Problem solving is the easiest angle a brand can come up with when it comes to giving a the consumer a reason to buy your product. This week I’m going to share how to apply ad angles, ad copies and landing page examples for products that don’t solve a problem, such jewelry, apparel and other trendy, novelty products.
It is a very rational idea, therefore it is easy to build the advertising message around it. However with most novelty products, when the shopping is mainly impulsive, especially when you are acquiring new customers, it’s hard to find the best angle or problem that would get the attention of your prospects.
Your message needs to appeal to the consumer based on your product’s online proposition value. It doesn’t have to solve a problem, as long as you know your product’s value, which is ideally the reason why the customer chose your product over another brand, or over another product. Once you are aware of the reason’s, in most cases it will even solve an underlying problem for them that you may not even have thought of.
For example, some people buy certain products because the advertiser gives them perspective of where and how the product can be worn. Giving the customer that purchasing experience that they are looking for, or what they are actually trying to avoid. I am not a stylist, I don’t want to match pieces together in my head, nor I want to think hard whether that dress is appropriate to dinner. When advertisers build their messages around the accurate sizing, the softness of the material, all those product or brand specific benefits have been pain points before for someone. All these reasons somewhere hide a problem that the customer might be facing, even without them knowing that until someone shows them the perfect ad.
Another example, when we talk about jewelry you might find it hard to angle it around a problem, but believe me there could be several. It can be a couple simple one, like hard to find quality pieces, with quick delivery and easy return. But that’s just too easy when most online companies can provide it.
People could buy themselves jewelry for a specific occasion or just to a specific outfit that might make the best post on Instagram. Or to boost their self confidence to ask a girl out, or just to look like someone cool they fancy. It all hides a very good reason, which is your perfect content angle for ads, offers and landing pages.
I hope you enjoed the read! If you’re spending over $500 a day and want to scale your brand
Depending on how you manage your email marketing, it can be either very rewarding, or it can end in failure. Special attention needs to be paid to your open rate, CTR rate, the number of people who unsubscribed from your newsletters, and, of course, ROI.
You have to make sure all of these are being kept in check, and in this blog post, we will point out some things that might be the reasons your email marketing is under performing.
It is extremely important how you phrase your subject lines. Subject lines are the first thing that the recipient sees. If they don’t draw their attention, your emails will stay unread.
It is important that they contain two key elements: what your emails are about and why they are worth opening. Therefore, subject lines that are not recommended are the ones that:
• Are too long – the recommended length is between 61 and 70 characters. The shorter, the better.
• Are misleading – if they make a promise that the content of your email doesn’t fulfill, or don’t provide anything beneficial to the reader.
• Contain spam words, or are with uppercase letters.
• Contain your company’s name.
• Start with a greeting, such as “Hi” or “Hey”.
• Have grammatical mistakes and misspellings.
• Have too many emojis.
• Do not awaken interest and create a sense of urgency – which works in cases when you want to emphasize expiring deals or products running out of stock.
So, if you are practicing any of the things above, now is the time to stop.
Irrelevant Email Preheader
The next thing a person sees is your email preheader. Preheaders are basically extensions to your subject lines. They serve as a preview of what your email is about. Perhaps they are not enticing enough and have no real connection to either what the subject line says or what the body of your email says. Also, be mindful of grammar at all times.
If your subject lines and preheaders have these flaws, please fix them so that they are enticing, grammatically correct, and make them in accordance with the rest of the email
Bad Send Time and Frequency
Another drawback to your campaign could be the sending time and sending frequency of your emails.
It is important to know when exactly your target audience checks their emails. For example, if your target audience are office workers, send them emails when they have the time to check them, or on weekends.
Also, don’t send your emails too often or too rarely. Aim to find the compromise between the two. In order to do that, see which segment can sustain higher, and which one lower frequency. You don’t want your subscribers to be fed up with you or to completely forget about you.
Not Following Click-Through Rates
Do your subscribers open your emails, but your campaigns are still underperforming? It is now time to look at your click-through rate (CTR).
CTRs denote that the recipient not only opened your email, but clicked on any link that was within that email. If your audience does not relate to your content fully, that means your CTR is low. Here are the factors that might affect your CTR:
• Your email copy doesn’t communicate anything to the audience – it may altogether speak to the wrong audience. • The design/imagery of your emails is not interesting or relevant enough. • Your call-to-action isn’t enticing or important enough. • In the age of vast usage of mobile phones, your campaigns are not mobile optimized.
All of these can discourage your subscribers from clicking on anything within your emails. They simply aren’t drawn to the content and they are not interested in discovering more about what you have to offer.
