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6 Multi-Channel Marketing Strategies for B2B

When planning  B2B marketing strategies, it’s common to primarily think of outbound and direct marketing techniques. Straightforward messages, cold calls and connection requests to prospects you might have identified through a thorough selection process are very common strategies. There are many available channels you should consider:

In this approach it’s very important to be as persuasive and compelling as possible with the first message in order to cause a good impression and awaken the prospect’s interest. Strategies like these have been used in B2B marketing since forever and still give good results when applied properly.

However, with the appearance of new technologies, the expansion of the internet and growing competition, prospective clients are more invested into evaluating their options. If you did manage to catch their attention with the first contact through cold email or phone call, they for sure are going to conduct their own search to find out more about you before continuing with the conversation. 

That’s why it’s so important for companies to broaden their B2B marketing strategies and take full advantage of what new technologies and variety of channels have to offer. Creating a multi channel marketing strategy that covers all fronts and answers all the questions you prospects might have about your product or service is key to stay ahead in the game. 

But before getting into the specific channels you can include in your B2B marketing strategy, let’s talk about the angular stone that supports it: content marketing. 

Content marketing is your friend

If you’ve been working in digital marketing for some time now, you surely have heard a lot about content marketing and its value for attracting customers. It has become so popular in the past few years because it’s a much friendlier way to connect with potential customers than advertising or any other outbound marketing technique. Content marketing is the angular stone in which your multi-channel strategy will base. 

By presenting good quality content that offers relevant information and adds value appealing to the target audience needs and interests, content marketing has become the center of many digital marketing strategies for B2C. Nowadays, it’s the same for B2B. 

The main difference between one and the other is the objective. While in B2C the focus is centered on branding and engaging with users, in B2B the objective is to generate leads. Having this in mind, you should create a content strategy that focuses on analysis, data and information that answers the main pain point of your target audience and helps tilt the balance to your favor.

B2B audience is more rational, takes more time to weigh different alternatives and digs in deeper before making a decision. The content you create must center on covering all flanks and easily display all the information prospects might need to choose you. Here are a few examples:

  • Blog posts centered around what and how your product or service works
  • Whitepapers
  • Case studies
  • Success stories
  • Client testimonials
  • Video demos
  • FAQs page on your website

Keep in mind a couple of things when planning your content marketing strategy, whether for written or audiovisual channels. 

a) Center all of your content around your solution and what would the customer gain if they choose you over your competitors. Use keywords to make sure prospects can find you when they search for similar products or services online: you want to be present. 

b) Consistency is key. It’s important for you to publish and share content consistently throughout time. Create a calendar and keep to it but always making sure you don’t sacrifice quality over quantity. Create a rhythm that suits you.

6 Multi-channel Marketing Strategies for B2B 

1. Email marketing for B2B

Email marketing is one of the most powerful marketing tools. It has been for a long time and it seems it will continue to be so especially when it comes to B2B. According to HubSpot, “from a study of 1,000 small business owners, email marketing was ranked as the second most effective medium for building brand awareness”.

To create a killer email marketing campaign go for automation. By establishing different scenarios that fit your own funnel, you can create automated emails sequences: they differ from regular email because they are automated and triggered by user behaviour. 

Email Marketing for B2B

They are sent, for example, when prospects visit a landing page and download a case study. After a few days, they’ll receive an automated email, triggered by their actions, offering to schedule a follow-up meeting to discuss in detail about your solution and what it can do for them. You can create as many sequences as you see fit with hyper-personalisation of the message.

The best part about email marketing automation is that you can maintain an ongoing communication with your prospects through their journey and focus on lead nurturing. This will help you make your campaigns much more effective. 

2. SMS Marketing for B2B

SMS is a key channel in any digital marketing strategy for B2B. However, its potential is often overlooked and forgotten as, many times, it’s considered only valid for B2C marketing. But keep in mind that people use their phones when they’re working, scheduling meetings or looking for information.

SMS Marketing for B2B

According to a study conducted by The Boston Consulting, up to 70% of B2B searches are done on mobile devices. This makes it essential for businesses to be present and reach their prospects where they are: their phones. 

The same as for email marketing, you can use automated SMS sequences to schedule meetings, events, reminders or new information that connects you with your prospects by adding value and helping them make a decision. 

A few benefits of SMS marketing:

    • Phenomenal open rates: 98% open rate
    • Direct communication: 90% of the messages being read within the first 3 minutes after receiving the SMS
    • Convenience: they´re short and display the information very clearly
    • Reachability: no need for customers to download an app or install any type of software. 

3. Web Push Notifications for B2B

Web push notifications are the newest retargeting channel B2B can benefit from. They allow businesses to send hyper-personalised messages to prospective customers with useful and relevant information that helps them move down the sales funnel.

Multi channel Marketing Strategies for B2B

There are two types of web push notifications:

  • Automated campaigns: define scenarios on your website or landing page and re-engage visitors inviting them to come back and learn more about your solution with messages based on their actions and behaviours. 
  • Manual campaigns: send notifications regarding new case studies you release and news and updates about your business that adds value to your solution as a valid option to all of your subscribers.

The most attractive feature about web push notifications is that they don’t require visitors to share any type of personal information like their phone number or email address. They just have to click on “Allow” when the opt-in prompt appears to become a subscriber and keep up to date with any update. 

B2B marketing strategies can find a great ally in web push notifications. This channel allows them to engage with prospects and turn them into leads by bringing them back to the website with relevant information.

4. Landing Pages for B2B

Multi channel Marketing Strategies for B2B

Source

Landing pages are the number one channel of B2B marketing to get new leads. They’re usually the core of the strategy and creating one that works and effectively converts, can be quite a challenge. But if you’re planning your next strategy, a landing page must be part of it, so here are a few tips on how to make it the best it can be:

  • Define your buyer persona: before taking any other step you need to know exactly who you are talking to and with what purpose. What do they need and want to know about your solution? What language do they use? What are their ages and education level? What’s the problem they need to solve? Defining all of this, will help you create the right message focusing on what’s really important for your target audience and setting the tone of the entire landing page. 
  • Choose one goal only: the best performing landing pages are the ones that have one clear objective and guide prospects towards achieving it. Define what your goal is: getting email sign ups, getting demo requests or scheduling meetings must be very clear.
  • Perform A/B testing: once you have defined all of the previous points and the time comes to go live with your landing page, it’s important that you perform A/B tests. Even though you have set clear goals and know your buyer persona, the reality is that the best way to get the best results is to let people tell you what works best for them. Begin testing the CTA, then the image or copies and make adjustments that help you make the best version of your landing page. 
  • Create a traffic generator strategy: you might have created the best landing page in the history of B2B marketing, but if people don’t get to it is the same as if it didn’t exist. This is the moment to combine different channels in order to drive visitors to your landing page. Use a smart combination of ads, web push, sms and email marketing.

5. Social Media for B2B

Even though social media is the favorite channel for B2C businesses, the truth is B2B can also have a spotlight here. B2B marketing on social media is the perfect way to create brand awareness and generate connections within the community. Especially if you center your efforts on the right platform that suits you.

Social media for B2B multi channel marketing for b2b LinkedIn for example, was designed with the sole purpose of generating connections between professionals around the world. However, there can be a place for any business on YouTube, Twitter, Instagram and new platforms like Clubhouse if they align their objectives with the type of content that prevails on each social media channel. 

You can use Instagram to share information capsules with graphic proposals that adapt to the media and also offer value to the customers. There’s the option to even do interviews, share webinar sessions through IGTV and save the content to be accessible in the future. 

With the appearance of audio-only platform Clubhouse new business opportunities are surfacing by opinion leaders creating rooms to share their vision and discuss with other professionals. 

The doors are open for any business to have a strong social media presence that brings them closer to their target audience by using a more human approach, lots of creativity and creating amazing brand awareness. 

6. Ads for B2B

No multi-channel marketing strategy would be complete without the use of ads. Whether you go for social media advertising, search marketing display ads or retargeting ads, paid media can really help you boost your online presence.

Multi-channel Marketing B2B Ads

Source

It’s one of the main channels you can use to drive traffic to your landing page, for example. Another scenario is to use retargeting ads to increase your brand awareness after prospects visit your site and keep your brand on their top of mind with recurrent appearances on other websites and social media platforms. 

Combining channels is the road to success 

A B2B multi-channel marketing strategy is the way to keep in touch with prospective customers during their entire journey. You’ll be able to reach them with different approaches through the channel chosen by them, which has a direct impact on engagement. 

The ultimate goal is to create a conversation in which you solve as many doubts as possible, share relevant and useful information and build trust through time with your customers. 

Since we got your attention, check out:

Multi-Channel Marketing Strategy Orchestration

A multi-channel marketing strategy is key to success for any digital business nowadays. Many companies opt for managing their communication with their customers over multiple channels, using different teams, third-parties or providers. This can result in customers receiving messages through a variety of channels that can easily overlap each other with repeated, irrelevant information and end up wearing users out. 

Companies should focus on personalisation and start to cater to their customers as individuals with personalised needs and interests, while managing their communications centrally. If you’re not engaging to your user’s preferences, they’re more likely to opt-out from all the channels you use trying to connect with them, due to finding your communication irrelevant and annoying.

Mul Channel Marketing

In today’s day in age, customers have a lot of power over what type of communications they receive from brands by refusing to subscribe, refusing to share personal information and installing browser extensions such as ad blockers.  This leaves sellers constantly trying to find new and effective ways to get the end result necessary, which of course is to bring that customer back to complete a conversion. 

To adapt to this reality, businesses must strive to make it as easy as possible for customers to gain access to their site. This is made possible by the sheer orchestration of an automated, engaging, attractive and relevant communication strategy through different channels. This will allow you to interact with your users in the most effective way possible. 

Why should you use automated multi-channel marketing campaigns?

Value has more to do with being there for people, rather than selling the industry’s best. having this kind of mindset will result in an increase of customer retention. This is vital, because even a five percent increase in customer retention can raise profits by 25-95 percent. If you are not already sold by this statistic, imagine this: It costs from 5 to 25 times more to get a new customer, than it does to keep the one you already have. Therefore, it’s important to keep that user engaged by communicating through multi-channel marketing and a sequence of messages that’s relevant, useful and attractive.

The Performance Comparison of Each Channel (Email, SMS, Web Push, Ads)

Channel Opt-in Rate Deliverability Average CTR
Email 1-3% 98.2% 17.2%
SMS 0.5-1.5% >99% 35.4%
Web Push Notifications 5-10% >98% 10.7%
Retargeting Ads N/A Depends on CPC 0.7%

Multi-Channel Marketing Strategy: Benefits of SMS, Email and Web Push Notifications combined 

Multi Channel Marketing

  • Reach more customers by offering multiple options for them to choose their preferred channel
  • Engage customers through the channel of their preference
  • Drive more traffic to your website/app, therefore generating more revenue
  • Connect with anonymous users who prefer not to share their personal info, via push notifications
  • Create a customer engagement journey through scenarios and templates designed for each channel to be sent at the best time
  • Track performance of your campaigns on each channel through Frizbit user and campaign reports
  • Optimize your communication and discover how to connect better with your customers on a more personal level with A/B testing and machine learning

Multi-Channel Marketing Strategies

1. Email Marketing

Multi Channel Marketing Email Marketing

 

Email marketing has always been one of the most common and preferred channels for online businesses to get in touch with their customers. It’s a tool that offers many possibilities, especially if you use the correct provider platform to plan and send your campaigns:

  • Ongoing communication: Frizbit is able to strategically build a sequence of emails that will grasp your user’s attention, bringing them back to visit your website once again. You can design messages series for cart abandonment recovery, product suggestions based on behaviour and much more to keep in touch with your customers during periods of time you can define yourself.  
  • More leads: when a user decides to share their email address with you, you can easily start building a new leads database through email communication. With this information you have the possibility to get in touch with your customers on a more personal level. You can nurture those leads with inbound and content marketing campaigns that will create a more long-lasting relationship with your clients. 
  • Hyper-personalisation: Customers appreciate and want to learn more about what you have to offer. Especially if you send a message with specific information that’s relevant and useful for them, helping you increase engagement. You can include their names, product name, image, price and more to make the email as personalised as you can, which will highly increase CTRs. ç
  • Automation: Frizbit allows complete automation of the email sequences you create. this means you won’t have to invest lots of time to configure and send a campaign whenever you want, you’ll just have to do it once.

