7 Questions To Ask If Your Facebook & Instagram Ads Performance Is Sub Par

7 Questions To Ask If Your Facebook & Instagram Ads Performance Is Sub Par

Facebook and Instagram ads not performing as you expected? Not to worry. I talked with Amber and got her tips for troubleshooting and fixing poor ad performance. 

If you want your ads performance to improve or you’ve noticed that your ads performance has changed drastically, these are the things you want to check:

  1. Are you using the right type of campaign for your goals?
  2. Is your targeting correct?
  3. Is there a problem with your budget?
  4. Has Facebook flagged any of your campaigns?
  5. Is your frequency too high?
  6. What’s your relevancy score?
  7. Has the competition ramped up?

#1 Are you using the right type of campaign for your goals?

If your ads aren’t doing well, the very first thing you need to look at is whether or not you’re using the right campaign. Does your objective match your goals?

Facebook has three different marketing objectives that each of their campaign types fall into: Awareness, Consideration, and Conversion. 

Awareness includes brand awareness and reach campaigns. 

This is the marketing objective you would choose if you were trying to get your company out in front of as many people as possible or in front of people that are best suited to what you’re offering.

Think: spreading the word.

Consideration includes traffic, engagement, video views, and any type of campaign that is designed to get the viewer to think about purchasing from you.

Conversion covers any type of campaign that’s designed to get those who see your ads to purchase from your brand, sign up for a webinar, or take whatever action it is that you consider your “end goal.”

Screenshot-of-awareness-consideration-and-conversion-campaigns-on-Facebook

Why does it matter if your campaign objective matches your goals? 

Let’s say you want to drive store visits with your ads, but you’re using a traffic campaign. Well, you won’t see the end results you’re looking for. 

Here’s why: A traffic campaign drives more traffic to your website, not your store. 

In this case, you’d be better off with a conversion campaign that features ads with offers or incentives for visiting your store. 

Make sense?

#2 Is your targeting correct?

The second thing you’d want to look at is your targeting. 

When we talk about targeting with ads, we mean your audience. Who is in the audience you’re targeting with your ads? Is your audience large enough?

Facebook will show warnings like, “Your audience is too small,” or “Your audience is too broad,” and those things do affect performance. 

So if you’re running the right type of campaign but you’re still not seeing the results you’d like to see, take a look at your audience and make sure you’re targeting the right people.

#3 Is there a problem with your budget?

The next thing to check is: is your budget feeding out?

While it’s not the only option, most people will be using a daily spend for their ads (for example: $5/day). 

Now, let’s say you’re spending $20 a day and you’re thinking, “Wow, my campaigns are just not working.” If it’s budget-related you’re either:

  1. Not spending enough.
  2. Miscalculating your reach.  

Let’s address spend first.

Let’s say your cost per result for a lead gen campaign is $25 and you’re spending a daily budget of $20… 

Well, Facebook cannot get you a lead in one day with that budget. It needs two days worth of budget to get you a lead with that lead cost and that daily spend. 

To see if this is the problem with your ads performance, you need to look at what your cost per result is and what you’re spending daily. 

You might want to only spend $5/day, but if a lead in your industry costs more than that and you’re not willing to spend it, you’re wasting your money. 

Facebook has to match industry standards and they can’t give you a lead for $5/day just because that’s what you want. 

So if the average plumbing lead costs about $80, you need to be willing to spend at least $80/day or accept that you’re only going to get one lead every several days.

Now, let’s talk about your reach. 

You may think that your reach is really wide and your budget will go a long way — but you could be wrong. 

For example, you may think it’ll be $0.50 to $1.50 per lead, but Facebook may be saying something different, depending on the day. 

So you need to look at the estimated daily reach. If that’s not lining up with what you’re getting in your results, then it’s time to switch campaigns, adjust your budget, and switch up some copy and headlines. 

If it is matching, then Facebook is doing the best it can with what you’re giving it.

#4 Has Facebook flagged any of your campaigns?

Still not sure what’s affecting your ads performance? Then it’s time to look for any red flags (pun absolutely intended). 

