Google Analytics is a web analytics service from Google, which is a popular and widely-used service on the web. Watch the video on how to track your email campaign performancewith Google Analytics! The service can be provided on a freemium basis, which means the use of the software is free of charge, with only its basic features available. To get access to more features of Google Analytics, users have to buy a premium membership. This membership is more enterprise-oriented and includes a wide variety of analytical functions. Google Analytics in email marketingserves as a tool to look for the insights of subscribers. How can you get your subscribers’ insight with the help of Google Analytics? 1. Interests Google Analytics gives you an analysis of the pages your audience is visiting and defines the core interests of your website visitors. Based on the information, you can know your audience better and can create proper content for them. 2. Demographics You can find out the age category and gender of your most active visitors to send them relevant content. After you define the critical segment of your audience, you can save it and monitor its behavior. Age demographics in Google Analytics: Gender demographics in Google Analytics: 3. Analyze visitors’ behavior on the website 4. Analyze your conversion paths with the help of MCF Channel Grouping Path Google Analytics helps you to see clearlyif your website ignites people’s interest, which pages need optimization, and which conversionpathswork better for you.

Giffen goods are low-cost goods customers purchase more once their price increases. These products challenge the widely accepted law of demand. The examples include essential products necessary for living such as bread, wheat, and rice. In this article, we’ll review the history and examples of Giffen goods and compare Giffen and Veblen goods. Giffen Goods vs Veblen Goods The terms Giffen and Veblen goods are often used interchangeably, yet they have a slight but significant difference. Let’s review each concept in more detail to find this distinctive feature. Giffen goods are low-priced products, the demand for which rises along with the price. These products are necessary to fulfill the need for food, and they have only a few substitutes. Bread, wheat, and rice are examples of Giffen goods. The thought of Giffen goods undermines the fundamental law of demand. Veblen goods are high-quality premium goods, the demand for which increases along with its price. This is caused by the exclusive nature of these products. Examples include sports cars, expensive accessories (diamond rings, watches, necklaces), luxury couture clothing, etc. The exclusiveness of these goods shows people’s success and demonstrates their wealth. The producers of Veblen goods focus on rich customers who can afford to buy from brands associated with luxury, exclusiveness, and wealth. Simply put, both Giffen and Veblen goods defy the generally accepted law of demand and create a special demand curve. The curve is upward-sloping for these products. Once the price for goods increases, the demand rises as well. However, the main difference between the two is that Giffen goods focus on low-cost products whereas Veblen goods — on luxury, exclusive and premium products. Now let’s dive into the history of Giffen goods. History of Giffen Goods The concept “Giffen goods” appeared for the first time in the late 1800s in regard to Sir Robert Giffen. He was an outstanding economist and statistician who highlighted the concept of Giffen goods that violate the common law of demand. One of the most influential economists, Alfred Marshall, wrote in the third edition of his Principles of Economics that despite an increase in bread’s price, people still consumed it because it was the cheapest compared to other foods. Observations concluded that there are low-cost products that violate generally accepted rules about the demand for products. These goods are usually non-luxury and almost don’t have substitutes. The demand for bread, rice, and wheat increases when they become more expensive and decreases when these goods are cheaper. Now that you know some essential historical facts, it’s time to explore the examples. Examples of Giffen Goods You can find examples of Giffen goods among the primary foods you consume every day. The main product on which Robert Giffen built his theory was bread. From then until now, bread has stayed among the essential goods necessary for our living. Since it was the cheapest product a long time ago, the demand for it rose along with its price. It was caused by poor people’s inability to buy more expensive meat and other products. Products such as rice, wheat, and potato are also Giffen goods. Congrats, now you know the basics of Giffen goods. Hope this information helped answer your questions.

A go-to-market (GTM) strategy is a detailed plan that encompasses a target audience, a marketing plan, and a sales strategy and allows brands to launch their new solutions successfully to the market. It serves companies as a roadmap, helps them evaluate the chances of product success, and forecasts future performance with the help of available data and market research. In this article, we’ll review the reasons to have a go-to-market strategy, its 4 components, and examples. We’ll also find out how to build this strategy. Why do you need a go-to-market strategy? A well-executed plan is a must when you want to launch a new product, start a new product line, create a new branch of your company or establish a startup from scratch. Some companies break down within the first year of operation because of lack of research, wrong market, inability to develop a product customers need, or ineffective marketing strategies. However, initiating a strategy allows you to avoid such scenarios with your newly created product. To do it, you need to prepare a marketing plan, conduct market research, and select the most effective sales strategy before the actual launch to meet consumers’ expectations and satisfy their needs. With a GTM strategy, you will identify all possible opportunities for further company growth, develop appropriate messaging and product positioning to make your product stand out from the competition. A go-to-market plan enables your marketing team to approach your customers, boost conversions, and establish a strong position within the market. Besides, it allows you to gain a competitive advantage, ensure customer satisfaction, good sales volume, and high profits. Now that you know the reasons to consider a go-to-market plan before a product launch, it’s time to unveil the components of this strategy. 4 Go-to-Market Strategy Components Product-market fit, target audience, competition and demand, and distribution are the main elements of a GMS strategy. Let’s have a closer look at each of them. In a product-market fit section, you should mention the issues your product can help remove. In a target audience section, you need to identify people who might experience problems your product can help solve. You should list the problems your solution can reduce or eliminate. Think of the price customers will be willing to pay for your offer. In a competition and demand section, you should review the list of potential competitors, companies that already market similar products. Conduct research to assess the demand for this product and the number of brands that offer it. You can also analyze their strategies and pricing. In the distribution section, you should find out which mediums are most comfortable for you to sell products and for customers to buy them. Analyze all available marketing channels to identify those you will leverage in the future. For instance, you can develop a website, search for a third-party distributor, create accounts on social media, incorporate chatbots, etc. With LIKE.TG’s landing page builder, you can create an outstanding landing page or online store within minutes. Then, share this link with customers through email or chatbot messages. You can easily connect all channels in LIKE.TG. The elements of the strategy are clear, so let’s proceed to the next section to figure out how to build a go-to-market strategy. How to build a go-to-market strategy? Building a go-to-market strategy isn’t difficult, but it requires you to be detail-oriented. You need to consider the most important points that will impact the success of your business. We’ve listed seven essential steps for you to follow and develop a detailed plan for your new product. Outline your buyer persona. Gather your team to figure out the ideal customer you target. You need to identify occupation, goals, pain points, interests, needs, preferences, age, etc. These details will help you present the right product that meets customer expectations. To choose the right sales strategy, you need to understand customers’ motivations and problems. They are the ones who will use your product, so you need to be accurate when defining your ideal customer and developing a buyer persona. Tailor your messaging. To create a relevant marketing message that resonates with your target audience, you need to make lists for each of your personas. In each list, you should mention customers’ main problems they face daily and write down your solutions. You should also list the product's value. The message you create should include both customers’ pain points and product value. Select the most effective sales strategy. Every product needs to have the right sales strategy. The choice depends on the complexity, scalability, and price of your solution. You can choose the strategy after you explore your target audience, positioning, and channels. Besides, your sales strategy should also contain information about your competitor. Carry out inbound and outbound techniques to establish brand awareness. You can use both inbound and outbound strategies. With inbound marketing, potential clients find out about your company from different channels like social media networks, quality content, or ads that bring them to your website organically. Unlike inbound marketing, outbound marketing implies a salesperson reaching leads by phone, sending warm emails, or searching for prospects at events. Allocate enough time to create great content. Informative content can become a magnet for inbound prospects. These people have some knowledge of your industry and know about the problems your product can help solve. So, these potential customers are more likely to buy. Content marketing means a lot for website traffic. If your site has quality educational materials, it can attract interested people. Your team needs to use the right keywords in articles and comply with SEO principles to rank higher on Google. If you do everything necessary, your website will generate organic traffic and bring new customers. Besides, ensure to conduct content and keyword research before writing any blog posts. This step is a must if you want to create relevant articles that will rank high in search results. Remember, to make your content look more attractive and engaging, you need visuals. You can add quality images, infographics, and videos to let users perceive information easier. Look for ways to boost conversions. Once your content is ready, you should pick up key metrics you’ll use to evaluate the performance of your product. Your sales team needs to track conversions and sales volume. Conduct training for your sales team so that they understand how to work with prospects and reduce the sales cycle. Then, you need to assess the work of your sales reps. If they underperform, identify the problems, and eliminate them. Evaluate your sales cycle and shorten it. At this step, you need to find out how long it takes to win a deal. Your team should list the objections sales reps face when they interact with leads and find ways to avoid them. You can consider lead nurturing. It’s time to proceed to the next section to discover some examples.. Go-to-Market Strategy Examples You can find dozens of brands that strive to conquer the market, but only those with a competitive advantage and well-developed strategy succeed. Before entering, companies develop their sales strategy, explore customers’ needs and desires, and conduct market research. They all do it differently yet manage to hook their audiences’ attention. So, let’s review some amazing examples. Baggu Baggu produces simple things people use in everyday life. The company sells reusable bags with prints that can satisfy any taste. Although its products are quite simple, a brand succeeded in creating an excellent GMS strategy and becoming a favorite brand of environmentally conscious customers. In addition to being a sustainable brand, Baggu is also a leader in terms of the functionality and style of its shopping bags. Owala Owala offers customers water bottles. Although it might not look different from other companies in the same niche, it does. In its motto and go-to-market strategy, you can see that these water bottles are the easiest in their use. Owala makes it possible for you to not even open the bottle to have a sip of water. For example, during your jogging, you no longer need to stop to drink water. The brand’s target audience is active people. So, by solving problems of specific audience segments, the company succeeded in surviving and even dominating its competitors. Congrats, now you know the importance of a GMS strategy and how to do it right. Hope our examples above inspired you to create a plan for your business.

Geomarketing is a technique that entails using geolocation to create relevant marketing campaigns and develop strategies. It helps brands provide customers with relevant content, find the right place for a physical store, and improve marketing strategy. In this article, we’ll unveil why brands use geomarketing and its benefits. We’ll also teach you how to implement geomarketing and review some examples. Why do brands use geomarketing? Since the number of smartphone users amounts to around 6.64 billion worldwide, you can hear the term “geomarketing” more often. There’s an increasing tendency of using cell phones to search for specific items, explore product features, and shop online. In this case, location-based technology is crucial. It helps your brand find the right customers and target them with ads. If you plan to run a business, geomarketing insights will help you find out the areas of your target audience. Once you identify those locations, you can choose the spot for your brick-and-mortar store. Location-based insights enable you to unveil customer behavior based on shopping habits. Geomarketing allows you to understand how and where consumers purchase, and how they move between different retail stores. With this information, you’ll know the general shopping patterns of your target audience. As a result, you’ll be able to use this valuable data to craft a relevant offer and target your prospects with appropriate advertising campaigns. Your campaigns based on consumer demographics will resonate with the needs of your leads. Now that you know why brands use geomarketing, it’s time to uncover the essential benefits of this marketing technique. Benefits of Geomarketing Geomarketing will come in handy for both startups and established companies. There are many reasons for businesses to implement geomarketing. It allows marketers to identify customer behavior and shopping patterns; explore competition; unveil market condition; increase sales; target mobile and social media users; encourage customer loyalty; ensure targeted marketing campaigns; find the right place for a brick and mortar store; segment customers; provide targeted relevant content; measure the success of campaigns. Now that you know the benefits, let’s review how to use geomarketing for your business. How to use geomarketing? Since geomarketing empowers you to improve local search positioning, it’s essential to incorporate this marketing method. Let’s explore our step-by-step guide so that you know how to implement it into your strategy. 1. Understand your target audience Start with identifying your target audience. Google Analytics will help you figure out customers’ locations. It’ll also show where the majority of your customers come from. To see this data, navigate to Audience > Geo > Location. By clicking on a country, you can see local areas. Use this information and your buyer persona to get to know your target audience better. 2. Find locations Focus on locations and find the areas your customers live. After figuring out the country and city, you can craft a personalized offer. At this stage, you should also decide which locations to exclude because they won’t help you reach your key goals. 3. Determine your goals The next step is to specify the objectives you want to achieve with geomarketing. As a marketer, you can have various goals: improve brand awareness in a specific state, boost traffic from a specific location, increase the sales volume in a certain area, or improve lead generation in a particular city or state. To reach your goals, you need to identify them correctly. Ensure that your key objectives are specific, measurable, attainable, relevant, and timely. 4. Create your content Your next task is to optimize your content and website for local marketing. Use schema markup on specific business pages and create listings on Google and Facebook. Optimizing your website based on local SEO principles is crucially important. These steps will simplify the process of using Facebook and AdWords geotargeting. You can create local landing pages based on available information. LIKE.TG’s landing page builder will help you design your landing page within 15 minutes. With our service, you don’t need a developer or code knowledge. 5. Schedule campaigns Plan your marketing campaigns once you receive the necessary information about customers’ locations. Choose the right time to communicate a relevant message. For instance, if you have a cafe and a special promo for lunch, send visitors a message before they have their lunch break. Your geomarketing campaigns will be more relevant if you select the appropriate time. 6. Use personalization and segmentation Pay attention to customers’ history of interactions with your brand when contacting them. People are more likely to buy when they see a brand cares about them by sending personalized messages, offers, and content. Personalization is your best technique to encourage customer action. Consider consumers’ location, experience, and preferences when crafting your offer, email campaigns, and ads on social media. LIKE.TG allows you to segment your subscribers by their location and send them highly targeted email campaigns and push notifications. Choose a mailing list for which you want to add a variable and click the "Create variable" button. Enter a variable name and type. Select the “Available for editing by the subscriber” checkbox to let subscribers edit their data and click “Apply.” Go to the “Create campaign” tab and select a mailing list where you created a variable. Select the “Use segmentation” checkbox to create a new segment. Choose the city variable and write down the conditions. Continue designing your email campaign for contacts from the necessary country, state, or city. Smart personalization means adding subscriber data according to criteria. To put it simply, the variables in your mailing list influence the information you send to subscribers. They will receive emails with different content based on the variables. Now that you know how to use geomarketing, let’s walk you through some examples. Maybe one of them will inspire you to make the most of this technology. Examples of Geomarketing The technique is popular among brands because of the benefits it provides. We’ll explore some of the well-known companies that successfully leveraged location-based technology. Oxfam Oxfam, a global organization that fights inequality, poverty, and injustice, succeeded in driving donations and awareness of the negative impact of the Nepal earthquake with location targeting. The organization’s team held various events and included the faces of victims so that people donate money to support people in need. Outback Steakhouse Outback Steakhouse company used data about users’ location to provide them with targeted ads. This way, the brand’s team wanted to reach potential customers located nearby. As a result, the requests to dine in Outback Steakhouse increased. Timberland Timberland targeted adventurers located near the company’s stores. With this approach, the brand managed to increase store visits. The company’s marketers succeeded in driving the visits to their physical stores. Now you know the reasons to incorporate geomarketing into your marketing strategy. Hope you managed to grab some inspiration from our examples.

