Facebook Offers Ads Changes September 2016

Facebook Offers Ad Changes

Facebook recently revamped its “Offers’ program, now allowing retailers to offer coupons for discounts that are redeemable in-store or online for e-commerce platforms such as Shopify. Originally launched in 2012, Offers hasn’t had the success that Facebook originally intended. That is especially true when compared to its mobile ad platform that accounts for 84% of the organization’s revenue.

So what Do Facebook Offers Ad Changes Mean To Marketers?

Facebook Offers Ads Changes September 2016

Well, everyone obviously loves to find a bargain, and as advertisers do more to stand out they use discounts and promotions to attract new customers. Further, the end user wants to be able to easily redeem these offers anywhere, and this new addition to the Offers program makes that easier for them to do so.

As mentioned above, there are two types of offers (in-store and online), which can be shared in a two ways: either promoted with an ad or organically with a post on the retailer’s Facebook page. Ads will appear in the Facebook feed by making use of the social networks targeting tools pushing the offer to those most likely to purchase.

Do the new Offers additions work?

While we need more data to determine the true viability of these ads, preliminary information points toward success. Testing the revamped ads, online retailer Maurices saw a 31% increase in return on advertising spend. By promoting a $15 discount, the retailer was able to capture a wider audience and turn those users into customers.

Facebook is also offering a new, dedicated offers tab that allows users to view current and past offers in a single location on the business page. Users can also access all of the offers that they have claimed by viewing their bookmarked offers. Additionally, Facebook will serve helpful notifications regarding offers that have been claimed but not yet redeemed by the user in order to push them further toward making the purchase.

In the future, Facebook will allow discrete codes for different users or groups so that a business can segment its followers. For instance, if a certain group is more likely to purchase high ticket items then the retailer would interact with them different regarding offers. The new Offers are currently available.

Check it out and let us know what you think!

 

 


Turn Day Pass Buyers Into Loyal Customers

Climbing Gym Marketing: Turn Buyers Into Loyal Customers

: Community building and goal programs are a fun climbing gym marketing strategy that both supports current customers and turn day pass buyers into loyal customers. There's a lot of room to be creative in a program like this. Start by encouraging your employees to get involved. If they are excited, you'll soon find your customers following a suit.

Here are 4 steps to creating a climbing gym goal program:

Climbing Gym Marketing: Turn Buyers Into Loyal Customers

1. Climbing Gym Marketing: Get Started

Your first steps are to name your program and announce it both in-house and through your outbound marketing channels. Come up with a fun hashtag to promote on social. Then, print paper flyers, post notices around the gym, send an email to your segmented email list with all details to prompt customers to take action.

2. Foster Healthy Community Competition

Dedicate a wall or poster board to the program, and incorporate a way to show your climbers' progress. A 'mountain to climb' is a simple metaphor to turn into an image and makes it easy to post goals at different levels on the mountain. Give members cutouts to write their name on, or use photos, and pin them on the board at the appropriate levels. Including an 'encouragement' section where climbers can write supportive messages and tips keeps things fun and upbeat.

3. Create a Reward Based Goal Structure

Set and post goals based on beginner, intermediate, and advanced climbing levels. Or consider creating a personalized goal program for customers taking classes or working with trainers. Once a goal is met, reward your climbers with a small gift or a one-time discount. Depending on your gym there are so many fun prizes to offer, from power bars to water bottles, merchandise and membership fee discounts, even having their photo posted on a program wall or being featured in a social media post. Mix up discounts and gifts at varying goal levels to keep your climbers motivated.

Depending on your gym there are so many fun prizes to offer, from power bars to water bottles, merchandise and membership fee discounts, or having their photo posted on a program wall and getting featured in a social media post. Mix up discounts and gifts at varying goal levels to keep your climbers motivated.

4. Spread the Word Together

Now that you've created your program, it's time to encourage your members to share with their online community. All social posts, e-communications, and printed material (like signs, brochures, posted charts etc.) should include your gyms social icons and the program hashtag with a call to action.

