Traffic Mastery

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How to Use Social Media for Market Research

sourced from: https://conversionxl.com/blog/social-media-market-research/

Social media isn’t a perfect source of market research: It’s not a representative sample and, for small businesses, it’s simply too small of a sample.

But for large organizations, it’s still a critical one. Why? Because it includes your most passionate fans.

It’s also a rare source of candid consumer opinion: 80% of social media posts are about ourselves, and those opinions and beliefs—expressed individually and within a community—are not interrupted or biased by participation in a formal study or company-run focus group.

Further, consumers crave communication with brands on social media:

95% of adults between the ages of 18 and 34 are likely to follow a brand through social media channels.Buyers report spending 20–40% more money on brands that have interacted with them on social media.71% of consumers who have had a positive experience with a brand on social media are likely to recommend the brand to friends and family.

Not all social media market research comes from active participation. When GE Life Sciences wanted to learn how customers discussed protein purification, they analyzed 500,000 protein-related comments on social media. The data improved content creation, tailored website vocabulary to the voice of the customer, and honed their search strategy.

To conduct similar market research successfully on social media, you need to know:

What social media is good (and bad) at assessing;Which social platforms are best for research;How to encourage an informative and engaging conversation.

What is social media good (and bad) at assessing?

Social media is a useful market research tool to:

Get immediate feedback on customers’ experiences and beliefs.Ask consumers about potential product improvements.

Other methods are more useful if you want to:

Get in-depth feedback.Target a specific audience within or outside your social media following.

A few benefits—and pitfalls—stand out:

You can gather data faster. Almost half of social media users access different platforms on a daily basis:

(Image Source)

That means that companies can get fresh insights quickly. One case study revealed that social media was three times as efficient compared to tracking customer feedback via email.

You can save on research costs. Most in-app social media features (e.g. polls, emoji sliders) collect market research data without the costs associated with research panels (with the aforementioned caveat that your audience isn’t a representative sample).

But it’s not for everyone. If your social accounts don’t have hundreds of thousands (if not millions) of followers, don’t expect social media to be a viable source of market research.

If you generate 20 responses to a poll, that quantitative feedback is equally likely to mislead you as to guide you in the right direction. You’re better off focusing on qualitative methods that will help you develop rich customer personas with a small number of responses.

There is, however, one opportunity for small businesses: social listening on competing brands. If you want to understand the frustrations or desires of your target audience, use passive social media market research techniques, like those detailed below, to get access to some of the same social media research larger competitors enjoy.

Also, beware of the herd mentality. Social media users are prone to impulsive behavior, and people often model others’ behavior, which may lead to copying others’ actions on social media and reducing data accuracy (especially if, for example, poll results are visible before someone votes).

For those that can take advantage of it, there’s a dual benefit to social media market research: You gain data while also building a connection with customers.

When you let customers express their thoughts, you strengthen an emotional bond, and those who are “fully connected” with your company are 52% more valuable:

(Image Source)

So what are the primary methods of social media market research?

Market research methods on social media

Three qualitative research approaches fit social media:

Qualitative content analysis (number of likes/comments/shares). The number of Likes can be a vanity metric, but assessing the engagement rate of consumers on social media may suggest the attractiveness of a marketing message or product.Social listening. Passively gather feedback from your customers or monitor opinions about your brand or competitors.Polls/questions. Ask questions directly in social media feeds, encouraging users to share thoughts and feelings.

Here are the channels best suited to those approaches.

Which social media channels to use for market research

It makes sense to tailor your social media presence to the platforms where your audience spends time—those with the strongest followings are also your ideal platforms for research.

The State of Social report, not surprisingly, suggests that most brands use Facebook, Twitter, and Instagram:

(Image Source)

Below are strategies and tactics to conduct social media market research on each platform.

How to use Facebook for market research

Around 97% of B2B and B2C companies use Facebook, which offers four main ways to conduct qualitative research:

PollsContestsCall-to-action postsBrand mentions

1. Polls

On Facebook, posts that ask questions receive more Likes than any other type of post. It doesn’t require much time or effort to create a poll on Facebook, get valuable feedback, and analyze your data.

Not every poll needs to maintain the serious tone of academic research. For example, Starbucks created a poll about order preferences that generated 2,267 likes and 1,660 comments in 24 minutes. (Having a Facebook page with 37 million followers doesn’t hurt.)

(Image Source)

While the post succeeded in generating engagement—a useful result apart from research—it also offered clues to how their customers perceive themselves and the language that may or may not resonate in a marketing campaign.

Facebook polls are still an option for organizations with smaller followings. The SaaS Growth Hacks group, for example, has just 12,200 members, but a poll on preference for conference call software generated over 100 responses in less than a day:

2. Contests

A chance to win a prize can motivate fans to provide their email addresses, send you user-generated content (e.g. photos, videos, testimonials), or offer valuable feedback about your product.

In partnership with Pinkbike, GoPro ran a “Best Line” contest with a $15,000 prize. Contest participants had to create and edit a video based on their experience, providing hours of compelling footage that both companies could market as authentic experiences with their products.

That same footage also provided insight about who their most fervent supporters were, how they used the equipment, and the most compelling narratives that customers built around the use of the product.

(Image Source)

3. Call-to-action posts

In honor of a new product launch, M&M’s announced three flavors in a post with a call to action to ask followers to leave their thoughts in the comment section:

(Image Source)

Notably, M&M’s made a simple poll into an open-ended question: Rather than simply gathering quantitative data, they got thousands of responses that reflected the strength of consumer sentiment and offered new content ideas, like developing a recipe that uses jalapeno M&M’s for “monster” cookies or promoting a game of M&M-based roulette:

4. Brand mentions

The most valuable insights may come from those who don’t follow your brand. Some 96% of those who discuss brands online do not follow the brands’ profile.

As Kristin Smaby explains, customers want to share their stories about brands, even if that conversation is indirect:

When customers share their story, they’re not just sharing pain points. They’re actually teaching you how to make your product, service, and business better.

One Facebook post that tags a brand can trigger an avalanche of related feedback, something ASOS experienced:

(Image Source)

Keeping track of brand mentions—passively gathered feedback—is possible with social media monitoring tools like Mention, Brandwatch, Meltwater, Digimind Social, Brand24, Radarly, and others.  

How to use Twitter for market research

With its 280-character limit, Twitter is an efficient source of market research. There are two primary ways to collect qualitative data:

Social listeningPolls

1. Social Listening

Monitoring digital conversations, also known as social listening, is a method of observing customers’ behavior to learn about their thoughts regarding a company or product.

Take BellaBrava, a chain of pizza restaurants with a focus on healthy living. When the company wanted to open a new restaurant in Europe, they created a list of keywords that reflected their values (e.g. “plant-based”, “spelt flour”, “veggie”) and monitored people who were talking about pizza and pizzerias on Twitter and other social channels.

With about 450,000 relevant records, BellaBrava drilled down to 10 potential locations with the strongest market in which to open a new restaurant.

(Image Source)

2. Polls

Twitter polls are time-limited: They end between 5 minutes and 7 days after being posted, depending on the duration set by the creator.

Once your poll is over, results can be viewed publicly, and the winning choice is shown in bold. All participants receive a common push notification from Twitter. (Companies have no control over the content of those push notifications.)

Thus, Twitter polls have a dual purpose: Creating social media engagement and offering market research. Taco Bell uses simple Twitter polls to monitor fans’ preferences:

(Image Source)

Another poll asked followers to choose from three options:

(Image Source)

However, avid fans didn’t limit themselves to these choices, and they started suggesting ideas in the comment section. Taco Bell later tested a variation of a new product based on those Twitter comments:

Among other use cases that Twitter highlights are polls to gather opinions about trending events in real time:

In the case of Drybar, a salon chain, the poll is an opportunity to tap into a moment of heightened interest in hairstyles. For other companies, like a pizza chain, a pre-game poll on topping preferences could help shape the ideal offer.

How to use Instagram for market research

Instagram has over 1 billion users, including company accounts for some 25 million businesses. There are three primary methods to collect market data on Instagram:

Question stickers and pollsEmoji sliderBrand mentions

1. Question stickers

The Instagram Stories feature, with ephemeral content that vanishes within 24 hours, has achieved 500 million daily users. Since this content has a short lifespan, the “FOMO effect” can motivate users to pay attention and take action faster.

In July 2018, Instagram added question stickers—succinct, one-question polls for Stories. Users can not only vote but also see real-time results (admittedly, a risk for biasing feedback, too).

Within its social media mix, Sephora uses Instagram for “quick eye candy,” encouraging followers to vote on cosmetic choices and brands by embedding polls within their Instagram Stories:

(Image Source)

2. Emoji slider

Instagram released the emoji slider in May 2018, adding a layer of emotional context to consumer feedback within the platform. Posts with emojis have a 15% higher interaction rate

ASOS allows followers to rate their products using an emoji slider, giving the company richer feedback than what it might get from binary polls—the sliding scale suggests a relative intensity of opinion.

For brands deploying polls, a swipe up delivers a list of participants and their answers, along with the average answer:

(Image Source)

3. Brand mentions

Like all large companies, Whole Foods constantly manages a barrage of satisfied and dissatisfied customers on Instagram—sometimes within the same post. Not surprisingly, unhappy customers hasten to complain about their experience:

(Image Source)

As with Facebook and Twitter, comment sections in Instagram are ready sources to mine consumer feedback, even from social media users who don’t follow your brand.

If you’re not a big brand, influencer campaigns can generate the brand mentions (i.e. source material) for market research. Actively asking for feedback as part of an influencer campaign increase the value of the investment: You get awareness and a trove of consumer feedback.

(While “influencer marketing” may seem blasé, it’s not going away: The worldwide Instagram influencer market value is estimated to be $2.38 billion in 2019; Instagram is used in 79% of all influencer campaigns; and 67% of marketers plan to increase their influencer marketing budgets in the next 12 months, particularly on Instagram.)

In 2018, Tommy Hilfiger invited Lewis Hamilton to launch a capsule collection. In partnership with the brand, Lewis worked on product design and published Instagram posts with a relevant hashtag and product tag. Since Lewis has a large, engaged following, his posts create a buzz—and an opportunity for the brand to get customer feedback.

A photo from the designer collection launch in Japan yielded 148,612 likes, but it also broached the idea of a collaboration with Net-a-Porter:

(Image Source)

Of course, if you’re not one of the world’s most well-known fashion labels, you may have trouble securing a collaboration opportunity with one of the world’s top Formula 1 drivers.

The rise of “micro-influencer” campaigns—those targeted at local influencers with small but loyal followings—offers more opportunities for emerging brands focused on social media growth.

Conclusion

Even if you’ve never bothered to look, the most popular social media sites—Facebook, Twitter, Instagram—have data about your customers. While that data is not a representative sample of your total customer base, it is a source of unvarnished opinions from passionate fans.

If you want to get an understanding of their reasons, opinions, and motivations to buy or not buy your product, social media is a rich, public source of market research material.

There are six common methods for gathering qualitative data on social media, many of which are possible on multiple social channels:

Polls (Facebook, Twitter, Instagram)Contests (Facebook)Call to action posts (Facebook)Brand mentions (Facebook, Twitter, Instagram)Question Stickers (Instagram)Emoji slider (Instagram)

The post How to Use Social Media for Market Research appeared first on CXL.

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So, Your Twitter Account Is Suspended. Why? And Now What?

sourced from: https://trafficgenerationcafe.com/twitter-account-ban/

QUICK LINKS

Enjoy Social Media for as Long as ‘They’ Let You
Was Your Twitter Account Suspended Because…
Twitter Account Suspension and Other Twitter Enforcement Actions
What to Do If Your Twitter Account Is Suspended

“Your Twitter account has been suspended.”

DA DA DAAA!

NO ONE wants to hear that… like, EVER… 

Yet, with Twitter continuously changing the Twitter Rulebook (and, by the way, it’s YOUR, Twitter user’s, responsibility to stay on top of those changes!), it’s nearly impossible to keep your Twitter account squeaky clean.

I know exactly how you feel. I had not one, but several Twitter accounts suspended at one point or another.

Full disclosure though: some of my Twitter account suspensions didn’t exactly come as a surprise… I knew I was playing with fire! 

You can learn more about why a few of my Twitter accounts were suspended in my best Twitter tools post.

Whether you knew you were breaking Twitter rules that got your Twitter account suspended or not (that’s between you and you! ), let’s take a look at

several common cases of why Twitter accounts get suspended,
what (if anything) you can do to get your account back,
what to do to make sure it doesn’t happen again.

Enjoy Social Media for as Long as ‘They’ Let You

What, on earth?…

You are right, this doesn’t seemingly have anything to do with your Twitter account suspension.

However, since humans now have a SHORTER attention span than your childhood friend, the goldfish (I know, right?!!!), something I’d normally save for the end of the post has to be said now – while I have your FULL ATTENTION.

Yes, it’s THAT important!

per recent Microsoft study

Still with me? Or are you completely distracted by my masterful content repurposing?… (in this case, summing up the very long Microsoft study in two images. )

Wait, where were we? I’m so distracted… 

Oh, yes, something really important…

When using third-party platforms (any website you don’t own, in other words), you are completely at their mercy.

You are not ‘entitled’ to anything.

Their platform. Their rules. Their last word.

If they close their doors tomorrow (like Google+ just did), everything you’ve built on that platform is done for.

Thank goodness, a platform closing down for good is extremely rare.

But what about…

Google algorithm changes?
Facebook Zero reach?
Twitter API changes?

Speaking of Google algorithm changes, did you know Google changes it around 500–600 times per year

No one can protect you from platform changes. All you can do is suck it up and adapt.

So, if your Twitter account is suspended, you find yourself at the mercy of a random Twitter employee to plead your case to. And, let me tell you, they haven’t been that merciful, as of late!

Now… when I said, “All you can do is suck it up and adapt“, I was half serious.

There IS something you can and SHOULD do to protect yourself.

When using ANY third-party platform (Twitter, Facebook, SlideShare, Medium, whatever), your goal is to bring people you engage with back to your site as quickly (but spam-free-ly!!!) as possible, then build those relationships on your own turf and terms.

That’s precisely why I wasn’t crying when my Twitter accounts got suspended. At least, I milked them for all the website traffic I could before I was busted.

And yes, I went into much more detail about how exactly I got my new Twitter followers to come to Traffic Generation Café in the best Twitter tools post I mentioned above; take a look at it when you are done here.

Alrighty; moving on.

Was Your Twitter Account Suspended Because…

You know that message you got when your Twitter account got suspended?

It went something like this:

Hi,

The following behaviors are violations of the Twitter Rules:

• Creating serial and/or multiple accounts with overlapping use cases
• Cross-posting Tweets or links across accounts
• Aggressive following, particularly through automated means

As such, these accounts will remain suspended.

Gut-wrenching, I know.

Let’s see if your Twitter account was suspended or restricted due to…

Repeatedly posting duplicate or near-duplicate content to one or multiple accounts you run

You used to read it everywhere, “Post your tweets multiple times to make sure your followers actually see your content!”

Oh, yes, the good ol’ golden standard of making yourself visible on Twitter…

No longer the case.

Twitter rules state:

You may not post duplicative or substantially similar Tweets on one account or over multiple accounts you operate.

So, whether you used to:

post the same tweet to multiple accounts you run,
OR
schedule/recycle the same tweet to go out hours or days apart

…it’s now against Twitter rules.

This one definitely hit HARD.

Take a look at this Twitter forum thread:

A Twitter employee replies:

Yet another question follows:

To that, Twitter says, “Sorry, we aren’t here to entertain every question about our policies.”

There you have it.

A whole list of don’ts and only one way to do:

craft each tweet thoughtfully,
post it manually (once),
then rinse and repeat.

Hey, I am all for maintaining/re-establishing quality content on Twitter, but realistically?… who has the time to market on Twitter ‘to a T’?

But then again… if more and more marketers stop using Twitter to promote their businesses, wouldn’t that create a great opportunity for those of us who don’t mind putting some elbow grease into it? 

If you do want to share the same post across multiple profiles, or to repeat it on your own profile, Twitter recommends that you retweet your original post.

Buuuuut… not too much , because 

Another way to get into trouble with Twitter and get your account suspended is:

Liking and/or retweeting too many tweets at once

Doing it ‘aggressively‘, in other words.

And it’s up to Twitter to decide whether what you are doing is aggressive or not. How convenient, right?

I once had a brand new Twitter account suspended within an hour of its creation for that very reason: I engaged with (liked, @mentioned) and retweeted too many posts within that hour.

Arrrrrggggghhhh….

Truthfully, what I was trying to do was to make my account look less ghost-towny! Since I didn’t want to tweet out a bunch of Traffic Generation Café posts (that was too spammy for my taste, ironically!), I decided to spread some retweeting/engagement wealth to the people I had started to follow.

Alas, that was exactly what got me banned! 

How do you stay out of this kind of Twitter trouble?

Let’s say you go to your Twitter timeline to do that manual thing Twitter wants us to do – converse, engage, relate, be present.

Don’t just go nuts and like every tweet you see!

Give yourself a limit – let’s say to like 5 tweets, to retweet 5 tweets with a thoughtful comment to go with each one, and to share one of your blog posts in-between.

Better yet, do this 2-3 times per day.

OR better yet, establish an easy-to-follow daily Twitter routine to make sure you make the most of Twitter within the least amount of time.

Read How to Manage Twitter Like a Pro [Your Daily Twitter Routine] to…well, learn how to manage Twitter like a pro !

The next most common reason to get your Twitter account suspended is:

Aggressively following and unfollowing Twitter users

Twitter considers it spam:

…if you have followed and/or unfollowed a large number of of accounts in a short time period, particularly by automated means (aggressive following or follower churn).

And, as if that was unclear in any way, here’s more:

Following/unfollowing users was always a huge part of my Twitter marketing strategy.

So much so that I don’t mind going a bit gray hat on this one every once in while.

Learn more here: Best Twitter Tools to Get More Twitter Followers in 2019

Closely related to automatically following/unfollowing users is:

Using or promoting any tools to automatically add Twitter followers or engagements

Twitter considers it spam:

…if you sell, purchase, or attempt to artificially inflate account interactions (such as followers, Retweets, likes, etc.); and

…if you use or promote third-party services or apps that claim to get you more followers, Retweets, or likes (such as follower trains, sites promising “more followers fast”, or any other site that offers to automatically add followers or engagements to your account or Tweets).

Totally get it.

It’s one thing to use a Twitter automation tool to make your life of getting more followers easier (but you still have to do the work!!!), and it’s something completely different and definitely spammy to outright BUY followers, Retweets, likes, etc.

This one is easy: DON’T DO IT.

Abusing trending topics or hashtags

Twitter considers it spam:

…if you post multiple updates to a trending or popular topic with an intent to subvert or manipulate the topic to drive traffic or attention to unrelated accounts, products, services, or initiatives.

Say, you create a tweet, then add a popular/trending hashtag to it – not because it’s relevant, but because you want your tweet to be seen by the people following the topic.

That example is a clearly spammy and unacceptable way to market your business.

I am sure most of you don’t do that, but there are many other ways to abuse trending topics… be assured that Twitter is monitoring that one very closely.

Posting affiliate links

Twitter considers it spam:

…if you post misleading, deceptive, or malicious links (e.g., affiliate links, links to malware/clickjacking pages, etc.).

Social media is not a storefront. Not the right place to make a sale; unless you are paying for ads, of course.

Bring your followers back to your site. THEN convert them.

Twitter Account Suspension and Other Twitter Enforcement Actions

Now comes the really hard part: paying for your Twitter indiscretions.

I’ve got some good and some bad news for you here.

The good news is Twitter is genuinely trying to make the platform better for everyone.

And they ‘aren’t there to getcha…‘

Should they feel your otherwise healthy Twitter account is getting into a bit of trouble with Twitter rules, they won’t just ban you, I promise.

They’ll try to warn you first (most often, send you an email notification), then might give you a slap on the wrist.

For instance:

Twitter Might Require Tweet Removal

Once again, this kind of Twitter enforcement action exists to ensure:

…we are not being overly harsh with an otherwise healthy account that made a mistake and violated our Rules.

If Twitter determines that your tweet violated the Twitter Rules:

They’ll send you an email to let you know which tweet is in violation and which specific rule it violated.
You then can either remove the offending tweet or
…appeal it if you believe Twitter made an error.

(Hmmm… Remove it and count your blessings! )

Meanwhile, while Twitter is waiting for you to remove the tweet, they’ll hide that tweet from public view and will replace the original content with a notice stating that the tweet is no longer available because it violated Twitter Rules.

This notice will also stay for 14 days after the tweet was removed.

Twitter Might Place an Account in Read-Only Mode

Once again, this slap on the wrist is reserved for an otherwise healthy account that is ‘in the middle of an abusive episode‘, as Twitter puts it.

In this case, Twitter might temporarily make your account read-only, limiting your ability to Tweet, Retweet, or Like content until ‘calmer heads prevail‘.

If that’s your punishment, then:

You’ll still be able to read your timeline.
You’ll only be able to send Direct Messages to your followers.
Others will still be able to see and engage with the account.

The duration of this enforcement action can range from 12 hours to 7 days, depending on the nature of the violation.

Twitter Might Make Your Tweets and/or Account Less Visible

This is something that’s referred to as ‘restricting or limiting an account or content’ throughout Twitter Rules, yet there’s no specific section that explains what it is.

From what I could gather, it sounds like Twitter might limit (a.k.a not show) your account or tweets in search results, replies, and on timelines.

The only other piece of info we have is:

Limiting Tweet visibility depends on a number of signals about the nature of the interaction and the quality of the content.

Twitter Might Make You Verify Your Account

This helps Twitter weed out violators who are abusing Twitter multiple accounts rules – operating those to spam Twitter users, for instance.

If Twitter suspects you are running one of those Twitter spam rings , they will lock your account (remove it from follower counts, Retweets, and likes) and require you to verify account ownership with a phone number or email address.

Twitter Account Suspension or Permanent Suspension

Compared to a Twitter account suspension, all previous enforcement actions were just that: a slap on the rist.

Account suspensions happen if Twitter determines that a person

has violated the Twitter Rules in a particularly egregious way,or
has repeatedly violated them even after receiving notifications from Twitter.

When Twitter suspends an account, they notify the account owner and explain which policy or policies he/she has violated and which content is in violation.

What to Do If Your Twitter Account Is Suspended

That’s the good news: if you believe Twitter made a mistake, you can appeal your account suspension.

=> Follow this link to file a report

The bad news is if you appeal is denied, your Twitter account suspension becomes permanent.

Twitter will remove your account from global view, AND you will not be allowed to create new accounts.

Yes, it’s very sad and very final…

Marketing Takeaway

Phew!…

Bookmark this post and use it as a guide of what not to do to remain in good standing with Twitter.

It’s definitely a lot easier to try to follow Twitter rules than to deal with a Twitter account suspension!

The post So, Your Twitter Account Is Suspended. Why? And Now What? appeared first on TrafficGenerationCafe.com.

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Best Twitter Tools to Get More Twitter Followers in 2019 [Tweet Adder & Social Quant Alternatives]

sourced from: https://trafficgenerationcafe.com/best-twitter-tools-to-get-more-twitter-followers/

QUICK LINKS

Do You Really Need Twitter Automation Tools?
What About Twitter against Automation?
Best Twitter Tool for the Straight Shooter: Agorapulse.com
Best Twitter Tool for the Risk Taker: Tweepi
Best Twitter Tool for the Daredevil: TweetAttacksPro
How I Gained over 100K+ Followers on Twitter

Before diving into the best follow/unfollow tools for Twitter, let’s talk about ‘why Twitter?‘

Why, indeed?…

Is Twitter Still Worth Its Marketing Salt?

Twitter, the former golden child of social media, took a huge nosedive, no question about it.

The good news is it didn’t roll over and give up.

Twitter has been actively working to make the platform “a healthier and valuable everyday service”, as Twitter’s CEO Jack Dorsey put it during Q3 2018 earnings announcement, by:

getting rid of bots and fake accounts
fighting content spam
making GDPR improvements
and much more

As a result:

Twitter now has 326 million monthly active users. (Q3 2018, source)
46% of American Twitter users visit the site at least once a day. (2018, source)
24% of US adults use Twitter – not far off from LinkedIn, Pinterest, Snapchat, and even Instagram. (2018, source)

For more on Twitter demographics, take a look at Top Twitter Demographics That Matter to Social Media Marketers.

Twitter is now CONSISTENTLY profitable (Q3 2018, source) – good news for Twitter, its users, and those of us who’d like to reach those users.
Twitter showed a 50% increase in ad engagements (2018, source) – if you have cash to spare, this might be the right place to spend it!
Twitter is #21 on 2018 Forbes’ Top 100 Digital Companies. (Facebook is #26)

Well, that was surprising… Did you know that Twitter was #21 on 2018 Forbes’ Top 100 Digital Companies, while Facebook was #26?Click To Tweet

Bottom line is Twitter marketing DOES work.

“Will it still work tomorrow though?…” some might ask.

Hmmm…

What if all your Google search engine traffic disappeared tomorrow? Would you stop optimizing your site for search engines?

Oh, wait… that’s called ‘algorithm updates‘! 

Traffic from Google is the very definition of ‘here today, gone tomorrow‘ kind of traffic; yet here we are, knocking ourselves out to get it!

