Tag Archives: Social Media Marketing

Real-Time Marketing: Explained with Examples

Staying relevant has always been a challenge. Everyday, customers get bombarded by hundreds of ads and it’s up for us, advertisers, to up the game and standout. 

How about riding on the current trending topic and playing around it? Since people are talking about it, why not use it?

Undeniably, Real-Time Marketing (RTM) is one of the best ways to channel the attention of the people directly to your brand. It can be used to increase the traffic of your website or the sales of your products. 

What is Real-Time Marketing (RTM)?

Real-Time Marketing, also known as “on-the-fly” marketing, is a strategy that has reached its popularity in these modern times with the help of social media. 

It is usually bold, loud, and attention-grabbing. It doesn’t require fancy technology, extensive planning or complex automation. All you need is some timing

Basically, you’ll just utilize any current event to market your products or services. 

By taking advantage of current events and fads, you’ll get the chance of having your products in front of an actively engaging audience.  

Why Is Real-Time Marketing Useful?

People these days want to be a part of the current trends. When they see a lot of people are talking about something, they get the urge to engage and relate – which is what the real-time marketers take advantage of.

For a brand to stand out, relating to the current situation is a go to. 

Top Examples of Real-Time Marketing

Several big brands use the real-time marketing strategy. However, only a few brands get it right.

Oreo Cookie

Who doesn’t know Oreo cookies? 

Oreo isn’t only known for its slogan – ‘Twist, Lick, Dunk’, it also gained its popularity in making creative ads.

During Super Bowl 2013, New Orleans faced a massive power out. And the marketing team of Oreo used the opportunity to promote on their Twitter feed. 

They tweeted a photo of an Oreo cookie in the dark with the copy, “You can still dunk in the dark”, with the caption, “Power out? No problem”. 

Oreo Super Bowl

Arby’s

During the 2014 Grammy’s, singer Pharrell Williams wore a hat which is somehow the same with the logo of the popular restaurant chain, Arby’s. 

Arby’s tweeted the singer saying “Hey @Pharell, can we have our hat back? #GRAMMYs”. 

It was an instant hit among the Twitter users who retweeted for over 81,410 times! Using the hashtag even helped in reaching more people!

Arbys

Angkas

Angkas is a riding and delivery app that caters in the Philippines. They are notorious when it comes to RTM.

During the pandemic, most people were devastated because of the situation where no one is allowed to go out. 

An unexpected scene was captured by a netizen where an Ostrich is seen running along a residential area in the metro. An Angkas rider was also seen in the video. 

Few hours later, the marketing team of Angkas posted a promo code – “Ostrich” on their Twitter and Facebook page.

The company got a lot of praise by being fast and utilizing the situation.

GrabFood

Another food delivery app in the Philippines – Grab Food uses RTM. 

A video went viral where a government official is seen explaining to Grabfood and other food delivery riders that Porridge or Lugaw, is not an essential need. 

The post gained millions of views and received a lot of comments and reactions from netizens in a snap. 

The day after, GrabFood posted on their Facebook page a promo code ‘LugawisEssential’.

ASOS

The fashion brand – ASOS, accidentally printed 17,000 bags with a typo error.  After receiving a few tweets from customers who have received them, they were quick to point out the mistake and poke a little fun at themselves on Twitter. 

They tweeted, “Ok, so we *may* have just printed 17,000 bags with a typo. We’re calling it a limited edition.”

asos real time marketing

They showed a brave and brilliant move in acknowledging the mistake and took ownership of it, turning it into thousands of dollars’ worth of free publicity. 

Final Thoughts

Real-Time Marketing can make or break your brand. Choose the perfect trend to ride on and make sure to make it humorous to appeal! 

Do you know any other brands that use RTM? Share with me!

WHY & HOW Brands Need To Prioritize Social Media Response

Let’s say you’re in a group discussion. You actively share your thoughts and opinions but no one acknowledges you. How does that make you feel? You maybe feel stupid for trying to participate. No matter how you feel, it creates a negative association with the host, co-attendees, and event.

The same goes to how your customers feel when they leave a comment on your social media platforms without being acknowledged. Whether or not you respond, how you respond, and how fast you respond, all go into your customer’s experience in engaging with your brand. And it leaves an impression – good or bad.

So, to ensure to a positive impression, learn why brands need to prioritize social media response:

1. Customers Are Shifting To Social Media For Support

Quicker than email and phone call, there are plenty of reasons why consumers prefer social media as a support channel. Although phone and email might be seen as major channels, the boom of social media questions isn’t going away.

Photo by Tracy Le Blanc on Pexels.com

2. Fast Social Media Response Results To More Loyal Customers 

Salesforce, reports that:

  • 80% of consumers prefers to stay loyal to a brand that replies in an instant.
  • 71% highlights the importance of 24/7 customer care as their main influence on loyalty.

Recent research from Gartner notes that customers are significantly more likely to stick with a brand long-term when their service expectations are met. And, repeat customers and brand advocates are here to stay as long as their queries and concerns are being attended to. 

