How To Manage Multiple Locations For Your Business On Facebook?

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Facebook Business Page Franchises

We are frequently asked by businesses with multiple locations or branches how best to structure their Facebook presence. To address their key concerns, we have compiled answers to their key questions, as follows:

  1. Whats the best strategy for managing multiple locations on Facebook?

Like any digital activity, the key is to establish which strategy will best achieve your business objectives, your company values, mission and vision and whether having individual pages for each location makes sense.

Consider questions like:

Would it benefit for your local branches to be able to

  • share relevant local information, job openings or events
  • promote deals or promotions are specific to each location
  • do location based ads just for specific local regions
  • share content from your head office and tailor it to each local area
  • roll out offers from the head office that are relevant to specific or all locations

Do you have the resources, not just time & budget resources but also the skillset to manage each location page? It takes investment on all levels to create content, to post and to build engagement across each location/multiple pages.

If all pages are centrally managed, content will need to be gathered and managed for each location, ideally with someone at each location who can post local relevant info and images/videos etc for that specific branch to the team at your headquarters. Otherwise, a lot of similar, more generic content will be posted across all pages which will reduce engagement.

You would ideally have someone based at each store, or at least in each region to manage the content going out for that location/area. This involves having trained & experienced resources available to produce high-quality content and to manage interaction and engagement on each of your pages.
You can share highly targeted content relevant to your target persona from your headquarters, and each store can build engagement individually with its local community.

When using multiple locations and different individuals for each location to manage that local page, it is vital that you have social media brand guidelines in place for each location to ensure a “one voice” approach to messaging, promotions, and online community involvement. It is also important that there is clarity on who your key target personas are and how best to communicate with them, not just tone of voice but also formats they prefer, information that is most relevant as well as to best to address the issues they are presented with.

Anyone who is to be involved in managing any social media for your brand must understand your brand guidelines, and be knowledgeable about social media and how it works.How To Manage Multi Locations On Facebook

How do we maintain a consistent brand voice and brand standards across all social media pages?

A brand is not just your logo, or your colours or look and feel, it involves everything that contributes to how you make your customers feel. Your brand is built by taking a consistent approach across every interaction your customers or potential customers have with your brand.

It is a challenge to keep brand voice and standards in place. To achieve this, it is vital that brand guidelines are provided that are aligned with business objectives, your company values, mission and vision. These guidelines should be very specific and clear with no room for misunderstanding.

Your ultimate goal is brand recognition – your posts should be recognisable without your visitors even seeing your logo. When you post, the same fonts and colours should be used across all formats whether its text, images, videos or other.

All your social profiles, location pages and posts should be audited for brand consistency and updated at least every 3 months, if not more frequently. Your brand needs to evolve with your customers and their changing needs.

 

How do we manage existing Facebook pages that already exist if we are rolling out the Facebook service for multiple locations?

If duplicate pages or random pages already exist for individual locations, these can be merged with the main brand page or they can be deleted. In any case, the key thing is to ensure that each page is updated or set up following brand guidelines to ensure consistent tone of voice and alignment with all brand elements.

Facebook Business Page Franchises

How do we manage existing local unclaimed Facebook pages?

You may have unclaimed pages for local stores, which were basically created by accident. This occurs when a Facebook user tries to “check-in” at individual locations. Sometimes a page can be created for that location that you are not aware of. These pages may even have comments or reviews. If you haven’t claimed these “place pages”, you may have no way of knowing they even exist. Its important to claim any of these you can find.

 

Does it make sense to use one individual Facebook page where you have multiple locations for your business?

Yes, there are cases where one individual page can be sufficient.

The answers to the following questions will help you establish whether a single page will work or not.

  • Its about assessing your business objectives. What are your business objectives and will a one page approach hinder you from achieving them?
  • Can your team allocate the time and resources to manage many pages. Its better to do a good job on one page than leave many without content and largely neglected.
  • How many local branches do you have? If you only have a few locations or they are only located in a few places, one page may suffice. However, if you have many across different locations then it is best to consider the multi page approach.

There are features on Facebook that enable you to target location specific content. Audience Optimisation allows you to target a segment of fans in a specific area.

