How to Use Reddit for Your Digital Marketing

The recent buzz surrounding the investment app Robinhood and the skyrocketing of GameStop stock put the Reddit platform in the spotlight and left many marketers wondering if this vehicle should become a component of their digital marketing. This blog outlines the opportunities available on Reddit so you can determine if it’s the right fit for your business.

Reddit is a social sharing website that is built around users submitting text, images, and videos that users can vote on, sending popular content to the top of the chain (called “upvotes”) and pushing unpopular posts further down the chain so they get less views or none at all. Reddit claims to be “the front-page of the Internet.” The platform most recently added livestream content through its Reddit Public Access Network. Reddit’s popularity is a result of the fact it’s free and it fosters open sharing among users. The parameters are loose – so you’ll see just about anything and everything on the site. According to stats from Ignite, most Reddit users:

  • Are males between the ages of 35-44 (although 25-34 year-olds are not far behind)
  • Have annual income levels around $25,000-$50,000Have a bachelor’s degree or some college education
  • Are from the U.S. (in particular San Francisco and Seattle) with Canada (Toronto) a close second

What to Know Before You Reddit

There are two ways businesses can use Reddit: advertisements and posts. Buying an ad on Reddit is pretty straightforward, so I’ll focus on how you should approach posting to Reddit to try to market your business. First and foremost, you cannot post anything that blatantly looks or sounds like an ad. That is strictly forbidden. In fact, before you even think about trying to market on Reddit, you really must read the guidelines for each Reddit community. 

Even though Reddit is a massive sharing community, it’s not for the meek and the mild. You can’t just put anything up on Reddit and wait for the marketing magic to happen. Reddit users can spot marketers a mile away. You must know how to provide content of interest and of value or you just may get banned from the platform. Reddit users can be brutal and will ensure you’re never heard from again if they don’t like what you’re posting.  To help you overcome this potential pitfall, here are subjects that are extremely well received on Reddit that work for businesses:

  • Only Share Content People Will Actually Want to See – Don’t post anything else.
  • Include Links In Your Posts – The links don’t have to be ones you created, in fact it’s best if you don’t just post your own content. You want posts that you think Reddit or subreddit users will find interesting, valuable, insightful or funny.
  • Tell Personal Stories That Come From the Heart – Talk about how you overcame challenges, beat the odds, survived the impossible, etc. 
  • Share Unusual or Obscure Facts – Reddit users like to learn little-known facts about a variety of topics, products, movements, diseases and any other topic you can think of that has interesting facts surrounding it that are relevant to your business. 
  • Post Interesting Videos, Photographs and Art – Videos generate the most upvotes.
  • Talk About US and Global Politics Related to Your Business Vertical 
  • Share How You Use Technology to Benefit Your Customers
  • Include Topics On Science, Fitness, Music, Comics and Food As Relevant

Content that is unique, progressive, or simply just eye-catching tends to do very well on Reddit. This platform is no different from other social media sharing sites – each has its own underlying feel. Tap into what that is and post content related to that feel, and you will be rewarded with favorable results. Reddit users are trendsetters.

Another advantage of Reddit is that it is divided into smaller communities called “subreddits.” A subreddit is a board dedicated to a certain topic, which is great news for marketers! Each subreddit begins with “reddit.com/r”, such as reddit.com/r/entrepreneurship, which would potentially put your posts in front of entrepreneurs on Reddit. 

Reddit also enables you to reverse engineer your messaging by giving you the ability to do a search to see which posts have done well on Reddit for the subreddit group you’re looking to target. To Go to the search bar in Reddit and type in “Site: DomainName.com.” What you enter for “DomainName.com” will be the website address for a business that you think is generating lots of likes in a Reddit community you’re looking to target. Doing this will show you all of the Reddit posts that were most successful for the searched site. This is really helpful for marketers who are new to Reddit.

Reddit has a bit of a reputation of being the ugly stepsister, so many marketers dismiss it. However, if you are looking to target certain niche markets and you are open to user’s potential criticism, Reddit is the best place for you. And consider this: If your competition is passing on Reddit, the market is wide open for you.

Before you make the move though, make sure you’ve thoroughly educated yourself on all things Reddit. If you need any help figuring out if Reddit works for your business, let’s talk. Good luck!

What You Need to Know About Apple’s New Privacy Policies and the Impact On Your Digital Advertising

We all know that apps collect our data. We also know that just about no one reads the existing and very long privacy policies that are full of legal jargon to see exactly what is being done with our data. So late last year, as part of iOS 14 and iPadOS 14, Apple set out to rectify that. They introduced a new requirement for all software developers that publish apps through its App Store that they must include privacy labels. These look a lot like nutrition packages that are printed on the side of food packaging. The new labels indicate in an easy-to-read format exactly how data is going to used. 

