What makes Facebook a great platform for Direct Response?

In today’s world, social media is a part of almost everyone’s day to day life. Facebook paved the way, starting out as a way to connect with schoolmates, however, its purpose has now moved beyond that. Users now use the platform for working purposes, consuming news, debating current affairs, shopping, organizing events, and even for gathering recommendations on businesses or products.

 

Facebook alone has two billion users a month, making it the most popular social media platform out there. Pew Research Center found in 2016, eight-in-ten online Americans (79%) use Facebook. Not only does Facebook capture the largest audience, but it also has the widest range of targeting capabilities. Part of this is attributed to information gathered on users based on their profiles and interactions, and the other part of this is Facebook’s partnerships with third party data sources.

 
All of the above makes Facebook a great platform to advertise on it. But what makes it a great companion for Direct Response?

There are three main reasons:
1. Direct Response Ads
2. Affordability
3. Tracking and optimization
First, Facebook has ads specifically designed for Direct response, such as:
– Dynamic ads, which pull images and details from your shopping site to advertise various products
– lead ads, which direct users to a fillable form
– Link ads, which direct users to a desired URL
Additionally, Facebook provides the option to add a Call to Action (CTA) button, such as “Shop Now”, “Apply Now”, “Sign Up Now”, “Learn More”, etc. These buttons can be linked to the advertiser’s website or a Lead Form, which directs consumers to a desired destination with one simple click. There are no extra steps of writing down a phone number or website URL. Another useful feature is Facebook’s ability to optimize for link clicks or conversions – this means Facebook will try to show your ad to only the people it thinks will click your link or will convert on your website.

 
The next reason Facebook is ideal for Direct Response is its affordability. Facebook is the most affordable social platform to advertise on. Being that it is the most affordable, it makes it a great platform to test on if you’re new to advertising on social media.

 
Lastly, performance can be tracked in real time and changes can be made in a matter of seconds. Facebook has a number of metrics it tracks within the platform such as: reach, impressions, frequency, link clicks, click through rate, etc. Facebook also has additional tracking options for visibility beyond the social platform with the Facebook Pixel. By using the Facebook Pixel, you can keep track of consumer behavior beyond the social platform, and these actions can be fed back to Facebook to enhance targeting and conversion optimization.

Sources:
https://www.facebook.com/business/help/1660067357640329/?helpref=hc_fnav
https://www.facebook.com/business/products/ads
http://www.pewinternet.org/2016/11/11/social-media-update-2016/

Hail Direct Response!

What was once an afterthought needs to become an integral part of a Brands advertising strategy. The belief that if people knew that your brands existed, they would see it on a shelf and buy it is unrealistic. The retail experience is going extinct. In an interview with Business Insider Warren Buffet discusses how the face of retail is changing. “The department store is online now,” the billionaire investor said Saturday at Berkshire Hathaway’s annual meeting in Omaha, Nebraska, as Business Insider’s Bob Bryan reported. “I have no illusion that 10 years from now will look the same as today, and there will be a few things along the way that surprise us,” he said. “The world has evolved, and it’s going to keep evolving, but the speed is increasing.”

 
With retail dying, and more people going online to do their shopping, Brands need to be more creative in finding ways to get their potential customers to click that call to action to push the buyer down the funnel to buy. Extend the brand from just awareness to action.

 
We at Modus believe that the services we offer such as TVSync, tieing digital/ Social DR campaigns to TV Brand ads, are the way to combat the degradation in retail. Accenture did a study in 2015 that found that 87% of people they surveyed used a secondary device (smartphone/ tablet/pc) while watching TV. What’s better than promoting your brand on TV and hitting your target on their smartphone or Tablet?

CRM and DRTV

The Modus Direct media team were recently discussing making optimizations & testing for a campaign and a bunch of questions flew around the room, some could be answered and some couldn’t. It was then that we decided the next blog post should be written on good CRM.

Clients need a good CRM to fully understand the funnel that their customers follow when converting, but CRM are just as important for agency partners making media decisions on their clients’ behalf.

The beauty of DR campaigns is the trackability, but only if it is done properly. This is where CRM programs come into play. These tools can track not only the customer that respond to the desired call to action, i.e. calling a tracked phone number or visiting a specific URL, but will also help track and define those “halo” customers. These are customers that will call a local number instead of the toll-free number displayed on the TV commercial or searching the business on Google instead of visiting the unique URL on the ad. Customers are influenced by the campaign, but did not go through the designated call to action the campaign was promoting. These instances are the halo effect of the campaign and can be challenging to account for in traditional media. The proper tracking helps validate media vehicles or network selection.

A good CRM tool will also provide insights on which network, daypart, creative, etc., is delivering the most calls verses conversions. This allows your agency to make informed decisions on where the most qualified audiences are for your brand.
Another way to get the most from your CRM tool is to export data and create lookalike modeling on customers that have converted. These data sets can be used across many platforms including traditional media.
The proper tool can increase ROI by eliminating waste in your media schedule, assist with tracking, engaging and converting customers in a more efficient manner. Here at Modus we form true partnerships with our clients and assist in evaluating the current CRM program will allow you to achieve your advertising goals.

DRTV Must Haves

For a successful launch of a DRTV (or any advertising campaign), there are 3 crucial ingredients: Creative, Media and Back-end Operations. Some people in the industry may say one of these is more important than others, however, if all three of these are not properly done, you will be left with a recipe for failure.

CREATIVE
It is very important for your creative to do a few simple things:
1. Address the problem
2. Show how your product or service solves the problem
3. Have a strong call to action to make the consumer react immediately by calling a phone number or going to a website.
You must speak to the customer that may be in the market for your product, and then ask them for the sale with a strong call to action.

MEDIA
An expertly thought out media plan is equally critical for a successful DRTV campaign. The media plan for your DRTV campaign should be developed using every tool available to your media agency: ratings, rates, research, competition, as well as DRTV experience. While running a commercial for a home improvement product on HGTV sounds like a no-brainer, the cost for spots on the station may be too high for it to be profitable. Also, some stations or programs have a very high engagement levels like live sports, so customers may be less likely to respond out of fear of missing out what happens when the commercial break is over. It is important to not only identify what your potential customer is watching, but hit that at the right time when they are ready to buy.

BACK-END OPERATIONS
Having the back-end operations set up correctly can easily be an overlooked aspect of a DRTV campaign, but is just as important as creative and media. If you have a rock-star creative and media in the perfect places at the right prices, but have no way to order the product, then ultimately your campaign will fail. Seamless setup of a call center, landing pages and fulfillment are all needed to make sure that when customers do respond, they can quickly and easily buy your product and/or sign up for your service.

The experts at Modus Direct can help you with all three aspects of a successful DRTV campaign. We can help write and shoot your next creative, buy your media efficiently, and help with all aspects of back-end operations to make sure that your campaign is set up for success before it launches. Contact us today to learn more!

All Rights Reserved. Privacy Policy | Terms & Conditions