5 Ways to Make Social Media Advertising Work for You
I have more real-world content marketing tactics to share with you.
We’ll start with a few examples. Here are some ads we did for CLSAutopilot, developers of a next-gen self-service client experience solution for clients and advisors. Like robo advice taken to a whole new level.
Let’s tease out some lessons about what works in social media advertising—and what doesn’t:
A picture really is worth a thousand words.
The most important part of an ad is a bold visual statement. You can’t clutter it up with words. You can’t cram in a list of services, or the number of years you’ve been in business. No one will read it. And it’s not just me telling you that—Facebook’s own algorithms will punish your ads severely if they’re too text-heavy. Your ads will sink like a stone.
If you want people to click on your ad, you need to be hyper-relevant to your target audience. Facebook and other platforms rank and rate ads by relevance, similar to Google AdWords. Your words and images need to show people exactly why they should engage with you, or you’re out of the game. In addition, your message has to be believable. Don’t get caught up in using market performance in their ads. Given the skepticism among investors, is a promise of great performance believable? And is it really the reason you want people coming to you?
Include a call to action.
Tell people exactly what to do—and what they’ll get in return if they do it. You need an offer. Unfortunately, advisors have a tough time with offers. Often, they want to offer a free initial meeting. I’m sorry, but if you were on Facebook, would you click on an ad offering a free dental exam? Why not? Dental exams are good for you, aren’t they? So why isn’t it a perfect offer? Because while you’re on Facebook posting cat pictures, you’re really not ready to think about root canals. It isn’t the time or place for that. On social media, focus on making a personal connection. Let them know you understand what they’re about. And have fun. One advisor firm I know served mostly ad agency executives. They made their entire online advertising campaign feel like it came from an ad agency instead of an advisor firm, so they could really connect with their prospects. They didn’t start introducing their services until you reached their landing page. Connect first, then move to the offer. And make the offer easy and engaging, like a video, animation, or a checklist (more on that in a later post).
Test, re-test, and test again.
Online advertising is always an iterative process. No one ever knows in advance exactly which version of an ad will pull the best. Start with three versions of the same ad, and test them against each other. Pick the winner as your control, then tweak that and come up with something new to test against. That is the only way to bump up your response percentages online while keeping your costs down.
Related: How to Stop Being Such a Tool
Consistency is key.
You can’t move the needle with a three-month ad campaign. Your campaign needs to run consistently over a period of time. Repetitive exposure is more important than the actual content of the ad itself. We have one client that has been advertising consistently in local community magazines for more than ten years. They’ve become a fixture. By now, it would be impossible for another advisor to replicate that exposure.
One final word: You may be tempted to put social media off until “later.” Don’t. Right now, the opportunity on many platforms is wide open—but social media moves fast. Facebook is already the old establishment.
Ellevest is doing well advertising on Instagram. And Snapchat is emerging as a place where people consume news. Every channel represents a new place to build a following. If you don’t do it right now, someone else will.
China's Push Toward Excellence Delivers a Global Robotics Investment Opportunity
Written by: Jeremie Capron
China is on a mission to change its reputation from a manufacturer of cheap, mass-produced goods to a world leader in high quality manufacturing. If that surprises you, you’re not the only one.
For decades, China has been synonymous with the word cheap. But times are changing, and much of that change is reliant on the adoption of robotics, automation, and artificial intelligence, or RAAI (pronounced “ray”). For investors, this shift is driving a major opportunity to capture growth and returns rooted in China’s rapidly increasing demand for RAAI technologies.
You may have heard of ‘Made in China 2025,’ the strategy announced in 2015 by the central government aimed at remaking its industrial sector into a global leader in high-technology products and advanced manufacturing techniques. Unlike some public relations announcements, this one is much more than just a marketing tagline. Heavily subsidized by the Chinese government, the program is focused on generating major investments in automated manufacturing processes, also referred to as Industry 4.0 technologies, in an effort to drive a massive transformation across every sector of manufacturing. The program aims to overhaul the infrastructure of China’s manufacturing industry by not only driving down costs, but also—and perhaps most importantly—by improving the quality of everything it manufactures, from textiles to automobiles to electronic components.
