Does Proximity-based Advertising Matter in a COVID World?

People may be moving physically less, but proximity still matters. Even when transacting digitally, consumers prefer to purchase from businesses that are closest to them. Whether for love of local businesses, the fastest shipping time, or their own familiarity with their neighborhood.

With COVID continuing to force businesses and consumers to evolve their habits, brands are at peak desire to reach consumers in new and innovative ways. While some brands have begun to adjust their purchase path to be more direct-to-consumer, consumers still demand the flexibility to purchase when, where, and how they choose. Even though COVID fast-forwarded eCommerce adoption and usage, the four-year predicted path of this growth shows 4 out of 5 consumers will still shop brick and mortar stores.

 

Proximity matters. According to a survey from ZypMedia addressing consumer habits during COVID-19, 53% of consumers said they would rather shop from a local business than a national chain. The two main reasons the consumers had for shopping locally was so they could support their community and their economy. 68% of consumers who said they have preferred local shopping during the pandemic, said they would continue to shop from community shops once the pandemic is over. 

Consumers want to shop locally so they can support their brick and mortar neighborhood shops now and in the future, yet consumers still need a place to buy recognizable, brand-name products. 

It’s important for local businesses to capitalize on proximity-based marketing strategies to show how their business is dynamic and able to meet consumers’ pandemic needs and post-pandemic needs. Consumers appreciated the shops and restaurants offering free delivery (57%) and contactless/curbside pick-up (56%) to accommodate different shelter-in-place orders. 

Consumers Want Trusted Brands, but Want to Shop Close to Home

Clearly shopping locally is not going to stop once the pandemic is over, so how can brands support small businesses, while still driving sales and awareness for their products? Collaborative social advertising is your answer.

Collaborative social advertising works because it addresses the crucial need to connect a brand’s capabilities and creative quality to their channel partners. By pairing brands with their channel partners, they can build scaled advertising campaigns that use brand quality creative to highlight their products alongside relevant local details like curbside pick-up options to drive foot traffic for channel partners, with campaigns run straight from the channel partner’s Facebook Business Page. Collaborative advertising provides the ability to deliver better performing, cost-effective scaled social campaigns that will increase consumer awareness of the brand, encourage product consumption, and drive more sales for the local channel partner. Collaborative social ads are also more cost effective than national branding campaigns because they offer a lower cost of advertising, drive sales, and foster consumer engagement. 

Here’s an example of a consumer products campaign that uses Tiger Pistol’s technology to create high-performing collaborative social advertising ads that benefit the brand, the channel partner and the consumers.

Yes, this collaborative approach is a new way of thinking about extending a brand through social channels. Perhaps it’s best we look to our own lives. When was the last time you bought something without consulting peers or reviews? Or considered buying a new product without initially knowing where you can buy it? It’s in our nature to prefer businesses within our community and personal networks. These are all questions that social was built to answer for brands, and by extension, consumers.

Learn more about collaborative social advertising and how it can drive preference for your brand. Contact us today. 

Can Every Ad Speak to Me? Chasing the Holy Grail of Collaborative Social Advertising

The Math

The World Trade Organization says the world GDP is $80 trillion. The organization also says that 75% of worldwide sales flows through indirect channels. How many reasons does your brand have to capitalize on indirect channel sales with collaborative advertising? 

60 Trillion reasons

Yet, many brands still rely on antiquated and ineffective methods of supporting and leveraging their channel partners. Today, success requires innovation and collaboration to drive local engagement, activation, and sales. 

The Possibility   

Collaborative social advertising addresses the critical need to connect the brand’s values to the community through the channel partner. Think of it as “Brand+,” as collaborative advertising always needs a pairing:

Brand + Store
Brand + Partner
Brand + Agent
Brand + Franchise

Brand + Consultant
Brand + Advisor
Brand + Point of Sale
Brand + DMA / Marketing Area

Done well, collaborative advertising balances brand goals with channel partners’ needs/wants, achieves speed-to-market at global scale, enhances partner loyalty and satisfaction, and facilitates higher performing campaign executions with lower effort and dramatic results. Let’s examine how to remove the friction and barriers to social advertising at scale.

The Hard Truth

Scaling social advertising across channel partners in Facebook’s native tools is difficult, error-prone, and time consuming. There. I said it. From selecting an objective, inputting your creative, and targeting your audience, you’ve likely put in 15 minutes to launch one ad. Now, let’s do the math for 500 partners. 

15 minutes x 500 partners = 7500 minutes, then 7500 minutes / 60 minutes = 125 hours

That’s more than 3 work weeks! Want to A/B test? Double that. 

