It’s the best time ever to be a marketer: either go big or go home

Chris Kubbernus, also known as Chris Kubby, is the Founder and CEO of Kubb&co – a digital marketing agency based in Copenhagen. Chris, originally from Canada, is an expert when it comes to helping brands become bigger, better and more effective. He’s worked with both start-ups and large corporations on digital strategy and social media – he teaches others how to take their marketing (and their businesses) to new heights, including working with large brands like Coloplast, Carlsberg, Burger King, and HP.

We caught up with Chris last week to get some clues on what he’ll be covering at the dotmailer Summit, and to get a closer look into the mind of one of the top marketing influencers of our time. The chat we had with him was full of knowledge, inspiration and humor – his talk at the dotmailer Summit 2018 is not to be missed!

 

1. What is or has been your biggest influence?

My biggest influence has been my mother and father. They instilled in me a massive work ethic, which drives me. I love my work and that’s a big reason for my success.

I would also say I am influenced heavily by marketers of the past. People who paved the path, people like Seth Godin, Gary Vaynerchuk, David Ogilvy and others.

 

2. What will you be bringing to the dotmailer Summit? Is there anything that the audience will definitely be walking away with?

My goal is to give the audience a renewed sense of purpose and energy. I think we’re in the best time ever to be a marketer and we should be embracing this and go big or go home.

They will be walking away with some practical advice and tactics they can implement the very next day to help take their marketing to the next level.

 

3. What role does email automation play in relation to your social media strategy?

Email and email marketing automation can be a great way to recap all the amazing things that a brand is doing in social or other places. I use email as a way to collect everything I do and to help my subscribers pick and choose the stuff they want to engage with.

With simple trigger flows and a collection of content tools, I am able to streamline my marketing program significantly.

 

4. What is the biggest thing marketers should be looking at in 2018?

Video and voice seem to be at the top of people’s minds. But I think AI is really gaining steam.

 

5. Where is social media heading?

Social media is heading into the awkward teenager phase of its life. Its trying to find its space in the marketing and life household. Its being asked to be more responsible, we see this recently with Facebook, Cambridge Analytica and the recent US election.

Twitter is also being asked to step up and be responsible for how people use the platform. I think this will be good for consumers, businesses, and people.

They can’t continue making profits like a media company and claim no responsibility for the media they allow.

I think the result will be more expensive advertising, because the overhead will be too much for these platforms and then we will see less “mom and pop” advertising and more big brands, and more focus on organic content and community building.

 

6. What role do you think social media will play in your kids’ lives?

I hope not that much. I know I sound a bit antagonistic, but I do love social media and the opportunities for brands. But I am very aware of the negative effects of social media on people.

I think everyone needs to have that healthy dose of scepticism in them in order to safeguard their behaviour and the mental health of their loved-ones.

It will be a large part of their life, but I want it to be a tool they use and use only when needed and not a distraction from reality.

 

7. Everyone is competing for attention on social media what are your top three hacks or tricks that marketers should be doing to make themselves heard?

You need to change your mindset. That’s the hack. You need to think like a consumer and not like a brand. You need to understand what excites, inspires, teaches, provokes, disgusts, taunts, your community. And I say community because you need to think of them as a part of your brand, a part of your story. If you can do that and involve people in your marketing and social media, then you’ll win.

Those who don’t do this will continue to live in the marketing era of television – before every. single. person. on the planet had a voice and a platform.

 

8. What is your favorite social medium?

Right now, Twitter. Weird right? There’s a resurgence on Twitter at the moment and it’s a lot of fun.

 

9. What is the secret to advertising in 2018?

Self-awareness. People see right through advertising. So if you can be self-aware like the recent Tide Super Bowl ads, or the Heavy Bubbles ads a couple of years ago, then you can get people to let their guard down long enough for you to talk honestly about your products.

The other thing I would say is advertising is less and less about setting an agenda or “nudging” as we call it in the industry, but more about tapping into an already growing cultural storm and riding the wave.

 

Thank you, Chris – we’re looking forward to welcoming you on stage on April 19 at the dotmailer Summit 2018. We’re in no doubt that you’re going inspire us to be the best marketers we can be.

You can find out more about the dotmailer Summit here.

See you there!

The post It’s the best time ever to be a marketer: either go big or go home appeared first on The Marketing Automation Blog.

Reblogged 3 weeks ago from blog.dotmailer.com

Marketers fess up – The DMA Marketer Email Tracker 2017

 

In November 2016 we learned that 84% of consumers found less than half of their emails ‘interesting or relevant’. This came as a bit of a shock, as email’s consistently named the preferred channel for customers to receive marketing from brands. In fact, it seemed quite plausible that marketers had been given rather short shrift when it came to the evaluation of their campaign content.

