Instagram is a highly creative platform, where you have to follow actual trends in order to keep up with the flow.
I collected some tips & tricks on how you can organize your efforts while keeping in step with the most relevant trends.
Let’s have a look!
1. Start at the Basics
I suggest spending some hours thinking again about the basics.
What is your goal with your account?
Do you want to grow your brand awareness?
Do you want to sell directly from Instagram?
Do you want to create a community, which you can grow to a great performing target group?
If you successfully (re)defined your goal, you made a big step forward in deciding the type of posts you want to create.
2. Planning is Everything
Did you ever feel the “posting-day” stress?
The feeling when you know that you should post something, but still no idea, no content, no photo… it is really disturbing.
But you also know, that if you want a sustainable & growing IG channel for your brand, you cannot afford inconsequent posting.
The solution for your problem is called planning. If you take your time, sit down and write your next month’s post plan, your life will be so much easier and relaxed.
Believe me, relieving this stress will also boost your creativity!
3. Create Thematic Directions
Writing your monthly planning will be way easier if you define 5-6 directions and you just keep on posting them after each other. I collected some options for this:
Brand awareness / Lifestyle: show your product in different situations, tag places, people, pages with a lot of followers (like magazines) It’s key important, to choose such a thematic, which matches your brand quality and core values!
Behind the scenes: share some backside information with your followers. Show your warehouse, introduce your people, make a video about how an order is packed, and follow its way until posting…
Educational: show how your product is being used. Speak about benefits, and how customers can maximize their user experience with your brand.
Tipps&tricks: Share your best insider tips – who could give better suggestions if not the brand itself? Expert advice is always welcomed by followers!
Influencer or user-generated content: the real social prof is really convincing. Post happy customers, share influencer posts – they are very much liked by customers.
Easy and fun: Entertaining content. Share your everyday experience with the product, showing your cat, or dog. Non-promotional content improves the overall brand.
Promotional: Sometimes feel free to post about ongoing or upcoming promotions. This will allow your follower base to prepare for shopping!
FAQ: reply to frequently asked questions in a post
Contest: start a small sweepstake to get new followers and to grow rapidly! Don’t forget to keep everything legal, and to post the terms of participation.
4. Prepare Labeled Boxes for Your Ideas.
Place a block of post-it on your desk. Write it on a piece of paper when an idea pops. Drop it into the matching thematic box. You don’t need to create the posts right away… your ideas are waiting for you at your next monthly planning session!
5. Create in Advance!
You can use apps to write and schedule the next month’s posts in advance.
You can plan 1-2-3 posts per week, and you need only to take care of replying to comments and watching your profile grow.
Planning will help you avoid most of the stress. If you don’t succeed to complete everything on the planned day, just let it go.
Nothing will change, and this will not spoil your long-term success! Just relax and try to enjoy it!
6. Try to Have Fun – in the end, it’s very important not to take everything too seriously.
To be continued…!
If you like our ideas, keep on following us for the best ideas and latest trends!
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The first thing I do is go through the sales funnel where we send traffic to using ads.
With Facebook advertising, typically our main goal is to find prospective buyers, someone that potentially could be interested in buying the product. We want to get their attention which usually starts with the ad copy. Ithas a huge impact on the user experience throughout the sales funnel.
You can’t write ad copy without experiencing the funnel and understanding the customer’s journey.
If you have the opportunity to speak to the brand manager and have their insight on the value proposition, their brand positioning and key benefits and features of the product, it will help you get an idea for angles you can use.
2. Competitor Analysis.
Competitor analysis not only includes checking out the ads they’re running, but includes the same product analysis, landing pages, website, sales funnels.
The purpose is not to steal what they are doing, but to be aware.
Yes it’s a great place to get inspiration, but if you want to be better than them, you will need to come up with something original.
Plus, you’ll never know if their marketing actually works.
3. Customer Personas
I usually like to have at least 3 personas. I try to be as detailed as possible.
To build out the personas you can use Google or Facebook analytic insights, the brand manager or community manager can also help you with that.
Then best insight comes from asking customers directly in a mini interview.
Asking questions such: How old are they? What job do they have? What does the product help them do? Did they compare it with other products, brands? What made them buy it? Etc.., These questions will help you understand key motivations and persona characteristics of your buyers.
4. Have a Plan that Aligns with Your Campaign Strategy
Your plan usually includes specifications of how many ads we will need and what goal each should have.
For example if we have 1 landing page, we will have to think about how the ads will run. In this instance, prospecting campaigns on TOF targeting cold audiences. These ads will get the attention of the right users and make them click through to the landing page.
After, we will run MOF ads where we will target users that have already engaged with an ad before but haven’t clicked through to the landing page. Here you want to increase their desire or build more trust.
