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/

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.

Eyeflow: How do people scan your site?

dcblog-eyeflowIt takes 1/5 of a second for someone to form an impression of your site

 

In another 2.6 seconds, they will have located the content that interests them.

 

In that time span of 2.8 seconds the user has scanned the page, made some judgments, and is ready to move deeper into your site.

 

Or move on in search of a better site.

 

Our point: Every aspect of content placement on a home page or landing page has to be scrutinized because even the smallest decisions can affect performance.

 

So let’s take a look at exactly what’s happening in those 2.8 seconds and talk about a few of the essentials of eyeflow.

 

1. Scanning vs Reading

 

Scanning a page – as opposed to reading it – is how people seek content. Jakob Nielsen pointed out many years ago why we scan rather than read but the dominant reason is twofold: Time pressures, and the fact that reading a computer screen is tiring to the eyes.

 

When scanning, the eye generally makes short, rapid eye movements as it moves across a web page, seeking the touchstones and visual cues that signal the content environment is relevant and useful.

 

2. From Gutenberg’s “Z” to Nielsen’s “F”

 

Gutenberg’s diagram is the basis for how we are taught to enter a web page visually.

 

Our eye tends to move in a “Z” shaped pattern, starting in the upper left corner – because that’s how we read – and moving right, left, and right. [This explains why, in print advertising, the logo is often positioned lower right.]

 

But our exposure to the web – and especially to search pages – has reshaped our eyeflow into the form of an “F.”

 

As you’d expect from the shape of the “F,” – as opposed to a “Z” – the eye tends to look across the screen twice and then stop, rather than completing the scan in the lower right corner.

 

Nielsen pointed this out in 2006 – viewers often start in the upper left corner and go right. Then they come back and follow a second movement, also left to right. Then they return to the left side and scan vertically.

 

Side point: Viewer eyeflow can change based on needs. General browsing eye patterns are slower, and more random than information-seeking patterns, which tend to be quicker and centered on navigation. Search page eyeflow tends to have a “hot potato” effect. If you’re redesigning a site, usability testing can provide clarity around how your content is being scanned..

 

3. Type hierarchy matters. Big Time.

 

Viewers look for and read headlines as an instinctive process for locating the main message of a page.

 

Subheads tend to be scanned as viewers go deeper into subpages, looking for relevant content – so don’t write meaningless subheads. Make sure each subhead actually encapsulates the written content below it. This builds reader trust. And keep your fonts simple and consistent so readers begin to feel confident in the aesthetics and standards of the site.

 

4. White space

 

Clients tend to overfill web pages, forgetting that unoccupied space creates a sense of calmness, focus, and makes reading and visual digestion easier.

 

We advise clients to think of white space not just in terms of large areas, but also in terms of column spacing, leaving room around graphics, and even in terms of paragraph length. Short, one and two-sentence paragraphs surrounded by white space accelerate the read and make viewers feel they are getting somewhere.

 

The elements of commanding attention and directing viewers’ eyeballs to where they need to go is a big topic.

 

Too big, in fact, for a blog.

 

But if you want to get into it deeper, we suggest you stop by for a beverage.

4 NEW RULES FOR SEO

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It All Comes Down to Content

You’ve heard it ad nauseam, but today, when it comes to being the highest ranked on a search engine result page, content really is king.

With Google’s new SEO algorithm introduced in Google Panda content is being scrutinized as never before.

Panda evaluates UX in its analysis of site content. So it’s not just the range of content your site features, it’s the quality. That means a lot of site managers need to rethink their content strategy.

The rules have changed. And now, SEO thinking has to change, too. Here’s a guide to 4 critical new rules of SEO as seen by the folks here at drinkcaffeine.

The “Best of the Best” Rule

To maintain basic competitive positioning in search hierarchy, your site content must be as good as the best results on any particular search page. If you can’t consistently maintain this standard against the keywords used to explore your category, the hard truth is you do not have the opportunity to rank.

Search is becoming a mature category. Lots of sites have good, unique content. But it’s not enough to get to the top. You should aim to be the absolute best and then some.

If you don’t think you have the content to fulfill the keywords that drive your site traffic and your industry, then go back to the drawing board and review what it will take to bring your content to the next level.

The Right Links

 In the new world of Panda, links matter. Panda will discern between links that are authoritative and ones that are not.

