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    tag management systems, google tag manager
    Tag Management Systems: Why You Need a Platform like Google Tag Manager in 2020

    Tag management is still a relatively new field. As a result, many business owners and marketers are finding themselves a bit confused as to why a solid tag management system is so crucial to their marketing efforts. However, leveraging a tag management system such as Google Tag Manager (GTM) can do everything from help you in reducing your marketing costs, to increasing the speed of your website and implementing more efficient digital campaigns. If you’re interested in learning more about marketing tags and the benefits of tag management systems like GTM, then this article is just for you.

    What are marketing tags?

    Let’s start with the basics. After all, there’s no use in delving into the benefits of tag management systems such as Google Tag Manager if the entire concept of tag management in general still remains relatively ambiguous to you.

    So, first thing is first — what are marketing tags?

    Marketing tags, often referred to as pixels  are short little snippets of JavaScript code which can be embedded into your website in order to perform a variety of tasks (i.e. live chat, advertising, analytics).  Perhaps the most notable example of a tag would be the Facebook Pixel which you have to embed into your website in order for Facebook to be able to track certain activities. When it comes to marketing, tags are generally used in order to collect information about website visitors and their behaviors. This valuable information can then be leveraged in order to inform numerous strategic decisions regarding everything from your website;s design to your sales pipeline, product offerings and more.


    Types of marketing tags

    There are basically two main categories of tags: functional tags and technical tags. Functional tags. as their names suggest perform a function of some sort whereas technical tags have, you guessed it, a more technical nature.

    1. Functional Tags

    Functional tags can further more be divided into two primary types:

    • Conversion Tags
      Conversion tags essentially are created for the purpose of tracking the performance of ad campaigns.  These can be set up within a platform so in order to identify certain behaviors or events which occur on your website. Once a specified behavior/event is “triggered” by a user, the tag begins doing its job.
    • Remarketing Tags
      Remarketing tags have the ability to change the content of ads and who they are targeted to. This is achieved based on the analysis of your user behaviors. Remarketing tags can further be divided into two sub-groups:

      • Simple Tags
        Simple tags are ones you create for an action which you are interested in using for the purpose of remarketing.

      • Smart Tags
        Smart tags are general tags which are generated by the tag management system in order to be placed on all of the pages of your website.

    2. Technical Tags

    Much like functional tags, technical tags can also be further divided into two sub-groups:

    • Image Tags
      Image tags are snippets of code which are inserted into your website for the purpose of sharing data with your ad server. These tags are dynamic and can change in structure and in terms of what they are tracking.
    • Script Tags
      Script tags are small, often static pictures which are loaded on your website in order to share data with your ad server

     

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    What is a tag management system (TMS)?

    Tag management systems (TMSs) essentially make the process of creating, managing and implementing tags more straightforward and less “technical”.  Anyone can use a tag management system, however, not just anyone can create, implement and manage tags on their own manually without a relevant educational background or experience. 

    Tag management systems began to grow in popularity in the late 2000s due in part as a natural response to the rapid growth of marketing technology. With a tag management system, management and deployment of marketing tags is much more streamlined and don’t necessarily require the assistance and support of an IT professional. This of course means they can also help companies and marketing departments  save both time and money.

    In fact, according to recent research from Tealium, 73% of businesses surveyed stated that they believed using a tag management system helped them to reduce costs. With a tag management system such as Google Tag Manager, you don’t need to rely on a manual tagging or the ongoing assistance of an IT professional because TMSs are purposely created in order to streamline the processes and make tagging more user-friendly and efficient. 

    Speaking of efficiency, did you know that the same company also found that a whopping 69% of TMS users are able to implement their new tags in less than a day? Just 23% of companies who manually tag with IT assistance are able to achieve this.

    And the efficiency doesn’t just stop there — tag management systems also help increase the efficiency and speed of your website performance. The same company found that 64% of TMS users said their website was noticeably faster with more than 50% of them saying their tag management system made their website “significantly” faster.

     

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    The benefits of using a tag management system

    There are numerous benefits to using a tag management system. We already briefly touched upon the fact that a TMS can help companies reduce costs and improve website speed and performance, but that’s not all. Tag management systems also help create a common language between the marketer and the developer with regards to the data being collected and what it is used for. This in turn helps to establish greater understanding and trust between these two parties.

    Tag management systems also help increase agility and improve technical implementation process. With a tag management system, you can say goodbye to all those pesky pieces of code and hello to a streamlined container snippet which houses and manages all of your tags. They also help  marketers gain access to fresh, real-time data because deployment takes just moments as opposed to days or weeks. 

    Tag management systems also help provide you with peace of mind. Gone are the days when one has to become obsessive about the code being used. Is it correct? Is it error free? Is it optimized? With a tag management system, you can rest assured that the code is written well. In addition, with platforms such as Google Tag Manager, you also gain access to easy-to-use error checking tools.

     

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    Why you need a tag management system

    While tag management systems are extremely beneficial, the truth of the matter is not everyone needs them. Are you actively using numerous digital marketing solutions or complex, enterprise-level analytics solutions? Do you currently have a mobile application or are you thinking about deploying one in the near future? What about your website? Does it need updated? Are you thinking about redesigning it? If you answered no to these questions, then chances are a tag management system might just not be necessary for you at the moment. However, if you answered yes to one or more, then you’ll be glad to know that you can benefit from a solid TMS.

     

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    Google Tag Manager

    Google Tag Manager (GTM) is quite arguably one of, if not the single most popular tag management  system available to the public. GTM is a great choice for those looking to get into tag management because it offers simple, reliable and user-friendly tag management solutions tailored towards non-technical audiences for absolutely free. The interface is very user-friendly and the platform also gives you access to folders, instant search and autocomplete, preview modes, a site tag overview and the ability to publish in just seconds. It furthermore gives you the ability to create numerous triggers as well as control how your tags fire. We’re talking auto-event triggers, click triggers, form submission triggers, custom event triggers, as well as page view and history triggers.

