Marketing is hard. Not only do you have to make engaging ads that draw in your customers, but you also have to do it time and time again. Imagine all of the time you could be spending time with your friends and family rather than creating and maintaining your ad base.
Don’t you just wish that you could create maintenance-free content that could stand the test of time?
Look no further. With a strategy known as, “Evergreen Marketing”, you will never have to manage your advertisements ever again.
By reading this article, you will learn what evergreen marketing really means, and provide you with 4 fundamental strategies to create compelling content that you do not only wish for, but deserve.
What are you waiting for? Let’s get started!
If evergreen reminds you of the smell of fresh pine on a beautiful holiday morning, you’re not imagining things – that’s exactly what it is.
In marketing, ‘evergreen’ refers to fresh and new content – just like the constant growth of evergreen trees themselves.
This does not mean that you have to create new content from scratch every few months, weeks, or even days. No – this means that the old content you created last year can remain relevant and seemingly ‘new’ without any changes! By keeping your content current and fresh, your ad viewers will be constantly hooked without any effort on your part – a win-win situation.
Another benefit about evergreen content? It is incredibly easy to create and extremely versatile. You can use these ads from platforms like your own website to your Facebook page – the type of ad content we will be discussing today!
Back in early 2011, Google discovered something revolutionary – on average, each and every person looked at roughly 10.4 sources before purchasing a product. What this boils down to is that they do not want to purchase a product before they are confident in what they see. We love to ask our friends, family, and co-workers about a product that we want to buy – do they have it? If so, have they had a good experience?
These conversations offer potential feedback to you as the ad owner – feedback that can become invaluable in the long run. The best part? It is completely available to your disposal!
Testimonials, reviews, and feedback is so important, in fact, that the number of people purchasing an item increases by as much as 64% if these items were added to the checkout page.
This statistic alone should have you set to add this feature to your own page. This is hundreds if not thousands of dollars that you cannot afford to leave on the table. Hundreds of companies miss this crucial detail, oftentimes forfeiting thousands of unrealized profits. Don’t let this happen to you.
An extremely simple yet innovative way of adding this feature to your Facebook page is by creating different ads based off of real testimonials by your customers. This not only engages your customers but gives you real time feedback on your product.
We all know that communication is key to a successful product, whether it is through ads or customer service. We want to give them the best experience positive when they are looking to purchase our product, and these testimonials may be the single easiest way to give them the convincing they need to make that enticing purchase!
In the 21st century, there is no doubt that consumers are more informed than ever when it comes to researching information and pinpointing features of various products. Customers want to make sure that they are getting the best value for what they are buying – especially when making purchases online. In fact, 78% of people spend more time on research when making an online purchase rather than one in-store. Remember, do not only sell the product – sell the story and message!
Admittedly, some features are inevitably quite boring, but if you can tie your products and services to some unique feature, you are set for success. Features allow your customer to more intimately understand why your company is more beneficial than the competitors and gives them a much needed personal connection. What draws us back to a product? What allows us to remember a product we searched half an hour ago? Experiences.
The Snapchat user interface gives a prime example into how to use features to your advantage to give your user a memorable experience:
Stories.
The ads, fundamentally embedded within the user experience, gives the user a memorable input that they can remember for hours. While Snapchat doesn’t go into ad creation on the platform, they tell you the inevitable benefits you will get from the platform by using their ad feature.
Focus on the user experience, not the specs. Nobody remembers that your product was created using carbon-fiber – they care about the story, the idea behind the company, and most importantly – the features. Get them to play around with the application. Integrate your ads to create a seamless experience. Once you have done that, you are ready for success!
Everyone loves the feeling of accomplishment. Everyone wants to be rewarded for a job well done, and wants to be recognized for it by all their friends and connections. This is the same in marketing! In fact, sharing your awards and achievements with your customers is a tried-and-true evergreen strategy that works every time.
Want to know a company that does this flawlessly? Disney.
When looking at advertisements for the movie behemoth, not only do they use testimonials about their blockbuster but uses the fact that it is currently the #1 streaming movie in the world. That’s absolutely incredible, and movie enthusiasts notice that.
Obviously you do not have to be #1 in the world, but if your company has one any industry award or a title of great service, make sure to boast about this in your Facebook Ads. Add testimonials and a few features, and you have the perfect ad.
Wow. That was amazing… how can I make it?
Ugh. Why did this break… how can I fix it?
We have all asked these questions – from basic house repairs, to acrylic painting, there’s years worth of how-to videos at your disposal for virtually any topic you can think of. We are always curious, wanting to learn more but never having the time to learn from the ground up. The solution has and will always be tutorials.
Rather than aggressively promoting your product to your customer, another effective option is to give them step-by-step walkthroughs of your product. Who doesn’t want to know how to use your amazing innovation? Not only does this inform your consumer of your product, but it shows that you care about your customers. Everyone loves a positive customer service experience – so why not bring this online? This gives your Facebook ad the crucial personal touch that can boost the sales of your product.
Creating new, compelling ads over and over again is a time consuming process that, honestly, no one likes. So why bother?
Generate profits AND spend quality time with your family. Engage customers AND hangout with your friends. They are not mutually exclusive, and they never should be.
Whether you choose to use a creative tutorial, positive testimonials, or enticing features – or a combination of all – one thing is for sure: Evergreen marketing will leave your customers wanting more.
Checkout: Step-by-step guide to Facebook Ads Manager for your E-Commerce Funnel
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