When a customer calls you out on social media, all eyes are on you. How you handle a customer complaint and how quick you respond can turn a negative comment into a positive social media feed. These types of interactions can actually help you earn more loyal customers and even attract new customers.

In addition, being active on social media can establish you as the go-to expert in your niche that will lead people in to your page.

Photo by Tim Douglas on Pexels.com

3. Fast Replies Give Competitive Advantage

In relation to the previous point, by quickly responding to social media queries can keep customers from bouncing to competitors’ page.

Photo by Pixabay on Pexels.com

4. Social Media Comments Can Improve Products/Services

Listening to what your customers have to say via social media is essential. And sometimes the comments can help you identify gaps in your product and service, which you may have not otherwise noticed.

Did you know that the Netflix ‘n Chilled flavor of Ben & Jerry’s Ice Cream is a product of social media comments and mentions?

Ben and Jerry’s spends a huge chunk of its marketing budget on social media advertisements to promote their ice creams. Following common sense, they allocate more budget during the summer season when it’s sunny and hot. 

All had been running smoothly until a snowstorm hit New York City. They decreased the ad budget assuming the last thing people want during cold weather is a cold dessert.

Upon checking the ad’s performance in New York, click-through-rates jumped up and sales figures came through.

The company checked Twitter and Instagram and noticed there was an uptick during poor weather, particularly when it was rainy. It turned out that when rain forced people to stay in watching films, TV, or Netflix, they wanted ice cream to go with it. 

This opened up a whole new area for Ben and Jerry’s to target. Now, they would look for rain in the forecasts, as well as sun, and adjust their marketing plans accordingly.

They even went a step further and created a flavour just for this purpose: Netflix & Chill’d.

5. Consistent and Professional Responses Gets Positive Reactions

When responding to social media comments, maintain a professional approach, and retain a style of writing that is in line with your brand’s overall persona. The aim should be to sound personable and approachable while resolving issues or answering questions.

If you use humor, emojis and GIF’s in your social media responses, ensure that you are still addressing the concerns. If you don’t have a quick resolution or answer, acknowledge that you have noted the customer’s comment and you will get back to them within a specific timeframe. 

Photo by Andres Ayrton on Pexels.com

Now that you know why you need to reply as soon as possible to social media messages and comments, here are the ways how to speed up:

1. Use Automated Replies

When it comes to social questions and comments, chances are you have your “usual suspects.”

If you are an airline company, expect that you will receive a lot of questions about rebooking or cancellation.

Having automated and suggested replies are handy. It can help you take care of such questions without having to write them out manually. The idea is to respond as soon as possible with the correct information. 

Not only is it a massive time-saver, but also, maintain accuracy around key messages like brand voice, while freeing up more time and bandwidth for your social team to add the personal touch to consumer care.

Don’t forget to template your response well and make sure it still looks personalized.

Photo by Cristian Dina on Pexels.com

2. Strategize How To Answer Negative Comments

It may be your least thing to do but nonetheless, you have to answer them or else your customer will overpower you.

To respond to them effectively, work with your team to develop standard responses that are both helpful and neutral.

If a customer has a more complex issue that requires multiple back-and-forth messages or exchanging personal information, request to move the conversation to a DM. In this way, you can protect your company from the bad perception you current and future shoppers might have.

Photo by cottonbro on Pexels.com

3. Prioritize Based On Urgency

Pick your battles.

We all know that not all messages are sent to our page nor negative comments posted on your page. Some customers choose to post their sentiments on their own Facebook or Twitter pages. And this should be prioritized because this will impact your reputation on people who are friends or follow them.

Response time is critical when dealing with a potential social media crisis such as an outage or offensive post that’s gone viral.

Photo by Andres Ayrton on Pexels.com

Customer Expectations for Social Media Response Time

The faster you respond to your customers and followers, the better.

Social media platforms provide the power to connect with your customers in real time, and even though you can give excellent support through contact centers, emails, and chatbots, you still need to be responsive on social media, where most of your customers are.

  • 79% of customers expect a response within 24 hours
  • 63% of social media complaints are responded to within 24 hours
  • Only 32% are happy with the company’s response time

When you ignore the negative comments or complaints, you allow customer dominance. And so, by responding, you maintain the power over the situation and can ease the minds of other easily-influenced shoppers.

Just learn to find the balance between appropriate response and maximum response time.

Read below to better understand how costumers interact with brands on social media platforms – Facebook, Twitter, and Instagram.

1. Facebook

71% of social media complaints are delivered through Facebook

Companies’ average response time on Facebook is 1 hour 56 minutes. While most customers want a response within 30 minutes – Millennials in particular, only 50% of businesses are meeting this expectation.

Facebook’s page response rate, tells users how responsive a page is with messages. If the average response time is less than five minutes for the past seven days, Facebook will put a badge on the page that reads “Very responsive to messages.” This is a sign to assure customers that they can trust the brand to attend to their queries.

Gen X is the most likely to use Facebook to communicate with brands (63%). Followed by Millennials (60%), Baby Boomers (58%), and Gen Z (47%).

