5 Digital Marketing Trends transforming the Travel industry

Over the last decade, digitisation has transformed the travel industry quite dramatically. Gone are the days where travellers visit the counter to make a booking. To plan a travel is now a click away; right from the research for the trip to booking the tickets and hotel accommodation.  Driven by digitisation, the travel sector, now an online sector, feels the constant need to build and foster relationships with its customers. This practice provides them with seamless experiences to retain customers and sustain themselves in this competitive marketplace. Since the travel industry is a highly competitive space, it is essential to keep up with the latest trends for greater success.

Here are five most trending digital marketing developments in transforming the travel industry. 

Create Mobile Responsive Websites

In today’s fast-paced world, everyone prefers getting information on-the-go. From finding a cab to booking tickets, the internet has taken over our lives and has given us the convenience of getting things done right from our phones. This revolutionary trend has led to the increase of mobile first approach.

Travel companies, too, are making effective use of device-optimized solutions in fresh ways to draw more and more guests towards their travel services.  They have observed how users find it a lot easier to Google search destinations or travel portals on their mobile phones or at most on iPads / tablets. They know mobile-responsive websites is the up and coming trend. If your travel company website is not mobile optimised, you are out of the radar and you are losing out on a large chunk of the audience.

A classic example is that of a Business traveller. Business travellers have traditionally made their travel decisions and hotel bookings online. Due to time constraints, they seem to be switching over to their cell phones to do these bookings. These travellers are constantly checking out new, attractive travel packages and affordable hotel stays. They then try their best to align them with business trips to convert their business trips into leisure (Bleisure). They are on the constant lookout for seamless experiences on their mobile phones.  

Sterling Holidays one of India’s leading holiday experience companies have optimised their website to connect with their potential customers.

Social Media Marketing

Today’s digital times has seen the emergence of Facebook as a household name. Gone are the days when Facebook was just considered as a networking site to keep in touch with family and friends. It is now a highly effective marketing platform to showcase your product or service. It even has the power to influence users and inspire them to travel and explore new places.

social media marketing of a traveler

Online research and studies have shown that travel companies that engage with online audiences on Social Media, tend to leverage their brand image more effectively. This leads to an increase in the number of followers, reviewers and influencers which, in turn, results in higher ROI. Travel companies are regularly making their presence felt on influential digital platforms such as Facebook, Instagram and Twitter through creative posts, carousel ads, canvas ads and Call to Action (CTA) ads, depending on the nature of the advertisement.

Let’s take a quick example of Thomas Cook. They run ads with strong CTA that not only reaches out to their target audience and promotes favourable brand identity but also boosts online sales to a great extent.

Thomas cook

Your brand too can be a preferred choice for travellers, if you have adequately engaged audiences on your social media pages. Be active on your social media handles to create an engaging post, which inspires your followers to travel. Do not forget to use relevant hashtags to increase the visibility of your brand and make the post go viral in no time. Twitter users generally tend to create a positive buzz around travel brands by sharing good travel experiences. Most travellers today, post pictures while on vacation on Facebook, Instagram and Snapchat. You can simply repost them on your page to showcase your credibility to prospective targets.

Recommendations work wonders in influencing most people’s spending habits. It can bring in more leads than expensive promotional digital advertising as nearly everyone today wants to check the reliability of the travel services they are planning to purchase online. However, you need to ensure that your services are always up to the mark and are of top quality as a single negative comment can take your entire marketing strategy downhill. Online reputation management can make or break your brand so when such an unfortunate event occurs, the key to spring back up is to respond to the customer immediately and do the needful as quickly as possible. To know How You Can Efficiently Track And Respond To Feedback On Social Media, See Our Detailed Blog

Personalisation with Big Data – Targeting and Retargeting

Retargeting is a foolproof strategy to generate quality leads for your business. In this technique, travel companies create a custom audience of travellers who have either visited their resorts or posted about their services online. From check-ins to reviews, all the users who have remotely been associated with the brand are clustered into a custom audience. Ads are then generated keeping this target audience in mind. Since these users are already familiar with your brand, converting them into long-term customers is easier than approaching first-time users.

