Crystal Media Live Episode 17: Socializing, Not Selling: Posts to Share Other Than Sales Posts

We focus so much of our attention on how to effectively sell online using social media. Always giving you tips on how you can optimize your social media to make it easy for your customers to buy from you online, but what about the other side of selling? Do you ever feel like your audience responds better to an inspirational quote, a funny behind the scenes video or a cute story about something that happened in-store? Did you notice how none of those things are related to sales or product...  

Socializing with your audience and creating content that your audience connects with on a personal level is SO important in growing your online presence. It's all about creating an environment that gives your audience the feeling that they're shopping and hanging out with one of their friends.  

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In this week's episode of Crystal Media Live, Crystal share's the value of socializing with your audience and not just selling to them. You'll also learn her secret to having the best content mix across your social media channels, as well as give you some great examples from retailers who are able to be social with their audience and not just salespeople.

Watch the latest episode below: 

If you want more information or need inspiration from other retailers on finding the right balance between social posts and sales posts opt-in to our free four-part video training!

Be sure to catch new episodes every Monday at 10 a.m PST on our Facebook Page. Replays will be available on the blog each week. 

Crystal Media Live Episode 16: Does Facebook Work?

The truth is social media can be hard to track results. Retailers often find themselves wondering, is social media actually doing anything for my business?" But tracking traditional forms of advertising, like radio, print and tv ads can be difficult too. 

If you're not showing up online, your business might as well not exist, so what's stopping you from spending a little time each week planning out and implementing your Facebook marketing strategy? 

In this week's episode of Crystal Media Live, you'll be given several tools you can use to track social media results specifically on Facebook, like what to look at under your business page's Facebook Insights to get the most engagement out of your posts to understanding how ads reporting works if you're running Facebook Ads. 

We also share two recent Facebook success examples that prove Facebook DOES WORK in helping grow your business. These retailers made minor changes to their Facebook marketing efforts and saw some major wins! 

Watch this week's episode below: 

Doors close to the Facebook Training Program for Retailers TOMORROW. Click here to learn more and to secure your seat. Don't miss out on this awesome training for retailers!

Be sure to catch new episodes every Monday at 10 a.m PST on our Facebook Page. Replays will be available on the blog each week. 

Crystal Media Live Episode 15: Facebook Groups - an advantage and disadvantage

You probably have heard about Facebook Groups or may even be part of some yourself, but have you ever considered creating a group for your business? Groups are a great way to connect with people who share similar interests or to be more involved in things you're passionate about locally or even globally. 

One advantage to having a group for your business is it creates a stronger sense of community online than a business page can. You'll still want to have your business page because this is where you'll talk about promotions, products, events, etc., but a group allows people to have a conversation about the products. This is where they can also share with others their thoughts and feelings, as well as be able to engage with you or your staff on a more personal level.

One disadvantage to Facebook Groups is that content shared in the Facebook Group can have more exposure to your audience's Facebook timelines than your business page might be able to get. With this being the case, you'll want to make sure you or someone on your team is monitoring the group more frequently since anyone who is a part of the group is able to post and share whatever they want. This makes it important to have guidelines in place for those who want to join the group about what is allowed to be shared. 

Watch the full episode below, and share with us your thoughts on the advantages and disadvantages of having a Facebook Group for your business in the comments below!  

Be sure to catch new episodes every Monday at 10 a.m PST on our Facebook Page. Replays will be available on the blog each week. 

Crystal Media Live Episode 14: How Often Should You Post on Social Media?

If you ever find yourself questioning if how often you're posting to your social media sites is enough, don't worry! You're not alone. One of the most common questions asked by retailers, if not the number one question is: "How many times a week should we post to social media?"

With a specific focus on Facebook, this week's episode of Crystal Media Live covers what we believe is the social posting formula that works best in today's Facebook marketing world. At this point, it shouldn't come as a surprise that posting daily to Facebook doesn't always produce the results you hoped for and free organic reach isn't as easy to get as it once was.  

