SME branding specialist Kady O’Connell was recently approached by a small-business owner who approached her for help because their Meta ad results were tanking.
“They were baffled as to why they were achieving such dismal results despite their best efforts to increase ad spend and shoot professional videos for their ads to create premium content,” Kady explains. “From working with more than 100 Aussie brands, we’ve determined that there is a clear framework for success that is predominantly dependent on the chronological order in which particular actions occur.”
Kady described this approach as her ‘Iconic Brand Blueprint’, and sees it as a crucial step in helping brands have the right foundations in place before they can contemplate making any money from their ads. She adds that ads on their own are just one piece of the puzzle, and rely on ensuring three other elements are in place before they will be effective:
1. A consistent brand and tone of voice
“The client was creating compelling and professional photo and video content, which many would believe is ample to deliver results,” Kady says. “However, the brand’s colours, fonts and style were completely inconsistent.”
Kady believes that it takes seven to 20 interactions with a brand to build up awareness, favourability and trust, so if branding keeps changing, she argues, it will take more than 20 interactions for someone to trust the business enough to make a purchasing decision. “We took steps to refine the branding and brand style guidelines to ensure all posts were consistent and uniform, setting a premium tone for the brand to build credibility,” she says.
2. A landing page that will move customers automatically through a buying journey
Kady’s client was sending all of the leads generated through the ad campaign straight to its website homepage, a scenario Kady describes as “a big mistake”.
“Brands taking this approach are paying money for a lead and then sending them on a ‘choose your own adventure’,” she explains. “It’s imperative to decide the desired actions for each lead and work backwards to create a bespoke funnel.”
For this particular client, Kady and her team built a landing page for the ads that very clearly specified the client’s offer, along with supporting collateral, such as convincing and relevant case studies and testimonials.
They then embedded the client’s calendar into this page to make it seamless for a potential customer to book in a call.
This was all linked to internal CRM so that each lead would receive automated nurturing once they signed up, to take them further down the funnel. All these additional touchpoints were designed to further encourage each lead to take action.
3. Organic social content to complement paid campaigns
“Even though the client’s ads were of a high quality, [the business was] not regularly posting content on its social media account,” Kady explains. “People are naturally sceptical of ads and virtually anything they see online. They also don’t make immediate buying decisions and tend to check multiple platforms and review sites before they complete a purchase.”
With this in mind, Kady was of the opinion that when someone saw the client’s ads, they then checked them out on multiple social channels before deciding to book the call. However, when they did, they were faced with what was basically tumbleweeds.
“This is a big red flag for customers and plants a seed of doubt that the company may not be established or legitimate,” Kady warns. “We ensured that this client established an incredible social feed with valuable content before rolling out the new campaigns.”
Ready for growth – paid ads
With the three above foundations in place, Kady’s team turned its attention to the ads themselves, and evaluated the ways in which they could be optimised. The key adjustments that resulted from this process were:
1. Improving the hooks on videos
“The first five seconds of an ad are the most important and studies show that 40 per cent of users drop off a video after this time,” Kady avers. “The client was using a company logo intro slide on their videos, which was a bad use of this critical time. We shifted this to open the videos with a strong and punchy hook to capture attention more quickly.”
2. Testing the creatives
This client had previously focused all its attention on face-to-camera video. Kady shifted the emphasis to also include videos that used some infographics, added some carousels, and embedded static creative tiles.
“It is imperative to test continuously to see what resonates, to be able to maximise results,” Kady says.
3. Audience adjustment
Kady’s team segmented the ad campaigns based on the audience, not only to test the creative but also to test the audience to which it was going.
In this scenario, they found that increasing the audience size and making it less specific brought in much better results for the same amount of spend.
“The end result? We were able to achieve a five times improvement in leads and booked calls for the client,” Kady enthuses.
“This case study highlights that ads are just one element that need to be considered and it’s important to take a step back and look at the bigger picture to determine improvements,” Kady says. “That said, what worked for this client won’t necessarily work for other brands so never make assumptions.”
She urges small-business owners to test and analyse everything they do, and never to just treat a funnel as a ‘set-and-forget’ part of a marketing mix.
“It is a living, breathing business asset that needs constant monitoring and optimisation,” she says.
Finally, Kady insists that the power of a brand should never be underestimated.
“Sales gimmicks and ads may have worked a few years ago, but today’s consumers are extremely savvy and more than a little sceptical,” she points out. “A well-executed brand is what will ultimately build trust in a business and ads just enable them to scale that.”
This story was originally published on Inside Small Business
The post Meta ads tanking? Here’s how to turn things around appeared first on Internet Retailing.
They then embedded the client’s calendar into this page to make it seamless for a potential customer to book in a call.
The post Meta ads tanking? Here’s how to turn things around appeared first on Internet Retailing.
Amazon’s Impact on Global Supply Chains and Logistics
Amazon, the global e-commerce behemoth, has transformed not only the way consumers shop but also the intricacies of global supply chains and logistics. Since its inception in 1994, Amazon has grown from a small online bookstore to a trillion-dollar enterprise that has disrupted industries across the globe. Its influence extends far beyond retail, profoundly impacting supply chains, logistics, and even the environment. This article explores Amazon’s multifaceted impact on global supply chains and logistics, examining how the company has reshaped these industries and what this means for the future.