And what about Facebook and its ‘zero reach‘ for business pages? Did you put a lid on your Facebook marketing, despite the fact you are barely reaching your audience? Exactly.

Successfully marketing your business is about reaching your ideal audience where it is TODAY, right NOW. If you don’t, you bet your competitors will.

That’s exactly why I am such a huge proponent of content repurposing, by the way.

Do You Really Need Twitter Automation Tools?

Twitter automation tools to Twitter marketing are what cookies are to milk.

Sure you can have one without the other, but… why would you?

Together, they simply make sense.

Automating the right Twitter tasks (like following and unfollowing users) in the right (for you) way will result in more

targeted Twitter followers,
Twitter traffic to your website,
at the end of the rainbow.

…guaranteed.

What Should You Automate on Twitter?

There are two sides to your Twitter presence:

growing the number of your Twitter followers (targeting/following/unfollowing)
engaging/interacting with those followers

The latter, engaging and interacting with your Twitter followers, is best left to a human – YOU.

The former, growing the number of your Twitter followers, is what you should be using Twitter automation tools for.

How Exactly Do You Get More Twitter Followers?

BE INTERESTING

There you have it. The key to successful Twitter marketing. Go do it.

Still here? Alrighty then…

Some might say that all you need on Twitter is love, and followers will… well, follow.

Pfffffttt…

Sure you can rely on your established name/brand/quality content to wait for Twitter followers to come.

Wouldn’t that be nice?…

In reality, that never happens… unless you have an established name/brand. DO you?…

While being interesting on Twitter (an attention-grabbing bio, profile pic of YOU, useful to your potential Twitter followers content, being present and engaging with Twitter users) is a must, what you and I are interested in today are the mechanics of getting more Twitter followers.

What you need is:

targeted Twitter followers (QUALITY)
and more of them (QUANTITY)

Introduce yourself and your quality content to as many potential Twitter followers as you think might be interested in your message, in other words.

The key to successful Twitter marketing is the QUANTITY of QUALITY Twitter followers.Click To Tweet
The Mechanics of Getting More Followers on Twitter

Let’s say you’ve just moved into a new neighborhood. [Twitter]

Your next order of business is to knock on neighbors’ [Twitter users] doors to introduce yourself [follow them].

If they are home [active Twitter users], chances are they’ll answer the door to see who’s there [check out your Twitter profile].

If they like what they see [your Twitter content is right up their alley], they will want to stay in touch [follow you back].

If, on the other hand, they aren’t home [inactive Twitter users] or decide you aren’t ‘their people’ [you/your content aren’t of interest to them], they’ll do nothing.

In that case, you might as well scratch them off your friendly neighbors list [unfollow them] and move on.

In other words:

Following and, yes, unfollowing Twitter users is the key to growing your Twitter following.

Plenty of Twitter purists would strongly disagree with that, but hey, they aren’t the ones in need of a smarter Twitter marketing strategy – you and your business are.

This seems to be a good time to address the elephant in the room: Twitter Rules and Policies.

What About Twitter and Its Stand against Automation?

Naturally, you don’t want to have your Twitter account suspended by pushing the automation envelope too far.

While you should read through Twitter Rules and Policies yourself, here are the important things to know as far as Twitter automation goes.

Don’t follow or unfollow Twitter users in a bulk, aggressive, or indiscriminate manner.

Doesn’t say ‘don’t follow/unfollow.‘ Says ‘don’t act like a spammer.’

Twitter monitors users’ accounts for aggressive following and follow churn (repeatedly following and unfollowing large numbers of other accounts).

Of course, they don’t tell you what they consider a LARGE number of other accounts, but they do talk about aggressive following a bit.

Aggressive following is defined as indiscriminately following hundreds of accounts just to garner attention.

However, following a few accounts if their accounts seem interesting is normal and is not considered aggressive.

And another one:

Aggressive follow churn is when an account repeatedly follows and then unfollows a large number of accounts.

This may be done to get lots of people to notice them, to circumvent a Twitter limit, or to change their follower-to-following ratio.

I don’t want to beat around the bush here.

‘Circumventing a Twitter limit’ (see below) and ‘changing your follower-to-following ratio’ (see below) is EXACTLY what you have to do to grow your Twitter account.

So… be reasonable. Don’t follow hundreds of accounts. Daily. Act like a human. 

You are allowed to follow 5,000 Twitter accounts total. Then what?

Once you’ve followed 5,000 accounts, it gets tricky. You can’t just continue to follow more Twitter accounts as you please.

From this point on, Twitter will start limiting the number of people you can follow, and that limit (referred to as Twitter limit) is based on your ratio of followers to following.

Why? Twitter doesn’t want you to follow, say, 10,000 people if only 100 people follow you.

Makes sense, right?

The good news is, when you hit your follower limit, Twitter will be good enough to tell you that by displaying an error message in your browser.

The bad news is it doesn’t say much about how that Twitter limit is determined.

(I do have a good idea of how the limit works though; read on.)

Once again, the reason Twitter is imposing such limits on every Twitter user is:

Finally, follower violations are one tactic that spammers often use to abuse Twitter. Monitoring for abuse is one way to reduce spam on Twitter.

Reducing spam on Twitter is something you and I are very much for, aren’t we?

Back to what to do when you hit the 5,000 followers limit…

Rumor has it (the kind of ‘rumor’ that’s been observed to work again, and again, and again) that Twitter will let you follow 10% more users than the number of your followers.

In other words, if you are following 5,000 people, you’ll have to wait until the number of your followers grows over 4,500.

Once that number is 4,600, for instance, 10% of 4,600 is 460. Now add 460 back to your existing number of followers (4,600) and your allowable Twitter following limit is now 5,060.

Does that make sense?

Needless to say, use this formula as a guidance, not a fact!

Why is this important to know? Because you could be waiting forever until the number of your Twitter followers catches up with the number of people you are following!

Thus, unfollowing Twitter users becomes a necessity, NOT an option.

What about third-party applications promising to “get more followers fast”?

What Twitter refers to are websites or applications that

ask you to pay them to add followers to your Twitter account,
ask you to follow a list of other accounts in order to participate,
tell you to join follower trains,
offer to automatically add followers to your account.

Twitter is absolutely right: DO NOT use those kinds of Twitter tools.

Not only do they violate just about every Twitter rule, but they often add followers with abandoned accounts or bot accounts that are not reading your updates.

Bots don’t make very good customers! 

Another type of automation tool Twitter is definitely against is the fully automated kind. Tweet Adder and Social Quant were good examples of those.

Tweet Adder and Social Quant were the tools I and many other Twitter users relied on for years to grow the number of followers on Twitter.

However, according to the current Twitter API rules, automatically getting more Twitter followers (as in ‘software that follows/unfollows any given list of people completely automatically‘) is no longer an option.

That’s why both Tweet Adder and Social Quant, as well as a few similar Twitter tools, were shut down for good.

Now that full automation is the thing of the past, the best Twitter tools are those that allow you to target your potential Twitter audience as specifically as possible, plus follow/unfollow Twitter users in the most efficient manner possible.

In other words, you are still the one who has to literally click follow/unfollow buttons… ‘manual automation’, if you will.

Twitter tools mentioned below are NOT fully automated. They compile user data, you click Follow/Unfollow.

Last, but not least:

You don’t get to pass the buck if caught violating Twitter rules.

Meaning, since YOU are the one choosing to use a third-party application, YOU are the one who stands to bear consequences. NOT the third-party application.

Exercise due diligence. Do your own research. Use your head; that’s what it’s there for!

Links to bookmark:

Twitter Following limit FAQs
Twitter Automation Rules
Twitter Rules and Policies

Back to this:

STEP 1. Use Twitter Automation Tool to Follow the Right Users

Getting more Twitter followers starts by finding your target audience on Twitter.

Ten engaged Twitter followers who want what you have to offer beat hundreds who could care less.

Thus, the first thing you are looking for in the right Twitter tool is the ability to target the right people.

Most Twitter follow tools let you:

Follow any user’s Twitter followers
For instance, if you want to ‘steal’ your competitor’s Twitter followers, you can enter @CompetitorUsername and let the Twitter tool pull up the list of their followers. All you have to do then is… follow them!
Follow people another Twitter user follows
Take me, for instance (@AnaTrafficCafe on Twitter.) I have close to 10,000 followers, but follow only some 130 people. You might, rightfully so, conclude that I only follow people whom I hope to learn from. With this feature, you are able to follow the people I follow.
Follow members of any Twitter list
Self explanatory: follow members of any Twitter list!
Follow Twitter users by #topic
Compile a list of Twitter user who mentioned a specific #hashtag.

Once you compile your targeted Twitter user list, follow, follow, follow!

STEP 2. Use Twitter Automation Tool to Unfollow the Uninterested

You follow Twitter users to peak their interest, get them to look at your profile, then follow you back.

What happens if they don’t?

They become dead weight. And count against that precious Twitter followers limit… Can’t let them do that!

I usually wait for about a week for people to follow me back.

If not, I assume it’s one of two things:

they aren’t interested (a.k.a they aren’t my target audience)
they aren’t active enough on Twitter (a.k.a they aren’t my target audience)

Either way, unfollowing them is the sensible (and necessary!) thing to do.

Most good Twitter unfollow tools let you sort your followers by whether they follow you, their last tweet date, number of followers they have, etc.

STEP 3. Be Present, Be Human – NO Tools Required

If your objective is driving traffic, leads, and sales, then you need to focus on building a meaningful Twitter presence.

Otherwise… your time would be better spent elsewhere.

If Twitter is worth doing, it’s worth doing well. Click To Tweet

HOW do you build a meaningful Twitter presence?

Be a part of the conversation.
Listen. Think. Weigh in.
Focus on others.
Quote. Promote. Share.
Add self-promotion.
Your own agenda comes LAST. And in moderation.

Helpful: How to Manage Twitter Like a Pro [Your Daily Twitter Routine]

By the way, even though I did say ‘No tools required‘ to be present, tools DO help tremendously to manage your Twitter and other social media accounts a lot more efficiently.

I use Agorapulse for that; you’ll learn more about it below.

FINALLY… onto the best Twitter tools to grow your Twitter presence!

Agorapulse.com

The best Twitter tool to get more followers is… the one you might already be using.

Like a social media management platform that helps you maintain various social media accounts.

Hootsuite. Buffer. Sprout Social. Or Agorapulse, like it is for me.

DISCLOSURE: there are several affiliate links in this post. That means that, should you choose to buy a product following one of those links, I will receive a commission from the product creators. Doesn’t cost you a dime, but helps me to continue offering all content at Traffic Generation Café 100% free.

At first glance, you might struggle to see how a Twitter tool like Agorapulse could help you grow your Twitter followers; especially when it comes to following and unfollowing users.

Allow me to show you.

Agorapulse has a Listening feature that could be used to find your perfect Twitter audience. Using that feature, you can easily find people tweeting about specific subjects or mentioning you.

To see how it works,

choose your Twitter profile
click Listening
click Create a new search

The next screen has the option to Create a new search.

You can search by hashtags, multiple words, phrases, or Twitter handles. Click Next when done.

Now that your search is saved, back to the Dashboard you go.

From there, click Filters, then specify the saved search results you’d like to see.

Click any tweet and you’ll see options like liking, replying, opening it in Twitter, and yes, following that person.

Extremely targeted, easy, and efficient – now you see why I love Agorapulse so much! 

If you are already using a social media management platform, look for a feature similar to Agorapulse Listening.

If not, I highly recommend you check out what Agorapulse can do for your business.

And, by the way, Agorapulse is 100% Twitter compliant.

A bit of a drawback is that you can’t unfollow Twitter users with Agorapulse.

If unfollowing is something you are planning on doing, you should look into one of the Twitter tools below.

RIP, ManageFlitter.com

Wow… just as I was about to recommend ManageFlitter as my top follow/unfollow Twitter tool, it was (permanently?) shut down by Twitter for violating Twitter automation rules!

And that was the tool that I and star Twitter marketers like Madalyn Sklar believed to be as safe and Twitter-compliant as they come…

We love you, Twitter, but really?…

Since ManageFlitter is no more, we’ll take a look at Tweepi instead.

Tweepi.com

The very first thing you’ll like about Tweepi is how simple the dashboard is.

There are three actions you can take with Tweepi:

Follow
Unfollow
Interact

Tweepi also offers to make your life even simpler (or so it seems) with its personalized Tweepi AI recommendations.

I took a good look at those recommendations and decided ‘No, thank you.’

Are you going to follow Tweepi AI recommendations  or decide what’s good (or not!) for your business all on your own?…

Tweepi Follow Tool

Tweepi Follow tool allows you to:

Follow any user’s Twitter followers
Follow people another Twitter user follows
Follow members of any Twitter list
Import (copy/paste, to be more precise) your own list of Twitter users you’d like to follow
Follow Twitter users by #topic or location

Since the features you get with Tweepi depends on your account status (free or paid), let’s talk about that.

Tweepi offers a free package in addition to two Premium plans.

Tweepi Free vs Premium

Tweepi free package is a good way to take the service for a spin.

Since they don’t make the link to create a free account readily available, here it is.

However, I am going to tell you to get a Premium account with Tweepi.

I am NOT affiliated with Tweepi in any way; that’s not why I am trying to sell you on it.

The reason I tell you to go all in is because I’ve seen one too many Twitter tools disappear into thin air as of late, including the recent demise of ManageFlitter.

That’s why you should absolutely take full advantage of Tweepi or TweetAttacksPro (more on that one below), while they are still around.

There you have it; I said my piece. Think about it. Then act.

Here’s how much Tweepi Premium accounts currently run:

Please keep in mind that a Tweepi account can only be linked to one Twitter account. If you have more than one Twitter account, you’ll need to pay a separate monthly fee for each.

OF NOTE

Tweepi free accounts are limited to following 100 users and unfollowing 100 users per day.

For Premium accounts, following is limited to 950 users per day and unfollowing is limited to 500 users per day.

If you ask me, 950 and 500 per day is waaaaaaay too aggressive. Proceed with extreme caution.

Tweepi Unfollow Tool

From Tweepi Dashboard, click Cleanup Users You Follow. ( wait, shouldn’t ‘cleanup’ actually be ‘clean up’ in this case?…)

You’ll be presented with the list of Twitter users whom you follow, but who don’t follow you back.

You can choose to apply various filters to further narrow down that list.

For instance, you can unfollow Twitter users with:

inactive accounts,
no bio descriptions,
egg avatars,
and many other criteria.

Once you have your unfollow list in place, simply hover over the name, and you’ll see the blue Unfollow button.

Simple and impressive.

Twitter Follow/Unfollow Tools I’d Stay Away from

There were a couple of Twitter tools I checked out and found that the Follow/Unfollow features were too slim to be worth your time:

Commun.it
UnfollowSpy

By the way, if you do test a third-party tool/application that asks you to connect to your account on Twitter (in developer’s terms, that’s called OAuth), that means you give that tool access to your Twitter account.

OAuth is an authentication protocol that allows you to approve a tool/application to act on your behalf without sharing your password.

And what happens if you no longer use the tool? It will continue to have access to your Twitter account, unless you specifically revoke that access.

I strongly suggest you do so.

Twitter has been known to terminate user accounts simply because those users, at one point or another, gave access to an app that was later found to be breaking Twitter automation rules and banned by Twitter – even if they haven’t used the app for years.

To do revoke access to your Twitter account, go to Settings and Privacy…

…then click Revoke access to cut off any unwanted app(s).

How to Choose the Best Twitter Tool

So, how do you pick the Twitter tool that best suits YOUR Twitter marketing needs?

Your risk tolerance is your best guide.

The Best Twitter Tool for the Straight Shooter [White Hat]

If you are a straight shooter and prefer to be safe than sorry, then grow your Twitter followers completely organically with the help of a platform like Agorapulse.

Organic growth is all about hands-on genuine engagement, beneficial to all parties involved – you, people you follow, people you want to be followed by, and their Twitter followers.

Follower by follower, establish yourself as someone worth following, and Twitter users will start flocking to your account all on their own – a thing of beauty, let me tell you!

That’s how my current Twitter account, @AnaTrafficCafe, was built.

The Best Twitter Tool for the Risk Taker [Gray Hat]

You are all for marketing on Twitter, but putting all your eggs into organic Twitter engagement basket?… No, thank you very much; you’ve got a business to run.

Then definitely get Tweepi or, better yet, TweetAttacksPro (more on that one below.)

Dip your toes into a bit of a gray area with some automation without overdoing it.

Where’s the line between being reasonably safe from Twitter’s iron fist and ‘overdoing it’?

Sorry, that’s a question for the Magic 8 Ball… 

The Best Twitter Tool for the Daredevil [Black Hat]

You like to get things done – yesterday.

Your objective is to cast as wide of a Twitter net as you can, bring your Twitter followers back to your site, and engage with them on your own turf and terms.

That, to me, makes a lot of sense.

I believe that building an audience on a third-party platform is one of the riskiest things a website owner can do.

Sooner or later, those platforms hang you out to dry.

Examples?

Google algorithm changes.
Facebook Zero reach.
Twitter API changes.

Once you turn your social media followers into your website fans, email list subscribers, customers, then by all means, solidify those relationships on social media all you want.

Back when I was an online nobody, I nailed this process – I created the perfect, if I may say so myself , ‘from social media to website’ funnel… buuuuuut I am getting ahead of myself.

For now, let’s get back to my top Twitter tool pick for the daredevils among you. (Works great for the risk takers, too!)

Best Twitter Tool for the Daredevil: TweetAttacksPro

TweetAttacksPro is like Tweet Adder… on steroids.

TweetAttacksPro is a piece of downloadable software, compatible with both Windows and Mac.

The list of TweetAttacksPro features is impressive, to say the least.

With TweetAttacksPro, you can:

Manage unlimited accounts.
Verify those accounts automatically using an email or phone number.
Run accounts without Twitter API.*
Or… you can choose to use Twitter API to run your accounts.
Target Twitter users by keywords, other users’ followers, list imports, and more.
AUTO follow  those users.
AUTO unfollow users defined by various criteria.
Schedule tweets and delete old tweets.
@mention users in your tweets.
Auto retweet by keywords and other criteria.
Favorite tweets, as well as reply to tweets.
Send direct messages (DMs).
Add/edit/manage your frequently used messages, tweets, comments, and more.
Use dedicated proxies to protect your account from being banned.
Auto-solve captcha when needed.
Auto shorten urls. (read more about shortened urls)
Run tasks 24/7
…and this list doesn’t even scratch the surface.

* Allows you to bypass Twitter API limits and restrictions. However, doesn’t mean whatsoever you aren’t breaking Twitter rules. 

DISCLOSURE: there are several affiliate links in this post. That means that, should you choose to buy a product following one of those links, I will receive a commission from the product creators. Doesn’t cost you a dime, but helps me to continue offering all content at Traffic Generation Café 100% free.

Why do I like TweetAttacksPro that much?

Two reasons:

TweetAttacksPro allows you to fine-tune your Twitter strategy like no other Twitter tool.
I love the fact you can run it independent of Twitter API. That means Twitter can’t just cut off TweetAttacksPro, like it did with ManageFlitter.

TweetAttacksPro also works well for all shades of gray – people who are comfortable with Gray Hat Twitter marketing and Blackhatters alike.

Don’t use ANY follow/unfollow automation tool on your primary Twitter account – the one that you’d absolutely hate to lose.

Grow that one as organically as you can. Use Agorapulse to help you, that’s it.

How I Gained over 100K+ Followers on Twitter

Back when I started Traffic Generation Café, I quickly took it from an unknown blog to top 18,000 global sites according to Alexa.com… in 4 months.

What is Alexa website ranking? <= learn here

And Twitter was largely how I got there. It was the first traffic generation strategy I mastered. I…

read everything I could get my hands on about Twitter marketing,
experimented with various Twitter automation tools,
created a compelling reason to bring my new Twitter followers back to Traffic Generation Café,
then perfected the entire process to the point where it took me 20-30 minutes a day to continue driving loads of Twitter traffic.

Here’s my process, in a nutshell:

Create several Twitter accounts.
Five, to be precise. Multiple Twitter accounts are completely within Twitter rules, IF they are substantially different and you don’t crosspost between them – meaning, don’t post the same tweets across those accounts. Why create multiple accounts? To multiply the number of Twitter followers you can target at the same time.
Get TweetAttackPro.
I used TweetAdder back then. This was a must – there was no way I could’ve done this by hand.
Search for TARGETED potential Twitter followers.
Don’t skip this step – you can’t sell a burger to a vegetarian!
Start following Twitter users on a daily basis.
While closely watching Twitter limits, of course. I also avoided full automation.
Send new Twitter followers a killer DM message.
I offered my new followers to promote their blogs at Traffic Generation Café; that’s how I quickly transitioned them back to MY online turf.
Tweet valuable to your followers content.
I use Agorapulse to help me make this seemingly overwhelming task a LOT more manageable.
Be present.
Monitor @mentions, thank people when they share your content, share others’ content MORE than you share your own. Be present, be human.

As a result of this Twitter traffic strategy ‘a la Ana‘, I got thousands of new website visitors every month – without the overwhelm.

Of course, it didn’t go without a glitch. I had a couple of accounts shut down by Twitter.

However, I knew the risks, accepted them, and didn’t cry much about the lost accounts. The website traffic I received as a result far outweighed the downsides of being a gray hatter. No guts, no glory!

Here’s another bonus for you: my exact follow/unfollow pattern I used back then.

Feel free to lower those numbers according to your risk tolerance. I wouldn’t up them though.

The first number is what I called a peaceful takeover, the second one is more of a hostile (aggressive) one.

My Follow / Unfollow Pattern

Week 1 & Week 2

Mon ADD 315-385
Tue ADD 315-385
Wed ADD 315-385
Thurs ADD 315-385
Fri ADD 315-385
Sat Remove those who don’t follow you back
Sun ADD 405-495

Week 3 & Beyond

(you still follow the same number of people)

ADD | ADD in AM
ADD | ADD in AM
ADD | ADD in AM
ADD | REMOVE in PM
ADD | ADD in AM
REMOVE | ADD in AM
ADD | REMOVE in AM

Let your comfort zone be your guide.

Best Twitter Tool Marketing Takeaway

Getting Twitter followers will never be as easy as it once was, true.

However, armed with the best Twitter tool of your choice, plus common sense, I believe you’ll do well.

Twitter can be an incredible traffic generator (it’s always been for Traffic Generation Café).

Now, it’s your turn to figure out how to make it work for YOU.

Have fun storming Twitter! 

The post Best Twitter Tools to Get More Twitter Followers in 2019 [Tweet Adder & Social Quant Alternatives] appeared first on TrafficGenerationCafe.com.

0

17 Hidden Facebook Marketing Tools That Will Increase Your Engagement by 154%

sourced from: https://neilpatel.com/blog/facebook-marketing-tools/

Facebook engagement is easier and more valuable than you ever imagined.

I found this out the hard way.

At one point, I was spending hundreds of thousands of dollars a month on Facebook Ads.

Sure, I was getting some huge successes. But I was also wasting a ton of money.

For example, I once spent $400,000 on Facebook fan page likes.

[youtube https://www.youtube.com/watch?v=4WJXohHyRT8]

I still feel dumb for that one…

The engagement just wasn’t there. I had a large number of fans but very little actual engagement.

I had no idea that hidden tools within Facebook’s apps, extensions, insights, tactics, and bots that could have made my Facebook ad spend 80 times more effective.

Facebook marketing is like an iceberg. Most people see the top part — Facebook ads. They spend their entire time optimizing that little bit of potential.

The real power is underneath. It’s hidden.

And that’s why I created this list.

I want you to know exactly what those hidden Facebook marketing tools are and how you can increase your engagement by 154% as I did.

Now before we get started, for the first few hidden tools you need Mobile Monkey to utilize all of the tactics (it’s free). In addition to that, some of the hidden tools that I’ll uncover are within Facebook… you just don’t know about them. 😉

Hidden Tool #1: Facebook Messenger Marketing

Okay, I’m starting out with a big, broad one.

It’s hiding in plain sight: Facebook Messenger marketing.

For some reason, not very many marketers are taking advantage of Messenger marketing, even though it’s the hottest opportunity in digital marketing today.

What does this mean for you? It means that you can gain first mover’s advantage.

Using Facebook Messenger for marketing is as simple as it sounds… you send messages to customers on Facebook Messenger.

What makes this channel different from other marketing methods like email marketing is the results.

Facebook Messenger messages have an open rate of 50-80%.
Facebook Messenger messages have a clickthrough rate of 20%, especially when using chat blasting.
Facebook Messenger messages have a conversion rate of 3-5x higher than Facebook desktop ads.
Facebook Messenger marketing costs 30-50x less than Facebook ad campaigns (when using Facebook Send To Messenger Ads)

Where else can you get engagement results like that?

I don’t know of any, and I’ve done quite a bit of online marketing.

The best way to get started with Facebook Messenger marketing is with MobileMonkey.

MobileMonkey is a powerful chatbot builder that I use personally. Chatbots are essential for scoring sky-high open rates, CTRs, and conversion rates.

And best of all, it’s free.

Hidden Tool #2: Comment Guard (Private Reply via Messenger)

A comment guard is a Facebook Messenger marketing feature that allows you to add new contacts to your contact list when they comment on your Facebook post.

It’s like a magic elixir for engagement.

It works like this.

