Facebook Ad

In this third chapter of our Facebook Ads Beginner’s Guide, we’ll walk through the entire process of setting up your first ad campaign in Facebook Ads Manager.

What is Facebook Ads Manager?

What is Facebook Ads Manager?

The Ads manager is where you go to create and manage your campaigns, of course! In full, you can use the ads manager to:

• Set up Facebook ad campaigns
• Create new ad sets and ads
• Manage Facebook ad bids
• Target many different audiences
• Optimize your ad campaigns
• Keep track of your campaigns’ performance
• A/B test your Facebook ad campaigns.

How to use and navigate the Ads Manager

There are three ways to access your Facebook Ads Manager account:

1. Use this link that will take you to your Ads Manager account (You better bookmark the link for quick access!)
2. Click on the drop-down arrow in the upper-right corner of any Facebook page (that you have Admin access to) and select “Business Manager” in the drop-down menu.
3. Use Facebook’s Ads Manager mobile app to access and manage your ad campaigns anytime and anywhere.

If you’ve never used the ads manager before, it can be quite a lot to take in at first. The bulk of your screen will consist of four tabs:

• Account Overview
• Campaigns
• AdSets
• Ads

Let’s have a look at this map to get an idea of how to navigate the Ads Manager:

Once you start clicking around, you will find that there are all kinds of data and tools available for you to use.

All of your advanced reports, pixels, saved or custom audiences and other tools are available in the top left corner of the screen where it says “Ads Manager”. Hover there and then hover over “All Tools” in the bottom of the window to view all of your creation, planning, measurement, and asset tools you should be using as well as your settings for the ad account.

You should have a pretty basic understanding of navigating the ads manager now, so let’s jump into the fun part- our first campaign!

How to Set Up a Facebook Ad Campaign

In order to create a campaign, you should of course be on the “campaigns” tab. From there, click on the green “+Create” CTA to create a new campaign from scratch!

Facebook does a good job to guide you through creation. Once You’ve selected to create a campaign, you’ll see this:

A bit daunting for the first time, isn’t it? Fear not, we’re doing this one together and it will be a breeze.

Step 1: Select Your Campaign Objective

Now, on Facebook you can choose from a handful of campaign objectives that match your advertising goals. For example, if you are looking to drive traffic to a physical location you would use “Local Awareness”. If you’re driving traffic to a website, you want to use “Conversions”.

Here’s the complete list of Facebook campaign objectives available:

• Brand awareness
• Local awareness
• Reach
• Traffic
• Engagement
• App installs
• Video views
• Lead generation
• Conversions
• Product catalog sales
• Store traffic
• Messages

How to choose your campaign objective?

Choosing your objective is important, as Facebook uses this to determine other elements of your campaign such as available ad formats, bidding options and the way it optimizes the campaign.

You should always select the objective that best reflects your desired outcome for the campaign. If you are promoting a website,  you will most likely be running a conversions campaign. That’s the campaign type we will create today.

If your campaign’s end goal is to for example submit information to you via a lead form,  then you should select the lead generation objective instead.

So, we’re creating our conversions campaign.

Step 2: Give Your Ad Campaign a Name

After we have decided our campaign type, let’s give our campaign a name. This may seem like a fairly simple step, but it is actually very important to adopt useful naming conventions for your campaigns when you start with Facebook advertising so you can easily organize your campaigns as you scale and run more of them. It also sets you up for hyper-efficient reporting later on when it comes time to analyze your results.

For example, you should always include the date range the campaign will be running in your campaign name. Depending on whether you are advertising for your own business or for clients, you can add more elements in your campaign name:

• Client name/ website
• Target Audience/ Location
• Custom Audiences
• Creative Type ( Video? Carousel?)
• Facebook Page, etc

Hopefully this gives you some good ideas to keep your campaigns organized and simplify reporting later on with custom campaign names. After you select your objective, you can also choose to create a split test on the campaign or optimize your budget.

What is Customer Relations? Everything You Need to Know

Developing an amazing product is one of the hardest challenges that a company can overcome — but it's not the only factor that will determine the success of a business. Today's consumers have more industry influence than they've ever had in the past, allowing them to focus on more than just the product that you're selling them.

Now, consumers are interested in what you're selling them, how you're selling it, and what happens after you've sold it to them.

The shift has placed pressure on companies to invest in their customer service teams and meet rising customer demands. In fact, a 2018 study showed that 59% of consumers have higher expectations for customer service than they did in 2017. Businesses are now facing the challenge of creating an excellent customer experience that's consistent across every interaction.

To achieve this, many companies are now focusing on how they manage their customer relationships. Building strong customer relations is a great way to develop customer loyalty and retain valuable, long-term customers. If you're looking to improve customer relationships at your company, it helps to understand what successful customer relations look like and how you can create them with your clientele.

Access Now: Free Customer Journey Map Templates

Customer RelationsCustomer relations describe the ways that a company will engage with its customers to improve the customer experience. This includes providing answers to short-term roadblocks as well as proactively creating long-term solutions that are geared towards customer success. Customer relations aims to create a mutually beneficial relationship with the customer that extends beyond the initial purchase.

