1. Keyword Analysis is a MustUnderstanding keywords is the foundation of great SEO. When creating a search program, marketers must define the market landscape in terms of the keywords that their customers are searching for, and more importantly, the consumers’ intent behind those keywords.Lately, experts have been encouraging financial marketers to build their strategy around customer personas. It helps to think of keywords in that same context: You want to “profile” your target customers and home in on what clusters of search phrases they employ. This tells you what they are looking to accomplish.Remember: Every Google search starts with a problem someone is trying to solve.While some terms will be obvious —”best mortgage rates” for a consumer who is shopping for a home loan — there’s an opportunity to capture more search activity further up the funnel. Dig deeper into the “why” behind low-funnel searches to identify the sequence of behavior that leads to a purchase.To pick up on the mortgage example, a person will likely research neighborhoods before choosing between homes and filling out a loan application. In this case, consider how your brand can become relevant in a search like “best neighborhoods north of Boston.”You can target that term with paid search ads, of course. But to boost your organic position, ask how you can more effectively create and leverage content. Could one of your employees in a Boston suburb write a blog post about their own experience finding the right neighborhood?This kind of content not only enhances SEO in upper-funnel searches but establishes your institution’s brand as a trustworthy source. The more voices your customers can hear, talking about things that are meaningful to their needs, the more impact your search results will have. This will build valuable brand equity as the consumer moves closer to their ultimate purchase.
2. Conversion Mapping Guides Your StrategyThe greater the extent that financial marketers understand what leads information searchers to become paying customers, the more they can influence the entire purchase journey and capture a larger percentage of that search volume. This knowledge can also help improve content.Cooperating across the entire organization, financial institutions are able to understand the path a visitor followed on their way to a conversion, allowing content producers to back into the content — and the search keywords — that brought them in the door. Analyzing actual customer behavior may uncover unique terms and search patterns that are more effective and potentially less expensive than the seemingly obvious.To maximize efficiency, focus on the purchase paths that lead to the highest-margin conversions and work backward. This may require involving groups within the organization beyond Marketing, and working collaboratively to understand the digital conversion funnel, as well as gain a comprehensive understanding of your product margins.It may also be useful to identify the channel mix that produces sales, and what combination of marketing messages a customer sees on their path to purchase. Financial brands typically spend far more on paid search than SEO. Often they can achieve exponentially more cost-effective results, in some cases hundreds of thousands of dollars, by re-orienting some of this spend towards better content, which in turn drives more organic search success.
3. Revenue Modeling Sharpens Your AimSearch can be an extremely valuable acquisition channel, especially when the right combination of on- and off-page elements are working in harmony. However, determining that model for how to have the most impact on your search rankings can be elusive.You don’t pursue better search rankings for their own sake. You want to ensure that these higher rankings are also resulting in more engagement: higher positions on the search engine results page (SERP) almost always have a higher click-through rate (CTR). This is where the analytical mindset, and STEM backgrounds, can play a critical role in determining the likely impact of content enhancements on raising your organic search ranking for the keywords your customers use.By modeling a CTR graph for your brand’s target keywords, using the rates at which you are currently converting, you can identify the areas where your content development focus should be. By understanding which keywords could use lift in their CTR you can model how an increased rank position leads to more traffic.The more a financial services marketing team can understand about the metrics of their search engine strategy, the more impactful modeling can be. Within the Google algorithm there are a myriad of complex interrelationships between content, engagement, and search results, and mapping these against each other in a comprehensive model can lead to insights that increase conversion and client acquisition. STEM skills will enhance these efforts.
Tech giants like Google and Facebook continue to invest time, money and energy into the development of their algorithms. As a result, search engine optimization (SEO) trends and marketing tactics are constantly changing.Meanwhile, e-commerce businesses that already have SEO marketing strategies in place need to also adapt to these changes if they want to remain relevant and dominate their respective markets. Make one SEO mistake, and you could set your business back significantly.That’s why it’s important to maintain a firm grasp on the latest e-commerce SEO trends as they emerge and leverage them so you can start 2019 at the top.1. Voice SearchWhile most people were still sleeping on voice technology, trailblazers like Gary VaynerchU.K., owner of VaynerMedia and author of Crushing It! (highly recommended read), were already advising business owners to hop on these platforms.If you’re one of the lucky few who listened and became an early adopter, then you’re probably starting to reap the benefits. Alexa, Siri and Cortana are fast becoming an indelible part of our daily experience, as you can now interact with them on your phone, in your car and at home.You can apply the 24/7 access this technology gives you to your customers by using smart SEO tactics. Start by working on optimizing your questions. When you use voice search, most searches are in the form of questions, not disconnected phrases. For instance, rather than saying “winter jackets Toronto,” most users will search “Where can I find a winter wear store in Toronto?” Therefore, it is essential to structure your website content in such a way that it answers your potential customers’ questions, incorporates trigger words (e.g., how, what, best, etc.) and avoids flatly feeding in keywords.In a voice-search-dominated world, one of the most important things will be obtaining the featured snippet spot (or position zero). For Google, the snippet is the zero-result, and it places it higher than any other search result in a query. To further optimize your content for featured snippets, remember to include the most relevant keywords in the page URL, title and H1 tag. When using voice search, people tend to place a query in the way they speak in their day-to-day life. Google shows that about 70% of voice searches are in a natural language, unlike the keywords people usually type in.2. Brand-Building And ConversionsFor a business-oriented e-commerce site owner, I believe conversions trump rankings every time. That’s because while rankings are great at attracting traffic, conversions are what put money on the table.Link-building has always been an essential aspect of any e-commerce store owner’s SEO marketing arsenal — and it still is. The only difference is that, moving forward, it will focus more on creating brand-building relationships with website owners and bloggers that are in your niche. Link-building should be done not only for SEO purposes but also to get referral traffic, which increases the overall traffic of the website.As author and entrepreneur Tony Robbins once said, “The quality of your life is in direct proportion to the quality of your relationships,” and in this case, we can substitute the word “business” for “life” By forming strategic partnerships with similar entities, you can boost your brand profile and generate even more links. You may also want to leverage artificial intelligence (AI) technology to run your link-building campaigns.3. User ExperienceGoogle has always emphasized the value of user experience (UX). The ranking algorithm allots precedence to websites that are speedy, coherent and simple to operate. Research shows that websites with more than three seconds of loading time lose out on 40% of their website visitors.Even if it isn’t a matter of internet speed, a fast-loading website with a confusing layout or user interface will end up losing visitors. They will simply bounce without wasting their time. This is why the readability of your website is so important. Content that is difficult to understand and mechanically filled with keywords is less likely to see returning visitors. But a good user experience extends the time a user spends on the website.The focus should be on the user at all times. Therefore, it is pivotal to provide a consistent and flawless user experience for desktop and mobile. The number of searches on mobile devices has become significantly high and will only keep on growing. So, websites need to be optimized for use across all devices.4. Website SecurityThese days, users aren’t likely to waste their time visiting a website that doesn’t have an HTTPS, or a green “secure” sign before the address. To most consumers on the web, HTTPS means that the website is safe enough to enter and share sensitive information, like banking details, at the checkout page.Plus, Google rewards safe websites with good rankings and better visibility on the search engine results page, which gives e-commerce site owners a better chance of reaping rewards from their SEO strategies. Fortunately, there are many detailed guides available on how to migrate your website from HTTP to HTTPS to provide a safe browsing experience for your visitors.The year 2018 bought us quite a few developments on the SEO front, and e-commerce business owners will do well to follow these trends if they want to finish strong this year. These trends can also give companies an added edge by the time 2019 arrives, which is right around the corner.
1. How Much Time Do I Have to Devote to Managing Social Media?Time is the biggest reason businesses look to outsourcing their social media.Social media isn’t just about scheduling posts.You actually have to invest time in:
- Tracking your brand mentions on social media.
- Monitoring the conversations that are happening.
- Trying new growth hack methods.
- Responding immediately to any inquiries.
2. Do I Know How to Be Social Online?Social media isn’t an excuse to hide behind a computer and not actually talk to anyone. You still need to talk to your followers.There’s truly an art to being a social butterfly online, and not everyone has the knack. Let’s be honest with ourselves.If you just really don’t have the energy, creativity, or will to be a virtual social butterfly, don’t be.If you have the time, there are tons of resources to teach you how to connect with people virtually and become this type of butterfly for your brand.Maybe you do have the time and want to learn how to connect with your demographic socially, go for it!One of the biggest pieces of advice I can give you though is to know your audience.If your audience is just as introverted as you are they’ll most likely continue that introverting in how they communicate online.Instead of being on flashy social media pages like Instagram or Snapchat they may be hiding in forums or casually browsing Pinterest.Wherever they may be mimic your customer, go where they are, talk like they talk, create content they’re comfortable with. Don’t be an extrovert in an introverts world.If the idea of this is making you cringe, it would be best for you to outsource your social media to an agency who has done work for another business within your industry.This is someone who knows how to talk to be a virtual social butterfly to your audience.
3. Have I Established My Brand Voice? If So, How Unique Is It?Brand voice is everything on social media.
- Are your posts funny and sarcastic?
- Do they only have calls to action and demands?
- Are you capitalizing on every big news story?
- Or are you more of a DIY mom who has a 10-year old blog?
- What words should this voice use?
- Which ones should it avoid at all costs and never ever ever ever use?
- Who are other companies who have a similar brand voice?
- If you have a well-documented brand voice, a good social media agency will be able to send you example copies for your approval until you feel at ease that they get it.
- If you’re still trying to find your brand voice and are at the beginning stages of this strategy, now isn’t exactly the best time to outsource your social media management.
- If you’re going to outsource anything, hire a social media consultant to help define your brand voice for social media and then take it from there.
4. Do I Have Content or Do I Need Content?One way to do social media is to be completely hands off and let a social media agency do all of the work for you, which can even include creating the content to share.If you have your own content to share, I’m not saying it’s a deal breaker and you should just suck it up and manage social media yourself.What I’m saying is that if you’re struggling to figure out which type of content to produce, or if you should reshare that ebook from three years ago, it’s worth outsourcing your content production to a professional.This professional is going to need a good debrief about your business, how and why it operates, who it’s ideal and actual customers are, and what kind of content materials you already have.From there, outsourcing content may be the best move for your business.You can still manage the social media in-house but without the worries of trying to figure out what kind of content your followers actually want to see.
5. Can I Afford to Outsource?Social media agencies, independent contractors, and content creators all come at entirely different price ranges.Sometimes, their price ranges are less expensive than your in-house social media manager. Other times not so much.Outsourcing social media could cost anywhere from $500 to tens of thousands of dollars a month, all depending upon the following factors:
- What kind of outsourcing: Freelance (least expensive), agency (middle), or enterprise (highest)
- What the monthly deliverables are: More posts and content creation = higher price
- How long the contract length is: Longer contracts = price cuts
- Social media tool subscriptions: Sometimes agencies require you to have your own account
- Social media advertising: Because organic is no longer good enough
- Employees (salary, benefits, etc.).
- Social media tool subscriptions.
- Content creation.
- Social media advertising.
- Strategy development and measurement (time and tools).
- Your management time.
- Your communication time.
- Content creation.
- Social media advertising.
6. What Should I Do?So, which one is right for you?It depends on tons of different goals and factors, most of which we hashed out above.To put it simply, if you’re already head over heels with to-do lists and the idea of carving out extra time to do another task is making your other eye twitch, do yourself a favor and outsource. It will be the least time-invested resource.Though, don’t forget, it will still require a bit of your time and movement in your budget.
- Freelance = Lots of communication, editing, approvals, and then double-checking ROI.
- Agency = A bit of time initially and then mostly hands-off.
- Enterprise = Read our monthly reports and go “Oh” and “Ah.”
1. Not including a call-to-actionAre you creating email campaigns and not telling your subscribers what to do with the information you give them?If so, you’re missing the point of creating a campaign in the first place – to reach a particular goal. If your emails don’t help you move toward that goal, they’re pretty much pointless. They’re a waste of time and resources.Luckily, it’s easy to optimize your emails to accomplish whatever you want to achieve. You can increase your website traffic, convert subscribers to leads, increase purchases, or get people to download your new ebook.All it takes is persuasive email copy along with an effective call-to-action!You can also think of a call-to-action as a clear goal for that particular email. Just ask yourself: what do you want subscribers to do with the content in the marketing message? That should be your call-to-action (CTA).For instance, in this email from Chatbooks, the goal is to get customers to make a purchase. The company has a coupon code to help spur people to this action, so they used that enticement as the CTA text (“Save 20% Today!”).
2. Not using email list segmentationIf you’re not segmenting your email list, you’re missing out on an easy way to send more personalized emails to each subset of your subscribers.For example, maybe a subset of your subscribers uses your service far more than others. Maybe you have a different subset of casual or beginning users, too. If you send the same emails to both groups, you’ll risk alienating them both with messaging that’s too broad and doesn’t resonate with their interests.By contrast, if you send each group personalized emails, you can speak to them on deeper, targeted levels, which may equal more action from them on your CTAs.
3. Not writing your emails for the readerAre your emails focused on your readers, or are they focused on you, your business, and your goals?If you’re in the latter camp, you’re making one of the biggest marketing mistakes: forgetting your audience.This is a big problem because your audience doesn’t care about things that don’t involve them. They want to know what’s in it for them, and if you don’t spell it out, they’ll lose interest.
4. Not automating emails based on user habitsAccording to BigCommerce, email automation is one of the most effective methods for email marketing. It helps you engage with customers at exactly the right moment when they’ll be most receptive to your marketing.Here’s how it works: if you want to send new subscribers to your newsletter a welcome email or a series of emails, you create one email campaign designed to introduce them to your website and your best content or products. The email is triggered once the requirements are met (in this case, whenever someone new signs up for your email list).In this vein, you can create all kinds of automated email campaigns. You set the criteria for the trigger, and when those criteria are met, the prospect will receive a targeted, personalized email at the exact right time. Less work for your team, more reward for the entire company.And, according to data from Statista, personalized marketing is what users crave. 90% of respondents to an April 2017 marketing survey said they find personalized messages either “very appealing” or “somewhat appealing”.
5. Not creating engaging email subject linesIt’s easy to neglect your email subject lines after spending time and resources crafting a beautiful email. After all, you’ve optimized the content for results and subscribed to all the best practices for email marketing, so you’re sure to see results, right?If you neglect your subject lines, you could lose out on critical opens, which means your subscribers will never even see, read, or interact with your emails, regardless of how well they’re designed.That’s bad for your email marketing because it means a wasted budget and wasted time. Instead, take the time to craft compelling email subject lines so your messages are irresistible from the very moment they hit your readers’ inboxes.A few good tips include:
- Keeping it short and sweet
- Eliminating filler words
- Putting the most important keywords at the beginning
- Staying clear and simple
6. Not optimizing for mobile usersMobile internet traffic accounts for over half of all internet traffic, according to StatCounter. That number surpasses traffic from desktop computers and tablets.In other words, if you’re not optimizing your email marketing for mobile users, your messages will render poorly and not work on the majority of their devices. Not only are your subscribers likely to delete your email then and there, but they are also less likely to open your next one.
7. Not including text (or Alt Text)If your email campaigns consist of nothing but images, you have a problem.It’s this simple: lots of email users have their images turned off, which means they won’t automatically load in their browser. If your email is all images without text, the user won’t see a thing, and they’ll move on.
8. Not sending emails strategicallyHow often do your subscribers want to hear from you? Not asking this question is yet another major email marketing mistake.Turns out, sending emails strategically isn’t about guesswork. It’s about paying attention to your target audience and segments, listening to their preferences, and offering options that cater to them.For example, many brands offer a preference center for their list subscribers, allowing users to determine how frequently they receive emails. Once you start collecting this data, you can easily break your list into segments and use automation to follow-through, delivering exactly what your customers want.
9. Not cleaning up your subscriber listThe size of your email list doesn’t matter as much as how many of those people are truly interested and engaged in what you have to tell them. If your list is bloated because you have a big percentage of inactive subscribers, that doesn’t help your bottom line.What does help your bottom line? Active, engaged, interested subscribers.To that end, it’s a good idea to clean up your list every now and then. Think of it as “cleaning house.” When you prune your list and remove those who aren’t engaging with your emails, you’ll be left with the true fans of your brand and a much more powerful tool for marketing.
10. Not A/B testing your emailsNumber 10 in our list of the top 10 email marketing mistakes: not A/B testing your emails.Testing your emails is one of the simplest ways to gather data about your audience’s preferences. Once you know what designs, images, text, and CTAs are most appealing to your readers – you can build on this knowledge to create even more powerful, compelling, and exciting emails.
1. Always track changesIt’s an age-old tale; someone in an organization (the client, the dev team, the CEO) decides to make an update to the site without communicating it. Pages are gone or moved, content has been changed, and even worse, you didn’t notice it until a few weeks later when traffic was gone and rankings had tanked.Unfortunately, as much as we communicate, as much as we try to stay involved, situations like this are bound to occur. The best thing to do is to prepare. Here’s how.Set up change alertsTools like SEORadar or VisualPing will notify you when changes are made to a site. Whether it’s on-page or in the code, you will get an alert and immediately be able to see where the change occurred. For larger e-commerce sites where changes are made frequently, a tool like SEORadar will allow you to choose the types of changes you want to be notified about. A good feature considering none of us want to be bombarded with useless emails.Keep a changelogWe use a combination of Basecamp and Google Drive to ensure we can easily find existing recommendations. After all, if a page is accidentally removed or you need to revert content or tagging, finding the approved content becomes pretty important. Even more importantly, if a site tanks, it’s good to be able to see what drove it.A few things we do to stay organized:
- Shared Changelog. For a number of clients, we keep a shared changelog with the dev team. This way we know the when, what, and where of site updates.
- Analytics Annotations. When an update is released, recommendations are implemented, or a big announcement is made (ex: mobile indexing), make an annotation in your analytics platform. A year from now, when you are pulling data and wondering what happened, you’ll have it right in front of you. Annotations can be lifesavers.
- Closeout messages. For example, if a page was updated, make a note in the original message, noting the date of the change and the URL. Record keeping FTW!! (Check out Recordit.com for the best free onscreen recording software ever- you’ll thank us later!)
2. Clean data = Good dataYou spent hours creating a report. The results look good. You’re showing value. And just when it’s time to present the report to the team, you hear:“Does this include login traffic?”or“We actually switched to a new profile.”or“We need to take out traffic from X.”Make sure you’re using the right data from the start. I can’t tell you how many times I’ve been on a project when one team has been using one data point and another team a different one. And you’d be surprised by the number of reports I’ve had to redo because we had the wrong information or the client wanted certain data points removed.At the same time as you sync up with your team and the client, make sure your analytics is set up properly from the start – is tracking on all pages? Is sub-domain tracking set up? Are the correct goal URLs set up? Is event tracking working properly?One of the biggest challenges we have in SEO is showing value and we rely on analytics data to help us. Without the right data in place, our challenge becomes even greater.
3. Knowledge is powerI’ve said it before and I’ll say it again and again and again…there is a lack of education in the marketing space when it comes to SEO. Not only that, but the value of SEO is still being questioned.Here’s the thing – while it’s changing, it’s not changing fast enough and we can’t get mad because someone doesn’t understand the value of what we are doing or understand everything that’s involved in the process. More importantly, we have to be able to explain things in a way that matters to the stakeholders. Here’s how:Know Your AudienceHow we talk to the PR team is different than how we talk to the Dev team and certainly different than how we talk to the CMO. Guess what? The CMO probably doesn’t care about the type of redirect you are recommending. What they do care about is the impact it has on the overall business.Know who it is you are talking to, what their knowledge is, and what they care about. If you are unsure, ask ahead of time. During our initial discovery, we not only ask questions related to SEO but also get backgrounds on the people we will be working with.
- What is their role?
- What are their goals?
- Have they worked with an SEO team in the past?
4. Don’t forget the customerOne of the case studies I used involved lots of content, huge increases in traffic and rankings, and an unhappy client.See, it turned out that while we were building an amazing portfolio of content that was driving people to the site, we were actually building an amazing portfolio of top to medium funnel content. We weren’t focused on conversions and we weren’t focused on existing customers. Fail!As search marketers, it’s so easy to forget what it is we are trying to do. There’s so much pressure to improve results and improve a position that we often forget why we are doing it in the first place…sales.
5. There’s more than one wayCan we all just agree there’s often more than one right way? That yes, maybe this way worked great for you but this other way worked great for someone else. Perhaps SEO has a lot of intricacies and nuances and is often specific to a site or industry or platform. Maybe?I am harping on this a bit but the reason is that we often get too caught up in the “this has to be done a certain way” mentality. We get on calls with developers and tell them the way we want it done. We fight battles over meta tag lengths or how a title tag should be written. Come on.To be a good SEO means being able to compromise and figure out how to make things work even if it’s not the way you would’ve done it. We have to pick our battles and push for the things that really matter. And remember, just because Google says jump, doesn’t mean you have to jump.
Facebook’s new in-stream video ad solutions target most engaged viewers
- Facebook has two new in-stream ad solutions: In-Stream Reserve and In-Stream Categories, the company announced in a blog post. With In-Stream Reserve, ad placements are purchased in advance and served to Nielsen-verified in-target audiences so advertisers can reach viewers watching video from the most engaging, highest-quality publishers and creators. Through In-Stream Reserve Categories, advertisers choose content packages tied to categories, like sports, fashion/beauty and entertainment, and purchase them like In-Stream Reserve ads.
- More than 70% of In-Stream ads on Facebook are viewed to completion, and most viewers have the sound turned on, according to the blog post. Facebook says it is testing ways for marketers to advertise in just one Facebook show or be a show’s exclusive advertiser with some of its Watch shows, like “Ball in the Family,” Returning the Favor” and “Red Table Talk.”
- Facebook is also introducing ThruPlay, which gives advertisers the ability to optimize and pay only for ads watched to completion or for at least 15 seconds. ThruPlay is available for all video ad placements, including in-stream, stories and feed, on Facebook, Instagram and Audience Network. The new tool is available in Ads Manager now for auction and reach and frequency buying, and will be rolled out for all advertisers worldwide over the next few weeks.
Dive Insight:Facebook recognizes that its users have varied video-watching habits, which range from short clips to longer viewing sessions, and is trying to give video ad buyers more choices as a result. The new video ad tools are aimed at helping marketers tailor their campaigns according to usage patterns and could encourage marketers to increase their investment on the platform. The news comes at a time when a number of platforms are ramping up their video content. While Facebook is still one of two dominating forces in digital advertising, with this news the company appears to also be emphasizing how it’s listening and responding to the needs and preferences of marketers and viewers at a time when it is under a lot of scrutiny for its business practices following the Cambridge Analytica scandal and amid a broader reckoning around social media’s potentially negative influence on consumers and society.Marketers want more options for choosing where their ads appear, according to Facebook. The new In-Stream Reserve ads are best-suited for premium online video and TV buyers, with campaigns targeting audience segments that are difficult to reach, like younger viewers, and light viewers. In-stream ads appear only in videos meeting Facebook’s Content Guidelines for Monetization.The new solutions appear to have been informed by video consumption habits outlined by Facebook last month. For example, in-stream ads longer than 15 seconds had a higher abandon rate, and this led Facebook to limit in-stream ads to 15 seconds and to place them only in video content at least three minutes long. The addition of ThruPlay will help marketers reach viewers who watch the entire ad.Facebook draws 46% of all video ads created, and the share jumps to 74% when Instagram video ads are factored in, according to Clinch research. The platform is likely looking to grow that share by introducing new video services recently. In August, Facebook made its video platform Watch available globally and said it would expand its Ad Breaks program to help partners monetize their video campaigns.