The Need for Technology

Technology is essential for scaled social advertising efficiency, but you’ve still got loads of questions:

  • Who will manage the campaigns?
  • Do my partners need to be social marketing experts?
  • How do I train my partners?
  • How do I get my partners engaged?
  • How do I scale the solution?
  • How do I maintain brand standards?
  • Who pays for the advertising?
  • How do I know it will be effective?

Evaluating a social tech platform simply on efficiency is where many brands go awry. What’s the saying? Two sides to every coin? In scaled collaborative social advertising, those sides are Efficiency and Performance. It doesn’t matter if your brand has 500 partners, or many thousands, the fact of the matter is; to publish collaboratively with any of them takes a great amount of time. What’s more, it’s only worth doing if performance delivers positive results. It’s not enough just to make execution a breeze, you want to make sure your brand’s collaborative marketing results in high-value campaigns that track conversions, and dynamically speak to communities and consumers. 

When weighing your options, consider these necessary elements to produce the desired results for your brand while simultaneously fostering channel partner satisfaction. 

Brands need flexibility and accessibility to design and execute tailored campaigns that yield quick turnaround and incredible performance. With the right data and scale tools, brands are able to deploy highly personalized, national campaigns that are not only dynamically based on consumer preference or purchase behavior, but also account for location proximity, point of sale, and creative quality — all while contributing to the health of their partner relationships. 

See how Tiger Pistol platform makes high performance social advertising simple and scalable for brands and their channel partners, removing the barriers to customer acquisition and sales growth. Request a demo today!

Mass Publishing on Facebook in 2021: What You Need to Know

Facebook will be imposing new ad limits in 2021 and there are numerous practical implications for marketers to consider.

We’ve got good news and bad news for high-volume Facebook advertisers. 

The Bad News 

Facebook is initiating an ad limit per Page beginning February 16th, 2021. Ad limits per Page will depend on the size of your budget. 

Here’s the breakdown: 

So how can you get around the ad limits imposed by Facebook? (And by doing so drive better performance!) 

The Good News

Publish Through Your Channel Partner’s Pages. 

It’s no secret that brands who connect and collaborate with their channel partners often do so with the goal of driving local customer acquisition and increasing product sales. It’s also true that consumer engagement through social advertising is a powerful tool that benefits all stakeholders top to bottom – the brand, the consumer, and the channel partner. Channel partners have a strong handle on their consumers’ preferences, so it can be helpful to leverage their knowledge in your social advertising to optimize for your creative and audience. They are often also the places where consumers need to go to buy the brand’s products, so why not market through the closest point of sale? When mixed with brand marketing expertise, marketers can proactively deliver brand-level identity that drives a consumer-channel connection through their local partners by collaboratively publishing content. And by opening up your marketing collaboratively across numerous different Facebook Pages, suddenly Page limits are not a concern!

Optimize Your Creative Before You Publish 

By utilizing our predictive performance insights, we can help you pre-optimize your creative to ensure maximum ad performance and simpler execution. Publishing through partner Pages already increases the quality and relevance of your ad, factors that decrease the cost of advertising for brands through demographic differentiation and personalization. Our pre-publishing analysis will outline what the most effective product positioning, colors, and sentiments are based on historical performance.With With creative insights based on your historical performance, you can start smarter – utilizing less ads on Facebook testing and learning with pre-optimized ads at the point of publishing.

Use Dynamic Media/Creative Within ads

Integrating dynamic media or a creative within your ads will exponentially increase the success of your ad. Consumers are more likely to click on an ad with a bold design than an ad made of only copy. But implementing unique creative elements in your ads takes more ads through Facebook’s native tools. With Tiger Pistol, you simply build a template that dynamically adjusts creative for the intended market, allowing you to publish hundreds or thousands of customer-focused campaigns in minutes with high quality.

Pre-optimize Your Audience with Secure First-party Data Sharing

Audience testing can also account for loads of extra ads. Tiger Pistol makes it easy for your partners to securely gain first-party brand data to build better audiences, and, in a virtuous cycle, your brand can gain invaluable insight about consumer preferences at the local level as geo-fencing first-party data locally through partners creates a feedback loop that enhances the local campaign, while enhancing the larger first-party data lake. Focus less on going after every persona you can imagine, and instead focus on those segments that actually produce results.

Learn how Tiger Pistol helps brands accomplish collaborative advertising with channel partners exclusively through social media. Contact us today. 

Tiger Pistol’s Top Social Advertising Blogs of 2020

Despite all the changes 2020 brought, Tiger Pistol’s innovative strategies and powerful insights remained consistent. Lucky for you, we’ve rounded up Tiger Pistol’s top blog posts of the year featuring advice from our brilliant social advertising experts to help you start your new year off right! 

