Create Content For Your Painting Company That Your Clients Care About

Do you find it challenging to come up with new content to post online for your painting business? You may even think that it’s not worth it, because who would see it? In a survey conducted by Facebook, 81% of people said that they use Instagram to learn about products and business services. We’re here to tell you that your content definitely won’t go unnoticed.

Today, you would be surprised at how many people seeking painting services turn to social media to check out different painting companies.  58% of consumers visit a brand’s social media pages before visiting their website. Sure, people can take others’ recommendations on a painting company. But if you can show these potential clients your work first hand, you’ll be able to win them over without hesitation!

Your target audience wants to see original content that is valuable and actionable. Whether the content that you are putting out is in the form of a blog, video, or infographic, it has to be digestible for your audience.

In this article, we are going to cover the top 3 types of content that your clients REALLY care about. We also suggest some content ideas that will grab your audience’s attention!

Video Content

Video content allows you to capture the attention of your viewers within seconds. 84% of people say that they’ve been convinced to buy a product or service by watching a brand’s video. Post your video to YouTube, then break it up into shorter video clips to be used on your social channels. This way, you can get many pieces of content from one single video!

Here are a few video content ideas for your painting business:

“Oddly satisfying” videos

Oddly enough, people love to watch other people paint! This content can be seen as “oddly satisfying” to users. If your audience is like most of us, it’s very easy to fall down a rabbit hole watching these satisfying videos!

Testimonials

People that are looking to hire you love to hear directly from others that have had work done by your business. What better way to showcase your work and a five-star testimonial all in one?

Day In The Life Video

Everyone loves to see a little behind the scenes, am I right? This is a great way to show customers what they can expect when they hire you for a project! 

Blog Content

Blog articles are a fantastic way to provide long-form content to those searching for information.

FUN FACT: Any blog topic can be turned into a video! These videos can then be turned into informational social media posts. NOW we’re talking about getting the most out of your content!

Here are a few ideas for blogging that your audience will definitely want to read:

Paint recommendations

As we all know, there are many different kinds of paint out there. For some people, choosing the correct paint for their project can be a daunting decision to make. Between chelpbrand, finish AND color, a little assistance and good word from a pro can go a long way! 

Frequently asked questions

Everyone is going to have questions. There are tools available such as SEMrush that can provide you with FAQ’s surrounding any given topic. This tool will also tell you how many times those questions are searched per month. Use this information to your advantage and write about the topics that you know people are searching for.

Why you should hire a professional

Many people don’t realize what they are getting themselves into when it comes to tackling projects around the house.  How many times have you had to complete a project that has already been started? Give your reasoning as to why it is more time and cost effective to hire a professional from the start!

Social Content

Social content can be displayed many ways, especially depending upon the platform you are using. Whether you are posting to your Facebook feed or Instagram stories, keeping your audience engaged and interested is your number one goal.

Here are a few ideas that you can use to create content for your social channels:

Before and after

These photos are always a hit! Who doesn’t love to see a great transformation? You have the opportunity to lay out the quality of your work right in front of a potential client’s eyes.

Helpful information + tips and tricks

Providing helpful tips and tricks shows that you aren’t just about making a sale. You can provide information about handyman services done by painters and tips on how to know when your home needs a fresh coat of paint. You can also give tips on different painting techniques. Who knows, you just may end up with a sale after all!

Images of your team

A great way to humanize your business is by showing pictures of your crew hard at work. People love to have an idea of who will be working on their project and this way, they are able to put a name to a face. Plus, if they see quality work before their eyes, they’ll be sold!

If you aren’t sure where to begin with posting content on social media, don’t panic! Give IFTS a call at 412-715-6266 and we can discuss a social strategy that will work for you.

How to Set Up A YouTube Channel for Your Painting Company

Creating a YouTube channel for your painting company

Did you know that YouTube reaches more people in the 18-49 demographic on mobile alone than any American cable TV network?

Setting up a YouTube channel for your painting company is easy and only takes a few minutes. In this article, we are going to walk you through 3 easy steps to set up your YouTube channel and explain how video marketing can benefit your business. 

Set Up Your YouTube Channel In 3 Easy Steps

1. Sign in to YouTube

Go to YouTube.com and click the sign in button in the top right corner of the page. If you have an existing Google account, use that email and password to sign into YouTube. 

Signing in to YouTube

If you do not already have a Google account, you can easily create a Google account directly from YouTube by clicking ‘create account’. 

How to create a Google Account


Keep in mind that a Google account and a YouTube account are not the same thing.  This is a common misconception.

Your Google account can be used to sign into YouTube to watch and like videos or subscribe to your favorite channels. When you are signed in, you will also get personalized recommendations based on your activity.

Now, having a YouTube channel allows you to upload your own videos for your painting business to have a public presence on YouTube.

2. Create Your Channel

In the top right corner of the screen, you will see your profile icon. 

Click on the circle icon and select “Create a Channel”.

How to create a YouTube channel

From here, you will be prompted to choose your channel name and profile picture

Choosing a YouTube channel name

3. Customize Your Channel

This step will help make your channel welcoming to visitors and help with your SEO.

First, visit the customization tab in YouTube studio.

Layout Tab

Customize YouTube channel

Under the “layout” tab, you can select and organize what users will see when visiting your channel. A video spotlight will be the main video that someone will see when visiting your channel. For those that aren’t subscribed to your channel, you can add a channel trailer. This is nothing but a quick video that highlights what you create and what people can expect from your channel.

You can also add featured sections that will allow you to organize your content in any way you’d like for viewers to see when they arrive at your channel homepage.

Branding Tab

branding your YouTube channel

Under the branding tab is where you can find the customizable elements such as your profile picture and banner image. 

Your profile picture is going to appear wherever your channel is represented on YouTube. Your profile picture must meet the following requirements:

  • JPG, GIF (not animated), BMP or PNG file
  • Recommended 800 X 800 px image
  • Square or round image that renders at 98 X 98 px

If you know what a Facebook cover photo is, a YouTube banner image is very similar. This is a banner that will appear at the top of the page when someone visits your YouTube channel. With this, you can show off your personality and a little more about yourself and your painting company.

For the best results, your banner image must meet the following criteria:

  • Minimum dimensions of 2048 X 1152 px with an aspect ratio of 16:9
  • Safe area for text and logos at the minimum dimensions: 1235 X 338 px
  • File size: 6 MB or smaller

Basic Info Tab

customizing basic info on YouTube Channel

Under the basic info tab, you can make edits to your channel name & description, add translations in other languages, add links to sites that you want to share with your viewers (such as your company’s website) and add contact information if you would like people to be able to email you with inquiries.  Make sure to link back to your business.

After making changes to any of these tabs, always be sure to hit the “publish” button to make your edits live on your channel.

Now it’s time to create content for your YouTube channel! 