You post something on Facebook as usual.
People comment on your post.
Anyone who comments on the post gets your automatic private reply in Messenger.
When they engage with this reply, they are added to your Facebook Messenger contact list.

The mobile screenshot below displays exactly what happens.

Someone comments on the post, and they immediately receive a Messenger message.

Imagine this. You post something on your Facebook page that has high engagement potential… a meme, a quiz, a contest, a question, whatever. All the comments that you rack up aren’t just comments anymore, they’re warm leads.

You’ll need to use MobileMonkey in order to pull this off, but it’s really easy.

Just click the “FB comment guard” button using the MobileMonkey app.
Create an autoresponder message.
Point them to your Messenger chat landing page.
Add the comment guard to your selected Facebook post.

Hidden Tool #3: Click to Messenger Ads

A Click-to-Messenger Ad is a normal Facebook ad with a twist. Instead of sending people to a landing page, you send them to a Facebook Messenger bot sequence.

It looks like this:

Once the person starts that Facebook Messenger sequence, they are a lead. And that’s when a chatbot takes over to bring them down the conversion funnel.

For example, you could have your chatbot ask users questions, and send them offers that they’re interested in.

It can be hard to manually respond to thousands of message inquiries. Instead, you can direct those chat sessions derived from your Messenger Ads directly to a MobileMonkey chatbot, which can ask qualifying questions and engage users at scale.

Check out this article, for step by step instructions on leveraging this ad unit

Hidden Tool #4: Chat Blaster

Chat blasting is a powerful method for getting your message in front of your entire Facebook Messenger list in minutes.

I’ve managed chat blasting campaigns that scored a 96.9% open rates in just sixty minutes.

With MobileMonkey you can schedule chat blasts, bulk send, develop interactive Messenger sequences, create special offers, and anything else that helps your marketing.

To start, just click “Chat Blaster” in the app.

One of the things that I like about the Chat Blaster is the ability to segment audiences. Many of the campaigns that I manage involve thousands of contacts, so I want to narrow down my contacts to just the right targets.

Creating segments is simple using MobileMonkey, which allows you to “Create Audience” with a click.

Your audience can perform self-segmentation when the chat blast sends.

Hidden Tool #5: Messenger Scan Codes

Remember QR codes? They didn’t really catch on that big, but the idea is gaining new ground with Facebook Messenger codes.

Anyone who’s on Facebook Messenger has a unique code.

In Messenger, tap on your profile picture in the upper right.
Then tap your profile picture again
The image that appears is your Messenger code.

From this screen, you can also scan a code.

Your Facebook page’s unique scan code is an excellent way to add people to your Messenger contact list. A person simply scans your code and they’re part of your list.

I can see applications for this at conferences, on bulletin board ads, merchandise, or even business cards.

Hidden Tool #6.  Warm Engaged Invites

One tactic that I’ve used to build my Facebook audience is by personally inviting people who have engaged with my facebook page, to become a page fan.

From your business Facebook page (desktop), find a post that has engagement.

Using this tool, you view the people who engaged with your post and can invite people to like the page.

The reason why this is valuable is that you’re able to target engaged fans. If you have a lot of Facebook fans, but not a lot of engagement, Facebook’s algorithm will punish you.

Instead, identify those people who will be engaged and manually invite them.

Hidden Tool #7: Send Personal Invites in Messenger

A similar hack is inviting your friends to like your business page, and also sending the invite in Messenger.

This is the method that I recommend since you can also personalize the message and give them two touches instead of just one.

Click on the … button on your Facebook page, then click “Invite Friends.”

Here, you can invite friends and create a personalized message. Be sure to check the box at the bottom to send the invite using Messenger.

Hidden Tool #8: Invite People to Your Facebook Group by Email

I love hacks that combine two platforms. I can leverage one of my marketing channels by combining it with another.

You can invite people to join your Facebook group by sending them an email. Obviously, you’ll need an email list to do this.

Here’s how.

From your Facebook Group page, click “members” on the left side.

From the next page, you can add email addresses and personal notes to invitees.

Currently, the only way I know how to do this is manually. If you have a large email list, it could take some time. :/

Hidden Tool #9: Competitor Ad Espionage

I’m a huge fan of ethical espionage.

In the world of SEO, it’s not that hard.

Just plug in a URL to something like RankSignals.

Boom, instantly you have intel.

And some of it is really helpful.

But with so many brands now spending millions on Facebook ads, how do you get a handle on that kind of information?

You will not be able to get your competitor’s targeting info and ad spend but you can find out where, how often, and what the competition is advertising.

Let’s say I’m the competition and you want to spy on me. First, find my Facebook page and tap the “i” button on the right side.

On this page, you can find out if the page has ever changed names, when it was created, and where the page managers are located. This can be handy intel.

Tap on “Active Ads.”

If the page is running ads, you’ll be able to see them here.

Hidden Tool #10:  Page Competition Gauge

I like to have a solid understanding of who my competition is and what they’re up to.

But how do I know who my competition is? Thankfully, Facebook’s algorithm has figured it out for me.

To use this feature, go to your Facebook Page Insights. From Insights, scroll down until you see “Pages to Watch.”

By default, Facebook shows you five potential competitors, but you can view more by clicking “See More Suggested Pages.”

When you add a competitor to your watched pages, you’ll be able to keep up with their activity, growth rates, total likes, and the frequency of their posts.

This information will help you understand how you’re doing and what you might need to change.

Hidden Tool #11: Find Where You’re Gaining Followers

It is important for you to figure out where you’re getting your followers so you can know how to get more.

One helpful way to get this information is again through Page Insights. Tap “Followers” and scroll down until you see “Where Your Page Follows Happened.”

Facebook shows you follow quantities according to five locations:

On Your Page
Search
Uncategorized Desktop
Your Posts
Others

If a particular source shows large follow rates, try to reverse engineer what happened, then do it again.

Hidden Tool #12: Identify Audience Signals on Page Insights

One way that I use metrics to leverage my marketing efforts is to view my Facebook page insights, particularly the demographic information.

When viewing this information, I’m looking for strong positives — indications that my audience favors a particular demographic.

For example, this page demonstrates a strong positive for men and women between the ages of 25-44.

If you’re 21, there’s only a small chance you’re going to be interested in my page. By contrast, if you’re a 30-year old male, there is a far stronger likelihood that you will have an interest in this page.

This information helps me know how, where, and upon whom to focus my marketing and advertising efforts.

Hidden Tool #13: Pull Email Addresses

I love this hack.

You know how hard it is to get people’s email address these days, right? No matter how appealing your content upgrade, asking for someone’s email address is tantamount to asking for their social security number.

With Facebook Messenger marketing, that’s no longer the case.

You can create a Facebook Messenger chatbot that asks for an individual’s email address. Then, all they do is click a button to pre-fill their address.

Facebook does all the work for you.

Here’s what the bot looks like in MobileMonkey.

As long as you set the input type as email, Facebook will know to pull the user’s email address exactly as they’ve entered it when creating a Facebook account. No typos, nothing.

This is another case of using two different channels to get information and engage your users. When you use a chatbot, it makes the process automatic and easy.

Hidden Tool #14: Pull Phone Numbers

If there’s one thing harder to get from a customer than their email address, it’s their phone number.

Again, powered by chatbots, it’s a cinch. Using input type “phone” in MobileMonkey means that you’re guaranteed to get the user’s primary phone number as they provided when and if they stored their phone number in Facebook.

It’s understandable that people are hesitant to enter their phone number on an unfamiliar platform — a contact form on your website, for instance.

It’s quite a different level of comfort when they are asked for a phone number in a familiar messaging app, and Facebook automatically adds the number.

Literally, all that your contact has to do is tap their phone number.

Hidden Tool #15: Website Chat Widget

This one seems obvious, but again it’s surprising how few websites are putting the power of a website chat widget to work.

Check this out. If you go to MobileMonkey’s website, there is a chat widget on nearly every page.

If you’ve logged into Facebook Messenger on that browser, all you have to do is click and you’re introduced to a Messenger sequence with MobileMonkey.

This sequence powered by a chatbot brings you further down the funnel.

One of the unique and powerful features of this funnel is that it is self-guided. You feel as if you’re in control — making choices and selecting options.

Regardless of your choices, however, you are making deeper connections with the product and the marketing funnel.

Hidden Tool #16: Track Specific Facebook Conversions

The good thing about Facebook Ads Manager is that you have access to a ton of information.

The bad thing about Facebook Ads Manager is that you also have access to a ton of information.

Take conversions, for example.

If you’re tracking them, good for you. But which conversions are you tracking? Here are the options:

I call this one “hidden” because true conversions are essentially in Ad Manager underneath a lot of other noise.

You have to narrow down your conversion tracking to just the conversions that you need to know about.

For one of my businesses, I only focus on five types of conversions.

Everything else is useless.

I’ve written about this before… when you get clarity on what to track, you’ll do a lot better at making real progress with your Facebook advertising.

Hidden Tool #17: Messenger Drip Campaigns

If you’ve been in Internet marketing for any amount of time, you know how potent a good drip campaign can be.

Imagine increasing this potency by 10x.

That’s exactly what a Facebook Messenger drip campaign can do. Again, the power is in the chatbot builder.

MobileMonkey’s drip campaign feature just takes a click to get started.

Unlike an email drip campaign which can take days or weeks to complete, a Facebook Messenger drip campaign can be completed in a matter of minutes or hours.

Plus, when you use a chatbot, the entire sequence can be interactive. You can create choices and engage the user on a far deeper level.

Conclusion

There’s way more to Facebook than meets the eye.

I have a strong sense that Facebook marketing isn’t going to decline in the next 2-4 years. It’s going to become exponentially more powerful.

There’s a reason why so many of the hidden marketing tools above focus on Facebook Messenger.

Facebook Messenger marketing has fundamentally changed the game, and it’s done so in two  areas where marketing rises or falls:

Interactivity or dialogue — Messenger marketing, even when powered by a bot, has a personal feel. Instead of bullhorn marketing — telling your audience to do, buy, read, visit, watch. You’re asking for their feedback and opening up a conversation.
Speed of engagement — Unlike the glacial speed of email marketing (like drip campaigns), Messenger marketing has a much swifter cadence. Many people have a pavlovian response to the crisp ding of their Messenger notifications. They want to see who’s sending them a personal message. This means your open rates and click through rates are shooting up.

It’s not going to last forever. Like the banner ads of decades past, Messenger marketing will lose its luster as people become accustomed to it.

By engaging Messenger marketing now, you’ll have a far stronger advantage.

What Messenger marketing tactics does your brand or business currently use?

The post 17 Hidden Facebook Marketing Tools That Will Increase Your Engagement by 154% appeared first on Neil Patel.

Harnessing Statistical Power for Test Results You Can Trust 0

Harnessing Statistical Power for Test Results You Can Trust

sourced from: https://conversionxl.com/blog/statistical-power/

Years ago, when I first started split-testing, I thought every test was worth running. It didn’t matter if it was changing a button color or a headline—I wanted to run that test.

My enthusiastic, yet misguided, belief was that I simply needed to find aspects to optimize, set up the tool, and start the test. After that, I thought, it was just a matter of awaiting the infamous 95% statistical significance.

I was wrong.

After implementing “statistically significant” variations, I experienced no lift in sales because there was no true lift—“it was imaginary.” Many of those tests were doomed at inception. I was committing common statistical errors, like not testing for a full business cycle or neglecting to take the effect size into consideration.

I also failed to consider another possibility: That an “underpowered” test could cause me to miss changes that would generate a “true lift.”

Understanding statistical power, or the “sensitivity” of a test, is an essential part of pre-test planning and will help you implement more revenue-generating changes to your site.

What is statistical power?

Statistical power is the probability of observing a statistically significant result at level alpha (α) if a true effect of a certain magnitude is present. It’s your ability to detect a difference between test variations when a difference actually exists.

Statistical power is the crowning achievement of the hard work you put into conversion research and properly prioritized treatment(s) against a control. This is why power is so important—it increases your ability to find and measure differences when they’re actually there.

Statistical power (1 – β) holds an inverse relationship with Type II errors (β). It’s also how to control for the possibility of false negatives. We want to lower the risk of Type I errors to an acceptable level while retaining sufficient power to detect improvements if test treatments are actually better.

Finding the right balance, as detailed later, is both art and science. If one of your variations is better, a properly powered test makes it likely that the improvement is detected. If your test is underpowered, you have an unacceptably high risk of failing to reject a false null.

Before we go into the components of statistical power, let’s review the errors we’re trying to account for.  

Type I and Type II errors

Type I errors

A Type I error, or false positive, rejects a null hypothesis that is actually true. Your test measures a difference between variations that, in reality, does not exist. The observed difference—that the test treatment outperformed the control—is illusory and due to chance or error.

The probability of a Type I error, denoted by the Greek alpha (α), is the level of significance for your A/B test. If you test with a 95% confidence level, it means you have a 5% probability of a Type I error (1.0 – 0.95 = 0.05).

If 5% is too high, you can lower your probability of a false positive by increasing your confidence level from 95% to 99%—or even higher. This, in turn, would drop your alpha from 5% to 1%. But that reduction in the probability of a false positive comes at a cost.

By increasing your confidence level, the risk of a false negative (Type II error) increases. This is due to the inverse relationship between alpha and beta—lowering one increases the other.

Lowering your alpha (e.g. from 5% to 1%) reduces the statistical power of your test. As you lower your alpha, the critical region becomes smaller, and a smaller critical region means a lower probability of rejecting the null—hence a lower power level. Conversely, if you need more power, one option is to increase your alpha (e.g. from 5% to 10%).

Type II errors

A Type II error, or false negative, is a failure to reject a null hypothesis that is actually false. A Type II error occurs when your test does not find a significant improvement in your variation that does, in fact, exist.

Beta (β) is the probability of making a Type II error and has an inverse relationship with statistical power (1 – β). If 20% is the risk of committing a Type II error (β), then your power level is 80% (1.0 – 0.2 = 0.8). You can lower your risk of a false negative to 10% or 5%—for power levels of 90% or 95%, respectively.

Type II errors are controlled by your chosen power level: the higher the power level, the lower the probability of a Type II error. Because alpha and beta have an inverse relationship, running extremely low alphas (e.g. 0.001%) will, if all else is equal, vastly increase the risk of a Type II error.

Statistical power is a balancing act with trade-offs for each test. As Paul D. Ellis says, “A well thought out research design is one that assesses the relative risk of making each type of error, then strikes an appropriate balance between them.”

When it comes to statistical power, which variables affect that balance? Let’s take a look.

The variables that affect statistical power

When considering each variable that affects statistical power, remember: The primary goal is to control error rates. There are four levers you can pull:

Sample sizeMinimum Effect of Interest (MEI, or Minimum Detectable Effect)Significance level (α)Desired power level (implied Type II error rate)

1. Sample Size

The 800-pound gorilla of statistical power is sample size. You can get a lot of things right by having a large enough sample size. The trick is to calculate a sample size that can adequately power your test, but not so large as to make the test run longer than necessary. (A longer test costs more and slows the rate of testing.)

You need enough visitors to each variation as well as to each segment you want to analyze.  Pre-test planning for sample size helps avoid underpowered tests; otherwise, you may not realize that you’re running too many variants or segments until it’s too late, leaving you with post-test groups that have low visitor counts.

Expect a statistically significant result within a reasonable amount of time—usually at least one full week or business cycle. A general guideline is to run tests for a minimum of two weeks but no more than four to avoid problems due to sample pollution and cookie deletion.

Establishing a minimum sample size and a pre-set time horizon avoids the common error of simply running a test until it generates a statistically significant difference, then stopping it (peeking).

2. Minimum Effect of Interest (MEI)

The Minimum Effect of Interest (MEI) is the magnitude (or size) of the difference in results you want to detect.

Smaller differences are more difficult to detect and require a larger sample size to retain the same power; effects of greater magnitude can be detected reliably with smaller sample sizes. Still, as Georgi Georgiev notes, those big “improvements” from small sample sizes may be unreliable:

The issue is that, usually, there was no proper stopping rule nor fixed sample size, thus the nominal p-values and confidence interval (CI) reported are meaningless. One can say the results were “cherry-picked” in some sense.

If there was a proper stopping rule or fixed sample size, then a 500% observed improvement from a very small sample size is likely to come with a 95% CI of say +5% to +995%: not greatly informative.

A great way to visualize the relationship between power and effect size is this illustration by Georgiev, where he likens power to a fishing net:

3. Statistical Significance

As Georgiev explained:

An observed test result is said to be statistically significant if it is very unlikely that we would observe such a result assuming the null hypothesis is true.

This then allows us to reason the other way and say that we have evidence against the null hypothesis to the extent to which such an extreme result or a more extreme one would not be observed, were the null true (the p-value).

That definition is often reduced to a simpler interpretation: If your split-test for two landing pages has a 95% confidence in favor of the variation, there’s only a 5% chance that the observed improvement resulted by chance—or a 95% likelihood that the difference is not due to random chance.

“Many, taking the strict meaning of ‘the observed improvement resulted by random chance,’ would scorn such a statement,” contended Georgiev. “We need to remember that what allows us to estimate these probabilities is the assumption the null is true.”

Five percent is a common starting level of significance in online testing and, as mentioned previously, is the probability of making a Type I error. Using a 5% alpha for your test means that you’re willing to accept a 5% probability that you have incorrectly rejected the null hypothesis.

If you lower your alpha from 5% to 1%, you are simultaneously increasing the probability of making a Type II error, assuming all else is equal. Increasing the probability of a Type II error reduces the power of your test.

4. Desired Power Level

With 80% power, you have a 20% probability of not being able to detect an actual difference for a given magnitude of interest. If 20% is too risky, you can lower this probability to 10%, 5%, or even 1%, which would increase your statistical power to 90%, 95%, or 99%, respectively.

Before thinking that you’ll solve all of your problems by running tests at 95% or 99% power, understand that each increase in power requires a corresponding increase in the sample size and the amount of time the test needs to run (time you could waste running a losing test—and losing sales—solely for an extra percentage point or two of statistical probability).

So how much power do you really need? A common starting point for the acceptable risk of false negatives in conversion optimization is 20%, which returns a power level of 80%.

There’s nothing definitive about an 80% power level, but the statistician Jacob Cohen suggests that 80% represents a reasonable balance between alpha and beta risk. To put it another way, according to Ellis, “studies should have no more than a 20% probability of making a Type II error.”

Ultimately, it’s a matter of:

How much risk you’re willing to take when it comes to missing a real improvement;The minimum sample size necessary for each variation to achieve your desired power.

How to calculate statistical power for your test

Using a sample size calculator or G*power, you can plug in your values to find out what’s required to run an adequately powered test. If you know three of the inputs, you can calculate the fourth.

In this case, using G*Power, we’ve concluded that we need a sample size of 681 visitors to each variation. This was calculated using our inputs of 80% power and a 5% alpha (95% significance). We knew our control had a 14% conversion rate and expected our variant to perform at 19%:

In the same manner, if we knew the sample size for each variation, the alpha, and the desired power level (say, 80%), we could find the MEI necessary to achieve that power—in this case, 19%:

What if you can’t increase your sample size?

There will come a day when you need more power but increasing the sample size isn’t an option.  This might be due to a small segment within a test you’re currently running or low traffic to a page.

Say you plug your parameters into an A/B test calculator, and it requires a sample size of more than 8,000:

If you can’t reach that minimum—or it would take months to do so—one option is to increase the MEI. In this example, increasing the MEI from 10% to 25% reduces the sample size to 1,356 per variant:

But how often will you be able to hit a 25% MEI? And how much value will you miss looking only for a massive impact? A better option is usually to lower the confidence level to 90%—as long as you’re comfortable with a 10% chance of a Type I error:

So where do you start? Georgiev conceded that, too often, CRO analysts “start with the sample size (test needs to be done by <semi-arbitrary number> of weeks) and then nudge the levers randomly until the output fits.”

Striking the right balance:

Requires a thoughtful process as to which levers to adjust;Benefits from measuring the potential change in ROI for any change to test variables.

Conclusion

Statistical power helps you control errors, gives you greater confidence in your test results, and greatly improves your chance of detecting practically significant effects.

Take advantage of statistical power by following these suggestions:

Run your tests for two to four weeks.Use a testing calculator (or G*Power) to ensure properly powered tests.Meet minimum sample size requirements.If necessary, test for bigger changes in effect.Use statistical significance only after meeting minimum sample size requirements.Plan adequate power for all variations and post-test segments.

The post Harnessing Statistical Power for Test Results You Can Trust appeared first on CXL.

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Bootstrapping Relevance: Making Web Conversions Meaningful for Long Sales Cycles

sourced from: https://conversionxl.com/blog/analytics-long-sales-cycles/

Most hurricanes that reach the United States start off the coast of West Africa. Those storms join and split with other minor systems as they move across the Atlantic. Some dissipate into a mild breeze; others devastate coastal areas along the Eastern seaboard.

So what does an afternoon rainshower over Cape Verde tell you about the next Category 5 hurricane? Often, little more than a form fill tells you about the potential for a five-figure sale months down the road.       

Google Analytics insights frequently end with raw counts of goal completions, leaving a yawning gap between on-site behavior and sales for companies with long sales cycles.

More challenging still, the space between marketers’ realities and solutions is equally vast: Seamless integration of marketing and sales data or a Google Analytics 360 subscription is aspirational.

This post details four steps that any organization can follow to estimate the value of on-site conversions more accurately:

Identify every potential touchpoint.Organize existing data into an idealized customer journey.Integrate data into goal completions.Analyze and act on that data.

No solution is perfect, but incremental progress is possible—and worthwhile.

Why bother? Analytics incentivize behavior

The data-related challenges of long sales cycles are well known: Between a form fill and a sale, there may be dozens of touchpoints spanning weeks or months. Those interactions occur across teams (marketing, sales, customer support) and platforms (analytics, CRM, email).

The challenge of joining those datasets resigns many marketers to limited measurement: We know our data is incomplete, so we might as well just count form fills.

Yet analytics incentivize behavior, and if marketing teams can’t see past total goal completions (euphemistically, “leads”), they’ll devote resources to those efforts—even if a painfully low percentage ever become sales-qualified leads.

The limits of attribution

A common focus for companies with long sales cycles is attribution. But even data-driven attribution, robust as it may be, usually improves attribution of form fills or PDF downloads—marketing metrics that may be weak indicators of sales.

Goal completions can become stronger predictors of sales by pushing data about the relative value of each goal completion back into analytics.

Attribution’s relevance depends on the known value of the conversion.

Regardless of how much data you have, you will make decisions on how to allocate marketing resources. Partial data—or even anecdotal data—can, at the bare minimum, form the basis for experimentation and a means to test your assumptions.

It starts with a survey of all known customer data.

Step 1: Identify every potential touchpoint.

“Long lead time before the sale is an opportunity to do more data collection,” offered Snowplow Analytics’ Anthony Mandelli, “which will ultimately help you in the long run.”

Compare the number of touchpoints in a year-long sales process to the purchase of novelty socks (Mandelli’s example). The latter is a single image, the former a feature-film—a complete narrative with deep insight into what influences consumer behavior.

“It’s a long sales cycle for a reason,” Mandelli continued. “Leads are conducting online and offline research.” The starting point, then, is to “get all your data together somewhere—start with the first interaction, then all the way to purchase.”

That data may include:

Form fillsPDF downloadsPhone callsEmail opens/clicksWebinar signups/viewsDemo requestsFree trial signups, etc.

It may also include reports from your sales team, estimates by executives, or other offline sources. At the outset, you simply want to know all the potential sources of data (regardless of whether you’re able to gather them into a Customer Data Platform that curates “a single source of truth“).

You may be missing key data or may not be able to integrate it in future steps, but knowing what exists—and what is or isn’t accessible—helps establish the immediate path forward and guides future improvements.

Step 2: Organize existing data into an idealized customer journey.

Sketching an idealized user journey—or reviewing one already created—is not about forcing users into a linear funnel but about creating a structure to help organize your data.

A customer journey map, Hull’s Ed Fry explains, “highlights the macro-conversions that many teams in the company optimize for (like a new user signing up) vs. micro-conversions that concern few other people.” Each stage in the journey, in turn, is delineated by a conversion:

In a customer journey, the step-by-step progress of a user usually includes a measurable conversion in a digital channel. (Image source)

In an example Mandelli shared, a flooring company had no visibility into what happened between a potential buyer’s $10 sample purchase and a $10,000 sale. Building an idealized user journey—based on data from a real customer—helped the company organize the data they had by the steps the customer took:

Web ad (Google AdWords or Bing)Visit the websiteOrder a sample from the websiteReview samplesReceive drip email marketing campaignPurchase flooring (through the web or on the phone

With existing data points plotted along the idealized user journey, ask yourself: “Where are the biggest gaps between touches?” (In the above example, it’s Step 4.) “The goal is not to sink under analysis paralysis,” writes Fry. “It is to simply understand the backbone of your customer journeys.”

A data gap does not invalidate conversion values for long sales cycles. Charles Farina of Analytics Pros explained:

If you are able to qualify a lead quickly, work to connect your metrics to center on qualified leads. From there, try and work further down the funnel.

In other words, if a form fill can be qualified with a second interaction (say, responding to a phone call), that data—the percentage of form fills who become qualified leads—can guide conversion valuation, even if months pass before those qualified leads become sales.