The 5 Best Digital Marketing Tools for Understanding Your Customers
1. SurveyMonkeyIf you want to know more about your customers, the best thing you can do is talk to them directly. But if a face-to-face meeting isn’t an option, a survey is the next best thing. With SurveyMonkey, you can craft a survey to gauge your customers’ opinions about your products and brand as a whole.SurveyMonkey gives you the ability to engage with your customers directly and get their feedback on how you can improve. Make sure you ask open-ended questions so your customers can respond with their own answers. You’ll gain valuable insights from what they tell you, which you can then act upon to improve your brand.
2. Google AnalyticsIf there’s just one tool from this list you decide to use, it should be this one. Google Analytics is a powerhouse analytics tool that can track the traffic coming to your website and the performance of each web page.Google Analytics gives you insight into how your customers are interacting with your brand. Is there one page on your website that’s resonating the most? What type of content is attracting the most visitors? By answering these questions, you can learn about customers’ likes, dislikes and preferences.With Google Analytics, you can also find out information like how long visitors spend on your website, their geographic distribution and where they originated from before they landed on your site. And the best part about Google Analytics? It’s free to use!
3. Google TrendsWhat people type into Google can tell you a lot about their needs. Let’s say I’m looking for someone to walk my dog: I’d probably search for “dog walkers” in my area. And if you’re the owner of a dog walking service, you’d probably be interested in my search.With Google Trends, you can identify and learn about the search terms your potential customers are using. The tool tells you how popular certain search queries are and how their popularity has changed over time. For instance, if people search for “dog walkers” more in the wintertime, you could plan ahead if you’re the one with the dog-walking business.Google Trends also allows you to see related search terms and topics, which could reveal new opportunities for your business.
4. HootsuiteAccording to eMarketer, nearly a third of the world’s population uses social media regularly. And these days, social media isn’t just for connecting with friends — it’s also for connecting with businesses.Your business probably already has a social media presence; at least it should. But how often do you pay attention to what people are saying about your brand on social media?With a social media listening tool like Hootsuite, you can manage your social networks all in one place and track mentions of your brand. You can set up feeds for mentions of your company’s name, your competitors and your industry in general. This way, you can tap into the relevant conversations your customers are having and learn from them.
5. SalesforceAccording to HubSpot, 40 percent of salespeople are using informal means, such as Microsoft Excel or Outlook, to store lead and customer data. With that data stored in insufficient tools and in multiple places, it’s easy for things to get disorganized and even be lost.A cloud-based system like Salesforce, however, allows you to manage all of your customer data in one place. You can store contact information and notes on your interactions with customers, and even send emails from the platform.Related: 5 Helpful Content Tools and Sources for Digital MarketersWith Salesforce, you can ensure that all of the information you gather about your customers is stored together. This allows you to see the whole picture and have a clear and thorough understanding of your customers.
Networking Bizz Ranked Among the Top SEO Agencies in Los AngelesAt Networking Bizz, we successfully build brands, always having our clients’ best interest in mind. We’re committed to finding the best possible ways for our clients to engage with their customers and get the highest possible ROI along the way. Our team of highly proficient creatives successfully combines strategy, innovative ideas, and experience to offer compelling, winning digital solutions and deliver measurable results that exceed all expectations. Specifically, we excel in on-page and off-page SEO and PPC and we have a track record in increasing search engine rankings to prove it. We’re honored that our hard work has been recognized by SEO Tribunal. On their list highlighting the best SEO agencies in Los Angeles, Networking Bizz has been ranked among the best.
SEO Tribunal RankingAiming to become the best resource for business to find the right SEO agency, SEO Tribunal is employing a specific evaluation method to weed out the scam SEO companies and offer only the best ones to their readers. Their in-depth ranking process when choosing the best SEO agencies includes a number of factors, both quantitative and qualitative. The focus is on assessing companies’ project management methods, techniques, and performance, but also on evaluating client references, case studies, and testimonials. We are proud to say that our company has met SEO Tribunal’s criteria and got its place among the best SEO companies in LA. We’re also excited about what’s yet to come and we look forward to continuing our presence on SEO Tribunal’s list. If you want to help our goal, leave a review for our company at SEO Tribunal.
Lessons From Netflix About Content MarketingNetflix didn’t become the most popular streaming video subscription service by accident. Clearly, it hired smart people to run its analytics, content strategy and customer-experience initiatives to grow its subscription base, all the while reducing churn and cancellations.This media services provider has also mastered the use of social media to gain attention for its shows (sometimes controversially so) and connect with fans.But before getting to five social media marketing takeaways from Netflix that entrepreneurs can use to expand their brands’ presence, consider some important numbers about the media giant’s place among what’s sometimes called FANG (FANG being the acronym for the four high-performing technology stocks: Facebook, Amazon, Netflix and Google.)These are the numbers that have transformed Netflix into a video-streaming juggernaut:
- As of July,17, Netflix had more than 130 million paying subscribers, according to Statista. It added over 7.5 million new subscribers between Q4 2017 and Q1 in 2018.
- Amazon Prime, Netflix’s closest streaming competitor, has only 100 million subscribers.
- In just one quarter, Netflix added half as many new subscribers as another streaming competitor, Hulu, has total subscribers (pretty incredible).
- Netflix has made a growth push into new markets: It has customers streaming and watching content in over 190 countries.
- Since 2015, over 30 million subscibers have been logging-in and streaming the service using VPNs or other location-masking software, according to The Guardian.
- Since enacting the price hike and VPN ban, regardless of the associated uproar, Netflix has added over 40 million new paying monthlty subscribers.
1. Even great social media will not save a crappy product.Besides maybe Google or Facebook, Netflix has made it through more scandals than most companies. The events I’ve described have brought a barrage of litigation, loss of subscribers and discontent among portion of its customer base. Netflix’s CEO, Reed Hastings, known for taking risks, hasn’t been fazed by the backlash.In a 2016 earnings call he called the protestors of the VPN “a very small but quite vocal minority” and called the scenario “really inconsequential to us, as you can see from our Q1 results.”Of course, marketing approach is one thing; then there’s the actual product. Recently, Digital Trends conducted an in-depth comparison of the streaming service providers and Netflix came out on top, winning in five out of seven categories (price, content library, supported devices, ease of use and video quality).This confirmed Netflix’s position ahead of its competitors in terms of subscribers looking for binge-worthy content. Even though recent data has suggested that 80 percent of Netflix viewership comes from licensed movies and TV content, original breakout hits like Stranger Things have caught the big news headlines and accounted for the remaining 20 percent.
2. Don’t fear showing a real and authentic voice.Netflix is a brand that shows you can make connections with an audience using an authentic voice. While some legacy brands have strict policies about interacting with followers on social channels, Netflix takes a different approach and likes to have fun by taking a more casual and playful voice.Here are sample tweets that show this inclination in action:#Daredevil Season 2. All night, every night. See you in a few hours. pic.twitter.com/O1fdynSrLa— Netflix US (@netflix) March 18, 2016“One more episode” – You, lying straight to your own face.— Netflix ANZ (@NetflixANZ) Aug. 5, 2017brb changing my name to Netflib— Netflix US (@netflix) June 11, 2018Hey @ayenalambat! Is the birthday boy around? Chief Hopper has something to say. https://t.co/kzqP3P5fkz— Netflix Philippines (@Netflix_PH) March 27, 2018Apparently, the @Netflix account is positioning itself as one of its subscribers’ friends in its posting and retweets — as opposed to being like a brand trying to sell you something.To its fanatical audience, Netflix doesn’t feel like just another huge, untouchable corporation afraid of lawsuits. If you roast Netflix, it will roast you back.
3. Social listening should be an important part of your strategy.Ever hear of Netflix socks back in 2015? This was a project Netflix created when its data showed that many of its users were falling asleep while binge-watching a show — I’ve done it myself.Netflix then worked with an agency called Deeplocal to cement its position as an industry innovator, and communicate to viewers that they controlled the company’s programming: It developed smart socks that used an accelerometer to detect when users fell asleep.The technology sent a signal to the user’s TV and paused the show so that the watcher did not wake up several episodes ahead. The project was a hit and won a Shorty Award in 2016 for its creative use of technology.The gimmick was also written about by major news sites and went viral on social — generating an average 1,175 tweets per day from over 20,000 accounts — resulting in totally 300 million social impressions.In this way, Netflix further reinforced how innovative and cool an entertainment company it was, and is. It also showed its role in active social listening, having heard complaints from annoyed customers falling asleep during its shows and posting about it.
4. Every company cares about the numbers, but successful companies look beyond them.Of course, marketing and social media can seem like a numbers game, and all successful brands try to interact with their audience and post regularly.But in 2018, it takes more than just showing up on these platforms to succeed. Another key takeaway from Netflix’s approach here is its focus on quality over quantity. That means its clever and witty style on posts, how it responds and engages its audience and the quality of its tweets.It’s pretty obvious that Netflix is not simply tweeting to meet a target. A lot of creativity goes into these tweets, which are crafted with thorough understanding of the company’s audience. See for yourself.
5. Find a way to encourage sharing of your content.Another Netflix strategy for social media success is how the company makes it so natural to share its content across social media.Aside from creating interesting content that lends itself to social sharing, Netflix makes that content easily shareable and encourages people to share it with friends.Entrepreneur contributor Dennis Williams wrote on Entrepreneur how the company “is known to provide content that pairs well with social media, helping insert itself into everyday conversations.”The article highlighted how Netflix had even created a landing page of funny gifs, with the title “Give your friends that extra push” to encourage sharing. Its Twitter accounts are also funny and relatable, which makes people enjoy following them.
ConclusionNetflix takes a different approach on Instagram and Facebook, since these platforms are more visual. And, a lot of the content created for those accounts shows either interviews, actor selfies taken during filming or behind-the-scenes photos of original shows — all intended to be teaser ads and promotions.The bottom line is that Netflix does a lot of things well, and it did not become the streaming industry leader by chance. It has a rock-solid marketing strategy that prioritizes relating to its fans and target demographic.Startups and established businesses can learn from these takeaways and siimilarly engage their own audiences on social media. The key here is that millennials, and in fact all demographics, like brands that are fun and approachable.
A long time ago…in a strategy meeting far awayAlthough many would equate content gates to written pieces, anything which puts something behind a paywall can be considered as one. When EA announced the video game Star Wars Battlefront 2, they made the controversial decision of restricting access to ‘hero characters’, such as Darth Vader.To play as the iconic villain, Star Wars fans would have to play the game online for 40 hours. Alternatively, they could pay extra money to speed up the process. However, this only unlocked one hero, they would have to repeat the process to gain access to the other fan favourites.The reaction from fans was overwhelmingly negative – especially on Reddit. A representative of EA even commented on the forum stating the high unlock times were to provide a “sense of pride and accomplishment”.That comment is the most downvoted in Reddit history.
Behold the power of this fully armed and operational PR crisisOften internet-based anger doesn’t have many repercussions. However, this began to affect EA when fans started cancelling their pre-orders in the thousands. Eventually, the company announced they were reducing the unlock times of hero characters by 75%. Although an attempt to placate the fans, the damage was very much done.Less than two weeks after the game’s release, EA’s stock value had declined by $3bn. Furthermore, compared with the first game released two years previous, physical game sales of Star Wars Battlefront 2 were down by 61%.Even worse for EA, Walt Disney – which owns the Star Wars brand – weighed in on the controversy. Company executives were keen to express their “unhappiness” at how the incident “reflected on their marquee property.”Months after the release of Star Wars Battlefront 2, EA relented. The company removed the content gate and purchasers would now only be able to pay real money for cosmetic items. Furthermore, the incident has sparked a worldwide debate about the ‘loot box’ system (where gamers pay money for additional in-game items) and some countries have even decreed the practice as illegal.
What can we learn from EA’s content gate?This is an example in how content gates can go very wrong. However, it could have been avoided if company executives followed the main rule when deciding whether to implement one:Understand your audienceIt is vital to understand your audience before implementing a gate. As well as deciding if these people will accept it and how useful it will be to them, you must put yourself in their shoes and determine if you would adhere to the content gate yourself.For example, I doubt EA’s executives would have been willing to play an online game for 40 hours – per character – or pay extra to get them unlocked.As for the audience itself, this decision doesn’t work for the game’s two main customer groups:
- Star Wars fans have grown up with the franchise. Although its legacy has led to a new generation, the average fan is a 34-year-old male. They have commitments, jobs, families. They definitely won’t want to spend 40 hours on an online game to gain access to a character.
- In a similar fashion, generations have grown up with video games and – although a popular hobby, the average age of a gamer is 35. Again, they have commitments.
15 Questions to Ask Yourself Before Publishing a New Landing PageLanding pages are an important part of most online marketing campaigns. They are a great way to tailor the page that people see after clicking on your ad to your target audience and actual ad content.Unfortunately, while there are a lot of great articles out there about how to test, tweak and refine your landing pages, not every tip or trick works for every page. To make things even more complicated, it can be hard to know where to start with a new landing page:
- Do you just guess?
- Do you put together a page and hope for the best?
- Do you give it your best shot and then tweak once you have some data?
- Do you create multiple pages and start testing from day one?
1. Does my above-the-fold experience feel consistent with my advertising?Your ads set expectations for your landing page. If you’re advertising personal injury services, but your landing page talks about divorce litigation, you immediately create a sense of confusion and unmet expectations for your site traffic. That’s not a great way to get people to convert on your landing page.Instead, your landing page should match the advertising that brings people to your page. Keep in mind what your ad looks like and promises, along with who you are targeting and what platform your ads are running on. The more seamless your ad-to-landing page transition is, the more likely people are to stick around and potentially convert.
2. Do I have a headline that clearly defines my business and/or offer?One of the easiest ways to establish a sense of ad-to-landing page consistency is with your headline. Your headline is the first place people look for confirmation that your page matches their expectations. This is the ideal place to confirm what your business does and what your offer is.Remember, your main goal here is to maintain momentum and build confidence, so keep your headlines clear, concise and focused on the messaging that convinced someone to click on your ad in the first place.
3. Am I communicating value with my headline and subheading?A good headline and subheading should make a strong value proposition to your potential customers. After all, if you want people to stay and convert, you need to give them a reason to stick around and consider your offer.The best way to do this is to focus your headline and subheading on how your business or offer will improve the lives of your potential customers. So, instead of saying something generic like “industry-leading software,” it’s better to say something more along the lines of “Close twice as many deals with our sales software.”
4. Is my CTA immediately obvious?The whole point of a landing page is to help transition potential customers from interest to action. For this reason, landing pages tend to work better if you make the next step immediately obvious. In some cases, you might want an above-the-fold call to action (CTA) encouraging people to convert directly. In others, you may want an above-the-fold CTA that leads people to read more content farther down on your page.Additionally, it’s almost always a good idea to make your CTA stand out (contrasting colors, smart placement and so on). The easier you make it to find and follow the next step in your conversion path, the more likely people are to do what you want them to do.
5. Is my CTA clear?Most good CTAs require an investment of some sort. And, like all investments, your CTA comes with a measure of risk. So, if you want to get people to give you their contact information, money or something else, you need to be clear about what they’re going to get in return.Whether it’s in your button copy or at the top of a submission form, it’s usually best to explain exactly what people get in exchange for what they’re giving you. That way, they understand the exchange and feel more motivated to do what you want them to.
6. Do I have any unnecessary links?Unlike your home page, you know exactly why people are on your landing page and how they got there. As a result, you can give them the content they need, and you really shouldn’t have any reason to send them to another page. Unnecessary links to a site or social media profile pages simply distract people from what you want them to do on your landing page: Convert!
7. Are there distracting elements on my page?While there might be a lot that you want to communicate about your company or offer, too much information or too many images can distract or discourage your potential customers. Remember, the goal of a landing page is to help people take the next step toward becoming a paying customer. If elements on your page aren’t an important part of helping people take that next step, you probably don’t need them.
8. Does my copy focus on things that matter to my customers?Along the same lines, many businesses fall into the trap of creating landing pages that focus on how great their business or offer is. The problem is, your potential customers don’t care how awesome you think you are. They care about what you can do for them.Instead of focusing on why your company is great, it’s best to focus on how your product or service will help your potential customers. How will it change their lives for the better? What value will they get from buying from you? If you can give them convincing answers to those questions, they’ll be a lot more likely to convert.
9. Are my testimonials compelling and relevant?The right testimonials are incredibly compelling. The wrong testimonials undermine the credibility of your business. This is just as true on a landing page as it is on a third-party website.On your landing pages, you have the advantage of picking which testimonials to use, but your potential customers know this, so your testimonials need to be particularly compelling. A great testimonial should be specific to you and your business (or offer, ideally) and should come from a reliable, verifiable source.
10. Are all my form fields necessary?As I mentioned earlier, your CTA represents a degree of risk for your potential customers. The less you ask for, the lower that perceived risk will be. So, if you don’t need a piece of information at this particular stage of your funnel, don’t ask for it!
11. Does my page have a page title?A page title might seem like a fairly simple thing, but our brains are designed to associate inconsistency with danger. Most reputable websites and landing pages come with a page title, so if people don’t see a page title on the tab for your landing page, they may immediately become more suspicious about the legitimacy of your business.
12. Has my page been proofread?Ideally, reading through your landing page should be an effortless experience for your potential customers. When someone has to think to figure out what you’re trying to say or make sense of a misspelled word or poor grammar, they enter a state of alert. Something is wrong with your page, which automatically makes them question everything you are saying on your page.As a result, they’re a lot more likely to question whether or not they need what you’re selling, which is bad news for you.So, apart from simply creating a professional-sounding landing page, proofreading (especially if you get someone else to proofread for you) can also improve the overall performance of your landing page. The less people have to think while reading through your content, the more likely they are to be swayed by your pitch and convert.
13. Have all of my forms and buttons been tested?Of course, the most compelling page isn’t worth much if people can’t actually convert. Any time you make a change to a button, form, integration or another interactive element, you should retest your whole process. Make sure that lead info ends up in the right place, buttons work and links direct people to the right place before you launch your page.
14. Have I mobile-optimized this page?These days, it’s a fairly safe bet to assume that a lot of people will view your landing page on their mobile devices. It’s a bit of a pain to have to design a desktop-friendly and mobile-friendly version of your page, but that’s just the world we live in.
15. Will this page make my customer feel like ‘This is for me’?As people progress through your marketing and sales funnel, they are constantly asking themselves, “Is this for me?” In other words, your potential customers are looking for a business and/or offer that fits them and their needs.We’ve touched on this point throughout this article, but it’s so important that it’s worth specifically mentioning here. If you can convince people what you’re selling is a match for who they are and what they need, it will be hard for them not to convert.This can be tricky to do on your home page, where you don’t really know who is visiting or what their motivations are. But a landing page is different. With a landing page, you control who sees your page. Only people who match your targeting and are interested enough in your advertising message to click will see your landing page, so you can create an experience that is personalized to them.
ConclusionAfter 10+ years of building and testing landing pages, I’ve found that these 15 questions are a great way to evaluate the quality of a new landing page. If you can answer “yes” to all of the questions on this list, your page might not be perfect, but it’ll be a great asset to your online marketing campaigns from day one. Over time, you can test and refine things, but the fundamentals will all be there.
