Author Archives: Jon Woods

Using Micro-Influencers Is a Reasonable Path To Drive Sales

The rise of influencer marketing has been a boon for big brands with corresponding large budgets but it has left small businesses struggling to figure out the best way to utilize the tactic and accurately measure success.

A recent study showed that 38 percent of marketers are unable to tell whether influencer activity actually drove sales, and 86 percent are unsure how to effectively and fairly pay the influencers.

Read more after the jump…

Reddit is becoming an intriguing outlet for advertisers

Advertising on Reddit has been available for quite a while but horror stories from brands that tried to engage on the platform with out taking into account it’s unique structure andcommunities have served as warnings to marketers that weren’t building campaigns that “fit” with users of the platform.

The platform has over 330 million people engaging on the site each month and has become big enough that it can no longer be ignored. In the past few months, Reddit has made a number of changes that make it a viable digital advertising option. More so then nearly any other digital option out there, a Reddit campaign has to be built to be something that Redditors will embrace.

Read more after the jump…

Twitter’s New Promote Mode a Good Option for Small Business

Twitter recently announced that they were moving forward with a new advertising service that it had been testing this summer.

Twitter Promote Mode, which is now available to everyone, is a self-serve advertising subscription that for $99 per month automatically amplifies users’ tweets and profile. The tweets that are turned into ads through the new program appear just like any other paid Tweet with the small “promoted” language at the bottom of the tweet.

What’s nice about the program has positives and negatives depending on the account and how much time is available to do a more formal growth strategy. With the new Promote Mode users don’t have to do anything different to have these tweets seen by a wider audience – they just continue to tweet out their same updates, links and media as usual.

However, they cannot choose which tweets to promote – they can only turn Twitter Promote on or off. In addition, the tweets can be only be targeted by selecting up to five interest or metro locations or regions in a selected country. That’s significantly more contained then Twitter’s standard advertising platform.

For small businesses, individual influencers and brand new accounts, Twitter’s new Promote Mode is a great option to build visibility and followers more quickly.

Facebook’s New Campaign Budget Optimization Tool Is a Big Win

Facebook Budget OptimizationLast week Facebook announced via a blog post that they were soon going to be rolling out campaign budget optimization, which will allow for distributed budget across ad sets, often resulting in the best results for their campaigns.

By distributing more of a budget to the highest performing ad sets, advertisers will be able to maximize the total value of their campaign. This optimization will work in real time to determine the most effective use of ad spend to help lower cost per objective and improve results. It will also eliminate the need to spend time manually shifting budgets.

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Twitter Launches New Video Ad Format

Twitter Video Ad CardTwitter, despite being in the news seemingly every day, is still struggling to see improvements on the business side of the platform. Yesterday, the company unveiled a new ad format they’re calling the Video Website Card, a “creative format that combines the power of video with the ability to drive users back to a site to learn more or take action in the moment.”

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Keeping Social Networks Active During Busy Times

It happens to the best of us, both individually and as organizations. Meetings and events take over the calendar and even the best social media machines can hit a lull. So, how can you possibly keep up once the doors open at a large tradeshow or back-to-back meetings keep you off mobile devices?

By now you likely know the importance of having a weekly or monthly editorial calendar in place for drafting, scheduling and publishing posts quickly. Beyond a well-stocked social media calendar, we’re sharing a few ideas below:

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Does Your Marketing Mix Have Enough Ingredients?

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Too often in marketing organizations a small number of tactics receives a disproportionate amount of attention. Whether it’s one or two social media platforms, email, or sales engagement, a number of factors including internal pressures and associate skill levels can influence where time is spent. Stepping back to make sure all you’re evaluating all available marketing tactics and including the right ones will need to long-term success.

Email Marketing

MediaPost: Are They Kidding? Survey Shows Small Businesses Prefer Social Over Email
The author of this column oversells the value of email a bit but his point about it being an extremely important part of the marketing mix is 100% correct. As we mentioned above, each of these individual tactics can drive results for your business even with limited budget and bandwidth. Read more after the jump…

Snapchat and the Rise of Mobile Advertising

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Snapchat’s “Our Stories” feature now has some crowdsourced images and videos (or “snaps”) generating significantly more than twenty million views. For context, the average viewership for the most-viewed shows on American television is about 17 million.

Could it be because disappearing user-generated content is better than NCIS and the Big Bang Theory? Yes, but that’s not the whole reason. Snapchat currently has around 200 million active users, with 50 percent penetration among users 18-24. What’s more, these users are very active. Due to the functionality of Snapchat, users must hold their finger on the screen to view images or videos which allows the platform to know exactly how long they are engaging.

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Social Media Advertising Continues to Grow

If you’ve spent much time on social media in the past few years, you’ve definitely noticed an influx of advertising taking up space on your screen, in the form of boosted posts, promoted content, or pre-roll videos, among others.

Advertising on social media networks topped $15 billion in 2016, and is expected to reach almost $20 billion in 2017. $15.3 billion in 2016 represented a 41 percent increase over 2015, which is astounding growth, but probably not sustainable.

Read more after the jump…

Stop stalling and create a Snapchat strategy

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Snapchat’s growth has finally slowed and Instagram continues to add features that mimic some of the platform’s most engaging features. But a huge opportunity still exists for marketers willing to create the right kind of content. Snapchat isn’t right for every brand, but if your audience includes anyone under the age of forty you’re missing out on reaching a significant percentage of them on this platform.

Snapchat

Mashable: Snapchat’s new ‘limitless’ snaps will change everything
Instagram and Facebook (among others) have made a living (well, an even better living) ripping off Snapchat, so it only makes sense that Snapchat should attempt to improve on Boomerang, a looping video feature on Instagram. An update to Snapchat released this week brings those looping videos along with “limitless” snaps, emoji doodling and a “magic eraser” tool to the app. The “play forever” option for videos creates a tool very similar to Instagram’s Boomerangs and shows Snapchat isn’t going to take the copycatting lying down. Read more after the jump…