Created with Sketch.
The SnapRetail Podcast
11 minutes | Nov 9, 2017
Episode 42 - Email Collection Best Practices
Email Collection Best Practices Hosted by Justin Shoup and Vince Ventura What not to do: Don’t say “Can I have your email?” or “What’s your email?” Don’t disguise the reason you are asking for their email address. I see so many businesses say they are asking for an email to send a receipt and then they send you marketing emails. There is a difference between transactional emails and marketing emails and different laws that surround it. Don’t just have a signup form or tablet and think people will sign up without asking So, now that you know what not to do, what should you do? Ask and Tell: Would you like to sign up for our email list, so you’ll receive coupons and be the first to know about the latest products? You are asking them to sign up, but telling them the benefit of signing up for your list. Your benefit may be different. Consider creating a sense of belonging and exclusivity to your email list. Send exclusive email-only offers and let customers know about that benefit at time of signup. “Can I sign you up for our email list?” You’ll receive special offers that we don’t tell people about in store or on social media” Consider setting up a welcome email that includes a coupon to use on their next purchase. At the time of sign up let them know they will receive this. “Would you like to sign up for our email list?” If you sign up, you’ll receive a coupon in just a few minutes that you’ll be able to use next time you are in the store.” Collection practices Have the customer sign up on a tablet or other mobile device. If they type it in on their own it will make it more likely that it is spelled and entered correctly. If they are relaying it to your sales associate it makes it more likely that it will be input incorrectly. Avoid handwritten forms. Handwriting can be difficult to interpret sometimes and this could cause unwanted email addresses to get on your list. If in-store, you have customers signing up through a form on your website or Facebook let them know that they’ll receive a verification email in a few minutes that they’ll need to watch for and click Confirm to be added to your list and receive your emails. Tell them to check their junk/spam if they don’t see it. “Thanks for signing up, just be on the lookout for an email in just a few minutes to confirm your subscription to our list, you’ll need to click confirm on it to receive our emails. If you don’t see in your inbox look in your junk or spam, sometimes the verification email will go there. Quality over quantity Don’t worry about the number of email addresses you have. It is more important to have email addresses that actually want to receive your emails and are opening them. If you have a contest, drawing, or giveaway to collect email addresses make sure you are giving something away that is related to your store, so that you don’t attract email addresses that will unsubscribe or never open an email. This is especially important online. If you have a website email collection form add a captcha to it, so that you do not have bots flooding your email list. This will skew your numbers and make it difficult to make heads or tails of if your marketing efforts are working.
12 minutes | Nov 2, 2017
Episode 41- Boosting Holiday Sales
Boosting Holiday Sales Hosted by Justin Shoup and Vince Ventura We’ve covered Black Friday and Small Business Saturday in previous podcasts, so this episode is going to focus on what you can do during the home stretch in the month of December to boost holiday sales. Find ways to differentiate yourself from the big box retailers and the competition Offer services like free gift wrapping Create a welcoming atmosphere on social media to encourage people to come in, so you can help them find a gift. You can do this by posting pictures or videos of your employees with their gift suggestions. Offer extended shopping hours and make sure customers are aware of what those hours are. Add those hours front and center on your website. Create a post about the extended hours on social media and pin it to the top of your profile. Send a dedicated email about your extended hours Choosing a gift can be hard! Create a gift guide email with a few choices to narrow down the options. In SnapRetail, you’ll find gift guide email templates for every member of the family. Just search the word Guide in the email template library and you’ll find gift guides for food lovers, teacher, grandparent, pet lovers, fashion, grandfather, grandmother, brother, mom, dad, etc. Consider having in-store product demonstrations Customer seeing the product in action will make them more likely to see the value rather than it just sitting on the shelf. Upsell Have your staff make additional recommendations and ask questions to see if there is anyone else they are shopping for.Pay incentives or have a contest with your employees to motivate them to sell: http://specialtyretail.com/issue/25-ways-to-boost-your-holiday-sales-and-profits/ Spend some money on Facebook ads/boosted posts It’s your most important time of the year, so making sure your fans see your important posts on Facebook is critical. Don’t rely on organic reach this time of year. Target the ad/boosted post at your existing fans and/or upload your email list as a custom audience and target the ad/boosted post at them.
16 minutes | Oct 26, 2017
Episode 40 - Holiday Open House Tips
Holiday Open House Goals We will discuss how to plan a successful Holiday Open House. How to market that event. What to do during the event. And how to follow up with your customers so that your next events are successful as well. Be sure to listen to Episode 24, our Event Marketing Podcast How to Plan Timetable Weekend afternoon Wednesday or Thursday Evening Avoid beginning of the week and Friday or Saturday evening Set a date and time (and end time!) How Many emails? How Many Social Posts Plan Menu (if serving food) and a potential partner (see below) 4-6 weeks ahead of time. Theme 1. Holiday New Product Premiere New Product Line Incentive Free Food Samples Door Gifts Goodie Bags Deep Discounts or Sale Kid’s area to give parents time to shop? Consider Potential Partners Street wide Open House Shared Print/TV/Radio Marketing Food Partner Free Printing from a print partner Offer Logo placement on marketing materials Marketing the event Tease the event on social media RSVP Add event to the calendar on your website RSVP Create a Facebook event www.tagboard.com Create a unique hashtag Announce the event on social media, website, and email Pin to the top of Facebook and Twitter Update cover images on all social media networks Send an email to your customers Bag stuffers Postcards Posters Print material Can you mail them? Will your partners distribute them? Posters in store In partner locations On community boards Newspaper Radio TV During the Event Take photos and videos Facebook live Post photos and videos to social media Use your hashtag After the Event Save some images to post after Tag customers Create a Pinterest Board, Instagram Story, Facebook Story or Photo Album Thank your customers for attending Key points: Planning is key 4-6 weeks away Plan date and time Plan social campaigns Plan print campaigns Consider partnering Better exposure Help running the event Make sure to market your event on every channel available to you During the event take and post lots of images and video Save some for after the event Create stories Tag your customers Make sure to say thank you!