The recent Marketer Email Tracker Report 2017 from the DMA puts paid to that idea. According to findings, only 9% marketers surveyed said that all their emails are relevant to their customers. Perhaps more worryingly, only two in five (42%) said that ‘some’ of their emails are relevant.

While it’s helpful to customers that marketers can identify and acknowledge their shortfalls when it comes to email relevancy, this is just the first step to solving the issue – and those who champion email will need to act fast to salvage its title. Skip Fidura, our Client Services Director and chair of the DMA’s Responsible Marketing Committee comments:

“The warning signs are there. Over half of consumers have considered deleting their email account to control the flow of marketing emails they receive. As email marketers, we have a responsibility to our customers, to ourselves and to our businesses to keep our channel not just viable but thriving long into the future.

It all hinges on trust.

Both parties put a great emphasis on ‘trust’ as the key motivator for email signups. For marketers, having a ‘trustworthy reputation’ was found to be the most effective way to bag initial customer data (38%), with consumers across all age groups agreeing. And this finding isn’t exclusive to the Marketer Email Tracker. A recent Forrester report found that creating a trust-worthy, resonant relationship beats offer-led marketing in the race to secure long-term email engagement.[1] Consumers will quickly disengage and move on if marketers can’t do enough to prove their value-adding status.

Email remains ‘important’ or ‘very important’ for the majority (95%) of marketers.

It’s time we address this disconnect.  Marketers are happy to acknowledge a reliance on email marketing to generate healthy ROI. Yet they admit their failure to create campaigns that sufficiently engage customers to the level they expect. Perhaps this discrepancy is the result of an underestimation of the customer’s expectations; or it could be that a lack of sufficient resources means that marketers aspirations can’t be reached in day-to-day practice. At dotmailer, we suspect the truth is a combination.

One thing ‘s certain: Email is valuable to consumers and marketers alike. The balance needs to be redressed now before it’s too late.

Want to get more info on building a better email relationship with your contacts? Download our best-practice guide: 5 tactics for better email practice.

 

 

 

[1] From Great to Amazing: Building Brands with Enduring Resonance, Forrester 2016

The post Marketers fess up – The DMA Marketer Email Tracker 2017 appeared first on The Email Marketing Blog.

Reblogged 1 year ago from blog.dotmailer.com

The Inbound Marketing Economy

Posted by KelseyLibert

When it comes to job availability and security, the future looks bright for inbound marketers.

The Bureau of Labor Statistics (BLS) projects that employment for marketing managers will grow by 13% between 2012 and 2022. Job security for marketing managers also looks positive according to the BLS, which cites that marketing employees are less likely to be laid off since marketing drives revenue for most businesses.

While the BLS provides growth estimates for managerial-level marketing roles, these projections don’t give much insight into the growth of digital marketing, specifically the disciplines within digital marketing. As we know, “marketing” can refer to a variety of different specializations and methodologies. Since digital marketing is still relatively new compared to other fields, there is not much comprehensive research on job growth and trends in our industry.

To gain a better understanding of the current state of digital marketing careers, Fractl teamed up with Moz to identify which skills and roles are the most in demand and which states have the greatest concentration of jobs.

Methodology

We analyzed 75,315 job listings posted on Indeed.com during June 2015 based on data gathered from job ads containing the following terms:

  • “content marketing” or “content strategy”
  • “SEO” or “search engine marketing”
  • “social media marketing” or “social media management”
  • “inbound marketing” or “digital marketing”
  • “PPC” (pay-per-click)
  • “Google Analytics”

We chose the above keywords based on their likelihood to return results that were marketing-focused roles (for example, just searching for “social media” may return a lot of jobs that are not primarily marketing focused, such as customer service). The occurrence of each of these terms in job listings was quantified and segmented by state. We then combined the job listing data with U.S. Census Bureau population estimates to calculate the jobs per capita for each keyword, giving us the states with the greatest concentration of jobs for a given search query.

Using the same data, we identified which job titles appeared most frequently. We used existing data from Indeed to determine job trends and average salaries. LinkedIn search results were also used to identify keyword growth in user profiles.

Marketing skills are in high demand, but talent is hard to find

As the marketing industry continues to evolve due to emerging technology and marketing platforms, marketers are expected to pick up new skills and broaden their knowledge more quickly than ever before. Many believe this rapid rate of change has caused a marketing skills gap, making it difficult to find candidates with the technical, creative, and business proficiencies needed to succeed in digital marketing.

The ability to combine analytical thinking with creative execution is highly desirable and necessary in today’s marketing landscape. According to an article in The Guardian, “Companies will increasingly look for rounded individuals who can combine analytical rigor with the ability to apply this knowledge in a practical and creative context.” Being both detail-oriented and a big picture thinker is also a sought-after combination of attributes. A report by The Economist and Marketo found that “CMOs want people with the ability to grasp and manage the details (in data, technology, and marketing operations) combined with a view of the strategic big picture.”