Even with complete data, Farina suggested, you’ll rarely optimize based on close-of-sale metrics: It simply takes too long. If you make changes to service pages today, would you put everything on hold for months while you waited to see how many leads from the updated pages became customers?

What you really need, Farina suggested, is a two-stage optimization process:

Focus on bringing more quality into your funnel, then use the fully connected journey to make additional optimizations on top.

For many, the perspective is liberating: Data points from one or two steps post–form fill can make conversion data vastly more relevant, no matter how long the sales cycle stretches past the initial conversion.

Step 3: Integrate data into goal completions.

There are elegant solutions for integrating Analytics data with CRM data and similar sources:

Google Analytics 360 connects anonymous user data with CRM data in BigQuery (as well as Salesforce data within the Google Analytics UI).Data collection platforms like Snowplow Analytics or Hull integrate data from various sources.

The potential value of an integration—like pulling Salesforce data into Google Analytics—is clear, but securing the budget is, for most, unrealistic. (Image source)

In the prior example of the flooring company, Snowplow joined the data from web analytics and marketing automation tools to provide ongoing visibility about how users progressed through the journey. But that ongoing portrait—while closer to the ideal—isn’t mandatory.

If you don’t have a sizeable analytics budget or an in-house team of developers to manage multiple connections, use a snapshot of your post-conversion data to adjust Goal Values in Google Analytics.

1. Make periodic calculations for Google Analytics Goal Values

Goal Values assign dollar values to conversions—replacing the faulty “a conversion is a conversion” logic with estimated revenue from on-site actions.

To set Goal Values, you need to calculate the value of a lead on a goal-by-goal basis. In its simplest form, the process divides the total number of goal completions by the revenue from those conversions.

100 form fills5 form fills convert to salesEach sale generates $10,000 in revenue

Thus, a form fill is worth $500. The calculation requires two data points outside Google Analytics: The number of web leads who became customers, and the value of each sale. (If you don’t have access to both, skip to the second option.)

In a perfect world, the calculations are exact enough to establish ROI for marketing efforts. However, for long sales cycles, obtaining that degree of accuracy is almost impossible—but that shouldn’t keep you from using Goal Values.

Goal Values Are fixed numbers…with relative value

When it comes to long sales cycles, setting the Goal Value of a form fill is less about ROI and more about weighting the impact of on-site behavior. Relative differences in dollar values, as detailed in the fourth step, allow for better comparisons of how each page or channel performs.

For example, if a lead who initiates an engagement with a phone call—tracked via CallRail or Marchex—closes at twice the rate of a form fill, that difference will be reflected in the Goal Value. Likewise, a newsletter signup from a blog post will probably be weighted less (by using sales data from newsletter subscribers).

To think of it another way, not assigning Goal Values gives every goal the same value: $0. If your Goal Values aren’t accurate enough to determine ROI—whether left as $0 or calculated based on sales data—you might as go with the calculated estimate that at least has a chance of being directional.

Note: If seeing “inaccurate” Goal Value figures will ruffle feathers in other departments, create a new View with the same Goals and add estimated Goal Values.

Use Lookup Tables to generate dynamic Goal Values

Not all form fillers—even of the same form—are equal. A Lookup Table in Google Tag Manager (GTM), as Bounteous details, can set dynamic Goal Values based on form inputs.

So, for example, if a form question includes the size of the company, you can adjust the Goal Value based on the likelihood of conversion, average order value, or lifetime value of that demographic.

Set a different Output (Goal Value) for each based on Input (the form-field options):

The Default Value is used if none of the other criteria is met.

Create a Data Layer variable to capture the business category data (the Input field) upon submission. Then, create an Event that pulls in the business category information and the associated lead value from the Lookup Table.

Finally, use the Event value as the Goal Value for the that conversion:

Even if you don’t know the value of a given type of lead—or any lead at all—you still have another option.

2. Estimate the relative value of online touchpoints

If quantitative data on lead conversion rates and order value isn’t available, you can add relative values. Branko Kral of Orbit Media detailed the process for a stem-cell clinic with a long sales cycle and limited data.

They identified the primary touchpoints, then assigned relative values from $100 to $10—the actual dollar values were irrelevant—to gauge the impact of campaigns that spurred a range of micro- and macro-conversions:

First-time calls – lead to most new businessRepeating calls – also highly valuableCall-back requests – capture contact info and explicitly ask to be contactedBlog subscriptions – capture contact info and indicate trustVideo views > 50% of the video length – patients who book often mention they’ve watched the patient testimonial videosEmail link clicks – typical for inquiries higher up the funnelSocial share clicks – spread the wordViews of a Contact Us page – a subtle but valuable indicator of interest

It’s easy to poke holes in the process: How do you know that a social share click is worth say, half that of a video view? You don’t. However, that initial, heuristic estimate is a baseline for hypothesis development and testing.

After all, if you don’t assign Goal Values, you’re still allocating resources based on which actions you perceive to be most valuable. Adding relative Goal Values to on-site conversions makes it easy to visualize the implications of your assumptions throughout your site.

Step 4: Analyze and act on that data.

Adding calculated or relative Goal Values to conversions populates one metric (Page Value) and makes others—even basic channel grouping reports—more instructive.

Page Value   

The Page Value metric provides URL-by-URL valuations of every page. (Image source)

In Google Analytics, Page Value “is the average value for a page that a user visited before landing on the goal page or completing an Ecommerce transaction (or both).” As Effin Amazing notes:

Goals are a Session dimension metric, which means that you cannot use them in a Hit dimension report like Pages report, Event reports, or any type of Custom report built around a Hit dimension.

Page Value bridges the gap between these Session dimensions and Hit dimensions by tying a specific page URL to a monetary value when users complete a goal or transaction.

It’s one way to see the value of content at a URL level. With a Goal Value calculated from actual sales data, the Page Value metric may (roughly) estimate revenue; without it, it still offers a weighted estimate of importance for pages in the conversion process.

That URL-by-URL view can break down further into:

Mediums (e.g. organic vs. direct visits to the same page or group of pages)Website sections (e.g. /case-studies/ vs. /whitepapers/)Anything else you can think to add as a secondary dimension.

A caveat on taking action

A one-time estimate of close rates or average order value is good for only so long. The more often (monthly, quarterly) those calculations can be reworked—and Goal Values adjusted—the more reliable that data will be. (Goal Values are not assigned retroactively.)

Further, if an initial estimate suggests that email visitors are more lucrative than those from other channels, that may justify a push to acquire more email addresses—only to capture the addresses of less-relevant, less ready-to-buy visitors.

Every update of your Goal Values, then, is an opportunity to spot diminishing returns and shift marketing resources to another channel or site section. Disappointing as it may be to realize that you’ve exhausted a strategy, you’ll never notice unless you rerun the numbers—all you’ll see is conversions trending up, a vanity metric reaching ever-higher to nowhere.

Conclusion

When it comes to long sales cycles and web conversions, “perfect” is often the enemy of anything. But just because you don’t have uninterrupted lead-to-sale data doesn’t mean you can’t make your web analytics more meaningful.

Indeed, the second and third interactions after an on-site conversion—those you’re most likely to have on hand—may be the most influential metrics no matter how much data you accumulate.

Importing calculated Goal Values based on those metrics back into Google Analytics offers a more accurate valuation of the actions that take place on your website.

Even if those values are relative, you gain visibility into the assumptions you have about your site. Whether or not they hold true, the outcome will improve your marketing.

The post Bootstrapping Relevance: Making Web Conversions Meaningful for Long Sales Cycles appeared first on CXL.

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How to Drive Traffic to a Brand-New Site with Little to No Money

sourced from: https://neilpatel.com/blog/traffic-brand-new-site/

I know what you are going through.

You were excited to launch your brand-new site until you realized no one is coming to it.

So, you head to all of the marketing blogs to learn how to fix this, but for the life of you, your traffic won’t go up no matter which tactic you leverage.

What you’re feeling right now is very common. Not only have I experienced it, but when I was starting out, I even took the small life savings that I made from cleaning restrooms and sweeping up trash to pay a marketing firm to help me out.

And can you guess what happened?

They took my money and provided no results.

See, what most marketers aren’t telling you is that there are two main reasons why you aren’t getting traffic to your brand-new site (other than the fact that you don’t have much money to spend on ads):

Marketing is a long-term game – almost all of the tactics marketers, including me, talk about are long-term tactics. They take 6 months or even longer to see any results.
Your execution needs to be flawless – if you don’t implement the tactics correctly, you won’t see results.

Now, this doesn’t mean you can’t see short-term results or sales. More so you have to change up your strategy.

So, I thought I would do something a bit different today. I am going to break down what you should be doing during the first 12 weeks after launching your site.

I’ll be sharing a tactic for you to follow each week and, if you follow it, you’ll notice that your traffic will start going up right away. From there, you’ll start to see sales coming in.

Before I dive into the 12 tactics, note that you won’t have to spend much money, if any at all. I am also not going to give you advice that is extremely time-consuming, like writing blog posts, as you’ll also be running your business at the same time.

And of course, the tactics work for both B2B and B2C sites. It doesn’t matter if you are an ecommerce site or a SaaS company. Follow the steps below exactly.

Week #1: Respond to comments on other people’s blog without spamming

Have you heard of a popular site called Mashable? It was founded by Pete Cashmore.

When he launched his competing site to TechCrunch, no one knew about him and no one cared to listen to him as he was based in Scotland instead of Silicon Valley.

But do you think that stopped him? Of course not!

So, what did he do? He went out there and commented on every competing tech blog. And not only did he comment, but he always tried to be the first commenter.

See, when you leave a comment on a blog, most ask you to put in your name, URL, and comment.

Assuming you are leaving valuable comments and nothing spammy, you’ll notice that you’ll get referral traffic in your Google Analytics.

This will be because a very small percentage of people are clicking on your name when you leave a comment.

And considering some of the most popular blogs on the web receive millions of visitors each week, it’s not that hard to drive a fraction of a percent of their traffic back to your site.

The key with this strategy is to be one of the first commenters as that ensures your comment is at the top. The other key, of course, is that your comment must add value.

For example, if you own a marketing related product or service, marketing blogs would be a great place to comment. But what do you think will happen if you leave this kind of standard comment:

Nice post! Keep up the good work!

Nothing. On the flip side, if you put in some effort to write something that benefited the reader, you’ll have a chance at getting some traffic.

An example could be something like this…

Neil, I love the actionable tips on generating traffic for a brand-new site within the first 3 months of launching it. But I know you didn’t discuss much if any about SEO.

I know SEO is a long-term strategy, but people should get a head start right away or else it will take that much longer to get loved by Google.

One thing that I recommend every site to start off with is simple keyword research. You can use any free keyword research tool like Google Keyword Planner and type in your competitor URL. Google Keyword Planner will then suggest keywords and even show you the cost per click.

By going after keywords that aren’t competitive and have a higher cost per click, you’ll find that you can generate search traffic at a much faster pace and these keywords will drive sales. As keywords with a high cost per click tend to mean that they convert.

Do you see what I mean by writing thoughtful comments that help people?

This tactic works!

Jared, who runs Skincare by Alana, still leverages this tactic today. When he and his wife launched their ecommerce store they commented on other popular blogs and social sites when it came to all things skin related.

This helped them generate 931 visitors during their first week and 12 sales.

I know it’s not a lot, but you have to start somewhere and grow from there.

I also have leveraged this tactic for years. Instead of focusing just on blogs, I commented on relevant social sites too.

As you can see from the screenshot above, I’ve generated over 1.9 million views on my Quora responses.

Here’s an example of one of my responses:

You’ll notice that in my response I also link out to my own site which drives traffic back to me.

Yes, the response looks very long, and you may think I put in tons of work, but I literally copied and pasted a blog post I had already written and added it to Quora.

Google doesn’t penalize for duplicate content. 😉

If you are going to use this strategy during week one, try to leave at least 10 solid comments per day. I would try to leave 20 as it shouldn’t take you more than two hours per day… assuming you haven’t done this before.

I can typically leave 15 comments in less than 50 minutes. So, throughout the first week try to speed things up and spend no more than an hour on this tactic per day.

Week #2: Be helpful on Twitter and you’ll get tweets

Before I go into week 2, keep in mind you’ll still want to maintain the tactics I share in the previous week.

By week 12, you’ll want to be following all 12 tactics each week.

Of course, you won’t be able to put in the same number of hours into each tactic and that’s fine, but you can still do them a bit. For example, you can still leave 5 comments a day instead of leaving 20.

So, let’s dive into week 2, which is all about Twitter.

This tactic I learned from my brother-in-law Hiten Shah. He used to leverage this tactic for every one of our startups… Crazy Egg, KISSmetrics, and he now leverages it for his newest company FYI.

If you look at Hiten, he built up his personal brand and influence in the tech space because of Twitter. Sure, people like me may have a bigger brand or more Twitter followers, but he has much, much, much more authority on Twitter than I do.

As you can see influential people on Twitter are tweeting about Hiten’s latest company.

He even tweets and connects with well-known entrepreneurs like the founder of HubSpot and Drift because of Twitter.

So how is Hiten getting all of these people to show him some Twitter love? Well, he has a 3-step formula…

Help people
Help people
Help people

And no, I am not joking, that is his formula. He doesn’t care to promote his business, he just helps people.

Let’s look at his Twitter profile to dive deeper into his strategy.

If you look at the tweets above, you’ll notice that Hiten continually pushes out advice on his Twitter profile. He rarely mentions his own company, but instead just tries to help people.

And when people ask questions or need help, he constantly responds to people’s tweets.

Not everyone takes his advice, but his mentality is to just be helpful no matter what. Just look at how he responds to people’s tweets.

Lastly, he retweets stuff that he likes. Whether you are an influencer or an average joe, he doesn’t care. He just wants to share the best information out there.

This is why so many people tweet about his product FYI. It’s because he is super helpful, so people naturally want to help him out without him even asking them to.

Now I know this strategy that Hiten uses seems like it is going to take forever to get results, and it does. But there is a hack that he uses to get immediate results.

Every day you should search Twitter for people talking about your competitor. When people have questions about your competitors’ products or services (or they have complaints), try and help them.

Don’t pitch them on your company, just try and help them.

What you’ll find is people will be shocked that you are helping a competitor. And if you are this kind and helpful, then what kind of service would they get if they took their business to you…

In other words, being helpful wins you goodwill and it will cause people to switch from your competitor over to you.

And if you go above and beyond like Hiten, people who haven’t even used your product or service will help promote you. Just like how one of his followers tweeted about FYI and he hasn’t even used it yet.

His strategy to help, help, and help some more has made Twitter one of FYI’s biggest traffic source. It accounts for roughly 25% of their weekly traffic.

Week #3: Go after small affiliates

No matter what industry you are in, there are affiliates. If you aren’t familiar with affiliate marketing, check out this post.

When you are starting out you probably haven’t created an affiliate program yet in which pay other marketers every time they drive you a sale or a lead.

You can always use software like Hasoffers to set one up or go through a network. There are literally hundreds of options and with a few quick Google searches, you can find one which is the right fit for you.

Now, what most people will tell you is that no one is going to promote your affiliate offer because it is unproven and new.

Although it’s true that your offer is unproven, it doesn’t mean all hope is lost.

During your third week, I want you to copy the strategy ConvertKit used when they first launched.

The strategy I am about to break down helped them grow from a few thousand dollars a month in revenue to over a million a month.

What ConvertKit did was they went to all of their competitors’ sites and looked to see which ones had an affiliate program. One of those competitors happens to be Aweber.

Then once they had a list of competitors with affiliate programs, they performed a Google search for “competitor name vs.” An example would be “Aweber vs”…

From there they would email each of those site owners asking them to include ConvertKit in the article or even write a unique article about ConvertKit. Just like this one.

Just think of it this way, if someone is willing to be an affiliate for one company, they won’t mind throwing in a few extra competitors. All it does is give them the potential to make more money.

When leveraging this tactic, consider sending out 10 emails a day. It shouldn’t take long and people typically don’t mind adjusting their web pages to add in another link that could potentially earn them extra money.

Now compared to most tactics, this one will drive the least amount of visitors.

But the traffic will be very qualified and more likely to convert as you are going after “versus” articles. When someone types in “Company X VS Company Y” into Google, they are researching which solution is ideal for them. These posts rank well and they tend to drive sales.

Week #4: Hire guest writers

Now the strategy I am about to break down for you in week 4 is my favorite strategy.

This is what I used in my last startup KISSmetrics to grow our blog traffic to over a million visitors a month.

If you head to the KISSmetrics site you’ll notice that it now redirects to NeilPatel.com as I bought the site.

So how much traffic did the KISSmetrics blog get from this strategy?

As you can see from the image above, we peaked at 1,260,681 unique visitors a month.

Our strategy was simple… hire writers who had a social following.

We went to the Problogger Job Board and posted a job looking for writers.

The job description looked something like this…

Are you a marketing expert? Do you know marketing like the back of your hand?

That’s great because I have an opportunity for you.

KISSmetrics is a leader in the web analytics space and we are looking to work with expert writers who know marketing and analytics.

We’re currently looking to expand our team of writers with passionate enthusiasts for digital marketing and with expertise and passion for writing.  We are hiring individuals for each of the following categories:

SEO
Content marketing
Social media
Web analytics
Conversion optimization
Paid advertising
Web design
Branding
Email marketing

Please go to our blog for examples of content we’re looking to create. [insert URL of your blog]

We would like to build a long-term relationship with you that is on a project basis. Initially, we will have you submit a list of topic ideas you would love to blog on, then we will pick one, have you outline it… and of course, you’ll then be off to the races.

The articles will be anywhere from 1,000 words to 3,000. Our goal isn’t to enforce a word count, we are more interested in high-quality content.

We’re looking for someone who is:

Looking for a long-term working relationship
Has 1 year of working experience as a writer
Has a good level of knowledge of digital marketing
Is willing to research and learn more about marketing
Has great grammar and spelling skills as well as proficiency in English
Likes working with deadlines and structure
Has a social following and doesn’t mind promoting the content you are writing as it will be published under your name

How to apply

Send an email to [insert your email] with – Applying For Writer Position in the subject line. Your email should include:

A bit about you as well as links to your social profiles
Why you’re a good fit for this position
Links to 2 -3 articles you have written
Your rate per 500 words.

The way we scaled up to over a million visitors a month was by publishing 5 blog posts a week. And every time a writer wrote a blog post for us, they didn’t mind promoting it to their social following as their name was on the article.

Once we got over 50,000 visitors a month, we noticed that we started to get inbound inquires of people willing to write for us for free. So eventually we slowly transitioned to a model where people wrote for us for free and we didn’t need to hire or pay writers.

You’ll notice that this will happen with your blog as it gets more popular.

What’s great about this strategy is the more writers you get, the more people that will find out about your company as each writer has different people following them on the social web.

Week #5: Create a podcast and interview guests

Have you listened to my podcast Marketing School? If you haven’t listened to it yet, check it out.

My co-host Eric Siu and I give marketing advice each day in under 5 minutes.

But don’t worry, the strategy I want you to implement isn’t to copy Marketing School or even listen to it (although I would be honored if you did listen to it).

Instead, it’s to copy my co-host, Eric Siu. He has another popular podcast called Growth Everywhere where he interviews someone new each and every single week.

You don’t have to do a weekly podcast, but I want you to interview someone in your space at least once a month.

And instead of making a separate site for your podcast, just pop it onto your main site.

Now when you publish each of these interviews, ask the guest to share it with their audience. From their social profiles to posting it on their own blog to even emailing their own list.

Although Eric has built a brand in the marketing space, he wasn’t well known when he started Growth Everywhere.

Just look at his stats from leveraging this tactic:

Eric’s generating over 15,300 unique visitors a month. That’s a lot of traffic considering Eric hasn’t even tried to grow the traffic to Growth Everywhere.

Best of all, you can generate similar results to Eric. But the key to doing this is interviewing people within your space so that way the traffic that comes to your site is relevant and over time those visitors will convert into customers.

If you don’t know how to start a podcast, watch this:

[youtube https://www.youtube.com/watch?v=PIJpOcFf5h4?feature=oembed&w=700&h=394]

You could buy fancy equipment, but I would just use whatever’s built into your computer until you start seeing results from this tactic.

And if you really want to make your podcast popular, check this out.

Week #6: Become a rising star

Do you want to be a rising star? Well of course you do… who doesn’t?

Now you probably wondering, what the heck is a “rising star?”

Well, let me first start off with, Facebook groups.

Whatever industry you are in, whoever your ideal customers are… you can find them in a Facebook group.

Look for niche groups on Facebook related to the product or service you are selling. You want to join these groups as long as they have over 1,000 members.

You may also find groups that have over a million members. You’ll want to avoid these groups.

Focus on groups that are between 1,000 members and 17,000 members. Those groups are big enough to where you can generate traffic and small enough where you’ll be noticed.

What you’ll want to do is join a handful of groups and post 4 to 5 times in the group during your first month.

Assuming you are creating posts that are engaging in which people are responding and interacting with you, then you’ll get a rising star badge.

That means people are interacting with your posts. So then when you mention your product or service, you’ll find that not only will people see it, but they are going to head on over to your site.

The key with posting to Facebook groups is to create a high amount of comments and replies. If you just link out to your site you’ll get very few clicks and you will look like a spammer. Posting links and nothing more will get you banned from the group.

But if you link out within context or answer someone’s question with a link to your site or share something from your site that will help group members, you are much more likely to get clicks.

But if the content isn’t engaging and people don’t care to leave comments, you won’t see much traffic from your Facebook group.

I have a private Facebook group with 2,616 members.

When you post something that is engaging, you’ll get featured as a “top recent post” and I’ve found with my 2,616 members I can generate 119 to 184 visitors when I post something that is super engaging that links to my site.

But instead of creating a group as I did, just join other popular groups. You’ll save a ton of time.

Week #7: Co-publish content

Have you ever thought about co-publishing content with other site owners? Even if you don’t have a huge audience, people will still love co-publishing content with you.

Why you may ask?

Well, they may have the audience, but they may be too busy to continually create new content.

Just look at me… I co-published so many guides with other writers.

And…

And…

These writers got tons of exposure and did the majority of the work.

Over time, these guides have generated well over a million visitors. But I know they are time-consuming to create, and I’m not asking you to create guides.

Instead, you can co-publish blog posts together, record a webinar together, create a white paper, or anything else that you feel could be a good fit.

A good example of this is how my team co-published content together with a company called Hotmart in Brazil.

They wrote about Ubersuggest. They even co-published a video about SEO and, of course, my team mentioned Ubersuggest.

That helped make Brazil the most popular country when it comes to usage for Ubersuggest.

If you are going to try and co-publish content with others, make sure you are willing to do the majority of the work.

Hit up other sites within your space and make your offer. Let them know how they won’t have to do much work and, of course, mention what they’ll get out of it.

When you co-publish content, you can’t just talk about your company, you also have to talk about theirs.

Week #8: Product launches

Have you heard of Drift?

It’s a chatbot tool that a lot of people in sales and marketing use.

What I love about Drift is their Product Hunt strategy. Every time they release a new feature, they push it hard on Product Hunt.

You probably don’t have a ton of new feature releases as you have a brand new site but every time you have one you should consider pushing it out on Product Hunt or even a Sub-Reddit.

But for now, why can’t you launch your site on Product Hunt or on a Sub-Reddit?

Sure you site maybe live for a few weeks, but you haven’t announced it to the world yet. 🙂

Product Hunt is super effective when it comes to traffic generation. When FYI launched via Product Hunt they got over 1,000 votes. It was so successful, the HubSpot co-founder even offered them funding.

I did something similar with Ubersuggest. Every time I release a new feature, I announce it on Product Hunt. So far it has driven me 12,319 visitors.

The key with doing well on Product Hunt is:

Get as many votes right when you release it… ideally within the first hour (so ask your friends and co-workers to vote)
Participate in the community before you submit your own site. Ideally, you want someone else to submit, but if you don’t know any active Product Hunt users, participate for a bit before you submit your own site.
Make sure you respond to every single comment as this helps with engagement.
Submit your site very early in the morning Pacific Standard Time. Product Hunt resets every night, so consider submitting it around 4 am Pacific Standard Time.

I know self-promotion might be a bit difficult for you when you are starting off but you need to embrace it. There is nothing wrong with pushing your own company… if you don’t, no one else will.

Week #9: The gram

Honestly, what do you think of Instagram?

Well, whether you like it or hate it, it is one of the most popular social networks out there. And influencer marketing is becoming one of the most effective promotion channels.

Anytime a Kardashian talks about a product, it flies right off the shelves.

That’s how companies like FitTea came out of nowhere and grew to 7 figures in revenue overnight.

I know what you are thinking: It’s going to be too expensive to pay Kim Kardashian to talk about your business. And you are right, it will be too expensive.

Heck, anyone who has over a million followers will try and charge you too much. Anyone with over 100,000 will also probably charge you too much.

Instead, I want you to look for micro-influencers who have at least 10,000 followers. Find people within your vertical who aren’t too popular but whose followers would be your ideal customer.

Now I want you to reach out to these influencers and offer them a bit of money to promote your product or service.

When it comes to making your offer, don’t pay them money for a post because it will be too expensive, pay them to create an Instagram story.

See, the moment someone hits 10,000 followers, Instagram enables the “swipe up” feature. This means they can tell their followers to swipe up to head over to any website. And in this case, they will be telling their followers to swipe up and head over to your website.

