Omni Digital Group's Digital Process
The Omni Digital Group’s Digital Process
When thinking about engaging with an advertising agency it can sometimes be intimidating especially if you never have done so in the past. Here at Omni Digital Group, we try to make the process as easy as possible with multiple different types of client engagements. For example, we can be completely full service, help you with the paid advertising on Facebook and Instagram, help you with graphics work, or even just consult you on our experience working with over 65 other retailers across the country. That is why we wanted to outline our entire process to you. For multiple reasons but the main ones are as follows.
1. Give you an idea of what the entire process is like from start to finish working with an ad agency.
2. Give you an idea of what an advertising agency does and how we engage with you and your team.
3. Help you understand the services we offer and how we are different from our competitors.
So, let’s dive in! We will talk in two different time frames. Before you are a customer and after you are a customer.
Before You’re A customer
1. The Initial Call
When we get on the phone with you initially usually lasting about 15 minutes, we want to know a couple of core things from you. The first thing we want to know is how you currently handle your digital advertising. Do you have someone dedicated to it on your staff? Do you really not do much at all as far as running ads now? One of the biggest areas I see for improvement across the retailers we talk with is they don’t run any ads right now. They truly do not see what we see which is how cheap the ads are and financial return that can happen when you execute them properly. Here are more questions we want to know.
1. How do you entice new customers to shop with you? Do you have a rewards program, introductory offers, discounts, anything to reduce the barrier for someone NEW to come into your doors?
2. How do you engage with existing customers? Most of the people we talk with do email marketing and stop at that. What about advertising to these individuals through Facebook and Instagram? Most businesses do not know that you can download from your POS system all of your existing customers into an excel file and then upload these into Facebook and create audiences to advertise directly.
3. How are you tracking the results of your current advertising? If there is an issue faced by almost all retailers it is this. They do not know how to track the results of their advertising digitally that direct people to purchase in-store. Facebook has a little-known ability to actually track these results. We guarantee a 3x return to our clients on their management fee as well as their advertising spend. We will talk about that more later.
These are the basic underlying questions that EVERY business should be constantly thinking about – How are you getting new customers, how are you getting your existing customers back in the doors, and how are you measuring the results of both of these.
2. The Zoom Call
If you are close enough to meet in person, we can definitely do so. Many of the people we talk with across the country are not. The next step we take after a 15-20 minute intro call is to do a Zoom meeting. During this meeting, we will show you actual client examples on our screen and case studies of the work we have done. We will also introduce Omni Digital a bit more to build credibility with you. We usually focus on some of our best strategies to make it high in value for the individual as well. As we always say, the best way to help someone is by actually doing so... help them. Here are the two strategies we usually outlined in the call.
Website Retargeting – This usually resonates with the person on the call every time. We all have had the experience of going to our favorite companies’ website and then going back to Facebook or Instagram and seeing ads for the product we were researching. For me right now, it is this WHOOP band. It is a heart rate monitor and recovery tracker wristband and I see their ads EVERYWHERE. Do I like it? Absolutely, it educates me and allows me to remember, I still need to purchase the darn thing! How this all works is by installing the Facebook Pixel on your website. This little piece of code then follows the person who visited your site all across Facebook and Instagram and displays ads to them. Think about it this way. If someone is searching for what you have, in our customer’s case shoes most cases, don’t you think they are also searching other local competitors as well? Well, if you have the Pixel installed and they don’t you will show ads and they WON’T. This gives you a huge competitive advantage. We can even tell you if your competitor is utilizing this technology!
Customer Retargeting – This strategy is the most under-utilized I see from every single retailer we talk with. Why? Because I think most businesses, in general, do not properly engage with their current customer base. Sure, they may send out the occasional email or direct mail piece but so many emails never get seen and direct mail is expensive at $.45 per mailer. Why not reach 300 people vs 1 when we are comparing digital to direct mail. Here is what I recommend to ALL retailers. Go to your POS system and export out your current customer list to excel. Then, go to Facebook and upload it and create a “Custom Audience” of this list and then advertise directly to them. The average cost to acquire a new customer vs an existing customer is about 6x.
