Social Media Marketing

Think You Know Your Target Audience? It’s Not as Straightforward as It Seems

Motorcycle Marketing 2023-02.2 Think You Know Your Target Audience

Think You Know Your Target Audience? It’s Not as Straightforward as It Seems

When you consider the target audience of your brand, do you have a clear idea of who those people are? Do you have strong research and real data behind your projections of who your customers are and who you would like to become customers of the company? If you can answer those questions definitively and without hesitation you are in a privileged position.

Target audiences can evolve significantly over time and we cannot assume we know exactly who is going to buy our products now or in the future. There are millions of people around the world who would love to have a 2023 Harley Davidson Sportster S or a Ducati Panigale V4 R, but only a small percentage of those interested in them will actually buy one of those bikes brand new in the next 12 months.

Is My Target Audience Defined Correctly?

As marketers we should take an educated approach to defining our target audiences and maintaining an accurate picture of customer journeys over time.

The characteristics of your target audience could include age, gender, location, educational background, income, marital status, social class, purchasing habits, lifestyle and interests.

Here’s an example of a potential target audience: Females, 30-40 years old, residing in France, passionate about riding off road bikes, regularly buying riding gear. If we were selling Arai MX helmets for example and we have a specific model designed to appeal to French women it would be logical to target an audience of those characteristics.

Acquiring data on individuals with that profile is not impossible, check out our blog post on reaching your target audience right here. 

However, the projected targeted audience and the data on who ultimately, actually buys your products might not match up as closely as you think.

How to Intelligently Determine Your Target Audience

There are several ways to check whether you are targeting the right audience with your marketing campaigns.

The logical place to start is by analysing who currently buys your products and then trying to sell more often to them or to more people with a similar profile. Legislation on customer data is generally becoming stricter worldwide and varies significantly in the UK, the EU, in specific U.S. states and other international territories.

For e-commerce platforms selling motorcycle gear - such as Motocard or 24mx - they have a clear view of the online user journey from the top of the funnel to the final purchase. So it is far easier for them to gather customer data than for those who do not sell their products online or only sell through third parties such as distributors.

Acquiring as much data as you lawfully can on your current buyers and carrying out customer surveys allows you to build up a more accurate picture of your audience.

You don’t have to be a sophisticated e-commerce player to use Google Analytics, social media analytics and data gathered from advertising and retargeting campaigns to build up a clear picture of who is interested in your brand. Close analysis of this data can allow you to segment your audience and specifically target those who appear most likely to become paying customers.

Look closely at the demographics and audience characteristics as they differ between your social media followers, website traffic, those who click on your ads and most importantly those who actually buy your products.

You can also conduct market research and monitor motorcycle industry trends to see which products you might want to develop or update in order to appeal to new audiences.

Competitor analysis is another important tactic. Can you work out who is buying from your competitors and why? Again surveys will help here and you can include questions on whether those answering have purchased from a specific brand. With this information in hand you can morph or expand your existing target audience if you believe purchasers of other similar brands can be persuaded to come your way instead.

For example, as Alpinestars expand their offering into the helmet market, they will be studying the competition closely and considering which competitor helmet brands they can take market share from, with a specific target audience in mind. 

As the brilliant Neil Patel explains, you can also create target personas within your projected target audiences in order to hone in even more accurately on who to sell to. So your target personas might be as different as ‘young Mark the first time British motorcycle buyer’ and ‘Sandra the wealthy experienced American adventure rider’.

The personas are fictional characters whom you imagine to sit in your overall target audience and around whom you build varying marketing narratives, with personalised content targeted to audience segments in separate campaigns. 

The last point on best practice with regards to understanding your target audience is to continually revise the overall picture. Is your website user and customer data significantly evolving over time? Are you growing significantly in terms of followers on social media, yet your sales remain at a similar level? Consider these points on a regular basis and check back in on who you are aiming your marketing content to.

Create Customized Content for Your Audience and Target Them Accordingly

According to Statista motorcycle market revenue worldwide continues to rise sharply and will hit US$168 billion by 2027. Purchasing power lies in the hands of your customers and your potential customers. Part of our job as motorcycle marketers is to create targeted campaigns and personalized digital experiences for those we want to become owners of our products.

Statistic: Revenue of the worldwide motorcycle market from 2014 to 2027 (in billion U.S. dollars) | Statista

Once you have a true picture of your ideal customer it becomes easier to make informed decisions about advertising and marketing content, key messages, budgets and timings.

After all, if you target the wrong target audience, even if millions of people recognise your brand, you have massive website traffic and millions of social media followers, you still won’t convert interest into sales. Smarter marketers drive revenue rather than traffic. 

Once you’ve put the work in to really know your audience, you can figure out how to reach them efficiently and what content to put in front of them.

Finally, always allow some wiggle room in your marketing plan for experimenting with selling to new audiences. You won’t know if you can grow your sales until you try expanding who you sell to.

Still need help to figure it all out and reach your target audience with truly engaging marketing content? Feel free to book a free consultation with the expert team here at Motorcycle Marketing and we’ll help define a winning strategy for your brand.

Keep on reading...

Marketing Checklist for Launching Your Motorcycle Business

Marketing Checklist for Launching Your Motorcycle Business Starting a new motorcycle business is exciting-but launching without a marketing plan is like riding without a map. Whether you’re opening a new gear store, launching a motorcycle tour company, or starting a custom workshop, the success of your motorcycle business launch depends not just on your passion […]

Planning Your Winter Motorcycle Marketing Strategies

Planning Your Winter Motorcycle Marketing Strategies It might still feel like prime riding season, but now is the perfect time to start planning your winter content strategy. When the bikes go into storage and the temperatures drop, rider behaviour changes-and so should your marketing. In this blog, we’ll explore how to keep your brand relevant, […]

Motorcycle Advertising Ideas: How to Spark Creative Campaigns That Work

Motorcycle Advertising Ideas: How to Spark Creative Campaigns That Work When you’re trying to come up with great motorcycle advertising ideas, it can be tempting to jump straight into tactics: “Let’s run a Facebook ad” or “What if we made a YouTube video?” But here’s the thing-without the right thinking behind it, even the most […]

Five Quick Ways to Get Relevant Website Traffic

Motorcycle Marketing 2023-02 Five Quick Ways to Get Relevant Website Traffic

Five Quick Ways to Get Relevant Website Traffic

Deciding where to allocate marketing budget when it comes to generating website traffic may seem like a daunting task at first, especially considering the abundance of options available. Fear not, however, as the Motorcycle Marketing team have the experience and knowledge to guide you when it comes to getting the right audience to your website, in the quickest and most effective way.

Firstly though, we strongly suggest figuring out what it is you want your website visitors to do when they hit your site, so that you can then build the right sort of landing pages and get the right target audience to visit those pages, at the relevant point in the customer journey. 

What are your website’s goals? Those might vary significantly from selling motorcycle accessories online, to informing customers about your newly launched bike and where to buy it, or simply gathering audience data in order to generate greater footfall at your stores, or those of your distributors. 

Once you know what your goal is, you can design the relevant pages of your site accordingly and create a website traffic driving plan which fits with the objectives. Now let’s take a look at five different ways to reach audiences interested in motorcycles online and how to cost effectively get that targeted group of people to visit your site.

Reach Your Audience With Social Media Advertising

If you are looking for a way to reach a specific target demographic, social media advertising is one of the fastest and most powerful ways of doing so. You can advertise on TikTok, Twitter and YouTube, though it’s through the Meta Business Suite with adverts placed on Facebook and Instagram that tend to produce the strongest results. Meta Platforms is the company that owns Facebook and Instagram.

