Alisha Marfatia is the founder of The Social Impact and creator of the Insta Product Academy.
Whilst she was dubbed by Instagram themselves, as a ‘Reels Pro’ she is known as *the* Reels Queen. Specialising with eCommerce Brands, Alisha has built a wildly engaged community and helps her clients to learn the power of Instagram so they can convert more whilst doing LESS.
Today we chat all about Instagram SEO and how you can use your name, content and bio to be found on Instagram.
We discuss what’s working right now on Instagram and how things have changed over the last 6 months.
I also get Alisha’s opinion on the new paid verification from Instagram and Facebook.
If you’re using Instagram for your eCommerce business this episode is a must listen.
Please excuse this short interruption to our regular schedule! This week is Facial Paralysis Awareness Week (yep, there’s a week for everything!) so I thought I would share my personal journey with Bell’s Palsy and how it affected me both personally and with my business.
I developed Bell’s Palsy in 2021 shortly after the birth of my baby girl. Having already had Bell’s Palsy when I was just 10 I knew exactly what it was when it hit, but thought it would go away just as quickly… it didn’t!
I’m one of 5% of people who suffer from Bell’s Palsy that it doesn’t go away for – lucky me!
It has affected me physically, but mostly mentally. In today’s episode I’m pulling back the curtains on what life was really like with a newborn and a half paralysed face and how I’ve grown my confidence back over the last 2 years.
Don’t worry, I’ll be back with more eCommerce marketing tips next week!
Like many new mums Lauren spent her maternity leave thinking of ways she could avoid going back to her old day job. She wanted to create a business that would allow her more flexibility and more time at home with her family. With a background in graphic design and a love for boho-luxe babywear and accessories Billie & Byron was born.
What started out as a side hustle has now become a thriving 6-figure business. Lauren shares with us her journey from mum on maternity leave to successful business women and everything she had to learn along the way from product manufacturing to hiring staff.
We chat about the need to let go of perfectionism and what you can outsource in your business to free up time. Lauren shares some amazing wisdom from someone who’s built a business from scratch and learned many lessons along the way.
In today’s episode I chat to Tara McKeon, owner of one of my favourite brands, Proud Poppy.
Proud Poppy has built not just a fashion brand, but a community of tens of thousands of women celebrating colour and clothes that make you feel great.
After struggling to find clothes in her size that she actually liked, Tara set out to create her own. What she thought would be a modest brand turned into a huge online following (over 128k on Instagram), an amazing eCommerce store and 3 physical locations across Victoria and Queensland.
Tara shares her insights into how she grew the business, the staff she hired along the way to support her vision and how she celebrates diversity and inclusivity at the core of her brand.
Tara has been extremely generous with her knowledge and sharing great tips for inspiring eCommerce businesses and fashion brands.
When running your Facebook ads it can be hard to know what’s working and what’s not. In today’s episode I’m breaking down how to read your Facebook ad results so you know which ads to leave on and which ads to turn off.
I’m also discussing where else I look for reporting other than Facebook to ensure you’re making a positive return on ad spend.
I’ll take you through the common reporting lingo and what it actually means along with the benchmarks you should be hitting to ensure a great return.
Facebook ad reporting has not been the same since Apple’s iOS 14.5+ updates but I’m letting you in on how I estimate return on ad spend for my clients so they can make educated decisions.
Tracking marketing ads back then [01:53]
FB ads reports missing [03:17]
what to be aware of [10:14]
Things to do when ads aren’t performing well [17:23]
One of the most powerful aspects of Facebook advertising is the audience targeting options it allows. However when Apple launched its iOS14.5+ updates Facebook ads got shaken up and business owners and marketers had to adapt.
Now that the dust has settled on the changes and it’s become the new norm I wanted to share what’s working right now with Facebook audiences.
I’m sharing the targeting options that are available right now, what you can do to adapt your targeting and which audiences are working best right now for my agency clients.