Most people think that creating a video for their business is really time consuming or that you need expensive equipment to start – Not true! All you need is your smartphone and a location that is relatively quiet with good lighting.

Create and optimize your painting company’s YouTube videos to get the most out of your YouTube channel. In this blog post, learn how to create your videos from choosing a location, to finding a topic and editing your video. (We even include a secret step that not many people know about.)

How Video Marketing Benefits Your Painting Company

Did you know that  72% of people say that they would rather learn about a new product/service by watching a video over reading text? 

Video marketing allows you to promote your business on social channels that can increase overall engagement while educating your audience in a creative way.  In other words, it gets more eyeballs on information that you provide.

Developing a strong video marketing strategy for your painting business can provide the following benefits:

1. Reach a wider audience

With a large percentage of people preferring to watch an informative video over reading text, you have an opportunity to reach even more of your target customers. Think about the benefit of someone being able to watch you explain the benefits of painting your kitchen cabinets over replacing them or why you should hire a professional to remove wallpaper in your home.

2. Increase Revenue

Did you ever think that creating videos could put more money in the bank? Businesses that implement a video strategy increase their revenue 49% faster year-over-year than those that do not use video.  Many painting companies are not yet utilizing these methods, so put yourself ahead of the competition and be a familiar face to your clients even before they meet you.

3. Increase Number of Shares

Social video generates 1200% more shares than text and image content combined. By creating quality video content, you have a better chance of passively raising more awareness for your painting company. With YouTube users sharing 400 hours of new video every minute, your business is set to establish a connection with users and therefore, drive leads.

4. Allows you to show off your work and your hardworking team!

When it comes to choosing a painting company, people are mostly interested in 2 main things – the cost of your painting services as well as the QUALITY! This is your perfect opportunity to show them the high-quality work that they will receive when they choose your business to paint their home.

With video marketing, you can also answer frequently asked questions in a video format, letting a possible prospective client put a name to a face as you help answer their questions. This can ultimately instill a feeling of trust in that individual and you may have just scored yourself a new client!

These are just a few of the benefits of video marketing for painting companies. It can’t be stressed enough that it is important for your business to stay on top of evolving video marketing trends to remain relevant in the digital world as more and more people turn to online video for information and advice in addition to entertainment.

YouTube is not just for cat videos anymore!

Need help setting up your channel or getting started with video marketing?  Give IFTS a call at 412.715.6266 and set up a free one-hour video roadmap session.  We’ll look at what you have done so far in the video space and set up a roadmap for you to follow to get yourself in front of more clients fast!

How to Set Up Your YouTube Channel for Law Firms

How to create a YouTube channel

Did you know that YouTube reaches more people in the 18-49 demographic on mobile alone than any American cable TV network?

Setting up a YouTube channel for your law firm is easy and only takes a few minutes. In this article, we are going to walk you through 3 easy steps to set up your YouTube channel and explain how video marketing can benefit your law firm.

Set Up Your YouTube Channel In 3 Easy Steps

1. Sign in to YouTube

Go to YouTube.com and click the sign in button in the top right corner of the page. If you have an existing Google account, use that email and password to sign into YouTube.

Signing in to YouTube

If you do not already have a Google account, you can easily create a Google account directly from YouTube by clicking ‘create account’. 

How to create a Google Account

Keep in mind that a Google account and a YouTube account are not the same thing.  This is a common misconception.

Your Google account can be used to sign into YouTube to watch and like videos or subscribe to your favorite channels. When you are signed in, you will also get personalized recommendations based on your activity.

Now, having a YouTube channel allows you to upload your own videos for your firm to have a public presence on YouTube.

2. Create Your Channel

In the top right corner of the screen, you will see your profile icon.

Click on the circle icon and select “Create a Channel”.

How to create a YouTube channel

From here, you will be prompted to choose your channel name and profile picture

Choosing a YouTube channel name

3. Customize Your Channel

This step will help make your channel welcoming to visitors and help with your SEO.

First, visit the customization tab in YouTube studio.

Customize YouTube channel

Layout Tab

Under the “layout” tab, you can select and organize what users will see when visiting your channel. A video spotlight will be the main video that someone will see when visiting your channel. For those that aren’t subscribed to your channel, you can add a channel trailer. This is nothing but a quick video that highlights what you create and what people can expect from your channel.

You can also add featured sections that will allow you to organize your content in any way you’d like for viewers to see when they arrive at your channel homepage.

Branding Tab

branding your YouTube channel

Under the branding tab is where you can find the customizable elements such as your profile picture and banner image. 

Your profile picture is going to appear wherever your channel is represented on YouTube. Your profile picture must meet the following requirements:

  • JPG, GIF (not animated), BMP or PNG file
  • Recommended 800 X 800 px image
  • Square or round image that renders at 98 X 98 px

If you know what a Facebook cover photo is, a YouTube banner image is very similar. This is a banner that will appear at the top of the page when someone visits your YouTube channel. With this, you can show off your personality and a little more about yourself and your firm.

For the best results, your banner image must meet the following criteria:

  • Minimum dimensions of 2048 X 1152 px with an aspect ratio of 16:9
  • Safe area for text and logos at the minimum dimensions: 1235 X 338 px
  • File size: 6 MB or smaller

Basic Info Tab

customizing basic info on YouTube Channel

Under the basic info tab, you can make edits to your channel name & description, add translations in other languages, add links to sites that you want to share with your viewers (such as your firm’s website) and add contact information if you would like people to be able to email you with inquiries.  Make sure to link back to your firm.

After making changes to any of these tabs, always be sure to hit the “publish” button to make your edits live on your channel.

Now it’s time to create content for your YouTube channel!

Most people think that creating a video for their business is really time consuming or that you need expensive equipment to start – Not true! All you need is your smartphone and a location that is relatively quiet with good lighting.

Create and optimize your firm’s YouTube videos to get the most out of your YouTube channel. In this blog post, learn how to create your videos from choosing a location, to finding a topic and editing your video. (We even include a secret step that not many people know about.)

How Video Marketing Benefits Your Firm

Did you know that  72% of people say that they would rather learn about a new product/service by watching a video over reading text? 

Video marketing allows you to promote your firm on social channels that can increase overall engagement while educating your audience in a creative way.  In other words, it gets more eyeballs on information that you provide.

Developing a strong video marketing strategy for your firm can provide the following benefits:

1. Reach a wider audience

With a large percentage of people preferring to watch an informative video over reading text, you have an opportunity to reach even more of your target customers. Think about the benefit of someone being able to watch you explain the benefits of hiring an attorney to create a will or how a DUI firm helps people get their DUIS expunged from their records by following the proper sequence.

2. Increase revenue

Did you ever think that creating videos could put more money in the bank? Businesses that implement a video strategy increase their revenue 49% faster year-over-year than those that do not use video.  Many law firms are not yet utilizing these methods, so put yourself ahead of the competition and be a familiar face to your clients even before they meet you.