All you need to create the ads are some simple assets, such as the photos and videos you would normally use on social media, some agreed key messages, plus an allocated budget and an idea of who you want to see the ads. 

With Facebook attracting 3 billion monthly active users and Instagram having more 1.2 billion the chances are that people interested in your brand can be found on those platforms. The cool thing about advertising through Meta is how targeted you can make your ads. 

You can target by gender, age and location, with the location targeting being as precise as the city or town, or indeed within a specific radius of a place, as defined by you. Then you can get even more precise, targeting your ads by interest, at people who like electric vehicles, motorcycles, scooters, motorsports or outdoor recreation, for example. If you’re looking to go even more niche than that the option might well be there, such as advertising to MXGP or MotoGP fans, or those who like specific motorcycle brands.

You can even drill down to the device type the user connects to Facebook or Instagram with! Creating social media advertising campaigns is one of the key services offered by the team here at Motorcycle Marketing, so contact us if you need assistance with building your social media ad strategy.

Go Organic

Once your social media presence reaches a big enough size, you’ll also be able to drive traffic from social platforms ‘organically’, meaning without having to pay for it. So perhaps your social media advertising efforts will simply supplement your standard social media activity. 

It is possible to drive traffic organically traffic from Facebook, Instagram, Tiktok, Twitter and YouTube, but it’s not always that simple. In Instagram main posts, website links cannot be published, so directing users to your site would need to be done through a link in your bio, or through a Story. 

You can include a link sticker in Instagram Stories, which can be an effective traffic driver. This feature was previously restricted to verified accounts and/or those with more than 10,000 followers but happily it’s now available to all accounts.

By using third party tools such as Slate or Canva marketers can significantly enhance their social media output to get more people engaging with their posts and ultimately clicking through to their brand’s website.

Whatever format you are publishing your links in on social media, the key point is to give the user real motivation to leave the social media platform and visit your site. So your social content may just be a teaser for more in-depth, exclusive content on your site, or you may offer a contest, a discount code or a special offer which can only be accessed on the website itself. 

To better understand your target audience, try running various organic test campaigns. You can then analyze results and adjust your strategy. In Google Analytics you can track your organic social media traffic and differentiate it from paid social traffic.

Create Great Videos

Creating interesting and engaging videos to tell the story of your brand presents your audience with the material to trigger a connection with your products.

Not only do well produced videos raise brand awareness, increase visibility and help you to grow your follower numbers on social media, they can also be the fuel in the fire in terms of driving traffic to your website. 

Check out our posts right here on Maximising reels for Instagram engagement and How to make the most of your video shoots. When videos go viral on social media and rack up serious views, thousands or even millions of viewers become aware of your brand and become more inclined to visit your website to find out more. 

Stark Future’s YouTube launch video when they showed off their new electric motocross bike has been viewed around 600,000 times, whilst our very own Leonoor Fischer is also hitting big numbers with the first ever piece of content she has published on her LNR Moto channel. 

Don’t forget to put a website link in the description of your YouTube video, or even mention your website at the end of your video.

Work With a Motorcycle Industry Influencer

Working with a well selected influencer in the motorcycle industry to produce content that is both shareable and entertaining can be just as productive as doing it yourself. When you’re still growing your brand in specific markets, working with an ambassador in that market who is already connected with your target audience is a logical move. 

Each influencer works in a slightly different way and each has their own audience which will vary demographically. When looking at the reach and content of creators as varied as Bea Eguiraun, Gray Pham, and Jordan Booker - to take just three examples - the team here at Motorcycle Marketing can help match your brand with exactly the right influencers.

We can guide you with how to get the most out of engaging with influencers, from briefing them on content, including the right messaging in posts you create together, to representing your brand in the right way and how to drive traffic from their social media channels to your website.

Google Ads - Another Great Option

One of the biggest challenges for your marketing budget is getting the most bang for your buck. For this reason, a strong Google Ads (or SEM - search engine marketing) campaign may just be the best way to go. 

Google Ads is a relatively inexpensive marketing channel if you do your homework and it can produce stronger results than social media advertising in certain situations. Depending on the ‘keywords’ you build your Google Ads campaigns around, the traffic you get to your site may be cheaper AND more targeted than the paid traffic you get from Facebook, Instagram, TikTok or Twitter. 

The concept of Google Ads is that you ‘bid’ for your adverts to be shown when users of the Google search engine or YouTube search for specific things. You only get charged when the user clicks on your advert, hence the term ‘pay-per-click’. You can also stipulate that you only want users in defined locations and of specific demographics to see your ads. 

So you might want your ads to be shown when a user searches for ‘KTM 390 ADVENTURE’, ‘€150 motorcycle helmet’, ‘motorcycle phone bar mount’, ‘waterproof motorbike jacket’ or ‘electric motorbike’ and so on.

As soon as you set up the campaign and Google approves the ads, you’ll have (hopefully) relevant traffic hitting your website. The key to a successful Google Ads campaign is to create a defined test budget and stick to it, giving the campaign a couple of months to mature and then optimise as you go along. 

If you’re looking for help with getting more relevant traffic to your website feel free to contact us to set up an introductory call.

Keep on reading...

How Sub-500cc Motorcycles Took Over Europe, The UK And Beyond

How Sub-500cc Motorcycles Took Over Europe, The UK And Beyond Across the globe sales of 300cc-500cc motorcycles have been booming and it’s easy to see why. Light enough to be easy to handle, capable enough to commute on, tour with and hit dirt roads on, they come without the price and weight of big ADVs […]

Motorcycle Advertising Ideas That Actually Drive Sales

Motorcycle Advertising Ideas That Actually Drive Sales What works today when you’re selling bikes, parts, apparel or services? A successful approach to selling B2C logically differs from selling B2B in terms of tone and placement, with the product or service dictating the relevant path of effective campaigns. This guide to the best motorcycle advertising ideas […]

Tsubaki becomes Official Global Supplier of MXGP

Tsubaki becomes Official Global Supplier of MXGP [PRESS RELEASE] Infront Moto Racing and Tsubaki are proud to announce their partnership that sees the Japanese manufacturer of premium motorcycle chains become an official global supplier for MXGP.  Tsubaki has long been familiar with competition, both on and off-road. From race wins to world titles, to Dakar victories and […]

How to Maximise Your Digital Impact Around Trade Shows

Motorcycle Marketing 2023-01 How to Maximise Your Digital Impact Around Trade Shows

How to Maximise Your Digital Impact Around Trade Shows

If you are planning to exhibit your products at a motorcycle trade show it’s well worthwhile to consider how to maximise your digital impact around the event. Let’s face it, most attendees at events spend half their time on their phones anyway, so creating a strong link between your physical presence at a show and your associated online marketing content is a wise strategy.

The overlap between the digital world and ‘real life’ has become increasingly significant in recent years and the Covid-19 era only enhanced that trend. Customers and industry players will hit the major motorcycle trade shows in big numbers in 2023 and the hunger for face-to-face contact, plus the urge to see new bikes and products up close is still strong. The key point to set your brand apart from your competitors is by linking that footfall at shows to your digital goals.

Let’s Get Digital

Trade shows are important events that can generate leads and provide a boost to your business network and sales. However, they also require a significant investment. Before attending one, it is a good idea to create a strategy, defining the steps you’ll take before, during, and after the event, to maximize your digital impact.

The first step to optimizing your digital results around trade shows is to set the right goals for the event and make a plan accordingly. Your goals might be to increase your customer email database, to recruit more dealers, to promote specific pieces of online content about your product, to announce a new partnership with a big name influencer or directly to sell more motorcycles thanks to your presence at the exhibition.

