Playing to the SMB Advantage How small businesses are changing with the game and adapting to the advertising landscape
© Constant Contact 2015
Playing to the SMB AdvantageHow small businesses are changing with the game and adapting to the advertising landscape
© Constant Contact 2015
Doug ThompsonGlobal PartnershipsConstant Contact@constantcontact facebook.com/constantcontact
Welcome
Setting the stage…
1. The changing landscape of advertising
2. What assets do small businesses bring to the table?
3. How the game has changed
The changing landscape of advertising
Ad spend follows eyeballs, which are social + mobile.
• Q4 2015 ad revenue: $5.6b• + 57% YOY
Sources: Global Web Index Social Summary, Q4 2015; eMarketer 2015; Facebook Q4 Results
mobile will account for 63% of total
digital spending in 2016
Priorities have shifted
Source: BIA/Kelsey Local Commerce Monitor Wave 18, Q2 2015
12-Month Marketing Priorities (Retail Small Businesses)“Very high” or “Extremely high” priority
Does this work for small businesses and organizations?
Too expensive. Too wasteful.
Too vertical.
Low customersatisfaction.
High churn.
Setting the stage…
1. The changing landscape of advertising
2. What assets do small businesses bring to the table?
3. How the game has changed
How much do I need to spend to make it work?
Does it work?
Do I need a contract? Am I locked in?
Am I advertising in the right place? Who sees my ad? Are they relevant?
Am I wasting money?
Small businesses have doubts…
Small businesses have an advantage.
The relationships they have withcustomers and members.
Two key ingredients for a successful advertising
campaign:
Small businesses have both.
Advances inaudience targeting.
The rise of native
advertising.
The right audience.
A great message.
Two important new tactics:
Small businesses have access to both.
Setting the stage…
1. The changing landscape of advertising
2. What assets do small businesses bring to the table?
3. How the game has changed
Automatic creation of Facebook-ready promoted post and a “Lookalike” audience,
created based on their list
Where the magic happens
Small business creates content or offer
• Actions taken
• New namesadded to list
Send out via email to their list
The positive cycle
• Create content
• Use own segmented list
• Build targeted “lookalike” audience of potential prospects
• Send content to targeted list, increase exposure
NEW SALE
• New prospects see content, sign up for list
• Small business’ segmented lists are
further refined
HalfMoon YOGA STUDIO
Is it advertising or engagement?
Yes!
Engagement advertising.
Using paid promotional activities to expose a business’ engaging content to an
audience of new prospects.
Setting the stage…
1. The changing landscape of advertising
2. What assets do small businesses bring to the table?
3. How the game is changed
So, what’s next?
Will it work?
Industry CTR for banner ads
< 0.01%
*
Facebook CTR fornational ads
1.12%
Constant Contact CTR for local ads
>2.5%
Source: AGC Insights, March 2015Source: Nanigans, Global Facebook Advertising Benchmark
Report, Q1 2016 Source: Constant Contact, February 2016
Drive engagement…drive business…
Engage
Engagement drivessocial visibility
© Constant Contact 2015
Doug ThompsonGlobal Business DevelopmentConstant Contact@constantcontact facebook.com/constantcontact
Thank you!