The Evolution of Amazon’s Supply Chain
Amazon’s supply chain is one of the most sophisticated in the world, characterized by its efficiency, speed, and scale. The company has invested heavily in technology and infrastructure to build a supply chain that can deliver millions of products to customers in a matter of hours or days. This rapid delivery is made possible by a vast network of fulfillment centers, sophisticated inventory management systems, and a logistics arm that rivals traditional carriers like FedEx and UPS.
One of the key innovations Amazon has introduced is its Fulfillment by Amazon (FBA) service. FBA allows third-party sellers to store their products in Amazon’s fulfillment centers, with Amazon handling the picking, packing, and shipping of these products. This service has not only made it easier for small businesses to reach a global audience but has also significantly increased the volume of goods flowing through Amazon’s supply chain. As a result, Amazon has become a central hub in the global supply chain, connecting manufacturers, suppliers, and customers across the world.
Disruption of Traditional Logistics
Amazon’s influence on logistics is equally profound. The company’s relentless focus on speed and efficiency has forced traditional logistics providers to rethink their strategies. In many cases, Amazon has bypassed traditional logistics networks entirely by building its own. Amazon Logistics, the company’s delivery arm, has grown rapidly in recent years, with a fleet of planes, trucks, and delivery vans that allow the company to control every aspect of the delivery process.
This vertical integration has enabled Amazon to offer services like same-day and two-hour delivery in many urban areas, setting a new standard for speed in the industry. Traditional logistics providers have struggled to keep up, leading to increased competition and innovation in the sector. For example, companies like FedEx and UPS have had to invest in new technology and infrastructure to remain competitive, while others have formed partnerships with Amazon to leverage its vast logistics network.
Amazon’s logistics network has also expanded globally, with the company establishing regional hubs and fulfillment centers in key markets around the world. This global expansion has allowed Amazon to offer faster and more reliable delivery services in regions where traditional logistics infrastructure is underdeveloped. In many cases, Amazon has played a role in building out this infrastructure, partnering with local logistics providers or investing in its own facilities.
Impact on Global Supply Chains
Amazon’s impact on global supply chains extends beyond logistics. The company’s demand for speed and efficiency has rippled through the entire supply chain, from manufacturers to suppliers to retailers. This has led to significant changes in how companies operate, with many adopting new technologies and strategies to keep up with Amazon’s pace.
One of the most significant changes is the increased reliance on automation and technology in supply chain management. Amazon has been at the forefront of this trend, investing heavily in robotics, artificial intelligence, and data analytics to optimize its supply chain operations. For example, the company’s use of robotics in its fulfillment centers has reduced the time it takes to pick and pack orders, while its AI-driven demand forecasting tools help ensure that the right products are always in stock.
This emphasis on technology has influenced other companies to follow suit, leading to a wave of digital transformation across the industry. Manufacturers and suppliers are increasingly using data analytics and AI to optimize their operations, while retailers are adopting new technologies like blockchain to improve transparency and traceability in their supply chains.
Another significant impact of Amazon on global supply chains is the shift towards a more customer-centric model. Amazon’s focus on the customer has forced companies to rethink their supply chain strategies, with many now prioritizing speed, convenience, and flexibility over cost. This has led to the adoption of new fulfillment models, such as just-in-time inventory and dropshipping, which allow companies to respond more quickly to changes in customer demand.
The globalization of Amazon’s supply chain has also had broader implications for international trade. By connecting sellers and buyers from different parts of the world, Amazon has made it easier for companies to access global markets. However, this has also led to increased competition, with companies now competing on a global scale. This has put pressure on manufacturers and suppliers to lower costs and improve efficiency, leading to changes in how goods are produced and distributed around the world.
Environmental and Social Implications
While Amazon’s impact on supply chains and logistics has been largely positive in terms of efficiency and convenience, it has also raised concerns about the environmental and social implications of its operations. The company’s emphasis on fast delivery and the constant movement of goods around the world has contributed to increased carbon emissions and environmental degradation. In response to these concerns, Amazon has committed to achieving net-zero carbon emissions by 2040 and has invested in initiatives like electric delivery vehicles and renewable energy projects.
However, critics argue that these efforts are not enough, and that Amazon’s business model is fundamentally unsustainable. The constant pressure to deliver goods faster and cheaper has led to concerns about the working conditions in Amazon’s fulfillment centers and the treatment of delivery drivers. Reports of long hours, high injury rates, and low wages have sparked protests and calls for better labor practices across the company’s global operations.
The Future of Supply Chains and Logistics
As Amazon continues to grow and evolve, its impact on global supply chains and logistics is likely to deepen. The company’s investments in technology and infrastructure will continue to set new standards for speed and efficiency, forcing other companies to innovate and adapt. At the same time, the environmental and social challenges associated with Amazon’s operations will require the company to rethink its approach to sustainability and labor practices.
In the future, we can expect to see more companies adopting Amazon-like supply chain strategies, with an emphasis on speed, technology, and customer-centricity. However, these changes will also require a greater focus on sustainability and ethical practices, as consumers and regulators increasingly demand more responsible business operations.
Conclusion
Amazon’s impact on global supply chains and logistics is undeniable. The company has reshaped the industry in its image, setting new standards for speed, efficiency, and customer service. While these changes have brought many benefits, they have also raised important questions about sustainability and labor practices. As the world’s largest online retailer, Amazon will continue to play a central role in the future of global supply chains and logistics, driving innovation and change across the industry.
