One Common Audience Targeting Mistake to Avoid on Facebook

One Common Audience Targeting Mistake to Avoid on Facebook

Ever wish your ad spend would only cover tangible business outcomes and not cut into profit margins? Lucky for you, this is possible with performance marketing!

Performance marketing is a risk-free solution to maximizing business or brand growth. It’s an innovative way to de-risk your marketing spend as it ensures you’re only paying for the consumer or user actions that are most valuable to your business. Performance marketing is best suited for advertisers who are looking to maximize their return on investment (ROI)!


Performance Optimizations: Audience Testing

As any media agency or seasoned media buyer will tell you it’s key to constantly and strategically optimize various aspects of your campaign in order to continuously deliver results. Standard optimizations include creative iterations to avoid ad fatigue, along with testing various bidding strategies and audience testing to expand your reach.

Audience testing is especially crucial to the success of your performance campaigns because without reaching the adequate audiences, you risk spending an excess of funds to find the users who are most likely to convert. Even if you have found your golden audiences that consistently deliver, over time, they may stagnate as audience saturation increases or as more competitors enter the market and bid against these audiences. This is precisely why it’s important to continue to test new audiences – even in established campaigns.


The Problem with Product-Centric Audiences

If your offering is a health supplement, it would make sense to target users who are interested in health supplements, right? Not necessarily.

Oftentimes, advertisers are at the mercy of the ad servers they traffic on. If you’re running your campaign on Facebook for example, there may not be any available in-platform targeting data to build an audience around ‘health supplement interests’. Even if the data is available, what are the odds that your competitors are not also bidding against this audience? Further, you may be limiting your reach by only targeting users who are interested in your specific category, brand or offering. The last point holds true if you’re limiting your targeting to lookalike or website based audiences.


Enter Correlational Audiences

If you’re wondering how to overcome these audience targeting hurdles, we’ve got you covered! Simply give correlational audiences a try!

First, let’s define the term. A correlation is a statistical relationship between variables used to describe or predict information. ​On the other hand, causation (also known as cause and effect) is when an observed event or action appears to have caused a second event or action. 

Simply, targeting audiences that are not closely tied to your offering or category (ie. correlational audiences) may be more advantageous than solely targeting causational audiences in the long run. Why? Not only are competing advertisers less likely to pursue these audiences, it also allows you to constantly expand your reach and target users who may not have shown interest in your specific offering or category.

Over time, these audiences may yield lower acquisition costs (CPA/CPL) or may result in larger conversion volumes since the reach for these audiences is likely higher! Going back to our preceding example, targeting users who have shown interest in ‘iron deficiency’ may be useful. Targeting against this correlational audience in Facebook exposes your campaign to upwards of 200,000 users in North America who you may not have reached otherwise, and who may end up being interested in health supplements!

Audience targeting facebook

Correlational Audiences: A Live Example

To further illuminate this concept, let’s look at some data! Our internal team of performance marketing experts ran extensive tests to see how this theory performs in action.

The client in question was in the beauty and fragrance sector. Our team created audiences in the beauty category that would most closely match the offering. Concurrently, they created correlated audiences focused around frequent travelers, users interested in public events, and users with recent or upcoming anniversaries to name a few.

Audience targeting facebook

As shown in the chart above, the correlated audiences yielded slightly higher cost per acquisitions (CPA/CPL), though they also delivered over 3x as many conversions!


Take Control of your Media Spend

It’s time to take control of your marketing spend. If you’re interested in launching highly converting performance-based campaigns, look no further! Our team of experts have implemented correlational audiences and a variety of advanced media buying tactics across verticals/industries with success. Together, we can help you think out of the box with your audience targeting which can deliver more conversions for your business!

If you are interested in taking your performance to the next level, let’s chat. We’re here to help!

How to Engage Your Audience with Live Streaming

How to Engage Your Audience with Live Streaming

Are you missing out on a huge section of your target audience? If you’re not using live streaming to engage with your followers, then you might be.