Customer relations is present in all aspects of a business, but it's most prevalent in the customer service department. Customer service teams, customer support, customer success, and product development all play important roles in building a healthy customer relationship. Customer relations also extend to marketing and sales teams as well since these departments have a significant influence over the company's interactions with the customer.

What functions does customer relations include?

Customer relations includes both the reactive and proactive functions performed by your customer service teams. Reactive functions are the efforts made by your team to solve issues that are reported by customers. This includes tasks like responding to customer complaints and solving problems with the support team. Being able to solve unexpected customer roadblocks is essential for brands that are looking to build strong customer relationships.

Proactive functions are the measures taken to ensure a long-term relationship with customers. These efforts are aimed towards fostering customer success by consistently satisfying evolving customer needs. Customer success teams do this by providing information about products and updates as well as by promoting discounts and exclusive offers. This type of long-term customer relationship management helps companies create lasting impressions on customers who eventually become loyal to the brand.

Omnichannel vs Multichannel: What is the Difference and Why Does It Matter?

In the overlapping worlds of ecommerce, social selling, digital marketplaces, and physical storefronts, omnichannel and multichannel are the most popular buzzwords. But it’s not always easy to tell the difference between the two.

If you don’t end up reading this entire post, here’s the TL;DR:

• Multichannel retail (i.e., “many” channels), revolves around your product and lets customers engage and purchase natively wherever they shop but often treats channels as silos independent from one another. Each channel in a multichannel strategy exists as a separate purchase opportunity.
• Omnichannel retail (meaning “all” channels) revolves around your customer and creates a single customer experience across your brand by unifying sales and marketing that accounts for the spillover between channels 

We’ll arm you with the information you need to decide which approach to take.

What is multichannel retail?

Multichannel blends the customer experience and gives consumers choice to engage on the channel they prefer. It’s flexible but expects brands to behave in the confines of the channel.

Think of multichannel marketing as a wheel with spokes. At the center of the wheel is your product (i.e., a sale). On the outer rim of the wheel are your customers where each channel offers a separate and independent opportunity to purchase.

Once it’s clear which channels resonate best with your target market, you can optimize marketing in those channels to maximize sales

Ways to Generate Qualified Leads with Content Marketing

Here are the best way you can generate qualified leads with content marketing.

1. Offer lead magnets with Facebook Ads

Facebook’s advanced technology has made targeting qualified leads much easier.

They use their ocean of data to discover and predict the buying habits of their users.

They know your preferences, hobbies, and personal information.

But most importantly, they know the preferences of your target leads.

Take advantage of Facebook Insights by running ad campaigns.

But be mindful when using Facebook Ads. Most marketers fail because they use them incorrectly.

Unlike AdWords, Facebook Ads target people who are looking for your business or content.

Facebook practices passive advertising. They try to make ads look as natural as possible so they don’t interrupt users.

The more overt you are, the less likely people will convert.

To win at Facebook advertising, you need to make selling soft and easy.

You want your leads to take the easiest step possible: Sign up for your email list.

This way, you can build strong relationships outside of the platform.

But people aren’t going to sign up just because you have an email newsletter.

Incentivize leads to click by offering a lead magnet.

A lead magnet is a valuable piece(s) of content related to your target audience.

B2B & B2C Databases

As well as having access to every marketing list and B2B databases in the worldwide marketplace, Kudos maintain 2 of the most comprehensive Business and Consumer Databases in the UK. These are used for enhancements, prospect sourcing, market sizing and modelling and much more. We also maintain the UK’s largest Fleet Database and one of the newest Charity Prospect Databases available. Contact us about our marketing databases.

Below are just a handful of the lists we can provide. Kudos have access to literally thousands of datasets around the world. Please click here to request a specific list. One of the Kudos team will respond immediately.

2 Copywriting Hacks Designed to Give Your Business a Boost

Having incredible copy is one of the fastest ways to increase your conversion rates and sales, yet so many companies are terrible at it. 

Recently, I decided to improve my copywriting skills, so I talked to my friend Neville Medhora, who is a copywriter. The reason I trust his judgment over others is that besides being the most popular copywriter I know, he actually does client work four days out of the week. He rewrites copy every day, then sees it in action through every industry (online, offline, ecommerce stores, software-as-a-service businesses, etc). 

I immediately saw a 20 percent boost just by using Neville's tips to rewrite the sales copy for my recent real-estate-investing book. (I'm split-testing the page now -- visitors might see one of several versions.) I don't know about you, but a 20 percent lift overnight is pretty darn awesome!

(Maybe I should have stated this first: If you don’t know what copywriting is, it’s the rearranging of words so they sell better.)

Related: 7 Ways to Ensure Your Readers Don't Get Bored and Bail (Infographic)

For the purpose of helping those in the Entrepreneur.com world achieve incredible lifts in sales conversions, I probed Neville to get answers about the biggest “wrongs” people make in copywriting and what they should do instead. Here are his top five copywriting "hacks" in order:

1. Sound like a human.

You. Are. Not. A. Robot. Affirmative.

