Lesson 3, Topic 1
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The Power of Facebook Ads and Video to Drive Leads and Sales

digitalscotland July 26, 2021
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On a Digital Scotland webinar Chris Torres of the Tourism Marketing Agency shared insights on how to leverage Facebook ads to stand out from the crowd.

What are the Facebook Ads?

Facebook ads are paid messages from businesses that are written in their voice and help reach the people who matter most to them. Advertisers create campaigns that have specific goals, which we call advertising objectives and they create ads within those campaigns to help them reach those objectives.

Facebook Advertising is now one of the most effective tools out there to grow your business, create loyal customers, and generate leads and sales. It helps marketers increase visibility for their ads, build brand awareness.

Video Summary

In this video Chris will give insights into how a person can make his/her brand stand out from the crowd why a person should change their perspective away from running a tourism business.

Firstly, he starts with customer journey. The three main parts of the journey is usually the dreaming the planning and the booking. The dreaming phase helps with the planning and the purchase and booking. The funnel works through different stages such as –

  • Brand Awareness Ad
  • Free Value Ad
  • Trust Ad
  • Sales Ad

The purpose of brand awareness ad is to drive targeted traffic to the website and raise brand awareness. The purpose of free value ad is to target people who landed on that landing page and in this instance, they want them to download a free cookbook that this company has created. Another purpose is to offer value in exchange for their email address.

It targets visitors to the website. The purpose of trust ad is to continue value to the customer and build trust in the brand with small videos. It mainly targets the visitors who have downloaded the guide from the website.

The purpose of sale ad is to continue value to the customer and build trust in your brand with a 30 sec video from a guide or carousel image. It targets the visitors who downloaded the guide and past visitors. The overall daily budget for per day is 20-25 pounds.

One of the quick tips to attract audience is to use square images or videos. This helps the ads stand out more. An Irish Tourism company used various technics to attract the American audience to visit a particular spot in Ireland, where a portion of the shooting of Star Wars occurred.

Cool Travel Iceland a tour agency used a video which cost almost $60 to attract the audience. They were pretty successful in this. In the whole campaign it was over a month or two the whole campaigns have produced over 300 leads close to 400 and all from our 30 pounds ads and that’s how an effective video can be made. For Facebook campaign a video can be made without breaking a bank.

The videos are important because it builds the brand reputation, lasting relationships and users actually love to watch them. The 79% of the travellers search for Youtube videos before planning the tour. Consumers process information with videos 60,000 times faster than written form. The videos can be made within budget by using Iphone or GoPro with Karma Grip.

There are many free tools to edit or improve the videos. Creating professional videos for promotion or for attracting audience is very easy in a modern day. To have a successful campaign all the above-mentioned requirements should be fulfilled.

Video Timeline

0:00 Intro
6:49 Customer Journey
8:55 The Funnel
15:52 The Funnel: Real life examples
26:49 Why video is important?
29:15 Filming with budget
34:45 Touriosity Facebook Video
38:00 Outro