In this three-part series by Premo CEO Joanna Doven and Vice President of Digital Services Jason Anthony, we’ll explore the most common digital marketing blind spots faced by clients in the retail, hospitality and nonprofit industries. If you’re in charge of marketing for your organization, we hope these top blind spots will help you perfect your digital marketing strategy.
BLIND SPOT #1 – Stop overpaying facebook (or your ad agency) to run “likes” campaigns
It is now almost 2020. Social media companies have adapted their algorithms to ensure they make money (no, it’s not really free). This means that they want us to pay for getting our content seen. The change happened in 2017 when all of the sudden we noticed that the percentage of followers who engaged with content dipped to about 3 percent. It didn’t matter if you had 3 million fans or 300 — Facebook controls how much of your content shows up on fans’ newsfeeds. This is why you may hear phrases like: “organic reach is dead.”
So what does this mean for you? We get the importance of “likes”. It’s a vanity metric that makes your organization look important. But there’s a way to get likes through campaigns that are more inexpensive so that you get the vanity metric you want without the high campaign costs.
It also means that your organization needs to “pay to play” utilizing Facebook’s highly targeted digital ad platform. No, we don’t mean boosting posts. We mean creating target audiences and spot on calls to action that relate to your target and encourage them to do something. What is that something? Well — that takes us to #2.
BLIND SPOT #2 – Creative, Creative, Creative. If you want your audience to do something, you can’t skimp on the creative element!
In this example, it seems that Starbucks tried to be witty, but it leaves the reader asking “What?”. The post is too wordy, it’s confusing and it doesn’t relate to the product. Social media posts should be clear and concise. Inside jokes or riddles will likely lose your audience.
This post is timely (posted around Mother’s Day), funny, eye-catching and it quickly gives the reader all the important information they need.
BLIND SPOT #3 – Remember that most people get annoyed with ads. Make sure you lead them somewhere where they can get a taste, vs. an immediate paywall.
As a digital marketing firm, we’re always looking at our own social media feeds and inspecting ads. We’re seeing an increased trend in people commenting negatively right on the ad when it offends them in some way — or when the copy doesn’t match graphic, video or call to action. You can’t control for 100% positive sentiment, but you can use common-sense to ensure you’re not literally paying to piss off your audience. Here’s a recent example of an ad gone wrong from an Ivy League school:
are you aware of your digital blind spots?
On Crisis – Episode 9
Joanna Doven talks with Jeff Hahn, the Owner and Principal of Hahn Public, to talk his new book, why universities tend to be so bad at crisis communications, and his 5 step method to crisis response.
When it Comes to Public Relations, It’s all About Partnerships
Premo CEO Joanna Doven details why she finds the most fulfilling part of public relations to be the partnerships you build, and talks about Google’s large donation to the Pittsburgh community on the heels of Premo’s work with Pittsburgh’s public schools and Google’s nonprofit initiative.
On Crisis: Episode 8
Reporter Sean Hamill talks about major COVID-19 outbreaks in senior care facilities and how many of them have mishandled the situation, as well as the future of local newspapers, and the key role Facebook and Google can play in their comeback.
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