3. Increase number of shares

Social video generates 1200% more shares than text and image content combined. By creating quality video content, you have a better chance of passively raising more awareness for your firm. With YouTube users sharing 400 hours of new video every minute, your firm is set to establish a connection with users and therefore, drive leads.

4. ‘Humanize’ your firm

Let’s be real… Some of those who are looking for answers to frequently asked law questions may find it ‘boring’ or will most likely be unenthused as they search for answers that have to do with divorce or bankruptcy etc. With video marketing, you can answer these questions in a video format, letting a possible prospective client put a name to a face as you help answer their questions. This can ultimately instill a feeling of trust in that individual and you may have just scored yourself a new client!

These are just a few of the benefits of law firm video marketing.  It can’t be stressed enough that it is important for your firm to stay on top of evolving video marketing trends to remain relevant in the digital world as more and more people turn to online video for information and advice in addition to entertainment.

YouTube is not just for cat videos anymore!

Need help setting up your channel or getting started with video marketing?  Give IFTS a call at 412.715.6266 and set up a free one-hour video roadmap session.  We’ll look at what you have done so far in the video space and set up a roadmap for you to follow to get yourself in front of more clients fast!

What Social Media Platforms Should My Painting Business be Active on?

social media platforms for painting businesses

Is finding customers online proving to be quite the struggle? If it is, then social media would be the remedy to that. 

Traditionally, painting businesses have predominantly relied on word of mouth to gain new customers. While this is still a very valid – and constructive form of marketing, modern-day digital advertising is gaining more and more ground thanks to technology. The Internet particularly gives companies an array of opportunities to reach wider audiences and control their reputation. One such tool is social media.

And to be fair, it’s one of the best tools for businesses.

Social media platforms are not just places where business pages and profiles are housed. They are hubs for people to communicate, share their opinions, make recommendations, and express their likes or dislikes — now doesn’t that sound a lot like word-of-mouth marketing? 

So how do you select the right social media platform for your business? 

It all comes down to each platform’s rules and restrictions, content specifications, marketing options and available audiences. It also boils down to your personal preference, and how you prefer to showcase your services, promote your business, and interact with customers.

 

In this article, we are going to list the top 5 social media platforms and reveal the specifications of each platform.

The Top 5 Social Media Platforms for Painting Businesses

YouTube

YouTube is the second largest search platform globally after Google. It appeals to an audience of 18 to 65 years and has more than 2 billion active users. 

This platform is video-based and has other sections that allow you to share photos, go live with an audience when premiering videos, and build a community. Want to show off your painting skills? Or maybe share a DIY tutorial on how to paint like a pro? If you want to go the video route, YouTube is your best option.

YouTube’s algorithm, however, like all other platforms, periodically changes to keep up with consumer needs. Hence, when making content for YouTube, keep it informative and in line with the platform’s rules. Keep the videos short, interesting, and high quality.

Facebook

Facebook is one of the platforms that have continually changed its settings to accommodate business needs. It has more than 2 billion active users globally, most of whom are between 18 and 65 years old. 

Creating a Facebook Business Page is a top choice for all types of businesses. You can utilize it to create a wide range of content aimed at attracting, nurturing, and retaining clients. Facebook allows you to post text, images, videos, contests, events, and build an e-commerce page on the platform where you can sell products/services or book appointments.

With Facebook, you can also automate a good number of marketing activities and take advantage of targeted advertising and paid ads.

Instagram

Instagram is relatively newer than Facebook and has more than 1 billion active users globally. It attracts a younger crowd than Facebook, and has quickly grown into the easiest platform to advertise services to a younger target audience. But who ever said that young people aren’t homeowners or ever in need of painting services? Many people like to spend time on Instagram looking for new ways to spice up their home, especially DIYers.

This site supports photos and short videos; using the right hashtags when posting these may draw in more followers than you expect! The platform also offers various tools that allow you to run surveys and polls, create longer videos, and share something interesting from within the platform. You can also integrate Instagram with other platforms, such as Facebook and Twitter. 

To win on Instagram, you need to have good quality images and videos and be consistent in your posting schedule. Make the content interesting, and use paid ads whenever you need to reach a bigger audience. You can also make use of IG influencer marketing as it has done wonders for numerous businesses.

Twitter

With more than 330 million active users, Twitter is a platform that appeals to businesses and experts of all sorts. It particularly attracts an audience aged 18 to 49 years and is more formal than Facebook and Instagram. 

If you are looking for a formal way to communicate with your audience, Twitter is a good option. Text content on Twitter is limited to 280 characters. As such, if you have a longer message, you can create a thread or use other platforms to pass the message across. 

If you want to grow your market using Twitter, be sure to optimize your business profile and use such tools as hashtags, retweets, mentions, and replies.

LinkedIn

When it comes to professionalism, LinkedIn takes the cake. It is the one social media platform where formality is the order of the day. However, you won’t see business pages with a lot of action on LinkedIn; rather it’s the business owners and their employees who are more actively and constantly in pursuit of connections. B2B networking is a big thing on LinkedIn. 

The audience you will find on this platform aged between 25 and 64 years – and most of them have a higher education and several degrees to flaunt. But that should not deter you, especially if you are looking to make connections with other companies — and you never know what that may bring your business down the line…

It is not necessary for your business to be present on every single one of these platforms to become noticed on social media. Some sites are increasingly gaining popularity within a short period of time, that it’s only natural that others slip through the cracks. 

To make your decision easier, think about your marketing. All the social media platforms we mentioned come with inbuilt statistics that show the return on investment (ROI) for organic and paid marketing efforts, and some of them come with inbuilt ad campaign management tools you should learn to be savvy at — but if it all sounds like too much to stay on top of, you can turn to us at IFTS for advice.

Your success on any platform depends on the audience you want to reach, the type of content you post, and your understanding of the platform’s algorithms. Remember that these algorithms change periodically, so you need to always be at the top of your game.

Download our free guide, The Painter Marketing Broad Brush Effect. This guide will walk you through 7 simple steps to bring in more painting customers than you can handle in 2021 and beyond!

The Painter Marketing Broad Brush Effect

Get a FREE download of our 7 simple steps that will bring in more painting customers than you can handle in 2021 and beyond.

Ready to roll?

The Painter Marketing Broad Brush Effect

Position your business to get in front of the right customers with 7 easy steps

 

If you would like more information on the best social platforms for your business specifically, Give IFTS a call at 412.715.6266 for a free consultation.

How To Build a Website for Your Painting Business + 5 Alternatives

A professional website is an essential element for every business’s brand strategy. Apart from being an authoritative platform on which the company communicates its brand, it also helps considerably with engagement and conveying your services.

