Category: Digital Marketing

Empower Your Cause Marketing with Influencers

How effective is influencer marketing? Just by its nature alone, we can assume the answer is “very.” Major brands spend millions a year to get influencers on their side to promote their products. Non-profits and movements have also found mainstream support thanks to the visibility from influencers and celebrities standing behind their values.

Admittedly, this industry has taken a hit in 2020. Many influencers who were once paid to engage in the community, travel and create content outside of the home are losing contracts due to their inability to meet that end of the bargain. It has led some to wonder if the era of influencer marketing could be dying in the face of a changing economic landscape due to the pandemic.

At the end of 2019 and into the beginning of the year, many believed that influencer marketing budgets and campaigns would be skyrocketing, not declining. What was once relevant has taken a sharp turn and we are forced to look not at numbers but at anecdotal evidence.

This kind of data is still valuable. Using COVID as an example, you can see that the outpouring of support for hospitals, people’s campaigns, homeless shelters and more has grown across the globe, even as many have faced economic hardships themselves. Why? It is due to the kindness we share with one another in times of trouble. But it could also be in part to influencers who are using their muscles to share these messages and bring in donations where they are needed most.

Utilize Influencer Marketing For Your Own Cause

According to a Cone Cause Evolution Survey, 87% of the participants who were asked said they were not only willing but would absolutely switch to another brand if they found out they were supporting a cause in which the customer believed. This shows that the desire to support causes through brand awareness is already there — your job is to get the message out.

Here is where influencers come in. An influencer already has a strong audience that is loyal to them as their own brand. They enjoy their content and have largely stuck with them even as formats have changed to meet the demands of quarantine. The first part of the process is already done for you: visibility.

In fact, influencers are becoming a real marketing powerhouse across an array of industries including cosmetics and beauty, fashion, education and nonprofits. Influencers can drive traffic and exposure to just about any project, even if it is brand new and has no traffic of its own.

Next, we want to be targeting those influencers. This is also easier when we are looking at causes versus products because we are narrowing in on something about which the influencer feels strongly. We can assume their audience also falls into that demographic and are more likely to also care about that cause–it may even be why they are following that influencer in the first place.

Approach with The Cause In Mind

Influencers get plenty of offers for campaigns, so you need to stand out. Come out with a strong message about the cause and how you think they would specifically be useful in promoting the message. Let them know what specific characteristics they have that make them uniquely suited to work with you, like their passion, content, or aesthetic.

Share what it is you hope to accomplish and how they can be a part of it. Have a specific task you have in mind for them–don’t just tell them that they will be sharing posts. Remember that influencer marketing is more than just connecting with those influencers. It is about getting them directly involved with a campaign tailored to their talents and their audience.

One tool to help you here is Text Optimizer that allows you to better research context around your target keyword and create a more optimized content and social media strategy when working with an influencer:

Text Optimizer

Don’t Target a Single Influencer

The more channels you have promoting your cause, the better. Lady Gaga managed to raise $35 million for Coronavirus efforts early on in the US stages of the pandemic. It was an amazing feat, but we can’t all get Lady Gaga signed onto a cause, especially when she is already associated with so many top notch brands.

In contrast, YouTuber Vaush managed to raise $19,000 for the Black Lives Matter movement through streaming his Minecraft videos. Mr Beast raised $20 million to plant trees around the world in an effort to correct environmental damage done through deforestation and climate change.

Influencers come in all different sizes of viewership, ability and passions. Can you imagine what having two on your side would do? Three? Thirty? There is no limit to how many influencers you can get on board, particularly for a good cause. It is all about finding the ones who most represent what you are hoping to accomplish.

Have Your Creatives Ready

While most influencers will prefer to create their own assets to be in-line with their styles and aesthetic, having branded content ready is always helpful. Creating your own branded kit and sharing it with influencers is a great idea–include your logo in different dimensions, screenshots or visuals available for reuse, and color palettes. Both Visme and Venngage are good resources.

At the very least, create some visuals featuring your logo and message for influencers and publishers to reuse (and even take offline in the form of branded merchandise) easily. Here are plenty of free templates on Placeit to help you.

Create branded visuals

Whichever social media channels you decide to use, make sure you have your own site set up to promote your cause and consolidate your whole marketing strategy around your site. Make sure to publicize your story and reuse your visuals on your own site to build consistent visibility that doesn’t rely on any single third-party platform.

Cause marketing is tough but the right influencers are able to make a real difference.

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The post Empower Your Cause Marketing with Influencers appeared first on Social Media Week.

http://socialmediaweek.org/blog/2020/08/empower-your-cause-marketing-with-influencers/

How Snapchat is Helping Brands Build Deeper Relationships

With more people spending time online in an era of social distancing, the competition amongst platforms is fiercer than ever. Each is eager to capitalize on opportunities to be more accessible, more open, and more appealing to a broader range of users and brands.

Snapchat is no exception and of late is making a big push to onboard more brands. Dubbed “Brand Profiles,” 30 companies, including Ben & Jerrys, Universal Pictures, and Headspace, are supporting a test of a new update that brings all of Snapchat’s core technology and features into one consolidated space. In turn, marketers can expect a more seamless experience for interacting and dishing promotional tie-ins.

Main components of a Brand Profile

Through new AR lenses, brands have the ability to save and showcase Lenses on their profile allowing them to get the most out of their AR experiences. These will be discoverable through Snapchat Search and Lens Explorer. While Snapchat has prioritized ephemeral content since its inception, over the years it’s come to recognize why some permanence can be helpful especially for marketers. In this vein, Highlights will enable businesses to reuse posts uploaded to their Public Snaps including Stories, photos, and videos. As the platform explained, “this is the best way for Snapchatters who aren’t familiar with a brand to get to know who they are.”


