Now, this may sound a bit uneducated, but there is some truth in this, customers might just be your best salesperson, you just don’t know it yet.
But I’m going to tell you so chill your beans.
If you’re not already doing this, then what do you think you’re doing?
I think you know where I’m going with this, firstly you’ll need some sort of directories like Trustpilot, Yell or just Google reviews.
Before we get into the fat juicy stuff, I’ll tell you why you should be doing this. Well, it is pretty straight forward…
One reason is your social proof. If you’ve got a product or service, shall we say car finance, that people are already sceptical about, especially financing a car, when potential customers see that other people love the product, it’ll push them that extra step to enquire or purchase.
Another reason is that it’s easy, simple as that. If you’ve got a good relationship with your customers then it shouldn’t be too hard to ask them to write a couple of nice sentences.
Also, having good reviews will increase your SEO, especially if you use Google Reviews. Google will rank you higher than your competition when then search ‘car finance’ or something.
Okay, now to the juicy stuff.
How to get your customer to sell.
Really it’s all about optimizing the reviews. First, you need to get the reviews, this can be through asking them in person after purchase, or getting your customer list and send them a nicely worded email.
Then fingers crossed if they actually like you, you’ll get a nice review that you show off.
This comes onto nicely to my next point – what you do next with this sick reviews.
So there are a few options that we can do, one is organically bragging. So you know, posting it on your Facebook or Insta. But, don’t count on this because unless you have a nice big following then they won’t get many transactions. But if you do then post away.
So, if you’re like the majority, you won’t have a cult following so you’ll turn to… drum roll, please…
Wow who would’ve guessed that it’s not like we band on about it every 5 minutes?
Anyway, I’ll continue to bang on about them.
We’ve found that including Trustpilot into our ads, along with the customer photos, have been working really well in terms of approval percentages and payouts.
People like to see this, it’ll give them comfort, reassurance that this isn’t just a Somalian Prince wanting to scam you. You get what I mean.
I don’t know who needs to hear this… but your businesses’ creatives aren’t for you, they are for your audience. Sorry, Karen.
The graphics, videos and thumbnails you create act as the bloodline for your advertising campaign. There are many important components that make up an effective ad, but it is your ad creative that catches your audience’s attention before anything else.
If your creatives aren’t interesting to your audience, are dull or just overall not great, your whole advert is going to be scrolled past. It is thought that you have approximately 3 seconds to catch someone’s attention and engage them.
We’re a selfish species – yes, we can spend hours on end on social media each day but you want a WHOLE 3 seconds of my time to look at an ad that took your hours to create? Dream on.
Kidding… kind of 🥴.
Think about how many ads you see on your NewsFeed, there are a lot of companies competing their ad in front of the same audience as you. You need to ensure that your ad stands out for the right reasons. Here are 5 simple tips to help you do that:
Optimise Your Ads
This is more house-keeping, but important nonetheless. It is important to make sure your ads are optimised for who you are targeting. We recommend creating mobile-first creatives, you can check out our blog on Why Your Ads Need To Be Mobile First.
If the large majority of your audience access Facebook from their mobile, it does not make sense for you to be creating ads that are desktop-first.
Choose graphic and video ratios that take up the most real estate on a newsfeed, use (1:1) for newsfeeds and (16:9) for Stories on both Instagram and Facebook. You’ve put all this effort into creating an ad, don’t blow your chance of engaging your audience or making money by not optimising it.
Test Colours That AREN’T Your Brand Colors
We love a bit of brand consistency, nothing wrong with that. By all means, use your brand colours on your ads! People can recognise your business and distinguish it from others through the use of brand colours only.
But, this is where you need to take a step back from what you prefer and what will work for the audience your targeting. If your brand colours are dark and *dull*, your ads may not stand out enough for them to perform well.
Why not test brighter and more engaging colours? There’s so much information out there about colour psychology and the way that colours can trigger emotions in us. Test colours and see what response you get! It could be a game-changer.
If you’re running a campaign targeting Females only, use colours that resonate with them.
(Pinks and purples perform very well – *sorry girls, I hate that it is true*)
Create Fast-Moving Videos
Let’s double back around to having those 3 seconds to capture attention. The number of videos I see on my newsfeed that contain nothing interesting nor vital in the first few seconds baffles me. Make it make sense.