It’s also quite interesting, how booking portals have begun to integrate social media profiles of passengers to offer personalised deals. They use pop-up questionnaires as a medium to ask customers their preferences. The customers too, don’t mind filling up a couple of questions if they were to receive customization in their bookings. Scanning through social media profiles of passengers, to seat them next to people of similar interests on flights, is the latest development. This analysis is usually done at the time of bookings itself. The right data helps travel companies in assessing their customer needs, based on interests, demographics, possible budget range, desired vacation destinations, etc. and ultimately creating a better travel experience for them.  

Content is King

Content is the backbone of all the digital marketing efforts undertaken by a travel company. Just like how reviews and recommendations can bring amazing results in generating leads, securing a top rank for your travel website through SEO certainly helps your business grow further and increases your popularity among other holiday companies. Content plays a significant role in SEO efforts in the form of blogs, infographics, videos and imageries. It is important to create content which your target audience will find engaging. As far as travel companies are considered, relevant videos work as the best SEO strategy.

The videos used to market a travel company can feature panoramic views of the hotels (exteriors/room interiors), the amenities offered, local attractions and the things to remember before visiting places, to name a few. These low-cost videos can tell your brand story and can be as simple as white board clips, GIFs, simple animations or even a series of beautiful pictures. Sterling Holidays have attracted thousands of viewers through simple but innovative videos.

video content

Content creation through imagery has also proven to be very effective for many digital marketers. Coloured visuals increase people’s willingness to buy. For instance, Instagram and Pinterest are all about visually appealing content through pictures, GIFs and videos. This resonates well with the travel industry. Akbar Travels is the perfect example of how to make your content stronger to attract more visitors to your travel website. Their Instagram page has a mix of beautifully captured images and GIF videos that are visually appealing. This inspires users to travel which in turn leads to a higher rate of conversion.     Akbar travels social media

Few of the top travel-related searches performed on Google are as follows:

  • Best holiday packages
  • Best travel companies
  • How to travel to a particular destination
  • weather forecast for today
  • Best outfits to suit today’s weather
  • Directions to get to XYZ hotel

If your website, blogs, or videos address any of these concerns, you have nailed it. However, there is a catch here. Curating content is not a one-time effort. Google algorithms change time to time, which makes it crucial to keep your travel website as updated and as optimised as possible to maximise the relevance and generate higher revenues.

Influencer Marketing

Influencer marketing, as the name suggests, is marketing your brands through specialists whose opinions, reviews and testimonials draw the attention of the press and public. Travel influencers are specifically those, who are avid travellers either to a particular destination, specific resort or a type of destinations (mountains, beaches, holy, spiritual places). They also include profound travellers who have a huge fan following on Instagram or Twitter and those whose profiles reverberate with demographics of your target audience.  They are paid for curating content for travel holiday packages. Their words are generally taken at face value as their content is constructed to strongly fit in, contextually. If you are looking at using influencer marketing, read our blog on tips for your first Influencer marketing campaign.

Lakshmi sarath

However, to ensure that influencers hired to write for your brand are making a mark, it is important that they know what your brand stands for, its aims and objectives and whether your brand reflects well with their style of writing. For instance, if you aim to lure readers into a strong call to actions (CTAs), it primarily will require you to look for an influencer who invites followers to experience the travel adventures for themselves. On the contrary, if you are only inclined towards promotions, you can explore a range of influencers to engage with your brand and post images with captions on your company’s social media handles.  

For example, Sterling Holidays were on the look out for an influencer to promote their latest resort in Goa. We approached renowned travel blogger Anuradha Goyal and offered her a two day stay at the plush new resort. She wrote about her memorable time at the spectacular location in her blog and posted the same on all her social media handles.

Influencer marketing for travel  

Though these top five trends are few of the most effective digital trends a travel company can take up, there are a plethora of other strategies which can also be used for a guaranteed increase in ROI. With endless nuances coming up in the online environment, new additions are always welcomed to the existing lists at any given point in time. To illustrate this, let’s take an example of the newest trend that can overwhelm travellers before they make purchase decisions – Virtual Reality. This trend has begun to show its effects in technologically advanced parts of the world and will soon be replicated around the globe.      

5 Social Media Strategies To Boost Your E-Commerce Business

The e-commerce market is getting competitive by the day, and e-commerce businesses need to find unique ways to build relationships with their customers to create a loyal customer base.

For any e-commerce business, website traffic is the most important segment, and yet it is the most challenging one.

