Facebook third party

How To Navigate Through Facebook’s Ad Targeting Changes

We all know the story: Facebook has been under pressure about how their third-party targeting data capabilities infringe on user privacy since even before the 2016 elections, but they could no longer make excuses once the Cambridge Analytica scandal broke. Now, the company is making a permanent – and surprising – move that may usher in a new era of social media where privacy is king, and user vulnerability is no longer the norm.

For most people that use Facebook, and other social media networks, this is a welcomed shift; but as a marketer, the alarm bells might be sounding. If you’re feeling a sense of dread for all the meetings that need to be scheduled with management to explain next steps, here’s an overview of what you need to know to prepare for and navigate those meetings.

What Exactly is Facebook Changing?

Facebook’s announcement outlined their plan to place restrictions on advertising data usage, with the emphasis on eliminating all public and private third-part targeting; essentially the dissolution of their Partner Categories tool. This tool previously allowed marketers to partner with companies to use offline purchase data to enhance their ad targeting. Some of the targeting that this will effect includes behavioral, purchasing, and household income. This change has a pretty transparent goal: decrease user vulnerability by limiting the way their consumer data is used by other companies.

Why is Facebook Making This Change?

There are several reasons that Facebook is making this change, but the most prominent reasons are the Cambridge Analytica scandal and the new General Data Protection Regulation (GDPR). The scandal put a target on Facebook and drew criticism from users, stakeholders, and others in the social media space. GDPR took effect on May 25, 2018, and aims to give data control back to the people. One way GDPR does this is by requiring companies to gain explicit consent for all data collection they do, as well as transparency about how that data will be used. GDPR is applicable to all residents of EU, no matter where the company in question is located. Additionally, Facebook’s general outlook has shifted from one of arrogance to one of responsibility; making changes like this is the only way they are going to keep the business alive.

How Will These Changes Effect Marketers?

As of October 1, 2018, Partner Categories will cease to exist and any ads that are running using that targeting option will no longer be delivered. In a nutshell, marketers will need to bring their targeting focus inward, and stop looking to third-party targeting to reach their audiences. This is not doomsday; there are plenty of other ways for marketers to target their audiences online.

The first step is to revisit and adjust existing KPIs with Facebook’s new limitations in mind. Trying to meet those expectations without the same tools would have any marketer feeling like a failure. As you review and rebuild your strategies and KPIs, don’t forget to focus more on objectives that align with brand awareness. Operating your targeting within Facebook’s new rules will help you gain and keep the trust of the audiences that you continue to reach, which is an invaluable way to gain long-term brand advocates.

Don’t forget that you have a lot of data on your own. Start to work with your internal teams and your agency to collect that data and find creative ways to use it for targeting and for general content. Upload your existing data lists into your campaigns and start running some targeting to see what results you get. Adjust, repeat, adjust, repeat.

There are also other social media networks that you can use to reach your targets. If you haven’t created company pages on Pinterest, Twitter or Snapchat, now might be the time to start exploring how you can leverage those platforms to access new audiences.

lead generation content- laptop

5 Ways To Optimize Landing Page Content To Generate Leads

February is the month of love, but there might not be a lot to love about your lead generation marketing funnel. Sure, you might be head-over-heels with your website landing pages, but is it translating to your audience and converting them into qualified leads? Before you can get people to fall in love with your business, you need to use your landing page content and lead generation cycle to jump-start their hearts. After all, content is king.

Break Up with the Old Way of Thinking

Needing to refresh your landing page strategy is nothing to be ashamed of; big brands do it all the time. Think of it as getting a new outfit or a haircut to help you get through a break-up. Optimizing your landing pages can often feel like dating – you are constantly taking notes on what is driving results and what isn’t. You’re looking to put the most interesting out there, and you need to update things frequently. Updating your landing pages can feel like breaking up with the old way of thinking, but it’s ushering in new trends and technology.

Attract the Right People

Once you know your information is updated, you need to work on attracting the right people. Your content should follow these simple rules of attraction:

  •       Showcase Relevancy: Content should not be static. Use the right tools for your business that will allow you to customize content as needed by topic, audience, or both.
  •       Focus on Quality: Nothing will increase your landing page abandon rates like low-quality images and design elements.
  •       Be Findable: Your audience can’t swipe right on your content if they aren’t even able to find it. Make sure your landing pages have design elements that stand out and inspire action.

Don’t Be Afraid to Flirt

Flirting is trial and error. You try something out, and gauge the reaction that you get. If people respond favorably, you continue to use that tactic; if you get a drink thrown in your face, you reset your plan. Landing page content is no different. If your page isn’t getting conversions, you need to consider switching things up. If a landing page is receiving high conversions, see how that content can translate to your other landing pages to increase their success, too.

Make an Impression on the First Date

Once you’ve gotten a prospect to give up some of their personal information and click your link, it’s time to make an impression. Don’t play the waiting game when it comes to contacting them. Have customized follow up content ready to go, and get your new lead into a drip campaign ASAP.

Become Exclusive

It’s up to you to start the conversation about taking your relationship to the next level. With the above strategy, your content should be at peak lovability, and your audience should be ready to convert from casual dating to being in a committed relationship.

With a plan this good, you’ll soon find that you can put cupid out of business and for more content love tips be sure to read How Website Design Can Help Your Leads to Fall in Love With Your Brand.

Digital Marketing Online Reputation

4 Ways To Use Digital Marketing In Online Reputation Management

In the modern business world, having an online presence is crucial to success. The Internet is one of the first places that consumers, clients, partners, and investors are going to go to gather and confirm information about your business.

You need to go beyond just having a presence online; you need to take the time and make the effort to actually manage the presence that you have so that you can control your online reputation.

With proper management, your online presence can have many rewards, but, managed improperly and your online presence can be the downfall of your business.

Having a website and a Facebook page is not the same as managing an online reputation.

Being in the space will establish a presence, but managing your reputation will make that presence strong. With reputation management, you can increase your placement in search results which will make your business more accessible and trustworthy.

Here are a few things you can bring to the table when discussing with your digital agency how to use online marketing to control your business’ reputation:

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Blog advice

4 Ways to Reduce & Decrease Blog Bounce Rate

I see so many websites every day. And honestly, it amazes me how many blogs make me want to hit that little X button in the top right hand corner of my screen within seconds.

Even marketing blogs are still making very common mistakes.

Here’s a list of things that drive people crazy when they first open up a blog page, and a few extra tips that will help keep viewers reading on.

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Digital Marketing Mistakes

4 Common Digital Marketing Mistake and How to Avoid Them

While digital marketers might not be able to agree on which social channel is the best, the one thing that every digital marketer can agree on is that we are all pressed for time.

Most of us laugh at the idea of working ~just~ eight hours a day, or having weekends off completely (and forget about a 100% disconnected vacation). We are balancing so many plates, that something has got to give.

If you are looking for ways to increase the amount of time you have available in a day, try to look at ways you can be more efficient. One place to start is by asking yourself if you are engaging in any of these digital marketing mistakes that are wasting your time:

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