How A Lookalike Report Helps You Increase Sales
LookALike audiences have been a go-to targeting tool for almost a decade. Even before digital marketing, marketers used current audience demographics to target potential customers. With a growing number of AI tools available, businesses of all sizes have access to LookALike targeting. How can you use a LookALike Report to increase sales?
What is a LookALike Report?
Pioneered by Facebook in 2013, a LookALike report uses common attributes and demographics of your current audience to find more customers who “look like” them. These attributes can be anything from age and location to interests and hobbies. The more commonalities between your audience the more accurate your LookALike report will be.
Although originally only a tool on social media, LookALike reports are now available on many different types of platforms. For example, we often build LookALike reports with raw CRM data.
How to Maximize Your Report to Increase Sales
As great as it would be to dump all your current audience information into a LookALike report and get back a list of new customers, it usually takes a more finesse than that. Here’s 5 tips and tricks to take out some of the guess work.
#1 Define Your Audience
The goals of LookALike reports can be different so it’s important to start with the right data seeds or source audience. Since LookALike reports are based on the data you input, it really important that the data you start out with is accurate and will accomplish what you want. For example, do you want to find new customers that are like all your customers or like your best current customers?
The amount of data you can use to start with varies greatly. Facebook recommends anywhere between 1,000 and 50,000 people. Although they do say that starting with “a larger audience increases your potential reach but reduces the level of similarity between the Lookalike Audience and source audience.” Those differences between your source data and LookALike audience could be the difference between a sale or not.
Where can you get source data? Here’s three different source audiences:
- CRM Data
Seeds defined by existing CRM data match lookalike audiences with information gathered from existing customers, such as email, physical addresses, and phone numbers. However, this data is usually too broad and needs to be narrowed down to create an accurate base for a LookALike report.
- Social Media Engagement Data
Data from social media audience can also be used as a seed that a LookALike report is based on. This data is usually based on characteristics like page views and likes.
- Conversion Data
Source data based on conversion data are usually your “best customer” seeds. These are customers who have already competed and action with your business.
#2 Get Used to Segmenting Your Data
Building out your LookALike report will be a lot easier when you have a specific product or audience segment in mind. Knowing what you want to use this new audience data for will help you pick the right demographics to target. This is where audience segmenting comes in. Finding the right demographics will be easier if you already have your audience data organized or tagged by demographics.
#3 Connect Your LookALike Goals to Your Marketing Goals
Targeting using a LookALike audience can give you a higher ROI and help you reach your marketing targets. For example, if your company has found that you get higher engagements on mobile devices, you can build a LookALike report from those people. By targeting those people, you can direct your marketing efforts towards the audience most likely to help you reach your goals.
#4 Target and Retarget and Retarget
Targeting the right audience is effective, retargeting adds even more. Using a LookALike audience in a retargeting campaign adds to specific information gathered in the initial campaign. And since retargeting uses a lot of the same principles as building a LookALike audience, they go hand in hand.
#5 Switch Up Your Platforms
Facebook isn’t the only platform that supports LookALike reports. Many online platforms have LookALike audience builders built in. Switch up your platform to test new audiences and ways of reaching them. And as we mentioned earlier, we often use raw CRM data to build a LookALike report within our list system. The data we get from those reports can be used for any type of marketing.
Have you ever used a LookALike Report?
The Data You Need to Market To Those Under 25
Do you ever read a statistic that just messes with your head? For example, I recently read that by 2022, 41% of the world’s population will be under 25. Which is crazy!! And creates an interesting marketing challenge. How can you effectively market to a generation who has grown up online and is constantly inundated with content and advertising?
People under 25 not only take up a large share of the world’s population but they also make up a disproportionate amount of online and social media users. However, those of us in this age group statistically have shorter attention spans and tend to make decisive decisions about whether or not to consumer content or ads. A study in 2019 found that 64% of 18-24 tune out content from cluttered environments. Leading to 46% of advertisers saying that they have issues getting their content to stand out! Also, a third of advertisers say that it’s a challenge to find effective ad placement sin all the online clutter. What can you do to cut through all the online noise and reach this massive market?
