Team Procept

Why Shouldn’t You Market to Everyone

Why shouldn’t you market to everyone? Well, there’s a few reasons. You could just bombard everyone with ads and hope that they’ll become customers. However, is that the best way to do it?

Let’s break it down


Let’s say you sell purses. Now if you market to everyone, on average you’re likely to hit about a 50/50 split of men and women. Now let’s take the majority of men out of the equation. Usually, they aren’t interested in purses unless it’s for a gift.

So that’s already a significant portion of your audience that is out the window. It’s not just your audience that’s gone, it’s also your money and effort.  And then if you look at women, that’s going to be another major chunk gone as a lot of women who use purses already, have purses they are satisfied with. So with the shotgun blast approach, you’re spending tons of money and time to hit just a fraction of your audience.

Wouldn’t it be better to spend that money and time marketing to 100% of an audience that are likely to purchase your products? Yes, yes it would be.

There’s a better way than marketing to everyone.

Getting new customers is important, make no mistake. And yeah, you’ll likely get new customers from the spread approach to your marketing. However, the numbers for the cost to profit just don’t add up.

Instead what you want to do is to market to your current customers with deals and specials, and then tactically market to non-customers that are more likely to become customers.

The tactical part is where marketing experts and consultants usually have to come in to help, but it’s very doable, and typically costs less than marketing to everyone under the sun.

What is Social Proof?

Did you ever play Follow the Leader or Simon Says as an adolescent? Can you recall saying the phrase “All the cool kids are doing it” as a teenager. Ever avoided visiting a restaurant or watching a movie because of bad reviews? If so, then you my friend, have been under the influence of Social Proof.

Social proof isn’t all that unlike those childhood games.

People with authority and influence often call the shots and those of us who are unfamiliar, often follow along happily, and without second thought.

But it’s also more than just who is speaking up. Social Proof is a numbers game. For example, when shopping on Amazon are you more likely to purchase the product with one hundred reviews or six thousand reviews? Probably the product with more reviews.

So why am I telling you all of this? Because it can improve your business! We can use this insight to influence your audience to gain their trust. That trust is key if you are trying to convert followers into customers. But how do you go about actually applying this information? Well, here are a few suggestions to increase your online authority and leverage social proof.

Let Others Speak on Your Behalf:

-Encourage Customers to share Photos and Testimonials

-Spotlight and Reward Customers who do Give Reviews

-Share Reviews on 3rd party sites like Yelp and Google

-Begin a Customer Referral Program

-Work with micro-influencers to endorse your brand

Proudly Display Your Best Numbers:

-How many followers do you have on Social Media?

-How many customers have bought your product or used your service?

-Have you saved your clients money, if so how much?

Take Advantage of Visuals:

-Showcase before and after photos

-Share videos of your product/service in action

Brag on Yourself:

-Have you won any awards for your work?

-Has your business been featured locally?

-Showcase any certifications you may have.

We hope this encourages you to jump on the bandwagon as well. If you’re serious about increasing conversions and driving traffic you may want to consider implementing some of the above mentioned suggestions. After all, leveraging Social Proof is fairly simple, affordable and can have huge payoffs for your business.

So What’s Affiliate Marketing?

Before we get into all the benefits of affiliate marketing, let’s talk about what exactly it is.

What is affiliate marketing?

Have you ever seen a link to a product on somebody’s website that they don’t own? Maybe a video where someone talks about a product that they like and they ask you to click a link? That’s affiliate marketing baby.

Basically, affiliate marketing is a practice in which a business (typically one involved in e-commerce) partners with an affiliate to promote it’s products on their online spaces, whether it be websites, videos, social media, etc. 

So it’s the same as a sponsership?

Make no mistake, sponsorships are different. With sponsorships, the promoter gets paid a flat fee to showcase the product. Additionally, more restrictions get placed on how the actual promotion happens. You usually have to stick to the script and guidelines more with sponsorships. With affiliate marketing, the promotor get’s a percentage of the sales made. It also tends to be more lax on how to present the content.

So what are the benefits? Well, affiliate marketing gives you access to a broader market for your product to sit with. The decision of who you pick as your affiliate is up to you! Meaning that you can choose the perfect person to reach your target audience. Finally, it’s cheaper than a lot of other methods while still netting a great return on investment. All that said, there are still somethings you should look out for.

What should I expect with affiliate marketing?