Not Segmenting Your List
One of the main reasons your audience isn’t connecting might be due to the bad segmentation. You should be able to make proper segmentation of your list and send only relevant messages to people in each segment. Tailor your emails according to the tastes and needs of your segments.
You can base your segmentation on almost anything – geographics (country, city, language, climate), demographics (age, gender, income), physiographics (lifestyle, values, attitudes), and behavior (intent, occasion, engagement).
You should create proper segments based on these and other criteria, and then tailor your content to suit each group.
For instance, an online fashion retailer can get great results by segmenting the list by gender – showing the men’s items to men and women’s items to women. If they go one step further and combine it with size and style preferences, they can get even better results. It gets even better if they offer the right sizes on the landing pages and exclude sizes, not in stock or offer casual, business, and other styles the recipient is most likely to buy, and more.
Underestimating Design and Content
As far as the design goes, you don’t want your campaigns to look plain or all over the place, but you want them neat, with fewer CTA buttons. Make sure they are meaningful and awaken a sense of urgency. Your emails should be easy to navigate. In this fast-paced world, people are looking for clarity and ease of access above all else. If you combine all of that, the only remaining thing is to optimize your campaigns for mobile users, so that everyone can enjoy and interact with your beautiful emails.
When it comes to the content, the best remedy for this is to get to know your target audience well and deliver content that interests them, in a way that is engaging and personal.
Bear in mind that some recipients will view your emails with images turned off. For that reason, it is very important that you add ‘alt text’ to your images. Alt-text is the text that can be seen if your readers’ ISP has the images turned off. If their images are turned off, they will be able to know what your email is all about by reading the alt text.
To Sum Up
The key to improving all of these parameters is connecting with your audience. By using proper segmentation, relevant, interesting content and design, proper grammar, and mobile optimization, you can go a long way. Check out our other blog posts that deal with these issues. Good luck with your next campaign!
Reach out to us to learn how to turn your email marketing into the most powerful marketing tool for your brand.
Have you ever wondered if Messenger ads could help you to drive sales, increase conversions, or get qualified leads? The answer is yes. Messenger ads can help you do all that. And why is that? Well, because Messenger ads allow you to have real, organic conversations with your customers and by reaching customers instantly. You will be able to increase conversions and response rates. There are two options when it comes to the Messenger campaign objective, you can pick between:
Sponsored messages ads
Click to messenger ads.
Sponsored Messages Ads
Sponsored messages allow you to message directly someone that you already had a conversation with in Messenger. These ads look like a regular message from a friend but instead it’s a message from a business. As I have already mentioned, with Sponsored messages you can only target people who have previously messaged your Facebook page. So if you would like to run Sponsored message ads, but the number of people who have messaged your page is too low.
Click to Messenger Ads
You can start using Call to messenger ads first and increase the number of people that will message you. Therefore increase your audience for Sponsored messages. This is a great option for middle of funnel retargeting campaigns. For example if you have a limited time offer or a brand new product that you want to share with your customers right away.
Click to messenger ads on the other hand appear on the regular Facebook or Instagram feed. However, unlike a typical news feed ad, the CTA will say “Send Message” and will open a Messenger chat when you click on it. You can even personalise your ad by adding the user’s name, and you can also set up quick replies with the most frequent questions asked for customers to pick from. Or buttons to send people to a destination outside the messenger conversation. Another option would be to connect a bot so people will receive instant responses based on what they message back.
Are you still wondering why you should try Facebook Messenger ads?
Here are some more advantages:
You can reach people faster than with any other type of ads. Using a live chat service in some way will help you increase your conversions because responding to a potential client fast will increase your chances of closing a deal.
You can send users personalized messages. You can only do this for people who have interacted with your ads previously. You can get direct messages to a user within their Messenger. So you are not restricted only to the news feed meaning you can reach out to your audience with a more natural personalized message. This gives you a better shot at landing conversions compared with a regular remarketing ad on their feed.
Your chat will remain in the user’s Messenger inbox. Either if you use Sponsored messages or Click to messenger ads. Your chats will remain in your user’s inbox and that is great for retargeting purposes.
They offer the ability to talk with users directly. Messenger ads give you the possibility to understand your users needs immediately.
And to wrap things up, remember that the best practice when it comes to Facebook messenger advertising is to start with Click to messenger ads. And once you have enough users that have engaged with your Page via messages you can re-engaged with those users sending a message with Sponsored messages. The advantage of using a Sponsored message over other types of ads is that your audience will receive a notification in their Facebook inbox. Therefore are more likely to engage with the ad compared to other regular ads.
And you, have you already tried Messenger ads? What are you waiting for?
Give it a try and do not forget to contact us in https://scale.dimniko.com/
I recently had a call with a business owner that was really struggling. They used to spend $200K a month on ads and over the last 12 months they had to bring ad spend back to a few thousand a month and at some points turned ads OFF completely! And then they would slam their email list to try and recover some revenue.
