OPPORTUNITIES FOR NATIONAL BRANDS TO DOMINATE LOCALLY
Knowing where to spend your valuable advertising dollars is a big decision. There are the more traditional forms of advertising, such as newspaper and radio, and then there are the plethora of online options, from Google and Facebook to email and video… it can be overwhelming.
Let’s face it: the digital advertising kingdoms are dominating. How can they not, when the average person spends more time online than on all other media combined (Webbiquity, 2016).
Traditional advertising still works—there’s no doubt. Now with an online presence for businesses, when a consumer hears or sees an ad, they search for you online instead of coming to your physical location first.
And what happens if your business isn’t there… or isn’t active? The consumer will resort to using a competitor that has a better online presence.
Examine what makes a good online presence and what you can do to make it great—while getting the most bang for your valuable buck.
The good news is that the voice of your customer has a massive impact on both your brand and their local area.
You don’t have to learn half a dozen new platforms to master the space of local digital advertising. Virtually all of the growth online can be found in two giant platforms—Facebook and Google.
And the even better news…is that your happy customers can do the heavy lifting for you.
5 CRITICAL ACTION ITEMS FOR MORTGAGE BRANDS TO KNOW
1. YOUR BRAND STORY IS NOW OWNED BY YOUR CUSTOMERS
Jay Baer (Author of Hug Your Haters) speaks to the growing trend of review-based purchases. This is especially true when a decision is being made about a purchase that will have a lasting effect on their lives, such as a mortgage, buying a house, getting insurance or any other long-term service. If your brand story is truly owned by your customers, what can you do to work with that?
86% of purchasers will actively seek reviews before making a decision by 2020. (Jay Baer)
What to do
Give your future customers the information they want. Don’t make them work for it. Have your customer feedback featured everywhere and anywhere.
2. REVIEWS ARE A GAME CHANGER!
We know the true voice of your customer is not represented online, but your future customers will definitely be looking for it. Having a system that guarantees the true experience is shown online, in the places that customers are looking, will change the game for your business… in every location.
What to do
Don’t let your data rest… put it in motion. Choose a platform that will share the true voice of your customer, promote your brand and your sites, and give you ownership of the data.
3. HAPPY CUSTOMER AUDIENCES VIA LOCATION.
Imagine having a room full of your happy customers and being able to speak to them every day— what would you say to them? What would you want to communicate with them over time, at specific times of the year; in different locations?
Those with the best targeting win and you now have to pay to play, so use your happy customer audiences to your advantage.
Reach those that love your brand over the long term.
What to do
Identify your happy customers, load their emails into Facebook and Google as a happy customer audience and create a lookalike audience based on your happy customers. Create ad campaigns to educate, engage and keep your brand top of mind, directly to those extremely targeted audiences.
4. LOOKALIKE AUDIENCES VIA LOCATION
If you are going to use a lookalike audience on Google and Facebook, why wouldn’t you set the parameters to be based on your happiest customers with some local targeting?
Once again, those who target well, win… and have a lower spend.
[SOURCE QUALITY MATTERS AND YOUR HAPPY CUSTOMERS ARE QUALITY!]
What to do
Once you’ve loaded your customer base/happy customer list into Facebook Business Manager, choose your Lookalike audience parameters and save it for future use in ad campaigns. This can be completed by location, state or nationwide.
5. USE YOUR HAPPY CUSTOMERS TO GENERATE CONTENT
Reviews are just the starting point!
- automate the ask to reshare happy comments on their own newsfeed, and beat the Facebook algorithm
- show ads to your happy customers asking them to take photo content for you
(More than 50% of consumers want a brand to tell them what type of content to create and share, but only 16% of brands actually do.)
What to do
This is the perfect use of your Happy Customer Audience and will generate content that will inspire your Lookalike Audiences.
DON’T JUST USE THE FACEBOOK PIXEL—RETARGET YOUR CAMPAIGNS ON GOOGLE.
Using Facebook Pixel and Google Retargeting, speak directly to your happy customer audience, and those that look like them — when you want, where you want.
What would you say to a room of your happy customers and those that behave like them, in any given location, every single day?
(30% higher ROI when using Facebook and Google Ads together)
What to do
Identify your happy customers, load them into Facebook and Google as a happy customer audience and create a lookalike audience based on your happy customers. Create ad campaigns to educate, engage and keep your brand top of mind, directly to those extremely targeted audiences.
How Experience.com (Formerly SocialSurvey) can help?
We have automated this entire audience process. You can do a deeper dive on how you can achieve even better results on local, social, happy audience ads over here by reaching out on [email protected]