Dedicated.

 

sponsor

 

SOCIAL MEDIA

Dedicated tabs and auto-replies

Yesterday was a rather slow news day in the marketing world (Saint Paddy’s day, anyone?), but we learned a couple new things about TikTok and Twitter.

Let’s take a look:

  • You can now set up business auto-replies on TikTok. If you have a business account on TikTok, you can now set up a welcome message for users who DM you. This is especially helpful on a platform like TikTok, where back-and-forth conversations with users are sometimes hard to come by. See what the feature looks like on Twitter here.
  • Twitter Spaces is the real deal. Jane Manchun Wong reported that Twitter is testing out a full tab (in the app) for Spaces. This would be a pretty big design change. Most people seem pretty excited about it – quite a different reaction from when we learned Instagram was making a dedicated tab for Reels.

CONTENT MARKETING

The keys to good content

article-image

A lot of the so-called “content keys” you read about aren’t always as golden as they seem.

But some people truly do know what they’re doing, and Corbett Barr is one of them. Brendan Hufford recently had a chat with him, and listed out five important things to keep in mind when creating content:

  • Relationships > links. Everyone wants links. Not many people will put in the time to create relationships that, later, lead to links.
  • Create a big movement, not small collaborations. When you’re creating a content movement, involve 10+ people and use your relationships to gain traction.
  • Spend more time on your headlines. If you want people to read the brilliant copy you just wrote, you need them to click first. So, spend more time writing killer headlines.
  • Get feedback as you develop a product. Listen to what people are saying. If you develop your product in a vacuum, there’s a good chance it won’t succeed.
  • Shake things up. Everyone wants a breakthrough piece of content, but that won’t happen if you don’t experiment. Try something new and see how it goes. Brendan’s (or, Corbett’s) example: “If you’re always positive, try a rant. If you’re always negative, share a longform message of hope.”

You can read the full thread, and find a link to the entire conversation, here. It’s a good one.


SPONSORED BY JOVE

The surest way to better creative is to know why what’s working is working.

article-image

Do you know which of your creatives work? Yes, you look at your reports. But do you know why they work? On every single channel?

It gets messy when you run ads on different channels, right?

What if you could visualize your ads from all your ad channels on one platform? What if you had a tool to bridge the communication gap between performance marketers and creative teams? Something that helps you see how different creative concepts perform relative to one another more easily?

Would your meaning and purpose as a human be fulfilled? OK, well would your ROAS at least be higher?

Meet Creative Insights by Jove.

Now you can answer a simple but vital question: which creatives work, and more importantly, why!

Get out of your spreadsheets and see all of the ads you’re running across all your channels: Facebook, Instagram, Google Search, Google Display Network, TikTok, Snapchat, YouTube, LinkedIn, Twitter, Pinterest, Bing, and more.

This is how it works:

  1. Everything in one place. Connect your ad accounts to Creative Insights and sync up to 18-months of ads.
  2. Know what worked. Compile and sort ads and assets based on any metric..
  3. Understand why. Use tags to identify common (or outlier) themes and do more of what works.

Three easy steps to know what works and why. Everything in a single, simple interface featuring ad visuals so you can quickly extract your best (and worst) creatives related to your SKUs or key performance indicators. Spiritual fulfillment? Perhaps. Better results? Certainly.

Start creating better ads, faster.


FACEBOOK ADS

What advertisers should check before judging their Facebook Ads stats

article-image

How much can you afford to acquire a customer? Probably more than you think…

However, there’s a simple way to know that. And that’s by knowing your LTV, or customer lifetime value. Only by understanding your LTV can you accurately assess the long-term ROI of your campaigns.

And in this Social Media Examiner post, Maurice Rahmey showed three ways to calculate the LTV of your customers.

You’ll find the steps in the post, but here’s a summary of what’s inside:

+ Reveal your LTV using Facebook Analytics: This process should be quite immediate. And since Facebook knows a lot about your customers – if you advertise on Facebook – you can calculate the LTV for single audiences. Then, you can segment it by age, gender, and approximate location. You can also track offers, ads, and products that generate high value.

The limitation with this is that you’re constricted to the numbers Facebook is giving you. So, it might not provide the fullest picture.

+ Calculate the LTV manually: This can be quite accurate, but it takes time. You’ll have to do several calculations. Maurice details this process in his post.

+ Use online calculators to establish your LTV: This is quite easy. Some tools, however, may not account for some metrics like purchase frequency or overall lifetime, and they all require more active input than Facebook’s automated tool.

There are plenty of free ones you can use, like Neatly or WebFX.

What comes after? Once you calculate your LTV, you should compare it to a standard value to understand how you’re doing. You’ll find several benchmarks online, but they’re subjective and depend on factors like industry, business age, and business model.

The best thing to do is compare your LTV against your customer acquisition cost (CAC). Ideally, you want an LTV to CAC ratio of 3:1.

Below that number, running a business is unlikely to be sustainable in the long term. You can either find a way to increase the LTV, or push the CAC down.

If you’ve got an LTV above the 3:1 ratio, you can spend more on customer acquisition.


ROUNDING UP THE STACK

FACEBOOK: Maurice Rahmey just broke down a new update about iOS 14 from Facebook, concerning ROAS. The bottom line: Turn value optimization on to measure ROAS with the coming update.

GOOGLE: The company blocked more than 3.1B ads in 2020, marking a crazy year for advertising.

CLUBHOUSE: “Every day I thank God for Clubhouse”. Meet the entrepreneurs stacking green papers by leveraging the audio-chat app.

SNAPCHAT: The company doubles down on fashion and e-commerce by acquiring Fit Analytics, a startup that helps shoppers find the right-sized apparel and footwear from online retailers

FACEBOOK: There are two new video editing features available on the social network – smart crop and smart preview.


BRAIN TEASER

You are my brother, but I am not your brother. Who am I?

You can find the solution here.


POOLSIDE CHAT

Cool tech, (funny) business, lifestyle and all the other things marketers like to chat about while sipping cocktails by the pool.

Here’s how you can get out of a Zoom call

article-image

Granted, this is a little late… But there’s now a free tool that’ll give you excuses to drop out of your Zoom calls.

It’s called Zoom Escaper, and it’ll add all sorts of effects to your audio to make it sound like you’re having some issues.

You can add effects like Echo, Bad Connection, and even the sound of a man weeping. Whatever you choose, it’s an entertaining way to mess around with your audio.

Pro tip: The Echo effect is very realistic, and very annoying. If you truly want to leave a call early, this is the one.

Share with your friends:
You have referrals.

You're only referrals away from your next reward