2. SMS Marketing

Multi Channel Marketing SMS Marketi

SMS marketing strategies have been around for a while, just like in the case of email marketing. There are many similar benefits of both channels, however SMS offer some additional ones worth revising that will help you take your multi-channel marketing strategy to the next level: 

  • Immediate communication: SMS marketing provides an immediate channel of communication with your customers. If we keep in mind that most of us don’t separate from our phones for nearly 5 minutes a day, SMS is a great option if you want an almost immediate response from your customers. SMS also highly guarantees the delivery of the message, since you don’t have to wait for users to go online and check their inboxes like in the case of emails. 
  • Closeness: Texts messages are an intimate channel of communication. They relate to close relationships which gives customers a feeling of a more personal and less commercial communication.
  • Automation: As it does in the case of email marketing, Frizbit is able to send out automated and personalized text messages to each customer based on their actions on the site. The SMS can be scheduled to be sent after an exact amount of time after being triggered by an event on the web without adding additional work to your planning and execution.

 3. Web Push Notifications

Hands working with a laptop on the white office desk with a mobile phone, a title online study on the both screens. Education, business concept photo

Hands working with a laptop on the white office desk with a mobile phone, a title online study on the both screens. Education, business concept photo

Web push notifications allow a one click process to redirect customers back to your site. They’re short, direct messages based on users’ behaviour and delivered through their browsers when they go online. This is a very new channel, so its benefits are not so well known like in the case of email and SMS marketing:

  • Reachability: web push notifications are delivered to the subscriber on both desktops and mobile devices, even if they’re not browsing your website. 
  • Connect with anonymous users: in order to send web push notifications, you don’t need to request users to share any type of personal information like email address or phone number. Visitors only need to Allow them via  the opt-in prompt shown when they enter the website for the first time and, with just one click, they become subscribers. This allows you to connect with visitors, giving you the chance to turn them into customers. 
  • Immediate traffic generation: with manual or bulk web push notifications sent to all subscribers, you can send flash sales alerts, out of stock availability, price drop alerts or special offer messages that can generate a lot of traffic to your site very quickly. 
  • Full funnel communication: web push notifications messages can be completely automated and triggered by events for every single step of funnel. They offer a channel through which you can communicate with your subscribers with a specific message throughout the entire shopping process: first visit to the page, category viewed, product viewed and product added to cart. 
  • Deliverability: web push notifications offer guaranteed deliverability. This channel is browser based, meaning that as soon as a subscriber opens up its browser, the message will be delivered.

4. Retargeting Ads

Multi Channel Marketing Retargeting Ads

Retargeting ads are one of the main channels used by online advertisers to try to reconnect and bring back users to their site. By using retargeting ads, brands “follow” users that didn’t convert to show them images and messages inviting them to come back and finish a transaction. The benefits of including them in your digital marketing mix are:

  • Branding: usually, retargeting ads are shown multiple times to the same person. This contributes to increasing brand awareness by displaying the image of the brand, its logo and, maybe the slogan during a period of time making it stick in the users’ mind. 
  • Reach: retargeting ads have great reach, since they allow you to get to almost every user that accepted cookies. This channel allows you to reach people practically anywhere on the internet after they have visited your site only one time. 

Integrating multi-Channel marketing strategies

It can take up to twenty impressions across multiple marketing channels to convince a potential customer to take action. Keep in mind that people are usually not ready to make the purchase the first time they visit a web. Users need to see the message you are trying to convey multiple times before they actually begin paying attention and more so, before converting. You can greatly increase the possibility of that happening by consistent messaging across multiple channels with a well-though digital marketing strategy. 

It’s predicted that people will likely interact with at least two marketing channels out of the many offered. Platforms such as Frizbit ensure that you’re consistent with the information you send across all marketing channels in order to create a great experience for your customers. 

Start marketing your brand with a  multi-channel marketing strategy by signing up for a Frizbit demo! 

Meanwhile you can also read, 

Hyper-Personalization: What is it and How it Differs from Personalization

Hyper-personalization has the power to take any business to the next level. It might sound a bit clichè to say that we are currently living in a world with excess information and constant stimulation, but it is the truth. How many notifications, emails, messages and ads have you seen today? Think about it. 

How many of those do you remember the best? Probably the ones you felt were personally addressed to you. The ones that showed you or mentioned something you have been thinking and searching for. 

Customised experiences win the battle when it comes to catching people’s attention in highly competitive environments, like the Internet. That’s why businesses started using personalization techniques to increase the chances of their messages standing out with the hopes of making themselves relevant and memorable. 

However, times keep changing and it turns out that plain personalisation is not enough anymore. Adding the customer’s name on the subject line of an email campaign has always been a nice practice but it doesn’t cut it anymore. The time for hyper-personalization is here

What is the difference between Hyper-personalization and Personalization?

Web Push Notification Personalisation

Personalised Web Push Notification

Hyper-personalized Web Push Notification

Hyper-personalized web push notification

 

Personalization uses basic customer provided data such as user name, gender or location to tailor messages that speak directly to a user as an individual. Hyper-personalization goes much further and includes user’s browsing behavioural information to address specific needs and desires to deliver highly relevant messages. 

This practice can be applied to almost every digital marketing channel:

  • Emails: all types of emails can be highly customised  with very specific user information inviting them to come back to the site and complete an action based on their individual behaviour.

Hyper-personalized Email

  • SMS: the same goes for SMS marketing, with the added value of the immediacy of the channel.

Hyper-personalized SMS

  • Web push notifications: web push notifications by Frizbit can retarget users through every step of the funnel with hyper-personalized messages that make the content extremely relevant. 

 

What is Hyper-personalization

  • Websites: hyper-personalization can even be used on websites. For example, imagine you go on an e-commerce clothing site and search for women’s accessories. Through hyper-personalization, the next time you go to that same site, you will get women’s accessories shown to you by default over the rest of the items. One of the most perfect examples out there is Amazon, the most customer centered shopping site.

Website Hyper Personalization

 

  • Retargeting ads: thanks to this practice, when you visit a site you will then get ads that specifically show you the product you expressed interest in. 
  • Apps: this might be the most relatable example of hyper-personalization. Apps like Netflix or Spotify user AI to learn from your behaviour and suggest similar choices that you might also like. 

 

App Hyper-personalization

What is personalization?

What is Hyper-Personalization

Traditional personalization in digital marketing makes reference to the use of customers’ personal information to increase the relevance of promotional communications suchs as ads or emails. 

The most common data used for personalization are the customer’s name, purchasing history or general demographic details. This is the typical information you see on commercial emails that greet you by your name and recommend products based on your last purchase, for example. 

The objective of personalization is to create tailormade messages that increase the relevance of the content in order to connect with users on a deeper level.

All these years later experience has proven how important it is to offer users a personalized experience in order to engage and truly connect. That’s why, as everything, personalization has evolved throughout the years and now we begin talking about hyper-personalization.

What is Hyper-Personalization?

Hyper-personalization is the customisation of digital content based on individual behaviour. It is personalization taken to the next level by going further than collecting data provided by users, such as name and email address. Hyper-personalization may even use artificial intelligence to gather information about what consumers want and need to offer highly relevant content. 

In an interview back in 2000, Jess Bezos said: “Personalization is when you go into a bar and sit down, and the bartender puts a whiskey in front of you without having to ask what you want”

Data used for hyper-personalization goes from time of day, location, page views and specific details about products browsed, such as name, price, category and brand. By using this technology it is even possible to craft messages that adjust to the stage of the marketing funnel the user currently is. 

Beyond offering a better user experience, the objective of hyper-personalization is to enhance the relevance of the content to increase interaction and, ultimately, conversions. By gathering real-time behavioral data, brands can design custom-made marketing campaigns for each individual. 

How to achieve Hyper-Personalization

If you still haven’t entered the world of hyper-personalization, it’s time to take the step. We will share some insights on how to achieve it and start creating extremely customised digital marketing campaigns to connect, engage and efficiently convert.

  • Data is everything: it is not enough to say that data is the center of everything when it comes to crafting hyper-personalized content. The information you gather from users is what is going to determine the quality of your campaigns. Basically, the more detailed data you collect, the more you can hyper-personalise the messages you send your users. 
  • Use automation: collecting, organizing, interpreting and using behavioral data for each individual manually is just not possible. What you need to do is use an automation platform that automatically gathers data. Platforms like Frizbit collect all behavioural data points available so you only have to set up your multi channel marketing campaigns once. Combining this and the use of dynamic parameters you will be able to send hyper-personalized messages that deliver highly relevant content.  
  • Multi-channel communication: by combining different channels with hyper-personalization, you will take your marketing strategy to a whole new level. Use a mix of web push notifications, emails and SMS to connect with customers with the most useful information through the channel of their choice. 

Benefits of Hyper-Personalization

By now you should be sold on the benefits of hyper-personalization and understand why it is so important for digital marketing strategies nowadays. However, we do have some key points we want to highlight:

  • Highly improve customer experience

People online are saturated with information. Social media ads, display ads, videos, posts, emails and hundreds of other messages every day. Users are eager for personalized treatment and content that speaks directly to them. By using hyper-personalization to design the messages you send, you’re giving them what they want. It’s a win-win situation in which, both you and your customers, benefit: they feel catered and are more likely to engage with your brand, leading to the ultimate goal of conversion.

  • Communicate at the right time

Hyper-personalization allows you to get useful insights about the times users are most active and most likely to engage with your content. Frizbit allows you to schedule campaigns to a specific time and day, configure recurring campaigns that are delivered periodically and triggered messages with custom timings, so that you can reach users at the time they are most likely to be online. 

  • Reduce the gap between you and your customers creating long-term relationships

When you make the effort of catering to individual specific wants and needs, it shows. Your customers will notice it and start feeling more interested and inclined to engage with your content even in the long-term. Remember that more and more each day, people are expecting and demanding customised content and tailored experiences. 

Hyper-Personalization is not the future, is the present

Any digital business should understand by now how extremely important it is to offer customers a highly personalized experience in order to tilt the balance to their favor and reach their business goals. 

Whether talking about email marketing, web push notifications, sms or retargeting ads, hyper-personalization is the single factor that can make a real difference in the performance of your digital marketing campaigns. 

“A total of 86% of marketing professionals consider the effectiveness of an AI-powered hyper-personalization strategy to be changing for the better.” Source

So, if you haven’t tried it yet, what are you waiting for? Get in touch with Frizbit and see the results for yourself. 

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Social Media Retargeting VS. Web Push Notifications Retargeting

Taking into consideration that 96% of people that visit your site are not ready to buy, In previous articles we’ve talked about the importance of implementing retargeting strategies for online businesses. We’ve specifically compared using web push notifications VS. retargeting ads with the purpose of bringing customers back, connecting with anonymous users and, ultimately, retaining clients and increasing revenue.

There are many channels available to include in the digital marketing mix to accomplish this purpose. Social media platforms have become the top choice for many brands to connect and engage with users. They offer many possibilities, are very versatile and people spend lots of time there. According to Statista, “As of 2019 and 2020, the average daily social media usage of internet users worldwide amounted to 145 minutes per day, up from 142 minutes in the previous year.”

No wonder most brands seek to have a strong presence on, at least a couple of social media platforms. However, building a follower base and cutting through the noise in these channels nowadays is a daunting task. Social media is great to engage with users but has become a jungle of content in which everyone wants to stand out from the crowd. Actually reaching people, getting their attention and urging them to take action is an uphill battle. That’s why social media platforms are almost obliging you to use their ads to even reach your own followers. 

That’s why it’s so important to don’t rely on just one channel to achieve your goals. In this case, we want to talk about how to mix and match social media retargeting with web push notifications retargeting strategies. Combining multiple channels and creating a multi channel marketing strategy can do marvelous things for your online business.

But first, let’s take a look at some stats (considering paid posts for social media not exclusive for retargeting):

 

Channel

Reach/Deliverabilty CPM CPC CTR Cookies required for retargeting
Web push notifications

99+%

$6.0*
(Estimated)

$0.09*
(Estimated)
6,7% No
Instagram Feed Depends on CPM $7.7 $3.4 0.2% Yes
Facebook Depends on CPM $8.7 $0.8 1.1% Yes
Twitter Depends on CPM $5.0 $0.58 0.9% Yes
LinkedIn Depends on CPM $5.8 $3.20 0.2% Yes

With info from Q1 2020 Paid Media Benchmark Report – https://www.adstage.io/

*It’s an estimate, because push notifications are not based on bidding. Amount calculated based on the average of millions of web push notifications sent by Frizbit’s clients

Social Media Retargeting VS. Web Push Notifications Retargeting

Social Media Retargeting VS. Web Push Retargeting

Social Media Retargeting VS. Web Push Retargeting

Now, let’s break down a little bit more and talk about the benefits of each channel specifically. 

