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Facebook Vs Google Ads

Check out this video from our founder, Natalie Allport, on Facebook vs google ads.

So first, Google search ads are those first searches that come up and that have a little ad written beside them, meaning they didn’t naturally come up first in the rankings when you searched in whatever you were looking for, they are actually being put there because someone paid to come up whenever someone like you searches something like what you did.

On Facebook, an ad doesn’t come up because you deliberately searched something on the platform, as Facebook is not a search platform. Facebook ads pop up organically because they think that this ad may be something you are interested in. Facebook ads include Instagram, messenger, and also on apps that Facebook partners with to run ads on, such as Candy crush or gas buddy for example.

Overall, Google ads tend to be more expensive because you are directly bidding against a competitor to come up first for a certain keyword. Terms like chiropractor and lawyer are extremely expensive, and it isn’t unusually to see double digit costs per click, which you would very rarely see on Facebook. Google ads have been around a lot longer, and are very popular in the service industry which is why they are some expensive. As well as because you are bidding on a specific keyword and there are only so many keywords people are typically searching for at a reasonable volume. Keep in mind Google ads can still be worth it, especially if you are a lawyer who can spend hundreds of dollars to acquire a customer and make that back within one hour of working with them.

Facebook ads on the other hand tend to be less expensive, as there are still many businesses who unfortunately (for them, but good for you!) have not adapted to social media, which leaves opportunity for those who can take action. The cost has gradually increased as more and more people use the platform, but it is still a bargain for driving traffic and clicks compared to Google.

One major difference between facebook vs google ads, is that the potential customer is in buying mode already when they are using Google search. The conversion rate usually is higher because those who do click, already know the problem they have and are seeking a solution. However, since they already are in buying mode, you don’t have as much ability to leverage your brand, or nurture the customer. They often are price shopping or looking for a few things like location or ease of use of your website to decide between you or the competitors ad they saw.

On facebook however, you can target and reach people who may not know they have a problem yet. This allows you to show them the problem, then show them your solution, and nurture them throughout the process, so that when they are ready to buy you are the only option in their mind. With these ads you can get direct response from impulse buyers, as well as build a huge amount of brand awareness for far cheaper than google which is worth something as well. Often people may comment or share your ad which helps as well which people can’t really do with a google ad.

In sum, it really depends on the type of business you have and where your customers are. Facebook is fairly inexpensive to test, and at 93 Agency we definitely favour facebook ads when it comes to our clients and customers, but we certainly don’t rule out using both. One cool thing is you can use google search ads and then retarget website visitors with Facebook, so you can harness the power of both if you so choose to. If your budget is large enough to test both platforms, then that is also a good way to see which drives cheaper conversions and customers for you.

Of course there is so much deeper I could go into Facebook and google ads, such as the different formats of the ads and the setup processes, Google adwords, and ad scaling… so if you ever have any Facebook or google ad questions, feel free to apply for a free strategy call, or contact us via email!

Interested in more content like this? Check Natalie on Youtube

Prevent Entrepreneurial Burnout Before It’s Too Late

As an entrepreneur, you know what it means to hustle and work hard. Likely, your progress is not being held back due to effort, however hard work MAY have something to do with it.

How? Well, smart work is just as important as hard work. You need to man age your time and energy wisely, so you can show up as your best version of yourself to do your high leverage tasks and work that actually grow your business.

We all have big ambitions and strong work ethics to boot, however, we often let this push us past our limits without noticing until it’s too late. Burnout is something that affects us all, and is not something to glamorize as a “right of passage” for business owners.

Yes, sometimes we just need to put our head down and work, however, there are healthy habits you can incorporate into your daily routine to help you prevent burnout before it’s too late. Things like taking breaks, going out for walks, getting 8-9 hours of sleep (a major key for longevity, energy, and focus), and prioritizing self-care.

Likely, your business is so successful because of who you are. So if you’re not taking care of you, you’re working from empty, and your health, wellness, and life is going downhill, your business will quickly follow suit.

Check out this video from our founder, Natalie Allport, on how to prevent burnout and build balance into your life, so that your business can THRIVE!

Interested in more content like this? Check Natalie on Youtube, or her website.

The Ultimate Guide to Micro-Influencer Marketing in 2019

Learn the ins and outs of micro-influencer marketing from an influencer and marketer.

Content Isn’t Everything

You’ve likely heard that content is king, and while that isn’t necessarily UNTRUE, it isn’t EVERYTHING.

Content is only a piece in the puzzle. You can create all the high quality, well-edited pieces of content you want, but if it isn’t being implemented strategically, doesn’t take you closer towards a specific business objective, or is just content for the sake of content then it’s really not “king” is it?

