Often, the biggest hurdle for advertisers is making sure that the right message is seen by the right people at the right time. And over the years, advertisers and marketers have developed and implemented creepy, but cool, ways to make that happen through the use of different digital tactics.
Digital targeting takes on many different forms and can be executed multiple ways – it really just depends on what’s best for your message and your target audience. Below are five digital tactics that the TAG team has found extremely effective.
1. Mobile Targeting
Advertisers have the ability to target their intended audience through their mobile devices. Targeting ads on a mobile device are cool because you can capture, or target, people who have visited your competitors – online or in-store – with your messaging. Mobile targeting also allows you to vary your messages by time of day, what they’ve searched for online, or what’s happening with the weather!
Bumper ads are the 6-second, non-skippable ads that play before a user’s video on YouTube. Because of their length, bumper ads are great for building brand awareness and they act as a nice reinforcement for other digital strategies. Another digital tactic we love is YouTube TrueView which are longer in length and more educational than a bumper ad. TrueView ads are connected to Google, meaning you can get extremely granular with your targeting because it knows your audience’s search history and patterns. Just be careful your messages don’t become too targeted because you may miss someone in the upper funnel.
3. Native Advertising
Native ads are great because they take on the form of whatever website a user is visiting, making your advertisement come across as less intrusive and more conversational. Click-through-rates for native ads can perform up to 10x higher than other display ads, just make sure that your ad doesn’t come off as click-bait.
Connected TV is defined as a television set that is connected to the internet via built-in capabilities, a media streaming device, gaming console, or Blu-ray player, and facilitates the delivery of streaming video content. As of right now, there are three different ways to advertise on ConnectedTV: in-stream video, interactive pre-roll and home screen placements.
Creepy but cool, right?! What’s even crazier is that’s only the tip of the iceberg when it comes to digital advertising tactics! If you’re wanting to take your digital strategy to the next level, drop the TAG team a line and let’s talk.
Over the years, the digital sphere has evolved into a soapbox for people’s opinions and experiences with brands and businesses. And now, more than ever, those same opinions and experiences are directly impacting whether potential customers and/or clients do business with you. In fact, 90% of consumers read online reviews before even visiting a business.
Whether you’re a small business or a large corporation, people are talking about you online, and while you can’t control what people say, you can control your response while maintaining your values with effective online reputation management.
Be the first to know what your customers and clients think.
Between Yelp!, Google My Business, Facebook, Twitter, etc. there are countless online spaces for your audience to speak about you, be it positive or negative. And while you can’t necessarily control what they post, you can control when you see it and how you react. Be the first to see when someone is talking about your business online by setting up Google alerts, checking in on hashtags and tags on social media and monitoring reviews at least twice per day. That way, you’ll be able to respond in a timely, professional manner to squash any untruths, or praise any wins!
You can’t control what people say, but you can control how you react.
We’ve all heard of internet trolls – people with negative dispositions who rapidly type away inflammatory and ficticious claims against people, news and businesses. Or, there’s the emotionally fueled review of a one-time experience. How do you distinguish between the two? By treating both claims as important and valid.
You know the old saying, “Never wrestle with a pig. You both get dirty and the pig enjoys it?” Remember this before you sit down to address negative comments or reviews. It’s important to respond to all comments the same – in a professional, respectful and timely manner. Wink® Frozen Desserts does a great job at responding to negative comments about their brand.
Know what you’re posting.
Educate yourself daily on trending hashtags and newsworthy stories. A post from your business could come off as insensitive or offensive, even without that being the intent. Be sure the content that you share goes through an internal, or even external, approval process to make sure nothing slips through the cracks.
Train your staff.
This means your whole staff. Every one of your employees is a direct reflection of your company so the experience someone has inside of your building should also mirror the experience they have with your brand online. Make sure everyone is on the same page when it comes to your customer service expectactions to ensure a seamless experience, no matter the place!
Need some help? TAG’s team is ready to help you with your online reputation management. Our phones are buzzing around the clock with emails, messages, comments, reviews, and more and we’re committed to providing professional, timely responses. Learn more about how TAG can help with your online reputation management below!