Social Media Retargeting

Social media platforms offer a pathway to reintroduce a product to a user. If someone visited your site and liked something, you can retarget him/her through social media and offer a special incentive, like a discount, to encourage him/her to come back and finish a purchase.

Social Media Retargeting VS. Web Push Retargeting

By placing a cookie on users when they visit the site, it’s possible to show them an ad on social media platforms, like Facebook or Instagram when they’re browsing later on. These ads offer many possibilities for brands, making it easier to create engaging content like videos, photos or image carousels. 

Social media ad campaigns allow brands to work with all kinds of budget, segment the audience based on location, likes, interests, gender and age and choose daily spent on a period of time. Setting up social media retargeting ad campaigns is very simple and doesn’t add a lot of workload, once you have already designed the pieces you want to use. However, optimizing them and making them as best as possible, involves a great deal of analysis and time. 

These platforms also allow brands to connect with customers through organic non-paid content. However, as time passes, it’s getting harder and harder to get non-promoted posts to reach people. According to Hootsuite “On Facebook, the average reach of an organic page post hovers around 5.20%. That means roughly one in every 19 fans sees the page’s non-promoted content.” So when it comes to social media retargeting strategies, paid posts are the way to go. 

Benefits of social media retargeting

  • Brand awareness: as we mentioned earlier people spend a lot of time of their days on social media and everyone has at least one social media account. In 2020, over 3.6 billion people were using social media worldwide, according to Statista. As this number is expected to increase over the next few years, having a social media presence increases the chances for brands to be present in their consumers’ minds. 
  • Availability: nowadays there’s practically one social media for every interest, taste and demographic. We have LinkedIn for business and professional relationships, Twitter for news and world-events, Facebook and Instagram for entertainment, Tik-tok for younger audiences and now even only-audio chat rooms with Clubhouse. Every time a user accesses one of these platforms they do it during a time they’re open minded to consume said type of content. This makes it a golden opportunity for brands to try and connect with them when they’re available to engage with the content. 
  • Versatility: continuing with the previous thought, every social media platform offers a different and versatile way to create retargeting content. Videos, photos, reels, stories and influencer marketing offer a range of different possibilities for brands to create engaging content. 
  • Adaptability: one of the main advantages of social media retargeting is that you can do a lot with little money investment. Social media allows you to set up campaigns with even just 1 euro a day and reach around 15,000 people and have complete control of the amount spent. This makes it ideal for new business, entrepreneurs and small companies to reach a lot of people with very little budget. 

Web Push Notifications Retargeting

Web push notifications are a very pretty new digital marketing retargeting channel. When users visit a site that has enabled them, it’s possible to send them messages relevant to the actions they took while browsing, inviting them to come back once more.

Social Media Retargeting VS. Web Push Retargeting

By asking users to accept and subscribe to web push notifications (opt-in), it’s possible to send them a hyper-personalized message based on their behaviour when they are browsing online later on. This channel offers brands the opportunity to reach non-registered users on both mobile and desktop with engaging messages. 

Depending on the provider you work with, web push notifications allow you to segment the audience with all types of demographic data and use dynamic parameters to make the message as relevant as it can be. The setup of the campaigns only needs to be done the first time and then everything basically runs on autopilot.  This means there’s not any extra workload that needs to be done through time. 

One of the main attractions of web push notifications is their reach. Unlike social media, this channel has a deliverability of 100%.  If users opt-in, the next time they open up the browser, it’s guaranteed that they’ll receive the message. With web push notifications you don’t have to fight against social media algorithms that almost randomly choose whether to show or not your post. With web push your message will be delivered. 

Benefits of Automated Web Push Notifications Retargeting

  • A message for every step of the funnel: web notifications are set up to be triggered by events you define on your site: category viewed, product viewed, product added to cart or any other you wish. This means you’ll have multiple opportunities to connect with users that leave without completing an action with a specific message related to the step of the shopping process where they abandoned the site. 
  • Hyper-personalised messages: web push notifications are 100% based on user behaviour. If someone who accepted them visits your site and takes any action that triggers a notification, he/she will receive a message containing the image, product name, brand and even price of the article. You can also put your own brand’s personality to the notification by adding emojis and customizing the text. 
  • Guaranteed deliverability: as we mentioned before, web push notifications have a deliverability rate of 100%. These messages are browser based which means that, as soon as a user opens its browser, the notification will be delivered. They also work for both mobile and desktop. With one campaign you can reach users on any device they own. 
  • Time efficient: web push notifications automated campaigns only need to be configured one first time. Frizbit offers its clients ready-to-use templates that allow brands to start sending messages right away as soon as the implementation is done. Of course, you can customise said templates as much as you want and modify them through time as well, but it’s not something that needs to be optimised and analysed on a regular basis in order to achieve great results. 
  • No CPM/CPC cost: when using web push notifications as a retargeting channel with Frizbit, you don’t have to worry about CPM and CPC costs like in the case of social media promoted posts. With automated web push notifications you have unlimited messages to send, with no costs for impressions or clicks. 

What retargeting strategy should I use for my online business?

Social media platforms and web push notifications are inherently very different channels. Nonetheless, both of them are used by big and small brands in the pursuit of  reaching and engaging with users with retargeting strategies. 

When it comes to planning a digital marketing strategy to retain users, the ideal scenario is to combine channels. In this case both social media and web push notifications, present very clear and unique characteristics that can greatly complement each other in a well-thought communications plan. 

There are many big brands and online businesses that invest a lot of their budgets on working with social media ads agencies to promote their products and services. Most of these companies haven’t considered including web push notifications campaigns in their marketing strategy because they don’t even know the benefits of this new retargeting channel. 

If you would like to try it out, get in touch with us and we would gladly introduce you to the world of retargeting with automated web push notifications campaigns.

Since we got your attention, you might also like to read:

Digital Marketing News, Insights and Updates from May 2021

Time is going by so fast it’s almost impossible to keep up with all digital marketing news and updates for every month. Google always keeps us on our tiptoes with constant updates, changes and new features for all of its products, new marketing tech is being developed every day and social media is a complete universe on its own. 

But don’t despair! As every month, we are to gather and sum up for you the most relevant:

Digital Marketing News, Insights and Updates from May 2021

1. Search Marketing Updates

Google previews MUM

The biggest news from Google this month is the preview of MUM. It stands for Multitask Unified Model and this new tech was showcased mid May by Google’s Prabhakar Raghavan at Google I/O. 

Since 2019 Google’s search algorithm to understand queries has been powered by BERT, an extension of Natural Language Processing. This algorithm helps searches deliver accurate results by asking questions more similar to the way we talk naturally, instead of trying to think what type of keyword or phrase will actually give us the answer we’re looking for. 

Google has now announced the preview of MUM: a new tech 1,000 times more powerful than BERT. The biggest and most important difference is that MUM can multitask to help deliver more information: it’s trained in 75 languages and it’s multimodal, meaning it can understand information across text and images. 

According to Google, they have discovered that it takes an average of eight searches for users to get the information they want and complete a complex task. With the development of MUM they aim to solve this issue and help users get things done with fewer searches. Google says:

Imagine a question like: “I’ve hiked Mt. Adams and now want to hike Mt. Fuji next fall, what should I do differently to prepare?” This would stump search engines today, but in the future, MUM could understand this complex task and generate a response, pointing to highly relevant results to dive deeper. 

Google’s mission has always been to make information more accessible to everyone. They have already started running internal pilots with MUM and says to be very excited about how this new search technology can improve Google products and user experience. 

Google’s launching new features for smart bidding

Google is rolling out new features for Smart Bidding to make marketers life much easier, better manage their bidding strategies and improve campaign performance. 

  • Top signals for Target ROAS and Maximize conversion: Top signals highlight some of the dimensions in which the bid strategy is automatically optimizing the bids depending on likelihood of users converting (device type, location, day of week, time of day, keywords). They currently report for campaigns that use Target CPA and Maximize conversions, with the launch of the new features, they’ll be available for search campaigns using Target ROAS and Maximize conversion value.
  • Seasonality adjustments at manager account level: Smart Bidding takes into account seasonality to improve the performance of the campaigns. However, for specific times such as big sales or product launches, the adjustments had to be made manually for each individual account. With new features Google makes it possible to set them at the manager account level. 
  • Maximize conversions with recommendations: Google will be showing new opportunities to opt into maximize conversions on the Recommendations Page: “These recommendations will show for eligible Search campaigns and can help you get more conversion value within your budget.”

Google Ads Maximize Conversions

  • Target Impression Share simulators to predict performance: up until now Simulators to help understand how target bid and budget changes could affect campaign performance, were only available for conversion and click-based bid strategies. With the roll-out of new features they are expanding to Search campaigns using Target Impression Share.

New ad formats for local campaigns on Google

At its annual Google Marketing Livestream, they announced the launch of new formats for local ads campaigns: 

  • Auto suggest ads: one of the new formats is called Auto Suggest Ads, which show ads based on the user’s location. When a user searches for a product or service in Google Maps, the auto suggest will show an ad of a nearby advertiser.

Google Auto Suggest Ads

  • Navigational ads: these new types of ads will be shown on the user’s screen when using Google Maps driving directions. So when a user is driving towards a destination, an ad of a nearby local business will appear on the screen and the user will have the option to add the destination to the route.

Google Navigation Ad

  • Similar destination ads: another new ad format is Similar Destination Ads. They will show when a user searches for a local business and it’s closed at the time of the search. Google will then show a similar business with the tag “Similar and Open”. 

Google Similar Places Ad

All new three ad formats will be available for local ad campaigns globally in the second quarter of this year.

2. Marketing Tech Updates

Microsoft Advertising announces Unified Smart

Acknowledging the importance of having a strong online presence for any business and how challenging it can be to manage it successfully, Microsoft has launched Unified Smart campaigns: a unified solution to manage social media presence and search advertising

With Unified Smart campaigns platform you can:

  • Run ads: this new solution allows you to run ads on both search engines with Microsoft Advertising and Google Ads, as well as social media platforms Facebook and Instagram. 
  • Manage social media: Unified Smart allows to publish, like and reply comments on Facebook, Instagram, LinkedIn, and Twitter.

Microsoft Unified Smart Campaign

 

  • Reporting: additionally to being able to manage campaigns across channels in one single place, publishers can also see reports of search and social media in one place.

Microsoft Unified Smart Campaigns

  • Automate and optimize with AI: you can create ads, let them run for a while and then watch how AI creates additional ones for you, optimizing your campaign results. The same way you budget will be distributed by AI across channels to help you get the best ROI. 

The most interesting thing about the new Microsoft solution is that it is free to use. There are no charges, service fees or commissions. You only have to pay when someone clicks on your ad. That’s what makes Unified Smart campaigns so interesting for new and small businesses that wish to handle their campaigns all in one platform. 

Google expands its shopping integrations

Google is always considering its users needs and is now rolling out shopping integrations with WooCommerce, GoDaddy and Square. During the Google I/O they announced that they want to help retailers and consumers connect and build lasting relationships, hence the new integrations.

This open ecosystem approach means that retailers will have even more ways to get discovered across Google, and shoppers will have even more choice.

Retailers that use any of these e-commerce platforms will now be able to show their products for free across Google. A few days earlier Google announced the Shopify integration and has now revealed the expansion to the other platforms.

Digital Marketing News Google Shopping

The aim is to help people discover new and easier ways to shop, and to offer retailers more options to connect with their customers. Google says that “As this generational shift to e-commerce accelerates, having a digital presence is just the minimum — it’s now imperative for you as a retailer to stand out and speak directly to your customers.“

Zoom announces all-in-one events platform

The popular video conferencing platform Zoom has announced the launch of Zoom Events, an all-in-one solution for digital events. It is scheduled to be launched this summer and it will combine features from Zoom meetings, chat, and webinars.

One of the interesting features is that you will be able to produce ticketed, live events for audiences of all sizes. All the process of organizing, managing and billing the event can be done in the platform, as well as keeping track of registration and attendance. 

The possibilities Zoom Events present are endless. You can host internal and external events for companies and businesses of all sizes. Conferences, classes, product launches and pretty much anything that has a space in the virtual world. 

This initiative finds its roots thanks to the on-going growth of virtual meetings during Covid-19 pandemic times. Zoom understands that digital events have found their way into our daily lives and it’s trying to make it as easy as possible for big and small businesses to adapt to this new reality and offer customers the best experiences they can. 

