Facebook agrees: Quality > Quantity

It’s as if Facebook listened to a focus group of marketers complaining about ad targeting: “It’s getting brutal….social makes it harder, not easier….my dollars are already stretched too thin….how can I be sure I’m reaching the right people….and how do I know I’m spending in the right places?”

And then, Facebook looked deeply into its immeasurable well of data and said, “Welcome to lookalike audiences.”

What it is

A lookalike audience is a custom-made audience based on the characteristics of your current customer list, website visitorship, or Facebook fan base. The idea is that Facebook goes further than general demographics and interests, and looks at data to find deeper similarities within your audiences. You are then able to target new customers that fit into a precise profile.

3 data sets

When Facebook creates a lookalike audience it gathers data from 3 sources.

1) Your Facebook page fans: Facebook takes the individuals that already like your page and looks for similarities among them.

2) Your current customer list: By using Facebook Custom Audiences, you can upload a csv file or copy and paste your existing customer data and Facebook will find people who resemble that audience.

3) Your website visitors: Install a Facebook pixel on your site. Then you can create an audience based on people who’ve visited specific pages on your website.

Does it work?

Studies show that lookalike audiences can generate at least twice the number of customer conversions than standard targeting techniques, simple because the people you’re targeting share characteristics with users who have already interacted with your brand in some way.

This technique can be even more effective than retargeting. Why? Because rather than simply delivering ads to people who already know your brand, lookalike targeting builds a new customer base; essentially a clean sheet of paper that can be filled with new individuals, perceptions, and new selling opportunities.

Let’s talk dollars

Where budget is concerned, using a lookalike audience is very cost effective. This is because lookalike targeting does not increase the cost of delivering your ads. It just increases the likelihood of the ad content making an impact.

Think of it this way: Instead of delivering your ads to 50,000 people who may or may not be interested in your brand/product, you’re delivering your ad to 15,000 people who share similarities with your current audience and are very likely to be interested. This results in higher ROI.

Stay attuned

There are other advertising platforms that provide similar tools. For example, Google has targeting methods such as Custom Affinity Audiences and Customer Match that allow similar targeting based on your current customer data. It will be interesting to see how Google and other competitors respond to the advent of lookalike audiences.

But for now, Facebook lookalike targeting is one of the most valuable tools available. And it may signal the long-overdue shift in advertisers’ understanding that quality beats quantity.

Join us for a beverage to keep the conversation going.

Progressive web apps now being served

Progressive Web Apps

When Google says something is the next big thing, we tend to listen.

And Progressive Web Apps (or PWAs) are, in a word, it.

If you missed this news and were absent the day they had the PWA meeting at work, here’s what you should know.

The nutshell version.

PWAs can be summed up as a web page that can be hot-linked to the homescreen of the user’s phone, creating an app-like experience. Some recent technology enhancements and the increased power of newer smartphones and devices make it possible.

In slightly more technical terms, think of a PWA as a hybrid utility – a mix between a website and a native application on a mobile device.

Thirsty for an example? Here’s an example of a simple PWA that allows users to learn more about beer. Cheers.

Top 10 reasons they’re a good thing

Google (and us for that matter) like PWAs for these reasons.

  1. PWAs are fast to load
  2. They feel like an app
  3. They don’t require an app store to install
  4. They build search engine visibility
  5. They’re responsive
  6. They work with all browsers
  7. PWAs are linkable and not be hard to install
  8. They’re enhanced to work offline or on low-quality networks
  9. They stay fresh because of a background update function
  10. PWAs are safe and served via HTTPS

If you need a laundry list of PWA attributes, look at this detailed look at what Google says are the key elements of a good PWA.

How PWAs keep users engaged.

Studies have shown that in a consumer mobile app, you lose around 20% of the user base for every step a user has to perform before getting to valuable content or experiences.

It’s called the “funnel effect.” And it has huge implications. For example, what if the user has to do any of the following?

  1. Go to the app store
  2. Download the app
  3. Open App
  4. Sign up for the app
  5. Create something
  6. Post/Send to friends
  7. Overcome any other typical experiential roadblock

If each of these steps causes a 20% drop in users, the attrition rate is ridiculous. With PWAs, the first three steps are bypassed, allowing users to find value quicker and stay engaged longer.