15 minutes | Oct 20, 2017
Episode 39 - Image Editing Tools
Image Editing Tools Hosted by Shelby Klick and Vince Ventura A huge part of marketing is visual content. This is true for businesses selling a physical product, so a customer can see what they are purchasing. Visual content is also important for services because it can create a personal connection or show results of a service. A huge roadblock for a lot of business owners is gathering, editing, and resizing visual content and properly editing content to use across different platforms. Today, we will be talking about Image Editing Tools. You don’t need to be a graphic designer or need a fancy program like Photoshop in order to use or create great visual content. Stock Images An easy way to hit the ground running is to look for free (or paid) stock images you can use in your marketing. Licenses Not everything you see online can be taken and used for anything, anywhere. Each image has a license which allows you to use the images in different ways. We have a handful of sites that we recommend for free stock images that have Creative Commons Zero license, meaning the images are free to use even for commercial use. We recommend to always double check licenses and permissions because they can change in the future. Sites Unsplash Pexels Pixabay StockSnap.io Realistic Shots Kaboompics We will link to each of these sites in the transcript below. What to Look For Look for images that fit your brand. This can be the colors used, the smiling people featured, the style of clothing the models wear, the orientation of the photo, the position of the focus of the image. These things can help you when laying out images on your email, website, or when you are overlaying text. Think about what the image is going to be used for and it will help you narrow your search. If you stumble upon a stock image that you love and fits your business, you can always tweak your editing or layout to make it work. Tools Canva & Design Bold These are two sites that are very similar. Start your design work with a template sized perfectly for email headers, Facebook posts, Facebook Events, Pinterest, and more. They even have templates available for print marketing materials. Both have free and paid stock images available right within the tool to incorporate into your designs. Free and Paid versions of these tools are available depending on your business needs. Pixlr If you want to test your hand at “photoshopping” an image, Pixlr is a good place to start. This is an advanced editing software that allows you to work in layers, make backgrounds transparent, resize, and much much more. They also have an Express version that allows you to make quick changes like filters, adjust colors, add text and more. SnapIt While SnapRetail is one of the most powerful digital marketing tools in your arsenal, the SnapIt Tool & App help you gather all the images relevant to your business. Use the SnapIt tool in your browser to quickly snap product images from your vendors (with their permission) and save them to your SnapRetail account. Download the SnapRetail app to your smartphone using Apple App Store or Google Play. Snap App Use the SnapRetail app to upload images from your smart device or take your own images. Your images will be waiting for you in your SnapRetail account when you are ready to sit down and do your marketing! To find the app, search SnapRetail on Google Play or the App Store. Think about what platform you are creating for Your language may differ per platform, especially with a character limit. Images sizes requirements are different for each platform. Products or stock images may perform better on platforms like Pinterest while smiling faces or in store displays may resonate better on Facebook. Branding, Consistency, Professionalism. Overall you want to make sure your visual content is on brand, consistent with your messaging, and always professional. Lack of professionalism, such as using blurry images, may lose your customers’ trust. When visual content is attention grabbing and communicate a clear message is when you will see your best results. Stay on branding to build brand recognition. Check out Episode 36 to learn more about the Basics of Branding. And as always - consistency is key. If you have too much going on in your email, on your social media, or even on your website, you will distract from your main messaging and confuse the customer of what they are suppose to be looking at and what action they should take. Takeaways Find stock images that will compliment the pictures you take yourself. Find tools that you like and don’t be afraid to play around with them. The best way to learn a new skill like this is to try. Be mindful of what you are looking for and how you will use images. This will save you time in the long run. Stay consistent, on brand, and always professional to see the best results from your marketing.
16 minutes | Oct 13, 2017
Episode 38 - Small Business Saturday Tips
Small Business Saturday Tips Hosted by Vince Ventura and Justin Shoup Goals: Nov 25th 2017 and Small Business Saturday is just around the corner. The closer we get to November 25, the more important it becomes to get the word out, if you plan to have a Small Business Saturday Sale. Today we will talk about how to prepare for a competitive and successful Small Business Saturday online, in print, and in store. It’s your turn for profit Stay out of the way of Big Box stores, online only stores, and non-profit organizations. You can have sales on Black Friday, Cyber Monday, or Giving Tuesday, but don’t pass up the resources available, and the space left for you on Small Business Saturday Many customers report customer service as a high priority. Customers care about the experience as much as the price. Small business is uniquely positioned to provide personalized experience and top notch service. Start Early It’s never too early to start marketing for a big Holiday sale. Your competition and big box stores have already started Christmas displays. Now is the time to start planning if you want to have a successful and profitable 4th quarter. Check out www.shopsmall.com. This will redirect you to the official Small Business Saturday site where you can find images, and a lot of other useful materials to plan for a successful Holiday sale. Prepare your marketing materials. Do you have Small Business Saturday on your website? Are you planning an email? Get an early start and either publish now, or if you have to work out the details, save a draft to come back to. Don’t forget about social media. Talk about your sale early and often. It takes quite a few reminders for people to take action, even on a sale. Plan to talk about your sale a few times a week within your social media mix. Plan to send at least 3 emails between now and November 25. Ask for reviews on Facebook, Yelp, and Google. For consumers under age 35, who’ve always had easy access to peer reviews online, brand loyalty matters less than it does to older consumers. They trust friends and family the most — and have little use for traditional advertising as a source of product information. They are looking for real insights about products; they have no patience for stories that don’t speak directly to them. According to a recent study 64 percent of consumers indicated they will begin holiday shopping before the start of Black Friday week. And 29 percent will have completed most of it by then. Join Forces Become a small business Neighborhood Champion through The Small Business Saturday Website, and organize a street wide event Create a street wide passport, and encourage stopping to each and every store. Set up a Welcome Station for street visitors. Signage and Print Sign up for custom marketing materials on the Small Business Saturday Site Free custom posters, flyers, bag stuffers Request a Shop Small® Kit* full of merchandise with items like tote bags, stickers, and more. Place signage inside, outside, and even stuff bags. Website Email and Social Plenty of custom images Custom Video Custom Website Badges Remember to tell your story! People want to support YOU! People want to support Small Business Often we can’t compete with the Big Box Discount, so make the community, your service, or your values the center of attention. Key Points It’s Your turn Prepare, and use the materials provided by Amex and Small Business Saturday Get the Shop Small Kit and market in print and in store Send email, and don’t forget social Tell your story