It's also not just about how often you post, but about WHAT you post. By making sure you're putting out high-quality content that your audience loves, and not just focusing on products and sales, you'll get the most out of your posts each and every time.  

 Watch the episode below:

Be sure to catch new episodes every Monday at 10 a.m PST on our Facebook Page. Replays will be available on the blog each week. 

Crystal Media Live Episode 13: Social Media Interview Recap

This past weekend I attended the summer gift and home show at AmericasMart in Atlanta. While at the show, I was interviewed by AmericasMart and on this week's episode of Crystal Media Live I'll be sharing a few on my answers from the questions below.

  • You work with hundred of retailers. What's the most common mistake most are making with social media?
  • What's the biggest misconception about social media for retailers?
  • What is your favorite thing that you have seen at Market so far?

These three questions stood out to me the most, and I truly feel everyone can benefit from hearing what I have to say about each of these points. Stay tuned, I'll be sharing my complete interview on this blog post once it becomes available!   

Be sure to catch new episodes every Monday at 10 a.m PST on our Facebook Page. Replays will be available on the blog each week.

Crystal Media Live Episode 12: 4 Tips for Better Facebook Marketing

Are you taking advantage of all the Facebook features that are available to you? Chances are, you're not. That is why this week's episode of Crystal Media Live focuses on 4 quick and easy ways you can better use Facebook to market your business online. 

These four tips focus on making sure you're using the correct business page template, knowing when to migrate a personal Facebook account to a business page or when to merge business accounts together, creating event pages for any and all store events and why it's important, and lastly why you should tag your products on your Facebook posts. 

With Facebook being one of the best tools to market your store and products on, it's crucial to your success that you know everything you need to get more reach, interaction, traffic and sales. Interested in learning more ways you can better use Facebook for your business? Check out our Facebook Marketing Mini-Series.

Be sure to catch new episodes every Monday at 10 a.m PST on our Facebook Page. Replays will be available on the blog each week.

Crystal Media Live Episode 11: Creating and Marketing an Online Store

This episode is the final part of a four-part series on competing with big box stores called Giving Online Stores a Run for Their Money.

One way you can compete with online retailers is to join them online. This allows you to then provide your customers with a digital experience that lets them shop from the comfort of their own home. Consumers are all about convenience and e-commerce sites meet that need which is why they are so popular. 

In this week's episode of Crystal Media Live, we'll share with you common platforms you can use to sell online if you don't have a website of your own. We'll also focus on why driving traffic to your website through different marketing techniques is crucial to see success selling online.

Share with us in the comments what platforms you use to sell online!

You can watch this week's episode below:

Be sure to catch new episodes every Monday at 10 a.m PST on our Facebook Page. Replays will be available on the blog each week.

Crystal Media Live Episode 10: Selling on Social

This episode is part of a four-part series on competing with big box stores called Giving Online Stores a Run for Their Money.

We often find retailers are posting to their social media accounts as stuff comes up, for instance when they get a new shipment of items or right before an event that is coming up, and there isn't really any sort of strategy behind it.

When posting to social media, do you have a strategy for selling products? Share with us in the comments below.

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When you put context behind a product, create a theme or even bundle products together this can ultimately help you sell these items through social media. In this week's episode of Crystal Media Live, we share with you some ideas on how to sell your products leveraging social media and give you suggestions on which tools to use if you don't have a website you can directly sell on. 

Be sure to catch new episodes every Monday at 10 a.m PST on our Facebook Page. Replays will be available on the blog each week. 

Crystal Media Live Episode 8: Signature Events

This episode is part of a four-part series on competing with big box stores called Giving Online Stores a Run for Their Money.

Most independent retailers we've talked to have seen great success from hosting in-store events. Yes, they require more work and more time but putting in that little bit of extra effort can go a long way.