Although, the above list of questions is not comprehensive, it will certainly steer you in the right direction. However, it really comes down to what makes the most sense for your business.

Click here to find out how to set up multiple locations on Facebook

Talk to us now, if you could do with some guidance on your social media approach or your overall digital marketing strategy.

If you would like to improve your Digital performance, backed with a results driven content strategy, consider our Digital Mentor Programme. We have worked with many businesses over several years to implement an effective long term Digital Marketing Strategy to drive the results they want

Download our Digital Marketing Strategy ebook and get access to our proven 5 step process that delivers results every time

The Importance Of Remarketing Audiences In Google Ads

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retargeting Google Ads

Remarketing has consistently proven to be an effective way of driving conversions and closing potential customers. In fact, according to ABTasty.com, retargetting ads typically have 10x higher click through rate than your average Display ads, and the visitors that come to your website via those ads are 70% more likely to convert.

What is remarketing?

Remarketing in Google Ads is made up of a variety of Search and Display ads across the Google Ads Network. The main difference is the targeting of the ads. Your ads are being seen by people who may have already visited your website, engaged with your ads or taken some other valuable action. Therefore, they are more inclined to respond favorably to your ads.

If your business is eCommerce, or if you are trying to generate leads through your site, remarketing is a useful and efficient strategy to help you convert those hard-earned visitors.

remarketing audiences google ads

Why remarketing is important?

As an increasing amount of digital marketers have turned to remarketing, Google has subsequently improved and fine tuned its offering and remarketing capabilities. These changes have meant remarketing generating a large click share. Remarketing Lists for Search Ads (RLSA) and customer lists now play a huge part in paid search strategies and have proven very effective also.

These types of engaged audiences are high-value, given that their past interactions with the brand, increase the likelihood of a conversion at a later date. Audiences are not necessarily a one-size-fits-all, and some conversions may happen regardless of whether or not there is a paid search ad served to specific customers.

What do you need to do?

As with all things digital, it is crucial that you test. Results will vary by advertiser, but testing should be done in order to measure the incremental value of these audiences for your business.

This testing can be done by adding in variables such as ad copy, landing pages, bid modifiers, or even shutting ads off completely to specific audiences to gauge the traffic and conversion losses. This can, however, be a risky strategy, so we would only encourage you to do this, if you are in a comfortable position in relation to your targets, Return On Investment and any other KPIs you may have set for your business.

Also, measure audience performance against the brand’s KPIs to see if they align, or are significantly higher or lower.

Pay attention to your funnel

Don’t forget, the point at which the visitor has dropped off tells you whether they are cool, warm or hot in terms of lead rating. This means that you may want to vary your ads depending on your visitor’s actions. For example, if a customer has simply viewed a product (in this case, a red jumper) on your site, you might retarget them with a Display ad that shows the same jumper and perhaps other similar products. However, if somebody has Added To Cart and then left the site, you may retarget them with a message along the lines of “look what you’ve left behind”, or create a sense of urgency by putting a time limit on the price.

It is important to segment your remarketing audience for this reason. Personalising the customer touch points where possible will help your remarketing efforts and ultimately, will lead to a higher conversion rate.

In conclusion, remarketing audiences should play a huge part in your PPC strategy. Remember, you have done the hard part by getting them to your site in the first place, so remarketing to those visitors and closing those sales is an efficient way to drive your revenue. List creation, targeting and personalisation based on what stage of the funnel your visitor has reached, are all incredibly effective ways to improve your overall Return On Investment, so don’t delay. Start incorporating remarketing into your PPC strategy as soon as possible.

If you would like to talk to us on how to effectively set up or even improve your remarketing efforts, contact our PPC experts here at WebResults today.

What Have We Learned in Digital Marketing In 2020 & What Will Be Important In 2021?

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Digital Marketing 2021

After a year of complete upheaval both in the business world and our personal lives, changes in consumer behaviors, businesses and their associated digital marketing strategies will have a lasting impact. Not only has the messaging changed but also product and services and how they are delivered.

So what is important in Digital Marketing for 2021?

2021 will see even more migration to digital platforms, including e-commerce, chatbots, email, apps, artificial intelligence, predictive analytics, omnichannel marketing and augmented and virtual reality. Any technologies which create a more seamless customer experience are of prime focus.