13 minutes | Oct 5, 2017
Episode 37 - Preparing for Black Friday
Preparing for Black Friday Hosted by Shelby Klick and Vince Ventura Black Friday in 2017- including the days leading up to and after Black Friday - is expected to be the biggest shopping pull of the year with sales higher than 2016. Black Friday has definitely changed the way retail functions during the fourth quarter and leading up to the holidays. Consumers now are after deep price cuts and discounts that some argue make the day “unprofitable and unsustainable” Small Businesses everywhere are attempting to compete with the big box stores starting with Black Friday. Here’s our tips for having a successful Black Friday. Be Profitable If your business or pricing structure can’t compete with the extremely steep discounts typically seen on Black Friday, don’t do it. There are many ways to get traffic in the door without unprofitable discounts. Gifts Cards or Gift Certificates Send out an email just about your gift cards. Visual Displays & Signs - People won’t purchase gift cards unless they know about them and can see them, just like any other product in your store. Upsell at the register - this is a technique that may take some training of your cashiers and maybe even incentivize to see which employee can sell the most gift cards. Special Deal - free gift with purchase of gift card, or a discount on the gift card itself. 75% of people how use gift cards spend 22% more than the value of the gift card. Join Forces Black Friday can be scary when you’re in it alone. Join forces with other local businesses. . A lot of consumers head to big box stores or shopping malls because they can shop a larger variety of products or visit a lot of places in one trip. Partnering up with other local businesses can be a bigger draw for your customers if they see a lot of businesses in one central location having deals at the same time. Have an event: Example: Sip and Stroll where customers can stroll to each store to shop and enjoy snacks and refreshments. Joint advertising: Hand out fliers talking about your joint sales or event. Use a punch card to encourage people to visit each store and enter completed punch cards into a raffle. Creative partnerships - Pair up with businesses like local restaurants, coffee shops and the like to give discounted drinks, appetizers, and when they present a receipt from your store or give them a special coupon. Or vise versa. Late Hours Open your doors for late hours. Advertise it for those who are busier or for those who want to avoid the madness Talk about it - A lot! Product Focus on your product. Talk about what makes you different than the big box stores and the value each of these products give. Some people struggle talking about their products. Remember that you are the one that purchases the merchandise for the store (If you’re not, talk to your buyer). Talk about each product’s value and why you chose to sell it in your store. People sometimes go to big box stores because they don’t think they will be able to find things for everyone on their list at a small store. Give examples or gift guide for everyone. This is a great way to showcase unique items and let people connect with your business. Bundle Gather gifts that go great together. Consumers are after those big ticket items as well as trying to get as much bang for their buck as possible. By bundling, you can place smaller ticket items in a new light or save customers the hassle of finding products that go well together. Allow you to sell at a slightly higher price point OR incentivize buying all items with a discounts when all are bought together. Don’t focus on one day Try having progressive sales Start November off with smaller sales every week that give a “Pre-Black Friday” or a “Taste of Black Friday” or “Black Friday Comes Early”. This allows you to put discounts on things you can afford to discount and draw in different customers with each new sale. On Black Friday, create a splash by focusing your sale on your big ticket items only because you will most likely be able to put the steepest discount on these and still be profitable. It would also make your progressive sales end with a bang on Black Friday and flow into the shopping weekend. Key Points Join forces Stay late Focus on product or bundles Don’t get overwhelmed because you can be successful by spreading your sales out
16 minutes | Sep 28, 2017
Episode 36 - Basics of Branding
The Basics of Branding Hosted by Vince Ventura and Justin Shoup Goals: According to Nielson’s Global New Product Innovation Survey, 59% of consumers prefer to buy new products from brands familiar to them. Your brand is defined by a customer's overall perception of your business. You must be consistent in communication and experience, across all formats and customer interactions: Storefront and sinage Print, posters, postcards, and even packaging and bags Website Social media TV, Radio, and Print Ads Sales & customer service Be patient and consistent. Good branding doesn’t happen overnight. Determine your brand’s target audience. Check out our podcast Know who you are talking to specifically Know your audience's tastes and sensibilities Speak their language Show them WHY you exist Show them how you will help them Define a branding mission statement. Knowing WHY you exist isn’t enough. You must state it Short, sweet, to the point Actionable Present a clear goal that you plan to achieve or problem that you plan to solve A mission is not a tagline A mission is not a vision statement - that is the how A mission is not your values (but it’s close) A good mission should be able to be recited by any staff member 3. What is the competition doing? Don’t imitate Big Box Stores Facebook has a pages to watch tool Look at your competitors What do their customers respond to How can you offer a similar experience with your values and voice Create a logo and tagline Be memorable Takes 6 times seeing a logo to remember it Have a consistent logo that people will notice and remember Make sure it is catchy and memorable Just do it Got milk Write a short tag line that sums up your mission and values. Determine your brand voice How do you talk to customers Formal Conversational Professional Friendly Service-Oriented Informative Don’t forget to let your personality shine through! Up Energy Passionate Driven Fun Whimsical Credible Reliable Professional Trustworthy Down Energy What is your brand Energy Let your brand connect everything that you do Put your logo everywhere Don’t deviate or change logo or colors Main color Accent 1 Accent 2 Have a consistent color palette Be your brand on paper and in print Be your brand in action Be your brand’s biggest advocate Be your brand! Key Points: Plan, research, and be decisive Choose a Logo, Tagline, Mission, Vision, and Values Live your brand
14 minutes | Sep 21, 2017
Episode 35 - Instagram Basics Part 2
Instagram Part 2 Hosted by Justin Druga and Shelby Klick Goals -Posting and engaging Instagram business page that will drive customers to your store and/or website. -Best practices for posting to Instagram and what kind of posts to do for your page Types of posts Daily posts dealing with a consistent theme Throwback Thursday, Customer Friday, etc. hashtags and how to use them Direct traffic to your website through posts Put your website URL into the profile of your page keep the same clean cut look and feel of your posts, customers should be able to look at a post and be able to tell it is yours Be consistent with your themes, filters, etc link in profile to bio for new products, events, store news etc keep it interesting so customers look forward to viewing your story keep engaged and comment or respond to other customer stories show day to day activities and exciting things going on at the store Instagram Stories and what to show Keep up to date on all the new additions to Instagram and update frequently Key Points: What to post on your business page Instagram stories and engaging with customers Keep up-to-date with new additions and updates with Instagram
12 minutes | Sep 14, 2017
Episode 34- Halloween Marketing Ideas