 3Social Media Marketing Updates

Snapchat launches Public Profiles for Businesses

Snapchat had already launched Public Profiles for Creators, Shows, and Snapchatters and has now opened the doors for Business with Public Profiles: “Public Profiles for Businesses has launched on Snapchat, giving brands of all sizes a free, permanent home for all of their unique Snapchat content.”

snapchat-public-profiles-social-media-marketing

Public Profiles for businesses offer brands the opportunity to house all of their unique content in one discoverable place. Some of the most important features include:

  • Native store: you can link your Shopify ecommerce store to your Snapchat profile so users can browse products and even buy through the “Shop” feature. 
  • Highlights: you can permanently showcase some of your content on your profile so that new users that visit for the first time get to know your business. 
  • AR lenses: you can now publish lenses to your Public Profile so that snapchatters can discover them and engage continuously with them. 
  • Public stories: so you can share any type of content of what’s happening behind the scenes of your business. 

With this new feature Snapchat is looking to catch up with businesses’ needs on social media nowadays by offering tools that allow them to engage and connect with their audience. 

New messaging features for Facebook and Instagram

New features are coming to Facebook and Instagram DMs to give users the opportunity to express themselves better with additions that go from new themes to the ability to reply to messages with photos or videos.

Facebook messenger new features

  • Chat archives: users can now clear their inbox without deleting chats for good. With a swift “swipe to archive” option it’s possible to keep everything tidy and then access inactive chats in the future if need be. 
  • Tap to record: for all those audio-lovers out  it’s now possible to record voice notes hands-free. With just one tap is sufficient to begin recording, and one tap to finish. This feature will be available also for Instagram in the future.
  • New themes: new themes to customize chat screens are now available for both Messenger and Instagram DMs.

Digital Marketing News Social Media Marketing

Instagram DMs new features

  • Visual replies: Instagram has made it possible for users to answer direct messages with a photo or video they can take in the moment or choose from their camera roll. At the moment this feature is only available for iOS.

Instagram Visual Replies Social Media Marketing News

  • Inbox seen states: users can now see from their inbox when someone has already read their message. This was only possible before when opening the chat. 

Twitter acquires Scroll

Scroll is a subscription based service that removes ads from new sites. From some time now Twitter has been focusing on offering content creators means to grow and monetize their content on the social media platform. 

With this in mind, most recently they acquired Scroll, a platform that removes ads from new websites for a monthly fee. The service will be integrated with Twitter into a subscription service they plan to launch in the future. 

Twitter’s VP of Product said, “As a Twitter subscriber, picture getting access to premium features where you can easily read articles from your favorite news outlet or a writer’s newsletter from Revue, with a portion of your subscription going to the publishers and writers creating the content.”

It seems that Twitter aims by this new acquisition is to offer users a subscription model to access an ad-free timeline by sharing revenue with content creators. 

Digital marketing news from May 2021

There was a lot to note and learn from the digital marketing world during the month of May. It was eventful and filled with very interesting updates to keep an eye out. 

What did you find most interesting?

If you wish to read something else, check out:

SMS Marketing: 7 Tips for a Winning Strategy

SMS marketing is only as effective as the strategy behind it. According to a survey by Statista, “in February 2021, nearly half of the respondents stated that on average they spent five to six hours on their phone on a daily basis”. Taking this into consideration, not having a SMS marketing strategy is a huge missed opportunity for your business. 

What is SMS Marketing?

SMS refers to Short Message Service. SMS marketing is a strategy focused on sending users messages regarding special offers, sales, reminders or updates through text messages to their mobile phones. People need to give businesses their consent to receive promotional SMS. 

There are different types of messages used in marketing that are all covered by the term SMS, but have different characteristics:

  • SMS – Short Message Service: messages that are text only. 
  • MMS – Multimedia Messaging Service: they’re messages that focus on sending multimedia files such as images, videos, GIFs or phone contacts. 
  • RCS – Rich Communication Service: rich media messaging is the evolution of SMS. They allow to send text messages that include multimedia content and links. 

Are SMS marketing campaigns intrusive?

Popular belief dictates that SMS are intrusive. However, it’s important to note that said misconception can be caused because of the abuse in sending bulk/mass SMS

These types of campaigns lack segmentation and personalisation, so they can be perceived as annoying from the users’ end. If you implement a well-though automated SMS marketing campaign, the results will shock you. It’s an amazing channel with the highest ROAS, surpassing 100x (10000%).

“Frizbit SMS marketing campaigns have generated clients a ROAS of over 100x. 

Every SMS marketing strategy should be planned carefully and thoughtfully. Is not to be taken lightly as it presents a direct communication channel to connect on a more personal level with customers. In a study conducted by GSMA, 61% of people said that they would engage more with businesses if they offered a more personalised service. 

Here are some interesting insights on the effectiveness of SMS marketing: 

  • 59% of users want their communications built into the phone – not as a separate app, that they need to download (GSMA)
  • 77% of consumers are likely to have a positive perception of a company that offers SMS. (eRetailers)
  • 83% of millennials open SMS messages within 90 seconds of receiving them. (OpenMarket)
  • 75% of millennials prefer SMS communications for deliveries, promotions, and surveys. (OpenMarket)
  • SMS messages have a 98% open rate compared to 20% of emails. (SMS Comparison). 
  • SMS messages have an average click-through rate of 36%, while email click-through-rates are a dismal 3.4%. (DSIM)
  • 90% of SMS messages are read within 3 minutes of being received. (SMS Global)
  • Using short, branded links in your mobile marketing campaigns can help improve conversions by up to 34%. (Rebrandly)
  • 77% of consumers said they opted-in to a brand’s text messages to receive coupons or deals. (Exact Target)
  • 97% of companies found they communicated with consumers more efficiently after launching texting initiatives. (GSMA)

SMS COMPARED VS. OTHER CHANNELS

CTRs by channel from automated behavioural retargeting campaigns

SMS Marketing Average SMS CTR

 

Conversion rate by channel

SMS Marketing Average SMS Conversion Rate

*Data multiplied from website’s average conversion rate percentage

If you’re already on board with the idea of including SMS marketing in your strategy, keep on reading for:

SMS Marketing: 7 Tips for a Winning Strategy

1. SMS Marketing Tip #1: Create an opt-in strategy

SMS Marketing

The first thing you need to think about when deciding to implement a SMS marketing strategy is how are you going to get people to opt-in and share their phone number with you. You have to design a strategy that allows you to collect subscribers to add to your lists. Here are a few ideas on how to approach it:

  • Website pop-up: is one of the most common methods used to capture subscribers. You can add it to your homepage and include an engaging offer such a special discount in return. 
  • During checkout: it’s normal to ask a lot of personal information through the checkout process, including phone number. Make sure you include a message that requests the users’ permission to send information and updates and be explicit about using their phone number for promotional purposes. 
  • Email: if you already have an email subscriber list, you can use it to your advantage and send a campaign to direct them to a landing page asking them to leave their phone numbers. 

2. SMS Marketing Tip #2: Exclusive Content

SMS Marketing

A marketers life is a very hectic one. It’s understandable that we might not have the time to design a different message for each one of the channels we use to communicate with our audience. However, when it comes to SMS marketing success, exclusivity of the message is of utmost importance. 

Send exclusive offers and deals to your subscribers. Include a text that indicates the offer you are sending is for VIP SMS customers only! This type of message will make them feel special, helping you create a tighter bond with your audience, which ultimately decreases opt-outs, increasing CTRs and conversions.  By using a provider such as Frizbit, you can do this by using dynamic parameters and adding users’ names. 

Take the time to strategise specifically for SMS marketing. Design sales, promos and offers that are exclusive to this channel and make users know that. When you ask them to opt-in: make it clear that they will receive special and unique benefits from subscribing to your SMS marketing channel. 

3. SMS Marketing Tip #3: Segment your Audience

SMS Marketing

You might have thousands of subscribers to your SMS channel, but each of them is an individual with unique tastes and preferences. That’s why it’s so important that you segment your audience for every campaign you send. 

Your segmentation can be as general or as specific as you want it to be. You can segment from language, location, purchasing history, gender and much more. Taking your time to do this will highly increase the effectiveness of your SMS marketing campaign. 

Let’s say you’re an online sports store. There’s a big, important game coming up between two rival soccer teams and you want to send a special sale on their t-shirts. If you don’t segment your audience only to people who have shown interest in soccer, there’s a really big chance your CTRs are going to be really bad and you might end up with a lot of opt-outs from people who will find the SMS irrelevant and annoying. 

This goes for all bulk SMS campaigns you send. You have to take your time and segment your audience to deliver the right message to the right person. 

4. SMS Marketing Tip #4: Send a Sequence of Messages

SMS Marketing

With Frizbit, you can do  SMS marketing by automating messages to reach subscribers every step of the marketing funnel. You can set up triggered SMS that are sent a period of time after a subscriber completes an action on the website:

  • Product viewed
  • Product added to cart
  • Post-purchase reminders

Design, automate and schedule a message for each event targeting users by behaviour. Event-based SMS are great to maintain a communication flow and seek an immediate response. 90% of the messages are read within the first 3 minutes after receiving it. By designing a sequence of SMS you keep your brand on the user’s top of mind with ongoing communication. 

In addition to that, by configuring a flow, you’ll have a long-term marketing strategy without extra work. The setup of the sequences only needs to be done one first time so you don’t have to invest more efforts every time you want to send out a campaign. 

5. SMS Marketing Tip #5: Include an Image

SMS Marketing

Is no secret that including images in your communications have a direct impact on click-through rates. In a study conducted by Simple Texting, they discovered that messages with an image had a 52% higher CTR than the ones that didn’t.

SMS Marketing

People are very visual and respond well to images. That’s why it’s always advisable to include a photo as long as is pertinent for the message and your industry. If you’re in real estate, include a photo of the listing the subscriber shows interest in, if you own a restaurant include mouth-watering photos of the plates you offer, or maybe you have an e-commerce so you can add images of the articles the person liked!

Remember that the objective is to make the communication as personalised as possible. Including a photo will make the message more relatable, as when users open it the first thing they’ll see is something they liked. 

6. SMS Marketing Tip #6: Include an appealing CTA

SMS Marketing

If you know anything about digital marketing, you might be tired from hearing about the “include a great CTA” tip. But the importance of the call to action justifies the repetition. The CTA is the element that closes the deal: this is when you tell people what to do. 

The copy of the call to action lets people know what to expect if they decide to click on that button. If you want recipients to finish a purchase, see what’s new, discover new products or to not miss out a sale,  tell them here. 

Put yourself in their shoes. For example, what would your reaction be if you get a SMS from a travel website with a wonderful photo of the Eiffel Tower and a copy that says “Paris in the Spring is beautiful” but nothing else. It doesn’t specify what you expected action should be, it doesn’t include a CTA saying something like “book a flight with 15% off before spring is over”. Don’t leave people hanging and include a CTA that lets them know what their next move should be. 

7. SMS Marketing Tip #7: A/B Testing

SMS Marketing

Either you’re a new or an experienced SMS marketer, A/B testing needs to be part of your strategy. You might have a lot of knowledge about your audience and have developed a strong instinct on what they respond to the best. However, these types of analysis will help you sharpen the strategy and make it the best it can be. 

Changing the CTA, the image or the copy can have a major impact on the results of your SMS marketing campaign. It’s important to try different versions of the same message, track their performance and adjust it in order to get better and better results each time. 

A/B testing your SMS campaigns will give you amazing insights on your audience likes and dislikes. You can then take that knowledge and apply it to your overall strategy to optimise and enrich user experience.

8. SMS Marketing Tip #8: Select the right provider

SMS Marketing

None of the amazing ideas you have for your SMS marketing strategy is going to be effective if you choose the wrong provider. You have to do your homework and research the features available from each option you consider.

Is extremely important that you choose a SMS marketing provider that offers automated and personalised SMS, rather than only bulk ones. The key of success with SMS marketing campaigns is automation and that’s exactly what Frizbit offers. 

In addition to complete automation and sending of campaigns triggered by users’ behaviour on the site, Frizbit also offers dynamic parameters for hyper personalisation. The SMS include:

  • Sender ID
  • User name
  • Product name
  • URL
  • Call to action

Bonus tip!

To increase effectiveness of your SMS marketing campaign, we strongly recommend you to integrate it in a multi-channel marketing strategy. With Frizbit you can implement an orchestrated campaign that includes web push notifications, email marketing and SMS to offer users an enhanced experience and increase retention. 

