Data & The Instagram Algorithm
The Instagram algorithm is the bane of some people’s existence. And yes, it is confusing since they moved from a chronological feed. It’s important to know how to best leverage the Instagram algorithm to make sure your content is being seen!
According to Instagram, they decide to show your content based on 6 factors:
The first three are somewhat self-explanatory. Instagram shows you things based on what you’ve liked in the past. They highlight posts from people they’ve decided are close to you: people whose content you most engage with, the people who tag you, the people you DM etc. Instagram also cares about when you post. Keeping track of your analytics can give you a good idea about when the best times to post for you are.
#4 Frequency isn’t about how often you post but instead about how often interact with the app. The more often you check your Instagram feed the more likely your feed will be chronological because they are always trying to show you the newest content available. This is helpful to understand what type of Instagram users your followers are. If they don’t check the app that often, then it will be harder to have your posts seen. Building up the other 5 components to the algorithm will be all the more important.
Instagram assigns value to follower counts in a couple different ways. First, is simple: the more followers you have the more likely your posts will be highlighted in your follower’s feeds. However, they also look at your follower’s engagement levels. If you have a lot of ghost followers that don’t interact with you, then they could actually be hurting you. Another thing to consider, the more people your followers follow the more competition for space in their feed. Do your followers follow a lot of people? Understanding that can help you decide if you need to adjust where you focus your efforts.
This is how Instagram qualifies the amount of time spent on the app. The more time spent on the app, the deeper into its catalogs they have to pull from to show content. You can use this to your advantage by using hashtags or developing content that matches with the interests of Instagram’s heavy users.
What ways do you try to leverage the Instagram algorithm to work for you?
Social Media Trends – 2021
Stories take over….
In the past couple years, one platform after another has adapted a “stories” feature. LinkedIn, Spotify, and Twitter all added stories features in 2020. (Pinterest added one the day this article came out!) Stories allow consumers to see bite sized pieces of content in a way that feels authentic. A lot of marketing automation platforms don’t have stories scheduling built in yet, so it’s a good idea to take some time and plan out your strategy and figure out what way of adding stories to your content will work best for you.
Lives have been popular on just about every platform for years. With the constant increase in content available, have that instant connection with audiences will be even more valuable in 2021.
Purpose driven brands and responsible consumerism….
2020 was defiantly a year for activism and accountability. More and more consumers expect the brands they interact with to uphold their same values. Social Media is the place where you can easily share what your company believes and what you are doing to stand up for your values.
What do you hope to see on social media in 2021?
A DOOH Overview
Digital Out-Of-Home (DOOH) is a return to old school advertising, combining the classic advertising experience with new technology and programmatic ad delivery. DOOH isn’t just roadside billboards anymore, digital advertisements can found just about anywhere now, elevators, gyms, airports, public transport, office buildings etc. Why is DOOH so popular?
According to MediaPost, DOOH is likely to become a more than $26 billion industry by 2023. Why? DOOH allows marketers to tailor their advertising to location, time of day, weather and traffic conditions, and more, making its reach and engagement highly effective.
DOOH can be split into two main categories: large-format displays and digital place-based media. Large format displays are properly the main thing people think of when it comes to Digital display advertising. These displays are generally large format screens in high traffic areas such as highways and subways.
Digital place-based media are display screens located in “destinations.” These destinations are places that people are going to for a specific reason instead of just passing by.
What are the advantages of DOOH verses traditional out-of-home displays? DOOH allows marketers to update their messaging remotely and in real time. It also allows marketers to pick times of day and other factors when deciding when to show their ad.
Curious to know more about DOOH? Get in touch!
How Can You Increase Sales Volume?
We all love talking about the big sale accomplishments, the brag worthy sales. But the day-to-day is often defined, not by the amount of a sale, but by the quantity of them.
Technically, sales volume is the percent of units sold within a period of time. Companies use sales volume to see what products are selling successfully.
What are some ways to increase sales volume?
- Know your product. Do you know all the things that make your product superior to your competition? Why should a customer choose your product? What’s your elevator pitch?