Photo by Yan Krukov on Pexels.com

2. Twitter

17% of social media complaints come from Twitter

Faster than Facebook, companies reply on Twitter an average time of 33 minutes and 44 seconds. But have not met the 30 minutes response time frame that customers expect.

Twitter is a very immediate platform. Since it is typically viewed as more informal than Facebook, users expect companies to check tweets and reply as soon as possible. 

According to Khoros’ study, men are more likely to communicate with brands on Twitter than women. 81% have done so, compared to 68% of women. Men also have higher expectations for response time. 27% of men said they expect a response within an hour, even when it’s not a complaint, versus 22% of women.

Photo by Keira Burton on Pexels.com

3. Instagram

While Instagram users are the least likely to communicate with brands (34%), they also tend to have the highest expectations, especially when a complaint is involved, and expects a response within an hour.

It’s worth noting that 42% of Gen Z shoppers use Instagram to communicate with brands, versus only 33% non-Gen Z consumers.

Photo by Anna Shvets on Pexels.com

Why Does Social Media Response Time Matter?

The need to respond to social queries is a no-brainer. Nobody wants to purposely ignore customers.

There are bigger implications for increasing your average response time other than providing “good” customer service via social media.

Whether customers are becoming too self-entitled or simply lacks patience, one thing Is certain – when they ask questions, they want answers. Not tomorrow, but right now.

I Am Now GOOGLE CERTIFIED In Fundamental of Digital Marketing

What is Google Digital Garage?

It is a FREE tutorial conducted by Google on everything from website development, online marketing, etc. Learn different courses and complete the whole online course for a certification from Google and IAB Europe.

Google Digital Garage

The Digital Garage – Digital Marketing course is divided into 26 modules and delivers a full digital skills course categorized into: 

  • Search Marketing
  • Email Marketing
  • Search Engine Marketing (PPC)
  • Google Display Advertising
  • Content Marketing
  • Search Engine Optimization
  • Google Analytics
  • Social Media Marketing

It is broken into 7 main sections:

  • Take a Business Online
  • Make It Easy for People to Find a Business on the Web
  • Reach More People Locally, on Social Media, or on Mobile
  • Reach More People With Advertising
  • Track and Measure Web Traffic
  • Sell Products of Services Online
  • Take a Business Global

At the end of each lesson, a quick quiz follows. 

Who Is It For?

The Digital Garage is for anyone – beginners and professionals who want to improve and refresh digital skills. 

Why Is It Relevant?

Google’s Digital Garage certification is an award-winning platform that improves the digital marketing skills of anyone with any level of experience.

Aside from that..

  1. It gives real, up-to-date tips and strategies to improve online presence.
  2. It allows users to learn at their own pace. 
  3. The certificate after can be an added boost to the resume. Once the users passes the exam, the certification is given that can be downloaded and shared in LinkedIn.

It can show the future employer that the users’ determination and dedication towards professional growth.

  1. It offers personalized courses. Upon sign in, the users can choose from a huge range of courses depending on the skill wanted to gain and interests.
  2. It is a good medium to learn how to market a new online business.
  3. It teaches how to build an online marketing strategy, improve website ranks, and the importance of  analytics tools to understand online performance.

START LEARNING HERE

Conversion Data Reporting: Facebook vs Google Analytics

Marketers have been struggling to match conversion data reports between Google Analytics and Facebook. This is because both have different attribution models and calculates marketing touchpoints in their own ways.  

Learn below how Google Analytics and Facebook measure different metrics and get a clearer picture of their impact on conversion .

Clicks and Impressions

Google uses the last click attribution model. In other words, it credits the last place a user clicked on before buying the product. 

For example:

Sydney was browsing for a new pair of reading glasses on his phone. He came across a reading glasses ad on Facebook but decided to go offline. Later that day, he searched directly on Google and clicked on one of the ads. It directed him to the website where he purchased. Google Analytics will attribute this conversion to the PPC ad.

On the other hand, Facebook tracks conversions via view-through and click-through tracking. The last click or view of an ad prior to a conversion, within the selected attribution window counts the conversion.

Facebook takes credit for a conversion even if a Facebook user only sees the Facebook ad without clicking it, then visits the website and makes a purchase. 

For example:

Madrid was browsing for a new pair of shoes on his phone. He came across a shoe ad on Facebook and clicked on it. After two weeks, he went to the website and decided to purchase. Facebook counts it as a conversion because he clicked on the ad and he purchased within the default 28-day or 24-hour attribution window.

Note: Analyze multi-channel funnel reports in Google Analytics to pinpoint how Facebook is guiding visitors to the purchase path conversion. Also, it is better to disable view-through attribution in Facebook. 

JavaScript Snippets

There is another major difference between Facebook and Google Analytics tracking. 

Google uses a JavaScript snippet called ‘Cookies’. However, if a user cleared or decided not to accept the Cookies, Google can’t accurately track the user’s conversion that happened on the website.

On the contrary, a user doesn’t need to accept anything with Facebook Pixel — a code embedded on the website for conversion tracking. So, if the pixel code didn’t load on the user’s browser, Facebook won’t record a conversion.