Related blog post: 

Digital Marketing News, Insights and Updates from March 2021

Digital marketing news from March 2021 cover updates from Google Search to important social media new features. It’s amazing to witness how, every month, marketing technology changes and takes a step forward into making marketers jobs easier with new features added to existing platforms and new tech being developed.  

As we do it every month, we have gathered the most relevant marketing news and information worth revising for search marketing, tech marketing and social media marketing. you never know which new feature of technology will help you improve your digital marketing strategy. So keep on reading for the:

Digital Marketing News, Insights and Updates from March 2021

1. Search Marketing Updates

Google puts to the test displaying a cost estimate for local search queries

Google has announced that the company will be testing a new feature to show cost estimates in local search results. The feature is inspired by an alliance between Google and Homewyse, a site that provides contractors a system to calculate accurate quotes for their clients. They provide cost and pricing estimates for common houseworks, such as maintenance, repairs or remodelings. 

The new costs feature will show an estimate of the price range. Google says “The price information provided should be used as a guide only. The actual cost of service may vary widely based on the provider you choose and the specific details of your job.”

Digital Marketing News Cost Estimate Google

 

The results will show a price range for the service the users search for in the local area near their homes. According to Google, “Knowing the typical prices for a service in your ZIP code can help you estimate the cost of your job before booking it with a Local Services provider.” This feature is limited to the U.S. for the moment.

Google brings Full Coverage news to search results

Another marketing news by Google is that they’re bringing the Full Coverage feature to show on search results. This feature was already available for Google News since 2018, but the company has decided to now add it to Search Results as well with an announcement on their blog last March 8th.  

Digital Marketing News Full Coverage Google

According to Google, the reasoning behind this decision is that “People are hungry for context that helps them break down and understand (…) complicated stories from multiple perspectives.” This decision has been inspired because of how important and ongoing news and stories, such as Covid-19 or the U.S. elections are “consumed” by people. 

The “Full Coverage” page will show next to the carousel of articles that appear at the top of the Search results page when users introduce a query. If users want to dig a little deeper on any big developing news, they just have to click Full Coverage.

With this launch, we’re introducing new technology that is able to detect long-running news stories that span many days, like the Super Bowl, to many weeks or months like the COVID-19 pandemic. We then organize the Full Coverage page to help people easily find top news along with additional content like explainers and local coverage that are helpful to understanding these complex stories.

Right now the Full Coverage feature is only available for mobile devices in English and limited to U.S. users. Google says they intend to roll it out to more countries and languages in the upcoming months. 

Microsoft Bing updates search results interface

There are several updates coming up for Microsoft Bing interface. Recipe results, carousels, infographics and local answers are getting a revamp with the purpose of making the search experience more “visually immersive” for users. 

  • Infographic-like search panel experience: one of the first changes is a new, knowledge panel design. The objective was to make it more visually appealing and “provide both style and substance”. 

Digital Marketing News Microsoft Bing

 

  • Local answers with more information: when users search for anything on local answer, they’ll get more information. Microsoft Bing added more than just a single images carousel, they added more to Bing Maps, top images and reviews.

Digital Marketing News Microsoft Bing

 

  • Expandable search carousels: they also added a feature with expandable carousels that show high-level information results in order to avoid a crowded results page. A user can hover an specific result and it will expand showcasing more detailed information.
  • Similar looking items feature: when users make a search on Microsoft Bing Image Search, they can now click on it and use the “similar looking items” feature to highlight a portion of said image and get more results of images similar to that specific portion and can even directly go to a retailer’s site to purchase an item if that the case. 
  • Recipes result with more information: when looking for a recipe, users will get a list and have the option to expand them to see more. The information can go from nutritional information to, users reviews and ingredients list and possible substitutions. 

2. Marketing Tech Updates

Google Chrome can now caption audio and video

Google rolled out the Live Caption Feature for Chrome. This allows users to automatically generate real-time captions for media on their browsers. The feature works for social media, podcasts, radio, personal video libraries, embedded video players and most web-based video and chat services. 

Captions make online content more accessible. If you’re in a noisy environment, trying to keep the volume down, or are part of the 466 million people in the world who are deaf or hard of hearing, having captions lets you follow along to whatever content you are watching — whether it’s viral feta pasta videos, breaking news or a scientist discussing their latest research. – Google Blog

One of the most interesting features of the new Live Caption, is that the captions are generated on real-time. This means that they appear as content plays and they work offline as well. 

To turn on the Live Caption Feature, users just need to go to Chrome Settings, click on Advanced and then go to Accessibility. The captions currently only support English and are available worldwide on the latest update of Chrome on Windows, Mac and Linux. 

Google My Business report shows how people found your business

If there’s an important piece of information for every business, is definitely how people found them. Google’s aware of this and has rolled out an update for Google My Business that shows how users got to you. 

The new performance report insights upgrade shows a section of people who viewed your business and how they found it, whether through desktop, mobile or either Search Results or Google Maps.

Digital Marketing News Google My Business Report

Businesses can access these new reports by logging to their My Business accounts and selecting the Insights tab. From there, go to the top of the page to access the new performance reports and scroll down to the section that shows “how people discovered you”. 

The reports breakdown the information by device and type of search. This feature has been available as a beta since late January and Google pointed out a few details:

  • The metric represents the number of unique users so it might be lower than the number of views found on Google My Business and in email notifications. 
  • The metric focuses on views of the Business Profile, not overall views of the Business in Google. 

Hootsuite adds new “best time to publish” feature

The social media management web platform has rolled out a new feature that shows you the best time to publish on your different social media channels. These suggestions are completely personalised based on your own publishing history of the last 30 days. 

Digital Marketing News Hootsuite Best Time Publish

The new feature aims into helping content creators “build awareness, boost engagement and drive traffic”. Knowing when to post is so important to reach as many people as possible on social media, and this feature has the objective of helping with that. 

This month, Hoostsuite also included an update that allows you to add Magento into your dashboard. This will allow you to:

  • Add streams of your products to Hootsuite
  • Share to multiple networks, including Instagram, Twitter, Facebook, and LinkedIn
  • Schedule when posts are sent
  • Respond to users on Twitter with product information
  • Use templates for frequently used posts/replies

3. Social Media Marketing Updates

Instagram is testing new auto-caption feature in stories

Instagram is testing a new auto-caption feature for stories. It’s called “Closed Captions” and shown in the stickers tab. A social media consultant shared a video showcasing how it works and it seems the captions are really accurate.

Digital Marketing News Instagram Live Caption

After recording a video with voice, you just have to open the stickers tab and select the Caption one and the app will automatically generate a transcription. There are different options for styling the captions, very similar to the ones available for the transcription of lyrics from the music sticker. 

The feature is just under test by Instagram and not available to the public yet. However, we can expect it to be launched very soon. 

Twitter is testing new e-commerce features

Twitter is testing a new feature that links to e-commerce product pages. It displays the tweet with a different card format design that includes a big “Shop” button and showcases details about the product directly into the tweet.

Digital Marketing News Twitter E-commerce

The information displayed on these new tweets format for e-commerce show:

  • Product name
  • Shop name
  • Product price
  • Shop button

Twitter confirmed that these new e-commerce tweets are an example of a new “organic” type of tweet. The social media platform is aiming into helping content creators monetize their work with many new features. Joining forces with newsletter platform Revue a few months ago and a new Super Follow feature that will allow creators to charge followers for “exclusive content” , are definitely aiming in that direction. 

Facebook looking to launch audio-only rooms

All the world has been on a hype since the popularisation of the new audio-only social media Clubhouse. Other social media platforms don’t want to be left behind and Facebook has started working on its own version of audio-only chat rooms. 

In May last year, Facebook rolled out a feature called Rooms that allowed users to create private video chats others can join. So, creating a new one that’s audio-based only wouldn’t be a major work or effort for Facebook.

Digital Marketing News Facebook Audio Chat Rooms

The new feature will allow users to create public or private audio group rooms. It’s basically the same thing as Clubhouse or Twitter Spaces. Maybe this would suppose a threat to Clubhouse since the app still works just for iOS and it’s based on invites only. 

We can expect Facebook to roll out the new feature very soon, since the amount of work behind it is basically ready. 

Summary

This is it for the most important digital marketing news from November covering everything from search marketing, tech marketing and social media marketing. Which news caught your attention more?

Bonus Material

We’ve recently created the Digital Marketing & E-commerce Experts group on Linkedin for all of you marketing professionals and enthusiasts. Here you’ll find all sorts of content related to digital marketing and e-commerce, you can share your own experiences, questions and just rub shoulders with other marketers on a daily basis.

Digital Marketing News Marketing Experts

Since you’re already here, you might want to check out:

Cart Abandonment Recovery Strategies for E-commerce – Recover Lost Sales

Cart abandonment recovery is the biggest issue e-commerce sites face every day. According to Statista on a study including different industries, for March 2020 an average of 88.05% of online orders were left behind without completion. Specifically, the online retail sector has an average of 84.51 percent shopping cart abandonment rate.

Cart Abandonment Recovery for E-commerce

Since it represents a huge leak of sales, it’s one of the most (if not the most) important problems to tackle if you own or run any type of online store. There are many reasons why customers abandon their shopping carts. Before we go into detail on how to mitigate this issue, let’s point out some of the:

Main reasons shoppers abandon carts:

  • Confusing site
  • Unexpected costs in shipping or taxes
  • Confusing checkout process
  • Online “window shopping”
  • Security concerns
  • Found a better deal on another site

If you want to implement cart abandonment recovery strategies, there are many techniques you can apply as for today and start getting results. Even though all users are different, with their own likes, dislikes and needs, there are some similarities and commonplaces to be identified within the segments and come up with a strategic approach that offers the right solutions.

Cart Abandonment Recovery Strategies

1. Use retargeting channels strategies

Marketers are very lucky. Yes, cart abandonment is a big issue for online stores, but there’s a wide variety of channels and marketing tools to use and tackle the problem from all angles with a tailor made strategy that fits your needs and fulfill customer’s expectations. One of the most important moves to make is to implement retargeting strategies. 

Cart Abandonment Recovery Cart Abandonment Recovery Cart Abandonment Recovery Cart Abandonment Recovery

The following table shows an estimate of how each channel performs for cart abandonment recovery strategies. The numbers where measured for a average e-commerce site.

  • Opt-in rate: The op-in rate shows how many visitors subscribe to each channel.
  • % of subscribers in sequence: the % of subscribers in sequence makes reference to how many of those subscribers can be reached by the respective channel.
  • Number of messages in sequence: when it comes to the number of messages in the sequence, it shows how many messages where designed to include as a series.
  • CTR: is the click-trough rate for each channel, it show how many subscribers who received the messages clicked on it.
  • Conversion rate: how many subscribers who received the messages and clicked on it, finished a purchase.
  • Increase in sales: how much revenue said channel generated for the site.
 Channel  Opt-in Rate % Of Subscribers in Sequence  # Of Messages in Sequence CTR Conversion Rate  Increase in Sales
 Email – Cart Abandonment  1- 3%  100%  3  17,2%  3,8x  4%
 SMS – Cart Abandonment  0,5-1,5%  100%  1  35,4%  5,2x  2%
 Web Push – Cart Abandonment  5-10% 10-15%  3  12,1%  2,3x  1%
 Web Push – Full Funnel  5-10%  100%  3  10,7%  0,8x  2%

Users that have reached the checkout stage of the shopping funnel are easier to convert than visitors or potential customers. There’s no reason not to make the biggest effort on this step. 

You have three main channels available for cart abandonment recovery and recover lost sales while retaining users: automated web push notifications, emails and SMS.

Cart Abandonment Recovery Strategies

  • Cart abandonment recovery automated Web Push Notifications

Web push notifications are messages sent through browsers to, either mobile or desktop, to subscribers that opt-in to receive them. They’re delivered the moment users open the browser and start navigating online, indistinctly of the site or page they’re on at the moment.

Cart Abandonment Recovery Web Push Notification

Automated web push notifications allow to send users automatic messages related to the step of the shopping journey they were on the moment they left the site. For example, when users put an item in the basket, but abandon the web without completing the order, they will receive an automated web push notification reminding them about the product they left behind. 

You can recover lost sales from abandoned carts by sending automated notifications to users who left products in their basket but didn’t complete the purchase. You can schedule a sequence of messages to be delivered after certain amounts of time, like 1 hour, 1 day and 3 days after the user abandoned its shopping cart. 

The most engaging feature about using this channel to recapture lost customers, is that you don’t need any type of personal data from them. Unlike email or SMS, you can retarget visitors and anonymous users with web push notifications and bring them back to your site so they can finish their purchase. 