    It also offers a host of features and technologies such as automated tag management, mobile app support, accelerated mobile pages (AMP) support, as well as the ability to sequence, pause and blacklist tags. Users can furthermore take advantage of multi-account support, multi-user support and user-level permissions as well as common and custom tag templates and convenient integrations with other Google solutions (i.e. Google Ads, Campaign Manager)  and third-party tag support.

    All in all, Google Tag Manager is a wonderfully user-friendly tag management system which provides users with access to a robust set of features and tools in order to streamline and optimize tag management and deployment.

     

    Conclusion

    Tag management is a relatively new concept, but is quickly becoming an essential foundation underpinning effective marketing campaigns. Tag management systems such as Google Tag Manager can help companies in numerous ways by increasing their agility, giving them peace of mind and streamlining both the management and deployment of valuable marketing tags. If you’re new to the concept of tag management, then we suggest that you take some time to experiment with a free tag management system such as Google Tag Manager so that you can see first-hand how it can benefit you and your company. We’re certain you won’t be disappointed.

    Have you used Google Tag Management? What was your experience like? Let us know in the comment below! We’d love to hear from you!

     

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    Sources:
    https://digitaldistillery.com/google-tag-manager-guide-2020/

    What are Marketing Tags and How They Affect Digital Marketing

    What is Tag Management?

    6 Compelling New Stats About Tag Management


    https://marketingplatform.google.com/about/tag-manager/

     

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    social media reputation management
    Social Media Reputation Management: How VisioneerIT Can Empower Your Brand

    Pretty much everyone understands the importance of reputation on an individual level. Your reputation is a reflection of your character and thus, a good reputation reflects positively on you as a person, how you are perceived by others and how others interact with you. The same exact principles apply to businesses.

    A solid reputation instills trust in the eyes of consumers and trust is the foundation upon which a customer relationship is built. This is especially the case when it comes to your reputation on social media. Now more than ever consumers are looking towards platforms as such to research the brands they are potentially interested in doing business with. Social media is a tool which can be used to help build buzz about your company but the key is ensuring that you’re building the right kind of buzz.

    Did you know that the average consumer mentions brands 90 times per week? What are they seeing and saying about yours? Do you have a social media reputation management strategy in place? If you do, are you leveraging the right tools to ensure you are successful in your efforts?

    If you’re interested in learning more about how you can manage your social media reputation, then you’ve come to the right place. This article will explain the importance of reputation management for brands on social media as well as introduce you to a new service offered by VisioneerIT which can help in your efforts to manage how your brand is perceived on these platforms.

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    Why is social media reputation management important?

    Believe it or not, your reputation on social media is crucial to your overall brand reputation both on and offline. Why? Because your customers are the key stakeholders when it comes to reputation management. They hold the true power and what they see about your brand ultimately impacts not only how they feel about your brand but what they say about your brand.

    Social media has essentially become its own ecosystem and in order to remain impactful in it, you’ll need to keep your eyes and ears opened to how your brand is being perceived. When it comes down to it – everyone talks. Public perception will be formed about your brand whether you decide to have a hand in it or not. By making the decision to manage your company’s online reputation you are effectively empowering your brand by giving yourself the ability to help mold how it is perceived in the eyes of consumers.

    It’s not just about your page, how professional it looks, how many followers you have and how many likes your most recent post received. It’s about engagement. It’s about being actively involved. It’s about what is being said about your company and the interactions you foster with your audience. It’s about tackling social media reputation management at a granular level.

    This includes everything from monitoring social media for brand mentions to moderating ad campaign comments and coming up with effective and timely responses to your audience when they’re looking for engagement.

    But how does a company juggle all of these responsibilities?

    There are countless tools and platforms on the market which can assist you in managing your social media – everything from post scheduling to automation. However, if you’re looking to truly be effective a managing your reputation online, you’ll have to approach social media management from the perspective of reputation management as well.

    This means taking the steps to set up social listening so that you can effectively monitor brand mentions and feedback in general, as well as activity on all of the ad campaigns that you’re currently running. How your customers respond to your campaigns, what they say about your brand and how they interact with it are of paramount importance. Furthermore, how effectively you respond to negative posts and how timely your responses are in general are crucial to your success.

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    Things to consider when choosing a platform to assist with social media reputation management

    Let’s face it, the task of managing your social media reputation isn’t for the faint at heart. It takes the consistent application of time and energy in order to remain effective and even then, one small misstep and all of your hard work can easily go down the drain.  Something as simple as failing to respond in a timely manner to your audiences can be the difference between success and failure. This is why it’s so important to find a robust service which can provide you with the tools you need to succeed at monitoring your reputation on social media.

    When searching for a platform, the most important consideration perhaps is cost. Second to this are the features that the platform offers. You’ll want to ensure that the company you move forward with provides you with the ability to listen to and monitor social media for brand mentions, including unofficial mentions that do not use the “@” symbol or hashtags. These mentions all too often get ignored with many services, however the truth of the matter is that they too provide a treasure trove of information and insight into the minds of your audience and are just as important as official mentions.

    You’ll furthermore want to find a platform that can assist you with inbox management. Once all of those mentions and campaign comments get corralled and thrown your way, most of the time you’re left on your own to manually sort through each one and respond accordingly. This is perhaps the most time-consuming process when it comes to managing your reputation online. It’s also very tricky in the sense that it is a difficult task to automate because each response requires a personalized touch in order to be effective.

    Finally, you’ll want to identify a service that will be able to additionally help you moderate the feedback that you’re receiving. You’ll want a company that can assist with responding to audience feedback, as well as one that can help you manage inappropriate or harassing feedback effectively. Sometimes, the best answer is a diplomatic response. Other times — it’s a diplomatic delete. Be sure that the platform you choose gives you the ability to effectively handle harassing or inappropriate comments that can distract others from your brand’s value and campaign message.

    Ad Comment Management Services

    Let’s face it, managing and monitoring social media feedback can quickly become overwhelming to say the least. Often times it requires a full-time team working around the clock in order to effectively keep up with the task.