IHOP to IHOB: Will the New Marketing Strategy Work?Three weeks after the International House of Pancakes (IHOP) launched a teaser campaign to call itself IHOB to draw diners to its burgers, marketing pundits are still debating the wisdom of the rebranding move. However, investors of Glendale, Calif.-based Dine Brands Global, Inc. — IHOP’s parent organization — should be happy to see their stock gaining 30% in that period to $80.For nearly 60 years, IHOP has positioned itself as a breakfast destination for its pancakes. But it clearly saw hidden value in another, ignored item on its menu – its burgers – and with a single tweet, opened the doors to the lunch and dinner markets. IHOP’s tweet spawned a viral discussion on social media, drawing both praise for what many saw as a bold move, and criticism for what others saw as a flop.According to experts at Wharton and the University of Maryland, IHOP could see big gains if it can invest in product improvement (read: better burgers) and ensure quality control at its 1,650 locations. It also has to find ways to overcome the declining popularity of sit-down casual food restaurants and compete more effectively with fast-casual and quick-service restaurant chains like Chipotle, Shake Shack and Five Guys Burgers, they said.The Long ViewJudging IHOP’s rebranding strategy calls for “a long term view,” according to Wharton marketing professor Americus Reed. “Remember the [consumer] purchase funnel — awareness, consideration, evaluation, liking, intent to buy, actual purchase, and post-purchase loyalty,” he said. He cautioned against rushing to write off the campaign as a flop. “There are many second- and third- and fourth-order effects — word of mouth — that may create lagged sales.”In order to work out well, repositioning of brands takes “time, effort, and message discipline,” said Reed. “Target did not become ‘Tar-jay’ overnight. Hyundai did not become a higher cached brand overnight.”More immediately, the social media momentum IHOP has gained is of course a boon that money cannot often buy. “Just the sheer volume of talk about IHOP and IHOB is a fantastic win for that company,” said Wharton marketing lecturer Jason Riis. IHOP should find profit in the talk about it, even if what’s said is not always complimentary.In the days before the “B” in IHOB was revealed to represent “burgers,” “it created all kinds of speculation, and the new social media environment thrives on that kind of thing,” Riis said. “They got people guessing, and lots of people making fun, but their campaign has been goofy and playful and lighthearted from the beginning. On the manipulation or playing with social media, they did that brilliantly. I don’t think there’s any way they could have predicted this level of success.”Building on the BuzzOne worry for IHOP would be that the buzz in social media ends up becoming short-lived, according to Henry C. Boyd, clinical professor of marketing at the University of Maryland. “The buzz … is great for now. But what’s going to happen when all of the dust settles and we look up and say, ‘Well, what was that all about, and did it really move the needle as far as sales are concerned for the burgers?’”Riis and Boyd discussed the IHOP campaign on the [email protected] show on Wharton Business Radio on SiriusXM channel 111. (Listen to the podcast at the top of this page.)“People are talking about it, and social media accounts of competitors are weighing in, so there is a lot of earned media for IHOP,” Reed said. “The question is: Will all this hype trigger people wanting to try the IHOP burger offering that would not otherwise do so?” IHOP’s strategy may also include an attempt to get more people to come in during non-breakfast hours, promoting the idea that they could have pancakes for lunch or dinner or late night supper, he added.Another worry for IHOP is that it is getting into the more challenging part of the burger market. “A lot of the headwind they’re facing is that broad category of fast-casual where you can go in and just pick up a burger or a meal without table service that’s reasonably high quality,” said Riis. That category is growing, he added, and cited Chipotle and Shake Shack among the chains in that space. “Casual dining is where you sit down and order, and that category is declining – that’s where IHOP sits.”That said, it does make sense for IHOP to make a bid to enter that market and compete with the entrenched brands there, Riis said. “They don’t have to win. They just need a basic level of parity [with the other brands] that gives people another reason to go in there.”Changing long-held perceptions among patrons is also an “uphill battle” for IHOP, said Boyd. “When you say IHOP, most people think pancakes,” he explained. “When it’s time for breakfast, I go IHOP. When it’s time for burgers, I go to In-N-Out Burger, or Shake Shack or Zinburger or some other establishment along those lines.”Living Up to ExpectationsAny meaningful impact on IHOP’s sales “is not going to happen unless there has been some kind of substantial change in the product,” said Riis. “All good rebranding programs, brand refreshes and rebrands start with a fundamental and also symbolic change in the product.”Boyd said IHOP has to serve up burgers that compare well with competition, or else it could lose customer patronage. “That is the real concern,” he added. “It becomes a bit of a risky campaign where you’re saying, ‘We’re willing to change our name from pancakes to burgers and yet we didn’t live up to expectations.’” In order to avoid that situation, “the big stumbling block is quality control,” he added. It may be relatively easier to produce “a gourmet hamburger” at a few locations, but replicating that across a chain of 1,650 stores would be tough, he said.“Maybe now that they’ve got enough momentum, they can start to put their marketing dollars into product development and find ways to get a better, more consistent burger than they’ve had in the past, and find ways to compete better on a product basis with some of these successful chains,” said Riis.Reed noted that the company is trying to position its burgers as better than those of Wendy’s, McDonalds and Burger King, “but not quite a gourmet offering as Shake Shack or Five Guys or Bobby’s Burger Palace.”Understanding IHOP’s StrategyIHOP needed to do something to address declines in casual dining restaurants, pancake consumption and in revenues at its own chains, Riis said. Dine Brands Global, which also owns the Applebee’s chain, posted losses of $330 million for 2017 on sales of $605 million that were a big drop from $681 million in 2015. The company expects IHOP revenues to stay flat or grow 3% at most in 2018, but it has to contend with longer-term trends that aren’t exactly helpful. Riis noted that “pancakes are all about carbs, and the low-carb diets are up.” And for a chain that counts on families with kids, it isn’t promising when “people aren’t having kids as much as they were in previous [years].”IHOP’s “Ultimate Steak Burger” is priced at $6.95, with unlimited fries. Rees found that pricing policy smart. In their “mental accounting, people may attribute the cost to endless fries.” He said it might be a smart idea to offer unlimited fries because margins on those may be small in any case, like with unlimited refills in sodas, and “there are only so many servings of fries a single person can eat, anyway.” The $6.95 price also sets higher expectations of quality on par with a Five Guys, so that it is not seen to be in the same space as quick-service restaurants like Wendy’s, Burger King and McDonald’s, he added. “Of course, now IHOP has to deliver on that value proposition in terms of how consumers perceive the actual quality of their burgers.”Riis noted that a handful of others have attempted rebranding, such as Pizza Hut calling itself Pasta Hut a decade ago. With IHOP, “it really was a fundamental play on the name, and the part that they got right was creating a little bit of suspense and a teaser,” he said.According to Riis, rebranding generally brings positive results. “Brands have to do some amount of refreshing on a regular basis to slightly change the meaning or tinker with what it is that consumers are coming in for and having new offerings,” he said. He recalled a case study about Red Lobster he wrote along with Harvard professor David E. Bell about a decade ago when the brand underwent a relaunch.Riis recalled that at the time he did that study, Red Lobster was battling declining sales and negative customer satisfaction levels. The company changed its logo, changed the interiors at its restaurants, “but most fundamentally they improved the product,” he said. It brought in a new grilling system at all of its 800 locations, retrained its chefs and prepped its servers to pitch the menu to diners in a new way. “Those are big and expensive changes to make. But you have to get those in place before you start talking about it,” he added.The experts agreed that IHOP’s core business of pancakes would stay unaffected if it fails to capitalize on the current social media buzz. At best, the chain’s patrons might shrug off the burger experiment as unwise, they felt. “They will be lauded for trying something different” and loyal IHOP customers will continue visiting its restaurants, Reed said.“It’s not like the pancake narrative has been lost,” Riis said. “Lots of the social media discussions [about IHOP] still revolve around how great or how lousy the pancakes are, but a lot of people are having nostalgic feelings for the chain. And that’s all money in the bank, at least short term.”
WhatsApp Launching Pay-to-Use Tools for Brand Marketers
Facebook looks to monetize WhatsApp with new Business API & ads that open chats in the messaging app
The new Facebook ads that click to WhatsApp open a pre-filled chat so that users can easily message the business via the app.Facebook has launched a new WhatsApp Business API designed to help businesses communicate with consumers via the Facebook-owned WhatsApp messaging app. Along with the new WhatsApp Business API, Facebook advertisers will soon have access to ads on Facebook that click to WhatsApp, automatically opening a pre-filled WhatsApp chat between the user and business.
WhatsApp Business APIThe WhatsApp Business API will allow businesses to send end-to-end encrypted messages to people who start a chat with the company via the app and to message people who have requested information. Businesses will be able to customize notifications that can be sent with “relevant, non-promotional” content (e.g., shipping confirmations, appointment reminders or event tickets).“When someone messages your business, you can also use the WhatsApp Business API to respond to questions or comments for free within 24 hours,” writes Facebook on its Business blog.If a business waits more than 24 hours to send a response, they will be charged for the message. The non-promotional content messages sent to customers will also be charged at a fixed rate.A WhatsApp spokesperson sent the following explanation to help clarify the charges for messages sent via the Business API:
WhatsApp will charge businesses to send messages such as a boarding pass or delivery confirmation. When a customer reaches out to a business with a question such as how do they book their travel or when their order will be delivered, the business will be able to respond for free within 24 hours. If/when the customer responds, that restarts a 24-hour cycle. WhatsApp will charge for messages sent by the business outside of the 24-hour window.According to the spokesperson, there is a fixed rate per country for messages delivered via WhatsApp and that prices vary significantly per country: “In general, the range for these messages [is] roughly half of $0.01 to $0.09 per message delivered.”An announcement on the WhatsApp blog covering the new API says that users will be able to block any business and have full control over the messages they receive. It also reported WhatsApp is currently working with a select number of companies that specialize in managing customer communications to bring the API to more businesses over a period of time. Facebook’s announcement reported more than 90 large businesses have had access to the WhatsApp Business API for months now, including Uber, Singapore Airlines and the Indonesian e-commerce company, Sales Stock.“Tapping into WhatsApp has had a big impact on our business and customers, with lots of potential yet to be explored. The delivery rate, engagement and ease of integrations can’t be compared to other channels,” says Sales Stock’s head of product, Wahyu Saputra. The company claimed that WhatsApp has become its largest source of inbound traffic, with 90 percent of the messages delivered via the app read by customers.
Facebook Ads that click to WhatsAppAlong with the new WhatsApp Business API, Facebook will soon be offering ads via its Ads Manager that open a WhatsApp chat.“When a person taps on an Ad that clicks to WhatsApp, they will be transferred to a pre-filled WhatsApp chat where they can message your business quickly,” writes Facebook. Businesses will also be able to include a “click-to-message” WhatsApp feature on their website and Facebook Page.Advertisers using the Facebook ads that click to WhatsApp will get metrics for the number of conversations started using the ad and the total number of messages people sent the business via the ad. (The reports will be included in the advertiser’s Ads Manager on Facebook.) Facebook says these ads will be rolling out over the coming weeks to most countries around the world, reports Facebook.Earlier this year, WhatsApp launched its first business app, a no-frills tool designed primarily for small and medium-sized businesses that wanted to take advantage of the messaging app to communicate with customers.
Google revamps local events search to include personalized suggestionsLast May, Google launched a new events feature designed to help web searchers more easily find things to do nearby, while also challenging Facebook’s dominance in the local events space. Today, Google is updating event search with personalized event suggestions, and well as a new design that puts more event information directly in the search results.When the feature first launched last year, Google said it was built in response to the millions of search queries the company saw daily for finding local events and activities.However, it was also clearly an area where Google had ceded ground to Facebook. The social network said last fall that 100 million people were using Facebook Events on a daily basis, and 650 million were using it across the network. Those numbers have surely grown since.The original design for Google’s events search offered web searchers a list of events they could filter by category and date. Meanwhile, the event listings themselves were powered by data from Eventbrite, Ticketmaster, SeatGeek, Meetup, Vividseats, Jambase, LiveNation, Burbio, Allevents.in, Bookmyshow.com, StubHub, Bandsintown, Yext and Eventful.Now, Google is returning these event results in a new format — instead of more standard search results, they appear as cards, each with a little bookmark icon you can click on to save the event details for future reference.In addition, when you tap on one of the event listings’ cards, you’re directed to a more information-rich page, offering the date, time, location and shortcuts to save the event, buy tickets, get directions or share it with others. The design looks even more like a Facebook event page, albeit without a discussion section for posts and comments.Clicking on the “Get tickets” button will pop up a window that links to ticket resellers for the event in question — like Ticketmaster or StubHub, for example.As users continue use the system, it will be trained to know what sort of events users like.Google tells us that for users who are signed in and have history turned on, it will provide customized recommendations based on their interests. People have control over their Search history and data via My Activity.This data will be used to power the new personalized recommendations feature, found in the bottom navigation bar’s “For You” tab, which organizes suggested events by category, like “concerts,” “festivals,” “shows,” free events and more. This page also will show you trending and popular events in the area, if you need ideas.The feature is not currently live for everyone, but is rolling out to mobile users over the next few days, says Google.
What Search Marketers Should Know About Amazon Prime DayPrime Day is Amazon’s annual shopping “holiday” exclusive for its Prime members. The one-day event was launched in 2015 to commemorate Amazon’s 20th anniversary and created with a Christmas in July feeling, meant to drive sales on Amazon.com by offering Black Friday-sized deals and discounts to shoppers.In the last three years, Prime Day has grown to exceed Black Friday sales on Amazon.com. With that growth, it has created a bit of a ripple effect in ecommerce sales.So, what should you know as we enter year four of Prime Day?
Amazon Prime Day 2018: What to Expect
Prime Day 2018 Starts July 16First off, Amazon’s marketing machine “primes” shoppers with pre-Prime Day deals, sales and a full-out media blitz of commercials, digital ads, and email blasts.Amazon likes to build up hype and some mystery as to when Prime Day will be since it isn’t usually revealed until late June or early July.Prime Day isn’t consistently held on a certain day of the week or an exact date. In 2015, it was July 15 (a Tuesday); in 2016 it was July 12 (a Tuesday); and in 2017 it was July 10 (a Monday).This year, Amazon Prime Day will begin Monday, July 16 at noon PT, and feature “36 hours of deals.”It sounds better than Black Friday – you can catch a great Lightning Deal without having to stand in line at 4 a.m. in freezing weather or risk being trampled.
More Shoppers Are OnlinePrime Day also means that people are online, ready to buy and look for deals.While last year’s Prime Day sales on Amazon shattered their own records for year over year totals (up by 60 percent), the biggest winner was actually Amazon itself, with new Prime sign-ups (with an increase in Prime membership cost this year) and Echo Dots flying out the door.
Better Deals & Selections on Shopping CategoriesThat doesn’t mean that marketplace sellers didn’t also see a benefit. Amazon has made vast improvements to offerings by category, avoiding more usage of the infamous 2016 and 2015 Prime Day hashtag of #primedayfail when shoppers were dismayed at finding only minuscule deals on items like toilet paper and wasted time looking at deals with $0.03 price increases.This time, expect to see much more highly curated selections on in-demand categories like electronics, health and beauty, home goods, and toys than in previous years. (Last year, grocery was the lagging category.)A quick note on the infamous Lightning Deals that not every paid search marketer might know:
- There is a standard fee for every Lightning Deal that a seller applies for (i.e., you ask Amazon if you can pretty please sell that particular item) during regular weeks of the year.
- The discount must be 20 percent or more of the original price.
- The fee for a Lightning Deal almost doubles per deal during Prime Day week.
- Sellers don’t submit a deal for consideration the way they do during the rest of the year, they log into their Seller Central accounts, see if they have been chosen and, if so, what items from their catalog that they can use for a Lightning Deal.
- Sellers must also be able to meet Prime fulfillment and delivery times (i.e., Seller Fulfilled Prime or participating in a program like Fulfilled by Amazon).
- This is in addition to category-based commission rates that range from 6-20 percent of the item price.
Paid Search Spending (Along with Conversions) Might IncreaseSo what does this mean for search and, specifically, Google Shopping efforts?Well, what we saw at CommerceHub (Disclosure: I work for CommerceHub) during the first Prime Day 2015 is that campaign budgets ran through much faster than anticipated – especially for a seemingly random Tuesday in July, but specifically in the electronics, appliances, and home goods categories.It wasn’t just spending that went up though.We saw a directional increase in revenue and conversions as well. We ended up adjusting budgets for the month and pulling them forward for that day, but we were generally able to keep ROI where it should be.We saw a similar effect in 2016, though more flat year over year (in terms of the amount of a spike), but still an upwards spike in comparison to “normal” July days.For 2017, Andy Taylor of Merkle has what we think is the best analysis specific to search, noting that:
- Overall conversions were up.
- Average order value was flat or down, especially on mobile devices (where traffic was significantly up).
- Search Partner network traffic being served on Amazon was significantly up. That does not seem like it will be the case again this year, as Amazon has been keeping more of that real estate for their own advertising programs and not having users leave the site.
How to Prepare for Amazon Prime Day 2018: A ChecklistGiven all this, to get ready for Prime Day 2018, here’s a short checklist you’ll want to consider:
- Know when Prime Day is: Stalk the site during the week of and during. Know what was for sale and how fast it sold out, what categories and if the discounts were “whoa!” or “ho-hum.”
- Note the categories and groupings of products together during Prime Week: These are carefully curated to increase basket size and upsells. For example, last year the “most-shopped themes” were Pet Lovers, Gardeners, For the Home. What can you “borrow” for your own efforts on site or in ads?
- Start watching your traffic/spend the week before: As Prime Day Week kicks off, you may see a drop off as sales pull back in anticipation of The Deal that your target market is looking for on Amazon (but should still see traffic volumes be somewhat steady, because, you know, comparison shoppers).
- Plan for an increased need in budget on Prime Day: Pull your numbers from the last three years for the Prime Day weeks and look for trends or indicators that can help.
- Look at what the deals are as soon as you can: See what you can match or at least where you can run a competing promo. As a Lightning Deal runs out, if a shopper still wants the item, they may be willing to give you the $3 rather than not have it at all (you’ll have to be fairly agile on this one).
- If you have an email list or promo calendar that’s not set yet or can be adjusted, make sure to be on schedule for that week: Don’t have it be a “meh” type of offer or be silent. And make sure that the products you’re offering are in stock and POPULAR. This isn’t “get rid of stuff” week – treat it like you would Black Friday.
- Know that your remarketing efforts may get wonky during the following weeks: And, most likely, will see increased spend and a lower ROI, since you won’t be able to tell if they bought on Amazon.com instead.
- Focus on Post-Prime Day remarketing efforts or an increased budget push: Find categories that did not have big deals or ran out quickly. This will be a great place to focus for the rest of July.
- Do a post-Prime Day lookback: If you are (or someone you know is) doing Sponsored Ads or Headline Search Ads on Amazon for yourself or a client during Prime Week, make sure to do this and see what you can steal for any digital channel going forward.
- Optimize for voice search: Thanks to last year, in particular, there are now a lot more Amazon Echos out there that will be offering up Alexa-only Prime Day deals, especially on CPG products. (Probably seeking redemption for the 2015 55-pound tub of water-based lubricant and the 48-pack of Quilted Northern toilet paper #PrimeDayFail deals.)
ConclusionThe most important thing you can do?Make sure you have a Prime Day strategy, whether that’s to jog alongside, sprint to surpass, or stay at home on the couch, just don’t forget that it’s coming.
Hootsuite is an online networking administration instrument which enables you to remain opportune and over your Facebook gathering of people. Notwithstanding being a Facebook relationship stage, Hootsuite gives you a chance to dispatch advertising efforts, recognize and develop your collection of people, and disseminate focused on messages utilizing an online networking dashboard. Another emerge apparatus? Hootsuite gives you a chance to can contact gatherings of people with geo-focusing on usefulness, genuinely honing your group of onlookers and remaining over the discussion.
AgoraPulse is an across the board stage to deal with your Facebook page. The immense thing about AgoraPulse is that online networking supervisors can do numerous things with the stage, including the accompanying:
Applications attract more fans to your page and engage them with fully customizable viral applications. These include quizzes, photo contests, sweepstakes, fan votes, and much more
Advanced Statistics use real-time statistics to measure the performance of your Facebook page. You can also compare your advanced statistics to your competitors, which let’s you see where you stack up.
Moderation tools allow you to use tools to manage and moderate your timeline
Qualification collects and exports tons of information to your CRM and email software, turning your fans into clients
There you have it: Five magnificent apparatuses you can use to mechanize your Facebook posting endeavors truly. While each organization is extraordinary, try these apparatuses out whenever you need to facilitate your Facebook administration.
FREE Facebook Lead Generation MethodsFacebook, and the rest of the social media network community for that matter, rely on the power of word-of-mouth. Although it does not really involve actual speaking (except the video chat facility), word-of-mouth propagation exists within the various social activities users can participate in to engage with brands, products and services.These are free services that people can leverage on to reach their targeted markets within Facebook. But just like any other methods or tools available, there are certain procedures and techniques to follow so you can get the best results from your campaign.1. Abide by the Facebook Rules of EngagementSocial media is all about engagement and Facebook is THE Social Network. Social interaction abound within its framework and users must abide by proper rules of engagement. With lots of scammers, trolls, spammers and other undesirables online, people have the natural tendency to engage only with people they know and trust. As a business owner or digital marketer, you can build up and establish this trust through proper engagement and giving your targeted audiences value for what they need.2. Set Up Your Facebook PagesPages are great channels for marketing your brand within Facebook. It’s like your own website within Facebook where you can develop a following and interact with them through social signals and other available features available through your page. Customization is a bit limited though but you can make use of third-party tools and apps to improve your Page just a bit more.3. Set Up Your Facebook GroupsGroups is Facebook’s equivalent of an Online Forum or Discussion Board and is very useful for generating leads and potential customers. Groups can focus only on one topic or genre depending on how you intended them to be. You can setup your Group as a member-only community, or have it Open for greater attraction of targeted audiences interested in the theme or topic of your Group.4. Set Up a Good Vanity URL for Your Facebook Groups and PagesAttract organic leads from online users looking for the kind of topic or theme discussed or presented in your Facebook Pages or Groups by using an appropriate vanity URL. That’s one of the personalizations Facebook allow users which is similar to the subdomains offered by free blog and website platforms. Make sure that you set a vanity URL that is relevant and can immediately identify your brand, product or services – making it easy for targeted audiences to find you at Facebook.5. Post Quality Content on Your Profile, Pages and GroupsQuality content that your targeted audiences will be interested in should fill your profile pages and groups – it’s what social networking is all about. This could be a great article coming from your blog or website, complete with compelling graphics, pictures or video. You could also post a link to your Infographic and generate more leads. Post something that your targeted audiences will enjoy – enough for them to want to share it with others. You also need to post useful and relevant posts and content from other related websites so that your readers won’t find your posts self-serving.You should also be consistent with your postings and do it on a regular basis. This is important particularly if you’re already building up followers for your brand. Keep your postings relevant, but at the same time your post should also generate excitement that feeds your targeted audiences’ need to be amused, curiosity-satisfied, and entertained.6. Interact and Reciprocate One of the mistakes people are doing right now in social media (not just on Facebook) is that they only care about promoting their contents while not paying attention in interacting with other liked-minded individuals which is actually the true sense of social media. Social media is about interacting with your targeted audience and like-minded people that may potentially turn on as a lead or as someone who may be interested in your products and services. The idea here is to connect with liked-minded people and if possible influencers in your niche or market then interact with them on their posts and share them to all your social media accounts. Slowly but surely these people will notice you and reciprocate your efforts of sharing their posts to your own accounts.Let me also be clear that there is no guarantee that by doing this idea, those people will return the favor to you. It also should be noted that if other people are sharing and promoting your contents that you should reciprocate them by also sharing their contents and even thank or appreciate them for what they have done.
PAID Facebook Lead Generation MethodsJust like other Pay-Per-Click Advertising channels (such as Google Adwords) can generate highly targeted leads to your website or landing pages, Facebook’s paid advertising can significantly increase your reach in this social network, generating more targeted leads in the process. Not just any lead, but valuable leads that may eventually convert into a loyal paying customer – if you do the process right.The right process of lead generation on Facebook using paid methods.
- Identify your target market (age bracket, gender, location, educational level, user device, profile interest). This process is very important, because targeting people not interested in your products and services will just waste your time and your precious advertising budget.
- Decide if you wanted to directly promote your products and services or create a lead generation sales and marketing funnel.
- Split Test everything (ad messages, landing page, interests and images) and analyze the actual data. This is also an important part of the process because this is where you will see what’s working and what performs better.
- You can either promote a Page or just a particular post when you make use of a Facebook Ad.
- When you promote a Facebook Page, social signals such as likes and shares will increase as your posts generate more reach.
- When you promote a particular post, you can do it directly by clicking on the Boost Post tab. Only page admins can see this tab which is found on every post.
- The maximum reach of your ad depends on the maximum daily budget you specified. You should also specify what particular Facebook users – your targeted audiences – should be shown these ads.
- The higher the budget would of course mean greater reach – and bigger possibilities for generating leads. You can pay by credit card or through Paypal.
- To maximize the effectiveness of Facebook ads in generating leads, make sure that your links and posts will eventually drive your targeted audiences to your landing pages. Just be creative in how you can incorporate this with the compelling content that you share
Paid Post Engagement – You can set this up by either using the ad manager or directly boost through the Boost Post tab integrated with your post which is only visible through your page’s timeline. The process is simple and straightforward as follows:
- Select a post you want to promote
- Click on Boost Post tab
- Set your daily budget
- Select your targeted audiences (either target friends of friend of your fans or target people based on Interest)
- Place your order
- Wait for leads or inquiries to come in!
- Focus on Your Website Foundation: A website cannot be successful without a good foundation and therefore, there is every need for you to focus your attention on it. What is the point of having a website if, people are going just to visit and leave within a few minutes, unsatisfied? In order to make your website up to the mark, you need the following things:
- An Eye-Catching Design: Having an attractive website design indicates that you are serious about your business. And if, you are serious about your business then, your customers will also take you seriously. And this is where the need for a professionally designed website comes in. Remember, your first impression is the last impression so better make it a good one.
- Keep It Well Maintained: In order to keep your website running smoothly, you need to make sure that you maintain it properly.
- Make Important Things Easy To Find: The whole point of having a website is to provide relevant information to the customers. Therefore, the most important things on your website should be easy to locate otherwise your customers may simply lose interest from your website.