The news is everywhere: Mark Zuckerberg made an announcement last Thursday that Facebook users would begin to see more posts from friends and family, and fewer posts from brands, celebrities and news outlets.
The changes are intended to maximize the amount of content with “meaningful interaction” that people consume on Facebook, Mark Zuckerberg, the company’s chief executive, said in an interview.
But, what does this mean for your business’s Facebook presence?
In the simplest terms, it means that your page’s organic reach will once again be declining and fewer fans will automatically see your content displayed in their feeds. Although these changes may seem daunting, there are several ways to continue to use Facebook to keep your brand in front of your target audience.
Tell a Story
There is nothing more personal than telling a story, and personal stories of staff, customers and your community will continue to be content that engages, resonates and creates a positive feeling amongst your audience. Find creative ways to portray your messages via stories that inspire, engage and incite emotion.
“The importance of user-generated content, which has already been proven to be the No. 1 driver of social influence on purchase decisions, is greater than ever if posts from friends and family are going to be prioritized above all else,” said Katherine Hays, CEO, Vivoom.
Likes, comments and shares will continue to be a way to push your content into your audiences’ feeds. The more likes, comments and shares, the more relevant the content. The fewer the engagements, the less likely it is for your audience to see your posts.
While Facebook may diminish the amount of views on some video content, like publishers who just overlay text on stock video, thoughtful and engaging video content will continue to thrive on the platform. In order to stand out, utilize features such as native video and live video to differentiate your message in an engaging format.
Effective Advertising Get the right message in front of your target audience through Facebook Advertising. But don’t just boost a post to a generic audience, find the right type of Ad and narrow your audience to ensure your message resonates.Visit our blog for our Five Rules of Facebook Advertising for more details.
At TAG, we take social media very seriously, and it’s our job to stay on top of changes that affect businesses and brands across all platforms. If you have questions about what this new algorithm means for your business, let’s talk. Our team of social media strategists will help you put a plan in place to make sure your content hits the mark!
The fall season is the perfect time to embrace your inner basic. “Do you want whip cream with that pumpkin spice latte?” You bet your sweet Aunt Sally I do! Even when it comes to your digital strategy, think basic.
At TAG, when we talk about a digital strategy, we’re not simply talking about your website. It’s all of your digital components and how those components work together to deliver results.
Those components include social media, websites, analytics, digital ads, AdWords, etc. - you get the picture. It’s a lot to think about and monitor, so start slow. Below is what the TAG team believes are the four basic elements your brand needs to master.
1 | Mobile Responsive Website
A mobile responsive website means that your website will be just as clear and easy to navigate on a computer, as it is on a smart phone or tablet. Mobile responsive sites aim to minimize resizing, panning and scrolling so that your consumer can have a seamless interaction with your site and its content.
Think of your own habits. We’re all busy and when you’re looking for information fast, you don’t want to find yourself accessing a website on your phone and constantly having to zoom in to look at the text. It’s a hassle, and consumers and clients alike will find themselves seeking a mobile experience elsewhere.
2 | Social Media
Curious as to another digital tactic where most traffic comes from mobile? Ding, ding, ding! Social media. If you’re a brand, it’s imperative for you to have a focused social strategy. This doesn’t just mean throwing up pictures to celebrate National Cheeseburger Day (although, we do have a tactic for using National Days…), it means being in touch with your audience and knowing what kind of content they’re looking for on your social media accounts.
Advertising on social media platforms has blown up over the past couple of years, and it will only continue to grow. Create a goal and then create a social media ad campaign that will deliver those results. For example: If you want people to visit your website, create a Facebook Ad campaign that will send traffic to your site. Or, if you’re wanting some exposure for your brand and your audience is relatively young, consider creating a Snapchat filter for a local event you’re sponsoring or that aligns with your brand.
3 | SEO (Search Engine Optimization)
When a potential customer is searching for your product or services online, what would they type into the search bar? Write them down, and then incorporate those words throughout your website because that’s how search engines pull results.
For example, when I type in “home improvement store davenport,” Lowe’s Home Improvement in Davenport is one of the first things to appear. Why? For one, they have home improvement in their name (genius) and it’s also sprinkled throughout their website. If you go to their Company Information page, their description says, “…Lowe’s has been Improving Home Improvement.”
