How Visuals Will Impact Marketing in 2017, According to New Data [Infographic]

There’s a reason most children’s books are filled with pictures.

Sure, the pictures help parents keep their children still and quiet for the few minutes they’re reading to them. And that’s largely because visuals are engaging and help explain complicated concepts better than text alone.

Save countless hours using these free, pre-made templates to design your infographics.

Whether you’re reading The Very Hungry Caterpillar or a blog post, the lesson remains the same. For one, visual content increases memory recall. What’s more, articles with images every 75-100 words tended to get double the social media shares of articles with fewer images in a BuzzSumo analysis. So needless to say, visuals such as infographics, videos, or images should be integrated into your content marketing strategy.

There are a few hurdles to creating and promoting visual content, but there are big payoffs, too. Venngage surveyed 300 marketers to learn about their visual content marketing strategies in 2016 to predict trends for 2017. Overall, the marketers surveyed recognize the immense value of creating visuals to increase content quality and engagement but struggle with finding the time and resources to do it well. Read more marketing statistics and trends for the year ahead in the infographic below.

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My Campaign Sucks…Now What?

BestEmailCampaigns.jpgWe’ve all been there.

It took three months to launch that marketing campaign from start-to-finish.  Yes, there were many hurdles along the way, but you pulled it together with the help of your team and even launched on time. You pop the champagne and toast to a job well done.

A week goes by.  There is a little bit of action…maybe a top of the funnel (TOFU) form fill or two, but nothing to write home about.  After all, you’ve not collected nearly enough data to start compiling reports and making decisions.

A month passes. The campaign numbers still aren’t great.  Panic starts to set in.  Your client, your boss, and your team are getting antsy.  But has your campaign even run for long enough at this point to know whether or not it is performing well?  What does “long enough” mean?  Hell, what does “performing well” even mean?

Let’s get acclimated

Now, before we jump into campaign optimization or how to analyze performance, let’s make sure we’re talking apples to apples. I will start by defining what I mean by a “campaign” and touch on the evolution (and importance) of the buyer’s journey.

I appreciate the thoroughness but… I just want to optimize my campaign

Is your idea of a campaign the same as mine?

Let’s get aligned on this whole campaign idea. The word “campaign” is defined differently depending on your industry and your typical marketing practices.  To set a baseline, here is a definition that I like to use:  

Campaign (n.): A multi-touch digital ecosystem, aligned with the buyer’s journey, that helps marketers capture lead information, nurture and qualify leads, and finally empowers both the lead and the salesperson for a sales conversation.

Here are the key parts:

1) Multi-touch:

Your campaign should live across the various channels where your target personas spend their time (i.e. your website, paid advertising platforms, social media platforms, etc.) and include multiple touch points per channel.  One form on a single landing page is not a campaign.

2) Digital ecosystem

All pieces of your campaign should work together and constantly communicate with one another.  Ideally, the pieces are strategically managed via a clearly defined marketing-technology stack.  Check out the example below:

digital ecosystem.png

3) Aligned with the buyer’s journey

Your campaign should facilitate a seamless buyer’s journey, and more importantly, a journey that a consumer actually wants to go through.

buyerjournet.png 

4) Capture lead information

A typical lead capture transaction occurs when the marketer provides something of value to the potential lead in exchange for their contact information.

5) Nurture and qualify leads

This is the most complex part of a campaign (so we found a video to better explain below).  A good measure of how well you are doing with nurturing is the quality of your sales conversations.  The golden rule is: not everybody is ready to buy because they gave you their email, and you shouldn’t sell to somebody just because they are interested in your product. 

6) Empowers both the lead and salesperson

Primarily, your objective as a marketer is to prepare the lead for a sales conversation.  Secondly, to prepare your salesperson to have an effective sales conversation catered towards the potential buyer’s objectives (depending on your average sales cycle this process can take a day or several months).

If your campaign meets the above criteria, fantastic!  We are aligned.  If it doesn’t quite match up, no worries, I promise there are still plenty of valuable takeaways (including a free campaign optimization checklist).

Why should you care about the buyer’s journey?

If your campaign does not support the way your target persona wants to buy, it will be nearly impossible to see positive results.

The buyer’s journey has fundamentally changed.  Think about it, compare how you would buy a car today compared to ten years ago?  Or even how your parents bought their first car?

Things are changing in the world of buying and selling, and they’re changing at an exponential rate.

But why?

Two words: access & information.  One of my favorite marketing/sales influencers, Daniel Pink, sums it up nicely in his book “To Sell is Human.” 

Pink sums up his argument with the term “information asymmetry.”  Essentially, the cause of the change in buyer behavior is a result of the gradual shift of an informational advantage from the seller to the buyer.  In today’s economy, the buyer has all the power! 

What does this mean for our marketing?  Well, we need to ensure that our campaign is aligned with the way modern consumers make purchases.  If not, it is destined to fail.  So, before you worry about optimization, ensure your campaign assets and tone reflect this “seller beware” world.

For more information on how the buyer’s journey is evolving, and what we should do as marketers and salespeople, take a moment to watch the video below:

What should I do before my campaign launches?

Before a campaign ever launches it’s imperative to get our ducks in a row from an expectation standpoint.  Aligned expectations will improve the likelihood of a successful campaign.

The first step is to establish your campaign benchmarks—what you expect/desire to happen. These are your “expected values.” There are a several sources you can use to determine those benchmarks.

1) Your company’s historical campaign data (preferred)

No two businesses or industries are the same, so what better to use as a benchmark than your own company’s past performance?

2) Your closest competitor’s data

If you are fortunate enough to have access to this information, it’s a huge competitive advantage.  There are also tools out there, like SpyFu, to help you gather some key data points.

3) An Industry Standard

While industry averages are often grossly simplified, they are better than nothing at all!

Bonus: HubSpot recently launched a great tool that allows you to get benchmark data for email open rate across various industries.

4) Your best guesstimate

This is your last resort, but if necessary, make your best guess based on heuristics and what you know.  Here is a cool article on how heuristics can be applied to marketing.

What should you benchmark?

You should establish benchmarks for all key campaign metrics.  Some examples include: email open rate, form conversion rate, social media impressions, average time on page, etc.  However, they will vary based your specific campaign’s infrastructure. 

The golden rule: If a metric can be analyzed and potentially contribute to the success of a campaign’s objective, benchmark it!

Speaking of Campaign Objectives…

Yes, it’s true that most businesses market with the intention of increasing revenue.  But, not all campaigns are designed with this as the primary intention.  Other campaign objectives include increasing brand awareness, event attendance, asset downloads, and more.  Before determining the tactics and building the campaign infrastructure, ensure that all the stakeholders are aligned on its objectives.

Now, there are a few different values that will help you determine if you’ve reached your campaign objectives:

1) Goal valuesideal (but achievable) campaign performance metrics

2) Expected values – an accurate prediction of your campaign performance metrics

Hint: these are your benchmarks established in the “What should I do before my campaign launches?” section

3) Observed values – the real-world metrics you observe from your campaign

Let’s put numbers two and three aside for now, we’ll need them for statistical analysis later, and discuss establishing goal value statements.  Although it may be a little cliché, assure your goal statements meet the criteria of the tried and true S.M.A.R.T acronym.

Long story short, if your goal value statements match the S.M.A.R.T framework, you are off to a good start.  Rather than bore you with the gory details (here is a crash course on SMART goals), I’ll provide you with a quick example instead.

A bad goal value statement is: Achieve a good email click-through-rate for campaign nurture emails.

A good goal value statement is: Achieve a click-through-rate of 2% on nurture email #3 within 90 days of campaign launch.

After you have established all the necessary goal value statements, be certain your stakeholders are also aware of them.  You can do document these in your marketing automation software portal.  If you are a HubSpot customer, you’re in luck – there is a built in goal setting feature for campaigns.

goals-5.png

Get your campaign optimization checklist 

Now can we see if my campaign needs to be optimized?!

Yes, let’s get to it!  First, you need to determine if your campaign needs optimization by comparing our observed results to what we expected (our benchmarks).  We are going to use the chi-square goodness of fit statistical test to compare these two values. Here’s the formula to calculate Chi-square:

equation.png

Assuming you already launched your campaign (and completed the recommended pre-launch work) you should have all the variables needed. (O is observed value and E is expected value, or your benchmark)

For more in depth coverage of using this test you can watch the tutorial below.

Let’s jump into an example to make this more concrete.  We’ll use the same numbers in the video walkthrough below for consistency. As a marketing strategist, you want to know if a recent campaign email is performing well, or if you should take action to optimize it. 

Let’s say you sent a campaign related email to 1000 people and 3% of people clicked through the email to your landing page.

This gives you an observed value of 30 or O = 30

Since this is your first campaign, you are comparing your email performance to industry benchmarks.  After doing some research, the industry benchmark you found is 1.1% for email click through rate.  If we sent an email to a 1000 people in our industry, we would expect 11 to click through.

This gives you an expected value of 11 or E = 11

Now, plug it into the formula and solve!

equation solvedd.png

Get 33.18?  Great, but we’re not finished yet.

Now, to see if the campaign email needs to be optimized, we need to compare our observed chi-square to a critical value for chi-square critical.  Looking at those old handy chi-square distribution tables I see the critical value is 3.84 at with a significance level of .05 (recommended).

33.18 > 3.84

Result: Your email is significantly outperforming your established benchmark so you should not focus on optimizing it at this time and spend your resources elsewhere.

Luckily, there is a savvy chi-square goodness of fit tool from Social Science Statistics that does the calculations and compares them to critical value for you (especially if you are like me and just hate distribution tables).

Understand that you only analyzed one specific part of your campaign, but this methodology can be applied to nearly any measurable campaign statistic with a discrete outcome (i.e., convert vs did not convert).