You’ll find that influencers will create a story for pennies on the dollar as it expires within 24 hours.

Typically, if someone has 10,000 to 20,000 followers, I am able to pay them a few hundred bucks for 3 stories over a 2 week period.

I prefer this over a post because this drives traffic to your site and you can track the number of sales you are generating from each campaign.

You can also leverage sites like Influence to find influencers.

A friend of mine, Timothy Sykes, does this often. He goes crazy and pays influencers with over a million followers to do this because he has been able to make each campaign profitable.

Typically, you find that 1% to 2% of the person’s followers will swipe up and head to your site, assuming the story is good. With this strategy, you won’t get a ton of visitors, but the visitors you do get are more likely to convert into customers as they’ve already been pitched during the story.

Week #10: Wikipedia

Have you ever thought about Wikipedia as a traffic source? I know I didn’t until I attended a marketing conference years ago and heard someone from Comedy Central speak.

This marketer was breaking down how Comedy Central gets millions of visitors a month, which isn’t shocking because it’s a popular television channel.

But what was shocking is how they broke down how they generate over 100,000 visitors a month from Wikipedia.

You heard me right, they get well over 100,000 visitors a month just from Wikipedia.

How’s that possible?

Well, they go in and modify Wikipedia articles and mention Comedy Central whenever it is relevant.

But before you go off and modify hundreds of Wikipedia articles, know that you won’t get the same result as Comedy Central.

It’s more realistic for you to generate a few hundred visitors a month… and maybe even work your way up to a few thousand visitors a month over time.

The key with editing Wikipedia articles is to first adjust tons of pages that aren’t about your website. It’s not just about linking to your site, it’s more so about providing value to the community.

So, during this week, I want you to adjust 12 to 15 articles. Once you do that you can then adjust any relevant ones to your business and include your own company when it makes sense.

Again you won’t get a ton of traffic from this, but you can easily get a few hundred visitors.

Here are the steps you need to follow if you want to edit articles on Wikipedia.

Week #11: Speak at a virtual summit

By now you should have some traffic coming to your site. It may not be a lot, but if you followed all of the steps above, your visitors should be highly qualified.

And now I want you to leverage those visitors to get you a speaking spot at a virtual summit.

Search Google for a virtual summit in your industry. You should be able to easily find one.

It doesn’t matter if they are charging people to attend the virtual summit or if they are giving tickets away for free. Offer yourself to speak and promote the event.

You’ll be shocked at how many people will say yes if you are willing to promote their event.

Remember, unlike a physical conference it doesn’t cost them much to add hundreds of speakers and keep the summit going for an extra day or two.

When speaking, be sure you can promote your company during your speech and you’ll notice that you’ll be able to generate some visitors and sales. But that’s not why I want you to speak at the virtual summit.

Instead, I want you to ask the host of the summit to share the attendee list with you. Assuming they have the right terms of service and privacy policies this shouldn’t be too much of an issue.

You’ll also have to make sure they aren’t breaking any GDPR rules.

What you’ll find is this is a common practice with most virtual events in which the speakers will promote the event and the virtual summit will share the attendee list with the speakers.

This will give you a list of super qualified people that you can promote your blog posts to or even your product and services.

Week #12: Scripts and tools

You know I love SEO and it’s an amazing long-term strategy. But to do well with SEO you need backlinks.

The more relevant sites linking to you, the better off you are going to be.

And as you get more backlinks, in the short run it will provide referral traffic. In the long run, it will cause your search traffic to skyrocket.

Just to show you how powerful referral traffic is, just look at my referral traffic:

Over time, all of those sites linking to you will start driving thousands of visitors.

So, what’s the best way to get more backlinks?

Well, you don’t want to buy them. And manual link building takes a long time and isn’t as effective as it used to be.

Instead, what you should do is release free tools, like how I released the SEO Analyzer years ago. And over time, it’s naturally produced 2,369 backlinks from 450 referring domains.

Now, I know what you are thinking: building a free tool is expensive and time-consuming. But it doesn’t have to be. You can buy existing tools and put them on your website for pennies on the dollar. And over time, they will naturally get backlinks without you needing to do anything more.

For example, if you have a real estate website, you can always add a mortgage calculator to your website. And can you guess how much it would cost for you to add one to your site?

$13. That’s right, it only costs 13 bucks! How crazy is that!?

There’s a site called Code Canyon where you can buy tools for almost any industry.

You can use these tools as your own and put them on your site with a few clicks of a button.

Just head over to Code Canyon and perform some searches. You’ll quickly find some tools that can work for you.

Keep in mind that these tools won’t be 100% perfect compared to building your own tool. But that’s ok, you have to start somewhere. Plus, people will still link to your tool even if it isn’t perfect.

Conclusion

I know some of the tactics I mentioned above won’t drive you thousands of visitors right away but they can drive you hundreds. And hundreds of visitors is a great place to start!

And when you combine them over time, it will help you get thousands of visitors. You just have to be willing to perform all of the steps in each week… no matter how silly the tactic may appear.

More importantly, the tactics I broke down above will drive you visitors that convert into customers and leads. All you have to do is take the next 12 weeks and follow them.

It may seem like a lot of work at first, but you’ll get faster at them as time goes on.

So, what do you think about the tactics above? Are you already using them?

The post How to Drive Traffic to a Brand-New Site with Little to No Money appeared first on Neil Patel.

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How Digital Marketing Will Change: 17 Predictions for 2019

sourced from: https://www.digitalmarketer.com/blog/digital-marketing-predictions-2019/

The move into 2019 also comes with a shift in digital marketing.

We sat down with 17 experts to ask how the digital marketing landscape will change in the new year.

Read on to learn the digital marketing predictions for 2019, what new technologies and trends are on the horizon, and how you can prepare. Plus, hear the tactics the experts are exploring and planning to implement in 2019.

Ralph Burns, CEO of Tier 11

There’s a big change on the horizon in Facebook marketing.

At Tier 11, we specialize in growing businesses faster than they could on their own using the 2 most powerful advertising platforms on the planet, namely, Facebook and Instagram.

As a result, we do a ton of testing on these platforms. Thanks to our intimate relationship with Facebook, we’re typically among the first companies to try out new features and ad formats to deliver better results for our clients—oftentimes as a beta before the rest of the world.

Pretty. Dang. Cool.

And what I’m about to share is one of the most exciting new changes to come along to Facebook in some time.

But before I explain what it is, first let’s set the stage for why it’s so important.

If you do any advertising on Facebook, you know that mobile traffic is taking over. These days only about 1 in 3 people use Facebook on a laptop or desktop, compared to over 95% who access Facebook on a smartphone:

This is nothing new—mobile has been on the rise for years now.

But while mobile accounts for more and more traffic, it still lags behind desktops in terms of conversion rates. And a big reason for that is due to slower load speeds on mobile devices.

This is a problem because the longer it takes for your page to load, the lower your conversion rates will be:

And it’s even worse if your website isn’t mobile-optimized. Don’t even get me started there.

But recently, Facebook has taken a big step toward solving this problem with their introduction of “Facebook Instant Experiences.”

Facebook’s Instant Experiences aren’t actually new—they’re really just a revamped version of the old mobile Canvas ads. But while Canvas ads never really caught on (for one thing, they were hard to use), Instant Experience is already proving to be much, much more user-friendly and much more effective for advertisers.

With Instant Experiences, you can create a super-speedy equivalent to a landing page that will load directly inside of Facebook. You can add just about anything you want to Instant experiences, like photos, videos, lead ad forms, and any kind of pixel you want. (The Facebook pixel is automatically added, but you can also embed pixels for Google Analytics, Hotjar, etc.)

Here are a couple examples of what Instant Experiences can look like:

Notice how high-end and professional these can look? And even with all those images and videos, Facebook claims that they still load up to 15x faster than a standard mobile website.

So, what does this mean?

It’s a better experience for users who don’t like to wait, and it will result in higher conversion rates for advertisers.

It means that in 2019, you’re going to start seeing more and more Facebook ads that take place entirely on the Facebook platform. Instead of clicking an ad and being sent off of Facebook and onto a website, the ad will trigger an Instant Experience.

This is a win-win for everyone involved. It’s a better experience for users who don’t like to wait, and it will result in higher conversion rates for advertisers.

And unlike Canvas ads, which were challenging to build, Instant Experiences allow you to take advantage of templates.

Look at how easy it is to get started. First, check the box next to “Add an Instant Experience”:

Then choose the template that best fits your goals. If you want to acquire new customers, for example, start with the Customer Acquisition template and customize it from there.

Eventually, the day will come when it’s common practice to buy products and services directly inside a social platform. You’ll be able to embed a “Buy Now” button inside your Instant Experiences, allowing people to complete their purchase using a service like Google Pay or Apple Pay—all without ever leaving Facebook.

This is a big deal to Facebook since they’re always looking for new ways to keep people on their platform. So, you can bet they’ll continue to develop these Instant Experiences to make them more sophisticated, easier to use, and more effective.

Amanda Powell, Acquisitions Manager of DigitalMarketer

SEO is ever-changing. And there’s no doubt that constant algorithm changes and updates keep us on our toes.

For instance, in March 2018, you may have noticed mobile-first indexing started to roll out. And Google started indexing sites based on the mobile version of their website.

In 2019, mobile search will continue to stay relevant.

But for 2019, I have 3 main predictions for SEO that go beyond mobile that SEOs and marketers should keep an eye on…

1) Voice Search

Yep. We’ve officially welcomed robots into our homes and now interact with them regularly. This is important because, according to comScore, it’s estimated that 50% of all searches will be voice searches by 2020.

And in case you didn’t know, 2020 is basically ONE YEAR AWAY! I think it’s safe to say that it will need to be a pretty big focus for SEOs in 2019.

What does this mean for optimization?

It means search strategists need to focus on long-tail keywords and conversational language.

Voice search will also be exponentially more important for local businesses since 46% of voice search users look for local businesses on a daily basis. Alexa just got a whole lot more real.

2) Video

Video is already breaking through the search results by way of rich results on a daily basis. Here at DM, video has actually been a huge driver of our organic efforts this year. Videos like this one

Video traffic is even predicted to be 82% of ALL traffic by 2022.

What does this mean for optimization?

Transcripts will be extremely important, so Google can see the text of your video content to crawl.

You’ll also need to make sure you start optimizing your videos just like your landing pages—include keywords in the title, and description and make sure the subject matter of your video is relevant, of course.

3) Featured Snippets

One of the big scares this year for SEOs was when Google removed all links from specific queries (see here).

While the blue links were eventually added back in, it was a big insight into the future of organic search.

Google is trying to give the people what they want. Search engine algorithms want to serve users the most relevant results.

So even though the Google test isn’t active anymore, it does show that they were testing to see if it could serve only exactly what a user wanted.

What does this mean for optimization?

This means it’s more important than ever to strive for the position zero on Google.

Any content you create should be rooted in intent. And it’s becoming increasingly more important for your content to not only be informative but also useful.

Overall, 2019 is going to bring some big strategy changes when it comes to SEO. Content creation needs to be more intentional and optimization will need constant updates. But that’s the fun of SEO, it’s constantly changing, which keeps things interesting!

Mike Rhodes, Founder & CEO of WebSavvy

Most people are probably expecting me to talk about upcoming changes to Google Ads. And I would, except that I’m currently under an NDA with Google not to talk about forthcoming features.

So instead, I’m going to step back and speak more broadly about the general digital marketing trends that I see happening in 2019. And those trends fall into 3 main topics:

1) The Way People Search Is Changing

Voice search is going to continue to rise next year. It’s estimated that by 2020, 30% of all searches will be made without a screen. (And ComScore puts that number even higher, at 50%.)

This will have huge implications, in particular for SEO.

Over time, this is going to have an enormous impact on retail shopping and ecommerce.

Right now, any time you perform a search on Google, you get a screen with 10 or so organic results (plus the ads). This means that 10 companies all get a shot at your attention.

But voice search often returns only a single result. Which means the vast majority of voice searches will go to the top-ranking site for a given search term.

This is still an evolving technology, so things are bound to change. But it’s definitely something to keep your eye on in 2019.

Another change that’s on the horizon is visual search. Google Lens is a new technology that allows people to search based on images, rather than text.

For example, you can just take a picture of your friend’s shoes with your phone and Google will show you a bunch of similar-looking shoes… with a buy button underneath each one. Over time, this is going to have an enormous impact on retail shopping and ecommerce.

 2) The Way People Interact Online Is Changing

The way we interact with each other, and with businesses, is also changing.

In 2019, we’re going to start seeing a lot more hyper-targeted personalization on websites and in business communication.

For example, email marketing is getting smarter. More and more companies are starting to use machine learning that will track your online behavior on their website and use that data to send more personalized, more relevant emails.

Another big change coming next year is a significant increase in the use of chatbots for marketing. This is another way companies are adapting to deliver faster, more personalized communication and, ultimately, a better user experience for consumers.

3) Our Expectations Are Changing

As technology evolves, so do our expectations. And the biggest expectation that more and more of us have today is speed.

Basically, we want things to load fast.

The main place where this is still an issue is on mobile, where load times can still be frustratingly slow for some people. As a result, you can expect to see Google pushing Accelerated Mobile Pages (AMP) in 2019.

Here at WebSavvy, we became the single-largest user of AMP in Australia in 2018 when we moved a large number of client landing pages from regular pages to AMPs. When we did, we saw surprisingly good increases in both our load times and our conversion rates.

So, if you’re not already using AMP, I recommend you do so now.

You can also expect to hear more about Progressive Web Apps (PWAs) in 2019. Google will be pushing this technology to help promote apps that are fast, reliable, and engaging. If your business has an app, it would definitely be a good idea to look into PWA.

So, to summarize, here’s what I think we’re all going to start seeing more of in 2019:

More video. This applies to ads in general, and specifically to YouTube. Next year you’re going to start to see a greater variety of ad types on YouTube, making this a more versatile and effective advertising platform.
Influencer marketing is going to continue to grow, and I think you can expect Facebook to make a strong push toward finding a way to generate revenue from it.
Retail stores will close in record numbers, and Amazon will overtake Apple in terms of market cap. (If I were a betting man, I’d put my money in Amazon stock.)
Expect to hear more about machine learning, deep learning, and AI.

Speaking of that last bullet point:

AI is all about prediction. It’s our way of training machines to make better and faster predictions about all sorts of things. (What ads are we most likely to respond to? What search phrase are we most likely to be interested in? What shows on Netflix are we most likely to want to watch?)

Our job as humans will be to add judgment and creativity to the mix to help guide all of this machine learning in a productive direction.

And as these predictions become faster, cheaper, and more accurate, this will lead to an increase in the need for—and the value of—human judgment and creativity.

In other words: as the machines begin to do more of the boring stuff, our job as humans will be to add judgment and creativity to the mix to help guide all of this machine learning in a productive direction.

So, I also recommend making sure creativity is a large part of what you do. And if it isn’t, you might want to start moving in that direction in 2019.

(NOTE: Before you launch your marketing campaign, you need to know who your ideal customer is, where they are, and what they will buy. Download our FREE proven Customer Avatar Worksheet now and get clear on who you’re selling to.)

Kathryn Aragon, Founder of Kathryn Aragon Media

In 2019, content marketing will become more balanced and realistic.

For years, content marketing has been hailed as king of all digital marketing strategies.

But in the last few years, we’ve reached a saturation point. Content marketing isn’t new or exciting. The mere act of publishing a blog post doesn’t help you rank and won’t help you sell more products.

As we enter 2019, I see more businesses admitting this, much as content strategist Jacob McMillen does in this post from November 17, 2018:

I started taking a similar approach early in 2018. Clients would ask me to promise bold business results, such as doubling their traffic or raising profits by some percentage. I’ve had to tone down their expectations—as Jacob calls it, “unselling” some of what content can do.

It’s not a popular move, but it needs to happen because it’s the only way we’ll be able to make content work in the future.

So, what does it mean to “unsell” content marketing?

It means being more realistic:

Page one on Google isn’t a guarantee, especially if you’re in a competitive industry or going after a keyword that’s owned by hugely successful brands
A better blog doesn’t usually deliver higher profits
Traffic and engagement are trending down, not up, for most blogs

I see 2 reactions as brands accept the reality of these trends…

Some—the ones who are looking for easy buttons—will quit content marketing. Others—the smart ones—will understand the need for balance.

Content marketing isn’t dead. It isn’t a waste of time. It’s just changing. Again.

You see, content marketing has been around for centuries. It will continue for at least as long. As technology and society has changed, we’ve simply changed how we do it.

Source: CMI

Entering 2019, we’re at a pivot point. What’s been working isn’t working anymore, and even top content marketers are struggling to get the same results they used to get.

To fix that, we’ve raised the bar so high, it’s almost impossible to meet.

In the last year, I’ve seen pure exhaustion among content marketers. Yet they’re scared to slow down. They’re afraid of losing the engagement they still have.

In 2019, businesses will realize that content marketing isn’t the end-all of digital marketing. It’s just 1 strategy, and instead of carrying all the others, it should integrate with them.

Then, realizing this, businesses will start to relax. They’ll understand that publishing less often could actually increase engagement levels—because their followers won’t develop banner blindness toward their content.

So, what’s the strategy moving forward?

Start with your business goals. Be clear about what you’re trying to achieve in 2019.

Then think about the tactics that are most likely to deliver the results you’re looking for. Don’t rely on just 1 channel or marketing tactic. Instead, integrate them.

Look for efficiencies you can exploit.

For example, if you always run a major campaign in spring, plan your content to support that campaign. But don’t increase your editorial schedule. Slow it down. Write one well-optimized blog post a month leading up to your campaign. Pull from those posts to create a collection of graphics, memes, and quotes for social media. And use them to create a few Lead Magnets and create your funnels.

Finally, pay close attention to your numbers. If any content strategy isn’t working, don’t hesitate to give it up or change it or completely reinvent it.

In 2019, content marketing won’t be about publishing more. It will be about publishing more strategically. For some brands, that will mean publishing less. For others, it could mean breaking some of those best practices we’re so addicted to. For all of us, it will mean thinking outside the box.

Here’s what WON’T change…

Quality, authority, and authenticity will continue to matter.

You need to be relevant. Don’t get entrenched in the way you’ve always done things. Your audience is changing. You need to be aware of social and technological trends that are behind these changes—and adapt.

Copycatting doesn’t work. Discover your own strengths and your own brand personality. Then create content that expresses your own uniqueness.

Stories will continue to get results. People don’t want to hear all about you and your products. They want to hear real stories that engage them on an emotional level, that make your brand seem more human and accessible.

Neil Flinchbaugh, Founder & Digital Copywriter of NWF Digital Copywriting

As a digital copywriter, it’s part of my job to keep a close eye on how businesses are communicating with people online. And based on some of the recent changes that have happened over the past 2 years or so, I think we will see a big shift start to happen in digital copywriting next year.

In 2019, copywriting is going to take a BIG step toward becoming more personalized and conversational.

I’m specifically referring to copy written for the newest and fastest-growing online marketing medium, which is messaging apps. Check out this blog post for an explanation of just how fast Messenger Marketing is growing.

While Messenger Marketing is relatively new on the scene (Facebook didn’t open the Messenger API until April 2016), many marketers are already predicting that it will overtake email as the dominant communication channel within the next few years.

And when you compare the 2 mediums, it’s not hard to see why. Messenger is blowing email out of the water in every engagement category we’ve got:

Most Messenger Marketing in the US right now is done via Facebook Messenger. But both WhatsApp and iMessage will be following suit and opening up their APIs as well—increasing the reach of this medium even more.

So, if messaging apps really are going to overtake email as our #1 communication channel, how is that monumental shift going to affect the kind of copy we write to appeal to our customers?

First, let’s get this out of the way: the fundamentals of great copywriting WON’T change in 2019. Or in 2020, or 2021. This is true because the people you’re writing to are still human beings, and human nature isn’t likely to change anytime soon.

That means you still need to craft a killer message that speaks to a compelling desire in your audience. You still need to appeal to powerful emotions, trigger a sense of urgency, and back up your claims with social proof and other credibility-boosters.

So, the underlying message behind your sales copy is going to stay the same.

But the medium you use to communicate that message is changing, and that means the WAY you communicate that underlying message is going to have to change too.

And the biggest fundamental shift that’s happening with Messenger Marketing is that instead of talking AT people (the way we do with most other marketing mediums), you’re going to have to start conversing WITH them.

This means we’ll have to start doing a few things differently…

1) In 2019, Copy Will Be Delivered in Shorter Chunks

If you take a minute to scroll through your text messages, I’m betting you won’t see a lot of big paragraphs or long explanations. Most messages are a single sentence long. And you probably don’t send more than 3 or so messages at a time without waiting for a reply.

These are the same kind of short, succinct messages we’ll need to use when writing copy for messaging apps.

After all, most people use Messenger on their phone, where screen real estate is limited. Only a few paragraphs will fit on a phone screen at a time:

And that screen space just about cuts in half once you open the keyboard:

This is why, when writing for Messenger, you have to be ruthlessly concise.

You need to pare down your message to the absolute essentials and avoid overloading people with too much text at once.

REMEMBER: you don’t want to force your users to scroll up to see the beginning of your message. That’s a bad experience.

Now, if you have a longer message—something that requires several hundred words or more to deliver—for the love of all that’s holy, don’t just paste it inside of Messenger.

Instead, ask the user if they want to learn more about the topic. If the answer is yes, either embed a video or insert a link to a blog post on your website.

And speaking of asking questions…

2) In 2019, Copy Will Ask More Questions & Take Better Advantage of Branching Logic

Remember that conversations are a 2-way street. You can’t just yap on and on and on without giving the other person a chance to speak, or else they’ll quickly start to ignore you.

And in Messenger Marketing, the best way of getting the user’s input and feedback is by asking questions and giving the option of several quick replies. Here’s what that looks like:

This guitar chatbot makes it easy for you to specify what aspects of guitar playing you’re most interested in—which keeps you engaged with the bot because it forces you to tap a button to continue.

It feels more conversational.

But engagement is only a piece of the puzzle here. There’s another, deeper benefit to asking more questions…

3) In 2019, Marketing Messages Will Become Much More Personalized

As we begin to ask more questions in our copy, we’ll inevitably start to learn more about our audience. Asking questions is an easy way to get a quick idea of which topics your customers are most interested in.

And with that knowledge comes the ability to deliver more relevant, personalized content.

To go back to the example of the guitar chatbot, let’s say User A tells us he’s interested in Soloing. And User B tells us she’s interested in Music Theory.

You can save this information and use it to make sure that User A gets content related to Soloing, and User B gets content related to Music Theory. This will…

Reduce your unsubscribe rates
Improve your click-through rates
And most importantly, keep your users happy

It’s the same idea we already use today to segment our email marketing campaigns. But because the engagement rate on Messenger is so much higher than it is for email, we have even MORE potential to learn about our customers and deliver more personalized messaging.

And we can apply this technique to sales messages, too (not just content). For example, if you were selling an all-inclusive guitar playing program, you could write separate versions of that sales copy to appeal to each of those different interests.

So, User A would get a marketing message that focuses on how this program will help him to be a better soloist. And User B would get a marketing message that focuses on how this program will help her to master music theory.

The catch to all this is that in order to deliver this personalized content, we’re also going to have to start using more branching logic in order to take advantage of this personalization.

So instead of writing just a simple message that we deliver to everyone, businesses will need to craft multiple messages that are custom-written for each of their customer avatars.

It’s more work and will involve creating more copy and content to accommodate all these avatars, but the improved user experience and conversion rates will be well worth the effort.

Most importantly, it will help to give your users the kind of highly responsive and personal-feeling communication that they’ve come to expect.

Sunny Lenarduzzi, Founder of YouTube for Bosses

My biggest digital marketing prediction for 2019 is that YouTube will dominate as the king of long-form video platforms.

Yes, I know what you’re thinking—hasn’t it always been the dominant force in long-form content?

Well, with Facebook making a massive video push over the last couple of years and Instagram introducing IGTV, there has been competition.

But, facts are facts! Not only is YouTube the social platform most used by US adults (73%), but when it comes to long-form video, 33% of total view time on YouTube is attributed to long-form content.

And as YouTube continues to compete with traditional TV programs, the algorithm is rewarding long-form content for increased watch and session time on the platform.

Not only do you build a loyal audience, but your audience is actually paying attention to your content.

And as a creator myself, I know that if you combine long-form content with a consistent schedule, you are guaranteed to create a loyal audience. I like to call it “The Oprah Effect”—if you give your audience an exact time and date to tune in, they will be there.

YouTube, unlike other platforms, has a massive advantage when it comes to attention. Instead of a “scroll” mentality, viewers make time in their schedule to sit down and watch their favorite channels on YouTube.

So, not only do you build a loyal audience, but your audience is actually paying attention to your content—as opposed to being distracted by a million other posts on other social platforms.

People come to YouTube with the intent to watch videos—unlike other platforms—and binge watch them for long periods of time.

Other platforms will continue to try to compete, but YouTube is still the go-to video destination on the internet. And I’m seeing more and more business owners migrate over to YouTube as a valuable source of brand building and lead generation.

(NOTE: Before you launch your marketing campaign, you need to know who your ideal customer is, where they are, and what they will buy. Download our FREE proven Customer Avatar Worksheet now and get clear on who you’re selling to.)