When you look at your dashboard, do you see any yellow or red triangles next to your ad sets, your ads, or your campaigns? 

If you have a red triangle, you either need to fix that ad/ad set/campaign, or delete it. 

Why delete? Even though that ad might be turned off, Facebook Ads Manager sees in there and can hold that against you in the long-run. So if you can’t fix it, get rid of it!

If you have a yellow triangle, read it and take action! 

The nice thing about Facebook Ads Manager is that it tells you why it’s flagging something, so you can fix it. 

And if you don’t understand what it’s saying, you can always go in and submit a request that says, “Hey, I don’t really know what this means,” or “Hey, I don’t agree with this.” 

Flags can get overturned, but you can’t just ignore them.

#5 Is your frequency too high?

Let’s say your ads were running just fine for a couple of weeks or a month or two, and then all of the sudden, performance plummeted. 

Chances are, your frequency is too high. Frequency means how many times a person has seen that specific ad in the time that it’s been running. 

Why is too high of a frequency bad? It means people aren’t engaging with your ad anymore because they’ve seen it so many times. 

What’s a good rule of thumb for frequency?

If your frequency is at or over four and your ads have started to decrease in results or increase in costs, it’s time to switch those ads out or update them. 

You can keep the same campaign, you can even keep the same ad set, but you need to keep fresh ads coming in there. 

#6 What’s your relevancy score?

If frequency is down and cost doesn’t seem too ridiculously high, but you’re just not seeing the results you hoped for, look at your relevancy scores. 

Relevancy scores are broken down into three parts:

  1. Quality ranking — This is determined by the feedback on your ad in comparison to other ads going to the same audience. Are people liking it? 
  2. Engagement ranking — This is determined by looking at how people are engaging with your ads. Are they getting a lot of likes, comments, clicks, shares, etc.?
  3. Conversion ranking — This is determined by looking at whether or not your ads are achieving the goals you’ve set for them. For example, if you’re running a traffic campaign, is this ad bringing more people to your site? If you’re running a conversion campaign, is the ad getting conversions and purchases?

If quality, engagement, and conversion rankings are low, and Facebook is saying your ads are in the bottom 25% of ads, chances are your ads just aren’t being shown, and people aren’t liking or engaging with the message you’re putting out there.

If this is the case, you need to completely overhaul your headlines, your copy, your videos, and your images, and get something out there that people really care about and want to engage with.

#7 Has the competition ramped up?

If you’re freaking out because your Facebook or Instagram ad costs just skyrocketed and you don’t know why, look at CPM. CPM = cost per thousand impressions.

If this number is high, it typically means that your competition has increased on Facebook or Instagram, and indicates that more people are targeting the same audience you’re targeting. 

A good average CPM is between $5 and $15. 

That said, during the holidays, you can expect a normal CPM to be $25+ because more people are typically vying for your audience’s attention during the holidays.

If it’s not holiday season and you have a really high CPM, that means you have a super competitive audience and it’s time to go back into your audience and see if you can adjust your targeting. 

See if you can target people who are a good fit for your business in a different way, so that you can get those costs lower. 

For example, you may use a lookalike audience instead of interest targeting, or you may focus on retargeting instead of cold audiences.

You’re still getting to the same people, you’re just going about it in a different, more cost-effective way.

Hope this post helps! 

 

If you have any questions or you still can’t seem to get your ads to perform well, feel free to reach out to Amber at amber@sparkmarketer.com. She’s a Facebook + Instagram ads beast!

 

Three Tips To Getting Good Photos For Your Website

Three Tips To Getting Good Photos For Your Website

What is the first thing you think of when you picture the ideal website for your company? We know the most important selling points lie within the content, but vibrant and crisp photos are what will draw users in and leave them actually wanting to continue through the pages of your website. 

Product images, before and after images of the services you provide, and even a snapshot of your team will allow potential customers to get a glimpse of what they can expect when choosing to reach out to your company. 

Luckily for all of us, it doesn’t take a degree in photography to get visually appealing photos that show the hard work that was put in to get the final result. In this post, we will dive a little deeper into a few tricks and tips to up your picture taking game and bring your website to new heights.

