Facebook & Email Marketing Trends

Courtesy Materials by Social Retail Marketing, Inc.

1.1 Facebook/Instagram Ads 2023

1. Is it worth it to still run Facebook Ads? Absolutely! The catch with

Facebook Advertising is that you must be READY to invest and have the

proper organic resources in place. Without those resources, your

campaigns won’t succeed. Facebook/Instagram Ads continue to be the

front runner in helping small businesses grow, but it’s imperative to

know that you should invest for three months before your campaigns

can take off.

2. Are ads expensive? Yes, they are. Facebook admitted that in 2021,

they increased their prices by 47%. If you’ve run ads before, this should

not come as a surprise because Q4 is always the most expensive.

However, since the iOS14 changes (more on that later), the ads’ costs

have remained higher than usual. So yes, that reach decreasing, and

ads’ cost increasing is true.

3. Should I hire an agency or do the ads myself? You can do it both

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ways! An agency can run the ads for you and take away the headaches

that Ads can be. Taking the DIY approach is doable; however, not

having the guidance of an agency can result in higher costs and fewer

results.

4. How much should I spend on ads? In the past, spending a

conservative amount of $1500 was enough. Then the divorce of Apple &

iOS14 happened, which changed how much we allocated our budgets.

Today, our recommended amount is $3000, starting with an entire

funnel. A smaller amount can work for retargeting and awareness (top

and middle of the funnel), but retargeting (the bottom of the funnel) will

require a higher ad spend. If your goal is to learn ads, $1500 is definitely

doable.

5. Are Facebook and Instagram the same ads? They essentially are!

You can target your audience on both platforms with consistent

branding. It’s not unusual to see an audience responding better on

Facebook than on Instagram and vice-versa.

6. Do I need a different budget for Instagram? Nope. We highly suggest

using automatic placement and sharing your ads on Facebook and

Instagram simultaneously with the same budget.

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8. What is the minimum ROAS I can expect? It would be irresponsible to

share a specific amount because there are various factors affecting the

success of Facebook Ads at the moment. According to Facebook, 1x-3X

is standard in the industry at this moment. That’s not to say that

businesses can earn far more!

9. What’s better, ROAS or Revenue? Although ROAS has been the

standard answer for years, the tracking isn’t always accurate. At this

moment, we are shifting accounts to focus on earned revenue.

10. Why should I install a pixel? A pixel allows you to track every event

and activity on your website. Think of the pixel as the mastermind of

tracking who does that and when. Your pixel allows you to create

audiences that can help you maximize your ads and revenue.

11. Can I run ads without a pixel? Most definitely no! Running ads

without a pixel is a waste of money and resources because you can’t

track anything properly.

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 1.2 Content Creation

12. How often should I post? You should be posting 1-2 times daily, and

consistently throughout the week.

13. Can I recycle old content? The rule of thumb is new content is best,

but it is also OK to recycle content/ recreate content that has been

received well by your audience.

14. What type of content should I post? Posting a variety of content is

very important! From videos, quotes, memes to lifestyle and flat lays it is

important to post different content to engage your audience.

15. Videos vs. pictures, which one is best? Currently, we are seeing

more success with videos, Instagram Reels, and Tik Toks. When it comes

to pictures it is good to have a mix of lifestyle photos as well as flat lays.

We suggest not using stock photos if you can avoid them. Current

suggestion is 70% videos, 30% photos.

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16. Should I transfer Instagram content to Facebook? Yes! We

recommend using the Business Suite Manager to schedule your content

on both platforms. Planoly is also another great tool to schedule and

organize your content.

17. Instagram Reels vs. Tik Tok, which one should I use? Prioritize Tik Tok

as you can share it across both platforms, Instagram and Facebook.

Work smarter not harder.

18. How can I tag products? You have to have an active up-to-date

catalog as well as an approved E-commerce account on Facebook

Business Manager.

19. Which apps can I use to create content? We suggest utilizing Canva,

Visme, Adobe Spark, Design Wizard, Easil, Snappa, Crello, Stencil,

PicMonkey.

