Blog – Page 36

Promote Seasonal Services to End the Year Strong

Last Updated: February 15, 2024

It’s that time of year again! It may feel too early to start compiling your Christmas wishlist or planning a holiday party, but it’s never too early to start promoting your seasonal services. In fact, doing so will ensure you close out 2017 with a bang.
Right now, most local business owners are starting to think about what they can do to capitalize on the holiday season. If you’re smart and you want to make sure you’re booked through the end of the year, you’ll start promoting now. Whether it’s a limited-time coupon, holiday special, or seasonal service, Prospect Genius can help.
Our online marketing specialists are here to put your wintertime specials in front of the right people and get your phone to ring. Keep scrolling to see how our services can help you close out the year strong!

Promote These Seasonal Services

Local businesses in a wide range of industries can take advantage of the winter season. Whether you’re a handyman, electrician, or landscaper, there’s bound to be a seasonal special you can offer to your customers. For example:

Leaf removal
Stringing up Christmas lights and outdoor decorations
Snow plowing and/or snow removal
Firewood delivery
Christmas tree pickup
Year-end accounting
Aftermarket car accessories
Massage therapy
New appliance installation
Home theater installation
And many more!

Of course, there are countless other seasonal services we haven’t mentioned. If it makes for a popular gift idea or a helpful service during the winter months, it’s an offer worth promoting right now.

Use the Resources Available From Prospect Genius

If you’re a Prospect Genius client, you have access to numerous packages optimized for both short- and long-term results.
Since we’re talking about holiday promotions right now, you’ll want to focus on just the next couple of months ahead. So, let’s dive into a few options that will help you achieve the short-term performance you’re looking for.
Boost

This is a 1-month, paid advertising package that uses Facebook ads to drive results. Its short duration means minimal commitment or investment. Therefore, it’s ideal for quick campaigns and anyone who wants to try Facebook ads for the first time.

Read: “How to Run a Holiday Facebook Ad That Drives Results”

Pay-Per-Click

This package uses Google AdWords and places your ads in the sponsored section of Google’s search results pages. We manage every aspect of your campaign, from ad rotation to keyword testing to bidding. You set your budget, and our experts work their magic to keep your costs as low as possible.

Facebook Advertising

In this package, we put you in front of a targeted audience on Facebook. You can use this package to promote general awareness of your business, increase visitors to your website, or amplify a specific Facebook post. Our marketing specialists will work with you to tailor this package so it fits into your overall web presence and short-term goals.

Check out this case study to see how effective Facebook ads can be for our clients!

Take Advantage of the Holidays

This time of year, many people have Christmas gifts to buy and inclement weather to endure. Smart business owners will use this season to their advantage and keep themselves busy until the ball drops on New Year’s Eve. If you, too, want to end the year with a bang, start promoting your winter specials now!
As always, Prospect Genius is here with the expertly designed packages you need, no matter what your goals are. Let us help!

How to Run a Holiday Facebook Ad That Drives Results

Last Updated: November 21, 2019

So, you want to run a holiday Facebook ad this year.

Holiday and winter-themed promotions are different from ads you’d normally run on Facebook, given their specific and temporary nature. You want people to make an immediate purchase or hire you for a particular, seasonal service. Therefore, you’ll have to create your holiday Facebook ad with these goals in mind.

But have no fear! Follow our recommendations below to run a holiday Facebook ad that’s effective and successful.

Choose an Audience for Your Holiday Facebook Ad

First, identify the people you want to target with your holiday Facebook ad. To run successful ads, you need to target the kinds of people who will actually want to click on them. This is your “audience,” and you’ll decide what your typical audience member looks like:

How old are they?
What’s their gender?
Where do they live?
What’s their education level and occupation?
What are their spending habits? (Yes, Facebook has access to this third-party data…)
Are they homeowners? (Again, Facebook knows this through outside channels.)
And more!

Note: If this is your first time running a Facebook ad, you may want to target your audience more broadly.

