6 Steps For Your Facebook Campaign For Holiday Season

Standard

socialmediavisits

As per Merkle’s Q3 Digital Marketing report, Facebook drove 61 percent of site visits driven by social media in Q3. Here are six steps to planning your Holiday Season Facebook campaign.

Know Your Audience
Use audience insights to gain information about your audience so that you can target effectively. Understand the demographics, location, purchase behavior as well as interests, attitude. and Lifestyle.  With Audience insights, you can effectively tailor messaging for effective targeting.
Identify Your Key Audiences

Once you know your Target audience, you can create audience segments and effectively target segments with messaging that is most likely to resonate with each segment. An effective way to segment is to take an email list of your existing audience and use them as custom audience segmenting them based on their past purchases. You can also take existing audience and build lookalike audiences for your campaign.

 

Plan your Holiday Spend

Plan your holiday spend for different objectives. Facebook recommends you plan your Holiday Spend for Brand Awareness objectives to create an engaged audience for offers and deals. Start with a Brand Awareness campaign that builds awareness for your products. Later in the season, you may want to switch to Direct Response ads that target audience with promotions, deals, and offers for Cyber Monday, Black Friday or any other limited time promotion such as Coupons, Free Shipping or discount codes.

Retargeting

Add a Facebook Conversions pixel and Custom Audience pixel to your site for retargeting. Adding the pixels to your site can help you retarget the audience on Facebook- if they visit your site and do not make a purchase.

 

Optimize For Mobile 

Optimize your creative for Mobile, as during the holiday season as more than half of online shopping traffic is from  mobile. According to Facebook, “Use your time before the holidays to test your ad campaigns and creative on mobile and optimize your mobile web and app purchase experiences so that they align with an audience on the go. In addition, consider separating mobile and desktop campaigns, and set specific bids for each.”

Test Your Creative

Test your creative and ad formats prior to the holiday season shopping days. Test different creative and calls-to-action in addition to ad formats and creative, so that you can select the best performing creative prior to the holiday season. Include your bestselling products in the test, so that you are ready for the holiday season.

Here is a slideshare for different metrics for Facebook advertising:

 

 

Content Marketing Vs. Native Advertising

Standard

content-marketing-v-native-advertising-e1455737776839

Telling the difference between Content Marketing and Native Advertising may not be easy. Here is a summary of key differences that can help you understand how to choose the approach that is right for your brand.

For Content Marketing the goals are throughout the marketing funnel right from generating awareness to increasing conversions. For native advertising the awareness goal is of paramount importance.

Content Marketing

content

 

Content Marketing deals with bringing informative, educational or entertaining content to users in the format that helps brands change perception, create awareness or increasing conversions in a way that content answers the queries of customers.

Content Marketing is also seen as a tool for optimizing content for Search Engines to improve your site’s page rank.

As a marketing strategy Content Marketing, provides long term sustainable value for clients where KPIs are linked to number of leads, shares and high quality links.

Content Marketing targets different audience personas with a story telling approach designed to answer specific queries.

Native Advertising

native

 

Native Advertising follows the natural form and function of the user experience, characterized by special ad format. They follow the editorial guidelines of the publication, to make the brand content seem like an editorial.

Designed to look like the editorial content they appear in the users direct reading flow and do not disrupt the user experience.

Designed for the native flow the ads are labeled  as “sponsored” or “ad”. The ads tend to be more persuasive as users are more open to messaging that follows the form of editorial content.

Though Content Marketing and Native Advertising deal with similar goals of awareness generation, according to Social Times, “It’s important to note that the goals for content marketing and native advertising are very different. While both want to increase brand awareness, content marketing is also intended to drive conversions. This bears out in the key performance metrics as well: The number one metric for content marketing is the number of leads generated, where native ads usually depend on engagement metrics and impressions.”

To see examples of Native Advertising, click here.

For Content Marketing Innovations, click here.

 

 

Key Insights For Content Marketing For Holiday Season

Standard

Holiday 2015 brought in a 60 percent growth in traffic and conversion rates.  The US retail online sales for Holiday Season 2016 are likely to grow by 13.3 percent according to eMarketer. Nearly 50 percent of shoppers have reported Holiday Shopping begins before Thanksgiving and nearly 25 percent start before Halloween.

screen-shot-2016-09-21-at-9-39-35-am

screen-shot-2016-09-21-at-9-46-57-am

Optimizing your campaign for audience segments can get your campaigns and content discovered by the target audience . The content Eco-system for your audience segments varies for different demographic. Smartphones are essential in the content path of Holiday Shopper with 76 percent shoppers conducting a local search  and visiting a physical location within 24 hours.  Equally important is the growth of Buy Online and Pick Up in store with 32 percent using the option in 2015.

screen-shot-2016-09-20-at-7-13-06-pm

Optimize your campaigns for local search intent. 82 percent of the shoppers refer to Smartphones while shopping prior to visiting a store. The Queries with Local Intent increased by 2X during Holiday season 2015.screen-shot-2016-09-21-at-10-12-30-am

Define your audience segments and develop a persona for each audience segment. With profiles for each segment you can find out the purchase behavior for each segment, depending on the time they are likely to start shopping and the content that works for each persona. For instance, targeting teens with a personalization content strategy might work better, whereas for targeting  seasoned mature shopper, an opt-in email strategy might bring in best deals on a weekly basis.

screen-shot-2016-09-21-at-9-35-47-am

Your Content Marketing Strategy  centered around your audience ensures sustained interest, throughout the holiday season. Co-promote your offers and campaigns with publisher boosts to ensure sustained interest. This will help your brand with Organic search results. Some of the tactics recommended by SEO experts WPROMOTE are to leave your Branded content on the main site navigation for SERP results. The content pieces that are likely to work for your category depend on what is popular with your target audience. For some categories, Gift Guides work better, while for others an image caption contest may generate increased engagement.

According to WPROMOTE’s “100 Days Of Holiday” Whitepaper, the SEO firm recommends updating your website content and Metadata with Holiday related terms as early as October.

Some of the charts from comScore reveal the weekly ramp up of online holiday retail sales making it important for brands to think their Online holiday retail strategy to be ready with Text Ads and Display Ads, as well as Social media strategy to be ready for online searchers and holiday shoppers.

screen-shot-2016-09-19-at-12-03-30-pm

The Traffic for Mobile and Desktops varies for different weeks. Keep in mind the changes in traffic volume and searches on mobile to optimize your bids accordingly.

screen-shot-2016-09-17-at-12-45-13-pm

Source: WPROMOTE’s Whitepaper “100 Days of Holiday” and comScore

5 Key Stats About Visual Content and Purchase Behavior

Standard

According to a report by Power Reviews Visual Content influences purchase behavior. Here are five key stats from the report “Snapshot for Ecommerce“.

Key Stat One

81 percent of those age 18-29 say they regularly or always seek out visual content, compared to 72 percent of consumers of all ages, prior to making a purchase.

ugc

Key Stat Two

88 percent of consumers look for photos and videos submitted by other consumers and 58 percent of millennials look for photos and videos in reviews.

Key Stat Three

84 percent of 18-29 Years age group are more likely to buy a product that has reviews that feature photos and videos. 47 percent of the same age group are less likely to buy a product that does not have photos and videos shared by other consumers.

Key Stat Four

40 percent consumes want to see photos and videos on the brand’s site while 29 percent want to see similar content on Amazon and 24 percent want to see it on third-party review site.

Key Stat Five

Most people, as high as 50 percent, start looking for the visual content on Google. Amazon at 26 percent is the second most popular place for seeking visual content.

To know more, Click here.