Loading & Pushing.

People expect a site to load in 2.0 seconds or less, according to study. After 3.0 seconds, many are gone. Now think of a phone on 3G trying to load the heavy elements of a website. The words “clunky,” “glacial,” and “stultifying” come to mind. PWAs, by contrast, load quickly even in areas with poor connectivity.

Another great PWA feature is the ability to send Push Notifications to users who have added the PWA to their phone. Push notifications can increase CTR by up to 40%.

And now, for PWA drawbacks…

Since Google began leading the push for PWAs in 2015, development has been slow.

Cutting edge browser technologies are needed for a PWA to function correctly. Sure, the PWA most likely will still work on older devices and browsers, but the UX won’t be the same.

Apple is developing the required pieces for PWAs to function 100% correctly on iPhones and other iOS products. And because PWAs function similar to a normal website, a user on an iPhone can still reap the benefits of the PWA, even if they are unable to add it directly to their homepage.

Source links:

[1] https://www.smashingmagazine.com/2016/08/a-beginners-guide-to-progressive-web-apps/
[2] https://developers.google.com/web/fundamentals/getting-started/codelabs/your-first-pwapp/
[3] http://blog.gaborcselle.com/2012/10/every-step-costs-you-20-of-users.html
[4] https://blog.kissmetrics.com/speed-is-a-killer/
[5] http://andrewchen.co/new-data-on-push-notification-ctrs-shows-the-best-apps-perform-4x-better-than-the-worst-heres-why-guest-post/
[6] https://jakearchibald.github.io/isserviceworkerready/

Death to Slogans!

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Taglines: Still tagging along

 

You might think that the transparency created by digital communications between consumers and brands would make advertisers stop cranking out empty taglines.

 

After all, if “advertising” is a conversation that unfolds gradually, why start it out (or punctuate it) with a chest-thumping, self-congratulatory catchphrase?

 

Yet the tagline lives on.

 

Caution: Handle taglines with care

 

The role of the tagline has always been to convey one of three things: 1. The condensed essence of the brand message. 2. Its point of differentiation or 3. The value proposition.

 

But critics (like us) advise that branding today lives in 140-character bites, 25/35/35 copy blocks, oddball video personalities, website UX, and other things that have nothing to do with slogans. For example, using taglines in branded social content is a big faux pas. It’s just uncool.

 

Even worse, as Bud Light learned the hard way, sometimes taglines backfire.

 

It’s also worth noting that when Toyota vehicles were experiencing “sudden unintended acceleration” their tagline was “Moving forward.”

 

Toyota pulled the message, and now uses “Let’s go places.”

 

Changing taglines = Identity crisis

 

No industry is more in love with taglines than the automotive industry. A few phrases stick around – Built Ford Tough, The Ultimate Driving Machine, et al – but most get used and thrown out like old wiper blades.

 

Chrysler-Dodge may be the ultimate Tagline Abuser. Here’s a look-back at some of their brand messages:

 

Dodge. Different
Dodge. Grab life by the horns
Chrysler. Drive = Love
Chrysler. Inspiration comes standard

 

And, more recently, this lemon:

 

Dodge. Domestic. Not domesticated.

 

In trying to portray Dodge as a maverick brand, they make it sound like their cars aren’t even housebroken.

 

The larger point: Changing taglines too often makes a brand look like it’s having a wardrobe crisis.

 

A better direction: Build a Family of Phrases.

 

We often challenge clients who want to unite their brand on the back of a single slogan with this question: Why limit yourself?

 

Instead, define the 3-4 discrete selling ideas your brand wants to convey and create your own lingua franca.

 

This thinking is set in motion by the image/message rotator common to so many CMS platforms. Its value is that, every 8 seconds, it inflects how the brand articulates its core messages.

 

So, as taglines come and go, our recommendation for clients is to create a “language deck” for the brand and the personas it serves.

 

Build out key messages for each audience, and condense them to their simplest expressions. Use them as a family of phrases to reinforce different ideas, based on the audience’s expectations and interests.