- Drive the Customers towards Your Business Goals: The main purpose of owning a website is to lure your customers in order to fulfill your business goals. Because that’s where the key to success lies. You may have a great looking website and all but what’s the point of all that if you are unable to lure your customers towards your goals? In order to do so, you need to make sure that you have all the required elements on your website. And also, don’t forget to keep your homepage interesting because that’s the best way to grab a customer’s attention.
- Keep the Search Engines Satisfied: By search engine optimization, what most people think is Google. But you see that is not actually true. With all the changes that have taken place in the search algorithms over the past few years, the scenario has changed quite a lot. Today, search engine optimization is all about your visitors. So when we say to keep your search engines happy we also mean to keep your visitors and customers happy too. In order to do so, you need to keep your website mobile ready at all times. That’s because with the number of increasing mobile users the mobile search has already overtaken the desktop search. Also, you need to tweak your website pages in order to get more traffic.
- Build Your Email List: Apart from your website, your email list is also very important. That’s because with the help of these email you can directly contact the people who have allowed you to contact them via email. And not to mention, email is also one of the most effective sales channels. Therefore, you should never make the mistake of ignoring your email list. That’s one of your biggest assets in the field of business.
Here’s how you can optimize all your content to work well with Facebook’s algorithm.
A unique way to use Facebook Lead Ads to grow your email list from your profile, Facebook Group, or fan page.
3. You can rank Fan Page Notes on Google
4. You can embed almost any ad into your blog postThis helps increase the ad’s relevancy score and engagement. Here’s an example of an ad embedded in Inc. Magazine:
5. If you’re a good copywriter, write long-form status posts.Long-form status post on Facebook perform extremely well for increasing engagement. Here’s a good example:
6. You can optimize your personal profile to pull the right psychological triggers when friend requesting potential prospects
Here’s a great article on how to network using Facebook:
7. Rather than give people a business card, you can add them on Facebook.This way you can easily add them to a Facebook Group or invite them to an event at a later date and time.
You can create paid subscription Facebook Groups!
You can create paid subscription Facebook Digital Courses!
You can build communities incredibly fast through Facebook.
You can even use Facebook to land a job at Facebook!
The first growth hack is to understand that Facebook is a Social Media platform where people hang out to relieve stress and boredom.
Aggressive marketing tactics don’t work on Facebook, instead focus on posting valuable, shareable content to build a loyal following and the sales will follow.
To build long lasting relationships with your consumer base, you need to post quality content, run contests, canvass for opinions, provide excellent customer service and lots more besides.
The more time and effort you put into building relationships, the easier it is to promote your products and services without requiring any hard-sell.
Establishing a presence and consistently nurturing your loyal following will lead to:
- Higher levels of customer loyalty & retention
- More Website traffic
- A positive Online reputation & brand recognition
- An authoritative voice for your business
Facebook is increasingly becoming a “pay to play” platform, organic reach is severely limited. Only 5–10% of your followers see your posts.
Building an organic following is a slow process, post lots of valuable, shareable content and hope one of your posts goes viral.
Facebook ads can be very cost effective and yield excellent results if properly implemented.
Optimizing Facebook ads is a skill set that one learns and hones through regular experimentation.
Rotating multiple ads and making subtle changes to the text and body is necessary to avoid ad fatigue.
Ad fatigue occurs when your target audience keep seeing the same ads and becomes “immune” to them.
Facebook ads are based on targeting parameters, the better you know your audience, the cheaper the cost of advertising.
To get the best out of Facebook ads, you need data. This data is then used to narrow down the targeted audience.
Once enough data has been gathered, regular A/B testing will help to refine the targeting parameters, so you end up with a super targeted consumer base.
Instant or near instant results can only be obtained via paid advertising.
Organic growth is a long term strategy with the focus on building and nurturing a loyal following.
1) Facebook Lead Generation Ads for mobile a.k.a. one-click email opt-in!
It was available only on Twitter, but Facebook introduced it pretty recently. It looks like this:
So basically you can offer an ebook/e-mail course/updates on your exclusive offers if the person opts-in. It used to be really ineffective on mobile (because user had to type in his email manually) but right now it’s super easy.
NOTE: The catch here is that if people opt-in so easily (not investing too much in the process as they would do with landing page->opting in-> confirming the email process), the quality of leads may vary – but it can be a good strategy for low-priced products which are purchased based on emotions
More detailed step-by-step instructions can be found here:
2. Reposting the same content a few times – saves time and money
Facebook organic reach is getting smaller and smaller again (in 2015 according to Locowise it was just 2.27% (with 1M likes) – 22.8% (with 1K likes) so very few followers will see your post if you only publish it once. This is especially true if you have fans all around the globe in different timezones.
When we tried this tactic, we had objections that people would be upset that we’re serving them “recooked meals” but you can just add a new insight, something that you’ve learned since the last release of this post and it’ll be totally fine.
This tactic is especially good if you’re using too much of your resources on content creation – you can save time and money and use the same piece of content a few times.
There are some cool tools for that if you’re not an Excel person – for example Meet Edgar (i’m not an affiliate, just a fan of their work) : )
3. Curating content with your Call to Action
(sharing is fun!)
First of all, content curation (sharing content from industry leaders, top influencers etc) makes you look more serious and respectable. Secondly, it also saves money and time cause it’s so much easier than creating your own content all the time.
How can you maximise the results of this strategy?
We’ve designed a product for that –-if you share an article from a known source (like a top publisher/influencer) you can use a tool to attach your message with a call to action on top if it:
The blue button will take a user to your own website. You can also attach the same box but with a link, opt-in form, share function, social like, etc. So it’s a perfect way to use 3. party valuable content and still drive traffic to your website or build your e-mail list.
We use it to promote webinars for example and we get fantastic results.
Some of the best specific hacks are unique per industry. But in broad strokes I think the most important aspect of Facebook growth is leveraging all the of available tools FB offers its users for free.
One article that I think is really interesting in terms of hacking facebook growth is this piece by Dennis Yu on “becoming Facebook famous” it talks about how for just $1 a day you can really leverage Facebook to get eyes on your video content.
Check it out, and then dig into more of the content on this blog, its loaded with Facebook specific knowledge from industry experts.
Facebook Growth Hacks when done right may drive massive traffic to your online properties. I generally focus on organic traffic first, because, of course, it’s free and driving organic growth is more challenging. So I’ve experimented a lot on Facebook Page, Groups, Profiles and Events and I believe Facebook Page is one of the best avenues to drive growth, whether your goal is to drive traffic or engage with your target audience.
From my learning, one of the key factors in driving growth is getting your user persona right. This is critical, because even a little variation can throw your campaign out of balance costing you money and more importantly bringing likes and engagement from wrong set of audience.
Recently, we were able tofor one of our clients. You can follow these steps to drive organic growth for your Facebook Page.
What’s interesting is that even with smaller budgets, say a few dollars, Facebook can deliver thousands of user engagements or page likes.
One of the experiments that we did for a client, we got down the
Again, you don’t need to have large budgets, we experimented with just $10 before scaling the campaign to drive 10k likes in 5 days.
BELIEVE IT OR NOT, WE’VE GOT GAME – JUST LISTEN TO SPEAKING DATA by Aderogba Otunla, Google Business Group (GBG) Lead, FCT – Abuja, Nigeria
I was just thinking out loud today when I heard that The Great Mark Zuckerberg of Facebook visited Lagos, Nigeria (30th August, 2016). I wasn’t surprised cos the brain behind the initiative for me is a supérieur (meaning senior in french) – Bros Emeka Afigbo. But besides all these accolades, Mark is a genius right? he didn’t just decide to visit us in Nigeria just like that, its solely because we’ve got game. Check this out:
(1) Algeria with the population of about 40 million people have about 11 million Facebook subscribers while their internet penetration rate is about 27.3%.
(2) Egypt with the population of about 90 million people have about 27 million Facebook subscribers while their internet penetration rate is about 37%.
(3) Morocco with the population of about 33 million people have about 10 million Facebook subscribers while their internet penetration rate is about 60.6%.
(4) Nigeria with the population of about 181 million people have about 15 million Facebook subscribers while our internet penetration rate is about 51.1%.
(5) South Africa with the population of about 54 million people have about 13 million Facebook subscribers while their internet penetration rate is about 49%.
Let’s get the mathematics straight: (only countries that have high traction were selected, OK)
S/N, COUNTRIES, POPULATION, INTERNET USAGE, FACEBOOK SUBSCRIBERS, USERS ONLINE, USERS NOT ON FACEBOOK BUT ARE USING THE INTERNET
1. Algeria 40 million 27.3% 11 million 10.8 MILLION 0.2 MILLION
2. Egypt 90 million 37% 27 million 33 MILLION 6 MILLION
3. Morocco 33 million 60.6% 10 million 19.9 MILLION 9.9 MILLION
4. Nigeria 181 million 51.1% 15 million 92.5 MILLION 77.5 MILLION
5. South Africa 54 million 49% 13 million 26.5 MILLION 13.5 MILLION
I guess its clearer now, the data are speaking. Nigeria has the highest number of users online in Africa (about 92.5 million), and also the highest number potential Facebook subscribers in Africa (about 77.5 million) as at today 30th August, 2016.
If the game is Growth Hacking and you’re called Mark, where will you HACK – NIGERIA.
I used to run a growth hack for clients back in 2013 where I’d develop a personal profile under their company name, only adding people in their target demographic.
Once I hit a certain number of friends 500+, I’d convert that profile to a page – turning all friends into page likes. After this, I’d merge the newly converted page with the company’s page and all the likes would combine. Facebook eventually added in various security measures to make this much less viable on a large scale, but you the features to do this still exist. You could probably get away with doing it once or twice per company.
You can keep all your private information secured on Facebook. All you need to do is create a group:
click on create group
name your group according to your choice
then select the privacy from open group to closed group
add one member to the group because facebook will not allow you to make the group for one member
after that click on create
now click towards the right side on 2 members
now click on setting symbol of other member and then click on remove from group
HURRAH you got your personal information space on facebook
only one member group
You’re a brand who publishes content, not a brand publisher
The Washington Post now publishes around 1,200 posts a day. That is an incredible amount of content. My initial reaction when I read the statistic was ‘surely that is too much, the quality will suffer, why produce so much content?’ The answer seems to be that it works. The Post’s web visitors have grown 28% over the last year and they passed the New York Times for a few months at the end of 2015.As a former journalist who spent four years in a newsroom, I’ve always been against the brands as publisher mantra, in large part because, well, as a brand you ARE NOT a publisher. Publishing content no more makes you a publisher than running 26 miles makes someone a marathoner. Newsrooms are built to produce lots of content.There are often dozens of editors, copy editors, line editors and writers on staff, so quality control is baked in and a priority. Additionally, a newspaper writer can easily write several stories a day and not break a sweat, owing to an environment that places premium on speed.By contrast, most many content marketers use junior writers or, worse still, content mills, that deliver low-quality posts for $20.It’s very unlikely that attempting to follow the path of newspapers would prove fruitful.Better idea: Determine the cadence with which your brand can create uniquely valuable content, which Rand defined and described in a 2015 Whiteboard Friday. The key is to focus the lion’s share of your attention on creating content that’s exclusive and recognized as best-by-far in its class.
Will WaPo’s strategy work for your brand?
I think whilst it is true that content will take a wider range of forms, including interactive content, the future is not less content but the opposite.My reasoning is based on a number of factors including the effectiveness of the strategy adopted by the Post and others. … As we noted above the number of pages Google has indexed over 7 years from 2008 to 2014 has increased from 1 trillion to 30 trillion.That is an increase of 29 trillion pages in 7 years. The number of net additional pages indexed by Google each year appears to be increasing, it was 3 trillion in 2010, 5 trillion in 2012 and 8 trillion in 2014.I’m of the opinion that seeing WaPo’s strategy as anything but “effective for them” is a mistake. As anyone who’s been around the marketing space for any amount of time can attest, chasing what another brand has been successful at is a bad idea. Yes, you should be aware of what the competition is doing, but seeing their success as anything more than unique to them, or their vertical, is a recipe for pain.Remember, too, that WaPo isn’t selling anything but ad space, not products, so the more real estate the better for them/businesses like them.Also, the rapid rise in number of pages indexed by Google would seem to highlight one thing: A lot of brands are investing in content; it doesn’t mean a lot of brands are being successful with it.Better idea: After finding your cadence and nailing quality consistently, test frequency along with elements such as length and content type to find the right balance for your brand.
Quality and quantity typically go in the opposite direction
As the costs of production, storage and distribution fell, particularly with online and digital products, it became economically attractive to provide products for the long tail niche audience, in fact revenue from the long tail became greater than the hits because the tail was very long indeed. Companies like Amazon and Netflix were arguably some of the first long tail companies.Unlike WaPo, which buys ink by the proverbial barrel and has a stout staff, most brands have razor-thin content teams, increasing the likelihood that producing more and more content means increased expenditure as new team members must be hired and vetted or contractors are hired.As I experienced while working for an agency, brands expect that as the cost rises, so too do their rankings and traffic, which is not typically the case. And when those two don’t move in lockstep, the spigot is shut off, often for good.Better idea: Develop a goal for your content that’s in line with your brand’s goals, then let your marketing team test and refine the publishing schedule. You’re likely to find that the right cadence to nail quality is fewer but bigger content pieces.
Don’t conflate strategy with the goal
By creating over 1,000 pieces of content a day you are more likely to cater for demand in the long tail for specific niche content or simply to produce content that engages a wider audience. … Sites such as BuzzFeed have also increased their content production, the Atlantic recently reported the following figures: April 2012 BuzzFeed published 914 posts and 10 videos April 2016 BuzzFeed published 6,365 posts and 319 videosAgain, these are — even in the case of BuzzFeed — media companies we’re talking about, so it’s not surprising that traffic, frequency and quality can continue in the same direction. For most brands, two out of three is the gold standard and one out of three is the norm.Better idea: Stop thinking you’re a media company. It’s OK to adopt a strategy that includes more frequent publishing, but that strategy must fit inside your brand’s overall goals, not vice-versa.
Shares are the cotton candy of content marketing
When I looked recently at the most shared content published by marketing and IT sites, the data confirmed that on average long form posts achieved more shares. But when I looked in more detail at the 50 most shared posts, 45 of them were short form and under 1,000 words. Thus people are very happy to share short form content and given the pressures on everyone’s time may prefer short form content. …I personally think there is a big opportunity for short form content and I aim to adapt my strategy to focus more on repurposing and republishing short form versions of my research that focus on specific issues. These could be focused around just a single image or chart.On this point, I largely agree with Rayson insofar as shorter content, with rare exception, should be a part of your brand’s content strategy (this post notwithstanding). I know, I know, many of you do very well with posts of varying lengths. I get that. What I’m saying is your content should be assigned, not by your whims or the needs of the brand, but by the needs of the audience.And certainly not based on shares, which, as we know from a recent Moz and BuzzSumo post, do not correlate with the all-important links.In many cases and for many brands, shares are a distraction serving to keep our attention away from the important elements of content marketing. I liken them to the cotton candy at the county fair: a lot of puff, but not nearly as filling as that smoked turkey leg.When creating content, we should begin with empathy being top-of-mind. That’s when you can allow your inner journalist to soar:
- Who benefits most from this information (i.e., who, specifically, am I talking to?)
- What are their specific needs?
- Why is my brand uniquely qualified to satisfy those needs?
- How can I best depict and share the information?
- When is the optimal time to create, share and promote it?
Imagine a world filled with web searcher advocatesAgain, this post is not meant as an attack on Raysons’ post. If anything, I wanted to take the opportunity to reiterate to folks that content marketing isn’t an either/or game; it’s a long-haul game, a “this and that” game, an iterative game.As someone who’s been made sick from doing deep dives into clients’ content, I feel strongly that we often need to protect brands from themselves. Big budgets and large teams don’t prevent marketers from making bad decisions.I’ve made it clear to prospects and clients that I’m there as an advocate for them, but first and foremost I’m an advocate for web searchers. The more and the better I can help brands be the chosen result (not merely the top result), consistently, the happier we will all be.
1. Leverage the Existing Traffic to Your SiteRemember that it is advisable to have a website for every business since it will function as your sales transaction hub or storefront where people buy your products or learn more about your services.You can easily leverage the existing traffic on your site by putting social media icons that can be seen and clicked, which are direct links to your Facebook page and any other social media account pages you have. Refer to the picture below as an example.Hot Facebook Marketing Tip: Most websites put their social media icons on their homepage or header since it is the area where these icons could be easily seen; thus, this move provides better click-through rate (CTR) placements.
2. Use Your E-mail Signature to Display Your Fan Page URLIf you’re using e-mail as one of the ways to contact or reach your customers, using your e-mail signature to display your fan page URL will be effective. Having your social media pages URL beneath your e-mail messages or at your signature will make your recipient see it easily and probably click it, which can convert into traffic or a following.Hot Facebook Marketing Tip: If you have current events on your social media pages, you might want to include them in your e-mail signature with a call-to-action format.Example: Want to receive a gift from us? Like us on Facebook!
3. Send Out an E-mail BlastLetting people know that you are on Facebook is the first goal you should achieve. Sending an e-mail blast is just one of the best ways to do this.Few of the great e-mail marketing tools are MailChimp and AWeber.You might want to consider sending an e-mail blast between Monday and Wednesday mornings for most conversions. A study from HubSpot, The Science of Email Marketing 2012, stated that morning e-mails get high CTR.
4. Promote Facebook Page In-storeDo your customers come to your store? Promoting your Facebook page and other social media accounts in-store is just another great way to let your customers know that you are on Facebook.Remember that if you’re exerting efforts on your Facebook marketing online, you should also do it offline.Bonus Facebook Marketing Tip: You might also want to put your social media account pages links on your:
- business cards
- front mirror or doors
- … and more!
5. Determine the Best Day to PostPerhaps my favorite feature that Facebook Pages have is the Insights. By going to your Posts Insights, you will be able to see the average time when your fans are online.In case you’re planning to schedule three posts, you might want to check the best hours that your fans are online and select those hours on scheduling your post.You can access your Posts Insights by following the steps below:
- Go to your Facebook Page.
- You will see “See Insights” above your Page, click it.
- You will see your Insights overview from there, find the Posts tab and click it.
- Hover your mouse on the day you want your post to be scheduled and you will able to see the best hours that your fans are online.
6. Create and Schedule Your Status UpdatesThe average daily active user on Facebook is 757 million, according to a January 2014 report. And a certain percentage of those millions of people could be your next potential customers.If you want to use Facebook to maximum advantage, you need to post contents for your target audience with consistency. Your goals should be either to educate, to entertain, or to empower them.There are also some Facebook posting statistics that you might want to consider when creating your status updates:
- Using emoticons increases comments by 33% and makes posts be shared 33% more often and get liked 57% more often than posts without emoticons (source: AMEX OPEN Forum infographic.)
- Question posts get more comments (source: HubSpot).
7. Use the Facebook PluginsIntegrating Facebook Plugins on your website will give you more advantages on branding awareness and followers increase on Facebook. For blogs or websites with sidebars, you may want to use the Facebook Like Box or Like Button.For your website pages and blog posts, it is best to use the Like Button, although you can use them both! You may want to consider doing experiments on what’s the best Facebook plug-in for your website.
8. Use Facebook AdsYou may hate it, but investing on Facebook ads will give your business a lift especially if you’re a start-up or a small business.Facebook ads aren’t expensive as you might think; you will love them once you tried to test them to get the best conversion that can impact your followers and your business growth. Consistent testing and experiments are necessary once you use them.Facebook ads currently help you create your campaign depending on the results you want to gain:
- Facebook Page Engagement— Ads that boost your posts and increase likes, comments, shares, video plays, and photo views
- Facebook Page Likes— Ads to build your audience on Facebook
- Clicks to Website— Ads to encourage people to visit your website
- Website Conversions— Ads to promote specific actions for people to take on your website; you’ll need a conversion tracking pixel to measure your results
- App Installs— Ads to encourage people to install your app
- App Engagement— Ads that get more activity on your app
- Event Responses— Ads to promote your event
- Offer Claims— Ads to promote offers you created; you’ll need to use an offer you’ve created on Facebook or create a new one
- Target your desired audience (gender, age, locations). If you use Google Analyticsdisplay tracking, you can use the data from there and use it for retargeting.
- Use an engaging picture if you’re planning to use Facebook ads for your page or external pages.
- Use an easy-to-answer or an engaging ads description, here’s an example.
9. Think Outside the Box and Create Facebook ContestA 2013 report stated that 35% of Facebook fans like a page so they can participate in contests.People love contest and free stuff. Doing a Facebook contest for your fans will give you higher engagement scores and activity. A simple “caption-this-photo” contest can bring in 5.5 times more connects than regular posts.If you sell products, you might want to give one of your products as a prize; whereas if you provide services, perhaps a free 1-hour consultation, designs, or any of your service can be used as the prize. Make sure that everybody can join and don’t forget to promote it!
10. Use the “@ feature” in FacebookUsing the @ feature for Facebook will let your fans feel that they are important and are part of your business page. The Facebook @ feature will let you tag people or even other Facebook pages.Show gratitude and enthusiasm by using Facebook @ feature whenever your fans appreciate or ask something about your business because it can build a fruitful relationship and loyalty between your business and your customers.
11. Develop a Facebook Customized Page Tab or AppsA custom page tab/app is a great option if you want to offer an exclusive advantage for your fans. It allows new visitors to see details of your events, contest, opt-in forms, or deals, which can help you gain more fans and likes.According to Socially Stacked, 42% of fans like a page to get a coupon or discount. Another study by Wildfire Interactive showed that coupon-based campaigns received the highest engagement rates.An example of customized tab/app for your Facebook page is what I currently use to gain subscribers as well as likes in exchange for exclusive business and marketing tips.Bonus Facebook Marketing Tip: Most businesses that used customized tab for their Facebook pages put exclusive discount coupons or free download such as e-books. My favorite tool for creating a Facebook custom tab is Woobox, which is free.
12. Integrate Social Media SharingUsing social media plug-ins or integrating social media sharing buttons on your website makes it easy for your visitors and customers to share your website pages.Once a person shared your content through Facebook and other social media sites, their friends can easily see those links on their Facebook profile and news feed.You could also gain a share from them, which will make the process repeatable in a sense that it can also be shared by their friends of friends—possibly making it viral. This will also help increase your website traffic.My favorite free social media sharing plug-ins are:
- Digg Digg Digg Digg by Buffer displays all popular social sharing buttons with count.
- Flare Although the plug-in isn’t in active development anymore, it features eye-catching and simple social sharing bar that lets your content gets shared.
- Mashshare Mashshare sharing plug-in is a high-performance share functionality inspired by Mashable. The beautifully designed big buttons of “Share on Facebook” and “Tweet on Twitter” are my favorite.
13. Engage with Your Facebook CommunityEngaging and talking with your community on Facebook could build a strong relationship, trust, and loyalty. The most exciting result about this is that they can also turn into your repeat customers or potential leads.Facebook can also be used as one of your customer support hubs.
14. Engage with Other Facebook PagesYou might want to engage with other Facebook pages using your Facebook page account. Find those Facebook pages where your customers hang out.Your comment will serve as a link toward your page that can lead to an additional like or following (see below image). You could convert those “likes as fans” into “likes for conversions.”