#1 – Find Shared Passions
The sheer amount of product, companies, and information available is staggering. It is not enough anymore to have a good product available anymore, your brand ideals and personality need to match with the personality of your consumers. 56% of Gen Z consumers say that having shared passions and perspectives is a major factor when it comes to their engagement with a brand. However, Gen Z’ers are fantastic at sniffing out inauthenticity. Your brand personality and ideals need to actually be what you say they are. Actions speak louder than words!
What are the advantages of having a well-defined brand personality and ideals? Giving your company a personality makes things like content creation a lot easier. Knowing who you are also can help you make decisions about the direction you want to go in the future.
And 49% of young consumers say they will evangelize a brand they feel represents their values, likes, and personality.
Don’t be afraid of incorporating causes you care about into your brands personality! 72% of consumers want the brands they care about to be positive contributors to society. We’ve seen in recent years that many brands (especially smaller companies) connect their core brand to a charity or cause they care about. Younger consumers are 69% more likely to buy from a brand that contributes to a cause.
#2 – Choose Quality Locations
Younger generations are big on authenticity, brand trust, and quality. 74% of 18–24-year-olds believe that brands are responsible for where their ads are shown. Which is true! There’s very little excuse for having your ad show up on a website that doesn’t believe in the same things as you. Programmatic advertising and digital display ads give you a lot of control over your ad placement. Nearly 40% of advertisers have faced some backlash for having ads appear near low quality content. 54% of younger consumers say that ads placed near premium content inspires more trust in the ad itself!
#3 – Use Innovative Technology
From AI and AR driven content to native and contextual ads, technologically advanced are advertisements are becoming more accessible. The stats on their effectiveness across the entire marketing journey speak for themselves!
Of the 18–34-year-old’s interviewed:
63% pay more attention to advertisements with innovative formats
70% will consider a brand more if they associate them with innovative and immersive formats
71% say innovate ad formats are more engaging
62% feel like innovative ads formats tell them more about the product or service
63% are more inclined to purchase from brands that create content with innovative tech
#4 – Personalization
Personalized ads are effective for every age group. Gen Z’ers and Millennials are less tolerant of ads that aren’t personalized. Most younger consumers have in innate understanding of how their personal data is used to create targeted ads. Being targeted (or retargeted) based on their interests and past activities are expected. Thankfully creating effective personalized ads are easier than ever to make.
- What can you do to create effective personalized ads? 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 there aren’t little annoying things such as, getting an abandoned cart email even though you’ve already come back to purchase it. Get rid of triggers that are connected to repurchasing products commonly only purchased once.
- 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.
Is it effective?
Is it effective? Yes! From that survey of consumer between the ages of 18-34, 58% said that a personalized ad helped them make a purchase decision. 42% also said that they had clicked on a sponsored ad in the last 6 months!
In my experience, a lot of companies panic when thinking about marketing to young consumers. They feel like they need to be relatable or “cool.” That often comes off as disingenuous and is easy to see right through. It’s far more effective to instead focus on building a relationship with them. Make it easier for them to see who you are and what you stand for. Chances are they care about the same things you do!
All The Things You Need To Boost SEO
SEO has proven over and over again that it is essential to growing (and maintaining) your business. However, it doesn’t often get the spotlight it deserves! So, here’s some things you need to know to boost SEO.
What is SEO?
SEO stands for search engine optimization. Search engines look at look at many site elements like structure and design, visitor behavior, content, and other external factors to decide how highly ranked your site should be in the results pages. SEO has become the catch all term for all things you can do to make your site look more appealing to search engines.
What are the advantages of good SEO?
Good SEO gives your website credibility. It makes it easier for people to find your website when they search for it. And it helps create a smoother user experience.
The other important reason for making sure your websites SEO is up to snuff is that it helps generate organic traffic. 53% of all trackable website traffic comes from organic search. SEO is the main thing influencing how easy it is to find you online organically. Which is probably why it’s estimated that agencies and brands spent over $79.27 Billion on SEO services last year.