For one, this sort of thing requires some preplanning. Setting up all of the terms of conditions, finding the right affiliates, clearly establishing what can and cannot be done takes some effort.

There’s also the potential for fraud with affiliate marketing. Underhanded affiliates can squat on domain names with misspellings and get a commission for the redirect. They’ll also use online registration forms containing fake or stolen information, purchase AdWords campaigns off search terms where company rank high in popularity (and make more money), spam social media channels about their offers. The best way to avoid this kind of this is to have someone closely monitoring the affiliate program.

Affiliate marketing can bring in a lot of good business to your company, and is honestly something that any e-commerce business should be taking advantage of. That being said, it’s not a faultless marketing tactic that will bring you millions in a day from “some weird trick” it takes some effort and maintenance. All in all, it’s worth the time investment to get working the way it should.

How OTT Ads Are So Effective

Streaming video ads (or OTT Ads) have become the most popular form of digital marketing. You can usually find streaming video ads on sites like Youtube, Hulu, ESPN, and more. Video streaming ads use modern machine learning (AI) to target consumers. The data used for targeting comes from whatever streaming platform you use.

This is also possible by using third-party services such as a Smart Ads platform! Modern AI will be able to find the ideal consumers for your ads through machine learning. Neat, huh?

The new nontraditional market of streamers are cord-cutters. Cord cutters are a valued audience. Improved targeting filters will help reach them with ads. The cool thing is that the AI will send them the ads that are most likely to appeal to them.

The cord cutter’s ad inventory is a gold mine for advertisers. Not only do they have increased access to media campaigns, but you can also target them by their user behavior and geographic location. This is all with improved filters that ensure your ads show up only when it matters most!

Why Google Analytics and Facebook Pixels are Important

Google Analytics and a Facebook Pixel can give you valuable insights into your target audience.

Both of these tools provide businesses with the ability to track who visits their website, where they come from and how they interact on your site. This data can then be used to inform decisions about future marketing campaigns and product development.

What does Google Analytics do?

Google Analytics will inform you where visitors came from, their age range, their gender, and many more insights into who is viewing your site. This enables you to see if your business is attracting the audience you were looking for.

What about the Facebook Pixel?

As for Facebook Pixel, this does something similar, but it works more closely with Facebook. The Facebook Pixel is a small bit of code that you install onto your website that allows you to track events that happen on your website. The process of installation is a simple one, as Facebook will walk you through the process with easy to understand steps. Once the Pixel is in place, anytime someone interacts with the events you’ve established it will log the action and gather demographic information on who interacted with what. You can then use that info whenever you run Facebook ads to target those who are similar to the people who use your site, ensuring more qualified leads.

Both of these tools are valuable when it comes to targeting the potential customers that are the most likely to actually become lasting customers.

What are CRMs and how should you use them?

A CRM allows for a variety of ways for you to engage with customers in a variety of ways. What exactly is a CRM?

Customer relationship management, or CRM for short helps companies stay connected to their customers and streamline processes in order to improve profitability. A CRM system can be beneficial because it can be used to improve business relationships with clients by making sure that all interactions are managed efficiently.

When people talk about CRM, they’re usually referring to a tool that helps with contact management and sales. However these days it can be used for managing customer relationships in areas like marketing, sales, digital commerce, and customer service interactions.

What kind of CRMs are there?

There are a variety of CRMs available to a small business, so which one is right for you? A commonly used CRM is Mailchimp. Mailchimp allows you to send out mass emails to people on your email lists, segmenting them as you see fit. It also has automation functionality, enabling you to set up certain processes on auto-pilot, such as checkout notifications or abandoned cart reminders. Best of all, MailChimp is free to use up until your contact list reaches a certain amount.

Another commonly used CRM is Active Campaign. Active Campaign is a good choice if you want to get very technical with your customer relations. It features automation functionality (however it’s significantly more expensive than Mailchimp) audience segmentation, email customization, customer stage displays, etc. etc. Active Campaign does cost to use however, and is more for those businesses that already have a lot of contacts, or want to do very specific things with customer management.

Overall, most businesses with plans to grow out will eventually need to utilize a CRM of some kind and this is for two reasons. The first is that the ability to communicate with your customers on a mass scale is a valuable tool for communicating deals, encouraging customer loyalty, and ensuring brand consistency when interacting with your clients.