Halloween Marketing Ideas Hosted by Shelby Klick and Vince Ventura It’s clear that Halloween is one of the most popular holidays in the country and it’s clearly an important holiday in retail as it is the first major holiday in the 4th quarter. In 2016, Americans spent about $8.4 Billion for Halloween. This includes everything from decorations, candy, costumes, to trips to haunted houses. Unlike recent holidays like Labor Day and Memorial Day, Halloween has a major lead up and is basically celebrated starting October 1st and sometimes even earlier. So you have more time to take advantage of this holiday and spice up your marketing to fit a theme that everyone can enjoy. Choose a theme Spooky Monsters, Pumpkins/Jack-O-Lanterns, kid-friendly, magic, etc. This can fit your business, your audience, or just what your favorite part of Halloween is. Keep it consistent! Halloween can be pretty broad, but if you choose a theme. You can tailor all your holiday marketing to match. Everyone gets excited when they see a Halloween display. You can dress up your store to create a fun or chilling atmosphere that customers will want to experience! A well decorated store can keep customers exploring for longer or tempt them to buy something just because they are in the spirit! Extend your theme beyond the storefront by updating your social media profile images, cover photos, website images or theme and more. You can even take your current images and spruce them up by changing the colors to be black and orange or adding graphics like pumpkins and spider webs. Get Spooktacular. Make sure that every week you are posting a few things that relate back to the theme. Halloween quotes (movies, books, etc.) Halloween jokes and puns Team members, yourself, pets in costume Emails Depending on your goals, contents can be used to get a better following on social media or revenue (Spend X to be entered to win). Contests (Think about giving away tickets to a haunted house, fair, or local Halloween themed play as incentive) Special Discounts and Coupons Ask questions Encourage user generated content like pictures, recommendations, voting, and more Share advice and tips related to your industry (Recipes, decorating tips, safety tips, etc.) Rise old product from the dead by promoting themed bundles or finding a new use for products. Some content ideas: Content The Lead Up - Now until Halloween Promote everything that will prepare your customers for Halloween. Give special deals Talk about the value of your products, monster sales, and more. This is the time to get people in the spirit and celebrate Halloween with your business. Talk about community events, local trick or treat times, parades, etc. Have special events like happy hour, trick or treating, special shopping hours, or more. BooGo sales, Tricks & Treats, Scary Good Deals, Black Cat Bargains, and more to celebrate the reason for the season. The Holiday (week of or day off) Lots of people wait for the discounts to stock up on decorations, discount candy and more. Send email to encourage people to. stock up for next year, recover from the candy with a good deal, or celebrate that the scary season is over. If you did have a special events, take this time to thank everyone who attended, close the loop by announcing contest winners, and make sure you switch all your marketing images from the Halloween theme to either your regular branding or something appropriate for fall, autumn harvest, or thanksgiving. Aftermath Schedule Your Content Takeaways: Pick a theme and be consistent Plan out you content now so it you can worry about running your business when the time comes. Schedule your sales, content, emails and more in SnapRetail so you can enjoy the holiday. Just because Oct. 31st is over doesn’t mean you can forget about Halloween. Follow up on loose ends and thank customers for celebrating with you.
13 minutes | Sep 8, 2017
Episode 33 - Pinterest Basics Part 2
Pinterest Basics Part 2 Hosted by Shelby Klick and Justin Druga We covered in our Pinterest Basics episode what Pinterest is and how to get started on this platform. Today we will be talking more about tips on how to be successful on this platform. The first thing that I want to mention about Pinterest is that is a completely unique social platform and can be time consuming if done correctly. Pinterest, like all social media platforms, should not be thought of as another place to push your business agenda. In fact, Pinterest is not about your business at all. Pinterest is at it’s core a place for users to explore and find content that benefits and inspires them. The reason that businesses use Pinterest is for Brand Recognition, to position themselves as an expert in their industry, and drive referral traffic to their website. The businesses that perform the best on Pinterest are those that are highly visual and link to beneficial resources like an ecommerce website or a blog. Some industries that perform the best are fashion, food, photography, beauty, home decor, wedding, jewelry, and craft. Pinterest boards are not meant to be filled with products and left untouched. Your Content Fill your boards with content that you think people will benefit from like blogs and have visually appealing graphics. These can be products or graphics that you make yourself overlaying text on images. PicMonkey or Canva are two great sites that will give you templates to create eye catching graphics. This will give you an idea of what others are talking about in your industry, what kinds of content is doing well. Follow Boards related to your industry About Us - show your company culture, Store Events and Newsletters Employee - Post pictures and bio, info on employee favorites and more. Highlight customers using products or testimonials Expand your website and brand awareness Hashtags can only be used in Pin descriptions. They cannot be used in board titles and board description. Stick to 2-3 per pin and only use keywords, do not try to create hashtag phrases. Hashtags Be wise about where you are linking. When posting products, link directly to the page the product lives and where a customer can get more details. If the product does not have a place on your website with at minimum a description, this content shouldn’t be on pinterest. If customers want to browse your website, they will. If you link them only to your homepage, they will exit your website immediately because they did not see what they were looking for. Links Take time to revisit your boards and pins. See what content can be reused or repurposed to fit a different interest or a different board. Refresh your old pins be either changing titles and descriptions to include updated keywords, more specific descriptions or updated hashtags. Usually, you can find that people will look for current or seasonal content “Fall fashion 2017”, “Gifts for Mom for Christmas”, etc. Create new boards each season or holiday and reuse, repurpose and create new content to fill it. Revisit, Reuse, Refresh Community Don’t set it and forget it. Comment and respond to people who reply to your pins. Comment on other people’s pins. Follow those who follow you. You don’t have to follow everyone, but if you know them or if they post content that is similar to your industry or what your customers are interested in, it could be wise to keep up with what they are pinning. Talk to your customers and ask what they use pinterest for and ask them to follow you. Consider Ads With a Pinterest Business account you have access to a lot of analytics and even an ads manager just like Facebook. If you are an ecommerce website, think about creating ads to promote your content to people in a certain geographic region or who have certain interest. They ads a little easier than Facebook, but very similar. However, it will promote your pins when people are actively searching for keywords and interests, not just to those who have expressed an interest in the past. If you are not an ecommerce website, you can use ads to promote resource content like blog posts, infographics, ebook downloads and more to get new leads into your sales funnel. Takeaways Like all social media platforms, they do take time and work. Go about this platform as a place for content instead of a place for advertisement. Don’t set it and forget it - plan time to revisit, reuse, and refresh your pins and boards Be personal - comment, reply, and follow those who engage with you. Use boards to show your company’s culture, employee faces, and customer’s great experiences. Don’t be afraid to do ads. With the right content, investing in it can take you a long way.
16 minutes | Sep 1, 2017
Episode 32 - Telling Your Brand Story
Telling Your Brand Story Hosted by Vince Ventura and Justin Shoup Goals: In this episode of the SnapRetail Podcast, we will look at how to position your brand, highlight your successes, get customers to “buy” a part of your story, and focus on telling the whole story (including the ending!) What makes a good story: It is Customer Centric It shows demonstrated results It is personal and authentic It is unique Questions to ask: What is unique about your business? What is interesting about your history? What problem is your company trying to solve? Why did you start your business? - More on this later How have you grown? What successes have you had so far? Think outside the box. Are there other interesting things about your business? Start with Why Book by Simon Sinek Why - Not many know why they do what they do How - Most know how they do it (helps to make you unique) What - Everyone knows what they do People don’t buy what you do, they buy why you do it. Belief is a powerful thing. By stating what you believe, you can align with people who believe what you do. They don’t buy because of what you believe or for you, they buy because of what they believe or for themselves. What you do is the proof of what you believe Tell the Ending Often the ending is forgotten The ending is the most exciting part Highlight your successes Make it customer focused This will help people feel a part of your business and create a community Show images of you and your customers having a great time Talk about how much fun everyone had Ex: After event Thank You Let people know that it was a success Talk about how much your customers saved Tease the next sale Ex: After Sale Update Talk about your successes this year Thank your customers for helping you do great things Ex: End of year Update Key Points: Customer Centric Authentic and Unique Know WHY you do what you do Finish the story and tell the ending
10 minutes | Aug 25, 2017
Episode 31 - The Art of the Welcome Email
The Art of the Welcome Email Hosted by Justin Shoup and Shelby Klick Today we will be talking about the Art of the Welcome Email. A customer signs up for your email list, what’s next? At this point, you are beginning to build a relationship with them. This relationship starts with a welcome email. In SnapRetail, you can set up any template to be your Welcome Autoresponder Email. If you’re not sure where to start head to the Email Template Library and check out the Autoresponders category and you’ll see a Welcome subcategory. The Welcome email can accomplish one or more of the following: Reward the new customer Introduce the owner, staff or other key individual to the business Give the most important information about your business or FAQ Set email marketing expectations Reward the new customer If you sell products or services online I highly recommend taking this approach. When someone signs up for your email list this is a sign that they’ve seen some value. At this point, they are excited to learn more about what you have to offer. To tip them over the edge send them a coupon in the Welcome email with a small discount or offer. Introduce the owner, staff or other key individual of the business If you do not want to give a discount or other perk consider an introduction to the owner, staff, or other key individual in the business. Remember, you are beginning to build a relationship, so this will give a personal touch. This will begin to build trust. If you are a brick & mortar store introducing the staff creates a warm, welcoming atmosphere, inviting them to come in and shop. Remember to focus on the BENEFITS of shopping with you. Give the most important information about your business or FAQ Are there certain questions new customers always ask you or is there information that a new customer would need upfront? Deliver that in the welcome email. This could be formatted as an FAQ in the email or linked to a specific page on your website with this information. Set email marketing expectations If you have a regular email cadence, let customers know about it. Here at SnapRetail, we send our Take5 newsletter to our customers every Monday morning, if you send your newsletter at regular day & time tell customers when in your welcome email. Also, let customers know what kind of content they can expect from your emails, try to create a sense of exclusivity. “You’ll be the first to know about new products, you’ll receive Email-Only offers, etc”. Sign up Process In SnapRetail, if a customer signs up on your Facebook page or Website they’ll first receive a verification email to confirm their subscription to your list, then they’ll receive the welcome email. If you add customers one-at-a-time or from a spreadsheet, you’ll see the choice to send them a welcome email or not (you can bypass the verification email here). If customers are signing up at the register, let them know about the content of the Welcome Email. “We’ll be sending you a coupon with 20% off your next purchase” or “We’ll be sending you an email with a link to book your next appointment”, etc.
12 minutes | Aug 18, 2017
Episode 30 - Labor Day Marketing Ideas
Labor Day Marketing Ideas Hosted by Shelby Klick and Justin Druga Like most large holidays, Labor Day has become synonymous with Sales, Deals, Events, and retail marketing efforts in general. While Labor Day doesn’t have the same themed pull as Black Friday, Christmas, or Valentine’s Day, it does have an emotional effect. People look forward to Labor Day to have a long weekend. It’s an unofficial marker to the end of Summer. It marks the time people are going back to school, kids are moving away to college, and we start preparing for the 4th quarter. Millions are hitting the roads and flying to their favorite getaway destinations for one last Hurrah of Summer and spending hundreds of dollars each through the extended weekend. Now’s the exact time to start your Labor Day promotions to tease what you’ll have available for the first week of September. Some of the best advice for this Holiday Weekend is don’t close up shop! Although you work hard and deserve a break, you’ll be missing out on one of the largest shopping weekends of the year. With everyone in transit, shopping, and preparing for the season change, you’ll definitely miss out on sales if your doors are closed. Plan to take your well deserved break on another day. Second best piece of advice - Make sure people know that you are open and what you will be offering. Send an email as early as 2 weeks before your sale to tell people what you will be offering, if you are having an event, or to give them a special discount or promotion. Send a second email a day or two before the sale starts to remind customers, especially if the sale is in store. If the sale is online, try sending the day of with plenty of links to get them on your website. 80% of email users read email on their mobile device so they will get your message and shop all in the same day. Don’t forget to use social media to tease the release of new fall products, get people excited by your “behind the scenes” preparation for the Sale, and more. Focus your sale: You want to make sure that your sale or event stands out from everyone else. Giving a few coupons may not be exciting if your store always has coupon or discounts. Try angling your sale around one of the many different things going on during this time of year. Back to school - “Preparing For College”, “Are Your Kids Ready?” or “Last Minute Finds” End of Summer - Enjoying the last days, get the most out of this weather, Football Season (High School, College, or Professional) Halloween around the corner Preparing your home for winter Shopping new fall and winter fashion trends Products/Services before Daylight Savings - Hardware, Garden Centers, Landscape No matter what your vertical, you’re sure to find a seasonal angle to focus your sale! Thinking about making this Holiday Weekend big by offering free services with purchase or putting a discount on products that are NEVER discounted. Make sure your customers know that this sale is extremely unique and make sure they know the value (both functional and monetary) they are getting at a discounted price. Use copy that creates a sense of urgency like “Don’t Miss This”, “Once It’s gone, it’s GONE”. Extend your reach with a Friends and Family offer. This offer can be done in a few ways. Offer discounts when customers shop in groups or when multiples of the same product are bought. Pre-stuff bags Discount flyers, share discounts on social media and email, or hand out referral coupons that people can give to friends and family to redeem. Create a Neighborhood Friends and Family coupon flier - Join forces by creating flyers with coupons from all your neighboring small businesses that can be handed out to anyone. You can definitely reach people who may not be aware of your business or services. Social Media As always - Don’t let your social media go stagnant because you’re busy! Think about doing a contest or big giveaway on social. Pre-create a social media campaign using SnapRetail. For In Store Sales promote: Sales, event, displays, new product, etc. For Online Sales Promote: Feature product, link directly to product, promote discount codes Remind people of your store hours and when you are open Wish everyone a fun and safe holiday weekend!