But well-rounded marketers are hard to come by. In a study conducted by Bullhorn, 64% of recruiters reported a shortage of skilled candidates for available marketing roles. Wanted Analytics recently found that one of the biggest national talent shortages is for marketing manager roles, with only two available candidates per job opening.

Increase in marketers listing skills in content marketing, inbound marketing, and social media on LinkedIn profiles

While recruiter frustrations may indicate a shallow talent pool, LinkedIn tells a different story—the number of U.S.-based marketers who identify themselves as having digital marketing skills is on the rise. Using data tracked by Rand and LinkedIn, we found the following increases of marketing keywords within user profiles.

growth of marketing keywords in linkedin profiles

The number of profiles containing “content marketing” has seen the largest growth, with a 168% increase since 2013. “Social media” has also seen significant growth with a 137% increase. “Social media” appears on a significantly higher volume of profiles than the other keywords, with more than 2.2 million profiles containing some mention of social media. Although “SEO” has not seen as much growth as the other keywords, it still has the second-highest volume with it appearing in 630,717 profiles.

Why is there a growing number of people self-identifying as having the marketing skills recruiters want, yet recruiters think there is a lack of talent?

While there may be a lot of specialists out there, perhaps recruiters are struggling to fill marketing roles due to a lack of generalists or even a lack of specialists with surface-level knowledge of other areas of digital marketing (also known as a T-shaped marketer).

Popular job listings show a need for marketers to diversify their skill set

The data we gathered from LinkedIn confirm this, as the 20 most common digital marketing-related job titles being advertised call for a broad mix of skills.

20 most common marketing job titles

It’s no wonder that marketing manager roles are hard to fill, considering the job ads are looking for proficiency in a wide range of marketing disciplines including social media marketing, SEO, PPC, content marketing, Google Analytics, and digital marketing. Even job descriptions for specialist roles tend to call for skills in other disciplines. A particular role such as SEO Specialist may call for several skills other than SEO, such as PPC, content marketing, and Google Analytics.

Taking a more granular look at job titles, the chart below shows the five most common titles for each search query. One might expect mostly specialist roles to appear here, but there is a high occurrence of generalist positions, such as Digital Marketing Manager and Marketing Manager.

5 most common job titles by search query

Only one job title containing “SEO” cracked the top five. This indicates that SEO knowledge is a desirable skill within other roles, such as general digital marketing and development.

Recruiter was the third most common job title among job listings containing social media keywords, which suggests a need for social media skills in non-marketing roles.

Similar to what we saw with SEO job titles, only one job title specific to PPC (Paid Search Specialist) made it into the top job titles. PPC skills are becoming necessary for more general marketing roles, such as Marketing Manager and Digital Marketing Specialist.

Across all search queries, the most common jobs advertised call for a broad mix of skills. This tells us hiring managers are on the hunt for well-rounded candidates with a diverse range of marketing skills, as opposed to candidates with expertise in one area.

Marketers who cultivate diverse skill sets are better poised to gain an advantage over other job seekers, excel in their job role, and accelerate career growth. Jason Miller says it best in his piece about the new breed hybrid marketer:

future of marketing quote linkedin

Inbound job demand and growth: Most-wanted skills and fastest-growing jobs

Using data from Indeed, we identified which inbound skills have the highest demand and which jobs are seeing the most growth. Social media keywords claim the largest volume of results out of the terms we searched for during June 2015.

number of marketing job listings by keyword

“Social media marketing” or “social media management” appeared the most frequently in the job postings we analyzed, with 46.7% containing these keywords. “PPC” returned the smallest number of results, with only 3.8% of listings containing this term.

Perhaps this is due to social media becoming a more necessary skill across many industries and not only a necessity for marketers (for example, social media’s role in customer service and recruitment). On the other hand, job roles calling for PPC or SEO skills are most likely marketing-focused. The prevalence of social media jobs also may indicate that social media has gained wide acceptance as a necessary part of a marketing strategy. Additionally, social media skills are less valuable compared to other marketing skills, making it cheaper to hire for these positions (we will explore this further in the average salaries section below).

Our search results also included a high volume of jobs containing “digital marketing” and “SEO” keywords, which made up 19.5% and 15.5% respectively. At 5.8%, “content marketing” had the lowest search volume after “PPC.”