SEO is also important in driving local searches. When you search for “Best Pizza Place” near me, the results you are shown are based on the pizza place’s SEO keywords.
Where do you need to pay attention to SEO?
Everything “online” can be indexed and therefore optimized. Google indexes websites and apps that they own. So, your YouTube video search optimization is connected and combined with your website optimization. However, some companies, like Facebook, categorize videos and posts internally, meaning that it doesn’t help general search engine SEO.
What can you do to boost SEO?
Personally, I would split SEO into 2 main categories: Content and Categorization. Both are super important but require different things.
Content is all the things you put out there. Search engines look at what you are putting out there to determine your search rankings. Google likes blog articles and web pages with a lot of content. Adding pictures, videos, links, and charts shows search engines that what you are creating should be seen. They are going to rank something high in the search results if they don’t think its valuable.
To go along with that, search engines look at user experience. Is your website/blog easy to read? Do you have paragraphs, subheadings, punctuation, and spacing? Is it super short? (Long form content, over 2,000 words, tends to rank higher.) Do your pictures and video take a long time to load? How about accessibly? Do you have alt text for your images and text readers?
Search engines want to provide the best possible experience for its user and will rank your website accordingly.
Categorization is all the “backend” stuff. Keywords, hashtags, blog categories, utm links, exerpts, and featured images all fall into this bucket. The best way to boost this type of SEO is literally just fill in every box provided. If the video you are uploading to YouTube as a field for title, description, keywords, hashtags, ect: give them that information! Search engines need to know what they are ranking, and all the backend information is how they know what it is and where it should go.
If you write an article called “How to make good pizza” the search engine will put with other information on pizza. However, if your article also has keywords like, “good pizza,” “how to,” “cooking,” “dinner for two,” “Italian food,” and so on, the search engine has a lot more places it can show the article.
Another thing you can do to boost SEO is to repurpose content. Search engines like to see a lot of content that revolves around a single topic. It shows a consistent brand message and purpose. A consistent brand message can indicate brand value.
What ways have you found to be effective in boosting SEO? Do you have a favorite method?
The Best Social Media Platform For You
There are so. many. social media platforms available. Each have their own flavor and specialty. It can be overwhelming to figure what platforms are the best fit for you and your company.
Ideally, the answer to what platform should you use is: all of them! There are many tools and social schedulers available to make it easier to post to many accounts and platforms at once. However, even if you are able to consistently post to a wide variety of platforms, it is helpful to understand what each platform excels at. And, what each platform needs.
Let’s break it down:
Facebook has roughly 2.8 billion monthly users, and because of that, Facebook is in a lot of ways a necessary evil. Since Facebook owns some of the other platforms, having a Facebook business account is a necessity. From a content standpoint, Facebook really excels at four things.
- Sharing company information. Facebook (and Google my Business) are often the first place updated about hour changes, services, locations, etc.
- Facebook groups. Facebooks groups are an excellent way to build micro communities online. For example, we are a part of Facebook groups for specific SaaS products we use, different communities like the 10X community, as well as groups to network with like minded businesses. Because these groups are often moderated, they can provide a safe place.
- Live video. Facebooks live video and event scheduling feature is one of the most robust available. Because of Facebooks integrations with Instagram, it’s easy to stream to two places at once. Facebook catalogs video internally, meaning that Facebook video doesn’t help general search engine SEO, which is something to keep in mind.
- Ads. Facebook has its own ad platform that only works with their family of applications.
Instagram constantly adds features, so even though it started out as a purely visual platform, its effective for all businesses. Here’s some things to keep in mind about Instagram:
- Instagram stories have high engagement rates. They are great for creating authentic interactions with your followers. And they can be shared directly over to Facebook stories.
- Instagram shop feature is very comprehensive and easy to use. If you are a business that sells physical products, having an Instagram shop set up is very beneficial.
- Instagram Reels take parts of TikTok and YouTube and combine them together. Unlike, TikTok they don’t have a 1-minute time limit so you can say a lot more. Live video scan be converted directly to Reels.
- Instagram’s user base is generally younger than Facebook. More than 50% of Instagram users are between 18-35, while more than 60% of Facebook’s user are over 35.