Image courtesy of Snapchat

On brand profiles themselves, a Public Story can drive the relationship-building to a new level but offering a new vantage point from which to understand the day-to-day of a brand. In short, a behind-the-scenes look that more and more users find relatable, unique, and exciting. Lastly, profiles will include an optional Native Store experience allowing companies to showcase products directly in the app powered by Shopify.

“With 229 million Snapchatters using the app daily, this real estate for our partners is especially important in a world where our millennial and Gen Z audiences can be hard to reach and build deep, authentic relationships with on many platforms,” the company stated in the official announcement.

Supporting brand growth and audience development

In the backend, Brand Profiles will also come equipped with a helpful suite of tools to foster internal collaboration and analytics reports including audience demographics and interest to better inform their strategies and content development.

“Brand Profiles bring brands a permanent home on Snapchat, unlocking new avenues for customer discovery and engagement,” said Carolina Arguelles, Snapchat’s global product marketing manager, in a statement to AdWeek. “We’re also offering brands insights into their subscribers through our online Business Manager, which will help partners learn about their customers and forge evermore meaningful connections with the Snapchat community.”

For their typical organic social efforts, the majority of today’s brands leverage the same type of account as the average user. With the option to create a designated Brand Profile, there is a new opportunity to learn more about consumer behaviors and trends — this is especially crucial when navigating a predominantly younger audience of millennials and Gen Z. As many experts reflecting on the update commented, this slight shift away from ephemerality could be the key helping brands kickstart a powerful learning journey whereby they allow users to opt-in to the ads and content they want to see and engage in a way that respects their time and attention.

Snap Focus

Brand Profiles isn’t the only push Snapchat has made lately in terms of opening its platform to be more business-friendly. Earlier this Summer the company introduced “Snap Focus” geared towards Snapless brands who before committing to something like a Brand Profile, for instance, will want a more general understanding of ad management best practices.

Akin to Twitter’s “Flight School” and Facebook’s “Blueprint” courses, Snap Focus is set up to provide a tactical understanding of how to navigate the app. This includes broader overviews into The Snapchat Generation and the platform’s Ad Manager in addition to specifics around how to measure and optimize campaigns and elements to successful creative. For more on Snap Focus and other ad tools to incorporate into your approach, you can check out the Snap Focus platform here.

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16 Top Blogging Tips from 16 Top Blogging Experts…

I’ve heard blogging referred to a couple of times recently as a mixture between an art and a science. If this is true (and I think it is), there’s no ‘right way’ to approach blogging if you want to be successful. There are plenty of people who’ve done a great job of it though, and I thought it would be useful to learn from them.

These 16 bloggers shared one important tip each for blogging beginners. No doubt, even if you’re not a beginner these tips will probably prove to be useful.

” style=”max-width: 100%; display: block !important”>blogging advice - dave_larson1. Get ideas from your audience

Create blog posts that answer the most interesting questions from people you engage with on social media.

Dave Larson, founder of @tweetsmarter

This can be a great way to gather ideas of what topics people would most like to read about, which will help your blog grow! One of the best ways I’ve seen this in action is through blog comments or Tweets. In one example, here on FastCompany a lot of people requested a post that features more women entrepreneurs:

” style=”max-width: 100%; display: block !important”>blogging advice - screenshot

Now, a few weeks later adding such an article where just women contributed and built great businesses was a big hit:

” style=”max-width: 100%; display: block !important”>blogging advice - fastco screenshot

 

” style=”max-width: 100%; display: block !important”>blogging advice - brian-clark2. Understand your audience

Understand your audience better than they understand themselves. It takes a lot of upfront research, and often means being a member of the very tribe you’re trying to lead – but it pays off.

Brian Clark, founder and CEO, Copyblogger

Understanding your audience better means you’ll have a better idea of what blog content will resonate with them, which is a good start when you get to writing blog posts.

A great technique for doing this is to simply ask your readers first on Twitter, Facebook or LinkedIn with an engaging quote. If people respond well to it, than this is probably a great topic to write about. An example for this comes from Andrew Chen who famously “tests” his blogpost ideas on Twitter first.

And so does Joel here at Buffer. Take this example from a recent Twitter post of his, where he simply tweeted one quote to see how well people liked a topic before he blogged about it:

” style=”max-width: 100%; display: block !important”>blogging advice - tweet

 

” style=”max-width: 100%; display: block !important”>blogging advice - Adii-Pienaar3. Write for yourself first

Write for yourself first & foremost. Ignore the fact that anyone else will read what you write; just focus on your thoughts, ideas, opinions and figure out how to put those into words. Write it and they will come.

Adii Pienaar, founder of PublicBeta

Adii’s experience in writing for himself firstly has made a difference to his blog in ways he didn’t expect:

Yes, since I’ve been writing for myself, I’ve found that I write more and I publish more often. I think though that the main reason for that is that I don’t decide whether to publishing something based on the traction / reception that the post will receive within my audience; instead if I want to publish something, I do so. For myself.

 

” style=”max-width: 100%; display: block !important”>blogging advice - kristi-hines4. Build your email list

Start building your email list from day one. Even if you don’t plan on selling anything, having an email list allows you to promote your new content to your audience directly without worrying about search rankings, Facebook EdgeRank, or other online roadblocks in communications.

Kristi Hines, freelance writer and professional blogger

When you’re asking readers to sign up for your email list, you might want to try experimenting with different language. Willy Franzen found that his subscription rate jumped 254% higherwhen he changed his call-to-action from “subscribe by email” to “get jobs by email”:

” style=”max-width: 100%; display: block !important”>blogging advice - subscription rate

Using this phrase more clearly tells Willy’s readers what they’re signing up for, which clearly worked well!

 

” style=”max-width: 100%; display: block !important”>blogging advice - darren_rowse5. Love your existing readers

Love the readers you already have. A lot of bloggers get quite obsessed with finding new readers – to the point that they ignore the ones they already have. Yes – do try to find new readers but spend time each day showing your current readers that you value them too and you’ll find that they will help you grow your blog.