So, if you’re currently dependent upon organic search traffic but aren’t getting the results you want, it’s time to do a word overhaul on your website.
4 | Analytics
Once your website is mobile responsive, your social media tactics and campaigns are running and your search engine optimization is as optimized as it gets, the next step is reviewing the analytics.
If you have a website, make sure it’s set up with a basic Google Analytics tracking code. That way, you’ll be able to see who’s visiting your site, when they’re visiting your site, how long they’re staying, what pages are most viewed, etc. in order to see what’s working with your audience and what’s not.
Social Media sites also have analytics in order for you to see which posts or ads are performing the best. Facebook to Snapchat and everything in between will offer you metrics such as impressions, reach, engagements, click through rates, etc. so that you can see the results, analyze them and then put your money where it makes most sense.
Whether you need help with the basics or if you’re looking to take your digital strategy to new heights, contact the TAG team of social media, web and analytic experts to help you reach your goals.
59% of 18-29 year-olds use Instagram (via SproutSocial) while Snapchat reaches 41% of 18-34 year olds in the U.S. every day (via Smart Insights). Needless to say, if you’re not on at least one of these platforms, you’re missing out on marketing to a large, and important, audience.
While Instagram and Snapchat are similar, the two cater to different audiences, with different content that can be interacted with in different ways, so we’re breaking it down to help you figure out which platform is best for your business.
Instagram was released in October 2010, just shy of a year before Snapchat’s launch in September 2011. Instagram and Snapchat allow their users to share their experiences through images, and both platforms eventually expanded to incorporate video.
Snapchat originated the “stories” concept early into its existence. A “story” gives you the option to share one or more photos and/or videos for up to 24 hours with your friends. Instagram implemented its “stories” feature in August of 2016 and, for many, blurred the lines between the two platforms. As you’ll learn below, Snapchat and Instagram are still very different when it comes to audiences and content.
Instagram caters to an older audience when compared to Snapchat. 59% of its audience is made up of 18-29 year olds, with 30-49 year-olds making up 33% of its audience.
Instagram’s audience base is also more educated than audiences on other social platforms. 37% of adults with some college experience use Instagram and college graduates make up 33% of its users.
Instagram’s income demographic reinforces the fact that its users are college educated, as 37% of adults who make more than $75,000 are on the platform.
Snapchat is the most-used social platform for people aged 12-24. In fact, 13-24 year-olds account for 60% of Snapchat’s total audience. According to MediaKix, 60% of college students would purchase from a brand if they were sent a coupon on Snapchat and 77% of college students use the platform daily, averaging 25-30 minutes.
(Fun fact: Kylie Jenner revealed in her E! series Life of Kylie that she pays nothing for advertising. The 20-year-old CEO of Kylie Cosmetics says that the only advertising she does is on her personal Instagram and Snapchat accounts.)
Snapchat and Instagram both offer a platform for people to share photos and videos, but the content being shared differs.
Content on Instagram is often edited and refined. Brands are easily found on the platform, and the content shared is accessible by anyone, as long as your account is not set as “private.” Posts on Instagram also have a longer life-span, as once they are “posted,” they’re available for people to look at and interact with forever (or until the person who posted it, deletes it).
Unlike Instagram, most of the content that’s shared on Snapchat is typically between two “private” accounts and isn’t open to the public. However, there are public profiles (brands, celebrities, public figures, etc.) and the content that’s posted from those accounts is raw and unrefined. This kind of authentic content really resonates with Gen Z, as they feel that the brands that share raw and real content are more trustworthy.
A lot of brands find success using Snapchat geofilters, which can be designed on Snapchat’s website with their pre-made templates, or personally designed and uploaded (Geofilters are photo and video overlays that are accessed within a set location). For example, if your business is putting on an event where you know a lot of its audience members will be on Snapchat (concerts, fairs, etc.), then a geofilter would be an easy, effective and cost-efficient way for that audience to interact with your brand.
The content is different on each platform, so the way it’s interacted with is different, too.
Content on Instagram can feature custom hashtags, users may tag other businesses or people, and there’s the ability to “like,” “comment,” “share,” “save,” and “send” photos and videos. In fact, 7 out of 10 hashtags on Instagram are branded, according to SproutSocial. Much like posts on Facebook, when you’re posting to Instagram, you also have the ability to select a location to associate your post with, giving that piece of content yet another way to be found.