15. Use Images and Videos for Your Content UpdatesPeople love images and videos; they can also be seen easily on Facebook News Feed, which makes them easy to engage with.Wishpond’s data says that posts that include photos receive 120% more engagement than the average post, while posts that include photo albums received 180% more engagement.Hot Facebook Marketing Tip: You might want to put a call-to-action text with shortened links on each of your photo descriptions toward your website to gain traffic. My favorite resource for this is Bitly.Why shortened links? Shorter posts get 23% more interaction. Posts with 250 characters can get you 60% more engagement while posts with less than 80 characters can help you gain 66 % more engagement.
16. Create or Join Facebook GroupsFacebook groups have three types of privacy: open, closed, and secret. These different types also serve different functions and ways to use.
- Open Group. Anyone can see the group, who’s in it, and what members post.Open groups are mainly used to build awareness, authority, and interest in your brand. This is the best group if you want to establish yourself as an expert and to network with others in your industry. The main focus that you should do on open groups is not selling but rather participation and interactions.
- Closed Group. Anyone can see the group and who’s in it. Only members see posts.Closed groups are best to use for customer support purposes. For example, we are using Closed Group for one of my clients’ current customers who want to share ideas with other users. We also use this for customer support and solve problems.
- Secret Group. Only members see the group, who’s in it, and what members post.Secret members-only groups are great for higher-level discussions that need confidentiality. For example, since I manage lots of teams, companies, and businesses, we use secret groups for collaboration and follow-ups.Other companies find the secret group useful as one way to network with their clients or customers especially for those on coaching, training, or consulting industry.
ConclusionTo summarize, here are the most effective Facebook marketing strategies that you can use right now to jump-start your business success on Facebook.
- Leverage your existing website traffic by putting social media icon, which redirects to your social media pages.
- Use your e-mail signature to display your Facebook Fan Page URL.
- Send out an e-mail blast to let your audience know that your business exists on Facebook
- Promote your Facebook page in-store.
- Determine the best days to post.
- Create and schedule status updates.
- Use Facebook Plugins to grow your followers easily.
- Use Facebook ads to help you achieve the results you want to have for your business.
- Think outside the box and create a Facebook contest.
- Tag other users and pages by using the @ feature in Facebook
- Develop a custom page tab or app for a coupon, discounts, and any other exclusive deals. You can also use it for newsletters and other campaign purposes.
- Integrate social media sharing buttons on your website pages.
- Engage with your fans and current community.
- Engage with other Facebook Pages.
- Use image and videos on your status updates.
- Create or join Facebook groups.
1. Enough With The Algorithm ChasingFacebook changes its News Feed algorithm constantly. What this means is that while one type of post might be more likely to show up in a user’s News Feed one month, the next month it could be completely different. Instead of text updates, it’s images. Then instead of images, it’s videos. Maybe next month it will be links to third-party websites. It just goes on and on as Facebook keeps adjusting things.Marketers who try to capitalize on organic reach by “gaming the system,” so to speak, by posting content that is showing up the most often due to Facebook’s News Feed algorithm. Instead of focusing on compelling content – the message itself – they focus on the delivery method. Facebook knows this, and it’s why the decision is made to constantly update that News Feed to disrupt these marketers from continuing to game the system – at least until the next trend registers and the cycle happens all over again.So what’s the best way to weather this storm? Stop trying to make the algorithm work for you. It never will – it’s designed to work for the regular Facebook user. Spending time, money and energy trying to unravel the secrets of every new algorithm update is simply a waste, especially when you can adopt a strategy that works with Facebook instead of trying to pull the wool over its eyes.
2. Do What Your Mother Told YouDo you remember when you were a child, and you told your mother you were scared about the first day of classes? “What if they don’t like me?” you asked, a lump in your throat as the idea of being ostracised made you sick to your stomach. What did your mother tell you? “Just be yourself, and everyone will like you.”Well, it’s as true then as it is now. Instead of trying all these strange techniques to build your organic reach on Facebook that involve targeted approaches to algorithm-busting content delivery, take a clue from the word “organic” itself. The best way to build a grass-roots movement on the social media platform is to plant a seed and let it grow without any funny business.You can’t force a Facebook following. Yes, there are some more technical strategies that will provide better results for you – like posting at non-peak times to make your own posts more likely to be included in the News Feeds of your Facebook fans – but the key is to drop the “SEO Ninja” act and act like a human being. Be yourself, focus on the message instead of the messenger, and you truly will be able to build that organic following that you want so badly.
3. Yes But How Do I Do That?You’re probably wondering what “be yourself” actually means. Well it’s relatively simple – you need to adopt tactics that demonstrate how your organization is being run by normal human beings, just like the people who read your posts. The time for faceless corporate monoliths is past – the Internet is an equalizing factor, and any entity on the Internet that tries to keep itself apart from everyone else is going to be seen as arrogant, old-fashioned, and hopelessly behind the times.You’ve got to show your Facebook fans that there are people behind the wheel of your organization, or at least behind your organization’s social media division. Transparency and openness are the watchwords of the modern Internet – perceived secrecy breeds mistrust, and that effectively puts an end to any marketing efforts you have in mind for your company.You need to at least provide glimpses to consumers as to what goes on inside the company on a basic level. We’re not talking the revelation of trade secrets here; it’s closer to taking a picture of a cake someone put in the break room for an employee’s birthday than it is revealing substantive information about your products or services.
4. Get PersonalThe next thing you’ll have to do as an organisation is to get up-close and personal to your Facebook fans if you want to truly grow your organic reach. The Internet is and always has been a two-way street, and that means that its main purpose has been communication, whether it’s the exchange of data, the exchange of ideas, or the exchange of images of Grumpy Cat with snarky captions on them.Simply posting content isn’t enough. You need to be posting the kind of content on your Facebook page that engages your audience and encourages them to respond in kind. A traditional marketing call to action simply doesn’t work anymore – instead you simply need to ask a direct question to elicit an opinion or a response in return. Additionally, if you do get a response you should be sure to respond to it directly within less than 12 hours or so. Make your responses professional but warm, even a little lighthearted and you’ll soon earn a positive reputation among your fans.Meanwhile, don’t make it look like you’re trying too hard to get attention from your audience. When it comes to things like including hashtags in your post, try to keep it down to one or two short phrases or words – less is more. There’s nothing that destroys credibility quicker than a long string of unprofessional-looking hashtags clogging up the bottom of your posts, as no one will take you seriously.
5. Everybody’s a ComedianFinally, there’s one thing that you need to understand: it turns out that laughter really is the best medicine. Everyone loves to laugh when it comes to the Internet, and content posted on Facebook is no exception. While there will always be people who enjoy seeing controversial or borderline offensive content for the opportunity it presents them to get into arguments online, humor is the key. If you can charm your Facebook fans and give them a good giggle in a lighthearted way, it’s likely to earn your page a lot of attention through likes, comments, and shares.The more you do this, the more often people will see your posts in their News Feed, as the Facebook algorithm has always run on positive reinforcement; the more likes, comments and shares your posts get, the more likely it is that your Facebook fans will see subsequent posts by you. That’s the true definition of organic growth.
1. Rise of augmented realityAt the first-historically speaking occasion facilitated in the Steve Jobs Theater, Apple announced the iPhone 8 and the iPhone X. The two gadgets fuse another chip that enables the telephones to give clients unprecedented increased reality encounters. While augmented reality will have its underlying effect on versatile gaming, it is likely that online networking stages will discover approaches to consolidate the innovation too.For instance, it’s possible that Snapchat or Instagram will soon bolster channels that enable clients to bring a selfie with a companion or big name anticipated employing increased reality. Also, brands could soon extend their items into the homes of online networking clients through unique channels.
2. Increasing popularity of Instagram StoriesOver 200 million people use Instagram Stories every month, which is more than 50 million more than the individuals who utilize Snapchat – and Instagram Stories is only one year old! Along these same lines, almost 50% of all Instagram clients will utilize Stories before the finish of 2018. This implies brands intrigued by interfacing with Instagram clients must take the time to master Instagram Stories.
3. Continued investment in influencer marketingOver 90 percent of marketers who utilize an influencer advertising methodology trust it is effective. Organizations like North Face, Hubspot and Rolex utilize social media– based influencer promoting methodologies to interface with new groups of onlookers and enhance engagement with existing gatherings of people.This year we saw that brands that selected conventional publicizing strategies struggled to interface with online networking clients. One year from now, it is likely that more brands will hold onto influencer advertising as an approach to interface with groups of onlookers who tend to overlook customary techniques.
4. Focus on Generation ZA recent study conducted by Goldman Sachs inferred that Generation Z was more profitable to most associations than twenty to thirty-year-olds. Today, the most seasoned Gen Zers are 22 years of age. They are quite recently starting to enter the work constrain, and will have expanded purchasing power for quite a while.Brands will start to perceive this and will move their online networking systems as needs are. Expect awesome speculation in platforms cherished by Gen Zers like Snapchat and Instagram.
5. Increasing brand participation in messaging platformsOver 2.5 billion people utilize informing stages all-inclusive, but marks are still basically centered around interfacing with shoppers on unadulterated interpersonal organizations. In 2018, anticipate that brands will put additional time and cash in interfacing with shoppers on informing stages. Counterfeit consciousness, voice associates, and chatbots will empower brands to offer customized shopping encounters on informing stages like Messenger, WhatsApp and Kik.
6. Expansion of live streamingWhat was at one time a novel contrivance has turned into a standard piece of online networking. Today, marks of all shapes and sizes have begun utilizing live gushing to catch the consideration of adherents.GORUCK, a rucksack producer and the coordinator of outrageous perseverance occasions, is one case of a medium-sized brand that has developed its span by live streaming compelling content on Facebook. A large number of supporters tuned in to watch 48-hour scope of a recent perseverance race.In 2018, more brands will start to understand the energy of live gushing and will consolidate it into their month to month content designs.
7. Rethinking TwitterTwitter has neglected to grow followers significantly in 2017. Indeed, LinkedIn, Facebook and Instagram all have more online networking supporters. This year, Twitter additionally lost access to spilling NFL amusements (Amazon won the rights). In 2018, it is likely that Twitter initiative will expect to reevaluate how the stage works.Conceivable changes to Twitter incorporate pitching the organization to private financial specialists, changing the stage to incorporate some membership component and additionally patching up Twitter publicizing alternatives, which have fallen behind different stages.
8. Digital hangouts go mainstreamHouseparty is a video home base stage utilized by over one million people each day. It is utilized by Gen Zers as an approach to hang out with companions carefully. The stage is successful to the point that Facebook is purportedly exploring approaches to make a comparative usefulness inside their stage.We have just observed video turn out to be progressively critical via web-based networking media, and live video amass joints are a characteristic next cycle of this pattern. It is possible that in 2018, Facebook will announce a comparable product to Houseparty that will prevail upon clients, similarly as Instagram’s presentation of Stories did.
9. Facebook Spaces goes mainstreamFacebook isn’t quite recently keen on live video gushing; they’ve been dealing with a project called Spaces that is intended to enable companions to interface in VR. Given that Facebook possesses Oculus, a virtual reality equipment, and programming organization, it is nothing unexpected that the online networking goliath is building up a stage to make utilization of this innovation.Facebook is ready to scale Spaces in 2018. When they do, it is likely that it will be the primary fruitful VR web-based social networking item at scale.
10. Social platforms embrace stronger governance policiesAfter a progression of questionable choices amid the 2016 presidential race, online networking stages have grasped a more involved way to deal with representing conduct on their stages. Facebook as of late turned over thousands of ads that appear to be associated with Russian interfering, and has put resources into new AI and human types of checking.Given the wide feedback that Facebook and Twitter got amid 2017, it is likely that these stages will grasp sets of principles and administration strategies that shield the brands from future feedback.
ConclusionA number of new social media trends that will impact users and brands alike are strengthening and accelerating. It is likely that video streaming and virtual reality will go mainstream. Additionally, brands will turn to newer social platforms like Instagram and Snapchat as Gen Zers increasingly spend their time there.With the announcement of the new iPhones, augmented reality has a chance to become a part of social media in ways that were unimaginable only a few years ago. Lastly, Twitter and Facebook will most likely adjust their policies to protect their brands from political criticism and to provide users with better online experiences.
1) AirBNBAirBNB is a website which lets people give out their empty rooms for rent to complete strangers by posting a listing on their site.They applied a wonderful growth hack technique to grow their business.When users were filling in the forms, they were shown an option through which they could have posted their listing on Craigslist as well. Since Craigslist is a popular website this cross posting would not only get more and more people to view the ad, but would also generate a back link to AirBNB increasing their search engine rankings.Simple, right? But if it’s really that simple why weren’t other websites using the same technique?It was because Craigslist wasn’t allowing any such simple integrations. AirBNB had to reverse engineer how Craigslist forms worked and then make their own site compatible with it and that too without having access to the Craigslist code base.The plan worked. AirBNB noticed a heavy growth. But then Craigslist soon found out and fixed their code so as to not allow AirBNB to post any further.
2) TwitterTwitter is a household name today. Everybody has either used it or at least heard about it.When Twitter was launched it saw many sign ups and a lot of buzz in blogs and social networks. But people were not using it continuously over time. Twitter had a large audience which hung around a few days and then logged out never to log in again. And this was a problem for the company.The company took a non-traditional path. Instead of implementing the tried and tested marketing efforts or requesting people to come back with special offers the company invested in the product itself.They did in-depth testing with respect to the user experience and the website’s interface and then rebuilt the complete site according to the information gained from these tests.They learned that if the users selected five to ten accounts to follow when they first sign up, their chances of returning and becoming regular users would be far more. This will be because the user would have invested some time and energy into his account and people usually cling to those things in which they have invested. Also, the real value of Twitter lies in interacting with other people; not just posting tweets randomly.Twitter made big changes to their system in order to show users its true potential. And it worked.
3) LinkedInLinkedIn went from 2 million users to 200 million users by using the following growth hack.They gave users an option to create public profiles. Public profiles meant that the profile of the user will show up in search results when anyone will search for that person’s name. Before LinkedIn if you searched for your name it showed you many irrelevant pages and you had to search all the way down to find a page actually about you.But LinkedIn changed things. If you wanted to be found out, you needed to have a LinkedIn profile.
4) YouTubeYouTube’s growth hack technique has been simple and effective.When you watch a YouTube video you will see an option headed “Share”. Click on it and you will see the “Embed” option as shown in the screenshot below. When you click on embed you will be supplied with a small HTML code. Copy and paste this code on your blog or website wherever you want it to appear. You will find that the video will appear on the page, exactly as it appears on YouTube and your site readers can view it.This growth hack is one of the key reasons for YouTube’s popularity. It helps spread the word, lets more people to know about YouTube, and generates backlinks to the website.
5) BufferIn case you don’t know, Buffer is a social sharing tool which lets you schedule which update should be posted on which social media website and on which day and time. This lets you post under a proper schedule without being on your computer at all times.The growth hack they employed was acquisition of the Digg Digg floating share bar. If you have visited websites where the social media buttons are displayed in a vertical bar and they slide along the page as you slide up and down the site, you will know what I mean. After they purchased the Digg Digg bar, they used their Buffer button on it by default. This compelled more and more people to use it and know about it.
6) HotmailIn the late 1990’s, Hotmail employed a small little trick which did wonders for them. The emails being sent by Hotmail from any user contained a line at the end which read, PS – I love you, and contained a link back to the homepage of Hotmail.The people receiving the email, or at least a percentage of them, clicked on the link and signed up for an email account on Hotmail.This led to a massive growth, to actually 12 million email accounts.Later on Microsoft purchased Hotmail for $400 million! Not bad at all.
7) DropboxAccording to Drew Houston, cofounder and CEO of Dropbox, referrals increased the sign ups on Dropbox by 60%! (See slide number 30 there.)Dropbox came up with an interesting way to increase referrals. Firstly they made it very easy for their current customers to share referral links with their friends and secondly they offered them an incentive.For example they introduced a feature wherein if a current customer will refer somebody to them they both will get an extra 500MB of disk space, as soon as the other person signs up. This method worked like magic. More and more people began circulating referral links to Dropbox because they wanted extra space for free. And more and more people started signing up because they were getting 500MB extra space which they wouldn’t have gotten if they would have signed up normally i.e. without the referral link.This method cost Dropbox merely 1 GB of disk space, much less than what they would have spent if they would have tried Google AdSense or any such similar advertisements.
8) FacebookSay Hi to our good old addictive friend – Facebook. Though Facebook employed many growth hacks, here I will discuss two of them.Facebook created badges or profile widgets and made them embeddable so that the users could take them and post them on their websites and blogs. Of course this gave Facebook more visibility and better search rankings.According to Forbes:… these widgets served billions of impressions per month, which led to hundreds of millions of clicks and consequently millions of signups. By extending Facebook through the user base, Facebook was able to generate a massive number of sign ups.The second hack was about buying service providers in third world countries. Most business analysts then were confused with their move. To them, it made no sense why would Facebook want to buy entire companies that too half way round the world just to get people’s email addresses.It turned out Facebook was not buying them to get their customers’ email addresses, but it was buying them to get access to their technology which was collecting email addresses.They needed this technology to get more email subscribers for themselves.
9) QuoraQuora was launched in 2010 and at the time of writing of this article, had an Alexa rank of 451. It’s a new social network co-founded by two of the former Facebook employees. It is basically a questions and answers website where anyone can post questions, answers and can also edit the answers written by others. Yes it is somewhat akin to Wikipedia.The growth hack employed by them was to study what the most active users on Quora were doing. Intense research and experimentations were carried out to find how the most active users were behaving on the website and then patterns were created so that the other users would also fall into the same kind of behavior.
10) PayPalPayPal, the popular merchant account hacked their way to fame as follows.It all began with eBay. The site allowed the sellers to mention their options through which they were willing to accept payments. Overtime more and more listings were accepting PayPal. But back then PayPal was not an option provided by eBay by default. So the sellers had to write down the name “PayPal” in several places.When PayPal noticed their popularity amongst the eBay users, they managed to sign a deal with eBay, allowing the sellers to use the PayPal logo if they were accepting payments through it. The result was that PayPal’s logo was displayed side by side with many other logos of established companies like Visa and MasterCard.This idea worked wonders for PayPal and I think there were three prominent reasons for this.One – Since the logo of PayPal was being displayed with other big names, it sent out a signal that PayPal is a competitor of those other companies. This helped increase their value.If you have an online magazine, wouldn’t you love to be called a competitor of Forbes?Two – eBay was already a giant in the online world. By showing off their logo there, PayPal was standing on the shoulder of a giant. PayPal was leveraging eBay’s traffic to grow their own business.Three – Since more and more sellers were accepting payments through PayPal, it urged more and more customers to have PayPal accounts. You see this is akin to having a phone. A person can only talk to you through his phone when you will have a phone for yourself.Similarly you can make a payment into somebody’s PayPal account, only when you will have a PayPal account for yourself.So how did this growth hack help PayPal? Their partner eBay was so impressed with them that they bought PayPal for $1.5 billion.I hope the examples above will help you get a better understanding of what growth hacks are and how they function. I also hope this post would have inspired you to invent and implement some good hacks for your website.
1. Start a blog.“Hold up, give me some genuine procedures,” you’re considering.I’m not kidding about this. A blog is a fundamental instrument in the development programmer’s tool stash.In any case, don’t give “a chance to blog” mislead you. What I’m going for is an undeniable substance promoting exertion.Development hacking keeps running on the motor of content. You’ve heard it such huge numbers of times it makes you sick: “Quality written substance makes all the difference.”It’s valid. Whatever strategy you pick – blogging, Instagram, Slideshare, infographics – – content issues.The better you progress toward becoming at making content, advancing substance and maintaining a yield of substance, the better you’ll be at development hacking. The present clients – correct, even your clients – want content. They read substance, and they change over given substance.
2. Guest post.As advertisers should know at this point, customary “linkbuilding” is history. Gone are the days when you could stir up a couple of linkbacks in the wake of sending a few messages and pulling a couple of strings.How would you develop your image today and get those desired linkbacks?It’s called visitor posting. Indeed, even though it infuriates the forces that be, regardless it works. For whatever length of time that you’re making amazing substance on top-notch locales, you’ll get the great development that you merit.Here’s how you do it: Identify the leading websites in your niche and pitch them with a request to provide an article.
3. Build your personal brand.Individual marketing improves development hacking.The present best development programmers are notable individuals like Elon Musk, Richard Branson, Tim Ferriss and Jeff Bezos. These business visionaries didn’t approach development like a run of the mill CMO. They hacked their way in, making monstrous interruptions as they did as such.On the off chance that you can turn into a little time big name in your own particular right, at that point you’re as of now situated to begin killing it with development hacking.One doesn’t just “turn into a little time VIP” without a great deal of diligent work and hustle. It is difficult to end up plainly surely understood, however, nor is it unimaginable in the period of advanced showcasing. With a PC and an association, you have the essential building squares of an individual brand.As you fabricate your own image, you can construct different brands, as well. That is the thing that we call development hacking.How would you do it? Invest energy purposefully curating your own social profiles and specifically captivating on the web. It requires investment, however, you’ll arrive in the long run.
4. Harvest email addresses.The wrath over online networking is misrepresented.Email is the number one lead age strategy, with three times as many active clients than all the web-based social networking clients joined. It’s 40 times more effective than Facebook and Twitter. Email promoting has three times the buying potential of web-based social networking and pulls in normal requests that are 17 percent higher. Despite the fact that it’s one of the most seasoned computerized promoting channels, it’s as yet the best. And it’s as yet developing.Development programmers may talk delicately, yet they carry a major email list. On the off chance that you will probably hack some development, at that point, you have to develop your email list.There’s a speedy approach. Essentially make an email pick in shape on your site. Or, on the other hand, you can utilize a popup for greatest email collecting.5. Hire a growth hacker.Development hacking has turned into this huge, enlarged and misjudged field. Contract a development programmer.Before you run Craigslist-content with a vocation promotion, do a rude awakening. Development programmers don’t develop on trees. Development programmers have progressed toward becoming as normal as the self-announced “web-based social networking masters” littering the Twitter scene. Individuals get a kick out of the chance to utilize “development programmer” in their LinkedIn title since it sounds in vogue and they went to an online class on it.Be cautious while choosing, verifying, and enlisting a development hacker. Do your homework on development hacking so you can procure a decent one.
6. Really understand your data.Because development hacking has “hack” in it, doesn’t imply that it’s messy or random. Development hacking is fanatically engaged on data.Information drives the path in the development hacking condition. It’s pivotal that you comprehend key execution markers (KPIs), viral coefficients, multivariate testing, CACs, LTVs, and other jargony measurements.More investigation organizations are streamlining and introducing information in ways that nourish the development hacking motor. As Kissmetrics remarks, “total information is kinda useless.” When you begin to truly comprehend your information, you’ll be better prepared to dispatch development hacking.Information doesn’t mean numbers. Information is information. You require content execution data (Buzzumo), and client securing information (Colibri.io), client data (Kissmetrics), and other noteworthy data. Google Analytics alone simply doesn’t cut it any longer.Try not to depend on something like Google Analytics for every one of your information needs. Burrow somewhat more profound by utilizing an examination stage that deciphers your information in significant ways.