Now you can be confident that you are spending your resources on optimizing the right campaign piece.

OK, I have a list of what I should optimize, where do I start?

With our nifty campaign optimization checklist of course!  You may be thinking, “but I have several underperforming pieces, how do I prioritize them?”  A good place to start at the beginning of the buyer’s journey, starting from from left to right.  Or, in HubSpot terms, optimize the campaign assets associated with the Awareness Stage first, then the Consideration Stage, and finally the Decision Stage.  Which makes sense. If your awareness stage is broken, most people aren’t converting to the Consideration Stage in the first place.  Why optimize something for such a small subset of your potential leads?

Another way to think about optimization priorities is to order them by potential positive impact on campaign results.  While this is good in theory, it doesn’t account for other important variables such as the time and effort it would take to complete the task. Fortunately, to set priorities, you can use a process that is simple as P.I.E.

P.I.E stands for Potential (what is the potential positive impact on the campaign results), Importance (how critical is it to your overall business objectives), and Ease (how difficult is the task to complete).

For more information on PIE or to learn other prioritization methods check out ConversionXL’s comprehensive article on the subject. 

In order to determine the priority order of your campaign optimization task list, assign each letter of P.I.E. a score of 1-10, then take the average of those three numbers.  Organize those averaged numbers by activity from largest to smallest, you will have your list of priorities!

Campaign Optimization Checklist

When analyzing campaign performance, it is easy to get lost in the weeds.  Always remember the big picture!  If you are worried about your campaign’s performance, likely you are experiencing one of the following challenges:

1) You do not have enough eyeballs on your campaign.

2) You aren’t converting those who do engage with your campaign into leads.

3) You aren’t properly nurturing and qualifying leads for sales conversations.

The Campaign Optimization Checklist was built, and even color-coded, with these three challenges in mind.  As a bonus for making it all the way to the end of this article, I have included the first pages here.  There are even more tips and tricks in the full version!

Remember that pressing the launch button is never the final step in a campaign. There is always an email subject line to improve, a form to optimize, and a nurture workflow to refine.

Now what are you waiting for, get the full checklist and start optimizing!

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How to Use Facebook Insights and Analytics to Boost Your Social Media Marketing Strategy

Facebook Insights is one of the most powerful Facebook analytics tools available.

When you dive into your Facebook Insights, you’ll receive a wealth of data to help you understand more about your Facebook Page.

With so many different data-points available to measure — such as Likes, engagement, reach, and demographics — Insights will help you to understand how your content is resonating with your audience, how your Page is growing and provide you with an awesome overview of how your Facebook strategy is performing.

This complete guide will cover everything you need to know about the key sections of Facebook Insights and share tips to help you become proficient with Facebook analytics.

Facebook Insights Guide - Header image

Navigating this guide

There’s a lot to learn about Facebook Insights. To make this guide easier to digest, I’ve broken the rest of this guide down into 11 bite-sized chapters — one for each of the 10 key tabs of Facebook Insights and a final chapter for the remaining tabs.

  1. Overview: How your Page is doing
  2. Likes: Where your Page Likes came from
  3. Reach: What’s your reach and what factors affect it
  4. Page Views: Who viewed which section of your Page
  5. Actions on Page: What people did on your Page
  6. Posts: How well your posts are performing
  7. Events: How successful your event pages are
  8. Videos: How well your videos are performing
  9. People: Who liked, saw, or engaged with your Page
  10. Messages: Response times and Messenger analytics
  11. Others (Promotions, Branded Content, and Local)

In each chapter, we’ll walk through the sections for each tab, explain how to use them, and share relevant tips for extracting more insights.

Let’s go!

Facebook Insights Guide - 10 Data from Facebook Insights

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Getting to Facebook Insights

To access Facebook Insights for your Facebook Page, head to your Facebook Page and click on “Insights”.

Navigate to Facebook Insights

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How to use Facebook Analytics

1. Overview:
How your Page is doing

The Overview tab within Facebook Insights does more than it says. Apart from showing you key metrics of your Page (Page Summary), it also shows you the key metrics for your five most recent posts and a brief comparison of your Page with similar Facebook Pages.

Sections:

  • Page Summary
  • Your 5 Most Recent Posts
  • Pages to Watch

Page Summary

Page Summary

The Page Summary section shows you the key metrics of your Page for the last seven days, such as Page Likes, Post Engagement, and Reach. It also tells you the percentage change from the previous period and shows graphs for the period.

This section is great for getting a quick assessment of your Facebook Page performance.

For example, if you are focusing on growing your Page, you can quickly access your growth by looking at your Page Likes and Reach. If you are posting more videos to drive engagement, you can immediately see if your strategy is working by looking at your video views and post engagement.

Your 5 Most Recent Posts

Your 5 Most Recent Posts

This section shows you the key information of your latest five posts — published date and time, post caption, post type, targeting, reach, and engagement.

This section is great for getting a sense of how well your recent posts are performing and which type of posts are performing well recently. For example, you might notice that curated link posts outperformed other types of posts. Then, you could experiment with posting more link posts.

Pages to Watch

Pages to Watch

Pages to Watch is one of our favorite Facebook Page features. It gives you a quick comparison of your Page with a few other Pages you want to watch. If you click on any of the Pages, it’ll show you the top posts of that Page from the current week.

This section is great for seeing how your Facebook Page is performing among your peers and competitors. By looking at the top posts of those Pages, you can also stay in touch with what’s trending in your industry or curate great content for your Facebook fans.

Tips

Export your data (at Page Summary): If you want to analyze your Page data further, you can export metrics of your Page, posts, or videos as a CSV or Excel spreadsheet. Facebook provides a lot of data in the spreadsheet.

Page Summary export

Click to see more insights (at Your 5 Most Recent Posts): Click on the post title to see the detailed breakdown of the performance of a post.

Post insights

Discover what’s working (at Pages to Watch): If you click on any of the Pages, you will get a pop-up with the top posts of that Page — ranked from the most engaging to the least engaging.

Top posts from Pages you watch

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2. Likes:
Where your Page Likes came from

The Likes tab lets you go beyond just knowing the number of Likes your Page has. It shows you the growth, averages, and sources of the Likes.

Sections:

  • Total Page Likes as of Today
  • Net Likes
  • Where Your Page Likes Happened

Total Page Likes as of Today

Total Likes graph

This graph shows you the overall trend of your Page Likes. If the graph is showing a plateau or a downward trend, it’d be great to dig into it and understand the cause.

Net Likes

Net Likes graph

This graph informs you the daily growth of your Page Likes and breaks down the proportion of (organic or paid) Likes and Unlikes your Page receives. While it’s great to have positive net Likes, it’s helpful to monitor the Unlikes trend, too.

Where Your Page Likes Happened

Where your Likes happen graph

This graph tells you where your Page Likes came from, such as directly from your Page, from your ads, or Page suggestions that Facebook serves to users. For example, if you are running Facebook Page Likes ads, you should see the “Ads” portion increasing.

Tips

Set your date range: At the top of the page, you can set the date range you are interested in. You can either drag the indicators on the graph, select “1W” (for 1 week), “1M” (for 1 month), or “1Q” (for 1 quarter), or set specified start and end dates.

Date range options

Know your Like and Unlike sources: If you click or drag to select a date range on any of the graphs, it will show you the Like and Unlike Sources for that selected period.

Likes and Unlikes sources

Compare your averages: If you click on any of the metrics on the right of the graphs, you’ll get two averages for that metric — Your average for the last period and your average for the current period.

Metric averages

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3. Reach:
What’s your reach and what factors affect it

The Reach tab informs you about the reach of your Facebook Page and posts and the factors that increase or decrease your reach.

Sections:

  • Post Reach
  • Reactions, Comments, and Shares
  • Reactions
  • Hide, Report as Spam, and Unlikes
  • Total Reach

Post Reach

Post reach graph

This graph shows you the number of people your posts have reached (organically or through promotions). It can be a quick way to assess your organic reach over time and if your ads are working.

Reactions, Comments, and Shares

Reaction, comments, and shares graph

When a post receives engagement, Facebook will serve it to more people as the engagement on the post implies that people are interested in the post. More engagement, higher reach.

Reactions

Reactions bar chart

It seems like this chart will only appear if you have a high number of reactions to your Facebook posts. It’s a great way to judge the sentiments of your posts — positive (Love, Wow, and Haha) or negative (Sad and Angry).

Hide, Report as Spam, and Unlikes

Hide, report as spam, and Unlikes chart

“Hide Posts”, “Hide All Posts”, “Report as Spam”, and “Unlike Page” are considered as negative feedback. They are ways users tell Facebook that they don’t want to see a Page’s posts. Facebook will accordingly show those posts to fewer people. As you’d want to keep these negative feedback low or zero, it’s great to monitor this graph.

Total Reach

Total reach graph

Total reach is the number of people who saw any activity from your Page such as your posts, posts to your Page, ads, mentions, and check-ins. Just like post reach, it’s a great way to see how your organic and paid reach has been growing. For example, the graph above is our total reach for the past quarter, and it’s showing a promising increase.

Tips

Set your date range and compare your averages: Just like in the Likes tab, you can set your data range at the top of the page and compare the averages of each metric by clicking on the metric.

Understand your posts activity: If you see a spike of reach, engagement, or negative feedback, you can click or drag to select that section of the graph and find out more. Facebook will show you the active posts during that period, in decreasing impression order.

For example, there was a spike in our reach on February 22. When I click on February 22 on the graph, I learned that this post was taking off that day and our audience likes such a post.

Posts that are active during the selected period

See your reach breakdown: If you prefer numbers over visualization, you can click or drag to select a date range on the Total Reach graph to see your total, organic, and paid reach in a table format.

Reach table

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4. Page Views:
Who viewed which section of your Page

The Page Views tab is a little like the traffic report in Google Analytics. In here, you’ll learn about your page views and top traffic sources.