As you can see, we try to add immense value when we are on the Zoom call with someone. Just by implementing these two strategies, you will see an increase in your sales, guaranteed. Why? Think about it, if someone is searching for you and you show an ad to them or if they’re a former customer and you show an ad to them, you will get sales and a positive ROI when done right.
3. Digital Audit
After we get on the initial call and do a Zoom call the next item we can do especially if you and your team are heavy into the digital advertising space of Facebook and Instagram is a digital audit. We do not do this for everyone as most people are barely scratching the surface of what the possibilities are on Facebook and Instagram but if you are extremely active it can be of immense value to see where you can do better. Because as I have learned there are only two things you can do to get better results.
1. Do more
2. Get Better
That is it! Now, to add value to you in the article, I’m going to include our entire list of audit questions below so that if you and your team want to perform the audit you can! We split the audit into 5 different sections as we feel these are the most important aspects of the digital advertising process. If you focused on only two it would be the audience and your offer as a company.
General Structure
Does the client utilize Facebook Ads Manager vs Boosting function of Facebook?
Analysis of current customers on Facebook Audience Builder
Does the client utilize the platform to generate emails and text numbers for these platforms?
Does the client create new campaigns monthly to keep data fresh?
Audience
Does the client utilize retargeting of existing audiences?
Does the client utilize retargeting via the Facebook Pixel?
Does the client have different offers for new customers vs existing customers?
Does the client keep data clean by excluding from core audiences?
Does the client utilize deep targeting for audiences?
Does the client utilize look-a-like audiences for larger audiences based on customers?
Ads
Does the client create ads for Instagram placement as well?
Does the client utilize different ad types? (Slideshow, Carousel, Video, Instant Experience)
Does the client create 10-15 different ads?
eCommerce
Does the customer run ads to generate online sales directly?
Does the customer run dynamic product retargeting ads with Facebook Shop?
Tracking
Does the customer sell online? If so, do they implement cart abandoners to return and complete the purchase?
Does the customer use offline conversion tracking?
Does the client properly set up the audiences to not have an overlap of data?
Does the client have the proper attribution windows set up?
Does the client create new campaigns monthly to keep data clean?
4. Proposal or outline of services
At this time after learning more about you and your company as well as what you are most interested in from us, we can prepare the basic outline of services and proposal with pricing. I can tell you our services range from $400-$1,000/month per location depending on the number of stores you have. With the four core services we offer at Omni Digital being Facebook, Instagram, email marketing, and text marketing. In our proposal, we outline the major things we provide under each segment. We have 3 basic packages
1. Facebook, Instagram, Email, and Text
2. Facebook, Instagram, and Email
3. Facebook and Instagram
The other really nice thing that comes complimentary from us is the results tracking as well as graphic design services. We certainly bake in these costs, but most other companies will charge you a separate fee. We also do not charge any up-front cost or implementation fee. It is just one simple flat monthly charge. We also are very reasonable on the cost in comparison to our competitors. We aren’t going to “see how much we can get out of you” as I have witnessed from our competitors.
Here is another big thing we offer. We offer a performance guarantee. What does this mean? We guarantee you a 3x return on your management fee and advertising spend or your money back on our management fee. Let’s say your fee with us was $800/month and you set aside $500/month for actual advertising on Facebook and Instagram for a total of $1,300/month. You would sign a 6-month contract with us as all of our contracts are and give us 3 months to get to this return as it will take 20-40 days to really see results because of people’s buying cycles. We guarantee you by the 3rd month we are getting you at least $3,900 in additional sales per month OR we will give you back all of your management fees of $2,400 during this time.
In the next section we will hit on the time you are a customer including the onboarding process, our monthly results call, and general expectations we have out of each other.
After You’re a Customer
Congrats! You are now a customer of Omni Digital Group! We are going to walk through our entire process of how we think about the specific campaigns we run, the targeting strategies we implement, and overall our entire process we take clients through. Buckle up and enjoy the read.