20. Should I add my URL or tag products? Both! The more ways to get

your customers to a potential purchase the better.

21. Should I still use hashtags? Yes! Hashtags help to broaden your

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post’s reach across both Instagram and Facebook. It opens the door to

bring in new customers.

22. Does creating content have to be expensive? No way! We see more

success with flat lay photos which are extremely budget-friendly, as

well as time-efficient. Lifestyle photos tend to be costly as well as more

time-consuming.

23. Which links should I be using in my posts? We recommend using

your New Arrivals, or Collection-specific links when posting content.

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 1.3 Facebook Business Manager

22. My account got hacked; what do I do? The best option is to contact

Facebook Business Support. Please note Facebook advertising support

is not designed to help with personal page tech issues.

https://www.facebook.com/business/help/support

23. How can I connect my Shopify store to Facebook? Please visit this

Shopify's help resource for more information:

https://www.facebook.com/business/help/646757258759189

24. Where do I verify my domain? Facebook offers these instructions.

https://www.facebook.com/business/help/321167023127050

25. How can I verify my business on Facebook's Business Manager? If

you haven't completed this task yet, please do so ASAP! The instructions

are super easy, go here:

https://www.facebook.com/business/help/2058515294227817?id=18050

5742745347

26. Why can't I tag products? You must have an approved commerce

account to tag products on Facebook. A commerce account allows you

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to sell directly from your Facebook page, Instagram page with

Instagram shopping, and all across the Facebook Marketplaces. If

you're dealing with these issues, it's a sign your catalog is not updated,

your commerce account was not approved, or your catalog is not listed

as an asset under your Business Manager.

27. What's a commerce manager account? It is a Facebook platform

where you can manage your catalog, sales, and products.

28. How do I sign up for a commerce manager account? Please visit

this link to create yours:

https://www.facebook.com/business/help/842191386156027?id=533228

987210412

29. Why was my commerce account denied? Facebook will generally

give you a reason why your account was not approved. Your assets

must be in good standing with the platform. Most of the time, you can

appeal their decision. If you are a Shopify user, this is an easy process!

30. What are the requirements to get approved for a Commerce

Account? According to Facebook's website, the main requirements are:

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"Comply with our merchant agreement and commerce policies. Your

business must comply with our merchant agreement and commerce

policies.

● Have a Facebook Page. The business you're selling products for

must have a Facebook Page already set up.

● Have a connected catalog. Your Facebook Page must be

connected to a Facebook Catalog. This can be managed in

Catalog Manager or Commerce Manager on Facebook or through

an e-commerce platform.

● Primarily sell physical goods. Your Facebook Page must be a

business that primarily sells physical goods.

31. Why is it so difficult to get a hold of Facebook? The Facebook Help

Center is the best resource to get your questions answered. The link

below will help you find answers to the most common questions and

the option to contact Facebook via chat if you have an active

advertising account. https://www.facebook.com/business/help

32. How can I tell if these emails are from Facebook? Phishing

campaigns are on the rise. Hackers are so clever, and it's easy to get

scared when we see an email saying our pages will be deleted. The

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main domains Facebook uses are facebook.com, fb.com, and

facebookmail.com. Please visit this link to learn more about what to do

if you're receiving these emails:

https://www.facebook.com/help/166863010078512/?helpref=related_ar

ticles

Remember, NEVER CLICK ANYTHING! It's that simple to take your

passwords and Facebook assets from you.

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 1.4 Email Marketing Basics

33. Which platform do you recommend for email marketing? Klaviyo.

This platform is the most user-friendly. It has a setup wizard that guides
through every step. It also offers in-depth analytics and the capability to
send SMS. It also has a feature to synchronize your Facebook audience
with Klaviyo.

34. What are the differences between flows and campaigns? Flows

are automated emails that respond to subscribers' actions. They work

as a follow-up with the ultimate goal to have subscribers complete

their purchase by reminding them of that product they looked at or by

offering an incentive.

35. Which flows should I get started with?

Welcome, abandoned cart, browse abandonment, and win-back flows

are excellent starting points.

