Wednesday, September 19, 2018

Implementing Best Practices For Your Facebook Business Page

Facebook initially began as a network to connect college students in 2004, and later became the most prominent social media channel used worldwide. From connecting with family and friends, Facebook evolved into an interface for businesses and their audiences. This major transformation is what made them the leading online interaction platform.

Why do you need Facebook for your business?
  • ·         There are 2 billion active Facebook users monthly – that’s more than any other social platform!
  • ·         It allows for communicating with existing and potential customers.
  • ·         It’s a low-budget marketing strategy.
  • ·         Raise brand awareness – share information about your business.
  • ·         It uses targeted advertising to a specific group
  • ·     Steer traffic to your website. 

Facebook Business Page Best Practices:

Create a profile that captivates your audience. What does this entail? Your profile picture is your audience’s first point of contact. Bottom line – your profile picture should be easy to recognize and be found. Keep your image clutter-free for coherence and consistency with your brand. That means no clutter! Also, your cover photo should be another element that speaks for your brand. It should be of high quality and without clutter. Remember, first impressions count.

Fill your About Page with relevant information. This section will be the most visited by your audience to gain insight about your brand. Be sure to record your milestones, awards or product launch dates.

Also, it goes without saying that customizing your call to action button is a must. This feature has expanded since its introduction in 2014. Simply click the “Add a Button” box, choose the desired button and insert a URL to direct your visitors.

Engaging Content:

Perhaps one of the most important best practices is to create engaging content that sways your audience to take action. Don’t limit yourself. Be bold and put pep into your content with videos and pictures. Visually engaging content is highly appealing. The proof is in the pudding! Over 8 billion videos are viewed daily. In fact, many business owners use videos to drive brand awareness.

Posting strategy & frequency:

“If you fail to plan, you plan to fail”. That being said, a strategy is necessary if you want your Facebook business page to be successful. Keep in mind that every page is unique and requires different planning to reach your target audience. You can also schedule posts with helpful tools such as Hootsuite & Buffer, so that you can leave time to engage with your audience. Find a balance in the frequency of your posts. Avoid posting too often or too little so you maintain credibility. Remember, Facebook insights will be a great help to observe the performance of your strategy. You can always tweak it if need be! 

Wednesday, May 9, 2018

Tips For Maximizing Conversions

It’s one thing to create a PPC campaign, but are you utilizing the data gathered from each click to
increase traffic, revenue, and customer acquisitions effectively? Are you providing a user-friendly
experience with each click? And are you optimizing your campaigns to get the best results within
your budget?

Enter, the importance of conversions, conversion tracking, the quality of your landing pages, and
enhanced CPC, to help you achieve just that.


Thanks to conversions, every interaction a consumer makes through your website, a phone call, or an
app can be set up and tracked to gather the data from the user. The information can be collected from
your website, app, phone calls, and previous data imported into the AdWords system.

Each business has its own needs and data it deems as valuable, but some of the most common
conversions tracked are: when a consumer makes a purchase online, fills out a quote request, signs
up for a newsletter, makes a phone call by clicking the call extension on your ad, downloaded an app
from you ad, etc.

Conversion tracking

Know where your money is going and get the most of your advertising with the help of conversion

In order to gather data from these interactions, some websites need a tag or snippet of code to be
added to your website so that whenever someone interacts with your ad, a cookie is placed on their
computer, so if and when they trigger the action you’re tracking, Google recognizes it and marks it as
a conversion in your system. Others need a phone number to track when a phone call was made from
your ad, and gathers useful data like the date, area code, call duration, and more.

This data is necessary for your business and its development, from discovering which products are
the most/least popular (maybe considering focusing the next campaign based on pushing what’s
selling or not selling), finding qualified leads for your sales team to pursue, following up with a past
phone call, or sending out promotions and information about your business to email addresses
collected from ads and sign up forms, conversion tracking gives you extra insight and information that
can lead to increases in traffic and revenue.

Landing Pages

Think of your consumer, make their interaction with your ad worthwhile. That one click is your one chance,
so ensure to send them to a user friendly landing page showcasing the selected items or sales being
promoted in your ad. In such a competitive market, no one is going to waste their time searching
through the depths of your website for the products or sales advertised.