Video ads that perform well in terms of both conversions and engagement have a hook at the start of the video – this could be a question, a statement, a review or your product. You need to give your audience something to quickly entice them in.
Your video will need to be fast-paced and kept interesting with the use of transitions, movements, text and different visuals. Facebook recommends a sweet spot of 15-seconds for a video, but they can be longer depending on your audience and product.
Stop Trying To Be Steven Steilberg, It’s Not Going To Happen.
At times, creating great ads can be a double-edged sword. We spend years perfecting our craft and levelling up our creative design skills for the quick ad we made on a whim to outperform an ad you spent days perfecting. Your ads don’t need to be studio-quality and production perfect in order to perform well and generate good results. It all depends on your audience and product.
If your company is an Italian restaurant called Fantastico Come Una Merda and all of your cuisines are expensive, your seating areas are decked in chandeliers and you have more than one working soap dispenser in each bathroom – maybe stick to creating something of quality.
If you’re a Car Finance Company, having ad creatives that are a little rough and ready isn’t a necessarily a bad thing. Your audience may feel like they have a better chance of getting approved or you being able to help them because your ad isn’t daunting or unwelcoming to them. Try it out!
Be Unique & TEST!
With such a large number of adverts put in front of us each day, it’s hard not to pick up inspiration here and there. The world of ads and creatives is constantly evolving!
There may be trailblazers in your industry that everyone looks up to and it is completely fine to look at what they are doing and take note, but don’t get caught up in it. Each business is unique and ads should be too.
Think outside the box, test something new every week! Some of your ad creatives are going to flop, but who cares? Make changes or move on to something else. Test every single form of ad creative possible and compare the results. It is the only way to find out what is really going to work for you and move your business forward online.
Also, straight-up copying ads from another business reeks of laziness, uncertainty and you being shit at your job. Don’t be that guy.
If you want a🔥🔥🔥 Facebook Ads, then you know who to contact!
Seeing ads when scrolling through Facebook on your mobile has become the norm in our daily lives.
As digital marketers, we push the importance of creating great ads that stop people in their tracks. Long enough to generate interest and initiate a response or action.
If you’re interested in learning more about what makes a great Facebook Ad creative that stands out and converts. Check out our 5 Simple Tips For Eye-Catching Ad Creatives blog.
Let’s get down to the nitty-gritty… Why do Facebook Ads need to be optimised to mobile-first? And what data is there to suggest that?
In September of 2019, Facebook was recorded to have a total of 2.26 billion Mobile Active Users. 1.59 billion of those being Mobile Daily Active Users.
If we compare that to the total number of 1.47 billion Desktop Active Users. That is an 8.16% difference between the two audience groups.
6% of Facebook’s advertising revenue in 2019 came from desktop-only users. Which means that a whopping 94% of revenue comes from mobile users.
With those percentages in mind, it is no surprise that the number of Facebook mobile users have caught the attention of digital marketers everywhere.
A smart marketer will spend their money getting ads in front of mobile users, for three reasons:
reason no. 1
It is a larger group of users, therefore arguably more opportunity and more eyes on ads.
reason no. 2
I am surprised that as a species we haven’t started to evolve to being birthed with the latest iPhone stuck to our hand. We’re on our phones constantly.
If you want to feel bad about your life choices, simply check out your Screen Time data on your phone. What feels like a harmless 5-minute pick up and scroll to pass the time, actually adds up to a large portion of your day.
With a desktop, you tend to be limited to being at work or at home. There are no limitations to accessing your phone.
reason no. 3
Think about how easy it is to complete an action or engage with an ad on your phone. Whether you’re filling in a lead form, clicking through a website, viewing a product catalogue, even something as simple as engaging – it is fundamentally easier and faster.
You want to be getting bang for your buck when advertising on Facebook, whether it is for your own business or a client. You could create the most jaw-dropping ad that anyone has ever laid eyes on but if it isn’t optimised, you’re losing money.
Sure, your ad may generate results but it won’t perform as efficiently as it could. The Jane Goodall Institute ran a test on their Facebook page that confirmed just that.
They ran a test on their Facebook page to find out which mobile video format sparked the most engagement. The same video, same copy, tested against each other – but one as a square format (1:1) and one as a landscape format (16:9). The square video outperformed the landscape video, receiving 2x the likes and 3x the shares when compared to the other.