Now, what was the actual problem…
After I asked them a fair few questions about their marketing strategy and what changes had been made over the last 12 months it became very obvious to me what the issue was. But to them, they had no idea. During the $200K a month ad spend times they were putting all their marketing efforts behind one product and scaling that. Over the last 12 months, they had introduced a lot of new products and were spreading marketing efforts across all of these items and this was causing some massive issues.
Let me explain.
When they were spending $200K a month they might have had a ROAS of 2x marketing the 1 product. And now they were spending let’s say $100K a month across 10 products with a ROAS of 1.5x or less. Some of these individual products had a higher ROAS than 1.5x and some had a much lower ROAS than that. The point I want to get across here is that you need to spend your marketing budget on your most profitable, scalable product and then monetize on the back end with all of your other products.
Because if you try and market all your different items at once you run into a few issues..
You are wasting money on less profitable products
You are not putting all your budget into the most profitable, scaleable products
You are not acquiring the most amount of customers possible
You are giving your customers to many options so they get confused
You are missing out on profits from the back end cross-selling
And as soon as I pointed this all out to them and explained it all, it made complete sense to them and it was a huge blind spot they had not seen for 12 months. This is a very common issue we see, and so much money is being lost because of it. Just days after our call he started making the changes I suggested and nearly every day he messaged me with updates of how well things were going. They were finally seeing an improvement to their ROAS and acquiring customers profitably again. Something they dreamed of over the last 12 months. Their ROAS had dropped as low as 0.5x before our call and days after it, he messaged me saying ROAS had climbed to almost 3x from just the changes I suggested. They already had all the content and creatives but the marketing strategy was lacking.
Business owners often get bogged down in the day to day of trying to grow their Business that they do not see the obvious changes that can be made to save them money and also make them a lot of profit.
If you looking to get help growing and scaling your brand… Let’s jump on a call and see how we can help.
We’ve written a lot of posts before describing our tactics regarding the Middle of Funnel traffic, but I want to show you a new way of segmenting the engagers I’ve been using recently.
So usually I prefer to target all Facebook and Instagram for the last 365 days in my Middle of Funnel campaigns. You’ll be surprised that I’m using 365 days instead of a more hot audience (something like 7 or 14 days). But I think Facebook’s algorithm knows how to pick the correct people to target. The more broader the audience is the more likely Facebook will find the best traffic.
Lately I noticed a slow decrease of the performance of these types of audiences. Not all of the accounts I’m managing were affected So I’m still using it but on some accounts stopped getting the same results as before. But I decided, it was time to change the strategy somehow.
I will be describing a specific account where Facebook engagers always overperformed Instagram engagers. If you are in the opposite situation you can use this advice as well of course. Once my Facebook engagers audience was burnt out (at least the results were showing that). I started looking for other ideas I could use. I decided to segment out the Facebook engagers audience by slices, but still leaving the 365 days time period.
Facebook gives an option of the following segmentations:
Anyone who visited your Page
People who engaged with any post or ad
People who clicked on any call-to-action button
People who sent a message to your Page
People who saved your Page or any post
I created all 5 audiences and uploaded them as different ad sets in one campaign. Reminding once again that I used 365 days as my time frame. Comparing all of these audiences among each other is a very interesting test. You can understand which exact interaction with your page leads to more possibilities of purchasing your product.
To be honest I was quite skeptical about the audience that clicked any button or messaged to the page but they showed very good results. Though the cheapest conversions came from the page post engagers which makes sense because these people either commented something on your post or liked your page. It leads to more interaction and more options for continuing to other steps of the funnel.
Anyway, I’d suggest testing all of these audiences when you see that your Facebook or Instagram engagers are not converting. These setups can improve your campaigns significantly. And, start bringing cheaper conversions from the audience that has already engaged with your brand but didn’t convert yet. If you want to explore more tactics we’re using click below and book a call with us
Click here and book now 👉www.dimniko.com/scale
And don’t forget to reference this email when filling out the form!
Monika here the lead media buyer at DimNiko Agency.
A couple weeks ago we had our first ever online marketing academy for those requesting learning media buying. We spent 2-3 hours live every day for a week going through our most successful ad buying techniques.
I wanted to share a couple thoughts that I hope will be useful for all of you who could not attend and encourage you to do so in one of our future training. Yes we will launch more courses in the upcoming weeks so keep an eye out for the posts in our group as the last one was sold out within a day!
The courses will have separate topics, such learning media buying, agency marketing and agency operations so you can decide which one is the right fit.
OK so back to the last course about media buying! Unfortunately it is impossible to recap all the questions, valuables and takeaways in an email so I chose a topic that came up several times during the week.