Darren Rowse, founder of ProBlogger

Focusing on your readers is a great way to get to know them better (see tip #2). I love the way Daniel Burstein describesblog readers’ expectations of you as a blogger:

A blog is really two things. One, simply a piece of technology, a platform. But, two, it is a promise in the minds of most readers, who expect that the blog should have actual content with some elements of value that is hyper-targeted to their needs. Much like with a newspaper. Readers don’t just look at a newspaper as newsprint that is delivered on their driveway every morning. They look at it as valuable information about their city, where they live, and the things that they do.

 

” style=”max-width: 100%; display: block !important”>blogging advice - nate_kontny6. Focus on building an amazing call-to-action

I screwed up for years. I’d blog and blog. Some of my posts were doing very well on places like Hacker News, but I had such hard time getting return visitors. And very few people bothered to follow me on Twitter.

Don’t rely on people to do the work to find your Twitter account. Don’t rely on them to do the work to find your details in a sidebar. People are blind to sidebars. Thanks banner ads!

Finish your blog post with some kind of call to action to signup for an email list or follow you on Twitter. When I started doing this, I immediately increased my Twitter followers by 335% in the first 7 days.

Nate Kontny, founder of Draft

Nate uses a simple call-to-action on his blog now, that looks like this:

” style=”max-width: 100%; display: block !important”>blogging advice - nate screenshot

This particular technique we’ve also tested here on the Buffer blog and found it to work amazingly well to bring attention to other blog posts we’ve written, like this:

” style=”max-width: 100%; display: block !important”>blogging advice - buffer ss2

or to Buffer product features, like this:

” style=”max-width: 100%; display: block !important”>blogging advice - buffer ss

 

” style=”max-width: 100%; display: block !important”>blogging advice - jeff_bullas

7. Give stuff away

Give away free content that adds value to people’s lives “until it hurts” and they will love you and become loyal fans.

Jeff Bullas, blogger and author of Blogging the Smart Way

A great example of this is the research done by Incentivibe, who found that adding a giveaway contest pop-up to the bottom-right of their website led to 125% more email subscribers.

” style=”max-width: 100%; display: block !important”>blogging advice - contest

 

” style=”max-width: 100%; display: block !important”>blogging advice - neil patel8. Be consistent

Consistency is one of the most important things that bloggers tend to forget. It’s much easier to lose your traffic than it is to build it up, so make sure you consistently blog.

Neil Patel, founder of KISSmetrics

A study by Hubspot showed that consistent blogging actually leads to higher subscriber growth rates:

Over a two-month span, businesses that published blog entries on a regular basis (more than once a week) added subscribers over twice as fast as those companies that added content once a month.

” style=”max-width: 100%; display: block !important”>blogging advice - subscriber growth

 

” style=”max-width: 100%; display: block !important”>blogging advice - jay_baer9. Give away your knowledge

Don’t be afraid to showcase what you know. Too many bloggers hold back the good stuff out of fear of giving away the “secret sauce.” There is no secret sauce in a world where everyone has high speed Internet access at all times. Today, you want to give away information snacks to sell knowledge meals.

Jay Baer, author of Youtility

Jay’s advice is to share the knowledge you have, rather than keeping it tucked away for a rainy day. Chris Guillebeau follows this advice by offering two free, downloadable PDFs to his readers. Chris also does what Jay calls giving away “information snacks to sell knowledge meals.” On both of the free PDF download pages, Chris markets his book on the right-hand side.

” style=”max-width: 100%; display: block !important”>blogging advice - cg

 

” style=”max-width: 100%; display: block !important”>blogging advice - chris_pirillo10. Be true to your voice

Stay true to yourself and your voice. People don’t care to follow sites so much as they care to follow people.

Chris Pirillo, founder and CEO, LockerGnome

Another blogger who advocates the importance of the writer’s voice is Jeff Goins. He says that your voice is the most important, yet over-looked part of blogging:

Writing isn’t about picking the right topic; it’s about finding the right voice. What matters, what readers really resonate with, isn’t so much what you say, but how.

” style=”max-width: 100%; display: block !important”>blogging advice - rand_fishkin11. Give it time – This is why

Plan to invest in blogging for a long time before you see a return. The web is a big, noisy place and unless you’re willing to invest more over a greater period of time than others, you’ll find success nearly impossible. If you’re seeking short-term ROI, or a quick path to recognition, blogging is the wrong path. But if you can stick it out for years without results and constantly learn, iterate, and improve, you can achieve something remarkable.

Rand Fishkin, CEO of Moz

Rand shared these great images with us from his wife’s travel blog, Everywhereist, which shows just how long it can take to see a return on your efforts:

” style=”max-width: 100%; display: block !important”>

” style=”max-width: 100%; display: block !important”>

 

” style=”max-width: 100%; display: block !important”>blogging advice - james-clear12. Give your email list priority

If you’re blogging to create a business, a movement, or to support a cause, then you need to build an email list. It’s not an option. I don’t even consider my blog to be my community, my email list is my community. Caring about these people, writing for them, and delivering value to them should be your number one goal.

James Clear, entrepreneur, weightlifter and travel photographer

When the New York Public Libraryfocused on growing email subscription rates, this simple home page design with information about what readers could expect to receive boosted numbers by 52.8% over a more complicated version with less information about the actual newsletter:

” style=”max-width: 100%; display: block !important”>blogging advice - nypl

 

” style=”max-width: 100%; display: block !important”>blogging advice - dave_kerpen13. Write catchy headlines

No matter how great your content is, it won’t matter unless you have an amazing headline. People have a split second to decide if they should click on your post, and your headline will make them decide. The headline is also essential in making it easy and desirable for people to share your post. Keep your headlines SPUB: simple, powerful, useful and bold.