ConclusionDevelopment hacking isn’t any less demanding than conventional development techniques. In any case, it is more compelling. In the present economy, development hacking is the main way a startup can ascend to the best.
Create Videos for Your Lead Nurture CampaignWhat sort of recordings would it be advisable for you to make for each progression of the pipe? Since each progression requires an alternate concentration, you’ll require three distinct recordings. Making three recordings may appear like a tall assignment, however, it’s a considerable measure less demanding and snappier than you may suspect. Also, at times it can bode well to toss in a picture promotion or blog post as one of the means.One basic misguided judgment about video promoting is that you’ll have to enlist on-screen characters, camera people, and a costly video creation organization, and after that hold-up weeks or months to get the outcome. Nowadays, online video tools make it simple for advertisers to make recordings rapidly and reasonably.You can configuration lead sustain crusades to be channel-particular (Facebook or a site, for instance) or omni-channel (a best of-the-pipe (TOFU) video on Facebook, a demo on site, and so forth.). This article concentrates on Facebook crusades, yet you can apply these strategies to any channel setup you need. So let’s go through the three kinds of videos you’ll need to create for your lead nurture campaign.Top-of-the-Funnel VideoTOFU video ads are comprehensively appeared to your objective market and frequently depend on statistic as well as psychographic pointers, independent of expectation. In these recordings, you introduce your organization to clients.A TOFU video needs to engage your crowd on an individual level, helping individuals see more about the arrangement you can accommodate their issues. This video additionally needs to grab watchers’ advantage at first. The strategy you use to get consideration can likewise be utilized as a part of other channel portions to make progression and recognition.You’ll have to adjust your video for your business, however, all in all, it ought to be an initial introduction of your image.Middle-of-the-Funnel VideoThe center of-the-channel (MOFU) video is the place you show your leads why you’re the privileged choice for them. Position your item as the solution to your prospects’ needs or issues and offer it as the best decision. Contextual analyses, tributes, interviews, online classes, and showings are all MOFU exercises.Tributes are an extraordinary decision for MOFU recordings; endeavor to adjust them for whichever channel you’re advancing them on. In case you’re posting the video as a Facebook advertisement, keep it short and to the point. In case you’re posting it on your site, you have somewhat more space.On the off chance that you’re focusing on will be on point and you’ve effectively presented your image, the center of the channel is an extraordinary place to start searching for transformations. Tribute recordings are somewhat harder to make by and large, and they’re exceedingly reliant on what sort of business you have. Take a stab at placing yourself in the shoes of your imminent clients and let the voices of momentum clients wrap everything up for you.Bottom-of-the-Funnel VideoThe base of-the-channel (BOFU) video is the place you go in for the snare. You’ve employed your prospects with compassion and significant data about how you’ll take care of their concern. This is the ideal opportunity to let that intense invitation to take action out of the bag and try to get your prospect/prompt change over, regardless of whether that is agreeing to accept your email bulletin or purchasing your item.
Set Up a Lead Nurture Campaign on FacebookAfter you’ve arranged out your battle and made your recordings, you’re prepared to take your show out and about. To set up your lead sustain crusade on Facebook, create an ad campaign with the Video Views objective, use your favored focusing on settings, and then run the battle.At the point when the battle is done, you’ll have two new custom gatherings of people in Facebook Power Editor. One custom gathering of people is comprised of clients who viewed your entire video. For instance, the crusade appeared in the picture beneath had 600 finished perspectives. Those watchers demonstrated a genuine enthusiasm for the business. This is where you’ll go with the MOFU or BOFU ad. Your choice depends on how complex the purchasing journey is and where on that journey your customer currently is (after your previous ad). Experiment to find your sweet spot.Finally, evaluate, adjust, and iterate.
The 26-Point Checklist to Prepare Your Store for Black Friday Cyber Monday
1. Customers are looking for information and researching earlier than you might expect.Prepare your holiday sales as early as you can and begin letting your customers and visitors know about your upcoming sale months in advance.According to research from NFR, every year, 40% of customers begin researching and doing their holiday shopping as early as October. Not only do you need to start preparing early, but you also need to ensure that customers looking for gift ideas and information on particular products find you.
2. Plan and organize your sales.Look at all of your products and plan your sales ahead of time instead of putting on a sale last minute.One idea is to create a “planned sales map” in Excel, giving you a simple outline of all your upcoming sales.Choose the products you want to run a holiday sale on and schedule their start dates and sale prices. This way, when the holiday sale rolls around, you can refer to your plans instead of scrambling at the last minute. You can find help in the Shopify App Store to make scheduling sales easy.
3. Create contingency plans.Do you have the proper backups in place in case anything goes awry? What happens if your website goes down? Or the shipping company you work with becomes too busy? Can you wake up your developer at 4am for a quick fix on your website?I’m not trying to worry you or stir up fears. I’m trying to ensure you’re prepared. Think about the worst case scenarios for your business and come up with backup plans. Hope for the best, plan for the worst.
4. Test or ensure your website can handle a surge in traffic.Sometimes, too many simultaneous requests to your website can bog it down and potentially crash your site. This usually takes an enormous amount of traffic to occur, but it’s still a good idea to ensure your host can handle a spike in traffic.You can test the server load capacity of your store with tools like LoadImpact.com or Blitz.io.If you’re using Shopify, you won’t have to worry about this. Thousands of high-volume Shopify merchants regularly experience huge traffic surges, including the infamous Shark Tank effect, without any interruptions.
5. Ensure your store can handle increased demand.If you rely on a supplier for your inventory, or your product is created or manufactured by you or your team, consider the increased demand you’ll experience during the holiday season. Work with your suppliers and ensure they’re prepared to handle your projected sales for the holiday season. One of the worst things that can happen during a sale is selling out faster than you wanted to and not meeting the demand of your customers.
6. Create banners and hero images to advertise holiday sales.What better way to promote your holiday sales than with gorgeous graphics and visuals? Whether you’re planning to use banner ads to promote your holiday sales, or change the header/hero image on your homepage for Black Friday Cyber Monday, you don’t need to be a graphic designer to get things done. If you lack the graphic design chops, you could use a template from CreativeMarket or hire a freelance designer to create your graphics.via 6pm.com
7. Plan ads and ad copy.I always like to plan the ads and ad copy I’m about to run for a sale or promotion ahead of time so that I can put more thought into copy and ad placement.If you need help planning your ads, here’s some resources from our blog:
- How to Spend Your First $100 on Google Adwords
- An Introduction to Facebook Ads for Ecommerce
- How to Make Your First $1,000 With Reddit Ads
8. Build suspense and buzz around your upcoming sale.It’s easy to simply announce a Black Friday Cyber Monday sale, but building suspense and buzz can really help make it a bigger success.via TwitterTease your customers with emails of what’s to come, post sneak-peeks of upcoming sales on social media, and start piquing the curiosity of your customers. The sooner you begin doing this, the more momentum you will have during Black Friday Cyber Monday when you finally announce the sale to your customers.
9. Consider creating abandoned cart emails.According to Barilliance, the average cart abandonment rate on Black Friday to Cyber Monday 2014 was 65%. Of course, you’ll want try and keep that number as low as possible.One of the easier and most effective ways of doing this is by setting up awesome abandoned cart emails. This way, when a customer adds a product to their cart but leaves your store, you can use a compelling email to bring them back to complete their purchase.Shopify makes this easy with built-in abandoned checkout recovery and also a nice selection of abandoned cart apps in the Shopify App Store to choose from.
10. Think mobile first.Last year, IBM claimed that mobile traffic surpassed desktop traffic on Thanksgiving for the first time. Additionally, according to Custora, last Black Friday Cyber Monday weekend saw over 26% of orders come through a mobile device.Clearly, we should expect this trend to continue and possibly increase. What this means for you as a store owner is that thinking mobile first is very important.What’s your store’s user experience like on mobile? Is it easy and intuitive to make purchases on your store? Is your website mobile responsive?All of Shopify’s themes are responsive and mobile-friendly, but if you’re not using Shopify, test how your store looks on a mobile device.
11. Test your site and get feedback.What if you could get inside the head of a potential customer and listen to their thoughts as they navigate your store for the first time? There could be things you’re not seeing or areas of your store you could be optimizing, and a fresh pair of eyes can help you iron out those kinks.There are many ways to get someone to go through your store and give you feedback, but one of my favorite tools is UserTesting. UserTesting allows you to watch a random user go through your website and listen to their feedback. You can also use Peek UserTesting to get a free 5-minute video of a random person using your site.Listen carefully to the feedback you receive on your store but also don’t be too quick to make changes. Implement changes on your website when more than one person complains about the same thing.
12. Place tracking pixels.If you use paid advertising such as Facebook Ads or Google Adwords, you should place retargeting pixels on your website so you can remarket to your holiday sale traffic. Here’s how to find and generate tracking pixel code for your website with Facebook Ads and Google AdWords:
- How to create a Custom Audience pixel on Facebook
- How to tag your site for remarketing on Google AdWords
MarketingAccording to Nanigans, in 2014, Facebook ad click-through rates were up 66% on Thanksgiving and 36% on Black Friday compared to the Monday before Thanksgiving. This means people are much more receptive to ads during the holiday season.via NanigansSince your customers may be paying more attention to ads during this time, marketing can play a big role in the success of your holiday sales. As mentioned earlier, plan your ads and ad creative ahead of time. Here are a few other marketing preparations you should consider for the holiday season.
13. Retarget old traffic and customers.If you’ve already set up a retargeting pixel on your store, now’s the time to use it. When you retarget previous visitors, you’ll reach people who may have forgotten about your store and wouldn’t have checked out your sale otherwise.Exclusive to Shopify merchants, Kit is free to use and helps you run Facebook and Instagram retargeting ads. Kit automatically sets up and uses the Facebook pixel. If you’ve not had a chance to meet Kit—now is a great time to hire your first employee.You can also retarget customers that have made a purchase on your store previously. According to Clarity.fm, it’s 50% easier to sell to existing customers than it is to brand new customers. What this means is that people you’ve already sold to in the past will be much more receptive to your Black Friday Cyber Monday sales.
14. Begin pitching to blogs and gift guides.Sometimes it can take weeks of back-and-forth with a website before any kind of sponsorship or partnership agreement is reached. That isn’t to say last-second sponsorships or partnerships aren’t possible, but it’s always better to contact blogs and gift guide websites earlier than later.Find websites talking about Black Friday Cyber Monday deals or running gift guides in your niche, and get in touch with them to feature your website and planned sales. If you need help with this, check out our Hacking The Press article.
15. Start your email marketing campaigns.According to Custora, email marketing drove over 27% of last year’s holiday sales for online retailers. This year, email marketing will likely play an even larger role in the success to most store’s holiday sales. Every business owner should have awesome email marketing campaigns that bring customers back to your website during your holiday sale.Begin planning, creating and scheduling the emails you’ll be sending out during your Black Friday and Cyber Monday sales. Here are some ideas for email campaigns you can put together:
- Announcing Black Friday Cyber Monday sale
- Last reminder before sale ends
- Exclusive sale for email subscribers
- Tease/anticipation email, sneak-peek of what sales are to come
16. Consider having at least one door-buster sale.A strategy many retailers use is to run a “jaw-dropping” sale on a popular item to lure customers to their store. Once customers come for the doorbuster, they’ll likely pick up a few other items on their way to the checkout.What jaw-dropping sale will get people to your website? If you’re sending an email to your subscribers, consider focusing on promoting one sale product that you feel is the most enticing, instead of promoting all of your Black Friday Cyber Monday sales at the same time.
17. Reward loyal customers.Black Friday Cyber Monday is an opportune time to build relationships with your previous customers and get them to come back.Send emails to (and retarget) your previous customers with the best deals. Give existing fans and customers the opportunity to access a sale earlier or give them exclusive sales just for being a subscriber on your email list. This also allows you to encourage email signups by offering exclusive sales they won’t have access to otherwise.
18. Build in scarcity where possible.With the holidays come many frantic shoppers looking for the best last-second deals. As many come to expect scarcity during Black Friday and Cyber Monday, don’t be shy about working some scarcity into your store. Consider including countdown timers until sales end and using language on your website such as “limited time” or “limited quantity.”
19. Integrate live chat.It’s important to be easily and readily accessible by customers (and potential customers) during Black Friday Cyber Monday. The last thing you want is for someone to leave your website because they couldn’t get an answer quickly enough.If you want to learn more about live chat and how to integrate it into your store, read our blog post about it.
20. Ensure you have quick and courteous responses.The holidays are potentially when you’ll be receiving the most questions from customers. Part of providing a fantastic customer service experience is having a quick response time. The other part is being courteous and respectful, even to uncourteous and impatient customers.One thing you can do is have a few canned responses prepared in Gmail to save yourself some time. Also, refresh your knowledge on kickass customer service practices and share it with your customer service team. Be memorable this year and customers will remember to come back next year.
21. Offer easy and hassle-free returns.The holidays aren’t just stressful for business owners, they’re also a hectic time for shoppers. Be the online retailer that cares and goes above and beyond the call of duty for their customers. Make their shopping experience an enjoyable one and give them peace of mind knowing that returns are hassle-free. Plus, it might just get those on-the-fence about purchasing your product to pull the trigger since you’re showing confidence in your product and removing the risk from the customer.
22. Set up Google Analytics.Google Analytics is a powerful, free traffic tracking tool that every ecommerce business owner should be using. If you’re not setup with Google Analytics on your store, or you just want to ensure you’re using it properly, check out our beginner’s guide on Google Analytics.
23. Set up heatmaps or advanced user/traffic tracking services.Where are visitors clicking? How do customers read your product pages? While Google Analytics is powerful and good enough for most businesses you might want to have additional user-tracking tools setup to gather more detailed data during Black Friday Cyber Monday.via UgmonkI’d recommend checking out heatmap apps in the Shopify App Store as well as looking at some advanced analytics tools in the Shopify App Store.
24. Keep an eye on the competition.Keeping an eye on the competition can help you to stay ahead and gather ideas for your own Black Friday Cyber Monday deals. The easiest way to spy on competitors is to simply subscribe to their email list. Study the types of emails they send and how frequently they send them.Additionally, keep tabs on competitors on social media and use Google Alertsto see which websites are talking about them. Lastly, VisualPing is a great way to monitor competitor websites for changes. When your competitors make a significant change to their website, you’ll be the first to know.
Post-Black Friday Cyber Monday
25. Turn those seasonal, one-time shoppers into year-round customers.Why does your relationship with deal-seekers need to end after the holidays? Take steps to maintain and nurture your relationship with new customers you acquired during Black Friday Cyber Monday.Keep your customers engaged year-round by staying active on social media and sending out regular emails to your subscribers. If those seasonal, one-time shoppers didn’t sign up to your email list or follow your social media accounts, then retargeting might be your next best option.Because you set up those retargeting pixels, those one-time shoppers can wind up being a group of customers you can advertise to year-round. Bring them back to your website and continue to expose them to your brand!
26. Reflect on what worked and what didn’t.The holiday season is also a great time for your business to learn from its mistakes, failures, and successes. The lessons you learn are worth more than any amount of revenue you make during this period. That’s why it’s important to track everything and reflect on what worked and what didn’t.Whenever I try anything new with my business, I document it by taking screenshots and notes I can review later. This will give you a benchmark for next year’s holiday while also allowing you to see what’s really working for your business so that you can do more of it.
Here’s to a Successful Black Friday Cyber MondayPreparation, planning and starting earlier rather than later, are all keys to a successful Black Friday and Cyber Monday sale. This checklist should cover most of what you need to know for this year’s upcoming sale events. Hopefully it’s has put you in a better position to succeed this holiday season.If this is your first Black Friday Cyber Monday for your business, treat it as a learning experience. Stay hungry and be ambitious but don’t set unrealistic expectations for your business. Enjoy the ride.If you have any questions or tips, feel free to leave a comment below. I engage with and respond to everyone.
Free Black Friday and Cyber Monday Webinar SeriesTo help store owners during Black Friday Cyber Monday, Shopify will hold a free webinar series geared towards preparing your store, maximizing your marketing efforts, and optimizing your sales.This series contains four webinars held between October 20, 2017 and November 10, 2017. Each highlighted a specific topic and strategy. Subscribe at the top of this post to be the first to know when you can sign up for these webinars.
1. Site SpeedA slow site turns customers away. It has a direct impact on your wallet. In fact, “a 1-second delay in page response can result in a 7% reduction in conversions.”I’ve even seen tests where a 500ms delay dropped conversions by 10%.Most likely, your site isn’t just facing a 1-second delay; it’s probably 2-3 seconds slower than it could be. Simply by reducing the time it takes for your pages to load, you could increase conversions by 15-21%. With just one growth hack, that’s a 15% increase in your customer growth this year.So how fast is fast?Ideally, you want a page load time of under 2 seconds. For the vast majority of sites out there, this is a feasible load time that you can get at a reasonable cost. It’s a nice sweet spot before you have to pull out the expensive Jedi site tricks to get any faster.
2. Social ProofYour site should OOZE social proof. Seriously, it should be everywhere. Put it on your homepage, your landing pages, your account signups, and your thank you pages. If you have a blank spot on your site and you’re not sure what to do with it, use some social proof.See, we use the actions of others to guide us through decisions in our daily lives. Whenever we’re uncertain about which action we should take, we automatically look to those around us for guidance. If you’re at a fancy restaurant that has silverware you’ve never seen before, you’ll look at other people to see how they’re doing it.Not only do we look to others for help, we also look to them for reassurance. When we see people taking the same action we have, it calms our fears and tells us that we’re going in the right direction.Just by including social proof in your site, you’ll encourage people to become a customer and you’ll reassure them at each step of the process.
3. On Ramp ProgramsHow are new customers introduced to your business? If someone buys a product from your e-commerce store, do you treat them the same as someone that’s already purchased dozens of products from you?And what about people that sign up for the free trials of your SaaS product? Do they get the same experience as your power users?When someone becomes a customer for the first time, they will critique everything you do. It’s a critical juncture. Either you’ll fulfill their needs and they’ll become a loyal customer or something will be missing and you’ll lose them forever. You only have one shot to turn a new customer into a loyal fan.There’s a couple of ways to ensure that you keep as many customers as possible.
The New User Experience (NUX)Brand new customers have different needs that your regular customers. So if you have a SaaS product, give new customers a unique user experience that helps them start using your product.Go ahead and give them a step-by-step process to get started, call out critical features they should be aware of, and help them navigate everything.This is exactly what Airbnb does when you create a new account. First, you get a welcome box that offers a quick tour:As soon as you click on the “take a tour of this page” button, you get a popup explaining one of the features of the page:
Email Drip CampaignsWhenever someone gives you their email, you should have a series of emails that get sent to them on a predefined schedule. We call it a drip campaign because the emails consistently drip to your customers one at a time.This is the perfect point to give your new customers valuable content that they weren’t expecting (this builds more trust) and you can also start introducing them to other products or features of your product. A popular model is to use a 3:1 ratio between valuable content and other offers. In other words, try sending three emails right after someone becomes a customer that helps them solve their problems. On the 4th email, provide an offer for another product of yours. Be sure to test different ratios with your customers to see what they get the most value from.
4. Barebones Home PagesMany visitors won’t enter your site through the homepage. They’ll hit some random page you’ve worked your SEO magic on. Or maybe they find a page that was shared by one of their friends.But as soon as they become even slightly interested in your offer, they’ll go straight to the home page to figure out what you’re all about. That’s when you either make the sale or they disappear forever.For most sites, the home page is by far the most complicated page on the entire site. There are videos, hundreds of links, multiple calls to action, and a general mess of random stuff. So when visitors are making the critical decision on whether or not to bring your business into their lives, why are you making it difficult for them to make a decision? Remember, people are risk averse and their default decision is to turn away. They’re looking for an excuse to walk out the door.It’s your job to give them a reason to stay. And a complicated home page will never help you do this.Go bare bones on your homepage. Cut it down to the essential elements. This includes one headline to describe your value proposition and a call to action. Everything else is secondary.Let’s go through some of the companies that have achieved unbelievable user growth rates in the last couple of years. This is how the big dogs do it:
DropboxThere’s a video and a call to action button telling you to download the product. That’s it. No fuss or tomfoolery here:
QuoraWhat about Quora? Most people still don’t know what Quora is since it hasn’t quite gone mainstream. But instead of trying to say everything, they also focus on the bare essentials:
GrouponThe daily deal space and dozens of knock-offs and competitors all vying for the same market space. With so much competition, Groupon had to find a way to grow just to stay alive.And guess what, they used a bare bones home page to help them do it:One headline, one dropdown to select your city, and one button to go to the next step. Dead simple.
5. Product IntegrationsThis is where the pros play. Instead of trying to build a customer base from scratch, why not piggy back off what other businesses have already done?This is exactly what Spotify did when they launched in the US. Instead of building their user base from scratch, they were one of the first companies to integrate their product into the Facebook News Feed. Here are some of the best platform integrations we’ve seen:
- Paypal and Ebay
- Zynga and Facebook
- Spotify and Facebook
- Airbnb and Craigslist
Where do you make your stand?Each platform is different and you don’t have the time or resources to go after all of them. Maybe you decide to build your product on iOS. But Apple’s App Store is ruthlessly competitive. It can be nearly impossible to break into the Top 10 App lists.Or maybe you go the Facebook route. But now you’ll have to deal with a developer platform that’s always in flux. Your integration works today but maybe it breaks tomorrow.Each platform has its own quirks and formulas for success.
Can you get out?Once you pick a platform, it can be nearly impossible to back out if it turns into a bad match.Let’s say you were convinced 2 years ago that the Blackberry market was perfect for your product. So you blocked off several months of time for your engineering team to adapt your product to that platform. But now you’re not even sure if RIMM will survive another 6 months. And you desperately need your engineers to focus on other high-priority tasks but you’re forced to maintain a dead-end integration. How do you tell your Blackberry customers that you’ll no longer be supporting them?This is exactly what Zynga is facing right now as demand for Facebook games wanes. A huge portion of Zynga’s growth came from Facebook but now it’s going to be very difficult to chart a new course.
6. Viral LoopsThis is the holy grail of growth hacking. In fact, it’s the dream of any marketer. A viral loop means that if you start with 10 customers, they’ll bring more than 10 other customers to you. Each batch of new customers gets larger and larger as you go viral.To be all shmancy pants about this, we say that we have a viral coefficient of more than 1.If you have a viral coefficient of 1, that means that on average, each customer gets one more person to also become a customer. You’ve just doubled the effectiveness of every marketing campaign you’ll run.If the viral coefficient is below 1, that means your growth will stall sooner or later without an injection of new customers from marketing.Here’s the deal: building a legitimate viral loop that actually works is just about impossible. For it to work, you virality needs to be a fundamental part of your product. Taking an existing product and attempting to bolt on a viral loop just doesn’t work. People never go for it. Let’s go through a real example to see how this works.Skype has an amazing viral loop that’s built into the fabric of its product. Once you’ve started to use the product, you’ll encourage friends and family to join you so everyone can easily keep in touch. As they start Skyping with you, they’ll encourage people in their network to also use it. Before long, Skype gets bought by Microsoft for $8.56 billion.Other products that have virality built into the product include:
- Dropbox (shared folders)
- It still works – First and foremost, the techniques employed to improve SEO still work. Even though data regarding organic traffic from Google was pulled fairly recently, the techniques themselves remain sound. Plenty of SEO case studies performed post-Hummingbird can verify this. Joshua Guerra, CEO of marketing firm BIZCOR says “As long as you are focusing on optimal user experience while performing methodic SEO strategies, you will be rewarded with higher positioning and organic traffic.”
- It is not going to stop working any time soon – Based on the way search engines appear to be developing, it is not likely that SEO will cease to be effective any time in the foreseeable future. On some level, even audio and video searches ultimately depend on keywords the same as traditional text-based content; this link ensures the continued success of SEO techniques as long as it exists.
- It is cost-effective – Compared to the costs associated with other forms of online marketing such as PPC advertising, social media marketing, or purchasing leads for an email marketing program, SEO provides fairly good ROI. While PPC may drive more revenue and social media may be more important for your image, your organic SEO in many ways remains a bedrock of your online presence.
- Search engines grabbing more market share – Somewhere between 80-90% of customers now check online reviews prior to making a purchase, and this number is only expected to increase. It won’t be long before virtually everyone is searching for products and services online. Do you want them to be able to locate your business, or not? Without organic SEO in place, people will have a very hard time finding you and will instead find your competitors.
- Rise of mobile bandwidth and local search optimization – Later this year, the amount of traffic delivered to mobile devices is expected to exceed that delivered to traditional desktop devices. With this dramatic explosion in mobile usage, a whole new world of effective SEO techniques have opened up for companies, such as local search optimization.
- Not having a healthy content profile is damaging – With each and every update to its search algorithm, Google and other engines change the way they look at websites. Things which didn’t exist a few years ago, such as social media indicators, are now given fairly high importance in terms of their impact on your rankings. Not building a healthy content profile spread out months and years is potentially damaging to your business, as it is one of the factors Google evaluates when looking at your site.
- Your competitors are doing it – “Remember, SEO is a never-ending process,” says Jason Bayless, Owner of BestSeoCompanies.com, a website which tracks and ranks the efficacy and service of many of the nation’s leading SEO providers. “If you’re not moving forward and improving your position, you’re losing ground to a competitor who is. That’s a simple fact of how the process works.” Don’t let your competitors out maneuver you by ignoring this valuable tool for your business.
Get a better understanding of how data providers, Search Engines, and directories exchange and access business data. The Local Search Ecosystem (LSE) is your resource to identify the most important sources for correct and accurate business information online.
This resource is dynamic. Hover over each segment to see the specific relationships and how information flows. Click segments to lock them.
The Local Search Ecosystem is the brainchild of David Mihm and was first developed in 2009. The LSE shows how business information is distributed online, who the primary data providers are, how search engines use the data, and how it flows.
Whitespark and Tidings teamed up to map the Local Search Ecosystem for 2017 in the USA and provide a clearer picture of how information flows in today’s search environment.
In the United States there are four Primary Data Aggregators: Infogroup, Acxiom, Neustar/Localeze, and Factual. These companies collect local business information and have massive data-sets in which they validate and vet the information provided. Search Engines like Google, Bing, and Apple license the primary aggregators data.
Other Key Sites like Facebook, Yelp, Yellowpages, FourSquare, CityGrid, and Dun & Bradstreet, also play a role in sending data feeds to Search Engines.
Search Engines manage their own databases, however, they utilize the information provided to them through the above mentioned sources. If the business data on any of these primary sources is incorrect it can override the information that is already available in the Search Engine’s database, this can lead to either new listings being created or changing existing listing data. Bad NAP data can negatively impact your ability to rank in Google and Bing.
There are many Geo and Vertical Directories that are valuable citation sources that can drive traffic to your website and ultimately bring in more business. These directories also access the information from the various primary services and display the data on their sites. Which further increases the importance of having correct business information (Name, Address, and Phone Number) on all of these sites.
Facebook’s Growth Hacking MethodsJohns’ first development hacking work was at Facebook. He didn’t have any involvement in development hacking, but Facebook administration needed it that way. As Johns portrayed it, “The thought is the point at which you’re attempting to tackle something that hasn’t been illuminated before you contract a pack of brilliant individuals without an inclination towards taking care of an issue a specific way. At that point you put those individuals in an asset obliged condition and drive them to make sense of it.”Johns concedes his initial a half year was turbulent and he believed he could be let go any day – however, he soon discovered his walk. “Facebook is one of only a handful couple of organizations that makes a stunning showing with regards to of truly driving individuals towards creating results and giving workers an amazing measure of responsibility,” Johns said. “Truth be told, at one point our official group set an objective of securing 200 million clients in a year.”As indicated by Johns, the development group surpassed the 200 million client challenge by enabling each colleague to go about as their own particular General Manager. “As an individual, I needed to propose what I would contribute each month and for the year. Each of us was in charge of benefit and loss of clients (procurement of new clients), and I expected to figure out what assets I expected to succeed.”The development group could track coordinate commitments from colleagues since we had fabricated mind-boggling information foundation that enabled us to be exact in the estimation of all that we did.So how could they do it? Johns was saved yet discussed three development hacks that truly moved the needle. The principal hack included giving users embeddable Facebook identifications or profile gadgets to post on their sites and online journals. Johns revealed to me that these gadgets served billions of impressions for each month, which prompted countless snaps and therefore millions of signups. By broadening Facebook through the client base, Facebook could create countless ups.A moment hack included purchasing specialist co-ops in underdeveloped nations. A large portion of the press following these acquisitions was left scratching their heads. Truth be told, in 2010 Michael Arrington was mystified by the Facebook securing of Octazen Solutions, asking at the time, “The central issue is the reason Facebook would need to gain an organization found most of the way around the globe if all they were doing is standard address book imports by means of OAuth and APIs, or restrictive however all around recorded conventions like Facebook utilize.” It turns out Facebook was obtaining these sorts of organizations to get their innovation to help get more email addresses.The third hack involved the acquisition of people who had not yet signed up for Facebook, and were highly desirable targets for strategic reasons. This involved some creative but inexpensive advertising techniques that Johns could not elaborate on. This campaign was so successful that the advertising network Facebook was using asked Facebook to modify its method.
Twitter Growth Hacking“Johns left Facebook in the wake of being selected by Twitter. He joined a previous Facebook associate (Josh Elman) and helped fabricate a 25 man group which turned into Twitter’s development group (you can see Elman’s most recent growth hacking introduction here). At the point when Johns joined, Twitter had something like 30 million dynamic clients, yet as indicated by Johns, the organization’s client base was developing too slow.“So we began acting as quick as conceivable to discover new ranges of development. We progressed toward becoming ‘blockers and tacklers’ by tweaking and advancing about each touch point. We’d make sense of approaches to include 10,000 more clients some days and 60,000 clients on different days,” Johns let me know.One of the most astounding performing development hacks was spot on Twitter’s landing page. As per Johns, the landing page was excessively confused, yet not long after they improved the page to concentrate on information exchanges or logins, the transformation rates expanded drastically.A moment hack included convincing new clients to take after no less than 10 individuals on Twitter. When they did, the chances of that client returning expanded significantly. So Johns and the development group acquainted the best individuals with take after element after clients joined and the client standard for dependability went up essentially.A third hack included expanding the adequacy of email. At the point when Johns touched base at Twitter, emails were being sent out by running Python contents by hand – so it would take 3 days to send 10 million messages. It was so cumbersome a procedure that Twitter just sent these messages out once per month. There was such a great amount of chance for development here that Twitter spun up a full group to chip away at it. Subsequently, robotized warnings and new highlights like ‘top picks’ furnish clients with a higher quality ordeal which has enhanced client maintenance.Regardless of the group’s prosperity , Johns felt his next profession step would be with another organization so he cleared out to join Quora.
Growth Hacking Quora“I learned development hacking at Facebook, at that point at Twitter I could play my hand at association assembling and affecting the DNA of the organization. However, when I began working at Quora, it was the best of the two universes – where the engineers and organizers gave me plentiful runway to do the correct things. The way of life contact didn’t exist,” Johns disclosed to me.As indicated by Johns, Quora had the best-specialized framework to roll out snappy improvements to the code without it affecting whatever is left of the stage. “We just began completing stuff. We could run many trials at a truly quick pace and immediately began delivering huge outcomes,” Johns said. “We could run various trials daily to test, calibrate and enhance client procurement.”Johns revealed to me one of the keys to progress was to watch the most dynamic clients and concentrate their examples. At that point, make encounters for new and existing clients that urge them to fall into those same examples.In any case, in spite of the accomplishment at Quora, Johns soon wound up plainly wore out and chose to disappear of nonappearance. The seven years of startup encounter had been extreme and he required a break from work and to do some voyaging and appreciate life a bit. He flew out to Nepal to move to Mount Everest Base Camp, Thailand to try kickboxing and New Zealand to drink brew.
What You Need to Know about Home Service Ads (HSAs)Google began testing Home Service promotions in 2015 and this initially frightened the whole Local SEO people group (and entrepreneurs) on the grounds that the test they did in San Francisco supplanted the first 3-pack with a totally paid 3-pack. It remained along these lines for a long time yet you would all be able to moan with help in light of the fact that as of summer 2017, the general 3-pack came back to the outcomes.There have been bits of gossip flying around wherever about if Google anticipates influencing the 3-to pack totally paid so I asked them. The present answer is no. They are demonstrating promotions in the 3-pack now on both desktop and portable and they are taking off Home Service Ads pretty quickly yet neither of these endeavors are expelling the conventional 3-pack or making the whole thing paid.There are 5 pages demonstrating more about how these promotions function in the full form of the guide.
What Do Home Service Ads Do?The present promotion unit we see for HSAs began in November 2016 in San Diego. When you do a scan for a locksmith or a handyman you get what resembles two 3-packs.The First 3-Pack is the home administration unit that contains every one of the postings that are taking an interest in Home Service Ads and the postings for locally situated administration region organizations.At the highest priority on the rundown are the paid postings that are taking part in Home Service Ads. They have “Google Guaranteed” on them and appear over the non-paid postings. Therefore, it’s practically difficult to see a non-paid posting in the initial 3-pack home administration unit unless there were under 3 paying organizations. When you click “more locksmiths” you get the full rundown and can see the paid ones at the best before you get the non-paid ones.For the non-paid ones at the base, Google says that the postings turn yet I can tell that area assumes an imperative part. On the off chance that the client sought San Diego the postings in San Diego appear to show up over the postings in rural areas.
Why is Google Screwing Over Home-Based Businesses?So on the off chance that you took after the breakdown of the 2 units you will understand that locally established administration zone organizations without a retail facade are:Not in the least in the customary 3-packJust recorded at the exceptionally base of the home administration promotion unit, underneath all the paying postings.Obviously this will have a gigantic effect on those that were positioning truly well in the 3-pack before Google expelled them all. We are now observing strings exploding over at the gathering from organizations who are asking why their postings totally vanished from the list items. GMB telephone bolster is by all accounts giving out genuinely pointless counsel to these individuals. One individual specified:“I disclosed this to Google support and they said to give it some time and check whether it remedies itself in the following calculation refresh.”I flinched when I read that. No folks, this isn’t a calculation refresh or a bug. It’s purposeful and what will occur in each market and industry that Google takes off HSAs in.I trust Google is doing this as the response to the spam issue. It’s amazingly simple for lead producing organizations to set up counterfeit postings utilizing places of residence. Concealing the address additionally makes it harder for contenders to discover and identify spam. The guide likewise indicates 2 approaches to see the address on a posting regardless of the possibility that it’s been covered up. By just incorporating postings with customer facing facades, they are taking out a considerable measure of the issues they have had with spam in the lifetime of Google Places/Google My Business.At the point when this initially propelled in San Diego, it chop the # of postings around 90% in contrast with what was there before the take off.Here is a visual of prior and then afterward Google propelled HSAs in San Diego.TIP: You can without much of a stretch check whether a posting has concealed the address in Google My Business on the grounds that the bearings symbol will miss.
Who is This Currently Impacting?Google hasn’t generally refreshed their assistance focus well so I’m including a rundown beneath of urban communities and ventures this is in. On the off chance that Google did not as of now connect with you and you fall into the criteria recorded, you can get in touch with them about it here.San Francisco Bay Area: Locksmiths, Plumbers, House Cleaners, Handyman, General Contractors, Electricians, HVAC Contractors, Painters, Overhead Door, Auto Glass Repair, Roadside AssistanceSacramento: HVAC Contractors, Plumbers, Electricians, Locksmiths, Auto Glass Repair, General Contractors, Roadside Assistance, House Cleaners, Handyman, Painters, Overhead DoorStockton: HVAC Contractors, PlumbersPhiladelphia: Plumbers, HVAC Contractors, Electricians, LocksmithsAtlanta: handymen, HVAC Contractors, Electricians, Locksmiths, Overhead DoorPhoenix: Plumbers, HVAC Contractors, circuit repairmen, Locksmiths, overhead entrywaySeattle: Plumbers, HVAC Contractors, Electricians, Locksmiths, Overhead DoorLos Angeles: HVAC Contractors, Electricians, Overhead Door, Plumbers, LocksmithsSan Diego: HVAC Contractors, Electricians, Overhead Door, Towing, Auto Glass, Plumbers, LocksmithsOrganizations in rural areas of these urban areas are additionally included.
I’m a locally established SAB that has been affected, what would it be advisable for me to do?I’m seeing loads of locally situated SABs without customer facing facades that are basically unhiding their address. Indeed, this does work and it gets you immediately back in the rundown. Be that as it may, this is not a long haul arrangement. Doing this is putting your posting in danger of being totally expelled from Maps and truly Google has never been excessively thoughtful with regards to hard suspensions for benefit region organizations. All it would take is for one of your rivals to report you to fulfill this.Notwithstanding concentrating on AdWords and Organic (both which drive a huge amount of activity), an entrepreneur essentially needs to get an office to fit the bill to demonstrate the address. In spite of the fact that hurling a sign on your front garden confirms your business is at that address, it is insufficient to qualify as a customer facing facade. With a specific end goal to unhide your address, your area should be staffed amid your expressed hours and clients must have the capacity to drive up and get benefit amid those hours. In the event that you lease a shoddy office and keep it bolted throughout the day, this likewise doesn’t qualify on the grounds that nobody is at the address.Remember that in the event that you demonstrate your hours at present as all day, every day you would not have the capacity to do this as a customer facing facade unless you are staffed all day, every day (like Walmart).
I’m an SAB with a storefront, what should I do?It’s an ideal opportunity to party – Google just wiped out around 80-90% of your rivals. That being stated, I would unequivocally prescribe checking the neighborhood comes about nearly to ensure each posting there (particularly the ones outranking you) are qualified. Google’s range of expelling locally established SABs is not great. I see a lot of locally situated organizations who are demonstrating their addresses or postings utilizing PO Boxes as addresses. Getting these postings evacuated is to your greatest advantage since it brings about a quick effect without anyone else positioning. This month, I included 3 pages in the full form of the guide that gives you a definite take a gander at what you have to do to get these postings evacuated.
In SummaryIn case you’re perusing this and feel aggravated about this change, you are not the only one. Sadly this is an update that with regards to Google it is truly their reality and their standards and changes they feel are best for their clients (and themselves, let’s be realistic) can have unintended outrageous effects on the entrepreneurs depending on them for activity.
Messenger as a Destination for News Feed AdsThe primary expansion of the new refresh identifies with how brands associate individuals to their Messenger nearness.“To additionally empower organizations to target revelation of encounters on the Messenger Platform, we are beginning to take off advertisements in News Feed that drive individuals to visit with your bot on Messenger.”As appeared in the above picture, sponsors will now have the capacity to choose Messenger as a goal under the site clicks target and utilize any suggestion to take action in their promotion – including “”Send Message”, “Shop New” or “Take in More” – to interface direct to a Messenger string.“All snaps on these News Feed promotions will straightforwardly open up a Messenger string with a duplicate of the advertisement or configurable organized message. Like existing Facebook ads, engineers and organizations will have the alternative to choose their intended interest groups and conveyance times.”It’s an impressive approach to enable brands to advance their Messenger nearness and start quicker, coordinate discussion strings with potential clients. While Messenger has presented a scope of better strategies to enable organizations to promote their Messenger nearness – like Messenger codes and abbreviated usernames – this alternative will empower them to all the more effectively advance their Messenger nearness employing Facebook’s consistently extending promotion stage.
Enhanced Mobile Websites in MessengerAs noted by Facebook:
“…while some interactions are better in a conversational format (like quick responses or intent capture), and some things are better suited for a permanent thread (like receipts, shipping notifications and flight updates), some experiences are truly better with a full-fledged UI.”As such, Facebook is also enabling developers to build web views into Messenger conversations to integrate interfaces from their websites.As per TechCrunch:
“This way you could scroll a list of flights, consume different types of media, or even play basic games while still in the chat window.”The choice will furnish organizations with better approaches to encourage coordinate association with clients utilizing the stage – the new devices are in beta right now and will take somewhat longer to be taken off completely.
Messages with PaymentsThis is the huge one. One of the key issues with business using Messenger up to this point has been that clients have needed to interface out to an outside site to actually make an installment and finish the exchange. Not any longer.nger thread, meaning all businesses need to do is process the orders as they comes through.ThThe new choice will empower clients to enroll their charge card data (or utilize the Mastercard information they’ve adequately recorded with Facebook) to make buys while never leaving the application. This is a significant stride for Messenger trade, and it opens up a stack of chances, especially for bots. Presently, with a very much refined bot benefit, you’ll have the capacity to robotize the whole buy process, end-to-end, inside a Messenger string, which means organizations should just handle the requests as they come through.The ramifications of this are enormous, likely greater than many figures it out. And keeping in mind that, as noted, bots haven’t picked up a load of footing right now, the ability to influence installments inside the procedure to will probably facilitate their advancement and reception.
Welcome ScreensFacebook’s likewise presenting new welcome screens which will welcome clients when they begin another string with your bot inside Messenger.Your appreciated message will give a more individual touch to your business bot, with data including the class of the related Page, reaction time and capacities gave on Messenger. Organizations will have the ability to tweak their early on content via Page settings.
Improved Sharing OptionsPeople will also now be able to share bots with friends via the Messenger share button.
“All shared messages will include the bot icon, name and CTA that allows people to start a thread with the associated bot.”The capacity will enable brands to get the message out about their bots, which could be especially applicable for those using influencer showcasing on the stage.Likewise, Facebook’s additionally refreshing speedy answers with new area subtle elements and connection reuse on various sends, empowering less demanding data sharing.These are some necessary, applicable updates that’ll help make Messenger, and Messenger Bots, more business-accommodating. And keeping in mind that bots haven’t changed the world at this stage, there’s still a lot of motivation to trust they soon will.
Bot EvolutionSo why is Facebook putting accentuation on Messenger Bots? Since informing is the place individuals’ consideration now lies.Worldwide message volume is now three times higher than SMS was at pinnacle, and both Messenger and WhatsApp – the two biggest informing platforms in the world – have more than a billion dynamic clients each..When you join their development with that of other informing stages, like Snapchat, it’s reasonable to see that informing is progressively well known, especially among the rising Millennial market. Truth be told, agreeing to Pew Research, Messaging is currently the popular correspondence alternative among teenagers, with nothing else notwithstanding approaching.In that capacity, Facebook – which possesses both Messenger and WhatsApp – is likely working as much for what’s coming as it is for what’s going on this moment. The open propensities we create in our developmental years are precisely that, ongoing, which implies that as those more youthful clients get increasingly sensitive to conveying by means of direct message, they’ll likewise be more adjusted to proceeding with that specialized technique in future – and given this, the significance of informing is just going to develop.What’s more, in addition, informing is more individual, more straightforward. The greater part of your buy and collaboration history is put away in a string with each brand, which they can without much of a stretch allude to for extra, individual knowledge and refinement in each exchange.Presently, you won’t not surmise that correspondence with brands by means of message will work for you – informing has for quite some time been something that we’ve utilized for our more individual cooperations, many individuals may see brands venturing in on that region as meddling. Be that as it may, Facebook does as of now have a layout for achievement in such manner – business through message is colossal in China.As per Wired:
“The Chinese have already shown what’s possible: social media giant Tencent enables 600 million people each month to book taxis, check in for flights, play games, buy cinema tickets, manage banking, reserve doctors’ appointments, donate to charity and video-conference all without leaving Weixin, the Chinese version of its WeChat app. “Outstanding, WeChat is currently valued at around $US83.6 billion, to a great extent because of those progressed eCommerce capacities. Facebook paid $22 billion for WhatsApp in 2014.And keeping in mind that Facebook is plainly hoping to take motivation from their Asian comparatives, The Social Network has more eager objectives at the top of the priority list for their stage, with their regularly propelling AI highlights set to fuel another level of bots, which may not be completely versatile seconds ago, but rather the frameworks are adapting every day.Facebook may have run ahead of schedule with their bots stage, and the buildup may have been excessively much for them to satisfy in the underlying steps (Messenger boss David Marcus has admitted to such an extent). In any case, Messenger business is developing, and their Bot stage is progressing.All brands ought to be focusing on each progression of the adventure.Errand person installments are presently in Beta testing with selected US clients, with a more extensive rollout just around the corner. Likewise, in case you’re searching for Messenger bot examples of overcoming adversity, look at the Messenger Blog.
11 Creative Ways to Use Live Streaming on Snapchat, Facebook Live & More
1) Raise awareness for a cause.The World Wildlife Foundation (WWF) combined with Snapchat to make the #LastSelfie campaign with the objective of bringing issues to light about jeopardized species. Utilizing the motto “Don’t give this chance to be my #LastSelfie,” the non-benefit proposed that similarly as pictures on Snapchat vanish inside a short 10 seconds, these creatures are disappearing from our Earth very rapidly.Clients were then requested to share the snap, “embrace” a creature and give to the WWF through SMS. Within one week, the #LastSelfie battle received 40,000 tweets and was seen by around half of all active Twitter clients.