I see a lot of gyms posting daily workout videos, which is great, but ask yourself this – is this getting me closer to having more high quality paying members? Or, is this content just being consumed by my current members and isn’t actually helping me reach out to new leads? Do potential members really care what your workout of the day is? They may not even know what those movements are or mean yet… They likely care more about the quality of your coaches, the services you offer, and where you’re located.

Having workout videos and gym content is great, but make sure this is not your WHOLE strategy. I often categorize posts into three different buckets: Promotional, Inspirational, and Informational. Within these categories are targets. Ie. Promotional post about student deals. Informational post about training during pregnancy. Inspirational post about a middle-aged father with diabetes who changed his life in your gym…

If content is king, then STRATEGY is certainly the queen. You need a strong relationship between both to drive marketing success.

Sustainable Marketing – A Case Study

Sustainable marketing starts with sustainable business.

 

‘Sustainable’ can be defined as the following, Able to be maintained at a certain rate or level.

Sustainability is often used in reference to environmental and social consciousness, however, in this context, it will be referred to the internal environment of your business. Here are my definitions:

Sustainable business: I define a sustainable business as one that is sound financially, has a long-term plan, and is growing at a rate that can be maintained. This business has low turnover in staff and clients (or members).

Sustainable marketing: I define sustainable marketing as something that grows with your business and isn’t a quick fix, program, or short-term campaign.

So, how do we start to build a sustainable marketing program? Sustainable marketing starts with building a sustainable business. Let’s start there using the context of a gym, specifically a Crossfit affiliate.

So, you’ve opened a Crossfit gym. You want to invest in marketing to get more members signed up for your on-ramp program. You’ve been running your own social media, and get your coaches to help out, but understand that having a consistent strategy is important and you don’t have the time to run it yourself. Where do you start?

Start with WHY

Having worked with dozens of small businesses who each have their own strong and unique ‘WHY’, I’ve been doing a lot of thought on our own (93 Agency’s) WHY. A company’s mission should not only apply to their operations but also should dictate all marketing and branding efforts. This is why at 93 Agency we focus so much on our client’s WHY to get down to what they really want to achieve, and how they want to share that with the World.

Over the years 93 Agency’s WHY has slightly evolved, much due to the inspiration and example our clients set. I strive to educate clients in my area of business expertise, however, they also equally educate me.
My goal is to support YOU, the business owner, so you can focus on bettering yourself and your business. If you’re feeling more stressed about social media after the “start-up” phase of our relationship, then I’m not doing my job. I want you to feel like you’re in good hands and that you can spend less time online, and more time with your customers, staff, and/or family.
At the end of the day, relationships are the backbone of a business. Social media is often seen in opposition to building human relationships and connections, but I don’t see it that way. My goal is to help you build more of these connections and to support businesses who strive to connect with more people in order to help their clients and the community with their products and/or services.

I’d love to hear more about your why, and how I can help you help others. I’m always available via email (natalie@93agency.com) to chat (no commitment) about your goals, growth, and marketing.

-Nat

Founder, 93 Agency

New Year, New Focus

I’m excited to announce that we have decided to focus our efforts on helping businesses in the fitness, health, wellness, sports, and outdoors industries!

Why?

It’s my passion! As an athlete myself, I wanted to merge my love of health, fitness, and sport, with my profession and other passion for marketing. It seemed like the natural progression, as 93 agency has slowly been focusing on clients within these industries, and has seen the best results there due to extensive experience in these industries, as well as knowledge and continuous learning of all areas of these businesses. Own a gym, studio, clinic, store, or brand and want to build your business? I can help!

Not part of these industries but want to work with us? We’ve worked with businesses in several other industries, including but not limited to: tech, e-commerce, SAAS, retail, automobile dealing, engineering, and service businesses/locations. We also consult for individuals and professionals.

Contact natalie@93agency.com if you’re interested in getting started!

How Small Businesses Can Compete with Big Companies

 

Small businesses have always struggled to compete with big companies and franchised businesses for a share of their market. We’ve all heard stories of the ‘Big Guys’ pushing out the smaller, local businesses.

For the most part, small businesses can be; Mom and Pop Shops, Sports Stores, Restaurants, Convenience Stores, Bakeries, Breweries, Golf and Country Clubs, Local chains… etc.

Compared to five years ago, small businesses now have more tools at their disposal to compete with big companies than ever. Many larger companies like Shopify and HubSpot are looking to close the gap, by catering to smaller businesses to offer services that will help them compete with big companies. This week, we’re going to tell you how your small business can not only compete with the big guys, but beat them at their own game too. So, what can you do to compete with big brands?

 

Seek out loyal customers (Build Personal Relationships)

The golden rule of success in any business is to always remember, “80% of your business comes from 20% of your customers.”