Google, again valuing the best user experience, favors sites that are organically linked to by users. In fact, if you’re not earning links organically, you may even be earning undesirable links that Google is penalizing you for by lowering your Search Engine Results Page (SERP) ranking.

It’s an uphill battle to earn links with anything less than the best content, but there’s a reason why getting to the top of the hill is worthwhile. And users are already beginning to notice that top-ranked players on any given SERP have the goods.

Think mobile

User experience more than ever relies on mobile-friendly sites, pages that load instantly, and device rendering. Don’t forget this aspect of UX as you develop your site. Panda certainly hasn’t.

So how do you become the best?

The shifts in Google’s algorithm require us all to look in the mirror and examine content more critically than ever before. Here are some critical questions.

  • Do my pages answer specific questions or call outs that a user may be searching for? A user problem-solution model is a powerful way to earn user trust, and links.
  • What’s my site like from a UX perspective? Are pages loading quickly? Is the navigation really intuitive and based on what users want?
  • Where is my content being sourced from? Content that pulls from trusted, branded sources will be far superior to the content that has no anchor to solid data.
  • Am I communicating visually? As we mentioned, people want their information delivered quickly and efficiently. Tidbits of text information will seldom surpass the power of an infographic or graph.
  • What am I missing? What are the top SERP leaders missing that you can provide? This is how you’ll set yourself apart.

When it comes to building out your best content, we’re your search engine optimizers. Search drinkcaffeine for your best result.

 

 

Sutureself

dcblog-sutureself

Primary care is the front line of the health care industry

It’s not just where conditions are diagnosed and treated; it’s where a doctor’s business policies and practices have to adapt to changes in the industry. And, much to the pain of doctors who can’t stand the word “marketing,” this includes communications.

 

Primary care is a volume business

Years ago, 50% of med students said they wanted to become a primary care physician. Today, the number is 20%.

Since the advent of HMOs in the 1980s, when insurers implemented cost-control and patient-management practices in exchange for contractually defined monetary benefits, primary care docs have become like public school teachers: too much work, too little time, no room for error, and no end in sight. Obamacare has only intensified the situation.

No question, primary care practitioners have taken it in the teeth.

 

The communications opportunity

But in business terms, the volume of consumers that primary care providers must serve also means that the field is a dynamic business area where many people can be influenced and informed through all different forms of marketing communications.

If primary care physicians can be a bit more marketing conscious, they can do more than create a coherent identity around their practice and a strong base of patients. They can redefine and reshape what primary care medical practice means.

 

The new message for primary care marketing: We’re in this thing together.

Primary care physicians (which includes physicians, PAs, nurses, and front and back-office staff) need to send the same message that health care insurers keep trying to send: Healthcare is like home improvement. It’s a DIY world where you learn about it, invest in it smartly, and it feels good and pays you back over time.

By this model of thinking, primary care professionals are like good contractors. They’re incredibly valuable, trusted, experienced, high-quality professionals who are there to educate, diagnose, point things in the right direction, and help make things better. It’s not their house. It’s yours. But they know how it works better than you do.

The old model of patient communication in America was paternalistic: Follow the doctor’s orders. End of discussion.

The new model is participatory: Get the right doctor, get smart, and stay healthy.

 

4 Tips for Primary Care communications development

So let’s express in real terms the idea of self-reliance and the spirit of savvy consumerism that primary care doctors should be developing though their communications.

Use DIY content marketing. In-office and out-of-office communications should focus on consumer-oriented conditions and problems, boiled down to a handful of actionable items. 5 Things to Cut Out of Your Diet. 7 Things That Keep Kids Under 7 Healthy. And so forth. It’s basic, but content like this – in the form of brochures, email, and waiting room videos – establish a drumbeat of self-empowerment through knowledge.

Make the doctors and staff human. When patients need care, they want to know who’s doing the caring. Personalized bios for staff is a good first step.

Leverage doctor-rating sites. The migration to Healthgrades and other doctor-rating sites has been slow, but more than 250 million consumers use Healthgrades each year. It’s time to start uploading information and encouraging patients to rate their experience – even before they leave the office.

Make patient communication a priority. Patients are powerful consumers, and the goal is to make them smarter and more involved.