Checklist: Avoiding the Common Pitfalls That Can Cause Your Facebook Ad to Underperform. Are Your Facebook Ads Underperforming? Tiger Pistol’s Yanira Durant explains why and how your business can help it. Find Yanira’s checklist for success here!

Using Your Corporate Data to Benefit Local Partners (and Vice-Versa!). Sharing is more than caring; Kira Rodarte discusses why sharing corporate data can benefit your local partners. Learn how your business can reap the robust benefits of Tiger Pistol’s global-to-local advertising approach!

Increase Local Food and Product Delivery Orders with Facebook Ads. Pandemic or no pandemic, people always need to eat! Discover how your business can utilize Tiger Pistol’s hyper-targeted advertising approach to increase orders and sales from solutions engineer, Chris Mayer. 

Posting and Advertising During Quarantine: 50 Small Business Social Tips for 50 Industries. During COVID-19, media oversaturation increased heavily which made it more difficult for small businesses and brands to stand out. Fortunately, we put together a list of 50 social tips to help your small business thrive during COVID times.

How Local Ads from Local Pages Increase Relevancy and Decrease Advertising Costs. Want to know how your brand can increase its relevance and significantly save on media spend? Understand the power of local advertising from Chris Mayer.

Beyond Store Visits: Better Objectives for Current Times. Tiger Pistol’s Chris Mayer offers his expertise on how brands can utilize Facebook’s toolbox of advertising strategies to increase their growth and innovation. Read More.

On-Demand Webinar: How Going Local Made Anheuser-Busch InBev the Toast of Towns Around the World. Learn about the benefits of localized advertising from Anheuser-Busch InBev’s experience. Read the recap here!

On-Demand Webinar: The Critical Role of Local Social Advertising in Economic Recovery. Did you know that local social advertising is critical to your brand’s economic recovery? Learn why from Casey Zaffin.

Best Practices for Facebook Audiences: Part 1 – Creating Audiences. Unsure of how to best utilize Facebook audiences? Laura Kraay has got you covered with an all-inclusive 3-Part guide. If you’ve been asking questions about audience size, detail targeting, or Facebook custom and lookalike audiences, check out part 1 for everything you need to know to create audiences.

How Best to Use Facebook’s Conversions Objective for Financial Services. Unlock the potential for your financial brand by using Facebook’s conversations objective to scale your campaigns locally. Want to learn more, check out Analissa Moreno’s article.

Unpacking Facebook’s New “Leads Center”.  What is Facebook’s new “Leads Center” all about? Tiger Pistol’s Chris Mayer imparts a detailed yet accessible guide to comprehending Facebook’s new feature. Learn how to leverage Facebook’s new tool for your brand. 

Should I Stop Worrying So Much About Facebook Placements? Blake Simpson offers a compelling argument for why social advertisers should use Facebook’s Automatic Placement option. Understand the power of Automatic Placement!

What’s the Right Amount of Local for my Brand? Going local looks different for everyone. Tiger Pistol’s Chris Mayer illuminates the various pathways for businesses to efficiently transition to a local social advertising strategy. Discover what going local looks like for you.

iOS 14 and Privacy: What it Means for Advertisers. What is the real impact for targeted digital advertising? Tiger Pistol’s Bob Govia explains the implications of Apple’s new iOS 14 software on social advertising. Learn more.

Thanks for reading the Tiger Pistol Blog this year! See you with more insightful content in 2021. Want to learn more about Tiger Pistol? Contact Us Today!

 

Oh What A Year: Rounding Out Tiger Pistol’s 2020 Successes

Needless to say 2020 was a strange year. Yet it brought an invaluable opportunity to redefine, reevaluate, and reinvest. Tiger Pistol did not take this opportunity for granted. At that, 2020 has been quite a monumental year for Tiger Pistol and its growth. 

Following the nationwide lockdowns in early March, Inc. Magazine released their annual Inc. 5000 list which evaluates 250 private companies based in Texas. Tiger Pistol was named No. 59 overall and came in the top 5 for advertising and marketing companies. Tiger Pistol’s innovative, one of a kind platform has allowed for their exponential growth and recognition in the industry. 

In April, when normalcy seemed to be a fleeting notion, the Tiger Pistol team found ways to incorporate fun activities in their daily routine. At Tiger Pistol, we value the strong community culture we have built over the years, so staying connected and positive during quarantine was a big priority for everyone. For instance, “Quaran-Tini” virtual happy hours gave team members something exciting to look forward to. Additionally, we created a channel on Slack called #social-distancing-together which allowed the team to build stronger bonds by sharing encouragement, positivity, and laughter.     