1) Initial Onboarding Email
Once you have signed a proposal with us and we agree on all the terms you will get an email that outlines our monthly calendar and other info needed. Here at Omni Digital Group, we typically run anywhere from 2-3 campaigns per month depending on the month and the advertising budget. Any more than that and you water down the results as well as don’t get the full capabilities out of the Facebook algorithm working in your favor. Included in this email will be a digital onboarding form with everything we will need in order to help make you successful. Items such as logins to social platforms, contact info, goals, KPI’s we are aiming for, etc. We also outline when you can expect to see things from us. Here is a basic understanding of this and what we provide:
- Analytics Report: On the first of the month you will get an analytics report automatically sent to you. This will include metrics such as advertising spend, likes, comments, clicks, shares, video views, and other social media forms of engagement.
- Monthly Email: Monthly, you will get an automated email from us asking about the campaigns for the next month. It is a simple form similar to the onboarding form that will help us keep track of what we work with you on monthly.
- Monthly ROI Report: By the 10th of the month we will get to you the sales results from the prior month. We will need key pieces of data from you we will outline in our onboarding call/meeting.
- Dropbox: We will send to you via email a file folder to share in-store content with us as far as pictures and videos.
o Best use for this is to label by gender, brand, and model and any other general info on the product.
- Graphics Approval: We will give you access to our graphic approval software for the graphics we will create monthly and for specific campaigns.
2) Initial Onboarding Call
During our initial onboarding call, we will get to know each other more in-depth as well as talk about all the information you submitted in the onboarding form. We will discuss expectations, communication guidelines, as well as initial campaigns. We will complete getting access to accounts such as Facebook and talk about more in-depth aspects of your business such as top products, major goals, and items we can really help you with. Here is the bottom line – We want to help you hit your goals.
We will also talk about an important aspect of what we do and that is tracking the results of your ads. Each month right after the month-end we will ask for this report. We need specific data points in order for Facebook to try and match people who engaged with ads to people who came in and then purchased.
3) Initial Content/Campaigns
After the onboarding call, we will go to work preparing the actual initial campaigns and ads inside Facebook and Instagram we discussed. We will ask for anywhere from 30-40 photos from you after our onboarding call and we can either pull this from pictures or videos you and your team have, or we can also pull from your website and your eCommerce shop. Our designers, which we have two on staff, will then take these graphics and design based on campaign goals and verbiage discussed. Then, we will put them into our content management tool for you to approve or disapprove and recommend changes.
4) Launching Campaigns
Once the graphics and are approved we will invite you to your Facebook ads account so you can see all the ads we have created fully developed and complete. We operate on 30-60 day sprints inside Omni Digital Group. We let the campaigns run and check the ROI after 30 days and make sure we are up to standard on where we want to be based on the engagement of the campaigns and looking at Facebook’s data.
5) Monthly Agenda
· 1st of the month you get your analytics report sent via email.
· 10th of the month you get the ROI report from the prior month campaign results.
· 15th of the month you get an email asking you about next month’s plans and what we need to design and have completed over the next 2-3 weeks.
· 20th – 27th we will have our monthly phone calls and talk about prior month results and look at the next 30-45 days and future campaigns.
· Last day of the month we then launch new campaigns with newly developed ads.
6) Rinse and repeat the process
Advertising is really quite simple, don’t let anyone overcomplicate for you. We essentially need your campaign ideas or promotions, have our team develop graphics and creative, run them against our strategies (which we will outline more in-depth below), and then check the results to know how to pivot or change the next 30 days.
Now, let’s walk through our advertising process here at Omni Digital to give you a flavor of when we build out these campaigns that we actually execute on down to the nitty-gritty. We are going to separate them down to where Facebook actually does inside their advertising platform for simplicity but again, we want to keep it simple and straightforward.
· Campaign objectives/Budget
Here at Omni Digital Group, we typically run a couple of different objective types inside Facebook. There are 10+ different types but we stick to 4-5.
1. Link Click Campaigns – The desired result is to drive people to your website and a specific page.
2. Engagement Campaigns – Trying to get Facebook to get likes, comments, and shares of your audience.
3. Reach Campaigns – Trying to get Facebook to show the ad in front of as many people as possible.
4. Video View Campaigns – Obviously, this is when we run video ads and the desired result is the completion of 100% of the video.
5. Conversion Campaigns – If you have an eCommerce store and this is one of the campaign objectives we desire a purchase and someone actually buying from the ad.