Having a website makes it very easy for people to find you and discover what you do. It also makes you stand out as a professional in your field.

Then, there’s marketing. Through website analytics, a business owner can quickly tell the demographics of those who show interest. On-page and off-page SEO also goes a long way in building online visibility and search engine ranking.

But how do you actually build a website? And what are other options if you can’t afford one?

Before we get started.. We have 7 simple steps that will help you get your business in front of the right customers, downloadable as a free guide.

The Painter Marketing Broad Brush Effect

Get a FREE download of our 7 simple steps that will bring in more painting customers than you can handle in 2021 and beyond.

Ready to roll?

How Do I Build A Website For My Painting Business?

There are various ways to go about building your painting business website. And frankly, anyone can create a website these days with a good Internet connection. Here are your options:

Template-based website builders

These require no design or development skills at all and are exceptionally popular when it comes to building a website on a low budget. Some of the best website builders out there include:

Do keep in mind that you will still need to pay for things like a domain name, business email, hosting, and customized themes. There’s also photography to take into account, or the purchase of stock images. You will additionally need to put in some time and effort to learn the platform of your choice. WordPress, in particular, is the trickiest but also the best when it comes to ranking on the search engines.

Seek out a freelance web designer/developer

It is not a secret that you can hire freelancers online these days for a fraction of the price you would pay your local creative agency. This again applies to those on a small budget who are also short on time and other resources.

Some of the most popular freelance outsourcing sites include:

While this is an affordable option, finding the right freelancer will take some time and effort. To streamline the process, make sure you create an ad with specific details about what you want, so that the freelancer can bid on it knowing all the specs of the job. 

Don’t hire someone simply because they’re cheap; check out their profile and portfolio first and have a look at what projects they are currently working on (you would want to avoid anyone already working on 27 other projects!).

Before you decide to hire, hop on a video call with your candidates to verify that they are not scammers or fake profiles — unfortunately, this does tend to happen when there is no supervision or control over who creates a profile.

Hire an agency

Agencies will be your best option when it comes to creating a professional-looking, fully functional website. 

They won’t limit your options with template designs and quick fixes, and they usually consist of specialists, in which case you may be able to get a full package of web design, marketing, and branding services by a team of real experts who know what they’re doing.

But do be aware, these professional services come at a higher cost due to the quality they offer, and a website alone could cost you anywhere from $500 to $10,000!

As a small business that requires an uncomplicated website with only a few pages, consider putting aside $1000-$3000. If you’re serious about your painting business, you will not hesitate at making such an important investment.

At IFTS we work with our clients to make customized solutions for your website development and marketing needs.

Don’t hesitate to reach out to us if you are considering creating a professional website for your painting business.

5 Alternatives to Building a Painting Business Website

Are you hoping to avoid the whole website-building hassle altogether? If you are, you can still build your online brand and presence. It’s only the platform that will be different.

A website is not the only tool that a business can utilize to create an online presence. There are various alternatives you can look at which are much less pricey, too.  Below are some of the most commonly sought after alternatives for painting businesses:

1. Google My Business

A Google My Business page is an all-in-one listing management tool. This tool displays your business information and your business’s location will also appear on Google Maps

You can also take advantage of other tools, like Reviews and Insights. You can even create a DIY site if you like and promote events and special offers. It will boost your visibility on the search engine results page when a relevant query is placed. 

A GMB page is responsive, mobile-friendly, and can be optimized for SEO.

Need help creating or optimizing your Google My Business profile? Check out our Introduction to Google My Business for tips on how to set up your profile correctly and accurately.

2. Online Local Business Directories

Yes, you can pay for a listing on your local online business directories such as Yellow Pages and Foursquare.

These online directories allow you to optimize your listing for SEO and showcase as much information about the business as you can. You can also just list the basics – name and contact information of the business and services and working hours, and you’re good to go.

3. Review Sites Listings

Review sites such as HomeAdvisor, Yelp, and Angi are well-optimized for search results. Hence, a listing on these sites will allow you to take advantage of their undeniably impressive business-boosting functions.

The best part of registering your business with review sites is that clients tend to trust any review they read on them! And if you’re low on reviews, you can always invite your current customers to these platforms and have them give their two cents.

Want to know how to win over customers with your online reputation? Here, we discuss proactive tactics for online reputation management to get more clients.

4. Facebook Business Page

Facebook has over two billion active users. It is one of the few platforms that are continuously improving their B2B offerings and helping new businesses promote themselves. 

With a Facebook business page, you can create an ecommerce store, accept payments, book appointments, share content through posts, create promotions, announce events, set up ad campaigns, and do pretty much anything you need to attract and retain customers. 

You can also use Facebook for SEO purposes or targeted advertising. The possibilities are endless!

5. Online Marketplaces

Online marketplaces perform well on the search engines, and a listing on them can significantly boost your presence and sales.

They are also a great starting point for small niche businesses, as you can position your business in front of your target audience without the need to resort to advertising.

For home services business, your go-to marketplaces should be Handy, ProReferral, and Serviz.

Regardless of the options you choose, you must maintain a professional online presence at all times. 

Be sure to craft an online marketing strategy and implement, review, and improve your online marketing efforts constantly.

Click the button below to download our free guide, The Painter Marketing Broad Brush Effect. This guide will walk you through 7 simple steps to bring in more painting customers than you can handle in 2021 and beyond.

The Painter Marketing Broad Brush Effect

Position your business to get in front of the right customers with 7 easy steps

If you need help creating a website for your painting business, or figuring out a marketing strategy that drives results, feel free to ask us any questions! Give IFTS a call at 412.715.6266 for a free consultation.

How To Market Your Painting Business – 8 Benefits of Local Marketing for Painters

In today’s world, technology is a small business’s best friend. It has made it exceptionally easier to reach out to target customers, set different variables when marketing, and ensure that those customers stay up to date about what you are offering. 

As a painting business, it is essential that all of your customers, especially those in the same local area as your business, know about you and are able to find you should they need your services. This is called local marketing.

With local marketing, a painting business can advertise specifically to the targeted location where the business operates. 

Businesses of all sizes, including large firms and corporations, utilize local marketing to grow their sales and customer base. Even the little guys are killing it, and so can you! But how exactly can you benefit from it?

In this article we are going to cover 8 benefits of local marketing for painting businesses and why you should start implementing these strategies today.

Before we get started.. We have 7 simple steps that will help you get your business in front of the right customers, downloadable as a free guide.

The Painter Marketing Broad Brush Effect

Get a FREE download of our 7 simple steps that will bring in more painting customers than you can handle in 2021 and beyond.

Ready to roll?

Benefits of Local Marketing for Painting Businesses

Painting businesses that implement local marketing strategies can attest to the growth that comes with it. Here are some of the benefits that you cannot afford to miss out on:

1. Highly Targeted

Your painting business may be located in New Jersey, but how do you get the locals to even notice you, let alone schedule an estimate? Thankfully, local marketing allows you to specify the demographics and location of your potential customers. 