Photo by Markus Spiske on Pexels.com

Multi-Device Conversions

Google Analytics tracks conversion paths by assigning a unique client ID to each visitor. Hence, it can identify new vs. returning visitors. Google acknowledges a single device as a touch point for tracking. Suppose if a person used a tablet and later their smartphone to access the same site or landing page, then they’ll be given two unique IDs.

While Facebook can track multiple touch points and multiple devices because it monitors social media activity of each user who needs to be logged in to browse.

Facebook tracks cross-device conversions better than Google. This is because Google installs a single-location cookie to track a user’s activity on a single device, Facebook tracks activity using its Facebook profiles and Facebook Pixel.

Photo by Pixabay on Pexels.com

Sessions vs Clicks

Clicks are not the same as sessions. 

When a user clicks on the Facebook post twice within a 30-minute window and comes to the website twice, Google counts it as one session, while Facebook counts it as two sessions.

Furthermore, a user may become inactive inside the website and re-engage after 30 minutes, Facebook will count one click and Google two.

Lastly, when a user accidentally clicks on a Facebook post and immediately clicks out of the still-loading landing page, Google Analytics may not have time to record a session.

Photo by Meruyert Gonullu on Pexels.com

Immediate Exit

Adding upon the earlier point, there are instances of users clicking the Facebook Ad and quickly leaving or moving to another site before Google triggers the JavaScript code. In such cases, Facebook counts this click as a conversion but Google can’t.

Photo by Pixabay on Pexels.com

Google Analytics and Facebook conversions data will never match since they both serve distinct goals. Google Analytics helps optimise website traffic, and Facebook provides a robust platform for advertisement.

Did I explain it thoroughly? What do you think? Do you use any of these reports to analyze your traffic sources? 

References:

https://www.windsor.ai/match-facebook-conversions-to-google-analytics-data/

https://www.windsor.ai/facebook-vs-google-analytics-how-to-evaluate-facebooks-performance/

4 Marketing Strategies That Brands Can Learn from The Kardashians

It is not a secret that the Kardashian Family are intrigue magnets but are experts in turning it as an advantage. As social media prowesses, they really know the in’s and out’s, thus, have maintained their leading spot as social media marketers.

The clans’ marketing strategies depict perfect examples for social etiquette and networking for any B2C brand looking to increase social media audience and presence. 

Here are 4 marketing strategies from The Kardashians that are useful to brands:

1. Be Relatable

Below is an example of Kim Kardashian advertising Skims Loungewear on her Instagram stories. She is filming herself while talking about the benefits of her products, just as how she would recommend it to a friend. But no doubt, this is just part of an ad campaign.

The IG story makes it more relatable as it looks raw and authentic, rather than a promotional post. 

Also, each of the members have different personalities, styles and interests that makes them appeal to all demographics. 

Due to the current worldwide lockdown, brands need a new video marketing strategy and according to Hubspot, the more simple and raw the video is, the more authentic the content appears.

2. Turn The Negatives Into Opportunities

There’s no such thing as bad publicity and the family has been a proof of this. Every controversy that the family faces, they turn it as a leverage and wouldn’t let it be the downfall of their brand. What is even more interesting is that they are fully aware of and profiting from that fact they attract those that do not even like their family. They are the best example that a brand doesn’t to be loved by many to get the necessary exposure. 

Regardless of what their critics say, the Kardashian family has managed to stay relevant and keep their brand highly profitable in a volatile industry. 

Another good example is Elon Musk. He’s been bashed as SpaceX Rocket has released roughly 440 tons of jet fuel, which has a high carbon content, meaning it releases a lot of carbon dioxide into the air when burned. 

Photo by Kevork Djansezian/Getty Images

However, the negative comments thrown at him and his project doesn’t seem to damage sales of his car business – Tesla. In fact, Tesla delivered 499,550 vehicles in 2020 and delivered nearly 185,000 vehicles just in Q1 of 2021.

3. Connect With Followers

Kylie Jenner, one of the sisters, has over 224 million followers on Instagram and utilizes it by regularly engaging with her followers. She once created a Q&A session on her Instagram to give a glimpse into her world.

Brands should utilize social media to connect and reach out with the audience. Also, this is a way to humanize the brand and provide a consistent stream of content that will strengthen the friend-like dialog with the audience. In return, it will increase trust and loyalty, which your customers will appreciate and reciprocate.

4. Know The Audience

The family deeply understands their audience and created a diverse of products that will surely be patriotized by each audience group.

Khloe Kardashian, the 3rd sister, has reached out to the health conscious individuals through her weight loss journey. After the successful tv show – Revenge Body, she created a denim jeans line for curvy women. 

Understanding the audience – their needs, lifestyle, and interests, is key to appeal to them.

Just like Starbucks, they know that not all their customers are coffee drinkers that’s why they launched Teavana to cater to tea drinkers as well.

Have this changed how you think of The Kardashian Family? Are their marketing strategies effective?

Simplified Guide to Facebook Ads Funnel

No doubt that a Facebook ad is one of the greatest ways to deliver promotional messages to the intended audience. However, the chances of a stranger buying a product or service the first time he/she sees an ad of a brand is quite slim. 