Social media is playing a very powerful role today in the evolution of online shopping. It provides a platform for conversations, reviews, information and expression. An e-commerce business can leverage on the opportunities provided by the social media platforms for their own benefit. According to an article by Magento, 93% consumers turn to social media to help them make buying choices, while 90% say they trust recommendations from their peers.

Several strategies have been listed by digital marketers on how e-commerce businesses can use social media to drive traffic to their website. Listed below are five powerful tactics you can use to embrace the reach of social media for higher benefits.

Smart Targeting and Dynamic Product Ads

Leaving your ad open out there in front of the masses is not such a great idea. Once you have figured out your prospective customer base, you can use targeting options provided by social media sites like Facebook to target your ads to the relevant customer base. Facebook provides you with numerous targeting options based on location, demographics, Interests, device type, etc. It also provides you with features like custom audiences, lookalike audiences and retargeting. Using these targeting options, you will be able to reach your potential customers and engage them more effectively. Smart Targeting will help you increase your ROI on Advertising to a great extent. Dynamic Product Ads can be used to retarget customers who have earlier shown interest in your products or services. To drive more sales across devices, dynamic product ads now provide a lot of flexibility and variety in functionality to e-commerce advertisers.

A classic example would be that of Cathay Pacific Airways. They used dynamic product ads for travel, to reach people who had earlier performed a search on their website. The ads featured an image of the destination city that people searched for to inspire them to act. The ads also included a “book now” button that linked directly to the booking process on the Cathay Pacific website.

Smart Targeting Cathay pacific

Another example is that of eBay. eBay is successfully using dynamic product ads and retargeting to motivate their customers based on the customer’s interest. They connect with their customers by showing them personalised and relevant products in their ads.

Ebay Carousel ads

Facebook Carousel ads are also a great way of showcasing e-commerce website products. They not only help to showcase the products in detail but, when used creatively, also help drive traffic to the e-commerce websites.

Using Influencers

Influencer marketing is the new buzz word and has currently penetrated in the marketing mix of many industries. Mostly food, travel and fashion are the three major industries where influencer marketing is really going up the ladder. Influencer marketing is a newer and organised term for the old-fashioned word of mouth marketing. The way people work through the buying process has changed due to the advent of the internet and social media. People now have become more efficient in their search process, and they look for comprehensive and authentic information online. While associating an influencer with your business, it is important to consider the influencer’s likability, credibility and trustworthiness. Remember that Influencers act as brand ambassadors for the audience and thus the information they put out there should be in sync with what the business stands for.

Influencers can be used in numerous ways: For product launches, reviews, engagement, campaigns, events and so on.

A very good example of this is the Influencer campaigns done by Nykaa.com. Nykaa is an e-commerce store that deals with skincare, beauty and makeup products. Nykaa.com engages with various beauty bloggers and influencers and weaves campaigns with them.  Beauty and fashion are two areas where people rely heavily on reviews and opinions of influencers. Nykaa leverages this very well.Ecommerce Influencer Marketing

Nykaa Influencer Marketing

Using Product Videos

The majority of online shoppers have agreed to the fact that not being able to physically touch and feel the products on e-commerce websites is their least favourite part of shopping online. This is especially true in the case of fashion and beauty industry. Product images from different angles and views may not completely explain a product’s functionality or provide a proper overview of the product. Videos are the new preferred form of media and e-commerce businesses should leverage on the high acceptance of videos among customers. Ecommerce businesses can use videos to bridge the gap between offline and online shopping experiences. Product videos can help in providing a holistic buying experience to the customer and also provide a clear overview of the different scenarios in which a product can be used. This makes it more appealing to online buyers. Product videos can not only be used on product pages but also on social media feeds of the e-commerce brands as well as part of Facebook or Google ads. Not only can these videos be used for Facebook and Google advertising, but they can also be used for advertising on YouTube. There are several versions of videos that are gaining popularity on social media. A few of them are live videos, 360-degree videos, 30-second videos, time lapse videos, stop motion videos and animated or white videos.

Product videos can be used to introduce a new product and show how the product works with other similar or commonly used products, from the brand, and to encourage conversions from existing customers.

