If you work in digital marketing or social media, you’ve likely been tasked with “mapping out” social media content for a brand. Brands take a variety of approaches to mapping out their social media content, but not all brands make the most of this important planning process.

Many marketers map out months of social media content by simply drafting social media copy, and forego the step in between: strategy. In a perfect world, your mapping process will not only help you get ahead on the content creation hamster wheel, but also ensure that your social content is moving users down the marketing funnel towards your desired end goal. When done well, a thoughtful social media content map will help brands educate, inspire, and convert users in a timely manner.

Whether you’re a well-established digital marketing agency or a self-made influencer looking for some direction, here are some guardrails to help improve your social media mapping process.

What is a social media content map?

A social media content map is a high-level plan that lays out your content and campaign focuses for a certain period of time, usually a month or a fiscal quarter. The process of creating your social media content map is a great activity for social teams to engage in, allowing marketers to effectively shape the user journey and experience with your brand through content.

Image of a social media content map 

Here’s an example of a social content media map for one of CBC’s clients!

When complete, it can act as a strategic social media plan that will allow you and/or your team to build out social media copy and creative assets accordingly. Creating a thoughtful mapping strategy will allow you to save time creating content, as well as ensure you’re hitting your brand and social media goals.

Social Media Mapping Template

The first step to creating a social media map is finding a template that works for your team. Many social media managers use Google Sheets or an e-calendar but there are also downloadable templates online! HubSpot offers a handful of templates with different layouts to pick from. A social media template should include dates, platforms, theme, focus, campaign, product or stage in the user journey you’re targeting, as well as a CTA (call to action) or URL, and a creative asset. 

Getting Started with Social Media Content Mapping 

When you’re ready to begin content mapping, the best way to start is outlining your content based on your content pillars, buyer personas, and/or the stage in the consumer journey you wish to target and when. Before you begin drafting content, get strategic and think through not just the type of content you’re looking to share, but how it’ll help reach your goals and create affinity amongst followers.  

Below, we’ve compiled various components to consider when mapping out your high-level social media content.When you properly combine all of these tactics,you’ll be sure to have a sound and effective social media strategy and content map.

Identify Your Content Pillars

A good social media content strategy starts with defined content pillars. Content pillars are the topics or themes that are consistently weaved through your brand’s content strategy. For example, if you’re a fitness brand your content pillars may be “motivational content,” “workout tutorials,” “healthy recipes,” and “product in action.” These pillars work to create a cohesive brand image and strengthen your brand’s authority around specific topics. 

Reviewing your brand’s goals and mission can help inform your different content pillars.

How to Use Content Pillars in Your Social Media Content Map

Once you have your template in place, you should identify the number of posts you plan to publish in the given timeframe and associate a content pillar to each of those posts. Consider the cadence at which you share content relating to each pillar. It’s OK if this cadence varies over time as seasons change, products launch, and various campaigns come and go. This general rule of thumb may change if you have a product launch approaching. Your “product in action” content may be dispersed more heavily on your map to educate and excite consumers about the launch.

Identify Your Buyer Personas

When you’re engaging in the social media content mapping process, it’s also helpful to consider the types of buyer personas your brand wants to attract. Personas are fictional profiles that represent groups of similar people in a target audience, such as “value shoppers” or “history buffs.” Knowing your buyer personas will help you craft content that resonates with these audience segments.

How to Use Buyer Personas in Your Social Media Content Map

The next step is connecting the buyer personas to the content pillars on your social media content map. When you’ve nailed down your personas, you’ll know what they care about, the questions they’ll have, and the information they want to make an informed decision. Being able to map out content that fits their needs and connects to your pillars is key. 

While you can’t control what stage of the consumer journey your audience lies in, you can ensure your content map is balanced to fit all 3 stages. The main stages of the consumer journey are awareness, consideration, and decision. Ensure you’re mapping out content that would answer questions at each step of the journey, from beginning to end. For example, you might notice that your map doesn’t have any calls to buy, that’ll signal to you and your team to revisit how you address your audience in the decision stage.

At this stage you may also begin to consider what kind of content to use. Will an infographic or testimonial work better? A video or a blog? It’s important to consider each channel’s functions and audience when developing the most efficient content. For example, a case study about your products or services may perform better on LinkedIn than on Facebook because of the nature of the platform. 

Understand Your Marketing Funnel

After you’ve nailed down your buyer personas, you and your brand should plan your marketing funnel. Understanding your funnel from top to bottom will help you create your social media content map. 

Mapping your buyer personas to these stages will allow you to hone in on your social media strategy by identifying when to distribute certain kinds of information. Creating and tailoring your brand’s content mapping to each of these stages is key to improving the customer’s user experience, as well as moving users to your next desired action – whether it be to sign up for your email list or purchase a product. 

For example, if you know you’re launching a new product in May you may want to start raising awareness of this new launch in April. you need to be cognizant of how you’re educating consumers during the awareness and consideration phases so when the product launches they’ll be pushed to the decision phase.

All in all it’s important to focus on every part of the marketing funnel when you’re mapping your social media content map. Focusing on nurturing and creating long-lasting relationships with your consumers will prove to be a stronger social strategy and result in overall more notable ROI.

Putting it All Together: Social Media Content Mapping Best Practices

There’s nothing more rewarding than seeing your hard work pay off in high engagement and impressions on your social channels. Prioritizing your content mapping process lays the foundation for success across your brand. With these guidelines, you’re destined to see audience growth and customer retention.

Want to discuss your brand’s social media strategy and mapping process? CerconeBrownCompany would love to chat, send us an inquiry!

About the Author

Sydney Corcoran is an Account Coordinator for Digital and Content accounts at CBC. Sydney is interested in digital storytelling, impact marketing, and influencer management. Connect with Sydney on LinkedIn

If the past few years have taught healthcare marketers anything, it’s that digital health is taking center stage. From Amazon entering the industry, to physician social media influencers, this shift has caused marketers to adapt and evolve in order to continue to see results and reach their target audience in new ways. In this day and age, if you’re not ahead of the trends, you’re behind, and risk losing crucial connections with your audience. Below, we’ve shared 10 healthcare marketing trends to help you stay one step ahead of the future of healthcare. 

 1. ADA Compliance & Usability

During this digital age, accessibility is even more important and at times can be overlooked. As healthcare marketers, our job is to ensure our campaigns and websites are accessible for everyone. This may mean accommodating patients with disabilities by including closed captioning or other tweaks. Additionally, we need to accommodate consumers of all ages, such as senior citizens who may not have as much digital experience or knowledge. Therefore, it is vital to make sure websites are easy to use and have clear navigation, with the text being easy to read against the background color and the menu bar clearly showing the options available.

 

  • Visual: Content should be presented in an easily perceivable manner for  everyone. Examples of this include offering alternatives to text, such as audio or assistive technology that allow visually impaired individuals to perceive your website’s content. 
  • Auditory: Individuals with hearing disabilities can have trouble navigating websites with videos or other auditory messages. Text transcripts help hearing-impaired users understand content that would otherwise be inaccessible to them. Additionally, image alt tags can be helpful as well. Alt tags allow users with disabilities to read alternative descriptions of content they might not otherwise be able to view. Alt tags describe the object itself and, generally, the purpose it serves on the site.
  • Mobility: You should ensure your website navigation is easy to operate, such as offering keyboard accessibilities so users with disabilities can easily navigate your website and access content in a way that best works for them.
  • Cognitive: Content should be easy to understand for all users. This can be achieved by making content readable and predictable, and offering input assistance if needed. In addition, it is helpful for menus, links and buttons to be organized in a way where they are clearly delineated from one another, and can be easily navigated throughout the entire site. 
ADA Website Compliance Graphic

ADA Website Compliance Graphic

 

2. Personalizing Marketing While Still Respecting Privacy

Personalized marketing campaigns can be difficult to deliver in the healthcare industry due to privacy concerns. However, you don’t need personal health information to adapt  to what specific consumers want. For example, you can analyze the organic search traffic on your website pages and see which keywords are getting the most traffic.  Since phone software such as Android and iOS only share certain information with advertisers and organizations, the insights gleaned from website search traffic become even more valuable when targeting consumers.

 

You can use this first party data to personalize your marketing efforts by determining what kind of information consumers would need based on the keyword searches and further adapt the website or page to be more personalized for that particular search journey. 

 

3. Integrated Marketing Campaigns (marketing is a team sport)

Gone are the days of TV advertising. As media has evolved and consumer behavior changed, the need for integrated marketing campaigns has increased. Marketing is now a team sport, consisting of a combination of digital strategies such as paid social, paid search, and programmatic advertising, all with a consistent messaging across each channel. All of these pieces fit into the marketing puzzle, allowing for greater audience reach and patient engagement.  

Components of Integrated Marketing Diagram

Components of Integrated Marketing Diagram

 

4. B2C Healthcare Social Media Marketing

The healthcare industry has seen a dramatic increase in social media usage, with physicians becoming healthcare social media influencers. In order to appeal to the many patients who use social media services, it is important to implement new strategies such as:

  • Video storytelling: 81% of people have been convinced to buy a product or service by watching a brand’s video, highlighting the importance of how healthcare can use video to tell a more engaging story. Additionally, using live streaming to host Q&A sessions with physicians and other experts can increase credibility. 
  • Creating podcasts or other ”work-break” series with in-depth interviews with industry leaders on relevant topics further showcases your expertise.
  • Using other social media platforms, such as LinkedIn, Instagram, Twitter or TikTok, to cross-promote and share thought leadership content widens your audience reach and online presence. 
NYU Langone Health Podcast “Vital Signs” is an example of B2C healthcare marketing.

NYU Langone Health Podcast “Vital Signs” is an example of B2C healthcare marketing.

 

5. LinkedIn & B2B Healthcare Marketing 

Social media has also taken off for B2B healthcare marketing, becoming a crucial tool to connect with pharmaceutical companies, physicians and healthcare organizations. LinkedIn in particular allows you to livestream engaging video content, post relevant and thought provoking blogs, and connect with other industry professionals via messaging and commenting. Additionally, LinkedIn’s paid advertising offers targeting parameters that let you narrow down your audience by factors like company size, job title and exact company name which help get your message to the right audience. For example, Ethicon Inc. is targeting healthcare professionals with posts about their surgical products. 