Omnichannel marketing is key, as people are engaging with your brand, now with screens from home for both consumers and working professionals. Marketing Communications and how this information is accessed has dramatically increased the importance of digital channels as part of the customer journey. E.g. Purchase rate of omnichannel campaigns is 287% higher than single-channel campaigns. Reactivation campaigns recovered 2.13% of otherwise churned customers, which not only recovers them in the moment, but potentially for the future as well. (Omnisend 2020).

 

Artificial Intelligence, SEO & Social

Artificial intelligence (AI) is really changing how people interact with online content which will continue to impact social media marketing and SEO performance. Algorithms will rely even more on interaction, engagement and video. Content is ranked based on algorithms inspecting content quality, and user interest so location history, browsing history, app usage, calendars, search history, and home and work locations are all relevant. AI has never been as influential in Digital Marketing as it is now, so it will pay dividends to understand the capabilities of these tools in 2021.


Mobile Responsiveness

Make sure that the mobile page content quality is as good as the desktop page, and this is for everything you do on the web. Build your sites for mobile, and worry about the desktop version as a second priority. Most traffic will come to your site through mobile devices, so make sure those visitors have a great user experience on the site.

Video


Online video continues to be a really important format for all digital activity. With over 1 billion users on YouTube and video projected to surpass all other content forms in terms of consumption, you need to include video as a key part of your Digital Strategy.
Optimise your video channel name and description using a user-friendly overview of what your channel is about.

Virtual events have seen significant growth and are here to stay as an impactful way of connecting with your key target personas and delivering your marketing message. Traditional events like trade shows and conferences will struggle and adapt.

 

Use your analytics to understand how your digital marketing strategy is performing

 

 


Which challenges are driving high quality traffic? Which specific activities are delivering conversions? Which content formats are getting more engagement? Which content is increasing shares of your website pages? From an SEO perspective on your website, what URLs are being crawled? What websites are referring quality traffic? How long are your pages taking to load? Are all pages being indexed? Are users engaging and staying on your pages or bouncing? Consider all these types of information in order to monitor you’re your performance.

The focus continues to be around building quality content that will engage your target personas naturally, based on their issues, motivations and where they are in the purchase process. In 2021, the same applies with more sophisticated formats, tracking and ways of drawing relevant insights.

From our years of experience working with clients on Digital Marketing activities, we have helped businesses overcome challenges of all types. Obviously the digital activities you focus on will depend on your key business objectives. A focused strategy with a robust, but creative messaging will help you build the right profile with the right personas.

Our focus is on making your Digital Marketing drive the right conversions for your business and driving ROI.

If you would like to improve your Digital performance, backed with a results driven content strategy, consider our Digital Mentor Programme. We have worked with many businesses over several years to implement an effective long term Digital Marketing Strategy to drive the results they want

Download our Digital Marketing Strategy ebook and get access to our proven 5 step process that delivers results every time

PPC Trends To Expect in 2021

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This year has been unpredictable, to put it mildly.

However, the digital advertising space has held strong and, as such, PPC saw an increase in budget across both B2B and B2C markets. After the initial shock at the end of the first quarter, normal business resumed and companies invested heavily in their digital operations to help them survive.

On top of the global situation, Google also made some changes to their advertising operations. These included new ways to target audiences, new extensions for the ads, a new kind of search query report and much more. As a result of these changes and more, advertisers have needed to change their SEM strategies in order to continue their success and see a return on their investment.

So, in light of this, we’ve brought you 6 PPC trends we expect to see in 2021:

1. Campaign Diversification

Because the B2B space is so highly competitive, advertisers need to differentiate themselves in order to stand out and catch their potential customer’s attention. B2B advertisers are trying different campaign types alongside the traditional search and display campaign formats. B2B advertisers are seeing a good performance with Discovery Campaigns, which are delivering a CTR higher than display, and a lower CPL than search, so we expect them to increase their investment in this campaign type in 2021.

