How Multi-Location Brands can use Facebook & Instagram Ads to Boost their Email Marketing

Facebook is a discovery tool – people use the network to see updates from their friends, family and Pages they follow, and are less likely to log in with the intent of finding out about a product or service. Rather, consumers see offerings from brands as they scroll through their feed.

Meanwhile, email marketing tends to be a more aggressive approach – with users having opted-in to receive material, the marketer can have a more direct sales pitch.

While these two marketing channels are clearly very different, they actually work extremely well together; by using Facebook & Instagram to get in front of new potential subscribers, you can grow your email lists and increase the likelihood of conversion. Plus, you can leverage your email lists to create Custom and Lookalike Audiences, helping to get your brand and your locations seen by the right people at the right time.

Many don’t realize the power of the customer data they already have. Combined with Facebook and Instagram Ads, the data in these lists can be the key to boosting your email marketing efforts and in turn, Social advertising can help maximize the number of subscribers in these lists. It’s an omni-channel, cyclical process, which will allow each marketing effort to enhance the other over time.

 

nullHere’s our top 4 tips on how to drive success through Social and Email
1. Use Your Current Database to Create a Facebook Custom Audience

Let’s say your a fitness center with 100’s of locations across the U.S.. You could start off by creating a Custom Audience based off your current members, and run localized ads for each location to drive member engagement with their local gym.

Meanwhile, you could expand your reach and drive new member acquisition by creating a Lookalike Audience.

2. Use Your Lookalike Audience to Find New Prospects

So, you’ve got your Lookalike Audience ready, and now it’s time to leverage your different location Pages to generate leads. By leveraging Tiger Pistol’s technology, you can share national audiences like those created from your database, and overlay geo-targeting to ensure ads are localized.

Lead Ads are a perfect fit for generating newsletter signups, as you can download the data directly in a spreadsheet to add to your own lists, or integrate with your CRM software to feed the data directly into your email marketing.

Using our fitness center brand as an example, we could create a new hyper-local campaign targeting our Lookalike Audience, and overlay geo-parameters specific to each location, to find potential new members around each gym that have similar attributes to existing members. Convince them to submit a lead form with a special intro offer, and qualify the leads with a custom question in your form.

 

  1. Nurture New Subscribers via Email

 

Hooray, your ads were a success and you have a number of new subscribers to market to! There are many ways to do this, from the very manual to the highly automated, but one thing is for sure – integrating with CRM software can save you a ton of time and effort if done right, and can be used to filter subscribers into the right stage of the funnel to ensure they receive the most appropriate email marketing from you. It’s worth researching different providers to see which integrations best suit your needs.

 

Take our potential new gym members – as soon as a lead comes through for one of the brand’s locations, it can be immediately added into their email marketing to be nurtured to conversion. Haste is the key here – users who submit data via Facebook Lead Form’s expect a quick response, so triggering an immediate follow-up email to new leads could see a higher chance of conversion. You could send a special discount code via email, or use the follow-up to schedule in a call between the lead and a sales rep. However you choose to nurture your leads once you receive them, make sure it’s done quickly for the greatest chance of getting them over the line.

 

  1. Remarket To New Subscribers on Facebook

 

Of course not all leads will convert off the bat, but the data of non-converted leads is far from useless.

 

Just because some users didn’t convert right away does not mean they won’t do so in the future, so add them to one of your more gentle email nurturing campaigns, or remarket to them on Facebook with a custom offer they can’t refuse.

 

  1. Refresh Your Facebook Custom Audience

 

The more data that’s in your Facebook Custom Audience, the more relevant your Lookalike Audience will be, and the more successful you’ll be in generating new prospects. Make sure to keep updating your Custom Audience via Facebook as it grows (the Lookalike Audience will automatically update). There are even some CRM tools that will automatically do this for you as part of an integration.

 

Depending on the amount of data you collate, you could have both brand-level audiences and location-level audiences, to be used for your national and local campaigns alike. As we mentioned in a recent post, first-party data now reigns supreme – so make sure you utilize it to get the most out of your digital marketing.

 

With more people than ever carrying out their shopping across multiple channels and different devices, and consumers expecting increasingly faster follow-ups to their enquiries, marketers need to be everywhere in order to get in front of and convert their customers. Using Facebook and Instagram ads to expand your audience and boost your email marketing is just one way to get more out of your digital marketing.

 

If you’re ready to run brand approved localized campaigns, get in touch!

 

World’s First Complete Multi-Location Solution for Facebook & Instagram Advertising

As a Facebook Marketing Partner since 2013, we have been focused on driving meaningful results for local businesses for almost a decade. Our success in delivering and fulfilling social strategies for some of the world’s biggest brands has led to our new purpose-built location enablement features for centralized and decentralized brand networks, which were made available in our Platform on October 9th.