18 minutes | Aug 10, 2017
Episode 29 - Staying Top Of Mind
Staying Top Of Mind Hosted by Justin Shoup and Vince Ventura Today, we are talking about the importance of staying top of mind with your customers (and potential customers). This topic has been debated, researched, and wrote about for over one hundred years! There are varying opinions and theories on what the “effective frequency”  in marketing is. In other words, how many times someone has to be exposed to your brand before they are ready to buy. Although there may not be a definitive answer on the exact number of times someone needs exposed to a brand it can be said with certainty it is more than one. Why Marketing Frequently and Staying Top of Mind.  In 1885, Thomas Smith wrote something called “Successful Advertising”. His writings are still relevant today. He believed that it took twenty exposures before someone is ready to buy. I’m not going to read all 20, but here is a sampling of what he said. The first time people look at any given ad, they don't even see it. The second time, they don't notice it. The third time, they are aware that it is there. The fourth time, they have a fleeting sense that they've seen it somewhere before. The fifth time, they actually read the ad. The sixth time they thumb their nose at it. The seventh time, they start to get a little irritated with it. The eighth time, they start to think, "Here's that confounded ad again." The ninth time, they start to wonder if they're missing out on something. The tenth time, they ask their friends and neighbors if they've tried it. The eleventh time, they wonder how the company is paying for all these ads. The twelfth time, they start to think that it must be a good product. The thirteenth time, they start to feel the product has value. The fourteenth time, they start to remember wanting a product exactly like this for a long time. The fifteenth time, they start to yearn for it because they can't afford to buy it. The sixteenth time, they accept the fact that they will buy it sometime in the future. The seventeenth time, they make a note to buy the product. The eighteenth time, they curse their poverty for not allowing them to buy this terrific product. The nineteenth time, they count their money very carefully. The twentieth time prospects see the ad, they buy what is offering. Staying top of mind with your customers and potential customers builds trust. The more you are exposed to a brand and the more you learn about them the more likely you are to trust them and therefore buy from them. Yes, some people do extensive research before making a purchase, but from time to time everyone buys impulsively. Some trust must be gained even for an impulse buy. Why do big companies spend millions of dollars on TV ads and billboards? Are these commercials and billboards instantly going to translate into more sales? Highly unlikely, but it will make you remember that brand and like them. Then, the next time you are ready to buy that type of product that they sell you will be more likely to think of that brand. It goes back to the psychology involved in marketing that we have touched on in previous podcast episodes. Think about how many emails per week you get from your big box competitor. It’s a lot, right?! They probably email you just about every day. According, to a 2015 study from The DMA , a UK based marketing community, 25% of brands surveyed emailed their customers once per month, 36% one to two times per month, 17% 4-5 times per month, 8% 6-8 times per month, and 8% more than 8% (5% don’t know how many times). If you don’t send enough emails or post on social media enough customers may forget why they signed up for your emails or followed you on social media in the first place and may unsubscribe (or even worse report you as spam) or unfollow you on social media Staying consistent on social media plays well with the algorithms social media sites like Facebook have in place. How to market frequently and stay top of mind Now, that we know why you should stay top of mind with your customers let’s talk about how you can accomplish this. Email First, We recommend to email your customers at least twice per month. However, you can certainly email them more than that. How often are your competitors emailing? If you aren’t on their email list get on it. If all of your competitors are emailing 3 times a week and you are emailing 3 times per month you are at a serious disadvantage. Find a middle ground, we’re not saying you need to email as much as them, but you would definitely need to increase your frequency. Second, segment your list. Those that are opening and clicking - send emails to them more often. To those that are not, send to them less frequently. Third, monitor your unsubscribe and spam reports. 1-2% unsubscribe rate is normal. As you increase your frequency monitor it to make sure it stays the same. If not, decrease it. What about social media? Social This is going to depend on the social media network. Facebook and Instagram will be relatively the same. However, you’ll post far more on Twitter per day and far less on Pinterest. Like email marketing, there is no definitive answer. There are differing opinions and contrary studies out there. We recommend to start with a baseline and then experiment from there - just like email marketing. Start by posting 1-2 times per week on Facebook and 1-2 times per week on Instagram. Pinterest you can get away with updating your boards once per month. However, on Twitter, we recommend posting 3-5 times per day. Check out our 60/30/10 rule podcast on the mix of content that you should post. Most posts are going to be informational and educational. Monitor your engagement and your followers. If you are increasing engagement and followers you can continue to post more frequently. If you see these things going down try posting less frequently or switch up the content. Using SnapRetail to Accomplish This Prior to each month or at the beginning of the month head to the Calendar in your SnapRetail account. There you will find a social media post suggestion for just about every day and email suggestion for each week. Almost all of them can be tweaked for any type of business. Find the ones that work for your business and schedule them. If nothing else, check them out for inspiration. Then, head to the Email Template Library. Each week, we feature 8 different email templates that are relevant for the time (although there are over 700 templates in the system for you to choose from). Then, head to The Social Media library, each week we feature 6 social media post suggestions (although there are over 2000 posts in the library). Bottomline, you must market consistently and frequently to your customers and potential customers  https://en.wikipedia.org/wiki/Effective_frequency  https://dma.org.uk/article/2016-marketer-email-tracker https://tax.thomsonreuters.com/blog/business/marketing/using-reputation-to-build-top-of-mind-awareness/
13 minutes | Aug 3, 2017
Episode 28 - Partnership Basics
Partnership Basics Hosted by Vince Ventura and Shelby Klick Goals: To use partnerships and combined advertising initiatives to put your brand in front of audiences that you may not reach on your own. Why Partner Expand your audience Build community Add value to customer experience Identify potential partners Non-Competitors Make a list of near-by businesses Make a list of online only businesses that compliment your brand Find how you can add value to their business Exposing your customers to them How does your service of business compliment their service or business? Can you offer a package? Try Sponsoring a local charity, or having a benefit event. Reach out Not everyone will be interested Not everyone will be a fit Keep trying until it makes sense for both businesses Be transparent Don’t pretend to be something you aren’t just to make it work Don’t agree unless it feels right Get a memorandum of understanding, agreement, or contract Construct a Reciprocal Referral concept Email campaign Social sharing Try co-hosting an event Try joint advertising Email/post to your customers about the Reciprocal Referral Concept and have your partner do the same for you. Track clicks/opens/unsubscribes Analyze this data 1-2% unsubscribe rate 17% Open Rate 3-5% Click Rate Learn what partnerships are desired from looking at your data