Amazon Video Ads

Youtube Advertising

On1y is a food brand that caters to a very niche market segment. It provides spices, herbs and exotic seasoning. On1y uses a lot of innovative ways to engage with its audience on social media and at the same time create a buzz around its products. In the screenshot below, On1y has shared a Facebook live video of a food influencer interacting with customers and cooking up recipes using On1y spices.

Influencer marketing video

Focus on Engagement

Social media for e-commerce is not simply about pushing across products and promotions. Many e-commerce companies fail to understand this. Social media can be used very well for engaging audiences online through high value textual and visual content. Ecommerce brands can find it very tempting to simply fill timelines with product promotions and advertisements. However, social media provides numerous ways by which e-commerce brands can make online shopping a delightful experience for consumers. You can engage audiences through live polls, live videos, user generated content, contests and much more. Topical posts and festive posts can also be used to attract audience attention. To garner high level of engagement, it is important to understand the need of the customers. Understanding this will help brands to curate content accordingly.

Social media can also be used by e-commerce brands to provide better customer service. Nowadays, a lot of customers look for solutions on the internet and prefer quick communication over the internet rather than going through a long phone call. At the same time, brands must encourage satisfied customers to write reviews and rate the products/e-commerce brands. Reviews and ratings go a long way in building a brand’s credibility online.

Content Marketing via Blogs & Infographics

Blogging is a great way to drive traffic to your e-commerce website. It helps your site rank higher in SEO through several internal links and backlinks. Blogging is also a good way to reach out to customer problems and be a problem solver. Most customers search for solutions to their problems online and blogging can be a great way to provide solutions to them. Long form content helps to drive more traffic and definitely helps in higher search page ranking. Blog posts also help to subtly introduce products or promote products in an indirect way. For instance, a blog post on the topic “summer dressing” by a fashion e-commerce site could consist of summer looks using products from the e-commerce site. This will not only create attractive and useful content for the readers but will also serve the e-commerce brand’s purpose of showcasing their products. Similarly, a blog post on “Top 10 budget smartphones” by an e-commerce brand like Flipkart or Snapdeal which sells mobile phones could include descriptions of each smartphone comprising of unique features and direct links to the products on the e-commerce site.

Blog Content Marketing

Finally, it is important for e-commerce brands to identify the right social media channels to leverage their brand. Social media platforms, if used creatively and strategically can help e-commerce businesses reach their target audience in a much faster way. The importance of social media has been adequately realised by fashion and food industries among others. However, e-commerce brands can also leverage the benefits of social media by strategizing and creating fool-proof social media plans.

Social Media Trends for Real Estate in 2017

Over the past few years, social media marketing has been one of the key marketing strategies for leading real estate developers to reach out to their potential buyers. For some developers, over 1/3rd of their sales comes from the digital medium. Advertising your property on social media platforms is a guaranteed way to showcase your property to the real estate investors and increase the possibility of a sale. However, just posting images of your next upcoming project may not be captivating enough. Here are some new trends that real estate developers can leverage upon.

360 Degree Videos & Photos

What if you could give your potential home buyers the luxury of a walkthrough of their new apartment without them leaving their homes? Sounds too good to be true? The latest trend of 360 videos will let you do just that. It is an excellent way to connect with your target audience and show them home buyer what is in store for them if they buy your apartment or villa.

While virtual reality is making an entry in the marketing scene, it is not mainstream yet because of the cost of the VR gears. However, if you are looking for an engaging video, then a 360-degree video is a good starting point. These videos can be created through low-cost tools as well. 

This trend is highly beneficial for real estate for developers to showcase their upcoming projects. Apart from the 360 videos, developers can also use 360-degree photos to showcase an immersive 360-degree experience. Both the 360 video and photo produce more engagement and message retention than regular videos or photos.

Casa Grande, one of India’s leading real estate developers, have used this marketing strategy to connect with their potential customers. For the launch of one of their projects in ECR, Chennai, they used 360 videos to exhibit to the potential clients what is in store for the project.