Global marketing is adjusting a company’s marketing strategy to the specific needs of international consumers. Global marketing aims to reach a wider audience in the worldwide market. In the article, we explain why this process is important and highlight its advantages and disadvantages. We also provide 3 global marketing strategies and describe their usage with examples. Why is global marketing important? According to Business Wire, the global market should grow from $3.2 billion to $6.4 billion from 2021 to 2026. These amazing statistics illustrate the worldwide trend for companies to enter an international market. Nowadays, the influence of globalization is obvious. More and more brands try to sell their product worldwide for several reasons. Firstly, reaching global markets gives companies access to a large customer base. Secondly, it allows business owners to reduce spending by achieving economies of scale. Thirdly, companies that sell goods worldwide diversify their risks and are less influenced by crises in certain countries. Reaching global markets helps increase people’s awareness of the product significantly. You can build a strong reputation as a worldwide-known brand by selling in different countries, which gives you an amazing competitive advantage. Moreover, extending the company brings huge business opportunities and, as a result, new ways of getting income. Understanding all these benefits makes many business owners start selling internationally. However, there are many cultural, legislative, demographic, and political differences that you should consider in your products’ promotion. It is not enough to develop one marketing strategy for all countries. Your company should be flexible to satisfy consumers worldwide, so global marketing is necessary. You should understand all the pros and cons before starting to work with consumers worldwide. Continue reading to discover them in the next section. Advantages and Disadvantages of Global Marketing Working in the worldwide market is the chance to grow and develop for many companies. However, you should understand both the positive and negative peculiarities of international business processes to manage sales successfully. Firstly, take a look at the advantages of global marketing. You can reach a wider audience. If your company grows constantly, you can find out that there are few consumers in the country to increase your revenue. This is the time to start product promotion abroad. Global marketing allows you to sell more products, attract more customers and enlarge your market share in different countries. Your brand influence will increase. Building a well-known brand's reputation gives you a powerful competitive advantage in local markets of different countries. Moreover, by adopting your advertisements to the peculiarities of each culture, you can make the audience more loyal to your company. Brands with a strong reputation, like Coca-Cola or Nike, can influence not only consumers' purchases but their worldview and lifestyle. You can reduce costs on product development. Working with the global market means attaining the economy of scale that helps you avoid overspending, particularly on shipping raw materials. Also, you can locate your plants or factories in the countries with loyal taxation policies to save company's money. Global marketing allows businesses to sell worldwide and reduce spending on raw materials by standardizing. Your company can get much more feedback. This fact will influence the speed of your growth directly. Knowledge of your brand’s weaknesses and problems in markets of different countries means the possibility to improve them much faster. Global marketing can help you gain feedback worldwide in a few clicks, especially by using social media advertising and email marketing. Local crises will not influence your company so much. If you are focused on the market of a certain country, its economic or legislative problems may mean the end for your business. However, diversifying risks will help you make this influence not so crucial. Sometimes, conflicts with political organizations or competitors do not let companies succeed in the local arena. Working with global markets allows businesses to avoid these problems or reduce their influence. Now you understand the advantages of selling to international consumers. Let's take a look at the disadvantages of global marketing. It can be difficult to overcome cultural barriers. Adopting your promotion strategy to the global market means satisfying audiences with different cultural backgrounds. For example, McDonald’s had to change their standard recipe and replace beef with vegetarian cutlets in all their burgers in India because of the national values. If you want to succeed in a foreign market, it is essential to deeply understand people's cultures and privileged consumer behavior types. Some companies may not be so flexible, and it will be a roadblock to their product's promotion in the global market. Your company should adapt to the legislation of foreign countries. It can be costly and risky to start working without understanding the laws and taxations of the new markets. Sometimes businesses need lawyers’ help to make their start abroad smoother and avoid fines. This process may be time-consuming, but it is necessary before launching the promotional campaign. It may be difficult to avoid overspending on buying raw materials. If you start working with foreign markets without proper research, the inventory costs can increase significantly. Firstly, it may be challenging to find the balance between supply and demand because the results of your promotional campaigns will not be the same as in your country. Secondly, if you start working with local suppliers, finding the cheapest resources in the area requires time to save your costs. Now you understand all the benefits and roadblocks of global marketing. In the next section, we provide 3 strategies to promote your products worldwide successfully. 3 Global Marketing Strategies While starting work with global markets, business owners face many difficulties with product development and promotion. In this section, we explain the difference between two approaches to global marketing and provide three widespread strategies to achieve success in the international market. Firstly, let’s take a look at the approaches to doing business while working abroad. These two types depend on how centralized product development is. International approach involves product import and export. Usually, a company's offices and plants are located in a home country while its products are sold worldwide. It allows businesses to have centralized management and make changes in their products faster. Multinational approach means that the company's offices and plants are located in a few countries you work with. In such a way, businesses diversify risks and adapt their products to different markets. Marketing strategy, pricing policy, and product line may vary too. Now take a look at three main strategies of global marketing. They are more focused on the product variety in different countries, not on the location of the company’s capacity. Standardization. This strategy means that the product line, marketing, pricing, and other elements are standardized in different countries. Top managers make the most important decisions in the main office and there is little independence in local markets. This strategy allows companies to save costs on raw materials by standardizing the production process. Also, there are fewer investments needed to develop a product marketing strategy because it is the same in all markets. The most well-known examples of companies with this strategy are Coca-Cola, McDonald’s, and Apple. Diversification. This strategy gives more freedom to the local offices and is often based on the multinational approach. It means that the company may have completely different products all over the world that can be united under the one brand’s name and logo. Such a strategy allows businesses to diversify risks and develop the business in completely new areas. Companies use it when there is a significant difference between the markets they work with. The most famous example is Nokia which produced household appliances, mobile phones, paper products, and many other things at certain times of its existence. Segmentation. This strategy means that the company chooses a certain segment of the audience to work with and produces only products for this segment in all countries. Marketing, pricing policy, and product line can vary, but there is often a piece of standardization. It is the most flexible strategy that gives some independence to international offices but allows to incorporate the best company’s organizational decisions. Congrats, now you know what global marketing is and why it is important, understand the advantages and disadvantages of global marketing, and are ready to use different strategies to promote your company worldwide.

A government market is a market where the main buyers are federal, state, and local governmental organizations. They purchase goods or services from private businesses. This article focuses on the key features of the government market. We’ll also unpack an example of a company that works with governments. Let’s start by exploring the differences between institutional and government markets. Institutional and Government Markets Institutional and government markets are often mentioned together. However, they have fundamental differences. The institutional market encompasses organizations that provide care to people or contribute to society — schools, hospitals, nursing homes, and prisons. These institutions are often private and run on donations from sponsors and funds. The government market includes only government-funded institutions and makes purchases that help perform the direct functions of government. It forms the unusual characteristics of the government market. Government Market Characteristics Specific procurement process Strict contract monitoring Preferences to certain sellers The minor role of marketing Government institutions have to take special care of the legality of their purchases. Moreover, they have to operate under the watchful eye of the public. Hence, the government market acquires specific features. Specific procurement process To avoid accusations of money-laundering, participants of the government market have to perform a specific procurement process. When a government institution needs to buy something, it places a public bid or request. In return, it gets a bundle of offers from sellers. The organization needs to choose among them the one that provides the lowest possible bid. Other criteria might be the company’s reputation on the market or the superior quality of goods or services. Strict contract monitoring Since government institutions have to show their spending decisions to the public, they keep an eye on their contractors. The monitoring encompasses different stages of the contract execution and requires tons of paperwork from sellers. Thus, companies that work with the government often have special departments for these purposes. Long sales cycle The sales cycleof the government market often surpasses that of B2B sales cycles. Accepting bids and choosing between the offers can take several months. During the execution of a contract, bureaucracy and reconciliation also play for time. Preferences to certain sellers Government institutions tend to prefer specific types of sellers. For instance, they often opt for domestic suppliers, even if foreigners provide better options. Moreover, government institutions may rely on non-economic reasons in decision making. They may favor depressed firms and areas, small businesses, minority-owned companies, and businesses that avoid race, gender, and age discrimination. The minor role of marketing Sellers working in the government market may reduce their marketing budget to zero. First of all, they have no need for frequent marketing activities and a robust strategy, as the procurement process does not rely on brand awareness. Secondly, saving on marketing their budget allows a business to lower the price of products. The government market may seem too complicated to work in it. However, there are a great many companies that specialize in state procurements. Let’s see how they make deals. Government Market Example The government units work both with small and large businesses. The prime demand is advanced knowledge and understanding of the government market system. Among the companies that know the rules well is Envisage Technologies – a small software development firm. Envisage Technologies provides training applications and human resource management platforms for federal, state, and local organizations across the United States. The company makes more than half of its deals with the federal government. To get access to these deals, Envisage Technologies monitors the General Services Administration’s website. This platform allows the company to work with smaller procurements. These contracts imply a shorter sales cycle, so, Envisage can receive a response within two weeks. However, large contracts bring more revenue, and Envisage Technologies doesn’t neglect them. The company has a comprehensive bid proposal prepared for this type of deal. This document runs 600-700 pages to fit the federal paperwork requirements. Although marketing is not a primary factor of success in the government market, you may need some of its tools to alleviate your work. For instance, automated email flows may come in handy to stay in touch with customers and provide timely responses. Sign up with LIKE.TG to create email automation that works.

A follow-up email is an email or sequence of emails sent in response to the actions of subscribers. It stimulates them to choose a paid plan instead of a free trial, set up a meeting for B2B, leave feedback, buy another product on an e-commerce website, etc. Why are follow-up emails important? Increase conversion Build trust Filter the audience Automate email marketing Increase conversion. There are many reasons for recipients not to open an email. People are busy, or your emailmay be lost in an inbox among hundreds of other emails. A follow-up email is a way to add value and to assistyour customers inevery step of the buyer's journey. Build trust. With follow-up emails, you don’t send just one cold email hoping that people will take action, but you work hard to put your business in front of them. Follow-up emails show that you care and that your brand stands by a customer-centered approach. It’s a primary concern to make follow-up emails work for the sake of both customers and the brands that send them. Filter the audience. There is no way you will convert people who are indifferent from the beginning. Perhaps they’ve subscribed expecting to have something for free. Follow-up emails sift the engaged audience from the users that will never communicate with your brand. Automate email marketing. Sending follow-up emails is an automated process with LIKE.TG. You can once set up a sequence of follow-up emails to cover a particular scenario. After that, follow-up emails will be sent without your participation. Types of Follow-up Emails Free trial follow-up Lead magnet opt-in follow-up Product Sale Follow-up Free trial follow-up Some SaaS companies offer free trials, letting potential customers test out the value of their software before buying the full version. The primary purpose of this type of follow-up email is to encourage customers to become a paid customer. Free trial follow-up emails ask for feedback about a product and provide tips about how to use their product to achieve better results. And at last, this style of email offers a hint that a user will have more tools in their arsenal within a paid plan. Lead magnet opt-in follow-up People subscribe and provide their email addresses in exchange for a specific reward mentioned in a subscription form. For the second step of thedouble-opt-in, subscribersgo to their email inbox to confirm the subscription. In case something is interrupted in this process, and the potential client left half-way through the process, lead magnet opt-in follow-up remindsusers to finish their subscription.Follow upemails show the value a recipient cangainafter completing their subscription. Product Sale Follow-up An important goalin marketing is turning a one-time consumer into a loyal client. Product sale follow-up emails aim to add more value to the previous purchase. After the sale happened, ask the customers about their experience using the item or service they bought from you, and suggest purchasing some additional products. In a follow-up email, you can propose discounts forproducts that enrich the original purchase. When to Send a Follow-up Email There is no particular time that is best for sending follow-up emails. If you send emails at 3 pm, many people from your audience arelikely busy. So it would be a good idea to send the next follow-up email in the evening. If evening emails have a low open-rate, try sending an email in the morning. Follow-up emails enable you to try different variants until you achieve the desired action from your subscribers. It doesn’t matter whether it’s a “yes” — an open, a click through, forwarding, or a ”no” — unsubscribing. How to Write a Marketing Follow-up Email The three main points that differentiate a follow-up email from any other email campaign are: It’s a set of emails sent with a particular frequency. A follow-up email is a sequence of emails. It is crucial not to send them too often to avoid irritating a user. At the same time, don't send them too seldom, or you may lose the users' attention. You need to determine the frequency that allows you to put your business in front of a customer but is not too intensive. It has the same incentive in different forms. Make the structure of every new follow-up email different from the previous one, but deliver the same idea and value. Describe the particular benefits in various forms. It should be brief. Unlike email newsletters, which are unlimited in length, follow-up emails should be concise and straightforward. It’s necessary to be transparent and honest, especially in B2B communication, where the main idea is to contact a decision-maker. Now, when you know the types of follow-up emails and how to write them, it's high time you chose a marketing service to automate the process. Let's skyrocket user engagement! You can easily automate your workflow by setting triggers and conditions that will send personalized emails to your subscribers. Register and send a follow-up email! How to Create a Follow-up Email Create an automation flow Set up the start of the flow Create your first follow-up email Continue with the second follow-up Send another follow-up email later Imagine that you run an online music shop, and your subscriber has purchased a guitar. You plan to cross-sell a new package of strings, a tuner, and a guitar amplifier. With LIKE.TG Automation360, you can create a sequence of follow-up emails to complete this task. Step 1: Create an automation flow Name the automation, choose the email sender address, and write the sender’s name. Next, choose the dateand time that you want to send your email. Step 2: Set up the start of the flow Click on the element “Flow start” and set it up on the right-hand side. Select the eventthat willbring this automation to life (the trigger). Possible events include “Add Subscriber,” “Special date,” “Contact webhook,” “Change variable,” or any custom event that you create in the Event Manager. Step 3: Create your first follow-up email Drag the “Email” element from the left-hand side and drop it under “Flow start.” Select the sending time — 5 days after the flow starts in this example, type in the subject line, and add an email template. In this follow-up email, ask if everything is okay with the purchase and kindly suggest buying a package of strings with slightly different, more “garage” sound. Step 4: Continue with the second follow-up Add another “Email” element repeating actions from the previous step. Give recipients more time before sending the second follow-up. Seven days after the previous email is a good time to suggest buying a tuner. Perhaps the customer is an amateur, or his tuner doesn’t work. It’s high time for your shop to cross-sell. Step 5:Send another follow-up email later Repeat the actions from the two previous steps. Send this email about a month after the purchase. This time offer something huge, like a guitar amplifier, for instance. Follow-up email best practices Set up automation Use segmentation Create engaging subject lines Pick up the right frequency Request feedback Make your message brief Offer relevant products and services Take a customer-oriented approach Set up automation. It is hardly even possible to create follow-up emails manually. You need to make use of automation because it’s a huge source for improving the buyer experience.Automation will increaseyour potential revenue, as well, because it can send emails for you! Use segmentation. This email marketing tool allows you to make follow-up emails more personalized and relevant. You need to segment your mailing lists and use segments for creating the follow-up email sequence. Create engaging subject lines. The subject line is a critical factor when recipients are deciding whether to open a follow-up email or not. Make your subject lines relevant, and your recipients will understand what benefits are waiting for them in the email. Pick up the right frequency. The best rate is descending. Send every next follow-up email in the sequence within a more extended period. Otherwise, your email marketing will look too intensive. Request feedback. The first follow up email in the series should ask for feedback, ask customers if they like the product or service. Find out if there’s anything that you can do to help them. This is the right approach for building trust with your audience. Afterall, everyone likes to feel like someone cares about them. Make your message brief. A follow-up email is a flexible instrument for convincing someone to do something. It may look like an insignificant message, but the amount of value it provides is a good motivation for people to become more loyal and highly-engaged. Offer relevant products and services. Make sure that your proposals are something that people need. A follow-up email is not about forcing people to take action — it’s about bringing so much value that it’s hard to resist. Take a customer-oriented approach. Summing up the best practices above, the most authentic way to build mutually successful relationships with your audience is to make your customers and their needs the core element of your business. Follow-up Email Examples Netflix.Here is an example of a lead magnet opt-in follow-up. The lead magnet is a one-month free trial. Grammarly. Very persuasive and well-performed free trial follow-up email. The value provided in these emails is massive. Wobbo. This follow-up email is a desperate cry! Little Wobbo asks the recipient to finish what they started.

Fusion marketing involves the cooperation between two non-competitive businesses with a target audience and values that aim at achieving the strategic goals with a minimum, and in some cases, zero cost. It implies a partnership that’s profitable for both parties and the development of a common strategy to attract new customers. Benefits of Fusion Marketing Fusion is an age-old marketing theory that involves using a wide range of marketing vehicles to communicate a brand’s intended message. Fusion marketing campaigns include joint efforts that can be beneficial for you and your partner. So let’s look at several pros of this marketing strategy, it: allows you to reach new audiences; attracts new partners to your business; provides cooperation profitable for both parties; is possible even with a limited budget; brings high ROI; allows to share costs with a partner; helps you educate your audience about the product; improves customer experience with your brand; offers the opportunity to market to an interested audience; allows you to expand your customer base; helps retain customers by providing them a different product ecosystem. Now that you know the main advantages of this marketing strategy, you probably want to figure out the steps necessary to successfully implement fusion marketing in your business. How to Do Fusion Marketing Choose a power partner Determine your objectives Write an agreement Promote your partner Track your results Let’s review the steps to set up a fusion marketing strategy. 1. Choose a power partner To start, select a business professional who is in the same industry and wants to create a partnership that benefits both parties. This partner should have a similar target audience but not compete with your brand. To identify a brand that suits you best, come up with a list of businesses that work in the same direction, and serve similar customers. Next, consider companies that you know and trust. When looking for partners, ensure that these brands share your values, have similar business goals, and are ready to share their target audience, marketing ideas, etc. 2. Determine your objectives You should also define the objectives of the partnership and the responsibilities of each party. This will remove confusion between brands and help you avoid disagreements. Ensure that your objectives deliver results and significant values for both parties. Also, they should include measurable goals to track the progress and success of this partnership. Make sure that your offer can fulfill the needs of your leads and customers. 3. Write an agreement When two companies come together to implement a fusion marketing strategy, it is critical to have a correctly written partnership agreement that contains the terms of the business relationship. An agreement helps you prevent conflicts that may arise between partners based on roles and responsibilities, ideas, and implementation. 4. Promote your partner There are many ways to promote your partner-company. The Internet is teeming with communication channels that allow you to reach your target audience and communicate your message. If you send email newsletters on a regular basis, then choose the type of email where it is appropriate to refer to your partner. For instance, you can mention your partner's latest article in your news digest. Besides, you have social media channels to share some news from the company you partner with. 5. Track your results The last step is to review the progress and assess your partnership. It is important to consider mutual goals and metrics, ensure that both companies receive value, and the partnership is on track to deliver its objectives. The best way to understand how fusion marketing works is to see it in action. Many famous brands have already implemented it in their campaigns. Examples of Fusion Marketing Turkish Airlines and The Lego Movie BMW and Mission: Impossible Uber and Mission: Impossible – Fallout Aquaman and Ocean Conservancy There are several excellent examples of fusion marketing campaigns. Here you can see the most popular of them. Turkish Airlines and The Lego Movie The largest mainline carrier in the world by the number of passenger destinations partnered with Lego Movie twice. Brands collaborated for the first time in 2018 to develop a pre-flight safety video — a colorful film starring the cast and self-referential humor of The Lego Movie franchise. The cast of the movie takes passengers through the pre-flight demonstration. This safety video had massive success as it received 20 million views in one month and won gold at Clio Entertainment Awards. That fact made Turkish Airlines release another adorable safety video in partnership with The Lego Movie 2. BMW and Mission: Impossible “Mission: Impossible” was a commercial success and the third highest-grossing film of 1996. The success of this film spawned a series of action spy films. Moreover, the popularity of this movie made some brands think about a partnership with the franchise. You can find several brands that had a partnership with Paramount’s best-ranked movie “Mission: Impossible – Fallout.” If you have seen “Mission: Impossible – Rogue Nation,” you might have noticed the car Tom Cruise was driving in Morocco. In this part, you can see the demonstration of a new BMW 3 Series. As the film gained popularity, the German multinational company decided to continue partnering with the “Mission: Impossible” franchise. A luxurious and sporty BMW M5 debuted in the “Fallout,” although you only see it for a few minutes. In the film, you can also notice the classic BMW E28, which Tom Cruise was driving between narrow pillars, and jumping downstairs in Paris. Uber and Mission: Impossible – Fallout Uber and the “Mission: Impossible – Fallout” franchise partnered to create an exclusive behind-the-scenes video with Cooper Adrian, Tom Cruise’s stunt double. The video aimed at highlighting the company's slogan of 'getting your side hustle on.’ In his interview, Cooper said that in his extra time, he drives with Uber to make some money. Additionally, Uber was the sponsor of the red carpet premiere of “Mission: Impossible 6” and provided Uber customers with a chance to win a trip to the film’s world premiere in Paris for two. Aquaman and Ocean Conservancy A major plot point of “Aquaman” explains its cooperation with Ocean Conservancy, a nonprofit environmental advocacy group. This organization uses science-based solutions to tackle the biggest threats to our ocean. The team of “Aquaman,” through social media, urged people to participate in the Ocean Conservancy group’s International Coastal Cleanup day, which is conducted annually. The film encouraged people to become Ocean Heroes, download the group’s app, and join this cleanup event. Growing your business is hard. However, you can simplify this process by implementing fusion marketing. It can bring you a good partner, expand your customer base, help you figure out the real needs of customers, receive high ROI, boost sales, and even more.

