Are you ready to face the coming year with your Social Media Marketing plan? New challenges and adjustment to changes are certain, but arming yourself with these tips and techniques would be a great start. Learn through these articles as we welcome and prepare for our marketing strategy this 2020.
Digital Marketing News: Facebook Launches Viewpoints Market Research Tool, Brand Loyalty Remains High, & Instagram Offers a Glimpse of Feed AI
New Study: 2019 Promo.com Online Video Statistics and Trends [Infographic]
A newly-released study of online video viewing trends offers a slew of statistics of interest to digital marketers, including that 49 percent of people watch more than five videos daily, 67 percent watch the most video using YouTube, followed by Facebook at 26 percent and Instagram with 6 percent. 36 percent watch between two to five videos a day, and 10 percent of respondents said that they watch too many to count, according to the Promo.com study. Promo
Brand loyalty remains high at 89%, driven by product and price rather than service
Loyal customers are the most likely to refer brands to others and to join loyalty programs, while being less likely to engage on social — two of many findings of interest to digital marketers in recently-released survey data, which also showed that product and price drove loyalty more than service. Marketing Land
Email Tops B2B Channel List For Customers: Study
Tried and true email was the preferred channel for B2B prospects to hear about companies, while simultaneously ranking as only the third most effective channel among B2B marketers, according to newly-released study data. MediaPost
Instagram explains how it uses AI to choose content for your Explore tab
Google-owned Instagram recently revealed some of the technology behind the popular platform’s content selection process, including elements of the artificial intelligence (AI) the content-selection process uses, offering digital marketers a new glimpse of some of the selection factors that are in play. The Verge
12 Social Media Marketing Predictions From the Pros
#1: Facebook Ad Costs Push Advertisers Off the Platform
Facebook advertising is going to get much more expensive in 2020. CPMs will increase, which means it will now cost you more to reach your target audiences.
The implication of this change is that companies with a low average order value or that don’t change how they evaluate their Facebook advertising returns will be priced out of the platform. The statement, “the business that can pay the most for a customer wins” has never been truer. The solution to combating increasing Facebook ad costs is threefold.
The first is to decrease your cost per purchase or cost per lead. There are numerous ways to do this. One of the most effective is to continually refresh and test your ad campaign components—such as ad copy, creative, audiences, offers, and objectives—to reduce the impact of ad fatigue.
The second, which requires no work in your ad account, is to increase your average order value or client value. By increasing the amount that someone spends when they first buy from you, you create a bigger gap between your cost per purchase and the revenue from that purchase, thereby increasing your return on ad spend (ROAS).
The third way to combat increasing Facebook ad costs goes back to my earlier point: Change the way you evaluate your Facebook advertising returns. Instead of measuring only your first-purchase ROAS, which is reported directly in Ads Manager, you should also measure your true ROAS, which factors in your customer lifetime value.
Facebook Ad Trends: What Marketers Need to Know
Rising Facebook Ad Costs
Ad costs on Facebook have been rising for a few years now because of a number of key factors.
Supply and Demand
There are currently more than 6 million advertisers on Facebook—a dramatic increase from 4 million advertisers in 2016. Supply and demand means that more advertisers = greater demand taking up the limited supply, which has driven costs up.
We’re recording this in Q4 2019 and more advertisers are jumping on the platforms to advertise their products and special sales for the holiday season. This is when a lot of marketers with seasonal businesses spend their money, which drives costs up every year for those of us who advertise year-round. But it’s the nature of the business; if we want to play in this sandbox, we have to be ready to pay for it.
Think Mobile First With Facebook Ads
This really isn’t a trend, per se, but it’s becoming more important. You’ve got to think mobile first when creating your ads.
Mark Zuckerberg recently stated that the overall percentage of Facebook ad revenue from mobile was more than 90%, which is huge. People are accessing Facebook and Instagram on their mobile devices in unprecedented numbers. So, from an advertising perspective, we need to create our ads with mobile in mind first.
Personalized Video Landing Pages That Convert Like Crazy
The goal of the personalized video landing page is to convince the prospect to convert into a customer by taking the desired action.
1. Autoplay or press play
Do not simply perceive autoplay as being aggressive to the user. Facebook and Twitter use silent autoplay videos.
If you add press play, ensure that it has a prominent play button. The visitor should know that they are supposed to press the play button.
2. Use a strong thumbnail
No matter how compelling your video is if the thumbnail fails to convey that, your visitors won’t hit the play button. Ensure that the thumbnail is enticing and relevant.
The elements of a good thumbnail are:
- A close up of the face
- An image that shows emotions
- Strong and easy-to-read text
How to Create Square Videos That Stand Out: 6 Useful Tools
The first step in creating branded videos that grab attention in social media feeds is to make them square instead of horizontal. Why? Square video takes up more space in the feed, so it’s likely your audience will see only your video on the screen, especially on mobile. Horizontal video, on the other hand, will share screen space with someone else’s content, making it easier for users to become distracted by surrounding content.
As video continues to gain popularity on social media, more apps and platforms will undoubtedly spring up for creating spiffy, branded videos. In the meantime, the methods in this article will help you create custom videos that stand out and get more views using tools you already have on hand, or can access for free or a few bucks a month.
Even with the apps currently available, Keynote and PowerPoint are great alternatives because you can incorporate a wide variety of elements—like your logo, brand fonts and colors, and even images—without having to learn any complicated editing software.
How to Automate Personalized Video Messages via Facebook Ads
Create a Facebook Custom Audience to Match Your Customer Avatar
Starting your personalized customer journey with a Facebook ad is a no-brainer. Facebook’s targeting capabilities, which allow you to deliver the right ad to the right people, are invaluable in the journey from a cold lead to a business friend in your inbox.
The first step is to make sure you’ve done your research and know exactly to whom you want your ad to speak. Here’s a checklist of audience attributes that will help you refine your targeting:
- Goals and values
- Pain points
- Possible objections to your offers
- Role in the purchase process
Set Up a Facebook Messenger Bot to Support Genuine Conversation
If you set up a Facebook Messenger bot the right way, it can make users feel like they’re having a fun conversation with an imaginary character. While your new lead converses with your bot, you can sprinkle in information about who you are and what you do. Better yet, explain how your business can help your new lead and make their life easier.
Facebook Ads Strategy: A New Approach for a Competitive Marketplace
The options you can choose for Facebook Advertising—as well as the limitations—can be overwhelming. The Stories platform on Facebook and Instagram has also changed the game because how one interacts with Stories is very different from how one interacts on the news feed. This, in turn, is very different from how one interacts on Instagram versus Facebook with Messenger ads.
Nicholas thinks this is a good thing because it means Facebook is always evolving. They understand user behavior.
A few years ago, Facebook noticed that images were popular so they placed their successful bid to buy Instagram. Then Facebook noticed that messaging was hot so they bought WhatsApp and doubled down on their own messenger platform, which has led to the advent of bots. It’s encouraging from the perspective that Facebook is realizing that consumers behave in different ways, and they’re not falling behind on those trends.
On the other hand, Nicholas warns that a business owner or an advertiser needs to avoid being distracted by all the new bells and whistles that come out with each new rendition of the ads platform.