If you’re still unclear what your goals are, or you need help with figuring out how to make and execute a plan to hit your key objectives, contact the team here at Motorcycle Marketing and we’ll put you on the right track.

Then it’s about creating a tailored plan around your goals before the show and setting up the digital infrastructure to support the physical marketing presence you’ll have at your exhibition stand.

If you have not been to a motorcycle industry trade show before, or if you’ve not attended one for a few years, it’s probably worthwhile going to a few shows just as an attendee if you can, simply to observe trends and examples of best practice. You could even attend trade shows from other industries which are local to you.

There are often good examples of innovators and brands getting it right at any exhibition of repute and attending a well renowned show could give you all the inspiration you need to make a splash when it’s your turn to set up a stand of your own.

What To Do When It’s Showtime

During the show, be sure to share your marketing materials with the attendees. Sounds obvious, but some brands still don’t do this. They simply turn up and display their products. Make it easy for expo attendees to digitally connect with your brand at or immediately after they visit your stand.

You could offer an immersive content experience with VR headsets or headphones to allow those visiting your stand to dive deep into your online content at the show, rather than seeing incoherent content on background screens. For tips on how to efficiently create strong content check out our blog post on just that topic.

There are several other ways to create a digital hook at your stand. Perhaps offer superfast wifi accessible via email registration through a mobile router at your stand. Often at events mobile networks and free wifi networks become swamped, so offering attendees a superfast alternative will quickly make you popular.

You can also create online contests to win your products and potentially consider creating interactive games to increase the buzz around your products and exhibition. You might also make exclusive influencer led content available only via your stand.

You can invite media and content creators to generate video and audio material at the event. Creating a small media studio where journalists and creators can record podcasts, live interviews or features with your CEO, CTO and/or brand ambassadors can lead to robust online media output from the show.

If you want Motorcycle Marketing to take care of inviting the right industry players, media contacts and influencers to your stand at a trade show, just let us know and we’ll use our extensive contacts list to make that happen.

You can also brief those hosting your stand well, to encourage visitors to interact, visit your website, join your email newsletter database and follow your brand’s social media channels.

Providing slickly produced videos about your product and giving that material to media and other attendees on high capacity pen drives (carrying your company logo) will raise brand awareness beyond the event, leaving a lasting and positive impression.

Something More To Take Away

Royal Enfield made a big splash at EICMA 2022 with the Super Meteor 650 but it was their marketing around their annual Rider Mania event in Goa just after EICMA which allowed them to double the hype on the launch of the new bike.

Similarly, Kawasaki caught the eye at EICMA with the display of their hydrogen engine, derived from the supercharged H2 motor, which got plenty of attention from visitors. It is Kawasaki’s extensive, supporting online material around their hydrogen project which makes it more intriguing and exciting though.

Attendees of trade shows have so much to take in, which makes following up around any launch or announcement at a big show so important. Only a fraction of your target audience will actually be in attendance at a show anyhow.

Actually BMW have significantly reduced their trade show participation in recent years. BMW Motorrad and the individual national and regional branches of the company did not attend EICMA 2022 or Intermot 2022. Instead of fighting to stand out from the crowds, they prefer to do their own thing, with events such as BMW Motorrad Days.

When you have a brand presence so well established and respected as the folks from Bayerische Motoren Werke you make your own rules when it comes to marketing. Their impressive launch of the awesome 2023 BMW M 1000 range one month before EICMA 2022 showed they know exactly what they are doing.

What Shows Should I Be At?

Now that we’ve looked into strategies on maximising your presence at trade shows, let’s take a look at the main events taking place in 2023 and 2024.

EICMA - held in November each year in Milan - is one of the most popular motorcycle trade shows in the world and connects professionals, the press and two wheeled enthusiasts. This expo is a platform for all manufacturers of bikes, accessories, parts and aftermarket products.

EICMA includes many elements that make it a must for any motorcycle industry professional. These include the MotoLive area, which features live competitions, trial acrobatics and freestyle motocross. Amongst the most exciting features of EICMA are the Start-Up and Innovation areas. They allow visitors to shop for new products and watch demonstrations from industry leaders.

Another well-known motorcycle trade show is the AIMExpo. As the largest North American motorbike trade show, the event is produced by the Motorcycle Industry Council. Visitors can expect to meet hundreds of exhibitors and distributors and the 2023 event takes place in February in Las Vegas.

Intermot is a biennial international motorcycle trade show that takes place in Cologne, Germany. The event is attended by over 200,000 people and it will next be held from 1st-6th October 2024.

Likewise, taking place every two years in Australia, Moto Expo Melbourne is one of the largest expos in the southern hemisphere. Visitors have the opportunity to see a range of different motorcycle models, accessories, parts and apparel, but like Intermot it is not taking place this year and will be back on the calendar in 2024, so take note if you like to plan well ahead.

Here are a few dates for your diaries for 2023 motorcycle trade shows. Depending on your goal and audience, you might want to secure your spot!

If you’re looking for any help selecting the right events or identifying the best strategy for your brand, make sure to contact us.

Keep on reading...

How Sub-500cc Motorcycles Took Over Europe, The UK And Beyond

How Sub-500cc Motorcycles Took Over Europe, The UK And Beyond Across the globe sales of 300cc-500cc motorcycles have been booming and it’s easy to see why. Light enough to be easy to handle, capable enough to commute on, tour with and hit dirt roads on, they come without the price and weight of big ADVs […]

Motorcycle Advertising Ideas That Actually Drive Sales

Motorcycle Advertising Ideas That Actually Drive Sales What works today when you’re selling bikes, parts, apparel or services? A successful approach to selling B2C logically differs from selling B2B in terms of tone and placement, with the product or service dictating the relevant path of effective campaigns. This guide to the best motorcycle advertising ideas […]

Tsubaki becomes Official Global Supplier of MXGP

Tsubaki becomes Official Global Supplier of MXGP [PRESS RELEASE] Infront Moto Racing and Tsubaki are proud to announce their partnership that sees the Japanese manufacturer of premium motorcycle chains become an official global supplier for MXGP.  Tsubaki has long been familiar with competition, both on and off-road. From race wins to world titles, to Dakar victories and […]

How to Make the Most of Your Video and Photo Shoots

Motorcycle Marketing - 2022-11 How to make the most of your video and photo shoots

How to Make the Most of Your Video and Photo Shoot

When organising your next content creation event it’s well worth building multi-purpose asset production into your overall strategy. In other words, ask yourself ‘How do I get the most content possible out of my next video or photo shoot?’

Answering that question is especially important for motorcycle marketers, given the expense of putting together shoots with bikes, both indoor and outdoor. It’s not all about quantity, it’s about getting the right shots for the right purpose and what works well on Instagram Stories is very different to what racks up the views on YouTube.

Video and photo shoots can quickly become costly affairs, so making the maximum use of the action once the cameras start rolling is the smart move for brand managers.

Even without the budget and reach of the big guns like Red Bull Motorsports all brands should be aiming to create engaging content. It pays dividends to carefully plan how to make your content relevant for several different channels, on your own social accounts and digital platforms, as well as those of your ambassadors, influencers and media partners.

Getting the most from your content is all about making practical decisions throughout the process, from pre-production, to production on the big day (or days) and in post-production.

Get Inspired!

The first stage of pre-production is all about getting creative, whether you’re taking inspiration from outside the motorcycle industry or you want to align your content strategy with the coolest trends you’ve seen from other bike brands and content creators.

Husqvarna's excellent story telling in the Making of the Norden 901 series, Ducati’s well-optimised, highly engaged video content on Instagram and Gray Pham’s killer social content are all excellent examples of what to aim for. The contrast between Fortnine’s quickfire TikTok content and their longer-form, beautifully produced YouTube videos is a solid example of how to create the right content for the right platform.