That is what you call bang for your buck!
Optimising your ads may seem like an afterthought but it clearly has the potential to determine whether your ad or campaign is going to perform well or not.
1:1 / 4:5 on newsfeeds – real estate
9:16 on Facebook/Instagram stories
Video cropping – adapted to mobile – not mobile-first
Getting the customers to click on your ad is the hard part, but retaining them isn’t easy either. So give our last blog a read all about the power of a thank you page, it was written by Callum.
If you want a🔥🔥🔥 Facebook Ads, then you know who to contact!
Having no thank you page, or a poor quality thank you page, is like going on a drive and forgetting your keys. You aren’t getting anywhere anytime soon.
Many car finance brokers and dealerships will underestimate the power and importance of a thank you page.
A thank you page is the first part of your customer’s post-application communication journey, start this journey off right!
If you are happy with your thank you page holding no real value then you need to check yourself. Placing some thought into the design and feel of your thank you page could result in increasing your application to payout conversion rate from 1.5% to 5%. It is all about engagement and strong communication.
The goal of a thank you page is to:
Inform applicants on the next steps.
Get applicants excited about the possibility of driving a new car.
Push applicants to optin into a Facebook Messenger Chatbot or calling you directly.
You can actually give the sense of the applicant getting approved whilst still remaining compliant with the FCA guidelines.
For example, you could say:
Your application is looking good!
You’re only a few steps away from driving your dream car!
Congratulations! We have received your application and you could be driving your dream car in 48 hours!
Giving the idea of acceptance, whilst remaining compliant, will not only generate excitement but will urge applicants to call you rather than you having to call them.
It is industry knowledge that car finance brokers and dealerships struggle with contact rates.
One main reason why industry leaders like; Match Me Car Finance, CarMoney or Car Finance 24/7 do so well is because of the communications process they have in place, which again, starts at their thank you page.
Some will get an indication on the timeframe to when the applicant needs a new car. Some will clearly explain the next steps. Some will gain a timeframe indication, explain the next steps and push applicants towards optin into a Facebook Messenger Chatbot or ‘ Call Now’ button.
These industry leaders may still struggle with contact rates but at a minimal level compared to those not using a thankyou page correctly.
So in conclusion and thank you page can kick ass, if you play your cards right.
Just give us a call, that’s probably easier 🙂
This does come in handy with your approval percentage, it’s all like a well-oiled machine. So give our last blog a read, it was written by Alex.
Hope you enjoyed this little quick read!
If you want a🔥🔥🔥 Facebook Ads, then you know who to contact!
Approval rating, some people love it some people hate it.
Whatever you’re feelings are towards it, it’s a metric that can make you have a sick month or a shit one.
But we’ve got a little trick up our sleeve, that we’re willing to share with you. How exciting.
Right, let’s get straight into it, no beating around the bush.
This is probably the most obvious one, but it’s also the most important one. Within the ad set, Facebook gives you the option to target so many different demographics, including behaviours, geographical, industries, values, the list goes on. So considering that, can you guess what I’m about to say next?
You use industry targeting to target people with stable jobs or higher income. These people tend to have a better credit score. Yes, that might be a bit stereotypical, sue me.
So when it comes round to them applying, they should be accepted fingers crossed 🤞
Lookalike Audiences (LAL)
If you’ve read our blogs before then you already know what a lookalike audience. But if you’re a SocialTap blog virgin then I’ll tell you what a LAL is. You can create a custom audience within Facebook, for example, approved audience or website traffic. After that, it’ll you an option to give tp create a LAL audience, press it and then you can choose the percentage. Bear in the mind (1%-5%) is the closest you’ll get to your custom audience.
This comes hand in hand with retargeting, but I won’t bore you with that in this blog. That’s Callum’s job in our last blog 😉
Conditional Logic Application
You might be reading this and say to yourself… *insert ‘wtf’ giphy*
But not to fear, Alex ‘The Apprentice’ is here!
So when you’re sending people to your landing page or website, the form that they will complete will have to have some editing done.
This will be steps like ‘how much do you earn?’ or ‘how long have they been at their current job’. If you editing the form so that if they have a number less than your desired one, then they’ll be sent to a ‘ sorry not sorry’ page, id you have one that is.