A fundraising email is an email aimed to raise funds for a specific non-governmental organization, campaign, or event. Non-governmental organizations (NGOs) and charities often use fundraising emails to attract people’s attention to a problem and encourage them to help solve the issue by donating money, food, or clothes. In this article, we’ll unveil why you should use email marketing for fundraising and how to create an effective email. We’ll also share 10 effective tips to create a powerful fundraising email and review some excellent examples. Why should you use email marketing for fundraising? Email marketing is an effective channel that helps businesses and NGOs reach their key goals. Here are some reasons for you to consider email marketing to raise funds. Let’s discover them all one by one. Wide reach. Email marketing opens you access to a worldwide audience. With email campaigns, you can reach your potential donors instantly and ask them for help. The process is simple and fast. Fundraising emails enable you to interact with people all over the world in real-time. You can send them updates on specific issues, inform them about upcoming events, and ask for donations for specific purposes. Quick deployment. Your non-governmental organization or charity might require instant help and donations at any time. Some fundraising events can come unexpectedly and urge you to collect funds immediately. Email campaigns don’t need special preparations and much time to inform donors about fundraising. Moreover, if you use a special platform to create your email campaign, it will take you minutes to finish your fundraising email. You can react immediately to the needs that arise and promptly respond to them. LIKE.TG offers an intuitive email builder, pre-designed templates, and a free plan so you can create a fundraising email without knowledge of code in 15 minutes. Direct communication. You can communicate directly with donors, supporters, and volunteers through email campaigns. You can send them information they can be interested in. Sharing stories, updates, and exclusive content via email campaigns will help you establish trust and encourage potential donors to participate. By sending emails regularly, you can create a community of people who might help you with their efforts, support, or financial resources. Global reach. Email marketing has no specific geographical locations. It means that you can send emails to people located in various countries. You can reach donors globally, making your audience expand and streamline seamless financial support from all over the world. Moreover, if you have an international NGO, you can participate in solving global problems. Cost-effectiveness. Unlike traditional promotion channels, email marketing is relatively cheap and doesn’t require much effort from your team. With its help, you can reach a broad audience with a few clicks of a button, and a part of the costs can be spent on direct mail or telemarketing. The method is inexpensive, making you allocate your financial resources to other valuable tasks. Personalized interaction. Bulk email services provide such features as personalization and segmentation. They allow you to ensure personalized communication with your donors, supporters, partners, and volunteers. You can tailor your email campaigns and set up the list of receivers based on their interests, likings, and preferences. This way, you can improve open rates and boost engagement related to your NGO. Measurable results. With email marketing, you’ll have access to metrics and analytics that provide insights into the performance of your email campaigns. Once you identify your email campaigns' open rates, click-through rates, and conversion rates, you'll find out what works and doesn't with your target audience. After figuring it out, you can improve your strategy to meet your audience’s preferences. Now that you know the pros of email marketing for fundraising, it’s time to unveil the process of creating an effective fundraising email. How to create an effective fundraising email? The process of creating an effective fundraising email involves a powerful story, a clear and visible call-to-action button, and strategies that encourage people’s engagement. Below is a detailed guide on how to tailor a successful fundraising email, so let’s dive in. 1. Create a compelling subject line The subject line of your fundraising email should be concise, compelling, and relevant to your organization and donors. It will help you draw attention to the issue and encourage people to provide financial support. 2. Craft a powerful opener The first paragraph of your email is the key to enticing people to contribute. That’s why you need to work on a strong opener that immediately catches your attention and encourages users to continue reading and perform the desired action. Consider adding a statement or question that engages readers. 3. Narrate a story showing your impact Before donating, people should know more about your organization and the impact you want to make. For this purpose, you’ll need to share a compelling story with your readers. You need to write about the work of your organization and the impact you’ve already managed to make. Use figures, statistics, and graphs to demonstrate your organization’s contribution. Consider sharing real stories to evoke emotions and connect with your potential donors. 4. Focus on the donor’s contribution Highlight the value donors can bring after making their contributions. You should show how their donations will benefit those people, animals, or the environment in need. Demonstrate the existing problems and how financial support from your donors will help improve the situation or solve specific problems. Instill a sense in your donors that they are part of a significant effort, contributing to positive societal change. 5. Make your emails mobile-responsive Since many people usually check their inboxes from their smartphones, ensuring mobile-friendly emails is essential. When providing mobile-responsive design, you ensure your donors can read your emails without any obstacles. Mobile responsive emails improve readability and provide a seamless user experience. 6. Use bulk email service Creating effective fundraising emails is simple when you use a special service. There are many options when it comes to email campaign builders. LIKE.TG is one of them. The service is user-friendly and doesn’t require coding skills, offering an intuitive email builder. You can design your email by simply dragging and dropping the necessary elements into the editor’s field. Below, you can see how it works in the service. Now that you have your guide at hand, let’s explore some useful tips to help you with an effective fundraising email. 10 Tips to Create a Powerful Fundraising Email Sending a compelling fundraising email is a must for reaching your NGO’s end goals. Use the following 10 tips to ensure that people will contribute to your organization and help you solve more social problems. Write a compelling subject line. If you want donors to open your emails, it’s essential to create a powerful subject line. It should spark emotion and make people open your emails and read them. Make sure that your subject line is clear, short, and sweet. It should communicate the charity character of your email and encourage action that brings impact towards the problems you focus on. Add a clear call to action button. When you create your emails, think of the CTAs you add. You should add a clear and visible call to action button that helps donors take the desired action. For instance, if you collect funds for a specific purpose, consider adding a “Donate” button. Personalize your email. If you aim to build trust and give your emails a personal touch, consider incorporating variables to include recipients' names. It boosts the odds of your emails getting opened, leading to better engagement and, ultimately, more funds raised. Share a powerful story. Transparency and credibility are key when it comes to charity and fundraising. Consider sharing your organization’s story with the audience. You need to communicate your NGO’s impact on society and explain how valuable your donors' help is. Show the real people and their stories and highlight your contribution. Clearly communicate the need. If you want to raise funds for a specific project, you need to share it with the audience. Your potential donors should know the issues they help with. Describe the initiative and unveil the financial support you need to make it happen. Remember to talk about donors' help’s positive influence on society. Offer several donation options. Since people might access your fundraising emails from different devices and in several ways, consider having multiple donation options. Provide potential donors with links to a dedicated donation page and mobile-friendly options. Besides, consider sending information to recipients about the process of donating offline, if such an option is available within your organization. Encourage prompt action. If you require immediate action among your donors because the issue needs fast resolution, encourage urge among your recipients. You can create a sense of urgency by incorporating a countdown or using special words like “today,” “now,” and “urgent.” These approaches will encourage donors to act right away without deferrals. Provide social proof. You need social proof if you want your potential donors to believe you and provide funds. You can present it in various ways, including testimonials, success stories, or quotes. Social proof will encourage trust in your organization and establish credibility. These two factors are crucial for non-governmental organizations. They make people donate and bring change towards diseases, hunger, human rights violations, and many more problems existing until now. Ensure transparency. Be transparent in your email campaigns. Transparency should be present in all areas of your organization, especially funds. Provide donors with reports on funds received and used. Consider sending them a breakdown of costs. You should demonstrate gratitude and proof that their money was used for good deeds. Think of the follow-up series of emails. Sending one fundraising email to your potential donors isn’t enough. You should develop a series of follow-up emails to establish trusting relationships between your organization and your donors. You need to be grateful for every contribution and send “Thank You” emails, update on the changes, and send news. With email campaigns, you should demonstrate that your donors’ help makes a huge difference to the issue your organization is concerned about. Now that you know the tips, it’s time to proceed to the next section and uncover some powerful fundraising email examples. Examples of Fundraising Emails There are many great examples of fundraising emails people receive daily in their inboxes. In this section, we’ll provide you with some excellent urges to donate to get you inspired. So let’s dive in. Autism Speaks Autism Speaks is a non-governmental organization that establishes awareness about autism, supports research, and encourages activities related to the disease. The organization urges people to donate before the New Year and contribute to the autism community. Donors can choose the donation amount and help children and adults suffering from the disease. Human Rights Watch Human Rights Watch, an international NGO, also uses email marketing to connect with donors all over the world. The organization encourages people to donate and help individuals suffering in various ways. Their email campaigns are aimed at collecting funds for individuals whose human rights were violated. The example below includes a call to action and a countdown for people to hurry up and help those in need. Feeding America Feeding America is a non-profit organization that ensures that people all over the world have enough food to survive. The organization helps through food pantries, soup kitchens, shelters, and other community-based agencies. It opened access to food for millions of people and went on fighting for their survival. This charity organization operates thanks to donors who provide financial resources and support to food banks. Feeding America uses email campaigns to raise funds and help more people in need. In its last email, the organization urges to give financial support to families facing hunger. The NGO accepts any help in any amount or shape as long as it allows it to save people from starvation. Congrats, now you know what a fundraising email is and why it’s essential for organizations, charities, and individuals. Hope that our tips and examples will help you start encouraging donations through email campaigns. Register in LIKE.TG now to create professional fundraising email campaigns and drive attention to your organization’s efforts and need for support.

Financial strength is a company’s ability to generate revenue and have sufficient cash flow. It helps a company grow and return capital to owners. In this article, you’ll discover why financial strength is important and how to measure it. We’ll also review the 6 steps to financial strength. Why is financial strength important? Entrepreneurs who own a startup or a well-established company strive to generate more sales to increase their revenues and make a business successful. However, they are mistaken in thinking that they can establish financial strength in this way. Financial strength is different from the concept of profitability. Financial strength encompasses the ability to generate revenue, have sufficient cash flow, financial competence, and return money to investors. Business owners care about financial strength since it’s one of the main components of a successful company. That’s why they care about the business’ sales and financial performance. Since finance is crucial for achieving success, profitability, and growth, marketers keep an eye on the cash flows, bills, and debts. Now that you know why financial strength is important, let’s review how to measure the financial strength of your company. How to measure the financial strength of a company? Evaluating the financial health of a business is essential for every brand owner. In this section, we’ll uncover how to do it. Estimate liquidity. It’s one of the main factors that influence the financial strength of a company. Liquidity is the amount of cash or assets a brand uses to pay its short-term debts. To evaluate this indicator, use the current ratio metric. It shows the ability of a business to pay short-term obligations. With its help, investors can find out how a company can use its current assets to pay its current debts. To calculate the metric, you should divide the current assets by current liabilities. Identify solvency. This concept is closely related to liquidity since it shows the ability of your business to fulfill its debt obligations daily. After calculating the measure, you’ll find out your company’s long-term debt concerning its equity. Once you use the debt-to-equity ratio formula, you’ll unveil how your business operates and whether it depends on debts or wholly-owned funds. To calculate the measure, you need to divide your company’s total liabilities by shareholder equity. Evaluate operating efficiency. To identify one of the most critical factors for your company, you need an operating margin metric. This measure helps figure out the revenue your business earns after paying variable costs but before you pay tax or interest. To estimate this measure, divide your company’s operating income by its net sales. Get to know profitability. In the short run, companies can exist for some time without being profitable. However, to survive and prosper in the long run, they need to bring good profits to their owners. Hence, consider using net margin to estimate your company’s profitability. It shows how much net income your business receives as a percentage of revenue. Now that you know how to measure the financial strength of a company, it’s time to discover six steps to financial strength. 6 Steps to Financial Strength If you want to build financial strength for your business, consider the following steps. Let’s take a closer look at them. Review your financial statements. Since the financial health of your company has a big impact on the further success of your business, it’s necessary to have a track of financial statements, budgets, ratios, and accounting. As an entrepreneur, you should regularly create a budget and compare it with actual results. Once you know the financial condition of your business, you’ll be able to make more accurate and relevant business decisions. Hire an accountant. If you don’t have strong accounting knowledge and skills, it’s an excellent idea to find a professional accountant. This person will assist you in managing your company’s finances. Besides, a good accountant will help you avoid financial problems. Send invoices fast. Some entrepreneurs postpone and send their invoices once a month or even less often. Yet it’s a wrong cash flow practice for your business. After completing the order and delivering a product to the customer, you should immediately send the invoice. Collect payments on time. Once customers receive your invoice but still don’t pay, contact them to inform them about the payment. Consider sending a reminder before the due date and repeat the action if customers don’t react. Reduce expenses. You need to monitor and manage your costs efficiently. As a business owner, you should search for different ways to cut down your expenses. For instance, ask vendors to make volume discounts or reduce shipping costs. As an option, consider using technology to reduce overhead expenses. Prevent cash flow shortfalls. Sometimes businesses might experience a cash crunch. To avoid this scenario, monitor the cash flow within your company and prepare a plan. If a cash crunch happens, you should know what to do. The first thing you should do is receive financing, such as a factoring line. As a result, you’ll be able to get cash from your accounts receivables without waiting. Congrats, now you know the ways to measure financial strength and the six steps to financial strength. Hope our information will come in handy once you decide to take care of the financial condition of your company.

Geolocation helps identify the actual geographic location of objects, such as mobile devices, or any terminals connected to the internet. The term 'geolocation' stands both for the process of geographical localization of objects and for the actual identified geographic location. Geolocation on the internet means finding the actual geographic location of objects using their IP address, MAC address, GPS coordinates, hardware and software embedded production numbers, and Wi-Fi positioning system. IP Address Geolocation Data Country Region City Zipcode Latitude/longitude Time zone Geolocation in Email Marketing In email marketing, geolocation means better personalizationof automated email campaigns. When someone fills in your subscription form, their geolocation data and time zone can be automatically identified. Based on this data, you have a chance to send emails to your customers in line with their geographic location time zone. For example, if you want to send a morning digest with the latest news, you know that it will arrive on time for your subscribers’ actual morning, whether it is in the USA, Europe, or Asia. Some email marketing services already have the geolocation tool built into their platform. In such a case, the customer does not have to perform any manual actions because the system will automatically define the best time to send an email.