Dave Kerpen, author and CEO of Likeable Local

Something we do at Buffer is to test several different headlines for each of our blog posts to determine which ones works best. Here’s an example of what that might look like:

” style=”max-width: 100%; display: block !important”>blogging advice - headlines

You can read more about this particular approach in more depth here: A scientific guide to writing great headlines on Twitter, Facebook and your Blog

 

” style=”max-width: 100%; display: block !important”>blogging advice - aaron-lee14. Be Yourself

There isn’t one specific set of rules to be successful in blogging. When I started blogging, I had the opportunity to learn from experienced and successful bloggers in the industry. One of the best lessons I’ve learned from them is to simply be me. I didn’t have to be too “professional” or use “big words” to impress others. I had to simply be me.

By being me, I enjoyed writing and the process more. It had me writing more than I usually would too. If you look at the the most successful writers like Seth Godin and Chris Brogan you’ll notice that they are different and unique in their own ways.

Aaron Lee, social media manager, entrepreneur and blogger

Moz CEO Rand Fishkin agrees that telling your company’s story is important, as opposed to following a formula for successful blogging:

Emotion and storytelling have been part of how we communicate with each other and inspire action for thousands of years.

 

” style=”max-width: 100%; display: block !important”>blogging advice - derek_sivers15. Keep it short

Biggest lesson I learned in my past year of blogging. Keep it in the 1–2 minutes read-time length.

Derek Sivers, founder of Wood Egg

Working out the best length for your blog posts can be tricky. You generally need about 300 words minimum to get indexed by search engines, but otherwise the length of your post is up to what you think feels best.

Derek Sivers noticed recently that his shorter posts were much better received by readers and seemed to be shared more, unlike his longer posts:

When I’ve written articles that were too long or had too many ideas, they didn’t get much of a reaction.

When I read books, I often feel bad for the brilliant idea buried on page 217. Who will hear it?

Stop the orchestra. Solo that motif. Repeat it. Let the other instruments build upon it.

The web is such a great way to do this.

Present a single idea, one at a time, and let others build upon it.

According to this Chartbeat graph below, many visitors to your site won’t bother scrolling, and most visitors won’t read more than about 60% of what you’ve written. Keeping it short and sharp then, could be worthwhile.

” style=”max-width: 100%; display: block !important”>blogging advice - chartbeat graph

If you’re looking for a general guide to blog post length, Joe Pulizzi’s blog post, “A blog post is like a miniskirt” might be useful:

A blog post is like a miniskirt.

It has to be short enough to be interesting, but long enough to cover the subject.

 

” style=”max-width: 100%; display: block !important”>blogging advice - gregory_ciotti16. Make it worth referencing – here is how:

One thing I always try to keep in mind before publishing a post is would anyone want to “cite” this for any reason? Just like interesting research is great because it leaves you with a fascinating finding or an idea, I like for my posts to be the same. That doesn’t mean relying on research, but simply making sure each post has an original lesson or actionable item, making it “citable” on the web.

Gregory Ciotti, marketing strategist at Help Scout

Our very own Buffer co-founder Leo has written about a similar thing before:

When writing a post, I get into a mindset to answer just this 1 question with a Yes: “Would anyone email this article to a friend?”

It’s an extremely simple proposition. Yet, it has changed my writing completely. If I put myself into a reader’s head going through a post and seeing whether someone will say “Oh, this is interesting, John will really like this”, then I go ahead and publish it. It’s almost like an invisible threshold to pass. I need to improve the post until this level is reached. I will iterate, find more research, get more examples, until I can truly imagine this happening.

I’m sure there are lots more great tips out there about building a blog. What’s your favorite?

Image credits: David G. Larson, Copyblogger, The WordPress Podcast, Party Biz Connect, Darren Rowse, Nate Kontny, Jeff Bullas, FounderTips, Social Media Examiner, Chris Pirillo, LinkJuice, James Clear, Dave Kerpen, Joshua Titsworth, Derek Sivers, Unbounce

For more see:

https://buffer.com/resources/blogging-advice-for-beginners-from-16-experts/amp

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5 Ways Gen Z Has Changed Social Media (and How Brands Have Taken Notice)

With over 61 million people in the United States alone, Generation Z is poised to bring about some significant changes. Indeed, CNBC’s Chris Morris covered how those born after 1996 are already changing the workplace and other aspects of day-to-day life.

Because members of Gen Z have grown up in the digital age, they are more comfortable with it than older generations — and as a result, they are also more inclined to influence and reshape it.

Anyone hoping to succeed in social media should be especially mindful of how Gen Z has already had an impact. Here’s a closer look at some of the ways Gen Z is changing the social media landscape, as well as how some brands have taken notice:

1. Channel Hopping

Unlike other groups, Gen Z isn’t always going to stay on the same social media platform for hours on end. As AdWeek’s Brittany Hodak explains, “Gen Z tends to find new products on Instagram, with 45 percent using it for brand discovery. They then turn to YouTube for product research at twice the rate that their millennial brothers and sisters do. Once Gen Z decides to make a purchase, many head into brick-and-mortar stores, where they’re more likely than any other generation to share their shopping experiences on Snapchat.”

This doesn’t just require that brands have a strong presence across several different social media channels — it also means that companies need to find ways to deliver smaller, bite-size pieces of content, such as by using shorter video pre-roll ads.

“If there is one thing Gen Z values most, it’s time,” writes Gen Z influencer and marketing expert Connor Blakley. “The best brands leverage new technology to provide customers with an added layer of functionality and convenience.”

2. The Rise of Digital ‘Third Places’

Third places” have long been viewed as important elements of building community—the places where we spend our time when we aren’t at home or at work. While third places have traditionally been physical locations like malls or coffee shops, Gen Z is leading a trend that sees digital software becoming its own third place.