We also want to have retargeting ads running, where the best strategy is to highlight the offer better, explain why it is better for them to buy this product and choose your brand and get it now.
With a more complicated sales funnel or lead generation campaign where the customer journey has several steps. The retargeting you usually do, sends the user back to the landing page they opted out or to the next one. Your ad copy needs to reflect that.
Basically each landing page will need their own set of ad copy and possible further break down into TOF / MOF/ BOF versions.
5. Brainstorm Ideas
Once you have chosen personas and have a detailed list of how many ads you need for your campaigns it’s time to brainstorm ideas.
My favorite method is to prioritise based on the persona groups and think of 10 angles / ideas that would match those audiences keeping in mind what action I am expecting them to do on the landing page.
You don’t need to have 3 x 10 ideas, but at least 10 all together.
These ideas can include whether you want an ad copy including a review, or list benefits, or want to talk about a problem it solves, or pick ingredients and focus the whole selling point on that etc
It’s important to not create variations of an angle, but really list 10 different ideas.
6. Draft Copies
I would start choosing the top 3 ideas and work it out, creating 3 – 3 variations each, and if needed create variations for TOF / MOF / BOF as well following the main angle.
Usually we test an angle only on TOF and if it works we would move it to MOF and BOF or work on the variation. However if you only want to improve MOF, BOF campaign this method works as well.
Just remember, if something works on warmer audiences, it’s not guaranteed that it will work on cold traffic.
When you finish with your drafts and have a list of ad copies that matches with your initial requirements, I like to go through the whole sales funnel again starting with the ad copies and see if everything makes sense.
I personally like working on the ad copies first and then send the copies to the production team or to the editors because it’s basically a script for them. This will make their work easier and it will save you time.
In some cases you don’t have an option to create new videos, so before you test the new ad copies check if it works together with the creative assets.
You really don’t want to upload an ad copy that has nothing to do with the image or video showing.
It’s time to see which ad angles and variations are going to make it.
Set up your benchmarks to be sure you send enough impressions to each variation and give the best possible chance to your new ad copies.
I often see that ad copies are not being recycled or used once it’s proven to be not working, which can be a big mistake as performance will depend on many other factors.
Before you start working on new ad copies, see if you can test with a different image, different audience, different CTA or just mix and match with another ad copy.
This will save you time and you will find a winning ad copy much faster!
Hope you enjoyed the read and don’t forget,
If you’re spending over $500 a day and want to scale your brand
There were a couple of questions asked from the audience, I decided to write a post with more detailed answers.
If these questions are interesting for some, it could also be for others.
So let’s start with the question in the title.
How Often Should I Be Changing My Offer?
In DimNiko, we usually recommend our clients to change an offer once in 2-3 months.
Every 2-3 months, our media buyers analyze the current offers and come up with suggestions on what can be changed.
We’ve recently seen huge success when one of our clients implemented our advice.
We suggested the client change from $52 to $49.99 and it made a huge difference in sales.
We split tested the price which gave 50% traffic to the current offer and 50% to the new one. We saw results on the second day and the new offer was already knocking it out of the water.
It is a simple psychological rule of offline marketing, but the magic .99 pricing point works great with online marketing as well.
The psychology of the customers isn’t changing much when they step out of offline marketing and enter the online world.
So there are a lot of tricks we can adapt.
We don’t even need to change the offer, rather name it differently or present it under a new sauce.
Here is a scenario, an ad were running with the same headline for 1 month that says “Special March offer”.
We changed it to “Special April offer” to show the customers the offer is up to date and always changing… even if it’s not.
Of course, we recommend updating the website and ads for Holiday related offers as well.
Additional discounts are welcome, but if your business can’t afford it, it doesn’t need to be an actual sale discount.
You can just update the videos with Holiday elements and present them as a Holiday offer.
The next question we had from Clubhouse was:
What Kind Of Creatives Are We Using For Our Clients In The Beauty Sphere?
Even though the question was very specific we can broaden it to many e-commerce spheres.
Most of our successful creatives are based on bringing additional value to the customers.
It could be one of the following:
“How to” tutorials
User-generated content showing the exact results the product can produce
Technical guide for purchasing the products
Of course, we’re constantly testing images VS videos, short videos VS long videos, different formats, and catalogs VS instant experience.
The results differ from client to client but the main rules we usually follow are:
Showing the brand in the first 3 seconds makes your brand recognizable which helps build your community. It can also improve the performance of the retargeting and retention campaigns.
Using more space of Facebook’s inventory (which means creating more square videos and even 3×4). And we also recommend uploading specific content per ad placement.
User-Generated Content is key! You can add testimonials to your content or actual customer reviews – all this increases the click-through and conversion rates.
And the last but not the least was the following question:
Is It Important To Build Up A Community And How Does It Influence Paid Advertising?