  • Cart abandonment recovery emails

Cart abandonment email might be the strategy online stores use the most to tackle this issue. When using automated emails, they’re automatically sent to users that left the site on some step of the checkout process without completing a purchase after they added products to their cart.

Cart Abandonment Recovery Email

Frizbit allows you to set up automated behavioural emails to recover abandoned carts.  The configuration process only needs to be done once, so implementing this strategy won’t represent a continuous effort or add to your normal workload.

Recovering abandoned carts emails should be as highly customised as possible. When users identify and relate to the content of the message, click-through and conversion rates increase significantly which translates to a recovery of lost sales and an increase in your revenue. 

This strategy has always been so popular, because it has presented a direct communication with users by contacting them through their email accounts. The downside is that, in order to do so, you need people to share with you their personal information and they don’t always do that. So, basically, if a user leaves the site before reaching the part of the checkout process where they’re supposed to submit their email address, you lose that user for good. 

Even though cart abandonment emails have always presented encouraging results for online stores, combining them in a strategy that also includes automated web push notifications will help you optimize your strategy and take it to the next level. Keep in mind that with emails, you can only reach those people that registered, while losing visitors and anonymous users. Adding an additional channel, that allows you to communicate with all visitors might be what your strategy is missing. 

You can check out our Success Story with Bidcom, an online retailer in consumer electronics that uses a combination of Frizbit’s automated behavioural emails and web push notifications campaign to recover abandoned carts. 

  • Cart abandonment recovery SMS

SMS cart abandonment are messages sent to users that left a site during some step of the checkout process after adding a product to their basket. They work with the same principle of cart abandonment emails, but instead of receiving the message in the inboxes, users receive them on their mobile devices.

Cart Abandonment Recovery SMS

The format of SMS presents a great opportunity for online stores, since the information is delivered directly to the hands of the user through their phones, which makes it a very direct form of communication. Everyone has their mobiles nearby and constantly checks them during the day. Unlike emails, with SMS you don’t have to wait for users to go and check their inboxes to get the message. 

They are also highly customisable as well, and can include user name, product name, category name, brand or pretty much anything you wish to highlight about the article. This helps by making the message more relevant and harder to ignore by the user. 

However, the way it happens with emails, you need users to provide information: their phone number. If people are already reluctant to share their email address, this unwillingness increases a lot when it comes to sharing much more personal information like their personal number. If they don’t, you’ll lose them as well. 

Create a multichannel cart abandonment recovery strategy

There are multiple roads you can take to deal with cart abandonment: optimizing the web experience, using retargeting emails, sms or web push notifications. The way we see it, the real solution for this issue is to combine all of them in a well-planned retargeting strategy. 

FYI, we’re not saying that you should harass your users with messages while you follow and stalk them through every possible channel. What we’re saying is that you need design and execute a multichannel cart abandonment strategy in a way each channel complements the other.

Create a strategy thought out like a service you’re providing your customers. You want to bring them back to finish their purchases and recover lost carts in a way they feel they’re also gaining something. You can use each channel available in a different way, with different types of messages, different frequencies and segmenting by users by creating a flow of messages. 

Remember to always make the message as relevant as possible by using the dynamic fields available such as user name, product name, image, price or any information you see fit. The most important thing you need to keep in mind when designing your multichannel cart abandonment strategy is to use the frequency cap parameter so you can regulate the time periods your messages are delivered.

This is especially important if you work with different providers for each channel. You’ll have to coordinate the time frames in which you want each message to be delivered so they don’t clash with each other. For example, if the recovery cart email is sent after one hour, you’ll have to change the web push notification timing to be sent after two hours. If the user clicks on the email and completes a purchase, that event will be fulfilled, hence cancelling the web push notification automatically. 

If you work with the same provider for web push, emails and SMS, this won’t present a problem or extra work. Frizbit allows cross-platform event triggering coordination, meaning that if a user clicks on the cart abandonment recovery notification, the email and the SMS won’t be sent and so on.

Additional Tips to Reduce Cart Abandonment Rates

1. Optimize your site

When we talk about cart abandonment issues, we’re referring to the last step of the shopping funnel. So why are we even mentioning the quality of the site as an important element here? Simple: user experience from top to bottom. 

  • Simplify navigation

Simplify the journey as much as you can. A lot of users abandon carts because of a confusing, complex navigation. The more clicks you put them through, the higher the chances that they leave before completing a purchase. The ideal number here is up to three clicks. To get there, make sure you organize your products in different, identifiable categories with names that clearly describe what’s in them.

  • Create engaging informative product pages

Remember that before any user even thinks about adding a product to the basket, they browse through your site. They get a feeling from what they see, from the homepage to the product page. You want to focus on creating an engaging experience for them that also presents all the information they might need to know before making a decision.

Cart Abandonment Recovery Tips

Include product visuals that portray as best as possible the characteristics of the article: photos from different angles, videos, details. When shopping online, customers don’t get to touch, smell or experience the product in any physical way, and that can be a huge barrier to the shopping process. Reduce it by adding as much visual and descriptive information as you can.

  • Reduce loading times

Long loading times can greatly affect cart abandonment rates. Keep in mind that people get easily bored and distracted when browsing online. If you make them wait too long to go through checkout after finally deciding to shop for a product on your site, you can very easily lose them. 

This risk is even bigger for mobile users who already present higher cart abandonment rates as they are. Bottom line, if your site is slow, users will abandon. The checkout page is the step where you want to boost your site’s loading time as much as possible. Making the shopping journey easy and fast in this stage is crucial for customers to complete their purchase and avoid cart abandonment. 

2. Increase site trust

As we mentioned before, one of the main reasons for cart abandonment is a lack of trust in the shopping process. Even though by now most of us are extremely used to shopping online and we do it all the time, there are still a lot of barriers regarding the level of trust on online transactions. 

You’re asking people that don’t know you from anything to trust you, not just with personal information, like email or phone number, but with very private and sensitive credit card and bank account details. It’s your job to increase the level of trust. You can do it by:

  • Displaying logos of security companies your work with: One study done by Actual Insights found that, on average, 61% of people did not buy because a trust logo was no were to be found on the site, and over 75% said they didn’t buy because they didn’t recognize the logos used.

 

Cart Abandonment Recovery Tips

 

  • Including social proof: If you also let users know that others have purchased products from you and had a great experience doing so, you might tilt the balance in your favor. It’s all about adding valuable information that reduces hesitation by increasing trust leves of your site. 

 

Cart Abandonment Recovery Tips

 

  • Avoiding to request unnecessary information: nobody likes to share their personal details on the internet. Especially if you don’t know what they’re going to be used for, so refrain yourself from asking people to fill endless forms with personal data. If possible, create a “guest checkout” option that doesn’t require users to create a profile on your site.

3. Be honest about your prices!

Unexpected and hidden additional charges in the checkout page is the biggest reason customers leave without completing a purchase. 56% of shoppers claimed to have abandoned their cart because extra rates were not mentioned before. 

To lower this stat, be as transparent as possible from the get go. Make sure to display shipping rates and tax charges as clearly as you can so people can see it and don’t be surprised when they’re about to click that final “complete purchase” button. 

You can add a shipping calculator where customers can introduce their addresses and learn how much it will cost them. Another option is to offer free shipping when a certain basket price is met. This way, not only will the costs be clear, it will be an extra incentive for customers to maybe spend a little more on your site. 

You can reduce cart abandonment rates dramatically if you plan and execute a seamless retargeting strategy. If you want to request a one month demo period to try it out on your site, let us know by clicking here, we’ll be happy to help. 

These articles might also interest you!

Digital Marketing Insights and Updates from February 2021

February is a very short month. With only 28 days, there seems not to be enough time for things to change in the digital marketing world. However, there are some remarkable events to take note of and we have gathered the most important digital marketing insights and updates from February 2021 just for you. 

Digital Marketing Insights and Updates from February 2021

  1. Search Marketing Updates

Responsive search ads now the default in Google ads

Responsive search ads are ads adaptable to show more text and relevant information to customers. When creating one, you can enter multiple descriptions and headlines that Google will automatically test with different combinations and, in time, learn which ones perform better. The goal is to discover what type of messages adapts better to customer’s searches and ultimately improve the performance of your paid search ad campaigns. 

Google recommends to have at least one responsive search ad per ad group. Very recently, they announced that they’re making responsive search ads now the default in Google ads, based on how promising result are:

Using machine learning, responsive search ads automatically identify the best combination of headlines and descriptions to deliver the right ad to the right person. In fact, we’ve seen advertisers that add responsive search ads in their ad groups achieve up to 10% more clicks and conversions. – Sylvanus Bent, Product Manager, Google Ads

Google claims that Covid-19 pandemic has changed the way consumers conduct online searches, thus accelerating the need to change how those results are presented to them. According to Google responsive search ads (RSAs) are the answer to that need and they can offer much better results for businesses.

They have shared a list of best practices to optimise RSAs as much as possible:

  • Use Ad strength when writing headlines and descriptions to understand the effectiveness of your ads. 
  • Take advantage of location insertion and countdown customizers to show ads that are relevant and meaningful.
  • Use Smart Bidding and broad match keywords.
  • Review cross-campaign asset reporting to understand which creative assets resonate most with your customers.

New association functionality added to Search Console

Google also announced they’ve added a new association functionality to Search Console that will allow to connect a Search Console property with another Google property such as Analytics, a Youtube channel or a Google Chrome Web Store. 

Digital Marketing Updates Google Search Console

This new feature allows sites to access and unlock other functions:

  • Google Analytics: View your Search Console data, such as organic search queries, in your Google Analytics property. 
  • Google Ads account: View the paid and organic report in Google Ads.
  • YouTube channel: Link your videos to your associated website.
  • Play Console app: Use App Indexing.
  • Actions Console project: Verify your brand and enable cross-platform functionality.
  • Chrome Web Store account: Publish apps and extensions to the Chrome Web Store on behalf of your site.

The association features depend on the association type and you can access them through the Association Page via the settings menu in your Search Console account. 

2. Marketing Tech Updates 

Microsoft announced limited access to neural text speech AI

The Microsoft Custom Neural Voice text-to-speech AI allows developers to create custom synthetic voices. The recently announced limited access to this technology.

The Custom Neural Voice is a Text-to-Speech (TTS) feature of Speech in Azure Cognitive Services that allows users to create a one-of-a-kind customized synthetic voice for their brand.  – Azure Microsoft

The neural speech AI has many possible applications for different brands and industries that can benefit both customers and businesses. Chatbots, voice assistants, audio books, online learning and translations can take advantage of this technology and improve customer experience by customising their synthetic voices. 

The technology consists of three main components that improve results: text analyser, neural acoustic model, and neural vocoder. These three elements work together to reduce by 50% pronunciation errors and optimise workflow. 

Interested brands must apply and be approved by Microsoft to access it. “Alternatively, developers can add text-to-speech (TTS) capabilities to their apps quickly by creating an Azure Speech instance and selecting from a rich choice of over 200 voices” stated de Microsoft announcement.

Magento released Magento Commerce 2.4.2 for Digital E-commerce Growth

Magento recognizes the importance of digital businesses, especially since 2020 and the migration of many stores to a digital environment. That’s why they keep focusing on offering their customers the best service and experience possible. 

Digital Marketing Updates Magento

Early this month Magento released Magento Commerce 2.4.2 along with security-only patches 2.3.6-p1 and 2.4.1-p1 that focus on enhancing performance and increasing security. 

Magento Commerce 2.4.2 assists merchants in maximizing their opportunities with enhancements to B2B purchase approvals, expanded PWA and GraphQL support, and improvements to the Page Builder and Media Gallery performance and developer experience.  

The update includes improvements to:

  • B2B capabilities for purchase approvals
  • Image optimisation
  • Faster time to market
  • In-product guidance
  • Several enhancements to platform quality

3. Social Media Updates

Twitter develops “Spaces” a competitor for Clubhouse app

If by now you don’t know what Clubhouse is, I’m sorry to tell you that you’re living under a rock. The popular only-voice based app has been causing a bit of a stir in the social media world. It’s gaining popularity and subscribers by the second and everyone wants to get invited.

DIgital Marketing Updates Twitter Spaces

No wonder competitors are starting to raise and Twitter has rolled out Spaces. This new feature allows Twitter users to create audio-only chat rooms with up to 10 speakers at a time with no limit on number of participants. To create a Space, the users has to long press the compose icon and tap a new Spaces button that will show on the far left. 

The user that creates the room gets to decide who has permission to speak, choosing from everyone, people you follow or specific individuals. Spaces requires users’ permission to access the microphone and it will activate automatically as soon as the “Start your Space” button is clicked. 