- Focus on the benefits? All buyers have only one question: Does this solve my problem? They want to know that what they are receiving will benefit them and be worth the exchange of time and money.
- Sell to the right prospects. If your sales volume seems to be decreasing it may be a good time to reevaluate your target audience. It is also a good idea to get an updated a list.
- Understand your customer’s problems. What problems are your target customers trying to solve?
- Work with your marketing team. Your marketing team will be able to create content and structures to support your sales volume.
- Remember, time is money. Increasing your sales velocity or the amount of time it takes a prospect to move through your pipeline will positively impact your sales volume.
What ways have you found successful in increasing your sales volume?
The 4 Keys To Success In This Environment
We know all the ways things have changed this year. We also know how much trends ,such as relying on digital marketing channels, has sped up. It makes us wonder what we can do to survive and adapt with these changes. Here are four keys to success.
- Reinforce existing relationships. Which means reaching out and keeping in contact with existing and previous customers. Email and social channels are a great way to do this. Having up to date email and other information in your CRM is therefore, critical. Personalizing messages can help you stand out. It’s also important to figure out what channel your customers prefer to buy from you. Compare the current channels to what they preferred before this year to see the direction you should be focusing.
- Pivot to digital and drive immediate revenue. Without money coming in, it’s very hard to build a strategy for the future. Therefore, make sure your team and any tools or tech you need is ready to go.
- Acquire lower funnel customers. A lot of customers now are skipping the “passing interest” phase. They do research, find you, then buy. Making it easy for customers to find you when they are looking is important. Capitalize on lower funnel customers by knowing exactly how they got to you. One way to do that is by utilizing Pixel data. (Want more information on Pixels? Click here.)
- Position for success as this reverts back to “normal.” Have a plan. One thing to think about when building your plan is to create structures with the shifts in buying habits shift in mind. Test and experiment with different types of engagement now to see what channels to focus on on the future.
What do you think the key to successfully navigation the new marketing landscape is?
How To Make Personalized Ads Less Creepy
We all have heard the jokes about how our phones are listening. Our phones, and tablets, and watches, and computers, and smart speakers. Therefore, when we get super personalized ads it can feel a bit creepy. Like, how do they know my name? and I was literally just talking about this? So, how can we find the balance between personalized marketing and creepy personalization?
Why do we need personalized marketing in the first place? In order to stand out in this digital world, brands need to communicate with their customers in a way that shows that the brand cares about the same things their customers do. This is especially true in social media. Social media can feel like customers have 1-on-1 relationships with the brand they follow. They can build relationships that feel personal.
Here’s a few ways to make personalized marketing effective and not jarring:
- Start with the information you have about your customers. It’s difficult to know what your customers want if you don’t know who they are. Look at your 1st party data. What are your most common demographics? What are their interests? How would they most like to be communicated with?
- Use the tools available. Marketing automation platforms and CRMs can do a lot of the heavy lifting when it comes to segmenting data. Many of them are designed to help create simple, personalized messages.
- Have a well thought out plan. Do you have a mapped-out customer journey? Knowing where in their journey your customers are makes a big difference in the types of personalization that will work for them. Think about nurturing. Pay attention to the details. Make sure that the little things that can be annoying such as, getting an abandoned cart email even though you’ve already come back to purchase it, are gone.Get rid of triggers that are connected to repurchasing products commonly only purchased once. (looking at you, toilet seat.)
- Know when to walk away. Keep your data clean. If someone has never opened an email it might be a good idea to take them off your list. Their data could skew your demographics and could make understanding what personalization your active customers need difficult.
What’s the creepiest personalized advertising you’ve ever seen?
How Your Flow State Can Help Productivity
When was the last time you felt fully engaged in a task and the hours just melted away? That’s called your flow state, something that psychology researcher Mihaly Csikszentmihalyi, from Claremont Graduate University in California, identified.
Flow is simply that state of mind in which we feel and perform our best and feel at ease. We don’t have to wait for a flow state to happen — we can take steps that can allow us to access it.