The numbers behind live streaming are impressive, and if you’re not already, you should be incorporating this medium into your marketing strategy. Here’s how you can leverage live streaming to create crazy levels of engagement with your audience.

What Is Live Streaming?

Live streaming is a powerful way to connect with your target audience and personalize your message in a way that’s unique compared to other marketing mediums. It’s a simple process to send a live feed over the internet to your audience, but it can have big results.

By utilizing your social media reach, you can stream live footage to a huge audience and give your followers a unique glimpse into your company.

The growth of live streaming has been exponential, with the market increasing from $30 billion in 2016 to an expected value of $70 billion in 2021 and $184 billion by 2027. That’s a huge amount of growth, and it’s something that’s forcing marketers to sit up and take notice, with 28% starting to invest more in live streaming.

Why Your Company Should Be Using Live Streams

Live streaming is a great way to connect with your audience in a genuine, personalized way. It allows your audience to see the faces and voice behind the brand in an unfiltered medium that drives brand association and loyalty.

When it comes to the reasons your company should be using live streams, the numbers speak for themselves:

  • Live streaming topped 1.1 billion hours in 2019 (Livestream)
  • 80% of audiences prefer to watch live video than read a blog (Livestream)
  • Enjoyment of video increased brand association by 139% (Livestream)
  • Consumers are 39% more likely to share video content (99 Firms)
  • 82% of audiences prefer to watch a live video over standard social media posts (Hubspot)
  • Live broadcasts account for one in five Facebook videos (Facebook)

People use live streaming to create a deeper connection with your brand, and through your social media presence, it’s likely you already have a platform to leverage it.

Which Social Media Platforms Have Live Streaming?

One of the good things for businesses that aren’t already utilizing live streaming is that it doesn’t take a lot to get set up. For the most part, you can live stream from platforms you’re most likely already using, such as Facebook, Instagram, YouTube, Twitter, and many others.

Each platform offers slightly different features and the opportunity to reach a different audience. If you’ve already got a big presence on these platforms, then you will find you can immediately reach a large audience through live streaming, but even if you don’t, it’s a great way to build your presence.

Facebook Live Streaming

99Firms states that 52% of live streams happen on social media, and with 2.7 billion monthly active users, Facebook is the most popular. Facebook Live has been around since 2016, and in those years, has made a big impact on the platform.

Live videos get 10x more comments than regular videos and 3x longer watch time. This shows the power of live streaming on Facebook and is why 42.7% of businesses use live streaming on this platform.

Instagram Live Streaming

Instagram (1.15 billion active users) might not be as big as Facebook in terms of monthly users, but it does allow your business to reach a different demographic. Popular with people aged 18-34, Instagram Live allows you to make use of one of Instagram’s biggest benefits – being a very visual platform.

Although you’re limited to live streaming from a mobile device, this allows you to offer a very personal glimpse into your brand and tailor your content to your audience.

YouTube Live Streaming

In many ways, YouTube was the original video-based platform, and today it plays a big role in live streaming for marketers. With an active audience of 2 billion monthly users, it’s second only to Facebook as a social media platform and is widely considered to be the second biggest search engine in the world behind Google.

This offers huge potential for marketers, and as you might expect, live streaming performs particularly well on this platform. To put the numbers in perspective, Red Bull’s live stream, “Stratos Jump,” had 2.3 million concurrent views. When you realize that the average NBA game in the 2017-18 season attracted 1.93 million viewers, it’s easy to see the potential of live streaming.

On YouTube as with Facebook, your live videos are saved after you stream. Here’s an example of a live stream that was then automatically saved to this sport channel’s YouTube:

Periscope Live Streaming

Periscope is a live streaming app that allows users to broadcast live events to Twitter. We often think of Twitter as being a more text-based platform, but this certainly isn’t the case anymore, and video (live video in particular) creates a huge amount of engagement.