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Hosting in-store events helps you connect with customers, both old and new, and is a great way to build recognition in your local area. Events can play a part in how you create a fun and unique customer experience (this should ALWAYS be top of mind!) that your customers will always remember.

In this week's episode, we share some ways to add an extra touch to your events to stand out and be memorable, as well as a few examples of signature events from other retailers. 

What kind of events are you currently doing? Share with us, we'd love to hear all about them!

Watch the full episode below:

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Be sure to catch new episodes every Monday at 10 a.m PST on our Facebook Page. Replays will be available on the blog each week. 

Crystal Media Live Episode 7: What Are You Doing to Build a Digital Experience?

This episode is part of a four-part series on competing with big box stores called Giving Online Stores a Run for Their Money

We're sure that you've ALWAYS got customer experience at the front of your mind. That's why you hire qualified employees, encourage them to be friendly and helpful and work to give your customers the best experience that you can offer. But do you realize how many opportunities you have to create an amazing DIGITAL experience for your customers?

Today's episode tells you exactly how to do this, through your website, social media sites and emails. Don't miss the story of how a retail pro used an NFL jersey to get $4,000+ in sales!

Be sure to catch new episodes every Monday at 10 a.m. PST on our Facebook Page. Replays will be available on the blog each week.

Crystal Media Live Episode 6: Four Retailers with a Unique Experience and How to Leverage Using Social Media

This episode is part of a four-part series on competing with big box stores called Giving Online Stores a Run for Their Money

When you make customers feel as though you've gone out of your way to meet their needs, they will go out of their way to shop with you.

During this (pre-recorded) episode of Crystal Media Live, we give you example from REAL small businesses and how they are standing out from eCommerce stores with their top-notch customer service and proactive social media tactics.

The other topics we will cover in this series include:

  • Events
  • Selling on Social
  • Selling on Your Own Website

Be sure to catch new episodes every Monday at 10 a.m. PST on our Facebook Page. Replays will be available on the blog each week.

Crystal Media Live Episode 5: Establishing Your Unique Selling Points

This episode is part of a four-part series on competing with big box stores called Giving Online Stores a Run for Their Money

Of all of the challenges that have popped up in the past few decades, few have given local retailers as many issues as online competitors. Buying online allows customers to get products to their doorsteps as quickly as in a few HOURS thanks to programs like Amazon Prime, while giving them the option to compare prices seamlessly.

How can the little guy compete?

We answer this question in a 4-part series called Giving Online Stores a Run for Their Money. In this episode, we cover experience, as in the experience your customer has when they shop with you. We help you figure out your unique selling point and why this is so crucial to competing with online sellers. Click below to watch the episode!

The other topics we will cover in this series include:

  • Events
  • Selling on Social
  • Selling on Your Own Website

Be sure to catch new episodes every Monday at 10 a.m. PST on our Facebook Page. Replays will be available on the blog each week.

Crystal Media Live Episode 4: 3 Tips to Successfully Manage Your Social Media

Last week, we went over who should manage your social media (Hint: It's not the owner).

But for many retailers, hiring a social media manager just isn't an option at the moment. It may be because of budget issues, their social media not being where it needs to be or staffing problems.

Don't worry, retailers who are doing it all! We have some tips for you, as well.

Catch the full episode below.

Be sure to catch new episodes every Monday at 10 a.m. PST on our Facebook Page. Replays will be available on the blog each week.

Crystal Media Live, Episode 3: Why Store Owners Shouldn’t Manage Their Social Media

You're the store owner, buyer, manager, janitor, accountant... that's a lot of hats to wear on one head! As a retail store owner, you shouldn't have to add the task of managing your social media to your long to-do list. 

The latest episode of Crystal Media Live goes over WHY you shouldn't be managing, who SHOULD be and what to do if you're not quite ready to hire someone to take over the job. 

Be sure to catch new episodes every Monday at 10 a.m. PST on our Facebook Page. Replays will be available on the blog each week.