 

Last, don’t be afraid to change your messages – but have a good reason for doing so.

 

If you’re up for a cup of coffee, contact us.

Headline Psychology for Women 101

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Headlines still lead the way.

 

You’re revamping your website. Or posting on social media. Or maybe you’re writing a blog or creating an email subject line. It doesn’t matter what the medium is, the message is what matters. And it all comes down to the headline, which is how consumers determine if your content is a flip or a flop.

 

Women in particular tend to be picky about what headlines they find engaging.

 

We think, (since women control a huge percentage of household purchase decisions) that it’s worth the time and effort to show them what they want right in the headline. Headline psychology is the wave of the future, so it’s time to start learning its principles as they relate to women.

 

Start by thinking of a headline as a movie trailer

 

The content your headline connects someone to is movie – but the headline is the trailer. So, use it to show a glimpse of the excitement of the experience the content will provide. Add some suspense. Be enticing. Use your headline to trigger a “curiosity gap” that brings female viewers deeper into the fold. Sometimes, it can be tempting to rely on click-bait to draw people in, but we have some tricks to make sure your headlines tease to meaningful/relevant content.

 

Content that builds confidence

 

Women want to feel empowered, and useful knowledge is powerful. In fact, women’s empowerment has evolved into an industry. So, crafting a post that shows the gap between what female consumers knows and what they should know will consistently draw attention and increase the likelihood that she will want to share the knowledge into power amongst their peers. Take advantage of the idea that women are constantly using the digital world to see how they measure up. Confidence is a quality that women consistently feel is lacking in their lives, and if your headline attempts to solve that problem for them, they have a reason to engage it.

 

Don’t ignore the emotions that are involved in the digital world- they matter. And always remember to tap into these emotions by teasing useful advice or tips – specially the kind that simplify annoying tasks.

 

Women tend to value simplicity

 

Like anyone, women get frustrated when the complexity of the content they’re reading gets in the way of a clear understanding of it. Addressing women directly with content that can simplify life is better at moving them to action.

 

Wrong way: Complicating an offer with pre-conditions

 

25% off during October with a Member’s Only coupon

 

Right way: Simple

 

Get 10% off anything, anytime in October

 

Our point: A smaller offer that can simplify a woman’s life is much more appealing than an offer that she will have to work for. All people want the same things out of content they want to read online, but when trying to figure out what women want from your brand, think in terms of headline psychology.

 

As always, you’re welcome to join us for a beverage

Facebook is changing the news feed. Adapt or die.

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They did it again

 

Facebook, like it or not, has changed the way its news feed serves content to users.

 

We all know the truth: Facebook was once viewed as a Mecca for brands  – a way to sidestep traditional advertising, connect directly with consumers, and cultivate a dialogue that would ultimately catalyze sales.

 

But as the platform became saturated with promotional content, the “communities” that formed around brands were people looking for deals, not dialogue, and the flood of promotional content in everyone’s news feed became obnoxious.

 

What Facebook’s change means to brands

 

In a nutshell, Facebook’s new algorithm gives more visibility to organic content posted by the friends and family of its users, and less to content from brand pages.

 

This means that branded content will show up less frequently – and less prominently – in news feeds. Result: A lot less traffic to (and engagement with) the millions of brand pages on Facebook.

 

2 clichés to live by: Know thy audience and Content is King

 

Facebook has stated that “some pages may see declines in referral traffic.” Pages that are most susceptible to drops in reach, engagement, and referrals are those whose content is inconsistent with how people want to see content in their news feeds.

 

So, marketers will need to do a deep dive to learn what their audience wants to see on Facebook. That means brand pages will have to produce quality content that puts audience appetites for interesting information ahead of the brand’s appetite for engagement.

 

Higher stakes and higher standards

 

Don’t panic. Facebook is far from dead as a marketing platform. But more than ever, users have control over the content they want to consume.

 

For example, the new Facebook algorithm features a “See First” option that enables the user to give a page permission to appear among preferred content in the news feed.

 

Which pages will win this popularity contest? The ones that post interesting content are more likely to be followed and less likely to end up in brand page purgatory. Content worthy of sharing will also be tougher to create, but more valuable in the long run.