 

Example of B2B healthcare marketing from Ethicon’s LinkedIn.

 

6. Email Marketing

Email marketing can be targeted towards a specific group of patients with relevant information they might find useful, or a group of patients who subscribed to a podcast or other informational content you have created. Additionally, email marketing can be a way to showcase your services and skills to new potential patients by sending out weekly or monthly newsletters.   

 

7. SEO (Question Based Terms)

The pandemic drove many patients to take medical care into their own hands, leading them to the internet for answers. This change caused search engine algorithms to transform and adapt to their needs. Healthcare practices should prepare for the future of healthcare SEO with a comprehensive healthcare marketing strategy, including producing more authoritative, high-value content that lives on web pages with user-friendly, conversational content, and SEO optimized language with more focused keywords.

 

Screenshot of SEO keyword research for the query “patient engagement”

Screenshot of SEO keyword research for the query “patient engagement”

 

8. Telehealth 

The pandemic caused a shift from in-person care to telehealth, and this trend is definitely here to stay. Telehealth allows physicians to meet with patients via video chat and telephone calls for appointments instead of being seen in person. 

 

According to McKinsey, telehealth is used 38 times more than in pre-pandemic days. Telehealth is an excellent option for patients to access expert care from the comforts of their own home, and can be useful to patients who wish to see doctors outside of their geographic region or are unable to travel due to accessibility. Telehealth will become the “go-to” model for the future experience as it offers convenience, access, privacy, and efficiency. 

 

Marketers can use targeted ads, social media and email campaigns to educate patients and consumers about telehealth options and increase awareness of the virtual patient experience. Additionally, using digital communication with patients such as appointment email reminders and AI virtual assistants can help improve the digital patient experience.

 

Example of healthcare marketing focused on telehealth

Example of healthcare marketing focused on telehealth

 

9. Consumerization of Healthcare

The pandemic has vastly influenced patient behavior, as more and more healthcare consumers are seeking solutions that fit their needs and are on their own terms. The industry has shifted to a more consumer-centric landscape and hospitals and health systems are now competing with Amazon and retail drugstores that have entered the industry. 

 

Ensuring that your digital communication efforts focus on the patient experience is crucial as healthcare enters the consumer space. Generating consumer-centric content and prioritizing ease of use on websites and smartphones are ways that marketers can optimize the patient/consumer experience. 

 

10. Patient Access to Records

Use of patient portals has increased allowing patients to have direct access to their medical information. Within patient portals, healthcare organizations have the ability to display condition – or treatment-specific content, or recommend certain services or appointments. Once a patient logs into a portal or mobile app, personalization options widen considerably. Those interfaces allow you to share specific content about their conditions or treatments without violating HIPAA. 

 

   Screenshot of Patient Portal Mobile App 

Screenshot of Patient Portal Mobile App

 

All of these healthcare marketing trends are an important part of the puzzle, allowing you to connect and reach your target audience. The healthcare landscape is constantly evolving – if you need help optimizing your healthcare marketing strategy, we’d love to chat.

 

About the Author

Hayley Caligor is an Account Executive at CerconeBrownCompany, where she works to help clients in the healthcare, bioscience and agtech industries tell their story through communications campaigns, thought leadership initiatives and media relations. 

Connect on LinkedIn

Economic downturns are always tough on businesses. With budgeting season approaching and fears of an impending recession on the rise, marketers are left wondering how to handle their marketing budget in this current environment. 

 

Don’t assume that a potential downturn means you need to tighten your pursestrings – with the right marketing strategy in play and a healthy 2023 budget, there are promising opportunities to gain market share and support long-term growth.

 

Table of Contents

 

Should you cut your budget in 2023?

With the gloomy talk of the economy, it seems reasonable to assume there will be a level of austerity in budgets in H1 2023 at least. Although most expect the potential recession to be mild, marketing teams are wondering how conservative of an approach to take.

 

With the economy expected to be in recession in Q1 and overall shrink by 0.4% for the year, budgets will be down from 2022 (especially year-over-year in H1), but it will not be a dramatic reduction.

 

In fact, ad marketing spend is forecasted to increase, just at a lower rate of growth than initially expected. AdWeek shared that Dentsu, a global marketing and advertising agency, downgraded its global ad spend forecast from 9.2% annual growth to 8.4%. Looking ahead, Dentsu predicts the 2023 global advertising market will increase by 5.4%, reaching $778.6 billion.

 

Graph of global ad spend growth by channel from Dentsu.

Digital continues to drive global ad spend growth, forecast to hit $448 billion in 2023, a 58% share of total ad spend. [Dentsu]

 

With inflation peaking mid-2022, consumers have begun seeking out more discounts and are willing to switch brands to save a few bucks. Higher-income consumers are not changing their spending habits too much, and now may actually be the ideal time to woo shoppers with deals.

 

So despite marketers’ concerns about the challenging climate ahead, we recommend not reducing spending below pre-pandemic levels. 2023 will be a key time to build your brand and even wrest market share away from your competitors.

 

How should you spend your 2023 marketing budget?

Your CFO wants you to justify your investment in marketing… what do you tell them? Greater economic pressures put more pressure on marketers to measure results and prove ROI. Naturally, this leads to more interest in performance marketing channels like digital advertising, paid social, and paid search where it’s easy to calculate the return on your investment. 

 

Performance Marketing

The margin is key to managing an effective budget in this market type. With slimmer margins, marketers may be more inclined to focus on performance marketing and activities that drive immediate ROI (return on investment).

 

For every dollar spent on an ad campaign, you need to be able to show that you’re making it back – and then some. Typically, a 3:1 ROAS (return on advertising spend) is a baseline, but you may need to be a little more flexible during economic downturns since it’s harder to convince consumers to part with their money. 

Graph showing 3:1 ROAS, or return on ad spend.

 

Determine what level of margin is acceptable to you. Can you still make a profit? Can you keep (or even increase) your market share by continuing to run ads?

 

Instead of pulling back on ad spend during a recession, there are several ways to optimize campaigns to cut costs and use your budget most efficiently. 

 

  • Focus on campaigns with a proven track record or on your most popular products.
  • Ensure your audience targeting is accurate. With recent privacy updates from Apple and Facebook and the impending threat of a cookie-less future, it’s more important than ever to find ways to reach your ideal audience.
  • Diversify your ad spend among multiple channels and monitor your results to be sure you’re spending on the highest performing channels. If you’re used to only advertising on Facebook or Google, now might be the time to explore new channels like TikTok or programmatic TV.

 

One of the core pillars of any marketing campaign is measurement. However, performance marketing should not be the only piece of the puzzle in a well-rounded marketing strategy. 

 

A Full-Funnel Approach

If you only use bottom-funnel tactics to drive conversions among people who already know you, you will ultimately limit the breadth of impact you can have on your business’s bottom line. This is where “funnel stretchers” come into play…

 

Top-of-funnel tactics like PR, social media marketing, and influencer marketing are an essential part of a full-funnel marketing strategy. Think of these channels as funnel stretchers. Building awareness among larger audiences helps you get more people into your funnel. With more people in your funnel, you now have more people you can retarget with performance marketing.

 

Public Relations

PR is the ultimate top-of-funnel marketing technique, with potential reach in the millions or even billions. A skilled media relations team will help you secure not only a high quantity of coverage, but high-quality coverage that gets the right message in front of the right audience. Nothing beats the seal of approval that comes from glowing praise in a relevant, credible outlet!

 

Traditionally, PR is more difficult to measure than digital marketing campaigns, but with the right PR measurement techniques, you can measure increases in website traffic, engagement, and even revenue. 

 

If you can get people onto your website after reading about you in a PR placement, you can start to move them down the funnel through remarketing. Performance marketing can then take over, nurturing the leads that PR brought to the table.

 

Influencer Marketing

Influencer marketing is a funnel-building discipline that is on the rise. As of February 2022, the CMO Survey reported that influencer marketing was currently 5.6% of marketing budgets, but would rise to 10.9% by 2025. 

 

With a potential recession now on the horizon, Marketing Brew shares stories of several brands allocating more of their budget into influencer marketing as other forms of media become less stable. Especially if you are able to negotiate longer-term contracts with key influencer partners, you can lock in rates without worrying about the volatility of CPMs (cost per thousand impressions) on ad platforms.

 

The beauty of influencer marketing is that it allows you to tap into the existing audience base of an influencer, using their brand identity and authority to elevate the perception of your product. 

Example of beauty brand Fenty using influencer testimonials in a paid Facebook ad.

Example of beauty brand Fenty using influencer testimonials in a paid Facebook ad.

 

To raise awareness among an even broader audience, you can also use influencers as content creators. Re-using influencer creative as assets for paid social can be incredibly effective. Consumers tend to respond well to the social proof of an influencer testimonial, and the UGC (user-generated content) aesthetic can cut through the noise of overly-polished brand ads.

 

Thought Leadership

Last but not least, don’t underestimate the potential of organic reach on your owned channels. Third-party recommendations from media and influencers are great when you can get them, but you likely already have your own “influencers” in-house. Leverage the expertise of your brand’s own senior leaders and executives to create authoritative, shareable thought leadership content.

 

Establish a presence on LinkedIn (or whichever platform your target audience uses) and share content on topics in your niche. Build a following among people who value your expertise and unique point of view, and create content so good that users want to share it with their networks. 

 

Don’t go in expecting the quick hit of conversions from a performance marketing campaign, but sustaining a thought leadership program over time will help you build brand authority and introduce a new pool of high-quality leads into your marketing funnel.

 

How should you shift your 2023 marketing strategy? 

Build Your Brand 

An economic downturn can actually be the perfect time to build up your brand while it’s less expensive to do so. This is a prime opportunity to gain market share while your competitors slow down their marketing efforts. With less competition for ads, CPMs (cost per one thousand impressions) will also drop, making it less expensive to get your message out there.

 

True story: during WW2, the entire firearms industry was making weapons for the war effort.  During this time, only Winchester continued to advertise, but did it in a clever way talking about their part in winning the war against the Germans. When the conflict ended and hunters could start up again, Winchester far outpaced any competitor.

 

Winchester ad from World War II.

Winchester ad from World War II.

 

More recent examples from previous recessions also show that brands who increased ad spend had more profits than their competitors who stopped advertising. In the 1990-1991 recession, McDonald’s cut its advertising budget, while Pizza Hut and Taco Bell grew theirs. Pizza Hut’s sales increased by 61%, Taco Bell’s increased by 40%, and McDonald’s took a hit of a 28% decrease.

