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How To Increase Online Sales Using Facebook Ads

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So you’re a small business wondering how to increase brand awareness and drive sales online. You have a Facebook page which you regularly update and maybe even a loyal following that is receptive to your content, but you can’t seem to convert any of this to actual sales. You’ve even tried boosting some of your posts but just can’t seem to attract buyers.

You’ve heard success stories about Facebook Ads and how you can benefit from a successful ad campaign, but you just don’t know where to start. On top of that, you’re wondering how to employ a campaign without breaking the bank.

Let’s explore a few ways to utilize Facebook Ads while saving money and attracting new customers for your business.

Buyer Personas

What is a buyer persona you ask? A buyer persona is a fictional representative of a specific customer group based on research and the facts of current customers. What do your customers like? What do they not like? What will it take for them to buy into a product?

Your buyer persona provides the information you need to know to effectivity market to your selected audience. Without a buyer persona you won’t be able to effectively engage your desired audience. Setting up a buyer persona’s is also the first step in a successful Facebook ad campaign.

Custom Audiences

Custom Audiences is one of the best tools on Facebook, and works in conjunction with Hyper Targeted Ads. Custom Audiences allow you to track and build pools of people based on how they’ve interacted with your ads, website, or even Facebook and Instagram profiles. It also allows you to retarget these people again and again. Say a person “likes” an ad based on a certain buyer persona. This person would then be placed within a custom audience that you can come back to and target again.

So what does a custom audience look like? Users who access your website from Facebook get placed into one type of audience. That audience is saved so you can target it again when you want to drive them to the website for a future promotion. Individuals who access your Facebook profile from a targeted Ad get placed in another audience. Did someone engage with an Instagram post of yours? That person gets placed into a specific Instagram Custom Audience as well. All these groups are there for you to market to individually.

Content

Quite possibly the most important aspect in the development of your Facebook ad is the content. This may seem like an obvious fact at first, but developing truly relevant content can be harder than you think. Not all Facebook ads are alike, and only content that captivates the reader will be successful.

So how do you develop the kind of content that succeeds in a Facebook world dominated by advertisements? Quality, hi-resolution photography, clean graphics, and a strong message are all equally important aspects to consider in the design phase. It’s also important to consider investing in video. In the last year alone video content on Facebook has increased 360%, with 84% of Ad revenue coming from mobile video content. Video filmed in high definition, with a clear message, that gets across with or without sound will prove to be the most relevant to those active on Facebook. Keep it short and sweet.

It’s important to develop content with your audience in mind. What will resonate with them? What will get their attention? This is where your Buyer Persona comes in. Use it to create content that will captivate.

Metrics

What good are all these features if you’re not able to measure your success? Well, Facebook provides some great insights into how well your campaigns are performing. These metrics track everything from page views to engagement to reach and most importantly, your ROI.  Metrics tell a story. Relying on these insights will only better your strategy, showing you what works, what doesn’t, and where you can improve.

Conclusion

If you’re not converting any leads on social media maybe it’s time to reconsider your approach. It’s worth taking time to invest in the tools Facebook provides. You’ll even be surprised to learn how many business are not taking advantage of them, putting you in a position to succeed. Now that you understand Facebook Ads, invest a little bit time and see what happens.

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OUR WORK

HoliMont Ski Club

Taking America's largest private ski club from the blue square to double black.

For almost 60 years HoliMont has been committed to creating an environment for generations of families and friends to adventure and build memories together. As America’s largest Private Ski Club, and WNY’s Premier Ski Destination, it was time for a change to reposition the club for the new season they were stepping into.

In partnership with their incredibly committed and passionate team, we’ve rolled up our sleeves to not only reintroduce HoliMont as an All-Season Club but to engage new members and remind existing members of how wonderful a place HoliMont is for family, friendship, and fun. 

Industry

Private Club Sports

Location

Ellicottville, NY

Services

Branding
Web Design & Development
Photo/Videography
Digital Marketing

Brand Identity

Refreshing their identity without reinventing it. 

HoliMont has a very recognizable mark with decades of history behind it – so our approach was focused on breathing new life into a timeless logo.

OLD LOGO

Logo Redesign

Simple & Structured.

Removing the dated styling (shadows, outlines) as well as the caps-case on the word mark helped to reveal a more timeless and versatile logo.

Color Studies & Typography

A high-end, rustic, and elegant take on WNY ski culture

Combining rich greens, rose gold, and a quality typographic system gives HoliMont the recognizable look it deserved.