When Snapchats are played, users have the ability to privately respond either via text or by snapping back a photo or video. Recently, Snapchat gave its users the ability to attach a link to their posts when users swipe up, giving brands the ability to track traffic from Snapchat more easily. On Snapchat, users can also see who has viewed their posts, who has replayed a snap and which users have taken a screen shot of the post.
What’s best for your brand?
Now that you know the differences between Snapchat and Instagram you could go frolic in a field and throw paper hearts in the air in celebration (thanks for the transition, Chris Pratt), OR you could get serious about your social strategy and call TAG! Let’s talk about which platform is best for your brand.
“Do I need special glasses to watch the solar eclipse?”
Those are just a few of our team’s latest Google Searches. Did you know that there are over 3.5 billion searches per day on Google alone?
Over the course of the last decade, technology has evolved and so have our search patterns. Google has introduced numerous algorithms, and continues to refine them in order to better assist you in your queries.
Take a moment to think of your own behavior and how, it too, has evolved over the last 10 years. The first iPhone wasn’t introduced until June 29, 2007, so until then, Google search was limited to desktop users. In 2011, Apple introduced Siri – it’s voice-activated search tool for Apple product-users. 2012 marked Google’s release of their search app for iOS that featured its voice search function, rivaling Siri.
Paralleling these technological advances were also societal changes in the way we interact with our phones. 2007 was also the year when the state of Washington became the first state to ban texting and driving. Since then, many other states have followed suit and some have even banned calls from a hand-held cell phone device which, in turn, pushed for more voice activation options.
Earlier this year, The Webmaster released an article citing Hitwise’s study that found nearly 60% of all online searches are now happening from a mobile device, with the food and beverage industry reaching 72%.
What it means for Search
According to a recent HubSpot blog, 20% of queries in 2016 were mobile and android voice searches and a study by Ahrefs found that 64% of searches are at least four words or more.
This tells us that we’ve become much more conversational in the way we use search. So, instead of typing “Restaurants Quad Cities” like we did in 2007, we’re typing (or, dictating) “Where’s the best place to find tacos near me?”
What it means for Google AdWords
With many of our current clients reaping the benefits of Paid Search, the TAG team of Google certified experts decided that with this information, it was time to restructure our strategy.
Instead of the previously advised 10-20 keywords per topic in AdWords, because of the way consumers are searching we need to start thinking of them as “topics.”
The first step in this process is looking at your content from a low level. Segment the content you want your consumers to find into “topics.” For example, at TAG, one of our “topics” would be Social Media. We realize a strong social presence could be a potential client’s pain point and we’re here to help them succeed.
From there, we take our “topics” and segment them even further into “subtopics.” We think, ‘What are our potential clients searching for when they’re looking for help with their social strategy?” Then, “subtopics” for social media could be:
Social Media (topic)
Facebook marketing quad cities (subtopic)
More followers for my business Instagram (subtopic)
Is snapchat right for my business? (subtopic)
Email marketing tools (subtopic)
The subtopics help our team get into the mind of our clients and we’re able to then reformat our Google AdWords campaigns in order to deliver them the information they’re seeking and, ultimately, help their business succeed.
At TAG, it’s important to understand our clients, and their clients, so that we can create a comprehensive approach that fits everyone’s needs. Our TAG team of Google certified experts is excited to help your business grow, so let’s get started.
If a picture is worth 1,000 words, then that means one minute of video is worth 1.8 million – making it one of the best and fastest growing tools for digital marketing.
According to Cisco, by 2019, videos will account for more than 85% of online traffic in the U.S.. Which makes sense when you think about it. When was the last time you logged into Facebook and didn’t see a video in your news feed? Probably a pretty long time ago. In fact, 55% of people watch videos online every day.
If video marketing isn’t currently in your digital strategy, it should be! But with all of the video already out there, it can be difficult to cut through all of the clutter. Below are three types of video you can use in your marketing to help your brand stand out.