So the use of email and text messaging to confirm appointments, notify patients of changes, and remind them how to prepare for office visits is important. Post-visit, asking for feedback through surveys enables participation and gives the practice data to use as proof of performance.

If you’re feeling the sting of not knowing where to turn for health care marketing counsel, contact us. We’ll be happy to buy you a beverage.

Our Top 5 reasons why timesheets suck harder than an airplane toilet

dcblog-timesheetdilemma

Anyone in professional services knows the issue.

Timesheets, to put it as delicately as possible, suck. Show us someone who likes timesheets and we’ll show you an anal-retentive, neo-maxi zoom dweebie.

The many sucky aspects of timesheets

1. They suck creativity out of the brain. Timesheets are the ultimate buzzkill. They are to creativity what kryptonite is to Superman: a life-denying, soul-shattering, anti-matter experience that leaves a trail of scorched cerebral earth in its path.

2. They suck away time that could be spent on YouTube. One of our employees claims that he can’t work past 3:30 without going on YouTube to watch a baseball manager get thrown out of a game. Timesheets seriously cut into his Watch-a-Grown-Man-Have-A-Hissyfit time. Argue with that.

3. They suck the life out of my Kwan.

As Rod Tidwell said in Jerry McGuire, you gotta have the Kwan. Timesheets are a total Kwan-killer.

4. They suck because all forms suck. Misery comes in many forms. Most are either IRS forms or timesheets.

5. They suck because they make people go shoplifting in convenience stores. Unproven fact: Timesheets are known to cause people to shoplift at their local Gas n Sip, resulting in excess consumption of turkey jerky.

AND why we do them anyhow

  1. They help us understand process. If we’re way over budget or behind schedule, we can look at how we got there.
  2. They help manage workflow. Some tasks take longer than others. Some people work faster than others. Timesheets tell us about ourselves and how we can organize our efforts better.
  3. It’s just good business. We talk about metrics and how they can tell whether something is worth the investment. Timesheets are a metric for telling us if we’re performing at a strong level, fro clients and for ourselves.

Chime in. Let us know your true feelings about timesheets.

SEO for CMOs: What you need to know

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Is your brand getting buried alive on search?

When was the last time you clicked through to the second or (gasp) third page of Google in search of a listing for your company’s content? It’s a terrible feeling, as if your content is getting buried alive. It’s important for companies to keep an eye on their rankings for branded, non-branded, and industry terms – and understand how SEO is changing.

Keeping pace with search sophistication.

When search engines were first being used, there was less content Out There. The internet was simpler. A website would only use page titles, meta-descriptions and alt attributes to describe the content that was on a given page.

But search got smarter, and algorithms started discerning which sources of information were better than others. For example, Googlebot – the web crawler that looks for new and updated pages – started assigning more importance to content based on the credibility of the source.

SEO Evolution Timeline

Algorithms: Taking a deeper dive

As search engines got better at patrolling the web, they started looking at factors like inbound/outbound linking, anchor text, domain names and registration information. Then algorithms focused on domain authority (which relies heavily on other sites linking back to yours) and diversity of the external link sources. Linking between two or three sites wasn’t enough anymore.

The most recent and advanced algorithm turn the internet into a popularity contest. Social mentions are important, especially those from (wait for it) Google+. And there is a strong focus on user behavior: Once a visitor hits your site, are they easily finding what they are looking for?

Google wants to ensure content legitimacy, which is all good. Having a physical business location, contact page, and better user interaction are good criteria for search hierarchy. But to win at the game you have to know the rules of the road.

Content is still king.

Content has withstood the test of time admirably. There’s no substitute for having good, useful, usable content.

Keyword stuffing, duplicated content, invisible text, and other black hat tricks have been used to elevate search visibility, but unethical or illegal measures to rank your site higher on Google will most likely result in penalties such as lower rankings or being banned from the index. Our advice: make really good content experiences the centerpiece of your SEO strategy – and stay alert for new SEO advancements.

If you’d like an SEO update, feel free to contact us.

With trending topics, tread carefully

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The need to show relevance – and restraint

Social marketing strategy is about staying relevant. We advise clients to add their voice and content to hot topics – when it’s appropriate. Sounds obvious, yes?