To effectively convert a stranger into a customer, the brand needs to create multiple touchpoints – a funnel, to move the stranger from one point to the next. How? This is where Facebook Ads Funnel comes into the picture.

What is Facebook Ads Funnel?

Facebook Ads Funnel is a sequence of ad campaigns designed to take the stranger along the buyer’s journey. Technically speaking, this method consists of multiple campaigns with multiple ads that include different value propositions delivered to the right audience at the right moment.

The Facebook Ads Funnel consists of four main stages:

  • Awareness – Top of the Funnel (TOFU)
  • Consideration – Middle of the Funnel (MOFU)
  • Conversion/Decision – Bottom of the Funnel (BOFU)
  • Post-Purchase Stage (Convert existing buyers into loyal customers and even brand advocates)

Facebook Ads Funnel target users at every stage of the buyer’s journey:

  1. Strangers (cold audience) – people that are not aware of brand/products/service
  2. Prospects (warm audience) – people that are aware of the brand/products/service and have shown some interest
  3. Leads (hot audience) – people that are highly interested that shared their contact info and want to learn more of the brand/products/service
  4. Customers – people that converted – bought, registered, etc.
  5. Loyal Promoters – people that loved the brand/products/service that they buy regularly and promote for free. 

How to Create Facebook Ads Funnel?

The funnel building process includes choosing the right Facebook campaign objective, audience, ad format, call to action, and copy that is relevant every stage.

Stage 1: TOFU – Turn Strangers into Prospects

Top of the Funnel (TOFU) or the Awareness Stage’s goal is to attract new audiences – cold audiences. These people are unfamiliar with the brand/products/service and aren’t interested yet. 

Ads such as free trial, demo, quote or consultation offers are too early at this stage. Instead, highlight how it can solve all the problems. Warm up the cold audiences and turn them into prospects by introducing the benefits of the product.

Stage 2: MOFU – Turn Prospects into Leads

At the Middle of the Funnel (MOFU) or Consideration Stage, the goal is to turn prospects into leads by collecting contact information for further nurturing. 

At this step, it is ideal to have ads that direct prospects to the Facebook page or website. This will expose them to the product and convince them to leave their contact info. Ad offers such as downloadable pdf, special offer, free sample are good.

Prospects are still far away from the buying decision, so be careful of being too pushy.

Stage 3: BOFU – Turn Leads into Customers

At the Bottom of the Facebook Ads Funnel or Conversion Stage, the goal is to turn leads into paying customers. Finally, it’s time to start selling!

Communicate the product’s value proposition to make them buy or sign up. 

Stage 4: Post-purchase – Turn Customers into Loyal Customers and Brand Advocates

Existing customers are the most profitable since they’re easy to re-acquire. Nurture them with post-purchase Facebook ads and turn them into repeat purchasers and promoters. 

Remember, people on Facebook and Instagram aren’t actively looking for products to buy. Instead, they’re socializing with friends, reading the news or watching funny cat videos, and mostly, they see ads as an interruption.

As an advertiser, it’s a crucial job to introduce a brand/product/service without disrespecting social media experience.

Reference:

https://www.wordstream.com/blog/ws/2019/02/21/facebook-funnel

Did You Know That The Oscar Selfie Is Planned?

The viral Oscar Selfie posted by the host Ellen DeGeneres with A-listers – Brad Pitt, Julia Roberts, Meryl Streep, Jennifer Lawrence, Bradley Cooper, etc. was actually part of Samsung’s $20 Million advertising campaign to promote the Galaxy Note 3, the phone that took the photo.

Samsung Electronics Co. is one of the major sponsors of the 2014 Oscars.  The company sponsored the Green Room at the Oscars and according to Architectural Digest, the company created a massive video wall composed of 86 televisions, smartphones, and tablets. Also, AdAge said that it bought five minutes of airtime. However, the brand’s biggest exposure was when Ellen DeGeneres initiated a selfie using it. 

The stunt may have looked spontaneous but it wasn’t entirely unplanned. Days before the show, Ellen DeGeneres decided she wanted to take “selfies” during the show and ABC suggested she use a Samsung since it was a sponsor.

How & Why Facebook Ad Follows You

Do you ever feel like being followed online? Does Facebook access your microphone and listen to the products you wish to browse or buy? No and no – Facebook targets the ads you see based on your online behavior.

Let’s take an example.

John, 25yrs. old, is living in London. He is currently browsing websites for a pair of white sneakers using his mobile phone. When he’s at work, he usually checks his Facebook during free time. One day, he noticed that the ads he’s been getting were the exact items he’s been browsing. He thinks this is just coincidence. Could be. But in an advertisers point-of-view this strategy is called Retargeting.

How does this work? Below are possible scenarios.

1. The shoe store targets its ad based on certain criteria. 

Businesses can show Facebook ads to people within a certain radius, gender, age, etc. These data were provided by users during Facebook sign-up.

In this case, the store probably advertises to a certain age group, gender or residents of London where John perfectly fits that’s why he received the ad.