2) Recruit interns and new hires.GrubHub saw potential in Snapchat from the get-go as a way to get more intuitive with a more youthful statistic. As opposed to post an understudy application on a standard vocation look site, or on less focused on channels like Facebook, Twitter, or LinkedIn, GrubHub requested that its Snapchat devotees apply utilizing the application itself.The doodle asks for was a simple route for the organization to evaluate innovativeness and certainty, while likewise taking advantage of their optimal understudy pool.3) Coordinate with a prevalent occasion.Taco Bell figured out how to end up noticeably a standout amongst the most took after brands on Snapchat by uploading a six-minute Snap Story “movie” in additions of 10 seconds. The short film concentrated on the dispatch of their item, the Doritos Locos Taco. However, the organization additionally made things a stride further. Taco Bell composed their crusade to line up with the MTV Movie Awards, making it significant to the occasion and, in this manner, increasing more noteworthy reach and brand mindfulness.Google Hangouts On AirNote: As of today (September twelfth) Hangouts On Air will move from Google+ to YouTube Live. You can take in more about how to set up Hangout On Air with YouTube Live here.4) Show off the employment.NASA is enthusiastic about Google Hangouts, facilitating live recordings as a route for the space-intrigued group of onlookers individuals to take in more about the association and its current disclosures – they’ve even held Hangouts from outer space. Recently, they teamed up with Verge Magazine to flaunt a few advantages and entanglements of the space explorer work.Joint members utilized the hashtag #askAstro on their Twitter or Google+ to get some information about existence – both individual and expert – while on board the art, which was then replied continuously. The Hangout gave captivating substance, yet also provided significant data to those inspired by that profession way.5) Get a greater gathering of people.In an exertion to reach a bigger audience, Manchester United utilized Google Hangouts to get a couple of more individuals on the “front line” amid a match against Liverpool. Fans were requested to use the hashtag #MUFrontRow on their Google+ Page with a photograph that flaunted their solidarity.Of the sections, the best 22 were chosen, and those fans were then anticipated onto the stadium’s computerized promoting board close by the field. The crusade made more enthusiasm for the occasion, and genuinely enchanted some hardcore fans.Facebook Live
6) Interview industry experts.Consistently, IMPACT Branding and Design has a “Website Throwdown” featuring top showcasing and outline experts. Members are welcome to present their site URLs to be broadcast during Facebook Live and valuable critiqued by that month’s visitor speaker.Individuals can likewise tune in to watch, or assist by making inquiries, posting remarks, or connecting on Twitter utilizing the hashtag #WebsiteThrowdown during the live stream. The Website Throwdown is a great approach to make mark mindfulness and specialist by offering members an opportunity to learn and progress.
7) Show off some skills.Tastemade does practically everything nourishment, from formula thoughts to vlog instructional exercises – they even have its particular sustenance demonstrate arrangement. Some portion of what separates Tastemade from other nourishment centered productions, however, is the brand’s truly incredible substance focused to the ordinary foodie. Furthermore, as of late, Tastemade began investigating Facebook Live as a crude approach to increase social movement while additionally captivating with fans.Amid a live latte artistry video, Tastemade requested that watchers submit asks for as a component of their #FoodArtFridays series. The brilliant video received over 90,000 remarks and almost 5,000 offers.
8) Get fans and followers to laugh.Who doesn’t love a decent giggle? BuzzFeed chose to experiment with Facebook Live with a video only for fans’ amusement. Two BuzzFeeders investigated what number of elastic groups it takes to detonate a watermelon, which kept going around 45 minutes. According to Facebook, at the time, more individuals tuned in to watch the stream than some other live video on Facebook – coming to more than 800,000 watchers at its pinnacle. Presently, the video has more than 10 million perspectives, making a huge amount of social and site activity, only to do something fun.
9) Announce new products.CES is a yearly occasion facilitated by the Consumer Technology Association to grandstand development advances and items from over the world. Amid the 2016 event, Chevrolet appeared its most current auto demonstrate, the 2017 Bolt EV.Rather than restrain its group of onlookers to just those ready to go to CES 2016, Chevrolet live spilled the declaration from its Facebook Page, giving the majority of the organization’s fans an opportunity to tune in and take in more about the item. Chevrolet additionally reacted to Facebook remarks progressively to keep its group of onlookers drew in with the video and answered any applicable inquiries.
10) Bring the audience along.
The previous summer, Nestle joined forces with online influencers to have live Periscope sessions of ways they were praising the primary day of summer – – while eating Drumstick ice cream cones, apparently. The organization at that point advanced every action on Drumstick’s Twitter utilizing the hashtag #FirstDayOfSummer for supporters to tune in.Exercises went from hopping on a Ferris wheel to biking on the shoreline, to eating dessert by a fire pit. Settle’s campaign provided an open door for user engagement, helped associated Drumsticks with appreciating summer, and branded the organization as enthusiastic and fun.
11) Go behind the scenes.General Electric utilized Periscope to dispatch a five-day live streaming campaign called #DRONEWEEK. GE empowered Periscope on a gathering of automatons to give their group of onlookers an ongoing, elevated perspective of their offices, highlighting some of their mechanical apparatus, as well as meetings with GE researchers and tech experts. Fast Company called it the “Shark Week for science and social video geeks.”GE figured out how to exhibit five different offices the nation over, and even made a Twitter @GEDronePilot to give additional editorial and collaborate with watchers.
Ready to Try It?These are by all account not the only live gushing stages out there. Massive amounts of users and sites exist and are utilized by a large number of individuals consistently. There’s such a vast amount of potential for brands and gatherings to use these outlets innovatively to pick up acknowledgment, specialist, and intrigue.
“According to our research, about 50 million businesses use Facebook to find customers, and 30 percent of their fans are from other countries.”That is a huge open door, and the new guide plans to feature how brands can utilize this to boost their arrival and develop their business.The manual gives a scope of statistic bits of knowledge on ten powerful eCommerce countries, alongside remarkable industry data, information about online customers and shopping propensities, Facebook use and key ranges of business intrigue. Some of these bits of knowledge have been hard to go over somewhere else, and having them facilitated into a solitary archive is a major help, both for organizations hoping to venture into these new areas and those as of now advertising to them.Each of the ten countries highlighted – Australia, Brazil, Canada, France, Germany, Malaysia, Thailand, the Philippines the UK and the US – has its own information and novel measurable notes, giving further setting on the most proficient method to achieve each market.Honestly, the guide merits downloading for these bits of knowledge alone, yet there’s a whole other world to it, with the second half centered around how Facebook’s promotion instruments can enable you to achieve these clients in different countries. This is likewise where Facebook presents their new universal focusing on highlights – International Lookalike Audiences and Location Targeting.Just as they sound, International Lookalike Audiences empower brands to contact individuals in new nations who coordinate the characteristics and practices of their current clients, while the new expanded area focusing on capacities empower publicists to amplify their compass to groups of onlookers in new locales.The guide additionally traces how to make best utilization of Facebook’s different promotion alternatives, with proposals on key components and contemplations for each:And examples of successful campaigns.And cases of fruitful battles. The control additionally incorporates a full posting of Facebook advertisement specs – once more, incredible information to have available as you approach making your battles.Lastly, the guide likewise incorporates a scope of contextual investigations of promoting examples of overcoming adversity from both Facebook and Instagram, alongside a posting of Instagram best practices to enable brands to expand their execution.As noticed, the guide is an extraordinary perused for any brand hoping to contact a more extensive gathering of people through Facebook – and even those organizations working inside the featured districts remain to fundamentally profit by the colossal measure of information on offer.What’s more, as Facebook keeps on extending over the globe, the open doors accessible to utilize the stage for worldwide business exceed likewise increment alongside it. In the event that focusing on individuals in different countries is not on your business plan at this moment, it might be in the precise not so distant future as more extensive network leads towards encouraging a really worldwide commercial center.
Find five approaches to utilize Facebook to advance your items.#1: Ask Fans to Show Their Love for Your ProductsA client produced content (UGC) crusade is tied in with requesting and sharing your clients’ substance. Individuals adore taking photographs and recordings of the stuff they cherish, so treat every sharer like a brand minister.Regardless of whether clients are wearing, utilizing, or simply visiting about your items, their photographs and recordings would showcase be able to your items in a real way and enable you to contact a more extensive gathering of people. UGC additionally gives current clients new thoughts for utilizing your items and moves prospects to make a buy.The most ideal approach to get UGC is to come ideal out and request it. For instance, you may offer fans an impetus to post photographs, for example, a giveaway challenge where individuals need to bring a photograph with your item to enter. You could likewise offer a unique markdown for fans who share their photographs on Facebook utilizing your battle hashtag. It’s tied in with telling fans you need to share their substance.Notwithstanding Facebook, you can request and offer UGC on other social channels, for example, Instagram, Twitter, or even YouTube. In the event that you require some help, a stage like Yotpo can enable you to ask for photographs, recordings, Q&As, and audits. #2: Demonstrate Creative Ways to Use Your ProductsSixty-two percent of clients say they need content from brands that demonstrates to utilize their items. You can fulfill that need and offer some innovative thoughts for your items with video.Lion Brand Yarn utilizes Facebook Live video to advance deals, feature particular yarn, answer client inquiries, and offer extraordinary examples. Best of all, they do it without utilizing any favor impacts or creation. The recordings highlight one representative in a straightforward showroom setup, talking honestly and hilariously about what she makes and how Lion Brand Yarn’s items can be utilized.It’s not as hard as you’d envision to begin a video arrangement. Here’s the means by which Lion Brand Yarn does it on their page.In your own recordings, you can essentially demonstrate to your items and disclose generally accepted methods to utilize them. You may likewise show how other individuals have utilized them (joining UGC) and give important and moving way of life tips that fit with your product offering. #3: Incentivize Word-of-mouth ReferralsClient referrals are a standout amongst other approaches to contact individuals who share basic interests with your present clients.On the off chance that you need to begin a steadfastness program for your business, search for a program that enables you to remunerate an assortment of client activities. Among those activities, you ought to have the capacity to remunerate clients for alluding companions to your business by imparting your page to their Facebook companions. Now that is an incredible motivation to share!Search for a devotion program that enables you to remunerate clients for sharing your items and getting referrals on Facebook.With an unwaveringness program, you can remunerate the individuals who make a referral, and give a markdown to their companions who make a move through the mutual connection and make a buy.In the event that you don’t have the financial plan or time to fabricate your own particular program, there are outsider engineers, that make it simple to make one. #4: Build Trust With Ratings and ReviewsIn the event that you’ve officially constructed an incredible after on your Facebook page, don’t be reluctant to approach your fans for a rating or survey on your page. Simply make certain to do it in a non-meddling manner and without offering motivating forces, to take after Facebook’s Community Guidelines.Powell’s Books has a superb 4.8-star audit rating with an amazing 10,000+ surveys. How’s that for building trust?Indeed, even only two or three 5-star evaluations can do a considerable measure for your Facebook page and enhance your internet searcher comes about. Audits can appear in query items when individuals are hunting down more data about your business. That is particularly critical when most customers are doing their exploration and say that audits affect buy choices.In the event that you don’t see a Reviews tab for your page, go to your page and tap the Settings connect. On the General Settings tab, tap the Reviews interface and select the Allow Visitors to Review This Page choice. Make certain to click Save Changes when you’re set.Select the choice to enable guests to leave surveys on your page.Once you’ve done this, a Reviews tab will show up for your page, enabling your page guests to leave audits of your business.When you empower surveys, you’ll see the Reviews tab on your page.In the event that you’ve effectively manufactured an awesome after on your Facebook page (or have a couple of unique customers who are your image advocates), set aside opportunity to thank your fans for their business. Make sure that you react speedily to request on Facebook and endeavor to give little astonishments to clients every now and then. #5: Target Prospects With Facebook AdsRetargeting advertisements and clone gatherings of people are incredible news for online business, particularly with regards to posts about new items or advancing existing item pages with the Website Clicks promotion organize.You can utilize your own particular organization information to target gatherings of people like your present purchasers. In the event that you’ve gathered email addresses from your clients, import your rundown of email delivers into Facebook to make carbon copy gatherings of people. It’s an awesome approach to target comparative statistic profiles. Remember, notwithstanding, that a portion of the email tends to you have on record may not coordinate the email addresses in individuals’ profiles.On the off chance that you have the Facebook pixel introduced on your site, you can make a group of people from the clients who have made buys or finished different activities on your site.Retarget individuals who have just demonstrated an enthusiasm for your item.For instance, perhaps you need to advance items that clients added to their truck however didn’t really buy. You can utilize retargeting to demonstrate those items to individuals who are as of now intrigued. ConclusionThese five hints will enable you to fabricate trust, develop your group of onlookers, and increment general brand engagement. So begin arranging another video, gathering UGC, and making Facebook advertisements that feature what you’re offering and why it’s valuable to your clients.
- Sending advertisement via texts on mobile phones: By sources talking on surveys laid, only an approximate figure of 37% believes in such advertisements through texts on mobile phones. Focusing on 37% is simply something you wouldn’t want. If you want the remaining 63% also to come join your services or maximum of that percentage to do the same, then you must completely ignore this option for attractive consumers. Think of something innovative and creative.
- Publishing advertisements through online banners: Since the process involves online process and consumers nowadays trust online services, still the number doesn’t increase much. Again, surveys say hardly 42% opt for such banners. So, may be it is online, but not in this manner. This will just be catastrophic for you.
- Placing advertisements on social networking websites: You may think this is popular means of spreading awareness, but this will not even yield you half of the consumers as these records to figures of around 48%. Not always social media websites help you in doing everything.
- Opting for advertisements through online videos: People are more interested in seeing the online video rather than an advertisement. The reason why many consumers also click on the “Skip Ad.” Though this method is known to attract about 52% of consumers, still it compromises on a big number like 48%.
- Giving out advertisement through search results: Again, why would people search for anything and then opt for your services. Obviously, they are more interested in what they are searching for, making time from their schedule. This is the reason why this method is known to pull not more than 48% of the consumers in total.
Average Click-Through Rate in AdWords by IndustryDating and own administrations click with PPC – bragging an official inquiry CTR of 3.40%! Doubtlessly, it’s simple to write deep, passionate promotion copy when your prospects are scanning for affection. Different enterprises with great hunt CTRs incorporate Finance (2.65%), B2B (2.55%), Consumer Services (2.40%), and Technology (2.38%).The legitimate administrations battle to pull in consideration on the SERP (with a low standard 1.35% CTR)– in great part due to advertising restrictions enforced by both Google and government organizations. Legal advertisers have to be additional shrewd and sly to do well in PPC. Different enterprises that frequently have poor CTRs are eCommerce (1.66%) and current administrations (1.40%).Tech organizations should discover lots of reach with solid CTRs (0.84%) on the show arrange, as many applications have show ads with high CTRs for these items and administrations. On the other side, business benefit promoters have battled on the show system to make advertisements to lure potential occupation searchers and ordinarily have poor execution, averaging a 0.14% show CTR. Perhaps they admission better on LinkedIn!The average click-through rate in AdWords across all industries is 1.91% for search and 0.35% for display.
|Industry||Average CTR (Search)||Average CTR (GDN)|
|Dating & Personals||3.40%||0.52%|
|Finance & Insurance||2.65%||0.33%|
|Health & Medical||1.79%||0.31%|
|Travel & Hospitality||2.18%||0.47%|
Average Cost Per Click in AdWords by IndustryIt’s nothing unexpected that lawful administrations have a portion of the highest CPCs among all Google ads on the pursuit organize. Both “Legal advisor” and “Lawyer” make the best ten most costly catch phrases on Google and Bing. Regular CPCs in the legitimate business is $5.88 – 40% more exorbitant than the following most expensive industry, work administrations ($4.20 CPC).Backing and philanthropic gatherings have a cost for every snap just shy of $2, likely because of the $2 max CPC bid Google Grant advertisers have to set on the majority of their watchwords.While most ventures have reasonable CPCs on the Google Display Network, the Employment Services industry is an outstanding exemption – paying $1.66 per tap on GDN. Probably, some of their inconveniences come from their horrifying CTRs on Display (0.14% CTR) which harms their show organize quality score, making them pay extensively more per click.The average cost per click in AdWords across all industries is $2.32 for search and $0.58 for display.
|Industry||Average CPC (Search)||Average CPC (GDN)|
|Dating & Personals||$0.19||$0.18|
|Finance & Insurance||$3.72||$0.72|
|Health & Medical||$3.17||$0.37|
|Travel & Hospitality||$1.55||$0.24|
Wondering how you measure up? Grade your account for free!
Average Conversion Rates in AdWords by IndustryThe Finance and Insurance industries convert amazingly well on both the search (7.19% CVR) and Display (1.75% CVR) networks. In many of these cases, the best converting advertisers aren’t afraid to change their offer or their conversion flow to boost their conversion rates.Home Goods and Real Estate are conversion rate standouts on the Display network (2.19% and 1.49% respectively), no doubt because both are visual industries where a sexy picture can inspire people to click and investigate.Ecommerce clients may not have many options to change their offer and consequently suffer one of the poorer average search conversion rates (1.91% CVR). To boot, they often have gigantic inventories, which prevents doing fine-tuning on ad copy across all ecommerce keywords. While removing barriers to purchase will always be an important CRO tool to help ecommerce clients, AdWords advertisers should focus on improving the performance of their keywords with high commercial intent to yield the most out of their search campaigns.The average conversion rate in AdWords across all industries is 2.70% for search and 0.89% for display.
|Industry||Average CVR (Search)||Average CVR (GDN)|
|Dating & Personals||2.75%||0.41%|
|Finance & Insurance||7.19%||1.75%|
|Health & Medical||2.51%||0.77%|
|Travel & Hospitality||2.57%||0.53%|
Average Cost Per Action in AdWords by Industry(Almost) free love on the SERP! Dating and personal sites have, by far, the lowest average cost per action from search ($6.91 CPA). While Google may be a great place to find a boyfriend, it is an expensive place to find an employee, doctor, or lawyer – average search CPAs for employment services, medical services, and legal services are $105.79, $126.29, and $135.17, respectively. Of course, the lifetime value of a new client in these industries is very high, making it all worthwhile in the end.On the display network, technology companies take an easy win with CPAs below $20 ($19.23). While it should be obvious that Google and Technology pair well together, this is also in no small part due to the success of tech advertisers promoting their app installs across the search and display networks.The average CPA in AdWords across all industries is $59.18 for search and $60.76 for display.
|Industry||Average CPA(Search)||Average CPA (GDN)|
|Dating & Personals||$6.91||$43.90|
|Finance & Insurance||$51.74||$41.14|
|Health & Medical||$126.29||$48.05|
|Travel & Hospitality||$60.31||$45.28|
What Does It All Mean?If you find yourself on the lower end of these numbers, that just means there’s plenty of room for improvement! Try running our free Google AdWords Grader to diagnose exactly where your campaigns are failing when compared to peers in your industry. If you’re hitting these benchmarks – don’t stop and settle for average either! Always strive to be a unicorn by writing the best ad copy and creating landing page unicorns that convert better than anyone else!Check out the full infographic below:
Data Sources:This report is based on a sample of 2,367 US-based WordStream client accounts in all verticals (representing $34.4 million in aggregate AdWords spend) who were advertising on Google AdWords’ Search and Display networks in Q2 2015. “Averages” are technically median figures to account for outliers. All currency values are posted in USD.
“YOU TAKE THE BLUE PILL, THE STORY ENDS AND YOU WAKE UP IN YOUR BED AND BELIEVE WHATEVER YOU WANT TO BELIEVE. YOU TAKE THE RED PILL, YOU STAY IN WONDERLAND AND I SHOW YOU HOW DEEP THE RABBIT HOLE GOES”The revolution has already started.Over the past couple of years a sea-change has started to take place within large businesses. Employees have started asking why the software they use at work doesn’t look and function like the software they use at home. Questions like, why isn’t their accounting system as easy to use as Facebook? Why can’t their inventory management system be as friendly as Instagram? Why isn’t their ecommerce software as easy as Pinterest?In addition to questions like these, there are mega-trends reshaping the technology landscape in ways no one could have imagined even five years ago. The consumerization of the enterprise, the destruction of the CIO’s office, and the transition from on-premise to SaaS are all colliding to offer large companies staggering capabilities without the ridiculous costs, time-frames and PITA factors of legacy solutions.The Consumerization of the Enterprise – In the last few years, enterprise grade software has been “consumerized”. Large enterprises can now deploy powerful, friendly, user-driven solutions that actually helps people do their jobs better. Unlike their legacy forefathers, today’s enterprise software is made for the people, not for IT.Shift away from the CIO’s office – The past few years have seen a shift. Seems like the CIO’s office is going the way of the dinosaur. Harvard Business Review predicts that by 2017marketing will be spending more on technology than the CIO. Technology has transformed to be a service to the business, not the other way around.The Rise of Software-as-a-Service (SaaS) – A new generation of enterprise-grade software platforms has emerged and is disrupting how large companies do business. Faster, more scalable, more reliable and a fraction of the cost, these next-generation platforms are re-writing the decades old enterprise playbook.Been spending a ton of money on infrastructure, servers and manpower just to keep your systems online? Worried about infrastructure failing and taking your business offline, or worse being hacked and having to explain it to the world?Things have changed.Large companies are refocusing their resources on their core competencies, instead of IT. Companies no longer need the expertise, budgets and challenges associated with managing huge IT infrastructure. Software as a Service (SaaS) has come of age, proven it can be more scalable, more reliable and more secure than any of the legacy vendors we’ve been handcuffed to for decades.Gone are the days of maintenance contracts, upgrade cycles and 1000 day implementation projects. Today’s enterprise grade applications install in weeks, are updated with the latest and greatest features in real-time and many are based on simple, month-to-month contracts.Large customers are starting to experience what happens when technology gets out of the way.I recognize that it’s hard to hear, or even believe, some of the things I’ve said. If you have been spending millions on your software for years, it’s hard to think that it may not have been necessary to do so. And I’m 100% sure the syndicate will fight back against what I’ve said.They will call in their supporters, those who need this flawed business model to continue. They will rage, but they will not succeed. These legacy software companies just can’t explain the existence of all the innovative, enterprise companies who are thriving without them. They can’t explain why they aren’t innovating themselves, and they can’t keep their customers from finding out the truth any longer. It’s been a great 50 year run, but their time is over.So, my question to those who run large companies, and are looking to innovate and lead is this…Will you like to go back to sleep, or would you like to wake up?
Don’t be surprised if a new wave of unnatural link penalties are sent out via the Google Search Console for widget links.Google issued a stern warning this morning on the Google Webmaster Blog saying that they are reminding webmasters that links within widgets can be against their webmaster guidelines.Googlers, Agnieszka Łata, Trust & Safety Search Team and Eric Kuan, Webmaster Relations Specialist wrote “we would like to reiterate our policy on the creation of keyword-rich, hidden or low-quality links embedded in widgets that are distributed across various sites.” Google shared that while many widgets can enhance your web site experience, “some widgets add links to a site that a webmaster did not editorially place and contain anchor text that the webmaster does not control.” Google explained “because these links are not naturally placed, they’re considered a violation of Google Webmaster Guidelines.”Google is reminding widget makers to remove the links from their widgets are add the rel=”nofollow” attribute to the links. If they do not, Google said the “webspam team may take manual actions on unnatural links.” If you do get a manual action for this, Google said you need to remove the links or add the rel=”nofollow” before submitting a reconsideration request.Additionally, those that embed these widgets on their site should “add a rel=”nofollow” attribute on those unnatural links or remove the links entirely from the widget,” Google said later on in their blog post.Google did add three examples of widget links that are against the Google guidelines:I wouldn’t be surprised if there is a wave of new manual actions for unnatural links in the near future.
- Web development is the most important thing that should be done in order to attract the present customers and make more customers by directing products and services towards the target customers. This helps to increase the number of customers that are loyal, and also make a lot of new ones.
- A web designing company helps in designing the website in a proper manner and makes sure that it can be updated if any new product or service has to add, or if any information regarding any offer has to be informed to the customers. An updated website keeps the customer interested in looking into the products and services of the company.
- Selling the products and the services become easy with the help of the websites that are organized and taken care of by the web developers according to what the business company wants.
- Web development has largely helped the business companies prosper in the world of digital marketing. If the website of the company is updated on a regular basis as mentioned earlier, not only the present customers, but also the target customers will show interest in the company, and think about switching to other companies.