Crystal Media Live, Episode 2: Worried About Being On Camera?

Are you someone who's dreamed of being on the big screen, or someone more likely to enjoy a job behind the camera? No matter what type of personality you have, video can do GREAT things for your business.

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This week's episode of Crystal Media Live covers how to conquer your fears and get in front of the camera. See what we say about self-confidence, tripods, authenticity and more!

Be sure to catch new episodes every Monday at 10 a.m. PST on our Facebook Page. Replays will be available on the blog each week.

Crystal Media Live Episode 1: Which Social Media Platforms You Should Market Your Store On

Don't you love the feeling of starting something new and exciting? Our office has been BUZZING with the launch of Crystal Media Live, a weekly Facebook Live show where we dive in to your most asked-about topics and give you actionable tips to boost your social media results.

Our first episode aired Monday, April 17th at 10 a.m. PST and covered which social media platforms you should market your store on.

You can catch the full episode, including a live Q&A session, below!

Be sure to catch new episodes every Monday at 10 a.m. PST on our Facebook Page. Replays will be available on the blog each week.

A Checklist for Spring Cleaning Your Social Media Accounts

Spring cleaning probably brings to mind a mountain of laundry and visions of an organized junk drawer. But spring cleaning can apply to your social media accounts, as well! Your business is constantly changing, even in the most unnoticable ways. But these small changes can leave a lot of outdated information on your social profiles.

It’s smart to schedule quarterly “maintenance” on your social media profiles so that information is never too out of date. Before you begin, you should make sure you know exactly where you’re looking. Make a list of all your social accounts, even ones you aren’t active on. Include email addresses and website URLs in this list. We’ll cover them, too. As a safe check, Google your business to see if there are any surprises, and if you see fake accounts, incorrect listings, or anything else, make a note.

When you’re ready to get started, get out a pen or highlighter and cross off these items as you go along:

Facebook:

  • Is your profile photo an accurate depiction of your brand - typically a logo or photo of your storefront?
  • Have you been swapping out your cover photo monthly? This should be a part of your usual social maintenance
  • Do all your photos have captions, including your profile and cover photo?
  • Are you posting AT LEAST several times per week? If not, try to schedule out some posts
  • Do you have the blue call-to-action button enabled on your page and is the link correct?
  • Are your hours correct?
  • Is your address correct?
  • Have you listed the parking options at your business?
  • Have you provided customers with an email address?
  • Is the map enabled on your page?
  • Is your phone number correct?
  • Do you list your website and is it linking over correctly?
  • Do you have both the “More Info” and “Story” sections filled out, complete with keywords such as current brands you carry, types of products you carry and your location?
  • Do you have the right template selected? Facebook now allows you to choose from regular, business, shopping, service, venue, politician and restaurant templates within settings
  • On the “Video” tab, are you featuring your top or most recent video?
  • If you are running any ongoing ads, are the graphics and text up to date?
  • Do all the tabs on the left side of you page link correctly?
  • If you have an email list, do you have a tab where people can sign up?
  • Are you regularly responding to questions and comments? Don’t leave anything unanswered
  • If you have a group for your page, is all the group information correct?
  • Have you been approving people into your group?

Pinterest:

  • Is your website listed in your bio?
  • Is your location listed in your bio?
  • Does your bio properly summarize your business?
  • Does your profile photo match your Facebook profile photo, or is it a logo or storefront?
  • Are you regularly following Pinterest users, including ones who follow you?
  • Have you set your featured boards (You may choose up to 5)?
  • If you’ve created cover images for your boards, are they all displayed?
  • Are all your boards relevant to your business and are you regularly pinning to each of them?
  • Are most of your pins sending people directly to your website, Facebook Page, blog, etc?
  • Have you pinned any pins from vendor websites that send customers directly to them? Be sure to fix them to go to your website
  • Are the images you are pinning branded to your company?
  • Are the images you are pinning optimized in size (735 px wide x 1102 px tall)?
  • Are you regularly responding to questions and comments? Don’t leave anything unanswered