Brand Texture

Topographic mapping of the 'Mont made for the perfect texture.

We converted a topographic map of Holimont in order to create a series of brand textures to add some intrigue and beauty to the visual identity.

Brand Texture

Topographic mapping of the 'Mont made for the perfect texture.

We converted a topographic map of HoliMont in order to create a series of brand textures to add some intrigue and beauty to the visual identity.

Brand Identity

Custom badges for all of the 'Mont's programs. 

We created unique symbols with illustrations to represent each program within HoliMont. You can see these around the ‘Mont any time you visit!

WM-PROJ-HMONT-PROGRAM-LOGOS-MOBILE

WEBSITE

A premier destination: online and off.

We took the original site and did a complete overhaul, giving HoliMont the impact it deserves for current and prospective members.

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Mobile

A simple yet beautiful experience, even if you're browsing from the chairlift.

A partner dedicated to the outdoors needs a platform that’s easily accessible on the go. We created a seamless, simple design that makes getting the information you need a walk in the park.

Creative Assets

A simple yet beautiful experience, even if you're browsing from the chairlift. ​

A partner dedicated to the outdoors needs a platform that’s easily accessible on the go. We created a seamless, simple design that makes getting the information you need a walk in the park.

WM-PROJ-HMONT-MOBILE

Print Materials

A suite of promotional materials for the old souls who prefer something to hold on to. 

From brochures to flyers, signs to branded merch – we’ve done it all to roll out the newly refreshed HoliMont brand.

Photography & Video

Capturing the HoliMont experience.

Our photo and video shoots with the HoliMont staff and members are arguably the most fun any creative team can have while working. 

Photography & Video

Capturing the HoliMont experience.

Our photo and video shoot with the HoliMont staff and members are arguably the most fun any creative team can have while working.

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Play Video
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Iconography

Custom icons add an extra splash of fun and also function.

we created custom-branded iconography used throughout both web & print materials to illustrate features and activities offered by HoliMont.

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Social Media

All-season content for our favorite all-season club.

Keeping in touch with all of HoliMont’s members has never been so easy, or fun!

Social Media

All-season content for our favorite all-season club.

Keeping in touch with all of HoliMont’s members has never been so easy, or fun!

Digital Advertising

Driving awareness, engagement, and hundreds of new members with a multi-channel digital strategy.

Reintroducing HoliMont as an All-Season Club requires the right attention, at the right time. With a multi-channel digital strategy, we are able to present HoliMont as the perfect destination for family, friendship, and fun.

Digital Advertising

Driving awareness, engagement, and hundreds of new members with a multi-channel digital strategy.

Reintroducing HoliMont as an All-Season Club requires the right attention, at the right time. With a multi-channel digital strategy, we are able to present HoliMont as the perfect destination for family, friendship, and fun.

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12 Month KPI Snapshot

0
LEADS GENERATED
0
New Trial Members
0
New Members
$ 0 .1M+
in Lifetime Value
0 .4x
New Trial Members
0 .4x
New Members

12 Month KPI Snapshot

0
LEADS GENERATED
0
New Trial Members
0
New Members
$ 0 .1M+
in Lifetime Value
0 .4x
ROAS
0 .4x
ROI
wm-ed youmans

"I would not feel anywhere near as comfortable with the future of HoliMont as I do if not for Williams Media."

Ed Youmans

General Manager

HoliMont

LET’S WORK TOGETHER

Ready to take your company to the next level?

Get in touch to book a quick discovery session, where we’ll chat about your goals and see if we’re a good fit to help you get there.

OUR WORK

SingleSource Accounting

SingleSource Logo Main

Your one-stop shop for outsourced accounting services.

We partnered with SingleSource to create a forward-thinking, playful and engaging website to uniquely position the startup within the saturated landscape of financial services. SingleSource takes pride in making state-of-the-art accounting solutions accessible to businesses of all sizes using their unique people + technology approach. With powerfully simple visuals and effective user flow, this conversion-optimized site was built to foster their growth.

Industry

Accounting

Location

Buffalo, NY

Services

Web Design & Development

Digital Marketing

Custom Illustration 

SingleSource-fullMockup

Illustrations

Visualizing the brand.

It was important for us to convey the brand in the most accurate way, so our team also crafted a suite of 24 custom illustrations to demonstrate every aspect of the SingleSource experience.

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The Team

Custom headshot illustrations.

Business headshots are boring. We thought we would spice things up by hand-drawing everyone on the accounting team to create an inviting presence while maintaining brand consistency.