Video has seen huge growth on Twitter in recent months and attracts 10x more engagement than regular tweets, making it a great way to boost your Twitter profile.

Tips and Tools to Optimize Engagement with Your Live Streams

As with anything in marketing, there are lots of tools to help you optimize your live streaming. What’s important with these tools is not going crazy and signing up for lots of subscriptions, but doing your homework and finding the package that best suits your business.

To help you with this, here are some of my favorite live streaming tools.

Restream.io

If you were reading along thinking, “it’s great there are so many platforms to live stream on, but what if I want to use them all simultaneously?” then restream.io is your answer.

When it comes to live streaming, Restream does pretty much everything. It allows you to stream to over 30 social media platforms at the same time, schedule your live streams and pre-recorded videos, engage your viewers through chat, and bring all your analytics together in one place.

With a free forever starter plan and packages ranging up to a professional plan for a very reasonable $41/month, Restream gives your live streaming the ability to take off and engage a huge audience.

One of the best things about Restream is just how easy it is to get set up and start streaming.

Once you’ve made an account, you will arrive at your dashboard, where you will be prompted to add your channels. From here, you will be able to choose from a list of different platforms and connect your accounts in just a few clicks.

When you’ve synced all your accounts, then you’ll see the option to go live in your dashboard. You can easily connect all your accounts and broadcast live to your followers in just a handful of minutes.

Another great tool that Restream offers is the ability to schedule an event so you can let your followers know you’re going live. This gives you a chance to make sure your followers are online when you go live so they don’t miss out.

However, it’s not just live video where Restream can help. It’s also useful for scheduling pre-recorded videos. This allows you to plan your posts, rather than logging in each day.

Undoubtedly, one of the biggest benefits is having all your analytics in one place. You don’t have to flick between Facebook, YouTube, and Twitter to understand how your streams are performing because Restream gives you all the in-depth insights you need.

Social Media Scheduling Tools for Promotion 

To get the most out of your live streams, you want to reach as big an audience as possible. To do this, you’ve got to build your following and make sure you promote your live videos.

You also need to be consistent with your social media. Social media marketing depends on producing consistently engaging content, and the easiest way to do this is by utilizing scheduling tools. You’ve still got to come up with great content, but at least with these tools, you can schedule your posts without having to log in to each social media platform.

While Restream has you covered for videos, tools such as Hootsuite, SocialPilot, and Buffer can help make sure you’re staying consistent with your other social media posts. A lot like Restream, all you have to do is sync your accounts and then you can immediately post to each platform and schedule all your content.

This can help you create a large, engaged audience who are eager to interact with you, which is perfect for your live streams.

Image Creation Tools

Images are going to play a big part in how you promote your live streams, and you’ll see in Restream you have the option to add a thumbnail to the reminders you send out.

It’s important to remember the images you use have to reflect the quality of your live streams. There’s no point putting all this effort into creating a great live stream if you’re going to use low-quality posts to promote it. You’ve got to look at it as a package and invest in your marketing as well as the execution of your live stream.

Posts with relevant visual content get 94% more views than content strategies without it, and this is where your custom images come in.

Tools such as Pablo and Canva allow you to create amazing visuals and edit them so they are perfectly optimized for your audience. Add text, filters, and other design elements that grab your target audience’s attention and make them aware of your future live streams.

Both of these tools offer free accounts that allow you to make awesome custom images to promote your live streams.

Video Editing Tools

Although the whole point of a live stream is that it’s live, you still want to save it for future use. Once you’ve saved a live stream, it can be used like any other video and incorporated into your marketing strategy.

You might find that once you’ve saved your video, there are some small edits you wish to make. You’re no longer live, so you’re in complete control of how you present your video, and with video editing tools such as Lumen5 and WeVideo, you can add helpful extras such as graphics to make points clearer, and format your video to suit your needs.