Here are the 2 steps needed to tap into your flow state.
- First, you must observe yourself. For the next two weeks, observe yourself, notice what you’re doing, and look for the clues of flow: losing your sense of time or self, feeling that you’re acting with ease, gaining new insights, and having a positive feedback loop.
- Then, when you are in a state of flow, broaden your awareness: Notice and remember the activities surrounding you. Recognize what you’re physically doing and think about what you’re doing mentally.
Tell us your tips and tricks for staying productive!
Can You Use Tracking Pixels On Your Website?
We talk a lot about pixels and pixel data a lot. Pixels, also called tracking pixels or marketing pixels are integral to any marketing strategy. Why?
Pixels are little snippets of code added to a website to create an invisible 1×1 pixel graphic. The pixel graphic captures information about your site’s visitors. Information such as when they visited your website, what type of device and the browser they used, what pages they looked at and how long they stayed on each page. Unlike cookies, pixels do not rely on browsers and instead send the information they’ve collected directly to servers. They cannot be disabled in the same way as cookies and can follow visitors across devices.
There are two main types of pixels: retargeting pixels and conversion pixels. They serve different but equally valuable purposes. If you have ever seen an ad on social media after just Googling the brand, then you’ve encountered a retargeting pixel. Retargeting pixels track website behavior then put an ad for a relevant product in the path of the user. They offer instant results because of the lack of downtime between your website and the ad. Unlike retargeting pixels, conversion pixels are usually triggered after or during a purchase. They track the path to the purchase and can connect revenue to specific ads. This helps to see what ads are working.
Why do you need a pixel? They provide insight into audiences, user behavior, and ad campaigns. The data provide can be crucial to putting the right ad in front of the right consumer at the right time. As well providing valuable analytics for campaigns.
Pixels are easy to install and use. And can be used across many different platforms.
With so many benefits, it’s easy to see why so many marketers rely on pixels and their data.
Want help setting up a pixel for your site? We can help. Get in touch here.
Customer Identity in the New Normal
We all acknowledge this this year has created a new normal in marketing. (and everything.) We have learned to be adaptable and prepare for the unexpected. Digital is king and therefore, data is more important than ever. However, we also know that Google is phasing out 3rd party cookies and that iOS 14 allows users to opt out of their IDFA (identifier for advertisers.) It’s a perfect storm of conflicting advertising trends. How do follow our audiences online without being able to identify them?
So, what information do we actually need about our customers? We be able to connect our first party data to the many different advertising personas and IDs that are going to replace cookies. We also need to be able to link personas across different channels. For example, we need to know that the “John” who is currently on our website is the same “John” who is in our CRM, and not another member of “John’s” household. Being able to identify known customers will be crucial to retargeting and analytics.
In order to accomplish this, you are going to need a robust CRM to manger all your first party data. You will also need data provider that is creative and understands how to apply the data.
Pixel data is going to be even more important in identifying customers that are on your website.
Getting consent from customers to use their data is also important, because as soon as someone starts to interact with your brand you should begin to build their profile. We still have over a year before Google starts to phase out cookies, so now is the time to prepare and gather as much 1st party data as possible!
Are Digital Audio Ads Worth The Hype?
Digital Audio Ads have exploded this year. It’s estimated that advertisers will spend $3.72 billion this year on digital audio advertising. So why all the hype?
What is Digital audio advertising? It’s all the ads you get that are just sound. For example, any podcast, Spotify or Pandora ad is Digital Audio. It’s expected that Digital Audio Ads from just podcasts will surpass a BILLION dollars in 2021 and that the average American will spend nearly 90 minutes a day listening to streamed music or podcasts by 2022.
What’s the advantage of using digital audio ads? They are a great way to connect with consumers through a channel that they enjoy. Due to the nature of podcasts and audio ads, it’s easy to target consumers that are likely to be interested in your product. And it is very cost effective, because the ad only plays if they are listening to music or a podcast. Digital Audio Ads are also a great addition to omnichannel campaigns!
Do you think you could incorporate Digital Audio ads into your campaigns?