This is probably the easiest variable or you to change, it’s all on your hands. You can filter your copy with whatever you’re wanting the applicant to be. For example “✅ Over £1,200 monthly Income ✅ At least credit band C”. Ya see you decide what level of the applicant.
But be aware that this may bump your cost per lead up, you’ll be getting the top of the pile kinda stuff so no room for cheap leads that’ll do nothing.
It sounds easy enough, doesn’t it?
So I’ve given you some easy ways to improve your approval rating, now all there is to do is to go away and try and do it yourself.
If you want a🔥🔥🔥 Facebook Ads, then you know who to contact!
Want to know the key factors of retargeting? – Well, retargeting or Remarketing is an element of advertising that every company, no matter the size, should be using. The ability to keep your brand at the forefront of your customers and potential customers’ brains is endless and does result in higher sales.
Now, not everyone is a fan of retargeting because they feel like they are being stalked by one of their favourite brands. Some people will view clever retargeting as an infringement on their privacy. You want to steer away from this thought process as much as possible.
The key to clever retargeting is to not be cringy and too clever. Don’t use headlines like “ hey you, forgotten about us? We have xyz available from £££. Use thought out strategies to regain the attention of your audiences.
Use your current customers to endorse your products/services and to notify your potential customers that you have something they need, make your prospective customers jealous of something they don’t have.
Now I mentioned that people can start crying when they are being retargeted because they don’t like being tracked.
Well tough shit, it’s happening.
You can blame cookies for that one. Cookies play a vital role in the game of retargeting.
A cookie is a small piece of data that is sent from a website and stored in a user’s web browser whilst a user is browsing that website. Cookies are there to remember your activity, to show you ads that you care about and remind you of products and services that you didn’t purchase.
The reason that some people will feel that clever retargeting is an invasion on their privacy is down to the data that is being stored in their cookies. Marketers can use this information along with pixel pools to retarget people at different stages of the purchase process.
Retargeting uses the data that cookies collect when you navigate through a site. Now if you head onto an e-commerce site, find a product you like, add it to your cart but then jump off at the last minute then you are just asking to be retargeted with that product or product set in the coming days/weeks.
Rookie Mistakes In Retargeting:
Do not retarget too many people. Keep the quality of your pixel pool high and show your ads to the people that are most likely to purchase. The wider your retargeting approach is, the less effective it will be. Taking car finance retargeting as an example you would want to start by creating a pixel pool of people who have reached the application page but not reached the thank you page ( not completed the form). These are the people that are most likely to convert.
Another high quality pixel pool in the field of car finance would be people who have been approved for car finance but were unable to contact. Car Dealers and Car Brokers find it very difficult to better their contact rates when they are depending on phone calls, texts and emails. Retarget the last 30 days of approvals with no contact and you will be giving your clients another contact approach.
I mentioned before, do not make your retargeting ads creepy and cringy. You might think you are the best marketer in town but you will be the only one thinking that. Being cringy will just give prospective customers a reason to moan, especially when you are using headlines like “ Hey! We saw you visited our application page but didn’t submit, come back!”. Be simple with the ads and don’t point out the obvious i.e. you visited our site last week. Use the space in your ad to highlight the benefits of your product/service
Don’t be too desperate with retargeting. If someone starts seeing your ad 5 times per day they are going to get fed up and probably report your ad, ain’t nobody got time for that. Keep your ads sweet and simple with a run time of 30 days and a frequency cap of 3 per day.
Budgeting Strategies for retargeting:
There are two types of budget strategies that are available with retargeting. One for small budgets and one for large budgets, when retargeting you are only advertising to those who have visited your site in the last 30 days.
If your 1st audience is only 150 rows of approved data in the last 30 days then you won’t be spending a great deal on that audience. It will be a very detailed and specific pixel pool but the opportunity to generate purchases/leads will be low.
It is best to split your retargeting campaigns into two sets. One would be the most likely to convert or the finely tuned pixel pool. The second would be the wider audience, the website page views, the Facebook engagement or the people who watched over 75% of the video. I would split my budget 60/40 across the two types of audiences.
