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27 Facebook Demographics to Inform Your Strategy in 2021

JANUARY 24, 2021

We’ve all experienced the creative spellings of our names at Starbucks. (Venti latte for Daylee Karnaj!) Hopefully, nobody is truly upset about these funny misspellings. Those hard-working baristas already have enough to worry about.

While your name (or something close enough) lives on a Starbucks cup for you to see, it lives online for Facebook to see (given you use Facebook.) And it isn’t just your name. As marketers, this isn’t anything new, but keeping up with the quantity and quality of Facebook’s data can help us make better marketing decisions. Today, Hootsuite brings us 27 Facebook demographics to inform your strategy in 2021.

Facebook estimates that at least 412 million accounts are fake or duplicate. Facebook removed almost 3 billion fake profiles in Q2 and Q3 2020. That’s more than its number of monthly active users (2.74 billion)! Furthermore, about 11% of those monthly active users are duplicate accounts.

User growth in Europe bounced back in 2019. Facebook saw a small decline in European users during privacy scandals in 2018, which resulted in a drop from 376 million to 375 million monthly active users. That number rebounded in 2020 when Facebook recorded 410 million monthly active users in Europe.

Half of Facebook users speak a language other than English. Facebook users hail from all over the world bringing an array of experiences, preferences, and languages to the platform. Understanding the primary languages spoken by your audience can help you better meet the needs of your audience and perhaps even inform expansion to new markets.
More than a quarter of people feel Facebook does not classify them correctly. If you’ve ever been served an ad you feel is entirely irrelevant to you, then you might find yourself questioning the accuracy of Facebook’s data. You’re not alone. However, 59% of users feel Facebook classifications are “very accurate”. The platform certainly knows a lot about its users, but it doesn’t know everything.

Read on for more Facebook stats.

How to Write Social Media Captions That Captivate

JANUARY 20, 2021

Ever participated in a “caption this” challenge? It’s a lot of fun watching all the clever captions come in, but there’s a lot more to writing a caption than being clever. And writing any caption can be a challenge.

To help with your own caption writing, Agorapulse offers 9 tips for writing social media captions that captivate.

Create social media captions with intent. What is the goal of your post? Are you trying to sell something? If so, let your audience know how to purchase. Want to build brand awareness? Include branded hashtags, taglines, and other things identifiable to your business.

Tell a story. Many people spend time on social media to find content from people, brands, and organizations they relate to in some way. This could mean keeping up with family or checking in on the discussion in a local gardening group. Telling a story will help your brand relate to your audience. Stories have the power to humanize your message.

Write the important stuff first. You don’t want your message to be lost in a sea of posts. Make sure the most important stuff is front and center so it grabs attention and doesn’t disappear below the “Read More” line.
Ask a question. Questions are great engagement tools. People are drawn to questions in pursuit of answers. Some may respond to your question based on knowledge and experience, while others can use the discussion as an opportunity to learn more about a topic. Be sure to use open-ended questions so you’re not stuck with a bunch of yes/no responses.
Invite fans to tag their friends. People trust recommendations from friends and family. If you can connect with new people who are friends with your current customers, then you’ll have a greater likelihood of converting these connections. Include fun “tag a friend” topics to encourage your audience to share your content

YouTube Channel Keywords: What Are They?

JANUARY 19, 2021

How often do y’all find yourselves going down rabbit holes based on YouTube’s recommendations? One video leads to another and then you’re late for a very important date, or perhaps a scheduled Zoom meeting.

Unsurprisingly, video descriptions, titles, keywords, and tags are all taken into account to help form YouTube’s recommendations. The same info is used to help you find the video you initially searched for (you know, the one you watched right before you fell into the rabbit hole.) Today, Semrush is here to break down YouTube channel keywords and what they are.

What are channel keywords on YouTube? To help your audience find your content on YouTube, you need to make sure YouTube knows what kind of content you produce. These keywords may indicate which industry your business is in, or a particular theme your content revolves around.

What keywords should you use for YouTube? SEO is imperative on YouTube – after all, YouTube is the world’s 2nd largest search engine. So when it comes to keywords, research is as important as ever. Think about what your audience might search for in order to find channels such as your own. Take a look at suggestions in YouTube Autocomplete and Google Trends to see exactly what people are searching for.

How many keywords can you use on YouTube?

Video titles: 1-3 keywords. Ensure they’re relevant and try to keep it to 60 characters.

Video description: With an allowance of 800 words, you can write as many relevant keywords as you see fit, but keyword stuffing won’t do any good.
Include keywords in your “About” section to provide an overview of your channel.

Channel tags: Up to 75 characters may be added.