As the leader in local Facebook & Instagram advertising, we’re excited to announce that our clients now have access to an innovative set of features that empower multi-location brands to enable their networks with best-practice, brand approved, hyper-local campaigns. Brands are expected to spend over $33.8b on Facebook in 2018, and until now, there has been no real way for brands to realize and capitalize on the benefits of Facebooking advertising at a local level.

The updates come at a critical time as brands continue to shift their spend locally. “While the major platforms have begun to offer advertising objectives that align with local needs such as calls or visits, none offer the tools to activate or manage this at scale, especially for those with multiple locations” said Tiger Pistol advisor and former Facebook exec, Scott Hannan.

For the first time ever, brands can create and distribute Facebook & Instagram campaign templates to hundreds or thousands of locations, and can determine how much control individual locations have over ad content, duration and budget. “Brands want to take advantage of their networks and empower teams at this local level, which is why these tools are increasingly in demand and driving real results” Hannan stated.

We asked our CEO & Co-Founder, Steve Hibberd, why Tiger Pistol sees these new features as an important part of a location-led marketing strategy. “It’s clear that mar-tech has a long way to go to support the intricacies of franchise and decentralized brand networks and how they manage local advertising efforts”, Hibberd said, “and the good news is, we’re solving one piece of the puzzle – providing brands that are already spending millions of dollars on social, a more efficient, local-centric way to spend those budgets, resulting in better outcomes for brands, their locations and most importantly, their customers.”

The new Location Control features provide an easy way for corporatemanagement to define every aspect of the campaign, including objective, localized targeting, media and dynamic copy. From there, corporate can determine how much control each location has over changing the content of the campaign, from editing copy to selecting from pre-approved media or even uploading their own images and videos. New funding features enable corporate to determine whether they pay for the campaign spend from a centralized budget, if they want to allow the location to add budget to their campaigns, or require the location to pay for the campaign budget completely. Campaign templates are distributed in seconds and locations are automatically notified to take action.

“We continue to see a significant increase in results when brands shift their budget from broad awareness objectives to local direct-response ads. Asahi Premium Beverages, for instance, generated a 710% year-on-year increase in sales quantity via a local campaign strategy for the launch of Estrella Damm in select retailers”, said Troy Townsend, our CCO and Co-Founder. “We’re excited that we’ve been able leverage a decade of experience, our partnership with Facebook, and our integration with Yext, to build something that truly does enable our clients to drive better results, maintain brand consistency and collaborate with their locations.”

Email Us for more information or for a demo of our new features!

Cox Media Group earns Facebook Partner Badge

 

We’re excited to hear that our friends at Cox Media Group have earned themselves a Facebook Marketing Partner’s Small Business Solution badge! We’re doubly excited that they were able to leverage our scalable ad technology to help them continue to achieve their long-standing history of successful social media campaign management.

If you weren’t already aware, being awarded the badge is no easy walk in the park. Cox Media Group had to meet and exceed Facebook’s high standards for capability and performance. So here’s a big congrats from us to the team over at Cox Media Group!

LJ Hooker’s Facebook Success Story Highlights the Power of Agent Enablement

Facebook has recognized the innovation of Aussie Real Estate giant, LJ Hooker, for their great work over the past 12 months leading the industry on how to scale and drive real value for their agents and customers.

The new Success Story highlights how the group boosted customer consideration with Local Awareness, Lead Gen and Traffic Ads. Leveraging our purpose-built real estate features, and alongside a custom integration to automatically configure Listing Ads, LJ Hooker Boost was launched to free up agent and support staff time, so that agents can focus on doing what they do best – driving exceptional service to help convert leads generated from the campaigns. Read all about the success of LJ Hooker Boost here.

Tiger Pistol has published over 15,000 Facebook & Instagram Real Estate campaigns, and leverages learnings from these to continually drive better results for real estate brands across the globe. Learn more about our Real Estate solution and request a demo to start enabling your network of agents today.

Not a Real Estate brand? Don’t worry – we can help you enable your centralized or decentralized network of locations using our world-first Facebook & Instagram ad technology for multi-location brands. Help Center to find out more.

Asahi Leverages Tiger Pistol for Vodka O Relaunch

Asahi Premium Beverages will launch a rebranded Vodka O spirit and premixed drinks range in Australia next month.

They’ll be running a digital campaign leveraging Tiger Pistol’s multi-location social ads technology. The campaign will be headed up by media agency Vizeum.

Find out more about the relaunch of Vodka O.