For instance, you might just say you want people age 18-65 in your home state to see your ad. Why? Since you haven’t run ads before, you probably don’t have much data regarding your target audience’s specific demographics and behaviors. Therefore, you don’t really want to narrow it down too much unless you’re super-confident in the profile you’ve created for your audience.

Set a Goal for Your Ad

What do you want to get out of your holiday Facebook ad? Do you want people to…

Visit a specific page on your website?
Buy your product?
Contact you?
Like your Facebook page?

Because you’re promoting a specific service for a short amount of time, your goal is probably for people to make a purchasing decision of some kind. If that’s the case, then you’ll want to set up your holiday Facebook ad with a “conversion” objective.

AgoraPulse advises, “Use the Conversion objective when your goal is to get people to convert for a specific action, whether that be opt-in, register or purchase.”

However, Facebook says you should only aim for conversions if you’re confident you can get a minimum of 50 conversions per week. In other words, only use this objective if you’re certain you can get at least 50 people to make a purchase, sign up for your program, or hire you in some way. Why? Because Facebook needs data about the people who convert so it can better optimize your ad and show it to even more people who are likely to convert.

If this sounds confusing, you’re not wrong. But just take Facebook’s word for it that your ad will be more successful if you can ensure a minimum of 50 conversions per week.

So, what if you’re not confident your holiday Facebook ad will get that many conversions in a week? You’ll want to use a “consideration” objective, instead. With this goal, your ad will increase things like website traffic, Facebook engagement, and lead generation, rather than purchasing decisions. These are still highly valuable actions!

Get all these tips simplified on a single page in our step-by-step guide!

Set a Budget for Your Ad

One of the reasons we love Facebook ads so much is that they use a super-simple billing system. In this regard, Facebook is much easier to use than Google AdWords.

Facebook simply charges you per day for each of your campaigns. So, all you have to do is decide how much you want to spend in total, and then divide that by the number of days your campaign will run.

During your ad campaign setup, Facebook will ask you how much you’d like to spend each day. This is where you input the daily spend you’ve calculated. Easy-peasy.

Create the Appearance of Your Ad

This is where practice makes perfect. You’ll probably end up experimenting with multiple versions of your holiday Facebook ad until you’re satisfied with how it looks.

However, the most important aspect of your ad is the image you use. Often, the success of an ad comes down to its visual component rather than its headline or messaging. People are visual creatures, after all.

Building on this fact, Facebook’s carousel ads take visual formatting to the next level by allowing you to display several different images and/or videos at once:

“The carousel format allows you to showcase up to 10 images or videos within a single ad, each with its own link. With more creative space within an ad, you can highlight different products, showcase specific details about one product, service or promotion, or tell a story about your brand that develops across each carousel card.”

In our own experience testing out different Facebook ad formats, we’ve had substantial success with carousel ads. We highly recommend at least trying out this format and seeing how it performs for you.

With all that being said, here are some general tips to keep in mind when developing the ad itself:

Use a high-quality image with bright colors and a high contrast. This will make your ad leap off the screen.
Make sure your image has a visually interesting subject to grab people’s attention. In most cases, it should represent the particular product or service you’re promoting.
Use strong call-to-action language (e.g. “call now,” “click here,” “contact us today,” etc.).
Make your ad’s headline count. Put the most important message right there in the headline so your audience can’t miss it.
Your ad must link to a dedicated page on your website about the product or service you’re promoting.

You can find even more tips in our post, “How to Start Promoting Holiday Services in October (and Why You Should).” Go check it out!

Note: As the folks at RWL Design point out, there’s a significant increase in the number of people using Facebook on their smartphones during the holidays.

Whether it’s because they’re out shopping for gifts or attending holiday parties, they’re scrolling through their news feeds on their phones more often than on desktops. Therefore, you’ll want to be sure your Facebook ad looks great on mobile devices.

This means shorter text, concise call-to-actions, and light-colored images. Moreover, make sure the webpage your ad links to is mobile optimized, as well.

Get the Most Out of Your Holiday Facebook Ad

Phew! Did you catch all that?!