    Fortunately, VisioneerIT can help with this. Our company offers a Social Media Ads Comment Management service that can help you gain control of your social media presence, your brand’s reputation and public perception of your company.

    Our Social Media Ads Comment Management service can help empower you during your campaign efforts by offering various features to help automate and optimize the feedback management process.

    1. Facebook and Instagram Ad Comment Moderation

    Nothing is more important than staying true to your brand’s voice. Perhaps the only thing worse than not responding to your audiences is responding in a generic and robotic manner. At VisioneerIT, we realize this and make it our utmost priority. This is why we work together with you to understand your personal approach and build out various responses that are not only effective at addressing your audience’s questions, but also stay in tune with your company’s values and voice. With our services, we can moderate, comment, and hide or delete posts made by other commenters on all of your ads.

    2. Inbox Management

    If you have prior experience with managing social media ads, then you’re most likely already well aware of the fact that managing comments in your inbox can be an extremely time-consuming endeavor. This is where we can help. We can help moderate the comments being received with approved replies. If there is ever a situation where  a question is posed that requires your input, we will notify you directly and work together with you to further build out your portfolio of responses.

    3. User Bans

    If you’ve ever experienced brand attacks or harassment on social media then you fully understand how detrimental these can potentially be to your brand’s message, reputation or public perception of it. VisioneerIT takes harassment on social media very seriously and this is why we work together with you to manage negative, unpleasant or harassing commentary. In the event a user continues to post commentary as such on any of your ads or social media pages, we have the tools available to ban these individuals so that they are no longer able to distract your audiences from what’s truly important – your message.

    4. Social Listening

    In addition to social media ad comment management, moderation and inbox management, our services also provide you with social listening features so that you can remain proactive and aware of how your brand is being perceived through social media. We collect all public mentions of your brand on both Facebook and Instagram business profiles as well as unofficial mentions on Twitter. Our highly customizable tools also allow for us to set up alerts for certain phrases or keywords which are unique to your brand and mute alerts for those which are irrelevant in order to cut through the clutter. In addition, you’ll gain access to in-depth reports based on the information we have collected.

    Conclusion

    Did you know that according to 2019 research, 58% of executives believe that online reputation management is important and should be addressed, but only 15% actually make the decision to do so? This is quite an interesting statistic given the fact that 41% of companies who have experienced a “negative reputation event” have reported loss of both brand value and revenue. Don’t make the mistake of dragging your feet when it comes to managing your reputation on social media. Stay proactive, stay informed and you’ll find yourself a step ahead of the competition in 2019.

     

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    sequential advertising: leveraging ad sequencing on facebook
    Sequential Advertising: Leveraging Ad Sequencing on Facebook

    Did you know that according to Facebook,  conversion rates for individuals exposed to sequential advertising were 14x – 17x higher than conversion rates for individuals not exposed to sequenced ads? This data was derived from instances where a sequence of two to three ads was used to convey a message to an audience.

    Needless to say, sequencing your ads is a powerful tactic that can help companies increase their impact on their target audiences and boost conversions. If you’re interested in learning more about how you can leverage sequential advertising on Facebook, then look no further than these next few lines.

    This article will explain to you exactly what sequential advertising is, why you should use it and how you can implement it on Facebook to generate greater leads and acquire more customers.

    What is sequential advertising?

    Sequential advertising is a method used where  a set of ads is presented in a pre-defined order or sequence (hence the term “sequential”). For example, if you were selling a product, you could create an initial ad that focuses on telling people about your brand,  then follow up with another ad which addresses a customer pain point. These ads could then be further followed up with third ad which focuses on showing how the audience can benefit from using your product. This granular approach results in greater audience impact and as a result, is an extremely effective strategy for advertising.

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    Benefits of sequential advertising

    There are numerous benefits to be had from using sequential advertising. Perhaps the most notable of these is that it is an effective method for storytelling. A recent study found that ads which focused on telling a brand story in addition to including a CTA were more effective than ads which focused entirely on their CTA. Presenting ads in a story format is not only more interesting, but also creates a more immersive and personalized experience. Other benefits of using sequential advertising include:

    • Versatility. Sequential advertising is a highly versatile strategy which can be implemented on just about every platform and channel (including Facebook).
    • Reduces ad fatigue. Presenting the same old ad over and over again can quickly create ad fatigue in your audiences. It is also a less effective strategy because it doesn’t give you the ability to diversify your content so that you are able to target various segments of your audience.
    • Focused targeting. With sequential advertising, you’re able to effectively target your content to individuals who match different buyer personas or those who are located in specific stages of the buyer’s journey.
    • Maximizes ROAS. With increased focus and targeting, you’re able to make a greater impact on your audience and thus maximize your return on ad spend.
    • Increased viewer rates. Since sequential advertising entails creating different types of ads to show sequentially, ad fatigue is decreased. Your content becomes more interesting and relevant to your audience which in turn correlates to increased viewer rates.
    • Higher  conversions. Using sequential advertising is statistically proven to give you 14x-17x higher conversions when you use two or more ads. This is due to the fact that you have greater control over who sees which creatives. This targeted focus increases engagement and thus also leads to a boost in conversions and the collection of quality leads which can be nurtured into paying customers.

    Using sequential advertising on Facebook

    Users can take advantage of sequential advertising on Facebook through their reach and frequency buying feature, which is currently being offered to a number of qualified accounts and is slowly getting rolled out to the general public. As of now, it currently allows users to create up to 50 different ads which can be displayed in various orders to audiences.

    So, what exactly is reach and frequency?

    Reach and frequency is a buying type that allows users to select a fixed CPM. This effectively enables you to figure out exactly what you’ll be spending in order to reach your audience prior to creating your campaign. When you set up a reach and frequency campaign in Facebook, you are able to reach your audience in a predictable manner. It allows you to select specific days and times of the day that your audience can see your ads, as well as the order in which your ads are seen and the number of times your audience is exposed to them. As you can imagine, this is an awesome tool for people who have a preference for planning ahead.