36. How many campaigns should I send a week?

Two campaigns are ideal; after all, you don't want to overwhelm your

audience with the same content on multiple channels. Focus on quality

over quantity.

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37. Should I collect emails or phone numbers?

Both. That way, we can market through newsletters and SMS. Each

funnel offers a unique way to communicate with your customers.

38. How often should I text my customers?

Two to three times a week. Please don't overdo it!

39. Are there any limitations on when to text my audience? Yes.

Text and legally prohibit between the hours of 8 pm and 10 am.

40. How can I design my campaigns?

Canva is a great starting point platform to design graphics that can

build your newsletter. Adobe products are excellent too. If you're a

newbie, I highly suggest starting with Canva, Visme, Adobe Spark,

Design Wizard, Easil, Snappa, Crello, Stencil, and PicMonkey

41. Why is it important to use my email marketing audiences on

Facebook Ads?

Email marketing is an essential tool for your Facebook Ads to be

successful. Audiences created through email marketing can be

synchronized with Facebook Ads to help you target a more specific

audience. This strategy will result in a cleaner audience, targeting

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specific audiences with ads by sizes, for instance, and even re-engage

non-openers!

42. How can I use my email marketing audiences on Facebook Ads?

Klaviyo allows you to use integrations, and Facebook is one of them. You

have to add the Facebook integration and connect your existing

audiences to a Facebook audience or create one!

1.5 Divorce of Facebook and Apple AKA iOS14 Nightmare

43. What happened between Facebook and Apple? Long story short,

Apple started asking users to verify if they wanted to be tracked. It's

estimated that about 60% of iOS users opted out to be tracked. Apple

gave users more control of where their data is shared and HOW. Those

changes affected the amount of data Facebook receives and optimizes

for advertising.

44. How did iOS14 affect small businesses? iOS14 affected small

businesses because it allowed customers to opt-out of having their

data tracked. In turn, these new rules hurt small businesses' reach and

their existing audiences.

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45. Is there a way around iOS14 when running ads? Yes! Videos, videos,

videos. Video views are a great outlet to stay ahead of these changes.

Also, don't think that everything is terrible with iOS14. Although we have

dealt with some challenges, this approach by Apple has opened the

doors to push businesses to work on more organic resources and to

down their data. Pivoting has been a great source of revenue for

businesses during these times.

46. What if my e-commerce platform does not integrate with

Facebook? If your platform does not integrate directly with Facebook, I

suggest contacting your website's customer service and requesting

help with manually installing your code. Here's more information here:

https://www.facebook.com/business/help/1179210765468894

47. What can we expect from Facebook Ads moving forward?

Facebook Advertising will continue to work. The ads have not stopped

working and generating revenue for businesses. The challenge is

businesses not having various content, a good inventory count, or the

lack of investing. It's crucial to remember that Facebook Ads are a two-

way street. The success of your campaigns depends on several variants

such as; content, inventory, and organic resources.

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48. What type of content works best on Facebook? For ads purposes,

prioritize video, then recap posts. YES! New arrivals recap posts are still

killing it with conversions. Within those posts, prioritize flat lays and throw

some lifestyle images. Don't forget; storytelling captivates the audiences'

attention too!

49. Were other platforms affected by iOS14? All platforms using the iOS

App Store. This is not an exclusive challenge of Facebook and Instagram

only.

50. Recommendations moving onto Q2. 2022. Push videos + photos. A

good ratio is 70% video and 30% photo. Start with a 50% - 50% approach

if you are not comfortable with videos yet! Just get started. Own your

data; you can do this through email and SMS marketing and your app

(Vajro is an excellent source for it).

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 I hope you found this resource helpful, and it’s my

sincere hope it helps to ease your mind with all the

changes going on in the digital marketing world.

As things evolve, don’t be afraid to pivot! Try new sales

channels and venues that can help you increase your

revenue.

Lastly, I want to invite you to stay in touch with us and

ask your questions!

hello@socialretailmarketing.com

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