15 minutes | Jul 27, 2017
Episode 27 - Email marketing best practices: Be a responsible email marketer
Email marketing best practices: Be a responsible email marketer Hosted by Justin Shoup and Vince Ventura As an email marketer (yes, you are an email marketer!), there are rules, standards of ethics, and LAWS, you must follow when you send commercial emails - emails to your customers, clients, prospects, leads, etc. First and foremost, make sure you are not spamming. The dictionary definition of Spamming is defined as sending unsolicited email to a large number of email addresses. However, there is much more to it. Let’s first start by talking about the laws that govern email marketing. United States Can-Spam Act: According to the FTC webpage this establishes requirements for commercial messages, gives recipients the right to have you stop emailing them, and spells out tough penalties for violations. If you are a business in the US or are emailing recipients in the U.S. you need to follow this. Violations can result in a $16,000 fine. You can’t be deceptive: Your From-Name, Email Address must be accurate and your subject line must accurately reflect the content of the email. Tell recipients where you are located: Must include your physical post address - street address or registered PO Box. Tell recipients how to opt-out (unsubscribe link) and honor unsubscribe requests promptly (within 10 days) Fortunately, sending email through SnapRetail takes care of these things for you! Canada’s Anti Spam Legislation (CASL): Must follow if you are a Canadian business OR you are emailing recipients in Canada. It is very similar to the US Can Spam Act with one major exception. It states that the law prohibits sending commercial messages without the recipient’s consent. Our terms of service also require that you follow this practice. Violations of the CASL can result in up to a $1 million fine. That’s the technical definition and the laws that govern email marketing, but there really is more to it. Spamming essentially comes down to sending people emails or a frequency of emails they don’t want to receive. So, what can you do? Set expectations up front. Be clear on what they are signing up to a receive. A weekly newsletter, daily offers, etc. Let customers know at the time of signup and the welcome autoresponder email. Don’t ever just obtain email addresses without it being clear to the owner of that email address that they will be receiving commercial emails from you. Segment your list, so that you send customers emails they want to receive and that are relevant to them. You can segment by age, sex, past purchase history, open frequency, etc. Use double opt-in. This is when a customer signs up for an email list and then receives an email after they sign up asking to confirm their sign up to the list and are not sent additional emails until they confirm. Canada’s Anti-Spam Legislation and the terms of service of most email marketing providers require that you maintain proof of consent. Double opt-in is the only true proof of consent. Keep in mind and don’t be alarmed though - at least 25% will never confirm. Never ever purchase a list. Not only will this be against CASL, SnapRetail (and most of email marketing services) terms of service, but in most cases you will be throwing your money away. These lists tend to be full of spam traps, honeypots, and other old email addresses. Monitor your unsubscribe rate. 1% to 2% is normal. If it is higher adjust your frequency and/or content.
16 minutes | Jul 20, 2017
Episode 26 - Back to School
Back to School Marketing Hosted by Justin Shoup and Vince Ventura Let’s start with some statistics: https://nrf.com/resources/consumer-data/back-school-headquarters According to the National Retail Federation (www.nrf.com) 2016 Back to School (including back to college) spending was expected to reach $75.8 Billion. In fact, back-to-school and back-to-college shopping is the second most significant shopping event behind winter holidays. Also, according to an NRF survey, about 50% of consumers plan to start back-to-school shopping three weeks to one month before school starts. For back-to-college 33.8% plan to shop three weeks to one month before and 26.1% at least 2 months before school starts. Offer free shipping: almost 90% of consumers says they will plan to take advantage of this offer. No matter what type of store you are, you can take advantage of this time of year: Who is your target audience? Are you going to target high school, junior high, elementary, college freshman or college upperclassmen? (Or the parents of those individuals) or even teachers. Gift & Home Decor: Decorate the dorm with candles, home accents, wine glasses. Traditional back to school: organizational items: desk organizers, pens, stationery, notebooks, planners, calendars, picture frames (possibly target teachers) Jewelry: Focus on your lower ticket items, accessories for back to school. Target high schoolers, college students, or even teachers. Look your best for your first day back. Clothing: Create a new look for your first day back. Be the only one in your school to have XZY or you could use the opposite strategy - everyone will have this - you need it, too. Quilting & Sewing: Use Back-to-school or back-to-the-dorm as a theme. More time on your hands now that the kids are back in school? Sign up for one of our classes. Other “hobby” type retailers could do this, too. Furniture: Focus on college students getting their own place for the first time or dorm essentials. Spa/Salon: New hair styles, hair color, nail polish, makeup, hair clips, etc. New school year, new look. Consignment: Consign last year’s clothing and buy something new for this year. Create Your Marketing Plan: Start marketing early: 1-2 months before school starts Create a Retail Shopping List. Create a list of items customers would need for back to school/back to college and send it out via email and social. For example, style guide for clothing store: tops, bottoms, shoes, accessories. Offer a discount for people that come in groups: parents that bring in multiple children, groups of friends, groups of teachers, etc. Send up to 1 email per week. Many templates in SnapRetail in the Events & Causes > Back to School category. Back-to-school can come up quick. Remind customers on social media how many days are left until back to school. Mention your local schools and universities Post product photos on social media. Remind potential customers of the benefit of the product. If you don’t have your customers segmented use Facebook ads. For examples you could target teachers: Under Detailed Targeting: Demographics > Work > Industries > Education and Library. Create a Back-to-school and/or back-to-the-dorm Pinterest board. Move that board up near the top of your profile Update an image in your image carousel on your website homepage to focus on back to school (or create an icon on your homepage) Create a back-to-school or back-to-the-dorm landing page on your site with featured products OR create back to school or back to the dorm category on your online store. Takeaways: Start by making a list of what products you have for back to school and/or back to the dorm Next, figure out who your target audience(s) are going to be. Start planning your emails and social media posts in advance.