July was huge for Tiger Pistol, with a new office opened in Cleveland, Ohio! Open during a global pandemic, how do you do that? The team employed creative thinking to develop innovative strategies that followed COVID-19 guidelines to safely open the space. Tiger Pistol was very glad that their new office would bring 25 job opportunities to Cleveland during a time of uncertainty for many. 

In August, Inc. Magazine’s 5000 (nationwide) list ranked Tiger Pistol No. 1425 with a three-year revenue growth of 311.4%.  It is an honor for us to be named one of the nation’s fastest-growing private companies. 

A milestone for the books: Tiger Pistol surpasses 1,000,000 social advertising campaigns in October! This achievement reaffirms the success of Tiger Pistol’s platform and its capabilities for consumers, prospects, and stakeholders.

“Surpassing one million published campaigns speaks to the scale and marketplace leadership  of the Tiger Pistol platform,” said Paul Elliott, CEO. Tiger Pistol remains the largest third-party publisher of local social advertising. 

More recently, Tiger Pistol was named the most awarded and recognized social media platform of 2020.

“These honors really speak to the quality of our social advertising technology, our company culture, and our common mission,” said Paul Elliott, Tiger Pistol CEO.

We are looking forward to what’s ahead for us in the new year!

Unlock your brand’s potential in 2021 by using Tiger Pistol’s award-winning platform for your brand strategy. Request a demo today!

Best Practices for B2B Social Advertising on Facebook and Instagram

So you want to run social ads, but you’re not sure that Facebook and Instagram are the right channels for your business. With the right approach, B2B social advertising on Facebook and Instagram can produce impactful results, especially for the telecommunications, hospitality, technology, or home services industries.

Let’s unpack everything you need to consider to create a best practice B2B social ad on Facebook and Instagram. 

Objective

First think about what your objective is for your advertisement. What are your company’s goals for B2B advertising? Understanding your objective will help guide you through the rest of the process. At Tiger Pistol, we recommend Traffic and Lead Generation objectives to get the most out of your B2B campaigns. 

Traffic campaigns are valuable because they make it easier for consumers to find information by directing them to the business’ landing page or website. Plus, traffic campaigns can even match your services to specific industry profiles. 

Lead generation campaigns give you a greater level of insight with customized questions to help confirm the customer is interested in your services. For example:

        • “What services are you interested in?” 
        • “What is your current solution?” 
        • “What is your budget?” 
        • “Why are you interested in changing services?”

An added convenience to lead forms is that the question submissions can integrate directly to your CRM. To encourage lead form completion, Tiger Pistol recommends that businesses provide users with an incentive, such as a discount code or detailed information about the service.

Audiences

Facebook Pixel 

Don’t forget the power of the Facebook Pixel! When it comes to defining target audiences for your business or services, simply implement the Facebook Pixel across your specific landing pages or web pages that focus on the B2B side of your business. This gives you the ability to create lookalike audiences that resonate with your goals from those consumers already visiting your site. 

Targeting is a time efficient method to define your audience. Targeting can help uncover new audiences by looking at users actions with lead ads. By utilizing the data from the Pixel activity,  your customer list, and ad engagement, you can create custom audiences. 

For strategic targeting, employ a local ads strategy in which ads are published around each distribution branch and targeting businesses within each territory. 

Targeting

Copy, Media, and CTA

Presentation is everything because it serves as a reflection of your business and its core values. In order to generate an effective creative, Tiger Pistol suggests using professional and trustworthy material. 

Demonstrate the value of your service in your creative, as it is an opportunity to show users how your service will benefit them. Including images and videos that are relevant to your goal will allow you to effectively showcase the industry you are trying to reach. 

Visuals alone are not enough, remember to incorporate messaging in your copy aimed toward the right stakeholder and their goals. This will bring stronger clarity to who you are trying to reach. For instance, “Want Faster Office Internet?” is relevant to an Office Manager, but not to a Marketing Director.  Once again consider your goal and target audience when crafting your message. 

To build rapport with your audience, simply use CTA buttons like “Contact Us”, “Sign Up” and “Learn More” to start the conversation. 

Final Tips

Here are some additional suggestions from Tiger Pistol about how to effectively employ B2B Social Advertising on Facebook and Instagram. Using advanced ad scheduling can be advantageous to increase the overall performance of your ad. Also, Tiger Pistol recommends scheduling your ads to run when potential customers will be in the office for greater exposure. Lastly,  running A/B Test audiences on your creative can reveal what yields the strongest results for your business. 

Interested in discussing B2B social advertising for your brand? Contact us today!