Social Media 101: Lead Gen, IOS Changes, Boosting [RR 674]

Christina Modesti began her career path in retail sales, management, marketing and advertising in the totally awesome 80’s. With a passion for entrepreneurship, Christina bootstrapped her way to success by becoming a pioneer in the new (and virtually uncharted) territory of eCommerce selling her handmade products around the globe. Working in many different industries since then, Christina has spent the past 13 years as the Marketing Strategist & Director for Modesti’s Car Care Center helping them expand their brand both online and offline. As trends in technology come and go, Christina has always stayed on the cutting-edge of digital marketing by continuously updating and refining her skills. Now, she helps other businesses reach their full potential using today’s most effective strategies in marketing and advertising. Christina brings her heart-centered work ethic, outstanding customer service skills and decades of experience to every client relationship so you can maximize your impact in the marketplace and explode the growth of your business!

Key Talking Points

• iOS 14 changes; why it’s not all gloom and doom for advertisers- disagreement over who owns the information. Opportunity when login and refresh apps – pop up screen to provide permission for “tracking.” Most people opt out but the information is still there. Every advertiser is being affected equally. Opting in allows you to see ads more relevant to your interests. 
• Facebook tracking- every click, video watch, and comments are all collected
• How FB ads complement direct mail campaigns (different audiences, direct vs indirect advertising)
• Magnetic Ad creative that converts- ads that don’t look like ads, still personal photos with action involved, videos with motion (raw videos that are candid can capture people even more, audience can relate to it). Creates trust with customers prior to meeting in person.   
• COVID 19- the attitude of being essential should never be over
• Lead Gen strategy that works: Copy/Video that tells a story to a cold audience combined with retargeting a warm audience with a killer offer
• Target ideal customers – get specific on who you serve. Run campaigns to owners of certain makes/models of vehicles, people with certain interests (dog lovers, business professionals), target people’s birthdays.
• Don’t BOOST posts from your FB business page! Little to no results, no data collected, limited on your target audience. Use your ad dollars on the ads manager section. 
• Types of ads that work well for local businesses: Brand Awareness (provide value or information with no call to action; get to know us, meet the team, behind the scenes, customer testimonials, tip of the day). Deals/Offers (general coupon/discount, specific services/products, etc.) 
• DYI marketing campaigns- is it the best use of your time? Should you hire?
• Google ads: the modern-day yellow pages, the best use for people in the moment of need.

• Thanks to Christina Modesti for her contribution to the aftermarket’s premier podcast.
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