360 videos to showcase your brand

Growing importance of interactive ads

With organic reach on Facebook almost dead, brands are using focused advertising to reach their potential audience on Social Media. While the regular lead generation and website conversion ads are a great way to reach your target audience, it is also important to engage with the potential audience to understand them to improve the quality of your leads. A good way to do this is by using interactive ads. Interactive ads are the next generation of ads, which has taken social media marketing by storm. These ads increase the engagement by interacting with potential customers. A typical example of an interactive ad are the Facebook live polls hosted by companies to produce user-generated data to study what the customers are interested in buying. For example, a real estate developer can put up a poll on Facebook to check if their clients prefer sea-facing apartments or pool-facing apartments. This will give them a rough insight of what their customers want and can even use this data in pricing their property.

If you are looking at the next level of interactive advertising, try out M-Canvas ads, a mobile-only advertising service with very interactive and engaging ad formats. They are unlike any other format available on social media. They are highly interactive and uses a mix of images, video, and carousel to create a memorable and stunning visual experience on mobile. Moreover, these ads allow you to interact within the publisher i.e while you are reading your news article on the same page you can interact with the ad, rather than going to a different page. Once you click, the ads expand and give your further information and ensure the viewer interacts with the ad to take the next steps.

It is one of the best ways to showcase real estate products. For example, if your end goal is for your customer to enquire about the project, you can show a sneak preview of the project’s interiors with Call to Action that prompts viewers to take the next step. An audience who’s interested enough to swipe all the way through your ad is likely willing to click through to your website and make the enquiry. These canvas ads are a new concept that is catching up, and we see it as a trend that is here to stay.

Micro-Targeting

Micro-targeting is a marketing strategy of using consumer data and demographics to identify the interests of specific individuals and then influence their action of making a purchase. If a property is for sale on OMR in Chennai or in Whitefield in Bangalore or BKC in Mumbai, with three bedrooms, three baths and is close to the IT corridor, then it is most likely to be bought by a working professional in his 30s with a family of two kids. With the help of micro-targeting, real estate developers can reach out to their target audience by specifying the demographics and the geography of the potential customer on Facebook. You can even target users around the world whose hometown matches the city where the project is. Hence, their ads are displayed to a more specific and niche crowd making the probability of selling the property even higher than before.

Growth of regional content and regional ads

Hindi Content has been growing faster than English content, and this is likely to increase even further in 2017. This is not only the case for content but also advertising. if you looking to reach a wider audience, especially in the tier II and III cities, then using regional content is a must. Ads in regional languages have started rolling out, and marketers have begun incorporating this concept into their marketing strategies to reach out to their target audience. When a potential home buyer reads an ad in his regional language, he develops a bond of trust and comfort with the seller and is more likely to make a purchase, or at least recommend that product to a friend.

For example, Aryan Housing, one of the leading real estate developers based out of Mumbai, ran a campaign of ads in Marathi to connect with their local audience and received a phenomenal response.
Aryan - MarathiUnderstand this trend, Google has also recently started ads and keyword targeting in Indian languages to widen their reach.

Adwords
Integrating Offline and Online marketing

While the majority of the first time home buyers are researching online, they make the end decision of buying the property offline only. So for a real estate company, integrated offline and online marketing efforts is highly essential. While it is important to run ads and get leads, it is also important to understand that consumers do not make purchase decisions based on a single ad or message alone.  Potential buyers gather all their information from various channels and this data gathered through several stages of the buying process are the building blocks of sales.

If you have a potential lead from an online ad and your sales team is following up with them, it is important to also reach out that potential lead online as well. You could use automated email or drip email to reach them until they actually make the purchase. Real Estate developers can target and constantly stay in touch with a group of people based on certain criteria. Let’s say that a customer has visited property website and shown interest by coming for a site visit, digital marketers can use the information provided by the customer to send emails about the development and completion of the property and news on various other related properties. Drip emails are a powerful lead nurturer, with statistics showing a 119% increase in click-through rate via trustworthy emails.

“Across the funnel” marketing

Advertising across social media platforms is all about building your brand and making it a household name for people to connect to and rely on. In “Across the Funnel” marketing, real estate developers build their brand names through four essential steps. They initially start the process by running engaging campaigns on social media, which explain their products and attract potential buyers. Then, they work towards increasing traffic to their websites and drive site visits and enquiries through their conversion data. Lastly, they customise their audience by eradicating cold leads and focus on customers who have actively shown interest in their marketing campaigns.  With Facebook’s Brand Reach & Frequency campaigns, brands can even get assured visibility and reach, similar to what a front-page newspaper ad gives.