Please don’t talk like one. When we talk face to face, we have no problem saying things in a casual tone. But whenever people sit down at a computer to write copy (for webpages or emails), they tend to go all formal, like this:

All of that could’ve been much easier said (and easier to understand) if it was written more casually, just like the way you speak. In different industries, the tone of voice for your copywriting may vary. However keeping things slightly casual reduces confusion and is more efficient than long-winded and vague language. 

2. Don’t bore your cold-email prospects.

Bob likes football, telling dirty jokes and drinking beer. However, when a salesperson tries to cold email Bob, he or she ends up sound like a boring robot. This leads to unread or deleted emails.

The problem is a lot of salespeople tend to formalize their emails to look professional. Neville tells me that he actually tested this in many industries (including banking and business-to-business sales), and found that a “casual tone” always outperforms boring emails.

For example, in these B2B email templates from inside Yelp, two versions were sent out to potential customers: A boring email and a casual-sounding one.

Yelp boring template email results:

• 50 sent
• 33 opened
• 1 response
• 3.33 percent response rate

Personalized template results:

• 50 sent
• 35 opened
• 4 responses
• 11.43 percent response rate

Whoever says “I can’t write casually because I’m in a market that doesn’t tolerate it” should just look at those results. It was initially worrisome to have salespeople sending out such “casual sounding” emails, but when results went from 3.3 to 11.4 percent, everyone changed their minds.

What would happen to your business if you tripled your response rate overnight?

Typically, people don’t like reading a sales pitch, but if it contains a ton of great information, they won’t mind. This style of mixing great info with the sales pitch is one of the best ways to make people pay attention to your sales pitch without getting turned off by it.

Hopefully, some of these tips get you writing differently, and leads to a boost in sales.

15 Awesome Business Tools to Use for Your Beauty or Hair Salon

While we stick by most of our choices below, we have updated this blog post to reflect changing trends and updates to some of our favorite awesome business tools.

Canva

Canva is hands down the simplest and best online graphic tool out there. It makes us mere mortals look like design geniuses and is a great way to help show off your beauty business! Brilliant to add flair to social media profiles and postings, images on your website, any marketing materials and it goes on and on and on. Their free edition can get you a long way, if not all the way! 

Oh, and they have the most brilliant blog and an online Design School to help you get even better at making gorgeous designs!

Did you know that you can store an unlimited amount of photos for free with Google Photos, as long as they are under 16mp and 1080p HD – and that’s plenty for most of your needs. Set your phone to automatically upload to Google Photos and never have to worry about running out of storage space again – or even worse, something happening to your phone and all those photos being lost!

Photos are key in promoting and showing off your beauty or hair business, so you want to make sure they are perfectly safe – and they are with Google Photos.

Buffer

Buffer.com

Keeping those social media profiles active can be a huge task. But with Buffer, it becomes easy as pie! Link your social media profiles (Facebook, Twitter, Pinterest, Instagram, LinkedIn, and Google+) and then just send all your posts to Buffer and they will queue them up and post them for you at optimal intervals.

We love Buffer and use it to schedule posts and things way into the future – there’s even a post in there to be posted in 6 months time from the time of writing this blog post! And whenever we find interesting stuff to post we just throw it into Buffer knowing that they will take care of the rest.

Start with the free plan that can store up to 10 posts, but you’ll probably find the reasonably priced Awesome plan will be plenty to do the trick for you.

Update from our first edition – you can now schedule most picture and video posts through Buffer. There are still some restrictions, you can’t schedule personalised account posts or images in extreme proportions (extra-long and thin, or short and extra-wide). You still need to do those directly through Instagram, but we think this is a great improvement on before.

Zapier

Who doesn’t want to save time? If you don’t, you’re probably reading the wrong blog post 

With Zapier you can connect all sorts of apps and software and stuff and set up automated workflows. Want your Instagram pics to be automatically pinned to a Pinterest board – done! Want to post the images you like on Instagram automatically to your Facebook page – done! Buffer your Instagram photos to other social media – done! You get the idea. 

Zapier is free for simple zaps – oh, and did we mention that Zapier works with SimplyBook.me?

While Zapier worked with SimplyBook.me before, the newest version of the Zapier integration has more triggers and compatibility with more app

G Suite (formerly Google Apps) is basically Gmail and all that good stuff but for business, so you can use it on your own domain. Like us – rather than have gmail addresses, we have @simplybook.me emails, but it all runs in the same environment as if we were using Gmail.

It’s probably the most affordable and reliable email solution for small businesses that you can get and has a lot of other tools and perks. For example:

Unlimited, (almost) email addresses (they charge per user/inbox – not per address)
Google Drive is your cloud storage for anything and everything, so things are safe in Google’s cloud and you can access stuff anywhere as long as you can get online.
They have a great online calendar (which, incidentally syncs with SimplyBook.me)
Their docs, spreadsheets, forms etc. are brilliant and you can make an unlimited amount of them, share them with whomever you want (and keep them from whoever you want  ) – oh, and collaborate on them in real-time (we particularly love that feature – couldn’t live without it!)

The annual fee is very reasonable and we find it’s well worth it.