The second reason is the ability to automate tasks can significantly cut down the time it takes to do busy work, like sending out hundreds of emails to hundreds of people. Time is often something that we are running out off, so why not take every chance you can to get some back?

What is an SSL Certificate?

Having a SSL certificate is a vital part of having a website for your business, but what is an SSL certificate?

An SSL (Secure Sockets Layer) certificate is a digital security measure that authenticates the identity of your website and encrypts information sent to the server. Encryption scrambles data into an undecipherable format, making it inaccessible without proper decryption keys.

Certificates are electronic passports that establish an online entity’s credentials when doing business on the Web. When a user attempts to send confidential information, their browser accesses this server’s digital certificate and creates a secure connection.

As for why it’s important to have, well there’s a number of reasons. Having an SSL cert means that your website is much more secure than without. It will protect users personal information, credit card details, passwords, usernames, and sensitive data from outside malicious sources.

How do you know if your site has an SSL cert? When you visit a website, if you look to the upper left hand corner, near the page URL, you should see a lock symbol. If the symbol is there, it means that the site you’re on has a SSL certificate.

Everything to Know About Posting Apps

Third-party apps can be a great way to streamline your social media management, but it’s important to not use them everywhere. Scheduling posts through third party software like Later or Hootsuite may end up hurting the results you see on platforms such as Facebook and Instagram which have built in features for scheduling content. Because Meta wants you to use their scheduling tools, they will actually suppress the reach of posts that are scheduled through outside apps. However, there is still a place for these third party systems when it comes to social media.

For Facebook and Insta

Third-party scheduling tools are a must for running any social media campaign. This is because other platforms like Twitter, TikTok and Linkedin don’t have built in features to schedule posts on their own! These apps can cut down your time working with social media significantly while giving you an overview of what content will be appearing throughout all channels at once. So if you want to orchestrate your messages a certain way across platforms, you don’t have to bounce between websites to do so.

For Everything Else

All of this to say, third party scheduling apps are an important tool to use when you’re trying to grow your social media presence. Later.com is a very simple application for scheduling Facebook, Instagram, Linkedin, Twitter, Pinterest, and Tik tok. You can schedule through it for free, albeit with limitations to the number of posts and features like tagging. Hootsuite is more of a one stop shop for scheduling, posting, and analytics data. There are also a ton of functionality options that you can play around with, such as assigning special access to your employees to specific accounts. Buffer is probably the best for someone just starting out. Its free options give you enough functionality to do things, and if you decide to upgrade, the price point is fairly cheap.

How to Be Better at Social Media

Scheduling your social media posts is important for so many different reasons. It allows you to reach your target audience at the times they’re online, even if that time isn’t convenient for you. If something comes up—like illness–scheduling allows for posts to continue going up even when you’re out of commission. If potential customers go to view your page and they see it’s inactive, that’s direct business that you’re losing out on. But how do you know when to post? That’s where analytics come in.

Most social media platforms have analytic suites that will tell you how your posts perform, as well as actions that people took as a result of your post. There’s other details that these analytics tell you as well. For one, they can tell you what your audience demographic is. Are your followers men or women? Young or old? What pages do they like besides yours?

This is all info that you can use to influence what kind of content you produce to ensure the best results. The other key detail that analytics will give you is when people are online. Is there a spike in active followers at night? Then you may want to start posting later in the day so those people can see. Facebook and Instagram will actually give you post time recommendations when you go to schedule a post ahead of time.

Social media can be a time consuming task to undertake for your business. Scheduling out posts can actually shorten the process by a fair amount of time. Taking out a couple of hours at the beginning of the month to put together a few posts and then scheduling them throughout the month makes the process much more bearable, promise.

How to Link Facebook and Instagram

Having an Instagram Business or Creator account comes with many advantages including the ability cross post between accounts or view other business profiles.

When you created your Instagram Business/Creator account, It should ask you to connect to existing Facebook Business Page or create one. If you moved passed that step, or if it didn’t present that option, we can help you out. 

Here’s How to Link Your Pages

Use your phone, make sure you have both Instagram and Facebook apps installed, and log in to the correct accounts.

Go to your Instagram app on your phone. Open Settings.

Then tap “Business”

Then tap “Connect to a Facebook Page”

Then select Creating a new one or connecting to your existing one.

After this, it will open the Facebook app asking for your permission to link the 2 apps and it will take care of the rest for you.