 

Do’s and Don’ts

We know how tough it is to keep social content relevant. And while the new algorithm makes it harder to get content noticed, there are some simple do’s and don’ts to avoid being penalized.

 

Do:

  • Study and listen to your audience – create content they want to see and share when they want to see and share it
  • Focus on topics that are currently trending and popular
  • Use hashtags to help users find posts relevant to a topic of their interests
  • Consider complementary/alternative platforms

 

Don’t:

  • Post content that pushes people to buy a product or install and app
  • Push people to enter promotions, sweepstakes, or contests without good context
  • Reuse your ad content in Facebook posts
  • Post too often or bombard users with paid/promoted posts

 

If you need to overhaul your social strategy, get social with us.

 

Contact us for a conversation.

How Eldercare Marketers Can Win Consumers

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50 shades of gray

 

The “Silver Tsunami” impact on health care is well documented – as is the fact that more than 75% of wealth in the US and the UK is owned by people age 65+ (globalchange.com).

 

So why don’t healthcare marketers of senior-targeted services – home health, assisted living, and even skilled nursing facilities – do a better job of identifying with older consumers as individuals?

 

People age 65+ control significant wealth, yet are often treated as a long, gray, frail, homogenous cohort because society tends to “disappear” older people as consumers. Marketers shouldn’t make the same mistake.

 

Applying persona development to the senior sector

 

Healthcare marketers who are interested in segmenting and attracting seniors should apply the same criteria that would be at work in any effort to identify buying personas.

 

The essence of this type of research involves going beyond demographic data and drilling into psychographic states that reveal attitudes, fears, hopes, obstacles, and perceptions.

 

Just because a person is over 65 doesn’t mean they stop being an individual – and the point of persona development is to create individual profiles that serve as archetypal characters for marketers to focus content around.

 

How to address the issue

 

There are many ways to approach persona development, but here’s an overview of some pointers that have worked for us.

 

Start with the data you have. The first goal is to create some buckets – catch basins of people who share a set of common characteristics such as age, ethnicity, HHI, and geography. And don’t forget education: Just because someone is 65+ doesn’t mean their education is irrelevant to their identity.

 

Overlay demographic criteria with health criteria. There’s a relationship between a person’s health and their mindset, attitudes, and perceptions. People with serious health issues cannot be treated the same as those without. So if possible, develop your personas by cross-segmenting them in terms of their demographic data and their physical and mental health.

 

Don’t be afraid to conduct research online. The misperception that older Americans don’t rely on the internet is not only untrue; it becomes more untrue every day. Consider online focus group testing, in which recruited participants visit an online chat environment 2-3 times during a week, answering questions, responding to moderator probes, and interacting with each other’s thoughts.

 

NOTE: Sample sizes for online FGs can scale up to 100+ people, so you get a lot of data, which increases the confidence you have in your conclusions about personas.

 

Don’t stop acquiring and analyzing data. The hard truth for healthcare marketers in eldercare services is that your customer base is closer to the end of life than the beginning. Their health will decline and so will their ability to process and participate in marketing content. So you’ll need to keep segmenting to monitor how personas are shifting over time.

 

Sound daunting? Not with the right partner.

Contact us for a conversation.

Professional services firms: Brand your people

dcblog-brandedlikeacow

The longstanding argument in accounting, law, financial, medical, and other professional services firms is that the company’s brand has to transcend the identity of any one person.

 

Eponymous consumer brands like Gillette and Orville Redenbacher have invested big-time resources to emerge from the shadow of their originators, so professional services firms should do the same (right?) because the brand will ultimately earn more good will if it’s perceived as being greater than the sum of its parts.

 

Not so fast.

 

Why you should brand your best people

 

Yes, a central brand is important – and too many professional services firms ignore developing one. But we do not believe it’s necessary to abandon building the identity of everybody who lives under the logo.

 

Why should the people who make the brand breathe – in client and patient contact, new business development, and everyday conversation – take a back seat to the uber brand?

 

One response is, “If I invest in developing the visibility of key staff, whenever those people leave for another job, my investment has failed.”

 

Again, we disagree. We think developing professional identities and reputations for your best people is the best retention (and recruitment) strategy available. Who doesn’t want to work at a firm that honors accomplishment?