Franchising is the license purchased by an individual (franchisee) from a company (franchisor) to sell products or services in specific locations under the company’s trademark, name, and logo. After a brand grants the right to market goods, the franchisee complies with the strict rules, pays an initial fee and regular royalties, and maintains brand consistency and reputation. In this article, we’ll reveal the advantages and disadvantages of franchising. We’ll also cover the types and examples. Advantages and Disadvantages of Franchising Franchising is a business model that contributes to the economy's success and brings new working places to people. Entrepreneurs often choose between two options: establish an independent startup or buy a franchise. When starting a new brand, the challenge is no one knows about its existence, so brand owners should pay a lot of attention to its promotion. Yet, purchasing a franchise means that an individual can operate under the name, trademark, and brand reputation of a famous brand. This company has a certain level of recognition so a franchisee doesn’t need to invest much money. Let’s explore even more advantages of franchising for a franchisee: business assistance from the franchisor; the low failure rate of a brand; brand recognition; brand awareness; good reputation; trusting relationships with customers; high revenues; a base of loyal customers; high level of success; established brand image; good relationships with vendors; ready-to-use trademark, name, brand personality; opportunity to buy products at a big discount. If compared with a standalone business, franchising has many pros. However, like any business model, the franchise also carries cons. It’s time to make you aware of them. The drawbacks include the following ones: the high initial investment that depends on the profitability of a franchise; royalty fees and a charge for training services; strict guidelines, rules, and regulations; a franchisor has total control of a company and makes decisions; revenues shared with a franchisor; lack of privacy. Now that you know the advantages and disadvantages of franchising, it’s time to dive into the next section. We’ll unveil what to do and how to act to attain a franchise of a famous brand. How does franchising work The process starts when an individual called a franchisee wants to purchase a franchise. Before selling it, a franchisor conducts market research to ensure that there’s a demand in the region for the product. If there’s a demand, a company owner and an individual sign an agreement covering the rules and regulations a franchisee must follow. An individual pays an initial fee later supported by royalty fees. A franchisee pays money to get a license and the right to sell products or services under the name of a well-known brand and use its trademark. In turn, a franchisor provides an individual with training to do business under its franchise. Now that you know how franchising works, it’s time to walk you through the types. It will help you find out the differences between them. 5 Types of Franchising We can divide franchising into five main types based on factors like strategy, marketing model, and relationships between a franchisor and a franchisee. We’ve listed different franchises for your to consider if you want to implement such a business model. Product franchising. It is a business relationship in which a franchisor grants a franchisee the right to sell the franchisor’s product under its brand name, logo, and trademark. Although a franchisee has the right to sell the product, this individual isn’t provided with an entire system to run a business. This type of franchising is associated with large products. Examples include cars, computers, appliances, etc. Brands like Ford, Chrysler, and Exxon distribute product franchises. Business franchising. Unline product franchise, the business franchise provides the franchisee with the entire system to maintain the company and distribute products. A franchisor assists a franchisee in every aspect of a business. This person also ensures training to teach a franchisee how to operate the company. There’s also an agreement between the two parties in which a franchisee should comply with a business’s guidelines, rules, and regulations and pay initial and royalty fees. Since this type is the most common, you can find examples in every industry: hotel business, restaurants, fast food companies, fitness, etc. Famous companies include McDonald’s, Hilton, Burger King, Hyatt, and more. Manufacturing franchising. This type of franchising authorizes the franchisee to produce a brand’s product and sell it under the brand name, logo, and trademark. The franchisor allows a franchisee to manufacture and distribute the product in a specific area. The franchise is popular among big producers of soft drinks like Coca-Cola and Pepsi. Investment franchising. This type of franchising requires a franchisee to invest big sums of money into large-scale projects like hotels and restaurants. A franchisee assigns a management team or a franchisor to take of the business. A franchisee receive ROI and capital gain on exit. Conversion franchising. It is a modified representation of unusual franchise relationships. In this type, independent companies convert into franchise units. The franchisee uses the trademark, implements the brand’s marketing and advertising strategy, and participates in training. The franchisor has a high chance of unit growth and revenue. Examples include florists, electricians, and real estate. Now that you know the types, it’ll be easier for you to identify them. In the next section, we’ll review several amazing examples of franchising from well-known businesses. Examples of Franchising Since franchising brings great profits to the owners of world-known brands, you can find examples everywhere. McDonald’s, 7-Eleven, and Starbucks grant their franchises to scale their businesses without spending money while the quality and reputation stay the same. The companies we took as examples also strive to reach new locations without much effort. Let’s review them to grab some inspiration. Planet Fitness Planet Fitness is a famous American franchisor that owns 2,039 clubs in different locations. It’s one of the largest fitness club franchises in terms of locations and club members. The company is friendly to every person starting their journey in the gym. So it has many visitors. If you consider buying a fitness franchise, Planet Fitness is an excellent option. The initial fee of the franchise starts from $968,100 and brings an average annual operating income of $567,000 to its owner. Circle K Circle K is a chain of convenience stores and gas stations you can see worldwide. The brand’s stores offer everything people need on the go. Circle K’s franchise provides entrepreneurs with a loyal customer base, business assistance, established vendor relationships, and more. The fee for Circle K amounts to $25,000. You’ll need to invest from $171,000 to $1.9 million to open a store in your location. Kumon Math Reading Centers Kumon is an educational network established in Japan that focuses on teaching mathematics and reading to young learners. The franchise fee is $1,000 and initial investment amounts to $74,428 - $156,590. It’s an excellent idea for investment during a time when remote learning is in demand. Moreover, the initial fee is low, and the opportunity for great profits is high. Congrats, now you know what franchising is and why it’s beneficial for entrepreneurs. Hope that our classification and examples helped you decide whether it’s worth purchasing a franchise and which one. References: This article defines the term and uncovers the benefits of franchising. This article provides readers with types of franchises.

Fair market value (FMV) is the price of a certain property, business, or asset on the open market that is set when both parties comply with their deal’s conditions. A seller and a buyer should act in their own interests, be familiar with all the details about an asset, and not be pressured or influenced. A successful deal requires both parties to enter the transaction of their own free will. For this purpose, a seller and a buyer should be aware of the relevant information about a product (property, business, or another type of asset), behave in their own interest, have enough time to complete their deal, and don’t succumb to the influence of interested people. In this article, we’ll uncover the importance of fair market value, learn how to determine it, and review an example. Why is fair market value important? When certain conditions are met, parties can agree on a fair market value. It implies free and open market activity and can often be found in legal settings. It’s widely used by tax authorities and insurance companies. Tax authorities determine the amount of taxes based on this value and then collect them from the owners of certain assets. Insurance companies utilize the value to ensure their customers and to determine the refund amount in the event of an accident. When people make insurance claims, insurers know what sum of money to return if the insurance covers the case. For instance, if a person gets into a car accident, insurance compensates losses according to their vehicle’s FMV. In the real property setting, the value is widely used in divorce settlements to estimate compensation. Now that you know about the importance of fair market value, let’s proceed to the next section to discuss how to assess it. How to Determine Your Fair Market Value You can utilize one of the fundamental ways to evaluate the FMV for your property, asset, or business: Use the selling price. This approach is the most acceptable for assets or property that have recently been purchased or sold. This means that they haven’t managed to lose their original price and characteristics yet. In this case, the selling price will amount to their fair market value. Take similar assets for comparison. When using this approach, consider comparables (assets that have similar characteristics to a subject property). If you want to sell a house, you can use the services of a real estate agent. This professional will provide you with a list of recent sales prices for similar houses in your area. As an alternative, you can also turn to other sources of information, for example, the internet, to find out the approximate price. Consider replacement cost. It refers to money one should spend to replace an asset, like property or business. The value depends on several factors (especially the market value of components of a property or business). Insurance companies often use the cost to define the value of an insured item. Therefore, you can consider replacement costs when setting an insurance claim or a tax return. Ask for an expert’s opinion. As an option, you can find a professional who will determine the value of your assets. Your expert’s resulting figure will be your fair market value. To spot the value, transacting parties should follow several conditions. Firstly, an owner and aprospectshould have all the necessary information about an asset that is up for sale. Secondly, it should be reliably known that both parties are acting in their own interests. Finally, a seller and a buyer ensure that the process is free from pressure. The methods to determine the value are clear now, so let’s see our example. Fair Market Value Example Let’s imagine that Oliver Brown, who lives in Phoenix, Arizona, wants to sell his house for $195,000. After checking the relevant prices of similar houses in his area on the internet and consulting with an expert, Oliver decides to change the price to $225,000. Afterward, the seller contacts a real estate agent to find a buyer and informs them that the new owner will have to change the bathtub since there are some issues with the old one. The agent finds Emily Williams, who is looking for a house in the area, and the option fits her perfectly. However, Emily has a budget of $210,000 for the house. After some negotiations about the problem with the bathroom, the owner agrees to sell the house for $210,000. Hence, the FMV would be $210,000, and both the owner and the buyer are informed about all facts, do it in their own interest, and agree on the price. All in all, FMV allows sellers and buyers to set fair costs for their assets and ensure that the transacting parties do everything for their own good voluntarily andwithout any pressure. During the selling process, asellertakes responsibility for reporting all the facts that may affect the price for a buyer, insurance company, or tax authorities.

A feedback request email is a message that gathers qualitative opinions from customers after attending an event, buying a product, using the service. It contributes to building customer loyalty and helps marketers gather valuable insights and use them to improve the product. A feedback request email is a common practice among companies that sell products and services. This email lets them find out what their clients appreciate the most about the brand as well as the things which need improvements — that is a win-win solution for everyone. Besides, there’s no need to research your competitors’ offers to discover the advantages because all you need is to ask the clients. Believe it, they will be happy to help you and will be pleased that you care. Why are feedback request emails important? It helps marketers understand the problems that customers face when using their products It allows a company to discover new opportunities It lets businesses improve their products and services It contributes to building customer loyalty A feedback request email is essential for many reasons. Here are some of them: It helps marketers understand the problems that customers face when using their products. With these emails, marketers can learn about the issues that customers face when interacting with their products. In turn, they can offer education and customer training to help people understand how to use a company’s features effectively. It allows a company to discover new opportunities. By gathering feedback from customers, a marketer can unearth new ways customers are utilizing particular goods or services. This information can then help them identify and pursue new avenues for growth. It lets businesses improve their products and services. Given that customers interact more with a company’s goods and services, they able to offer suggestions on how those things can be improved. And when companies implement this feedback, they get more customers to stick around and entice more prospects to convert. It contributes to building customer loyalty. Clients appreciate brands that care. A loyal client whose opinion is valuable to a business is unlikely to choose the competitors’ product. How to Write a Feedback Request Email Use personalization Reveal what the feedback is for Include a clear CTA Write short and specific emails Write a relevant subject line Offer an incentive Creating an excellent feedback request email is key to collecting valuable information from customers. That said, here are some tips for crafting a superb feedback request email: Use personalization. Personalizing a feedback request email shows the reader that the sender is explicitly interested in their feedback. In turn, it increases the chances of getting a response from the recipient. At least, use personalization tags in the greeting, in essence, “Dear Anne Doe.” Reveal what the feedback is for. Marketers should tell their customers why the feedback request emails are essential in addition to what they plan to do with the information they collect. This way, they provide the recipients with reasons to give their feedback, thus, increasing the number of responses. Include a clear CTA (call-to-action). Feedback request emails should have clear CTAs so that the readers can quickly determine what to do next. It is especially useful when linking to an external survey. Write short and specific emails. Great feedback request emails are brief and get straight to the point. Generally, the fewer questions, the more responses from customers will provide. Apart from that, the email should specify what the feedback is about. Write a relevant subject line. Useful emails have the right words. Including words such as “Urgent,” “Invitation,” and “Invited” will yield better results. Moreover, providing a time estimate in the subject line will show the reader that they are not up for a lengthy process; hence, enticing them to participate. Offer an incentive. By offering rewards, customers will be encouraged to respond to feedback response emails. It shows them that they are essential and that their time is valuable. Some of the incentives a business can offer are gift cards, actual products, exclusive product discounts, etc. Ready to start using email to collect feedback from customers? Make use of LIKE.TG pre-designed templates, marketing instruments like personalization, segmentation, and automate the whole process without much sweat! Sign up to send a feedback request email in LIKE.TG! How can yousend a feedback request email with LIKE.TG? The answer is — automatically! You no longer need to track every client’s journey because LIKE.TG offers Automation 360 features. It allows users to set the event that will trigger sending of a feedback request email so that customers will receive it automatically after they buy from you. To find out more about sending automated emails with LIKE.TG, follow this guide. Feedback Request Email Examples Here is a feedback request email from Shopify. It tells the reader why the survey is useful and specifies the deadline for the activity. Next is a feedback request email from Dollar Shave Club containing a pop quiz asking the subscriber about their shaving experience. It seeks feedback to help create a product that solves razor irritation. A feedback request email from Biscuiteers is asking a user to review their services. Feedback Request Email Tips To wrap it up, below are the useful tips to have in mind when sending feedback request emails: Send feedback request emails immediately after the event to ensure that the recipient still has a clear memory to offer a proper response. Specify how long the process will take. Tell the audience how you will use their feedback to benefit them. Ask again after you improve to make sure you understand your clients’ needs correctly. Automate feedback request email sending to make it an essential part of your marketing strategy.

