Think about the world before the internet and try to imagine marketing and advertising of the that time, where it was just TV, radio and print media, being the only means of communication for businesses to market their brands, oh and probably the annoying direct marketers we see in the streets almost every day trying to sell us insurance policies.
Can you imagine your business’s growth potential in those days if you were not well financed and trying to grow a big brand? Now think back a bit further before TV and radio, “Extra! Extra! Read all about it!”. Okay no need to imagine too deep, for you understand that growth opportunities were not so much in abundance as they are today.
Those were the times when the big brands we see today laid their foundations in building their brands, those of which were able to keep up with the worlds evolution survived and are still thriving. Those that did not, on the other hand, fell and maybe too hard that some of the very big brands our parents and grandparents talk about sound just a bit too prehistoric to us.
Times have changed drastically and with the introduction of the internet, the evolution of human behavior is rapidly changing, we are becoming robots. Okay maybe not entirely but can anyone argue we might have robots like people in the near future? Technology has made nothing seem impossible, we can now download food from the internet so to speak (online shopping! That’s what I mean). So let’s talk digital marketing and in this thread let’s focus on social media marketing with Facebook being topic of the day. We all know that Facebook is one of the biggest social media sites in the world and so I should not talk about numbers (I will soon though if necessary).
You at some point have seen a post or photo from a Facebook page you don’t even follow, or maybe a page appearing on your news feed with “Sponsored” at the bottom. One client of mine asked me a question that almost made me burst out of laughter; he asked “what makes these ones so special that they have to get sponsorship from Facebook?.” It was not until I explained to him what that sponsored meant that he understood. This is what I will be talking about.
I will repeat the words of Jayson Demers before going any further, “the execution of your campaign matters – significantly but if you haven’t set yourself up with the proper research and foundation, your campaign’s potential will be crippled.” It goes without saying, just because it’s social media doesn’t mean there’s no need for proper planning. In fact, I highly recommend you have a solid and flexible strategy before diving right in. Think about the Groupon Banana Bunkers campaign, if you look closely without going in too deep, you can tell that it was deliberate with the release of a dildo like product (sex object), the comments to follow were quite obvious. But what made the product trend so much was the comment reply by whoever was on duty that time and they were on a roll. Just Google “Groupon Banana Bunkers” you’ll see what I mean.
So let’s get right to it and talk about Facebook advertising for your campaign. Now, you have your perfect content and strategy at hand and you want to have your own sponsored posts to grow your page fans, brand awareness or to drive sales. What you want to do is “boost posts” or boost call button, or boost page, the choice is really yours depending on your brand goals. Before we go any further, it is very important to understand that even if you reach thousands of people a day it does not mean you can move on too quickly to selling to your audience when your brand has not built a solid brand recognition and customer trust.
So what steps do you take? It’s very simple, first identify your target market.
- With Facebook, you can target preferred audience by age, location, interests or connections. Choose your targeted audience first.
- Click on “boost” and here you will see you can set your own budget and number days. The best way to see if this will work effectively is to first choose a lower budget and number of days. You do this to observe if the targeted audience is engaged with the content uploaded.
- Use your insights; look at the engagement, number of clicks on the advertisement, look at things such as who is clicking the most or engaged the most.
- What you want to check is the age groups, gender and location of those who are mostly engaged. This will show you who you can remarket to and if it is worth boosting the add some more. Remember, practice patience when doing this. Many people will only buy your product or service after seeing it three or more times.
When you finally have a formula that works for your brand keep doing it, patiently and remember, as much as you are running a business, social media is really just a place to past time or to catch up with friends and family users haven’t seen in a long while. Never forget the “social” part of it, so try not boring your audience by over-selling to them, always provide some sort of value that aligns with your brand. It could be humor, spirituality, educational, etc. just never over-sell without providing value.
Also, notice that I said nothing about “reach” and that is because engagement kicks reach ass 10 to 1. So if possible respond to every comment and every inbox, you don’t have to do it immediately but you have to do it, it is social media after all.
So you have some insight on what to do on Facebook advertising now, you can go ahead and thrive and grow your business. If this works for you connect with me on Facebook, Twitter, LinkedIn or Instagram tell me about it, or ask me anything that can help you grow your brand and eventually your profits. #GrowthIsInevitable and good luck!
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Source Beauty is pushing the boundaries of Egyptian e-commerce
Egyptian e-commerce: the county’s digital drive has not yet gotten to the growth typically seen in European countries and North America. However, as businesses have started shifting online, customers are now following suit, resulting in the gradual development of the digital eco-system.
Innovation, such as digital marketing, is reinventing the consumers’ path to purchase. The Egyptian e-commerce market is expected to grow at a rate of 33% annually to approximately $3bn by 2022, according to Oxford Business Group.
Source Beauty and disruption
The increase in e-commerce comes from rising internet penetration rates, driven by connected and digitally savvy millennials. Several platforms, both locally and internationally, such as the direct-to-consumer beauty platform Source Beauty, have disrupted the beauty industry in the region to drive their growth by truly connecting with their customers.
By being aware of the changing consumer behaviour trends in the e-commerce landscape, service providers like Source Beauty are continually fostering customer engagement with a community they have created. The customer service team, along with the editorial and marketing teams, respond to each comment and direct message, making customers feel listened to.
Lydia Schoonderbeek, the founder and CEO of Source Beauty, said:
“Egypt has traditionally been a price-driven market. After devaluation and high inflation rates, people have become much more price sensitive. People are consuming less and are shifting away from imported products due to price, accessibility and inconsistency in supply. As a result, they’re looking for local alternatives.”
In line with its digital transformation and financial inclusion agenda, the Egyptian government has set in place directives to raise the limit for electronic payments for individuals via mobile phones to EGP30,000 (USD1,905) per day, and EGP100,000 (USD6,350) per month, since March 2020. Traditionally, 70% of online purchases were cash on delivery, which has proven to be a major challenge to e-commerce growth throughout the region. This preference has changed to credit card payments, increasing to 30% from 16% due to the spread of Covid-19, but it remains to be seen whether purchasing behaviors will be affected in the long term.
The CEO of Source Beauty further added that, the company had seen substantial growth thanks to the COVID-19 global pandemic, with existing and new customers wanting to limit in-person beauty services and adhering to social distancing and mask-wearing requirements. Beauty customers, she says were changing spending habits, moving towards products that allow them to recreate the salon experience in their homes and protect them from the potential impact of an increasingly digital lifestyle. Finally, she believes they have seen customers prioritising skincare and haircare purchases over makeup.
The question is, ‘Is anyone in Egypt going to buy beauty products online?’. Who thought people would buy books on the internet from a website called Amazon! Well, the answer seems to be YES. Consumer spending in Egypt on non-essential goods has reached EGP 3.90bn in 2020 and is set to reach 8.81bn in 2021, according to FitchSolution’s 2021 Report.
According to the Egyptian e-commerce beauty company, Source Beauty, it believes that the world is in an era where consumers are looking to associate with brands and not products, to make their beauty purchasing decisions and this is where homegrown brands like theirs will doubtlessly lead to economic growth in Egypt.
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