 

And for brands that stop advertising, it can take 3-5 years of consistent brand building efforts to recover if you “go dark.” If you lose customers to your competitors, consumers may be slow to switch back to your brand even once you resume advertising.

 

Prioritize Retention

Acquiring new customers may be more challenging if consumers are holding onto their money or saving for a potential rainy day. Focusing on retaining existing customers will be more important if we do see a downturn in 2023. 

 

It’s anywhere from five to 25 times cheaper to retain an existing customer than acquire a new one, so investing in retention is a wise use of your marketing budget.

 

If you are a membership organization, focus on engaging members. Marketing Generals’ 2022 Membership Marketing Benchmark Report reports that lack of engagement is the top reason for non-renewal of membership. Are current members taking advantage of all you have to offer? Make sure they’re aware of the benefits that you offer, and look for ways to improve the membership experience. 

 

Example of a member engagement and retention program.

CBC client Scottish Rite, NMJ launched a new program to engage and retain existing members.

 

And if you are selling a product, think about ways to get customers coming back again and again. Email marketing automation can help you send reminders to restock after a certain amount of time after purchase. Coupons and sales can also convince your customers to purchase again – and from the brand they know and love, instead of trying out a cheaper competitor.

 

Provide Value

When the economy hurts, how you advertise to your customer base needs to change as well. Shift your messaging to focus on customers’ current needs and challenges. 

 

Be empathetic to the pains that consumers are feeling. With rising prices everywhere from the gas pump to the supermarket, consumers are forced to re-evaluate their spending priorities. In the same way that marketers had to adapt during the pandemic, we now need to finetune our messages to a changing economic climate.  

 

Above all else, be helpful and show how you can be a solution to your customers’ problems. Your value proposition should make it clear how you can make your customers’ lives better. 

 

Consider testing a “zero-click” marketing strategy where you offer valuable content to users upfront, no click or purchase required. This is a great opportunity to use top-of-funnel marketing channels like social media to showcase your thought leadership and share valuable advice with your audience. 

Example of “zero-click” content that provides value in an Instagram post.

Example of “zero-click” content from The Financial Diet, providing personal finance advice without requiring users to purchase an online class or even click away from Instagram.

 

The opposite of clickbait, zero-click content gets your audience’s attention and builds trust – priming them to remember and buy from you when they’re ready. You’ll also see SEO benefits from this approach, given Google’s recent algorithm updates to prioritize human-first, helpful content.

 

Final Words of Advice

Pessimistic financial forecasts need not be a source of fear for marketers. Have courage to maintain your budget, get smart about how you spend it across the full marketing funnel, and share messaging that resonates in the current moment. If you take this advice, you’ll be set up to outpace your competitors no matter how the economy fluctuates.

 

Still need help planning for 2023? Reach out to CBC for a free consultation tailored to your business and marketing needs.

 

About the Author

Megan Paradis is the Manager of Marketing Analytics at Cercone Brown Company, where she works at the intersection of data and strategy to uncover insights that fuel campaigns.

Connect on LinkedIn

Table of Contents

1. What is the Social Media Funnel?
2. Why the Social Media Funnel Matters
3. An Example of How the Social Media Funnel Works
4. How the Social Media Funnel Can Inform Paid Social
5. Tactics and Strategies for Every Phase of the Social Media Funnel
6. How to Measure the Social Media Funnel

If you’re at all involved in the branding or promotion of a company, you’ve likely heard of the marketing and sales funnel. The marketing and sales funnel, sometimes called the purchase funnel, was developed at the end of the 20th century to illustrate the customer’s “journey.” This customer journey is one of the most critical pieces of the marketing puzzle to solve; a bad journey can equate to a bad customer experience.

This same funnel can be applied to social media marketing. By understanding how social media can engage users at every stage of the funnel, you can better craft a strategy that creates a thoughtful user experience and, in turn, generates results that meet both social media and business objectives.

The Social Media Marketing Funnel: Definition

The social media marketing funnel is a concept that describes the stages of a customer’s engagement with any business’ social media channels. While there is no universally accepted funnel, at CBC we view these four phases to be the key steps in any user’s journey with a brand on social media:

An infographic illustrating the four phases of the social media marketing funnel.

Awareness: The stage in the social media marketing funnel where a user is exploring new content and brands in search of answers to a question, problem, or curiosity. For example, this top-of-funnel stage could consist of a user intentionally seeking out a specific product category in social media search where they find your page, or a user being tagged in a post from your feed where they stumble across your content.

Consideration: This is the stage in a social media marketing funnel where a user has found your brand or post and expresses potential interest. A user who engages with your brand, whether by following your company page or liking a post, would fall into the consideration phase. They’re aware of the brand, but are now gathering more information on who you are, what you offer, and whether it is right for their wants and needs.

Conversion: The stage in the social media marketing funnel where a user completes a desired action and enters the brand’s ecosystem. Conversion is most often a purchase but could also be an email sign-up, free trial redemption, or booking a product demo. What qualifies as a successful conversion will vary depending on your line of business and goals.

Loyalty + Advocacy: This is the stage of the social media marketing funnel where a user is not only a customer, but a brand superfan. These users not only follow, engage, and buy from your brand, but also repeatedly interact with your company and are willing to vouch for your quality, service, or other business attribute. Users who enter this bottom-of-funnel stage will take actions such as leaving a positive review in the comments, sharing content from the brand to their personal channels, posting about the brand on their owned channels (user generated content), or referring other users to a brand’s social media pages.

Why the Social Media Marketing Funnel Matters

Understanding the social media marketing funnel is critical when it comes to shaping and driving digital strategy. Today, there are nearly 4 billion people worldwide using social media and the average person spends 95 minutes per day on various social channels – the highest average we’ve seen recorded today. 

Undoubtedly, social media is a critical piece of your marketing program. A thorough understanding of the social media funnel, combined with a careful analysis of your brand’s funnel, will allow you to uncover what your company must do to influence users at every stage. For example, if you’re gaining a lot of followers each month but struggling to convert, you may realize you’re failing to provide necessary information or motivation for users in the consideration phase.

Furthermore, if you’re not using the social media funnel to strategize for your social channels, you could be missing opportunities to enhance your social media marketing program by:

  • Failing to collect a deep understanding of your customer and what drives action amongst various audience segments
  • Neglecting to create types of content that move users to the next phase of the funnel; if you’re not following their journey, how will you know what’s effective?
  • Losing the ability to quickly pivot tactics and strategy when funnel milestones are falling short of expectations; measuring solely top and bottom of funnel metrics leaves room in between for users to fall off.

We’ve found that brands that don’t utilize the social media funnel to drive strategy often focus too much attention on the awareness and conversion phases of the social media funnel where, in reality, nurturing users throughout the entire funnel is what creates brand evangelists and long-lasting ROI.

Example of How the Social Media Funnel Can Work

An infographic illustrating how social media tactics can be deployed to move users down the social media marketing funnel.

To illustrate an example of how the social media funnel may work, let’s walk through an example for a B2C brand selling a tangible product.

  • Awareness: A brand runs paid ads on social media highlighting their latest product. This ad brings a user to their brand page where they decide to follow.
  • Consideration: As a follower, they begin to see a variety of content from your page over the course of a few weeks. They’ve learned what the brand’s product can offer through a series of social media posts discussing the benefits, use cases, and unique differentiators.
  • Conversion: One day, they see a brand post that offers a 10% discount code for first-time email subscribers. This user has been following the brand page and content for awhile now and, with this exclusive offer, feels the time is right to buy. They click the link in your post to sign up for your email list, receive the discount code, and purchase the product through your website.
  • Loyalty and Advocacy: The user has received the product and they love it! They enjoy the product so much that they go to their own personal Instagram Stories and post a photo of the product with a testimonial as to why the product is so great.

How the Social Media Funnel Can Inform Your Paid Approach

While the social media funnel can help brand teams create and source effective organic content and engagement strategies, it can also help inform paid social media campaigns.

Today’s online advertising landscape is sophisticated and well-suited to rely on the social media funnel. With the right technology and systems in place, your brand can see in real-time how many users are at each stage of the funnel and what content is driving them to take the next step.

Looking at the social media funnel through a paid media lens, your brand’s approach could look like:

  • Awareness: You run a paid campaign featuring a brand sizzle reel with the goal of impressions to reach the largest audience possible.
  • Consideration: Simultaneously, as you gain impressions on your awareness-focused ads, you begin to retarget these ad-viewers with new ads that focus on benefits, use cases, or show influencer and/or customer testimonials.
An example of a paid social media post that targets users in the consideration phase of the social media marketing funnel with an influencer testimonial.

An example of a paid Instagram post that targets users in the consideration phase of the social media marketing funnel by showcasing an influencer testimonial.

  • Conversion: With enough social media impressions of your ads, you can now retarget users who have viewed and/or engaged with a previous ad with a timely offer. You’ve likely seen examples of this in your own personal social channels through messaging like “You left this in your cart,” “Claim your exclusive offer today,” or “Almost sold out!”
 An example of a paid social media post that targets users in the conversion phase of the social media marketing funnel with objection handling

An example of a paid Instagram post that targets users in the conversion phase of the social media marketing funnel by refuting customer objections in the image, coupled with a timely call-to-action to book a free consultation.

  • Loyalty + Advocacy: While this stage of the funnel is not often supported by paid social media, your brand could benefit by targeting this audience segment with advertisements that announce new product launches, sales, or promote your loyalty program. Many social media platforms will allow you to build a targeted audience by uploading your customer list.

Social Media Strategies for Every Stage of the Funnel

How a company leverages the social media funnel in their marketing efforts is dependent on a variety of factors, such as whether they’re selling a tangible good or a service, who they’re selling to, the lead time for a typical conversion, and resources available.

Regardless of these factors, there are proven strategies and tactics for each stage of the funnel that brands can deploy to encourage users to take the next step:

Awareness

  • Use video content to reach and engage a larger segment of users.

    An example of a social media post that targets users in the awareness phase of the social media marketing funnel with a product video and social proof.