But look around and you can see big brands that comment on every trending topic out there. Sure, it’s nice to make it to the top of Twitter timelines and be seen by more potential followers, but it requires diligence and discretion – attributes that easily get lost in the chase to keep up with real time trends.

How DiGiorno pizza got burned

DiGiorno Pizza is one of the biggest players in the twittersphere, with a witty, responsive, and relevant presence (as a rule). They have a smart-alecky, wise-guy voice and they tweet non-stop and comment on trending topics. In addition to sports games and awards show commentary, they even live-tweeted the Sound of Music.

But the practice of diving into as many trending topics as possible recently backfired on the DiGiorno’s social team. They accidentally made a humorous tweet about pizza and attached the #WhyIStayed hashtag – which was referring to domestic violence in response to the Ray Rice scandal.

“Uh-oh”

After a huge corporate social fail, there are different ways of handling the situation. Some companies choose to simply go dark. Others will delete a tweet/post and pretend it never happened. After they joked about the social upheaval in Egypt, Kenneth Cole made an apology and then waited for the next news cycle. DiGiorno also made a couple major apologies and tried to respond to each person who was offended by the post. They have not tweeted again since apologizing for the incident, which took place in early September.

While DiGiorno’s response was the most appropriate for them, most companies don’t have the manpower to devote to individual responses – especially if they have 82k followers.

How to sidestep disaster

Strategize on voice. While developing your social strategy, discuss what the voice of your company should be. Make sure it is in line with your corporate values and brand reputation. Are you going to be witty and funny about anything in pop culture or will you focus only on industry-specific topics?

Research the context. Even if it means your tweet will take 15 minutes longer to be sent, make sure that you research a topic before posting about it – especially trending topics on twitter.

Test it on teammates. A tweet that seems innocuous to you could be offensive to someone else. Take a few minutes to ask your co-workers what they think. Asking 3-5 different people should let you know if there are any potential landmines.

As always, we are here to help with your social strategy… contact us if you have any questions.

Facebook does an about face

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Closing the Like-Gate

In a very quiet announcement last week, Facebook announced that the commonly used practice of “like-gating” a page for contests & promotions will be against policy, effective November 5, 2014.

Like–gating refers to the requirement that a visitor must like your Facebook page in order to enter a contest or take part in a promotion. The value of a like is questionable, but like-gating has been widely used as a successful fan-acquisition method. So let’s look at the issue.

The new policy

The updated policy, mixed in with other content on a Facebook Developers blog, says “You must not incentivize people to use social plugins or to like a Page. This includes offering rewards, or gating apps or app content based on whether or not a person has liked a Page. It remains acceptable to incentivize people to login to your app, checkin at a place or enter a promotion on your app’s Page. To ensure quality connections and help businesses reach the people who matter to them, we want people to like Pages because they want to connect and hear from the business, not because of artificial incentives. We believe this update will benefit people and advertisers alike.”

What it means & what you should do

With this new policy in place, contests, rewards, and promotions will be open to everyone on Facebook who encounters the content, no liking required. So you may get a bazillion entries, but not a single new like. For marketers who are still building communities and believe that Facebook likes may actually have some value, here are some ideas.

Use the wall

An on-wall promotion is when a brand makes a post and asks users to comment to enter. On-wall promotions have many benefits. For one, they cost less. They’re also easier to deploy & manage, with fewer barriers to entry for participants. Of course, these posts won’t get you more fans either, but if you run a weekly or monthly promotion, at least people have a reason to return.

Collect additional information

OK, so Facebook won’t let you make becoming a fan a condition for someone entering a promotion – but that doesn’t mean you can’t ask for information prior to entry. Have email as a required field. Maybe try for a phone number. Just remember that your contest has to have enough value to justify asking for the information.

Don’t abandon Facebook

Facebook is concerned about its own usability, which is a good thing for everyone who uses it. And we think Facebook recognizes that the overall quality of brand communities will increase if those communities are not inflated with hit-and-run contestants. So don’t eliminate Facebook outreach. Just make sure it’s not the sole focus of a campaign. Customers have multiple networks to choose from and brands should be available across most of them.

Encourage UGC

And remember that a single piece of UGC makes more impact than a Facebook like. That’s why we sometimes suggest “action-gating,” requiring a customer to submit some form of UGC (on any social media network they like) to be entered in a contest or promotion.

If you have any questions or need a beverage, we’re here.