Digital marketing, social media, and content marketing experienced the most job growth

While the number of job listings tells us which skills are most in demand today, looking at which jobs are seeing the most growth can give insight into shifting demands.

digital marketing growth on  indeed.com

Digital marketing job listings have seen substantial growth since 2009, when it accounted for less than 0.1% of Indeed.com search results. In January 2015, this number had climbed to nearly 0.3%.

social media job growth on indeed.com

While social media marketing jobs have seen some uneven growth, as of January 2015 more than 0.1% of all job listings on Indeed.com contained the term “social media marketing” or “social media management.” This shows a significant upward trend considering this number was around 0.05% for most of 2014. It’s also worth noting that “social media” is currently ranked No. 10 on Indeed’s list of top job trends.

content marketing job growth on indeed.com

Despite its growth from 0.02% to nearly 0.09% of search volume in the last four years, “content marketing” does not make up a large volume of job postings compared to “digital marketing” or “social media.” In fact, “SEO” has seen a decrease in growth but still constitutes a higher percentage of job listings than content marketing.

SEO, PPC, and Google Analytics job growth has slowed down

On the other hand, search volume on Indeed has either decreased or plateaued for “SEO,” “PPC,” and “Google Analytics.”

seo job growth on indeed.com

As we see in the graph, the volume of “SEO job” listings peaked between 2011 and 2012. This is also around the time content marketing began gaining popularity, thanks to the Panda and Penguin updates. The decrease may be explained by companies moving their marketing budgets away from SEO and toward content or social media positions. However, “SEO” still has a significant amount of job listings, with it appearing in more than 0.2% of job listings on Indeed as of 2015.

ppc job growth on indeed.com

“PPC” has seen the most staggered growth among all the search terms we analyzed, with its peak of nearly 0.1% happening between 2012 and 2013. As of January of this year, search volume was below 0.05% for “PPC.”

google analytics job growth on indeed.com

Despite a lack of growth, the need for this skill remains steady. Between 2008 and 2009, “Google Analytics” job ads saw a huge spike on Indeed. Since then, the search volume has tapered off and plateaued through January 2015.

Most valuable skills are SEO, digital marketing, and Google Analytics

So we know the number of social media, digital marketing, and content marketing jobs are on the rise. But which skills are worth the most? We looked at the average salaries based on keywords and estimates from Indeed and salaries listed in job ads.

national average marketing salaries

Job titles containing “SEO” had an average salary of $102,000. Meanwhile, job titles containing “social media marketing” had an average salary of $51,000. Considering such a large percentage of the job listings we analyzed contained “social media” keywords, there is a much larger pool of jobs; therefore, a lot of entry level social media jobs or internships are probably bringing down the average salary.

Job titles containing “Google Analytics” had the second-highest average salary at $82,000, but this should be taken with a grain of salt considering “Google Analytics” will rarely appear as part of a job title. The chart below, which shows average salaries for jobs containing keywords anywhere in the listing as opposed to only in the title, gives a more accurate idea of how much “Google Analytics” job roles earn on average.national salary averages marketing keywords

Looking at the average salaries based on keywords that appeared anywhere within the job listing (job title, job description, etc.) shows a slightly different picture. Based on this, jobs containing “digital marketing” or “inbound marketing” had the highest average salary of $84,000. “SEO” and “Google Analytics” are tied for second with $76,000 as the average salary.

“Social media marketing” takes the bottom spot with an average salary of $57,000. However, notice that there is a higher average salary for jobs that contain “social media” within the job listing as opposed to jobs that contain “social media” within the title. This suggests that social media skills may be more valuable when combined with other responsibilities and skills, whereas a strictly social media job, such as Social Media Manager or Social Media Specialist, does not earn as much.

Massachusetts, New York, and California have the most career opportunities for inbound marketers

Looking for a new job? Maybe it’s time to pack your bags for Boston.

Massachusetts led the U.S. with the most jobs per capita for digital marketing, content marketing, SEO, and Google Analytics. New York took the top spot for social media jobs per capita, while Utah had the highest concentration of PPC jobs. California ranked in the top three for digital marketing, content marketing, social media, and Google Analytics. Illinois appeared in the top 10 for every term and usually ranked within the top five. Most of the states with the highest job concentrations are in the Northeast, West, and East Coast, with a few exceptions such as Illinois and Minnesota.

But you don’t necessarily have to move to a new state to increase the odds of landing an inbound marketing job. Some unexpected states also made the cut, with Connecticut and Vermont ranking within the top 10 for several keywords.

concentration of digital marketing jobs

marketing jobs per capita

Job listings containing “digital marketing” or “inbound marketing” were most prevalent in Massachusetts, New York, Illinois, and California, which is most likely due to these states being home to major cities where marketing agencies and large brands are headquartered or have a presence. You will notice these four states make an appearance in the top 10 for every other search query and usually rank close to the top of the list.