One need only look at the wild success of Fortnite to see that digital spaces can become a legitimate third place. Other brands are also seeking to establish themselves in this same way.

For example, the app Squad lets users screen share from their smartphones — perfect for browsing apps together, watching videos or even collaborating on school projects when users aren’t in the same physical location. The app has already seen notable success among teen girls, thanks to its ability to create a digital hangout space.

3. The Power of Internet Influencers

Though athletes and pop stars still gain lots of headlines, Gen Z is far more likely to be influenced by social media celebrities. This could include anyone from fashion bloggers to Instagram travel photographers.

These mini-celebrities often have followers numbering in the thousands, rather than millions. But because they form closer connections with their niche audience, they are often viewed as more trustworthy and engaging when involved in marketing partnerships.

For example, Fiji Water partnered with fashion blogger Danielle Bernstein to create a series of workout videos, linking the influencer’s fitness and style credentials with the brand. Such partnerships will prove even more essential in communicating brand values to Gen Z — 57 percent have made purchases based on online influencer promotions.

4. Seeking Content First

Though connecting with friends through social media is still important for Gen Z, surveys have found that they are far more likely than other groups to use social media “to fill up spare time” or “to find funny or entertaining content.”

The phrase “content is king” may feel like it has been overused in recent years, but Gen Z’s social media habits prove that providing great content is crucial to connecting with this audience. Gen Z isn’t going to appreciate intrusive ads that disrupt their entertainment experience. However, brands that provide quality entertainment in their own right can quickly build a huge following of their own.

Red Bull’s YouTube channel doesn’t simply pump out ads for its drinks …

Instead, it focuses on lifestyle videos built around the extreme sports community. With over 8 million subscribers, it is clear that a content-first, rather than marketing-first approach will yield superior engagement.

5. Visual Content Dominates

Gen Z seeks visual content more than anything else when online, and their preferred social media networks are a clear reflection of this. A 2018 Pew Research Center study found that YouTube, Instagram and Snapchat are by far the most popular platforms for teens. In comparison, only about half of teens use Facebook, while less than one-third use Twitter.

The key commonality between the most popular social media platforms is their visual-first function. Videos and photos are more engaging and easier to consume, especially when viewed on a smartphone.

As Gen Z entrepreneur Deep Patel writes, “This opens the door for brands to share more human stories of their own, which will inspire audiences to try out their product. Storytelling feels real, immediate and personal, but it also demands a mix of more time-intensive video, images and graphics, and requires brands to be more creative and thoughtful in the intent.”

Incorporating your brand’s core messaging into visual content will make it much more likely to stand out and appeal to the younger generation.

By 2020, it is expected that Gen Z “will account for 40 percent of all consumers and influence nearly $4 billion in discretionary spending.” Savvy brands understand the importance of adapting to the changes Gen Z is bringing now so they will be better poised for success in the years ahead.

As you learn to leverage social media in a way that appeals to Gen Z, your brand will be far better positioned in our increasingly digital world.

Join 100,000+ fellow marketers who advance their skills and knowledge by subscribing to our weekly newsletter.

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The post 5 Ways Gen Z Has Changed Social Media (and How Brands Have Taken Notice) appeared first on Social Media Week.

http://socialmediaweek.org/blog/2019/03/5-ways-gen-z-has-changed-social-media-and-how-brands-have-taken-notice/

7 Trends You Must Know For a Successful Digital Marketing Campaign – Serpwatch.io

7 Trends You Must Know For a Successful Digital Marketing Campaign – Serpwatch.io

https://matrainingwales.wordpress.com/2019/02/11/7-trends-you-must-know-for-a-successful-digital-marketing-campaign-serpwatch-io/
— Read on matrainingwales.wordpress.com/2019/02/11/7-trends-you-must-know-for-a-successful-digital-marketing-campaign-serpwatch-io/

https://mikearmstrongnews.wordpress.com/2019/03/03/7-trends-you-must-know-for-a-successful-digital-marketing-campaign-serpwatch-io/

6 New (and Improved) Facebook Retargeting Ideas to Boost Your Brand’s Marketing

Is your remarketing getting the results you’re looking for on Facebook?

No matter how good you’re doing, you could be doing better. Facebook is constantly evolving, and given its recent struggles with public image and algorithm changes, you have to stay constantly on top of any changes.

Targeting people who’ve engaged with your content or your business before is a time-honored and proven marketing strategy, even pre-web. Online retargeting first began to be a thing with the advent of the cookie, a piece of data stored on a user’s machine that could relay information back to a site owner.

Today, online retargeting is one of the most common tactics in a marketer’s tool box, and one that most users are fine with. Thirty percent of all users appreciate retargeting, and only eleven percent object.

Facebook has had a rough few months, but it’s still one of the platforms of choice for most marketing professionals. Its robust tools and user data make it a great choice for anyone trying to reach a potential audience. If you’re trying to retarget users through Facebook, it’s an extremely useful platform—and there are some new ways you can take advantage of the retargeting options available to you, too:

1. One Size Doesn’t Fit All

Especially for those starting out with Facebook advertising (for example, small businesses that started offline), it’s an easy temptation to run “set it and forget it” campaigns.

You can’t do that if you’re going to make the most of your Facebook retargeting. For each stage in your sales funnel, you have to create a separate campaign—maybe several. The old adage that you have to touch someone seven times before a conversion still holds true, but the deeper truth of it is that if you give them content they’re NOT interested in, you might turn them off.

If your customer is still in the information-gathering step, don’t send them product offers. If your customer’s ready to purchase a product, don’t send them a link to your blog. You might still get a bump, but you need to tie each retargeting campaign to a specific stage in the sales funnel.

2. Create Dynamic Product Ads

If you sell a product, your best bet for retargeting those who’ve browsed your selection is probably a dynamic product ad. This Facebook specialty serves up a small gallery or carousel of the products that the person was already looking at.