Ad Strategies for retargeting:
2) The Brander
Keep your brand at the front, use this strategy when others have been used first. The goal of this ad is to keep your brand in the eye line of your prospective customers and hope they come back. Keep you ad simple with the image being your logo/storefront and your slogan. Use the headline of the ad to highlight the key benefits of your product/service. Use the description to give the ad some credibility, this strategy is used to stop your audience from getting cold. They will be ready to purchase soon and when they do, you’ll be the one they remember.
2) The Product Reminder
This is where you can reuse past ads that have been in the eye of your customers and prospective customers. You will increase the number of times someone sees your ad each day which will keep your brand/product/service at the front of their brain. Use the creative of the product/service you are offering. Focus on the headline to highlight the main benefit of the product. As well as the description to summarise the problems that the product solves.
3) Instant Celebrity
Use your past and present customers to interest your prospective customers. An example of a good image would be someone outside your dealership collecting a car, with the brand logo in the top left and a trust pilot logo in the top right. The headline of the ad would use recent reviews left by customers. Try using reviews that are the right size to fit in the three lines of Facebook. Use the description to rave about one aspect of your product/service.
4) The Fence Jumper
The goal here is to create an offer that will rejuvenate your dead pixel pool. This approach does work very well in e-commerce. If you target people who didn’t reach the thank you page and advertise from only £50pw. Use the image of the campaign to really highlight the price/price reduction. Then use the headline to create urgency. Also, use the description to highlight the reason for the sale I.e. summer, spring or Christmas.
Yes, it’s not easy to understand, I mean just getting your head around Ads Manager is hard. So, click here to read my last blog all about using FB Ads Manager!
If you want a🔥🔥🔥 Facebook Ads, then you know who to contact!
Have you ever been scrolling through your Facebook or Instagram feed and see an Ad that you think is scarily relevant to you?
Well, you can put your tinfoil hats away because no, the Government is not spying on you!
And no, they aren’t listening to every conversation you have, well at least I think they aren’t.
But chances are that this is the fine work of a Facebook Pixel.
What is a Facebook Pixel?
Technically speaking, a pixel is a few lines of code that gets implemented into the header of a website.
The pixel will then receive information about the actions each user has taken on the site and reports it back to your Facebook Ads Manager.
A Facebook pixel can be set up to track multiple different events on a web page, this could range from a webpage visit, to a completed purchase or even adding an item to their basket.
Still with me? Good, because it’s about the get a wee bit confusing.
There are 3 types of events that a pixel can track
Standard Events – These are events that Facebook recognises and supports across its ad products.
Some examples of these are: Completed registration, search, add to basket etc. you know, the classics.
Custom Events – These are events that fall outside of those covered by Facebook’s standard events.
These can be named anything you like and can be implemented by adding them into your website code.
Customer Conversions – These allow you to segment your event information based on values, event types, and other custom information fields.
You can create a custom conversion by building rules that define the high-level activities you want to track that is unique to your business.
The vast majority of these are measured through specific URL’s so the creator can track if a user has landed on a specific page.
How these can be used for Facebook Audiences
Based on the actions you have decided to track, Facebook will analyse this data and allow you to create Facebook Ads that are a lot more relevant to your audience.
Facebook will use Custom Audiences and the pixel to match people who completed your event with similar users on Facebook.
An example of this would be if you have had your pixel running on your site for over 30 days. You can extract the data from all the users that completed a purchase. Then you’ll be able to create custom audiences & lookalike audiences.
So that you can retarget your ads at people who are likely to behave in a similar pattern to those who completed a purchase.
This, in theory, will allow you to also utilise your ad spend better as you are effectively displaying your ads to people who are more likely to complete a purchase.
This feature will not only allow you to retarget your ads to people on Facebook based on actions that similar users have taken, but it also allows you to exclude certain events from your targeting to allow you to get your ads in front of whole new audiences.
I hope that you have found this blog useful and now understand the basics of what a Facebook Pixel is and how it can be useful to your business, especially when trying to target new audiences.
This may sound like crazy talk if you aren’t familiar with Facebook Ads Manager. So, click here to read my last blog all about using FB Ads Manager!
To be honest you only really need to know the very basics, and we’ll do the rest 😉
If you want a🔥🔥🔥 Facebook Ads, then you know who to contact!
If you have somehow found yourself on this blog, it probably means that you are asking the same question that I once did. How the hell do I create a Facebook Ad, find out below…
This blog’s aim is to help you understand the structure of Ad creation on Facebook Ads Manager and what you should be including at each level to ensure that you aren’t missing any tricks!