Let’s take our client in the beauty industry as an example. He has a huge community on Facebook with thousands of followers.
A lot of attention is given to their social media. They initiate different contests, give valuable information, and of course promotions!
So our goal with paid advertising is to bring in first-time customers. During some low seasons, customers were acquired at a breakeven point. The client is unprofitable on the front end but then these customers enter the community.
The quality of information made the customer feels they belong. This makes them returning customer with no additional costs on the backend.
When they launch promotions in the group, a big part of the sales are coming from returning customers. It helps a lot in increasing the average order value and it pays for the unprofitability of acquiring new customers.
Creating a community is a very valuable addition to paid advertising. And we highly recommend our clients to work on building brand awareness and customer loyalty.
If you want to know answers to other question we face in our daily work,
Step 1: I Spoke to The Client & Asked Him What Are the Top 10 Reasons People Buy Your Product.
This allowed me to understand the buyers behaviour of why they want or need the product.
And this helped me map out my creative ideas for the brand.
Step 2: I Stalked the Brands Competition on the Facebook Ads Library and Saved Any Videos / Images I Thought Stood Out as Quality.
Over the years I have also downloaded 1000’s of videos and images and added them into a Google Drive folder breaking them down by niche so I have really amazing creatives to look at when I need to make new ones.
Step 3: I Found 10 Videos I Wanted to Model and Broke Them Down
If you look close enough you will see that every single video ad follows a formula. Often they will include things such as; problems, benefits, features, social proof, reviews, user generated content, showcasing products and a call to action.
For these 10 videos I broke down the structure of it and then made the video ad copy relevant for our client. For example a videos structure might have been this:
Problem > Push Pain Point > Introduce Product / Brand > Benefits > Social Proof > Guarantee > Call To Action
All of these 10 videos were different, had different editing styles and ensured the client had 10 dramatically different styles so we could hopefully see big changes in results.
Step 4: Get a Video Editor to Make the Video
For this part you will show the video editor the original video you want to model, you will give them the video ad copy you want in your video and the footage / photos you want in the video.
Get them to model the video exactly so the transitions and the editing style is the same, but only this time it has your brands content and messaging within it.
Now that you have 10 different videos to launch, add them into campaigns and watch the results improve and your ability to scale occur.
Inside the very first week with the client we saw the CPA drop massively because creative changes allow that to happen. Making small tweaks to targeting or bidding strategies will not get you profitable. Focus on the big levers in your Business.
Hope this helped and you get some great results from it.
If you want me to do an audit of your ad account, your creatives and your website, book a call below and I will show you how to triple your budget while maintaining good results!
You may find that launching retargeting ads on a new Ad Account might be slower results at first.
It can be disappointing since these campaigns should stand out from the rest.
This will be the case when your audiences are still too small and the campaigns struggle to spend, or ad frequency shoots through the roof.
A good solution is to combine your Middle of Funnel (Facebook & Instagram engagers, as well as video viewers 25%) and your Bottom of Funnel (retargeting audiences such as Add to Cart 30 days, Viewed Content 30 days, Page Viewers 30 days) into one campaign.
You will have a higher chance of converting customers. When purchases increase after a week or two, you can split the two parts of the funnel into their own campaigns again.
You can also add a tension audience into the mix if your audiences are too small and you sell a variety of products.
If you have a shopify customer list in your custom audiences, you can add the lists into a combination BOF/MOF campaign.
Start more conservative and keep your money in your pocket.
As soon as you have winning campaigns, increase the budget slowly and focus on your winning creatives.
Don’t forget about the power of post IDs and start building them sooner rather than later.
Lastly, consolidate those retargeting audiences in the beginning and throw in a retention audience in the mix for the best initial results, until you can separate them at a later stage as your budget and traffic increases.
A couple of months ago we launched an Ecom store in South Africa selling supplements.
Our target audience wanted to buy, but lacked the confidence to follow through with their purchase.
This has drastically impacted our overall conversion rate over the past few months
It made it impossible to gain stability and predict what will happen from one week to the next.
Our conversion rate would jump from anywhere from 0.2% to 3% and back to under 1% without us touching the ads or the website.
Our campaigns had to run on autopilot in order to test this theory. We noticed that our CTR is really high overall compared to accounts we’ve seen.
Typically you would see well converting campaigns getting 1.5% CTR that would run stable.
With the South African market almost seems backwards, our CTR on our ads are averaging more than 3%, so how are our ads not converting?
To add a little pain during Q1, the retail market suffers a massive sales slump since families are stocking up on school supplies, paying the annual school fees and shifting their priority towards the essentials.
Through the past few months we found out through customer enquiries, emails and calling them that it just came down to about three main factors affecting our overall performance. It comes to the conversion rate; trust, knowledge and timing.