Tip #1: Don’t Sweat The Equipment

I think we can all agree that technology is nothing short of amazing. Nowadays, everyone has a phone, planner, entertainment system, and yes, a high quality camera, all in one device that fits in their back pocket. 

While having a separate DSLR camera is nice and will still get the job done, it simply isn’t a necessity anymore. Most of the smartphones that came out in 2019 boast up to a 12 megapixel rear camera. This equals out to roughly 6 times the resolution needed for a high definition image on a computer screen, which means there isn’t much excuse for a tiny, blurry photo on your website.

Of course, no matter how nice the camera is, in your phone or otherwise, it can only be as good as the person behind it. 

Again, as designers, we aren’t expecting Annie Leibovitz levels of photography prowess when requesting images for your website. We are here to help you! All images that are sent in can always be cropped, color corrected, and retouched as needed to make sure the message gets across quickly and clearly.

Phone-Taking-Photo-Of-City-At-Night

Tip #2: Lighting Is Key

Any social media influencer worth their salt knows about the magical “golden hour” when it comes to taking the perfect, glowing selfie. This is only one example of how lighting in your photos can make all the difference between drab and dreary or vivid and vibrant. 

Natural sunlight in the early morning or late afternoon, when the sunlight is a little more diffused, are the ideal times to get an even source of light for your photos. However, even when the lighting is not ideal, there are still ways to work around it.

If you are working with bright light around your subject, you want to be sure that your photos don’t become overexposed and full of glare. Though it sounds counter intuitive, this could be a good time to use the flash function to balance out any harsh light and fill in any shadows that it creates. Creating more even light distribution will ensure that you don’t lose detail throughout the subject of the photo.

Alternatively, if you are working in a dark area, there are tools to magnify what little light is available. You can use a reflector, mirror, or even a large, white poster board or curtain to help reflect light back towards your subject. 

In the examples below, you can see that using flash to compensate for the darkness of the room creates heavy shadows and a glare on the background.

Photo-Of-Flamingo-Lawn-Ornament-Taken-With-And-Without-Flash

Tip #3: Consider Your Composition

As crucial as lighting is in a photo, it barely matters if the composition is still unappealing to the viewer. Extraneous clutter, uneven landscapes, and awkward angles will all detract from what could otherwise be a fantastic photo.

One of the most important things to remember when taking a photo is the rule of thirds. Imagine a tic tac toe board across the image. The focal points of your image should be along the intersections of the grid. The rest of the photo then allows the viewer some space for their eyes to relax, rather than distracting from what is essential in the image.

Another huge part of creating good composition is enlisting hierarchy. This means creating a flow throughout your image to guide the viewer’s eye to what is important. 

For example, looking at our flamingo friend below, we can see that when we have a level horizon line, we use the rule of thirds, and there are easy to follow lines, it is a much more pleasing image.

Photo-Of-Lawn-Flamingo-With-Line-Of-Good-Image-Hierarchy-Drawn

Why Is This Necessary?

Think about the years you’ve put into making a beautiful product or being able to perform a perfect service. Now imagine that it isn’t being highlighted on your website or is being done so poorly. If what you are saying about the quality of your work is not being showcased to potential customers in an easily digestible way, why should they believe it or even care? 

Clean, clear photos help to build trust by showing them something that makes them say, “I want that for my home,” and they know you are able to provide it.

Getting good imagery for your website doesn’t have to be a difficult, daunting task. Keeping these tips and tricks in mind will boost your photography skills and remember, like anything else, practice makes perfect. Of course, your marketing team is also a vital tool in perfecting how your brand is visually represented. We are here to help!

The Answers To Your Top 4 Questions About Facebook Ads

The Answers To Your Top 4 Questions About Facebook Ads

Whether you get on a call with Amber, do your Facebook Ads in-house, or you end up going with another marketing company, there are a few questions you want to know the answers to before you get started. Amber’s here to help. 

Let’s dive into the four questions she’s most commonly asked about Facebook Ads. 

#1 What is the cost of doing Facebook Ads?

