Engaging eCommerce consumers during Q1 - one of the most challenging quarters of the year - is no easy feat
With shoppers now in post-holiday hibernation and product return rates at their highest, increasing engagement and retention may seem like an uphill battle. So what’s a retailer to do when the road to a strong Q1 suddenly derails?
Tap into one of the most profitable channels for communicating with your customers: social media.
It’s no surprise that social media rules the eCommerce playground. With Facebook greeting approximately 1.37 billion global users per day, social advertising is an obvious win to maximize profit in Q1 and beyond. In fact, about 3 million businesses globally are currently dipping their toes and wallets in the Facebook ad pond. But many find themselves quickly sinking to the bottom because they fail to recognize one cardinal fact when building a successful ad campaign:
Facebook advertising will only…
26+ features for a successful Facebook social strategy
Facebook dominates social media use with an extensive base of 2 billion users who can be reached by organic or paid advertising tools and targeting options.
But, it's easy to get lost in the various tools which are available and you can be left uncertain where to start. Having a holistic Facebook marketing approach that incorporates many of Facebook's features will help shape a larger and more targeted social strategy or campaign.
Remember, you need to know what your target audience is doing on Facebook to peak their interest in your company/product/service. In Q3 of 2016, Global Web Index found that over a third of 16-64-year-olds answered that they had visited a company's page within the last month. And, over 20% stated that they had shared content (post, article, photo and video)…
Chart of the day: Most shared Facebook content 2017
Even though there isn’t one single formula for what makes content go viral on social media, it’s crucial for content creators to understand which type of content tends to work well online and therefore, should be pushed across their social channels.
Recently, BuzzSumo analyzed two billion articles and posts that were published on Facebook in 2017, and established the top content over the year. Although these viral posts can hardly ever be replicated, such analyses provide insights into viral content creation, through gaining as much positive attention, as quickly as possible, while also engaging with your audience.
In the analysis, experts at BuzzSumo found out most of the top posts that went viral were videos, with the exception of only 3 out of 20 top post. The most popular topics in video were:
How three very different brands gained social success by creating Facebook campaigns that engaged users and got them talking
In our Facebook marketing guide we share lots of examples of practical techniques for businesses to achieve their goals. We're always on the lookout for new examples to share, so we 'put our heads together' in our team to share those we liked best from this year.
We'd be interested to know which campaigns you rate from this year, please share to Facebook, Twitter or LinkedIn.
The examples we have chosen are all remarkable for getting cut-through and engagement to support the goals of the organisation. Thinking of our RACE planning framework, Facebook (and other social networks) can support all the parts of the customer lifecycle goals from achieving reach, encouraging interactions, generating conversion and customer engagement. We have chosen these three examples since they achieve these across very different categories.
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How to integrate Email and Facebook to achieve marketing success
Despite the infamous belief that email is dead, any other marketing channel is unable to boast of the tremendous 3800% ROI that email keeps bringing to those who practice this marketing channel in a proper way. Analyzing from where the rumors about the dying email usually arrive, the social media come to mind as a logical assumption.
Indeed, many may recognize the social media as a direct and more powerful competitor of email. Such a misconception is grounded in the fundamental confusion of different roles both channels play in communication with customers. Is the effective fusion instead of confusion possible in order to benefit from both marketing tools? Yes, it is definitely possible after the “labor division” of email and socials is comprehended.
Email and Facebook - not twins but brothers
Comparing email with Facebook, for instance, every marketer should clearly understand that…
Facebook video ads really could be the silver bullet that creates a huge bottom-line impact
For as long as I can remember, marketing professionals have been proclaiming that Facebook is dead. A little extreme, right? Well, continually declining reach, boosted posts and ads that deliver untargeted fans and traffic, and the need to throw big money to generate any meaningful ROI have all contributed to this frustration.
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To be fair, as social networks go, Facebook is harder to crack than some of the others. There are some Facebook marketing hacks you can test that will certainly help, including:
Tagging contributors, fans, and experts in posts to extend reach
Commenting and liking as your page, not your personal account
The use of visual…
Chart of the Day: Image and Link post contribute to a 20% decrease in engagement
Analysis of 880 million Facebook posts by brands in the last 12 months conducted by Buzzsumo has revealed that the average engagement was relatively steady in 2016. Come January, engagement started falling and didn't stop until June where we see a small increase. The post types that have seen the biggest decline are image and links post, whereas video has been able to remain consistent.
There could be many reasons why this decline has been so substantial:
The organic reach on Facebook has been falling for years with Facebook pushing brands down the route of paid promotions. The issue with this strategy is that you get lower engagement due to people seeing them as ads rather than interesting content for their favourite pages.
So much content. With an average of over 1,000 stories…
Facebook launch 'Watch' a video hub for shows and original video content [Smart Insight Alert]
The amount of video being consumed across Facebook has increased dramatically over the past couple of years. Facebook has reported that the number of videos posted per person increased by users increased by 75% in 2016. Video posts now have a 135% greater organic reach than photo posts, generating around 8 billion video views on average per day. Facebook has seen this need and created a new video platform for its users.
Facebook has introduced a hub for original video content called 'Watch'. According to Techcrunch, Watch will allow you to view personalized recommendations of live and recorded shows. You will also have access to your own 'Watchlist' where you can subscribe to updates on new episodes of your favorite shows.
How Can You Harness Facebook’s Tremendous Advertising Power?
With over two billion monthly users, Facebook can give you access to thousands or even millions of members who may be interested in your products or services. The tricky part is figuring out how to use the platform and its unique targeting features to get the best results for your budget. While some aspects of Facebook advertising are fairly straightforward, others require a bit of trial and error before you can get them just right. Fortunately, we’re going to let you in on our own insights to help you avoid some common rookie mistakes. Even if you’re a veteran Facebook advertiser, you may be guilty of making some of the errors on this list. But don’t feel bad! It can all be fixed.
Rookie Mistake #1 - You Haven’t Clearly Defined Any Goals
This may seem elementary, but many rookie Facebook advertisers jump into…
Facebook will start pushing more adverts out to users due to running out of space in news feeds
Facebook has announced that ads will be pushed out on their messenger platform. Meaning Facebook will be pushing out more ads to its users. Messenger ads have been rolled out because Facebook's chief financial officer, Dave Wehner, admitted that the company was about to hit the limit of how many ads it can get into users' News Feed.
Facebook began testing this feature last year with brands in Australia and Thailand, before fully expanding it to businesses globally. According to Techcrunch, later this month, a small percentage of users will start seeing ads in the Messenger app’s home tab. These ads will appear between the threads in your inbox, not in your conversations. By clicking the ad you will be taken to the company’s website or their Messenger chatbot.