    When you use the sequencing tool, Facebook is able to determine which ad your audience has seen and then moves forward with serving them up the next creative in line. At this point, users are unable to control whether or not an individual has to engage with their content in order to see the next ad, but we’re happy to know that this is something that is at the forefront of Facebook’s mind.  Perhaps in the future this may be an additional feature.

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    Steps to setting up a reach and frequency campaign

    If you’re interested in sequencing your reach and frequency ads, you can simply head towards your Ads Manager in order to begin the process of creating your campaign.

    At the Campaign level, you’ll then want to reserve your reach and frequency campaign. To do this, you simply select Reach and Frequency as your buying type. Keep in mind again that this feature is currently only available to qualified accounts and so if you don’t happen to see the Reach and Frequency option, then chances are it’s because you don’t currently have access to the feature at this point in time.

    Once you’ve selected reach and frequency, you’ll need to determine your objective. Are you looking to spread awareness about your brand, increase traffic, conversions or video views? This is the time to determine this.

    After this is completed, you’ll need to set your lifetime budget. Your lifetime budget is the maximum amount that you want to pay for your ads over the entire course of your campaign. As you adjust this budget, Facebook’s predicted results will auto-populate in order to reflect the amounts entered.

    Now, you will move on to selecting the maximum amount you’d like to spend over the course of your campaign in the Budget field at the Ad Set level. This feature also gives you the ability to adjust your budget manually on the graph provided on the right according to the number of people you are interested in reaching.

    From here you will select the Facebook Page and Instagram account you would like the ads to run for.

    Once this is completed, you can then move on to setting your ad schedule. In order to enable sequencing, you will first have to book and purchase your reach and frequency campaign.

    The next step is where you define your audience.

    Once you’ve finished choosing your audience parameters you will then need to move on to choose your placements. Your placements are the places where people are going to be exposed to your ads. Many times people just select Automatic Placements. This gives Facebook the authority yto run your ads where they believe they will achieve the greatest impact for the best value. However, you can also choose to Edit Placements and check/uncheck boxes based on your preferences. Keep in mind however that by choosing fewer placements can be a more costly method.

    After you choose your placements you will need to select your optimization and delivery settings. This is where you set your reach and frequency balance. This balance influences how frequently your audience will be exposed to your ads during your campaign. As you can imagine, choosing the right frequency is going to be a large factor determining your success.  The platform recommends choosing Balanced frequency. According to the platform, this option defaults to the “optimal balance between reach and frequency for your campaign”.

    From here you can click Continue to move on to the process of designing and crafting your creative. Once you are finished, you simply click Review to look over your selections and Confirm to reserve (purchase and book) your campaign.

    Tips for using sequential advertising

    If you’re looking to truly be effective with your sequential advertising efforts, then you should know that patience and experimentation are going to be the key determinants of success.

    Visualize

    So, take the time to make sure you get it right. Print and lay out your creatives so that you’re able to see them, feel them and experience them yourself. Do they tell a story about your brand? Is it unique and/or engaging enough to draw your audience in? Does it feel personalized on an individual level as well as on a holistic level and not too sales-y? Would these creatives convert you if you were your audience? These are all questions to consider when finalizing your decision.

    Experiment with different formats

    It’s also important to experiment with different ad formats. Static images are extremely popular and straight to the point, however their conversion rates tend to be lower when compared with other formats.

    For example, carousel ads are extremely effective and efficient ways to drive clicks. According to Convince and Convert,  they can drive conversions for 30%-50% less than single-image ads.

    Video on the other hand is extremely effective for generating engagements as well and has quickly become an industry favorite. It’s easy to understand why — according to Hubspot, 72% of individuals would rather watch a video to learn about a brand’s product or services. Furthermore, marketers who use video grow their revenue 49% faster than those who don’t.

    Experiment with pacing

    However, experimentation with different formats isn’t enough. You should also consider experimenting with the pacing of your creatives. If your ads are paced too quickly, you’ll make your audience feel rushed. This is especially the case when ti comes to making significant purchasing decisions. On the other hand, if you happen to sell products and/or services with low price points that don’t require much consideration, moving too slow can be detrimental to your efforts.

     

    Conclusion

    Sequential advertising is a highly effective strategy that is becoming increasingly popular to use due to the numerous benefits that it offers. With sequential advertising, you’re able to tell a story and create immersive experience with your audience as you gracefully guide them through the buyer’s journey.

    Sequential advertising is not only a highly versatile and targeted approach to take to advertising, it also can help companies prevent ad fatigue, increase their viewer rates, maximize their return on ad spend and boost conversions.

    If you’re interested in learning more about how you can leverage sequential advertising for your company, VisioneerIT can help. Our diverse set of services can assist your company with everything from display advertising to content marketing and social media management. Contact us today to learn more about how we can help you get started off on the right foot.

    Have you implemented sequential advertising in any of your latest campaigns? Have you been thinking about it? Let us know your experience in the comments below! We’d love to hear from you!

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    9 Ways to Generate More Leads on Facebook Messenger

    Did you know that Facebook is officially the most downloaded app of all time? Now, this may not come as such a huge surprise given the platform’s insane popularity, but do you know which app came in at the number two spot?

    Facebook Messenger.

    That’s right — and it’s popularity is steadily increasing every single day.

    With statistics such as these it’s easy to see why Facebook’s Messenger app is quickly becoming an extremely popular and powerful tool for businesses of all backgrounds and sizes. This is due in part to the fact that the company has rolled out various features making it a legitimate and highly effective platform to use for marketing purposes. This in combination with Facebook’s massive reach makes it an ideal channel to leverage in order to generate high quality business leads.

    So, let’s say that you’re a business interested in leveraging Facecbook Messenger, but you’re not exactly sure where to start. Well, if this is the case, then you’re in luck. This article will detail nine ways you can use Facebook’s Messenger to generate high quality leads to increase conversions and boost business growth.

     

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    Create a chatbot

    A main reason why Facebook Messenger has become such a popular platform to leverage for marketing purposes is due to the fact that you can create custom chatbots to integrate into it. In fact, many of the tactics listed in this article are used in conjunction with a chatbot. As a result, it is highly recommended that you consider moving forward with a  custom chatbot development solution if your looking to ensure your efforts are most effective.