Create a landing page that’s a one stop shop. Ensure the images are clear and linked to the actual
products within your website, only the necessary information and content is displayed that relates to your
ad that got them there, and do not add any item, video, text, etc. that does not apply to what you're

                   👍✅                                                                  👎🚫

Enhanced CPC

Maximize your conversions with the help of enhanced CPC, a smart bidding strategy available in
AdWords that goes the distance for you, adjusting your bids for the most favorable results. The
algorithm within this bidding strategy raises bids that will most likely lead to sales and conversions,
while lowering bids where the possibility of conversions are less likely.

Tailbase is here to help you get the best results out of your campaigns. Contact the Digital Marketing

Team today to find out how.

Monday, March 26, 2018

Facebook Business Page Tips

So, you’ve created a Facebook page for your business. Unfortunately, your work doesn’t stop there in order to keep up with the times and stay relevant in an industry of immense competition. In a mobile-first world, a business is equally important online as it is in store, so the social media specialists at Tailbase came up with a few tips to help you out on your journey.

The key is to post content regularly. Don’t limit your posts to wordy sales pitches and shared articles irrelevant to your business, diversify your content showcasing new products, announcing a sales event, or sharing a new milestone for your business, for example.

Go beyond the text and include images and video content to add visual appeal to your content as well. Make it so people know what your business represents, and want to engage with your business be it by liking your posts, sharing it with their friends, messaging you to find out more details, or visiting your store (if applicable). Which will not be the case if your last post was from Halloween 2016.

Which leads us to the three things you should be incorporating in your Facebook business page: Offers, Shop section, and video content.


Creating a Facebook offer is a great way to entice customers to visit your business and give them a reason to complete a purchase along the way. Although there’s no minimum rebate required, make sure to give the customer a considerable offer, because no one is going to run to shop at your store for 5% off.

Whether it’s a monetary amount of a featured product or a gift with purchase, not all businesses have a shopping cart on their website. A great example to gain in-store traffic can be by promoting a product like barbecues for a summer sale, and actually having members of your team using the barbecue you’re promoting to grill hot dogs and hamburgers for the customers.

A great thing about offers is that the promo code can be copied and pasted into the virtual checkout, or can be saved to your phone and brought in store. Just make sure to outline the terms and conditions of your offer to avoid any misunderstandings and add a product photo or lifestyle shot to bring your text to life.

Steps to create an offer on your Facebook Page:

1.            Click on “Settings”

2.            Click on “Edit Page” then “Add a Tab”

3.            Next to “Offers” click “Add Tab”

4.            Start by creating a captivating headline, choose the date and time the offer expires on, upload an image(s), specify whether this offer can be redeemed online, in-store or both, add your website link (if the offer is available online), create the promo code (if applicable), specify the terms and conditions (if applicable), and click publish when you’re ready or schedule it to the date and time you prefer.

5.            Here’s an example of a completed offer

The Shop Section

We’ve seen it with Google shopping ads and now Facebook is jumping onboard as well by adding a shop section tab option to the business page to better showcase your products. This is a great opportunity for e-commerce companies to see the products you’re selling on a channel other than your website in hopes of creating more opportunities for sales and attracting new customers as well.

This is not an automated service, so it’s up to you to upload your products and information you want to share on your shop and home page. You can make the shop page more user-friendly by separating your products into different collections as well. When you add products to the shop tab, you can create more exposure with the opportunity to have them show up in relevant searches on Facebook’s Marketplace as well.

Facebook Shop gives you the platform for excellent customer service by communicating with your clients directly through comments and messenger, it allows you to gain real-time insights on your products and how customers are reacting to them and your business through likes, comments, reviews and purchases, and of course the ability to sell more products.

In order to add a shop section to your Facebook business page:

1.            Click on “Settings”

2.            Click on “Edit Page” then “Add a Tab”

3.            Next to “Shop” click “Add Tab”

4.            Now on your main page, go to the sidebar on the left and click on “Shop” to finalize your shop section. Firstly, check the box to agree to the Merchant Terms and Policies.

5.            Decide if you want you customers to message you to buy (like a quote request) to arrange the purchase or if you want to send your customers to another website to complete their purchase

6.            Finally, choose what currency to be used

7.            Time to add your first product. Click the “Shop” tab then click “Add Products.” Ensure you add pictures and videos that appeal to your product, add the price or sales price if applicable (by clicking the icon next to “This product is on sale”), add a description about the item, and click to enable the option to share the product on your page to let your customers know about your fantastic new offer.