  • Privacy Label — already released, it requires every app to give users an easy-to-view summary of the developer’s privacy practices that includes how an app uses their data — including whether the data is used to track them, linked to them, or not linked to them.
  • App Tracking Transparency — set to be released this spring, it requires apps to get the user’s permission before tracking their data across apps or websites owned by other companies.

The new privacy labels began appearing in the App Store in December 2020. At top-of-mind for advertisers is whether or not the new privacy labels will influence users’ choices and how this will influence their digital advertising strategy, potentially limiting campaign measurement and attribution on Facebook. Will the new requirements stop users from downloading the app? We don’t know yet. 

When a user opts-out of data tracking, that means apps cannot gather data to share with  data brokers.  What this trickle-down effect means for digital advertisers is that there is less robust data to back targeted advertising. And, data brokers are just the beginning. There is a vast network of apps, social media companies, websites, etc., that rely on capturing vast amounts of user information across different platforms. According to Apple, the average app has six trackers, which in most cases allow third-party data collection and link data from many different sources.  

Facebook’s Response

While the scope of these changes and their affects are far reaching, entangling the entire mobile-app ecosystem, many advertisers are looking for alternatives – as they rely on Facebook to run and personalize ads on their own platforms and other third-party apps.

Most recently, Facebook responded to the Apple changes saying it would shutter conversion-lift studies, instead providing “alternative options to help you effectively test and optimize your ads in response to the limitations resulting from Apple’s updates.” These studies were used test and control groups to measure returns on ad campaigns. They also helped advertisers gauge a user’s propensity to buy after seeing ads on the platform. Without targeted ads and lift tests going away, small businesses won’t be able to reach their customers as well as before. Some are predicting a regression in the industry and a return to older measurement techniques like geo matched-market testing. I have seen rumors online that Facebook is running a beta test for such a tool.

Looking Forward

As with all change, not every outcome is necessarily bad. These privacy changes could lead advertisers to engage in different approaches like media-mix modeling and insight garnered from a variety of sources. Facebook’s look-a-like program is an excellent targeting strategy.  Building a database and using e-mail is a tried-and-true retargeting method of reaching customers and prospects.

If you need assistance navigating through these changes, let’s talk.

Have Facebook’s Targeting Changes Affected Your Digital Marketing?

While these changes happened in fall 2020 when Facebook announced major  alterations to its ad targeting tools, we are still feeling the effects now. We see the impact of these changes with both existing ad campaigns as well as new ones. Perhaps you’re in the same boat and are wondering how you need to adjust your digital strategy to ensure Facebook is still delivering results for you.

If you’re like me, you may have asked yourself why Facebook decided to make changes to its ad targeting. This has been a slow build, which began back in early 2019 when Facebook was sued by the Department of Housing and Urban Development (HUD) for violations of the Fair Housing Act. According to HUD and other organizations like the ACLU and NFHA,  Facebook’s ad targeting tools limited the housing options reaching certain protected classes by enabling advertisers to target ads based on age, location, education status, etc. 

Facebook responded with a vague announcement that it would make changes to its targeting and advertising tools by the end of 2019. They offered no further insight as to when these changes would go into effect. It came as a shock to many of us then when Facebook, without prior announcement, decided to implement several changes that had immediate effects on existing campaigns and all of the digital advertising on Facebook moving forward. 

Here are the Facebook Targeting Changes

  • The list of interests we had grown so accustomed to and relied on is now greatly shortened. There are no longer targeting options for jobs, housing, employment, and credit ads. 
  • There is no longer an option to do demographic targeting based on traits like age, ethnicity, and income.
  • Radius targeting has also been impacted. Now, there is a 15-mile minimum radius. It used to be a one-mile minimum radius.

These changes create much broader Facebook ad audiences. This creates greater competition among ads because more people are seeing a greater variety of ads. Your ad must fight harder now to get noticed. 

My team has been working diligently to understand and master the Facebook targeting changes. We have been adapting our approach for our clients, leveraging our digital expertise to create updated best practices. All is not bad news. While Facebook’s changes did limit some of the functionality of certain targeting tools, it is still very possible and feasible to use Facebook ads as an effective part of your ad mix. You will, however, need to rethink your Facebook strategy. Here’s what we recommend:

1. Evaluate Your Current Digital Media Strategy

Are you getting the results you want? Where do you need to make changes to get the results you want from Facebook? Too often businesses become complacent and don’t make changes to their digital ads like they should. Now is a good time to see if you have fallen into this trap and if you have to take steps to reinvigorate your strategy. 