This allows you to repurpose your live streams and make sure you’re getting added value from them.

Equipment You’ll Need for Great Live Streaming

You don’t need fancy equipment to create a great live stream. If you’re streaming to channels like Facebook and YouTube, then all you need is a phone to create engaging content.

If you are planning on producing something on a bigger scale though, you will need to look at getting the right equipment. Important things to consider are the quality of your laptop, lighting, camera, and microphones.

Audio is a key component of any live stream, so you want to make sure you’ve got microphones that can offer clear, crisp sound. Microphones like the Shure MV88+ Video Microphone Kit that work with your smartphone are easy to use and can add the extra level of professionalism that can help your live streams stand out.

How to Make Engaging Content for Your Live Stream Videos

As with any marketing strategy, your success is going to be dependent on the quality of your content.

To drive engagement, you first have to understand your audience, the questions they have, and the pain points they might be facing. Once you have a good understanding of your target audience, then you can create a rough plan for what you want to achieve with your live stream.

Remember these important points:

  • Live streaming is an inclusive medium: Engage with your audience before you go live and ask them what they would like to see you address. This can guide the theme of your stream, and help make sure you’re answering people’s questions.
  • You should have a rough plan: You need to be prepared enough so that you feel comfortable; however, this is an opportunity to improvise and show your character. People like live video because it’s not staged, and it hasn’t been perfectly optimized and edited. It’s a raw look at you, your brand, and your company, so you need to be flexible.
  • Be responsive to your audience: This is an opportunity for your followers to feel truly connected to your brand, and one of the ways you can achieve this is by allowing them to drive the discussion. Be responsive to comments and feedback, and allow them to guide you.
  • Remember your goals: The goal of live streaming generally isn’t to push your product; it’s about building valuable relationships. Always be aware of the value you offer the viewer and look to maximize this wherever possible.

Conclusion 

Live streams are growing in popularity, and it’s not by chance; this is a technology with an amazing ability to engage targeted audiences and boost your marketing. Businesses around the world are eager to make the most of it.

Thanks to tools like Restream, getting started with live streaming couldn’t be easier, and you’ve got lots of ways to engage a large audience. It’s important to remember it’s not just the live stream itself that matters though. To make the most of this tool, you’ve got to be focused on growing your following, and this requires good social media marketing.

Live streaming is a powerful tool to work into your social media marketing plan, and it can help expand your brand’s profile, so it’s time to embrace it.

Does live streaming play a big part in your brand’s marketing strategy?

17 Presentation Design Ideas, Examples And Hacks To Woo Your Audience

17 Presentation Design Ideas, Examples And Hacks To Woo Your Audience

PowerPoint and its substitutes are multi-functional means to serve a large number of functions for non-marketers as well as marketers. Presentation style holds unlimited powers for influence, as long as you recognize the way to design it. Here’s a valuable read on Presentation Design Ideas, style concepts and tips that will help you build the best for your next project purpose. Let’s clear up the concepts on the paper that will clear up the basics of building a high-quality powerpoint design.

PowerPoint Graphic Design, The Essential Tips To Build Your Next Big Attraction:

1. Make it subtle and strong but don’t deviate from the point

The layout of a presentation is meant to strengthen your information in additional in numerous ways.  Neglecting the importance of presentation style means to abandon all efforts to create an effective presentation in the 1st place. Regardless of the topic, you have to design each slide eye-catchy without stealing the spotlight from the information. Sounds challenging? Well, it is. Given the short span of focus each of us has, a wrong choice of design may cost an entire ordeal even if it carries vital information.

2. The best combination is of wit simplicity

Simplicity is an extremely exploited aspect because it provides positive results; but not always. Now, some presentations are hooking and then there are ones that are boring because they are way too simple. Yes, here, the first ones are different because they contain the revered twist of wit and humor in them. There is indeed nothing better than conversation-like presentations that connect to the audience.

