Building Your BrandSetting a Foundation for Future Sales

Forget Christmas in July. For many businesses, the holiday season is key to solid sales. So does that mean you should rein in your marketing efforts this summer and fall? N to the O!

You can boost your year-end sales by running brandbuilding campaigns on Facebook and Instagram NOW. Not reliant on fourth quarter sales? The following strategy works any time!


REMEMBER THE RULE OF 7

We’ve said it before, and we’ll say at again. (In fact, we may say it seven times. Why? So you remember!) A customer has to be exposed to consistent brand messaging at least seven times before they are ready to buy.

By running a brand building campaign (or two! or three! or seven!) before your sales campaigns, you are laying the foundation necessary to get prospects to stop scrolling, start noticing your brand and eventually spend with you. Cha ching!


WHAT IS A BRAND AWARENESS CAMPAIGN?

The “Increase brand awareness” objective is the most recent addition to Facebook’s ad platform… and it’s pretty cool!

The objective of a brand awareness campaign is exactly what it sounds like. Ads are designed to make users more aware of your brand, which is key to getting those multiple impressions you need to get customers to buy.

Your content is delivered to your ideal customers in a friendly, nonsalesy way. Think of it like taking a client out to lunch and getting to know them before asking for a sale during a later meeting.

By not hitting prospective customers up for a sale immediately, you’re building a relationship with them, making them more likely to spend with you over someone else.

Now for the super cool part. By evaluating how much time people spend looking at different ads, Facebook can now tell which people are more likely to watch and recall your ad. That means you’ll only reach people who are likely to be affected by the ad.

You can even choose not to display the ads to the same person for anything from one to 90 days, allowing you to run your brand awareness campaigns for a longer time than usual without overwhelming the audience.


WAIT FOR IT…

We’re eager beavers just like you, so it’s important to remember that brand awareness campaigns are not about generating immediate sales.

Rather they are the building blocks that will lay the foundation for your future success. In fact, sales campaigns run after brand awareness campaigns are more successful than standalone campaigns. Yaaaaas!


VIDEO KILLED THE FACEBOOK IMAGE STAR

So what should your brand-building campaign include? Try video!

Facebook receives over 8 billion video views per day, and the videos are getting results for brands! According to Adobe, shoppers that view videos are 1.8 times more likely to purchase than non-viewers. Nielson studies show ad recall increases 74% after just 15 seconds of a video ad, and purchase intent increases 72% after just 10 seconds of viewing.


LIGHTS, CAMERA, ACTION!

So what should your video include? Brainstorm non-sales related content that relates to your business. Do you sell apparel? Create a video showing how to create and style several looks from a few pieces available in your store. Are you a skincare or makeup consultant? Film a beauty tutorial.

What’s important is that you give the viewer something helpful that relates to what you will eventually sell them.


THEN WHAT?

Your brand awareness campaigns are just the first step in building strong sales through the end of the year. As you set up sales-based campaigns after your brand awareness ads, you can create a custom audience from users who viewed your videos. That means they’ll be MUCH more likely to engage and convert when it counts.

(Simple Social System e-course students: For additional help on selecting a Facebook ad objective, see lesson 6.)


This article originally appeared in the July issue of WORK//BOOK™, our monthly e-magazine for WORK//SHOP™ members. WORK//SHOPAHOLICS™ can read the entire edition in the members’ area of www.retailerworkshop.com.

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