More surprising to find in the top 10 were smaller states such as Connecticut and Vermont. Many major organizations are headquartered in Connecticut, which may be driving the state’s need for digital marketing talent. Vermont’s high-tech industry growth may explain its high concentration of digital marketing jobs.

content marketing job concentration

per capita content marketing jobs

Although content marketing jobs are growing, there are still a low volume overall of available jobs, as shown by the low jobs per capita compared to most of the other search queries. With more than three jobs per capita, Massachusetts and New York topped the list for the highest concentration of job listings containing “content marketing” or “content strategy.” California and Illinois rank in third and fourth with 2.8 and 2.1 jobs per capita respectively.

seo job concentration

seo jobs per capita

Again, Massachusetts and New York took the top spots, each with more than eight SEO jobs per capita. Utah took third place for the highest concentration of SEO jobs. Surprised to see Utah rank in the top 10? Its inclusion on this list and others may be due to its booming tech startup scene, which has earned the metropolitan areas of Salt Lake City, Provo, and Park City the nickname Silicon Slopes.

social media job concentration

social media jobs per capita

Compared to the other keywords, “social media” sees a much higher concentration of jobs. New York dominates the rankings with nearly 24 social media jobs per capita. The other top contenders of California, Massachusetts, and Illinois all have more than 15 social media jobs per capita.

The numbers at the bottom of this list can give you an idea of how prevalent social media jobs were compared to any other keyword we analyzed. Minnesota’s 12.1 jobs per capita, the lowest ranking state in the top 10 for social media, trumps even the highest ranking state for any other keyword (11.5 digital marketing jobs per capita in Massachusetts).

ppc job concentration

ppc jobs per capita

Due to its low overall number of available jobs, “PPC” sees the lowest jobs per capita out of all the search queries. Utah has the highest concentration of jobs with just two PPC jobs per 100,000 residents. It is also the only state in the top 10 to crack two jobs per capita.

google analytics job concentration

google analytics jobs per capita

Regionally, the Northeast and West dominate the rankings, with the exception of Illinois. Massachusetts and New York are tied for the most Google Analytics job postings, each with nearly five jobs per capita. At more than three jobs per 100,000 residents, California, Illinois, and Colorado round out the top five.

Overall, our findings indicate that none of the marketing disciplines we analyzed are dying career choices, but there is a need to become more than a one-trick pony—or else you’ll risk getting passed up for job opportunities. As the marketing industry evolves, there is a greater need for marketers who “wear many hats” and have competencies across different marketing disciplines. Marketers who develop diverse skill sets can gain a competitive advantage in the job market and achieve greater career growth.

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Reblogged 2 years ago from tracking.feedpress.it

8 Ways Content Marketers Can Hack Facebook Multi-Product Ads

Posted by Alan_Coleman

The trick most content marketers are missing

Creating great content is the first half of success in content marketing. Getting quality content read by, and amplified to, a relevant audience is the oft overlooked second half of success. Facebook can be a content marketer’s best friend for this challenge. For reach, relevance and amplification potential, Facebook is unrivaled.

  1. Reach: 1 in 6 mobile minutes on planet earth is somebody reading something on Facebook.
  2. Relevance: Facebook is a lean mean interest and demo targeting machine. There is no online or offline media that owns as much juicy interest and demographic information on its audience and certainly no media has allowed advertisers to utilise this information as effectively as Facebook has.
  3. Amplification: Facebook is literally built to encourage sharing. Here’s the first 10 words from their mission statement: “Facebook’s mission is to give people the power to share…”, Enough said!

Because of these three digital marketing truths, if a content marketer gets their paid promotion* right on Facebook, the battle for eyeballs and amplification is already won.

For this reason it’s crucial that content marketers keep a close eye on Facebook advertising innovations and seek out ways to use them in new and creative ways.

In this post I will share with you eight ways we’ve hacked a new Facebook ad format to deliver content marketing success.

Multi-Product Ads (MPAs)

In 2014, Facebook unveiled multi-product ads (MPAs) for US advertisers, we got them in Europe earlier this year. They allow retailers to show multiple products in a carousel-type ad unit.

They look like this:

If the user clicks on the featured product, they are guided directly to the landing page for that specific product, from where they can make a purchase.

You could say MPAs are Facebook’s answer to Google Shopping.

Facebook’s mistake is a content marketer’s gain

I believe Facebook has misunderstood how people want to use their social network and the transaction-focused format is OK at best for selling products. People aren’t really on Facebook to hit the “buy now” button. I’m a daily Facebook user and I can’t recall a time this year where I have gone directly from Facebook to an e-commerce website and transacted. Can you remember a recent time when you did?

So, this isn’t an innovation that removes a layer of friction from something that we are all doing online already (as the most effective innovations do). Instead, it’s a bit of a “hit and hope” that, by providing this functionality, Facebook would encourage people to try to buy online in a way they never have before.