Where most people fail with Facebook ads is they create just one campaign and show the same ads to their whole audience.
The fantastic thing about Facebook ads is that you can segment your audiences and your ads to show the right message to the right person at the right time – after all that’s what good marketing is all about.
Let’s look at the concept of a marketing funnel. The funnel starts at the top with the largest audience, in this case discover, and gets smaller as we refine the audience into dream and then do.
You’ll spend the majority of your budget on discover, then dream and then do as the audience size will get smaller. When it comes to return on ad spend though, you’ll likely find most of your sales come further down the funnel as these audiences are warmer. However as you can see from the image you need to constantly be feeding the top of funnel (spending budget here) to ensure there are always people moving down the funnel.
Top of funnel – Discover
Your top of funnel audiences are a completely cold audience. They haven’t heard of your brand and don’t even know you exist (yet). I call this discover because this is where we want them to discover your brand.
Middle of funnel – Dream
The middle of funnel are people who have heard of your brand. They may have seen one of your top of funnel ads, engaged with you on social media or perhaps even visited your website home page but haven’t taken any further action.
This is where we want to get them dreaming about having your product in their life.
Bottom of funnel – Do
The bottom of funnel is a much warmer audience. These people know your brand and your products and they have already visited your product pages and perhaps even added to cart, but they haven’t checked out yet.
This is where we want them to take action – in this case the “do” action we want them to take is to check out and finish their purchase.
As you can see these 3 audiences are filled with totally different people. Some who know you and your product well and some who have never heard of you. If you were to show someone at the top of the funnel an ad to finish their purchase it wouldn’t make sense to them. Just like introducing the brand to someone in the bottom of funnel would be a waste as they already know you and they are ready to buy.
For this reason you need to split your ad campaigns up into top, middle and bottom of funnel campaigns. Each with a different objective and message.
Top of funnel CAMPAIGN
Include cold audiences.
Exclude all of your warm audiences.
Use these ads to introduce your brand. Remember these people haven’t heard of you before so you want to tell them who you are, what makes your brand unique and your key message.
It’s not time to be salesy here, just act as if you’re talking to someone you’ve just met.
Videos work great top of funnel. Test them along with image ads.
Middle of funnel CAMPAIGN
Include anyone who has recently engaged with your social media accounts and anyone who has visited your website. Exclude people who have viewed products, added to cart or made a purchase in the same time frame.
In this campaign you’re talking to people who have already discovered your brand. Use these ads to introduce your products and highlight the features and benefits. You can assume they know your brand, but it’s OK to reiterate any key messages or brand values.
Test video, single images and carousels that showcase your best selling products
Bottom of funnel CAMPAIGN
Target people who have viewed a product or added to cart.
Exclude anyone who has made a purchase in the same time period.
This is your warmest audience, before purchasers. In some cases these ads only need to remind people to go and check out, quite often they had every intention to purchase but life got in the way.
For others you may need to overcome objections like price, shipping, fit, quality and guarantees.
You can be more direct with your language in these ads and use the “Shop Now” button as they are already warmed up.
I recommend testing dynamic ads using carousels which will pull through the products they were looking at, or added to cart straight from your website. I also suggest having a non dynamic campaign for people who have opted out of tracking and testing carousels, videos and images.
There you have 3 campaigns to use for your eCommerce Facebook ads to ensure you’re delivering the right message at the right time.
As you start to grow your ad campaigns and increase your budget you can be even more complex and split out the timing of your ads to show different ads based on how long ago they abandoned cart etc.
Let me know in the comments if you’ve run a funnel before in your ads, or if you’re about to try it for the first time.
Karyn (“with a Y!”) is an eCommerce marketing specialist with a knack for high-converting Facebook ad funnels and website optimisation. Through her eCommerce marketing agency and on-the-pulse training programs, Karyn’s helped hundreds of eCommerce store owners across the globe boost profits, generate more revenue, and achieve an ad-spend ROI of their dreams.
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