A flash sale also called a deal of the day, is a sale with a big discount that can reach up to 80% on particular items and is only valid for a short period, usually for 24-36 hours. It helps your brand draw the attention of buyers, improve conversions, increase sales and revenue, and improve customer loyalty. Flash sales allow brands to access a bigger audience at no cost and sell items with a low sales ratio. Deals of the day are especially popular among apparel brands. This is because there is a huge audience of online shoppers looking for discounted clothes. Brands choose this method because it is one of the most cost-effective ways to sell their products. Why do flash sales work? Time-limited sales are beneficial for both parties of the purchasing process. On one hand, it allows you as a seller to improve brand visibility and site traffic, increase revenue, and sell out of excess items. On the other hand, buyers can obtain the desired products with a big discount. A strong sense of urgency and a low price during flash sales are popular among brands. Limited offers leave no time for customers to think and a significant discount entices buyers to make impulse purchases. Let’s discover the main advantages of limited deals. Benefits of Flash Sales Different companies rely on deals of the day to improve sales and visibility. However, they can bring even more pros for your brand’s growth than you think. Flash sales help you: Ensure lead conversion. Hosting flash sales on your brand’s site is a perfect way to obtain new clients. Frequently, prospects browse sites to find interesting offers before the holidays. They may add some products to their carts but leave them unless there is an actual need for these items. Limited offers encourage shoppers to make quick purchase decisions. Improve brand visibility. The urgency that converts your visitors into buyers works on social media as well. People who discover an attractive offer from your brand and consequently become your customers are keen to share it with their friends and colleagues. Some of them may even share news about your offer on their social media accounts. Increase the number of loyal customers. A big discount on various items is a great way to reward your existing clients, enabling them to buy your brand’s products at a lower cost. After trying your products and discovering that they are high-quality, consumers are more likely to buy from you. Market items that are not in demand. You can sell the products that are not popular among customers quickly and give room to new items. You can sell off seasonal or specialty products and recuperate some of your initial costs. Boost revenue. According to Social Marketing Fella, deals of the day bring an average of a 35% growth in transaction rates. The short-time sales make shoppers buy fast and place larger orders than normal. This boosts sales quickly in no time. As a result, your revenue grows. So, if you aim to boost revenue quickly, deals of the day have come to the rescue. Now that you know the main benefits, choose the right moment to run a flash sale. When should you run a flash sale? The shorter a flash sale, the better the results will be for your brand. It is a known fact that a sense of urgency and a big discount make buyers decide quickly. Let’s consider the best time to run a deal of the day. Here are several ideas. Before the holidays. As you know, brands provide customers with tons of offers during the holidays. That’s why shoppers are bombarded by emails with a huge number of promotions. To prevent flash sale fatigue, avoid the “peak season” and run your deal of the day before the holidays. For example, in October, to win new customers, make room for new products, and avoid high competition. After the holidays. When the holidays are over, you might notice a rise in order returns. This process is normal as people return unwanted gifts. To make some of this money back, conduct a sale after the holidays, let’s say in January. It helps you build customer loyalty and decrease your losses. Once in a while. It is not advisable to run sales every month as it can ruin your reputation. However, providing deals to customers every few months is a wonderful idea. Tie a sale with a holiday such as Thanksgiving, Independence Day, or Christmas, when people are inclined to search for the best offers. So now that you know when the right time to conduct a deal of the day is, you should consider how to do it. How to run a successful flash sale Define your goal Select the right products or services Promote your sale Limit the time of the deal Check your stock Get ready for delivery To kickstart your promotion strategy, you need to be aware of the necessary steps. Here are the main points to consider. 1. Define your goal Determine the goal of your flash sale as it helps measure your success. Decide what you want to achieve: decreasing the number of poor-selling products, driving traffic to your site by providing a good discount on the best selling product, or stabilizing your inventory. After determining your goal, you will know for sure which products to choose for your deal of the day. 2. Select the right products or services Ensure that the products you select align with your target audience. This step is very important to get long-term buyers. It is a good idea to provide a discount on the products customers are interested in. As a result, the right people will click on your brand’s website. For your sale, you can choose non-seasonal items, poor-selling items, or simply try to liquidate your excess inventory. If you aim at boosting sales, you can sell products that are in demand among your buyers. 3. Promote your sale Maximize your efforts to promote your short-time sale and make an announcement the day before it starts. You can engage a bigger audience by promoting your flash sales on various channels like social media, email newsletters, and web push notifications. Email newsletters 3.9 billion daily email users make email the channel with the highest engagement. So when you want to sell your products, this channel is the most suitable and cost-effective way to do so. To start, you need to build a mailing list. You can do this by creating a subscription form or uploading an existing list of contacts. Remember to get customers’ consent to receive your emails. With this channel, you can drive traffic to your website during the campaign. With LIKE.TG, you can send automated emails to the contacts on your list. To create professional email templates for your deals of the day, you can use our drag and drop email editor or choose from our ready-to-use templates. Do your best to create a catchy subject line, a preheader, an interesting banner, a clear call-to-action button, and a short and concise copy. Make sure that your email newsletter has a clear subject line. Here are several tips to create a perfect subject line for your promotion: use the words “flash sale” to encourage customers to open the email because of the fear of missing out; include the amount of the discount and the items that are on sale; create urgency by mentioning the duration of your sale; personalize your subject line; keep it short and sweet. Here is a great example of the subject line of an email from The North Face. Customers can understand the email’s content by simply reading its subject line. Also, it enables shoppers to immediately find out the amount of the discount. Push notifications A web push is a browser message that notifies users about sales, new content, or updates. It is a perfect way to inform shoppers about a flash sale because these messages are difficult to miss. Customers can receive notifications in all of the popular browsers and on smartphones. LIKE.TG’s push notification service allows you to start sending personalized offline notifications about your flash sale. This feature allows you to personalize your notifications and segment your audience. Here you can see the process of creating a push notification in our service. LIKE.TG allows you to select a list of contacts, use segmentation, insert a title, text, a link, and an image to notify your customers about your flash sales. The preview function on the right enables you to see how your push notification will look. SMS If you have a local business, you can promote your flash sales using SMS campaigns. This direct channel enables you to deliver messages about your limited promotion to the right people and increase customer engagement. You can create personalized messages to reach your target audience. Here you can see how to create an SMS campaign for your time-limited offer with ease using our service. Add a sender name, your SMS text, and a list of contacts. You can also use segmentation and schedule the date and time for your SMS campaign. The preview function enables you to see how your message will look on a smartphone. Social media platforms Use social media channels like Facebook, Instagram, and Twitter to connect with your audience and promote your sale. You can create posts and videos to increase customer engagement during your promotion. Besides, make use of social media tools such as stories, IGTV, hashtags, and more. 4. Limit the time of the deal An ideal deal of the day shouldn’t exceed 24 hours. Statistics show that three-hour sales have the highest transaction rates at 14%. We’ve already mentioned that a flash sale works because of its urgency and a rush that appears among buyers. This “rush” provokes people to make impulse purchases. Here is an example of a promotional email from MAC Cosmetics. The email is short and sweet. It includes the amount of the discount. The brand also mentioned that the offer is valid for a limited time. The call-to-action “Shop” encourages shoppers to click and see the discounted items. 5. Check your stock Ensure that you have enough of the products in stock that you plan to offer. Calculate approximately how many products you will need. This is necessary to make sure that you won’t sell out the discounted products too fast leaving customers with negative impressions about your company. 6. Get ready for delivery In today’s world, it is critical to deliver products as soon as possible. People expect to receive their orders the next or even the same day. That’s why you need to be ready for mass shipping to provide an excellent customer experience with your brand from start to finish. To find out how flash sales work, look through some examples. They can serve you as ideas for your future promotions. Flash Sale Ideas and Examples Steve Madden Pegasus Airlines Monki Grammarly NYX Cosmetics There are plenty of ideas for providing limited-time offers. Various brands run sales and reap the benefits. Let’s consider some examples of deals of the day to see how they work. Steve Madden To celebrate Cyber Monday, the Monday after Thanksgiving, Steve Madden decided to give a 40% discount to their buyers. The brand provided customers with a special code to make purchases. The brand’s email is short and concise, containing only important information for customers. Besides, it includes a call-to-action button that redirects users to the desired section of the site very quickly. Pegasus Airlines A Turkish low-cost carrier made a tempting offer for travel fans. Pegasus provided customers with tickets to Turkey for just €1 plus taxes on select routes. To take part in this sale, people should comply with the rules of this limited promotion. Monki The brand allows customers to explore the latest style and get the fashion pieces they like with a great sale. Before the holidays the company conducted a sale on certain items. Shoppers had the chance to receive a 50% discount purchasing online and in-store. Grammarly The company informed customers about their 55% discount via email newsletters. Grammarly conducted this sale as a Black Friday offer only for 24 hours. This grammar checking service offered clients to increase the quality of their writing by purchasing their Premium plan with a healthy discount. NYX Cosmetics NYX, an American cosmetics brand, invites customers to purchase products on the cheap. The company offered a flash sale on New Year’s Eve. As you can see, the offer is only valid for a limited time. Now that you know how famous brands run their flash sales, let’s review some important tips to ensure that this process goes smoothly with your brand. Flash Sale Tips Use an email scheduler Set up segmentation Prevent website crashes during high traffic Here are three main steps that can simplify the process of creating your time-limited campaign. With these steps implemented, you have bigger chances to run a campaign successfully. Use an email scheduler To reach your audience when you have a flash sale and communicate your message at the right moment, you can use a special email marketing tool — scheduled campaigns. With our service, you can create an email campaign to send announcement emails notifying customers about your sale. During the “Preview and send” step, schedule it for a particular date and time. Set up segmentation Segmentation helps you make your sale more effective by creating a targeted message. You can resonate more deeply with audiences by offering them discounts on the items they like most. In this way, you can directly address customers interested in particular products who are likely to make purchases. You can segment your clients according to behavior (based on shopping habits), demographics, or their place in the buyer’s journey. With LIKE.TG, you can select variables for the segmentation of your email, chatbot, and SMS audiences, and conduct a successful time-limited offer. Below you can see how to create an email campaign with LIKE.TG. The process includes several steps. The first step is to select your mailing list (you can apply segmentation based on variables), add a sender name, email address, and subject line. Next, select a template and add a message content. Prevent website crashes during high traffic Christmas, Thanksgiving, Valentine’s Day, and the Fourth of July can be a reason to run a flash sale. You can’t avoid massive traffic to your brand’s website during this season. To meet the expectations of your customers and provide them with a seamless experience, ensure that your website is ready for high traffic from both desktop and mobile users. For this, consider doing several steps before the sale starts. Test your website. Use cloud-testing tools to simulate multiple connections to your site at once. Remember to test your website annually before the busy days start to ensure that your visitors have an excellent user experience with your brand. Keep your pages light. Keep in mind that approximately 50% of Internet users expect pages to load less than in 2 seconds. When designing a site, remember that each page element can influence the speed of your site. That is why you should keep your website design simple. If you have some problems with your website’s load time, use Google’s Make the Web Faster tool to test the page, identify images or videos that are slowing down your site, and get suggestions on how to speed it up. Use a CDN. A content delivery network is a platform of servers that work together to quickly deliver internet content to users. The servers are set up in a special way to minimize the response time for site visitors. Every successful flash sale requires you to do several steps to reap the benefits: determine your goal, select items, and promote your sale using channels like email, web notification, SMS, and social media. LIKE.TG will help you do it with ease. Also, remember to test your website and check its efficiency to prevent website crashes during the sale and achieve your goal. Best of luck!

A footer is an email element placed at the bottom, whichusually contains general information about a company, such as the address, telephone number, website, social media icons, and the unsubscribe button. This video by Exclaimer offers 17 email footer DOs and DON'Ts. Check out! Here are some tips for creating an email footer: A simple design matters when you deal with a large amount of information. To avoid confusion in the footer, it's better to group the elements in one style. Add the link to your contact information because many subscribersmay want to connect with you after reading your email. Keep social media icons in one style and size. Don't forget to include copyright information. Note that all rights are reserved and give a link to a privacy policy. Mention copyright with the icon ©, write the year of creation, and the name of the owner to whom all names, logos, products, service names, designs, and slogans belong. It's necessary to include in the footer the "Unsubscribe" button for those subscribers who have no wish to receive your emails anymore. Don't hide the unsubscribelink by using a small font or a color that makes the text impossible to read, because the subscribermay mark your email as spam. To find out how to add elements in your email's footer, read this article.

Facebook Messenger advertising is an internet marketing channel based on showing relevant ads on Facebook Messenger. It also encourages communication with potential customers through direct messages of the Facebook Messenger application. The companies try to engage people to provide them with a faster and more personalized buying experience. Watch this video to set up targeted Facebook ads to promote your products and services and start chatbot conversations with users in Facebook Messenger who interacted with you. Why is Facebook Messenger advertising important? Global reach Rapid communication The new format of advertising Convenience Retargeting opportunities Global reach. 1.3 billion people use Messenger every month. With this coverage, Facebook Messenger becomes a massive platform for advertising. Rapid communication. Facebook Messenger advertising reaches potential customers more efficiently and quickly than other marketing channels like email and even social media. The usage of applications for messaging surpassed the usage of social media. The new format of advertising. Facebook developed two new types of ads. Click-to-Messenger ads offer users to initiate the conversation with a brand on Facebook and Instagram. A new kind of ad looks like a regular Facebook newsfeed ad, but it leads to Messenger with the same purpose of starting the conversation. These ads generate individual interaction. Convenience. Facebook Messenger advertising allows people to stay in Messenger because it’s inconvenient and irritative when an ad redirects users to their browser. Retargeting opportunities. Sponsored messages enable companies to create highly targeted promotions and send them directly to people who have previously engaged with a particular brand. Types of Facebook Messenger Advertising Click-to-Messenger ad Messenger ad in Chats Direct messages from the company page Click-to-Messenger ad. This ad looks like a typical Facebook ad in the newsfeed, though it includes a call-to-action “Send Message” instead of the obtrusive “Shop Now.” The link from the “Send Message” button leads to Messenger, where communication with a chatbot takes place. Messenger ad in Chats. This type of ad appears directly in the home dashboard of the Messenger application. Facebook displays them in chats and targets such advertisements based on the user’s interests to evolve brand awareness. Direct messages from the company page. This type of ad works out only if a user has previously communicated with a particular brand. A message from the brand’s page starts a conversation where the user has a few preset variants of the answer to every chatbot’s remark. The communication in Facebook Messenger shortens the buyer journey and makes it more human, so such relationships between brands and people turnthe chaosinto the sales funnel. How to do Facebook Messenger Advertising with LIKE.TG LIKE.TG can provide you only with direct messages from the Facebook page. Here’s how to connect our chatbot to your Facebook page. Connect Facebook profile to LIKE.TG. Choose a Facebook page(s) to connect a chatbot. Click on “Enable” and subscribe to a Facebook chatbot. Try out the test mode. Create a couple of campaigns for training. Use a widget to generate subscribers. Copy the code snippet at the end of the widget, creating and add it to your website’s code. Facebook Messenger Advertising Best Practices and Tips Stand out from the crowd Use images smartly Create chatbot as human as possible Keep your copy to the point Ask simple questions Stand out from the crowd. Ads in news feed irritate everyone. Try to be an exception and come up with relevant and attractive offers and content. In the ad, use text that will intrigue potential customers, encouraging them to click through. Use images smartly. Take photos describing how to use the product if possible. The images should look appealing and perhaps provoking. Create chatbot as human as possible. Give a name to your chatbot. Come up with a style of communication that will resonate with your audience. Keep your copy to the point. Don’t send long messages as they are boring. For instance, if there are five sentences in a row, you need to give more time for reading before the chatbot sends another remark. All messaging should be swift and relevant. Ask simple questions. Make the conversation easy. Ask questions that people understand and offer relevant and logic variants of answers to make their buyer journey smooth. Examples of Facebook Messenger Advertising Direct messages in Messenger. Messenger ad in Chats.

Exit rate is the percentage of users who exit a site’s web page after clicking the links on the initial web page and checking several other pages. Tracking the rate enables companies to boost conversion and retention after determining web pages with poor performance, optimizing content and speed load time, and identifying and eliminating other technical issues. In this article, we’ll uncover the importance of an exit rate and compare it with a bounce rate. We’ll also explore the formula to estimate the indicator and tips to reduce it. Why is the exit rate important? Keeping up with an exit rate is crucial since it enables businesses to unveil web pages with poor performance. A high exit rate serves companies as an alarm to analyze and figure out problems visitors face. There might be various causes for underperforming web pages, such as long page load time, content that needs optimization, and inefficient call-to-action buttons. Marketers pay attention to the page's design, visuals, font, and color scheme to prevent different problems. After working on the issues, they can reduce the exit rate and increase the number of repeat customers. The metric enables the company’s team to identify web pages last in the session and evaluate the usefulness of its website for visitors. As a result, marketers can unveil why people instantly leave some of the website’s pages. Once the team managed to do web page optimization, this business can improve conversions and customer retention. Now let’s find the distinctive features of exit and bounce rates. Exit Rate vs Bounce Rate Since there’s often a misinterpretation of exit and bounce rate, we’ll explain the difference between these similar metrics. It’s time to have a closer look at each of them. Exit rate is the percentage of users who leave a page after visiting several other web pages of a specific website. Once users find your website in search results, they land on it. After reading the content, they might face some difficulties with the terms or strive to get more information about your company and product, so they follow other links. If they leave after exploring several web pages, the exit rate increases and negatively influences your business. To prevent it, you should have a track of low-performing web pages and make everything possible for their optimization. Bounce rate is the percentage of users who land on a page and leave it without performing any other actions and visiting other web pages. The metric covers single-engagement sessions during which users don’t interact with the elements of the web pages. They neither comment, click the links, nor proceed to the related pages. To put it simply, if a user visits a single page and instantly leaves it, we talk about a bounce rate, yet if a user lands on a page, clicks the links, proceeds to other web pages of the same site, and then leaves, we talk about exit rate. Now that you know the difference, it’s time to figure out how to calculate the metric. How to calculate the exit rate? If you want to estimate the exit rate for your company, you can use the formula below. Exit Rate = Total Exits from Page / Total Page Visits After using this formula and calculating the percentage, you can find out the percentage of visits last in the session. This means that a user leaves a web page after performing some activity on your website. For instance, a visitor can land on a page, click links to explore some topics, and exit a page. It’s time to reveal the strategies to reduce the exit rate. How to reduce the exit rate? Companies with high exit rates should incorporate specific strategies to improve the situation and encourage conversions. We’ve gathered some essential steps you should do to reduce the metric. So, let’s dive in. Consider boosting page load time. Every second makes a difference for a user. If you don’t want to lose potential customers, you need to make sure that all pages of your site load fast. The speed of your website influences your exit and bounce rate a lot. According to WebsiteBuilderExpert, web pages that load within two seconds have a bounce rate of 9%, while pages that load in five seconds have bounce rates of 38%. Provide excellent user experience. UX is crucial for converting visitors into customers. To provide a seamless user experience for your prospects, you need to structure your articles, consider building a table of contents, and use visuals. This way, visitors can easily perceive your content and find necessary information about your product. Make sure you have visible CTAs. You need to have a clear and visible call to action to let people take the desired action. As a result, you’ll increase customer engagement. Place relevant buttons after potential clients read valuable information. Add visuals to your content. Use infographics, videos, and other visuals to split your content into parts to clearly and easily convey all the necessary materials related to your product. By utilizing short videos, you have the chance to increase customer engagement, increase the time users spend on your web pages and educate people about important issues. Develop a good interlinking strategy. By redirecting visitors to other essential pages of your website, companies can provide deeper knowledge of the topic to their users and have them engaged with their company. If you don’t carry out a powerful interlinking strategy, the exit rate can increase. If you don’t want to let that happen, you need to add hyperlinks that will lead to other related web pages of your site. These pages should have a close connection to the topics people explore. Make sure to add links to relevant keywords so that visitors can understand what articles they can read next. Since exit rate is a vital metric, you need to keep an eye on it. If, after the analysis, you find out that the rate is high, make use of our tips to make your business work properly.