The Wolfgang crew felt the MPA format would be much more useful to marketers and users if they were leveraging Facebook for the behaviour we all demonstrate on the platform every day, guiding users to relevant content. We attempted to see if Facebook Ads Manager would accept MPAs promoting content rather than products. We plugged in the images, copy and landing pages, hit “place order”, and lo and behold the ads became active. We’re happy to say that the engagement rates, and more importantly the amplification rates, are fantastic!

Multi-Content Ads

We’ve re-invented the MPA format for multi-advertisers in multi-ways, eight ways to be exact! Here’s eight MPA Hacks that have worked well for us. All eight hacks use the MPA format to promote content rather than promote products.

Hack #1: Multi-Package Ads

Our first variation wasn’t a million miles away from multi-product ads; we were promoting the various packages offered by a travel operator.

By looking at the number of likes, comments, and shares (in blue below the ads) you can see the ads were a hit with Facebook users and they earned lots of free engagement and amplification.

NB: If you have selected “clicks to website” as your advertising objective, all those likes, comments and shares are free!

Independent Travel Multi Product Ad

The ad sparked plenty of conversation amongst Facebook friends in the comments section.

Comments on a Facebook MPA

Hack #2: Multi-Offer Ads

Everybody knows the Internet loves a bargain. So we decided to try another variation moving away from specific packages, focusing instead on deals for a different travel operator.

Here’s how the ads looked:

These ads got valuable amplification beyond the share. In the comments section, you can see people tagging specific friends. This led to the MPAs receiving further amplification, and a very targeted and personalised form of amplification to boot.

Abbey Travel Facebook Ad Comments

Word of mouth referrals have been a trader’s best friend since the stone age. These “personalised” word of mouth referrals en masse are a powerful marketing proposition. It’s worth mentioning again that those engagements are free!

Hack #3: Multi-Locations Ads

Putting the Lo in SOLOMO.

This multi-product feed ad was hacked to promote numerous locations of a waterpark. “Where to go?” is among the first questions somebody asks when researching a holiday. In creating this top of funnel content, we can communicate with our target audience at the very beginning of their research process. A simple truth of digital marketing is: the more interactions you have with your target market on their journey to purchase, the more likely they are to seal the deal with you when it comes time to hit the “buy now” button. Starting your relationship early gives you an advantage over those competitors who are hanging around the bottom of the purchase funnel hoping to make a quick and easy conversion.

Abbey Travel SplashWorld Facebook MPA

What was surprising here, was that because we expected to reach people at the very beginning of their research journey, we expected the booking enquiries to be some time away. What actually happened was these ads sparked an enquiry frenzy as Facebook users could see other people enquiring and the holidays selling out in real time.

Abbey Travel comments and replies

In fact nearly all of the 35 comments on this ad were booking enquiries. This means what we were measuring as an “engagement” was actually a cold hard “conversion”! You don’t need me to tell you a booking enquiry is far closer to the money than a Facebook like.

The three examples outlined so far are for travel companies. Travel is a great fit for Facebook as it sits naturally in the Facebook feed, my Facebook feed is full of envy-inducing friends’ holiday pictures right now. Another interesting reason why travel is a great fit for Facebook ads is because typically there are multiple parties to a travel purchase. What happened here is the comments section actually became a very visible and measurable forum for discussion between friends and family before becoming a stampede inducing medium of enquiry.

So, stepping outside of the travel industry, how do other industries fare with hacked MPAs?

Hack #3a: Multi-Location Ads (combined with location targeting)

Location, location, location. For a property listings website, we applied location targeting and repeated our Multi-Location Ad format to advertise properties for sale to people in and around that location.

Hack #4: Multi-Big Content Ad

“The future of big content is multi platform”

– Cyrus Shepard

The same property website had produced a report and an accompanying infographic to provide their audience with unique and up-to-the-minute market information via their blog. We used the MPA format to promote the report, the infographic and the search rentals page of the website. This brought their big content piece to a larger audience via a new platform.

Rental Report Multi Product Ad

Hack #5: Multi-Episode Ad

This MPA hack was for an online TV player. As you can see we advertised the most recent episodes of a TV show set in a fictional Dublin police station, Red Rock.

Engagement was high, opinion was divided.

TV3s Red Rock viewer feedback

LOL.

Hack #6: Multi-People Ads

In the cosmetic surgery world, past patients’ stories are valuable marketing material. Particularly when the past patients are celebrities. We recycled some previously published stories from celebrity patients using multi-people ads and targeted them to a very specific audience.

Avoca Clinic Multi People Ads

Hack #7: Multi-UGC Ads

Have you witnessed the power of user generated content (UGC) in your marketing yet? We’ve found interaction rates with authentic UGC images can be up to 10 fold of those of the usual stylised images. In order to encourage further UGC, we posted a number of customer’s images in our Multi-UGC Ads.

