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By: Shimon Weinberg VP of Marketing, Brand-Right Marketing Group

After receiving tremendous feedback to my previous post, “Did you overspend on your Pesach advertising”, I felt driven to continue educating business owners regarding digital marketing. I received many inquiries and even more questions. I realized that Jewish business owners understand the need for digital marketing, but are scared to make that jump.
Let me clarify some basic questions that are frequently asked:

“I advertise on Jewish Websites, isn’t that digital marketing?”

Jewish websites are a great place to start, but is only the start and might not be right for every business. Why is it a good start? By driving traffic the your site, you can start to build a customer profile that is easier to identify which can be used at a later time. Second, after driving traffic to your website you can retarget them across the web. Google and Facebook add a Pixel or cookie to someone’s computer once they visit your site. This is a small code that we add into your website’s backend that goes onto the user’s computer. Now you have the opportunity to literally follow someone who has visited your website across the web. For example, someone will visit your site and a pixel will be added to their computer, now you can continue to target them for a much lower price per click. Retargeting is key and every website should have have a retargeting pixel. When we analyze a website, the first thing we look for is a retargeting pixel. This is the easiest and lowest hanging fruit for ecommerce. Retargeting people that have been on your site before and are interested in your product is the easiest way to make a sale. We try to retarget these potential customers with a special sale or something exciting. Repeat business is our ultimate goal!

“I hired a company to post on social media; I have 5 posts a week on facebook and instagram. Is that what you do?”

Posting on social media is similar to designing an email blast which is sent to your own customer list. It is your face to your customers, your image and brand. It is very important to develop a proper strategy for your social media posting. It should reflect your brand’s identity. We spend a lot of time advising companies regarding their social media posting, graphics and message.

Although we set up a social media plan for our clients, we go much deeper than this. Google knows everything about you. We look for potential customers and clients for your business. Facebook and Google give us the option to mirror your current audience. For example, say you have a women’s clothing store with 3,000 followers mainly from Boro Park, Monsey and Lakewood. We will take your current audience, look at their age group, interests, and location and then we will tell Facebook to find similar people. That will broaden your current audience from 3,000 followers to potentially 30,000 new people. We can then advertise a branding ad, special sale, or first time shopper coupon to drive these users to your site. After they visit once, even if they don’t sign up for your newsletter we can retarget them at a later date with the retargeting pixel.

“I feel like my site has hit a plateau, sales have not increased. Can you help us?’’

Before we start work for any client we will always do a comprehensive site overview. We will review your site– where are people spending time, when do they drop off, are there any errors, do you have an email pop-up, and how do you maintain customers on your site? We will do a heat map and view usage of the site. In addition, we will study if customers are putting items in their cart and not checking out. These are all very in-depth research tools which are specific for each site. Once a site is properly set up and running 100 percent, then your return on investment for the digital advertising will be even more effective.

Brand-Right Marketing Group cares about your advertising dollars and we are constantly exploring how to cut costs and increase your customer base. We will review your current advertising campaign and see how it is producing. An average ad on Facebook will cost around 50 cents per click, but hundreds of others will be exposed to your ad for free. When you advertise on websites it is important to track how many visits and sales are coming from each site. That is the beauty of digital marketing, everything is accountable, unlike print media as mentioned in my last post.

Chaya Fischman is the founder of Brand-Right Marketing Group. At Brand Right “We Get It”, working with our customers to understand their business’ goals and to develop a brand strategy and look that fits their marketing needs. Nailing it on the first try is not unusual and clients enjoy the attention their project receives.

Her team is known for their marketing consulting and design for both print and web. In addition, they have developed a very unique and extremely effective approach to digital marketing. They use a very data driven approach that constantly analyzes the campaigns and always looks to improve the results.

Brand Right looks forward to feedback and further questions. Don’t hesitate to contact them with any marketing needs. [email protected] or call us 732-372- 0404. Check out their portfolio online at www.brand-right.com