, we’ve curated 5 tips to help you write copy for food ads like a pro!
1. Define Your Goals
Determine the most relevant ad objective for your business before you even draft a word! Perhaps you have a new fruit coming out next season, in this case you’ll want to increase brand awareness and reach. Or you have a new cooking demo on your website, instead you’ll need to drive traffic to your page. Knowing your goals can help develop copy that will guide your target audiences to take the specific actions that you want. Ad objectives will also determine which Call-To-Action will be the most appropriate for that ad. Don’t assume the reader will know what action you want them to take, so remember to choose a clear objective-based CTA.
2. Do Your Due Diligence
When you’re starting a new campaign, the best thing you can do as a copywriter is to… research, research, research! There’s no doubt that you’re a skilled and excellent writer, however familiarizing yourself with your client’s brand voice is the key. Research the nutritional facts, the pain points, target audiences, and learn all the minuscule details. Gather enough details to the extent where it feels like you can be their brand ambassador!
Learn how to adapt your writing style based on the food brand’s tone and personality. This technique will help your copy resonate with your current or potential audiences. This means that you don’t need to completely reinvent the cheese wheel! Chances are, the brand has already done the nitty gritty work of finding keyword differentiators that make them stand out. Take advantage of those keywords and use them as the base of your copy.
3. Avoid Writer’s Block
Once you’ve done your due diligence, start drafting copy right away! The hardest part about writing ads is starting the first sentence. There’s a famous saying, “write without fear, edit without mercy.” That still holds as great advice today. Don’t get caught up trying to create the perfect copy in the first attempt. Great ads takes writing, reading, more writing, and re-reading a couple more times until it can’t be revised any further.
Some additional steps that you can take to prevent getting stumped on words is to develop copywriting pathways, curate a collection of food adjectives, and focus on food benefits. Pull adjective inspiration from menus you’ve encountered at restaurants. Remember that consumers are attracted to products that can improve their lives. Highlighting benefits that they’ll receive by purchasing your product is the best course to take!
4. Ditch The Clickbait
Generally, clickbait has been a profitable marketing technique since the beginning of advertising for every industry. Though the times are changing and our millennial consumers are shifting more of their dollars towards conscious brands. You may be tempted to reel readers in with bait, but remember that it can damage your brand image and it can also break trust with consumers. Believe in your clever or out-of-the-box thinking, and you’ll be sure to come up with catchy copy that resonates better with your readers. Additional reasons why you should avoid click bait or engagement bait can be found on Facebook’s tips on how to avoid low-quality ads.
5. Quality Assurance
The last step is the most important of all, review your work! Even if you’ve won first place in your 5th grade spelling bee, it’s a best practice to QA your work. Grammarly is one of the best free tools on the web and can save your brand from losing its credibility. Another tried, true, and trusted tip is to read your copy out loud. If it doesn’t sound natural, there’s still revisions that need to be made.
When all is read out loud and done, your ad copy variations are ready to be tested! Whether you’re testing shorter or longer ads, this benefit or that benefit, there will most likely be a better performer of the bunch. Be sure to optimize towards your best food ad and never stop testing!
A top objective for any social presence is to stand out and be remembered. This can be accomplished with stellar content, spectacular visuals, spot on formatting, and more. The one aspect that regularly gets overlooked is voice
Finding the right voice for your social avenues can be more complicated for a multitude of reasons, especially on accounts where more than one person curates content and copy. Not to mention, a tone or voice that works really well for one company may be the completely wrong voice for another. So while you might love how Wendy’s interacts with other fast food restaurants, it might not be the best tactic for your non-profit organization.
It’s important to define and refine your voice. How do you want your customers to perceive you? Are you a silly company? Funny? Serious? Edgy? Remember, the behavior consumers MOST want from any brand on social is HONESTY.
How do you choose a voice for your brand?