    An example of an Instagram post that targets users in the awareness phase of the social media marketing funnel by using video to demonstrate what their product does. The copy further adds value by offering social proof – “87% of professional gardeners use #PictureThis”

     

  • Run paid ads for organic content (ie. boosted posts) to reach non-followers.
  • Make sure creative is eye-catching and “stops the scroll.”
  • Focus on creating content that discusses the problems or challenges facing users that your business solves for.

    An example of a social media post that targets users in the awareness phase of the social media marketing funnel by offering a solution.

    An example of an Instagram post that targets users in the awareness phase of the social media marketing funnel by clearly identifying the problem users are facing and offering a solution.

     

     

  • Leverage social media influencers to reach new communities and segments of users
  • Create content that is easily “shareable.” This type of content may include infographics, memes, quotes, or GIFs.
An example of a social media post that targets users in the awareness phase of the social media marketing funnel with a shareable meme.

An example of an Instagram post that targets users in the awareness phase of the social media marketing funnel by tapping into pop culture to create a highly-shareable brand meme.

 

Consideration

  • Share content that is informational, touting benefits, differentiators, and value.
    If you are selling a product, consider creating tutorial content that shows users how your product works.

    An example of a social media post that targets users in the consideration phase of the social media marketing funnel with a tutorial.

    An example of an Instagram post that targets users in the consideration phase of the social media marketing funnel by showcasing a tutorial on how to use their product.

     

     

  • Share user-generated content and testimonials to help users see how your brand or product could benefit them.

    An example of a social media post that targets users in the consideration phase of the social media marketing funnel with a testimonial.

    An example of an Instagram post that targets users in the consideration phase of the social media marketing funnel by showcasing a customer testimonial.

  • Host “lives” (available on most but not all social channels) where a company expert can answer questions and provide more information on brand offerings.

Conversion

  • Use content upgrades, “freebies”, or other exclusive offers to entice users to learn more about your brand or product – and preferably, get added to your email list. Examples include discount codes, whitepapers, e-books, and free samples.

    An example of a social media post that targets users in the conversion phase of the social media marketing funnel with a free trial offer.

    An example of an Instagram post that targets users in the conversion phase of the social media marketing funnel by offering a free trial pass.

     

  • Include calls-to-action to shop, book a demo, or sign-up. “If you don’t ask, the answer will always be no.”
  • Add urgency to the copy of your posts. For example, “for a limited time,” “limited stock available,” “time’s running out!”, or “don’t wait ” creates a sense of FOMO (fear of missing out) and encourages users to act now.

    An example of a social media post that uses a discount to target users in the conversion phase of the social media marketing funnel.

    An example of an Instagram post that targets users in the conversion phase of the social media marketing funnel by offering a discount for a limited time, creating urgency for users to act.

  • Run paid social ads that re-target existing followers to bring your brand top of mind.
  • Consider in-app shopping features, if applicable to your brand, to eliminate friction for users.

    An example of a social media post that targets users in the conversion phase of the social media marketing funnel with a call-to-action to shop.

    An example of an Instagram post that targets users in the conversion phase of the social media marketing funnel by showcasing the products top features with a simple call-to-action to shop.

     

Loyalty + Advocacy

  • Offer exclusive promotions for recurring customers.
  • Offer giveaways, contests, and other engaging freebies to continue to provide value for followers.
  • Promote a branded hashtag to collect and share user-generated content to your channels.
  • Engage with the community! Like and respond to comments and direct messages.
  • Consider creating a closed Facebook group or other community forum where your brand offers exclusive deals, information, or other value-add activities to keep fans loyal.

How to Measure the Effectiveness of Your Social Media Funnel

In order to fully reap the benefits of a social media funnel strategy, you’ll want to set key performance indicators (KPIs) at every stage of the funnel. Which KPIs you measure will be dependent on your line of business and brand goals. Below, we’ve listed a few metrics for each step in the funnel to consider:

  • Awareness: followers, views, reach, impressions, profile visits
  • Consideration: comments, likes, saves, shares, link clicks, downloads
  • Conversion: email sign-ups, purchases/sales, demos booked, downloads, leads
  • Loyalty + Advocacy: comments, likes, shares, mentions, number of branded hashtag posts 

The social media funnel is a valuable tool for any marketer looking to strengthen their social media performance, build relationships with customers, create a superior customer experience, and better integrate social media efforts with business goals.

 

Evaluating your social media funnel and creating a strategic plan for execution aligned with your funnel is no small task. Need help? CerconeBrownCompany has helped dozens of businesses of various sizes and across industries optimize their social strategy. Contact us for a social media consultation for your brand!

 

About the Author

Hayley Reissfelder is the Manager of Digital and Content at CerconeBrownCompany, where she works to create high-impact digital marketing strategies that raise brand awareness and drive revenue.

Connect on LinkedIn

 

At CBC, we deliver more than just coverage; we drive measurable business results through our strategic, data-driven approach to public relations (PR). Our Research & Insights team recently conducted original research on correlations between earned media coverage with website KPIs like traffic & conversions. The goal? Quantify the ripple effect of a PR campaign’s success to our clients’ bottom line using proven PR measurement techniques. 

How to Measure PR Value

According to Muck Rack’s State of PR 2022 survey, nearly half of PR pros agree that producing measurable results is a key way to increase the value of PR in an organization. At CBC, we track measurable results and long-term benefits of PR through four main techniques. Through implementation of these PR measurement techniques, we’ve found that PR adds a long-lasting value to other marketing initiatives, and we’ve cracked the code on how to measure it. 

PR Measurement Techniques

The four main areas for added value are:

  • Spike Detection – When a publication includes a backlink to your site, we can directly measure the impact of coverage by the volume of traffic referred to your site. We also track users who come in through organic search or direct traffic after seeing coverage.
  • Organic Search Lift – PR raises brand awareness, making users more likely to type your brand name into Google. We look for spikes in organic traffic, as well as the lasting organic search power that comes from authoritative backlinks.  
  • Engagement/Content Consumption Increase – Users who come in from PR efforts generally consume more content and stay on a website for a longer period of time. 
  • Revenue – Exceptional PR has a direct impact on revenue. It can be measured through sales partner links, affiliate links, retail sales, or by tracking leads through a CRM. 


Spike Detection: Correlating PR Hits with Website Wins

Spike detection is a proven PR measurement technique for tracking user traffic following a PR hit. If you’re lucky enough to get a backlink in your coverage, we can measure direct clickthrough from the article to your site. 

Otherwise, we know that PR drives both organic search and direct traffic. Sometimes the reader isn’t ready to take action when they first read coverage, but if they remember your brand name, they will look you up later. More often than not, they turn to Google search or directly type your website URL into their browser to find more info on you. When users actively seek you out, you know your PR coverage was memorable!

Spike detection is a simple but effective way to prove that PR works. Across CBC clients, 70% of all top traffic days correspond with PR coverage. 

 

 A graph showing organic search traffic lift from users to the homepage as a result of PR coverage.

 

A chart showcasing correlation between PR efforts and revenue

 

If your PR team can secure hits in the right publications, reach the right audience, and with the right message, you too can expect to see an increase in web traffic.

Organic Search Lift: Long-Lasting Impact from Earned Media

In some cases, coverage is significant enough to provide lasting organic search power. As PR earns authoritative links that point to your site, your domain authority increases. Domain authority measures the overall quality of your site, and backlinks from trustworthy sites are one of the biggest ranking factors. A higher authority score means search engines view your site as a trustworthy resource and are more likely to rank your website higher in search results, which ultimately translates to increased organic search traffic.

In the case of one CBC client, organic search increased by a factor of 4 when comparing pre- and post- coverage. In April 2020, CBC secured authoritative coverage for a clean skincare brand. The pieces included coverage revolving around hand sanitizer, a highly in-demand product, and was featured in major publications like Allure, NY Mag, and Buzzfeed. The links in these articles generated significant traffic and link equity. As a result of this, organic search increased from an average of 50-100 clicks a day to 200-400 clicks a day. We estimate that the lasting impact of the links drove over $80K in organic revenue.

 

A graph showing how organic search traffic increased by a factor of 4 after PR coverage.

Engagement and Content Consumption from PR Users

We have seen that users who come in from PR efforts are generally more engaged users. They consume more content and stay on the websites for a longer period of time. In most cases, they are nearly 100% new users, showing that PR is effective at reaching new audiences who don’t already know about your brand.

Across CBC’s PR clients, we’ve seen that PR-referred users view 15-25% more content and stay on the site 25-50% longer than the standard website user. Not only does PR bring a higher volume of traffic to the site, but it also brings high-quality audiences.

 

PR-referred users are more engaged and consume more content on a website.

The example above shows traffic from users who were referred to a clean beauty brand’s website from earned media coverage. These users viewed 16% more pages per session than the standard website user. CBC sent almost 2,000 users to the website via referral sources. 

Show Me the Money: Attributing Revenue with PR Measurement

Marketing is a team sport. At CBC, we believe that PR is, generally, most effective at the top of the funnel, but we can also measure the lower funnel impact of users who were first exposed through PR efforts. Ultimately, it’s about conversion: either sending the user down to the next step in the user journey or generating direct conversions, such as a purchase or scheduling a demo.  

In the B2B space, we have tracked leads directly from coverage to lead generation forms. We can also track sales by monitoring activities within a CRM. For example, one of our B2B clients was able to connect the dots from a user who came to their site via a press release, filled out a lead capture form, and ultimately signed on for a $70K project. The lifetime value of that single lead will likely even be higher, as the team builds a strong customer relationship and foundation for future projects. 

Our B2B PR team has also secured earned coverage for a pharma marketing and medical affairs agency in key industry publications like FiercePharma. From data in their CRM, we have been able to directly attribute new business inquiries to the FiercePharma piece, with leads requesting demos of the service featured in the article. This shows that the coverage was in the right target publication and brought in qualified marketing leads that were ready to be handed off to the sales team. 

On the consumer side, we know that coverage generates traffic to e-commerce sites, which in turn creates revenue. We track PR-attributable revenue in the same way that we track coverage, using methods like spike detection and measurement of organic search lift. Not all consumer brands are DTC, so we also leverage affiliate links and affiliate content to drive revenue through multiple sources, including Amazon, Target, Walgreens, etc.

The Bottom Line: PR Works & We Can Prove It

Securing fantastic coverage has always been a priority at CBC for our clients, and we don’t stop at traditional PR metrics to measure our success. We’ve proven that PR can truly provide business value that your CFO can’t argue with.