What is it? 360° video is shot with a special 360° camera that captures all directions, giving the viewer a 360° view of whatever it is that’s being filmed. This type of video allows the viewer to explore the video’s surroundings, giving them the option to tilt up or down and side-to-side. If you’re watching a 360° video on your computer, simply press “Play” and then once the video starts, click and drag your mouse anywhere on the screen to explore.
How can I use 360° videos for my marketing? 360° videos are a great tool for real estate agents, hotels, or other brands who are trying to sell, or showcase, a location of interest to its audience.
TAG’s favorite example: This example is from QANTAS, Austrailia’s largest domestic and international airline, which used 360° video to take its user on a virtual tourism experience to one of their most popular and scenic holiday destinations.
What is it? Interactive video is a different type of interactive experience. An interactive video will often include prompts asking for user action or input, which in turn, impacts the sequence or events in the video, making it a personalized experience for the viewer. This type of video also allows for user feedback, making it easier for you as a brand to tap into your audience’s needs.
How can I use interactive video for my marketing? Some brands have had a lot of success by incorporating interactive video for educational and promotional content, along with recruitment efforts. Essentially, interactive video is a great tool to use if you’re looking to test products, track your consumer behavior and even collect audience analytics right from the video platform.
TAG’s favorite example: Deloitte is a multinational professional services firm that provides audit, tax, consulting, enterprise risk and financial advisory services, employing more than 244,400 professionals globally. While taxes may not be your idea of a good time, their interactive recruitment campaign will have you looking into their current openings because it’s that good!
What is it? Virtual reality, or VR, is a fully immersive experience for your user. The 3D environment, that’s often computer-generated, transfers your user into a virtual landscape, where they’re allowed to explore the virtual environment and interact with objects within that virtual sphere. Virtual reality is experienced through a headset and as the user moves, the goggles track those movements and updates the display.
How can I use virtual reality for my marketing? Virtual reality allows for your clients or consumers to not only hear things from you, but to see and feel. If your marketing objective is to provide your audience with an experience, allow them to explore, educate or to entertain them, VR might be the best option for you!
TAG’s favorite example: The American footwear company Merrel used virtual reality to engage with its audience members over the release of their new hiking boot, the Capra. The company known for its high-performance boots took participants along a dangerous mountain hike to showcase the durability of their new release.
Want to take your video marketing to the next level and stand-out from the competition? TAG has the capability to produce 360°, interactive and virtual reality video! Contact us today to give your campaign the creativity it needs!
Every day it seems like someone is celebrating something on social media. From National Lumpy Rug Day (May 3) to National Pizza with the Works Except Anchovies Day (November 12), you can find just about anything that relates to your brand. And while those days may seem totally ridiculous, for some brands, it’s a creative way to interact with its audience members.
For instance, a carpet or rug company may want to run a promotion for National Lumpy Rug Day on May 3, promoting a discount to replace your lumpy rug with a new one.
But with so many national days to choose from, we realize it can be overwhelming. So, below are TAG’s tips on how to utilize national holidays to promote your brand and connect with your audience.
Before you begin implementing, we think it’s beneficial to know the advantages of utilizing national days in your social strategy.
According to Crowd Spring, 78% of consumers believe that companies that are focused on custom content are more trustworthy than companies that post generic content.
I’ll use TAG as an example. Donuts are part of our culture here (hence, Donuts & Digital), so instead of posting some generic picture we found on Google, we actually bought donuts for the office and created our own content. Creating your own content will make your brand seem more authentic, and thus, more trustworthy.
While it’s always good to wish your audience a Happy Halloween or a Happy Valentine’s Day, choose holidays that relate to your brand and company culture.
Oreo actually does a really great job of leveraging national days to create custom content, while still promoting their product.
Do’s & Dont’s
National days are a great way to showcase your brand’s personality on social media, but don’t use it as a crutch for your strategy! If you decide to celebrate a national day every day, your audience members will begin to see through it and tune out your messaging.
A good rule of thumb would be to choose one or two national days per month that:
Directly relate to your business
Showcase your brand’s personality
Provides your audience with an interesting takeaway
Creates an opportunity for dialogue between you and your target audience
If you are celebrating a more-common national day (i.e. National Pizza Day), be sure to use the #NationalPizzaDay hashtag to reach the maximum amount of people.