There are two parts to determining how much it will cost you to run Facebook Ads for your business. 

First, you have to decide: will you do things internally or outsource the work? 

If you’re going to do it internally, cost is determined by your ad budget and the time (time is money) it takes for you or your staff to do the work. 

Ad budget + Cost of your time = Cost of doing FB Ads internally

For example, if you’re having someone on your office staff do the work, then you need to factor in their hourly rate or salary into the cost of Facebook ads. If you’re doing the work, you need to factor in the cost of your time as the business owner. 

There are different ways to figure out what your time is worth as a business owner, but let’s say you typically make $250 an hour. Well, every hour that you spend doing Facebook Ad work internally is time you’re not out making $250. So that’s something that you need to account for in your cost.

If you’re going to outsource Facebook ads, there are three things that will determine cost:

#1 Setup fee — There is a one-time setup fee of $2,500+ associated with our Facebook Advertising Service. This includes the setup of business manager, ads manager, site tracking with the Facebook Pixel, Facebook Attribution setup, Google Tag Manager setup, as well as all the things that go into your monthly management fee to get your ads off the ground. In other words, the setup fee varies based on how much work we have to do to get you set up before we can even create or run the ads. Some things that can affect the setup price include: whether or not you have a Facebook page for your business; whether or not you have business manager setup; and whether or not you have a pixel and standard events properly set up.

#2 Ad spend — This is the amount of money you pay Facebook to run your ads in their newsfeed and other placements. Our firm requires at least a $20 daily budget, which averages out to about $600 a month. We have found that this budget gets bigger, better results for our smaller, local clients. Of course you are able to invest more to scale your campaigns. We will discuss suggested budget increases as we see and interpret your results.

#3 Monthly fee — The day-to-day and month-to-month management of your campaigns is $750+/month. This includes creation, management, optimization, and unlimited edits for your ads, landing pages, and tracking tools. This is money that goes to our firm to pay for the time it takes our team to develop and run your campaigns. With Facebook, there’s a thing called frequency: how many times your ads are being shown to a customer. Most of the time, especially with ads going towards a cold audience — which is what a lot of people are going to be doing on Facebook — ads should not be over an ad frequency of 2.5. So, based on your audience size and ad frequency, we’ll determine how often to update your ads. We’re in our clients’ ad accounts at least once a day, just to make sure everything’s running fine, there are no errors, etc. Monthly fee covers everything you need creation-wise, edit-wise, etc. and that number is going to depend on what your campaigns look like, what kind of campaigns you’re running, audience size, and other factors. 

Setup fee + Ad budget + Management fee = Cost of outsourcing FB Ads

#2 How do you track results? 

Can you track ROI through Facebook? Absolutely, you do it through the pixel and attribution. That said, the questions we ask and the metrics we look at to determine success depend on the type of campaign we’re running. 

For example, if we’re running a brand awareness campaign, we may judge ROI by asking ourselves these questions:

  • Is there more engagement with the brand on Facebook?
  • Have we seen website traffic increase?
  • Are we seeing the ads reach as many people as they can?
  • Are the ads cost-effectively bringing in leads?

No matter what type of campaign we’re running, we always start by installing your pixel. Using the pixel, we’re able to track events on the page and see: are they taking action and is it the action we want them to take?

Psst. If you are considering working with an agency and they tell you they can’t track the ROI of Facebook Ads or they can’t tell you how they’re tracking ROI, DO NOT give them your money.

#3 Can I turn Facebook & Instagram Ads off?

Yes, you can turn off your Facebook and Instagram Ads anytime you want to, but you need to ask yourself what your goal is first. 

For example, if your goal is to collect leads and you’re booked out, then yes, please turn off your Facebook Ads and don’t collect anymore leads. 

However, if you are using Facebook Ads to drive traffic to your website, especially during the busy season, no, you should not turn your Facebook Ads off and on. The reason is that brand awareness is built by consistently putting your name out in front of people. Turning your ads off automatically stops that. 

Additionally Facebook needs information to optimize your ads. So if you keep turning your ads on and off, they do not optimize properly, which can increase costs and decrease results. 