We also know that coverage is just one piece of the puzzle – building relationships with media is another crucial element of a successful PR program. At CBC’s award-winning experiential House programs, we connect brands with top-tier media through immersive brand activations. PR pros from all over the country come to us for this invaluable opportunity to build relationships.

Reach out to CBC for a PR audit! If our clients’ success stories piqued your interest, let us dig into your PR data and assess the value you’re getting from your current PR program. We believe in the power of PR, so if you’re not yet seeing the business results you need, our expert media relations team can help. 

Social media is full of noise. There are millions of brands every day attempting to make themselves heard and leave a message that resonates with their audience – it’s important that your brand can break through the babble. Stopping the scroll relies on strong creative and compelling copy; If you have aspirations of attracting a large and loyal brand following, enhancing your team’s copywriting skills should be a top priority.

At CerconeBrownCompany, we’ve helped brands of all industries and sizes enhance their social presence and pull off trendsetting campaigns that have not only grown their online following but have strengthened their relationships with customers as well (aka more sales!) Below, we’ve shared our top tips for ensuring that your social media copy will grab the attention of users quickly and easily.

1. Create FOMO

Have you ever been scrolling through Instagram and stopped to look at a group of people on a beach vacation and thought, “I would do anything to be there right now?”

FOMO, or the fear of missing out, is a psychological phenomenon that can be described as the worry that you are missing out on an amazing experience or product. According to TrustPulse, 60% of people make purchases because of FOMO, mostly within 24 hours.

To infuse FOMO into your social media copy, quite simply show your audience what they are missing out on! An easy way to do this is by collecting testimonials about other customers’ experiences, but you can also do so by creating a sense of urgency with words and phrases like “for a limited time”,  “save your spot”, or “time is running out!”

Take the below post from clothing brand Anthropologie for example – they create a sense of urgency by emphasizing that time is running out to make holiday orders, while also highlighting that there is something for everyone at their site. This makes readers realize they are missing out on some amazing gifts for their loved ones…so time to act fast!

Anthropologie social post

Whether you choose to elicit FOMO through peer experiences, exclusive offers, or something else, the key is to make a user feel like your product or service will solve a problem better than any other company can.

2. Simplicity is KEY

You don’t want your audience to struggle trying to understand your copy. In fact, if your copy is too long, uses too much jargon, or doesn’t communicate the value right away – they won’t try. They’ll keep scrolling!

According to Boomerang, messages that are written at a third-grade reading level receive 36% more responses. Social media is something that encourages instant gratification and understanding, so most users don’t have the attention span to read long or wordy social posts. The fewer words you use, the better!

Need help writing more concisely? One exercise social media marketers can practice when faced with long-winded social copy is to delete parts of your post and ask yourself: does it still make sense? Does it still capture the essence of your message? If so, leave it out!

If that exercise doesn’t help you cut down on words, work with your creative team. Remember that you can also use your creative – whether it be a photo, video, GIF, or other type of imagery – help illustrate your message. In fact, your copy and creative should always work together.

Check out the above example from Hismile, a company that sells a variety of teeth whitening products.

This copy is simple and straight to the point – the image shows somebody who is very happy with the Hismile product, and the accompanying copy explains how being like her is easy, it can happen in just ten minutes! It quickly gets to the point and persuades readers to learn more.

3. Be Conversational

Your audience wants to feel like you are talking to them, not at them. When you are writing social media copy, try to use a conversational tone. To do so, avoid using too much jargon but feel free to add in emojis, pop culture references, and other expressions that you’d use in conversation with a friend.

Of course, if your brand’s tone of voice is more serious or if your social media posts require regulatory approval, as if often the case for B2B brands,  then you may have to work to find a compromise. However, that doesn’t stop you from creating conversations by asking your audience questions or engaging with them in the comments.

Glossier social post

A great example of this is the above Instagram post by beauty brand Glossier. With the introduction of their fourth moisturizer, they knew that some customers would have questions as to which would work best for them. They created an easy-to-understand graphic and addressed in their copy the confusion that can come from their wide array of products.

4. Nail Down Your CTA

Arguably, the CTA, or call to action, is the most important part of your social media copy. A CTA is a brief phrase – written or visual – that asks your audience to perform a specific action.

Nailing down your CTA is essential because attention spans are short – you want to make it obvious to users what you want them to do.

The value of a CTA can be statistically proven – according to SocialPilot, adding a CTA can increase conversion rates by 83%. In general, the most effective way to convert your readers into customers is to simply ask. Like many things in life, “if you don’t ask, the answer is always no!”

Keep in mind, you’ll need to motivate consumers to oblige to your call to action. For example, a tweet that reads “Go to our website to buy our new product” directs user to a next step, but it doesn’t present the value in following through. When drafting calls to actions, ask yourself: “what’s in it for them?”

Take the below example from Fenty Beauty – offering a discount or deal isn’t always necessary, but it is a great example of motivating your users to take the next step. In both their graphic and caption, Fenty Beauty is offering customers 30% off of their mini foundation with the CTA “Throw it in ya bag!” – simple, easy, and direct.

Fenty Beauty social post

 

To learn more about writing CTAs that convert, check out our blog.

Differences and Examples for each Social Channel

 Something important to note is that your social media copywriting shouldn’t take a “one size fits all” approach; each social platform has unique quirks that call for different practices. Below we share our expertise and tips for optimizing your copy for each platform:

Facebook

  • Make sure your copy directs users to share. Facebook prioritizes content from friends and family over brands; an easy way to increase your reach is to have users share your post to their personal profile. Be inspiring or entertaining in your copy and be sure to include “share” in your CTA.
  • Focus on people. Facebook is a place for connecting with friends and family, so posts featuring other people and your community will perform well. We’re not just talking about the photos you collect – incorporate testimonials and use brand ambassadors to help your post stand out.

Instagram

  • Instagram users love a story – incorporate storytelling into your copy to grab their interest. It’s OK to share a longer post on Instagram….as long as your story is a good one!
  • On that note, if you’re going to write a long Instagram caption, begin with a strong hook before beginning a long paragraph. Only the first few words of your caption will appear in a user’s feed – think through what will intrigue a user to learn more!
  • Include hashtags – they’ll help get more eyes on your post. BUT don’t go overboard. Choose hashtags that are relevant to your post but aren’t so oversaturated with content that yours gets lost in the mix. We recommend looking at hashtags with less than half a million posts.

LinkedIn

  • Make sure your tone is professional – but not too While LinkedIn is a thought leadership and business-centered platform, we’ve seen a shift in the last few years and, today, LinkedIn’s viral content is conversational, authentic, and inspires dialogue. Find the right balance for your brand!
  • Incorporate numbers or statistics – these stand out in a body of text and can quickly grab a reader’s attention.

Twitter

  • The most important aspect of Twitter to keep in mind is the short character count – you only have 280 characters to get your point across.
  • Twitter is primarily a platform to find news, so think of your tweet as a news headline or billboard! Get your main point across first in a few words.

TikTok

  • Keep it short! TikTok is a video platform, so your audience isn’t going to be reading a long caption, they’re going to be watching the video. The character limit for TikTok is 300 characters, so make sure you only include any important supplementary information.
  • TikTok captions are a great place to instruct viewers to do anything that you didn’t mention in the video (this could be something like “watch until the end” or “click the link in our bio to learn more”).

 

Social media offers brands a great opportunity to connect with their audience and share updates in real-time – but it’s what you make of it. By implementing these tips for your next social media post, you’re sure to see more reach, engagement, and conversions with your content.

Looking for a partner that can help you nail down your copywriting strategy? We’d love to chat.

My name is Gwynn Vaiciulis and I have been an intern at CBC since August 2021. I am also a senior at Boston University and am studying  advertising and journalism. I’m a creative person who loves to express myself and I am also a huge foodie, constantly cooking or trying new restaurants! 

 

Graduation is  rapidly approaching and I’m so excited to start my professional life.  When I first began my undergraduate studies,  I wanted to pursue pre-med before realizing that STEM isn’t exactly the best place to channel my creative energy. After deciding on pursuing a degree in the marketing and communications realm, I applied for an internship at CBC hoping to gain insight into the creative world and to learn different skills and softwares that will help give me a leg up in the industry.

 

After 8 months, I’ve gotten a lot out of my time here! CBC has taught me different skills, from the art of social media marketing to the editorial review process,  along with helping me find what parts of the PR and digital marketing industry I am most passionate about. Following my graduation at BU, I’d love to continue working in a creative agency setting.

 

For aspiring marketers and publicists, here’s a day in my life as a CBC intern:

 A photo of me

8:00 a.m. – I work at CBC on Monday, Wednesday, and Friday with full days on Monday and Friday and a half day on Wednesday. I start at 9 a.m. and try to wake up with plenty of time to prepare for the day ahead.  One thing I do that has drastically changed my day is clean my workspace at the beginning of the day. Currently at CBC, all employees are remote so keeping my room clean helps me feel productive and avoid distractions.

 

My workspace

9:00 a.m. – The first thing I do on Wednesdays and Fridays is the CBC Coffee Talk email. This is  a company wide email that includes fun topics like ‘National Day’ holidays and marketing memes  along with tips, social media news, and new media contacts for public relations pitches. To write the email, I conduct research and check in on social media to find the latest trends and industry updates our team should know about. I also use our PR database to scour for new media contacts and publications to pitch. 

 

The Coffee Talk is usually sent to my supervisors for review and, once they approve, I send the newsletter out to the rest of the company. It’s a great way for us to discuss headlines, get to know each other, and connect in the often disconnected remote world. One of my favorite ‘National Days’ was about animals – everyone replied back with photos of their pets! The coffee talk has also allowed me to keep up with industry wide trends and contribute to a positive (and fun!) work environment!

 

11:00 a.m. –  I manage  all of the CBC social media channels, so I spend a lot of time drafting content calendars. This includes drafting social copy, making graphics, selecting relevant photos, and doing research on hashtags using a program called Loomly. I also schedule everything to be posted on the correct day and time using a software called Hootsuite. Drafting content along with scheduling posts has allowed me to exercise my creativity and learn many different software platforms at the same time!