 

Getting rid of Either/Or thinking

 

So start by assuming that you can have both worlds: A strong, central brand identity with defined attributes – as well as individuals whose professional brand identities coexist with it in an interdependent way.

 

Big Picture

 

The first thing to do is get a sense of what the Big Picture brand looks like. There are plenty of experts in professional services branding (like us) that can help pinpoint the attributes, map the brand pillars, and build a strategy for it. But in our experience (and we’re not alone), this means selling the idea at the top. Without some top-down support to analyze what makes the firm tick, most branding efforts fizzle.

 

Small Picture: 3 ways to get started

 

Once an overarching brand strategy is established, you can develop individual identities beneath it. There are lots of ways to do this tactically. Here are a few:

 

  1. Blogs

Blogs play a big role in consumer decision making.

They also play a significant role in B2B purchase decisions. But good ones take time and planning. Start with an editorial calendar and see if you can brainstorm 12 topics, with a frequency of 2x per month for a 6-month footprint. Build some consensus around the content, the name, the approach. Identify potential authors to feature and byline. And remember that having a guest blogger or two can be useful.

 

  1. Video. Shoot a series of short segments featuring your internal stars. Keep each one to 60 seconds. Make it a quick, personal interview with the person focusing on one or two key professional insights. Again, keep it short, around the duration of an elevator ride. Bookend each segment with some animated graphics to lock the content into the parent brand. And because it’s important to say something 3 times, remember, less is more.

 

  1. Q&A. Create web pages with articles formatted as a Q&A, as you see in magazines like Interview and Rolling Stone. This makes it easy to read, scan, and get to know the interviewee as a person and as an expert.

 

There’s more, but every blog should know when to stop. For a conversation, contact us and we’ll buy you a cup of coffee.

What happened to boat OEMs and safety?

dcblog-safetyatsea

Safety is lost at sea

Looking at some of 2015’s Top Sportcruisers up to 45 feet, you see the usual suspects: Searay, Bavaria, Jeanneau, and so forth.

 

Now go to their sites. What you don’t see is any message about safety. [Sorry Searay, all your safety links redirect to your home page.]

 

It makes us wonder why OEMs (of boats and related equipment, such as navigation electronics) don’t see the chance to reach boaters at a level beyond the features and specs of their products and talk about something that matters: Being safe on the water.

 

What car manufacturers understand

The automotive industry knows how to make safety a brand differentiator. Exhibit A: Volvo, where safety is a science-based religion.

 

Volvo understands that cars carry babies and pets in addition to grownups, that the female head of household is driving the decisions around what to drive, and that safety for her family is a front-and-center issue in everything she does.

 

The point: Boating OEMs should consider opening a marketing channel to all consumers, men and women, to talk about product safety. It’s good marketing and good business.

 

4 ways to leverage safety content into marketing content

  1. Start by stating the obvious. Create website content that brings safety information to the user in terms they’ll understand – not just a bunch of compliance and credentials and owner’s manual information, but well-designed pages and experiences that bring safety into the mainstream of the user experience.

 

  1. Make safety packages an upgrade. A leading brand like Sea Ray highlights features called QuietRide and TunedTransom. Why not build a package of USCG-mandated safety equipment – plus add-ons like a 4-person ditch bag – and offer safety package upgrades? Customers might begin to think that the OEM actually cares about them beyond the sale.

 

  1. Partner with other brands. Boating OEMs and equipment manufacturers often go it alone. But when it comes to safety, they should be less cautious about forming partnerships and alliances around products that send the right message. Example: Why hasn’t anyone partnered with Raymarine to promote the LifeTag Man Overboard System?

 

  1. Elevate your search hierarchy around safety. Search results for “boat safety” reveal the hard truth that the issue has been given over to organizations like Discover Boating, Power Squadron, and the Coast Guard. Some basic SEO direction (organic and perhaps paid) can move the right company with the right content into a search results page with a fresh message.

 

Full disclosure: We have helped marine brands including Ritchie Navigation, Sabre Yachts, VETUS-Maxwell, Navtec, Hinckley, and others overcome all sorts of communications obstacles.