Facebook reach is the number of people who have seen your posts, page, or advertisements. It comprises unique views. If 20 users looked through your page yesterday, your reach is 20 regardless of multiple visits. Facebook reach is calculated in 2-day, 7-day, and 28-day increments. In this article, you'll know why monitoring Facebook reach is important and how it differs from impressions. You'll learn how to check and improve the metric. So, let's get to know which benefits you can reap if you regularly monitor your reach. Why is Facebook reach important? Each marketer should track the reach of the content produced since it helps make informed decisions. As far as outreach shows the number of people who saw your content, you can have an idea of its performance and user engagement. This social media network lets you monitor the outreach of your page or post, so you can know which type and format of content perform better and which is less engaging for your audience. Consequently, you can make wise investment decisions. Generally, Facebook's reach is divided into two types: post reach and page reach. Post reach enables you to know the number of users who saw a particular post of your brand in their news feed. Page reach is the number of users who see your page. Then, each type can be applied to Facebook's organic, viral, and paid reach. Facebook organic reach means the number of followers who saw your content in their feed based on the Facebook algorithm, which considers their previous interactions and preferences to demonstrate only relevant content. Facebook's viral reach implies the number of users who saw your content due to some third parties. Your fans may comment, like, or share your post. So, if their friends see this post in their feed, it will count as viral reach. This measure shows a high level of engagement in your community which is valuable for every business. Facebook paid reach means the number of users who saw your paid posts in their feed. So, you can determine which type of ads bring you more exposure and clients and make the correct decisions. Marketers evaluate the results of their work, taking into account reach and impressions. Let's see how these metrics differ. Facebook Reach vs Impressions While Facebook reach shows the number of unique users who saw your posts or page, impressions demonstrate the number of times your content was displayed in users' news feed. Impressions are always higher than reach because this metric considers multiple views. So, if you have 100 fans but your post impressions make up 200, there were multiple views from one account. Facebook analyzes impressions of sponsored posts only. Both metrics are equally important since they enable you to analyze your content strategy performance and communicate with your audience more effectively. Now that you know how Facebook reach is important, let's get to know how to check it. How to check Facebook reach? Facebook shares this data with the owners of business accounts. So, switch your account type to monitor your post reach. The easiest way to find your organic post reach is to look at it. Facebook shows the number of people reached right under the post. In your business account, you can see the people reached with your page in the "Insights" tab. You can navigate to "Insights" from your admin panel for more detailed stats. Here you can find your post and story reach for a certain timeframe in the "Overview" section or navigate to the "Reach" section for more data. You can discover the total reach and reach by groups: organic, paid, and viral. Alternatively, you can view post statistics in the "Page posts" section in Meta Business Manager. Now you might be interested in strategies that will help you boost your Facebook reach. Read on! How to improve your Facebook reach? In this section, we'll share some effective tips that will help you increase your Facebook reach. Choose the best timing. Time is as important as your content quality. Your post may be highly relevant and engaging for your target audience, but if you publish it at night, you're unlikely to be at the top of their news feeds. To choose the best time, use Facebook analytics. Page Insights in the Posts section will tell you when your fans are most active. So, choose these days and times for post publication, but mind competition. Your brand is not the only one they follow. Try to post sometime before the peak hours to be the first. Go live and create stories. These content formats are awesome for boosting your organic reach on Facebook since this social media network rewards content maker who stimulates meaningful interactions with the audience. Going live lets you show who stands behind your brand, and your followers can communicate with like-minded people in the comments. You can answer users' FAQs or run live coaching sessions. Combine different content formats. Test different content types and formats to keep your followers engaged. If you post only text blog posts and images, try something new. Create videos, stories, quizzes, polls, questions, memes, podcasts, user-generated content, infographics, how-to lists, giveaways, etc. You never know which type will hit the right chord with your audience until you try it. Check out the reach of each content piece and invest in top-performing types. Repurpose your evergreen content. Why don't you reap additional benefits from your evergreen content? Select the posts that performed well in the past. Make sure they are actual and relevant for users today. You can change the format of the content. For example, if it was an article, you can transform it into a video or podcast. Study your target audience's preferences. Mind that if your post was initially attached to specific data, it might be outdated. Choose the posts that got the most likes and shares and try again. Run contests. They will help you boost engagement and build a community. Encourage your followers to like and comment your posts. This way, Facebook algorithms will consider your content relevant and place it in the Feeds. You can also conduct giveaways to increase engagement and generate new leads. Incorporate user-generated content. People would rather believe the recommendations of their friends and colleagues rather than advertising. Encourage your customers to feature your brand when mentioning it in their posts and stories. You can reward the most creative followers with a gift. Share the best photos on your page. Alternatively, you can create your branded hashtag and ask clients to use it when mentioning your company. Launching a contest is another great idea to create buzz around your brand and improve engagement. Congrats, now you know why Facebook reach matters and how to check and improve it. With LIKE.TG promotional tools, you can better advertise your company and bring communication with customers to the next level.

Facebook Shops is an eCommerce platform that lets businesses easily sell their products on Facebook and Instagram. Sellers can set up custom online stores without coding, promote items through Stories, and connect with customers. In the video below, YouTuber and marketer Andrew Ethan Zeng introduces Facebook Shops, leads you through the setup process, and gives some tips on how to launch an online store on Facebook and Instagram. This article will focus on how to incorporate Facebook Shops into your business strategy. We’ll explore the main benefits of this feature, share a step-by-step guide on setting up your store, alongside examples of Facebook Shops, and so on. Let’s start by unveiling how Facebook Shops work. How Does Facebook Shops Work? Facebook Shops allow you to create a store on Instagram and Facebook from a commerce manager. Like other eCommerce platforms, this tool requires no coding or technical skills. All you need is a US bank account and a tax identification number. You can build a store from scratch and manage it inside Facebook’s ecosystem. Facebook Shops is an end-to-end shopping solution that encompasses promotion, sales, marketing, and customer support. However, you can add a store built on other platforms too. Facebook supports integrations with Shopify, BigCommerce, WooComerce, and more. Announcing the Shops feature, Facebook declared it a mobile-first tool. Thus, Facebook Shops works perfectly for mobile shopping. Moreover, each store created with this service automatically adapts to any type of device and screen resolution. Facebook Shops allows you to create collections of products, so you can sort your items and make your shop more convenient to browse through. Also, sellers can change their shops’ design, colors, templates, and so on. Another feature of Facebook’s eCommerce platform is its built-in analytics. Commerce Manager provides its users with insights on their shops’ performance. The metrics you can see depend on the type of shop you’ve created. For instance, if you launch a store on Facebook, you’ll be able to track sales, visitors, and so on. If you have connected an existing shop to Facebook, Commerce Manager will show clicks on the product details page (PDP clicks) to the website and sessions. Customers can access your Facebook Shop from your main Facebook page, Instagram profile, or via Instagram Shopping. To learn more about the shopping formats, Instagram provides, follow our comprehensive guide on Instagram Shopping. Facebook Shops allows potential customers to contact you through WhatsApp, Instagram Direct, or Facebook Messenger. Here they can ask questions, get support, or track deliveries. Better yet, in the future, Facebook will let users make purchases directly within messenger apps. Bear in mind, launched in 2020, Facebook Shops is a relatively new feature. Thus, it’s only available in certain countries, and many of the features are still in the development. However, you should consider using this eCommerce platform since it provides alluring benefits to your business. Benefits of Facebook Shops Access to a promising audience Lower marketing costs Connect with customers Mobile-friendly Seamless customer experience Over 80 million small businesses worldwide have pages on Facebook. This makes Facebook Shops a great decision for them as they are already present on this social network. However, Facebook Shops have a bundle of other benefits – let’s unpack them one by one. Access to a promising audience Facebook gathers the most promising audience. According to Pew Research Center, 74% of people, who earn over $75,000 a year, have an account on this network. It makes Facebook the second center of attraction for high-income earners, after YouTube. Better yet, a big part of this audience is ready to make a purchase. In the US,15% of social media users shop or browse products on Facebook. Lower marketing costs On average, Facebook is not considered the cheapest marketing channel. Targeted advertising on this network requires certain investments, though it drives great results. Building an online community on this social media platform also takes a lot of time and effort. However, there is a trick you can use to do cost-effective marketing with Facebook. This network accounts for over 80% of social referral share to eCommerce sites in the US. In turn, referrals are one of the most robust channels for customer acquisition. Facebook shops allow users to share items and collections via messenger and easily copy links. So, your task is to encourage customers to share your products on Facebook. Connect with customers Consumers deem quick responses and solutions highly important for quality customer service. Over half of customers say it’s essential to have convenient ways to reach retailers and brands. Meanwhile, customers prefer messaging apps to get in touch with sellers – 45% of global consumers have messaged a business. Almost a quarter of buyers make purchases through a messaging service directly. Facebook Shops links your online store to WhatsApp, Facebook Messenger, and Instagram Direct. That makes this platform perfect for maintaining relationships with consumers and providing the support they need. To stay tuned 24/7, consider connecting a chatbot to your Facebook Shop. This will help you instantly tackle the most common issues customers face. Build a chatbot for Facebook with LIKE.TG for free to stay in touch with your buyers around the clock. Mobile-friendly A poorly designed mobile website undermines all of your efforts to build and promote a webstore. 57% of customers won’t recommend a site with an inconvenient mobile version. Meanwhile, 96% of active Facebook users access this platform via mobile devices. Moreover, over half of the internet traffic worldwide comes from mobile devices. This makes mobile-friendliness crucial for sellers and online stores. Facebook made its eCommerce platform with mobile users in mind. Facebook Shops allows you to create responsive showcases on Facebook and Instagram and adjust them literally with a single click. Seamless customer experience 73% of customers say a good customer experience helps drive their buying decision. Eventually, a good customer experience leads to an increase in sales and revenue. Facebook Shops is designed to provide a seamless customer experience. A customer browses through Facebook, easily accesses a shop from the search results page, finds the collection and item they are interested in, asks a question in a messenger, and purchases from the webstore page on Facebook. Put simply, Facebook Shops provides your business with a set of benefits that facilitate your day-to-day processes of running an online store. You may wonder if such a tool costs a fortune or comes free. We’ll discover that in the next section. Facebook Shops Fees If you build a shop in Commerce Manager from scratch and let customers check out on Facebook or Instagram, you’ll need to pay a selling fee. Facebook automatically deducts the required sum from your payout. The selling fee depends on the order total. For purchases over $8, Facebook takes 5% per order. If an order costs less than $8, your fee will amount to $0.40. Let’s crunch some numbers to make things easier to understand. Imagine that you sold a pair of running shoes for $15 to one customer and a pair of socks for $3 to another. For the first order, Facebook will charge you 5% of the price, or $0.75. For the second one, you’ll have to pay $0.40. If you sold both socks and shoes to one customer and sent it as a single shipment, you’ll pay 5% of the total sum. So, the selling fee for the $18 shipment will be $0.90. Facebook charges this fee to cover their expenses on maintaining the service and payment processing. Also, the selling fee includes your taxes, so you don’t have to break through the red tape yourself. If you like this option, read on – we’ll lead you through the Facebook Shops setup process. How Do I Create a Shop on Facebook in 2021? Sign up with Commerce Manager Fill in your business information Configure your settings Fill in the Payouts section Facebook designed Shops as an effortless and affordable tool for small businesses, so setting up your store here is easy as pie. However, there are certain requirements you need to meet before creating your Facebook Shop. First of all, you need to be a Business Manager admin. If you don’t have an account on Business Manager, follow Facebook’s guide on creating one. Secondly, you’ll need a Facebook page and catalog in the same Business Manager account. Make sure you have “Manage Page” permissions for them. You can view and edit those permissions – this manual from Facebook will help you out. Once everything listed above is ready, you can move on to setting up Facebook Stores. 1.Sign up with Commerce Manager Go to Facebook Commerce Manager and create a new account. Choose “Set up on Commerce Manager” to create a native Facebook Shop from scratch. 2. Fill in your business information In the next step, you’ll need to set up your business information. Click the “Set Up” button to move further. Fill in your commerce account name, for instance, “Wow Running Shoes.” A tip here is to give your new account your business’s name, so customers can easily identify you. Naming a commerce account. Source: Social media examiner On the next screen, connect your Facebook page to a new Commerce account. If you have several pages, choose the one that matches your new account. For instance, it’s better to connect the Wow Running Shoes shop to a Wow Running Shoes page instead of your personal account. An important thing to remember – your page has to be connected to at least one Business Manager account. Moving on, link your Business Manager account and click “Finish Setup.” If you have several Business Manager profiles, Facebook will show you each of them. Select the one that fits your new shop. Remember, you can’t change the account once you connect it to the shop. 3. Configure your settings In the next step, Facebook will redirect you to the very beginning to let you configure your settings. To get the ball rolling, you’ll need a catalog – create a new one or add a catalog you’ve made earlier. You can only connect one catalog, but you can change the products in it any time you like. Then, move on to setting up shipping options. Choose the price and duration for standard, expedited, and rush shipping. According to Facebook rules, you have to ship products within three days of a customer placing an order. Once you’ve finished, click “Next” and fill in your return policy. Choose how much time your customers have to return an order to you and add a customer service email. These details are crucial, so without them, Facebook forbids you to proceed with setting up the account. 4. Fill in the Payouts section Select “Get Started” under “Payouts” on the initial screen. Add your bank account details – you need an American bank account to proceed. Facebook will send payments to the account you’ve provided here. Then, select the categories you sell from the drop-down menu. For instance, for a running shoe brand, they might be apparel or clothing. In the next step, choose the state you do your business in. Provide your tax registration number if you have brick-and-mortar stores in this state. You can skip this stage if you only work in eCommerce or if the Facebook Shop you’re creating is your first business experience. Next, you’ll see the Tax Representation page. Select your business type and add personal data for your business representative. That’s it – your Facebook Shop is set up. Now you can move to adding products to your catalog and styling your storefront. It's a fairly easy and intuitive process. However, if you need help, follow the instructions from Facebook. Here are some guides that will come in handy: How to create collections How to add sections to your shop layout Creating a Facebook Shop is the easiest part of eCommerce. To entice customers and drive sales, you’ll need to promote your webstore. Follow our comprehensive guide on Facebook marketing to build your promotion strategy. We’ve explored the theoretical part of launching a shop on Facebook. Now it’s time to move to practice and get a dose of inspiration. Facebook Shops Examples Based on Facebook Shops or not, an eCommerce business is a complex undertaking, which cannot be fully embraced in a single article. If you want to get some useful tips and insights on setting up and promoting your webstore, explore our guides on eCommerce marketing and online business. Below we’ll take a look at three examples of Facebook Shops. Each of them can teach you how to design a webstore that attracts customers. The Animal Rescue Site by GreaterGood Enticing images are the cornerstone of success in eCommerce. They ignite a prospect’s interest in your products and create a desire to buy from you. Thus, you can’t downplay the importance of images in your Facebook Shop’s product catalog. The Animal Rescue Site by GreaterGood is no exception when it comes to stunning images. To make its Facebook Shop more alluring for customers, the non-profit selected Instagram-like photographs instead of simple product images. Below you can see the shop’s pictures, that transmit the company’s values and provoke heartwarming feelings in customers. Vans The importance of the layout of your store is nothing to sneeze at when it comes to eCommerce. A sloppy showcase clattered with an assortment of different products will scare away potential customers. Meanwhile, a well-organized layout will facilitate shopping and increase your sales. The shoe brand, Vans, knows a little something about the magic of tidy layout. On it’s Facebook Shop showcase, the company has detached a fresh collection into a separate unit to make it easily accessible for customers. Other items are sorted by complementary colors. Artifact Uprising This brand provides another example of a perfectly designed storefront. Facebook Shops gives users the opportunity to create collections and sort products. Artifact Uprising makes the most of it. Below you can see the brand's Facebook Shop with a handful of collections. Each of them is created according to the issues customers face and framed with perfectly harmonized images. You can boost the effectiveness of your Facebook Shop by retaining your customers. The only way to do so is by building a long-lasting connection between your brand and buyers. Use other marketing channels to do just that. Sign up with LIKE.TG to start sending email, web push, SMS, and chatbot marketing campaigns to make the most of your eCommerce business.

An exit-intent popup is a message that appears in front of users when they move their cursor towards closing the tab. Marketers create these popups to keep users from leaving a site and convert them into subscribers, leads, or customers. Why should I set up an exit-intent popup? Exit-intent popups are crucial because they allow you to recover up to 53% of visitors that want to leave your website. As a result, you can continue building your relationships with the audience. The most popular type of exit-intent popup is a subscription popup with a lead magnet. These messages ask users to share their email address in exchange for something valuable, like helpful or entertaining content, discounts, free e-books with hacks, etc. Let’s explore some brilliant examples of using this technique. 8 Exit-Intent Popup Examples We’ve collected eight examples based on different goals exit-intent popups help marketers achieve. You will see that many brands use similar design tricks, including contrasting CTAs, eye-catching images, text that stresses out the benefits, etc. 1. A Popup with a Discount If you sell products, some users may leave your website because they are not satisfied with the price. If your strategy and budget allow you to give discounts, it’s a great idea to provide one with an exit-intent popup. A coupon can add value to communication with your shop so that some part of visitors can join your brand and quickly turn into customers. Below, an online shop asks users to share their email addresses and gender information to make them more relevant offers to them in the future. 2. A Popup with a Free Shipping Offer Providing free shipping is similar to giving a discount. For people from some distant regions shipping costs may seem to be high, so free shipping is a great incentive to convert them into paying customers. The example below offers free shipping without asking for users' email address. 3. A Popup with Social Proof Some users may lack social proof on the landing page where you promote your products and services. Tell them how many people pay for your services or subscribe to your newsletters in an exit-intent popup. This may affect human emotions and convince them you’re a trustworthy brand. The popup below says there are more than 72 thousand subscribers already on board. 4. A Personalized Popup Here’s another excellent approach to hook people’s attention. Personalized messages may provoke pleasant emotions. In the example below, the brand utilizes user location data when it says “We see you’re from Vancouver” and offers specific food recommendations. 5. A Popup that Appeals to Emotion It’s crucial to appeal to people’s emotions since such popup messages have very little time to persuade visitors. Brands strive to find the right tone of the message and they base their decision on the target audience. This popup is targeted at women. To ensure the brand will help, it uses the title “You deserve a business and life you love” with the stress on “deserve.” 6. A Popup for Entry-Level Entrepreneurs It’s a great idea to create popups that resonate with your target audience. Companies invest a lot in analyzing their audience’s interests and behavior to create their buyer personas and better tailor their communication. “From “a-ha” to “oh shit” are the first words in this example. The message is addressed to a specific audience, probably young people and entry-level entrepreneurs. The phrase “We’re learning a lot and so will you” highlights that the brand is trying to look like an ally for their users. Besides, this exit-intent popup only asks for an email address, so chances are, a lot of people will convert with this message. 7. A Popup that Redirects Users to Relevant Content Sometimes, users intend to leave a website because they failed to find the content they expected to find. If your website or blog specializes in multiple topics, you can provide users with more options. This type of popup keeps users from leaving by allowing them to choose the type of content they want to see. If a user was introduced to content about weight loss, but interested in health improvement in general, this message may address that person to more relevant content. At the same time, it allows the brand to collect some data for further personalization. 8. A Popup with FOMO The fear of missing out, or FOMO, is a useful technique that can make people change their minds in a flash. Warm leads are most likely to bite this hook. This popup creates FOMO by showing a timer that tellsusers about a special 50% offer that expires soon. The bottom line for the exit-intent popups is that you need to address your message to users’ emotions because it’s the most efficient way to convert them from visitors into leads and, potentially, clients. Let’s finish this guide with some useful tips. 5 Best Practices to Create Killer Exit-Intent Popups Make it mobile-friendly Use A/B testing Track conversions Provide a simple way to close the popup and say no Keep your message simple We’ve collected five actionable tips that will enrich your strategy. Here they are: Make it mobile-friendly. This is necessary because about 40% of users browse websites from mobile devices. If your popup is not mobile-optimized, it will be displayed incorrectly, resulting in a poor user experience. Use A/B testing. This technique allows you to find out what kind of copy, images, and CTAs work best for your exit-intent popup. Track conversions. This will allow you to understand on which pages exit-intent popups bring you desired results. Note that your popups need to have reasonable goals, like “convert 25% users that intend to exit your website into subscribers,” otherwise tracking conversions won’t help you very much. Provide a simple way to close the popup and say no. These messages are somewhat annoying in nature, so it’s best to provide users with a well-visible X to quickly close the popup. Don’t try to hide or camouflage the “no” reply by making it too tiny. Keep your message simple. Don’t overwhelm visitors with a wall of text — they are too busy for that. Instead, it’s best to tell them what you can give and what they need to do to take that from you right away. Congratulations, you’ve learned how to create effective exit-intent popups. We hope that this tool will help you keep a lot of potential customers from leaving your site.