LinkedIn has started to shift away from a purely networking platform to an information sharing platform as well. They recently added a live video feature and seem to be working to towards taking some of Facebook’s power away as the B2B social.
LinkedIn posts that are not self-promotion work well. It’s a great place to pull over blog information and transcriptions/scripts from live videos.
LinkedIn is all about connections, and interactions that are mutually beneficial. If you can find the right audience or community, chances are you will get a lot of engagement and connections.
Twitter is easy to use and easy to generate content for. The snappy text-based format pushes engagement. Twitter is great for cross promotion across platforms. Screenshots of Tweets work well on other platforms. And Twitter is great for sharing links to your own content as well as highlighting other things you care about.
Twitter is also great for building personal relationships with followers. The stream of consciousness format can feel like a personal one-on-one conversation.
You may be surprised that Snapchat is included on this list. Snapchat’s audience skews very young which often eliminates it from company’s marketing plans. The platforms interface also makes it difficult to brand yourself and to find new followers. (Unlike most other platforms, Snapchat’s “explore” page doesn’t usually promote accounts to follow.)
However, Snapchat recently launched a creator fund. They have made extremely easy to get money as a creator on the platform. They seem to have learned from past mistakes and are pushing creators to use the app. (Many people reported making 6 figures in their first month!)
TikTok is not just for the kids. It has a massive user pool, extensive creator funding, and a simple structure. It’s relatively simple to leverage their algorithms to your advantage. And since it’s a few years old at this point, there are established content formats and trends you can use.
It’s short form (60 seconds max) video format is great for storytelling and building personal relationships.
Many companies use it as an almost “behind the scenes” look at their day-to-day work. That type of content is great for engagement and creating brand loyalty.
TikTok is highlighting your personality or company culture.
What social media platforms do you view as essential?
Want help with getting your social media marketing rolling? Let us know!
Should You Repurpose Content?
So, should you repurpose content? Yes! Recycling or repurposing content has a lot more advantages than just saving time. (Although that is very helpful. As the old adage says… Time is Money! 💰 )
What does it mean to repurpose or recycle content? There are a couple ways to do it. One way is to repost or reshare the content as is. A lot of companies do this with TBTs or just highlighting past content. Another way to repurpose content is to take old content and use it as an outline for new content.
For example, once a Live Video stream is over, the audio can be published as a podcast on platforms like Spotify or Apple Music. Video clips of highlights can be repurposed into social content or ads. As well as pull quotes. The transcript can be turned into a blog article.
(This article is based off an outline for a live video, that was in turn, based off another blog article, that was itself based off one of Live Roundtables. Content can generate other content.)
What’s Your Message?
If you have been making content for a while, you probably have a good idea of what your message is. So, no matter what you do, some part of everything you create will be a reiteration of something you’ve said better before. That’s a good thing! Constantly adding drastically different messaging can create a confusing overall brand message. Your brand pillars and values aren’t going to change so your general message probably won’t either.
For example, the foundation for everything we do is using accurate data to create effective marketing. All the content we create is in some way or another connected to that. Therefore, it makes sense that we reiterate ideas and messages. That doesn’t mean that we don’t have anything new to say because there are always new ways of approaching information. The world around us, as well as technology and industry standards are always changing. There are always new things that can be added. Adding information keeps your messages up to date. Up-to-date content is more accurate and provides for value to your followers.
Your Audience Grows and Changes
Another reason to recycle content is that it gives more people an opportunity to see it. And even if someone has been following you for a long time there’s a good chance that they didn’t see the content the first time around. Social media platforms notoriously fail to consistently promote content. And we are all busy, it’s easy to miss something. And your followers might appreciate or need a piece of content now, more than they did when it was first published. Repurposing the information is a way to help your customers get the information they need.
Know What Your Customers Need
The more times goes on, the more you know about your audience’s interests. We are all constantly learning about our followers and audience. The more time goes on the more First Party Data is available. Knowing more about who your customers are can help you to understand what content they actually need. You can then reframe the information that you know would more benefit them.