Sections:

  • Total Views
  • Total People Who Viewed
  • Top Sources

Total Views

Total page views graph

Total views is the number of times people viewed your Page. If the same person visited your Page twice, it’ll be considered as two views.

Total People Who Viewed

Total people who viewed graph

Total people who viewed is the number of people who have viewed your Page. If the same person visited your Page twice, it’ll be considered only as one. This figure should be equal or less than your total views.

Top Sources

Top page view sources graph

This graph shows the top five traffic sources that have directed people to your Page. Knowing this allows you to increase your efforts on those sources if you want to increase your page views.

Tips

Set your date range: Just like in the Likes tab, you can set your data range at the top of the page.

Breakdown the data: You can break the page views metrics down by certain characteristics. For total views, you can break it down by section (of your Facebook Page). For total people who viewed, you can break it down by section, age and gender, country, city, and device. This can help you understand more about the people who are interested in your Page.

Page views breakdown

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5. Actions on Page:
What people did on your Page

The Actions on Page tab allows you to understand what people do when they are on your Page. The few actions that Facebook considered are clicking on “Get Directions”, clicking on your phone number, clicking on your website, and clicking on your action button.

Sections:

  • Total Actions on Page
  • People Who Clicked Action Button
  • People Who Clicked Get Directions
  • People Who Clicked Phone Number
  • People Who Clicked Website

Total Actions on Page

Total actions on page graph

This graph shows you the number of actions people have taken on your Page. If you are a local business, you might be more concern about the number of times people want to get directions to your place or get your phone number. If you are an online business, you might be more concern about the number of website clicks. (Action button is the huge blue button on your Page.)

People Who Clicked Action Button / Get Directions / Phone Number / Website

Action button graph

This graph and the subsequent graphs show you the number of people who took the respective actions on your Page.

Our action button says “Sign Up” and directs people who click on it to our homepage. From this graph, we can get a sense of the traffic our Page drove to our homepage. (We also use UTM for the link for additional tracking.)

Tips

Set your date range: Similar to the few tabs before, you can set your data range at the top of the page.

Breakdown the data: Just like your page views graphs, you can break the actions taken graphs down by certain characteristics.

Actions on page breakdown

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6. Posts:
How well your posts are performing

The Posts tab contains all the information about your posts such as reach and engagement. You can also boost your posts from this tab directly.

Sections:

  • When Your Fans Are Online / Post Types / Top Posts from Pages You Watch
  • All Posts Published

When Your Fans Are Online

When your fans are online

We believe that there isn’t a universal best time to post on Facebook, but there’s the best time for your brand to post on Facebook. This section can help you with that. It shows you how active your Facebook fans are, on average, on each day or the week and each hour of the day.

You can hover over each day to see an overlay of the activity on that particular day vs the averages.

Post Types

Post types data

This section tells you how each type of posts (e.g. link, photo, or video) fare in terms of average reach and average engagement.

From here, you can tell which type of posts does best on your Page, and you can adjust your posting strategy accordingly. For example, if you find that videos have the highest average reach and engagement, you could experiment with posting more videos.

Top Posts from Pages You Watch

Top post from Pages you watch

This section is quite similar to the Pages to Watch section in the Overview tab. While the one in the Overview tab shows you the overall performance of those Pages, this section shows you the top post of the week from each of those Pages and the engagement it received.

All Posts Published

All posts published

This section lists all the posts you have published on your Page and the relevant information — published date and time, post caption, post type, targeting, reach, and engagement.

Tips

Sort your posts: You can sort your posts by published date, reach, or engagement (post clicks or reactions) by clicking on the title of the column.

Sort posts

View different metrics: You can view different metrics for reach and engagement. For reach, you can choose:

  • Reach
  • Reach: Organic / Paid
  • Impressions: Organic / Paid
  • Reach: Fans / Non-Fans

For engagement, you can choose:

  • Post Clicks / Reactions, Comments & Shares
  • Reactions / Comments / Shares
  • Post Hides, Hides of All Posts, Reports of Spam, Unlikes
  • Engagement Rates

Post filters

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7. Events:
How successful your event pages are

If you often organize Facebook events, the Events tab will enable you to be more data-driven by providing you with key data of your events. You can find out what’s working and what’s not working with your event promotion. You get data such as the number of people who saw your event, the number of people who responded to your event, and the demographics of your audience.

Sections:

  • Events Stats (Awareness / Engagement / Tickets / Audience)
  • Upcoming / Past

Events Stats (Awareness / Engagement / Tickets)

Events stats

In this section, you have several graphs about the awareness and engagement of your all events. These are the data available:

Awareness:

  • People Reached
  • Event Page Views

Engagement:

  • People Who Responded
  • Event Actions

Tickets:

  • Clicks on Buy Tickets

(For the data of specific events, see the tip below.)

Events Stats (Audience)

Events audience breakdown

Apart from awareness and engagement, you can also get a breakdown of your audience by age group and gender. This can inform you about the type of people who are most interested in your events.

Upcoming / Past

Past events

The second half of the page shows you the insights of your upcoming and past events. You can toggle between upcoming and past using the drop-down menu in the upper-left corner.

Tips

Click to see more insights: If you click on an event title, a pop-up will appear, with the data of that particular event. As it shows data up to the last 28 days only, you might want to record them down after the event.

Event insights

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8. Videos:
How well your videos are performing

The Videos tab tells you how well videos are performing on your Page. It mainly tells you the number of video views, broken down into:

  • Organic vs Paid
  • Unique vs Repeat
  • Auto-Played vs Clicked-to-Play

Sections:

  • Video Views
  • 10-Second Views
  • Top Videos

Video Views

Video views graph

This graph shows you the number of times your videos were viewed. Facebook consider 3 seconds or more as a video view.

10-Second Views

10-second video views graph

This graph shows you the number of times your videos were viewed for 10 seconds or more. If your video is less than 10 seconds, Facebook counts a 10-second view when people watch 97 percent of it.

While this number tends to be lower than video views (i.e. the 3-second views), I think it is more indicative of the number of engaged views.

Top Videos

Top videos

This section shows you the top five videos which have been viewed for three seconds or more, the most. It can give you a quick idea of the kind of videos that perform well among your fans.

Tips

View different breakdowns: In the upper-right corner of each graph, there is a drop-down menu where you can choose between different breakdowns.

Video stats filters

Compare your averages: If you click on any of the metrics on the right of the graphs, you’ll get two averages for that metric — Your average for the last period and your average for the current period.

Click to see more insights: Clicking on a video title will bring up a pop-up with the deeper insights of that video. You can click on any of the stats and see even more insights.

Video insights

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9. People:
Who liked, saw, or engaged with your Page

The People tab is a simple overview of the people who liked your Page, saw your posts, or engaged with your Page or posts.

Sections:

  • Your Fans
  • People Reached / People Engaged

Your Fans

Facebook Page fans data

Your fans are people who liked your Page. This section breaks down your fans by age group, gender, location, and language. From here, you can tell which demographic are most interested in your Page.

People Reached / People Engaged

People engaged data

People reached are the people who saw your posts in the past 28 days while people engaged are the people who liked, commented on, or shared any of your posts or engaged with your Page (e.g. messaged) in the past 28 days.

What’s interesting is that people who saw or engaged with your posts are not necessarily only your fans. This creates the differences in percentages. For example, while 41 percent of our fans are women, 55 percent of people engaged are women. This could imply that our posts tend to be more interesting to women than men.

Tips

Learn more with Audience Insights: Audience Insights, a tool within Facebook Ads Manager, is much more powerful than the People tab for understanding your fans. While it does not show you information about people who saw or engaged with your posts, it shows much more information about your fans.

Besides demographics information, you can discover data such as other Pages that your fans like. (You can use this information to set your Pages to Watch!)

To access Audience Insights, head to Facebook Ads Manager and select “Audience Insights” from the drop-down menu in the upper-left corner. Alternatively, you can visit this direct link: https://www.facebook.com/ads/audience-insights/

Once there, select “People connected to your Page” and the Page you are interested in.

Audience Insights

The U.S. is selected as the location by default. You can deselect it if you wish to look at your audience worldwide, however, Household and Purchase information are currently only available for the audience in the U.S.

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10. Messages:
Response times and Messenger analytics

The Messages tab shows you the performance metrics of your conversations with people on Messenger.

Messages metrics

Here’s what each of the metrics means:

Total conversations is the number of conversations between your Page and people on Messenger.

Your Responsiveness is the percentage of messages you’ve answered and your average response time.

Deleted Conversations is the number of conversations with your Page that people deleted.

Marked as Spam is the percentage and number of conversations from your Page that were marked as spam.

Blocked Conversations is the percentage and number of conversations from your Page that have been blocked.

 

Tips

See up to 180 days: For messages, you can see the stats for up to the past 180 days. You can select a timeframe by clicking on “Last 7 days”.

180 days duration

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11. Others:
Promotions, Branded Content, and Local

The remaining tabs might not be as relevant to most people as those above or they might not even appear for you. I’ll briefly go through each of them in case you are curious about them.

Promotions

Promotions

The Promotions tab gives you a quick overview of your recent promotions. It’s a great place for you to check your recent promotions while you are in your Facebook Insights. Alternatively, you can use the Facebook Ads Manager, which might be more comprehensive.

Branded Content

Branded content

When you get mentions from a Verified Page (a Facebook Page with a blue tick), the Branded Content tab will appear among the list of tabs and the posts will show up there.

You’ll be able to see the reach and engagement stats, just like your own posts. You can even share and promote these posts.

Local

Local business data

If you run a local business Page, you’ll have a Local tab. In this tab, you have information about the foot traffic in your area, demographic information about people near your place, and percentage of people nearby who saw your Facebook ads. (Mind-blowing!)