So again, yes you can turn them off, but that doesn’t mean you should. Do we normally suggest it for our clients? No, but that is based on the strategy that we have set up.

#4 How much time will this require of me and my team?

Assuming you’re looking to outsource Facebook Ads — and we can only speak for Spark Marketer — when you work with us, you can invest as little or as much time as you want. 

When you get on a call with us, we’ll cover the year and go over which services we want to push during which season. Once you get us photos or anything we may need from you, then you can be pretty much hands off. 

We’ll send you weekly updates, you can respond, and if there’s a big issue, we’ll call you and let you know, “Hey, this needs to be dealt with now.” But in most cases, you can be very hands off, to the point where you’re only attending a quarterly meeting for an hour. 

So, on average, you can expect to invest about four to 10 hours a year. 

That said, the more involved you can be with your marketing team, the better your results. 

Here’s why: 

We know a lot about your industry and we strive to know as much as we can about your company and clients, especially when writing Facebook Ads for you. We want to be a part of your team. But we are not the ones answering your phones. 

We may push different services during different seasons based on industry standards, but sometimes your customers’ needs vary. If, for example, you have a serious storm in your area, you may need to push different services than the services we had planned. 

We don’t check your weather daily, most marketing services aren’t going to, and to be honest, you don’t want us doing that anyway because it’s taking time from other stuff we should be focused on. 

So you need to be communicating with your marketing firm, regardless of who they are, about what’s going on in your business and any changes you notice or concerns you have. 

If, for example, you’re noticing that a lot of calls are coming in from a certain zip code that you don’t really like servicing that much, give us a call, let us know what’s happening, and say, “Hey, maybe can we just remove them, only push a couple of ads out to them, or decrease the budget?” 

The more you’re involved, the better. But that doesn’t mean you’re going to need to be on the phone an hour a day. 

In most cases, we talk to our clients maybe an hour a month, just to make sure we’re all on the same page. And we really like to do that by pulling in our site team and our Google team at the same time — that way it’s one call and we make sure all the marketing channels are on the same page, without taking up too much of your time. 

But for the record, we are never going to say that you’re over-communicating with us, and no good marketing company is ever going to say that to you. So be as involved as you want to be!

 

Hope this helps! If you have any questions or want to jump on a call with Amber to talk about Facebook Ads, send a quick email over to amber@sparkmarketer.com

Top 5 Seo + Marketing Things To Focus On In 2020

Top 5 Seo + Marketing Things To Focus On In 2020

Google makes thousands of updates to search every single year. How do you stay on top of the waves when you’re trying to be the best spouse ever, a super parent, and a successful business owner?

Oooh, I’ve got an idea! Make friends with a team of super nerds who spend hours every week testing new things and reading everything there is to read on Google, rankings, and all things SEO.

(Ahem, Spark Marketer.) 

We’ve got you covered. Based on our nerd-findings, here are the top 5 SEO and marketing things you should focus on in 2020. 

#1 Email

“Email’s dead!” has been cried more times than “The end is near!” But the truth is, email is alive and well. 

How alive and well? Oh, I don’t know…let’s ask Emarsys, SaleCycle, OptInMonster, Fluent, DemandGen, eConsultancy, and Campaign Monitor:

  • Email reaches about 85% of people. (That’s a waaay better reach than you’ll see with your organic social posts!)
  • For every $1 spent on email marketing, you can expect to see $44 ROI. 
  • 80% of business pros believe that email marketing increases customer retention.
  • 59% of people surveyed say marketing emails influence their purchase decisions.
  • Marketers who use segmented email campaigns see as much as a 760% increase in revenue. 
  • 68% of millennials say promo emails have influenced their buying decisions.
  • 60% of consumers have made a purchase after receiving a marketing email.
  • 60% of consumers prefer email when it comes to receiving promo messages from brands.

So yeah, I guess you could say email is still your best bet for communicating with customers. 

Aaaand, email is currently the only communication channel you really own. Facebook owns your Facebook page and Instagram profile. Google owns your Google My Business listing. Hell, Google even owns the search results. But you own your email list. 

