Tracy Petrucci: Marketing Ideas Into Action: March 2015

Saturday, March 28, 2015

April Social Media Class in Encinitas


There will be a class at the San Dieguito Adult School in April on Wednesday nights from 5:30p to 7:30p. Please contact the school for pricing details, location information, or to sign up!

In this class we'll take a look at the popular social media sites like Facebook, Twitter, Pinterest, Instagram, and even email marketing. We'll see how each works for business, what the best practices are, and some of my best tried and true strategies to see actual results using these tools.

Friday, March 13, 2015

Facebook Ads: More Bang for Your Buck

I do some of my best thinking in the shower or driving on the freeway. This morning, in between the shampoo and conditioner cycle, I realized something about Facebook ads I hadn't quite put my finger on before.

Lately, I've done some ads that have had an exceptionally high click through rate (CTR) in their first 24 hours. When I spoke with a Facebook Advertising trainer once from Facebook headquarters, he told me the highest CTR he ever achieved was 18%.

My clients usually will see a 1% to 8% CTR on average, 12% or 15% on a good day. I'm never happy when it's less than 2%, but it happens. And it doesn't mean the ads don't work when it's less than 2%, they can be contributing significantly so someone's bottom line with those few who click. I just have this personal bar and I say to myself, "Well hmmm, how can I make these ads do better?"

THE HIGHEST CTR IN HISTORY (for me)
Recently, I did an ad that had a 47% CTR. I was a bit blown away. I had asked people to vote on their favorite set of photos for my new office. They were coffee themed pictures, and I chose people who expressed an interest in coffee (french press, fair trade coffee beans, etc) hoping the pictures would catch their eye and they'd participate. Well it DEFINITELY worked. I've never, ever seen such a great CTR. 

As time went on it dropped a bit after the day went on. I've been noticing this more now often as I pay attention to the time span it takes for a Facebook ad to lose steam. It's always different per the industry and targets, some don't catch on until more people are on Facebook and see the ads, and sometimes, it's the opposite... a big burst in the beginning, and a slow fade off. This is standard for most ads over a period of time, it's not like I have never noticed a boom of interest and a drop, but this is a dramatic burst and fade I'm talking about.

What I realized this morning is this is yet one more reason why I love Facebook ads for small business owners, or anyone who wants to be savvy with their marketing budget. There will always be a certain group of people in your target who are interested in what you are saying, and a certain group who are not. When you can reach the majority of those who are interested in a short time, and notice the rest are not going to engage, you can stop the ad and move on. This saves lots of money!

This "boom and bust" strategy (I just made that up) is not always the right approach, since sometimes for marketing purposes you need those eyeballs to see your brand over and over before they will click or engage. That's standard marketing know-how. BUT sometimes, you don't. And this can save some resources when you realize you needed some feedback or results quickly, you snagged the portion of people who are going to participate, and you move on and stop the ad.

CORPORATE EXECUTIVES AS A TARGET MARKET
I experiment last night with an ad to "corporate executives" because I had not noticed this category before. A lot of my clients wonder if they can find their target market on Facebook ads, and you have to be clever by targeting the publications they might read, the places they might go, the apps they might be using, and see if you are having luck. However now I see this new category, and of course I want to see what's going on with it.

So far I'm impressed- a 12% CTR in night 1. This morning I checked again, and now it's at 10%, but the cost per engagement has dropped by 50%. So in my mind, even though the CTR dropped a percentage or two, the cost is so low I'll let it keep going for the rest of the day and see what happens. If anything worth reporting comes up, I'll follow up here. If reach keeps going up and people start ignoring the ad, I think it's safe to say I reached my key people who care, and I've had my boom.

RELEVANCE SCORE
Something else brand new I've noticed is the Relevance Score. I love this, because I've always preached about how you have to make the ad super niche and perfect for them. Nobody is asking to see your Facebook ad. You have to try and make them think, "wow this ad is just for me!" Because I'm insanely picky about this, I think my relevance scores were always probably pretty high, but you know what is cool, now I KNOW they are! Check out the ad report for the corporate execs ad I am talking about from above. 10/10 on relevance. This is great for those of you who are wondering how you're doing with your targeting.