The CTR on the above ads was 6% (2% is the average CTR for Facebook News feed ads according to our study). Strong CTRs earn you more traffic for your budget. Facebook’s relevancy score lowers your CPC as your CTR increases.

When it comes to the conversion, UGC is a power player, we’ve learned that “customers attracting new customers” is a powerful acquisition tool.

Hack #8: Target past customers for amplification

“Who will support and amplify this content and why?”

– Rand Fishkin

Your happy customers Rand, that’s the who and the why! Check out these Multi-Package Ads targeted to past customers via custom audiences. The Camino walkers have already told all their friends about their great trip, now allow them to share their great experiences on Facebook and connect the tour operator with their Facebook friends via a valuable word of mouth referral. Just look at the ratio of share:likes and shares:comments. Astonishingly sharable ads!

Camino Ways Mulit Product Ads

Targeting past converters in an intelligent manner is a super smart way to find an audience ready to share your content.

How will hacking Multi-Product Ads work for you?

People don’t share ads, but they do share great content. So why not hack MPAs to promote your content and reap the rewards of the world’s greatest content sharing machine: Facebook.

MPAs allow you to tell a richer story by allowing you to promote multiple pieces of content simultaneously. So consider which pieces of content you have that will work well as “content bundles” and who the relevant audience for each “content bundle” is.

As Hack #8 above illustrates, the big wins come when you match a smart use of the format with the clever and relevant targeting Facebook allows. We’re massive fans of custom audiences so if you aren’t sure where to start, I’d suggest starting there.

So ponder your upcoming content pieces, consider your older content you’d like to breathe some new life into and perhaps you could become a Facebook Ads Hacker.

I’d love to hear about your ideas for turning Multi-Product Ads into Multi-Content Ads in the comments section below.

We could even take the conversation offline at Mozcon!

Happy hacking.


*Yes I did say paid promotion, it’s no secret that Facebook’s organic reach continues to dwindle. The cold commercial reality is you need to pay to play on FB. The good news is that if you select ‘website clicks’ as your objective you only pay for website traffic and engagement while amplification by likes, comments, and shares are free! Those website clicks you pay for are typically substantially cheaper than Adwords, Taboola, Outbrain, Twitter or LinkedIn. How does it compare to display? It doesn’t. Paying for clicks is always preferable to paying for impressions. If you are spending money on display advertising I’d urge you to fling a few spondoolas towards Facebook ads and compare results. You will be pleasantly surprised.

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Give It Up for Our MozCon 2015 Community Speakers

Posted by EricaMcGillivray

Super thrilled that we’re able to announce this year’s community speakers for MozCon, July 13-15th in Seattle!

Wow. Each year I feel that I say the pool keeps getting more and more talented, but it’s the truth! We had more quality pitches this year than in the past, and quantity-wise, there were 241, around 100 more entries than years previously. Let me tell you, many of the review committee members filled our email thread with amazement at this.

And even though we had an unprecedented six slots, the choices seemed even tougher!

241 pitches
Let that number sink in for a little while.

Because we get numerous questions about what makes a great pitch, I wanted to share both information about the speakers and their great pitches—with some details removed for spoilers. (We’re still working with each speaker to polish and finalize their topic.) I’ve also included my or Matt Roney‘s own notes on each one from when we read them without knowing who the authors were.

Please congratulate our MozCon 2015 community speakers!

Adrian Vender

Adrian is the Director of Analytics at IMI and a general enthusiast of coding and digital marketing. He’s also a life-long drummer and lover of music. Follow him at @adrianvender.

Adrian’s pitch:

Content Tracking with Google Tag Manager

While marketers have matured in the use of web analytics tools, our ability to measure how users interact with our sites’ content needs improvement. Users are interacting with dynamic content that just aren’t captured in a pageview. While there are JavaScript tricks to help track these details, working with IT to place new code is usually the major hurdle that stops us.

Finally, Google Tag Manager is that bridge to advanced content analysis. GTM may appear technical, but it can easily be used by any digital marketer to track almost any action on a site. My goal is to make ALL attendees users of GTM.

My talk will cover the following GTM concepts:

[Adrian lists 8 highly-actionable tactics he’ll cover.]

I’ll share a client example of tracking content interaction in GA. I’ll also share a link to a GTM container file that can help people pre-load the above tag templates into their own GTM.

Matt’s notes: Could be good. I know a lot of people have questions about Tag Manager, and the ubiquity of GA should help it be pretty well-received.


Chris DayleyChris Dayley

Chris is a digital marketing expert and owner of Dayley Conversion. His company provides full-service A/B testing for businesses, including design, development, and test execution. Follow him at @chrisdayley.