Josh Turner, Founder & CEO of LinkedSelling

LinkedIn’s recent rollout of “Objective Based Advertising” is going to make it even more powerful and people are going to be flocking to LinkedIn ads.

For years, LinkedIn’s advertising platform has played second (or third) fiddle to Facebook and other social media advertising platforms.

But in the past 10 months, they’ve been getting their act together and rolling out features that are helping advertisers more easily generate and track conversions.

I don’t expect a major reduction in the cost per click in the next 12 months—LinkedIn charges a premium for their audience—but what we’ve been seeing in our internal and client campaigns is a significant decrease in our cost per objective.

What is an “objective” in this case?

What I’m referring to is a higher leverage buying opportunity—a booked sales appointment or a requested sales appointment.

With LinkedIn’s ability to now measure conversions and therefore allow you to invest in the campaigns that are getting the best results, you just need the right objective for the platform.

Those who simply just copy over a Facebook ads campaign to LinkedIn are setting themselves up to struggle.

By focusing on simplifying the path to your funnel objectives and letting your high-ticket prospects cut to the front of the line in your LinkedIn campaigns, you can see a significant increase in conversions.

And the word is starting to creep out as more and more advertisers start experimenting with the high-ticket audience that LinkedIn provides.

Those who simply just copy over a Facebook ads campaign to LinkedIn are setting themselves up to struggle. For LinkedIn, the smart move is tailoring your ads to get prospects into a higher-leverage opportunity sooner.

From the changes and direction we’ve seen them heading in for the past year, my prediction is that LinkedIn continues to build out more marketer-friendly features in 2019 and becomes the most popular network for getting sales appointments for B2B businesses.

(RELATED: The 5-Message Sequence: A LinkedIn Marketing Strategy that Generated $101k+ in 9 Months)

Rachel Miller, Organic Traffic Strategist of Moolah

Content won’t matter if there isn’t a conversation to accompany it.

Last year, we saw a giant leap in the importance of conversations in the social media algorithms. The more person-to-person interactions a brand received on social media, the greater the results were of that content performing well BOTH organically and in paid media.

But not only did conversations increase the placement of content into users feeds, it also increased sales.

I predict this trend will only become stronger through 2019.

Posting videos or getting your audience to watch/read your content is not going to be enough. You will have to foster conversation as well as consumption.

And while we have seen a drastic increase in ad spend for “stand-alone” campaigns (as pictured below)…

…campaigns that are fueled by community and conversations with your audience are growing exponentially. And without any ad spend.

Brands who don’t focus on conversations are risking becoming obsolete since their customers will just have those conversations elsewhere.

We want our users to take action on content. These actions begin as a micro-conversation—a like, a heart, a fast reaction. And they work up toward a conversation. And ultimately, a sale.

Ted Prodromou, Executive LinkedIn Coach of Search Marketing Simplified, LLC

2019 is the year LinkedIn finally hits the mainstream.

Here are some reasons I think LinkedIn is ready to break out:

The Microsoft effect is starting to happen.

In 2016, Microsoft purchased LinkedIn, but we haven’t seen many changes until recently. At the end of November 2018, Microsoft briefly surpassed Apple (and Google) as the most valuable company in the world (over $770 billion) and monetizing LinkedIn is an easy way to increase their bottom line. For years, I’ve been saying LinkedIn is leaving billions on the table and it looks like Microsoft is finally seizing the opportunity.

Add to this that Facebook is reeling from bad publicity, and people are closing their accounts because of the negativity and political divide.

For a while, it seemed like I could post a cake recipe on Facebook and it would turn into a political attack by both sides. One side would blame Obama or Hillary’s email and the other side would blame Trump for one ingredient they didn’t like in the recipe. I took a few breaks from Facebook this year because of the political attacks out of nowhere. Facebook is under attack by the politicians around the world because of the way they handled the fake news attacks and Facebook isn’t responding fast enough.

For years, running Facebook ads was a great way to generate low-cost leads. But as more businesses jump into the game, ad prices rise. So it’s not as cost-effective for many businesses. Also, as people leave Facebook, your target audience may shrink.

I’m seeing a lot of chatter in many marketing groups and forums that big marketers are finally seeing the value in LinkedIn. This is good news and bad news because we all know once marketers see an opportunity, they pummel it until it’s dead.

LinkedIn is growing, but very slowly.

For years LinkedIn was adding 2 new members per second, but it’s slowed significantly. In April 2017, LinkedIn claimed they had 500 million members, and today, they are hovering around 590 million.

I have always said I prefer quality over quantity and LinkedIn is by far the highest quality community out there.

Content marketing on LinkedIn is absolutely crushing it right now. CEO Jeff Weiner announced last year that he wanted LinkedIn to become the largest content platform on the internet and LinkedIn members are responding. Thousands of articles are being published every day and native video is really taking off.

And to top it off, LinkedIn’s algorithm is constantly being tweaked to get the right content in front of you. It seems like every time I log into LinkedIn, I see subtle changes in the dashboard and mobile app.

LinkedIn is 100% committed to creating an amazing user experience and they are finally making it happen.

Sue B. Zimmerman, The Instagram Expert of Sue B. Zimmerman Enterprise

In 2019, Shoppable Instagram will continue to grow and venture into shoppable services.

With over 1 billion Instagram users—500 million using Instagram every day—and over 200 million users using business profiles daily, it makes sense shopping on Instagram has exploded over the past year.

With a tap of your finger, you can go from looking at something you admire to the storefront making a purchase.

This is a huge bonus for businesses in general and even bigger for small businesses with smaller budgets.

Previously, accounts would need to direct a customer to their bio to allow them to shop, i.e. requiring an extra step for action OR pay for ads to get a direct link.

Initially, shoppable posts rolled out with shopping tags in posts in March 2018. And recently (September 2018), Instagram has expanded to shoppable tags in stories. The process is the same; connecting a business page to a catalog on Facebook, which means only products are able to be sold, not services.

With the expansion of shoppable products in stories and the success Instagram has had for being a place where people go to shop, 60% of Instagrammers say that they discover new products on Instagram and 72% of users have made a purchase from something they have seen on Instagram.

We foresee shoppable services having the same success as products.

Businesses who have service products—like spa services, coaching, nutrition programs, online programs, business downloads, and eBooks—will all be able to have a seamless buying opportunity just as products have on Instagram.

(NOTE: Before you launch your marketing campaign, you need to know who your ideal customer is, where they are, and what they will buy. Download our FREE proven Customer Avatar Worksheet now and get clear on who you’re selling to.)

Brad Martineau, Co-Founder & CEO of SixthDivision

The past few years have been big on marketing automation and marketing funnels. And while funnels have their place, the way we understand and use them to reach new customers is going to take a BIG step forward in 2019.

I see 3 big changes coming down the road.

Funnels Are Not Enough

The first change is the growing awareness that funnels, by themselves, are not enough.

They don’t give your users the kind of experience that will make them fall in love with your brand. They’re too isolated. They involve only bits and pieces of your company rather than giving people a holistic experience of everything you have to offer.

The difference between a funnel and a customer journey is like the difference between a single subway line and a citywide public transportation system.

Instead, the world is moving toward creating more cohesive customer journeys.

The difference between a funnel and a customer journey is like the difference between a single subway line and a citywide public transportation system. The customer journey (the public transit system) includes multiple funnels (subways lines), and it provides a way of combining those funnels together to help move people not just from point A to point B, but also to point C, D, E, F, and so on.

To put it another way:

Now that marketing funnels are becoming more common, companies are starting to take a bigger-picture view. They’re starting to engineer ways to move their customers through multiple funnels. To sell them multiple products. All with the goal of maximizing revenue and providing a better experience for the customer.

And speaking of customer experience, here’s the second big change coming to marketing automation…

It’s All About the Customer Experience

Over the past few years, a lot of marketers have attempted to simply “throw up a funnel,” with varying degrees of success. In many cases, the marketer puts all of their focus on the funnel itself, rather than the messaging in the funnel or the product/service that funnel is promoting.

Well, that is not going to cut it in 2019.

Funnels are no longer new.

And it doesn’t matter how sophisticated your funnel is—people simply aren’t going to convert if you don’t spend the time to…

Create something people want
Explain it to them in a way that’s clear and compelling
Do it all through the delivery of an experience that your prospects and customers will connect with

And last but not least, here’s the third change that’s coming.

The “Client Journey Architect”

In 2019, we are going to start to see a new skillset begin to develop in the marketing world: the “Client Journey Architect.”

Right now, most marketing departments are divided in half between…

The visionary—the founder or leader who decides the direction the company is going to go
“Digital drywallers”—the people who actually put that direction into action

Well, this Client Journey Architect will sit right in the middle of these 2 groups.

In a nutshell, the Client Journey Architect will be the person who implements everything I talked about earlier.

They’re the ones who take all the disjointed, disconnected funnels and products in a company and piece them together into a more cohesive whole. Taking a bunch of solitary subway lines and turning them into a fully integrated transportation system that can take people anywhere they want to go.

That will change the landscape and economy of digital marketing because architects will be in demand at a premium and digital drywallers will become commoditized and have to level up or price down.

Nathalie Lussier, Founder of AccessAlly

In 2019, the trend toward personalization will continue, and more sites will be using visitor data to decide on the right calls to action.

I see this playing out across a combination of tools in a tech stack…

From advertising platforms like Facebook to help segment people
To email automation tools like ActiveCampaign to manage the different segments via tags
And website-specific add-ons like RightMessage and AccessAlly to personalize the website experience itself

An example of personalization at work is special offers triggered by specific on-site actions, like in the image below. Notice how the copy changes depending on the user’s relationship with you…

Or, let’s say someone completes a short quiz and based on their answers they get a special discounted offer that lines up with the needs expressed in the quiz.

Or, after visiting a specific blog category, there’s a follow-up email sequence that sends them more of the same content—without the need to opt-in again.

The technology for this type of personalization and “on the spot” segmentation and offer promotion is here. It’s just a matter of using it strategically and making sure it comes off as beneficial to the end users.

Russ Henneberry, Digital Marketing Consultant, Author, & Speaker at RussHenneberry.com

As click costs from paid Google and Facebook traffic continue to rise and artificial intelligence (AI) and algorithms continue to make more and more decisions about the audiences you are targeting, 2 things will happen…

1. An Increasing Need to Get the Fundamentals Right

With AI handling more and more targeting options, the edge will slide to those who understand how to craft a great offer and articulate it well to prospects.

In other words, this is a good time to brush up on your copywriting skills.

(RELATED: Perpetual Traffic Episode 34: 14 Elements of Persuasive Ad Copy)

2. A Renewed Interest in Organic Traffic

Earning traffic from search marketing and social media is an organic (read: slow) process.

But it’s worth it for many reasons including the fact that it reduces your “Cost Per” metrics.

In other words, if you buy 1,000 clicks from Facebook for $2 a pop and get 200 leads, your Cost-Per-Lead (CPL) cost is $10. If you add 1,000 clicks from organic search and your numbers remain the same, you’ve just cut your CPL to $5.

My recommendation is to not stop your digital advertising campaigns but, instead, supplement paid traffic with low or no-cost traffic from search and social.

Shannon Goodell, Social Media Manager of DigitalMarketer

Instagram continues its rise with nearly 1 billion monthly active users and 400 million Stories users.

It’s become one of the most popular social channels. People are flocking to Instagram to escape the negativity of other platforms (Facebook and Twitter, in particular).

Here at DigitalMarketer, we consistently get more positive feedback on our Instagram posts than on all other platforms.

And in 2019, Instagram will become an even bigger player for brands.

People, especially the younger audience, go on social to be educated, entertained, and inspired. And Instagram is the perfect channel for just this. Each image posted on Instagram gets 23% more engagement than on Facebook.

Facebook (Instagram’s parent company) realizes that they must focus on Instagram to succeed.

So Facebook continues to release new features focused on monetization and making marketers’ lives easier with Instagram. These are some of the features that were released just this year; a large portion of them with a focus on improving the Story experience:

Add clickable profile usernames and hashtags in your bio
Anti-bullying features
Type modes and new fonts within stories to add personality
Adding GIFs on Stories
Mention stickers to tag account in your Stories
Shoppable Stories and posts
New shopping features for customers
Repost Instagram Stories
Re-share Instagram posts to Stories
Stickers in Stories
IGTV
IGTV previews in Stories

And Instagram isn’t slowing down anytime soon.

As you can see above, the big emphasis in 2018 has been on Stories. In 2019, that will only continue (and grow).

Given this focus on Stories and monetizing them, I believe there will be even more ways to connect with your target audience through Stories. At every stage of the Customer Value Journey.

(NOTE: Before you launch your marketing campaign, you need to know who your ideal customer is, where they are, and what they will buy. Download our FREE proven Customer Avatar Worksheet now and get clear on who you’re selling to.)

Oli Billson, Founder & CEO of Oliver Billson Marketing

Here are 4 predictions I have for 2019 that’ll help you stay on the cutting edge so you can make enormous strides in your business.

Prediction #1:  Mobile Marketing Will Provide Huge Opportunities for Businesses Who Embrace It in 2019

According to comScore, the average American adult (18+) spends 2 hours and 51 minutes on their cellphone every day. They also found mobile device adoption rates are increasing at a huge rate, surpassing 80% in 2017.

This gives you ample opportunity to capture the attention of your target audience on devices they use so frequently in their lives.

We are already taking advantage of this trend here at NextLevelBusiness. That’s why we engineered the Phone Funnel Framework™ that allows us to connect with prospects via the devices they have in their pockets: their cellphone.

The Phone Funnel Framework™ follows several steps…

…which you can learn more about from these podcast episodes:

Perpetual Traffic Episode 150: 3 Facebook Funnels to Drive More High-Ticket Leads
Perpetual Traffic Episode 170: Drive More Conversions from Facebook Messenger Using “The FSMC Formula”

If you haven’t made the shift toward focusing more on mobile marketing in your business, I highly recommend you do so. It’s a trend that will continue to progress in 2019 and beyond.

PREDICTION #2: Prospects & Customers Will Crave More Authenticity & Human Touch from Businesses in 2019

Advances in marketing automation have allowed the average business owner to grow and scale their business and make better decisions.

However, these advances have made marketing more “impersonal” to their target audiences and have eroded relationships with long-term customers.

Sure, you can implement automation to perform basic tasks. But you should implement a personal touch whenever it is possible so prospects don’t feel they’re interacting with someone hiding behind a computer.

The challenge, though, is how to scale adding a personal touch to your marketing communications without taking a lot of your time. We solved this problem by using bonjoro.com to make personal, short videos for our customers so they don’t feel like just a number by sending.

Here’s an example of one of those videos:

[youtube https://www.youtube.com/watch?v=AOYTPHShIgc]

The best part is these videos aren’t fancy. I just take out my iPhone and record a quick video to teach an important point or congratulate them for taking an action.

This is much more personal than sending emails. It also shows our customers that we do care for them, which boosts the chances they’ll stick around.

Of course, nothing beats taking a second and writing an old-fashioned handwritten note to clients who act on one of your offers, or a long-time customer who has been buying from you for a while!

PREDICTION #3: Behavioral Marketing Will Help You Cut Through the Clutter of a Crowded Marketplace in 2019

Gone are the days when you can have a big email list, send the same generic message to all of them, and expect the same level of response you may have achieved 5 years ago.

It’s now more powerful to serve unique and specific content and marketing messages to prospects and customers based on their prior actions.

Why?

Because most of your prospects/customers see the same marketing and sales messages over and over. And they’re on other people’s mailing lists and they get their marketing messages as well, so they’re swamped!

So, you need to cut through the clutter by delivering more uniquely tailored messages that match their previous actions.

That’s why robust marketing automation software like Infusionsoft is critical for most businesses. It allows you to segment user based on their previous actions automatically.

It also allows you to track which emails and promotions they’re clicking on and buying, respectively, so you can get an accurate picture of what your prospects and customers REALLY want.

PREDICTION #4: Social Proof Needs to Be More Specific & Robust in 2019

Social proof is extremely important when it comes to marketing. Prospects and customers want to see that other people have had success getting the result they desire from using your product/service.

The problem is most businesses don’t have enough social proof, or the proof they have doesn’t match their target demographic.

An example is a consulting company who is trying to target lawyers, but all the social proof they have on their website is from dentists.

The solution is to collect reviews aligned to specific buyer personas (a.k.a. customer avatars).

For example, if you’re a business who serves chiropractors who are making under $500K in revenue, then you need to have testimonials from that demographic.

Also, make sure your social proof is results-based and specific. Too many marketers have general “feel good” testimonials that don’t talk about a specific result.

To conclude, I believe 2019 will bring amazing opportunities for businesses who take these predictions to heart and adjust accordingly. That way, you can put your business ahead of the game in the new year and beyond!

Mary Kathryn Johnson, Founder & CEO of Messenger Funnels

For the last few years, in-demand professional copywriters have become extremely talented at generating long-form story copy that draws us into the worlds of their clients and gets us to trust and participate in the adventure.

I predict a very successful sub-set of professional copywriters will emerge over the course of the coming year. And that is the chatbot copywriter.

Creating good chatbot copy is an art designed to create a participatory adventure for the subscriber.

We have all heard of the conversational marketplace and the need to become conversational marketers in the new age of chatbots, AI, machine learning, and personalized marketing. But as with every new high-converting process, even the early adopters who do things poorly make money.

Many chatbots today contain copy derived from emails broken up into chunks and delivered in Facebook Messenger. Chunks of long-form story email copy are passive, and they simply tell a story in short bursts.

Creating good chatbot copy is an art designed to create a participatory adventure for the subscriber. It is designed to get subscribers to interact and participate in a journey. It is active.

As more marketers and business owners start using chatbots on Messenger, and eventually WhatsApp, iMessage, and Twitter, copywriters who are talented at generating…

Interactive
Engaging
Short-form story copy

…that draws us into the chatbot worlds of their clients will be in high demand!

In 2019, I predict that a new copywriting industry will be born.

And these early adopters who generate consistent revenue for their clients through their chatbot copy will become the new copywriting experts for the next decade and will drive the value of the conversational marketplace.

Dennis Yu, CTO of BlitzMetrics

Smart businesses will focus on vertical video in 2019 to drive awareness, consideration, and sales.

Just like you and me, consumers are too smart for ads. So they cherish the “man on the street” style of authentic, iPhone-captured video.

The Nike’s of the world will create high-production pieces, but even they are generating 1-minute videos to distribute on Instagram, Facebook, Twitter, LinkedIn, and even Snapchat.

But my prediction is not an argument for more UGC (user-generated content), which is often done poorly and randomly.

Smart marketers will create “authentic-looking” videos in triggered re-marketing sequences. That means:

Vertical videos that work in a sound-off environment—using captions, simple visual effects from free phone apps
Stories instead of testimonials—to show people as humans who are multi-faceted and vulnerable, instead of yes-bots who all uniformly shill about your products and services
Sequenced content instead of a content calendar—viewers of Video A on Facebook get retargeted into Video B on another channel, and vice-versa
Many public figure pages instead of a brand monolith—to boost posts from figureheads that your audience respects, entertaining instead of just selling
Smarter attribution instead of “conversion rate”—the more mid-funnel content you have, the greater the “assist” of social to drive search traffic, chatbot to email, etc.

All this means that you must measure the flow of traffic not only down your funnel but across your channels, such that your marketing is an X*Y grid.

Your customers are moving down and across this grid, as you prioritize which boxes in this giant game of tic-tac-toe.

I predict that most marketers will fail to grasp the power of 1-minute videos because…

They don’t believe it will work in their vertical
Don’t believe they have the resources/time ($1 a day and 1-minute video)
And can’t measure the ROI (needs attribution tools like what Facebook now offers)

This is your opportunity to leap ahead of your competitors.

(NOTE: Before you launch your marketing campaign, you need to know who your ideal customer is, where they are, and what they will buy. Download our FREE proven Customer Avatar Worksheet now and get clear on who you’re selling to.)

The post How Digital Marketing Will Change: 17 Predictions for 2019 appeared first on DigitalMarketer.

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My Secret Playbook: 28 Hacks Guaranteed to Grow Your Traffic and Sales

sourced from: https://neilpatel.com/blog/marketing-hacks/

Are you tired of algorithm updates?

Well, who isn’t?

From Facebook to Google, marketing is continually changing and getting harder. Even if you are willing to give these platforms money, it still doesn’t guarantee success.

You can experiment, run tests, but digital marketing isn’t as easy as it used to be. Years ago, when I started as an online entrepreneur, companies used to raise money to hire engineers and build infrastructure.

But nowadays, technology has become easy to build and companies like Amazon Web Services save you millions on infrastructure costs.

So, these days companies raise money for one main thing… can you guess what it is?

Marketing!

It’s become so much easier and cheaper to build companies that the majority of the money is spent on customer acquisition.

This is why marketing has become so competitive. But that shouldn’t stop you from succeeding, it just means you need to get creative in this ultra-competitive landscape.

So, to start you off… here are 28 digital marketing hacks that I still use and still work in today’s marketing landscape.

Hack #1: Video remarketing

The highest converting marketing tactic I have ever leveraged is to remarket everyone who visits my checkout page but does not convert. I then show them a video of what it would be like to be a customer… these videos appear on Facebook and YouTube.

For every dollar I spend, I typically am able to get a 17-20x return on my ad spend. If you are going to take away one thing from this post, start using this tactic.

Whether you are in B2B or B2C, this tactic works extremely well. Just keep your video to under 5 minutes in length.

Hack #2: Do the opposite

Most remarketing campaigns don’t work well because you are driving people back to the same page that they didn’t convert in the first place. So instead of doing that, when you are remarketing users, send them to a page that has the opposite pitch.

For example, if your original sales pitch was logical, try a landing page that leverages emotions instead of logic.

Just think of it this way, that person didn’t buy from you the first time for a reason. You need to show them something different if you want them to convert into a customer.

Hack #3: 2-step checkouts beat one step

From my experience, I am usually able to get a 9 to 11% lift by making my checkout pages 2 steps.

Whether it is an e-commerce site or a B2B lead generation site, 2 steps typically beat out 1 step.

It’s counter-intuitive but once someone gives you their name and email, they are more likely to give you the rest of their information because they’ve already started the process. You can also email everyone who didn’t complete the registration process and convert some of those people.

If you have a strong brand like Nike or Amazon, this doesn’t matter as much. But if you don’t, which is more likely your case, use a 2-step checkout page. Whether it is a lead generation page or an e-commerce checkout page, use a 2-step.

Hack #4: Don’t forget sidebar links

Within your blog, link to your cornerstone content within your sidebar on every page. And I literally mean every page of your blog.

You don’t have to make the links rich in anchor text… but this one little thing will give more juice to your cornerstone content.

And within a year of doing this, those pages will shoot up to the top of Google for competitive terms. This is how I rank for terms like “Google AdWords” on page 1.

Hack #5: Blend in keywords from Google Suggest

If you are already ranking for popular terms, take them and put them into Ubersuggest.

It will provide a list of long-tail phrases that people search for. Integrate those keywords (at least the ones that are related) into the same page that ranks for the main head phrase.

This one little hack will increase the traffic to your most popular pages within 30 to 60 days.

Just be careful when using this tactic because you can’t keyword stuff. You need to adjust the content to also be relevant to the long-tail phrases if you want this hack to work.

Hack #6: Don’t stop with email

Email marketing is something that most blogs and sites leverage. If you add in push notifications and you add in chatbots, however, you’ll double up the traffic you were getting from email.

In other words, if emails drive you 1,000 visitors a month, push and chatbots combined should also drive you at least another 1,000 visitors a month.

You also find that push notifications and chatbot notifications generate higher click-through rates than email, but they also receive substantially more unsubscribes.

So, the next time you are sending out an email, don’t forget to also send out that same message to your push notification and chatbot list.

Hack #7: Brand queries is the fastest way to increase rankings

No matter which industry you are going after, the more people that type in your brand name into Google and click on your site, the faster your rankings will climb.

And not just your rankings for brand related terms, more so for all of your terms.

If you want to boost your brand queries, you have to do crazy PR stunts. Companies like PRserve do them on a performance basis.

You can also monitor if the PR stunts are working by typing your brand name into Google Trends. This one trick helped me rank on page 1 for the term “online marketing.”

If you are successful with this strategy, you should see results within 2 or 3 months.

Hack #8: YouTube only cares about the first 24 hours

If you want to do well on YouTube, your video needs to do well in the first 24 hours. It’s the opposite of traditional SEO. On YouTube, you’ll rank right away and get tons of traffic if you can make sure the first 24 hours are successful.

Every time you release a video, promote it to your email list, push notification list, and messenger bot list. It’s a great way to ensure your video does well.

Hack #9: Facebook loves comments

One of the largest parts about Facebook’s algorithm is how many comments you generate. The more comments you generate the more views your videos will get and the more reach your status updates and posts will get.

Asking people to leave a simple comment helps more than a like or share.

For example, in a video, I may ask the question of… “Do you use voice search? If you do, leave a comment with yes and if you don’t, leave a comment with no.” It doesn’t matter what people type as their comment, but this is the easiest way to ensure you get 2 to 3 times more reach from Facebook’s algorithm.

I’ve tested this a handful of times and the key is to make it easy for your fans to leave a comment. If you ask them to type up a sentence or a paragraph, you’ll get fewer comments.

