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I don’t know about you guys, but we’ve been staying busy this summer! But digital never takes a break, so here is your monthly round-up for July!
Our picks have been categorized in an effort to make these posts more scannable for you—we have Notable Statistics, Actionable Tips, How-Tos, Marketing Education, and New Features.
Now, happy reading and go learn something new!
Photo: Alexandra Maria via Pexels
10 Effective Customer Retention Strategies for Increased Brand Loyalty
You probably know that keeping existing customers is better for your business than constantly needing to seek new ones. Not only does new customer acquisition cost between 5 and 25 times more than customer retention, research shows that new customer conversion rates are 1–3% while those of a returning customer are 60–70%. And if that weren’t enough, a repeat customer purchases about 30% more than a first-timer.
So how do you go about building brand loyalty in your customers? Mention has 10 great tips for doing just that!
3 Top Facebook Myths Debunked
The newest data shows that Facebook Page engagement has declined by over 50% over the last 18 months. Organic reach alone is simply not enough anymore—without putting some money behind your posts, no one will even see your content much less interact with it, and it’s the interaction that tells Facebook to show it to more people. Frustrating, right?
Enter the Boost feature! It’s so simple to use, it’s easy to not even think about strategy or budget—just throw a little money at it, click a button, and done. Easy peasy! Except there are a few important things to know if you want it to be effective:
Learn more about best practices and getting the most for your money by reading the article over at Hootsuite!
How to Build an Audience-Aligned Social Marketing Strategy
Sprout Social has some excellent advice on how to identify your target audience, where they spend their time, what they care about—and how you can use that information to your advantage. If you want your social media campaigns to do what they’re supposed to, this is good reading. (I love the Social Metrics Map in particular!)
Photo: Kaique Rocha via Pexels
How to Advertise in Facebook Marketplace: What Marketers Need to Know
When it comes to ad placement, you have a lot of options on Facebook: news feed, right column, Messenger, Instagram, etc. One often overlooked option is the Marketplace, but it has some unique characteristics that make it worth a second look.
Marketplace is similar to eBay or Craigslist, but with more of an emphasis on local, which is a good thing for many small businesses. Secondly, it has a pretty substantial user base, currently around 800 million per month. And finally, the people who are going to be seeing your ads are presumably already shopping for something—they’re demonstrating buyer’s intent just be being there in the first place.
See Social Media Examiner’s article to find out if Marketplace ads might be a good fit for your business!
How to Use Facebook Audience Insights to Improve Targeting
You may have noticed it’s not just Facebook ad placements that offer a lot of options. When it comes to audience targeting, you can get about as granular as you want—the sheer number of available details you can use is mind-boggling.
With that many choices, it’s easy to get overwhelmed and just start throwing money at till it goes away, but you’ll obviously get better results for what you’re spending if you take the time to target appropriately. Facebook Audience Insights can give you the information you need, and Hootsuite has a great how-to guide on the subject!
Photo: StartUp Stock Photos via Pexels
Why Buying Email Lists Is Always a Bad Idea (and How to Build Yours for Free)
Pretty much every digital marketing agency in existence (at least in my experience) offers email list “rentals” as part of their services. What’s funny about this is that if you keep up with industry news on any sort of semi-regular basis, you’ll know that digital marketers pretty unanimously agree that it’s a terrible idea to use one.
In all my years working in digital, I have never once encountered an article that actually recommends using a bought or rented list. Not once. The only ones who do are the ones who are selling them. Read more about why and how you should build your own list over at HubSpot.
And let me just say this: Just because everyone on this company’s list has apparently opted in to receiving promotional emails does not mean they have opted in to receiving promotional emails from you.
The Small Business Owners’ Guide to Conquering SEO: The Glossary
There are a million and one things to learn about SEO, and the game changes so frequently that it’s pretty much impossible to keep up unless it’s your full-time job. Which it isn’t, because you’ve got a business to run.
That’s why I find resources like this particularly useful. What’s more bookmark-able than a glossary of terms you’re not familiar with? If you’ve ever wondered what terminology like KPIs, ALT tags, CTAs, or no-follow links are referring to (or what’s the difference between an H1, H2, H3-4-5-6 tag and why are there so many of them and why does it matter?!), this is a good read for you.
Social media platforms roll out new features all the time, and sometimes you just don’t notice them all. Here’s a quick rundown of what changed in July:
Catherine has a degree in English literature and a passion for all things marketing. As Digital Specialist, her focus is on web design, search engine optimization, social media, online presence management, and project coordination.