It also allows you to target customers based on their interests, and even filter through the timewasters. Local marketing is the best way to get in front of those local customers who are really hungry for your services and are willing to make a purchase. And all this can be done while you’re on a low budget.

2. Low Cost

Forget what you thought you knew about marketing and advertising 20 years ago. Local marketing these days is known for its low-cost strategies, thanks to the web. Traditional forms of advertising can still be a bit costly, reserved mostly for larger companies with an in-house advertising department who can afford the expenses; but you’re not Home Depot, are you?

When it comes to local online marketing, marketing strategies are significantly low-cost and customizable, even for the smallest of businesses. 

3. Local Search

With local marketing, you are positioned right in front of your future customer — a local who is either actively searching for your painting services or has a significant interest in them.

You will appear in the search engines based on local queries (“professional painter near me”, “New Jersey painting company”), and rank the highest if you go about it strategically and have the know-how of ranking factors and things like SEO.

Local search is on a constant rise, with the words “local” and “near me” being searched 350 times more than they were 10 years ago. You’d be crazy not to take advantage of this!

4. Lasting Business Relations

Customer loyalty is one of the cornerstones of a successful painting business. In the world of digital, we like to replace the term with “community”. 

Building local online communities is not only easy, cost-free and accessible, but it also results in lasting business relations. You don’t need to be Coca-Cola or Apple or have your own in-house PR department to build good, long-lasting customer relations. All you need to do is choose a platform and start building a community around your business. You can do this by sharing information, photos and other content related to your painting services, and by keeping in touch with your customers through direct messages and comments.

Besides the free consumer information, your business can advertise bonuses, discounts, or new products. This way, you can retain customers even after a sale, and nurture repeat client relationships that will last.

5. Branding and Brand Control

Branding might sound a bit too technical for most people but with local marketing, small businesses can dominate and establish themselves as industry experts if they can position and brand themselves effectively. You can always contact us at IFTS if you want to learn more about branding rather than figure out and do the legwork all by yourself.

As an industry expert who is well-branded, you will draw in more customers without having to do much work — your branding does the work for you. Customers will know your brand when they see it, and learn to trust and identify it. 

You can then reap the benefits of your branding efforts by easily keeping track of clients’ opinions of your services and rectifying dissatisfactions before they get out of control. Armed with clients’ preferences and consistency, you can retain your relevance in the market and, in turn, convert more locals into paying clients. It’s all about branding, baby.

6. Scaling Your Business

Have you ever watched a YouTube video on DIY painting by an average Joe who owns a small local painting business on the other side of the country, yet has a slew of worldwide followers? That’s what scaling your business may look like in the digital world.

Because you are on a globally-accessible tool called the Internet, your small local business may grow beyond its regional status into possibly national and international levels. 

As the business scales, the established local communities will help you maintain your relevance locally as you garner attention from others beyond your local area. While this may not result in actual service sales, boosting your following will, more often than not, boost your digital visibility, ranking, positive reviews, Likes, and referrals — regardless of where your web-based supporters are located.

7. Accessible Booking

Another benefit of local marketing is making use of online booking tools. If you have a local Google My Business or Facebook page, for example, you can add your phone number, email, or even make use of the scheduling button to make booking accessible to your potential customers as soon as they visit the page.  

80% of home services queries lead to a phone call after search, but that’s if you make it easy for them to call you.

8. Keeping Track of Marketing Efforts

Online local marketing is one of the easiest ways to keep track of the performance of your ads and marketing efforts. 

As a business, you can access low-cost and sometimes free statistics. You can get and analyze information such as website hits, engagement on posts, and even sales for free from the available inbuilt platform statistics. If you feel fancy, you can pay for marketing automation tools that also keep detailed business statistics.

Any kind of painting business stands to grow tremendously from implementing a well-thought-out local marketing strategy. 

Don’t forget, we have a FREE guide that you can download for instant access to 7 simple steps that will bring in more painting customers than you can handle in 2021 and beyond.

The Painter Marketing Broad Brush Effect

Position your business to get in front of the right customers with 7 easy steps

If you’d like us to do some or all of the work for you, contact IFTS for a free consultation and let’s talk about your business specifically.

Facebook Ads vs. Google Ads – Is One Platform Better to Advertise on Than the Other?

A common question for many business owners when it comes to online advertising is  where is my budget better spent?

Google, with over 85% of the search market share, is undoubtedly known as the most popular search engine on the internet as Facebook is the largest social media platform in the world. Both Google and Facebook are valuable places to advertise your business, but for different reasons depending on a few factors.

We all know that both time and money are limited, so where should you start with paid advertising to get the best bang for your buck?

No matter if you’re an expert in pay-per-click advertising (PPC) or if you’re just getting started, this article will help you understand the key differences between Google Ads and Facebook Ads and which is the best fit for you.

What is the Main Difference Between Facebook Ads and Google Ads?

Before we look at the factors that make each of these advertising platforms their own, let’s take a look at the main difference between Facebook ads and Google ads.

Google ads = paid search

As Google is the world’s largest, most popular search engine, it is also the largest PPC advertising platform.

Google ads is a paid search platform working on a pay-per-click model where ads show up in search results above organic results giving immense opportunity to advertisers. 

Pay-per-click means exactly what it says – you do not pay until someone clicks on your ad.

Paid search primarily focuses on targeting specific keywords that advertisers bid on in hopes that their ads will be displayed on SERPs (Search Engine Results Page) when specific words and phrases (keywords) are searched by Google users.

Every time a user clicks on a Google ad, the advertiser is charged a certain amount of money. 

Facebook ads = paid social

A great example of advertising on social networks, also known as “paid social”, is Facebook ads.

With more than 2 billion active monthly users, Facebook has become a highly competitive element across many businesses’ digital advertising strategies.

You may think that advertising on Facebook is similar to advertising on Google as advertisers use both platforms to promote their business online… but this is where the two become very different.

Unlike paid search advertising, where businesses can be found with keywords, paid social helps connect users to businesses based on their interests and behaviors online. 

A common strategy used with facebook ads is retargeting. Facebook retargeting ads are one of the platform’s prime advertising features where these ads allow you to reach out to users who are already familiar with your brand. We’ll touch back on this advantage later in the article.

When Should You Use One Advertising Platform Over The Other?

Now that we’ve covered the primary difference between Google ads and Facebook ads, let’s take a look into the features of advertising on each platform and how they can be used effectively.

Targeting users 

Google ads target users based on specific keywords pertaining to their search queries. By doing keyword research, you can find out exactly what users are searching for to target them accordingly.

Targeting through Facebook ads allows you to target users based on how they interact online. You can focus on demographics, interests, previous behaviors and more.