Utilizing national days in your social strategy has never been easier. At TAG, we really enjoy NationalDayCalendar.com which allows you to see what people are celebrating today, tomorrow, this week, or even two months from now if you’re feeling really ambitious!
Another great tool we would recommend is Sprout Social’s Complete Calendar of Hashtag Holidays for 2017. It’s definitely a more narrowed look at national days throughout the year, but it tells you which is the correct hashtag to include in your post.
Want more? Contact us today so that TAG’s team of social media experts can develop a social calendar that’s custom for your brand!
Currently, there are over 100 million active users on Pinterest. That means that there are more than 100 million users who could potentially interact and engage with your content. What has turned into the go-to place for individuals to collect and organize everything they love, now offers businesses an ideal platform to showcase and market their products—especially if their products are visually appealing. Could your business benefit from Pinterest? Keep reading to find out!
Advantages of Pinterest over other social platforms
Pins have a longer lifespan than posts or tweets: Because over 80 percent of pins are classified as “re-pins”—compared to 1.4 percent of tweets that are re-tweeted—pins have the potential to reach more users over a longer period of time. While the average lifespan of a tweet or Facebook post is measured in minutes or hours, the average pin can come up in user searches months or years after it was originally pinned. And because Pinterest is commonly used to help users plan for big life events—like a wedding, baby or new home—pins chosen by these users are likely to be active for longer periods of time.
Search with Lens: Pinterest is trying to close the gap between its app and the real world, and it’s that much closer to doing so with Lens – a search function that allows users to upload pictures of items from their camera roll or in real-time and will, in turn, deliver like items or ideas. For example, you see some lady at lunch wearing these shoes that you just have to have. Take a picture of them, upload it to Pinterest using Lens, and Pinterest will find items that look like those shoes and will even populate other clothing items that would pair well. Or, if you’re at home and you’re wanting to make dinner with a particular spice, take a photo of it and then upload it through Lens to get recipes that include that ingredient! Lens makes it easier for both you and your customers to find what they’re looking for. The easier it is for your customers to find you, the easier it is to make the sale.
Drive consumer purchasing behavior: Because Pinterest is visual by nature, businesses can use their products to catch the eye of potential consumers with fun, visually-engaging content. Pinterest acts as a product review platform, shopping catalog and customer advice column all in one convenient location, which means that (if done correctly) businesses can market their products and close deals all in one space. In fact, 25 percent of customers reported buying a product or service after discovering it on Pinterest, and admitted to only buying products once they could see the product in real life settings—like through photos on Pinterest!
You set the terms: Thanks to its pinning board capabilities, Pinterest allows businesses to get as specific or as broad as they would like. You can set up a tightly defined board that only covers one product or service that you offer, or you can create general lifestyle boards—the choice is yours. Users also have the power to follow only the boards that they are interested in, which makes Pinterest more appealing because it does not require an “all-or-nothing” attitude—like Facebook or Twitter.
Is Pinterest right for your business?
Visual appeal: Are you selling a product? Is it a visually-appealing product? Do you have high-quality, web-ready photos of your products? If the answer is yes, yes and yes, then chances are, Pinterest is right for your business. The trick to a sound Pinterest presence is quality over quantity. Remember, if you want your audience to engage with and respond positively to your photos, you must make sure your photos are clear, concise and of the highest quality.
Gender split: Is your target market mostly female? 85 percent of current Pinterest users are female, so if your business predominantly targets women, Pinterest is the place for you.
Industry dominant: Just like all marketing platforms, certain industries will benefit more from one platform than others. Due to its visual nature, industries that benefit from Pinterest include fashion, event planning, home and lifestyle, flooring and health and beauty.
Social presence: Does your business already have a Facebook or Twitter account? Pinterest works best if you are able to cross promote your boards or pins on various social platforms, so before you create a Pinterest account, make sure you’re up and running on other social platforms, as well.
Pinterest is a wonderful tool businesses can utilize to capture their audiences’ attention, and communicate with essential target markets—plus, it’s fun! Here at TAG, we love Pinterest, and we’re ready to help you utilize its capabilities to its fullest potential to help your business skyrocket in the marketplace. Are you ready to become a Pin-master? Contact us today!