16 minutes | Jul 14, 2017
Episode 25 - Sidewalk Sales
Sidewalk Sales Hosted by Shelby Klick and Vince Ventura Goals Sidewalk sale tactics to make your event a success! Preplan Consider your location. Are you in a good place for a sidewalk sale? Do you have a lot of foot traffic or maybe a parking lot to make it huge “must see” event? Check with your local zoning board to see if you are allowed to use the sidewalk in front of your building for such a sale, use banners, or a temporary tent. Permits Choose a date that is historically warm and sunny. We can’t always predict the weather so have a backup plan to have a rain date or move it indoors. How’s the weather? A great way to bring more customers to your sale is to partner up with neighboring businesses. If everyone is holding an outdoor sidewalk event on the same day and times, more people will take the time to shop knowing they will find more deals, plus this is a great way to get noticed by your neighbor’s customers. Partner with vendor reps as well. See if anyone is available for product demonstrations, answer product questions or if they have samples that they want to sale. Invite a nonprofit or community group like school booster club to supply food and refreshments for donations. This give you a bit of good-will while exposing your store to more people. Plus refreshments can go a lot way to make a happy shopper. If the sale will have a theme, pre plan all the details before you tackle your marketing to keep everything consistent! Partners The point of any sale is to move inventory and generate cash flow. To make this event a success, you need discounts that will make people excited and get them to your store. Clearance and everyday deals just moved to the sidewalk isn’t going to cut it! Make your hard work pay off by giving a sale that customers can’t resist with products they can’t resist. Even consider doing a store-wide event with sales starting outside and bringing them indoors. A cohesive collection or display can usually get away having less of a discount while a section of odds & ends may need a deeper cut to get attention. Mix in sought after brands or products with their own special discounts with clearance products that need moved out of the store. Want to move inventory - need enticing discounts People linger in a fun environment. Turn up the volume on some fun music, hang bright signs announcing the sidewalk sale, and share enthusiasm about the event, products, and your customers. Your employees play a big part in any sale. Make sure that they are well educated on each product, have full understanding on all the sale details, and are enthusiastic! Even in hot weather, they need to have a smile on their face and excited to be there. Make sure they know how to interact with customers and create a friendly and fun atmosphere. First, you want all the prices to be understood at first glance. Is the price on the tag already discounted? Do customer get a percentage off the price written? Do different color tags mean different things? Make sure you have original price and sale prices all clearly marked. Second, use signage to get people off the sidewalk and into your store! Choose one or two things that will drive people in the door. Did you just get a new collection in? Is a demonstration happening inside? Get them in the store and browsing your regularly priced items too. Make sure you use signage wisely! Look & feel of the event Sign up for email list Sidewalk sales are great exposure and a great way to get new people to become paying customers. Ask everyone for for their email address telling them what value you give with your emails! Stuff bags with “Back Coupons” to encourage shoppers to come back and get a % or $ amount off their next purchase. Back coupons While chatting with customers, tell them about future events, classes or anything else happening in store to encourage them to visit again. Talk about events, classes, etc. Bring Customers Back Like after any marketing campaign or event, it’s a good idea to sit down and evaluate. What products were people excited for? Which discounts grabbed customer’s attention? How did products do outside vs. inside? Are there unsold products that need to go back to the clearance section? How many new customers vs. old customers shopped that day? Evaluate Takeaways Pre-planning is the biggest part. Know what you’re selling, what you paid for products and how much you can discount while still making a profit. Educate your employees about the sales and products and make sure they keep customers happy and having fun. Throughout the event keep in the mind bringing customers back by giving them a good experience and talking about future events. Evaluate and see how you can improve similar events in the future.
16 minutes | Jul 6, 2017
Episode 24 - Event Marketing Basics
Event Marketing Basics Hosted by Vince Ventura and Shelby Klick Goals We will discuss how to plan a successful event. How to market that event. What to do during the event. And how to follow up with your customers so that your next events are successful as well. How to Plan Timetable 4-6 weeks ahead of time. Set a date and time Weekend afternoon Wednesday or Thursday Evening Avoid beginning of the week and Friday or Saturday evening Theme Holiday New Product Premiere New Product Line Anniversary Employee Birthday Cause or Awareness Fashion Show Product Demo Open House Sidewalk Sale Consider Potential Partners Cross Promote with another local business Join with a larger city wide event Vendor Rep (product demo) Designer Industry expert Charity Marketing the event Tease the event on social media Add event to the calendar on your website RSVP Create a Facebook event RSVP Create a unique hashtag www.tagboard.com Announce the event on social media, website, and email Pin to the top of Facebook and Twitter Update cover images on all social media networks Send an email to your customers 5. Print material Bag stuffers Postcards Can you mail them? Will your partners distribute them? Posters Posters in store In partner locations On community boards Newspaper Radio TV During the Event 1. Take photos and videos Facebook live Post photos and videos to social media Use your hashtag After the Event Save some images to post after Tag customers Create a Pinterest Board, Instagram Story, Facebook Story or Photo Album Thank your customers for attending Key points: Planning is key 4-6 weeks away Plan date and time Plan social campaigns Plan print campaigns Consider partnering Better exposure Help running the event Make sure to market your event on every channel available to you During the event take and post lots of images and video Save some for after the event Create stories Tag your customers Make sure to say thank you!
16 minutes | Jun 29, 2017
Episode 23 - Facebook Ads Part 2
Facebook Ads Part 2 Hosted by Justin Shoup and Vince Ventura What is the Facebook Pixel? A piece of code of code that you get from Facebook and put on your website that, according to Facebook, makes conversion tracking, optimization and remarketing easier than ever. According to Facebook it will allow you to see how successful your ad is by seeing what happened as a direct result of your ad, automatically bid for conversions after you set up your pixel, and remarket to everyone who visits your site or just to people who visit specific pages or take specific actions. What are the first steps? Head to Facebook Ads Manager and search for Pixel OR just go to www.facebook.com/ads/manager/pixel Click on Set Up Pixel (or might say Create Pixel) Install Pixel Base Code to “Head” of all pages of your website. If you have a SnapRetail website you’ll do this by clicking on Website > HTML Snippets > + sign to add a new one. Name it, enable it, select page location head and paste it in the HTML box. Putting it in this one place will automatically add it to all pages. Then, Install the Event codes. This will allow you to track events like when someone adds a product to their cart of initiates checkout. If you have a SnapRetail website click on Website > Tracking Events and toggle on “Add to Cart” and “Initiate Checkout”. No need to copy the event code. This takes care of it. If you do not have a SnapRetail website and want to track events that take place on your website like search, add to cart, initiate checkout, etc. you’ll want to add the event codes to any page you want to track these on (other event codes include search, add to wishlist, and add payment info.. How can I take advantage of this when creating ads? Custom audiences Website visitors to a particular page (Re-targeting ads) Have you ever been to a website looking at a particular product and then suddenly you are seeing ads for that exact product? This is how it is done! Lookalike audiences Let’s say that people coming to this particular page on your website are women from the U.S. & Canada ages 30-55 with particular interest. Facebook will find others with these same characteristics to target the add at. Conversions Get people to add to cart of initiate checkout on your website and track & measure conversions When “bidding” on the ad choose “optimize your bids for website conversions” and your ad will only show to people who are most likely to convert. How do I set this up in Facebook when creating an ad? Under Audience > Create New > Custom Audience > Website Traffic Your Pixel should show here You can then target “All website visitors” OR click the dropdown and target “People who visited specific web pages”, “visitors by time spent” or “From your events” like “Add to Cart” You could even target visitors who have been to your site, but HAVE NOT visited a particular page Lookalike Audience: Create your Audience with the steps we just mentioned FIRST Then, Create New > Lookalike Audience > Under “Source” choose Audience that you created. When creating an ad select “Conversions” as Objective Set up Conversions Track Conversions with Standard Events Pick your Conversion Event. Add to Cart or Initiate Checkout if you have SnapRetail website. With other websites Search or Add to Wishlist could be options as well. From there you can select a Custom Audience.
Terms of Service
Do Not Sell My Personal Information
© Stitcher 2022