Pre-Production: Checklists, Shot Lists and Formats

Ahead of the shoot, in the pre-production phase, you can make creation of an expansive array of media assets a key part of your plan.

So when working through a standard pre-production checklist think about adding to that list to make the content produced go that bit further. Sprout Social keep this brilliant social media video specifications guide constantly up to date, so you can refer to it when planning the shots and cuts you want.

Write down a list of all the types of content you aim to create in terms of photos and video, from content you can produce on a mobile, to Ultra HD 4K video. Think about the equipment, videographers and photographers you’ll require in order to get what you need for Instagram, Facebook, TikTok, YouTube, web content, advertising assets and any additional content to send to media.

Working on a Tighter Budget?

If you’re working on a tighter budget you can still make these lists and cut your cloth accordingly in terms of filming on a mobile-only, or combining various shots from GoPro and higher quality cameras if they are part of your plan.

Even with just a smartphone (or two) you can create a big media archive from your shoot in terms of photos, GIFs, Reels, Stories, square/portrait/landscape aspect ratio content, longer videos, behind-the-scenes pieces and even interviews.

Lights, Camera, Action

When the day of filming arrives it’s good practice to make sure that everyone on set understands the production plan with a short meeting at the beginning of the shoot. It’s surprising how often this does not happen, but it’s important even if your on set crew is just two people.

If you have a large film crew present then line managers should ensure that everyone understands the plan of action for the day and how important it is to get all the key items on the shot list.

Let the Creators Create

If you are working with ambassadors or influencers give them the impetus to create content themselves, provided that doing so can be combined with the main shoot. Many influencers in the motorcycle industry are content creators themselves, so it’s productive to enable them to get the content they need for their channels to promote your brand.

If you're shooting with a rider such as Killian Moreno - a digital creator who collaborates with brands such Mosko Moto and Outback Motortek - it’s clear that he is more than competent at making his own content. 

With a high-profile personality like Josh Hill - a Monster athlete and Fox Racing ambassador - he is vastly experienced at working with big production teams AND at producing his own content from large-scale shoots for major brands. When working with a rider like Hill production of multiple assets can be a really efficient two-way dynamic.

Allowing these kinds of riders some time on set for improvised shooting might give you material for several different social media publications.

Hands On or Hands Off

By contrast, if you were working with a young Moto3 rider who has never handled a camera before, you and your team would need to be in full control. If you have engaged with an agency to produce the content for you it’s important to let them work without intervening too much, provided you can see that they’ve read your brief and are working to get all the material required.

When combining content production with a media day for a new product, give your media guests controlled access for a specific period only and make arrangements for catering and editing off site so that the day is productive for you and them.

Helping Other Brands is an Investment

Part of your production process could be to produce similar shots with different partner or competitor brands being featured. Consider whether the shot needs to include or exclude specific brands, such as energy drinks, helmet manufacturers, clothing companies, tyre manufacturers and so on. If you make Monster Energy or one of their athletes look cool, they might share that content piece to their 8 million plus followers in Instagram.

The Magic of Behind-The-Scenes Content

It’s also good to allow some room for ‘natural’ content to be filmed on set, whether that’s with an additional, dedicated videographer or filmed on a mobile by approved crew members. Clearly it’s important that this does not interrupt your main production plan and often those ambient shots, b-roll, ‘the making of’ style content and the unscripted interactions that take place can hugely expand your asset library.

Deliver Content Conveniently to All Relevant Parties

Whether it’s on the day as you wrap things up, or as soon as possible after a shoot, delivering content to the relevant editors and collaborators on hard drives or through the cloud can make a big difference to the amount of material processed and then made available to publish.

The concept here is to make it as convenient and efficient as possible for your team, collaborators and contacts in the motorcycle media to review raw or edited content.

Make Post-Production Simple and Realistic

Whilst quick delivery of material can expand the timespan over which it can be published it’s also important to be realistic with post-production expectations. Forwarding cool mobile-filmed video through Telegram or WhatsApp ready for immediate social media publication is one thing, whereas content with higher quality production values takes time to create.

If you end up with a film like Meta’s beautiful Last Wilderness feature for Vahna, along with amazing photography and all the relevant teaser content they produced for social media, it’s well worth the effort.

As you can see, content creation can become an enormous project, but when resources are limited, you can make the most out of what's available.

If you need help with your video or photoshoot, or other content creation, don't hesitate to send us an email and discuss the possibilities.

Keep on reading...

How Sub-500cc Motorcycles Took Over Europe, The UK And Beyond

How Sub-500cc Motorcycles Took Over Europe, The UK And Beyond Across the globe sales of 300cc-500cc motorcycles have been booming and it’s easy to see why. Light enough to be easy to handle, capable enough to commute on, tour with and hit dirt roads on, they come without the price and weight of big ADVs […]

Motorcycle Advertising Ideas That Actually Drive Sales

Motorcycle Advertising Ideas That Actually Drive Sales What works today when you’re selling bikes, parts, apparel or services? A successful approach to selling B2C logically differs from selling B2B in terms of tone and placement, with the product or service dictating the relevant path of effective campaigns. This guide to the best motorcycle advertising ideas […]

Tsubaki becomes Official Global Supplier of MXGP

Tsubaki becomes Official Global Supplier of MXGP [PRESS RELEASE] Infront Moto Racing and Tsubaki are proud to announce their partnership that sees the Japanese manufacturer of premium motorcycle chains become an official global supplier for MXGP.  Tsubaki has long been familiar with competition, both on and off-road. From race wins to world titles, to Dakar victories and […]

3 Easy Steps to Preparing Your Social Media for the Holidays

Motorcycle Marketing - 2022-10 Preparing Your Social Media and Content Marketing for the Holidays

3 Easy Steps to Preparing Your Social Media for the Holidays

The holidays are coming. Thanksgiving is upon us, and the shops are already stocking up on Christmas 2022. The stress of planning your social media, blog content and influencer content is bad enough without the holiday buzz.

While you might think that the holidays are a time to wind down your social media presence, the unfortunate truth is that the internet never sleeps.

According to LinkedIn’s data, social media engagement is at its highest in December at 32% higher than the annual average.

With similar trends across social media platforms, you want to maintain your engagement and get ahead for the new year.

Here’s how to prepare your social media and other content marketing for the holidays:

1) Update Your Existing Platforms

Sadly, too many go head-first into their Christmas preparation without taking the time to review what is already out there. There’s no point in publishing a jaw-dropping Christmas campaign if your pages hold outdated or old information.

81% of people are turned off by an outdated functioning website.

Look to update your company profile pictures, biography and company details on your site and other platforms. Think about reviewing your opening hours for the holiday period and make sure there are no broken/removed links on your website.

Regularly reviewing your social media, website and blogs should be a habit, but it’s extremely important during the biggest marketing time of the year!

2) Step Up Your Marketing

It’s time to put together some holiday campaigns and turn everything red and green.

Despite rising costs, it is predicted that 2022 holiday retail sales will increase by 3.3% in the US alone. That’s a big difference from the stats last year that showed 61% of customers seeking out discounts in 2021 by joining loyalty plans. So how do you ‘up’ your marketing?

Update Your Visuals

Think about the flurry of Halloween visuals we saw last month from brands like Starbucks. You need to bring Christmas to your visual content. It’s no wonder 40% of people surveyed said that images were the most valuable parts of a website as well as 21% stated videos. Making these relevant for the Christmas season will have a significant impact on your customers' spend.