How to implement consolidated CBO’s on lower budgets?
Most campaign strategies work amazingly if you are spending over $1000/day. If your budgets are lower than that it seems that the consolidated campaign structures aren’t always applicable. Using CBO campaigns the idea is that based on several data points the algorithm allocates your budget between your adsets, audiences, placements, platform and possibly between your dynamic ad combinations delivering the best possible results for your campaign.
The CBO to work its best requires 50 conversions per week per adset. 50 conversions on a $30 CPA is $1500 weekly budget per adset which having 4 adset could mean a minimum $850 daily spend / campaign.
Yes, not all ad accounts can afford to high budget campaigns, so what can you do?
Do not try to get the 50 conversion events optimising for Add to Carts, or Landing page Views as most likely it will give you low quality traffic that will never convert. I am sure there are exceptions for this but believe me, we tried on several ad accounts so many times with no sustainable results.
Instead start the TOF CBO budget with a 4-5x of the CPA, so in a $30 example the CBO budget will be $150. It may be harder to get through the “Learning Phase” and scale fast but your campaigns can still have consistent results. Limit your audiences to max 3 and choose them according to the data that you have. Do not try to copy the “best audiences” that other marketers use as every ad account can have a different “best” audience.
At DimNiko Agency with every new client we start working with, we analyse and check how much data we have and what are the characteristics of a best customer of the business. This will give us an idea of what can be the potentially best audiences to start with.
If your pixel, ad account, Facebook Page, IG account don’t have too much historical data the algorithm and machine learning will have a hard time helping you. You need to help the algo with providing good ads to a relevant audience.
The biggest difference between a higher budget and a lower budget CBO is the audiences. When we can launch a campaign potentially reaching the 50 conversion per week per adset we tend to add larger audiences, higher percentages of lookalikes, broad audiences, stacked interest.
This gives space for algo to find the conversions not just in a short term but it can run for months, it can be scaled to higher budgets whilst keeping the performance steady.
When you start with a small CBO and with audiences narrowed down what we noticed happening is that simply increasing the budgets ruins the performance. The audiences are so selective that the CPM’s will skyrocket and the conversions drop.
The best way to overcome this is to duplicate, relaunch new TOF campaigns with new audiences and ads in order to sustain the performance. Gradually you will open new TOF campaigns with higher budgets and bigger audiences which will help you get through the Learning phase.
Hope you enjoyed the read!
If you are interested in learning how to improve your ad’s performance spending upwards of $5,000 a day please contact us we are happy to discuss more details at www.dimniko.com/scale
Regarding our online training please visit our website at https://dimniko.com/collections/trainings
I know everyone is freaking out about advertising right now. We were too…In fact, we felt the full effect of this 3 weeks ago. To be perfectly transparent, as we’re so very well known to be, our client results were down and we lost a lot of clients. We told everyone not to panic. We tried to explain that it’s cyclical. That everyone was feeling this. That the weak would be washed out which would leave the wise in a very powerful position for growth.
With advertisers dropping out of the market, companies growing fearful, and screen time increasing, CPMs would go drop. Not to mention the boredom skyrocketing conversions. However, they did freak out. But, others listened and weathered the storm. And now we’ve seen the tide turn. Take a look at this one client – who we scaled from $2k/day in spend to almost $20k/day in profitable spend.
1ST OF MARCH
1ST OF APRIL
Casually a 9X increase in spend while increasing ROAS from 2.65X to 4.19X. Yep, they’ve now turned into an $80,000/day powerhouse brand, and we’re on track to crack 6 figures daily. The best part? They’re not an ‘essential good’. They’re not price gouging face masks, or sanitiser, and posting screenshots about it, like all the gurus out at the moment.
We worked closely with our clients to reposition their brands from non-essentials, to essentials. You see, while many of the ‘victim’ brand owners are arguing that consumers are losing their jobs, and no longer want to buy their products, we realised something. People are now at home, bored out of their brains, and literally couldn’t spend their money if they tried! People have more time, more disposable income, and are more inclined to buy from you than ever.
So long as the messaging is right. By repositioning the beauty brand above into a boredom buster, we were able to generate a phenomenal result.
And you can do the same. Here’s the thing. At the moment, with many being too afraid to advertise, we have a lot of time on our hands. So next week, our head of partnerships, Dan, and myself, will be doing free consultations with anyone that asks for it. We usually charge $2,000 USD for this, but have opened 5 slots only. The catch? We want to connect with cool business owners – with cool brands. So we won’t be offering these calls to just anyone.
In the call, we’ll be reformulating your messaging and product positioning, turning your brand into an essential that people will be panic buying and hoarding, as it flies of the shelves.