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Thought Labs Blog

Planning Retargeting Campaigns with Objectives, Audience, and Trigger Pages

Posted by John Maver on September 22, 2016

Before you start setting up a retargeting campaign, it is important to lay out the main objective, the audience you will be targeting, and the pages they will visit to trigger the retargeting ads. This post will walk through examples of each of these three planning pieces.

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3 Steps to Properly Plan a Facebook Ad Campaign

Posted by Zachary Chastain on September 13, 2016

Advertisers often think that planning their campaigns, setting goals, and wrangling budgets is a mysterious process, but the reality is that there is a lot you can do before your campaign begins to ensure that it is a success.

Here are 3 steps you should take to make sure your campaign is predestined for success, rather than fated to flop.

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How Much Content Is Too Much in 2016?

Posted by John Maver on September 6, 2016

How much content is too much? In our previous post on the right amount of content to produce, we looked at data from Moz and HubSpot  and the answer was as much as you can write consistently with quality. But that was all the way back in 2015, so what is the right answer for 2016?

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Unmet Expectations are Driving Your Followers Away

Posted by John Maver on August 31, 2016

 

Every "brand" is, by definition, just a collection of ideas and expectations in the eyes of the consumer.

Companies try hard to craft how people think about their brands through the products and services they offer, the marketing they use, and the actions they take as a company. Unfortunately, customers are also creating their own version of the brand based on their expectations and interpretations. When these two clash, the result is often disappointment and lost customers.

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3 Mistakes to Avoid When Creating a Facebook Ad Campaign

Posted by Zachary Chastain on August 16, 2016

Building a successful Facebook campaign is a lot of work, and with almost every step there is a risk that you could make a mistake if you aren't familiar with the Facebook Ad Manager interface, options, and best practices for building your campaign.

Here are 3 mistakes that you won't be making in your next Facebook ad campaign.

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3 Steps to Manage Your Facebook Ad Campaign While It's Still Active

Posted by Zachary Chastain on August 12, 2016

If you're new to running Facebook ad campaigns, or just a veteran advertiser who still has gaps in their knowledge, you may be under the impression that once you've created your ads, your campaign is running, and your ads are being served, that your job is done until the campaign is over.

This couldn't be more wrong though. What should you be doing while your campaign is running to optimize your results and learn more about your audience?

Learn how you should be experimenting with your Facebook ad campaigns while they're active.

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The Facebook Ad KPI's You Need To Get Better Results at a Lower Cost

Posted by Zachary Chastain on July 14, 2016

Are you new to running Facebook ad campaigns, or are you an experience advertiser who is unclear on what metrics you should be measuring and how you can use your metrics to optimize your ad campaign results and even optimize the results you get per dollar spent?

In this blog post I'll walk you through the metrics you should track, why they matter, and how you can use these metrics to get better results with your ads and even save money by getting better results from your ads per dollar you spend.

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Overcome Your Ad Retargeting Challenges with our Free Calculator

Posted by Cappy Popp on July 14, 2016

Retargeting: Challenging But Important

Retargeting helps convert people who've abandoned your site or app into customers. According to AdRoll, only, "2% of shoppers convert on the first visit" to a site.  But what about the other 98%? Retargeting can get those potential customers back by tracking them and displaying your targeted ads to them as they journey around the Web or social media sites.

Note: if you're not sure about the basics of retargeting please check out our post Retargeting in 2016: What you Need to Know for more information. It will give you the basics of retargeting and how you can get started with your own campaigns.

Planning a retargeting campaign can be challenging - and we've made a free tool to help make that process much easier.

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Deep Dive: Working with the Social CEO

Posted by Zachary Chastain on May 10, 2016

Welcome back to our Content Marketing Deep Dive series, where we analyze successful brands that consistently produce great content marketing. 

Today, we're looking at some of the deeper lessons that we've uncovered after analyzing our first 4 brands, and speaking in depth with their digital marketing teams.

A common theme in the brands we've looked at for our Content Marketing Deep Dive Series so far has been brands with a CEO who isn't afraid of being the public face of the brand, or engaging in social, video, and other mediums and channels.