    With these nifty little guys you can automate and personalize conversations with customers and nurture them into leads through communicating important information about your business, products and special offers 24 hours a day, seven days a week.

    Chatbots are not only highly programmable, they can have intelligent conversations with the help of natural language machine learning and are capable of handling and processing thousands of conversations simultaneously. Talk about productivity.

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    Use Messenger to qualify leads

    Did you know that you can program your chatbot to ask your customers qualifying questions and gather important information to store for marketing purposes? That’s not all, you can also use it to segment audiences based on their response to various questions created for the purpose of doing just that. Using Facebook Messenger in conjunction with an automated chatbot gives you the ability to qualify potential leads all while adding the personal touch of a conversation.

     

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    Use messenger campaigns to target people who have visited your website

    You can create messenger campaigns through your Ads Manager for the purpose of targeting hot audiences with the use of Facebook’s website custom audiences feature.  As long as you have Facebook’s pixel installed on your website, Facebook can effectively track the individuals that visit it and market to them. The platform automatically defaults the setting to target individuals who have visited your website in the last 30 days, however you can customize this number to your liking as well as target individuals who have visited specific pages such as a product page, landing page, contact page or blog.

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    Use messenger campaigns to target warm audiences via video custom audiences

    Facebook also gives you the ability to target warm audiences via the video custom audiences option. All you have to do is head to your Ads Manager, click on Menu in the top left corner, select All Tools, Audiences and then click on Create Audience. From there, choose Custom Audience and click on the option that says Engagement on Facebook in the pop-up box that follows and then select Video. From here you will be able to target audiences based on the percentage of your video that they’ve viewed.

     

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    Use messenger campaigns to target warm audiences via page engagement custom audiences

    You can also create Facebook Messenger campaigns which target individuals who have engaged with your Facebook page. This is a great option compared to traditional targeting options presented on the platform. This is because targeting audiences based on generic demographic data such as age, location and income simply isn’t as effective. However, audiences who have visited and furthermore engaged with your page are officially considered warm leads.

    To do this, you simply go to your Facecbook Ads Manager and create custom audiences in a similar manner to the way you would if you were creating custom video audiences. From your Ads Manager, you go to Menu, click on All Tools, select Audiences, then Create Audience. Select Custom Audience and then click on the Engagement on Facebook option, then Page. For the “Include” option, select Everyone who engaged with your Page, or, customize it accordingly to your liking.

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    Use your Messenger bot for website chat

    Did you know that by adding a chatbot to your website you can effectively increase conversions by as much as 45%? Use your Facebook Messenger chatbot to handle and automate tasks such as answering popular FAQs. You can also use it to promote special offers, products, discounts and services that your business offers. Furthermore, you can additionally program it to alert a human to take over the chat when necessary. What’s even better is that it’s mobile friendly and you can additionally save new contacts into your system as leads. Tools such as MobileMonkey make implementing it onto your website easy as pie.

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    Create a messenger landing page

    Did you know that you can use tools such as MobileMonkey  to create customized messenger landing pages as well? The first step to carrying this out is obviously ensuring that you have an effective landing page set up in order to implement your Facebook Messenger button. From there, all you need is a quality lead magnet such as a special offer, discount or download in order to entice your audiences to learn more about your business through the Facebook Messenger platform.

    Once the button is clicked, you can send your audiences to certain conversations that you’ve programmed into your chatbot and gather further information such as their name, location and contact data. From there you are able to send your contacts follow up  messages, get to know them, qualify them as leads and guide them effectively through your sales funnel.

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    Use a Messenger checkbox to convert more people with your website forms.

    With tools such as MobileMonkey you can also implement Facebook Messenger on your website forms. This is particularly useful if you’re having an issue with conversions. With the MobileMonkey platform,  all of the forms have a Facebook Messenger checkbox plugin that can be used for chat opt-in which can effectively be used to nurture your audience into leads and increase conversions.

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    Create Facebook QR codes

    Did you know that recent research projected that a whopping 11 million households in the United States alone will scan QR (quick response) codes in 2020? Believe it or not, this number is steadily continuing to grow year after year and has increased from 9.76 million in 2018. QR codes present an interesting and unique opportunity for businesses looking to stand out in the crowd.

    Facebook QR codes allow your audiences to scan a code with their phone which can then direct them to your website content. You can also implement this technology with the help of chatbots. QR codes are great because they can be used both online and offline to convert audiences into leads and generate interest in your business.

    With tools such as MobileMonkey, creating a custom QR code can be done in a matter of minutes. All you have to do is head to your Lead Magnets section and click on Scan Codes in order to create a new one. From there, you can select which chatbot dialogue you want the code to link individuals to, save it and then proceed to distribute it on various channels such as Facebook Messenger.

    Conclusion

    Recent data shows that over 1.3 billion individuals actively use Facebook Messenger on a monthly basis. This translates to roughly 11% of the global population. It comes as no surprise that messenger bots can easily present the biggest opportunity for both marketers and businesses alike. However, what does come as a surprise is the fact that so little businesses are actively leveraging this platform in order to market to their online audiences. In fact, recent research found that just 1% of businesses are actively engaging their customers through chatbot messaging.

    The good news about this statistic is that you as a business officially have an opportunity to stand out in the crowd. So, what are you waiting for? Get started on using Facebook Messenger to generate higher quality leads and greater returns in 2019.

     

    Are you interested in learning how you can develop a customized chatbot perfectly tailored to your business in order to implement on Facebook Messenger? VisioneerIT offers chatbot development for businesses of all backgrounds and sizes. Contact us today to learn more about our custom chatbot development services!

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    facebook ad campaign
    Building a Successful Facebook Ad Campaign with Just $5 Per Day

    If you haven’t started implementing ad campaigns on Facebook then you’re missing out on a valuable opportunity to generate leads and increase traffic to your website. Whether you’re completely new to the realm of social media advertising or you’ve created ads in the past, this article can help show you how to get your campaigns on track and take back control of your marketing efforts.