Quick tip

When using Discovery Campaigns, give them time. Let them run for a couple of weeks without making changes as the bidding algorithm is learning during that period and you will see little consistency across all metrics. After that, you will be able to see which segments are performing well and prioritise them. Performance improves consistently after 4-5 weeks.

2. Dynamic Search Ads (DSA) gain in popularity

Dynamic Search Ads

Following the search query report update in September, Dynamic Search Ad campaigns will become even more popular with B2B advertisers. The search query report will give you search terms that a number of people have used. As a result, advertisers have lost visibility into low-volume keywords that drive traffic and can generate leads. DSA campaigns offer an efficient way to find new keywords. Their search query reports can help reveal gaps in keyword coverage. DSA can complement your existing search campaigns and improve CTR, CPC, and ROI.

Quick tip

If you are running lead generation ads and are operating with strict CPL goals, create separate campaigns for DSA so you have more control and visibility of your budget. Start by targeting your landing pages so you can have some control over potential queries and headlines.

 

3. PPC managers embrace automation

As Google’s Artificial Intelligence (AI) becomes increasingly advanced, more and more marketers are embracing automation tools in order to see better results and spend less time managing the accounts. Some of the best automated features – automated bidding strategies, responsive search ads and ad rotation in Google Ads – will continue to gain popularity in 2021. We should also expect to see higher adoption of auction-time bidding, dynamic extensions, and dynamic search ads as B2B advertisers seek to optimise and scale their paid search campaigns.

Quick tip

When evaluating automated bidding strategies for lead generation accounts, don’t worry about higher CPCs as you will likely be paying more for higher quality clicks. If you are seeing a high volume of leads at a low CPL, you are going in the right direction. And always set your target CPA based on the last 30 days’ average, even if it is higher than your goal. Otherwise, you will see a decrease in lead volume.

4. YouTube ad investment increases

YouTube PPC Trends

Online video ads have become more important for marketers during COVID-19 times. B2B buyers are using online video ads more often to inform purchase decisions: 64% of B2B buyers have increased their use of online video and 51% have increased their use of search, according to eMarketer.  We expect B2B advertisers to increase their YouTube investment in 2021 and to launch video campaigns both to generate brand awareness and to generate leads. In addition, B2B advertisers will invest more in creating video content — and YouTubes’ new betas will make that content easier to create.

Quick tip

For a full-funnel video strategy, prioritise videos that are 6-, 15- and 30-seconds long as short videos engage users the most. Also, avoid salesy videos and try to create videos that show the personality of your brand so you can connect with your audience.

 

5. Mobile investment drops

Lower mobility driven by COVID-19 has decreased the number of mobile buyers while increasing time in front of computers, leading to strong desktop growth. During the pandemic, paid search desktop traffic is up 60%, while mobile traffic has dropped 7% compared to the pre-COVID period. Moreover, the conversion rate for desktop has increased by 4% while the conversion rate for mobile decreased by almost 19%. 

Quick tip

Leverage automated bidding strategies to save time and prioritise the devices that are performing best. And don’t forget to look at the assisted conversions report when evaluating mobile performance if you are still using last-click attribution.

 

6. Paid search messaging becomes increasingly customer-centric

B2B buyers are looking for new solutions as they accelerate purchases, and are expecting more from their solution providers according to the 2020 B2B Buyer Behaviour Study. So, we’ll see more ads from B2B companies highlighting features, functionality, customer support services, product training, and implementation support in order to attract and engage B2B buyers. For successful SEM campaigns, promoting relevant content that speaks to industry needs will be a must.

Quick tip

If you have lead generation campaigns and prefer to drive traffic to a landing page with a form, use site links and callouts to highlight the additional services or training you have available for your customers.

 

With new campaign types and messaging to test, and more automation features and tools at hand, 2021 promises to provide plenty of ways for B2B advertisers to optimise their campaigns and ensure they are driving return on investment.

If you would benefit from a free “no obligation’ Google Ads audit, talk to us today.

 

 

Sign up for our “7 Days, 7 Fast Track Google Ads Strategies you can’t afford to ignore, to ensure your business thrives in 2021″

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Template for Google Ads Article

Google Ad Extensions

Google Ads extensions can increase your CTR by up to 20% according to Google. So why aren’t you using them? Or if you are, are you using them to their maximum potential?