Partner with an Influencer

This is one of the largest marketing tools used at this time of the year. Google searches for ‘Influencer marketing’ increased by 400% between 2016-2021 as people are learning about its return on investment. And it’s not just marketers; 61% of consumers say they trust influencer marketing.

Create Giveaways

Contests get a conversion rate of over 34% into new customers, which is higher than any other type of content marketing. They also get a great reach as 94.46% of the time, users share the promotion immediately after they register.

On Instagram specifically, accounts that hold contests grow their followers 70% faster on average than other accounts without them and get (on average) 3.5 times as many likes and 64 times more comments than regular posts!

Have Christmas Discounts

Discounts help promote your services and drive engagement.

Studies have found that products that are discounted by 10-20% show a 7% increase in revenue and a 28% sales increase. Make sure you don’t go above a 20% discount though as that is where transaction revenue drops drastically.

Start Charity and Community Events

Christmas is a time for giving, and wanting to do something good and giving back to the community should be the reason to do so.

But still, 85% of consumers have a better image of a company and its products when it supports a charity they care about and 80% of Americans for example stated wanting to switch brands to buy from one that supports a charity.

Having events and being a part of this Christmas spirit is sure to help your marketing while you are lifting your spirits and supporting some amazing causes.

3) Automate Your Posts

Christmas can be the most disorganised time of the year…

To maintain engagement, you can use automated apps like Hootsuite, Buffer or ContentCal to post for you. That way you can let your feeds work while you are snuggled up with that warm eggnog or nursing your Christmas food belly. You can automate your holiday email newsletters too that contain important New Year’s updates or engaging blog content marketing.

Another way to keep your content going in December is to delegate work to your team. While we’re not suggesting giving all the work to your team (they need a holiday too), it always works better to spread the load and be flexible with them.

There’s a reason why shops are already playing insufferably Christmas tunes to get us prepared. By updating your existing pages, planning your holiday campaign, and automating your posts you are saving stress and time later when you could be partying.

To find out more about how you can create the best content marketing for the holidays, visit us at Motorcycle Marketing.

Keep on reading...

How Sub-500cc Motorcycles Took Over Europe, The UK And Beyond

How Sub-500cc Motorcycles Took Over Europe, The UK And Beyond Across the globe sales of 300cc-500cc motorcycles have been booming and it’s easy to see why. Light enough to be easy to handle, capable enough to commute on, tour with and hit dirt roads on, they come without the price and weight of big ADVs […]

Motorcycle Advertising Ideas That Actually Drive Sales

Motorcycle Advertising Ideas That Actually Drive Sales What works today when you’re selling bikes, parts, apparel or services? A successful approach to selling B2C logically differs from selling B2B in terms of tone and placement, with the product or service dictating the relevant path of effective campaigns. This guide to the best motorcycle advertising ideas […]

Tsubaki becomes Official Global Supplier of MXGP

Tsubaki becomes Official Global Supplier of MXGP [PRESS RELEASE] Infront Moto Racing and Tsubaki are proud to announce their partnership that sees the Japanese manufacturer of premium motorcycle chains become an official global supplier for MXGP.  Tsubaki has long been familiar with competition, both on and off-road. From race wins to world titles, to Dakar victories and […]

A motorcycle salesman selling a motorbike to a biker customers in a motorcycle dealership store.

Your 3 Step Guide to Selling More Motorcycles

A motorcycle salesman selling a motorbike to a biker customers in a motorcycle dealership store.

Your 3 Step Guide to Selling More Motorcycles

Dealerships and brands, this one is for you… Competition for sales of new models is fiercer than ever. Your prospective customers want increased flexibility with payments and are looking for cool, informative content, as they increasingly purchase higher ticket items online.

8 years ago, already 54% of 18-34-year-olds preferred to shop online, and this number has only increased. If 50% of US bikers are aged 50+ in 2014, this number is even greater now. This leaves you to attempt to win over the millennial majority for great lifetime ROI, but they are less likely to walk through your dealership!

Elon Musk suggested closing most of Tesla’s dealerships in favour of online sales because everyone was buying online, especially in the post Covid era. And it’s no different for motorcycle dealerships. Studies show that people get intimidated by dealership staff who work in lavish showrooms. Meanwhile, with so many brands offering wider ranges of models and getting evermore creative with financing options, the competition means it’s a buyer’s market and customers don’t go to dealerships to spend hours negotiating prices either.

The only advantage to going into the store is to test how a bike feels. There’s nothing stopping customers from trying a bike in your store and then buying it cheaper with your competitor’s easy-to-navigate online store.

You need to improve your digital marketing game.

Let’s find out how…

1) Know Your Audience

Market research helps you understand the things that your target market gets drawn to and what they’ll avoid. Recent studies from Hinge Marketing found that those who do frequent market research will have 2.7% better growth and 9.2% bigger annual profits than those who do occasional research, and a whopping 7.8% larger growth and 9.7% more profit than those doing no research.

For example, many millennials get drawn to the on-trend bikes with an urban appeal or a retro look (like our photographer, Berenger or our content writer, Jasmine with their Café Racer and Street-bike styles!) Or emphasise a better value-price ratio for smaller and better insurance savings for smaller bikes or a minimalist design.

Knowledge is power, and market research like this will give you the power to sell better, grow faster and make more money. Knowing your audience is absolutely key.

2) Marketing Online

Build Trust with Customer Reviews

Reviews are one of the best weapons in your marketing strategy. Think about the times you look at reviews on Amazon before you buy something.

Statistically, 91% of the 18-34-year-olds trust online reviews equally to personal recommendations, with other studies finding that 93% of customers state that online reviews directly influenced their decision to buy.

Build Your Google SERP

One of the best ways to improve your SERP (placement on the search engine results pages) is through regular content marketing, blogs and social media campaigns. You can use SEO keywords in your blogs to get ranked higher by Google and other search engines. This gets more visibility for your dealership store online and subsequently more sales in person.

Build a Better Online Store

Online customers, especially millennials, like convenient online experiences. Every obstacle that stops them from easily and simply purchasing your product will lose you sales:

  • 99% of customers abandon their online carts before purchasing.
  • 59% of these customers say that it was due to some inconvenience of the website.
  • 48% said it was due to extra costs like shipping, tax and fees being too high.

You need to make it easy to buy online. Improving your e-commerce site can give you a 35.26% potential increase in conversion rate if you improve your check-out design! Online customers are fickle and have many other options, and younger customers know how to find alternatives. Try to give them as few reasons to do that as possible by improving your online store and marketing presence.

3) Selling in Person

Know Your Bikes

Almost every advice forum and article online recommends researching thoroughly, such as Cycle Trader and Begin Motorcycling. With 90% of millennials being online each day, let’s assume that they know more than you think they do about specs, price comparisons and reviews.

Promote In-store Benefits

You can do this through your new awesome online presence. You can add extra incentives like discounts and deals for those who are willing to come into your dealership.

There are innate advantages to buying in-person, like test drives, size and weight checks, and that ineffable feeling of “that’s the one for me” as they see the bike romantically from across the room. This provides you with perfect opportunities to interact one-on-one with your customers, who have already been convinced by your online reputation, which is likely to lead to better sales figures.

Create Rapport

This will stop them from buying elsewhere. Once you’ve got them in the door with a good deal, interacting with a human as opposed to an online entity causes better customer retention through building a good rapport with the business. With 81% of customers stating trust as an important factor in making a purchase, you can make sure they buy from your motorcycle dealership and not your competitor’s.

We always look at what Motocorsa are up to, given that they’re widely regarded as one of the best Ducati dealerships in the USA… with the numbers to prove it. They build and maintain an awesome rapport with their audience and customers through in-store events, regular meetups and track days, workshops and MotoGP viewing parties.