2. Optimize Your Ad Copy and Design

If you want to attract the best prospects, your ads must cut through the clutter and speak to your target audience with clear and focused messaging. Facebook ads don’t come with much geography, so use the little space you have wisely: think high-impact copy, high-quality images, and a clear benefit.

3. Switch to a Look-A-Like Model

In some cases Facebook allows you to use a Look-A-Like model. This is a great option, but it can get a bit tricky. Your Look-A-Like database must match your target market, and then you must understand how to work with Facebook so they will allow you to use it.

4. Place Your Targeting Radius Strategically

Even with the new 15-mile targeting radius minimum, you may still be able to effectively target by location. We’ve also discovered a workaround you may want to try for your location. Try centering your target over rural or less densely populated areas. You only want the outer part of your circle to include the area you are really looking to target. This little trick helps bring down the number of unqualified prospects and puts your ad in front of your target location.  

As you navigate this new Facebook terrain, please e-mail me if you need any guidance.

10 Top Digital Marketing Best Practices

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How would you like to gain access to the top 10 techniques used by leading brands to drive quality web traffic, increase website conversion, and fill your pipeline with quality prospects? I thought you would. That’s why I put together an e-book that highlights what’s new in marketing and gives tips you can put to work now to start seeing results right away.

This e-book is a beneficial, quick overview that will assist you in your efforts to master the new world of marketing and deliver results.

Click here to request your free copy of 10 DIGITAL MARKETING BEST PRACTICES.

What are you doing that’s effectively driving web traffic and creating quality leads? Share your tips with us!

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34 Things to Make Your Next E-Mail a Success

Are you doing everything you need to do to make your next e-mail campaign a success? Are your e-mails being opened, read, and responded to? I developed a highly effective checklist of 34 tips that generate leads, build your pipeline, increase quality web traffic, and accelerate deal flow. I’ve grouped the 34 tips into three segments to help you focus your efforts. You’ll find all of this in my informational booklet 34 Strategies To Make Your Next E-mail Campaign A Success. To request your free copy, click here.

Why Customer Reviews are an Important Part of Your Marketing Strategy

 

client-reviews.pngWe can all relate to the importance customer reviews play when we are making a purchase, whether for a high-dollar item or a less expensive one. In fact, consulting customer reviews has become second nature for us, a worthwhile step in the buying journey. So, it makes sense that this practice is spilling over into our business purchases as well. About half of all B2B buyers use reviews before selecting new products or services.

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While still a somewhat new practice in the business world, if customer reviews aren’t rolling in, you can use the ones you do have to their fullest potential by including them in your marketing strategy. This will increase their visibility while helping you build a trust relationship with your customers and prospects. This graph shows you why that’s so important.

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TrustRadius conducted another poll that found 76% of respondents in an active buying cycle used customer reviews during their decision-making process.

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The influence customer reviews wield is evident. Consumers trust peer reviews to give them honest, accurate feedback on a product or service to save them from making a bad purchase. Now that we agree customer reviews are important, let’s talk about how you can incorporate them into your marketing for the greatest effect.

4 Ways to Make Customer Reviews Part of Your Marketing Strategy

1. Keep Your Reviews Honest

There really is no such thing as a bad review. So called bad reviews often times point out limitations that are an important component of the fact-finding mission and an important objection that your sales people will know they need to address. Having this information upfront decreases customer dissatisfaction. It also gives you an opportunity to respond to the unfavorable review with a workaround, update, or great customer service that everyone can view. Your customers and prospects want to see that you care. Show them that, and you win their trust, and that wins you loyal customers.

2. Recruit Brand Ambassadors

It’s likely you have many satisfied, loyal customers. However, it’s also likely that most of them haven’t written a review of your product or service. There is nothing wrong with asking a happy customer to write a review. If appropriate, you can also invite them to record a video testimonial or write a guest blog about their experience with your product or service.

3. Make Your Reviews Easy to Find

You want to make sure your customer reviews are very easy to find. You’ll want to feature customer testimonials – written or video – on your website, in e-mail campaigns, and on social media. Stack the content to get the most bang for your buck.

4. Actively Monitor Your Reviews

Depending on your business, you’ll have reviews on the media you control, but reviews of your product or service may also appear on third-party sites. Make sure you are actively monitoring where your customers are leaving reviews and what they are saying. This enables you to get a complete picture and to respond to positive and negative reviews in a timely manner. Again, it’s all about sending the message that you care about your customers’ experience with your brand.

By encouraging, acknowledging, and promoting customer feedback, you are showing your customers and your prospects that you value their opinions and you want to make their buying journey with you a satisfactory one. Customer reviews are a great way to build trust, which goes a long way toward building your business.