Extensions effectively give you more space on the search results page. It gives you the opportunity to make your ad as relevant as possible to your potential customer.  Extensions can help you create a sense of urgency to get your prospects clicking, highlight current offers, drive phone calls for your business and so much more.

We examine some of the best extensions and how you can best use them for your business.

1. Sitelink Extensions

Sitelink extensions take people to specific pages on your site (for example, a specific product or store hours). When someone clicks or taps on your links, they go directly to what they want to know or buy.

Sitelink example:

WebResults Sitelink extensions

It gives you the opportunity to drive site visitors not just one static landing page, but to other pages that might be of use to your potential customers.

This helps your ads take up real estate and dominate the Search Engine Results Pages (SERPs) to enable web searchers to focus on your ad and pay attention to Calls-To-Action.

It will also help your customer find exactly what they are searching for without having to sift through your website. This creates easy navigation and seamless searching experience.

Also, the Sitelink extension is limited to just the maximum word limit of 25 characters, so get creative with it.

Use your analytics to establish what potential customers seek when they visit your website.

2. Call Extensions

How & When to Use Call Extensions in Google Ads | WordStream

Call extensions work by featuring your business’s phone number at the top of the ad, next to the site URL. Call extensions communicate two key messages to your potential customers.

i) Your business is only a call away: If your customers intend to get in touch with you, it’s easy to do so. You can easily be contacted, with your phone number on display.

ii) We will be there if you need us: If they got any troubles or inquiries to make, you have got them covered.

On the desktop, this will just show up as a phone number that users can enter into a mobile device; on mobile, this number is actually clickable, and with only two taps someone can call your office. Convenience is a huge asset when people are in a hurry, and mobile users typically are.

3. Promotion Extensions

Promotion Extensions: A Quick And Easy Boost For Ecommerce | PPC Hero

Promotion extensions are used to advertise sales, coupons, deals, and similar special offers. These tend to be paired with a price tag icon, making them stand out from your competitor listings. Using these extensions, advertisers can also include date ranges. This is an easy way to create a sense of urgency. In addition, shorter date ranges tend to convert better than longer ones as there is a smaller window for consumers to capitalise.

Promotion extensions can be used for any type of promotion, but are exclusive to specific product discounts. Examples are:

  • Special discounts
  • Free deliveries
  • Extra packages
  • Exclusive deals
  • Bargains
  • Coupon codes and more.

These extensions are quite powerful. When people click it, it is generally with the intent to convert.

4. Callout Extensions

Optimizing PPC Callout Extensions - maximize adwords text ad performance

Callout extensions are non-clickable copy that are used to highlight your USPs.

In the words of Google Ads ,“callouts help highlight specific information about your products and services”. To capitalise on your callout extensions, make sure you:

  • Provide enough information
  • Increase your options
  • Optimise for mobile users
  • Keep the character limit in mind (25 characters)

You have a limit of 3 call-out extensions, so be sure to give careful consideration to them.

5. Structured Snippet Extensions

How To Set Up Structured Snippet Extensions In AdWords - Paid Insights

Structured snippet Google Ads extensions really capture the user’s attention. They allow you to create hyperlinked, clickable headlines that send users to key pages on your site, and feature a quick description under each one. Structured snippet Google Ad extensions will help you give more context to your ad.

Just as the name suggests; it “structures your words in snippets”.

Structured snippets allow you to string a set of related terms or details together to communicate a section of the ad to the reader. For example, you can layout your services or your special offers in one snippet.

These snippets tell your target audience how you can serve them and what your business is all about.

This immediately attracts the right audience for your business, and rid your website of visitors that are not interested in your products.

6. Location Extensions

Upgrading AdWords Location Extensions | Point It

Location extensions add your business’ address to the bottom of the ad, along with your operational hours if you feature it. When users click, they’ll be taken to a Google map showing your location, and they can instantly get directions to where you are.

Is this business legit?

Location extension answers that for you.

They’re an essential choice if the geographic location will heavily influence whether or not someone decides to do business with you.  But eCommerce brands also need them too. It builds trust. In addition, adding filters enables you to link specific locations to specific campaigns.

