So long.

 

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FACEBOOK

Here’s how iOS 14 will affect some types of Facebook ads

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Facebook is panicking about what’ll happen when iOS 14 goes public, plus the FB Lite app is dead (but we don’t think anybody is going to mind). Here’s a breakdown of the biggest Facebook news from yesterday:

  • A feature in iOS 14 that allows users to disable tracking between apps is causing problems for Facebook. We’ve known about this feature for awhile, but it’s resurfaced in the news as it’s become apparent that Apple isn’t going to budge.
  • This iOS 14 privacy feature will make it very difficult for mobile game companies (among others) to target audiences effectively. Ironically, the lack of advertising on the mobile games front could also cause a slight dip in App Store downloads – we’re not sure by how much, though.

So long, Facebook Lite

We don’t expect you to have strong feelings about this one, but Facebook’s app for slow internet and low-spec phones, Facebook Lite, is no longer available. The company stated that ‘limited adoption’ was the main reason for the discontinuation.

Did any of y’all out there use FB Lite? We never tried it out, but it doesn’t seem like too many people are heartbroken about the loss of the app – and Facebook’s got bigger things to focus on with iOS 14 throwing a wrench into tracking analytics.


ADVERTISING

Influencer paid media isn’t just for D2C businesses

20-something YouTubers in front of Lambos and fancy homes. Bodybuilders peddling supplements, models selling Fashion Nova (or maybe GymShark). That’s the image that comes to mind when we think of influencer marketing – but Taylor Lagace on Twitter says we should rethink the way we run paid media campaigns with influencers.

Taylor runs influencer marketing paid media within the B2B space, and if the numbers he provided in his tweet are any indication, he knows what he’s doing. Here’s his advice for marketing B2B products with influencers:

  • As you would with a D2C (direct-to-consumer) campaign, figure out who your audience is and who might influence them. This works with B2B! Most importantly, Taylor says, is that the influencers you find should be great at creating video content that sells.
  • Once you find someone with a lot of clout in your industry, and reach out to them to create video content for FB and IG. In Taylor’s hypothetical, he’d be reaching out to Claude Silver – VP at VaynerMedia – because Claude’s got influence in HR, and the hypothetical here is selling bulk snacks to businesses.
  • Create content for both prospecting and retargeting. Paid media isn’t a one-size-fits-all, and you’ll want to make sure your content is a good fit for both prospecting potential buyers and retargeting those who are already familiar.

This isn’t too different from how you might approach things with a D2C campaign. The difference, though? Not many people consider influencer marketing for B2B, and as Taylor demonstrates, it can be a powerful strategy for advertising.


SPONSORED BY GLOCKAPPS

The secret weapon we use to achieve a 47.6% open rate after sending over 3M emails

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It’s not about the subject lines, it’s not even really a secret… If you read our email deliverability guide, you probably know it already… GlockApps!

To cut a long story short – if you send emails, GlockApps will directly influence your revenue.

How? On average, 51% of emails do not hit your readers’ inbox. So you’re missing out on quite the reach. Talk about leaving money on the table…

GlockApps helps increase your deliverability by showing you where your email is likely to be delivered and what you can do to hit that inbox.

Here’s a rundown of the vast info from every test:

  • A placement breakdown for all popular email inboxes, so you know if your email will hit the inbox, the promotion tab or the spam folder.
  • Scores for some of the most important filters: SpamAssassin, Barracuda, and Google Spam Filter.
  • IP reputation and sender score check.
  • Content analysis to identify possible spam phrases: Sometimes, the most innocent words are flagged by filters. Identify and get rid of them!
  • Domain reputation analysis: Get it right, and you could hit inboxes, no matter what.

GlockApp isn’t for marketers who don’t have an email strategy. But if you have your content on point, maximize your deliverability – try GlockApps!

PS: Our deliverability guide might be a good read for you as well.


E-COMMERCE

How to launch a store from zero and bring it to $12k/day in one week

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It’s been a long time since we’ve featured one of these case studies, and mostly because we believe content and by-the-numbers strategies are better than hockey-stick screenshots.

That being said? This case study from Dan Snow combines the best of both worlds. What’s more, his process for scaling a store to $12k per day in one week can be outlined in just a few steps.

Some context: The strategy has been used to launch a store from zero and bring it to $44k in revenue in seven days. The ROAS is 4x.

The idea behind the strategy is to define the different ideal buyers for your product. Then build different creatives, audiences and landing pages for each customer persona – all that’s left to do after is scale.

Wanna see the steps?

  1. Develop a list of target customer personas. This isn’t as easy as it sounds.
  2. Send out as many products as you can pre-launch to people representing your target personas.
  3. Get at least 5 testimonial videos for each customer persona.
  4. Run the testimonial video standalone targeting the related customer persona.
  5. Create threshold Video Views Lookalike Audiences off of each persona.
  6. Create various iterations and UGC pieces mashups.
  7. Create custom landing pages for each persona.
  8. Create more LLAs (Lookalike Audiences) off of landing page visitors.
  9. Gather information on what works and what doesn’t. Daniel suggests looking at the comments, because comment sections are usually a gold mine for research.

At this point, you should have a foundation to scale. Easy to explain, but it definitely requires some elbow grease for the execution.

Plus, the idea of profiling your ideal buyers and getting related UGC pieces by sending samples looks interesting. Don’t skimp on creating those customer personas, though, as they’re the basis for this entire process!


ROUNDING UP THE STACK

TWITTER: You may soon be able to send audio messages in Twitter DMs, according to Alessandro Paluzzi. For those of you who love communicating via voice memos, this is exciting stuff.

INSTAGRAM: Well, it’s official – the New York Times hates Instagram Reels (we’re paraphrasing here). Check out the full article for a laundry list of mostly valid complaints about the new feature.

SEO: According to a Screaming Frog study, less than 15% of websites pass Google’s Core Web Vitals test. This is both scary and a great opportunity for those of you who can get your site up to speed (literally).

ADVERTISING: Google’s making it a lot easier to control shopping ads by country. You’ll no longer have to create separate feeds for each country to choose which products are displayed where!

INSTAGRAM: Bye bye search, hello Reels? In some countries, Instagram is removing the search button at the bottom of the app and replacing it with a Reels tab.

MARKETING: The majority of chains say that local digital marketing is an untapped opportunity – however, many of those brands also claim that it’s very difficult to organize separate local campaigns amongst a variety of stores. Local marketers, now’s your time to shine!


BRAIN TEASER

A man was walking in the rain. He was in the middle of nowhere and had no umbrella or anything else to protect him from the weather. He came home soaking wet, but not a single hair on his head was touched. What explains this?

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.

If you’ve got a phone with Android, you can now detect earthquakes

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Our favorite weird-but-awesome feature of the week is a new earthquake detection feature that’s available on Android phones. Apparently, the accelerometer sensors in phones running Android 6.0 or later are sensitive enough to notice the first P-waves from an earthquake.

When your phone notices some shaking, the data is sent to a central server and compared with data from other users in the region. Google claims this will help keep people safe and detect earthquakes quickly.

In California, Google’s even working with the USGS and the California OES to provide users real-time updates in the moments an earthquake hits – pretty cool stuff.

The new feature is a surprise, to be sure, but a welcome one.

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