Already, China has become what is arguably the most exciting robotics market in the world. The numbers speak for themselves. In 2016 alone, more than 87,000 robots were sold in the country, representing a year-over-year increase of 27%, according to the International Federation of Robotics. Last month’s World Robot Conference 2017 in Beijing brought together nearly 300 artificial intelligence (AI) specialists and representatives of over 150 robotics enterprises, making it one of the world’s largest robotics-focused conference in the world to date. That’s quite a transition for a country that wasn’t even on the map in the area of robotics only a decade ago.
As impressive as that may be, what’s even more exciting for anyone with an eye on the robotics industry is the fact that this growth represents only a tiny fraction of the potential for robotics penetration across China’s manufacturing facilities—and for investors in the companies that are delivering or are poised to deliver on the promise of RAAI-driven manufacturing advancements.
Despite its commitment to leverage the power of robotics, automation and AI to meet its aggressive ‘Made in China 2025’ goals, at the moment China has only 1 robot in place for every 250 manufacturing workers. Compare that to countries like Germany and Japan, where manufacturers utilize an average of one robot for every 30 human workers. Even if China were simply trying to catch up to other countries’ use of robotics, those numbers would signal immense near-term growth. But China is on a mission to do much more than achieve the status quo. The result? According to a recent report by the International Federation of Robotics (IFR), in 2019 as much as 40% of the worldwide market volume of industrial robots could be sold in China alone.
To understand how the country can support such grand growth, just take a look at where and why robotics is being applied today. While the automotive sector has historically been the largest buyer of robots, China’s strategy reaches far and wide to include a wide variety of future-oriented manufacturing processes and industries.
Electronics is a key example. In fact, the electrical and electronics industry surpassed the automotive industry as the top buyer of robotics in 2016, with sales up 75% to almost 30,000 units. Assemblers such as Foxconn rely on thousands of workers to assemble today’s new iPhones. Until recently, the assembly of these highly delicate components required a level of human dexterity that robots simply could not match, as well as human vision to help ensure accuracy and quality. But recent advancements in robotics are changing all that. Industrial robots already have the ability to handle many of the miniature components in today’s smart phones. Very soon, these robots are expected to have the skills to bolster the human workforce, significantly increasing manufacturing capacity. Newer, more dexterous industrial robots are expected to significantly reduce human error during the assembly process of even the most fragile components, including the recently announced OLED (organic light-emitting diode) screens that Samsung and Apple introduced on their latest mobile devices including the iPhone X. Advancements in computer vision are transforming how critical quality checks are performed on these and many other electronic devices. All of these innovations are coming together at just the right time for a country that is striving to create the world’s most advanced manufacturing climate.
Clearly, China’s trajectory in the area of RAAI is in hyper drive. For investors who are seeking a tool to leverage this opportunity in an intelligent and perhaps unexpected way, the ROBO Global Robotics & Automation Index may help. The ROBO Index already offers a vast exposure to China’s potential growth due to the depth and breadth of the robotics and automation supply chain. As China continues to improve its manufacturing processes to meet its 2025 initiative, every supplier across China’s far-reaching supply chains will benefit. Wherever they are located, suppliers of RAAI-related components—reduction gears, sensors, linear motion systems, controllers, and so much more—are bracing for spikes in demand as China pushes to turn its dream into a reality.
Today, around 13% of the revenues generated by the ROBO Global Index members are driven by China’s investments in robotics and automation. Tomorrow? It’s hard to say. But one thing is for certain: China’s commitment to improving the quality and cost-efficiency of its manufacturing facilities is showing no signs of slowing down—and its reliance on robotics, automation, and artificial intelligence is vital to its success.
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