You may already have search engine marketing that runs all the time and creates traffic and conversions to your website. For the vast majority of people who market a online store, this is an important traffic driver. Here we will consider why an all-way-on approach will be appropriate, and not least profitable, also in social media.
A long-term perspective on Facebook marketing helps to follow up the customer throughout the customer journey, and further throughout the customer's lifetime. In addition to increasing sales and traffic, all-wayon campaigns will contribute to increased visibility and branding on digital surfaces.
In this blog post we go through:
- What allway-on marketing is
- Why you should be running with all-way-on marketing
- How to get started with all-way-on marketing
- How we have helped customers with all-way-on marketing in social media
What's always on marketing?
As digital marketers, we have the advantage of always being where the customer is at all times. It is obvious for anyone who is trading online that the online store must be active 24/7, but it is quick to forget that this means that customers are also looking for information 24/7. This is where the all-way-on marketing comes in.
Always-on marketing (AOM) can be defined in several ways; as planning and optimisation of continuous marketing activities; contributing to the acquisition and retention of customers or simply as: targeted real-time marketingSo let's say that this is the same thing as that.
In short, it is about maximizing visibility and conversions using continuous activities throughout the customer journey. The goal is to expose people to content that they know they're interested in when they're interested in seeing it. This ensures that what we communicate is considered relevant and helps the customer find a place to buy more closely.
The Always-on marketing is in contrast to campaign-driven marketing where the focus is to expose people to what we want to sell them at a given time. Jennifer Hwang, Director of online marketing in Salesforce, believes the greatest advantage of all-ways-on is that it gives us the opportunity to learn and optimize to perform the best possible:
“..in digital, you need to constantly be learning and optimising, and if you have sporadic campuses it’s really hard to do that”.
The easiest way to describe the always-on advertising is by a practical example. You know the emails you get from a online store when you have a product in your shopping cart? We call the e-mail: abandoned cart (forgotiable shopping basket) and it is usually very effective for selling. This mail is automated, and goes out to anyone who needs a reminder to complete the purchase. And so can we in social media! By running a campaign on Facebook we ensure that the customer gets the reminder where he or she is, just when it is relevant to get it. There is no reason to run such a campaign in time, this should be run continuously to maximize sales.
Why you should be running with always on marketing
Not requiring large budgets
You can start small and adjust budgets to what is being done well.
Low risk
You may not use all your ad crowns on short-term campaigns that are uncertain will generate results.
Takes short time to configure and produces results over time
It may take a relatively short time to set up compared to the potential gain over time. The Always-on advertising can generate revenue in a long-term perspective, and in other words, is worth the time you invest in setting it up. Facebook also allows you to save time with automation and rules on long-term campaigns.
Higher returns per cent
Always-on campaigns offer great opportunities to advertise for products at full price. This may contribute to increased ROAS compared to an advertising for offering goods.
You can test and optimize in the process
Is there one thing we know, it's that you can always get better! Unlike offer-driven advertising, you have the possibility to optimise along the way with continuous campaigns, thus ensuring optimal results.
Helps each customer step in the purchase process
Follow the customer with the appropriate content throughout the customer journey.
How to get started - step by step
The Always-on marketing is personalized, automated and scalable. Ideally, advertising should also be computer-driven; and budgets should be set and adjusted based on results and predefined KPIs. Here we have gathered what you should think about before you activate your ad.
Set Destination
You need to know what you want to achieve with the advertisement. What is the purpose of every single all-way-on campaign? How will it help to create value for your company? Which KPIs are you going to follow?
Test
Perform a number of tests (gentle A/B tests) before launching and scaling your campaigns. We recommend testing both different optimizations, different audiences and different creatives (for example image vs. video).
Be computer-driven
Before you start, you need to get an overview of which data you have available. Do you know who visited your website, who has completed a purchase and who has registered your newsletter? All this is necessary information to ensure precise targeting that allows you to communicate relevant content.
The insight from data enables customers to understand and predict their behaviour at different stages of their customer journey, which is essential to understand what you can do to help the customer step in the purchase process. If you have a customer who has visited a product page twice, this is a good indicator that the customer is considering buying the product. When you know this, you can set up a campaign on this that picks up all these customers – it is up to you to test and find out what is required to get them to carry out the purchase.
Take as a starting point the resources you have
Make sure you set aside enough time to make research and set up the campaigns as best as possible. Try to figure out how much each conversion is worth and set the budgets based on it. Set the time to run some of the test before you speculate the campaigns so you know you have the best possible starting point. If you have limited budgets, you need to know what should be a priority. Here too, testing is a good idea. Also consider how much time you have to optimize and whether you should set up automated rules that adjust your ad if you do not have time to follow up regularly.
Plan!
Start from the customer's life cycle and plan communication from start to finish. Set up a strategy to make the most efficient use of the ad crowns. Here you can RACE (reach, act, convert, ingenge) be a good tool. What will the customer see when they are in the reach phase? Most likely not the same as the customers in the convert phase! Do not waste money trying to convert those who are not ready to buy. Plan both content and targeting, and ensure that the campaigns do not compete with each other and drive up the price.
Image borrowed by Dave Caffey
How Musti, Derue and Bilstyk King created results with always on marketing in social media
Work on all-ways-on advertising for Musti started in January 2020. The first quarter was used to set up a strategy for advertising and plan work and conduct tests. For this customer, we set up campaigns that follow the customer throughout the entire purchase area – from discovering the brand until they make the first purchase, to repurchase and on until they join the customer club.
We started with relatively low budgets and then adjusted and optimized based on performance. The investment proved to be worth it. In September 2020, we had more than doubled the turnover from Facebook compared to last year (224% increase in turnover with a budget increase of only 69%). For Musti, the whole thing was in combination with monthly offer campaigns the way to go.
Derue have previously been doing all the time on, we came in and developed several forms of this type of advertising. Here, there were various types of always-on ads set up.
The first was set up to continuously collect leads for e-mail marketing, the second was set up to collect new customers and the third was set up based on high interest around specific brands. Much of the work on brands was done by looking at internal searches in Google analytics and then matching this up search against what actually converts. At Car-care King dynamic remarketing was set up, and this generates most of all campaigns. Here we have also tried to set up the same methodology as other customers as well as focusing on highlighting customer feedback on products, brands and one always on campaigning on the week deal. There are countless ways to structure all-way-on ads, you just have to find the angle that suits your client.