All of these social media marketing strategies are currently trending in 2017 and are here to stay! Which of these techniques will you be adopting in your social media marketing strategy? Tell us in the comments below. Content marketing blogs to follow.

In the meantime, go through our complete guide for digital marketing for real estate.

This article was originally published in Realty Plus Magazine. 

 

Social Beat & Facebook conduct Digital Marketing Masterclass in Mumbai

In Apr 2017, Social Beat in partnership with Facebook India conducted the second edition of the Digital Marketing Masterclass. With a packed audience of 50, we had an insightful session on how to approach digital marketing to build a brand and to acquire quality sales or leads.

The top three expectations, shared by the audience, that was elaborated during the session were:

  • Reducing Cost Per Acquisition
  • Scaling Up Leads/Orders
  • Effective Measurement of results

So, if you are facing similar challenges, then read on!

Mobile First Marketing

From Facebook’s own research, users on average spent 3 hours on mobile per day that signifies that your consumer is on mobile for 3 hours and you have the opportunity of 3 hours to be in front of your consumer!

One thing we all need to understand is that Facebook is a discovering platform. Your brand personality has to stand out in the consumer’s mind and there need to be multiple touch points and impressions to make the connect. The Reach & Frequency category of campaigns can be useful in achieving this goal. Moreover, Facebook users are active throughout the day, unlike most other mediums (TV, print or radio) and in fact, 35%+ of Facebook Users are active at any given time.

Did you know that on average in a single day people check their Facebook feed 14 times? As many as 62% of the audience check their phones over 30 times a day. That means you are getting 14 times the opportunity to sell your product via Facebook. With over 184 million Facebook users in India, it gives brands a tremendous opportunity. Moreover, as per the report from NCCSAB, 210 million is the consuming population in India out of which, 142 million can be reached through Facebook.

Key aspects for a marketer to keep in mind when leveraging mobile

  • In a Facebook study, ~76% of video ads required sound to be understood, but most users watch them without any sound. So, it’s critical to understand these consumer insights when making videos and other creative content. E.g. Hotels.com Video which has received 2.3 million views on FB and cleverly used the video captions.
  • Since the speed of content consumption is faster on mobile, it’s important to have the brand and copy/captions to convey the message within the first few seconds.

Should we target to Tier 2 and Tier 3 cities in India?

As per the statistics, 33% of the users are from metros. So 67% of the Facebook universe belongs to the population from Tier 2 and Tier 3 cities – which is contrary to popular perception. This is also going to give rise to content creation and consumption in regional languages.

Understanding Marketing on Instagram

Facebook is the platform to keep in touch with family and friends whereas Instagram is the platform where people look for inspiration, photos and brands to follow.

Top Interests on Instagram are:

  • Music
  • Travel
  • Food
  • Photography

Moreover, the Instagram user is a more evolved and engaged user with a premium lifestyle. For example, while only 5% of the population in India has mobile postpaid connections, 25% of Instagram users have postpaid connections – highlighting that a luxury or premium brand cannot be ignoring a platform like Instagram.

The art of Audience Targeting

Facebook is 85% accurate and when further information like age and gender is included, the accuracy rate goes up to 90%.
The top reasons why Facebook is more effective is

  • Availability (with users active 14 times a day)
  • Flexibility (of audience and targeting)
  • Efficiency: Minimal Waste
  • Re-targeting
  • 100% Declared Audience Attributes (Not Inferred)

Types of Audience Targeting on Facebook

• Core Audience Targeting:

This feature allows us to reach a precise audience based on four main targeting types:

  • Location
  • Demographic
  • Interests and
  • Behaviours

For example: When targeting NRIs to sell your property – The audience which is core to Facebook is provided with age and gender information. Behaviour targeting will help us target people living in a joint family, who are frequent travellers internationally and nationally, who have travel apps and are newly married.

  • Custom audience: These set of the audience is created by uploading your customer database of:
  • – email addresses
  • – phone numbers
  • – website audience using Facebook Pixel
  • – facebook user IDs
  • – app user IDs and Facebook will match this data to as many user profiles as possible.

The custom audience is an excellent way to make use of CRM data. The CRM tool can also help in lead nurturing, which is critical to improving the final conversion of leads to home buyers. Research by Social Beat shows that there is a 60% better chance of converting if called within 2 hours.