Instagram:

  • Do you have your account set up as a business (You’ll see a business type listed under your name)?
  • Is your business type correct?
  • Does your bio properly sum up your business?
  • Do you have your website/blog/Facebook Page listed?
  • Do you have your location listed?
  • If there is room, do you have your phone number listed within your bio?
  • Does your profile photo match your Facebook profile photo, or is it a logo or storefront?
  • Are you updating several times per week to several times per day?
  • Are you using hashtags in your photo and video descriptions?
  • Do you have your call to action buttons enabled and are the links correct?
  • Are you regularly following users?
  • Are you regularly responding to questions and comments? Don’t leave anything unanswered

Twitter (*Note: Many retailers have told us that they are not seeing results from Twitter. If you're not seeing results either, it might be time to focus more of your energy on other networks where more of your audience is.):

  • Have you updated your header photo recently?
  • Does your profile photo match your Facebook profile photo, or is it a logo or storefront?
  • Is your website listed?
  • Does your bio properly sum up your business?
  • Are you regularly responding to questions and comments? Don’t leave anything unanswered
  • Do your tweets include hashtags?

Multiple Location Accounts:

  • Is the name of your business consistent across all accounts?
  • Is the branding of your graphics consistent across all accounts?
  • On Facebook, does your description include information about your other locations?
  • Is the content on each page unique (It can be similar, but each page should have unique posts)?

Additional Considerations:

  • Do you have the same username across all social platforms? This is great for brand recognition.

  • Do you regularly cross-promote your social accounts - sending people to Instagram from Facebook and to Pinterest from Instagram?

  • Do any print materials you have include the right links for your website and social accounts?

  • Is your business information correct in online listings like Yelp and Yellow Pages? You may need to claim your business to fix the information.

BONUS: Website and Email:

  • Does your website have a contact page or place to contact you?
  • Do you have your address listed?
  • Do you have your phone number listed?
  • Do you have an email address listed (Even if you have a contact form, in case there is an error)?
  • Are all your social accounts listed?
  • Is your website copy accurate?
  • Have you updated your photos recently?
  • Is your branding consistent across all your platforms, from website to social?
  • Do all the links on your website work?
  • Do your email signature and your employees’ email signatures contain the correct address, phone number, hours, etc. for the store?
  • Can you delete email addresses of past employees?

Congratulations! Your spring cleaning is done… at least on social media. Mark your calendar to check these items off again next quarter. Don’t wait until next spring!

We’re curious, how often do you currently do a full check of your social media? Tell us in the comments below!

Instagram Ads: Choosing the Best Objective

We talk a lot about Facebook Ads and how beneficial they can be for your business. But Facebook’s sister network, Instagram, has a lot of opportunity as well!

There are two ways to set up Instagram Ads:  On the Instagram app on your phone or where you set up your Facebook Ads. We prefer to set them up through Facebook because you have more options. No matter which option you decide to use, you’ll choose a new campaign for your first ad.

You’ll need to choose an objective for your campaign. You may notice that not all of the objectives available to you in Facebook Ads are options for Instagram Ads. These are the objective you have to choose from:

  • Brand Awareness
  • Reach
  • Traffic
  • App Installs
  • Engagement
  • Video Views
  • Conversions
  • Lead Generation

Your objective will depend on your end goal:

  • If you want to increase overall awareness of your brand, you’ll want to choose Brand Awareness.
  • If you want to reach as many people in your area as possible,  you’ll want to choose Reach.
  • If you’d like to send people away from Facebook, to the app store to download an app or to your website, you’ll want to choose Traffic.
  • To get people to specifically download your app, you’ll choose App Installs
  • To get more post engagement, you’ll choose Engagement
  • To get more views on a video, you’ll choose Video Views
  • To increase conversions on your website or app, you’ll choose Conversions
  • To collect new leads for your store, you’ll want to choose Lead Generation
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If you’re not sure which objective you’d like to start with, here are a few ideas:

  • Choose the Traffic or Video View objective, film a new product arrival video and link a “Shop Now” button to your website, blog post or contact page. If you sell online, consider running a conversion ad. 
  • Choose the Traffic objective and send people to a special offer on your website. Be sure that you have the Facebook Pixel set up on your website, and you can use it to retarget the people who visit your website from your ad.
  • Choose the Engagement objective and feature locally made products, or products to support your local team in the graphic. For text, try something like, “Tailgating this weekend? Cheer on the {team name} in style!”
  • Choose Engagement and target users who have a relationship status of “engaged.” Feature your top wedding gifts to appeal to couples prepping for wedding season.
  • Promote your spring cleaning sale with a Video View Ad. Under detailed targeting, you can choose the partner category of “homeowner” or “renter” to target people who may be sprucing up for spring.
  • If you’re running a contest, you can share the details in a Conversion, Engagement or View View ad, depending on the contest, or put in-store contest details on your website and send people there with a Traffic Ad. Be sure to review Instagram’s contest guidelines.

It’s important that you test all of your ads. Not performing well? You may need to adjust the graphic, text or targeting. Paying attention to what is working and what isn’t can help you keep your costs lower and help you become a pro at targeting YOUR perfect customers on Instagram.

Have you tried Instagram Ads yet? Which ad type have you found works best for you? Have you tried a video ad yet? Comment below!

Ad Targeting and Finding Your Perfect Customer Groups

You’ve heard it before, but it’s important enough to repeat:  When you market to everyone, you market to no one. In our previous post, “3 Things You’re Doing Wrong with Facebook Ads,” we talked about why failing to target your ads can lead to less-than-stellar results. One of the biggest factors that decides whether your Facebook ads will perform great or terribly is the audience you choose to target. Before we dive a little deeper into targeting capabilities within Facebook, let’s talk about who’s going to see these ads.

When marketing your business, all the content you put out needs to be targeted, in my opinion. How many people you’ll target will depend on your business, and to reach all your targeted users, you may need to create several advertising pieces with diverse messaging to make sure your content resonates with them.

I call these groups our Perfect Customer Groups, or PCGs. These are the people, whether they are familiar with your business or not, who love the things you sell. They’re people who are easy to work with. When they leave your store, you smile and think, “I wish all my customers were like that customer.” They’re loyal, booking appointments to shop at your store, or coming in anytime they need something new for their home, closet, pet, or a gift. They might be a “sneezer” who spreads the word about your store to all their friends and always bring someone new in.

Do you know who your PCGs are? Can you think of an actual customer? Hopefully you can, because I want you to think of that person while you read this post and while you set up future marketing pieces and ads.

If you haven’t figured out your perfect customer yet, pause and take a moment to define them. Where do they live and work? How old are they? Do they have kids or pets? What are their hobbies? What keeps them up at night? What do they Google? What magazines, books or blogs do they read? These are just a few of the questions I ask marketers to research and fill out in the Customer Profiling Worksheet found in our Facebook and Instagram Ads Course and within Social Edge.

I cannot express how important knowing who your PCGs are and what drives them to shop is to your marketing and growth of your business. Failing to recognize your PCGs can make the difference between open for business and closed for good. We live in a digital world where it’s incredibly easy for businesses to get in front of today’s consumer. But that doesn’t mean it’s easy to get them to buy from you.

Seeing your ads are one thing, while acting on them is another, especially when users are being inundated by ads from your competition. Creating content – including social posts, emails, commercials, newspaper and radio ads, billboards and -  that appeals to your PCGs will help your brand stand out to the consumer, increasing the chances that they choose you over the competition.