7. Price Extensions

The Ultimate Guide To Google Ads Ad Extensions - Store Growers

Price extensions allow you to quickly showcase how much a given product or service costs, listing an item, linking to its specific URL, and then featuring pricing and qualifying information.

Is it in my price range? Does it fit my budget?

This is a great opportunity to make your ad even more competitive by offering up highly-relevant information upfront. Price, after all, is a huge factor that will shape someone’s buying decision. The transparency of having the price readily available upfront can increase clicks if you’re within the range that the searcher is looking for, and get them to click on your ad instead of competitors’. It’s better to start with what you know instead of what you don’t, after all.

And if the price is out of range from what the searcher is looking for? That’s ok, too, because you don’t want to pay a lot for clicks that have no chance of a conversion. This extension can actually prevent that.

8. App Extension

10 AdWords Extensions You Should be Using (But Probably Aren't)

Users spend 90% of their mobile time within apps, so having an app extension for your business is key to staying relevant and increasing engagement with your audience. Don’t wait for users to find that app on their own. Use the app extension to boost its visibility.

App extensions are mobile-only extensions, and they’ll feature the name and logo of your app next to a clickable “Install” CTA at the bottom of your ad. These extensions are created to lead users to download your app, offering a new way for you to keep them engaged. Since it’s mobile-only, this will make the extension incredibly valuable for users who may not want to navigate a full site, to begin with.
If you have an app, use this extension to promote it always. There is no downside here.

Statista recently revealed that Mobile apps are expected to generate over $365 billion in revenue by 2023.

9. Google Shopping Ad Extensions

Cheat Sheet: Ad Extensions for Shopping Campaigns

The best Google Ads extensions for Shopping campaigns are probably:

a. Google Merchant Promotions

b. Product Ratings Extensions

c. Seller Ratings

d. Affiliate Extensions

 

a) Google Merchant Promotions

This extension performs what promotion extensions do for Google search ads.

If you have got any special offers, like a discount or free delivery, this extension lets the public know.

The benefits of offering discounts can’t be overemphasized, about 93% of Shoppers use a coupon or discount code throughout the Year.

Discounts boost your conversion rate because obviously everyone wants to save.

b) Product Ratings Extension

Just like Apps are rated in stores, the same way this extension allows your products to be rated based on a 5-star scale.

Here’s the thing. People love reviews! They want to be assured they are buying the best product that will serve them.

Studies reveal that 72% of customers won’t take action until they read reviews and 15% of users don’t trust businesses without reviews.

Those stats go to show how important ratings and reviews are important for businesses. If you have got amazing reviews and love showered on your products, then this extension helps you proudly display the fact.

c) Seller Ratings Extensions

Seller Ratings are the stars that appear in ads on the Google Search Network via an automated extension.

Seller ratings show the following:

  • A rating out of 5 stars.
  • The number of ratings the business has received (in parentheses).
  • A qualifier (e.g. average delivery time) that highlights why you got the rating (if data is available).

Google sources the ratings and reviews from Google Customer Reviews, StellaService, Google Consumer Surveys, third-party review sites and other sources.

The difference between product and seller ratings is that the former is exclusively for products and shopping ads, while seller ratings are for your brand as a whole, the entirety of what your brand offers.

This rating extension is for your brand image. If you have got a solid track record with plenty of reviews, this will motivate potential customers to make purchases from your brand.

d) Affiliate location extensions

If your products are sold through retail chains, affiliate location extensions can help you reach consumers as they’re deciding what and where to buy. This type of ad extension works by helping people find nearby stores that sell your products. These extensions are only availability in certain countries so may not be relevant to your target markets.

In Conclusion

Google Ads extensions are very effective for most businesses, but not all will be suitable for all businesses.

Take the time to identify the Google Ads extensions that will align with your business objectives. Each extension you set up should have a clear objective. What are the issues your key target personas have and which extensions will make it easy for them to help resolve their issue in the current environment.

Some extensions drive conversions, others build trust, others build profile. Use them carefully to enhance your ad copy and your messaging.

If you have an Google Ad account that you feel is not optimised to its full potential, contact WebResults today.

Request A Free Google Ads Account Audit or talk to us.