Your website and appropriate digital advertising should clearly display easy ways to share information about the program, celebrate when goals are met, and encourage other program participants. Most importantly, keep inspiring your customers to push themselves and have fun!

Need a little more help devising and implementing your marketing strategy? Get in touch with HARNESS here.


Climbing Gym Marketing: How to Get Climbers Offline and Into Your Gym

Climbing Gym Marketing and social media marketing is easy, right?  Put up a Facebook page, pin a few items on Pinterest, or put pictures of your facility on Instagram, and anyone who sees your social media presence will come right in. While social media marketing isn't quite that easy, it is a relatively simple way to create an opportunity to interact with potential members. It's the personal interaction that will ultimately get your online followers off the internet and into your climbing gym. Here are a few ways you can use social media to convert followers into loyal members.

female rock climber climbs on a rocky wall

Pin it to Win it

If you have a Pinterest site with followers, your pins are being "liked" and repinned, you might be wondering how to turn this into more members for your facility. Try a "pin it to win it" contest. Pinterest contests are a great way to get potential members to interact with your pins, and make the decision to join your gym.

Facebook Challenge Groups

Challenge groups on Facebook have become really popular, and they are a great way to get and keep people engaged for a predetermined time period. Offer a 30-day climbing challenge to encourage people to come into your gym to complete challenge tasks. You can assign point values for tasks, and the points go towards entries to win prizes.

Cross Promote On Instagram

Instagram is a great way to showcase your gym and its features, as well as show how much fun members are having while there. It's also a great way to team up with other local businesses to generate more traffic for everyone, and increase your membership. By joining forces with other businesses, you are getting your gym noticed by people who are already spending money elsewhere. Cross promote with a local sporting goods stores, health food markets, yoga studios, or massage parlors to catch the interest of people who are already interested in health and fitness, and may be more likely to take action, and join your gym.

Social media marketing offers limitless opportunity when it comes to being creative in your marketing. Contact us for more ways to use it to build your business.


Marketing Climbing Gym

Climbing Gym Marketing: Giving Incentive for Customers to Come in and Come Back

It's easy to get people excited about the idea of climbing, but getting those excited people in the door of your gym is another story. How do you take someone who might be interested and actually convince them to come in? How do you get the person who came in for a group outing or party to return?

Marketing Climbing Gym

Social media is a key of course to getting the word out about your gym. Definitely have an active presence online. An active presence doesn't just involve posting those great photos of your climbing walls. It's important to respond to people who reference your business. Be sure to comment on location-tagged pictures and thank people for coming in. Interacting with customers can go a long way towards loyalty by showing that there are people behind your business, people who truly appreciate loyal customers. Your responses can also include special offers if they choose to come back. A response to a great photo tagged at your gym might read: "Great pic! Thanks so much for coming in today! Here's a link to a coupon for $5 off your next visit!"
Online contests are a fun way to take people's competitive nature and turn that into a marketing opportunity. A photo contest will not only bring customers into the gym to take the necessary photo, but a great prize for the winner will encourage lots of entries.

It's also a great idea to reward repeat and return guests. Advertise blocks of passes at a reduced rate. These blocks guarantee a number of paid visits and the customer gets a discount, so it's a great situation for all involved. Consider also automatically entering climbers in a monthly drawing for a free private lesson. Repeat visits would give them a greater chance of winning, and if they do win that private lesson they'll definitely be back to practice their new skills.

For more ideas on building your customer base contact us or check out our blog.