 

Following the Coffee Talk, I check to make sure that all of my posts for the day are correctly scheduled for the CBC social media channels. I also post any stories or add any hashtags that need to be done manually. In addition, I  use this time to make a list of all the other tasks I need to complete throughout the day and try to make a brief schedule of when I will work on each task .

 

After all of our social content is posted, I compile analytics and metrics to see what posts performed well  in order to improve our social media strategy for the next month

 

Example of a Content Calendar Spreadsheet in Google Sheets

12:00 p.m. – Most days, I have meetings in the early afternoon. On Monday’s I meet with my supervisors and the Digital Account Coordinators at CBC, Sydney and Riley, to plan out the week and touch base on ongoing projects. I also attend internal meetings to discuss and learn about client projects. At CBC we work with a variety of clients – from vitamin and supplement brands  to Freemasonry! 

 

1:00 p.m. – At the end of my meetings I make notes about what was discussed or anything I need to complete moving forward. I then spend a few hours working on any ongoing tasks or projects. 

 

Another area I’ve spent a lot of time on in my internship at CBC is content marketing. I  write blogs on topics like social media and PR industry trends  for the CBC website to help with the agency’s website goals, but I also help our with client content and contribute to seasonal biographies on famous Freemasons for our Freemasonry accounts. 

 

When I write blogs I research the topic extensively and draft an outline to ensure I am as educated on the topic as possible.  It’s been really cool to be able to get real world practice with things I’ve learned through my university classes! Creating blog posts for some of our clients has also given me the opportunity to contribute to account work and write in a way that encapsulates different brands.

 

Aside from my weekly meetings, I’ve also attended company wide culture-building meetings. On Employee Appreciation day, we gathered to share stories along with showing our appreciation towards one another through kudos. Kudos are compliments that we submit and read out to other CBC employees during the meeting. We also do fun activities like March Madness brackets, trivia, and happy hours.

 

2:00 p.m. – When I find my focus starting to waver, I know it’s time for lunch. I’ll usually just make something quick like a sandwich or smoothie and enjoy it outside on my balcony (weather permitting). After my lunch break, I buckle down for another work session to further complete my projects. However, on Wednesday’s I only work a half day because I have class in the afternoon. 

 

4:30 p.m. – Before I log off each day, I check my list of tasks from the morning and use it to create another list of both tasks I completed and a to-do list for my next work day. Once I’ve logged off for the day around 5 p.m., I make or go out to dinner and then relax before starting on my homework or going to a meeting for my classes.

 

Juggling being a full-time student and intern is definitely a busy life but my time at CBC has been so rewarding. Everyone has been so supportive and,  although we are remote, I truly feel a community here. I have also learned so much about PR and marketing.; I’ve learned how to use content creation software, research influencers, and record analytics as well as how to adapt and find my place in a fast-paced agency setting. If you’re interested in joining the CBC team, check out their LinkedIn for  job openings!

Table of Contents

1. Why use influencers to promote virtual events?
2. What type of influencer should you work with to promote your virtual event?
3. Influencer marketing basics
4. 4 Ways to Incorporate Influencers into your Virtual Event Strategy

 

While some aspects of “normal” life are starting to return, virtual events are likely here to stay.  In fact, ResearchandMarkets estimates the virtual events category to grow at a combined annual growth rate (CAGR) of 23.7% between 2021 and 2028. For brands, virtual events can serve not just as an alternative to traditional brand experiences, but can also help reach and engage new audiences.  With the opportunity to reach a fresh and expanded audience, as well as capture critical audience data and save on costs, virtual events are well on their way to becoming a staple in brand marketers’ toolbox.

According to Influencer Orchestration Network, 41% of marketers claim experiential as their top channel, and close to 75% of US marketers will use influencers for campaigns in 2022. With both tactics top-of-mind for brands this year, why not combine the two efforts and create a cohesive, omnichannel experience for consumers?

Why use influencers to promote virtual events?

Consumers most often follow influencers that they find relatable and trustworthy. As such, followers often have a lot of respect for the brands and products an influencer supports. In fact, about 61% of internet users look to influencer recommendations when making purchase choices. As a result, influencers are effective at persuading audiences to purchase or learn more about the brands they promote.

 

Influencer marketing data from VOE
July 14, 2019 by VELOCE – Statistics on Influencer Marketing

 

With those facts in mind, why wouldn’t brands leverage influencers to raise awareness of or promote attendance of a virtual event? Some of the biggest brands in the world are already doing so, such as Hermes, Chanel, and Fendi for Paris Fashion Week.

Fendi influencer marketing for events example

Hermes influencer marketing for events exampleChanel influencer marketing for events example




















What Type of Influencer Should You Work With to Promote Your Virtual Event?

Don’t just reach out to anyone – there are many different types of influencers that you could work with. Influencers vary not just by the focus of their content, but also by the size of their audience. At large, there are four types of influencers:

  • Nano Influencers: less than 1k followers
  • Micro Influencers: 10K to 100K followers
  • Macro Influencers: 100K to 1M followers
  • Mega Influencers: more than 1M followers

The type of influencer you choose should be based on your goals.

For example, Mega and Macro influencers are best for raising brand awareness on a global scale as their following is larger and typically more diverse. On the other hand, nano and micro influencers have fewer followers, but often have a tight-knit, more engaged community. These types of influencers are best for brands who want to generate engagement or speak to a highly-targeted audience.

Before you dive in…the Basics Still Apply

Your influencer marketing strategy must meet the needs of your brand. Prior to engaging with influencers, make sure to:

  1.  Establish the objective you wish to achieve by working with an influencer – whether it be to raise awareness, increase attendance, etc.
  2. Define how you wish to work with the influencer. Do your research and look at the type of content they share and where their followers are most engaged. For example, you may have more success driving awareness with an in-feed Instagram post from an influencer whereas, with others, you’ll find better ROI by having an influencer speak about your brand in Instagram Stories.
  3. Outline how your brand will measure the success of the campaign. Will you use affiliate links or codes? Measure by number of impressions? Like any partnership, It’s important to be clear on how an influencer’s efforts will be evaluated.

Lastly, look for influencers that you can envision a long-term partnership with. Stable brand-influencer relationships helps build familiarity and trust with the influencer’s followers and allows your brand to become part of their community.

4 Ways to Incorporate Influencers into your Virtual Event Strategy

1. Use Reels

Instagram Reels are a great way to rapidly increase reach as they are (currently) favored by the Instagram algorithm and often come off as less promotional. When it comes to deciding upon a Reels strategy for your event and influencer, keep in mind your brand’s personality, as well as the influencer’s. If the influencer in question typically posts straight-forward, educational content, working with them to create a silly, dancing reel is less likely to generate the results you’re looking for. With a little bit of creativity, you can find a happy medium – content that achieves your brand’s objectives while staying true to an influencer’s core.

In the example below, travel influencer @coriefay promotes The Yacht Week by sharing a few clips from her experience the year prior.

INFLUENCER MARKETING EVENT EXAMPLE USING REELSinfluencer marketing for events example featuring instagram reelsinfluencer marketing example using reelsinfluencer marketing for events example featuring instagram reels














2. Post in real-time

For brands hosting a regular series of experiential, online events, allowing an influencer to post live event coverage is a great way to gain exposure and create conversation with their followers. This can be done by posting Instagram stories, tweeting event updates, or through an Instagram, Facebook, or Twitch livestream. Furthermore, live coverage is trending right now with over 80% of poll respondents favoring a livestream over a blog or social media post.

3. Use Polls and Engagement Options

Another way to drive awareness and traffic to your virtual event? Use influencers to poll their followers ahead of the event. Instagram stories provide poll and question box stickers that allow followers to share their thoughts directly. This can benefit brands not just with overall traffic, but can also provide valuable insights about this demographic and how to make the event, and future events, more appealing.

example of instagram engagement sticker

4. Keep the Event Alive with Recaps

After the event, enlist influencers to talk about the event and mention specific highlights on their channels. Brands can also leverage influencers for branded content on their site or social channels through guest blogs, videos, or other creative content that will extend the life of the event and its engagement.

For example, CBC client MegaFood worked with food influencer Kanchan Koya (@chiefspicemama) during our “What Matters” virtual campaign. After the campaign had ended, we enlisted Kanchan to share an on-brand healthy recipe to the MegaFood blog to continue driving traffic and engagement with the campaign following its conclusion.

megafood influencer marketing example post-event

 

Virtual events are here to stay, and using influencers to promote such events can give your brand a larger reach and – if done right – a greater event turnout.

Influencer marketing is constantly evolving – if you need help optimizing your influencer marketing strategy, we’d love to chat.

Twice a year, a group of researchers release the CMO Survey. The report unveils findings from top marketers at for-profit US companies with a mission “to predict the future of markets, track marketing excellence, and improve the value of marketing in organizations and society.”

It’s a valuable, albeit hefty, body of work that uncovers what are – or are soon to be – key trends for brands and marketers. Fortunately, we’ve done the heavy reading so you don’t have to; below are our 5 top insights from The CMO Survey that we think every brand should pay attention to.

1. It’s Time to Rethink Traditional Advertising

The study found that not only are marketing budgets universally on the rise – breaking 10% growth for the first time in a decade! – but marketers are also looking to spend more on traditional advertising in 2022 with an expected 2.9% increase over the next 12 months.

Advertising spend insights from the 2022 CMO Survey

Credit: The CMO Survey

With the lift of lockdown orders ushering people away from their devices, combined with increasingly stringent data privacy policies, now is the right time to go back to our marketing roots and test the effectiveness of radio, print, TV, outdoor, and direct mail advertising.

If you’re looking for inspiration, consider combining modern marketing tactics (influencers, user-generated content, etc.) or global causes with traditional mediums. 

Ubereats billboard ad example

UberEats is one of the few brands that has remained regularly active in the traditional advertising sphere and can serve as a model for other brands to aspire to. Combining modern marketing tactics, like influencer marketing, with traditional mediums, such as a billboard, they’ve been able to capture the attention and wallets of cord cutter generations.

2. Brands Are Taking a Harder Look at Influencers

Although marketers still predict growth in the influencer space, they are not nearly as bullish as they used to be, according to The CMO Survey. Influencers currently account for 5.6% of budgets, although marketers predict that will rise to 10.9% three years from now. For comparison, in 2020, influencer marketing spend was 7.5% of budgets, and marketers predicted it would rise to 12.7%.