1. Cast a Critical Eye on Your Current Content
Gather together a wide variety of the content you already have. Videos, web pages, social calendar, email blasts – and take a long look at what you’ve already got. Which of these are so generic they could be from your competitors? The idea is to narrow them down to pieces that are unique to your brand. These are the examples of the brand voice you want to embody.
2. Create a Life for Your Voice
Look over the pieces you singled out in step one, and find the common themes across all the content.
If your brand was a person, how would you describe its personality? It’s also a good idea to discuss how one would describe your competitors personality as well. Are they forceful? Jovial or serious? An optimist or realist? President of the pep-squad? Then decide how your brands traits make you different?
Break it down even farther by deciding how these traits show up while communicating with your audience.
Go as far as naming this persona! Give it life! This makes it easier to “get into character” when creating content. A few name suggestions to get you going: Maisy, Annabelle, Blaze, Freya, Gertrude, Darrius, Captain Thunder…
3. Make a Voice Chart
Now that you have a general definition of your brand’s voice, demonstrate how it will appear in real life branded content. This chart will be an important point of reference to visit over and over as your team changes and as time goes on.
4. Instruct Your Writers
Make sure your team is ready to put your brands defined voice into action by meeting with team members who may be creating content or communicates with the public via social channels. Walk them through your new Voice Chart.
Create some examples to show them the intentions of the chart, and demonstrate how you would change some other content to better fit the newly defined voice.
Be sure to give them access to, and encourage them to use the Voice Chart for a quick reference.
5. Think of the Voice Chart as a Living Document
It is imperative to revisit and revise the brand chart as the company changes over time. Don’t think that just because you’ve created this chart it has to be this way until the end of time. A company’s voice can change and adjust depending on the growth and direction of the company itself.
It’s also important to update the chart with common writing problems your team comes across.
Once the voice chart is established, consider writing a more in depth document that details the specificities of certain situations. Some companies have been known to have voice reference documents that are over 100 pages long!
Have questions? We’d love to hear them. Reply in the comments below or email us at firstname.lastname@example.org
You may be wondering, “How much should I budget for my paid media campaign?” As much as we’d like to give you a magic number, it’s almost impossible to do so. Why? Because every business is different and it depends on a number of factors. Here are a few things to consider when you’re budgeting for your paid media campaigns.
Goals. What are your specific goals? Are you trying to increase video views and drive website traffic? Or maybe you want to get more Facebook page likes, email signups and so on. The key here is to be specific. If you have a specific objective in mind that you know you want to hit, you can then take a step back to determine how much money you need to spend. With estimated cost per results, you’ll be able to get an idea of how much to spend in order to hit that goal.
How much content do you want to promote? Whether it’s an engagement campaign, brand awareness, or video views, knowing how much content you want to push will help you gauge the amount of money to put behind it.
Targeting. Who is your audience? How many different audiences do you want to reach? Do you want to just target existing fans or website visitors? Do you want to test between multiple interest audiences on Facebook, for example? It’s very important to know who you want to target. Some marketers bundle their audiences into one, but we don’t recommend that because you won’t get any insights or analysis on which audience performed best. The size of your audience and the number of different audiences you want to test directly impacts the media budget.
Timeframe. How long will these campaigns run? One day? One week? One month? One year? You want to make sure that you’re not spread too thin with your budget.
In general, you want to budget enough to achieve your goals, promote all the assets that you want to be seen by the right audiences, and get the maximum amount of juice and learnings from your campaign.
It’s super important to focus your efforts. If you have a smaller budget, prioritize the most important metrics you want to test at once. If you have a larger budget, you can reach more people, do more creative testing and achieve more varied marketing objectives all at once. However, even with a small budget, you can also do all of that over time. For example, if you only want to spend $1,000 per month, you can test one audience one month and another audience the next. This way, you can allocate your budget across multiple months and still gather data and insights without spreading it too thin.
Know your goals. Know how much content you want to promote. Know your target audience. Know your timeframe. Once you answer these questions, you will be able to plan your paid media budget and get things moving in no time!
Need more information? Tap into ChuckJoe’s experienced team of media buyers!