Note: Your shopping section will only be visible to your customers after adding your first product.

In a generation of content overload, it only gets harder to stand out amongst the competition. By diversifying your content and adding visual components like enticing videos promoting your business and products, you are giving yourself a better chance to stand out. No, we don’t mean a 10 minute video montage from a low-quality camera in selfie mode about how great you are.

With small attention spans and big expectations, creating a video takes time and work to put together the art that captures an audience. Whether it’s a teaser trailer for a new product, a demo video on how to use a new or popular product and seeing it in action, or showing off that BBQ sales event or going live with it, video is a necessary addition to your business’s multiple online channels (website, Facebook, Youtube, etc.).

People want to feel comfortable in their purchase journey, and video allows you to show your customers what and who’s behind the business.

It’s not easy adapting to the new online world, and that’s why Tailbase is here to get you there. Contact the Digital Marketing Team today.

Thursday, February 22, 2018

The New Adwords Experience - Top 5 Updates

Google declared 2018 the year of change after 8 years with the "why change a good thing," mentality, the monumental redesign of the AdWords UI shocked the AdWords community and left us with nothing but questions on how to do what we become so accustomed to.

You can stop clicking "Return to previous AdWords" because Tailbase is here to help you navigate and take advantage of new key features withing the update and where to find the classic actions withing their modern interface.

Google promotes its new inferface as a, "fast, modern and visual interface," and after exploring every nook and corner, it's clear that their common goal in the redesign was creating an all in one layout in hopes of being more time effective and easier to use for marketers.

Still scared to used the new AdWords UI? We understand and that's why we have put together some of the new features and changes that can help you make this transition easier.

1. The Overview Page 

Know how well your campaigns are performing and how to best optimize them with key metrics and insights found on the "Overview" page. These "cards" are editable to your industry's priorities and you can organize them in a way that best suits your campaigns benefits.

Quit hoping for the data to speak for you, and let it come alive with dynamic insights from your must-shown search ads, search terms, biggest changes from past to current campaigns, among others. All this data, without ever having to go past the overview page.

2. Column Resizing

You can now personalize your layout while optimizing your campaigns by resizing the table columns depending on your needs.

3. Promotion Extensions 

The new AdWords UI comes with a brand new extensions. The promotion extensions give you the option to highlight your current sales promotions that you think are popular or online users might be actively looking for.

When creating a promotion extension you can choose between some of the popular occasions of the year such as Boxing Day, Black Friday, Valentine's Day and more. Once you have that selected you will need to choose the type of monetary or percentage discount, starting/ending date of the promotion and any additional information. One of our favorite feature is that you can review the extension alongside your text ad in real time.

4. Shopping Showcase Ads 

This isn't your regular shopping ad. Instead of sending online users to a landing page when they click on an ad, showcase ads get expanded to showcase an array of relevant products in a catalog type style.

This ad varietal targets customers at the beginning of their product research, stemming most likely from broad search terms like, "black shoes" or "living room furniture," for example.

The first click is free, any interaction with a product within the expanded ad afterwards will be charged per click.

5. Call Bid Adjustments 

You now have the ability to view all levels of your bid adjustments in one view under the "Devices"tab on the left side of the page.

Go one step further, and increase the number of calls to your business by using advanced bid adjustments to show the call button alongside your ads more frequently.

We hope you will find these AdWords updates useful when you switch to the new experience. If you are a furniture or appliance retailer don't forget to contact us to sign up for our digital marketing services.

Friday, January 12, 2018

Digital Marketing Trends 2018

Do you ever feel like you are constantly running on the marketing hamster wheel, trying to keep up with the ever evolving field and its trends? Don’t fret, our experts at Tailbase are here to help start your year ahead of the emerging trends.

Voice Search

Conducting an online search has taken on a new direction, as consumers are increasingly opting for using their voices over their fingertips to get answers. As the search world shifts for consumers, marketers need to adapt to the growing popularity of voice search.