Influencer marketing insights from the CMO Survey

Credit: The CMO Survey

The “less bullish” predictions for influencers suggest marketers are taking a harder look at these programs. At CBC, we’re seeing a higher demand for influencer marketing measurement and the ability to prove the value of influencer programs beyond vanity metrics. Moving forward, it’s going to be important that brands set up influencer programs in a way that directly ties back to business results. 

3. Significant Resources are Being Poured into Data Analytics

As an agency with an entire team dedicated to data analytics, this is news we can get behind. While investments in digital marketing have increased across the board, data-related activities experienced the largest reported growth, increasing almost 40%.

Data investment insights from the CMO survey

Credit: CMO Survey

Of particular interest among marketers is investment into capabilities that will allow brands to analyze, store, manage, and automate their data. As data collection and purchasing becomes more complex, MarTech stacks are also becoming more complex and companies need the proper technology to keep up.

These Martech investments also signal a need for marketers to upskill. With an increased investment in analytics, there will be more pressure on marketers to communicate results to the C-suite. Marketing teams need to be able to interpret the data and prove to the CFO that their marketing campaigns are worth the investment.

4. Lead Generation and Inbound Marketing are Top of Mind

Beyond MarTech, brands are becoming hyper-aware of the importance of data. The CMO Survey found that 58% of marketers are creating stronger data strategies to capture better information, and 50% are investing in innovations to engage with customers directly in the wake of changes to third-party data.

At CBC, we’re seeing this trend as well. We’ve been working with clients to help them build a strong library of first-party data as we anticipate the loss of third-party cookies (thanks, Apple and Google!) We suggest marketers devote resources into building creative lead-generation campaigns to collect customer information, allowing them to then engage with them on owned channels like website, email, and SMS.

Remember: asking for personal information is a tall order. The most effective lead generation campaigns will offer something of value in return, such an ebook, discount, or other form of a “freebie.” 

For example, for CBC client Scottish Rite Freemasonry, we created a printable Scottish Rite degrees poster to attract Freemasons to our campaign and to share their email address with us. These audience members are super fans of Freemasonry, eager to share and sport their Masonic affiliation, making it an attractive trade-off.

 

facebook ad example for scottish rite freemasonry

Example of lead generation campaign for Scottish Rite Freemasonry

5. Start Bragging About What Makes Your Product Better

B2C brands – listen up! 31% of marketers ranked “superior product quality” as the top customer priority – an increase from 0.0% in February 2020 to 39.3% for consumer packaged goods (CPG) specifically.

Product attributes ranked in order of importance by consumers from the CMO Survey

Credit: The CMO Survey

This trend aligns with the fact that consumers leaned into tried-and-true brand name products during their stress-induced pandemic shopping, pushing companies to shift funding away from innovation and into their core product lines.

If your organization isn’t necessarily a “tried-and-true” brand, consider refining your product quality messaging. In addition, it may be worth testing influencer campaigns that highlight product quality as a key selling point. 

Especially as we think about the rising inflation in the U.S., it’s likely brands will soon have to go above and beyond to prove their product is worth every cent.

To read the full CMO Survey report, click here. Like an idea shared here? Send us a note – we’d love to discuss further with you!

If you weren’t on a serendipitous sailing adventure or living under a rock, you might have noticed that Facebook and its entire suite of apps were down for more than 14 hours on October 4th. The global outage is a major reminder to brands that you don’t own your data, followers, or content on social media.

With millions of companies relying on social media to fuel their marketing funnel, this may scare many marketers. And it should. Even without an outage, there’s little protection of your assets and following if your account were to be deleted, banned, or hacked. That’s why at CBC, we’re big proponents of going all-in on email marketing and first-party data collection. With third-party cookies going away, it’s more important than ever for brands to collect their own data from customers who willingly opt in to sharing it.

Whether you’re a B2B or B2C brand, you’d benefit from doubling down on your email marketing strategy. But sending one-off emails or promotional offers alone isn’t enough; here’s three tactics to follow to convert your “likes” to email subscribers:

1. Offer Exclusive Content

We hear from brands often that they don’t devote many resources to email because users don’t open them. Which brings us to ask: what are you offering in your emails? Is it something you personally would click on?

Consumers are protective of their inboxes. For decades, brands have misused this communication channel to spam subscribers with incessant marketing, touting the same messages and content over and over. The simple fix? Provide content they can’t find anywhere else.

Entice users to subscribe by offering something of value – exclusive discounts, products, or early access to new launches. Alternatively, provide rich, useful information in your emails that you don’t share on social media. Offer a deeper dive into topics your audience cares about, exclusive tips, and the like to signal to users that your emails are more than just marketing – it’s a community.

For example, Verb Energy retains a strong subscriber base by always offering their list a first look at new flavors, exclusive discounts, and even offers subscribers an opportunity to share what they want to see next.

2. Make It Personal

One of the features of Facebook and Instagram that makes it so successful is that it is highly curated. Users elect to follow brands and engage with posts that speak to their interests. If your audience is diverse and you don’t acknowledge those differences in demographics, behavior, and interests, you’ll fail to increase your email open rate and retain subscribers. Your email marketing messages need to be tailored to unique audiences.

You can start by using a merge tag to include their name in your emails, but that’s just the tip of the iceberg. To really offer a personalized experience, make sure you’re segmenting your list. How you segment your subscribers will largely depend on your business, but consider the following criteria to split your list:

  • Past purchases
  • Amount spent
  • Age, gender, location
  • Email engagement (did they click to read your blog in your last email? That could indicate interest in a certain topic.)
  • Website behavior
  • Quiz results
  • Position in sales funnel (new subscriber or long-time customer?)
  • Personal interests (add some boxes to your sign-up form to allow users to indicate what content they’re interested in receiving.)

From there, build out email sequences that speak directly to these unique audiences.

For example, if you find that there was a large group of users who clicked to read a whitepaper on your website, you could assume that this group was interested in more in-depth and scholarly content. Now that you know who these users are and what they prefer, you can send them similar content they’re likely to engage with and/or frame your messaging to speak to them more personally.

3. Convert Followers to Subscribers with a Content Upgrade

You’ve promoted your email list and have provided truly valuable and exclusive content that’s personalized to their unique persona – but your followers aren’t biting. What’s next? Give them more value. One of the best ways to do this is through a content upgrade, sometimes also called a lead magnet.

Content upgrades or lead magnets are typically a piece of content that can only be accessed once they’ve signed up for your email subscription. They can come in many forms, from e-books and PDFs to quizzes, videos and webinars, but the most important aspect is that it’s content your audience really wants.

For example, at CBC, one of our core offerings is our experiential House programs. To entice users to subscribe to our email list, we’ve offered a PDF checklist for successful experiential marketing campaigns on our website. Once users complete the form and sign up, we email them the checklist. It’s likely many users wouldn’t be willing to provide their personal or company information without this offer, making it an effective tactic for growing your subscriber base.

Just as you would personalize your email list, you should personalize your content upgrades too. This will allow you to capture a wider array of users by tailoring your offers to what piques their interest. To illustrate this point, visit HubSpot’s blog. You’ll see that in almost every blog post, they have a content upgrade tailored specifically to the blog in question – making the offer relevant and valuable to the website visitor.

It’s worth repeating, you do not own your social media followers. If social media were to dissolve overnight, you’d lose arguably some of your most loyal customers and prospects. Converting your social media followers to email subscribers is critical in protecting your brand’s most valuable assets and setting your company up for longevity in the digital space.

Need help building effective email marketing campaigns? Let us do the heavy lifting – contact us.

We don’t need to tell you that every brand needs to be on social media. Now more than ever, consumers are turning towards digital outlets like Facebook and Instagram for new products, inspiration, and information. What many brands forget is that social media is just that – social. Engagement should be at the forefront of your social media strategy.

An effective way to drive engagement is to include a call-to-action (CTA) in your social media post. A call-to-action is a brief phrase – written or visual – that asks your audience to perform a specific action.

The effectiveness of CTAs can be statistically proven. According to QuickSprout, adding a CTA to your Facebook page can increase click-through rate by 285%. In general, research has found time and time again that if you want something, you must ask for it.

 

Source: TrackMaven

CTAs are an important piece of social media copywriting because attention spans are short; you need to quickly make it obvious what action you want a user to take if you expect to see a potential customer follow through. More importantly, they need to be motivated to do so as well. That’s why nailing down the art of creating compelling CTAs are essential. Read on to hear out five tips for drafting CTAs that convert.

Understand Your Goals

The very first step in optimizing your CTA is making sure you understand your goals. Do you want to drive users to your website? Is increasing your visibility through comments and shares most important? Your CTA should be laser-focused.

What does this look like? Check out the below post from Lonely Planet, a travel guide company. To boost brand awareness and engagement, they run a user-generated content (UGC) campaign where customers share their product and tag the brand online. This post works well in driving towards their goal – shares – because they keep the caption simple, show what a successful share looks like, incentivize users with a repost, and clearly outline the next steps they want a user to take.

In another example, retail brand 12th Tribe calls for users to shop with a simple, one-sentence CTA. Why does this work? It’s short while coupling clear directions (“tap”) with an enticing offer (“best selling jeans”).

Only Include One CTA

When writing social media copy, you should avoid including more than one CTA. Having multiple CTAs in a single post can lead to confusion and less engagement – if you give your audience too many choices, they won’t know which one to take. By having one distinct and clear CTA, you can increase the likelihood of a user taking action.

For example, say you’re drafting a post to promote an event and you want to lead users to a blog post to learn more but, at the same time, you also want them to go to the registration page to sign up. Rather than point to both webpages, consider which action most aligns with your goals and build a compelling case for users to click towards that action. You can always create follow-up posts with more information or to register!

Make it Easy, Make it Urgent

Social media is a fast-paced environment. Users are constantly scrolling through their feeds and only stopping to read things that are engaging and that they care about. When drafting a CTA, make sure that the action you’re asking your audience to take is straight-forward and simple to understand. Take the below example from Dove- it’s backed up by context that highlights its importance and clearly outlines what action the reader should take.

Not only should the CTA be easy to understand but, for best results, there should be some sense of urgency. Limiting the time an action is eligible, even if it just appears to be time-constrained, can entice a user to engage. For example, “Sign up today” suggests immediacy more so than “Sign up.”