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What’s your favorite part of Facebook Insights and analytics?

It’s so awesome that Facebook provides such a comprehensive analytics tool for free! From reach to posts, to events, to fans, Facebook Insights provide a wealth of data and analyses about your Facebook Page.

Is there a part of Facebook Insights that you love the most?

How do you use it for your business?

Do you use any other Facebook analytics tools?

I’d love to learn from you. Thanks!

How to Get Better Marketing Talent

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When I graduated from college, I had no idea what I wanted to do. Sure, I knew that I wanted, you know, to be employed. I knew I wanted to put my English degree to good use. And I knew I wanted some aspect of the written word to be involved. But what did that look like?

“I dunno,” would’ve been my honest answer.

It’s not that I received anything less than a great education. In fact, I have almost nothing but good things to say about my undergrad alma mater. It’s just that the school had fallen into the same problem that most universities do — the coursework, while excellent, didn’t address what has turned into a pandemic marketing and sales skills gap.

Granted, that was more years ago than I’d like to admit, before much of the technology essential to marketing and sales jobs was as prevalent as it is today. But according to research conducted by Boston Consulting Group, companies still continue to fall short on the level of digital skills on their marketing teams. And as the consumption of products, services, and information continues to rely more on technology — that’s not good.  Learn how to succeed in your new inbound marketing job with the help of this free guide.

But what are you supposed to do about it? You’re busy enough trying to do what you can to make up for this skills gap. How could you possibly also resolve how to actually fill it? Well, as it turns out, you have two major options: To build talent, and to buy it. Don’t worry — neither option is as overwhelming or as expensive as it sounds. In fact, both really boil down to providing the right resources for both your current and incoming employees. What do those look like? We’ve got a few ideas.

How to Get Better Marketing Talent

When You’re Buying

Bringing in new hires is not a simple process. There are the measurable variables, like the cost of onboarding — an average of over $4,000 per new employee, for most companies — and expensive employee turnover in a number of industries. So when you’re looking to add someone new to your team, you want to make sure it’s a good decision.

Part of feeling certain of a new hire is understanding what kind of training and experience that person has received, especially when it comes to new graduates. A shortage of internships available undergraduates limits their opportunities for experience. So, how can you be certain that a candidate can fill your marketing team’s needs — especially if the right skills aren’t being taught in the classroom?

That’s where you come in. See, the recruiting process goes both ways — just as you want to make sure a candidate is the right fit, you want to do everything you can to look attractive as an employer. And those efforts could include providing learning resources to prospective employees.

For example, when I was looking for opportunities in business school, I would come across many hiring pages from companies that listed the many reasons why I should work there — great benefits, great culture, and opportunities for growth, to name a few. But there was something missing. Nowhere on these hiring sites were there tips for what I could do to strengthen my candidacy for that particular environment.

So if you really want to attract the best talent, follow the mantra, “Help me help you.” It only requires a few steps.

1) Make a list of desired attributes — beyond the job description.

When I first began to look into working for HubSpot, one thing that really stood out to me was the fact that the company has a Culture Code. It didn’t just teach me about how I would be valued as an employee, but it also illustrated the must-have qualities of people who get hired here. That immediately made me realize how much I wanted to work for a company like this one.

When you begin recruiting talent, ask yourself what your company’s own Culture Code would look like. It might not be for everyone, and that’s okay — you’re trying to get candidates who are the best fit to stick around. Give them the right information to help them know who they are.

2) Collaborate with educational institutions.

This step goes beyond simply signing up for a booth at a career fair. I wouldn’t know anything about planning a higher education curriculum, but I get the impression that it’s not easy — which is why these skills gaps might still exist. However, as a marketer, I have a better idea of what kind of knowledge my own team might be seeking, and I’m happy to share it.

If you’re in the same boat, it could be worthwhile to reach out to the career development departments of nearby colleges and universities to find out what you can do to help bring some of that knowledge to the student body. Mind you, we’re not suggesting that you ask for a teaching position or request to be paid for a special lecture.

Rather, work with the school’s administration to see if you can offer a complimentary workshop on the skills that you’re seeking the most. While you might have them, you’re only one person — so see what you can do to share them. It’s an investment of time and resources, but it doesn’t come without a return. If you brand the opportunity properly, it’s a way to stand out in the minds of future job applicants, who might ultimately apply for work with you, therefore filling those gaps. Plus, it reinforces your own reputation as an expert in that particular area, and now that you’ve helped others build those skills, you’ll be able to recruit the talent necessary to meet resulting demand.

3) Share learning resources with applicants — and educators.

While you might not have the bandwidth to undertake something like teaching a workshop, there are still ways to help bring skills and knowledge to your future hiring pool. That’s why your hiring site should be built with two audiences in mind: The applicants themselves, and the people who will be teaching them.

For applicants

In addition to listing the general skills and characteristics that you seek in your new hires, it might be helpful to direct them to the resources that can help them gain that knowledge and become better candidates.

Free online courses are a great place to begin. Do some research on the ones available for the skill gaps you need to fill the most — for example, this EdX course in Digital Branding and Engagement, or this one on High Level Digital Marketing Strategy For Small Businesses from Udemy. Plus, a pre-existing knowledge of inbound marketing is always helpful, and getting inbound certified is free with HubSpot Academy.

For educators

When it comes to providing resources to educators, sometimes identifying the skills gaps is a big first step. Understanding what your strongest candidates need to know in order to succeed in the digital marketing landscape can help develop the tools for teaching the accompanying skills. Outline what they are, and give examples of the type of job titles and responsibilities that require them.

And just as there are online learning resources for applicants — there are actually some for educators, too, like HubSpot Academy’s Education Partner Program. Its mission is to help educators teach inbound marketing, and to connect their students with opportunities to apply both in the real world. Plus, the criteria for becoming an Education Partner doesn’t really go beyond the scope of what’s already required of most institutions — it’s a college, university, or institute that teaches Inbound with HubSpot Academy’s resources, or uses HubSpot software in their classes.

When You’re Building

Please forgive the cop out, but we’ll tell you right now — the efforts for building the right kind of talent within your current team isn’t really all that different than buying it.

There are many situations when one option might be better than the other one — that all depends on your budget, your scope of work, or your current client and customer demands. But when it comes to the latest and greatest skills in cultivating your current employees, all you really have to do is provide the same resources for them that you would for external applicants.

It won’t look identical. But when you go about building or revamping a hiring page like we described above, look into building an intranet or wiki that provides many of the same learning resources that can help employees build their skills and progress in their careers — without leaving your company. After all, we’ve already gone over the high cost of employee turnover. Helping to build the right internal growth opportunities for your current team can prevent those costs from becoming necessary.

Create a place where your employees can see the types of roles or skills gaps you’re trying to fill, and let them know where they can learn how to fill them. Just as you might provide a list of these resources for external applicants or lead workshops for them, do the same for your current staff. Even if someone isn’t looking into changing roles, digital marketing knowledge can be applied to a broad range of projects.

And if they do progress — well, now you know how to attract the best people to replace them in their former positions.

Talent Show

Trying to ensure that you’ve got the best people to meet your company’s demands is never an easy process. There’s so much to consider, from culture fit to necessary skills. As we said — you want to be certain, and for good reason.

But with the above-outlined steps, it doesn’t have to be quite as daunting as you might think. You can proactively take measures to attract the best talent — whether that’s coming from a pool of recent grads, or from your current team.

What are your preferred ways getting the best marketing talent? Let us know in the comments.

Join the Education Partner Program

How to Create Facebook Lead Ads: A Beginner’s Guide

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If you’re like most marketers, you’re always on the search for ways to reach new audiences and generate leads. 

But did you know that according to BrightTALK, 80% of marketers report their current lead generation efforts are only slightly or somewhat effective?

Typically, lead generation marketers collect information through form submissions on a website. First, the marketer promotes a specific offer — like a gated ebook or coupon — and then an interested user will fill out a lead form to claim the offer. 

While this method does work and helps get exposure to your site, it has one important problem: it requires users to leave the place where the offer was promoted to click through your conversion path.  For marketers, this means bounce-rates at every point along the process. And that’s not ideal.

Ever wish you could just reach people and collect information from them without asking them leave the social network they’re already browsing? Well, you can  — with Facebook Lead Ads.

For a full guide on how to successfully create, target, and utilize Facebook lead ads in your marketing efforts, check out this guide

In this article, we’ll go over the basics of Facebook lead ads: what they are, why they matter, and how you can start using them effectively in your own marketing campaigns.

What is a Facebook Lead Ad?

A Facebook lead ad is an ad type you can purchase through the Facebook for Business platform. Instead of sending users to a landing page where they fill out a lead form on your website, Facebook lead ads allow potential customers to access your offers without ever leaving the Facebook app.

This feature means you can capture lead information from the Facebook platform and avoid the friction of a longer click-through path for the user. 

Facebook lead ads allow prospects to sign up for your offers or request other types of offers — such as pricing guides, product demos, or free trials — directly within the Facebook platform. Facebook lead ads are also designed with the user in mind; when a user clicks on a lead ad, Facebook creates an auto-fill form with information the user has already submitted to Facebook. 

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Image Source: Facebook

The auto-fill feature makes lead ads especially helpful for mobile users, who experience the most friction from the traditional conversion path. Convinced? Time to get your first lead ad setup.

How to Set Up Your Facebook Lead Ad

Start by preparing to set up your lead ad. You’ll need a few things beforehand:

  • Admin access to your Facebook Business Page
  • Your privacy policy page URL.
  • An image/creative asset to make your ad stand out on a user’s newsfeed.

Next, open up the power editor or ads manager tool for your business page

Not sure which to use? The ads manager is Facebook’s classic ad tool for basic advertisers. If you’re just starting out, the ads manager is probably the tool you should use.