So cherish it and use it to connect with your customers regularly and wisely!

3 bonus tips for sending better, more effective emails:

  • There are some words you should definitely avoid using in your subject line if you don’t want your emails to go to spam. Words like: free, money, and reminder. Studies show those can land you in the spam folder faster than Ghallagher can destroy a watermelon.
  • Use a familiar send name/email address and be consistent. If your customer doesn’t recognize your email address or name, they’re not going to read your emails. In fact, MailChimp says almost 50% of people will simply report an unfamiliar name or email address as spam. Eek!
  • Get personal! Personal greetings make people feel all warm and fuzzy inside. Research shows that when you practice ongoing, personalized communication with your customers, you can expect to see a significant increase in revenue and customer engagement. Plus, your emails are more likely to be opened, which is always a win. 

#2 GMB

You may not officially own it, but you need to pay attention to your Google My Business (GMB) profile. Why? ‘Cause Google loves it and it’s one of the first things your potential customers are going to see in search results. 

So first things first: If you haven’t already, claim your GMB profile and start filling out as much info as you can. Set your service area (if applicable), add your website, create Google Posts, answer questions, turn on messaging if you have the means to answer promptly. 

Google is always adding and testing new features — some good, some bad — so download the GMB app and regularly check in. 

We can’t promise you that all your GMB efforts will have the ROI that good email can have, but you should definitely be utilizing everything Google gives you, given that Google has 87.96% of search engine market share.

#3 Reviews

I know, I know, you’re not surprised to see this on the list — or at least you shouldn’t be! Reviews have been growing in importance for local businesses for the last few years, and they’re not going away.

Take a look at these stats from BrightLocal:

  • 82% of consumers read reviews when searching for local businesses.
  • Consumers read an average of 10 online reviews before feeling like they can trust a local biz. 
  • 91% of consumers say that positive reviews make them more likely to use a business.

So how do you get more of these trust-building reviews? Start by making your business the best it can be. 5-star service earns 5-star reviews. 

Once you know you’re nailing the service and customer experience side of things, go ahead and ask your customers to review you — whether through email, text, face-to-face, or some sort of automated service or platform. Yelp doesn’t allow you to ask your customers for reviews (weirdos), but Google does. So go for it!

#4 Your website

What’s the number one thing that consumers do after reading reviews? 

Drumroll…

They visit the company’s website. 

So don’t think, just because GMB is like a mini website right there in search results, that you can forget about your website. It’s still super important!

Here’s a quick cheat sheet on what makes a good website in 2020:

  1. Secure. If you haven’t made the switch from http to https, the time is now. Hop to it!
  2. Mobile-friendly. It’s a mobile-first world and something like half of searches are performed on mobile. So if you have a wonky website that looks like trash on a smartphone, it’s time for a revamp.
  3. Original photos and videos. Your customers don’t want to see Sven, the stock photo “blue collar guy.” They want to see you and your team. So upload high-quality, original photos to your website and show your customers who they’ll be working with. Also, the world can’t get enough video. Consider putting together a quick video to include on your homepage that introduces your company, answers common questions, and gives visitors the feeling that they’ve come to the right place for quality service. 
  4. Helpful, informative content. You own your website, so make it a super helpful and useful resource for your customers. More details to follow…

#5 Content

Your customers are doing more research than ever before, so be their #1 source of information and answers. How do you do that? By creating awesome content on your website, blog, and social profiles. 

Your written content doesn’t have to be a specific length. If you can answer a customer’s question in two sentences, do it. If you can provide more value by going deeper and writing more long-form content, do it! The length should fit the topic, need, and platform.

Videos are especially hot right now, and you don’t have to invest in super expensive equipment to create good ones. A smartphone, good lighting, and a tripod are all you really need to get started. So give it a shot.

What should you do in your videos? Answer customer’s questions. Introduce your team. Show them what it’s like to work with you. Show them how to do something or fix something. There are probably a million great ideas for video, so spend some time brainstorming. 

Pro Tip: One of the best books I’ve read on creating content is They Ask, You Answer, by Marcus Sheridan. Go get it. For real. I’d give you my copy but almost every page is dog-earred and almost every sentence is highlighted. 