Hack #10: Adding the year to your title tag increases CTR

If a lot of your traffic is generating from your blog, the easiest way to boost your rankings is by getting a better click-through-rate than all of the other listings.

Adding the year in your title tag lets people know your content is up to date and relevant and typically it helps get more clicks than anything else.

For example, the title “The Complete List of SEO Tools (Updated in 2018)” would do better than “The Complete List of SEO Tools”.

Another example that worked well was, “How to Start a Blog in 2019.” That generated way more clicks as people want to know how to start a blog in today’s competitive environment.

On the flip side, if you add a year to your title tag and your content is old and outdated, you will get a lot of bounce backs, which means your rankings will go down. So be careful when using this hack.

Hack #11: Don’t put dates in your URL

A lot of bloggers and site owners put dates in their URL in hopes that news sites will crawl them.

Don’t do this!

I removed the dates in my URLs and my search traffic went up 58%. It was the easiest and dumbest marketing win I ever got. When I removed the date in my URLs, it took 30 days to see the results.

And if you leverage this hack, make sure you use 301 redirects and you update all of your internal links to the new URL.

Hack #12: Subdirectories over subdomains

People love using subdomains, but Google passes more juice to subfolders. When I changed blog.crazyegg.com to crazyegg.com/blog, I saw an instant 11% increase in search traffic.

Now, it didn’t happen overnight, but it was close enough… I saw the results within 7 days. Same when I moved the blog on TimothySykes.com into a subfolder.

If you are going to use this hack, you also need to change your internal links to the new URL and, of course, 301 redirect the old URLs to the new ones.

Hack #13: Hreflang works better with subdomains

I know above I said subdirectories work better than subdomains, but that is not true when you are translating your content into different languages.

For example, if you are expanding your website into Portuguese for Brazil you are better off creating URL structure that is br.yourdomain.com than youdomain.com/br/.

I need to fix this on NeilPatel.com still, but when I tested this on 2 other sites that focused on the global market, one saw a 17% increase in international search traffic within 3 months and the other saw a 23% increase in international search traffic within 3 months.

Hack #14: Start with the Link Intersect

Links still matter when it comes to SEO. And it will for a very long time because it is becoming harder to build them.

The easiest way to build them is by using the Link Intersect feature by Ahrefs. What this Ahrefs feature does is it shows you everyone who links to your competitors but not you.

If someone is linking to 3 or 4 of your competitors, this tells you that they don’t mind linking out and there is a good chance you can get them to link to you.

Hack #15: It’s easier to build up a personal brand

From social profiles to blog traffic, people relate more to personal brands than they relate to corporate brands.

If you want more followers on your social profiles and you want to quickly grow your traffic fast, make everything around a personal brand.

But keep in mind, a personal brand is harder to sell and grow into a multi-billion dollar company.

Hack #16: The best way to get podcast listeners is through an exit popup

If you want more listeners for your podcast, the best way is to add an exit popup to your mobile site.

And on your mobile exit popup, ask people to subscribe to your podcast. Don’t use the same exit popup for all mobile devices, you should be sending people who use iPhones to the iTunes Store and people using Android to their version of the iTunes store.

Keep in mind that showing an exit popup on mobile devices is irritating, so wait at least 30 seconds before you show mobile users an exit popup.

Hack #17: LinkedIn prefers video

If you want to get the most attention from LinkedIn, upload videos instead of text-based content. Videos on LinkedIn get 2 to 3 times more engagement than text.

So, if you want more traffic from LinkedIn, upload videos.

And if you want more traffic from any social network, look to see what type of content they are lacking. If you provide them with that type of content, you’ll notice that your traffic will go up.

Hack #18: Journeys and courses convert better than ebooks

Typically, most people offer ebooks in exchange for an email. And although it is more effective to give away an ebook in exchange for an email address than it is to ask people to opt into your newsletter, it still isn’t the best strategy.

If you offer a 30-day course or if you offer a journey, you’ll generate more email subscribers.

A good example of a 30-day course is, “30-Day Free Course: Double Your Traffic in 30 Days.” A good example of a journey is, “Follow My Journey to $100,000, I Am Learning a Lot and So Will You.”

Hack #19: Buying sites is cheaper than buying traffic

If you know certain pay-per-click terms convert extremely well, why not just buy a site that already ranks for all of those terms.

That’s what I did when I recently spent $500,000. I bought a website that already has traffic.

If you buy a site that already has the traffic, keep in mind that the traffic won’t convert as well as paid traffic.

With paid traffic, you are able to control your landing page more, limit the amount of text, and optimize for conversions. Nonetheless, it is still worth buying sites who already have your audience.

Hack #20: Quizzes collect more leads than lead forms

Most people collect leads by asking people to fill out lead forms. It’s not as effective as collecting leads through quizzes.

Here is a good example of this.

When I converted my lead form pages into a quiz, I increased my lead count by 281%.

If you don’t know how to create a lead generation quiz, you can always use tools like Lead Quizzes.

Hack #21: Tools generate more traffic than content marketing

The upfront cost is higher, but the long-term cost is significantly less.

For example, when I created the SEO Analyzer I put in around $25,000 in money and another $1,800 each month for hosting, but it consistently brings in 73,201 visitors a month.

Ubersuggest costs me more, but it brings in 492,394 visitors a month.

In general, tools are easier to maintain and are more affordable in the long run for how many visitors they generate.

Hack #22: Send paid traffic to content first

Marketing is like dating. You can’t expect to send cold traffic to a product or service and expect people to buy a high-ticket item.

You’ll find that paid advertising is much more effective and affordable for selling high ticket items if you send people to an educational piece of content such as a blog post. And then remarketing those visitors and then driving them to your product or service.

In the long run, this is cheaper if you are selling products for above $500 and it is more effective as paid ads to content are cheaper than paid ads to landing pages.

Hack #23: Facebook Info and Ads

Are you struggling to run Facebook Ads that convert and are profitable when you know your competitors are crushing it on Facebook? Well, struggle no more.

Go to your competitor’s fan page and in the left navigation bar click on “info and ads.” This will show you all of the ads that your competition is currently running.

Now when you create Facebook ads, start off by running similar ads to your competition. This will give you the best shot at success.

Hack #24: Respond to comments with a question

As I broke down in hack number 9, Facebook loves comments.

Another simple hack, which works for Facebook and every other social network, is to respond to comments answering their question and of course also asking another question.

This keeps the momentum going and it causes a portion of the people who left a comment to come back and leave another comment.

By doing this on Facebook, Instagram, YouTube, and LinkedIn, you will find yourself getting more reach for every single thing you share on each of those networks.

I know this hack sounds dumb, but it works really well and no one leverages it.

Hack #25: Don’t forget about the AMP framework

No one talks about Google’s AMP framework, but it is a simple way to get more mobile traffic.

If you are targeting traffic from the United States or even most parts of Europe like the UK or Germany, the AMP framework won’t give you a lift in traffic.

But if you are also targeting international markets where their infrastructure isn’t as great, AMP framework will give you a boost in search traffic.

For example, when I rolled out the AMP pages in Brazil, I got a 28% increase in mobile search traffic.

For markets where their infrastructure isn’t as developed and people rely on mobile devices, enabling the AMP framework will typically give you a 20 to 30% boost in mobile search traffic for those regions.

Hack #26: Webinars are the best way to sell ebooks and courses

If you want to monetize your blog, the best way is usually selling ebooks and courses. But driving people to a sales page to sell an ebook isn’t too effective.

Instead, if you create a webinar and then sell a $497 or $997 ebook/course, it is much more effective.

It’s so effective, in fact, that I am able to get 3.6 sales for every 100 webinar registrations. This video will teach you how to do it step-by-step.

Hack #27: Order bumps don’t hurt conversions, they help increase revenue

On your checkout page, you don’t just want people to buy, you want them to spend more money.

The easiest way to generate more revenue from each customer, without reducing your conversion rate, is order bumps.

As long as you make your order bump a really good deal, it can typically add $5 to $15 to every purchase on average.

If you don’t have an order bump, you should create one right away.

Hack #28: Share your content over and over again

You spend all of this time writing content, but then you spend very little time promoting it.

What most people do is write content and then share it on all of their social profiles. A few people send out email blasts notifying people about their content, which you should also do.

But if you want to double your social traffic, what I do is share the same piece of content 6 times throughout the next 12 months. In other words, retweet that content 6 times. Share the same post on LinkedIn a few times over the next 12 months.

As for Facebook, sharing the same URL over and over again doesn’t work, but the other social networks are fine with this.

This one simple hack has doubled the amount of traffic I get from social sites on a monthly basis. Best of all, no one really complains as the majority of your social connects won’t see the content the first time you post it.

Conclusion

I know some of the hacks I mentioned above seem simple, but they work. And if I had to bet you a dollar, you don’t do most of those “simple” hacks.

No matter what vertical you are marketing in, it’s competitive. You aren’t going to find one hack that’ll drastically increase your traffic. You’ll find that you need to do a lot of little things.

But don’t take them for granted because all of those little things add up to a massive amount of traffic over time.

What other hacks do you leverage to increase traffic and sales?

The post My Secret Playbook: 28 Hacks Guaranteed to Grow Your Traffic and Sales appeared first on Neil Patel.

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Facebook Ad Lessons I Learned That Will Help You Run Better Ad Campaigns in 2019

sourced from: https://www.digitalmarketer.com/blog/best-facebook-ads/

For the past several years, I’ve taken a moment every December to reflect on what I’d learned about Facebook ads that year. I’ve turned those thoughts into blog posts, in hopes that these lessons help guide YOU in the New Year.

This is the FIFTH edition of this post (scroll below to see my thoughts from previous years), and it’s so interesting to scroll through and see how quickly things change over such a short period of time.

I’m grateful that we work in an industry that changes so quickly and keeps us on our toes… how boring would it be otherwise!? 

This year brought new lessons for me as I branched out on my own and started media buying for clients. I’ve learned A LOT.

I tested a ton of stuff. Some of it worked, some of it didn’t. I was fortunate to work in many different markets, promoting an array of products.

I also really paid attention to how Facebook changed over the course of 2018, especially in reaction to the Cambridge Analytica scandal…

Changes on the Facebook Front

The Cambridge Analytica situation changed Facebook. It created a narrative among the general public that Facebook may not be safe, and in order to gain that trust back, Facebook had to make some changes… changes that provided a safer and better experience for Facebook users.

(RELATED: Perpetual Traffic Episode 144: Why This is Still the Best Time to Be a Facebook Marketer (Plus… Insights from Facebook’s NYC Office))

We, marketers, felt these changes pretty strongly.

Facebook is changing every single day in efforts to provide a healthier and more productive experience for users.

There were small changes, like the removal of some targeting options and custom audience size.

But we also saw large changes. Nothing that was publicly “announced” by Facebook, but changes that most of us as advertisers experienced. Certain strategies that used to work in 2017 quit working. Ad costs also rose for a lot of marketers.

This year, I heard, “I just can’t get Facebook to work!” from all of you at least a few times a week—and I get it.

But, what I’ve learned is that it’s not that Facebook isn’t “working.” It’s that Facebook is changing every single day in efforts to provide a healthier and more productive experience for users.

It’s also what I hope every business is doing… constantly improving their product or service for the betterment of their customers.

And as Facebook evolves, we as marketers must too. So, how do we do that? What should we focus on in 2019? Let me explain…

As marketers, we sometimes forget that Facebook is a social media platform. It’s a mirror. It reflects whatever messages we are putting into the platform.

We control what we post AND the posts we see based on what we engage with.

The platform is literally built to give you more of what you want, and this can be used for good or bad.

Facebook wants you to perpetuate GOODNESS on its platform. It’s that simple. They’re a company rich in values.

As advertisers, if we are perpetuating negativity OR not starting a conversation at all, Facebook isn’t going to spread our message (aka show our ads).

Facebook wants you to perpetuate GOODNESS on it’s platform.

Over the last year, we’ve seen a huge shift in Facebook showing more ads that use positive language, positive imagery, and are helpful to the end user, rather than feeding off of their fears, insecurities, or promising unobtainable end results.

But why did things change so quickly? Simply, Facebook didn’t have to enforce their values as strongly until the aftermaths of the 2016 election and the Cambridge Analytica scandal.

In the spring of 2018, Facebook was receiving heat from the government and general public. Because the media positioned the scandal as a “data leak,” Facebook lost trust from some of its users. The public threatened to abandon the platform. The entire company fell under intense scrutiny.

Facebook had to respond and prove to the public that it was taking action to make sure this never happened again.

Luckily, Facebook already had a method for measuring the experience advertisers were providing consumers through their ads.

Way back in 2015, they released the relevance score. A score from 1–10 that indicates how well an ad relates to the interests and needs of the target audience.

It’s unknown exactly how the relevance score is calculated, but I know it consists of click-through rate, post engagement, negative feedback, positive feedback, conversion rate, and more.

The higher the relevance score, the lower the ad costs. This has been proven again and again. Whenever I’m experiencing high ad costs, it almost always correlates to a relevance score lower than 5.

Relevance score was the first indication that Facebook was optimizing their ad platform for social proof and consumer satisfaction.

It makes sense, too.

The more end users (humans with a free Facebook account) enjoy the posts they see on Facebook, the longer they’re going to spend on the platform, and the more revenue Facebook collects in ad dollars.

Social Proof as a Solution

Social proof is what will save you on Facebook in 2019.

This is the most important takeaway from this article.

Social proof is what matters on Facebook in 2019.

It matters more than ever.

In March of this year, I brought on a client that sells Christian products. Over the summer, I watched ad costs rise in every one of my client accounts (mostly e-commerce), except for this client.

Why?

Because they have social support. The message that this company conveys in its ads is not only liked by the market, but it’s also supported, and the market wants to show their support.

Our most engaging ad from this year has 100k shares. The cost per click is only 11 cents. I haven’t seen ad costs like this since 2013.

Each of the last 3 months, I’ve launched a new FB ad campaign for this client. I have 4 ads in each ad set. Two of them are existing ads that have significant social proof (50k+ shares each) and 2 ads are brand new. The 2 existing ads have outperformed the 2 brand-new ads all 3 months!

Social proof is what matters on Facebook in 2019.

So, what does this mean for you??

Your ads need to ignite something in your audience. They should make your audience FEEL something so strongly that they have no choice but to react, comment, or to share your ad.

The days of direct-response ads that list the features and benefits of a product without relating to the audience are over. Facebook doesn’t have to and won’t show boring ads.

Even if you’re selling a product that feels “boring” or that’s hard to create a community around, there is hope. Tell a story. Make people laugh.

I have a client who sells daily planners. At first, I was worried about our ability to generate social proof because it was such a commodity product.

I found some amazing customer stories of how this planner had changed the lives of a few individuals and used their stories and photos as my ad copy and creative. It worked like a charm because other humans on Facebook related to these stories and felt compelled to share theirs in the comments, too.

Tell a story. Make people laugh.

Using motivational ad copy to excite your market generates social proof, too. People respond well to motivation and they’ll want to share the message with their friends.

So when you sit down to write ad copy, think about what this market would respond to. What could you put in front of them that they’d want to share, comment on, or react to? This is the key to Facebook success in 2019.

But there’s more.  Facebook cares about more than just the relevance of your ad. The ad is just the first step.

Following Through on Your Promise

Facebook cares about the ENTIRE consumer experience.

This means everything from clicking on the ad to purchasing and receiving the product.

If someone clicks on a Facebook ad and purchases a t-shirt, but never receives it, that’s a bad look for Facebook, even if they weren’t the one facilitating the purchase.

Facebook cares about the entire customer experience.

They’re putting measures in place to ensure businesses’ aren’t just great advertisers, but that they can also deliver.

This is why Facebook’s starting to take into account the reviews on fan pages into the success of that brand’s ad campaigns.

They’re also starting to ask consumers to rate their shopping experience with brands post-purchase, and using that information to judge the reach and costs of ad campaigns.

It’s obvious that Facebook cares about the entire customer experience. So make sure you’re providing that in 2019 and you’ll be just fine.

It’s important to think about the experience you’re providing AFTER someone clicks on your ad, too. This is important to Facebook. It’s essential to look at things like page-load speed, and the mobile experience you’re providing.

It’s why Facebook Messenger will become even more essential in 2019. Users already understand how to navigate the platform and Facebook likes that you’re keeping people in their ecosystem.

(RELATED: Facebook Messenger Ads: How to Use Them in Your Business)

It’s also why Instant Experiences will be huge in 2019. Formally known as Canvas ads, Instant Experiences are “a mobile ad solution that brings brands and products to life in a full-screen, post-click experience that loads almost instantly from ads in Facebook and Instagram feeds.”

Basically, you can build a simple landing page that summarizes your offer. Consumers don’t have to digest your entire website to make a purchasing decision.

The name of the game is social proof and user experience. And most important of all, remember that humans are on the other side of the keyboard, and you will succeed.

Hopefully, this look back over the last year helps you, and you aren’t worried about the rising ad costs and “difficulty” of Facebook advertising as we go into 2019.

And if you want to read about what I have learned in previous years of working with Facebook ads, just keep reading! It can be really helpful to see the big picture of how paid traffic has changed over the years.

(NOTE: Want the Ultimate Facebook Ad Template Library? Copy and paste these 7 proven Facebook ad campaigns to create low-cost, high-converting ads on demand. Get them here.)

4 Lessons Learned from Running 1,573 Facebook Ad Campaigns in 4 Years

Here are 4 lessons I learned in 2017 (that I wish I had known long before).

1. Understand That Scaling Paid Traffic Campaigns Involves More Than Just Increasing Your Budget

When most people think about scaling a paid traffic campaign, they imagine increasing the budget and, in return, proportionally receiving the same results.

For example, imagine you were spending $100 a day on a campaign and generating 50 leads for $2 a lead. Most people would expect to increase the budget to $200 a day and in return receive 100 leads for $2 a lead.

Unfortunately, most of the time, that’s not how media buying works. Especially on Facebook.

By increasing the budget, you are asking the platform to show your ad to more people.

Platforms like Facebook and Google have algorithms that factor in…

Your budget
Your targeting
Your desired end result

…and much more.

All to help you get the best results possible (and to create the best experience for the end user).

(RELATED: The Ad Grid: How to Build Traffic Campaigns that Convert Higher and Scale Faster)

Just because you feed the machine more money does not mean that they can guarantee more of the same results.

Especially if you’re targeting a smaller audience.

There may not be many more “qualified” people left for Facebook to show the ad to. People who are most likely to take the action you desire.

Remember that we are advertising to humans, not robots, and that your target audience can be easily and quickly saturated.

Just because you’re willing to invest more money does not mean that there are more people in the audience you’re targeting that are wanting to take your desired action based off of the messaging and selling system you’re using.

Facebook and Google are not money machines that you can predictably put a dollar into get a dollar back at ANY scale of budget.

I call increasing your ad budget vertical scaling.

It’s usually the only type of “scaling” that media buyers use… but I feel it’s the least predictable.

Of course, I still increase the budget of campaigns that are working, but I also scale media by horizontal scaling, which involves showing your ad(s) to more people in your market in different ways. Such as:

Testing new ad copy variations or “hooks
Introducing new offers and selling systems
Scaling out to other people in your target market via new targeting

If you think of your target market like a pond of fish…

…and you’re only using one hook, one selling system, and one way of targeting, then you’re only resonating with a small, small part of your market… like this:

You can scale “horizontally” and achieve greater volume of results by…

Testing New Hooks For Your Ad Copy: Maybe the ad that’s working for you addresses a pain point your market is experiencing. Try new copy variations that speak to feelings, status, or tell a story. These variations will attract different TYPES of people in your market.
Creating New Funnels And Entry Point Offers: At DigitalMarketer, we have different Lead Magnets, from the Facebook Ad Templates to Blog Post Templates. These different offers allow me to scale my customer acquisition efforts because they cover different topics that will resonate with certain parts of our audience. They’re also different “styles” of funnels. For example, a Lead Magnet PDF download versus a video course—these appeal to different types of people based off of how they like to learn. New funnels give you more ammunition for traffic, so you can “gobble up” as much of the market as possible.
Finding New Targeting Options: Whenever I find an audience that’s working, I always try to find more audiences that are most like that one for scale. This could include creating lookalike audiences on Facebook or finding more interests similar to the ones that are working. Scaling horizontally means showing your ad to new people who you aren’t already targeting.

Just to recap, there’s nothing wrong with vertical scaling and increasing your budget to get more results.

But this shouldn’t be the only scaling you do. Focus on horizontal scaling to really see a huge growth in your business next year.

2. Change the Way You Describe and Research Your Target Marke

When asked, most marketers or business owners would describe their audience as….

Women who live in Manhattan
Teens between 16–18
Young professionals making $40,000–$49,999 annually

…and so on.

As humans, we are taught to describe people by generic demographic information… age, gender, income, etc.

As marketers, we have access to WAY too much data to be that generic in 2018.

Instead, describe your avatar based on their INTERESTS and INTENT.

For example…

Interested in canning peaches
Read Rich Dad, Poor Dad
Needs a new car
Wants straight teeth
Attended SXSW
Is the Director of Marketing at a tech company
Fan of David Bowie

Really get into the mind of your avatar. What do they read? What do they buy? Who is this person… way beyond any generic demographic information?

This will allow you to be very specific in your targeting…

To target people who are AVID in your market via what they’re interested in on Facebook.

To target people who are searching Google about a specific problem they’re experiencing that you happen to solve.

It’s also important to think of triggering events that may lead someone to the purchase of your product, especially if you’re selling more of a commodity. Triggering events are things like:

Job change
Birth of child
Marriage
Divorce
Major system/utility failure (AC in Summer or CRM for business)
Holidays
Graduation
Aging

Triggering events create windows of opportunity where your prospect is far more likely to act. Triggering events can help you decide on your targeting within an ad platform.

Let’s say, for example, we were selling suits…

What are triggering events that could lead someone to buy a suit?

Graduation
Entering the workforce
Young professionals who need a new wardrobe
20–30 somethings who are in “wedding” seasons
Promotion to a new job that requires more business travel

The most important part of targeting your audience on a platform is to really understand them as a person.

Research your market…

Go to events they attend
Read online forums where they’re having conversations
Read Amazon reviews of products in your market

Get into the mind of your consumer and you will never have trouble with targeting again.

3. Put More Thought into Your Creatives

I believe that now, and especially as we go into 2018, the look and feel of the images or videos you use in your advertising are more important than ever.

Your ad creative should act in 2 ways…

As a visual representation of your hook, whatever message you’re wanting to portray to the end user
A trust-building mechanism with your brand

Consumers expect things on the internet to look high end in 2018.

Invest in graphics and videos that look as good as you know your brand and product are. But, also make sure you’re putting thought into your creatives and that you aren’t using irrelevant images like cats or women to catch someone’s attention.

The goal of your ad is more than to catch someone’s attention. It’s to catch the right person’s attention, portray a message to them, and then, if it’s relevant to the end user, they will take action.

Here are great examples of ads who’s creative really reflect the message:

What message are you trying to get across in your ad? How can you create a visual representation of that message?

It’s more important than ever!

(RELATED: [DOWNLOAD] Use This 6-Point Facebook Ad Design Checklist Before Launching Your Next Campaign (…and draw inspiration from 20 critiqued ads!))

4. Realize That Nothing Ever Really Changes but the Medium

The biggest lesson I’ve learned over the past 4 years is that nothing really ever changes about marketing except the medium.

Quit chasing shiny objects!

Study and practice to become a darn good marketer. You will transcend the passing of time.

I love this quote from Roy H. Williams on this subject…

“Five minutes in an old book quickly reveals that most of what is being sold today as new insights into human behavior is merely the rediscovery of knowledge we have had for centuries.”

We are standing on the shoulders of giants who have been marketing to humans for hundreds of years… we just have new technology and mediums to deliver our marketing through.

On the same hand, you must keep up with the new mediums.

What will be the “next big traffic source?”

Wherever the most people are aggregated. If a platform has a ton of users and has a way to collect data on said users, it becomes a gold mine for marketers.

That’s why Facebook messenger marketing is the future of advertising.

(RELATED: Facebook Messenger Ads: How to Use Them in Your Business)

With over 2+ billion active monthly users and a ton of data from the Facebook platform, Messenger will become an even more important traffic and acquisition source for brands.

But, never forget, we are always selling to humans.

Craft an appealing offer, articulate the benefits (in different ways, to appeal to different types of humans), put those messages in front of the right people, and you will win in 2018!

(NOTE: Want the Ultimate Facebook Ad Template Library? Copy and paste these 7 proven Facebook ad campaigns to create low-cost, high-converting ads on demand. Get them here.)

Don’t stop there!
Read Our 7 Lessons Learned from Running 440 Facebook Ad Campaigns in 2016
1. Link Ad to Lead Magnet #1

As you can see from last year’s list of best-performing campaigns (specifically #8 & #9 below), campaigns to Lead Magnets work really, really well for us.

They’re the bread and butter of our business. They’re the way we build our email list. They’re the way we acquire customers.

Website conversion campaigns that optimize for lead generation accounted for 50% of our media spend in 2016.

We’ve found that in one year’s time, we really only need two great Lead Magnet campaigns to grow the business at a rapid rate.

In May of this year, we spent a ton of time creating brand new campaigns for our Facebook Ad Template Lead Magnet using the Ad Grid strategy.

After running a ton of tests, this was the winner.