Help Center to learn why Asahi and other global CPG brands are using Tiger Pistol to drive meaningful, local results.

Insider Info from Facebook’s Partner Bootcamp and F8 Conferences

A couple of weeks ago, three of us from Tiger Pistol’s Client Management & Operations teams attended the Facebook Marketing Partner Bootcamp, and two of our engineers attended F8. Both events were fantastic, and there are some really exciting product enhancements and updates that we’re looking forward to leveraging to further enable our clients to drive success with Facebook ads at scale.

Facebook is Still the Clear Winner in the Social Space

Sure, there are those who say, “What about Snapchat? And Twitter?” I’m not discounting them as irrelevant. However, when it comes to social dominance, there’s no question that Facebook and Instagram have it, and even more evidence to that effect came out today in this article by VentureBeat.  At the conference, they reiterated their user-base numbers, which never cease to amaze:

  • Facebook – 1.9B active users each month (209M in US). 1.2B on mobile each day (151M in US).
  • Instagram – 700M monthly active users (108M in US)
  • Messenger – 1.2B+ active users
  • Whatsapp – 1.2B+ active users

Instagram is Making it’s Mark

While there is, of course, plenty of overlap between users of Facebook and Instagram, Instagram is attracting users who want a more visual and mobile-centric platform. What’s even more amazing is that ads on Instagram – perhaps because they tend to put a lot of focus on imagery – perform incredibly well. Just check out Instagram’s jaw-dropping stats, including the one that notes that 80% of all Instagram users follow a business:

  • 400M daily active users
  • 80% beyond the US
  • 1M active advertisers
  • 200M+ users using stories
  • 8M businesses
  • 80% of users follow a business
  • 60% of users learn about a product and 75% of them take an action

Placement is Key

If the previous insight about Instagram wasn’t convincing enough for you, this ought to do it. Ad placement on Facebook & Instagram together has seen:

  • 15% increase in brand awareness
  • 6% increase in video views
  • 28% increase in post engagement

The Rise of Mobile Brings a Content Deluge and the Need to Outsmart the Horde

We already know that 3 hours a day are spent consuming content on mobile, and that mobile is absolutely part of the purchase decision – in fact, 88.5% of digital shoppers are mobile shoppers, and ⅓ of all US retail sales are influenced by mobile.

But with the rise of mobile and social networks, we’ve also seen the rise of content creation and distribution. The pace of content creation is literally surpassing our ability to consume, and attention really has become a scarce resource.

What does this mean for businesses? Now more than ever, advertisers need to spend their marketing dollars wisely – and should  be spending where they can target real people who are likely to be interested in their products or services.

Easier Offer Redemption

Facebook has listened to feedback from advertisers and consumers alike, and identified where they could enhance the Offers product to drive better business outcomes that are trackable. They’ve also made it easier for consumers to claim and redeem offers easily without having to download a coupon, print an email or remember a unique code. The Offers product can now be configured to drive online and offline redemption, each enabling two separate user flows. Plus, users can easily sort through offers they’ve claimed via the new Offers Tab (similar to Marketplace and Events). Users will be organically reminded about Offers they’ve claimed, making it even easier for advertisers to drive success without a hefty price-tag.

Lead Generation Improvements in Trackability

Did you know that it takes approximately 38.5% longer to fill out a form on mobile than on desktop? This is usually because businesses aren’t optimizing web forms for mobile. Optimizing forms for mobile is critical to driving form submissions, and Facebook is absolutely in tune with this. Enhancements include improved trackability, such as leveraging the Facebook Pixel and Offline Conversions API to not only inform advertisers of ad performance, but also provide valuable data back to Facebook to further enhance ad targeting.

Other Products & Enhancements

Being a Facebook Marketing Partner has so many benefits, one of which is early access to information about new products and the enhancement of existing products before they go public. As Facebook says, they’re only 1% done, and their roadmap is looking stronger than ever. While we can’t actually share what’s on Facebook’s roadmap (sorry, we’re under NDA!), what we can tell you is:

  • They are continuing to invest in their targeting and optimization tactics, including updates to Custom/Lookalike Audiences
  • They’re committed to allowing advertisers to realize true return on ad spend, and are doing things in the attribution space to support this
  • There are three new ad products on Facebook & Instagram that are not only genius, but are already being tested in beta and are driving great results
  • Bots will enhance the way we message with each other, and how advertiser’s connect with consumers
  • They’re committed to leading the way in virtual reality, with a focus on products that continue to connect the world

Watch for more insights from the world of Facebook right here on the Tiger Pistol blog!

Sources: All data in this post not otherwise referenced came directly from Facebook Partner Bootcamp and F8.