Chris’ pitch:

I would like to present a super actionable 15 minute presentation focused on the first two major steps businesses should take to start A/B testing:

1. Radical Redesign Testing

2. Iterative Testing (Test EVERYTHING)

I am one of the few CROs out there that recommends businesses to start with a radical redesign test. My reasoning for doing so is that most businesses have done absolutely no testing on their current website, so the current landing page/website really isn’t a “best practice” design yet.

I will show several case studies where clients saw more than a 50% lift in conversion rates just from this first step of radical redesign testing, and will offer several tips for how to create a radical redesign test. Some of the tips include:

[Chris lists three direct and interesting tips he’ll share.]

Next I suggest moving into the iterative phase.

I will show several case studies of how to move through iterative testing so you eventually test every element on your page.

Erica’s notes: Direct, interesting, and with promise of multiple case studies.


Duane BrownDuane Brown

Duane is a digital marketer with 10 years’ experience having lived and worked in five cities across three continents. He’s currently at Unbounce. When not working, you can find Duane traveling to some far-flung location around the world to eat food and soak up the culture. Follow him at @DuaneBrown.

Duane’s pitch:

What Is Delightful Remarketing & How You Can Do It Too

A lot of people find remarketing creepy and weird. They don’t get why they are seeing those ads around the internet…. let alone how to make them stop showing.

This talk will focus on the different between remarketing & creating delightful remarketing that can help grow the revenue & profit at a company and not piss customers off. 50% of US marketers don’t use remarketing according to eMarketer (2013).

– [Duane’s direct how-to for e-commerce customers.] Over 60% of customers abandon a shopping cart each year: http://baymard.com/lists/cart-abandonment-rate (3 minute)

– Cover a SaaS company using retargeting to [Duane’s actionable item]. This remarketing helps show your products sticky features while showing off your benefits (3 minute)

– The Dos: [Duane’s actionable tip], a variety of creative & a dedicated landing page creates delightful remarketing that grows revenue (3 minute)

– Wrap up and review main points. (2 minutes)

Matt’s notes: Well-detailed, an area in which there’s a lot of room for improvement.


Gianluca FiorelliGianluca Fiorelli

Moz Associate, official blogger for StateofDigital.com and known international SEO and inbound strategist, Gianluca works in the digital marketing industry, but he still believes that he just know that he knows nothing. Follow him at @gfiorelli1.

Gianluca’s pitch:

Unusual Sources for Keyword and Topical Research

A big percentage of SEOs equal Keyword and Topical Research to using Keyword Planner and Google Suggest.

However, using only them, we cannot achieve a real deep knowledge of the interests, psychology and language of our target.

In this talk, I will present unusual sources and unnoticed features of very well-known tools, and offer a final example based on a true story.

Arguments touched in the speech (not necessarily in this order):

[Gianluca lists seven how-tos and one unique case study.]

Erica’s notes: Theme of Google not giving good keyword info. Lots of unique actionable points and resources. Will work in 15 minute time limit.


Ruth Burr ReedyRuth Burr Reedy

Ruth is the head of on-site SEO for BigWing Interactive, a full-service digital marketing agency in Oklahoma City, OK. At BigWing, she manages a team doing on-site, technical, and local SEO. Ruth has been working in SEO since 2006. Follow her at @ruthburr.

Ruth’s pitch:

Get Hired to Do SEO

This talk will go way beyond “just build your own website” and talk about specific ways SEOs can build evidence of their skills across the web, including:

[Ruth lists 7 how-tos with actionable examples.]

All in a funny, actionable, beautiful, easy-to-understand get-hired masterpiece.

Erica’s notes: Great takeaways. Wanted to do a session about building your resume as a marketer for a while.


Stephanie WallaceStephanie Wallace

Stephanie is director of SEO at Nebo, a digital agency in Atlanta. She helps clients navigate the ever-changing world of SEO by understanding their audience and helping them create a digital experience that both the user and Google appreciates. Follow her at @SWallaceSEO.

Stephanie’s pitch:

Everyone knows PPC and SEO complement one another – increased visibility in search results help increase perceived authority and drive more clickthroughs to your site overall. But are you actively leveraging the wealth of PPC data available to build on your existing SEO strategy? The key to effectively using this information lies in understanding how to test SEO tactics and how to apply the results to your on-page strategies. This session will delve into actionable strategies for using PPC campaign insights to influence on-page SEO and content strategies. Key takeaways include:

[Stephanie lists four how-tos.]

Erica’s notes: Nice and actionable. Like this a lot.


As mentioned, we had 241 entries, and many of them were stage quality. Notable runners up included AJ Wilcox, Ed Reese, and Daylan Pearce, and a big pat on the back to all those who tossed their hat in.

Also, a huge thank you to my fellow selection committee members for 2015: Charlene Inoncillo, Cyrus Shepard, Danie Launders, Jen Lopez, Matt Roney, Rand Fishkin, Renea Nielsen, and Trevor Klein.

Buy your ticket now

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