When you’re setting up your holiday Facebook ad, use this post as your guide. These tips apply to virtually any type of local business or service provider. If you follow our above suggestions and advice, you’ll have a stunning ad that targets the right audience and gets you the results you need—all without breaking the bank.

Good luck!

Is Your Mobile Site Ready to Carry the Team for You?

Last Updated: October 26, 2017

At an industry event this week in New York City, Google’s Gary Illyes spoke about one of the search giant’s latest endeavors: mobile-first indexing. Illyes said this project has begun to roll out, with an undisclosed number of websites already affected. The timeline for a complete roll-out also remains undisclosed.
All of this “undisclosed” information makes the development sound more ominous than it is. We apologize for that. Information is scarce at this early stage, but don’t panic. Mobile-first indexing isn’t scary as long as you have a mobile-optimized website.
You see, the mobile-first index is just a different way for Google to create and rank its search listings. While Google has historically created this index based on desktop versions of websites, it will now be doing so based on mobile versions.
When Google first announced the mobile-first index project nearly a year ago, in November 2016, Barry Schwartz of Search Engine Land explained it like this:

As more and more searches happen on mobile, Google wants its index and results to represent the majority of their users — who are mobile searchers.
Google has started to use the mobile version of the web as their primary search engine index. A search engine index is a collection of pages/documents that the search engine has discovered, primarily through crawling the web through links. Google has crawled the web from a desktop browser point of view, and now Google is changing that to crawl the web from a mobile browser view.

The key here is mobile-optimized websites, not just mobile websites. In other words, any old mobile version of your website won’t do. Your mobile site must be an identical match with your desktop site. All content and links should be the same on each version. If your mobile site has less content or fewer pages, it won’t rank the same. Therefore, websites with a responsive design (meaning they adapt to any screen size without losing readability or usability) will be the most successful with this new index.
Long story short: A mobile-optimized website just became your star player. You can’t win without it.
Again, Google (in typical fashion) isn’t giving us very much information about the development beyond what we’ve shared here. However, according to Illyes, Google does plan on making an official announcement, including a thorough explanation and roll-out timeline, on its blog some time in the near future. Stay tuned, we guess?
In the meantime, go ahead and check out what we know so far over on Search Engine Land!

Why You Must Market to Millennials (and How to Do It)

Last Updated: October 19, 2017

Another day, another article about millennials, right? We get it. You’re sick of hearing about them. However, we ask you to bear with us this time—because this is directly related to your small business’s marketing efforts.
Millennials are the largest living generation today. According to the 2015 U.S. Census, our country has more than 83 million millennials right now, compared to 75.4 million baby boomers. That’s a lot of purchasing power! And thanks to rapid changes in technology, we’re seeing a sharp difference in the way they prefer doing business.
This means you’re going to have to adapt to millennial preferences soon, if you haven’t already. They’re becoming the next generation of homeowners, and therefore your target customers for things like electrical work, plumbing, home remodeling, appliance repair, and the like. So, if you’re a local service provider specializing in any of these services, you have no choice but to get on board with how millennials operate. That’s just reality.
Obviously, this begs the question: How, exactly, do millennials operate? And what will you need to change in order to accommodate them?
Keep reading to find out!

How Millennials Approach Local Businesses

A recent Goldman Sachs report calls millennials “the first digital natives.” That’s a fitting description, to say the least. Millennials spend a lot of their time online. Like, a lot. Here’s what you need to know about their digital habits and how they deal with businesses online:

They browse the web on their smartphones and tablets daily. Consumer Barometer (a Google partner) reports that 75% of millennials go online via smartphone at least as much as via computer. Moreover, roughly 33% access the internet on smartphones more often than on computers.
They Google *everything*: 55% of millennials use search engines to research products they’re interested in buying. More than 40% do this research on a smartphone. They demand and expect information on the spot.
Once they’ve heard about a local business, they typically look for its Facebook page to check out reviews, posts, photos, and more details.
They rely on customer reviews and recommendations more than other generations. They use social networks to get advice twice as often as Gen-Xers and baby boomers.
They don’t like making phone calls. In many cases, they’ll go out of their way not to talk to someone on the phone, even if that means working with a different company.
Their preferred methods of communication are text, email, and IM/chat. According to Forbes, 68% of millennials say they text “a lot” throughout the day. Compare this to just 47% of Gen-Xers.