Another medium we can customise our audience is with the use of Facebook Pixel, which creates a list of users who came to your website, converted into the site, visiting more than a certain number of times in the last 30 days etc.
The custom audience also helps in improving the quality of the leads. Users frequently visiting your website are more like to become home buyers and can be given more focus.

  • Lookalike audience

Lookalike audiences are a way to reach new people who are likely to be interested in your business because…

  • – Their profiles are similar to custom audiences you have uploaded
  • – phone numbers
  • – Their interests and demographics are similar to users who have visited your website
  • – They’re similar to users who have hit one of your conversion pixels

You’re telling Facebook that you want an audience created of people who are most like your email list, website visitors, people who have hit one of your conversion pixels, etc. Facebook will create an audience based off data points on a Facebook profile that would denote similarity.
You can also create an International Lookalike audience – because people are same everywhere! Eg: People have visited your luxury product landing page. You can create a lookalike of similar users internationally!

Coming to brand!

Facebook Brand awareness tracks people who look for sponsored content. If you plan to go ahead with lead ads in the first go, it will go to the people who have filled the leads in the past. You are missing out on the potential to reach a newer audience.

How does Brand awareness work?

  • Step 1: As a person, when I see your sponsored content on my feed, I will read. Once I find it interesting, I will go to your website to check your offerings, credibility, and products, etc.
  • Step 2: Next time, when your sponsored content again appears on my feed, I will go through your ad again.
  • Step 3: Multiple visibility of your content and ads, will make me curious and viola I fill your ad and I am one of your leads!

Point to note: Investing in your brand awareness is similar to running ads on radio and television. You need to frequently appear on the wall of the people!

For Brand awareness videos, relevant content and E-books along with the below ideas can be tried

  • Amplifying content and infographics (Facebook Canvas can be an interesting medium to do this)
  • Carousel ads to showcase different attributes of the brand
  • Amplifying with videos, 360-degree virtual tour
  • Engagement Campaigns to get shareability
  • Need for content experiment: Run regional ads in local languages
  • More formats: Video for leads ads carousel

Sequencing of ads is also possible by using custom audiences after using Reach & Frequency ads and we have seen some tremendous results come through this.

Case Studies

There are numerous case studies that one can find on the Facebook Business Success page but we discussed a few in detail and you can read them up via the below links:

Tracking Return on Investment & Scaling up Leads/Sales

We have a more detailed blog on tracking ROI from digital marketing, which you may find useful.

Mumbai Masterclass

Questions asked during the Masterclass

In spite of getting so many leads, why leads are failing to convert into a sale?

There are some common mistakes marketers make, which should be avoided in order to improve conversions:

  • Following up with your lead within 6 hours and not after 1 week of the lead being generated
  • Not disclosing the lead source to the sales person – leading to lack of clarity during conversation
  • Being able to attribute all digital leads by using cloud telephony – to understand the true impact of digital marketing

How can you improve the quality of leads via the Lead Gen Ads?

  • Add Customizable questions – which products/services are you interested in, ask a good time to call etc. This is because it is important to build a faithful relationship first then making a sale. Remember that buying a home is usually a very involved decision
  • Use Context card – tells users why they are filling the form

What are the elements critical in a lead generation focussed Ad Creative?

Its important to the have the below elements & approach to getting the best quality leads and conversion:

  • Visuals & Videos can be experimented with – For example if you are a real estate company, the exterior, interior, walkthrough video, video selling the project etc. Sometimes even generic images with family and kids can also work for specific projects.
  • Transparency is key – Location in the city, Price, Type of Property (Apartment, Villa, Plot etc), Expected Handover Date are some key details that can be included in the ad
  • Have the right Call to Action (Learn More or Contact Us or View More) and sometimes combining it with offers

We have tried regional content but it hasnt worked?

  • In our experience regional content and communication works if the entire experience is in that language, which means that the landing page, the customer care, email communication etc is also in the same regional language. WE need to provide a seamless experience for it to work – it can be messaging in hindi but then we take them to a landing page which is in English.
  • The other aspect is that, maybe the audience that interacts with regional content is different – maybe they would prefer talking to someone rather than give the enquiry online – so as a brand we need to make this easier and give multiple options to consumers.
[wpsp]