This ad works for many reasons. As we teach in the Ad Grid, the image really portrays the marketing message.

Not only does the image stand out in the newsfeed, it’s also RELEVANT. We’re really playing off of the word “library” and the design elements help the prospect conceptualize the meaning of the ad quickly.

The copy makes the resource feel like something you can’t pass up. Anyone interested in traffic loves swipe files and seeing what’s worked for others (that’s why you’re reading this post), so that’s why we lead with the line about compiling our highest performing ads.

By saying that these ads have generated 400,000 leads and millions in revenue, we’re really layering on the proof and authority.

The call-to-action (CTA) is subtle yet enticing. Instead of telling prospects to “click here,” we’re using language that helps them visualize themselves actually using the resource by encouraging them to “scroll through” the library and “get inspiration for your very own ads.”

This campaign alone produced 83,285 leads at $3.26 a piece. 

2. Link ad to Lead Magnet #2

As I said above, website conversion campaigns that optimize for lead generation accounted for 50% of our media spend in 2016.

Our second best lead generation campaign promoted our Customer Avatar Worksheet using the Ad Grid strategy.

After running a ton of tests, this was the winner.

This ad resembles the iconic Brady Bunch image. Anytime you can replicate something that’s worked in pop culture (without violating copyright) absolutely do so. No need to start from scratch.

(We also tried a version of the Guess Who? game but it didn’t convert as well):

The Brady Bunch-like campaign worked for a multitude of reasons. First off, the ad image is very eye catching and again portrays the marketing message. We used different people in the image to play on the word “customer.”

The first line of copy is educational—which is working better and better now that Facebook’s relevance score is so important to the platform. This line of copy also highlights the importance of defining your customer avatar, which makes downloading this Lead Magnet feel even more essential.

Like the last ad, the CTA is subtle (not using “click here”) yet powerful for the user. They imagine themselves actually using the worksheet to gain clarity on who they’re marketing to.

This campaign alone produced 33,062 leads in the last 3 months. 

3. Lead Ad for Sales Team

In 2016, we had a lot of success with lead ads.

In 2015 (right after lead ads were released), I wrote a blog post about lead ads and how they weren’t performing as well as website conversion campaigns. 

I did note that lead ads would be effective if used in certain situations.

The issue with lead ads is that once a user submits their information, they’re not forced to visit your site. So, if you’re running a traditional acquisition funnel, you would have trouble generating those immediate sales needed to offset traffic costs.

But, if you’re in a situation where you JUST need someone’s contact information—lead ads are awesome.

In 2016, we built our very first sales team here at DigitalMarketer. This meant that we needed to alter our traffic strategy a bit.

Instead of needing to make all of our sales online, a chunk of our sales started happening via 1v1 conversations on the phone, email, Facebook Messenger, etc.

Lead ads allowed us to generate high-quality leads for our sales team.

This particular campaign is called “The Modern Marketing Growth Plan.” Prospects see this ad in their newsfeed:

Upon clicking, the form appears (pre-populated!):

As soon as someone submits their information, the sales team is notified and this person is contacted. If they’re qualified (have a big enough team) the prospect is asked to schedule a time for a consultative call to help structure their marketing team.

If they aren’t qualified, they are sent to a web page to download the plan and then have the opportunity to purchase HQ online.

Lead ads have been very effective for driving leads to our sales team. If you have a need to acquire contact information with no expectation of purchase on the following page, definitely give these a shot.

4. Link Ad to 6-Week Class

One of our best campaigns of 2016 involved getting people to sign up for our free, 6-week class called Double Your Sales.

We ran traffic to this offer in 2015 with a lot of success. But, in 2016, we made a simple tweak to the copy that decreased our lead cost by 30%.

Here’s the ad we ran in 2015:

And here’s the ad we ran in 2016:

The ads are almost identical with only a few tweaks to the copy.

Can you see what is different?

The second ad (the high performer) spoke directly to the prospect. It CHALLENGED them to double their business in 6 weeks… it even asked them if they were UP for it!

The first ad was all about US! It’s okay to use “we” or “I” in ads, especially when establishing credibility, but if you can find a way to make your ads about the prospect, and especially if you can find a way to challenge or get them excited, you will see higher conversion rates.

If you want to learn how we structured this campaign, read this post.

We were able to decrease lead cost in this campaign by 30% in 2016 vs. 2015. 

5. Retargeting (Scarcity) Ads for an Event

So, this was a pretty fun campaign to create and execute.

The purpose of this campaign was to retarget people who had visited the Traffic & Conversion Summit website but who hadn’t purchased a ticket.

There are a few price points for the event and the price increases as time passes.

About 3 weeks before the price was increased from $995 to $1495 we started running this ad:

A week before the price increased we switched to this ad and ramped up the budget:

This worked really, really, really well!!

I believe there are a few reasons for this.

First off, scarcity is always your friend as a marketer. Psychologically, people will buy things because they realize in the future they may no longer be available.

With a live event, you have real scarcity. There are only so many seats to sell and the price will increase by $500 on a certain date. If you don’t buy before that date, you will pay more later. Plain and simple.

I also believe this worked because it plays off of “fear” that everyone with an iPhone already has. Especially if you have an emotional attachment to technology, the red battery icon on your phone can literally initiate fearful emotions.

Now, I’m not saying we were trying to ruin anyone’s day—but, again aligning your hook/image with something that people are familiar with in a culture works well. They already know what the image means. You don’t have to explain it.

If you want to learn more about using paid traffic to sell tickets to events, read this post.

This campaign had a 240% ROI. 

6. Facebook Messenger Campaign

Facebook released Messenger ads in 2016. In short, we’re really excited about this.

“Messenger” is now a destination for Facebook ads. So, instead of sending traffic to your website, you can tell Facebook that you actually want your ad to open in a Facebook message.

This allows you to have 1v1 conversations with prospects and customers.

Then, once someone has messaged your page, Facebook and other tools (like ManyChat.com) allow you to send broadcast messages to the list of people who have messaged your page.

We are seeing open rates as high as 90% for those broadcasts. It’s nuts.

The goal of our first Facebook messenger campaign was to generate conversations for our sales team (with the hope that the conversations would lead to sales).

We targeted our email subscribers and asked if they had questions about our product and how we could help them:

2 members of our sales team were there to field questions and help people decide which DigitalMarketer product would be best for their business.

We were able to generate 300 conversations for only $800. We saw a 500% ROI on our first messenger campaign.

This worked well because the questions posed in the ad were relevant to the audience.

Since these people are on our email list, they know who we are. They probably even know what we sell. Asking if they had questions about how we could double their business or if they had questions about our products just makes sense.

If we ran this same ad to cold traffic it may not have done so well.

Why? 

If you’ve never heard of DigitalMarketer, you wouldn’t know what products we sell, or it’s possible that you don’t own or have the immediate need of doubling a business.

The key to Messenger moving forward is to use it to pull levers that will make the biggest difference in your business, especially if you don’t have a lot of human capital to actually man the chat.

Retarget people who visited an order for but didn’t buy. Retarget your best people to see if you can move them further down your Customer Journey. Use this opportunity to try and overcome any barriers to the sale.

This is a HUGE win for 2016, and we’re currently running a ton of Messenger tests that we will share with you guys later.

7. Blog Post to Cold Traffic

Last, but not least, I wanted to share our best Facebook campaign to cold traffic. The purpose of this campaign was to get people who had never heard of us before to consume our content.

This allows us to build credibility, pixel visitors (so that we can retarget them later), and to give value first.

This post was one of the top 6 most visited on our blog for 2016…

We ran this campaign to digital marketing professionals. People who work or want to work for others in the field of marketing.

One reason this ad worked so well is because of the copy. The opening line really grabs this audience’s attention with, “want the secret to future-proofing your career?”

What professional doesn’t!?

The copy leads the reader to realize how important marketing skills are to the career of your dreams.

(NOTE: Want the Ultimate Facebook Ad Template Library? Copy and paste these 7 proven Facebook ad campaigns to create low-cost, high-converting ads on demand. Get them here.)

But don’t stop there!
Check Out the 7 Lessons We Learned in 2015…
1. Newsfeed Ad to a Lead Magnet #1

Ah, The Ultimate Social Media Swipe File… our highest performing Lead Magnet of all time. It also happens to be the first Lead Magnet we ever ran to cold media here at DigitalMarketer.

You’ll notice that The Ultimate Social Media Swipe File made it onto this list last year (#9 below) which is a testament to having a good offer. Once you create a solid Lead Magnet, it can benefit you for (literally) many years to come.

The Ultimate Social Media Swipe File campaign from 2014 finally tired out.

This was the 2014 version of this ad…

But, we knew this offer still had life.

In July of 2015, we created completely new ad campaigns for the offer.

Here is the highest performing ad from those campaigns…

You’ll notice we refreshed the copy and images.

We wanted to scale this offer to an even broader market than before, so we went with the newspaper theme because someone outside of “online marketing” would still understand a “headline” in reference to a newspaper.

We tested these images with color variations and the black and white outperformed all the rest.

The copy works for a few reasons…

We lead with a CTA to “copy and paste.” Using the words copy and paste also express the ease of using these headlines
“72” creates specificity and shows the abundance of headlines they’ll receive
“Get more clicks” speaks to the end result of using the headlines
“Facebook, Twitter, and your own blog” helps to explain the application of the headlines so that the end user doesn’t have to even wonder WHERE they would use these headlines

In 2014, The Ultimate Social Swipe Campaign produced 33,000+ leads for the business. At that time, it was our highest performing advertising campaign to date.

In 2015, our new ad campaigns for this offer (went live July 21st, 2015) has generated 72,033 leads in 2015 alone. (That’s more than double last year)!

2. Newsfeed Ad to Lead Magnet #2

The second ad on our list for 2015 is for our 60 Second Blog Plan Lead Magnet.

This Lead Magnet appeals to bloggers and content marketers.

Notice the ENGAGEMENT on this ad! When you have high positive engagement on an ad (likes, shares, comments) it helps increase your Facebook relevance score. When your relevance score is high, you pay less and your ad is more likely to be shown to your target audience.

Why was this ad successful?

We really, really thought about our target market here.

The ad image looks like the WordPress admin panel, which would immediately appeal to most content marketers. This is what we used to catch their eye. We also tied the “60-second” aspect of the offer into the image with the clock.

A major pain point for content marketers is having the TIME to create all of the content needed. We really played on that “hook” with this ad.

In terms of the copy, this worked because we used language like…

“YOU can create a Blog Content Plan.”
“60 seconds or less by filling in these 5 simple blanks” was used to highlight the speed and simplicity.
“YES, IT’S REALLY THAT SIMPLE” was added to help overcome any objections and add some brand voice to the piece.

This ad campaign produced 68,830 leads for DigitalMarketer in 2015.

3. Retargeting with a Video Ad

Facebook added video ads to their platform in 2015… and what a blessing they’ve been.

There’s so much more that can be said in a video ad than in an image, and if used correctly video ads can not only work to cold traffic but also for retargeting.

The beauty of Facebook videos ads is that you can now create website custom audiences of people who watch the video and retarget them with other ad campaigns (perfect for cold traffic).

You can also use video ads to retarget people who have visited your site or visited certain pages on your site.

That’s exactly what we did with the ad above.

We hold an annual event called Traffic & Conversion Summit. The above ad was used to retarget people who had visited the sales page to buy tickets but didn’t actually buy.

Ryan Deiss (our Co-Founder and CEO) shot a quick video that said something like this…

“Hey there (arms waving), before you go, if you’re watching me right now it’s because you’ve heard of Traffic & Conversion Summit — XX discount is about to end, if this video is here then the offer is still active, BUT — you have to get it now!”

There was incredible ad scent here because the sales page for the event features a video of Ryan.

So, we thought that seeing a retargeting ad with Ryan speaking to them again would definitely make them stop in their newsfeed.

We were right.

This campaign had a 3,858% ROI!

The best part? It only took 20 minutes to shoot the video, upload it, and set up this retargeting ad.

This was VERY low hanging fruit… retargeting is simple to set up and you’re leaving a lot of money on the table if you aren’t following up with your prospects and customers.

4. Newsfeed Ad to Blog Content

This ad was to cold traffic (people who were not connected to DigitalMarketer in any way).

We sent traffic to a blog post first to introduce ourselves to the audience, give value first, and to “pixel” people who clicked so we could retarget them with a relevant offer.

The copy for this ad is lengthy… which we recommend for any ads you’re using to send traffic to content.

It shows the end user that you’re going to provide value. Because they’ve never heard of you before, you need to really explain yourself and give them a reason to click.

You’re investing money INTO the relationship bank with your prospects by giving them value first BEFORE asking them to give you their contact information or buy something.

Revealing the formula in the ad copy creates curiosity to get people to click.

We use the verbage “Your business” to qualify the audience. We want people who own businesses to click.

The promise of the ad is incredible… we will teach you 4 ways to double your sales. This ad shows that a good promise/offer can even outweigh a mediocre message or image.

This ad generated 50,000 clicks to the blog post in order to prime the pump for this next ad…

5. Retargeting with a Newsfeed Ad to a Mini-Class

This ad campaign was used to generate leads for Double Your Sales, a free training course we released this year in partnership with Infusionsoft.

Double Your Sales isn’t your typical “Lead Magnet.” It’s a 6-week mini-class that takes dedication and time… it is not easily consumable.

That’s why this ad looks a bit different than our normal “Lead Magnet” ad.

Notice how long the copy is. We tested 3 variations of copy for this ad campaign (one was very short) and the long copy outperformed the others every time.

Why? Because this course is more of a commitment, we really have to sell someone with the ad copy.

We not only use the promise of teaching them 6 ways to double their business, we also give specifics as to what they’ll learn each week.

The image is super engaging and plays off of the message of there being 6 ways to double your business… and the finger pressing the button makes you want to ACT and actually click the ad.

This ad campaign has produced over 20,000 leads for DigitalMarketer in 2015.

6.  Carousel Ad to Blog Content

Ah, carousel ads! Another new ad type that Facebook rolled out in 2015.

When scrolling through the newsfeed, you actually see the first image with an arrow pointing to the right that you can click on to scroll through the ad.

Carousel ads are awesome. Not only do they stand out in the newsfeed, they’re great for a couple reasons…

You can use each square to talk about a different benefit of a specific offer (all of them clicking over to the same page)
You could also use them to highlight different testimonials for your business or product and retarget people who visited your sales page but didn’t buy

In this case, we used the ad carousel ad type to promote 4 different blog posts (each square goes to a different URL).

This is the first panel…

… and this is the second panel that someone sees if they click the arrow to move the carousel…

… and the third…

… the fourth…

… and the fifth…

We ran this ad to cold traffic and allowed people to select which topic they were most interested in.

The best part of this is that because of retargeting, we were able to follow up with these people with offers that were most specific to the blog post they clicked over to.

If they clicked on the blog post about Facebook ads… we retargeted them with an ad for our Lead Magnet about Facebook ads. If they clicked on the blog post about email marketing, we retargeted them with an ad for our Lead Magnet about… you guessed it… email marketing.

This ad sent 15,000+ clicks to various blog posts.

7. Newsfeed Ad to Perpetual Product Launch

This ad sends traffic to a perpetual launch for our email marketing product called The Machine.

Last year, our ad for this product targeted people who already knew the benefit of an email list or those who had an email list.

We wanted to broaden the marketing message to take this product to a different audience. So, we developed a new campaign.

The message of the 2015 campaign boils down to…

 “the average adult receives 147 emails a day”

…and called out to business owners by asking them how they were going to stand out in the inbox.

Here’s the ad…

This new messaging was all about broadening the marketing message and it WORKED. We also use a quote (that reads like a story) in the newsfeed description that stops dead in the middle and creates curiosity.

“We can help” makes them feel like they are apart of something bigger.

The ad image appeals to most people because everyone knows what that blue email icon means and sees it daily… and having almost 5k emails in your box would stress most people out. The image is eye-catching and speaks to a pain point.

This campaign has put more than 20,000 people into a perpetual launch for our product, The Machine, and is consistently running at 80%+ ROI positive.

(NOTE: Want the Ultimate Facebook Ad Template Library? Copy and paste these 7 proven Facebook ad campaigns to create low-cost, high-converting ads on demand. Get them here.)

But don’t stop there!
Check Out the 7 Facebook Ad Lessons We Learned in 2014…
1. Newsfeed Ad to Lead Magnet #1

This ad is for our 212 Blog Post Ideas Lead Magnet.

This is 1 of our all-time best ads. It’s generated over 30,000 leads for under $2.06 a piece.

(Want to learn our optimization strategy for generating those 30,000 leads? Click here.)

Why does it work?

The Image: The image features a person (and although this is Ryan Deiss, we ran the ad to a TON of audiences who have no idea who he is).

The person is looking at you. That’s eye-catching. Any ad where a person is applicable, we suggest using them in your image. Either make sure the person is looking forward or looking towards a part of the image you want them to pay attention to.

Also, the chalk on the chalkboard is unique—we found the chalkboard on Dreamstime and photoshopped the “212 Blog Post Ideas” on there.

The Copy: “Writer’s block? Boost your content with these 212 blog post ideas, applicable to any niche.”

This ad is speaking to people who blog. With the copy, we wanted to speak to a pain point—writer’s block.

We then gave them a benefit for clicking with the “Boost your content with these 212 blog post ideas.”

Lastly, we overcame the objection that these ideas may not work for them by adding “applicable to any niche.”

2. Newsfeed Ad to Lead Magnet #2

This ad is for our Social Media Headline Swipe file. It’s the biggest ad campaign we’ve ever run on Facebook. It’s a similar ad and funnel (designed to put people into our DM Lab continuity program) to the 212 Blog Post Ideas that I covered above.

This ad has generated over 33,000 leads for an average of $1.70 a piece.

Why does it work?

The Image: This image is distinctive. From the mouse patterns in the background to the contrasting colors, it makes you want to look. It also makes you want to look without being overly obnoxious.

That’s what’s important about this image. Gone are the days of running ads with obnoxiously loud colors and arrows just for the sake of grabbing someone’s attention.

That screams, “I’m going to ask you for money if you click here!” Not that standing out isn’t still important, but—make sure your ad makes sense from a design standpoint. You can hire someone on Fiverr or oDesk or create an ad using Canva.

The Copy: “Want more clicks from your Social Media posts? Download our 72 headline swipe file.”

This ad is speaking to people who are social media managers or are interested in social media. With the copy, we wanted to speak to a pain point—no one is clicking on my posts!

We then gave them a solution… “Download our 72 headline swipe file.”

If I were to optimize this further, I would have added “applicable to any niche” as you saw in the 212 blog post ideas.

“Steal Our Swipe File” was important copy to have on the image. Telling someone to steal from you is certainly an interruption as they scroll down their newsfeed.

3. Newsfeed Ad to High-Ticket Product Lead Generation

This ad generated leads for a launch of our product called The Machine. We were giving away our email marketing game plan in exchange for email addresses.

This ad generated 7,422 conversions at $1.54 per lead.

Why does it work?

The Image: After looking at demographics for the audience of website visitors that had already hit this product’s website, I noticed that over 90% of visitors were male.

It was also late summer/early fall and football season was starting. In order to tie in with the “game plan” aspect of the offer, we went with a football field.

Tying in a theme that would relate to your target audience is a great way to relate.

The image’s color (yet still not obnoxious, see my comments on the previous ad) and the football field/formation makes you STOP, it also ties perfectly with the offer being a “game plan.”

We wanted to make sure email marketing was still tied into the theme of the image, and that’s why the “Email Marketing Game Plan” copy is on the field along with the red envelope.

The Copy: “Do you have a game plan for your Email Marketing? Don’t hit the field without one…”

This ad ran to people who were interested in email marketers, mostly males. Again, as most of our successful ads do, the copy began with a question.

This copy appeals to someone’s urge to have a plan and to be prepared.

Also, even if you do have a plan for your email marketing, you can always improve upon it…

4. Newsfeed Ad to Lead Magnet #3

This ad is part of a bigger campaign for our Gain, Logic, Fear email template campaign. We’re giving away a 3-part email series that users can copy and paste into their email service provider in exchange for their email address.

This ad has generated 4,441 leads for $1.90 a piece.

Why does it work?

The Image: What makes this ad so successful is the strategy behind it, not necessarily the image.

This image goes against the statement I made in ad #2 that people are catching on to the obnoxious colors and arrows that scream “BUY SOMETHING FROM ME”! If I were to do this over, I’d still use the text/word document screenshot but have a designer make it look more professional.

(2015 Update: As you can see in our most recent ads, we have moved WAY beyond this type of image in our ads, but this strategy still works. Just be careful that you aren’t calling out to the audience about something that is against Facebook’s ad policy such as identifying the person by name or mentioning a disease they might have. )

It shows them EXACTLY what they’re going to get and how easy it really will be to just copy and paste these templates.

But like I said, the strategy was the most important part of this campaign…

The Copy: This campaign had multiple ad sets that targeted different email service providers via interest targeting… MailChimp, Aweber, ConstantContact, Infusionsoft, Getresponse, etc.

Each ad set had different ad copy. This example shows the ad copy for GetResponse.

“Use GetResponse? Copy and paste this FREE email series into your account today.”

Replace “Use________?” with the email service provider I was targeting in each ad set and that was the copy for each of these ads…

The copy was VERY targeted and specific.

The “Copy & paste this FREE email series into your account today.” made people think:

The email series was specific to their service provider so why wouldn’t they use it
The email series is FREE, you’re not going to be asked to buy something on the landing page
This is something I can USE today… I don’t have to wait to implement or learn something and then do it. I can simply copy and paste…

Think of a way you could apply this tactic to your ads. How can I take this 1 Lead Magnet or offer and slightly alter the targeting and copy to become even more specific?

5. Retargeting Ad to a High-Dollar Product

If you’re ever selling something that is timely, that won’t always be available, you HAVE to run an ad like the 1 above.

We ran this ad to everyone who had hit The Machine website or opted in during the pre-launch of that product.

Once we were about to close registration for the class, we ran this ad for 72 hours. Boy, do people jump for things that they think are going to be gone soon…

We spent $3,196.15 on this ad and saw $211,682 in return.

That’s the most profitable 3-day ad we’ve ever run.

There isn’t much to discuss in terms of image or copy for this ad other than the ad maintained the same design/feel that we had used to introduce them to The Machine (the football field ad for example). Also, the ad was eye-catching (of course) and would have stopped them in their tracks while scrolling through Facebook.

The most important take away from this ad is the scarcity.

“The Machine is Closing! Don’t miss out…” and “We’re Closing it Down.”

6. Retargeting Ad to a Low-Dollar Product

Look familiar? This is a retargeting ad for the funnel I introduced in ad #1 above.

This ad runs to people who opt in for the 212 Blog Post Ideas Lead Magnet but don’t take us up on our $7 Tripwire offer for our 1,000 Blog Subscribers execution plan.

Why does it work?

The Image: You’ll notice that the ads are VERY SIMILAR. You want to catch their attention by showing them something that they’re familiar with, but create a bit of variation so they don’t think it’s the same ad.

You’ll also notice that second ad says “1,000 Blog Subscribers”—this is because the Tripwire teaches you how to get your first 1,000 blog subscribers.

The Copy: The most important thing to keep in mind is the copy. We use “Did life get in the way? You forgot to take advantage of this deal?.”

This is the SAME COPY we use for EVERY retargeting ad. It saves you from writing a ton of copy and it is always applicable.

It also assumes that they didn’t say “NO” the first time and there is an important psychological principle at play here.

The words “Did life get in the way?” and “You forgot…” give the prospect a reason to reconsider the offer. Because if they said “NO” to the offer—you’re asking the prospect to admit they were wrong the first time—and that isn’t easy. With this ad, we assume they didn’t have their credit card last time, their children distracted them, they went to dinner and forgot, etc.

Here’s another example of a retargeting ad, this one retargets people who opted in for the Social Swipe File (ad #2 in this blog post) but didn’t purchase the Tripwire from that funnel:

To learn more about how we dynamically retarget throughout our funnels using Facebook Website Custom Audiences, click here.

7. Facebook Offer Ad to High-Ticket Event

This is a Facebook offer. Facebook offers are a certain kind of ad for discounts, flash sales, etc. They appear differently in the news feed with a “Get Offer” Button in the bottom right-hand corner of the ad.

When they click the process is different, too. There’s a pop up that thanks them for claiming the offer, and then they’re given the link to claim the offer and it’s ALSO emailed to them!

The link that we use for the offer is always to a landing page.

For example, the ad above was 82% off tickets to T&C.

Why does it work?

Facebook offers are shared a ton and receive awesome organic reach because people want to share deals with their friends. Also, the email touch point is BIG.

The Image: This image shows a highly engaged conference. It catches people’s attention and shows them that Traffic & Conversion Summit isn’t a bore-fest.

The Copy: The copy displays the benefit… 82% off the event and also establishes credibility by says that Traffic & Conversion was recommended by Forbes, a credible source.

When used appropriately, offers are powerful Facebook advertisements.

Remember, advertising is all about placing the right message in front of the right audience.

(NOTE: Want the Ultimate Facebook Ad Template Library? Copy and paste these 7 proven Facebook ad campaigns to create low-cost, high-converting ads on demand. Get them here.)

The post Facebook Ad Lessons I Learned That Will Help You Run Better Ad Campaigns in 2019 appeared first on DigitalMarketer.