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The POV: Moves From Google and Yahoo Confirm The Slow Death Of Display Advertising

14.04.24

Google and Yahoo have been changing up their advertising offerings in some pretty big ways.

Four Steps to Achieve High-Value Social

Happy mountaineer standing on the top

Sustainably acquiring high-value customers from social marketing efforts for less cost than traditional channels is now not only possible, but a business requirement. While companies continue to spend on Facebook and other social networks, the chasm between simply dedicating resources to social advertising and true social marketing optimization provides just the space needed to truly excel and directly impact business objectives.

For starters, it’s essential that marketers control both the media strategy and execution within social as well as the landing experiences and conversion objectives. In my opinion, it is this combination that unlocks our success. Here are four steps to getting from here to there.

Reach Your High-Value Customers

Growing your fan base may be an important step. But, it’s just that. A step. Focus instead on building key user segments. Know who your high-value social mobile customers are. Analyze what you know about them and what you wish you knew. And apply everything you know to build your key segments. While age, gender and geography are great, being able to delve deeper into topic areas like, ‘fit moms who buy organic foods’ is even better.

Publish Content That Converts – Engage and Convert, Every Time

Facebook is a premiere content-distribution platform and native news feed content interacted with spreads organically, quickly. As a result, marketers must focus on working with social advertising experts to plan their creative and post cadence. Start with a test-and-learn phase then scale it. I suggest everyone have a plan for creative testing that includes not only combinations of ads but also segment/ad/landing page combinations as well.

Driving click-through is top priority, so it’s essential to publish short but valuable content that engages and compels conversion. Really, you just can’t have one without the other. However, you need to consciously ask yourself what you will offer in exchange for customer information. Customers are increasingly savvy; the solution is to find the right offer for your key high-value segment(s). Remember, the more information you want to collect, the more valuable your offer needs to be. Which brings me directly to…

Capture Customer Info

We’ve all seen the stats by now that over 70% of daily users of Facebook are on a mobile device and 70%+ of Twitter users are as well. As social and mobile become increasingly synonymous, it’s vital that social marketers think like mobile marketers. This means that to effectively capture customer information, keep forms to no more than four fields. Integrate your forms directly into your relationship management system and make the data immediately actionable to create custom audiences, run email campaigns and retarget.

Optimize!

Marketers can easily optimize both landing experiences and media buying against conversions. From post-click to content engagement through to form submission, we send “conversion signals” back to Facebook to scale outcomes. Once you’ve found the best creative combinations, scale your media spend and results!

And, above all else, focus on driving real brand and business value through your social media marketing efforts, what I’ve come to call Social Performance Marketing. While it may simultaneously sound overly simple and somewhat lofty, the combination of targeting high-value audiences with content that engages and converts while tuning your media buying and landing experiences to drive the best performance, is a real formula for success.

Some people I’ve talked to say it looks a lot like Marketing 101. It is. Just in the new and dynamic social mobile context which requires a new set of expertise and tools around targeting, programmatic media buying, social mobile landing experiences, and content and data-driven optimization.

3 Ways Online Retailers Can Use Facebook’s Website Custom Audiences

We’ve all heard the old adage that it costs less money to keep an existing customer than to acquire a new one and in this digital age, the saying is increasingly true.

Facebook Brand Updates Take Another Hit, Can You Recover?

In an effort to serve the most interesting content to users, on January 21st of this year, Facebook made yet another change to its news feed algorithm.

3 Facebook Tactics For Driving To In-Store Events

There are many helpful articles on the interwebs that provide ideas and tactics for using social to generate buzz and momentum for your offline events. These can be valuable resources but if you’re looking for tips that go beyond event promotion to actually increasing attendance then, read on.

We’re All Mobile Marketers Now

Time spent on mobile, specifically on smartphones, will eclipse has eclipsed desktop/laptop use for people in the U.S. and parts of Europe. eMarketer is showing that ad spend is shifting as well and mobile will overcome desktop by 2017. They estimate that in 2014, desktop ad spend will grow .41 percent while mobile will grow 56 percent to about $15 billion.

The POV: 5 Ways Automotive Marketers Are Using Facebook, And Crushing It

14.03.06

 

In this installment of The POV, ShopIgniter CEO Matt Compton explains five ways sophisticated automotive marketers are using Facebook to drive real business and brand goals. 

10 first reactions to Facebook Paper

If you missed my latest post featured on Inside Facebook, here it is again!

Facebook Paper for iPhone and iPod recently hit the iOS App Store and if you haven’t downloaded it, you should. It’s actually pretty great. So much so that it inspired me to pull together ten first impressions of what it means for digital marketers.

3 Rules of Thumb for Real-Time Marketing Success

With hundreds of millions of daily active users on social sites like Facebook, Twitter, Vine, Instagram and Snapchat engaging fans with relevant creative and shareable content is a strategic necessity for all brands. While daily posting can be effective, wedging your brand into trending topics or events – real-time marketing – can be both effective and exhilarating.

How to Optimize your Organization’s Social+Mobile Touch Points

Originally published in Thoroughly Modern Marketing 

I once heard Lauren Freedman, owner of the eTail group say: