Photo: Charles Koh, via Unsplash
Welcome back to the monthly news round-up! We have some excellent recommended reading for you, categorized into four areas—Actionable Tips, How-Tos, Marketing Education, and New Features.
First we have some holiday planning advice (because it’s that time again already), then some reputation management and social advertising, news on the net neutrality front, new ad formats from Google, and a whole lot of new features that have popped up across the social platforms lately.
Holiday Planning for eCommerce Marketers [Infographic]
By October and November, many U.S. consumers have already begun shopping for the holidays, and according to recent research, this may actually be the best time to start holiday marketing campaigns.
Seems early, right? That’s actually part of what makes it work! Ads running in October are typically cheaper, so getting them started now and fine-tuning as you go should give you the advantage of an already well-performing campaign once Black Friday rolls around—and your competitors are just getting started.
Read the article by AdRoll or view the infographic!
How to Turn Negative Online Reviews into Marketing Wins
This message always bears repeating: don’t let a negative review get you down.
Not only does your number of overall reviews influence how you rank in search, a negative review can be an excellent way to demonstrate who you are as a business to someone who’s never dealt with you personally—like the person reading that review.
Google’s Somewhat-New Guide to Totally Excellent Ads
If you’re a small business doing its own pay-per-click ads, this is an invaluable read! New ad options from Google—responsive search ads, newly-expanded text ads, etc.—make it easier than ever to create a strong campaign.
Read these tips and best practices from Search Engine Land and see what improvements you can make to your ads--and call us if you need help!
How to Use Facebook Custom Audiences
Facebook offers a such a large potential audience for advertisers that getting your targeting just right can make all the difference in the success of your campaigns. Reaching the right users will keep ad costs down while providing the highest possible return.
Custom Audiences are made up of people who already have a relationship with your business, such as past customers or people who have visited your website. Learn about the different types and how to set them up with this post from Hootsuite.
How to Create Facebook In-Stream Video Ads
The in-stream placement lets you show a 5–15 second, non-skippable video ad while viewers are watching video content on Facebook Watch from publishers like National Geographic, ESPN, Hearst, and more.
Because your ads are delivered after the viewer has been watching for at least 60 seconds, they’re more engaged and more likely to pay attention to your message. Find out more in Social Media Examiner’s step-by-step guide!
How the Flywheel Killed HubSpot's Funnel
Hubspot makes a powerful argument here for shifting from the traditional funnel approach to a flywheel model, and it’s definitely worth a read!
“Funnels produce customers but... all the momentum you built acquiring that customer? Gone. Each day, each month, and each quarter, we have to start new.”
Word of mouth is so vital to today’s marketing that we simply can’t afford to ignore existing customers and how they can help us grow.
Study: Telecoms Have Been Throttling YouTube and Netflix Since Demise of Net Neutrality
As expected, telecom companies have taken advantage of the end of net neutrality to begin slowing delivery of video and data. Among U.S. wireless carriers, YouTube is the #1 target of throttling, while streaming from Netflix, Amazon Prime, and the NBC Sports app have also been degraded.
Unfortunately, entertainment services are not the only documented casualties. Santa Clara County Fire Chief Anthony Bowden has stated as part of a lawsuit that Verizon stifled their department’s data usage amid the Mendocino Complex Fire in July 2018, the largest wildfire in California history.
Company policy is to lift data caps in emergency situations, which the department asked them to do, at which time:
Verizon representatives confirmed the throttling, but rather than restoring us to an essential data transfer speed, they indicated that County Fire would have to switch to a new data plan at more than twice the cost, and they would only remove throttling after we contacted the Department that handles billing and switched to the new data plan.
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.