3. Make it clear, don’t make them guess

Push the boundaries but not beyond the limit. Not overdoing is the key. Clarity is one of those main aspects that always work in favor of a presentation’s victory. A well-communicating presentation layout based on crisp content (information) of facts and figures can score the cream for presenters than opting for any conventional medium of business pitching medium that is not easily understandable.

4. Tell a story, let them dream by your idea

An amazing design has the power to invoke robust emotions that lead to fruitful communication. Storytelling is the art of grasping people and injecting within them your vision. That’s right, stories. Use this unique power of telling your dream, conveying your idea to influence your audience at the grass root level for maximum conversions.

5. Use references, case studies to gain their confidence

References make the case stronger. Once the audience gets to see the source of your data, they from that moment itself will be able to put the trust in the power-point that you will present for them.

6. Whitespace is not to be wasted, instead, make wise use of it

This is the space between the design elements and content composition of a slide. This is an amazing tool of communication, which only a few can recognize and use it to catch the attention of viewers.

7. Heard about the rule of three in graphic design presentation layouts

There have to be 3 of stages, ideas, points and steps. Every presenter out there has to understand and implement all of these when he or she is getting geared with the next project. The fundamental is simple; audiences love the amalgamation of these as they can readily connect and correlate with your unique presentation topics coupled with beautiful slide designs.

8. Do not stuff content, keep it clutter-free

The standard rule is to keep the slides of effective power-point presentations clutter-free. Wondering how? Use lesser design and decorative elements along with limited texts. That is how you keep your audience hooked. If experts are to be followed, each slide must not contain more than 6 words!

9. Go mobile-friendly with your presentation

Presentations are also watched on mobile devices nowadays; thanks to the wonderful evolution of communication technology. Doing business has become easy as a cake especially on the move. Reach your target audience on the go and convert your leads quicker than ever before with mobile-friendly presentation.

10. The theme is another most crucial point

Imagine this, you want to present your idea about pitching a new product of your company, but your slide designs are all reflecting the sales records; devastating, right? Well, it is indeed. So it is equally important to select the most relevant presentation slide theme that will maintain the uniformity of the presentation’s purpose with the perfect color schemes, elements and content.

11. Go bold with gradients without overdoing it

Color transitions and gradients make the slides look appealing as well as communicative. Add graphs, figures, add texts and let your presentation drop their jaws for the prolonged attention and desired impression.

12. Always use brand colors to inculcate a sense of trust and authenticity

You are presenting for your brand, so other than incorporating a logo in each and every slide, using the brand’s color scheme also is important. This inculcates confidence in the audience for the brand and can go on a long road.

13. Make use of bright colors and sober designs

This is the time to brighten up your presentations with bright colors that catch the attention and are also pleasant to the eyes. You can use them with overwhelming textual colors and flat illustrations to give your slides the extra mileage in impressing the audience.

14. Go monochrome for the drama in your presentation design ideas

You cannot be dramatic with your presentation speech, but there is this one thing that you can do to impress your audience perfectly and that is the use of black and white as the theme. Monochrome scheme talks about mystery, drama and nostalgia along with elegance and simplicity and therefore making your presentation slides look appalling.

15. Use simple outlines illustrations for talking about a concept

Simple illustrations make it easier for the presenter to catch the attention of the audience through crisp conveying of concepts to be pitched; especially with flat outline designs.

16. Mix up the illustration and colors for the bold effect

Show your confidence, build trust and create an everlasting impression with your audience by mixing up the designing elements like colors, fonts, illustrations and gradients. The perfect concoction and utilization of these can achieve the desired results in creating an impression for the brand.

17. It is smart in every incorporation of art

Okay, this might sound a bit over the top for any corporate life presentation, but in the case of presentation design ideas incorporation of artistic imageries and illustrations that are hand drawn can prove to be foolproof in drawing the attention of the targets.