Your business may have one core customer group or have more varied products that many types of customers buy. Sit down and identify how many groups your business has, and create an example customer to represent each group. This real, or fictional, person should have a name and personality, and possibly even a photo! Create as complete a profile for this person as possible. When you’re writing any kind of customer-facing content, you’ll write to this person or these people.

Alright, do you have your PCGs in mind? Have you created, named and written a profile for your sample customers? Ready to start connecting with them online and building a relationship? Heck yes you are! The next step is figuring out where to find these people.

With print marketing, it’s much harder to target a very specific group of people than it is using online tools. For this reason, we’re going to focus on Facebook and Instagram ads here.

Let’s say you’re a jeweler. You’ve done your homework and you’ve identified a perfect customer you call Jennifer. Jennifer loves fashion, accessorizing, follows fashion bloggers and influencers and loves being on-trend. She also loves to travel and decorate her home. She’s a girly-girl who loves pink, loud colors, lipstick and bling. She’s 36 and makes $75,000/year as a marketing director for a small boutique firm run by women and lives within 10 miles of your store. Knowing more about Jennifer helps us create content for her, and makes it easier to find her through ads.

Here’s an example from Elizabeth Cole Jewelry. They’ve done a great job with their content, connecting with Jennifer.

The above example has a blend of content, some showing people, some showing products in the “flat lay” position, one showcasing a stylish living room and one from beautiful Anegada in the British Virgin Islands. Jennifer would love to follow this brand because the content fits her personality and lifestyle.

So, how do we find Jennifer? We can plug some of her demographics in Facebook Ads, choosing women, 34-38 who live within 20 miles of your store, and have an interest in shopping and fashion, fashion accessories, jewelry and fashion blogs. Depending on the size of the audience group, this could be all you need. With the right image (or video) and copy, you may start to drive all sorts of Jennifers into your store. But if you try to advertise to this audience and the ad isn’t performing well, or the audience is large (over 150,000), you’ll want to add in some more details.

Let’s take it a step further to find Jennifer on Facebook and Instagram. In addition to all the demographics and interests listed above, lets also target brands that are similar to Elizabeth Cole Jewelry. Let’s pretend you carry this brand in your store, and you know Jennifer would love it. If Jennifer loves Elizabeth Cole, she’ll also love Elizabeth and James, Elke Kramer, Ella + Mila and Ella Moss, for example.

Because you’re a jeweler, you’re an expert and are familiar with these similar brands. But because my expertise is social media, I turned to my friend Google and typed in “brands similar to Elizabeth Cole.” From this search, I also learned that Anthropologie carries Elizabeth Cole. Anthropologie is a brand of its own, so it’s safe for me to assume that Jennifer may shop at Anthropologie as well.

Now, we take these brands over to Facebook Ads and plug them in under detailed targeting to see which how many fans follow them on Facebook and Instagram and if we can advertise to them. Of the brands above, I could advertise to fans of Ella Moss and Anthropologie.

Do you see how we’re tying it all together, learning who our perfect customer is, using content (image, video and/or copy) that resonates with that person, and creating incredibly targeted ads to reach our perfect customer?

We’ve done this with many retailers we work with at Crystal Media, and the results have been incredible. We’ve seen results like selling out of items in just two days and helping the store achieve their highest sales month in the store’s 15-year history. It’s been awesome to watch and be a part of. And we did it using the tactics in this article:

  • We understood our clients’ PCGs
  • We gave them direction on what kind of content to post to resonate with their PCGs
  • We advertised to these people using detailed targeting
  • We monitored the ads’ performance and made changes when we needed to

Excited by the opportunity to reach your PCGs today and drive them into your store… but don’t have much (or any) experience with Facebook Ads? Don’t worry, we’ve got you covered. Click here to learn more about our step-by-step training, “ Click Your Way to Customers: Facebook and Instagram Ads Training.

Tell me who your PCGs are! Comment below, and maybe I can help you zero in on them further. Or, list some content ideas that this article has helped you brainstorm for your social media and ads. I can't wait to hear what you came up with!