    Many people hold the misconception that you need a ton of money to advertise on social media. The truth of the matter is that anyone can build a successful Facebook ad campaign with just $5 per day. If you run the ad continuously throughout the month, you’re looking at an advertising budget of between $150 and $155 per month.

    Now, that may not seem  like a lot to you and the truth of the matter it isn’t – but that doesn’t mean that it’s too small to achieve results. The good news is that it’s smart to start out slow.  Jumping into the world of Facebook advertising and chucking hundreds of dollars at your first ad without knowing what you’re doing is pretty much the equivalent of setting your money on fire.

    The key is to start out slow with a small budget and then gradually build your campaign up once you’ve experimented with different ad sets, parameters, audiences and extrapolated solid insights from your data.  This not only minimizes your risk but increases your potential to find new or ideal demographics to market to.

    This article is going to show you how you can increase your website traffic and boost your conversions by spending just $5 per day on Facebook Ads.

     

    Before you get started

    Setup

    The first thing you want to do is to make sure that you have installed the Facebook pixel on all of the pages of your website. A Facebook pixel is a snippet of code that you can put into your website that allows Facebook to monitor activities on your pages. You also want to set up custom conversions so that Facebook understands which actions taken on your page constitute a conversion for your company. For instance, a conversion could be anything from signing up for an email list to adding a product to a cart or purchasing an item. You can set up your Facebook pixel and custom conversions through your Ads Manager.

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    Benchmarks

    Before you get started it’s essential that you understand how Facebook ads generally perform so that you have a benchmark in order to measure your results against. The average conversion rate for Facebook ads across all industries is .90%. This is the minimum percentage you are shooting for. If you over-perform, great. If you under-perform, then it’s time to start making some changes.

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    It’s also important to get a feel for the average cost per click (CPC) per industry. If your company’s industry isn’t included on this list then you should know that the average cost per click across all industries is $1.72. You may find that in your case this number is substantially lower, or you may find that it is a bit higher. The only way to find out is to roll up your sleeves and get started.

    create facebook ad

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    Creating Your Ad

    The Basics

    When you click on the “Create Ad” button in your Facebook Ad Manager, a box will pop essentially asking you what your goal is for your promotion. For all intents and purposes, we will focus today on the “Get More Website Visitors” feature as it is best optimized for directing traffic to your website.

    facebook ad options

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    When you click on the “Get More Website Visitors” button, another window will pop up giving you various options to create your ad.

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    This pop-up gives you a box to type in your website’s URL and also provides the option to choose the format of your ad. There are currently four formats offered:

    1) Single image

    2) Carousel (scrolling images)

    3) Slideshow ( a feature which creates a short slideshow out of a handful of images)

    4) Video

    Generally speaking, video is statistically proven to have the highest conversion rates, but that doesn’t necessarily negate the other options. While I know many people who use videos in their ads, I also know a number of people who have used single image ads and found success with them as well.

    Once you choose the format of your ad, you can proceed with uploading the relevant images/video content via the “Browse Library” button (to upload content from your computer) or “Free Stock Images” button (to select a stock image from Facebook’s selection).

    It’s also worth noting that you have the option to preview your ad as it would appear in your Facebook’s newsfeed via your desktop, via your mobile device as well as how it would appear as a Messenger ad or an Instagram ad.

    After you finish uploading and previewing your content you can scroll down to create the Headline and Text elements. Your headline can have a maximum of 25 characters and your text can include up to 90 characters. Make sure your content is engaging and action-oriented in order to achieve the best results.

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    Audience Targeting

    After this section you will scroll down to the section where you can define your audience parameters. Facebook gives you the following options:

    1) People you choose through targeting

    2) People who like your page

    3) People who like your page and their friends

    4) Custom audiences

    For option #1, you have the opportunity to custom build your audience based on numerous factors such as gender, age, location, interests, behaviors and demographics. Option #2 targets individuals who have liked your page and option #3 targets both them and their friends on Facebook. Option #4 gives you the ability to create a custom audience that you can save and use for future ads.

     

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    Automatic Placements

    Automatic placements essentially gives Facebook permission to spread your ad across multiple placements based on their likelihood to perform.

     

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    Duration and Budget

    The next section you will scroll down to covers your budget and the duration of the ad. Facebook gives you two options when it comes to duration:

    1) Run this ad continuously

    2) Choose when this ad will end

    The option you choose depends on your specific preference. If you choose to run the ad continuously, Facebook will simply continue to run the ad at the specified daily budget until you decide to manually stop it.

    If you decide to choose when the ad will end, you have the option to run the ad for 3 days, 7 days, 14 days or choose a specific date that works best for you.

    Now, we move on to the budget section.

    Facebook gives you the ability to type in a numerical value for your budget and also auto populates the amount of clicks you are estimated to get based on the budget input.

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    As you can see based on the image above, a daily budget of $5 will return between 14 and 40 website clicks per day. You’ll need to have a lead magnet such as an email subscription pop-up in place in order to ensure you make the most of the traffic that is being directed to your site. It’s also worth double checking that your landing page is up-to-par and set up to convert.

    So, let’s say that you type in a daily budget of $5 and you decide to run your ad for 30 days so that in total, your ad budget for the month would be $150.  This means that you can reasonably expect to receive between 420-1,200 website link clicks for the month.

    Keep in mind that your conversions are highly dependent on the quality of traffic that is being driven to your page and as a result, knowing your audience and targeting your advertisements to the right demographic are going to be absolutely indispensable factors to your success. So, the hard truth of the matter is that if you aren’t converting, either your proposition isn’t good enough, or you just don’t know your audience well enough.

    It’s also worth noting that experimenting with ads is also crucial to success. If your first ad doesn’t perform well, don’t get too discouraged (especially if you’re new at this). It takes a while to figure out which content performs best with your audiences.

    For example, maybe you find that certain images perform better than others or that video ads drive more traffic than static image ads. There are numerous factors that contribute to the success of your ads and something as simple as the CTA you include can make all of the difference.