Although Facebook users don’t use the platform to search for products as they would with Google, with the many different targeting options available, you still have the opportunity to get yourself in front of your audience.

As we mentioned earlier in this article, Facebook retargeting allows you to reconnect with users who have previously interacted with your business in some way. 

This could include users who have:

  • Interacted with your Instagram or Facebook page
  • Shared their email with you
  • Watched your videos (or a portion of them)
  • Interacted with your app
  • Viewed or taken actions on your website

As of late 2020, retargeting on Facebook has changed. With the Apple 14.3 IOS update, Apple will now require people to opt-in to having their data tracked…instead of requiring them to opt-out, which had been the standard. This update will affect your retargeting efforts if you do not take action.

For more information on this update and ways to mitigate the damage to your Facebook ads caused by the IOS 14.3 change, check out our article on How to Avoid Losing All of Your Retargeting Traffic.

Giving users what they want, where they want it

Since Google users see ads based on the keywords they search, it is more likely that they will click on an ad in Google since it is something that they intentionally searched for. 

It is likely that those who are served ads while searching on Google are further along in the buyer journey, making them that much closer to purchasing.

When advertising on Facebook, you are most likely putting your product or service in front of an audience who has never heard of you before. You are reaching customers where they already are – social media. 

Since social media users use the platform to “hangout” and socialize as opposed to using Google to look for answers, they might not be as far along in the buyer journey as they did not intentionally seek out your product/service.

When this occurs, you have to hope that you are offering the right ad at the right time, hoping that they move along in the buying process.

What is the goal of the ad?

Obviously the goal of every ad is to sell a product or service. But based on what the audience is seeking, these goals change ever so slightly.

The main goal of Facebook ads is to promote awareness of your company, product or service. Advertising to people based on their interests over time will lead to reaching more goals (website visits, new clients, and even purchases!) as users become more familiar with you.

When you advertise on Google, you are advertising with a goal to sell immediately since you are targeting specific keywords. 

We know that when users search with specific keywords, they know what they’re looking for and they are more likely to purchase upon finding the product that they want. This is where you are able to make it easy for them to find exactly what they are looking for.

So… Facebook Ads or Google Ads? Is One Platform Really Better Than the Other?

In reality, one of these platforms isn’t necessarily better then the other because both platforms perform differently from one another, bringing unique benefits to the table.

Benefits of using Google:

  • Target ready-to-purchase users
  • Choose from a variety of ad formats
  • Analyze your ads with Google Analytics

Benefits of using Facebook:

  • Expansive audience (over 2.4 billion users!)
  • Granular targeting based on demographics
  • Visually appealing, fun ads

These two platforms should be seen as complementary to one another rather than being viewed in an adversarial way.

You will ultimately find the most success with advertising on both platforms as you will not only show up for popular keywords that users search for on Google, but you will also target users by their interests and behaviors through your ads on facebook.

Why not create the largest possible audience by advertising on both platforms to reach a multitude of new potential customers?

Not sure where to begin with advertising your business? Let us help you. Send me (Stacey Ivol) an email at si@iftsdesign.com or give IFTS, Inc. a call 412.715.6266 for a FREE consultation.

How To Create The Perfect Landing Page For Your Painting Company

Are you spending money on digital ads and not getting the leads you want? 

This could be due to the web page that you are sending people who clicked on your ad to. This page is called a “Landing Page”.

Creating a well-designed landing page for your painting company can be the answer to getting more leads. In this article, we are going to cover the basics on what a landing page is, and we’ll provide tips on how to optimize each section to increase conversions.

What Is A Landing Page?

A landing page is a standalone web page that is created specifically for advertising campaigns to send people to. This is literally where your visitors will “land” when they click on a digital ad.

The purpose of a landing page is to have one focused page where you tell your visitors why they should hire you for a specific job and how to start the process. You just want them to take one specific action.

How Does A Landing Page Convert Visitors?

While homepages are still very important website elements, they are usually not specific to one particular task.  They are also designed to give your site visitors multiple avenues to explore your business. 

With a landing page, you are able to control how visitors arrive on your site and direct them to do one thing.  If they click on an ad for interior painting, they should see specific information about painting services.  If they click on an ad for handyman services, they should see specific information about handyman services.  This makes a landing page the very best place to send them when you want to convert higher percentages of visitors into leads. 

With that said, here are 7 tips for creating the perfect landing page for your painting business that will help increase conversions:

1. Stick to One Call-To-Action (or CTA for short)

Your CTA is simply the action that you want your visitors to take. You will want to give this main action high priority on the page. The CTA should be the first thing that catches their eye when “landing” on your page.

Pro Tip: Most CTAs are a unique-colored button that reoccurs throughout your landing page.  The wording for each button should be EXACTLY THE SAME.

When a visitor clicks on your ad and arrives at your landing page, you want to make their decision as easy as possible – don’t give them a number of actions to take. Keep the objective as simple and as clear as possible.

Whether your landing page objective is for visitors to give you a call, schedule a free consultation, or sign up for a newsletter, make it consistent across the board. Only focus on one action for them to take. The more choices they have, the harder it will be for them to make a decision.

Include your CTA at the end of each text block to guide them and tell your visitor what to do. You don’t want to leave them hanging wondering what’s next.

2. Match The Message of Your Landing Page to the Ad

Consistency is key here. If a visitor clicks on your ad, clearly something about it caught their attention. They click because it either fulfills a need of theirs or it found them at the right time. Regardless, they clicked because in that moment, they felt that it was worth their time!

This is called “Ad Congruity”.  

Pro Tip: If your ad congruity is on point, Google actually lowers the cost per click when you run ads.

If your ad talks about a free consultation for exterior painting services, and your landing page talks about cabinet painting, you will not meet the visitor’s expectations. In this scenario, you are more likely to lose visitors than convert them because your landing page does not specifically align with your ad.

3. Offer and Emphasize Value

Every visitor to your landing page is most likely considering your company to take on their painting project. They are going to assess whether or not they believe you can provide value to them. Here is where you are going to focus on the client, not your firm. 

In order to secure a conversion, you’ll need to offer something of value to your site visitors. 

You only have a short amount of time to convince your site visitors that they have found what they have been looking for. Use this time wisely to reel them in with the benefits they will receive by working with you and be sure to focus on what’s in it for them. Emphasize how you will handle their project from start to finish.

If you want them to hire you as their painting crew, you need to show that you are worth the investment.

Pro Tip: Spin your language to talk about your customer. Minimize the amount of times you say “we” and instead, use “you” or “your”.

4. The Length of the Landing Page Matters

The length of your landing page depends on your end goal. Do you want your visitors to fill out a contact form? Do you want them to call you? Or do you just want to educate them? 