Keep on reading for more details.

How to Emotionally Support Your Customers Through Content

JANUARY 18, 2021

People are so emotional…and we’re supposed to be! We’re pretty dang complex and our emotions are a large part of the complexity. Put simply, we each have three brains. The lizard brain controls our fight-or-flight. Our emotional brain tends to overrule the rational brain. The rational brain tries to validate decisions made by the others.

So, why are we talking about brains? When it comes to content, triggering emotional responses is extremely powerful. In fact, a study of 1,400 ad campaigns found that emotional content was twice as effective as purely rational content. With this in mind, CoSchedule is teaching how to emotionally support your customers through content.

Actively Listen and Create Space to Be Heard. People need a place where they can share their questions and concerns. Something as simple as a chatbot can help set the tone for a conducive conversation. It can start by asking about the user’s day and including emojis. Be sure to include responses that acknowledge the user’s comments.

Reflect Your Customers’ Exact Language Back to Them. If you know someone’s dietary preference is vegetarian, then you wouldn’t serve them fried chicken. Take the time to research your audience and determine their pain points as well as the words they use. Use the same verbiage in your marketing materials and you’ll have better success in achieving a relatable and understandable message.
Leverage the Power of Storytelling. Stories are easy to relate to. Setting a scene with characters like ourselves allows us to see ourselves in someone else’s shoes. Relating to a story at an emotional level is achievable with a well-crafted, relevant story.

Read on for two more ways to emotionally support your customers through content.

How to Use the Assisted Conversions Report in Google Analytics to Develop Your Marketing Strategy

JANUARY 13, 2021

Scoring a point in any sport is a victory in and of itself. Most often the person who scored is celebrated and recognized for their contribution toward the final score of the game. But oftentimes we forget the #2, the sidekick, the assist. It’s a team effort after all.

Your marketing is no different. Your channels are all players on the same field. Maybe the banner ad on a news site drove someone to purchase, but don’t forget the awesome Instagram ad the purchaser clicked a few days prior. Today, we’re celebrating the assists with Databox covering how to use the assisted conversions report in Google Analytics to develop your marketing strategy.

To view your assisted conversions, navigate to the GA sidebar and select Conversions>Multi-Channel Funnels>Assisted Conversions

Map all channels that contribute to a purchase. Seeing exactly which channels assist in driving conversions will help you optimize your funnel and strategy. Double down on creative that frequently assists conversions and revisit tactics that aren’t driving results.

Identify the real source/medium from PayPal purchases. If someone checks out with PayPal, PayPal will create its own session and it will look as if PayPal is the source of the transaction. Seeing what actually led to the PayPal transaction will give you a better picture of which channels deserve more credit.

Track customer lifetime value. UTM links will paint a more comprehensive picture of a customer’s actions over time. Assisted conversions won’t always occur within the same day or even the same week. You may uncover insights related to a customer’s timeline regarding their path to purchase.
Analyze your content effectiveness. Requiring form fills before visitors can access a specific piece of content isn’t uncommon. While this is a great strategy for some applications, it’s not always necessary. You can still retarget those who access your ungated content. This can give you a better idea of how your content actually performs since people won’t need to debate whether or not it’s worth filling in a form to access the gated content.

4 more to go!

9 Essential Elements of a High-Converting Thank You Page

JANUARY 12, 2021

Ever round up your change at the grocery store checkout to support a local charity? If so, you’re probably more likely to do it again or even donate a larger sum in the future. Why? People tend to be consistent with the beliefs and values they’re committed to.

When someone purchases one of your products or converts on your site, they’re more likely to do it again, or at least do something similar. You can use this to your advantage by suggesting an additional action immediately after a conversion has taken place, and you can do it all from your thank you page. You don’t get what you don’t ask for. Here are 9 essential elements of a high-converting thank you page from Sleeknote.

Ask for Referrals. Word of mouth goes a long way in influencing purchase decisions. This is why referrals are so lucrative. Offering an easy way for visitors and customers to spread your message can lead to easy wins. For example, James Clear has created one of the most popular single-author blogs just in the last three years. He includes a prewritten referral message that populates in an email when a link is clicked.

Demonstrate Authority. Building recognition is one thing, but building authority is another. When others tout you as an authority in your field, people take note. Include recognizable media mentions and testimonials throughout your website so they can’t be missed. Wear them like a badge of honor, because they speak volumes about your authority in the eyes of customers.
Offer a Discount. Discounts make costs more palatable. However, overdoing it will devalue your products. Underdoing discounts can leave people frustrated that they missed the small window to snag a deal. Whenever you offer a discount or special offer, be sure to build urgency with scarcity or time sensitivity to encourage fast action. Additionally, set yourself up for success with secondary offers to prompt further conversions and reduce churn.