An FAQ (Frequently Asked Question) chatbot is a bot aimed at answering common questions. This chatbot uses natural language processing to understand customers’ inquiries and provides answers from a predefined knowledge base based on clients’ questions. With its help, businesses can ensure instant support related to common queries without customer support agents’ involvement. In the video below, Alex unveils 3 ways to elevate customer satisfaction with chatbots. Check it out! In this article, we’ll unveil the pros and types of FAQ chatbots and show how to create this type of bot. We’ll also provide you with a step-by-step guide on building a FAQ chatbot for free with LIKE.TG and review some excellent examples. Why should you use FAQ chatbots? FAQ chatbot is a tool used in various industries for multiple purposes. There are several positive points for you to consider when thinking about a chatbot. Seamless 24/7 customer service. With FAQ chatbots, you can provide instant responses without human intervention. 24/7 support allows you to reduce response time and improve customer satisfaction. Chatbots are especially helpful for international businesses with customers all around the world. Clients no longer need to wait for the working hours of customer support agents. They can directly start the interaction with a chatbot from various time zones and receive answers without waiting. Consistent responses. Chatbots ensure consistency across your company’s departments. They provide answers from a predefined knowledge base, making human error impossible. The responses are accurate without the possibility of several answers for the same query. Reduced costs. By automating routine questions, you can reduce the costs spent on a customer support team. FAQ chatbots enable you to cut down the workload on your customer support agents. They take all repetitive questions, allowing your agents to focus on more serious and complex tasks. Personalization. You can set up chatbots for multiple purposes and business needs. Bots help provide personalized recommendations based on client's needs, preferences, problems, and interaction history. Reduced human error. After incorporating chatbots, you can prevent human error when managing frequently asked questions. While customer support agents can provide inconsistent or various answers to the same questions, chatbots can’t do it. They are connected to a predefined knowledge base and are taught to deliver accurate responses. Now let’s explore some more advantages of incorporating chatbots into your business. Benefits of FAQ Chatbots FAQ chatbots bring various pros to companies. We’ll explore them in detail in this section. Multichannel accessibility. Chatbots enable you to provide a seamless experience with your brand because of their ability to be deployed across multiple marketing channels. You can add a FAQ bot to your WhatsApp, Instagram, Facebook, Telegram, or site. This way, customers can contact you through the most convenient channel. It results in consistent and accessible support. Lead generation. Chatbot is a perfect tool for lead generation. With its help, you can capture prospects’ contact information such as email, phone, or name. This data is crucial for further contact with leads. You can share these contact details with your sales and marketing teams for further interactions. Efficiency. Chatbots enable your customer support team to manage large amounts of questions automatically. They can do it simultaneously without any possibility of human error. As a result, the workload on your agents is reduced, making it possible for them to handle complex inquiries first. Moreover, bots allow you to decrease your costs on customer support since fewer agents are required. Data collection. With chatbots, you can gather customer insights without human intervention. They help collect common questions, customer preferences, and behavior. When users contact your chatbot for the first time, the bot can also ask for a name, contact details, and company name. As a result, you have the leads’ contact details and clearly understand their needs, problems, and preferences. Multiple languages support. One more advantage of chatbots is their ability to switch from one language to another. So you can reply to customers’ inquiries in different languages, making it more convenient for clients. They no longer need to translate their questions into English to get a response. As a result, your support team can work with international audiences and assist them on autopilot. Positive user experience. With chatbots, you can ensure an engaging and interactive experience for your audience. The answers they provide are natural and human-like. The interaction between a bot and a customer is always friendly and intuitive. Moreover, you can add a button that redirects customers to human agents. This way, clients can share their more complex issues and get solutions in real time. Now that you know the advantages of FAQ chatbots, let’s explore the types of bots you can consider for your business. After reviewing the next section, you’ll identify chatbots that perfectly suit your industry and business goals. Types of FAQ Chatbots You can use different types of FAQ chatbots for your business depending on your industry, queries, and customer needs. Let’s explore the bot types you can encounter most often. Rule-based FAQ chatbots. These chatbots operate based on a predefined scenario. Bots are connected to a special knowledge base containing predefined responses. Rule-based chatbots are perfect for handling common questions. However, if you want to manage context-based queries, it’s better to consider natural language processing bots. Natural language processing (NLP) FAQ chatbots. This type of chatbot can understand the customer's language and context. Their language is clear, natural, and human-like. When users communicate with these chatbots, they receive responses similar to human agents. Since chatbots use machine learning algorithms, they can provide more relevant answers based on the context of the query. This makes natural processing chatbots appropriate for managing various queries regardless of phrases and inputs. Hybrid FAQ chatbots. These chatbots are a combination of rule-based and NLP bots. They rely on predefined answers when handling common questions and use natural language processing when managing more complex context-based queries. This allows hybrid chatbots to manage different types of questions, starting with the basic ones and ending with complex questions that require a full understanding of the context. Self-service chatbots. Such bots enable customers to search for appropriate answers by themselves. Customer support agents don’t participate in the process. The chatbot allows users to ask their questions and receive responses available in the knowledge base. Now that you know the most common types of chatbots, it’s time to proceed to creating an FAQ chatbot. In the next section, we’ll explain how to design a professional bot for your company. How to create a FAQ chatbot? When developing a FAQ chatbot, there’s a list of steps to make it effective. We’ve provided detailed instructions on how to do it, so let’s dive in. Identify your goals. First, think of the objectives you strive to reach when implementing a chatbot. Determine FAQs it should answer and responses it should provide. You need to clearly understand the advantages it will bring to your clients and your business. Make a list of FAQs. The second step involves creating a list of common questions your customers often ask. These answers will become the basis of your knowledge base. Later, you’ll improve it with more answers and information about your product. Select a chatbot builder. Once you identify your key goals and make a list of FAQs, you need to decide which platform suits you the most. Services differ based on the types of chatbots they provide. Moreover, when choosing a platform, keep in mind your technical expertise. Since some services might require you to know the code, you need to pay attention to this fact (if you don’t have such knowledge). Platforms like LIKE.TG enable you to design chatbots without programming skills by using its drag-and-drop editor. Identify a trigger. To launch a chatbot, you need a trigger. A trigger is an action that signals a bot to start a conversation with a user. There are different types of triggers you can use for your chatbot. Some are actions that customers perform on websites, some are clicks on the bot, and chatbots start the conversation proactively. The main thing you should do is to decide which chatbot you need for your product and site. Add FAQ to your chatbot. To make your bot answer customers’ queries right, you need to teach it how to do it. Create a database of FAQs and show your chatbot how to deal with specific clients’ questions. Connect answers. Finally, when creating a chatbot flow, add your answers. Connect questions with appropriate answers so that your chatbot works properly. Now that you know how to create a chatbot, we’ll show you how to do it with LIKE.TG. How to build a FAQ chatbot for free with LIKE.TG? When it comes to chatbot builders, there’s a great choice of options. However, selecting an appropriate platform requires you to identify your technical skills first. In this section, we’ll unveil a service with an intuitive interface and no coding skills needed for a chatbot setup. LIKE.TG is a multipurpose marketing solution that empowers clients with a chatbot builder. Its drag-and-drop editor helps you create a chatbot flow within minutes without any knowledge of the code. You can create a bot for Facebook Messenger, Instagram, and Telegram, and add a live chat to your website. The platform allows you to create a multichannel subscription widget and turn visitors into clients. The widget can be modified based on your requirements (brand style, brand personality, and other aspects). With LIKE.TG, you can provide assistance and accept payments through your chatbot. The service supports the most common payment systems, so you can easily ensure online payments by adding special buttons. Further, we’ll provide you with a guide on building a FAQ chatbot for free with LIKE.TG. Step 1. Connect your Facebook Messenger to the bot Let’s create a Facebook Messenger chatbot. First, log in to your LIKE.TG account or register. Then, go to the “Chatbots” tab and click “Manage bots.” Afterward, you can choose a channel you want to connect your chatbot to. This time, we’ll connect to Facebook Messenger. Log in to your Facebook account and follow the instructions provided. If you want to add a chatbot to other messengers, social media, or websites, choose the required channel on the “Manage bots” page. Step 2. Greet your customers After adding the triggers, you need to create a greeting message that will be connected to specific triggers. Once clients type words like “hi,” “hello,” “good day,” etc, they’ll receive your welcome message. Go ahead and add FAQ buttons so that clients can instantly choose the topic they want to discuss. Add quick FAQ buttons and provide fast responses. Step 3. Connect answers After adding a welcome message with FAQ buttons, you need to develop the flow. Connect all FAQ buttons to fast answers so that customers can receive the necessary information. Drag and drop all the needed elements to create your perfect chatbot flow. Save and test the flow to ensure that everything works correctly without typos or errors. Now that you know how to set up a chatbot in LIKE.TG for free, it’s time to check out some excellent examples and get inspired. Examples of FAQ Chatbots There are many examples of FAQ chatbots, but not all effectively manage customer inquiries. We’ll provide several examples of excellent work and seamless experience for clients. Let’s dive in. Turkish Airlines Turkish Airlines, one of the largest mainline carriers in the world, uses a chatbot to provide answers to customers’ FAQs. You can find its chatbot on the homepage of its website and instantly type your inquiry. The chatbot lists the common topics so potential clients can choose one from the list. They’ll find baggage allowance, lost baggage handling, milessmiles, FAQs, and more. The bot’s language sounds friendly, natural, and alive. If users need answers to other questions, they simply need to type the inquiry without clicking one of the ready buttons. Kindly Kindly strives to help its potential customers with ready buttons. Users can book a demo, request pricing, or find out more about the service. Besides this information, prospects can always type their questions and get responses. The platform will reply to all common queries. Sephora Sephora, a chain of beauty stores, allows customers to contact its chatbot on Facebook Messenger to receive answers to their FAQs. The company helps to find the nearest stores, manage returns and exchanges, get favorite products, etc. The chatbot is easy to use so clients can find the necessary information fast. Congrats, now you know what an FAQ chatbot is and why it’s essential for businesses. Hope that you will grab some inspiration from the examples above and set up an effective chatbot with LIKE.TG for free.

Everyday low pricing is a pricing strategy widely used by retail chains. It enables them to set prices that are lower than their competitors’ and keep them like this for a long time. This strategy is commonly used together with high-low pricing. While the latter allows brands to initially set high prices and then sell items at low prices during promotional campaigns, an everyday low pricing strategy helps companies establish their reputation as the lowest price sellers on the market. This technique can either bring benefit or damage to your company. Advantages and Disadvantages of Everyday Low Pricing This strategy is a win-win for both consumers and retailers if implemented correctly. It can bring the following benefits. Short sales cycle. Since a company using this strategy provides the lowest prices on the market, customers don’t need to compare prices to find the best seller. If a firm manages to build brand awareness, clients will know which company to choose. Predictable demand.High-low pricing makes marketers run regular promotional campaigns that result in unstable demand because it’s difficult to forecast thesales volumeon holidays. By contrast, an everyday low-pricing strategy provides retailers with easily predictable demand to produce and distribute the necessary amount of products. Low advertising costs. If we compare this approach to high-low pricing again, we can assume that the latter requires regular investments in advertising to inform the audience about the upcoming sales. Everyday low pricing strategy doesn’t need to pay for advertising since consumers already know who the lowest price seller is. Although the pros are very attractive, this strategy has several disadvantages. Check them out below. Lower net profit. This drawback is evident since the lowest price implies a low markup. Still, big corporations have big product retail that ensures a huge sales volume and helps them get high revenue. No discount opportunities. Retailers using this pricing strategy can’t offer discounts because their prices are initially the lowest. Besides, offering a discount will make clients doubt their everyday low prices, resulting in a bad brand reputation. Small investment budget. Since companies manage to keep their prices low, they don’t have much money to hire the most experienced specialists, offer A-class customer support or invest them in a promotion. Only large corporations with huge turnover can afford it. And now you know both pros and cons of everyday low pricing strategy and can assess its benefits for your business.

Experiential marketing is a strategy that implies face-to-face communication with atarget audience and involves people’s experience with a brand or its products. It aims to shape memorable emotional connections with customers, increasing brand awarenessand customer loyalty. In this article, we’ll explore why companies implement experiential marketing and explore its types and examples. Next, we’ll uncover how to create an experiential marketing strategy. Why do brands use experiential marketing? This marketing strategy easily attracts and engages people by using interactive methods and ensures an unforgettable experience. Businesses utilize the technique and communicate with their consumers face-to-face to establish emotional connections, lasting memories, positive impressions, etc. Eventually, it improves clients’relationships with a brand and customer lifetime value. The method requires organizingvarious offline events such as samplings, in-store activities, shows, events, and product showcases that help a brand interact with customers, better understand their needs and problems, obtain valuable customer insights, and establish strong relationships with their audience. Experiential marketing brings several benefits to businesses: involvingleadsand customers in different types of activities; introducing a brand and its product to prospectsand customersto let them try it; improving customer loyalty; increasing awareness about a certain company; Now that you know the advantages of experiential marketing, it’s time to jump into its types. 4Types of Experiential Marketing Campaigns We can differentiate four main types of campaigns: guerrilla marketing (relies heavily on unconventional methods and often includes the effect of surprise, interactive emotions, risk, and provocativeness); brand activation (involves an event or any other type of interaction that encourages customers to act); event marketing (entails a display, presentation, or themed exhibit to provide the audience with an unforgettable experience); retail installations (POP marketing is about a smart placement of products in retail storesthat aims at their promotion). Let’s proceed to the next section to explore our guide to creating an experiential marketing strategy. How to Develop an Experiential Marketing Strategy You should have a proper strategy to entice customers to visit your offline event. We’ll provide you with the necessary steps to develop one for your company. Understand your target audience. Some companies direct all their efforts to create something unique, unforgettable, and fun and forget about the most important element — their target audience. That’s why your company’s marketing and sales team shouldhave enough time to research your ideal buyers and the type of advertising they prefer the most at the planning stage. As a result, you’ll know your audience’s interests, preferences, and needs and will be able to comply with them when communicating face-to-face. Create and communicate a clear message. When thinking about an appropriate message, make sure that it aligns with your brand’s communication style and enables customers to build strong associations. Develop a campaign that provides value. When developing an experiential campaign, keep in mind that you need to provide some value. A campaign is successful if it manages to educate its target audience and bring something beneficial. Leverage augmented reality. People always want to try something on before purchasing it: clothes, sunglasses, shoes, or furniture to be sure that the item meets their requirements perfectly.Augmented reality apps enable customers to virtually try out everything they need and find out whether a product fits. Create an engaging campaign. To reach the public, you should develop a unique campaign that brings a lot of fun and encourages people to participate. Endorse your campaign across multiple channels. To get more brand exposure and increase engagement, you need to distribute the information about your campaign across different marketing channels. Focus on the ones your target audience prefers the most. You can reach the masses by promoting your event on social media or using ambient marketing. Encourage customers to disseminate information. Once you launch your new campaign, inspire people to share their photos and videos from your event on social media and forums to become word-of-mouth promoters of your company. It will help you reach even more people and attain the goal of your campaign. Now that you know how to develop a great strategy, let’s explore some examples. Examples of Experiential Marketing Everything in business and marketing is built on connections and experiences. They establish brand loyalty and make campaigns successful. Let’s now find out how established brands build relationships with the public. Red Bull For many years people have associated Red Bull with extreme sports. However, in 2012, the brand reached a new level of success when it launched the “Stratos” campaign. Its main goal was to break a new skydiving record with Felix Baumgartner. By streaming the event online on YouTube, the company obtained more than eight million viewers. Vans The brand found another way to surprise its fans. It decided to create several pop-up locations in big cities like Chicago and New York. The famous manufacturer of shoes provided skateboarders with great spots to meet up, communicate, and listen to music. Skatepark-based pop-ups also served as a place where Vans presented its new shoe line. Congrats, now you know the benefits, types, and examples of experiential marketing. Use our guide to create engaging offline events and in-store experiences.