The gist? Millennials love using their phones for everything except talking. Go figure.

How You Can Appeal to Millennials

Taking all of the above into account, you get a strong sense of what appeals to millennials. So, in your own marketing efforts for your local business, apply these three rules:
1.) Look good on their smartphones.
The majority of millennials are glued to their smartphones. They search Google, watch videos, go on social media, and text. If you want to appeal to millennials, your business has to be easily discoverable and accessible on their smartphones. This means having a strong Google Maps listing and an attractive, mobile-optimized website.
2.) Meet them on social media.
Social media is where millennials are spending their time. It’s how they connect and interact with the world. They rely on social media for recommendations, advice, and general information. If you don’t have an active page that millennials can check out, you’ll miss out on tons of business.
3.) Think beyond phone calls.
This one is huge in terms of closing jobs. Even if you have an attractive mobile site and engaging Facebook page, you could lose a millennial’s business simply by not having an email form or messaging option. You must provide a way to contact you that doesn’t require a phone call.
And if you DO have an email form set up, make sure it actually works! We can’t tell you how many businesses have an email address on their website and just never check their inbox. It’s as if all their prospective jobs jump straight into a black hole. Along those same lines, if you do have a Facebook page with Messenger enabled, make sure you’re receiving notifications so you don’t miss any messages.
Pro tip: Always respond in kind. In other words, if someone messages or texts you, use that same mode of communication when you reply. Do not return a text with a phone call, unless the customer specifies otherwise.

Resistance Is Futile

There’s nothing easy about upending the way you’ve done things for years. However, if you want your local business to continue to grow, rather than shrink, you must adapt to the youngest generation with the strongest purchasing power. That means you have to make it easier for millennials to find your business, learn about your services and reviews, and contact you—all from the smartphone in the palm of their hand.
By following our recommendations in this post, you’ll be well equipped to meet the expectations of millennials and turn them into your newest customers. Good luck!

How to Start Promoting Holiday Services in October (and Why You Should)

Last Updated: October 12, 2017

Do you have a plan yet for capitalizing on the holiday season? We know, we know: “It’s only October!” But we all know the holidays have a way of sneaking up on us before we’re ready. This year, why not plan ahead?
That’s why we put together this quick guide to help you jump-start your winter advertising early. By following our suggestions in this blog post, you’ll promote your seasonal services and set yourself up for a busy, fruitful winter. (Better stock up on coffee now!)

Why Market Seasonal Services Early?

Before we get into the how-to, let’s explain why it’s a smart move to start marketing your winter seasonal services in October.
First, if you start your advertising a few weeks early, you’ll give your ads a chance to gain traction. They’ll put the bug in people’s ears for holiday gift ideas, winter specials, and other seasonal services they might be interested in. As one business owner says, “It can really help to beat the noise by starting a seasonal campaign before everyone else.”
Most people don’t consider it wintertime until at least mid-November (even though the winter solstice isn’t until December 21). So, if you start running ads now, you can get an edge on your local competitors. You’ll get your message across before everyone’s Google and Facebook pages are flooded with winter-themed ads.
Of course, it’s not only about beating your competitors to the jump. By starting your marketing early, you’ll also reach those eager holiday shoppers looking for gift ideas. As Adam Heitzman writes for Inc.com:

“Starting in September, the internet comes alive with holiday fanatics who are already counting down the days to December. On top of that, a huge number of adults start their holiday shopping as early as October to space out their purchases. If your business peaks during these holiday months, start promoting deals, products, services, and ideas to reach those early shoppers.”