Thanks for reading this far! Keep it going for all nine elements.

21 influencers share top tips for 2021 digital marketing

JANUARY 11, 2021

A Magic 8-ball will work in a pinch when you’re deciding on whether or not to watch another episode of the Netflix show you’re binging. However, it won’t tell you what to expect in the world of digital marketing in 2021. Luckily, PR Daily wrangled 21 influencers’ top tips on the subject.

Reinvest in getting to know your audiences. 2020 changed the way people interact with content and brands. While some of the changes are likely to stick, some are likely to revert to what we knew pre-pandemic. Reevaluate your messaging, content, and distribution channels so you don’t lose your audience during the gradual shift back to normalcy.

Audit all your digital channels. In a new year, you might have ambitions to implement new systems and processes, but it’s important to assess what you already have in place. An independent audit can tell you many things you don’t know about what you’re currently doing. This will improve the effectiveness of what you have in place so you can make a better decision on taking on something new.

Be especially sensitive to racial and other bias in marketing and PR introduced by AI algorithms. Social media networks often express bias in the way they bunch users into groups. As a marketer, it’s important to keep this in mind since backlash to these AI techniques may be on the horizon.
Align your values with your value. Make sure you’re always true to your brand and don’t attempt to be something you’re not. After such a crazy year, customers will appreciate a consistent brand they can easily understand and even align with.

Read on for 17 more tips.

Social Media Trends You Need to Know in 2021

JANUARY 10, 2021

It’s amazing how trends take hold. Not so long ago we saw the rise of cupcakeries, juicing, hot yoga, and escape rooms. During the pandemic, the trend has been precisely not to escape our rooms and homes. Who would have thought!

Adding to the mounting trends are new and improved social media channels. Here are some of the social media trends you need to know in 2021 according to Convince & Convert.

Companies Will Need to Address Social Media Team Burnout. Social media doesn’t clock out at 5:00 PM. It’s a 24/7/365 deal. Not every company has the same capacity to deal with it all. Amidst the pandemic, 88% of social media marketers in higher education feel work is harder due to the pandemic, and almost half feel they lack proper support or resources for managing mental health.

Fee-based Fan Communities Will Grow. While people flock to social media sites, it’s often the niche communities within them that they stick to. Facebook Groups and subreddits are prime examples. Taking this a step further are social media sites and features charging fees for access to exclusive content.

Building Trust Through Content Delivered By and Featuring Humans. Trust is a key component in almost any business. It’s hard to build trust when people can’t relate to you or your brand. For this reason, it’s imperative to create and share relatable content featuring real people. This will better establish your business and your products as legitimate solutions to actual problems people are facing. At the end of the day, you’re talking to regular people.
Influencers Will Become Vital in B2B, not Just B2C. Social media is chaotic, and it takes a lot of effort to cut through the mix. While many B2B brands rely on social media to share content, only a few are utilizing the power of influencers. Keep micro and macro-influencers in your court to spread your message via individuals your audience already follows and trusts.

Keep reading for even more!

9 Winning Strategies For Increasing Customer Lifetime Value

JANUARY 5, 2021

Habitual spending tends to add up. A cup of coffee from Starbucks every day can run you at least $700 over the course of a year. A monthly subscription to Netflix costs at least $108 for a year for the cheapest plan. But this doesn’t mean these prices aren’t worth paying. Starbucks offers convenience and a way to start your day on the right foot, while Netflix can help you relax and keep up with the latest pop culture phenomena.

The price you pay for products and services should be reciprocal to the value they provide. When value falls short, customers may go elsewhere. Today, Jeff Bullas is covering 9 winning strategies for increasing customer lifetime value.

Optimize your onboarding. It’s in your best interest to maintain a great customer experience from the get-go. Onboarding is a huge part of the customer experience. Use your onboarding process as an opportunity to demonstrate your value to your customer and ensure their success. Onboarding leaves a lasting impression.

Make customer-centric content. Relationships go both ways, and your relationship with your customers is no different. Promote your customers’ content and wear it like a badge of honor. Set yourself up for success by following or creating hashtags for your products and scour the posts with those hashtags for quality content.

Customer service counts. If you offer poor customer service, you may as well show your customer the front door of your competitor. People will encounter problems, and the way you treat them when they do can make or break your relationship. Invest in quality customer service with 24/7 support whenever possible.
Reward customer loyalty. Show your customers you care about their business by giving them discounts for repeat business. This could come in the form of a punch card that ultimately leads to a free item or even an email with a personalized offer.

5 more to go!