The social CEO is rare, and a lot of the information that's currently out there about CEOs and social media is focused on how to get your CEO to embrace social media at all (61% of CEOs don't have any social media presence at all), how to get your social ad budget approved, or how to get your CEO on board to start using social media marketing for your brand.

We're diving into unexplored territory, to talk about how to work with the social CEO. I've put together a profile of the social CEO, along with some of the most common issues I've noticed these brands seem to have with coordinating with their social CEOs, and how to solve them.   

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SCOTTeVest Harnesses Crowdsourcing for Social Success - FRESH THOUGHTS PODCAST EP 08

Posted by Thought Labs Team on April 28, 2016

SCOTTeVEST has seen great success on social media due to their effective use of crowdsourcing feedback, allowing them to constantly refine and improve everything they do. We originally profiled them in our Content Marketing Deep Dive: SCOTTeVEST blog post.

In this episode, we followed up with with Luke Lappala, Director of Communications, and Gavin Griffin, Social Media Implementor at SCOTTeVest about how they integrate feedback into all aspects of their business.

This is one of our favorite podcasts so far, as you can hear the passion in Gavin's voice and see how they have truly integrated social into their business. 

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Content Marketing Deep Dive: SCOTTeVEST

Posted by Zachary Chastain on April 8, 2016

Welcome back to our new series, Content Marketing Deep Dive, where we examine successful brands that consistently produce great content marketing. We'll cover what each brand does well and what you can learn from them, with 3 key takeaways you can begin applying to your content marketing efforts. We'll also take a look at how the brand could improve on their current efforts.

Today we're taking a look at how SCOTTeVEST uses social media to promote their content marketing efforts, both with video, images, and other content they've created, as well as content from 3rd parties like customers and online reviewers. 

My analysis of SCOTTeVEST was a lot of fun to do. They are very well rounded with great content, excellent customer service, and a clear commitment to their community of customers. Still, I did find some room for improvement, and you can find my advice for how they could better utilize LinkedIn as a platform for targeting one of their specific personas at the end of this post.

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How to set up the Facebook Pixel for Retargeting

Posted by John Maver on March 31, 2016

Every retargeting campaign needs a trigger - a way to know which people to target based on an action they have taken. With most retargeting platforms, this is done by adding a tracking pixel to your website. Facebook is no exception - they have created the aptly-name "Facebook Pixel". This newer pixel replaces the old ones that you might have used in the past.

This article will walk you through how to get the Facebook Pixel code, how to add conversion tracking events, and where  to add it to your website.

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Content Marketing Deep Dive: Lifehacker

Posted by Zachary Chastain on March 30, 2016

Welcome back to our new series, Content Marketing Deep Dive, where we examine successful brands that consistently produce great content marketing. We'll cover what each brand does well and what you can learn from them, with 3 key takeaways you can begin applying to your content marketing efforts. We'll also take a look at how the brand could improve on their current efforts.

Today we're looking into how Lifehacker writes great content and builds community. I think what really makes Lifehacker such an interesting example is that they're not writing to promote a product (though they do promote and recommend many) and they don't typically write their own original content.

They're very different from what many "experts" consider necessary for great content marketing. As a publisher they most likely have a business model very different from your brand's, however, you still have a lot that you can learn from Lifehacker and apply to your own brand's content marketing efforts!

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State of the Art Social Self-Service with AVG Technologies - FRESH THOUGHTS PODCAST EP 07

Posted by Thought Labs Team on March 29, 2016

AVG Technologies has long offered some form of social self-service support to its millions of users. In 2015, after internal analysis of metrics and user satisfaction decided to change everything. Jas Dhaliwal, Director of Customer Care Self-Service and Social Care at AVG led the effort to completely replace the old FAQ and forums based system to one based on Salesforce Community Cloud.

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Saddleback Leather's Content Marketing Secrets - FRESH THOUGHTS PODCAST EP 06

Posted by Thought Labs Team on March 14, 2016

Following my deep dive into Saddleback Leather's great content marketing, we sat down with Keenan Erwin, a member of Saddleback Leather's digital marketing team, to learn how Saddleback Leather got their start in content marketing, how their team grew, and what philosophy has helped to drive their success!

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