    This is why it’s important to start out slow and think long-term. Patience is key – especially when you’re limited by your budget. Start by running your ads for a short period of time such as a day, two days or a week and then compare performance based on the different types of ads you’ve chosen.

    Remember that a large sample is going to be key to extracting accurate insights on information. It’s going to be difficult to get solid insights from an ad campaign that only received 100 impressions. However, an ad campaign that receives 1,000 impressions is one that you can use to effectively extrapolate insight from.

    Also keep in mind that time of day and day of week can influence your results. Try to keep your experimenting as controlled as possible in order to receive the most accurate insights from your data. If you find something works, keep doing it and if something isn’t working well, mix it up. Constant experimentation will put you on the road to success. It just takes time.


    Conclusion

    Facebook ads are an extremely effective way to boost traffic to your website and increase conversions. Many people hold on to the misconception that you need to have a large budget for advertising on social media, but the truth of the matter is that anyone can build a successful Facebook ad campaign from the ground up with just $5 per day. So, what are you waiting for? Get out there, start experimenting and get on the road to your best year yet!

     

     

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    Sources:

    https://www.facebook.com/business/help/434245993430255

    https://www.wordstream.com/blog/ws/2017/02/28/facebook-advertising-benchmarks

    https://thenextweb.com/socialmedia/2015/05/31/what-5-per-day-will-buy-you-on-facebook-ads/

    https://www.godelta.com/blog/how-to-run-facebook-advertising-on-a-small-budget

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    The Importance of Storytelling in Social Media

    Being an effective storyteller in the business industry is a vital trait, whether you’re coming in from a marketer or business owner perspective.  Why? Storytelling is an age-old art form; one of the earliest methods of communication known to mankind.

    As a result, we as humans have developed a “soft spot” of sorts when it comes to storytelling, which is why it’s such an effective tool for marketing purposes.

    For those of you mostly unfamiliar with Gary Vaynerchuk, he’s an entrepreneur whose business success has thrust him into the spotlight as not just a businessman, but an author, public speaker and internet personality.

    Vaynerchuk founded Vayner Media Group, a social media focused digital agency after used his knowledge as a wine critic to grow his family’s wine business form $3 million to $60 million.

    On his popular vlog, Vaynerchuck discussed the importance of “reverse engineering” your life in order to obtain success:

    “We all need to reverse engineer what’s actually happening in our world to win. My whole career has been predicated on…understanding what I think is going to happen in the next 24-36 months and then figuring out how to work backwards from there to map out the path to capitalize on it.”

    Vaynerchuck credits storytelling as the key tool for marketing success in the social media driven business scape, and in all of his public speeches, vlogs and marketing endeavors, his penchant for this talent is more than palpable.

    However, storytelling isn’t a one-size-fits-all kind of approach. As Vaynerchuk points out, you can’t be a business storytelling in 2018 like it’s 2007 and you can’t garishly repurpose content for every platform of your choosing under the misconception that you’re being effective.

    Context and content are key to effective storytelling – and fully understanding this ideal is what separates the players from the winners.

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    1.The Significance of Storytelling

    The art of storytelling dates back to the beginning of communications. From cavernous drawings of wars and kings to medieval minstrels, to your most cherished childhood bedtime memories – storytelling is embedded in our culture; engraved in our hearts.

    As a result, there are numerous psychological implications to using storytelling as a marketing tactic. Kinesis Inc. has an awesome article on the science behind storytelling. Now, I’m a bit of a numbers and science nerd and I can easily get pretty obsessive with scientific and psychological theories.

    The article explains four storytelling “superpowers” that are as follows:

    • Emotion – Did you know your brain reacts completely differently to facts than stories? Almost twice as many neural centers are activated when your brain receives information in the form of a story versus data.
    • Action – The aforementioned emotions that are evoked have a substantial impact on our behaviors. Neuroeconomist Paul Zak’s series of experiments connected storytelling to generosity by finding oxytocin levels directly impact an individual’s desire to give.
    • Value – Stories literally have the ability to change our perceived values, according to a literary and anthropological study by the name of the Significant Objects Project.
    • Memory – Storytelling has such a palpable connection with memory that there is literally a method of memorization known as “The Story Method”, which is used “in everything from Alzheimer patients to college students studying for tests”.

    Needless to say, storytelling has a pretty big impact on us historically, culturally and psychologically. We’ve been telling stories since the dawn of time – it’s just the methods and tools that have constantly evolved.

    In this ADHD generation, everyone’s short on time and marketers and business owners alike have to learn to tell stories in “micro moments”.

    Vaynerchuk perfunctorily points out that, “Whether you like it or not, we live in a world where there’s obnoxious amounts of information getting thrown at us and unlimited amounts of outlets to consume that information which is entirely accessible on our own time. We live in a completely on-demand culture and as consumers and marketers, we need to recognize that.”

    Entrepreneurs have to learn to wear many hats and juggle competing priorities masterfully. This is especially true for small businesses, who have the added pressure of not just figuring out how to become their own marketing agency, but also how to apply these traditional concepts effectively in the digital landscape.

    In the world of digital marketing you’re trading in the stock of attention and your one, single goal is to evoke an emotion.

    “90% of digital execution is garbage” says Vaynerchuk. Don’t be that company.

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    2. 5 Fundamentals of Effective Social Media Storytelling

    There are three main channels that every marketer is familiar with when it comes to promoting businesses. They are:

    1. Traditional (TV, radio, newspaper)
    2. Digital (banner ads, email, search engine)
    3. Social (Facebook, Instagram, Twitter, YouTube etc.)

    Traditional channels such as the newspaper, radio and television have been around forever as the set “tried and true” methods.

    However, with the inception of the internet came the once almighty king that was digital marketing, but with consumers spending roughly 10% of their day on smartphones, even digital marketers are realizing their 1% budget allotments for social media need some serious reconsidering.

    As a result, this trend towards social media marketing has effectively rendered traditional digital marketing techniques far less effective than they once were prior to social media’s glory days.

    In short – social media is (pardon my grammatical faux pas) — where the party’s at.