On the other hand, the power editor is Facebook’s more advanced tool for advertisers who are regularly creating numerous ad campaigns in bulk. It has some more advanced features and allows you to create more ads in bulk. This tool is ideal for someone with a high budget at an enterprise level.

Step by step instructions once you’re in the Ads Manager or Power Editor tool:

1) If you’re using the Ads Manager, Click “Create Ad” in the top right. If you’re using the power editor, Click “Create Campaign” in the top left.

ads manager

2) Next, you’ll see a screen asking for your ad campaign objective. Click, “lead generation” and the page will pull down with the next option:

campaign objective

3) Name your ad campaign.

campaign name

 

4) Next, set the details of your account (Country, Timezone, Ad Unit Currency). This step is part of setting up the ads account for your business, not for the actual ad you’re setting up. We’ll get to the ad setup in a bit.

account settings

5) Choose your business page from the drop-down menu and read through and “Accept the Facebook Lead Ads Terms and Conditions”.

Lead Ads Terms and Conditions

6) Set up the targeting settings for your ad. You can customize the target audience by location, age, gender, language, and hundreds of other target settings. As you add in more targeting features, the ticker on the right will show you the total size of the audience you’re trying to reach.

Audience targeting

7) Next, tell Facebook whether to automatically place your ad where it’s most likely to perform best, or if you’d rather customize the placement based on your own preferences. In general, it’s recommended to let Facebook place your ads automatically.

ad placement settings

8) Next, customize your budget for the ad. Determine with your team how much budget you’re willing to spend for one ad. Facebook ads works on an auction system, so choose a budget that seems reasonable based on prior research. 

budget and schedule

9) Choose an ad layout format from the options on the next screen, and upload creative assets to your ad to make it stand out. Don’t forget to test different creative options and layouts to figure out what performs best over time.

ad format

10) Now it’s time to set up and customize the form for your lead ad. First, customize the headline, text, and CTA for the display page of the ad. Be as specific as possible so the user knows what they will get by clicking on the CTA of your ad.

lead form call to action

11) Next, choose which information you want to collect from from your leads on the “questions” tab. Only ask necessary questions for your funnel; the more questions you ask, the lower your click-through rate is likely to be.

  • One benefit of lead ads is that they’re completely customizable. Not only can you request common form fields such as name, phone number, and email address, you can also ask an open-ended questions such as, “what kinds of information do you find valuable?” While an open-ended question might not be best for all forms, you can use an open-ended question to qualify the submissions you do receive on your lead ad form.

lead form welcome screen

12) Next, check the setting for the privacy policy on your ad. This step is particularly important because it ensures the security of the user’s information. Add the link to your company’s privacy policy and feel free to add an optional custom disclaimer to the ad in addition to Facebook’s required disclaimer that will appear below the form.  

Lead Ads Welcome Screen

13) Finally, you’re ready to customize the Thank You Screen. Insert your website link in this option so the user can visit your site after submitting the form.

lead form thank you screen

14) Check the completed ad to make sure all of your work looks like it should. Don’t ever forget to double check and proofread your work! 

15) Click “finish” to complete your form. Optionally, you can “select a CRM” to collect submission information in the Leads Setup section. 

16) The final step is to click the “Place Order” button.

How to Make Your Lead Ad Stand Out

Now that you know how to set up your lead ad, you might be wondering how to actually drive conversions. After all, you’ll be competing not only for a spot on a user’s Facebook newsfeed but also for the attention among all the other content the targeted user is scrolling through. 

How do you make sure your lead ad is compelling enough for a user to click on it? Here are some tips:

1) Make it visually appealing

Because your competing against all the other pieces of content on a user’s newsfeed, it’s important that your ad is visually appealing. Make creative assets that are colorful, bold, and/or interesting in some way.

While there are plenty of ways you can make a visually appealing ad, don’t just find the brightest, most colorful image and plop it on your ad. Whatever creative assets you use should accurately illustrate what you’re offering through the ad.

As you experiment with Facebook Ads, test out the success of different types of creative assets, and find out what works best for your target audience. Try testing videos, GIFs, and other types of images. Overtime, track the click-through and conversion rates of different creative types to optimize your ads strategy for the future. 

2) Create compelling copy 

The copy of your ad should have a clear message to your audience. When writing copy, write it so that your target audience can easily understand what you’re offering, why it’s relevant to them, and why they should request more information now

Because your goal is to get someone to submit information right then and there, be sure to add urgency to your ad. Don’t just say “Learn More” and hope for the best. Instead, include an offer with an expiration date so the user feels compelled to download or sign up for the offer now.

If you’re retargeting users who have previously been to your site, add context to the copy to remind them why they visited your site in the first place and how your company’s offers can help them.

3) Include a clear call-to-action.

Part of writing compelling copy is making sure the call-to-action is clear and prominent. You can’t just use a Facebook Ad to tell your target audience what you company is and expect them to click a button to “Learn More” without giving them a clear value offer. What will they get from you when they fill out information?

Facebook gives your six CTA options for lead ads: 

  • Apply Now
  • Download
  • Get Quote
  • Learn More 
  • Sign Up
  • Subscribe

Offer your audience something they can’t refuse. Whether you’re offering an event, discount, content offering, subscription, etc, make sure the audience knows what they will get when they “Sign Up,” “Learn More,” “Download,” etc.

4) Target the right users with relevant offers

A key piece of creating successful Facebook Ads is targeting people that are actually going to be the most interested in what you have to offer. Don’t spray and pray, instead, spend your ad budget most effectively by learning to get the most out of Facebook’s targeting features. 

In general, your goal with Facebook Ads should be to reach new audiences. However, because you’re also trying to collect lead information on the spot, it’s also important not to ask for too much to soon.

That’s why lead ads are especially useful in retargeting campaigns. Use tracking pixels on your website to find out who is visiting your website but not converting, and use lead ads to nurture them back into you ecosystem.

This blog post didn’t cover a full picture of Facebook Ads targeting strategy, but luckily, we created a free guide to walk you through it. 

Want more information on how to target users effectively? Check out our full guide — it includes additional lead generation and social media tips as well!

Facebook Lead Ad

Why Agencies Need to Take Transparency More Seriously

The lack of transparency that often occurs between advertisers and their marketing partners has reached a tipping point.

Advertisers have spoken loud and clear: They are tired of paying more and more for their digital advertising and seeing less and less return on investment from these efforts. In fact, many companies are wondering where the heck their money is going and whose interests are being represented.

Many advertisers are drawing a line in the sand. They will no longer work with agencies, networks, technology platforms, or marketing “partners” who aren’t completely transparent about their practices.

And good for them. Not only does this behavior make the good guys look bad, but it also puts the whole marketing industry at risk.

A Need for Greater Transparency

Procter & Gamble recently made an unsettling discovery. Among other things, some of its agencies were receiving kickbacks from media companies. Others made extra money by paying publishers less than the amount P&G gave them to pay out to them.

So the world’s biggest advertiser did what any smart company should do — it revisited all of its media agency contracts to ensure full transparency. What’s more is that P&G’s chief brand officer, Marc Pritchard, has challenged the rest of the industry to do the same.

In a show of solidarity, let’s call out a few tactics that some unethical agencies and marketers employ in an effort to help advertisers protect their brand and marketing dollars:

Display Ad Fraud

Fake ad impressions are on the rise. This year, bots will be responsible for up to 37 percent of ad impressions, costing companies billions of dollars. Unfortunately, as this crime becomes more profitable and easier to execute, ad fraud will take many different forms. In all cases, though, it’s a dishonest use of a company’s money, and it falsely inflates ad performance.

Agency Kickbacks

Media agency kickbacks are still a prevalent issue. To illustrate, let’s say an agency buys $1 million worth of advertising from its clients, which the agency is getting paid to do (often as a percentage of the ad spend). If it then accepts a $250,000 credit from the place it bought the ads from — when it wasn’t the agency’s money in the first place — and does not disclose this, that’s a kickback.

Tasked with purchasing the best slots for advertisers, many agencies are, in fact, buying certain times or spaces to receive kickbacks from media companies. While six of the biggest advertising agency holding companies flatly denied that claim, an ANA report confirmed that there are media agencies accepting cash rebates.

Advertiser-Agency Disconnect

The same ANA study revealed that advertisers and agencies do not always see eye to eye on the nature of their relationship. According to this research, advertisers often believe their agencies bear a fiduciary responsibility to always act in the best interest of the advertisers — even going beyond the scope of terms stipulated in the contract, if necessary.

Although some agencies share those beliefs, others say their sole responsibilities are outlined in the contract, so they have no other duty to act on the advertisers’ behalf. This disconnect opens the door for agency mismanagement and lack of transparency.

These methods hurt the entire marketing industry.

When profit is not passed on to the client, the integrity of all marketing methods is called into question. As the founder and managing director of a leading performance marketing agency, it pains me to see how a few bad apples can weaken confidence in our industry. In the long run, it hits everyone’s bottom line when advertisers choose to walk away.

Greater transparency is not just the best solution — it is the only solution. In fact, advertisers made a clear statement when they voted for “transparency” as the word of the year in a 2016 ANA poll. In this industry, you have no choice: If you want to succeed, your agency must give advertisers what they want.

The Benefits of Transparent Communication

Whether you’re an agency, an affiliate, a media company, or an influencer, providing full disclosure to your advertising partners is not just the right thing to do — it’s the ethical and moral thing to do. If you aren’t willing to disclose it, it’s probably for a reason. Of course, it keeps partners happy, but it also earns you respect and improves the value of your relationships.

Consider the increased demand for omnichannel marketing. Highly successful marketers are using this technology to provide full visibility into the consumer path to purchase across digital channels and devices with the aim of fostering better ties among advertisers, publishers, and networks.