There you have it, five things to focus on in 2020, straight from the super nerds at Spark Marketer. Have a great year!

10 Live Video Ideas For Facebook & Instagram

10 Live Video Ideas For Facebook & Instagram

You may think live video is something best left to influencers, musicians, and people who are supremely interesting. But no matter who you are or what you do, you should be leveraging live videos for your business. 

Why?

  1. Live videos get a lot more engagement than pre-shot videos on Facebook and Instagram. The more engagement you get, the more Facebook and Instagram will want to show those videos to other people, and the more trust those videos will build. 
  2. Live videos allow you to respond to questions in real time. People watching your videos can comment their questions and you can respond directly and get people to engage even more. Facebook live videos are the absolute best way to answer customer questions.

Ready for some ideas to help you get started with Facebook & Instagram live videos? We asked Amber, our Digital Marketing Strategist and Facebook Ads Specialist to share her top 10…

#1 Talk about what you do, where you do it, how long you’ve been doing it, and who you do it for

The purpose of this type of video is to answer some of the common questions potential customers will have and want answered before they pick up the phone and call you. 

What you do & where you do it:

Give those watching a good idea of what types of problems you solve and how you can help them. Let them know some of your top services and what areas you provide those services in. 

How long you’ve been doing it:

Talk about how long you’ve been doing it and how your experience translates to value for your customers. The more you can talk about why you’re passionate about what you do, the more trust you’ll build with your potential customers. 

Who you do it for: 

Share what your dream customer looks like. Do you service apartments, homes, and commercial properties? Give details about who could and should hire you. If people see themselves in that persona, they’ll feel like you’re a good fit for them. 

#2 Talk about price

Literally every business owner hates this one, but the ones that do it have found good success with it. What do we mean by success? Increased trust and less customer calls from people who don’t fit their demographic, can’t afford them, or are looking for a ‘cheap’ fix. 

Now, do you need to go on live video and list every single service and every single price? No. What we recommend is that you talk about price for your top five most popular services or the top five services you’re wanting to do more of. Talk about:

  • What is involved in that service
  • Why it’s important
  • An industry standard price

You do not need to tell them exactly what you charge for that service, but let your potential customers know what they might expect to pay when they call a company to schedule that service. That said, if you can go into specifics about what your company charges, DO IT.

We have a client who does share specifics. They say things like, “You know, we are higher priced than these other companies. Here’s why.” People are willing to pay a premium for a better service and a better experience — especially when the business is upfront about it.

#3 Give a safety list, to-do list, or some other step-by-step or numbered info 

When you do a live video that quickly walks your customers through things like: “#1: do this. #2: do this,” people eat that up. Here are some example topics:

  • How to find properly seasoned firewood
  • How to properly store seasoned firewood
  • How to unclog your drain — DIY

Anything that gives the customer value and makes something complicated or unclear a little bit simpler, do it. Sharing information and providing value for free builds trust with customers so that when they are in need of your services, you’re the one they think of. 

#4 Talk about how you got started in the business

What did you do before you started the business, if you’re the business owner? Bring a little bit of your story into it and a little emotion into it, because, you guessed it: people love stories. 

Where did you start? How did you get into the industry? It doesn’t have to be some magical story — just make it yours. Let it be raw. Let it be emotional. If it’s a story that’s worth crying over, cry. It’s okay. 

Live videos are where you get to show the most emotion and be real with your customers. 

#5 Interview one of your technicians or office staff about their favorite parts of their job or what their average day looks like

This is a fun, super short and simple live video that can really build trust and confidence in your company. It lets your customers see the faces of those working in your business, which is important because: people don’t do business with businesses they like — they do business with people they like. 

#6 Show them how something unique to your business works

People want to feel knowledgeable — like they know something their neighbors don’t know — and your live videos can help. 

Most homeowners or customers don’t know about all the tools you use in a specific industry. So give them that information in case chimney sweeping or plumbing comes up during table talk. 

