How to Boost Both Awareness and Conversions with Facebook

boost conversions with facebook in digital funnel

How big of a role should Facebook play in your organization’s digital funnel and overall conversion process? Bigger than you might think.

I’ve spoken with a lot of marketers who think Facebook isn’t the right place to get in front of their target audiences. The assumption: spending money on Facebook ads won’t translate into conversions.

While that used to be the case, it isn’t anymore. In fact, Facebook has introduced some powerful tools that let you target people by job titles, company revenue and other variables. Both B2B and B2C marketers can leverage these tools to drill down and reach their most relevant audience segments.

Lookalike audiences (LALs) is one example of how Facebook allows you to do just that. Simply upload your customer list, and Facebook will analyze it to determine key characteristics, behaviors, demographics, etc. Based on the findings, you can develop personas and target people who are likely to be interested in your offer because they share similar attributes with your existing customers. We’ve found LALs to be a very effective way to get in front of just the right audiences.

Where Facebook Sits in the Funnel

Now let’s consider where Facebook should be situated within your digital funnel.

Facebook works wonders at the top of the funnel, where the focus is on exposure. It’s great for introducing your brand or product/service, with the goal of increasing awareness among your target audiences. Some of these users will translate into conversions right away (either through avenues like Facebook lead ads or by visiting your website). It should also be noted that Facebook has excellent retargeting options (custom audiences and website custom audiences) that we use liberally for both great direct response and for re-engaging past customers with upsells, renewals, etc.

What about the rest of those users? Well, they’re still going to keep your brand in mind. And later on, when they have an intention to buy, some of them will head to Google or Bing to search for what you have to offer.

Coordination with Paid Search

This is where a smart paid-search strategy will pay dividends. You need to buy highly relevant keywords so that people who can’t remember the name of your company, product or service will still see your ad on the search engine results page. That means bidding not only on your brand terms, but also on keywords related to your product or service.

By leveraging Facebook in tandem with paid search, you’ll ensure more of the right people know your brand — and are converted into customers.

For more on this topic, check out our free whitepaper, 3Q Digital’s Complete Guide to Facebook Advertising.

Great Marketers Will Focus on Small Data for Success This Year

small data about your prospects paints a clearer picture

We’ve established that this is the year of the consumer. We’re living in The Age of ‘Me’, and that means that as marketers, we really need to understand who our customers and our prospects are—and we need to use that to speak to them contextually.

I started off my 2017 recommendations series by explaining that—rather than interacting contextually—marketing has been neglecting to seek out and react to our consumers’ cues as they provide them (like my experience with the online retailer and the shoes). The first step to remedying this is thinking beyond one-to-one marketing to one-to-one in the moment marketing. The next piece of the puzzle is looking at the small data for a better picture of your consumer, at a particular point in time.

It’s the Small Data that Matters; Stop Counting Everything

You don’t need to have a ton of information on me to understand what’s driving me. You need the right piece of information about me at a moment in time.

Robert McNamara was the Secretary of Defense during the Vietnam War. He espoused the notion that for any problem, you should define objectives, make a plan and measure your success. In order to determine whether or not we were successful in the war, he measured what he had available to him: bodies. He concluded that, because we were killing more people than we were losing, we must be winning. Clearly, that was not the case.

In marketing, our vision is often clouded by the same mistake: measuring what is easy or readily available to measure at the expense of what is useful to measure. We rely on clicks, store visits and other single data points that don’t really tell us what is happening in any given situation. And we collect a whole bunch of this information. Another CMO I know likes to say, “I’m looking for a needle in a haystack, and you people keep throwing hay on top of it.” We count everything we can count, but we are counting things that don’t matter—or we don’t understand the information we have.

Instead of looking at all of the data that’s readily available and possible to collect, we need to look at the real indications that we have a ready buyer. It’s our job to determine what an interested buyer looks like—and if there are some data points in that description that we can’t easily get to, it’s our job to figure out how to get them. This often means breaking down walls inside the organization to share information at a human level rather than at a channel or interaction level. It can also mean bringing in third party enhancing data that help you understand who the buyer is.

Once we know what this buyer looks like, we can build algorithms to help us identify more buyers and a content engine that allows us to match the exact right message to the right person in the right moment—or at least as close as we can get.

For more insight on small data, see Martin Lindstrom’s article on MarketingJournal.org.

The Next Step is Content: Small Messaging to Match Small Data

The importance of that message and the content it’s contained in is the third thing we must rethink as marketers this year. Check it out in my next post next week.

JWT New York and Black Lives Matter Unveil New Partnership

Black Lives Matter, a chapter-based U.S. organization working for the validity of Black life, has announced the start of a strategic and creative partnership with JWT New York, making JWT New York the organization’s first-ever agency partner. In the new partnership, JWT New York hopes to play a key role in tackling the racial challenges facing society in the United States. One of the agency’s challenges will be to help establish the movement in time and beyond the #BlackLivesMatter hashtag that made it famous.