And we’re happy to talk to you.

Join us for a cup of coffee at our office in Madison, CT.

Academic Rigor Mortis: Breathing new life into school brands

dcblog-academicrigor

Thinking outside the backpack on “academic rigor”

Schools have long been in a Greco-Roman wrestling match with the question of how to present academic rigor in their particular brand of education to the world.

Cruise the websites of public or private learning institutions and you’ll see the term everywhere. Depending on the source, academic rigor can mean more homework, more testing, making students suffer, new levels of behavioral strictness, serious intellectual challenges, or a single standard for all.

Here’ some basic background on the issue – and 6 ways to escape the cul de sac of academic rigor and reach for something deeper and more honest about your institutional identity.

 

How the problem began

In the 1980s, “Liberal arts” and “Education” became synonymous with (take your pick): Softness, laxness, failure to contribute to the workforce or the economy, or a lack of accountability. Or making tests too easy. Or all of the above.

Many experts agree it started with the 1983 report called “Nation at Risk,” which positioned US education as “enmeshed in mediocrity.”

The report linked education to economic performance for perhaps the first time. It also directly compared American educational performance with international competitors.

In sum, Nation at Risk laid societal and economic failures on Education’s doorstep and – wait for it – signaled the advent of heavy reliance on external testing. This set the table for No Child Left Behind.

 

The Academic Rigor bandwagon

In 2006, 10 governors called for greater “rigor” in their schools.

In 2009, 5 states mandated “rigorous” algebra, geometry, and lab science – with zero definition of the term.

Then, as recently as 2015, 17 states piled on, demanding more “rigor” in their curricula. Everybody used the term, but no one defined it.

Academic seriousness needs to be seen, not heard. And in our view, the key is to use content that creates more transparency between the institution and the target, whether it’s a student, parent, faculty member, donor, or alum.

 

6 ways to jump off the bandwagon – and into the truth

 

1. Create a jargon-free zone around Admissions and Marketing

Use of jargon is antithetical to differentiation. To carve out a clear positioning, schools must develop their own vocabulary in language and images. So commit to getting rid of: “Academic rigor,” “21st Century Skills,” “Content knowledge,” and any other jargon that’s laying around.

2. Define your academic practices in detail

Creating an academic brand that articulates serious purpose (like any branding initiative) has to be based in truth. So put some energy into crafting a true understanding of how your teachers teach. Define some standards. Pinpoint examples of classes where students really have to work to advance. Build stories around individual achievement.

 

3. Show it, don’t tell it.

Make learning a visual story. Make the website an image-rich, video-front-and-center experience.

Use less institutional copy trying to own and define academic rigor and use more imagery, interviews, information graphics, and concrete examples of learning. Author original articles and white papers, and post them to your site. A web environment that has in-depth content reflects a school brand that is smart and serious.

 

4. Let the students speak.

They are your most compelling spokespeople, and they hold a potentially valuable key in unlocking the truth of your brand.

Listen to unscripted students talk about their school in this video we recently produced for the Ethel Walker School.

5. Let the faculty speak.

In truth, the only thing more compelling than a truly engaged student talking about learning is a truly engaged faculty member talking about teaching. Find a nucleus of your best teachers and leverage content from them for interviews, videos, and blog entries. Their words will define “rigor” better than anybody.

6. Seek what’s unique.

One academic client of ours has a really strong tutoring program.

The problem:  they called it a Tutoring Program.

By redefining tutoring as Academic Mentorship, they made it about personal coaching and individual achievement instead of needing remedial help.

 

Okay, we admit that academic rigor is a big topic, and way too big for a blog.

So contact us to continue the conversation over a beverage.

WHAT SCHOOL DO YOU DRIVE?

dcblog-schooldrive

Price, performance, and perception.

In our experience, those are the 3 criteria on which learning institutions are evaluated – by students, parents, consultants, counselors, and, well, everyone.

To take our hypothesis out for a spin to see how it corners, we asked two panels of 12 undergrads – all majoring in Advertising and PR – to evaluate a set of universities using car types and the perceptions that surround them. For a kicker, we also asked if there is a celebrity they might associate with the school.

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