To this moment, this new feature is only available for a small group of iOS users while Twitter gathers feedback from users. They claim that soon, Spaces will be available for more people and for Android devices as well. 

LinkedIn is developing a new freelance marketplace

As an effort to help professionals face the working crisis created by Covid-19 pandemic, LinkedIn is rolling out a new Freelancers Marketplace. The objective is to help professional freelancers and businesses to find each other, connect and work together. 

Digital Marketing Updates Linkedin Freelancer Marketplace

LinkedIn’s network counts with over 740 million users and the new Freelancers Marketplace will compete with similar websites like Upwork, Freelancer of Fiverr. It will count with a digital wallet through which businesses can pay professionals, facilitating the transactions and offering some type of insurance to all parties. 

The general opinion is that this is a very smart move from LinkedIn as it will revalue the platform for many professionals. Due to the pandemic, this new feature could open the door to professional freelancers to work from home to any part of the world and for businesses to find the perfect candidate for the job anywhere around the globe. 

Instagram to launch multi-participant live stream 

Digital meetings and e-gatherings have never been so popular (and necessary) as they have since last year. The appearance of softwares that allows groups of people to join video chats is on the rise and, so far, Instagram has been a little behind on the run, until now.

Digital Marketing Updates Instagram Live Group Chat

Earlier February, Instagram Chief Adam Mosseri, revealed that the popular social media platform was working on a multi-participant live stream feature to be launched at the end of the month. 

“We have been working on live groups – finally. […] We’re releasing the ability to go live with more than one other person, so with up to four other people, in the next couple of weeks, which we’re really excited about.”

Instagram has been working on this feature for a while now. Since last December they rolled out a version in India as an attempt to capitalize on the ban on TikTok. They had very promising results with a rise of 60% of views. 

Digital Marketing Updates Instagram Live Chat

While there’s still no official date for the new multi-participant live stream release on Instagram, from what we’ve read, it doesn’t seem like we will have to wait much longer. 

If you’re interested in digital marketing trends, tips and updates keep track of our blog: 

Web Push Notifications: A Complete Guide for all Levels

SUMMARY

  1. What are web push notifications?
    • Definition (what are they, what are they used for, where are they shown and in which formats)
    • What’s the difference between web push and mobile push notifications?
    • What’s the difference between pop-ups and web push notifications?
    • What elements compose a web push notification?
    • What operating systems do they work on?
    • What browsers support web push notifications?
    • What devices support web push notifications?
  2. How do web push notifications work?
    • Opt-in process
    • Manual web push notifications
    • Automated web push notifications by Frizbit
  3. Why should I use web push notifications on my website?
    • Retention of anonymous users
    • Reach users outside of the website
    • Desktops and mobile reach without having and app 
    • Quick traffic generator
    • Time efficient
  4. Are web push notifications effective?
    • High opt-in rate
    • High CTR
    • Profitable channel
    • How much can you increase revenue?
  5. How do I send web push notifications from my website?
    • How to install web push notifications
  6. What metrics should I track to optimize my web push notification campaign?
    • How to measure web push notifications performance
    • Metrics to keep track of
  7. Are web push notifications GDPR compliant?
  8. What makes a good web push notification?
    • It’s relevant
    • It’s personal
    • It’s specific
  9. How to choose a web push notification service provider?

1. What are Web Push Notifications?

Web push notifications are clickable messages sent by a website and appear on the screen of a user’s device, even if the website is closed and the user hasn’t filled any type of registration form. It is the latest and a very powerful digital channel for websites to re-engage and communicate with subscribers who opt-in to receive them, providing useful/interesting information.

  • What are web push notifications used for?

They’re used as a direct communication channel to keep users informed about news, promotions, abandoned products on their shopping carts or general information and updates. Web push notifications can be installed on any website: e-commerce, newspapers, blogs or magazines and their purpose is to entice users to return to the site and complete an specific action.

  • Where do web push notifications appear?

The format and position of web push notifications changes depending on the operative system, browser and device they appear on. They slide on the top right corner on Mac devices, on the bottom right corner on Windows devices , and on mobile they appear in the same way to a regular push notification from an app.

Windows Chrome Web Push Notification

Windows Desktop Web Push Notification

android-chrome-web-push-notification

Android Mobile Web Push Notification

  • What’s the difference between web and mobile push notifications?

Mobile push notifications are messages sent by an app that is installed on a mobile device or tablet. In order to receive them, users need to give permission and they’re shown on the screen of the device, no matter if the user is actively on that app or not.

Web push notifications are simply the website version of the app push notifications. They are messages sent by a website and delivered through browsers even when the users are not on that website, to both mobile and desktop devices.

The first time a user accesses a notifications-enabled website, users will be asked if they would like to to allow or block them by a browser permission prompt, just like apps would ask their users to allow notifications.

  • What’s the difference between pop-ups and web push notifications?

A pop-up is a message that suddenly shows-up on a website over the content while the user is currently navigating on it. The majority of them show-up as soon as a user lands on the page. In some cases they can be activated based on users’ actions, such as a click, scrolling down, spending a specific time period or closing a window (exit intent pop-ups).

pop up vs web push notification

Web Push Notification

Pop up vs. web push notification

Pop-up

Pop-ups can appear both on desktop and mobile, and are typically used for advertisement with the purpose of directing the user’s attention to a specific message in the site they’re visiting. User experience is usually diminished by these types of messages as they’re considered intrusive and annoying.

Web push notifications differ from pop-ups mainly because they’re shown on the screen of the user not necessarily within the browser window even if the user is not on the website, while pop-ups can only be shown within the browser window when the user is actively browsing on that website. 

  • What elements compose a web push notification?

Web push notifications are composed of various elements that conform their anatomy. They include: icon, headline, description, call to action button, a large image and the page url from where it’s being sent. All the elements are modifiable for each notification, you can change the icon, image, text, CTA for each one if you wish to. 

  • Icon: The icon is usually the logo of the brand. Its position inside the notification varies between different OS and browsers, but is always visible. The icon has to be a square image preferably at least 256 x 256 px.
    • Tips and insights: if you use your logo, you can adapt the design to match the season or a holiday!
  • Headline: The headline is the first text line of the notification. It usually appears in bold letters as an attempt to catch the user’s attention in most of the browsers & OS’s. The length of the visible area varies between 43 to 69 characters depending on different OS and browsers 
    • Tips and insights: use the most appealing words at the first 43 characters of your content to make sure it’s visible regardless of the OS and browser.
  • Description: The description is the textual content that follows the headline and it’s used to offer a more detailed explanation. The length of the visible area varies between 50 to 136 characters depending on the OS and browser. 
    • Tips and insights: use the most appealing words at the first 50 characters of your content to make sure it’s visible in all OS and browsers. Personalise the content using the dynamic parameters in this section as it has more area which can accommodate longer values of parameters
  • Large Image (Optional): An image that complements the message, it should be descriptive and appealing. It’s only visible on Google Chrome, Windows and Android OS.
    • Tips and insights: push notifications with images have a 20% higher CTR, according to A/B testing conducted by several Frizbit clients. The ideal ratio of the image to make it visible on all OS and devices is 2×1 horizontal, minimum size being 512 x 256 px and recommended size being 1024 x 512 px. You can read more about the ideal size and resolution for rich web push notifications here.
  • Page URL: Is the domain of the website that’s sending the notification, the one the user subscribed to. The subscriber can be directed to any destination URL, it doesn’t necessarily have to be the same domain. 
    • Tips and insights: send subscribers to a page as close to the lower end of the shopping funnel as possible. This will increase the possibility of conversion. Don’t forget to add UTM tags to track the traffic coming from each different push notification campaign
  • Action button (Optional): Action buttons (you can have up to two) are optional buttons which can be used as call to action to tell users what you want them to do, what action is expected from them. Its visibility also varies depending on OS and device. It is possible to define a distinct URL to action buttons, other than the main URL of the notification.
    • Tips and insights: be precise on the CTA (Call to Action), tell the subscribers exactly what you want them to do: finish your purchase, book now. Don’t forget to add UTM tags to track the traffic coming from each different push notification campaign.

Elements of a web push notification

Even though all web push notifications include the same elements, how they’re shown will depend on the browser, operating system and device. Some will include the image, some won’t and the visibility of the text and action buttons will vary as well. 

All the elements can be highly customised with personalised text, images and even emojis. If you make use of the dynamic parameters, you can include even more specific information such as category name, product name, product image, product price and user name to make the message as relevant as possible for each user, making them feel that you’re talking directly to them.

  • What operating systems support web push notifications?

Web push notifications are supported by all major operating systems, except iOS. Windows, Android, MacOS work properly with web push while iOS doesn’t support them by default. 

Chrome Android Web Push Notification

Chrome Android Web Push Notification

Chrome Mac Web Push Notification

Chrome MacOS Web Push Notification

Chrome Windows Desktop Web Push Notification

Chrome Windows Web Push Notification

Firexfox Android Web Push Notification

Firefox Android Web Push Notification

Firefox MacOS Web Push Notification

Firefox MacOS Web Push Notification

Firefox Windows Web Push Notification

Firefox Windows Web Push Notification

Safari MacOS Web Push Notification

Safari MacOS Web Push Notification

  • What browsers support web push notifications?

All major browsers, Google Chrome, Safari, Firefox, Opera and Microsoft Edge support web push notifications, except Internet Explorer. 

Which Browsers Support Web Push Notifications

  • What devices support web push notifications?

Web push notifications are shown on desktop, mobile and tablets even if the user has left the website. Their appearance and where they’re shown will vary depending on the operating system of the device. 

2. How do web push notifications work?

  • From the publisher’s perspective

Web push notifications work for any kind of website. Any brand or business that owns a website can configure and send web push notifications very easily. No mobile app is required to do so, and the implementation is fairly simple by adding a small piece of code from a web push notification service platform to their site. We explain the process with more detail ahead in this article. 

  • From the user’s perspective

Web push notifications is a permission based marketing channel, which means that it can be only sent to a user if they allow a website to do so. In order to start receiving web push notifications all a user needs to do is basically to opt-in (give permission to that particular website to send push notifications) and become a subscriber. This can be done by two ways:

  • Native opt-in: is the browsers’ default prompt to ask users their permission to subscribe to the web push notifications channel. It includes a non-customizable text and uses the language settings chosen by the user. It triggers when a user visits a site for the first time and they have to click “allow” or “block”.

Web Push Notification Browser Prompt Opt-in

 

  • Custom opt-in: is a form of opt-in which shows first a pop-up that can be customized with the website’s branding that also appears the first time a user visits the site. It offers the possibility to personalise the message and include the logo of the brand. It can be shown on the top middle of the screen and after clicking “allow” on, it triggers the browsers’ opt-in prompt, in which the user must give permission again to become a subscriber. The downside of using a custom opt-in, is that it requires two clicks from users in order to actually allow the notifications and this results in a 3x decreased opt-in rate.

Web Push Notification Custom Opt-in

  • Opt-out: How to disable web push notifications?

When it comes to this channel, the users have complete control over them. In order to unsubscribe from web push notifications, subscribers just need to access their browser settings panel, look for the notifications option, find the website they would like to opt-out and select “block”. The process may vary a little depending on the browser you use, for details you can check these articles:

  • Types of web push notifications

There are two types of web push notifications: manual and automated. Depending on the service provider you choose, you’ll have more options regarding the type of messages you can send. The difference between them is their triggering mechanism:

  • Manual (bulk) push notifications: manual web push notifications are used to send manually a massive communication to all or a segment of users informing about special discounts, promotions, time sensitive sales or new products. They could be understood as the push notification equivalent to email newsletters. You can send messages regarding:
    • News
    • New blog post
    • Event information
    • Flash sale
    • New products

Manual Web Push Notification

  • Automated (triggered) push notifications: automated notifications are highly personalised messages sent to users based specifically on their individual behaviour on the site. They’re designed and scheduled to be sent automatically in predetermined time frames after a user completes an action. You can define as many scenarios as you wish to trigger an automated web push notification, depending what type of site you have:
    • E-commerce: you can define events that send a message to users for every step of the funnel. Ex. Cart Abandonment, Product Retargeting, Category Retargeting.

Cart abandonment web push notification

    • Travel: you can define events to trigger notifications to recover lost reservations of the users that didn’t complete the booking or to improve the UX of the trip. Ex. Last Seats for a specific destination, last available room, check-in, boarding, luggage reminders.