4 Outdoor Brands To Inspire Your Inbound Marketing Strategies

3 Outdoor Brands To Inspire Your Inbound Marketing Strategies

The most successful companies today aren't creating siloed marketing strategies. They're combining inbound and outbound marketing to get the best of both worlds. This one-two punch gets your business in front of your target audience and then earns their full attention by providing them with the valuable information they want. Inbound marketing is especially important for niche areas, like the outdoor sports industry, which is packed with enthusiasts and experts. These customers frequently make purchase decisions based on a first-hand experience and trusted advice from other practitioners. They're loyal customers who are unlikely to be sold by advertising alone.
To support marketing dollars going toward paid ads and print promotions, forward-thinking companies are also providing their target audiences with valuable information to educate and inspire. That way, customers feel more confident buying from brands they can trust after performing their own due diligence. Here are three examples of brands that are embracing inbound strategies to offer buyers more value and stay ahead of the competition:

Therm-a-Rest - Engages Enthusiasts with Social Media

Therm-a-Rest has a healthy mix of written and visual assets on its website to offer a behind-the-scenes look at its camping mattress technology. In addition, it has strong social media presences on Twitter and Instagram that go a step further to engage its audience. How? The company posts pictures of rustic campsites and tents perched alongside striking landscapes. It offers camping tips and asks followers to write in with their favorite destinations.

http://www.cascadedesigns.com/therm-a-rest/blog/rickshaw-south-dispatch-3-no-fools-errand/

These kinds of posts establish Therm-a-Rest as an authority in outdoor adventures, but also give customers a reason to follow the brand organically. Prospects and customers want to be a part of the conversation and they want to stay connected with the company.

BioLite Energy - Content for Every Stage of the Sales Funnel

BioLite Energy is a newcomer to the outdoors scene. It's a startup that produces wood-fired stoves for biofuel and off-the-grid cooking. The company has a mature marketing plan, however, and a blog that's rich with content to addresses readers at every stage of the sales funnel.

  • Traffic: 5 Reasons to explore your own backyard
  • Engagement: What's your food philosophy?
  • Lead Generation: Inside the Technology
  • Conversion: A wildlife Biologist Puts the SolarPanel 5+ To the Test
  • Loyalty: Backpacking in the Moravia Woods with BioLite (A user story)

This is how inbound marketing works. You grab readers' attention with general-interest material and then follow up with educational pieces that show how products work and why they're the right solution.

Patagonia - Storytelling to Inspire Loyalty

In the past couple of years, the outdoor clothing company has gained attention for its serious approach to sustainability. It all started with a full-page ad placed in The New York Times on Black Friday. The Worn Wear program asked customers not to replace used Patagonia gear with new items, and instead, promised free repairs in order to extend their lives. To support this campaign and recognize patrons equally dedicated to wasting less and getting outside more, Patagonia now publishes stories that follow them on their adventures. It's an inspiring series that puts the customer in the spotlight, and it also establishes a narrative where the brand can easily talk about its focus on high-quality materials and environmentally friendly practices. Altogether, these messages generate a lot of interest in the brand and foster hard-core loyalty among users.

It's an inspiring series that puts the customer in the spotlight, and it also establishes a narrative where the brand can easily talk about its focus on high-quality materials and environmentally friendly practices. Altogether, these messages generate a lot of interest in the brand and foster hard-core loyalty among users. To be successful in a marketplace where consumers research first and buy later, companies can't afford to leave marketing opportunities on the table. Inbound strategies give businesses the chance to nurture prospects with the right information at the right time - until they're ready to make an educated decision about what to purchase.

Are you ready to take your marketing to the next level? Contact us to learn more about the best-in-class strategies we build for our clients to harness the power of both outbound and inbound marketing.


Business Lessons Learned From Climbing

Business Lessons Learned From Climbing

When I started climbing, business was the last thing on my mind. I was going to live the dirtbag climber’s life and travel the world existing only to climb peaks and rocks. I did for a while, and that was incredible. As time wore on, though, I started to crave some stability and grew tired of the financial stress of a jobless, van life existence. When I entered the business world, I quickly realized that climbing had given me a unique perspective to navigate. Here are a few crossover ideas that climbing brought to me for the business world.

Business Lessons Learned From Climbing

The risk is inherent, and foolish risk will end you

The risk is ever present in climbing. Being successful means accepting the risk and moving forward in spite of it. To leave it here would be an oversimplification of the process. A large part of the draw to climbing is learning to mitigate much of the risk while seeking the most rewarding climbs. If you climb something for the sake of taking the risk, you will get bitten and usually sooner rather than later.