Facebook marketing is a platform that offers a variety of highly targeted paid advertisements and organic posts, allowing brands to put their products and services in front of the massive audience. Over the last decade, Facebook hasshifted from the most prominent social medium on the internet into one of the biggest marketplaces. With a chatbot, you can provide 24-hour service and automate communication with clients, so watch tis video to create a chatbot for Facebook Messenger. Why is Facebook good for marketing? Has global coverage Offers highly targeted paid ads Makes organic reach possible Allows integrations with other marketing channels Digital marketing offers a variety of channels for building communication with the audience: social media, emails, messengers, search engines, SMS, web push notifications, etc. Let’s get a closer look at the reasons why you should consider Facebook as a platform for growing your business: Has global coverage. Over 1,5 billion users visit Facebook daily. About 2,3 billion — every month. More than 7 million active companies create ads for this massive audience. Offers highly targeted paid ads. With Facebook Ads, you can tailor your promotions to a specific audience based on gender, age, location, job, interests — any demographical or behavioral data, which users willingly share with Facebook. Makes organic reach possible. If you don’t have resources to utilize Facebook Ads, build relationships organically by sharing materials that bring value to people on your Facebook page. Your posts will show up in the newsfeed, though the high level of competition will make it harder to build an audience naturally. Allows integrations with other marketing channels. Facebook marketing is not a single isolated system. You can combine it with other marketing channels, like email marketing, mobile marketing, search engine marketing, and Facebook Messenger ads, to develop a promotion mix that will increase your brand outreach. Benefits of Facebook Marketing Precise targeting Increased website traffic Variety of ad formats Customer support Positive impact on SEO In this section, we’ll dive deeper into the advantages of using Facebook in your marketing strategy. You’ll get to know which goals you can achieve with this platform apart from reaching wide audiences. Precise targeting. You already know that Facebook allows users to deeply segment their audience but let’s take a closer look at the options available. Within demographic targeting, you can select an audience with a particular income, education level, life events, relationship status, or job. You can look for customers, taking into account their interests, such as their preferred entertainment, sports, hobbies, and shopping habits. Also, you can reach clients based on purchase behaviors, intent, device usage, etc. Increased website traffic. With this platform, you can drive your audience directly to your website. Moreover, these people will be higher quality leads than users who land on your site organically because they already know your company. Hence, you have more credibility in their minds. Encourage your followers to visit your site to find out more about your products. Besides, when linking to a site, Facebook generates a full-size image if your site page has one. So, it will attract many users’ attention and help you boost website traffic. Variety of ad formats. Facebook provides businesses with excellent opportunities that allow them to showcase their products from the best angles. Ads on this platform include both text and visual formats. You can boost your post by turning it into an ad, produce stories to show your behind-the-scenes, make a slideshow of your new collection, use carousel ads to demonstrate up to 10 products linking to the corresponding pages, etc. Customer support. A lot of people prefer to connect with a brand via social media. Phone calls have become a thing of the past. Create a chatbot for Facebook Messenger to communicate with users based on their popular queries — keywords. They can include “price,” “delivery,” “payment options,” “purchase,” “book,” etc. You only need to develop a scenario based on users’ FAQs and write the answers. Your chatbot will imitate the real conversation. As a result, your support team will have time for more complicated issues and you can automate routine tasks. Positive impact on SEO. Some marketers claim that social media influences search rankings. It’s believed that robots take into account your data in the About section while ranking. Moreover, your social media engagement contributes a lot. Shares, likes, and comments tell Google that people are interested in your brand and engage with it. Although there is no exact proof, it isn’t superfluous either. Formats of Facebook Marketing Video ad Image ads Carousel ads Collection ad Slideshow ads Lead generation ads Facebook is not only a social media leader but also a fast-growing company due to half a million new accounts created per day. As time goes by, Facebook developers come up with new formats of ads to meet modern requirements of Facebook Ads funnel building, optimizing the time-proven ads. Here’s a list of Facebook marketing formats: Video ad It is an excellent way to demonstrate the features of your product in action. Facebook allows using different types of video to meet specific goals: short videos and GIFs to quickly capture attention on a go, or In-Stream videos for a longer TV-like watching. Image ads In case your budget is too tight to make a video, image ad is a good idea for creating a high-quality ad fast and easy. This format will help you raise brand awareness and drive people to your website. Carousel ads This format allows showcasing up to ten images or videos inside a single advertisement — each with a link to a specific product page. It provides a vast field for creativity and interactivity since you can feature one product in detail, or a few different products, or tell a story, separated by those carousel cards. Collection ad It is like a small catalog of your products right in a post on the Facebook feed. A Collection ad consists of one original video or image and four smaller pictures below in the form of a grid. Slideshow ads It is a video-like format that displays well even if the speed of the internet connection is low. You can create such an ad using a variety of stock images, some handy tools for video editing, and even music. Lead generation ads This format was developed to assist in generating leads, especially regarding mobile users. When a user taps on the image in such an advertisement, a subscription form shows up right in the ad, making a few taps enough to opt-in to your newsletters. There are also three ad types for increasing engagement — Post engagement, Event responses, and Page likes. How to Create an Effective Facebook Marketing Strategy Set your goals Define your target audience Choose content formats and schedule posts Boost your post with Facebook Ads Make use of Facebook tools Measure your effectiveness It doesn’t matter which channel you use, you need to develop a strategy. This will help you clearly establish your goals, choose the best techniques to reach them, define your target audience, measure the effectiveness of your campaigns, and improve. Below, we outline a plan that is universal for any business wanting to develop a Facebook marketing strategy. Step 1. Set your goals It all starts with goal establishment. Regardless of your business type, the general goals are the same for each company. Facebook offers opportunities to reach the following goals: generating leads; nurturing and qualifying your leads; driving traffic to a website; increasing conversions and sales; improving customer support; raising brand awareness; boosting customer engagement; recruitment. Your goal predetermines the techniques, posts, and ad formats that you will use to achieve it. You can break down your goal into small intermediate objectives. Thus, achieving each of them will make you closer to reaching your big goal. Lastly, create a list of KPIs, that you will use to measure the effectiveness of each technique. Step 2. Define your target audience Analyzing your target audience is a high priority task since it will predetermine the techniques, ad formats, and your tone of voice. Firstly, we recommend that you answer the following questions: Is your product for men or women? How old are your customers? What are their most common jobs? What problem do they have in common? Why should they use your product? What outcomes do they want to achieve with it? To collect and store all of the data about your target audience, and make the entire process more effective, create a customer profile. It should include their location, age, gender, job position, and income level information. Read our blog post to find out how to create a customer profile. Another source of information about your audience is Facebook Audience Insights. With this tool, you’ll get information about people connected to your page, people from your custom audience, and people on Facebook. You can get to know what your existing audience likes, where your customers live and the language they speak, monitor their past purchasing activities, devices they use, etc. This is a storehouse of information about your customers. Make use of every tool available to analyze your audience. Step 3. Choose content formats and schedule posts Now that you’ve defined your audience and established your goals, it’s time to think over a content strategy that will help you achieve them. A content marketing strategy means that you should create a step-by-step plan which includes types and formats of content that you will produce. Remember that the more content you create, the higher your conversions will be. Using a diversity of formats, consistent publishing, and communicating with customers will skyrocket your user engagement level. You should also take into account using the correct content mix. Promotional content itself won’t help you build trusting relationships with your audience. Besides, Facebook can penalize overly-pushy marketers for their salesy promotions. So, mix educational, informative, entertaining, and promotional content. If you manage to provide high-quality and relevant content, customers will be happy to learn more about your product. To produce engaging content, you’ll probably need a content maker. This is a person responsible for creativity. This specialist knows which content formats will help you best achieve your goals. Utilize images, text posts, videos, stories, and links in your strategy. When using images, keep in mind that they should be professional and high resolution. Stay away from using stock images. Videos tend to attract and engage users in the most. Take into account that a majority of users watch videos with the sound turned off, so make sure it conveys your idea even without audio. Using text, stick to 3 sentences. Your task is to use them to your advantage: to attract, provide value, and drive action. When adding a link to your website, pay special attention to the image. The last important issue is the consistency and frequency of publishing posts. We recommend that you produce 5 posts a week. This way, you don’t bombard customers with your publications and will manage to craft high-quality content without brutal deadlines. For this purpose, use a content calendar. With its help, you’ll have a clear picture of your content marketing strategy. Take care of all the marketing channels that you use, align each goal with a content format, and distribute them across all the channels. So, to create an effective content marketing calendar, include the following information: all the channels you use; the types of content you use; the date and time of publishing; the topic of your post; URL; the image link; the status of the post. Luckily, Facebook provides an opportunity to schedule posts and set up auto-publishing. So, there’s no need to worry about any human mistakes. To schedule a post, go to Publishing Tools. There, you can choose the necessary options for your post. Click the drop-down menu next to the “Publish” button, and select the date and time. Step 4. Boost your post with Facebook Ads Facebook is an excellent advertising platform. It allows brands to reach wide audiences, provides a variety of targeting options, tools for successful outreach, and relatively cheap pricing. It is based on a bidding strategy. You choose the timing, ad placement, and target audience. To start creating your ad, go to the “Ad Center” and click “Create Ad.” The interface of the ad center is intuitive and pretty simple, so it won’t cause you any trouble. Creating an ad takes 6 steps. Follow this detailed guide to creating your ad. Step 5. Make use of Facebook tools Facebook provides much more value than you may expect. There’s plenty of useful tools that can make your work with this channel more effective and lucrative. Check out a list of several of the tools below. Facebook Messenger It is an app created to stay close with your customers via text messages, video, and voice communications. With this app, you can keep your audience engaged, provide them with personalized experiences, and deliver support. LIKE.TG’s chatbot builder allows you to create a chatbot for Facebook Messenger. It will help you deliver personalized messages to your clients, bulk messages, and auto-reply flows. A flow imitates live conversation with a client. Delegate your routine tasks such as handling orders and bookings, answering FAQs, and providing important information, to a chatbot. You can develop a flow based on the buttons your customers click. Make use of text, images, product cards, galleries, files, lists, and other formats. The message will be sent after a user types the keyword you used when creating a bot, for example, “price,” “delivery,” “purchase,” “refund,” etc. To create a Facebook Messenger chatbot, follow these 3 simple steps: Connect your Facebook profile to your LIKE.TG account. Select a Facebook page. Create a widget to collect followers. For more detailed instructions check out our guide. Have a look at the example of an automated flow for a travel agency created with the LIKE.TG chatbot builder. The Easy Travels bot allows users to get informed about changes due to COVID in the country they’re going to visit. So, a client chooses a country, then they’re offered travel tips and COVID updates. Every message depends on the client’s previous choice. What is good, is that customers realize they’re communicating with a bot and can talk to a customer care agent from the very beginning. To find out more about chatbots for the travel industry, read an article on our blog. Want to start creating your flow? Follow this comprehensive guide. Click-to-Messenger Ads With this type of ad, you can not only increase your CTR and conversions but let customers interact with your brand via Facebook Messenger. Click-to-Messenger ads mean that you drive users to Messenger instead of a landing page. It looks like this: a user clicks “Send message,” and they’re redirected to Messenger. This is a great tool that helps companies immediately convert users into leads. A well-designed chatbot is kind of a sales funnel. If you manage to develop it wisely by nurturing leads, you’ll get tons of new customers. Creating a click-to-messenger ad is the same as creating any ad. The only difference is that you need to choose the goal “Get more messages. Pages to Watch With this tool, you can analyze your competitors’ performance and their follower engagement. You can monitor total page likes, publication frequency, and growth rates. This information will motivate you to improve and develop. You can analyze the strategy of your competitors and understand what they are doing better. To see your competitors, go to the “Insights” section, scroll down, and you’ll see the “Pages to Watch” section. Add your competitor’s pages and check out their activities. Invite Engaged Users Some people may check out your posts from time to time, like, or share them without being your fan. You can manually invite them to follow your brand. This way, you’ll be able to communicate with engaged users and turn them into leads with a well-designed strategy. Another chance to increase your group engagement is to send an invitation directly to your friends on Messenger. Click “Invite Friends” and you can choose friends from your list to like your page. The invitation will be sent directly to Messenger if you enable this option. These are some of the valuable tools offered by Facebook. You can squeeze the most juice out of Facebook if you deeply examine the Ads Center options and Insights features. Step 6. Measure your effectiveness Your strategy won’t work on its own. Its efficiency primarily depends on how well your audience interacts with your brand. Monitoring their engagement will help you have a clear picture of the techniques that work best for you, and those which scare away your followers. Luckily, you don’t need any third-party services to track your effectiveness since Facebook offers its own tool called Insights. You’ll get to know which formats work best and if your content mix was created correctly. You can check out page views, post engagement, story reach, actions on page, analyze your followers, and much more valuable data. If you want to track conversions outside Facebook, for example, bookings and purchases, make use of Google Analytics, UTM parameters, Hootsuite Insights, etc. Facebook and Email Marketing We have a variety of marketing channels to choose from: social media marketing, search engine advertising, messenger, and email marketing, to name a few. It’s great that you can combine these platforms to reach particular marketing goals with the accuracy that had never been available before. Find out the best proportions of email marketing and Facebook marketing in your overall strategy. Let’s review the ways these channels can complement each other. What can Facebook add to email marketing? With Lead ads, Facebook lets people opt-in to your email newsletters directly in a Facebook post. Aside from Lead ads, you can incorporate positive user feedback collected on Facebook into your email campaigns to empower the feeling of trust with social proof. Try out LIKE.TG integration with Facebook to ensure that all users that subscribe to your Facebook page will be automatically added to your mailing list. How can email marketing combine with Facebook? Email marketing is a platform where the central communication unit is an email — the message that contains text, offers, and call-to-actions. It aims to drive sales and build long-lasting relationships with the audience. In the footer of each email, you can add social media buttons and suggest subscribers engage with your brand on Facebook. You can also create giveaway emails, providing bonuses for posting about your brand in socials. With LIKE.TG, you can collect users' email addresses and let them join your chatbot in Facebook Messenger from one subscription form. To create a multichannel form, you need to add a link to your chatbot. Facebook Marketing Tips Choose the best timing Promote your Facebook page on other channels Use a relevant URL for your page Add a CTA button Support customers via a Facebook Messenger bot Use a Facebook pixel Create lookalike audiences There are many hacks that will help you make your Facebook marketing strategy more efficient. In this section, we’re going to share several tips. Choose the best timing. Marketers are always interested in the optimal timing for their publications. Certainly, there’s no one-size-fits-all approach, but you can find valuable data in Facebook Insights. Here you’ll find information on when your followers are online. You can also check the performance of any post and find out the best timing. Also, you get to know when your audience is most active. In addition, you can experiment and post different types of content both at peak and non-peak times to find the optimal timing. Promote your Facebook page on other channels. To bring traffic to your page, you should make sure that as many of your potential customers as possible know about it. You are definitely present on other digital marketing channels, so why should you miss this opportunity? If you’re in email marketing, add a Facebook button to each of your campaigns so that users can easily follow the link. If you’re active on Instagram, you can add a link to your Facebook page right to your bio. If you have a blog, make it possible for readers to share articles with their friends on Facebook. Use a relevant URL for your page. This element may not seem as important as it is. By relevant URL, we mean using your brand name. This way, you can easily share your link on other channels, it will be easy to recognize and remember, and look more professional. The most important benefit is that your URL will contain your keyword so you’ll boost your SEO strategy, and your page will be more searchable on Google. Add a CTA button. This easy-to-perform technique will help you increase conversions, boost engagement, and drive traffic to any page. Everything depends on your goal. Look through your page and think of an action an average user may want to take after viewing it. It can be “Contact Us,” “Sign up,” “Book now,” “Shop now,” “Follow,” “Call now,” etc. To add a CTA, click “+Add a Button” under your cover page. Support customers via a Facebook Messenger bot. Customers expect brands to answer them immediately. Doing this manually is a daunting task. Create a chatbot that will provide the answers to FAQ, help customers order, discover delivery issues, and simply find out more about your brand. With LIKE.TG, you can create a chatbot for Facebook Messenger without any technical skills. You only need to develop conversational logic with the help of keywords. Use a Facebook pixel. This is an analytics tool that provides you with more insights into customers’ activities. With a Facebook pixel, you can build highly-targeted ads for your future campaigns. Besides, you can track the effectiveness of your ads. After a user buys something or takes any other action, it will be reported. So, you can get to know whether your ads bring the necessary results, and then you can reach this client with the help of Custom Audience. Create lookalike audiences. This is a great way to reach new audiences on Facebook. These are people who know nothing about your brand but could become your clients since they are similar to your current customers. With these powerful tips, you can create an effective Facebook marketing strategy, and empower it with chatbots from LIKE.TG.