Social and mobile advertising, with its big supply of valuable impressions and insights into user behavior, is a powerful force to be reckoned with. But for every billion people who sit on Facebook, two are added to the platform, often existing for months or longer.
This week, the CPA Network partnered with The Mobile Influence to identify and expose how marketers can get an edge in today’s digital marketing landscape.
With a view that more attention should be paid to data and SEO on social platforms, CPA has several pieces of advice for brands who use social and mobile to make their money.
For each mistake identified above, CPA has an answer—but be warned, there are some more tricky ones as well.
1. Not Optimizing Audience
Search results on Facebook or Instagram offer marketers a remarkable opportunity to get an audience with high conversion rates. But without a method for finding these more valuable customers, marketers may miss out.
CPA recommends using “like to interact” strategies where in addition to content, like a comment or share, marketers should reach customers by sending them click-to-call emails and also limit the conversation on every post by only including one tweet or post at a time.
2. Not Following Ad Preferences
Just like the dating app Tinder, marketers are occasionally met with the uncanny ability to know exactly what someone is looking for with their brand. A post on a blog could connect with someone for a full day, or a retailer could deliver an unboxing video on a TV commercial. These are exactly the types of marketing opportunities marketers should be focusing on today.
However, when big data is optimized with Google Analytics, Facebook Insights and the more recent Facebook Audience Ads platform, these types of opportunities can become harder to find. There are solutions to this, but marketers should be careful not to limit their ideal leads to this kind of targeting.
3. Not Being Digital First
The power of a variety of social networks is rooted in their potential to open up new audiences, but also have built-in followings with potential customers. Millennials also tend to spend less time on TV and more time online. Making sure to be the first to convert from a post or video on Snapchat or Instagram will ensure brands leave their followers with a strong impression.
4. Not Paying Attention to Facebook
While most know they should only spend time on the platform if they use it regularly, many people also forget to actively go and discover content that’s relevant to them.
Fantastical, an online entertainment network for children, has built a partnership with CPA that places resources for its audience at the top of the Facebook feed to encourage deeper engagement. Superbaby, a parenting-focused lifestyle video website, has shown that by creating an interactive hub to help parents discover videos related to their hobbies and interests, the brand has driven brand awareness and even conversions.
5. Not Using App-Like Marketing Campaigns
For a long time, Facebook saw advertising mostly as a route to get users signed in and using their own content as a gateway to purchase a product—so most marketers started out with ads for core Facebook apps like Facebook Messenger and its advertising network Audience Network. With new advertising capabilities that allow advertisers to do more than just broadcast their message, mobile marketers must take advantage of these new ways to reach customers.
6. Not Training the Right User Producers
Making quality content through social platforms isn’t easy—and many marketers will get a lot of the same things wrong and do the same things over and over again. As a result, they will eventually move on to other platforms. One useful course of action is to have the right people sitting in the right seats across social platforms that make quality content possible. Rather than relying on just an average or mediocre post to get users engaged, make them want to engage in your content. Once audiences see the value of your campaign, they will return time and time again.
7. Not Demonstrating Focus with a Call to Action
Whether it’s a post for Instagram’s content-discovery widget or a sponsored post for Snapchat’s camera, many mobile and social campaigns simply don’t tell users how to get more of a benefit out of the ads they see. By giving a call to action, it’s easy for users to comprehend what their exposure or interaction entails, and why it’s important for them to share. Marketing teams looking to optimize campaign efficacy and drive traffic may also find that a call to action helps bring online new and active.
8. Not Thinking Globally
While it’s important to be able to influence a market globally, we all need to understand what kind of impact each market in an advertiser’s favor will have. Whether a manufacturer in Hong Kong wants to buy inventory in the U.S. or Korea, a Western marketer’s attention should always be on how a particular market will influence the U.S. overall.
9. Not Investing in Custom