Do You Make These Three Social Ad Mistakes?

Do You Make These Three Social Ad Mistakes?

How can you tell if your social campaign is broken? Let’s look at a long-running ‘sponsored’ social campaign for some warning signs. In the case of Domo, their long-running sponsored ad campaign promises an alternative to Excel spreadsheet, robust data visualization, and actionable intelligence.It’s not a bad ad, at first glance it successfully: identifies a pain point for the audience (spreadsheet ‘rows and columns’) promises a desired outcome/solution: ‘instant insights’ the headline grabs attention claiming to give ‘Excel Reporting Like You’ve Never Seen Before’, naturally raising curiosity and the desire to see something new Here’s what it looks like: Attention grabbing and to the point. Focused on a specific audience. Do you use Excel to write reports? Are you tired of wrestling with pivot tables and charts? Underwhelmed by Excel’s native data visualization? Check THIS out! If none of these pain points speak to you, that’s fine – you’re not the audience. Consider this: For just the ad itself you need to line up (at least) your audience research, a valuable offer of information or service, and an attention grabbing headline and image. That’s just for starters – just to earn the click. They’ve done all that. On top of this, the ad has a ton of social proof – 988 Likes and 121 Comments. To accumulate that volume of social proof this particular ad has been running for months – many months. I say that from personal experience encountering it over and over again. That’s good and bad. A Closer Look at Social Proof Consider that social proof. Look at the comments – you’ll occasionally find something like: So far. So good. But then things change – and...
Why Email Is Eating Social Media’s Lunch

Why Email Is Eating Social Media’s Lunch

Email isn’t sexy. You never hear anyone talk about it the same way that they mention Facebook, Twitter, Instagram – you know the ‘cool’ places where people are being social and building communities of ‘raving fans.’ I’m going to let you in on a secret: email is stronger than ever, especially with the customers who matter most: your existing customers. The ones who have a history of doing business with you and who are most likely to buy from you again. Look – over the past year or so, Facebook has been reducing “the organic reach of postings.” In plain English that means when a business posts on Facebook, less than 6% of your ‘fans’ will see it in their news feed. So if you have 100 followers and post something on your business page – maybe, maybe 6 people who liked your page will see it. With even more recent changes, that 6% is expected to plummet even lower. In some cases, companies have seen their organic reach drop to 2%. TWO PERCENT. All those posts you’ve written, all those really cool memes you’re sharing, all those questions you’re asking to start ‘conversations’? Next to no-one sees them unless they go to your Facebook page. I’m not saying it doesn’t happen at all – but, from personal experience, the News Feed pretty much IS Facebook for most people. The long and short of this: if you want to be seen on Facebook, even by your fans, you have to pay. And that’s fine – it’s just not what most people think of when they talk about using social media. When...