Photo by Tim Mossholder on Pexels.com

2. The shoe store targets its ad by interest-based on on and off Facebook activity. 

Facebook knows what customers’ interests are based on what they like and posts on the platform. From there, it determines what ads it’ll show to users.

Here’s the good part, Facebook can also figure out what other sites a user browses with the help of Facebook Pixel. These are tiny pixels the advertisers and businesses embed on their websites. As long as the website has Facebook Pixel installed, Facebook can analyze how each user behaves. 

Let’s go back to John, he received the white sneakers ad because the store targets people who browsed on their website. 

Photo by Liza Summer on Pexels.com

3. The shoe store targets by email list. 

Businesses are allowed to upload their collection of emails on Facebook whom they want to receive their ads. Usually, businesses do this to retarget customers who have purchased or have intention to purchase because the user entrusted his/her email to them. 

The store has uploaded their email list and targeted website members for their ads. In this example, John may have signed-up on the store’s website or have purchased on the store where he registered his email.

Photo by Ivan Samkov on Pexels.com

4. The shoe store works with a third-party data provider.

Advertisers sometimes work with third-party marketing services. These providers get data from sources such as credit card companies, etc. 

The shoe store might have worked with a third-party provider where they got John’s email account.

Photo by fauxels on Pexels.com

DON’T FREAK OUT! You are exposed to hundreds of ads per day and don’t notice it. You can always check why you’ve received an ad by clicking on the 3 dots on the top right corner. It won’t give specific details but at least you’ll get an idea.

Where to Find SEO Keywords?

Keywords and Search Engine Optimization (SEO) work together to make any SEO marketing campaign successful. Because keywords are the foundation of all other SEO efforts, each item should be highly relevant to the targeted audience and effectively organized for action.

As a marketer, you need to know how users search for your brand as well as your competitors. SEO keywords are the words and phrases inside the website that help it appear on search engines (e.g. Google) when someone searches related to it. This is a delicate process that involves both trial and error.

It is an ongoing and ever-evolving job. Old keywords need to be reevaluated periodically, and high-volume, competitive keywords (or “head” keywords, as opposed to long-tailed keywords) can often be usefully replaced or augmented with longer, more specific phrases to bring in the right visitors.

When done right, SEO keywords can help you rank, sell, and build brand awareness. Here are some strategies to find SEO keywords:

1. Utilize Manual Google Search

When in search for keywords, one of the logical first steps must be a manual Google search. Below are a few techniques to find relevant SEO keywords using this method:

Google’s Autocomplete

Google’s Autocomplete has become a wealth of data for SEO because it predicts words and phrases that users are likely to continue entering.

Featured Snippets

Also known as “Position Zero”, appears at the top of the first search engine results page (SERP). It gives the marketer more information on what the users are specifically concerned about that topic.

‘People Also Ask’

The ‘People Also Ask’ is another great place to find SEO keywords.

Almost the same as Google’s Autocomplete, the ‘People Also Ask’ is a goldmine of long-tail keywords.

Related Searches

The related searches section at the bottom of the SERPs has related keywords users input into the search bar.

2. Use Keyword Research Tools

Aside from guidance on the best keywords, keyword research tools also give the following:

Domain Overview

The Domain Overview shows insight into your competitors’ SEO, content marketing, and social media strategies. This allows you to see what’s working in your niche so you can adapt those strategies for your campaigns.

Top SEO Pages

This feature helps you discover which competitors’ pages rank for particular organic keywords. It also shows which content performs well on social media.

Keyword Ideas

The most useful. All you have to do is type in a seed keyword, and the tool provides a list of head and long-tail keyword suggestions.

Conclusion

Good implementation of SEO keywords – high-intent, low competition keywords, will make your site rank above your competitors.

Which strategy do you think is most effective?

Complete Guide to Facebook Offline Conversion

As an online advertiser, how would you know if your Facebook ads drive foot traffic to your brick and mortar store? How can you measure whether the number of in-stores sales occur as a result of your Facebook ad?

In recent years, Facebook has launched a tracking tool, Facebook Offline Conversions, to gauge offline conversions influenced by exposure to Facebook ads.

How Does It Work?

Facebook Offline Conversions allows you to upload your sales data on Facebook and match the transactions that take place offline with people who have seen or clicked on your Facebook ads. If there is a match, Facebook attributes the sale to your Facebook ads.

According to Facebook “With offline conversion measurement on Facebook, you can track when transactions occur in your physical retail store and other offline channels (ex: orders made over the phone) after people see or engage with your Facebook ad.

Why Is It Important?

To measure how effective the campaign is in delivering conversions.

How To Set Up Facebook Offline Conversions?

‘Offline events’ can be found in the Business Manager menu.

After you click ‘Upload Offline Events’, you’ll see a pop-up that’s very similar to uploading a data custom audience.

Upload your data.

You need to include event descriptors and identifiers such as:

  • Event time
  • Event name
  • Value
  • Currency
  • Order ID

This will help Facebook understand what action this person took offline.

Also, include specific information about the individual:

  • First name
  • Last name
  • Phone number
  • Email address
  • City
  • County
  • Zip code
  • Date of birth

Once uploaded, you’ll see this screen:

Facebook shows how many records you uploaded, how many of them matched (a match rate 60% or higher is great), the date range, and date updated.