    So how can you harness the power of storytelling to drive engagement and conversions on your social media? We’ve got five killer suggestions for that:

    1. Understand context. We live in an on-demand, “breaking news” society where everything is done on our time. Information is consumed in hyperspeed and average attention spans are dwindling to 8 seconds according to pretty much everyone and officially less than that of a goldfish. Video reigns king but images are still much more effective than any form of text.
    2. Understand the strategies that work

    Remember the days when Google didn’t admit that Adwords click-through rate was down 15% in the last year? I mean seriously, the numbers are literally depressing.

    Vaynerchuk originally built his business with email marketing by developing and cultivating a 400,000 person email list. However, the entrepreneur and marketing guru woefully admits that “marketers ruin everything” and when it comes to email marketing, the mantra is no different.

    If you’re anything like the rest of us – your email inbox is chock full of so much marketing mail that you literally don’t have time or mental capacity to get it under control.

    Vaynerchuk offered hilarious allegorical insight during a 99U talk  about how he views social media content as a proverbial “gateway drug” of sorts.  “You give somebody a little nickle bag and then later you can sell them a ton of coke”, he joked to the laughing audience.

    Vaynerchuk argues that it’s all about developing that original, authentic connection with a compelling story on social media in order to cultivate and engage your audience and then build upon your influence.

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    3. Respect the nuances of the platforms

    Every social media platform has it’s own specific formats and types of content that are most widely used and make no mistake, they are not interchangeable. Content must fit the nuances of the platform it is being used on and a post on Pinterest is going to perform completely differently on Facebook or Instagram.

    On Tumblr, animated gifs are the content of preference where Instagram loves Instagram stories and images as a platform catered to creatives and women with a penchant the visual aesthetic.

    One way you can mitigate this discrepancy and stand out in a crowd no matter the platform? “Quality storytelling always wins — always” because the supply and demand of attention is just out of control. “Attention is the only asset that we need to be paying attention to”.

    4. Act Human and bring value

    Resist the urge to simply use social networks as merely just a form of distribution in your marketing pipeline and use storytelling to foster organic connections with your audience.

    “Document. Don’t create.”

    Vaynerchuk insists that by adopting this philosophy, entrepreneurs and business owners are able to overcome the fears of putting themselves out there in the open. He suggests you describe your journey, your vision, your thoughts, ideas, wins, losses, anxieties and ambitions and really strive for an emotional connection with your audience.

    Resist the urge to be a brand. Be human.

    5. Experiment

    We added this last fundamental because just like Vaynerchuk, we feel that experimentation is a vital component for success with your social media marketing endeavors. Experiment with stories, angles, perspectives, thoughts, topics and figure out which formula works best with effectively striking a chord with your audience. After all, it’s all about them in the end.

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    Conclusion

    So, there’s pretty much no denying that today’s world runs on a delicately balanced blend of social media and Starbucks coffee. If you’re going to be a successful business in this rapidly evolving, technologically advanced society, then you’re going to have to get hip with social media marketing.

    But it’s not just about the numbers, the ROI, the attention the followers and how it all impacts your bottom line.

    Unless you’re a digital marketer…or a business owner… then that’s literally all it’s about.

    But your audience isn’t you and they can smell a social media marketing pipeline a mile away. So the ONLY way you can guarantee success is by literally throwing the traditional notions of marketing out of the window.

    Seriously…find your nearest window and just chuck it.

    It’s about the organic connections. It’s about socially conscious brands. It’s about charity, empowering and uplifting the community with “quick brew” conversations in an ADHD nation.

    Crafting an engaging story is an art form and those that do it best are the ones that win. So remember  these five fundamental concepts to effective storytelling in social media:

    1. Understand context
    2. Understand the strategies that work
    3. Respect the nuances of the platforms
    4. Act human and bring value
    5. Experiment

    Stop wasting your time and money on posts and Facebook ad campaigns that don’t convert. Connect first. Then the influence, leads and conversions will come.

    What are your thoughts and opinions on this piece? Do you agree or disagree? We’d love to hear what you have to say!

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    Social Media
    Marketing to millennials

    Brands all across North America are obsessed with marketing to millennials and for good reason. The number of people born between 1980 and 2000 are beginning to slowly outnumber every other generation, which is why businesses are paying serious attention to the new age contemporary generation of consumers. Millenials were brought up around technology; therefore, they are extremely tech savvy and aware of what to look for when it comes to goods and services.  This awareness of technology has changed consumer behavior greatly and marketing and advertising efforts must accommodate these changes.

    What makes millennial consumers different?

    They talk

    After millennials make a purchase, the likelihood is high that they are going to discuss the purchase online. If your business provides a bad or good experience, people will hear about it online. Peer reviews have become instrumental in affecting consumer behavior because marketing campaigns are often over inflated with untruthful images, and millennials have caught onto that making it easier for your business to be exposed negatively.

    They trust their peers

    A lot of millennial consumers see beyond a marketing budget. Millenial consumers often turn to their peers to find out what they are saying about purchasing decisions and to find out if products are authentic. Millennial consumers are not afraid to share their purchasing experiences online and many of them refer to a company website or blog before making any decisions.

    Millennials are engaging

    Millennials love to talk about their experiences in their posts, which is extremely engaging. Regardless of what is said about your brand, positive or negative, it is essential to respond and offer an apology whenever needed. If a customer has a positive experience, you should thank them and welcome them again. Online engagement should be authentic and truthful, otherwise, it can backfire.

    Millennials do not need fancy ad campaigns

    Millennials are not fascinated by advertisement; in fact, millennial consumers do everything they can to avoid them. Millenials are less likely to be wowed by a well-done advertisement and prefer maximum entertainment instead of maximum advertisement. As such, it is important to create engaging and entertaining posts that can encourage brand visibility.

    Millennials are clearly taking over the world. They have immense buying power, as more and more enter the professional realm. In the next few years, general consumer behavior as most people understand it is bound to change greatly. Businesses must begin to make changes and adapt to the new age reality, which is characterized by marketing to millennials.

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