Making sure you know your audience and improving your online presence will drastically help you sell more bikes online and in-store.

For further support, get in touch at hello@motorcycle.marketing and don’t forget to check out our other articles to help you with your social media, influencer and content marketing.

Keep on reading...

How Sub-500cc Motorcycles Took Over Europe, The UK And Beyond

How Sub-500cc Motorcycles Took Over Europe, The UK And Beyond Across the globe sales of 300cc-500cc motorcycles have been booming and it’s easy to see why. Light enough to be easy to handle, capable enough to commute on, tour with and hit dirt roads on, they come without the price and weight of big ADVs […]

Motorcycle Advertising Ideas That Actually Drive Sales

Motorcycle Advertising Ideas That Actually Drive Sales What works today when you’re selling bikes, parts, apparel or services? A successful approach to selling B2C logically differs from selling B2B in terms of tone and placement, with the product or service dictating the relevant path of effective campaigns. This guide to the best motorcycle advertising ideas […]

Tsubaki becomes Official Global Supplier of MXGP

Tsubaki becomes Official Global Supplier of MXGP [PRESS RELEASE] Infront Moto Racing and Tsubaki are proud to announce their partnership that sees the Japanese manufacturer of premium motorcycle chains become an official global supplier for MXGP.  Tsubaki has long been familiar with competition, both on and off-road. From race wins to world titles, to Dakar victories and […]

Your Introductory Guide to Brand Awareness

Motorcycle Marketing - 2022-08 Your Introductory Guide to Brand Awareness

Your Introductory Guide to Brand Awareness

Brand awareness is one of those terms used in marketing, but what does it mean for your motorcycle brand? How can you increase it and measure it? We have put together this short guide in 3 easy sections to answer just that.

Firstly, what is brand awareness?

Simply put, it’s how ‘aware’ your customers are of your brand. Will they think of your company when they think about getting new tyres or next season’s motorcycle jacket?

It’s about using your marketing efforts to make sure people know who you are, what you do and communicate why you are the best.

1 ) Why Brand Awareness Matters

If people can’t see you on social media or websites, you don’t exist. Nobody can buy from you if they aren’t aware of your products and services!

71% of customers said it was vital that they recognised a brand before they bought from them.  In another study, 52% stated this familiarity with a brand to be the biggest factor in their buying decision.

This awareness is a crucial part of the buying process for every business, but it is especially useful for brands that are:

  • Starting up and entering a new market.
  • Smaller brands with many competitors.
  • Premium brands that take more consideration from the buyer.
  • Companies that rely on specific high seasons of income.

Brand awareness matters for 3 key reasons:

  • It creates trust for the brand.
  • It associates actions and products with the consumer.
  • It increases a brand’s value.

All of these 3 reasons end in a sale conversion, which builds your business.

2 ) How to Increase Brand Awareness

Social Media

People expect to see brands on social media. If they search for you and find a dead Facebook page, for example, they will think you are not in business anymore.

Over 91% of people keep up with the businesses they like/use, and 63% assume they can receive quick customer service from those same pages too.

You need to research where your audience is and what they want to see to build your awareness and convert this into revenue. Remember that consistent posting is not a substitute for having a strong social media presence. You need to create a plan for your social media posts that is in line with your marketing strategy to get any results.

Blogging

Blogging is another marketing staple that nurtures your potential leads into sales.

There’s a reason why 90% of brands have used blogs in the last year to build brand awareness in their marketing campaigns. WordPress reports a whopping 70 million new blog posts every month in 2022!

When done correctly, blogging brings authenticity to your company name and can set you apart from your competitors. The informative content in a blog builds an authoritative voice in your industry. It shows you are a reliable and trustworthy brand to learn and buy from.

Blogging also includes Search Engine Optimisation, which helps you get seen on the search engines by driving traffic to your store or website.

Influencer Marketing

Influencer marketing is a hybrid between a review/testimonial and a social media campaign.

We all rely on word-of-mouth recommendations or look to the review section on an Amazon product, and Influencer marketing is no different from this. 49% of customers depend on this kind of marketing to buy a product/service.

This marketing tactic helps build trust as these influencers know their audiences well. Their followers are more likely to believe the products are of great quality and will suit their lifestyle as the influencers have been building their audience through their authentic content.

Check out our other blog for specific support on Finding Great Influencers here.

3 ) How to Measure Brand Awareness

As noted by HubSpot: brand awareness can be difficult to understand and measure as it cannot be analysed in a ‘traditional sense’. Yet, there are quantitative and qualitative brand awareness measures that they suggest:

1. Quantitative Metrics

(The Amount/Quantity of Brand Awareness)

  • Direct traffic to your website from knowing and typing in your name/URL.
  • Record all site traffic numbers.
  • Measure social engagement like comments, retweets etc… on your page.

2. Qualitative Measures

(The Quality of Brand Awareness)

  • Use Google Alerts that tell you when your brand is mentioned.
  • Use social media management tools to see who is talking about your business / using your hashtags.
  • Have brand awareness surveys that request direct feedback from your customers or people in your market.

Most importantly, you need to make sure your team knows exactly what brand awareness means to the business. Every company is different and will have a different way to measure its success online. Have regular conversations with your team and stakeholders about specific goals to achieve this.

How you choose to increase and measure your brand awareness should be decided by the marketing goals and strategies you have from these brainstorming sessions.

If you need further support for increasing your brand awareness, get in touch at hello@motorcycle.marketing or view our other blog resources here.

Keep on reading...

How Sub-500cc Motorcycles Took Over Europe, The UK And Beyond

How Sub-500cc Motorcycles Took Over Europe, The UK And Beyond Across the globe sales of 300cc-500cc motorcycles have been booming and it’s easy to see why. Light enough to be easy to handle, capable enough to commute on, tour with and hit dirt roads on, they come without the price and weight of big ADVs […]

Motorcycle Advertising Ideas That Actually Drive Sales

Motorcycle Advertising Ideas That Actually Drive Sales What works today when you’re selling bikes, parts, apparel or services? A successful approach to selling B2C logically differs from selling B2B in terms of tone and placement, with the product or service dictating the relevant path of effective campaigns. This guide to the best motorcycle advertising ideas […]

Tsubaki becomes Official Global Supplier of MXGP

Tsubaki becomes Official Global Supplier of MXGP [PRESS RELEASE] Infront Moto Racing and Tsubaki are proud to announce their partnership that sees the Japanese manufacturer of premium motorcycle chains become an official global supplier for MXGP.  Tsubaki has long been familiar with competition, both on and off-road. From race wins to world titles, to Dakar victories and […]

How to Measure Your Social Media Campaigns

How To Measure Your Social Media Campaigns

How to Measure Your Social Media Campaigns

Social media marketing lets you build awareness, showcase your brand, build a following and ultimately get more sales. Most marketers post between 4-6 times a week to achieve this. And it’s not just marketers who know its benefits as 79% of consumers say that social media content influences what they buy.

So, having great social media content is one thing but tracking results and knowing what to measure is tricky. But not tracking your social media’s return on investment (ROI) leads to time and money being wasted.

Don’t worry, we have got you covered.

Let’s explore how you can get the best practices and then show you how to measure campaigns for great results.

5 Best Practices

1) Find Your Goals

Before you write anything, you need to plan where you are going. As Benjamin Franklin famously said:

“By failing to prepare, you are preparing to fail.”

Always remember to make your goals specific and realistic. They must be measurable too like sales or impressions, or you won’t know if your social media campaigns are successful.