Eighty percent of customers are more likely to make a purchase when they receive a personalized experience. If you’re utilizing dynamic product ads to touch potential purchasers or abandoned cart shoppers, you can capitalize on that.

3. Target Your Repeat Customers

Forty-one percent of United States e-commerce revenue comes from returning customers. That’s a staggering amount. Once people find a company or a store they like, they return to it, over and over again.

You can drive that behavior yourself by targeting past purchasers with news about new products, special offers, different services you offer, and upsells they might be interested in. Utilizing your knowledge of what they’re interested in already can help you build Custom Audiences that can help you narrow this even further.

Think outside the box a little bit, too—cross-reference interests with people who’ve purchased before to find those who are interested in a new product or service.

4. Remarket Based On App Actions

If you want a really interesting option for retargeting, use app actions. When you create an app specific to your company, you can target actions taken within the app and create campaigns based on those actions.

For example, you could send remarketing ads to people who had gone through a tutorial step to remind them of the different useful features your app has. Or you could reach abandoned-cart shoppers who’ve gone through several of the steps to purchase but not taken the final step, same as you could with a website. Make sure you’re going after mobile specifically, as you already know your customers are browsing mobile …

They downloaded the app, right?

5. Touch Base With Your Free Trial Users

Maybe you offer free trials for your software or service. That’s another super useful remarketing tool. Create a free trial user campaign—either while they’re on the free trial or when the trial has run out.

If you’re retargeting them while they’re still in the free trial, some good options can be reminding them when the trial runs out, or giving them a discount if they sign up now.

You can even give them an easy portal to enter their payment information to convert from the free trial to the full version. There are plenty more ways out there to reach them—the only limit is your imagination.

6. Send Relevant Content to Landing Page Visitors

You’ve been sending people to your landing pages, right? If you want to nudge people a little further down the sales funnel, try creating a retargeting campaign that serves blog posts to those people that are similar to the content they were looking for. It’s a great way to get them that little bit more engaged.

Remarketing is a hugely helpful tool in every marketer’s toolbox. You can make the most of Facebook retargeting—it just takes time, effort, dedication, and a willingness to try new things. With these tips, you can bring your Facebook retargeting game to the next level and make the most of the audience that’s already engaged with your content.

The post 6 New (and Improved) Facebook Retargeting Ideas to Boost Your Brand’s Marketing appeared first on Social Media Week.

http://socialmediaweek.org/blog/2019/02/6-new-and-improved-facebook-retargeting-ideas-to-boost-your-brands-marketing/

6 New (and Improved) Facebook Retargeting Ideas to Boost Your Brand’s Marketing

Is your remarketing getting the results you’re looking for on Facebook?

No matter how good you’re doing, you could be doing better. Facebook is constantly evolving, and given its recent struggles with public image and algorithm changes, you have to stay constantly on top of any changes.

Targeting people who’ve engaged with your content or your business before is a time-honored and proven marketing strategy, even pre-web. Online retargeting first began to be a thing with the advent of the cookie, a piece of data stored on a user’s machine that could relay information back to a site owner.

Today, online retargeting is one of the most common tactics in a marketer’s tool box, and one that most users are fine with. Thirty percent of all users appreciate retargeting, and only eleven percent object.

Facebook has had a rough few months, but it’s still one of the platforms of choice for most marketing professionals. Its robust tools and user data make it a great choice for anyone trying to reach a potential audience. If you’re trying to retarget users through Facebook, it’s an extremely useful platform—and there are some new ways you can take advantage of the retargeting options available to you, too:

1. One Size Doesn’t Fit All

Especially for those starting out with Facebook advertising (for example, small businesses that started offline), it’s an easy temptation to run “set it and forget it” campaigns.

You can’t do that if you’re going to make the most of your Facebook retargeting. For each stage in your sales funnel, you have to create a separate campaign—maybe several. The old adage that you have to touch someone seven times before a conversion still holds true, but the deeper truth of it is that if you give them content they’re NOT interested in, you might turn them off.

If your customer is still in the information-gathering step, don’t send them product offers. If your customer’s ready to purchase a product, don’t send them a link to your blog. You might still get a bump, but you need to tie each retargeting campaign to a specific stage in the sales funnel.

2. Create Dynamic Product Ads

If you sell a product, your best bet for retargeting those who’ve browsed your selection is probably a dynamic product ad. This Facebook specialty serves up a small gallery or carousel of the products that the person was already looking at.

Eighty percent of customers are more likely to make a purchase when they receive a personalized experience. If you’re utilizing dynamic product ads to touch potential purchasers or abandoned cart shoppers, you can capitalize on that.

3. Target Your Repeat Customers

Forty-one percent of United States e-commerce revenue comes from returning customers. That’s a staggering amount. Once people find a company or a store they like, they return to it, over and over again.

You can drive that behavior yourself by targeting past purchasers with news about new products, special offers, different services you offer, and upsells they might be interested in. Utilizing your knowledge of what they’re interested in already can help you build Custom Audiences that can help you narrow this even further.

Think outside the box a little bit, too—cross-reference interests with people who’ve purchased before to find those who are interested in a new product or service.

4. Remarket Based On App Actions

If you want a really interesting option for retargeting, use app actions. When you create an app specific to your company, you can target actions taken within the app and create campaigns based on those actions.

For example, you could send remarketing ads to people who had gone through a tutorial step to remind them of the different useful features your app has. Or you could reach abandoned-cart shoppers who’ve gone through several of the steps to purchase but not taken the final step, same as you could with a website. Make sure you’re going after mobile specifically, as you already know your customers are browsing mobile …

They downloaded the app, right?

5. Touch Base With Your Free Trial Users

Maybe you offer free trials for your software or service. That’s another super useful remarketing tool. Create a free trial user campaign—either while they’re on the free trial or when the trial has run out.