To check how these offline conversions attribute to Facebook campaigns in ads manager, select ‘Offline Conversions’ from columns.

Facebook will then report the number of offline conversions that they could match to specific campaigns, ad sets, and ads.

The Facebook Offline Conversion is a powerful tool to track and increase ROAS.

Now, it’s your turn. Start tracking and upload those data.

Complete Guide to On-Page and Off-Page SEO

Search Engine Optimization(SEO) strategy is divided into – On-Page SEO and Off-Page SEO.

On-Page SEO focuses on what the website is about and it involves optimizing parts of the website that are within control. On the other hand, Off-Page SEO focuses on how reliable and popular the website is. Factors such as interesting contents and quality backlinks from other websites are the backbone of Off-Page SEO.

What is On-Page SEO?

On-Page SEO involves all the on-site strategies to ensure that the web page will rank high on Search Engine Results Pages (SERP). It uses technical elements to improve the quality of each web page. The better the On-Page SEO, the more traffic to the website.

Here are the factors that make a good On-Page SEO:

1. Title Tags

Include the targeted keywords in the title tag of each web page.

  • Limit title tags to 55-60 characters (including spaces).
  • Put the keywords at the beginning of the title.
  • Include brand at the end of the title tag, separated by a pipe bar (|).

2. Headings

Headings are usually written the largest on the page and contain the targeted keywords so search engines can accurately match it with the page’s content.

3. URL Structure

A good URL has all the relevant keywords.

  • Correctly label all pages.
  • Don’t repeat keywords in URL.
  • Keep URLs short.

4. Alt Text for Images

Search engines crawl images as well so accurately include short descriptions on each image.

  • Thoroughly describe the image in 8-10 words.
  • Include targeted keywords.
  • If necessary, include a geo-locator (e.g., London)

5. Page Load Speed and Mobile Friendliness

Google wants to provide the best user experience, thus, helps its users find what they’re looking for as quickly as possible. Therefore, pages that load faster in both mobile and desktop rank higher in the search results.

Use Google’s PageSpeed Insights and Mobile-Friendly Test to check website speed and performance on both mobile and desktop.

6. Page Content

The content must be easy to read and provides value to the end user.

  • Aim for at least 500 words of copy.
  • Copy must address visitors’ search queries.

7. Internal Linking

Internal linking are clickable texts in hyperlinks. This not just helpful to users but to the website as well as it increases its relevance score.

What is Off-Page SEO?

Off-page SEO focuses on increasing the authority of the website through being linked back from other sites.

The Domain Authority calculates how authoritative a website is.

Here are ways to earn quality backlinks:

1. Publish interesting and share-worthy contents.

2. Social media shares.

3. Guest blog on related websites.

Which is More Relevant?

Both On-Page and Off-Page SEO works hand-in-hand in improving search engine rankings.

However, having a good On-Page SEO will be the foundation of the website. Once On-Page SEO is working pretty well, complement it with excellent Off-Page SEO and high website ranking is sure to follow.

5 Advantages of TikTok Marketing for Brands

Most people have heard about TikTok and might be using it regularly for fun, but how can TikTok help in marketing a brand?

According to HubSpot, the one-year-old platform is leaking into brand territory. TikTok is entering the scene with promising potential – an unsaturated platform, providing a good space, competitor-free.

5 Advantages of TikTok Marketing for Brands

1. Growing Audience

TikTok boasts over 800 million monthly active users – up 300 million from January 2019

The platform’s main demographic of users are teenagers and young adults; 32.5% of TikTok users in the US are aged between 10 and 19 years old, and 29.5% are between 20 to 29 years. Though there is no available data yet for Filipino users, one thing is sure, the local app users are vastly growing as TikTok app landed on top spot as 2020’s most downloaded application under entertainment category in the country.

Its huge community just shows how it is easier than other channels to create video content that goes viral.

Is it just a fad? 800 Million of its users don’t think so. Remember, Instagram started with teens and young adults, and now, millions of businesses are on it.

2. Users are Ready to Engage

TikTok users are ready to have fun. They are much willing to interact – do challenges or “duet” with brands who create engaging contents.

Since users spend 52 minutes on the app each day, this can be a good marketing strategy for brands to take advantage of.

Using hashtags is an excellent way for users to see how many have joined in the trend.

Chipotle was one of the first brands to take off on TikTok, so it makes sense they dove into branded hashtag challenges without any hesitation.

The brand created the #GuacDance challenge where they asked their followers to create a dance to get free Guacamole when they order online on July 31 – National Avocado Day.

3. Promotes Authenticity

Since filming a TikTok video doesn’t require high-quality, professionally filmed and edited videos, people see it as more authentic.

People don’t like advertisements and skips whenever. For brands, try doing raw, unpolished content that makes it more relatable between consumers and brand.

NFL is one of the brands that show authenticity on their page. Their content ranges from heartfelt player stories, to incredible plays, to fan/player engagement, to mic’ed up sideline commentary.