Loyal customers are the bread and butter of any business, but especially so for smaller companies. Let’s face it. As a small business, you probably don’t have the same marketing budget that a company like Samsung would. As a result, gaining new customers and attracting new audiences can be difficult.

However, as a small business, you have roots in the community. A neighbourly referral from one of your loyal customers could begin a string of new business through word-of-mouth. Small businesses have the power of personality. Big brands spend millions of dollars a year to build up their online personality, but as a small business owner, you have the power to create real, meaningful relationships with your customers. For free! That’s why networking and establishing your business as a neighbor in the community will help protect you from losing business to bigger companies. It will also give people a reason to choose your business over the big guys, which brings us to our next point!

Take care of your loyal customers and they will take care of your business. And if there’s one thing you can never have enough of, it’s loyal customers.

 

Find a unique selling point.

Our digital world is constantly evolving. With so much going on and so many advertising messages being thrown at our screens on a daily basis, it’s hard to filter through the noise and find a brand that truly connects with us. As humans, we want to belong. As consumers, we want to be understood and catered to. Your business will fail if you have nothing to offer that separates you from your competitors. It’s that simple. At some point, you have to face the music and realize that you cannot undercut prices like the big guys can. You also can’t supply to a larger market. What you can do, however, is offer something unique. You can offer something of relevance to your customers that not only shows them you care, but that you understand how to satisfy a need of theirs that nobody else has been able to do.

Just so you understand how earthshaking this knowledge is to the consumer, take a second to think about this. Imagine that you are at a rock concert from a well-known band that you’ve been dying to see.

Now, imagine this band shows up late (as many big name artists do, from time to time). You’d be disappointed right? You’d feel like you’ve been cheated out of your money. Well, that’s what we feel like when a big company lets us down.

On the other hand, imagine that next to this big concert, is a smaller band playing at a pub. The atmosphere is more pleasant, you’re not being suffocated by a group of teenagers trying to see over your head, and the band players are actually able to make eye contact with you. Not only that, but you decide to stick around after the show and you get to meet the band! A special privilege most people don’t get to experience at larger concerts. Imagine the feeling of belonging a fan would feel from meeting their band and talking to them without being talked down to or brushed off as ‘just a fan’.

In this scenario, the smaller band won business from the more popular band because of their ‘Unique Selling Point’. So, what makes your business different from the big guys? Do you offer services that they don’t? Find your USP and make it shine like the North Star: For everyone to see and admire.

 

Promote local.

People like to buy local. While online shopping and e-commerce sites offer much of what big box stores cannot, there is nothing that can replace the experience of trying out a piece of clothing or taking a car for a test drive. There are some things that people simply need to see and feel before they make a purchase decision. More often than not, large companies will not have stores in your area. If they do, they may sometimes need to order from a warehouse to refill stock. As a small business, your inventory will likely reflect the purchasing habits and trends of your regular customers.

The basis for any relationship, business or not, is trust. It’s natural to trust a brand in your area than one in another because it’s more relatable. A business that operates in your neighbourhood is much more likely to understand you as a consumer and for that reason, we tend to trust local shops more than big companies.

 

Be agile.

Big companies have more people in many departments, with layers upon layers of management to go through before any decision is every made. With smaller companies, you can usually speak to the owner or a manager directly for assistance with an issue.

Small businesses also have the power to be spontaneous and much more creative. Two things that are extraordinarily successful in the world of social media. If something isn’t working with your strategy, at least you won’t have to worry about getting an entire floor of executives to approve your decision before it’s too late.

E-Commerce

The booming success of companies such as HubSpot and Shopify comes from helping small businesses to compete with larger scale companies by helping them set up online stores and email marketing strategies.

Online stores have been an excellent way for even the smallest companies get noticed and make sales with customers from all parts of the globe. They also provide a unique experience, which certainly beats going to the store on a rainy afternoon.

 

Advertise/Promote with Social Media

As we mentioned before, social media is the place to be if you’re a small business. With more reach than some of the biggest media companies in the world, it’s no wonder why almost 90% of small businesses are active on social media.

The landing page of your website or social media page is essentially the entrance to your place of business. If someone were to walk in your store or business, that first impression will be from your online presence.

We’re always searching. Whenever we are looking for a new car, house, set of cutlery, or what have you, we tend to do our research online. Now, when people search for your brand, they will have the opportunity to discover your story online. Be different. Be relevant. AND MOST OF ALL: PROVIDE VALUE.

Social Media is free to use and post your content, making it a cost-effective tool for small businesses with little to no advertising budget. If you want to take the next step and grow your reach, advertising with social media platforms have netted businesses some of the highest ROI’s (returns on their investment) in the industry, alongside video marketing and email marketing as the most efficient and effective strategies in the marketing world today.