2) Create a Content Calendar

You also need to schedule when you are posting your great content. There are plenty of social media calendars out there such as SocialPilot or ContentCal. You can even use your built-in computer calendar to block out your content.

3) Make Your Brand Human

Make sure you show the human side of your motorcycle business.

People will always connect with people over a faceless brand so make sure your followers know who you and your team are.

4) Use Influencers

Influencers make up a huge amount of social media marketing and for good reason.

They know their audiences and can foster trust to buy products and services. In fact, 68% of marketing companies use them in their campaigns.

For the best results, make sure you choose smaller influencers (with 10K-100K of followers) over the bigger influencers. Smaller influencers will have a more authentic following and can market your motorcycle services and products far better than anyone with 1 million+ followers (unless you are Valentino Rossi of course…)

5) Learn from Your Mistakes

To find out what your audience wants, you will need to experiment with your social media content. Some posts might not work, but you can measure and learn from them to create amazing future content that has a great ROI.

Measuring Your Social Media Campaigns

Before we go into how to measure your social media campaigns, we need to know the types and what your ROI looks like.

1) The 2 Types of Social Media Measurement

There are 2 types of social media measurement.

  1. Ongoing Analytics
    This is the long-term data that you can use to track the engagement and activity on your accounts over time.
  2. Campaign Analytics
    These are when you start a social media campaign with a clear beginning and end to its analytics.

2) Understanding ROI in Your Social Media

Finding ROI is about money.

How many bikes have you sold?
How have you increased sales in the last 6 months?

To understand and measure the ROI, you need to find and know your financial investment in your social media and add a figure to your campaign goals. Buffer gives us a helpful formula to work this out:

ROI = (return – investment) / investment

Your ‘investment’ is:

  • Your time
  • The costs of your social media tools
  • Your advertising costs

Your ‘return’ will mean different things to different companies. You will take your social media goal (e.g., new followers) and track it, and then assign a financial value to it.

Here are 4 different methods for assigning a financial value to your goal:

  • Lifetime value. (The average amount from a customer.)
  • Lifetime value X conversion rate. (The worth of a visit on your page.)
  • Average sale across customers.
  • (Pay-per-clicks if you use ads in your campaigns.)

Check out our article below too if you need support with Facebook ads for your marketing campaign:
Facebook Advertising Tips for a Successful Ad Campaign

 

But what if the social analytics are harder to track?

Sometimes, people will buy because of your social media efforts, and you might not realise it.

E.g., someone sees your social media campaign on your new bikes and goes directly into your (online) store instead of following the tracking link on the post. There are workarounds, but we understand that tracking some posts is more difficult, which is why our next blog is on understanding brand awareness. Keep an eye out…

Putting It All Together

Measuring your social media sounds like an enormous task. But by breaking it down, you can understand what will help your campaigns and how to measure them for the best results.

Overall, you can measure the success of your social media campaigns by setting your conversion goals, tracking the conversions, adding a financial value to each conversion, and measuring the overall benefits you get from your content.

If you need further support, check out our other blogs below or email us at hello@motorcycle.marketing to find out more about our social media marketing support.

Keep on reading...

How Sub-500cc Motorcycles Took Over Europe, The UK And Beyond

How Sub-500cc Motorcycles Took Over Europe, The UK And Beyond Across the globe sales of 300cc-500cc motorcycles have been booming and it’s easy to see why. Light enough to be easy to handle, capable enough to commute on, tour with and hit dirt roads on, they come without the price and weight of big ADVs […]

Motorcycle Advertising Ideas That Actually Drive Sales

Motorcycle Advertising Ideas That Actually Drive Sales What works today when you’re selling bikes, parts, apparel or services? A successful approach to selling B2C logically differs from selling B2B in terms of tone and placement, with the product or service dictating the relevant path of effective campaigns. This guide to the best motorcycle advertising ideas […]

Tsubaki becomes Official Global Supplier of MXGP

Tsubaki becomes Official Global Supplier of MXGP [PRESS RELEASE] Infront Moto Racing and Tsubaki are proud to announce their partnership that sees the Japanese manufacturer of premium motorcycle chains become an official global supplier for MXGP.  Tsubaki has long been familiar with competition, both on and off-road. From race wins to world titles, to Dakar victories and […]

Getting the Most Out of Reels for an Engaging Instagram

Getting the Most Out of Instagram Reels Blog

Getting the Most Out of Reels for an Engaging Instagram

You may have heard that Instagram reels are all the rage, but can they really help your business? Well, Instagram gets a crazy amount of traffic with 1 billion users who spend an average of 30 minutes a day scrolling. 80% of users also use Instagram to help them decide if they want to buy something. No wonder why there are 25 million business profiles worldwide. So, what about Instagram reels specifically? How can they help grow your bike brand?

Reels are Instagram’s fastest-growing feature according to Meta and reel ads are currently reaching as high as 10.9% of the total population over 13 years old. So now we know the reach of reels for your business, let’s explore these tips and tricks on how to use them. (We also have included some high-engaging ideas for your motorcycle reels!)

The Reel Basics

1) The Content

First, you need to work out what you want to share. You can either record the reel directly from the app or upload a pre-edited video.

2) Find the Reel Button

Click on the reels button to begin crafting your reel. It looks like a clapperboard image with a play symbol in the bottom row. Then tap the camera icon in the top right.

3) Start Recording

Here’s the fun part… Record your video by holding the Record button or choosing from your existing camera roll in the bottom left.

4) Make Your Reel Stand Out

Choose the music, length, speed and effects that you want to make your Reel stand out. You can choose individual parts of songs too if you find an audio clip that takes your fancy. You can check what audios are trending by seeing what other audio Reels are being published on the Reels tab.

5) The Final Checks

You are nearly there. Make sure you always preview your reel and make any changes if you need to. Remember to add a caption, hashtags and links. Also, you can post it to your story to increase the view count.

Our Top Tips

Now it’s time to look at how you can get the best results from your reels…

1) Work Smarter Not Harder

If you’ve already created something like a YouTube or other video, don’t be afraid to repost it as an Instagram reel. This helps you reach a wider audience and cross-promotion is always beneficial.

2) Follow Trends

We don’t always know why things are popular but riding that wave quickly while it’s relevant can often give your Reel additional exposure. Some people look for all uses of specific audio clips or effects, so if your Reel is using a popular one it’s likely to get more traction.

3) Be Attention-Grabbing

Reels are short-form content in the same vein as TikTok and YouTube Shorts. These capitalise on short average watch times and attention spans. If your Reel isn’t engaging in the first few seconds, it’s far more likely to be skipped for the next one.

4) The Best Time to Post on Instagram

Posting at the right time maximises the chance of people seeing it. While this varies based on demographic and interest groups, here is a great guide to follow just to get started:

  • Monday: 6 am, 10 am, 10 pm
  • Tuesday: 2 am, 4 am, 9 am
  • Wednesday: 7 am, 8 am, 11 pm
  • Thursday: 9 am, 12 am, 7 pm
  • Friday: 5 am, 1 pm, 3 pm
  • Saturday: 11 am, 7 pm, 8 pm
  • Sunday: 7 am, 8 am, 4 pm

5) Don’t Overdo It

Try not to fill the screen with text or effects as this will draw away from your visuals and lose people. You’re advertising your business, so make sure what you want to show is visible and not hidden. You can put details in the caption below by keeping it as simple as saying: “Check the caption below for details”.

6) Quality Over Quantity

Make the best use of the time and real estate on the screen. We mentioned not putting too much text in the last point, so make sure to only provide vital info. Remember that you need to get across your message concisely and efficiently.