Since it's new, I'll have to wait and see how accurate I think it is though. Maybe I'll do a terrible ad and see what it gives me for a relevance score, before I get too excited. But you'll see in the screenshots, you always have to go a few steps beyond what you initially think, to make it super relevant. On this ad, I don't want just plain ol' corporate execs. I want tech early adopters, I want people interested in iOS, AND I want them to be in position of authority, and so forth.

I also need to do an ad ONLY targeted to corporate execs, and not the other mix of people I've included here, to really single it out and see how it does. Stay tuned, and thanks for reading.

NIGHT 1 CTR & COST



MORNING 1 CTR & COST


 By the way, the coffee ads vote was an exact tie. EXACT. I could not believe it. I ended up going with neither choice and printed the photos straight onto metal sheets, which was an awesome choice.


Monday, March 9, 2015

Social Media Marketing 101: For Business

This presentation is a guide for small businesses or nonprofits who have been using social media marketing, but need some tips to take them to an intermediate level and/or add new channels to their marketing efforts.

You’ve thought about what social networks to use for your business or nonprofit, and you’re ready to take the next step. Where do you go from there? This seminar will give you a closer look at the popular social media networks – Facebook, Twitter, LinkedIn, Pinterest, and Google+. We’ll show you the benefits of using each, how other organizations are marketing with them, and some dos and don’ts of each channel. You’ll also get tips on how to tell if your social media activity is working.
Core concepts introduced include: · A closer look at the 5 most popular social networks: Facebook, Twitter, LinkedIn, Google+, Pinterest · Within each network:
  • How to tell if it’s right for your business
  • What kind of content to create and post
  • Etiquette
  • How to tell if your content is working
  • Suggestions on what to do next
  • Why social media & email marketing must be used together
I look forward to seeing you tomorrow morning!  Co-Merge will validate parking in the Civic Center lot: Garage entrance is located on the south side of A St. at the end of 2nd Ave - go UNDERGROUND. Parking should be paid for between the hours of 8am-5:30pm, Mon-Fri at the Co-Merge front desk. Please bring your parking ticket in with you to receive the discounted rate of 2/hour. 
See you guys soon!

When
Tuesday February 10, 2015 from10:00 AM to 11:30 AM PST

Where
Co-Merge
330 A Street
San Diego, CA 92101


Register HERE

Thursday, March 5, 2015

Small Business Spotlight: Bitchin' Sauce

Article and Photography by Leesa King

Ahhhh, Farmer's Markets. 

Sticky honey in cute jars, rustic veggies waiting to be crunched, green juice for sipping, essential oils wisp through the air as you stroll. Whether you go for lunch, to restock the fridge, or just to stretch your legs mid-week, there is always a good excuse to hit up your nearest Farmer's Market - or the farthest...go explore!

I have a few favorite stops on my agenda at the weekly Farmer's Market. It always begins with the hummus stand, a giant bag of organic greens, and sauce. But not just any sauce. The world's nuttiest experience outside of Nutella...(are there even nuts in Nutella anymore?)

In case you have not yet dipped a chip, veggie, or finger into a tub of Bitchin' Sauce, let me tell you why you will love this product, and what you can learn from its fabulous marketing. Here's a few reasons why Bitchin' Sauce is branded so well. 


First. They just won't stop Bitchin'. Any opportunity to sneak that ear-catching logo into a sentence, phrase, or shout, they will! And it's in the name in all of their products (Bitchin' Bar, for example). Who's they, you ask? Well, the Bitchin' guys of course.

Second. The sauce sells itself. It's fantastic. BUT you might forget about that fabulous spread if the name wasn't so catchy and striking. Find yourself embarrassed telling your friends about it? Great! They've gone and given you an emotional response with that afternoon snack. Look at you blushing! How will you ever forget that culinary and emotional experience? Exactly.

Last. Target market. This is a healthy and delish snack, but how would you know from just the label?