Risk taking in business should be the same way. Too many flash-in-the-pan CEOs have written books and given talks espousing huge risk without discussing their efforts to mitigate that risk. You need to have your market research dialed, your business plan polished, and (most importantly concerning today’s marketplace) your marketing campaign together to get the word out about your product or service. I have seen too many businesses approach new concepts or markets with an “if you build it, they will come” attitude toward their marketing.

The willingness to venture beyond the norm is rewarded

The roadside attractions in climbing seem to have a siren call. The crowds flock to them, and the experience becomes diluted with competition to get on the route and find space on the way up. I have never found venturing out into the backcountry for a climb to be less rewarding than staying by the road. Yes, it is a lot more work to get there and in the beginning, you will ask yourself why you did not just do something easier. Once you settle into the task, you begin to notice the benefits… better views, a feeling of belonging, ownership of the area you are in.

Falling into the trap of providing product or service that is on par with the rest of your industry is understandable but unacceptable. Going beyond the norm for the quality of service and product will differentiate you from the rest. The extra effort will pay off quickly.

Technology will never replace knowledge

Climbing equipment has come a long way from the days of soft iron pitons and hobnailed boots. Modern equipment allows rank beginners to ascend pitches of rock that were unimaginable in the 50’s or 60’s. However, no matter how much the technology improves, if a climber does not know his way around the mountains, and the basics of ropework, his career is going to be a short one.

Technology has fundamentally changed every aspect of the business world. No one can deny that. What it has not done is replace the need for knowledge. Knowing your market, your product, your competition, and your customer will not ever be replaced.

Moreover, technology has not replaced the need for human interaction. People still buy from people even in the age of technology. No matter how fantastic your digital advertising campaign is, people are going to attach themselves to brands that have a unique mission and are represented by solid people.

The view from the top is amazing, but you cannot stay forever

The summit is a major motivator in climbing. Rightfully so. It is a symbol of accomplishment, and for some, it is a symbol of conquest. Stand on top, breathe in the thin air, simultaneously feel powerful and small all at the same time. It is a time to reflect on the path that was taken and take in the view of the surrounding summits. The feeling is fleeting, though, and the inevitability that you must come back down gnaws at the back of your mind. The longer you stay put on top, the more danger you face. Storms, frostbite, exhaustion, darkness, all of these await those who try to linger.

You seek to be at the top of our game in business as well. To stand at the top and see your competitors. Stagnation is a fatal flaw in business as well. Success in business depends on understanding that once you have gained the top in one area, it is time to look toward your next goal, start training, set milestones, and take the first step.

You seek to be at the top of our game in business as well. To stand at the top and see your competitors. Stagnation is a fatal flaw in business as well. Success in business depends on understanding that once you have gained the top in one area, it is time to look toward your next goal, start training, set milestones, and take the first step.


what is inbound marketing and why it's essential in your marketing strategy

Inbound Marketing & Why It’s Essential In Your Strategy

Wouldn’t you agree that it is better to attract qualified, ideal prospects to your sales funnel rather than attempt to promote your business to everyone, creating “hit and miss” results? Alternatively, that it is advantageous to embrace an inbound marketing strategy that connects with, engages your audience, and builds long-term customer relationships versus just focusing on getting the sale?

Absolutely! You see, there is an entire methodology that not only brings potential customers to you but keeps them coming back for more! This approach has resolved multiple issues for businesses like time wasted on unqualified leads, little website traffic, and low lead conversions. The more efficient way to promoting your business is through inbound marketing!

This strategy has shown to be the best way to do business online. 3 out of 4 marketers across the globe prioritize an inbound approach to marketing (Source: Hubspot). Studies consistently reveal that inbound marketing successfully increases traffic, lead generation, sales and repeat business for brands who leverage this tactic.

