Category: Marketing Automation

Image by Gerd Altmann from Pixabay Email marketing is a great way to nurture your prospects and keep them engaged with your products or services. However, if your email copy is uninspiring, you run the risk of making your audience apathetic to your drip marketing efforts and either ignore your outreach or unsubscribe to your campaigns. Now, coming…
The post How to Use AI Copywriting Tools to Level Up Your Email Marketing appeared first on Benchmark Email.

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Instagram is a top-rated app, with more than 1 billion global monthly active users.
Given the size of its user base, businesses have valuable opportunities on the platform to generate an audience, build a community, and drive sales.
To help learn more about how to grow your business on the app and create an engaged community, the HubSpot Blog surveyed more than 1,000 marketing professionals that use the platform. Here are some of our key findings.

How Marketers Grew Their Following in 2021
In 2021, marketers reported that the key to growing an account to the first 1,000 followers on Instagram was by creating shareable content with high-quality captions. Growing their following past 1,000 followers involved posting engaging Stories, engaging with users, and partnering with influencers, all of which we’ll discuss in more detail below.

If you’re having trouble growing your following, or are losing followers, marketers report that this typically occurs for a few key reasons: not posting often enough, being too sales-y, and Instagram removing bot followers.
How Marketers Grew Engagement in 2021
In 2021, marketers increased engagement on Instagram through audience interaction, and creating content that encourages engagement. For example,

Creating content that is shareable, inspiring audiences to share it on their own profiles via Stories or reposting on their feed,
Monitoring your comments and mentions to find user-generated content that you can share on your profile,
Responding to comments and DMs from audience members when it makes sense to do so.

How Marketers Grew Instagram ROI in 2021
49% of marketers reported that, out of all the platforms they leverage, Instagram has the highest ROI. Here are the strategies that they used to grow ROI:

Leveraging Instagram shopping tools.

This was the most popular strategy, as 79% of Instagram marketers have used shopping tools in their roles, and 33% plan to use them for the first time in 2022.

Creating content centered around a brand’s product and services.

This informs audiences of your offerings on a platform that they’re already familiar with, and has the second highest ROI of any content type.

Creating interactive Instagram Stories.

The tool is leveraged by 45% of IG marketers, and 92% plan to increase or maintain their investment in 2022. Stories are also the number two format for gaining followers and getting your content shared on Instagram.
Instagram Growth Tips for 2022
Now that you know some of the key ways marketers found success on Instagram in 2021, let’s look forward to how you can create an organic Instagram growth strategy for your business in 2022.
1. Leverage different content formats.
Video and carousel posts are the most engaged with type of content on Instagram, especially when compared to single images. For reference, carousel posts contain multiple different media forms (image or video) in one, allowing you to create high-impact posts.
Both forms of content keep users engaged for longer, whether they’re scrolling through your 5 picture photo set, or watching a video. The longer a user stays interacting with your content, the longer they’re engaged.
While video and carousel posts are the most popular, you can also experiment with different content formats (like Reels and Stories) and see what resonates most with your audience.
2. Post at the right times.
When you post on Instagram, it’s important to post a time that allows you to meet your audiences when they’re online and more likely to engage with your posts.
The best way to decide what time to post on Instagram is to monitor your analytics, as mentioned above. However, the universal benchmark for ideal timing is posting between 6PM and 9PM, and the best days are Saturday, Friday, and Sunday, respectively.
3. Post consistently.
Growing your profile is tied to how much you post, so aim to post consistently. The more content you share, the more opportunities you have for engagement and growing your profile. As such, create a consistent posting schedule that helps you stay top of mind for your audiences.
Many marketers report that four to six posts per week is the sweet spot. Be mindful, though, that there is such a thing as posting too much on Instagram. Don’t oversaturate your audiences, but instead be strategic.
4. Partner with influencers that are relevant to your business.
While it seems like a best practice to partner with influencers with tons of followers, HubSpot’s Instagram Engagement Report says your efforts are more worthwhile if you partner with influencers that are more connected to their audience and community over follower count.
When you do this, you’re working with someone that has built trust with their audience, regardless of its size. And, when an influencer’s audience trusts them wholeheartedly, they’re more likely to trust their opinion on products or services and be curious and eager to learn more about what your brand offers.
Micro-influencers with 10k to 50k followers and nano-influencers with under 10k followers are considered to be the next wave of influencer marketing.
5. Monitor your engagement.
You may be saying “Yeah, I knew that” but monitoring your Instagram engagement is important, so it’s an important callout. In fact, it is the most impactful way to grow your engagement, as you’ll learn exactly what works and what doesn’t.
For example, your profile insights may say that users engage more with your videos. If you spend most of your time creating Stories, you’re actively ignoring what your audiences value most. Instead, you’d want to leverage the information from your insights and focus on sharing high-quality video content.
Consistently monitor your engagement analytics to make informed decisions that will help you grow better.
5. Write strong, compelling captions.
Always include captions on your posts — doing so can increase your engagement by almost 2%. Quick and short captions (1-20 characters) perform well, and so do longer ones (over 2000 characters).
Regardless of their length, you should always aim to create high-quality captions that are informative, engaging, and related to the content you share.
7. Use hashtags.
Using hashtags on Instagram helps you get your content seen by people who don’t follow you but surf the hashtags you use on their Explore page.
If you choose hashtags relevant to your business and use them in your captions, people can find your posts, discover your profile and follow you and help you grow your account. Case in point, 81% of marketers say that using hashtags has been somewhat or very effective for their Instagram strategy.
Over To You
Growing a following on any platform can be challenging, especially if you’re starting from scratch. Leverage the tips on this list from other marketers who have gone through it and reaped the benefits to begin creating your own Instagram growth strategy that helps you build an engaged community.

 

 

The last touch ROAS is still dominating the attention of marketers, as a crude, but simple measurement tool.  In the new privacy-dominated eCommerce landscape, this will have to change. Metrics supporting ROAS will suffer from a lack of tracking data and very limited ways of device identification. Lack of third-party cookies will only make matters worse. of What will replace it?

The new, privacy-first oriented digital reality is starting to worry eCommerce marketers. 68% of them surveyed by CommerceNext are quite concerned about the lower efficiency in paid advertising. 58% are afraid of the lower precision of targeting in digital advertising. And they’re right!

Elimination of third-party cookies as well as recent Big Tech changes, i.eg. Safari killing the tracking cookies, or the iOS14.5 limiting the use of device ID will certainly cripple the current measurement toolset. 

 

Today short-term revenue and ROAS rule eCommerce

 

Marketers love last touch ROAS. It is a simple, self-sustainable machine: you invest some money in ads and earn more than you invested. Then, boom!  You have business success. As a result, you invest even more. In fact, 500% ROAS is nothing unusual. It looks great and is extremely easy to explain. In the aforementioned survey, 73% of the marketers declared, they use ROAS as a part of their marketing measurement toolkit. 

Critiques have been written about this crude approach. For example, it does not take into consideration your profit margin. A low margin may mean your profits barely covered the cost of the campaign. In the new privacy-first reality, it will be even harder to report good numbers in one’s campaigns. Therefore, the inherent flaws of a last touch ROAS approach will only get worse.

Luckily, in the same survey, 63% of marketers pointed to Customer Lifetime Value as a part of their way of measurement. This is an often-overlooked metric.  However, it fits beautifully into the new eCommerce reality. 

 

…but first-party data driven CLV-ROI success examples emerge

 

Let’s look at the success story built entirely on a first-party data driven CLV-ROI strategy. By the way, we have a great article about why eCommerce restricts itself to first-party data and why it’s a huge mistake.A leading global IR100 retailer in the office supplies industry wanted to shift paid search budgets to acquire more loyal customers with high lifetime values. First, it pivoted from their short-term revenue and ROAS goals towards a customer lifetime value approach. CLV-ROI goals optimized for both short- and long-term profitability. For instance: new customers buying printers will have a higher lifetime value because of repeat ink cartridge purchases. From that, a CLV-ROI optimization would learn that fact and activate the knowledge in media buying. Thus, the retailer was able to use its first-party data to predict lifetime values. This fueled Google Ads with the data needed to bid higher on new customers that will be loyal. The results: at 19% less marketing cost, new customers increased by 59%, margin ROI increased by 34% and new customer CLV rose by 49%.

 

…and zero-party will boost it like never before

 

Retailers are starting to embrace new measurement tools. This means diversifying to include more advanced measurement tools that will ultimately help them combine data points and ask smarter questions. 

As said, 63% of retailers are using Customer Lifetime Value for campaign success measurement. This helps retailers create a longer-term valuation of their best customers so they can allocate resources to campaigns and channels that attract high-value customers. 

High-value customers always require an extremely personalized approach. This is where zero-party data will come into play. Customers with close relationships with the brand are prepared to pay more for their products. In fact, having trust in the brand results in a higher likelihood of sharing their preferences and personal information with retailers. This is backed up by the fact that 83% of consumers are willing to share their data to create a more personalized experience. (Accenture). You wouldn’t know it if you talked to most eCommerce marketers today.

We predict that zero-party data, once added to the mix, will quickly dominate the toolbox of eCommerce marketers. First-party data will remain, as a means to cross-check declared preferences and personal information. 

The reasons for the blindness to zero-party data in the eCommerce marketing space today are complicated. We explained them in the aforementioned article. Until now, there weren’t any tools to help a company effectively collect, manage, and action zero-party data. With the recent release of the SALESmanago’s Customer Preference Center, this is no longer an obstacle. We should soon see a mass migration of eCommerce towards the CLV-ROI approach. 

 

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