So, if you’re going to start advertising early, make sure you’re choosing products and services that are seasonal or time-sensitive. This will build a sense of urgency, which makes ads more effective.

What Kinds of Seasonal Services Are Good for Ads?

When we talk about seasonal services for the winter, we’re referring to any service that has significantly higher demand in the winter months. These could be popular Christmas gift ideas or just services relevant to the fall and wintertime. For example:

Year-end accounting (seasonal service)
Remote car starter (gift idea)
Massage therapy (gift idea)
Snow removal (seasonal service)
Leaf removal (seasonal service)
Firewood delivery (seasonal service)
Electrical/handyman work for stringing up lights and decorations (holiday-specific service)
Christmas tree pickup (holiday-specific service)
New appliance installation (gift idea)
New car stereo (gift idea)
Home theater installation (gift idea)

…Just to name a few!

How to Run Sponsored Ads for Seasonal Services and Gifts

Whether you decide to advertise with Google AdWords or Facebook Ads, that’s up to you. As we explained in a previous post, both platforms are well suited to special, limited-time promos. Your decision will come down to your budget and what, exactly, you’re promoting:

On AdWords, your special must be for a product or service people are already searching for. On Facebook, the special has to be intriguing enough that it steals people’s attention away from their news feeds.

Also, keep in mind that AdWords is generally more expensive than Facebook. Meanwhile, Facebook will be easy on your budget and still allow you to reach quite a large audience. Plus, Facebook’s ads are highly versatile and customizable. Just remember that AdWords is more often credited for directly driving up revenues for businesses. So, while AdWords is expensive, it may turn out to be worth the investment for you.
You can discover more about their differences here: “How to Choose Between Facebook Ads and Google AdWords.”
Once you’ve chosen which ad platform to use for your seasonal services, it’s time to think about what you want your ads to say.
Ad Creation Tips:

Keep your message clear and straightforward.
Make your ad’s headline count. Put the most important message right there in the headline so your audience can’t miss it.
Use strong call-to-action language (e.g. “call now,” “click here,” “contact us today,” etc.)
Don’t give too much information away. Instead, give your audience an intriguing preview so their curiosity builds.
Create a sense of urgency by using phrases like “don’t miss out” and “last chance.” If it’s a limited-time coupon, include the end date.
Use a high-quality image with bright colors and a high contrast. This will make your ad leap off the screen.
Speaking of images, make sure your image has a visually interesting subject to grab people’s attention. In most cases, it should represent the particular product or service you’re promoting.
Include your company slogan to increase brand awareness. Use other brand assets, like a signature font and logo, while you’re at it.
Consider adding a giveaway with your promo to generate more interest and excitement.
If you have the capability, create a video ad. Adobe reports that consumers who watch a video ad are 1.81 times (almost twice) more likely to make a purchase.
Show off your sense of humor! Don’t force it, but if you can make a good joke in your ad, your audience will respond more strongly.

Two MUSTS:
1.) Whatever product or service you’re promoting must have a dedicated webpage your ad can link to. It can be a landing page specifically designed for this promo, or it can be a relevant page on your existing website. Just make sure the page contains all relevant details and displays your contact info prominently. A call to action would help, too!
2.) Give yourself some time for your ad to be processed and approved. To be safe, create your ad at least 24 hours in advance of when you need it to display.
Feeling stuck? Need some inspiration? Check out this awesome list from AdEspresso: “55 Facebook Ads That Get the Holiday Advertising Right.”

Prepare to Be Busy!

If you use these suggestions to promote your wintertime specials and seasonal services, and you start advertising NOW, then you’ll be in great shape by the time the holidays roll around. In fact, this scene might start to look a little too familiar:

Good luck!

Prospect Genius

Is Your Mobile Site Ready to Carry the Team for You?

How to Start Promoting Holiday Services in October (and Why You Should)

Why Market Seasonal Services Early?

What Kinds of Seasonal Services Are Good for Ads?

How to Run Sponsored Ads for Seasonal Services and Gifts

Prepare to Be Busy!

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