What Exactly is Inbound Marketing?

The inbound marketing concept centers around creating and sharing valuable content that solves problems and answers questions for your ideal customer (or buyer persona). It naturally draws prospects in through education. Because of this noninvasive, selfless approach, prospects are instantly attracted to your brand and see you as the expert in your niche.

There are four key components to a powerful inbound marketing strategy. It includes:

  • Attract: Driving quality traffic to your content via blog posts, social media, SEO strategies, video marketing, etc.
  • Convert: Turning website visitors into leads through your lead offers; you giving visitors something valuable in exchange for their contact information
  • Close: Transforming leads into customers by using closing tools like email marketing and marketing automation to help seal the deal
  • Delight: Creating happy customers and loyal, raving fans of your brand, converting into repeat business. The major benefit to inbound marketing is the process of nurturing a “stranger” into an eventual promoter of your business.

Why It is Essential in Your Marketing Strategy

Inbound marketing, when done right, positions your business for long-term success. Consumers are fed up with overwhelming advertisements, yet they are always online seeking solutions to their problems. Search is the #1 source for content traffic generation, and it is the preferred choice for looking up information. Inbound marketing positions you to be found by your target audience when they are searching for you, making it essential for your business in 2016!

If your business is ready to start leveraging inbound marketing tactics to begin attracting qualified prospects into your sales funnel, contact us to request a free consultation. We are certified to help!

3 steps to creating great marketing content


7 Tips for a Snapchat Video Marketing Campaign

Snapchat is a hot social media platform that can be used for more than just sending pictures to your friends and playing with different filters. Snapchat is an extra feature in your video campaign that will bring it to success. Here’s how:

Reply to stories to increase user engagement

With new features like swiping up to reply to a story, marketers can receive feedback from their consumers. This is a way to measure how your campaign is progressing. It’s also a way to get feedback on your campaign. New companies use Snapchat already to conduct informal contests and host polls through the Story Reply feature.

A new Snapchat tip would be to utilize the Story Reply feature to host Q&A sessions to receive audience questions and feedback. Consider common questions, recommendations, and satisfaction level mostly.

Create customized on-demand Geofilters

You can now create and publish a Geofilter for your business or private events. Can you imagine how much exposure your business would get with a customized Geofilter? Here’s how it works:

  • Design – To create a filter, go through Photoshop or Illustrator to create compatible filters.
  • Map – Pick a location where your filter will appear, then choose time and dates when you want your Geofilter to appear.
  • Buy – You have to submit your Geofilter for approval to Snapchat, and then you buy it.

Offer exclusive discounts

Providing coupons and discounts through Snapchat is highly successful. This makes it an exclusive offer because it can only be found on your businesses Snapchat. This also gives an opportunity for one-day only promotions, since Snapchat stories last for 24 hours.

Target content to select followers.

If there is a social influencer who you want to promote your business or product, you can give that person promotional codes through Snapchat. This was, that social influence can inform the pubic about the product and let them know about the promotional code as an incentive to buy the product. If have avid users of your product, you can also offer them special codes as a thank you for using the product or giving business frequently.

 Activate Snapchat stories

Create Snapchat stories so your audience can see what their favorite brand is doing. This allows your audience to see what you’re doing every day.

Build up to a special event or moment

Snapchat is an excellent platform to spread the word about an upcoming event and get people buzzing about it. Make people excited about your upcoming events, moments and launches!

Back your marketing campaign with special ads

Jump on board by making Snapchat ads. This helps you to reach the demographic who has moved from Facebook to newer social media platforms. Plus, our ad is less likely to get lost in a Snapchat feed.


anatomy-of-landing-page

The Anatomy of a Landing Page

Traffic acquisition is only half of the marketing equation.  In addition to bringing visitors to your website, you need to keep them there. Not only that, you need to transform them from interested prospects into customers. Your marketing needs to move that relationship forward at each touch point.  Conversion optimization is the process of transforming new website visitors into paying customers — and first-time customers into repeat buyers. A landing page is a single web page that appears after a user clicks on an advertisement. These can be used to capture leads, communicate information, or generate website sign-ups.