Are you a plumber? Outside of a wrench and a plunger, many people have no idea what you use to get the job done. Plumbing relies on some pretty technologically advanced (and expensive) equipment. Equipment your customers don’t have sitting around in the garage. Let them know!

Are you a chimney sweep? People are imagining Dick Van Dyke with his filthy crew of singing and dancing sweeps. You’re not just showing up to the job with a broom. You’re not just using a Shop-Vac — it’s much more advanced than that right? Show them what you really use to get the job done and how you keep their homes from looking like London during the Industrial Revolution. 

#7 Highlight how your team starts the day or a fun activity you guys like to do together

The goal of social media is to get people to know, like, and trust you. This is the like part of that. Show them that you have similar interests. Show them your morning routine or what everyone does when they get to the office. 

Does everyone drink coffee together before heading out for the day? Great — highlight that. People love coffee!

If you get comments like, “Ew, you drink Dunkin Donuts coffee?” GREAT. Engagement is the goal, and your DD loving customers will like you even more because of that shared connection. 

#8 Get a live video testimonial from a customer

We would love, love, love to see more of this. If you have a customer who’s been a customer for years and would feel comfortable providing a testimonial on camera, ask them to do it live! All you have to do is introduce them. For example:

“Hi, my name is Amber and I’m here with my client, Jessica. She just got Facebook Ad services and wanted to tell you a little bit about her experience so far.”

Then, just let your customer share.

These videos are easy and effective — you just have to make sure your customer’s comfortable sharing their experience. And here’s the best thing about these videos: If you tag the customer in the video, it’s not just going to be shared on your page — they’re going to want to share it with their family and friends on their own page as well. And their friends and family will say, “Oh, that’s my friend,” and want to share the video to their pages.  

That’s going to broaden your post reach and increase your post engagement by so much. And funny enough, this is the #1 live video (after price) business owners don’t want to do. 

#9 Interview someone prominent in the community that would have information that your audience might find helpful

This live video is designed to provide value, but doesn’t need to be tied directly to your business. For example, if I was a chimney sweep, I might interview a plumber. If I was a plumber, I might interview an HVAC company. If you know the mayor, reach out to the mayor if he’s well-liked. Ask to do a live video to go over some info that would be beneficial or helpful to your audience.

Let’s say you reach out to a local plumber and say, 

“Hey, I’d like to do a quick interview with you. We’ll tag your business and you can share it on your page as well. What I’m hoping is that we can cover your top five plumbing tips for homeowners.”

Those tips will provide additional value to your customers and build trust. Plus, the plumber you interview will probably want to provide his or her audience with the same kind of value, and may ask you to do a video on their page (for example: providing your top five chimney maintenance tips). 

It’s free, helpful content for your customers that makes both you and the company or individual you’re interviewing look more trustworthy.

#10 Tell them what to expect when they call to book with you

There are a lot of new homeowners out there who have no idea what to expect when they hire a plumber, chimney sweep, HVAC company, or other home service provider. So get rid of their uncertainty and help them call and book with confidence by enlightening them a little bit.

Tell them things like:

  • What questions they may be asked on the phone and how they can figure out the answers to those questions ahead of time.
  • What to expect when you show up at their home to do the work. 

The best customer experiences are those when homeowners don’t have any questions because you’ve already answered them all. So, detail as much for them as you can so you can answer their questions before they have them. 

 

Have questions about Facebook Ads, Instagram Ads, or how you can use these two platforms to grow your business and build trust? Reach out to Amber at amber@sparkmarketer.com. She’s got a wealth of knowledge!

 

A Holiday Playlist To Keep You Relaxed & Sane This Busy Season

A Holiday Playlist To Keep You Relaxed & Sane This Busy Season

The holidays are a busy time for everyone, but if you’re a sweep, the mayhem is multiplied by 10.

It’s easy to get swept up (pun absolutely intended) and miss the magic of the holiday season, but Christmas and Hannukah are almost here!

We want to help you slow down just a bit and get into the holiday spirit — no matter how crazy things may be right now — so, we put together a playlist of some of our favorite holiday songs.

No matter what you celebrate or how, these songs will make you feel all warm and fuzzy inside. Enjoy!