4. Access to Local Creators

TikTok has many micro influencers – 10,000 followers and up, that are usually popular within their own city. These influencers can play a huge part of a local marketing campaign.

It’s easier to collaborate this way and brands can be sure that they target the right people. Currently, TikTok influencers are charging considerably less for access to larger followings than influencers on other platforms like Instagram.

Taste of Home

Dunkin’ Donut U.S. tapped TikTok’s most followed creator, dancing sensation – Charli D’Amelio. The brand named a drink “The Charli” where the influencer takes a video of herself drinking it and uploads on her TikTok account.

5. Unsaturated Platform

Facebook, Instagram, YouTube are full of brands trying to connect with their customers, where do you think is still unsaturated? TikTok.

Small Business Trends

Last year, TikTok officially launched its new advertising platform, called TikTok For Business. A few brands are currently using it and you have less competition. You can get a higher user engagement this way. It’s easier to cement your place here before all the others realize its potential and come flocking. It gives you the opportunity to get more reach and engagement on your ads.

TikTok made possible for brands to gain and connect with followers in a fun and engaging way.

It still has a way to go before it becomes a key channel but it’s sure that it is worth considering for 2021 campaigns.

What Are The Top 7 Digital Marketing Trends of 2021?

2020 has been an awakening year for everyone. With the current COVID-19 pandemic and other social issues, indeed, businesses changed drastically how they run.

Below are the 7 Digital Marketing Trends to expect in 2021.

1. Inclusivity

As the world continues to be aware of social issues – race, sexuality, religion, etc., more and more consumers, especially younger audiences and marginalized groups, are now looking for brands that fit in their values. This includes the brand’s content – images, videos and even discussions on social media pages.

A study by Accenture revealed that 41% of shoppers shift away from brands which don’t reflect their views on identity and diversity while 29% are willing to switch brands completely if they don’t show enough support on social issues.

Brands that are seen to be impassive will likely see impacts in 2021. In contrast, those brands which openly support equality will most likely develop deeper connections with consumers.

2. Featured Snippets & Zero-Click Searches

Zero-click searches refer to search results that appear at the top of the first search engine results page (SERP). These answer questions that allow users to see relevant information without making any further clicks.

Google introduced this experiment in March 2020, with the aim to eliminate multiple results that searchers don’t really need and to satisfy the user intent.

According to SparkToro, 50.33% of all searches are zero-click searches. It means that now more than half of all Google’s searches result in no click.

Google decides which keywords and content to select to show on position zero.

For businesses that produce content and SEO, this can mean losing meaningful website traffic, leads and conversions since they reduce the number of clicks. This creates a new challenge for businesses to upgrade their content game for featured snippets.

3. Sustainability

From the 2018 report of Neilsen, 81% of consumers strongly feel that companies should help improve the environment.

Younger consumers are now leaning towards sustainable and eco-friendly brands. This goes well-beyond the market for green products – every brand can benefit by broadcasting their sustainable practices.

Levi’s launched their innovative Water<Less® collection where the goal is to reduce up to 96% of the water normally used in denim finishing, the final stage in making a pair of jeans.

Online platforms, especially in this time of pandemic, are the best way for brands to communicate their sustainability share.

4. Visual and Voice Search

Due to the evolving technology, more households are now using voice-activated tools such as Alexa, Google Assistant and Siri. These tools aren’t just for turning on and off the lights, but now act as assistants to do basic input of text search using voice.

On the other hand, Google Lens allows people to take a photo of the item they intend to buy and get search results that lead directly to product pages.

5. Interactive Content

The benefits of interactive content are quite clear – to encourage customers to engage and get valuable insights based on their preference. These collected data will guide the brand on its content marketing efforts and eventually win loyal brand advocates.

This effort of interactive content is part of the greater trend towards personalization. It will make consumers feel heard and creates a more personal connection to the brand. Don’t forget it can also be used to collect data on user preferences, such as for product or site improvements.

6. Customer Segmentation

Segmentation involves dividing the whole market into clearly identifiable groups that allows brands to learn more about their consumers. It is split based on meeting certain criteria or characteristics (shared common behaviors, interests, needs, wants and demands) that lead to having the same product needs.

As seen above, the two aviation ads identify its ads placement through segmentation. It placed its ticket sale ads on social media as more of its consumers use the platform. On the other hand, Business Class promotions are sent to its frequent flyers through email. This strategy works best for personalization and customer engagement, as your followers receive content hand-picked.

7. Local SEO

Brands should ensure that local listings are verified and up-to-date on various search platforms. In a way, local SEO is more powerful than broad SEO – people who search for a pet grooming shop within their geographic location have more intent to purchase that leads to easy conversion.

Register through Google My Business, incorporate local keywords prominently as SEO strategy. Obviously, prioritize the name city or town as a top keyword followed by related keywords. Tip: make sure to include famous landmarks for better results.

What’s Next?

Plan your 2021 Digital Marketing Strategy! While these digital marketing trends don’t represent a complete list, hopefully, this can serve as a guide to increase site traffic, generate more leads, and grow sales, all while retaining hard-earned customer-base.