Here are 9 aspects of the anatomy of a landing page:

landing_page_anatomy

  • A consistent message between ad headline and landing page headline. For example, if someone searched for “Marketing Tools,” your landing page has a far better chance of converting if the headline mentions “Marketing Tools.”
  • The secondary headline leads to the content. This section needs to compel the user to continue reading. Short, sweet and to-the-point, it should give a clear reason that speaks to the user’s pain point.
  • Perfect grammar. This goes without saying.
  • Trust signals. Testimonials, security seals and other badges that show that the user will have a secure, satisfactory shopping experience
  • Strong call-to-action. Download, Free, Get, Create and other options have been shown to perform better than weaker words like “Try.” Stronger language and active verbs compel people to take action
  • Buttons that stand out. The button needs to be able to catch the user’s eye, so make it distinctively different than the rest of the color scheme on your page.
  • A lack of links. Keeping users on the landing page and moving them through to the call-to-action should be your primary goal. Linking out to other sites or other pages of your own site that aren’t tied into the landing page can distract the user from taking the action you want them to take.
  • Images and video that relate to the content. Adding images and video that give customers a quick understanding of the product/service or explain the basics can all bolster the message.
  • Fit the message within the first third of the page. This is known as “above the fold” and greatly increases the chance that visitors will take action since they don’t have to scroll.

Clear, concise information drives users to take action is the take-home message here.  A single call-to-action on landing pages allow you to gather information or generate conversions with the highest impact across all of you digital outlets.


ig Cottonwood Canyon Salt Lake City

A climbing guide to the Summer Outdoor Retailer Show

Heading to the Outdoor Retailer Summer Market this August? Whether you are a first timer who is new to the show or a veteran who has heard too many clever names for the color blue delivered by a guy in a short-sleeved, plaid shirt, you already know that there is a lot more to the OR show than just wandering the floor. There is also an incredible combination of beauty, access, and quality that makes Salt Lake City one of the best cities for climbing in the U.S.

Crags for cool climbing in little cottonwood salt lake city, Utah while at Outdoor Retailer Trade ShowGetting the most out of your trip while at OR takes some strategizing. If you don’t know where to go, and when, you’ll be missing your 10 am show meetings and still not get any climbing done. Here is our approach and the information that you need to know to get a few pitches in each day, while still having a productive experience on the show floor.

BEFORE THE SHOW

If you can, come in a day or even two early. Giving yourself the time to unwind with some climbing while pre-planning for show meetings can pay off. Showing up at the Salt Palace relaxed and in a good state of mind because you got some time in the vertical is an excellent way to do this. It will also allow you to experience some areas that would be much harder to get to once the show starts. Our suggestion; Cecret Lake at Alta to beat the heat and have a unique alpine cragging experience.

DURING THE SHOW

This is your opportunity to embrace something unique to Salt Lake City, the Dawn Patrol. The idea is often credited to the late Alex Lowe and is deeply ingrained in the fabric of the local outdoor culture. You’ll have to give up a few of the post-show cocktails the night before, and get a 4:30 am start to the day. For the willing, it can be the most rewarding of outdoor experiences. It will feel like cheating when you show up to your 9 am meeting at the show, on time, and having already put away a classic line. Our suggestion; a quick, multi-pitch outing on Steort’s Ridge, or Outside Corner in Big Cottonwood Canyon for a morning you won’t forget.

AFTER THE SHOW

Digesting everything you’ve seen and talked about at OR is going to take a bit. Scheduling yourself a free day after the show helps you organize your thoughts before heading back to a bustling storefront, and an email account bursting at the seams. Leave the show on the last day, jump in the rental car, and drive 2-3 hours to sample some truly unique climbing areas. Our suggestions; City of Rocks National Preserve in Idaho or Maple Canyon, Utah both offer unique climbing experiences in extraordinary settings.