Some tips to keep in mind when incorporating these elements:

  • Choose strong action words: compel the user to click. Phrases like “Download your free guide” or “Shop trending sweaters” is more intriguing than “Download” or “Shop”.
  • Be concise: Can you say the same thing in fewer words?
  • Ask a colleague to proofread: does it make sense to them?

Make the Value Clear

Does you CTA encourage users to take action on something they actually care about? Like most aspects of copywriting, every CTA should pass the “so what?” test. In the words of The Godfather, when framing an action, you’re proposing a user to take, give them “an offer they can’t refuse.”

Take this example from underwear brand MeUndies. In their effort to collect email subscribers, they clearly announce the benefit to users in doing so – a discount.

Value doesn’t just have to be monetary, emotional appeals can be highly successful as well. Another way to think about the value you’re providing is to use the phrase “So that…”. For example, instead of saying “Download our whitepaper,” you can write “Download our whitepaper so that you can stay informed of the latest industry developments.”

Consider the following questions when describing your offer:

  • What will they learn?
  • How will the offer impact their career, relationships, health, life?
  • How will this offer make them feel?
  • What do others value about this offer?

Don’t Bury the CTA

An important note to remember is that simplicity is key. You want to make engagement easy for your audience so that they won’t just ignore what you’re saying. To ensure this, you want to make sure that your CTA is “above the fold”, meaning that they don’t have to click to read more or expand the post. If your CTA isn’t up front and can be immediately seen, you might miss out on potential conversions.

For example, take a look at the below tweet from Shaw Academy, an online education platform. They make the CTA immediately known and don’t include so much copy that the post would have to be expanded. The use of strong action words and an emoji emphasize the action that readers should take.

There is nothing more rewarding than seeing great results from a social strategy you put so much time, energy, and thought into. With these tips, you’re sure to see your social audiences covert to customers.

Looking for a partner that can help bring your social media engagement and success to the next level? We’d love to chat.

 

Social media has come a long way from its early days of MySpace and “Top 10” friends. Today, there are dozens of social platforms to engage with and nearly 4 billion active social media users worldwide. No platform has made as drastic of a transformation as Facebook, which has evolved from a public diary for friends and family to one of the largest online advertising platforms and home to 50 million company pages.

Today, we share some of the latest and greatest Facebook and Instagram (which is owned by Facebook) features in 2021 that no marketer can afford to miss out on. 

Facebook Bulletin

Example of Facebook’s new feature, Facebook Bulletin

Example of Facebook’s new feature, Facebook Bulletin

Announced in June 2021, Facebook Bulletin is a new app from Facebook that allows creators to publish and share original content – and monetize said exclusive content to paying Facebook subscribers. With an elevated look and feel, Facebook Bulletin is meant to provide creators the opportunity to build a close-knit community and share their thoughts and expertise candidly. Bulletin content will be shared throughout the Facebook site, but each Creator page will live on a separate Bulletin app.

Not only will creators be able to write and share newsletters, articles, and other exclusive content, but they’ll have premier community capabilities through Bulletin as well. Using a combination of free or subscriber-only groups, livestreams, and live audio rooms, Facebook is looking to become the one-stop shop for building a brand.

Who can use Facebook Bulletin? Facebook defines creators as “individual journalists or subject matter experts not contractually bound to write exclusively for a platform or publisher.”

With the creation of Facebook Bulletin comes a host of opportunities for artists, writers, and influencers, but brands should still begin investigating business use cases as well. While you may not be able to own a branded company Bulletin, this new feature presents new avenues to explore in influencer marketing. Consider enlisting a creator as a brand ambassador for inclusion of your brand in their work. You can also begin to build relationships with creators to be one of the first to secure advertising or sponsorship opportunities in their content.

Alternatively, look internally for subject matter experts with interesting ideas to share. Bulletin could be the “next big thing” to send your thought leadership program to the next level.

Advertise on Instagram Reels

In late June 2021, Instagram announced that brands can now advertise on Instagram Reels. In case you missed it, Reels are Instagram’s attempt to compete for TikTok’s audience, allowing users to create short videos with a variety of fun add-ons such as transitions, sounds, and effects. Instagram has seen great success with Reels to date and is making a concerted effort to grow its Reels content and viewership, making advertising a natural extension.

Example of an Instagram Reel advertisement featuring a static image of model wearing jewelry

Example of an Instagram Reel advertisement featuring a jewelry brand

Example of an Instagram Reel advertisement for a cleaning and organization business

Example of an Instagram Reel advertisement for a service oriented business

 

 

 

 

 

 

 

 

The great news is that creating Instagram Reels advertisements is attainable for any brand, of any size, in any industry thanks to its short length and flexibility. You can create Reel advertisements that are as simple as a static image. Brands can also repurpose existing materials, such as promoting content garnered from an influencer partnership, showing how a user might use your product in real life.

Why should marketers pay attention to Reels advertising? It has the potential to greatly influence your reach. Not only will these ads appear in the Explore page (similar to other ads on Instagram), but also when viewing Reels in the Reels tab or a user’s feed. With Reels being one of the most popular forms of content on Instagram currently, marketers would be remiss to not experiment with advertising on Reels.

Building Your Facebook Community – Now Easier

Screenshots detailing Facebook’s new Facebook Groups features for admins

Screenshots detailing Facebook’s new Facebook Groups features for admins

Facebook Groups are one of the few original Facebook features that has stood the test of time. And for good reason, it’s a great way to build and nurture a community on a highly saturated platform. Many brands can benefit from creating Facebook Groups to help build their community by offering more intimate discussions and sharing exclusive content such as articles, promotional offers, and livestreams. While Facebook Groups has the power to create brand super fans, the management of said communities is time intensive and difficult.

But now, Facebook has just introduced a new suite of tools to make Facebook Group management easier. Today, admins and moderators will have access to:

  • A full dashboard for an overview of your group and all the tools available
  • An “Admin Assist” tool that can automatically moderate conversations based on set rules, such as users who have had a Facebook account less than 6 months or any comments that contain explicit language.
  • A Conflict Alerts system, powered by machine learning, that notifies admins of potentially contentious or unhealthy conversations taking place.
  • A tool to slow down conversations, allowing admins to set time parameters on how often users can comment. The idea with this feature is to encourage users to think before they “speak”.
  • Member Summaries so that admins and moderators can track each user’s activity in the group, allowing you to identify both brand superfans and trouble makers.

Social media is constantly evolving, with new features, tools and trends emerging every day. If you need help staying up to date on what’s working in social media or are looking for fresh, creative social media strategy and execution, contact us.

Reporting is one of the most essential stages of any campaign — but only if you’re asking the right questions. Too often, we see reports that focus solely on “what happened?” without answering the questions “so what?” or “what’s next?” 

The goal of reporting is to use the data you’ve collected to make decisions

Data-driven reports should:

  • Focus on KPIs. Use secondary metrics to support your narrative, but don’t lose sight of your most important goals.
  • Help you understand the multichannel customer experience. Customers are using multiple channels to interact with your business, so your reports should help you parse out the impact of each channel.
  • Include insights and recommendations. If something is performing well, how can you double down on that tactic? If you’re not hitting your KPIs, what do you need to change? Stakeholders should walk away from the report ready to make decisions.

At CBC, we create actionable, data-driven marketing and PR reports for our clients using one of our favorite tools, Google Data Studio. 

What is Google Data Studio? 

Google Data Studio is a free web-based software program that allows users to create customizable reports and dashboards. Users can pull data from a wide variety of data sources with little to no coding skills required. Visualization of the data is made easy through tables, graphs, and scorecards that can be filtered and customized to fit your specific needs.

Monthly web analytics report in Google Data Studio

Monthly web analytics report in Google Data Studio

Why use Google Data Studio?

  • Easily connect to your data

One of the top benefits of Google Data Studio is that it automatically pulls in data from your connected data sources. You can spend less time entering data and taking screenshots of dashboards, and more time analyzing the data. 

  • Merge data sources

Google Data Studio allows you to take data sources and combine them to create cross-platform reporting. This is a powerful ability that allows you to take data from multiple systems to tell a story.  

For example, you can take data from Google Search Console + data from Google Analytics + data from a CRM and connect those with URL as the merge key (as they all have URL in their data sets):

  • Google Search Console – URL associated with search queries and search volume
  • Google Analytics – Traffic associated with a URL
  • CRM – Acquisition and sales data from a source URL

The merger of these 3 sources can tell you what terms generated traffic that ultimately drove sales.

  • Reusable templates

Create a template and use the date range controls to automatically populate your report with data from the timeframe you need. You can also easily duplicate the report, swap out data sources, and create new reports for other campaigns or clients.

  • Wide range of data sources

Google Data Studio integrates with a wealth of connectors, allowing you to centralize reports on various campaigns all in one place. Data Studio is highly compatible with Google data, so it’s easy to report on what users are doing on your website (Google Analytics), what users are searching for (Google Search Console), how your paid search campaigns are performing (Google Ads), and so on.

Data sources and connectors available in Google Data Studio

Data sources and connectors available in Google Data Studio

There are also a number of third-party connectors, as well as the option to build out your own data set in Google Sheets. This opens up the ability to bring in data from social media channels, marketing automation software, customer or membership management tools, PR coverage, or any other data set you have access to!

Caption/Alt text: Social media data source using Google Sheets connector in Google Data Studio

Social media data source using Google Sheets connector in Google Data Studio.

 

Bottom line: Google Data Studio streamlines the reporting process, moving the focus away from merely compiling data to using that data to tell a story. Done right, data-driven reports are a tool for proactively finding opportunities to improve performance and drive higher ROI.

Boston, Massachusetts — July 8, 2021 — Cercone Brown has been recognized as one of the top digital marketing companies in 2021 by DesignRush.

DesignRush is a B2B marketplace that connects brands with professional full-service agencies, web design companies, digital marketing firms, and top technology companies.  Their platform lists over 9,300 agencies from over 50 different countries and is consulted by thousands of decision-makers looking to start a project.

Cercone Brown is a PR and Digital Marketing agency in Boston and New York. Our strength is creating experiences that bring brands to life, and drive consumers to action. Our heritage is in public relations and brand positioning, but today our programs are an integrated mix of social media and influencer marketing, content development and distribution, media relations and very smart, succinct paid media. Check out our HOUSE Programs, which bring the country’s top media together to experience brands in natural, beautiful settings.