Reel Ideas for Motorcycle Brands

Now you’re an expert on Reels, let’s go through some engaging examples for your bike brand:

  1. If you make motorcycle leathers and clothing…
    Why not do a light-hearted modelling session?
  2. If you host and promote motorbike shows and events…
    Why not share some footage from the last event?
  3. If you’re a tyre company or produce other motorcycle parts…
    Why not show how quickly a bike can brake with your tyres or other benefits of your products?
  4. If you wrap or paint motorcycles…
    Why not show a super-satisfying time-lapse of your process?
  5. If you build or sell motorcycles in your factory or dealership…
    Why not do a quick factory/dealership tour and meet some of the team?

Now you know the importance of using Instagram reels for your business. It’s no surprise why 67% of marketers use Instagram to promote their brands and gain engagement.

We look forward to seeing your reels pop up on our feeds!

If you need further social media support, check out our services here or contact us at hello@motorcycle.marketing.

P.S. Our founder Thalassa is currently on a trip through Europe with her Ténéré 700 and posted a Reel about the first part of her journey. Check it out here.

Keep on reading...

How Sub-500cc Motorcycles Took Over Europe, The UK And Beyond

How Sub-500cc Motorcycles Took Over Europe, The UK And Beyond Across the globe sales of 300cc-500cc motorcycles have been booming and it’s easy to see why. Light enough to be easy to handle, capable enough to commute on, tour with and hit dirt roads on, they come without the price and weight of big ADVs […]

Motorcycle Advertising Ideas That Actually Drive Sales

Motorcycle Advertising Ideas That Actually Drive Sales What works today when you’re selling bikes, parts, apparel or services? A successful approach to selling B2C logically differs from selling B2B in terms of tone and placement, with the product or service dictating the relevant path of effective campaigns. This guide to the best motorcycle advertising ideas […]

Tsubaki becomes Official Global Supplier of MXGP

Tsubaki becomes Official Global Supplier of MXGP [PRESS RELEASE] Infront Moto Racing and Tsubaki are proud to announce their partnership that sees the Japanese manufacturer of premium motorcycle chains become an official global supplier for MXGP.  Tsubaki has long been familiar with competition, both on and off-road. From race wins to world titles, to Dakar victories and […]

Facebook Ad Best Practices: 6 Advertising Tips for a Successful Campaign

Motorcycle Marketing - 2022-05 Facebook Ad Best Practices

Facebook Ad Best Practices: 6 Advertising Tips for a Successful Campaign

Facebook ads aren’t dead. It has 2.89 billion monthly active users, and for ads specifically, there has been a revenue increase of 56% since last year, and this figure is only growing. The platform holds for over a quarter of all online spending on ads, which places it above Amazon ads.

But, starting a Facebook ad can feel confusing, which is why we have gathered our 6 tips in 3 easy sections: the basics, the actual ad and further advice. Let’s get started…

The Ad Basics

1) Knowing Your Facebook Audiences

Before you start your Facebook ad campaign, you need to know who you are targeting. This means knowing who your audience is and what they are looking for. You can get this information from researching your current customers, competitors, and your Facebook ads audience insights.

The platform will give you options for a core audience, custom audience, and lookalike audiences. It will ask you to target locations, connections, behaviour, interests and demographics like gender and age etc.

2) Finding an Appropriate Budget

One of the biggest mistakes people make is setting a massive ad budget that is not realistic. You need to know the details of who you are targeting first to have a successful campaign, and then niche your audience down so you aren’t being too general.

So, how much should your advertising on Facebook cost?

Your ideal budget depends on your marketing objectives, the size of your business and what your maximum spend is. You don’t want to burn through your whole budget, and you don’t want to spend hardly anything after you have thoroughly researched your audience and made your engaging creatives.

So, use an excel sheet to work out your maximum spending to acquire new customers, and then make sure you also add in what you could afford to lose if the first ads don’t go as well as you planned while you are figuring out your audience.

The Physical Ad

3) Communicating a Clear Message

Your Facebook ad copy should be clear, concise and adhere to a good copy to creative ratio. Even though Facebook will now accept images with more text than their 20% ratio rule, you will be paying more for more text and Facebook will limit your reach.

The ad messaging also should not be deceptive in any way. Don’t buy into this click-bait method as you will annoy your customers and you could even get penalised by Facebook too. Instead, make sure your message is clear and concise and don’t forget to always check your spelling.

4) Setting a Facebook Call to Action

The best Facebook ads have great ‘Call to Actions’ for their customers. The default for Facebook CTAs is ‘Learn More’, but you need to review this to see if this action will help your campaign.

Any online ads have the potential to come off as spam thanks to their showy predecessors that demand people to ‘Act Now’. To avoid this, you can gently encourage them to engage with your brand through a well-chosen Call to Action. Every customer sits at a different point on your customer journey, and not everyone will click on a buy a ‘Shop Now’ CTA for your launch of brand-new motorcycle jackets. Instead, use an action like ‘Learn More’ or ‘Open Link’, and make sure this action aligns with your campaign objective.

Further Ad Tips

5)Experimenting and Facebook Ad Testing

Your ad needs constant monitoring to get conversions of leads to customers. A/B testing on Facebook ads lets you alter parts of your Facebook Ad, so you can compare 2 ad campaigns with different lengths on captions or change the Call to Action. Don’t be afraid to experiment. Facebook video ads, for example, have been reported as having 95% of the brand messaging being retained by people compared to text-only ads. Just remember to test one variable at a time though to understand what your audience is reacting with to support your further marketing campaigns.

6) Retargeting and Converting Leads

People need to see brands repeatably to decide if they want to buy from them. You can use this to your advantage by retargeting ads to people who have already engaged with your business. Facebook Pixel, for example, lets you monitor your current audience, and it creates a custom audience from the people who have visited your website by placing a piece of code on your website to track your traffic and advertise directly to them. You can also retarget using Facebook SDK as a developer or your CRM system.

Re-targeted Facebook ads are a great way to increase conversions from leads to sales and help you gently get someone on a customer journey with your brand. A good figure would be to use the last 30 days of data to target your site visitors with your Facebook ads.

Creating a Facebook ad campaign is a high-engaging way to target your ideal audience and convert people to sales. It’s no wonder why 93% of social media marketers use Facebook adverts.

Now that you've set up your Facebook campaigns correctly, the next step is to monitor and fine-tune them. And for that, you need to measure them. Continue reading our article on How to Measure Your Social Media Campaigns.

If you need support with your social media marketing or further advice on the dos and don’ts of Facebook advertising, contact us at Motorcycle Marketing through our contact page.

Keep on reading...

How Sub-500cc Motorcycles Took Over Europe, The UK And Beyond

How Sub-500cc Motorcycles Took Over Europe, The UK And Beyond Across the globe sales of 300cc-500cc motorcycles have been booming and it’s easy to see why. Light enough to be easy to handle, capable enough to commute on, tour with and hit dirt roads on, they come without the price and weight of big ADVs […]

Motorcycle Advertising Ideas That Actually Drive Sales

Motorcycle Advertising Ideas That Actually Drive Sales What works today when you’re selling bikes, parts, apparel or services? A successful approach to selling B2C logically differs from selling B2B in terms of tone and placement, with the product or service dictating the relevant path of effective campaigns. This guide to the best motorcycle advertising ideas […]

Tsubaki becomes Official Global Supplier of MXGP

Tsubaki becomes Official Global Supplier of MXGP [PRESS RELEASE] Infront Moto Racing and Tsubaki are proud to announce their partnership that sees the Japanese manufacturer of premium motorcycle chains become an official global supplier for MXGP.  Tsubaki has long been familiar with competition, both on and off-road. From race wins to world titles, to Dakar victories and […]