Travel web push notification

    • B2B/SaaS: you can generate more leads by sending a sequence of web push notifications to nurture leads that visited a page but dind’t complete a sign up.

b2b-web-push-notification

Saas web push notification example

    • Real Estate: you can generate more leads and interactions by  communicating with users about a listing they have viewed but didn’t engage with it or recommending similar properties or announce them about new listings.

Real Estate Web Push Notification

  • Why should I use web push notifications on my website?

Web push notifications present a direct and real-time communication channel with users. Subscribers receive the message when they’re online, which highly increases the chances of interaction within minutes of the notification being sent. There’s no other digital marketing channel that has this inherent power that web push notifications have. 

  • Engage anonymous users 

The main reason web push notifications are becoming so popular amongst marketers, is because it is a unique channel to retain users that didn’t leave any personal information on the website. To become a subscriber, a user has to simply click “allow” on the opt-in prompt without filling any form, sharing their email address or any other type of personal data. This presents a major opportunity for businesses to create a flow of communication with users that might never decide to drop their email. 

  • Reach both desktop and mobile without having an app

One the most attractive features of web push notifications is that they don’t require an app to function. In order to send a push notification, you just need to have a website and you can reach your subscribers on both desktop and mobile devices. This means that you don’t have to wait for users to check their emails to get the message through. Being able to reach people at any time, on any device is a unique advantage of web push notifications.

Mobile and Desktop Web Push Notification

  • Reach users out of the website

What makes web push notifications so special is that they can reach audiences even when they’re not actively browsing your website. If a user subscribes, leaves and starts navigating any other site, they’ll still receive notifications from you. There’s currently no other direct digital marketing channel you can do this with, which adds to the list of reasons why you should use web push notifications on your website. 

  • Generate traffic in seconds

Web push notifications is a real-time communication channel. This means users get the message the moment they’re online which inmensely increases the chances of interaction. On average, most notifications are clicked within the first hour after receiving it. For example, with manual web push notifications, you can direct lots of traffic in a very short period of time. In less than a minute after sending it, you’ll see sessions being generated on your web and users engaging with the site in real-time in your web analytics solution.

  • Time efficient

Digital and online businesses are used to working with multiple marketing tools to get their message across. Most of the time it would seem overwhelming to add one more channel to the mix. However, web push notifications is different. The campaign setup is extremely simple and you don’t have to spend a lot of time creating each message and manually sending it. Using automation you can create templates that will be sent automatically when triggered by an event you define on your site. You’ll only need to invest some time once to configure your campaigns and that’s it!

  • Are web push notifications effective?

The most simple and straightforward answer is YES! But let’s dig a little deeper. If used wisely it can become the most effective retargeting channel for online businesses. 

  • High opt-in rate

Web push notifications have proven to be much more effective than other traditional channels. They have an average 3x higher opt-in rate than emails, which can easily be related to how seamless the process is. With just one click, visitors can become subscribers without handing over their email address or other personal information. Reducing the steps one person has to follow and complete to opt-in to any type of digital communication, will decrease the hesitation and make them more open minded to subscribe. 

  • High CTR

Stats have shown that web push notifications have a 4x times higher click through rate than emails. That’s a 8,5% over in comparison to the 2.4% CTR of emails. The hyper-personalisation capabilities of web push notifications, allow to significantly increase the CTRs. When people feel like you’re really talking specifically to them, it will translate into more clicks and that is one of the biggest benefits of using web push notifications. 

  • Profitable channel

Web push notifications present a very valuable alternative for marketers that allocate a big part of their marketing budget to retargeting ads. Most web push notification services are based on monthly fees that vary on the amount of subscribers or visits to the website. There are no extra fees for the amount of messages sent, implementation nor PPC rates involved. You can send unlimited notifications. 

This makes the cost of retaining a customer very profitable. Consider that returning users that have already converted are the biggest asset to your business. Web push notifications allow you to bring them back without having to spend a large marketing budget chasing them around with expensive retargeting ads. 

  • How much can you increase your revenue with web push notifications?

Web push notifications offer varied results depending on the industry, type of business and amount of traffic of the site. You can access our calculator and introduce a few data to estimate how much you can increase your revenue using web push notifications in just a few clicks: https://get.frizbit.com/revenue-calculator/

  • How do I send web push notifications from my website?

1. Upload Service Worker

The process of implementing web push notifications is very simple and can be done in any website. The first thing you have to do is to upload the Service Worker file of your provider to the root folder of your website’s domain. A Service Worker is a file that allows a browser to run functions that don’t need a web page such as sending push notifications to a user when they are not on your site. 

2. Add JavaScript snippet

The next step is to add the JavaScript snippet of your provider that will help you create a user profile for every person that visits your site, allowing you to to track their behaviour. There are two options to do this:

A) Via Google Tag Manager: most web pages nowadays already use GTM and you can easily add this snippet as a tag on GTM. Besides, a web push notification service provider such as Frizbit can offer all the implementation on GTM in a few moments.

B) Adding directly to the web: if you don’t work with Google Tag Manager, you have the alternative to directly add the JavaScript snippet by copying and pasting it inside the <head></head> section of your website.

Working with a web push provider makes the process very simple, since they can take care of all the configuration, onboarding and then they hand everything over to you. After the setup is complete, you’ll instantly start collecting subscribers when they visit your site and opt-in. All that’s left is to design the notifications. Some providers, like Frizbit, will offer you templates, advice and support for the optimization of your campaigns.

  • How to create a web push notification?

Web push notification service providers usually have a dashboard where you can create the content of push notifications. Frizbit’s dashboard allows you to design your messages personalising with the use of all kinds of dynamic parameters and also see the changes in your design in real time for each browser and operating system. This way you have complete control and awareness of how the notification will be shown to users. 

Frizbit Web Push Notification Dashboard

  • Access the dashboard, select “New” and enter a name for your campaign
  • Fill in the information of the title, and description and include the icon
  • Select the options for Google Chrome and add a large image, write the message for the call to action. You can add a second one if you wish to.
  • Follow the same steps for Safari
  • In the “Advanced Options” tab, you can set a timer and add a tag for your campaign.
  • Proceed to select when and how you want the notification to be delivered: right now, scheduled, recurring or event triggered. 
  • Next, continue with the audience segmentation. Here you can select as many filters as you wish, such as language, country, type of event, browser, device and much more. 

Once you’re done, you can save your design as a draft or publish immediately. The web push notification you created, will be saved on your dashboard and you can edit it later or copy it for new creations. 

Remember you can perform different versions and conduct A/B testing. You can assign percentages of users to each campaign variation and see for yourself which one performs better. Use the results to optimize your notifications as much as possible and get the best results. 

A/B Testing Frizbit web push notifications

  • What metrics should I track to optimize my web push notification campaigns?

Web push notifications significantly increase user engagement and improve retention rates. There are several metrics you should keep an eye on in order to constantly improve your campaigns. 

  • Opt-in rate: is the percentage of the unique users on your site clicking “allow” and becoming subscribers. Keeping track of this information will give you hints on where to ask users if they want to receive notifications from your site and adjust accordingly. You can place the opt-in prompt in any page you want, and trigger it by an action of the user. It’s not necessary to ask permission within the second a visitor enters the site. 
  • Click-through rate: is the percentage of subscribers that click the notification over the total number of subscribers you sent it to. It’s so important to keep close track of this number, because it lets you know what type of notifications your subscribers are responding to. You can test different messages changing the title, image, description and CTA and analyse which ones are resulting in more clicks. 
  • Time spent on a page: when sending a notification, you tell users what to expect when they click on it. Directing them to a good landing page that fulfills their expectations is key. That’s why you should keep track of how much time subscribers spend on a page after they click the notification. This will give you valuable insight on how the messages portrayed in the notification meets the landing’s information. If there’s no connection between the copy of the notification and the content of the page you send users to, bounce rate will increase, letting you know there’s an issue in copywriting.
  • Opt-out rate: shows the number of people that unsubscribed from web push notifications from your site. This is a vital metric to keep track of. Naturally your opt-in numbers should be much higher than opt-outs. If you discover that your opt-out rates are increasing over time, ring your alarm bells and start looking for the problem. In this case it’s usually related to low relevance of your notifications, or maybe you’re sending too many notifications that your subscribers perceive as spam and decide to opt-out. 
  • Conversion rate: this is the ultimate goal of your campaign and the main metric of any type of business. This metric indicates the accomplishment of your goal, whether completed sales, signup or another type of engagement.  All of the improvement efforts for other metrics should be aimed at ultimately increasing conversion rates. You can have great opt-in rate or click-through rates, but if they’re not translating into conversions, it is time to evaluate your web push notifications campaign strategy in place, identify the problem and do whatever it requires to resolve it. 

You can keep track of the majority of these metrics, setting goals on Google Analytics and checking the reports that provide your web push notifications provider. 

  • Are web push notifications GDPR compliant?

Web push notifications are GDPR compliant by nature. They present a direct communication channel with users with no personal data requirements. This means that users have to give  consent to become recipients, but they don’t have to provide their name, email, phone number or any other type of personal information. 

These instant alert messages are device oriented. The user is not targeted based on some personal data they share, but to their device. The subscription information is all stored in the browser, so businesses have no access to it and can’t use it or sell it in any way. 

The user is the one in complete control by having access to the notifications panel, where they can easily decide to opt-out if they wish to. 

  • What makes a good web push notification?

The best web push notifications have three attributes that bring results: they’re relevant, personal and precise. This channel offers many possibilities that can greatly benefit your online business if used correctly. If you exploit all its features with a well-thought strategy and avoid common mistakes, you’ll be a web push notification lover just like us. 

A great web push notification is:

  • Relevant: Tracking the user’s behaviour on your site gives you all that you need in order to make the notification as relevant as possible. Define different scenarios to trigger a specific notification based on each user activity, so that the message they receive is directly linked to what they did on the site. You also want to keep in mind user segmentation. You don’t want to send a special offer on a product today, to a customer that bought it the day before. The same way you should keep in mind to send notifications about sales or special offers during the time they’re active and deactive the campaign the minute the promotion is over. Web push notifications that are highly relevant, have much higher click through rates. 
  • Personal: Make use of all the dynamic parameters available: user name, product name, category name, image or any other available parameter to design a super personalised notification. If a user feels that you’re talking directly to him, the message will present a higher value and the user will be more enticed to engage with it. You should also contemplate language and time zone. Customize the campaign for each language and country you’re sending it to. The content of your web push notification has to appeal to each subscriber as an individual. 
  • Specific: Great web push notifications let the subscriber know exactly what you want them to do and what they can expect when clicking that action button. Make it clear and precise with your title, message and CTA. Write the text keeping in mind how it will display on each OS and browser. Write the most important message in the title to make sure it’s always visible and make sure you link to the right landing page where your subscribers will find all you promised in the notification. 
  • How to choose a web push notification service provider?

There are a list of features and considerations to be made when choosing a web push notification service. It’s important that you do your research and don’t jump ahead and go for the first service you find online. The main aspects you must consider are:

  • Customer data protection

There are many well-known free web push notifications service providers in the market. You might feel enticed to choose one of these instead of a paid one. The thing is, that free web push notifications services might sell your customer’s information, they’re “free” for a reason. When using one of these providers, you allow them to collect and sell your subscribers behavioural data, which can be purchased by your very own competitors. You have to decide which price to pay: a normal service fee or to sell subscribers personal information to third parties. 

  • Subscriber portability

When choosing a web push notification provider, you want to make sure you collect subscribers under your own domain. Some of the providers offer you an alternative way of subscription where the users will be subscribed to a subdomain of the provider rather than the domain of the business itself. If you agree to this, all the subscribers that accept and opt-in to notifications from you, won’t belong to your website, they’ll belong to the website of your service provider. This means that, if one day, you wish to change providers for whatever reason, you’ll lose all your subscriber’s base and will have to start from scratch.

  • Personalisation and automation

Make sure you select a platform that offers the option of hyper-personalisation through dynamic parameters. As we mentioned before, customised notifications that include details like user name, have higher CTRs and lower opt-out rates. The same happens with automation. Notifications triggered by the behaviour of users on the website, have high relevance that translates in better engagement. 

  • Good customer support

Whether you’re new with web push notifications, or have been using them for a while, good customer support is extremely important. You want to choose a provider that’s always going to be present if you have any doubt, concern or issue with your campaigns. Frizbit offers its clients a step by step onboarding, ready-to-send templates for your automated campaigns and consulting of any type. 

When choosing a push notification provider, seek one that offers a trial period. This will help you ensure it ticks all the boxes and put you at ease with your decision. If you want to request a demo from Frizbit, click here and let us know!

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