Recycling Content Boosts SEO
One added benefit of repurposing content is that it boosts SEO. Search engines like to see a lot of content that revolves around a single topic. It shows a consistent brand message and purpose. A consistent brand message can indicate brand value.
What ways do you repurpose content?
Let’s Talk First Party Data
We talk about First Party Data a lot. What it is?
First party data is data that your company has collected directly from your audience which is made up of customers, site visitors, and social media followers. “First party” refers to the party that collected the data firsthand.
First Party Data is collected from the people you have the most to learn from: your current customers! That makes the data as reliable as possible.
How can you collect first party data?
You can attain first party data from your CRM, surveys and subscription-based emails or products. This is also where Google and Social Media Analytics are important.
Google Analytics has a massive list of capabilities and ways to track website data. Using tracking code, Analytics collects information about the way the website was used.
- Time of visit
- Pages viewed
- The time spent on each page
- What browser and OS are being used
- Referring site details
- Network location and IP address.
This information can help you see where (and how) traffic is following to and through your website. Google Analytics also has a lot of other tools such as URL Builder that make it easier to track customer data.
Social media analytics are helpful for flushing out the demographics are your most engaged customers. What can you learn about customer from social media? Here’s are some things you can learn:
- What platforms your customers prefer to engage on
- What content do your customers enjoy most
- What type of campaign or advertising works for them?
- Do they have any other hobbies or interests?
- More specific customer demographics, such as age or gender
It’s also super important to connect as many touch points to your customers as possible. The more ways you have to interact with the customer the more likely they are to become a repeat loyal customer. Think about the companies you follow on social media. Have you bought from them? More than once? Are you loyal to them? Do you agree with their mission and goals? Following companies on social media feels like a personal one-on-one connection and generates loyalty.
Organization is Key
The next step of having/using first party data is organization. Having important information about your customers and leads doesn’t do much good if you can’t find it or if it’s connected properly. No matter what size your business is, having a CRM is key. The days of using a Rolodex are long gone. Now there a lot more channels of data to connect to a contact.
For example, in our CRM we keep track of more than just name, company, phone, and email. Our CRM keeps track of what social media we are connected on and any times the contact has engaged with us. We have it set up so that the CRM assigns a number value to actions a contact or lead can take, such as opening emails, clicking links, liking a post, and any orders.
How does all that information benefit us?
There are many ways! For one, we can use the information we have to target or retarget contacts, leads, and prospects. We can try different channels and types of touches until we find which one they respond best to. Having more than one channel connected to each contact makes multichannel campaigns possible.
The other advantage to First Party Data is that you can collect data and analytics about your customers from the channels you are using to constantly to learn more about your demographics and your customer’s buying habits. The more channels you use the easier it will be to learn about your customer. Then the more customers you have the more information you can learn about your potential target audience. You can use a Look-A-Like to build a list of potentials you can target based on information on your current customers.
What ways do use First Party Data?
Here’s how First Party Data might the key to the future cookie-less world.
Social Media Trends – 2021
Every year, as technology and culture change, social media adapts. Here’s three things that will take the forefront on social media in 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?
Can you use Geo-Fencing?
We often focus on how to optimize your website and other online presences. There are also many real-world ways to generate online traffic, such as geofencing. What is geofencing? And how can you use it grow your business?
Simply put, geofencing is virtual fence around a location. You can draw out this fence around any area that you think has potential customers. For example, you can geofence your brick and mortar store. You could also put a geofence around your direct competitor’s locations.
What happens after someone enters your fence? You can target that device with an ad, relevant deal, or offer. You can use geofencing to pull people into a location they are already close to. This works great for personal and localized content.
Geofencing is also great for retargeting. We are used to retargeting people who visiting our websites so it makes sense that we would also retarget people who visited us in person. This can increase returning customers and brand awareness.
Does geofencing work? YES! According to a survey done by OuterBox Design, more than 80% of surveyed shoppers said that they used their phones while in physical stores to look for products or to compare prices. That’s a lot of possible people to target! Also, campaigns that incorporate geofencing often show much higher click through rates and engagements.
What locations would you like to geofence?