If you’re retargeting them while they’re still in the free trial, some good options can be reminding them when the trial runs out, or giving them a discount if they sign up now.

You can even give them an easy portal to enter their payment information to convert from the free trial to the full version. There are plenty more ways out there to reach them—the only limit is your imagination.

6. Send Relevant Content to Landing Page Visitors

You’ve been sending people to your landing pages, right? If you want to nudge people a little further down the sales funnel, try creating a retargeting campaign that serves blog posts to those people that are similar to the content they were looking for. It’s a great way to get them that little bit more engaged.

Remarketing is a hugely helpful tool in every marketer’s toolbox. You can make the most of Facebook retargeting—it just takes time, effort, dedication, and a willingness to try new things. With these tips, you can bring your Facebook retargeting game to the next level and make the most of the audience that’s already engaged with your content.

The post 6 New (and Improved) Facebook Retargeting Ideas to Boost Your Brand’s Marketing appeared first on Social Media Week.

http://socialmediaweek.org/blog/2019/02/6-new-and-improved-facebook-retargeting-ideas-to-boost-your-brands-marketing/

7 Trends You Must Know For a Successful Digital Marketing Campaign – MA Training – Business Training and Sales & Marketing Training

The Instagram juggernaut is not about to slow down any time soon, as more than half of the marketers surveyed confirmed they would be increasing their total ad spend on the platform. They are obviously getting a bigger bang for their buck on Instagram! Instagram has over a billion monthly active users. Instagram has shown…
— Read on matrainingwales.wordpress.com/2019/02/11/7-trends-you-must-know-for-a-successful-digital-marketing-campaign-serpwatch-io/

https://mikearmstrongnews.wordpress.com/2019/02/12/7-trends-you-must-know-for-a-successful-digital-marketing-campaign-ma-training-business-training-and-sales-marketing-training/

7 Trends You Must Know For a Successful Digital Marketing Campaign – MA Training – Business Training and Sales & Marketing Training

The Instagram juggernaut is not about to slow down any time soon, as more than half of the marketers surveyed confirmed they would be increasing their total ad spend on the platform. They are obviously getting a bigger bang for their buck on Instagram! Instagram has over a billion monthly active users. Instagram has shown…
— Read on matrainingwales.wordpress.com/2019/02/11/7-trends-you-must-know-for-a-successful-digital-marketing-campaign-serpwatch-io/

https://mikearmstrongnews.wordpress.com/2019/02/12/7-trends-you-must-know-for-a-successful-digital-marketing-campaign-ma-training-business-training-and-sales-marketing-training/

7 Trends You Must Know For a Successful Digital Marketing Campaign – MA Training – Business Training and Sales & Marketing Training

The Instagram juggernaut is not about to slow down any time soon, as more than half of the marketers surveyed confirmed they would be increasing their total ad spend on the platform. They are obviously getting a bigger bang for their buck on Instagram! Instagram has over a billion monthly active users. Instagram has shown…
— Read on matrainingwales.wordpress.com/2019/02/11/7-trends-you-must-know-for-a-successful-digital-marketing-campaign-serpwatch-io/

https://mikearmstrongnews.wordpress.com/2019/02/12/7-trends-you-must-know-for-a-successful-digital-marketing-campaign-ma-training-business-training-and-sales-marketing-training/

Attention SME’s Free Marketing on WelshBiz

Free  marketing for SME – what’s the catch?

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Any SME who is connected to a larger company can have free marketing from MA Consultancy on WelshBiz our Welsh Business News Channel, if they can get me a marketing contract (or at least a meeting to discuss marketing – where i can get the contract), they will get there marketing and branding advice for free.

They way it will work.  You tell me what you want / need.  I will tell you what else you ,need, We will agree a price., you will pay me, when you get me in to the larger business and I do business, you will get a full refund!

I am currently 10X my business please let me know if you want to do the same.

Email – maconsultancy1@gmail.com

Phone – 07960872549

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img_6842IMG_3180-0IMG_3190IMG_3193img_4530

https://welshbizuk.wordpress.com/2018/11/28/attention-smes-free-marketing-on-welshbiz/

For Welsh Tourism – visit www.tourism.wales

af87e92f-0282-4277-9a17-123ff24c25cdimg_5692

Visit our website here 

Follow us on Facebook Twitter or Instagram

img_7369

https://welshbizuk.wordpress.com/2018/11/26/for-welsh-tourism-visit-www-tourism-wales/

Discover wonderful Wales – visit www.tourism.wales

af87e92f-0282-4277-9a17-123ff24c25cdimg_5692

Visit our website here 

Follow us on Facebook Twitter or Instagram

img_7369

https://welshbizuk.wordpress.com/2018/11/16/discover-wonderful-wales-visit-www-tourism-wales/

Visit Wales -www.tourism.wales

af87e92f-0282-4277-9a17-123ff24c25cdimg_5692

Visit our website here 

Follow us on Facebook Twitter or Instagram

img_7369-1

https://welshbizuk.wordpress.com/2018/11/14/visit-wales-www-tourism-wales/

Visit Wales -www.tourism.wales

af87e92f-0282-4277-9a17-123ff24c25cdimg_5692

Visit our website here 

Follow us on Facebook Twitter or Instagram

img_7369-1

https://welshbizuk.wordpress.com/2018/11/14/visit-wales-www-tourism-wales/

Digital Marketing Packages from MA Web – Digital Marketing Agency Wales…

Digital Marketing Services… After designing bespoke digital marketing packages for 6 years we have decided to launch 4 off the shelf digital marketing packages aimed at the different services and budgets that we usually end up providing via the bespoke service.   If you are looking for a monthly digital marketing packages of digital marketing […]

https://welshbizuk.wordpress.com/2018/09/09/new-digital-marketing-packages-from-ma-web-digital-marketing-agency-wales-2/

https://welshbizuk.wordpress.com/2018/09/29/digital-marketing-packages-from-ma-web-digital-marketing-agency-wales/