By understanding each marketing channel’s contribution, advertisers and publishers can explore additional strategies and approaches for working together. For example, in the affiliate model, a management agency can more effectively encourage select affiliates to increase promotions by aligning incentives with the consumer behaviors they most value. In this win-win situation, transparency is profitable, and it strengthens partnerships.

Even Facebook is course-correcting toward better transparency to benefit its advertisers. After it was revealed that it had overestimated its video views and organic reach, Facebook has made a push to give its advertisers a clearer view of the platform’s metrics. Citing transparency as a primary aim, the social media giant is debuting its updated blog, rechristened “Measurement FYI,” to provide better information on metrics, partnerships, products, and research.

The Path to Real Transparency

Transparency is more than just making a commitment to your clients that you will engage in open and honest conversations with them. It needs to be woven into the fabric of your business — from the way you communicate with your clients to how your contracts are written to the core values your organization embodies and executes.

Here are four ways to get started:

1) Be transparent in your agreements.

One of the factors that led to P&G’s revelation that its agencies were engaging in corrupt behavior was its reevaluation of its agency contracts. By doing so, the company discovered that its agency agreements made few stipulations about agencies’ use of company money. In fact, P&G discovered that an agency making money on float wasn’t prohibited — it was actually in compliance with P&G’s contracts.

As an agency, if you want to build long-term, high-value relationships with your clients that are based on trust and integrity, it’s essential to lay out expectations, terms, and conditions in your agreements with them from the start.

If you don’t accept kickbacks or financial incentives, especially those that are not in your partners’ interest, put that in writing. Be sure to also address and define the role of your agency’s direct and indirect partners, including affiliate networks, affiliates, and subaffiliate networks.

2) Don’t just conduct transactions; build relationships.

The person sitting across from you is more than a client and more than a company. Take time to ask questions, listen, and get to know him or her personally and professionally. A genuine conversation not only creates loyalty and commitment, but it also helps you better understand and meet the needs of your clients.

Authentically connecting with partners builds more trust in your partnerships, and trust is the cornerstone of a healthy, long-term relationship. When you invest in getting to know people, you naturally adopt a habit of full disclosure. In turn, both partners benefit.

3) Align incentives so clients pay for performance.

Traditional models obscure marketing campaigns by requiring businesses to pay in advance for creative without considering the return on their investment. If companies aren’t able to see where the money went or how it contributed to marketing success, it fosters suspicion and resentment toward their partner agencies. Changing that model is the key to transparency.

Pay-for-performance marketing, on the other hand, depends on creating visibility into marketers’ actions. Rather than invest upfront, a company compensates the agency based on measurable campaign accomplishments or benchmarks.

This means the two must be communicating constantly about what the agency is doing for the company and how well those methods are working. Transparency is baked in.

Clients are not the only beneficiaries in a pay-for-performance model. Although it does demand a lot of work from agencies, the motivating factor is to get paid for successful efforts. This approach incentivizes marketers to refine their skills and knowledge of the marketplace, as it requires excellence.

4) Think long term and focus on performance partnerships.

The term “performance partnerships” refers to the transparent, valuable relationships that companies seek from affiliate marketing partners. Comprised of all the aforementioned elements, it’s a strategy that incorporates a system to manage those relationships at scale.

Once your partners are equally on board with open communication, have bought into building a deeper personal relationship based on trust, and have embraced the cash-on-delivery model, you can elevate that partnership through advanced tracking and reporting technology.

Using a software as a service (SaaS) platform brings these pieces together, providing a convenient system for managing and maintaining multiple relationships in which all relevant partner information (contracts, tax forms, real-time reporting, payouts, etc.) can be tracked in one place.

Performance partnerships represent what companies should strive for in all of their marketing programs, as the overarching principle is transparency. An effective system handles all the marketing data and allows both partners to see what the other is doing. When they have access to this information and complete trust in you, that strong relationship leads to smarter, more strategic campaigns.

You Can’t Outperform With Opacity

Dishonest, opaque agency practices — including the misuse of client money — only serve to foster a culture of mistrust, prompting many advertisers to part ways with their agencies. Rightfully so, companies don’t want to work with marketers or agencies who are not transparent about what they’re doing with the advertiser’s money or how they’re spending it.

Moreover, agencies must be accountable for our methods. Tighter contracts and models that stipulate payment for performance give agencies and marketing partners the opportunity to prove value and boost bottom lines all around.

Most importantly, honesty is the best policy, as the saying goes. If your agency is not being as transparent as possible, why is that? What are you hiding? Even if the answer is “nothing,” you’d better believe your partners are going ask the same questions.

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Content Marketing Blogs: The Ultimate List

Trying to consume all the information available to us daily is akin to trying to funnel a keg of wine for dinner—a laudatory, if ambitious goal. There’s just too much for most mortals to consume in one sitting. Given this environment, sifting through it to sort the Michelin-starred content from the Taco Bell content gets harder every day. So Curata has helpfully assembled a list of 80+small batch, free range, organic content marketing blogs in one convenient location: here. It’s a McContent-free zone.

Before we dive into the topics, let’s define a blog for this post’s purposes:

A blog is an online publication that seeks to inform its readers with high quality, ethical, and valuable insights published on a consistent basis by authors qualified to communicate them.

content marketing blogs The topics covered in the blogs below include (but aren’t limited to) content marketing tactics, advice from experts, content marketing tools, content statistics, and content curation. This list is by no means comprehensive. With millions of blogs published every day, and the copious amount of quality information available surrounding content marketing, more than a few first-class content marketing blogs will have been overlooked. If your favorite blog is not listed, or if you know of any other great source of content marketing information, leave us a comment below.

Scroll down for the list of content marketing blogs we love, sorted into six categories:

  • Social Media Content Marketing Blogs
  • SEO Content Marketing Blogs
  • Content Marketing & Strategy Blogs
  • Marketing Technology Blogs
  • Analysts & Research Blogs
  • Blogging

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Social Media Content Marketing Blogs

Social Media Examiner – Daily original content on how to navigate the social media jungle through social networking, blog, and podcast best practices.

Jeff Bullas’s Blog – The author, blogger, and strategist offers insights on aspects of social media marketing, content marketing, and digital marketing.

Social Media Today – Provides daily insight for PR, marketing, and professionals in other disciplines requiring social media information.

Razor Social – Provides independent advice on the latest in social media tools and social media technology.

Social Media Explorer – A leading publisher of insights and opinions on social media marketing, written internally and by a roster of marketing thought leaders.

DreamGrow Social Media – Offers ideas and tools to help you shine in your organization and achieve better, measurable social media marketing results.

Socialnomics – Presents social media stories, trends, studies and statistics. The name Socialnomics means that as the site’s success grows, the more social good they hope to give back.

Buffer – Buffer’s blog focuses on UX, productivity, customer happiness, writing, and life hacks for an all-encompassing view of business.

Social Fresh – Inspires businesses to improve their marketing strategies through social media education.

Hootsuite – Hootsuite’s blog offers tips relating to a variety of social media platforms, including Twitter, Facebook, Instagram, and Kik.

Social Media Impact – Aimed at anyone interested in social media. Featuring original content, product reviews and tips, as well as curated articles from other top social media websites.

SEO Blogs

Quick Sprout – From Neil Patel, co-founder of Crazy Egg, KISSmetrics and Hello Bar. He writes on how businesses can improve search engine optimization and content marketing strategy.

Search Engine Watch – Revolves around tips and information on search, analysis of the search industry, and support for site owners wanting to improve SEO.

Moz – The Moz blog is a great asset for marketers, providing fresh ideas on content, SEO and providing value to buyers.

Search Engine Land – A news and information blog on global trends and insights into search engine marketing and the search engine industry as a whole.

Success Works – Educates online marketers on optimizing content for SEO with tips, training and writing advice.

Search Engine Journal – Offers a unique community-based approach to search marketing content. This blog’s content comes from almost all real experts, both in-house and independent Internet marketers.

Vertical Leap – Helps companies drive traffic and increase brand awareness. Covers SEO, PPC, content marketing, social PR, and design.

Brandpoint – Content news, developments, best practices, emerging ideas, insights and thought leadership from a bunch of content junkies.

Content Marketing & Strategy Blogs

Duct Tape Marketing – Provides advice for small businesses on how to improve marketing strategy through content marketing tactics.

Occam’s Razor – By author and digital marketing expert Avinash Kaushik. He writes on an array of digital marketing topics, offering actionable insights for content strategies and marketing metrics.

Sparksheet – Explores how various brands use tools and platforms to distribute relevant content to the right audience.

Freshmail – Covering all you need to know about email marketing, from basic metrics to creativity tips, best practices, growth hacks and more.

ClickZ – Interactive marketing news and information from search to social to technology. ClickZ offers advice for content marketers to do their jobs better.

The Knowledge Bank – Helps companies create and distribute content that engages and educates a specific audience.

Spin Sucks – Influencer Gini Dietrich provides daily content advice for PR and marketing professionals’ development.

{grow} – A community to help you grow, from influencer Mark Schaefer. Focused on marketing technology and strategy.

The Influential Marketing Blog – Non obvious marketing insights from Rohit Bhargava, trend curator and author of the Wall Street Journal best seller “Non-Obvious.”

Barry Feldman’s The Point – Chock full of consultant Barry Feldman’s knowledge of social media, content strategy, influencer marketing and more.

Seth Godin’s Blog – The best-selling author and marketing expert writes on marketing, leadership, change, and spreading new ideas.

Heidi Cohen’s Actionable Marketing Guide – Marketing expert, educator, and writer Heidi Cohen provides actionable tips and advice for digital marketers.

Vertical Measures – Content marketing expert Arnie Kuenn is the CEO of this agency. Vertical Measures is full of content strategy and tactics to ensure your content marketing program is a success.

Enchanting Marketing – Teaches readers how to gain followers, utilize SEO and create engaging content for target audiences.

More Content Marketing Blogs

CMS Wire – Provides daily information on digital marketing, social business, and enterprise information management.

CMO.com – Information on executive level strategies and marketing information for Chief Marketing Officers.

The Content Wrangler – Offers insights and advice for content marketers on strategy, content management, and best practices.

Web Ink Now – Provides content marketing strategy advice and general leadership insights. Managed by author and influencer David Meerman Scott.

SnapApp Blog – Covers content marketing from SEO to PPC and strategy, with a focus on interactive content.

eContent – Features articles on digital marketing, publishing, and media for businesses, targeting executive-level decision makers with strategic information.

Orbit Media Studios – Providing digestible information on management, content marketing, web design, and digital marketing tips.

Velocity –  Focused on B2B content marketing. A great information resource from influencer Doug Kessler for marketers looking for a fresh take on content.

HubSpot – Offers insights and advice for marketers regarding inbound marketing, sales and social media, as well as opinion articles.

Marketo – Provides information in various key marketing areas including marketing automation, social media, content marketing, and email marketing.

ExactTarget – Provides daily insights for content marketers about mobile, email, marketing automation and cross-channel strategy.

Marketing Interactions – Content marketing industry insights and strategies from influencer Ardath Albee.

KISSmetrics – Neil Patel offers content marketers information on SEO, online marketing, and analytics to better shape marketing processes.

Oracle Marketing Cloud – Examines marketing technology, content marketing, email, and social media to help educate marketers.

Curata – Focuses on content marketing strategy insights, content curation best practices, and everything marketers need to develop a successful content strategy, increase buyer engagement, and improve the quality and quantity of leads.

MarketingProfs – Provides consistent insights into the marketing world. There’s a variety of topics: content, non-profit, customer behavior, ROI, PR, sales, and more.

Even More Content Marketing Blogs!

TopRank Online Marketing – Offers expert insights on new topics including content marketing, content tools, writing, SEO, and social.

Inbound Marketing Agents – The expert writers at IMA focus on inbound marketing topics. They provide a fresh take on these subjects for content marketers.

Content Marketing Institute – CMI writes engaging content daily for a wide audience about content, curation, ROI, social, and many more topics with actionable value.

Convince and Convert – Educates content marketers about online strategies to improve customer engagement and lead quality.

Unbounce – Online marketing insights, SEO, analytics, and content are just some of the subjects covered.

Orbit Media – Influencer Andy Crestodina’s blog focuses on SEO, marketing, analytics, and web design.

Contentology – Focuses on everything content, from how to create a visual storytelling strategy, to social content, and content marketing tools.

Sprout Content – Content marketing tips and tricks for optimizing your efforts and increasing brand value.

LinkedIn Marketing Solutions Blog – Marketing and content marketing insight and strategy.

The Sales Lion – Expert marketing advice on teaching and communicating in today’s digital world.

PR 20/20 Blog – Covers strategy, content, SEO, social, PR, email, and marketing technologies.

MarketingThink.com – By marketing expert Gerry Moran. He proffers his vast knowledge of content marketing, small business, personal branding, and many other marketing-related fields.

Relevance – Industry expert Chad Pollitt expands upon many subjects, including content promotion, social media marketing, and content curation.

Marketing Insider Group – Influencer Michael Brenner’s blog is packed with insightful, original content. Covers content marketing, demand generation, marketing strategy, social media, and more.

Marketing Technology Blogs

The Marketing Technology Blog – Provides daily updates from marketing professionals on the latest in marketing technology.

Chief Marketing Technologist Blog – Marketing technologist Scott Brinker, co-founder and CTO at ion interactive, writes on marketing technology trends and insights.

Martech Advisor – Expert advice on the best technology for optimizing your marketing strategy.

The Hub – Stay on top of the latest marketing technology trends.

Analysts & Research Blogs

Brian Solis’s Blog – Solis is a principal analyst at Altimeter, anthropologist, and futurist. He writes about social business and how readers can use it to shape their organizations.

Jake Sorofman’s Blog – Sorofman is a Research Director at Gartner. He writes about digital marketing strategy, trends, and best practices for mobile, social, and content marketing.

Ryan Skinner’s Blog – Skinner is a Senior Forrester Analyst. He provides insight for marketing leadership professionals about content and experiences that drive customer engagement.

Rebecca Lieb’s Blog – The well known influencer offers expert insights on digital and content strategy for marketers.

Marketing Experiments Blog – The first Internet research lab to conduct and publish experiments on optimizing marketing and sales strategies.

Michael Fauscette’s Blog – From the leader of IDC’s Software Business Solutions Group. Fauscette offers advice and analysis on emerging software strategies for businesses.

eMarketer – Covers ecommerce, digital marketing, and online media, offering insights and advice for marketers about the digital environment.

Econsultancy – Independent advice and insight. Offers content marketers a one-stop shop for improving strategies and answering digital marketing questions.

Blogging

Problogger – Professional blogger Darren Rowse proffers blogging tips and advice marketers can implement into a content strategy.

Copyblogger – Educates readers on how to “create killer online content.” Offers information on all aspects of content marketing blogs, from copywriting to SEO and social media.

Boost Blog Traffic – This community offers advice for content marketing blogs to increase traffic.

Blogging Tips – Advice and tips on how to rise above the crowd and become an authority in the blogging world.

Daily Blog Tips – Help for those who see blogging as more than a hobby and are focused on getting a return from their efforts.

BlogMutt – A good resource for blogging advice, content marketing strategy, and writing tips.

Sorry For Marketing – Marketing expert Jay Acunzo’s blog focuses on creativity, inspiration, and insight.

Conversation Agent – Thought leadership and writing insight from brand strategist and marketer Valeria Maltoni.

Don’t forget to tell us your favorite content marketing blogs in the comments below! If you’re inspired by any of the blogs you see here, why not build up your thought leadership and curate the best articles you can find from them? For the ultimate hands-on guide to content curation, download the Curate Content Like a Boss eBook.

The post Content Marketing Blogs: The Ultimate List appeared first on Curata Blog.

How to Create a Twitter Moment: A Step-by-Step Guide

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Sometimes an event is so remarkably big that it completely takes over social media for a few hours, or even days. Think back to the last awards show, sporting event, or viral meme — how many tweets about it popped onto your Twitter timeline?

When more than 9,000 tweets are published per second, it can be hard to find great content on the platform. So in 2015, Twitter rolled out Twitter Moments — curated tweets revolving around a single topic or story, all in one place.

Initially, only Twitter and its editorial partners, such as BuzzFeed and The New York Times, could curate Moments. Last year, however, Twitter opened up Moments for all Twitter users. Now, all content creators on the platform can compile groups of tweets. Whether it’s about an event, a campaign, or a pop culture moment, marketers can take advantage of this feature and potentially get discovered by new followers.

In this blog post, we’ll dive into the 411 on Twitter Moments, how to create them, and how brands can use them.

What Are Twitter Moments?

Twitter Moments are collections of tweets about a topic or event. They can be tweeted, liked, pinned, and embedded like normal tweets, but when you tap to open a Moment, it shows you a collection of different tweets. Moments are published with a cover photo and introduction, so they’re kind of like a “best of” compilation article.

You can find Twitter Moments via desktop by tapping the lightning bolt icon — it’s in the top-left corner of Twitter on your browser.

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You can access Twitter Moments on mobile by tapping the magnifying glass icon — this will take you to the Explore tab, where you can scroll down past Twitter Trends to find Twitter Moments.

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When you tap on a Moment to read more, swipe left to begin reading tweets about the topic:

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Moments are categorized under the following interest areas on a desktop: News, Sports, Entertainment, and Fun. Additionally, there is a Today tab that shares the biggest moments of the day on Twitter. Here’s what a Moment looks like embedded on a web page:

And here’s what it looks like when you open it up to read on a desktop:

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Twitter Moments help Twitter users find more quality content about topics they’re interested in. Moments also help brands and creators get discovered in a different way than relying on the Twitter timeline and retweets alone. Now, let’s dive into how to make Moments across platforms and devices.

How to Create a Twitter Moment

How to Create a Twitter Moment: Desktop

1) Navigate to the Moments tab, and tap “Create new Moment” on the right-hand side of your screen.

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2) Choose a title, description, and cover photo for your Moment.

These will appear as a preview of your Moment on the Moments tab and on the Twitter timeline.

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3) Start adding tweets you want to incorporate in your Moment.

You can choose from tweets you’ve liked, review different Twitter accounts to select tweets from a certain brand or individual, or search for tweets by specific keywords and hashtags. You can also enter the URL of a tweet you want to include. You can add tweets to your Moment by tapping the grayed-out check mark next to tweet content.

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4) Customize your Twitter Moment by tapping the up and down arrow buttons to arrange the order the tweets will appear in.

You can also remove tweets from your Moment by tapping the gray x button.

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5) Once you’ve added all the tweets you want to your Moment, tap “Finish later” to save a draft, or “Publish” to push it live on Twitter.

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Once your Moment is published, you can share it in a tweet, embed it on your website, or share a link to your Moment.

You can also create a new Twitter Moment by tapping the1479344284_1656.pngicon next to a tweet and selecting “Add to new Moment,” which will direct you to the Moment creation dashboard described in Step 2.

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How to Create a Twitter Moment: iOS

1) Open your Twitter app, tap the “Me” silhouette icon on the lower right-hand side of your screen, and tap the gear icon next to your profile picture. Then, select “Moments.”

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2) Tap the + symbol in the upper right-hand corner of the “My Moments” screen. From there, you’ll reach a dashboard where you can customize your title, description and cover photo.

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3) Add tweets to your Moment by tapping the “Add Tweets” button in the bottom center of your screen.

