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Why Brand Awareness is Crucial for Bumble’s Marketing Plan
You guys have heard of the social networking app Bumble, right? It’s often compared to Tinder, but let us be the first to tell you that it’s a heck of a lot better than Tinder. Not trying to turn this summary into a full-blown ad for Bumble so you’ll just have to take our word for that.
Anyway, Bumble is absolutely k-i-l-l-i-n-g it. The company is a content marketing machine, their Instagame is on-point, and they’re leading a charge to rid the world of misogyny. They just get it.
So how do they actually do it all? That’s what we’re uncovering in the 3rd episode of the Carnage Podcast! We interviewed Bumble’s Senior Manager of Digital Marketing, Morry Mitrani, about their marketing strategy.
Let’s jump to it:
- (00:56) Morry handles digital everything – Adwords, Snapchat, Facebook ads, organic growth, and app store optimization.
- (04:04) ASO is App Store Optimization. It’s like SEO, but for apps in the app store. Along with keywords, user experience is a huge ranking factor in ASO.
- (06:57) Collaboration across all teams is one of the things that makes Bumble’s marketing successful.
- (11:39) Bumble has hundreds of campaigns and tons of different audiences running in Facebook’s Ads Manager.
- (12:39) Morry says AppsFlyer is essential for apps to measure attribution through any paid platform.
- (15:11) They focus on publishing really, really engaging content. That has been the biggest difference for their SEO.
- (16:07) The marketing funnel they use on Facebook almost never sells. It’s all about brand awareness. Then when they do sell, it’s an easy sell.
- (19:53) You need to build a brand, and not sell right off the bat, if you want to stand out in 2018.
- (26:11) Morry strongly believes in the idea of 10x content—creating content that is 10x better than anything else out there.
This one is so, so good. You just gotta tune in. And if you love it, review us on iTunes!
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How Do You Prove Social Media ROI?
Crew, Databox says 46% of marketing agencies say selling clients on the value of social media marketing is still a challenge in 2018.
And yeah, it’s probably one of the more frustrating parts of our job. Somewhere between running out of coffee in the morning and not properly setting up tracking pixels.
But our job is to produce results and pushback is, unfortunately, included. So how do we prep ourselves for those “are you sure?” or “I don’t think that works” type of dialog? Well, Databox has us covered. They surveyed 57 agency pros to discover the tools used, specific tracking metrics, and how to tie everything back into business goals.
Okay, first up to bat issss:
- Jonathan Aufray from Growth Hackers explains how he communicates ROI. His goals of focus are generating leads and conversions.
How?
- Use Google Analytics to set up UTMs and track precisely where traffic is coming from.
- Don’t forget to create conversion goals and check how much time & money you spend on each channel. Plus, the revenue!
2. Maddy Osman from The Blogsmith uses internal social media analytics along with dashboard builder, Cyfe to help her communicate ROI.
How?
- She ties in conversion activity like website visits, newsletter sign-ups, and the sale of products/services.
3. Malaika Nicholas and the team at Ladder Digital created an internal tool that acts as a recording journal to help promote growth and execute marketing strategies.
How?
Malaika focuses on monitoring/optimizing the metrics listed below. Each one circle back to client objectives and key results.
- Cost per acquisition
- Cost per click
- Conversion rate
- Click through rate
- Cost per thousand
4. Stuart Dixon from Provance recalled this quirky snippet “the proof of the pudding is in the eating.” To give clients the hard, raw facts Stuart follows this formula:
Profit / total investment (people hours, ad budget, etc.) X 100 = social media ROI (as a percentage.)
How?
Use a combo of posting tools like Sprout Social and Google Data Studio to present live analytics then in a separate dashboard tie in the client’s business goals. He also notes these metrics:
- Follower Growth
- Engagement
- Mentions
- Reach
- Referral traffic back to the website
Like we said, Databox interviewed 57 and we only went through 4. Smash that button for a ton more advice.
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Only Vegas Moments
Vegas has grown up, y’all. Or, at least their ad campaigns have.
They’ve moved way past the “What happens in Vegas, stays in Vegas” campaign. Instead, they’re tackling topics like gay marriage and rocky relationships in a new campaign called Only Vegas Moments.
This new campaign pulls at the heartstrings and captures emotion better than any other Vegas ads that we’ve seen. It’s centered around 4 short films:
- There’s Party of One, which features a mom who just needs a little R&R. Its tagline is “Rejuvenation happens here.”
- Now and Then features a young couple in love. The tagline of this one is “Destiny happens here.”
- The Meetup (our favorite) shows a business traveler out to reinvent himself.
- And finally, the Anniversary. This one shows the story of a couple whose marriage is on the rocks.
Take a few minutes and watch them all!