If you’ve ever spoken to one of these devices be it Amazon’s Alexa, Google Home, a smart watch or your smartphone to conduct a search, you’re not going to just mutter, “furniture sale”, you’ll formulate what you’re looking for into a proper question, “Siri/Ok Google/Hi Alexa, where is the best  furniture sale near me”, for example. Conducting a voice search is a more personalised experience and is similar to having an actual conversation as you would with a friend, the complete opposite of how you would conduct a text search.

Although still at its beginning stages, marketers have already seen new search terms emerging in their campaigns, a different species of keywords that resembles a succinct question and human conversation more than the few short words or phrases we’ve become accustomed to.

That being said, the way marketers create their text search campaigns cannot be applied to a voice search world, therefore, to stay ahead of the pack, we must adopt a new strategy to reaching the market. As people begin to search in full sentences, we need to find out the exact search terms people are using that will lead the consumers to our business and provide the proper answers to their search queries instead of broad matches.

Wearable Tech

No longer are the days where wearable technology was just an item for the fit or techy, smart watches have grown to accommodate all types of users, with various brands boasting their new smart accessories. From Fitbit to Apple & Android Wear, even fashion brands like Michael Kors have developed their new line of fashionable meets tech savvy watches. Although these brands may vary tremendously in styles and features, they all share the same focus: integrating all your needs into one wearable device.

As wearable technology becomes increasingly popular, marketers are still at the earlier stages of trial and error to find the perfect recipe for advertising on these devices. Especially since the most impactful campaigns will be centered around geo-targeting, ensuring the ads are delivered at the right place, right time, and right location.

The key to these devices will be discovering the consumer’s day-to-day habits that will create numerous possibilities for marketers to deliver real-time targeted ads at opportune moments.

Although there is presently a lack of consumer data at this early stage and the need for creating hyper targeted ads on the restricted wearable screen sizes may seem like an uphill battle to some, this does not mean that we should put advertising for wearable devices on the back burner. This is the time for experimental advertising in efforts to yield insight and results from these devices, as marketing experts predict that the need for wearable devices will outshine smartphones by 2020 ( The shift will make consumers expectations for timely information and search results that much higher.

Email Segmentation

Email isn’t going anywhere and trying to get consumers to open and engage in one has proven to be increasingly difficult in the highly competitive internet age. So, before sending out that email blast, be mindful and ensure you have incorporated these tips into your emails before you get filtered to the junk folder.

-       Tailor your email design to be mobile friendly, an email is not a one size fits all, and since “54% of emails are opened on mobile devices,” make sure your email blasts aren’t going to waste. Source: Huffington Post 

-    Remember you have a versatile list of consumers that are at different stages of their sales funnel with you. Instead of having one generic list, create multiple lists that cater to your clients depending on location, demographics, and past activity (to name a few) that have the best possibility of user engagement.

-       Interact with your clients, don’t just send them your run of the mill read-only email, but give them the opportunity to interact back with you. Be it with images, polls, buttons or surveys, the customer will be more intrigued to take action. While the information they provide can give you insights into their behaviour and in the future you can send more personalized content.

-       Don’t forget to be diverse with your content, choose the most fitting format, be it interactive or plain text, that best gets the point of your email across.

-   Bridge the gap and use email and social media simultaneously to have your customers occupying multiple pages of your business. Think of embedding relevant social media content and integrating social media buttons within your emails.

-     The up and coming tip involves the increasing popularity of AI (artificial intelligence) tools and apps that can give you a helping hand in strengthening your emails depending on what you’re looking for.

Instant Chatbots

We are in the generation of, we want answers and we want it now. Enter, instant response (chatbots), the extended helping hand to the customer service team.

There is an increasing demand for real time answers and support, and to ensure a user friendly experience and to keep your customers happy, this is a necessary step in the service department.

The extra support along their purchase journey or quest for information can make a customer more trusting of your company in building that personalised connection. In turn making them more comfortable about what and where they’re purchasing from.

It’s important to differentiate your business and add the extra customer value to every consumer’s experience with you, in hopes of building a loyal, returning customer base. Especially when the online competition is so high.

In today’s world, the customers are in the driver’s seat, which is why we need to work with them to listen and adhere to their needs.Chatbots are beneficial to both the business and the customer in improving customer service by filtering through past chats to see what’s working for the company as well as how they can better themselves.