For example, you may need more content if you are asking a visitor to call you, as opposed to downloading a brochure about your painting process. It takes a lot more effort to pick up the phone and schedule an estimate than it does to submit an email address for more information. Therefore, you will need to provide more information that will convince them your company is the perfect fit.

5. Add A Video to Your Landing Page

A study shows that having a relevant video on your landing page can help increase conversions by 86%.

Now, slapping any old video on your landing page isn’t going to be a shortcut to success. While incorporating video can be a total power move, it could also distract visitors from your CTA. This video needs to complement the rest of your landing page, tying everything together. Keep it short and to the point without making it the primary focal point of your landing page. 

The best place for a video is partially above the fold of the page. Here, it will not distract from your CTA and value proposition, but it shows that you have even more value to offer as your visitor scrolls through your page.

6. Feature Supporting Proof

The best social proof will come from your clients. Include testimonials and quotes from real clients that talk about their experience with your company. When you talk about yourself, it’s usually seen as marketing fluff, but when someone else says it, it’s more powerful.

Did you know that 79% of consumers trust online reviews as much as a personal recommendation from friends or family? Having these reviews visible on your landing page will provide the validation that potential painting clients are looking for.

Pro Tip: Be sure to use reviews from 3rd party, reputable sites like Google or Facebook. These look much better than just having a client give you text to use on the website.

7. Optimize Your Form For Conversions

The number of fields required can make or break conversion rates. It is imperative that you collect as much information as possible so you are able to follow up with a potential client, however, if you ask for too much information, this will reflect poorly on those conversions. 

We recommend using the following fields: 

  • Name
  • Email
  • Phone number
  • Message (describe project) 

Giving the option to leave a message allows the visitor to explain their project, creating a bridge between new clients and the person that will be leading their project. This will give you the opportunity to get a step ahead and learn what they are looking for before you schedule an estimate.

Landing pages are the way to go when it comes to converting as many visitors as possible into clients from online ad campaigns…and now you know all you need to know to get started! 

But…how’s your website’s homepage?  Is it optimized to convert visitors? We have a free 47-point homepage quick guide for painting companies that you can download and begin using today!  Visit our guide’s landing page to get started (see how well a landing page works?).

Still not sure where to begin? Let us help you. Send me (Stacey Ivol) an email at si@iftsdesign.com or give IFTS, Inc. a call 412.715.6266 for a FREE consultation.

How To Create The Perfect Landing Page For Your Law Firm

Are you spending money on digital ads and not getting the leads you want? 

This could be due to the web page that you are sending people who clicked on your ad to.  This page is called a “Landing Page”.

Creating a well-designed landing page for your law firm can be the answer to getting more leads. In this article, we are going to cover the basics on what a landing page is, and we’ll provide tips on how to optimize each section to increase conversions.

What Is A Landing Page?

A landing page is a standalone web page that is created specifically for advertising campaigns to send people to. This is literally where your visitors will “land” when they click on a digital ad.

The purpose of a landing page is to have one focused page where you tell your visitors why they should hire you for a specific job and how to start the process. You just want them to take one specific action.

How Does A Landing Page Convert Visitors?

While homepages are still very important website elements, they are usually not specific to one particular task.  They are also designed to give your site visitors multiple avenues to explore your business. 

With a landing page, you are able to control how visitors arrive on your site and direct them to do one thing.  If they click on an ad for Divorce Law, they should see specific information about divorce cases.  If they click on an ad for personal injury, they should see specific information about personal injury.  This makes a landing page the very best place to send them when you want to convert higher percentages of visitors into leads. 

With that said, here are 7 tips for creating the perfect law firm landing page that will help increase conversions:

1. Stick to One Call-To-Action (or CTA for short)

Your CTA is simply the action that you want your visitors to take. You will want to give this main action high priority on the page. The CTA should be the first thing that catches their eye when “landing” on your page.

Pro Tip: Most CTAs are a unique-colored button that reoccurs throughout your landing page.  The wording for each button should be EXACTLY THE SAME.

When a visitor clicks on your ad and arrives at your landing page, you want to make their decision as easy as possible – don’t give them a number of actions to take. Keep the objective as simple and as clear as possible.

Whether your landing page objective is for visitors to call your office, schedule a free consultation, or sign up for a newsletter, make it consistent across the board. Only focus on one action for them to take. The more choices they have, the harder it will be for them to make a decision.

Include your CTA at the end of each text block to guide them and tell your visitor what to do. You don’t want to leave them hanging wondering what’s next.

2. Match The Message of Your Landing Page to the Ad

Consistency is key here. If a visitor clicks on your ad, clearly something about it caught their attention. They click because it either fulfills a need of theirs or it found them at the right time. Regardless, they clicked because in that moment, they felt that it was worth their time!

This is called “Ad Congruity”.  

Pro Tip: If your ad congruity is on point, Google actually lowers the cost per click when you run ads.

If your ad talks about a free consultation for a personal injury case, and your landing page talks about divorce, you will not meet the visitor’s expectations. In this scenario, you are more likely to lose visitors than convert them because your landing page does not specifically align with your ad.

3. Offer and Emphasize Value

Every visitor to your landing page is most likely considering your firm to handle their case. They are going to assess whether or not they believe you can provide value to them. Here is where you are going to focus on the client, not your firm. 

In order to secure a conversion, you’ll need to offer something of value to your site visitors. 

You only have a short amount of time to convince your site visitors that they have found what they have been looking for. Use this time wisely to reel them in with the benefits they will receive by working with you and be sure to focus on what’s in it for them. Emphasize how you will address the specific needs of their legal issue.

If you want them to hire you as their attorney, you need to show that you are worth the investment.

Pro Tip: Spin your language to talk about your customer. Minimize the amount of times you say “we” and instead, use “you” or “your”.

4. The Length of the Landing Page Matters

The length of your landing page depends on your end goal. Do you want your visitors to fill out a contact form? Do you want them to call your office? Or do you just want to educate them? 

For example, you may need more content if you are asking a visitor to call you, as opposed to downloading an ebook about bankruptcy law. It takes a lot more effort to pick up the phone and schedule an appointment than it does to submit an email address for more information. Therefore, you will need to provide more information that will convince them your firm is the perfect fit.

5. Add A Video to Your Landing Page

A study shows that having a relevant video on your landing page can help increase conversions by 86%.

Now, slapping any old video on your landing page isn’t going to be a shortcut to success. While incorporating video can be a total power move, it could also distract visitors from your CTA. This video needs to complement the rest of your landing page, tying everything together. Keep it short and to the point without making it the primary focal point of your landing page. 

Pro Tip: Want to know how to create an awesome video and content to go with it?  Check out Law Firm Marketing Year’s “Content Planner for Attorneys”.  Use code “attorney2021” to get $20 off!

The best place for a video is partially above the fold of the page. Here, it will not distract from your CTA and value proposition, but it shows that you have even more value to offer as your visitor scrolls through your page.