Marking the start of the new partnership is the launch of BackingBlackBusiness.com, a Google map based web tool that allows consumers to easily discover Black-owned small businesses throughout the United States. At launch, the tool featured over 300 businesses and in the following two days the number grew by more than 150%.

 BackingBlackBusiness.com also allows Black business-owners to add themselves to the map.

The effort

Digital Business Transformation: 4 Recommendations For Success

image

Stemming from a recent SapientNitro survey of 250
marketing technology professionals, our CTO Sheldon Monteiro and ChiefMarTec’s Scott Brinker aimed to better understand how organizations are driving
change, what barriers to transformation exist, and how leadership can improve
their game. In this piece, Sheldon shares key recommendations for
businesses that seek to hone their Digital Business Transformation (DBT)
strategy,

the
overarching strategy that guides the reimagining of the business in a
customer-first, networked world. Learn more here

Watch Fold7’s Year in Review

Fold7's year in review

Oh, what a difference a year can make.

  • Last year Hilton and Magners appointed us. This year we launched Hilton’s biggest-ever global campaign and relaunched the Magners brand.
  • Last year Marc Nohr joined Fold7 as CEO. This year our leadership team had 4 new additions, all of them being women.
  • Last year we had plans for new ventures. This year we made them happen; launching experiential agency Hyperactive, standalone production company Film7 and Unfolded Talks.
  • Last year we brought to you “Probably the Best Poster in the World.” This year we made Carlsberg talk of the town during the Euros with our “Substitutions” campaign.
  • Last year we welcomed furry friend Tallulah into the office. This year the Fold7 dog kennel has quadrupled with the addition of tail-waggers Georgie, Bertie and Sadie.
  • Last year we held bake-offs, cook-offs and coveted ping-pong tournaments. This year we did it all again and then some, introducing run club, kickboxing and book club.
  • This year’s events were pivotal to the Fold7 story. Join us next year to watch an even bigger 2017 unfold…

From all of us here, have a very merry Christmas and see you in the new year. Now sit back and enjoy some of our best bits from 2016 below.

JWT London Host Inaugural Young Tribes Day

Throughout October and November, JWT London staffers across the Accounts, Planning, Creative, Social and New Business disciplines presented at nine schools across London, giving students an introduction to advertising, the power of diversity and inclusion and JWT’s Female Tribes initiative.

In each school, the staffers challenged the students to think about the vital effect of role models and share their thoughts. 38 Years 10s across the schools were invited to the JWT London office on December 14 for the inaugural Young Tribes Day, an all-day event was filled with presentations, meetings with staff members, and an opportunity to tackle a brief from Wagamama, a UK-based Asian food restaurant chain, alongside JWT mentors.

Students were then able to present their campaign idea to a judging panel that included James Whitehead, JWT London’s newly crowned CEO; Louise McCourt, Special Projects Fundraiser – Volunteer Partnerships; Claudia Southgate, Senior Creative at JWT

Looking to the future with WeTransfer

The launch of the new WeTransfer logo at the end of November roused a typically sparky debate at Moving Brands.

For many, the realisation that the company had a logo was news in itself.

“I’m pretty visually aware – and can honestly say that I have never noticed their logo before… bonkers!”

Jim Bull, Moving Brands.

As WeTransfer has such a distinctive UI, we had unconsciously come to know it by the layout of its transfer portal rather than the brand’s logo. We began to wonder, in an increasingly mobile-first world, does UI/UX offer more opportunities for differentiation than a brand’s logo? This question seemed to polarise opinion, both internally and externally:

“WeTransfer is a great example of how a UX/UI can become a distinctive symbol of a brand.”

Jed Carter, Senior Designer, Moving Brands.

“Logo and UX indicate difference but don’t create it.”

@DuffBrands

“Brand is decided by

MENA’s 15 Female Tribes

J. Walter Thompson Intelligence’s new Female Tribes™ study unveils original stats and research on the evolving female audience in the Middle Eastern market.

The study offers an “Arab Women’s Index,” which includes detailed research and stats that dismantle long-held stereotypes about Arab women. The study also defines 15 new attitudinal profiles, called Female Tribes, that describe trends and shifts identified by the Intelligence team.

Mennah Ibrahim, MEA Director of J. Walter Thompson Intelligence said of the study, “The world, its economy and the cradles of business can no longer afford to neglect the needs of Arab women – siphoning them off into one statistical column rather than recognizing their idiosyncrasies and nuances. If we look at this from a macro perspective; recognizing that women’s economic power is continuing to grow around the world, and coupling it with the data that confirms the Muslim segment is the fastest growing economic