The other major thing here is the campaign budget. If your monthly budget is $500 we recommend only doing 2 campaigns or roughly $250 per campaign is really the minimum to give you an idea.
· Audiences/Ad Set
At the ad set level is where you select who you will actually advertise to. At Omni Digital, we focus on three core audiences and we label them – Cold, Warm, and Hot.
Cold – Someone who has NEVER engaged with you, been to your website, it not a customer, does not like your Facebook or Instagram page. These will be BRAND new customers.
Warm – These are individuals who have engaged with you on your website, like your Facebook page, or say watched a video but ARE NOT a customer.
Hot – These are individuals who HAVE purchased from you in the past. They are existing customers.
Once you have these customers established it is important to have some parameters when you are going after especially new customers. If you live in an area where there are over 1 million people in an area you could be advertising to over 900,000 people who will never purchase from you. So, it is important to use Look-A-Like audiences on Facebook. These can be based on say your customers or Facebook page followers. Facebook essentially tries to find people in your area of 30 miles who look, act, feel, like the same pages, etc. of these people. Why is this important? Because then you are being very efficient with your advertising dollar.
Another very important aspect we feel not many other advertisers do or know about is to exclude the warm and hot audiences from this audience. Why? Because let’s say you want to show an introductory offer to these new customers and do not want your existing customers to see if you want to make sure they’re not being targeted. This is a simple but very effective strategy.
Another important part is for Link click ads and reach ads as stated above you can run dynamic creative ads. This is when you can upload 10 images into one ad and then Facebook will show people all the graphics over time and then eventually show the top performing 1-2 images that get the lowest desired end result.
Let’s dive a bit more into the warm and hot audiences and give you an idea of the types of campaigns you can run. Here is the biggest thing I want you to take away from this article if you take nothing else away.
With digital advertising, you can be very contextual to the end audiences and make very specific ads to them. You just can’t do this with traditional advertising and if you are trying to do this, talk with us. Let’s go through some examples below.
One of our favorite warm audiences to target are people who have visited your website but ARE NOT a customer. The reason this is so important is that they have shown interest by more than likely find you on a Google search. Why not show ads to them? Now, you need to have the Facebook pixel installed and this is something we do for all of our customers is install this and execute using it properly. If you don’t this installed, please do so by searching for “Facebook Pixel” on Google.
One of our favorite ways to utilize the customer audiences is by downloading from your POS the customer of a specific brand. For many of our customers, they are shoe retailers. We ask them there top 3-5 brands they sell. Then, we get these segmented lists and use this overtime for the campaigns! Very efficient and effective as you can see. Think about it, if someone has bought from you in the past more than likely they will be at least a similar item in the future if not the exact same item. We, humans, are creatures of habit, we hate change. Use this to your advantage.
Ads
Now for the final part when it comes to Facebook and Instagram advertising is the ads themselves. There are only two parts to all advertising.
1. Who you will show an ad too
2. What will you show them
That is it. Have you ever thought about that? That is why we recommend showing products directly to the audience you are targeting. It has been our experience working with dozens of shoe retailers and running thousands of ads that showing 20 pictures of your top-selling shoes will yield a higher long term return than general graphics or non-product ads.
Here are two other major things we recommend you think about when it comes to driving sales results. Your new customer offer and your existing customer offer. Most retailers we talk with do have a new customer offer they just don’t talk about it enough or advertise it or don’t know-how. Next, is your existing customer offer. A lot of the stores we talk with have a rewards program which is amazing. Let us help you push this program so the next time your CUSTOMERS are in they ask about it or at least know you have it. We also see where some retailers have a customer who has no idea they have a reward credit and we can advertise directly to these people.
As for the graphics themselves, we design them in-house with our team. We recommend at little verbiage as possible just due to Facebook 20% rule but to have your logo and a little verbiage if possible, on them as well. That way, it does catch the person scrolling through their newsfeed.
We hope you have enjoyed this comprehensive article on how Omni Digital Group operates and encourage you to talk through this with us. We make it as easy as possible for our customers and can make it easy for you as well. Give us a call or email today
Kody Fitzjerrells
563-564-2002