Visit www.tourism.wales

https://welshbizuk.wordpress.com/2018/09/24/visit-www-tourism-wales/

Visit www.tourism.wales

https://welshbizuk.wordpress.com/2018/09/24/visit-www-tourism-wales/

Welsh Business Marketing – WelshBiz – Advertising Agency

Welsh Business Marketing – WelshBiz – Advertising Agency
— Read on welsh-business-marketing-welshbiz.business.site/

https://mikearmstrongnews.wordpress.com/2018/09/16/welsh-business-marketing-welshbiz-advertising-agency/

New Digital Marketing Packages from MA Web – Digital Marketing Agency Wales…

Digital Marketing Services… After designing bespoke digital marketing packages for 6 years we have decided to launch 4 off the shelf digital marketing packages aimed at the different services and budgets that we usually end up providing via the bespoke service.   If you are looking for a monthly digital marketing packages of digital marketing […]

https://digitalmarketingagencywales.wordpress.com/2018/07/10/new-digital-marketing-packages-from-ma-web-digital-marketing-agency-in-wales-8/

https://welshbizuk.wordpress.com/2018/09/05/new-digital-marketing-packages-from-ma-web-digital-marketing-agency-wales/

5 Must-Have Elements For Any Successful Facebook Ad Campaign

With 2.2 billion monthly active users, it should come as no surprise that major brands and small local businesses alike are trying to use Facebook to reach new customers and improve their financial results.

Of course, achieving digital marketing success on Facebook requires much more than simply setting up a page for your business — especially since the platform has undergone massive declines in organic reach in recent years.

To reach new, revenue-generating customers on Facebook, you need to harness the power of Facebook ads. But how can you ensure that you create a successful campaign that brings customers to your store or website?

The following elements will go a long way in helping you achieve your desired results:

1. Fine-Tune the Objective

Facebook campaigns live or die based on their ability to help a company achieve its overall goals. As Charlie Lawrance explains, “Facebook has three objective categories: Awareness, Consideration, and Conversion … The best way to determine your campaign objective is to work backward from your goal. If your goal is to generate sales for your e-commerce business, for example, you could offer people 10 percent off of their first order to entice them to make a purchase.”

Determining exactly what you want to accomplish with your Facebook ad campaign will have a direct influence on everything that comes after — from the copy and images you use to the conversion metrics you measure.

Make sure your goals are clearly defined before you start developing a campaign.

2. Focus On the ‘Winning’ Audiences

Facebook’s advanced targeting metrics have been discussed ad nauseam over the years, and for good reason — few other resources give you the ability to tightly focus on your target audience.

However, not all target audiences are created equal. Though you might have several audience groups who have an interest in your brand, not all of these groups are going to generate the sales results you need.

According to Nazim Agabekov, “Like any other marketing campaign or promotion, running ads on Facebook requires a certain budget, and it’s important that you’re smart about your ad spend. You need to be diligent and quick. Find and pick your winning audiences fast. Too often I see people waste needless days and hundreds of dollars targeting people who are clearly not worth targeting.”

For Agabekov, finding a “winning” audience entailed using a customized audience tool to identify “the largest and most profitable audiences” based on current campaign results. By using this data to narrow the campaign’s focus to the top four audience groups, the overall ROI dramatically increased.

3. Leverage the Power of Remarketing

When selecting your “winning” Facebook audiences, don’t overlook the potential of remarketing. As part of the social platform’s targeting software, you can create Custom Audiences that include individuals who have signed up for your email list or visited your site in the past.

People who have already experienced some form of contact with your brand are often your best sales leads. The traditional rule in advertising is that an individual needs to interact with a brand approximately seven times before they will make a purchase.

It follows that those who have engaged with you previously already have some knowledge of your brand — with the additional contacts created through remarketing campaigns, you can generate more sales from your ad impressions.

4. The Unique Value Proposition

Beautiful imagery and well-written copy are invaluable parts of your Facebook ads — but if you really want to generate clicks and conversions, you need to provide a truly compelling argument for users. This means honing in on your unique value proposition.

As Mary Lister explains, “It’s okay to be vague about the nitty-gritty, but make sure the value is crystal clear. This will work especially well if you have numbers to offer!”

On Facebook, the most enticing propositions make use of social proof and special promotions to create a persuasive call to action. Discounted coupons and limited-time offers create a sense of urgency, while statistics clearly communicate your value. Focus on these elements to entice your audience to click.

5. Split Testing

You never truly know whether a particular ad will resonate with audiences until you put it on the Web. To help brands achieve better results, Facebook recently introduced its own Split Testing program — a feature designed to help advertisers by showing different ads to similar audiences.

When marketers use this program, Facebook automatically collects the data on their behalf, measuring results in everything from brand awareness to conversions. According to Facebook’s own data, split testing has helped marketers “produce strategies with a median 14 percent improvement in CPA.”

As you analyze results using this accurate and reliable tool, you will be better equipped to identify which tactics allow you to connect with your target audience.

Fine-tuning your campaign based on this data will dramatically improve your ROI.

A Quality Ad Campaign

Though other social media platforms can also contribute to your company’s growth, Facebook’s massive user base has ensured its continued status as the go-to resource for savvy digital marketers.

Though it isn’t always easy to stand out in a crowded, competitive field, those who incorporate these elements into their Facebook ad campaigns will go a long way in generating positive outcomes for their brand.

Learn the latest trends, insights and best practices from the brightest minds in media and technology. Sign up for SMW Insider to watch full-length sessions from official Social Media Week conferences live and on-demand.

The post 5 Must-Have Elements For Any Successful Facebook Ad Campaign appeared first on Social Media Week.

http://socialmediaweek.org/blog/2018/07/5-must-have-elements-for-any-successful-facebook-ad-campaign/