You can choose from your tweets, tweets you’ve liked, and by searching for tweets. Add them by tapping the tweets and then tapping the green “Add 1 Tweet” button.

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4) Tap the “Reorder” button in the lower left-hand corner of your Moments dashboard to customize your Moment.

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5) When you’re done, tap “Finish later” to save a draft, or “Publish” to share your Moment on Twitter.

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You can also create a new Moment by tapping the1479344284_1656-1.pngicon next to a tweet and selecting “Add to Moment,” which will direct you to the Moment dashboard in Step 2.

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How to Create a Twitter Moment: Android

To create a Twitter Moment on Android devices, the process is virtually the same — except you access the Moments menu by tapping on your profile picture when you open up Twitter:

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Source: Addictive Tips

How Brands Can Use Twitter Moments

1) Events

Create a Twitter Moment that showcases what’s going on at an event your brand is hosting or participating in. You can share what others are saying about your brand and keep followers up-to-date about what’s going on if they can’t attend the event themselves.

Here’s a Twitter moment published by INBOUND at the kickoff of INBOUND 2016, when Gary Vaynerchuk kicked off the weeklong marketing and sales event with a keynote speech. The Moment compiled various tweets about the speech from different attendees and influencers and provided an inside look at the event for those following along at home.

2) Tweetstorms

For those times when live-tweeting a series of related tweets is necessary, a Moment can serve to showcase a tweetstorm after it’s happened to bring attention to what a brand or individual is tweeting about.

Here’s an example from Persil UK & Ireland, a laundry detergent brand that created a Twitter Moment tweetstorm to promote its social media conversation, #DirtIsGood, about the importance of kids getting outside:

3) Breaking News

Another great use case for Twitter Moments is breaking news. Journalists and publications can produce Twitter Moments to group together tons of tweets about an emerging story. Whether the tweets are all originals from the brand’s account or are a compilation of different voices, the Moment serves to provide Twitter users with as much information as possible.

Here’s a breaking news Twitter Moment from Bloomberg about the World Economic Forum in Davos:

4) Behind-the-scenes

One of the great things about social media is it gives customers a window into brands they love that they wouldn’t otherwise have. Brands can use Moments to create behind-the-scenes looks at products, employees, and events on Twitter.

Here’s Allure’s Moment featuring a behind-the-scenes look at ringing the New York Stock Exchange opening bell:

5) Content Promotion

A multi-channel strategy is key to successfully promoting content you publish on your blog and website, and social media channels are no exception. Try publishing insights and data from your latest blog post or research report in the form of a Twitter Moment.

Here’s an example from the team here at HubSpot. We published a Moment about our annual State of Inbound survey results:

Now that you’re a pro at creating Twitter Moments, try publishing one today to see how it impacts your Twitter engagement. Don’t let your clever tweets and hashtags go to waste — create a Moment and share content with your audience year-round.

How do you use Twitter Moments? Share with us in the comments below.

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4) Behind-the-Scenes

How Generations X, Y, and Z Consume Video Content [Infographic]

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YouTube has over one billion users worldwide, and they all watch different types of videos every day. What’s your favorite type of video to watch on the platform?

As it turns out, your video preferences may vary depending on your date of birth: Influenster surveyed nearly 8,500 YouTube users of all ages to learn about their viewing habits and interests.

Download our free guide to learn how to create and utilize video in your marketing to increase engagement and conversion rates. 

Although younger generations spend more time on YouTube than their older counterparts, Generations X, Y, and Z all have specific preferences when it comes to how and where they want to consume video content on different topics. For example, while a significant portion of respondents said they liked watching product reviews, Generation X preferred how-to content, and Generation Z liked unboxing videos.

Check out the full infographic from Adweek below, and learn more about how to create compelling social media videos with help from our guide.

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free guide to video marketing

10 of the Best Ads from March: Dinosaur Eggs, Shakespeare, and 80s Nostalgia

Feel like you missed the best agency projects, ad campaigns, and creative videos from this month? 

No worries — we’ve got you covered.

March brought us some delightfully unexpected ad concepts, including a floating house, a child replacement program for dog lovers, and an e-commerce version of Hamlet we didn’t even know we needed.  

We’re rounding up the best of March below.

10 of the Best Ads from March

1) Heinz

With AMC’s Mad Men celebrating the 10th anniversary of the premier this year, it seems like the perfect time to revive one of Don Draper’s memorable ad pitches: his rejected Pass the Heinz campaign.

Originally pitched in an episode of the hit drama by Draper’s fictional 1960s ad firm Sterling Cooper Draper Pryce, the print campaign features tantalizing close-ups of french fries, burgers, and steak, all missing one important thing: Heinz. The folks at (real-life) ad agency David Miami ran the exact designs from the show for the 2017 campaign, with approval and input from Mad Men’s original creator, Matthew Weiner.  

Image credit: Heinz/David Miami

 

2) YouTube

To promote their new six second ad format, YouTube enlisted help from a number of top agencies and filmmakers, asking them to develop ultra-short summaries of classic works of literature. The resulting 19 video campaign proves you can cram quite a lot of plot into just six short seconds.

From this minimalist take on Franz Kafka’s Metamorphosis, to this delightful puppy-version of Romeo & Juliet, there isn’t a single video in the bunch that isn’t worth watching more than once. But since we had to pick just one to showcase, we chose Rethink’s clever, e-commerce-driven retelling of Hamlet. Watch it below.

 

3) Telia

This comically cynical ad campaign for Swedish wireless company Telia warns us that not everything on the internet is actually as good in real life. Take cats for example: On the internet, cats are always up to some form of hilarious mischief. In real life? Not so much. 

“Most of Telia’s competitors tell people to turn their devices off every now and then, to ‘carpe diem’ and all that crap,” Martin Ringqvist of Swedish agency Forsman and Bodenfors told Adweek. “We decided to go the other way — to embrace the wonderful life online and to wash away people’s bad conscience. Because life, at least sometimes, is way better on the mobile, isn’t it?”

 

4) CoorDown

The phrase “special needs” seems to float inevitably around every conversation about people with disabilities. This ad for CoorDown, Italy’s national organization for people with Down Syndome, wants to us to ask ourselves: Is it really fair to characterize the needs of people living with disabilities as “special?” Don’t they need what everybody else needs?

Produced by Publicis New York, the extended spot stars Glee’s Lauren Potter, who discusses some needs that would actually be fair to classify as “special”, such as eating an exclusive diet of dinosaur eggs, or necessitating regular massages from a cat masseuse. 

 

5) Leroy Merlin

In this cinematic ad for French home improvement retailer Leroy Merlin, agency BETC Shopper chose a poetic metaphor to reflect the sometimes turbulent process of renovating a home: a house floating on the sea.

The video follows a young couple as they go through the (sometimes literal) ups and downs of repairing their modest house — their triumphs and setbacks illustrated by the unpredictable waters they float on. It’s an ambitious campaign that took an expert team of divers, drones, and helicopters to execute. 

 

6) Dominos

In a resolute appeal to 1980s nostalgia, CP+B produced a nearly shot-for-shot remake of the famous running home scene from Ferris Bueller’s Day Off. Joe Keery, of the 80s-era Netflix drama Stranger Things, stands in as Ferris, racing home to greet the Dominos delivery guy. 

The ad gets major points for attention to detail, packing in every fence jump, trampoline bounce, and sidewalk sprint from the original. And although the original Ferris — Matthew Broderick — never makes an appearance (as he did in this similarly Bueller-inspired Honda campaign from 2012), we do get a cameo from Alan Ruck, who played Ferris’ reluctant pal Cameron.

 

7) Pedigree

What do you do when your beloved son or daughter leaves for college and the empty nest syndrome starts sinking in? Replace your kid with a dog, says this new Pedigree spot from Colenso BBDO.

The cheekily named “Child Replacement Program” campaign is running in New Zealand, where Colenso BBDO creative group head Simon Vicars says many members of the country’s aging population could benefit immensely from the company of a new four-legged friend. 

 

8) National Canadian Film Day

If you’re going to trust one person to give you an honest film review, shouldn’t it be someone who’s literally incapable of lying? 

Leo Burnett developed this quirky ad to promote National Canadian Film Day, and cast Grey’s Anatomy actress Sandra Oh as “the woman who can’t lie.” 

 

9) Aardman Animations

The studio behind Wallace & Gromit released this clever, animated take on client conference calls that will certainly get some knowing chuckles from agency folks. In “Visualise This,” the group debates the merits of various abstract strategies (“We need something big! Something epic!”) without ever getting into specifics or details. It’s not just funny, it’s an impressive demonstration of what Aardman is capable of. 

“I really wanted to create a piece that could showcase a variety of disciplines I’ve learnt along the way at Aardman, as well as my passions and influences in street culture,” said Aardman designer and director Danny Capozzi, in an interview with Adweek. “Around this same period, I had a series of perplexing conference calls, and that’s when the lightning bolt hit me, to merge the spitballing and often circular nature of a call with a scatter gunning of eye-candy visuals.”

 

10) State Street Global Advisors

On International Women’s Day, Wall Street awoke to a new resident: The Fearless Girl, a bronze statue of a defiant young girl facing down the famous “Charging Bull” statue.

Developed by McCann New York for its client State Street Global Advisors, the relatively small statue was intended to spark a big conversation around female leadership in business.

 “We are firm believers in the principles of stewardship,” State Street Global Advisors chief marketing officer Stephen said in an interview with Adweek. “And we want to reflect that in everything we do — especially as it pertains to our commitment in ESG [environmental, social and governance] investing. The placement of ‘The Fearless Girl’ in the epicenter of the world’s financial capital helps not only promote our commitment to women in leadership today and tomorrow, but it also establishes an interesting emotional and rational aspect to responsible investing.”

What were your favorite agency projects from March? Let us know in the comments.

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