The Structure of Facebook Ads Manager are as follows:
Campaign → Ad Set → Ad
To break this down, each individual Ad belongs to an Ad set. With each individual Ad set belonging to a campaign. This is what is known as the Campaign Structure, knowing how each of these stages works in unison with one another is vital in making sure that you get the right ads in front of the right people. Which is ultimately your main goal, right?
What is a Campaign?
When you go to create your first campaign, you need to have some set goals in mind. This level is very much the foundation of the paid ads that you will be running. Here you will decide the overall goal of that campaign (conversions, messages, reach etc.) and will also determine how the ads behave when a user scrolls past them on their news feed.
There are multiple different goals to choose from upon creation, however, for each campaign, you can only select one so choose wisely!
What is an Ad Set?
The next part is the Ad Set level. This section determines both how you want the ad to run and who you want the ad to run to. You’ll be able to create your own audiences.
You can filter your audiences through location, age, gender, interests and more. You will also determine your budget as well as the placement of the ads.
It is important to bear in mind that in each campaign there can be multiple ad sets, each with their own targeting, scheduling and budgeting options. So feel free to test a lot of different variations out and find out what works best for your business!
What is an Ad?
The final section of Ad creation is…. Creating the Ad, who would have thought it?
There are 3 types of ads, Single image (it is what it says on the tin), Video, and Carousel.
A Carousel is a series of images that a user can scroll through to see multiple images with one advert. You will also include the Ad copy, which is what the users will read, along with any headlines and ‘call to actions’.
There are many ways to have wicked creative, that also works! One of them is UGC (User Generated Content). This blog isn’t the right vibe to explain what it is, so click here to read our other blog all about UGC!
Once again you can create many different variations of these, which will help you work out what works better for your audience.
Hopefully, this information will get you well on your way to understanding the difference between Campaigns, Ad Sets & Ads on Facebook Ads Manager. All that’s left to do now is for you to go and get stuck in!
If you want a KILLER Facebook Ads, then you know who to contact!
You know what Facebook Ads are, don’t you? Sure you do, you see them ALL the time! They are usually a video or image advertising a brand or promoting a particular service. Mine always seems to be something about dating advice, maybe I should take the hint?
Facebook Ads gets you in front of your target market!
Facebook currently has more than 1 BILLION active users, it’s easier than you think to get your target audience to engage with your ads. By simply appearing in their newsfeed, you can attract new traffic and new customers, you can also retarget your current customers too – yes this is a thing!
The always-changing Facebook algorithm can make it a challenge to connect organically with potential customers. But Facebook’s micro-targeting features allow you to reach your exact target audience.
That means you can get your Ads in front of the people who are most likely to want your products or services.
For example, using the ‘conversion’ objective when you’re first setting up your campaigns, will tell Facebook to go and find the audience that will most likely to fill in an application form.
A Facebook Ads Myth we often hear is that Facebook Ads are too expensive for SME businesses, this is total bollocks!
You Are In Total Control!
YOU decide the budget, you are in total control of the spending and we can turn Ads on and off at any time.
In most cases, our customers get that many leads, they want to up their budget and Facebook Ads become their main marketing source. We’re currently getting our clients leads under £3.00! To learn more about how to get 🔥🔥🔥 metrics, click here!
Doesn’t stop there though, I haven’t even mentioned the creative!
This varies from, image carousels, single images, videos, collection ads, dynamic creative adverts. Don’t worry if you think I sound like I’m speaking Mandarin, we’ll be releasing more blogs explaining all these cool words.
But with this creative, you have a lot of freedom, within reason. Like you can’t just sell your product using naked women, that’s not very sensible, is it?
But you’re free to create your own copy, headlines, description, add in some cheesy emojis everyone loves them.
So I suggest that you stop finding excuses not to advertise on Facebook because the pros outweigh the cons, but if you need more convincing check out our latest video.
If you want a KILLER Facebook Ads, then you know who to contact!
In this video, we talk about the new GOAT of Facebook Advertising – User Generated Content (UGC).
We explain different types of UGC, how to create UGC, and much more.
UGC is one of the main things that will rebuild your consumer’s trust to buy a car from you.
