Develop and roll out sophisticated online advertising campaigns

Online platforms provide incredible opportunities for targeting individuals and creating sophisticated sales funnels. That said, there is a skill and science to getting it right and ensuring you get a positive return on your investment.

Rather than running individual Facebook ad campaigns to 'boost sales' every time it's noticed that sales are flagging, it's important to be proactive. Having identified your target audiences, developed user personas and mapped out customer journeys you can pin point exactly who you want to reach out to, what problem you can solve for them and when the most appropriate time is to interact with them. For example:

Internal issue

Fluctuating taxes on alcohol leading to reduced return on investment

Hypothesis

"Having spoken with a number of individuals, we have identified that people have reduced their alcohol consumption following the tax hike related price increases. Although the taxes have been reduced, less than half of those that we interviewed were aware that our prices have also been reduced.

We need to communicate to those who are interested that our prices are reasonable and, if possible, increase consumption.

We do need to be mindful of the potential to offend people if we use advertising to raise awareness. Using social media advertising tools to target specific demographics, we should be able to reduce this possibility significantly. "

Target audience

Gender: Men and women
Age: 30-55
Location: Bahrain
Interests: Expatriate lifestyle, alcohol, gastropub, beer, gin, vodka, whisky, cocktail
Connections: Only display to people who follow BMMI Shops and their connections

On Facebook alone, there are approximately 61,000 people that match this audience segment. This is where we can place a simple ad to display to this group to start the sales funnel.

Facebook advert

Users who click the ads can be directed to a landing page on the BMMI Shops website. With a retargeting script installed on the site, users who click the ads can automatically be entered into an advertising segment within Facebook for further advertising opportunities.

Website popup

If visitors don't purchase, as they move their mouse to leave the page, a pop up can display to urge them to sign up to receive promotional emails, specifically including price updates and to receive an immediate incentive.

Email marketing

The pop up should be connected to Mailchimp and email addresses added to this form will complete a database specifically segmented for those interested in price reductions and, in this case, beer. When completed, the pop up will refresh and display a voucher code for visitors to use immediately. They will also receive a series of welcome emails to keep them engaged and up to date.

To keep the database as clean and as useful as possible, email accounts that don't open more than 3 emails consecutively will be removed. This will ensure that the database size and open rates are as realistic as possible.

Data analysis

During and after the campaign, statistics from Facebook including click through rate, engagement and return on investment must be compared with revenue generated through the website. Voucher code usage can be tracked, as can email addresses gained and emails opened to determine the effectiveness of the campaign.

In areas where the campaign doesn't meet expectations, these must be reviewed and steps taken to improve future campaigns based on this information.