6. Feature Supporting Proof

The best social proof will come from your clients. Include testimonials and quotes from real clients that talk about their experience working with your firm. When you talk about yourself, it’s usually seen as marketing fluff, but when someone else says it, it’s more powerful.

Did you know that 79% of consumers trust online reviews as much as a personal recommendation from friends or family? Having these reviews visible on your landing page will provide the validation that potential law clients are looking for given that 65% of people found attorney reviews to be extremely or moderately influential in their decision.

Pro Tip: Be sure to use reviews from 3rd party, reputable sites like Google, Facebook or FindLaw.  These look much better than just having a client give you text to use on the website.

Another way to brag a little bit to your visitors is by advertising other impressive metrics or features that can include case results, firm credentials or awards.

If you decide to incorporate firm features, don’t over do it. You don’t want to over-saturate your landing page with features as they should be seen as complementary to the benefits that were discussed above. When deciding on the benefits and features that you want to put on your landing page, make sure there is a strong correlation and consistency between them.

7. Optimize Your Form For Conversions

The number of fields required can make or break conversion rates. It is imperative that you collect as much information as possible so you are able to follow up with a potential client, however, if you ask for too much information, this will reflect poorly on those conversions. 

On the other hand, if your form is too simple, only including name, email and phone number, this may come off as a simple information grab. 

We recommend using the following fields: 

  • Name
  • Email
  • Phone number
  • Message 

Giving the option to leave a message allows the visitor to discuss their situation and creates a bridge between new clients and their attorney.

Landing pages are the way to go when it comes to converting as many visitors as possible into clients from online ad campaigns…and now you know all you need to know to get started! 

But…how’s your website’s homepage?  Is it optimized to convert visitors? We have a free 47-point homepage quick guide for law firms that you can download and begin using today!  Visit our guide’s landing page to get started (see how well a landing page works?).

Still not sure where to begin? Let us help you. Send me (Stacey Ivol) an email at si@iftsdesign.com or give IFTS, Inc. a call 412.715.6266 for a FREE consultation.

Are You Prepared For the Apple 14.3 iOS Update – How To Avoid Losing All of Your Retargeting Traffic

Are you prepared for the Apple iOS update that could drastically affect any Facebook advertising you may be doing?

Late last year, Apple announced that they would be implementing new privacy updates to iOS 14.3. One new feature is that users will now be able to see how each app uses their data.  The most significant change is that Apple will now require people to opt-in to having their data tracked…instead of requiring them to opt-out, which had been the standard.

The message that will pop-up is below:

Facebook has been trying to fight Apple on this by stating that it will hurt small businesses.  They took out newspaper ads, ran Facebook ads against it, and explored other options, but the rollout has already started.  In fact, some people started receiving this pop-up in late December 2020.

What Happens When People Opt Out Of Being Tracked?

What does opting out mean for your Facebook ads?

You will not be able to track online conversions from users on mobile devices like you used to, and your retargeting audiences will change or will be missing iOS users.

One positive thing to note – when people interact with your ads in the Facebook app, that behavior is still able to be tracked.  So, you can still see the stats for your videos, reactions, comments etc.

However, once a person clicks on an ad and is taken to another site, the Facebook Pixel will not be able to identify that person.  This means that you can’t track if they convert and you cannot retarget them.

What Happens When People Opt In To Being Tracked?

Currently, Facebook is estimating that about 10 – 15 percent of people will opt-in to being tracked.  

If a person has opted-in to being tracked, there are some changes to that ability as well according to Facebook:

  • You will only be able to track conversions that happen within 7 days after clicking your ad (instead of the standard 28 days)
  • All tracking and statistics may be delayed up to 3 days
  • Personalized ads on audience networks will be very difficult to serve and this functionality may be discontinued

Here is a quick summary of what this means for your Facebook Ads:

  1. You will no longer be able to retarget iOS website visitors
  2. You will not be able to exclude your current customers from seeing your ads using the “Audiences” feature
  3. Your conversion tracking numbers will no longer be accurate

The question on everyone’s mind is “What can we do to limit the impact of this change?

How To Tell If This Change Will Affect Your Facebook Campaigns

If you want to see how this change will affect you, you can see how many people are clicking on your ad or viewing your video broken down by device.  Facebook has a view setting for you to check out.

Open your ads manager and click on “Breakdown” > “By Delivery” > “Impression Device”.  This view will show you the results of your campaign, broken down by device.  

In the example below, you can see that iPhones and iPads account for 50% of our video thruplays.

If your campaigns are targeting a large percentage of iOS users and you use retargeting, you’ll definitely need to take mitigating steps to account for this update.

How To Mitigate The Damage To Your Facebook Ads Caused By The iOS 14.3 Change

Facebook has outlined 2 quick steps to take right away to manage these changes.

Step 1 – Verify Your Domain Through Facebook

In order to track ANYTHING on your website with the Facebook Pixel, you need to go through the verification process.  This will require access to your DNS records.

Open your Facebook Manager and go to “Business Settings”.  Select the “Domains” option inside of “Brand Safety” on the menu, then click the blue “Add” button.

Enter your domain name and follow the instructions to verify your domain through adding a TXT entry to your DNS records.

Step 2 – Make Sure You Only Use 8 Tracking Events Going Forward

A tracking event on Facebook allows you to track the actions that people take on your site.  For instance, you can keep tabs on how many people purchase a specific product.

Some examples of tracking events are:

  • PageViews
  • Leads
  • Purchases

And more.

To see how many events you are currently tracking, go to your “Events Manager” inside your Facebook Manager.  

If you have 8 or less, you are fine to keep your tracking strategy the same.  If you have 9 or more, you will need to choose the 8 that are the most important to you.  Make sure that you have them in priority order.

How to Overcome the Main Issues That Result From Limited Tracking From the Facebook App

What are the alternative ways to create retargeting audiences?

  • Collect email addresses first in your funnel.  Then, use these email addresses to create a custom audience in Facebook by uploading a csv file.
  • Create a retargeting audience by using an informational video that would be very helpful to your target audience as an ad.  Then, retarget the people that watched more than 50% of the video.
  • Set up custom conversions through the Facebook API to allow you to collect the numbers that you need.  There may be a manual step within this process, but it will allow you to collect the information to make informed decisions about your advertising budget.

In conclusion, iOS 14.3 has started to go live and will affect your Facebook retargeting efforts if you don’t take any action at all.  Tracking your visitors and your conversions will not be an option from anyone using an Apple mobile device.

Be sure to verify your domain name and check if you are below 8 tracking events.  Then, start implementing alternative plans to create audiences of your ideal client.

Need help creating a plan to account for these changes or do you want help putting it all into action?  Give IFTS a call at 412.715.6266 or email me (si@iftdesign.com) to ask about our small business special for the iOS 14.3 change!