If you want to know more about UGC or want some help in running awesome UGC campaigns and scale your business using paid social media then click the link below to speak with one of the team.
FULL VIDEO TRANSCRIPT
Hi, I’m Jon Wilson from SocialTap. We help car dealers and finance brokers generate more leads and sell more cars on Facebook. And today, I’m going to talk to you about UGC, or user-generated content.
Now, UGC is the process of getting customers to create content that you then use for posts, ads, or any sort of marketing campaigns.
Typically, it’s about the customer explaining the process of using your service or the experience they’ve had or actually using your product. In particular, with businesses in the auto industry, it will ultimately mean the process of engaging with you and ultimately buying a car.
Typically, this content comes in the form of images and videos.
Videos are obviously great because you can hear the experience first-hand from the customer.
So it’s important these videos aren’t polished.
We don’t want your sort of TV-style production videos. We want to be shot with a smartphone in a sort of selfie-style, and that customer not to be prompted in any way whatsoever, for them really to just explain the experience of working with you and how you’ve helped them out.
The reason why this is important is because it gives potential buyers confidence.
And there are very few people that want to be pioneers, you know, the first people to do things. They want to see that other people have done it, and then they’ll follow.
And user-generated content allows you to create that perception, or that reality.
This is even more important at the moment, with where we’re currently at, still in the sort of middle of the Coronavirus pandemic.
The process of buying cars is changing, and whether we like it or not, we are moving more towards that sort of distance buying model. You know, even if you are buying from a company that’s 20 miles down the road from you, people will like the convenience of being able to buy a car over the phone or via a website and get the car delivered.
It’s not to say that car dealerships are going to disappear altogether, but at the moment, that process is accelerating. It’s becoming more and more common.
Now, it’s something that maybe a lot of people aren’t particularly familiar with, and maybe feel a little bit uncomfortable about, so user-generated content really allows you to de-risk your customers.
People want to negate the risk, and they don’t want to be the first people, like we mentioned earlier on. So if you’re showing that there are other people doing this right now and that the process has been great and there’s been no problems with it and they’ve had a great customer service, and actually, it can even be better than having to go through dealer to dealer, kicking the tyres of different cars, and they can actually purchase a car from the couch, well you’re actually showing that it could be a better way of doing things.
But that is better coming from a customer, rather than you telling it to people.
So you’re able to de-risk your customers by showing them that there are other people doing this right now. And your UGC video could look something like this.
“Just want to say a big thank you to Swiss Toni Finance, sorting out my car. Applied about a week ago, didn’t really know what car I wanted. Filled out a short application form, and within an hour or so, they got back to me, saying I was approved, even though I have had some credit problems in the past. So I was really thankful for that. And then a few days later, some free delivery, got a car right to my doorstep, and I can’t thank them enough.”
So when you’re asking clients to create these videos for you, also think about who you want to do these videos.
You know, obviously you want someone that is going to give you a glowing reference and say what a great experience they’ve had, but also, think about the different demographics and how that’s going to resonate with new potential clients.
Now, from my point of view, I want to see that you have helped my exact set of circumstances.
If you’ve helped someone that is in my circumstances looking for a similar car, that completely de-risks the situation because I will think, well you’ve helped him, so you can help me.
Now, you need to think about all the different demographics that you want to target. And ideally, you want to try and get videos from people that fit those demographics.
So you might want to get one from a young female.
You might want to get one from a family.
You might want to get someone who’s got bad credit.
You might want to get someone who needed a car really quickly.
All these different scenarios. If you can get videos from as many of those as possible, when you’re targeting people with ads using those videos, you can get very specific, and then the person who is being served the advert will go, well yeah, they’ve helped that person in the same circumstances as me, so there’s no reason why they can’t help me out to get a new car, as well.
So again, this is a big thing for marketing, in general.
They work fantastic for ads. We’re running a lot of campaigns for our clients at the moment, and the numbers are great. The quality is exceptional, as well, because already, you’re breaking down those trust barriers.
Again, it’s not like they’ve just seen some generic advert out there advertising a car.
They’re being shown the experience that someone has received from a real customer, not some actor, or not being told from somebody who works within the business.
So if you need any help with how to create some user-generated content, and the type of things that you should include, feel free to get in contact with us.
If you also want some help in how you can then turn this content into fantastic-performing ads, then again, send us a message.