How the Leading E-Mail Innovations Help Marketers

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email-buttonE-mail remains a prominent player for marketers to drive both revenue and engagement. As this medium has seen significant developments and dollars invested in technology, marketers are wise to keep pace and not rely on the status quo for their e-mail marketing efforts. E-mail must play a central role in your marketing.

E-mail drives data, and we marketers know that’s key. The more we can learn about our prospects and communicate with them in meaningful and ongoing ways the better it is for not only getting a sale but also for forming a trust relationship. E-mail is about so much more than just sending a message to a prospect or an existing customer. It’s what marketers do with the data gathered and the e-mail platform capabilities that drives real results.

One of the primary obstacles of using e-mail marketing that I see is a lack of real dedication or buy-in to the e-mail initiatives. Without dedicating the proper amount of time, human and financial resources to your e-mail strategy, it’s likely not to perform well, or worse, fail completely. Just as the e-mail platforms must continue to innovate in the technology they provide, we marketers must also continue to innovate in how we use e-mail to market to our prospects and customers. We must think about what our prospects want to hear, what they need to hear, and how we need to say it.

By viewing your e-mail tactics not as single deployments but rather part of a comprehensive whole, you’re beginning to set the stage for success. How can e-mail be part of your marketing whole? Each component must compliment the other as well as feed this circular marketing message – from e-mail to website to YouTube to Twitter, etc. – the message must be consistent and well orchestrated to tell a story across platforms in a compelling and cohesive way. Push the limits of how you define e-mail and how you use it. Innovate!

To provide you with a little inspiration, here are some e-mail examples I like because of their simplicity. They each do a good job communicating a clear message, offer specific and highly visible calls to action, provide a few opportunities to click for info, and stay true to their brand image.

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Demographics Don’t Gauge Your Target Market’s Mood – Why That Matters

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Unknown-1In a climate ripe with data gathering and advanced analytics, the mood of our prospects isn’t often considered. We’ve come so far since the early days of advertising, yet in many ways we still rely on the yesteryear approach to marketing. Think about how we price advertising, which is archaic when you consider it’s best to buy ads one at a time based on analytic analysis. Equally outdated is the basic premise of demographics – a practice that begun in the 1920s – and it’s enduring focus on greater segmentation and third-party data collection with disregard to how we consume media in today’s economy.

In all of our advances, we seem to have missed the boat. Social media is the closest we’ve come to hitting the mark. Only in that arena do we realize that we have the means to speak to our prospects in real time. But, that’s where we tend to stop. We don’t acknowledge that that means we can advertise to prospects frequently, optimizing campaigns around prospects’ given moods.

If You Want a Personal Connection With Prospects, You Can’t Discount Mood

Much (if not all) of our segmenting is hard fact centered; we never consider mood. Yet, we increasingly want to use our technological advances to make a more meaningful, personal connection. It seems counterintuitive, and I’m not alone in this thinking.

We should be putting more emphasis on prospects’ given mood and optimizing from that vantage point. Media buys would then be adjusted to the content that speaks to the prospects’ moods, using real-time reactions. Traditional, long-held demographic segmenting practices alone will not get us where we want to go. We have to dig deeper and consider the moods of our prospects to reach them in a meaningful way.

How the Use of Emojis Can Improve Social Engagement

The beauty of emojis is that they enable us to communicate in ways we just can’t do with words. They also allow us to make an emotional connection, no matter how fleeting. This is why marketers are increasingly implement strategic (and restrained!) use of emojis in their communications to prospects.

And studies show they are making a smart move. In a recent study by All Academic Research, participants who were sent messages with emojis scored higher on memory than those who were sent messages without emojis. This indicates emojis are an effective marketing tool. The study also went on to report that the use of emojis works to portray businesses as friendlier.

In case you weren’t sold on the use of emojis in your marketing, check out these facts:

  • Emojis in a tweet can increase engagement by 4 percent
  • Emojis in a Facebook post can increase the number of likes by 57 percent
  • Emojis in a Facebook post can increase the number of comments and shares by 33 percent

There’s no reason you shouldn’t be using emojis to increase engagement. Here’s where it can get tricky. There are literally thousands of emojis to choose from, so choose wisely and use them judiciously. According to a study by HubSpot that looked at 19,617,281 HubSpot published posts across all social platforms, here are the top 10 emojis most likely to increase click-throughs:

At first glance, this is an odd selection, right? I’m sure you noticed that none of these emojis are faces, which really surprised me. This could mean it’s productive to use less popular emojis in your marketing strategy, for the novelty factor, which may be what helps drive engagement. So, pick unusual emojis that are relative to your content and use them sparingly.