As a dedicated Facebook partner, Friendemic traveled to the magical (and weird) land of Austin, TX to bring you back Three Key Takeaways for your upcoming year in social media marketing. Our mission is to always provide the most up-to-date solutions and trends for your marketing needs and attending this summit is just one of the main ways we do so. So, fasten your seatbelt and prepare to move.
1. MOVE PEOPLE
The theme of the entire summit was, you guessed it, “Move People.” When this was presented, a collective hush erupted from the audience as the standard is usually “Move Product.” The clear contention being: if I focus on an individual, I could potentially miss out on so many other opportunities to sell this model. According to Thomais Zaremba, the Facebook Global Head of Auto Strategy, you are more likely to retain and attract new customers by creating advertising segments that are hyper-personalized and aligned with your core values. Move from products to people with the following example:
Yesterday:
The average life cycle of selling a car was:
- Advertise the new OEM release
- Find potential buyers in-market for that specific make/model
- Deliver them an ad
- Lather, rinse, repeat.
Today:
Find the life events that you/your brand can relate to. If that’s automotive, deliver an ad segmented to users who just graduated, moved to a new city, or new parents in need of an updated vehicle. Focus on the person and life events that would cause someone to purchase instead of using the OEM product release life-cycle to entirely dictate the segmentation of your ads.
2. USE SCIENCE TO SELL MORE CARS
Sounds simple, right? An entire segment was dedicated to the various measurements you can track to gauge your advertising performance. The key takeaway: close the loop on your data. In layman’s terms, upload your customer lists back to Facebook. If you are not actively uploading your audience lists into Facebook, you’re missing out on a big slice of the pie. These lists can be used for Offline Conversion tracking, Lookalike Audiences, and Custom Audiences—all of which can help propel your ads to target purchasing individuals and track the success of your campaigns.
3. BECOME DYNAMIC
Did you know people thumb through 300ft of content every day? For reference, that’s the height of the Statue of Liberty. So, how do you get the average person to stop scrolling? Facebook hit this stat hard, having both their product team and their creative strategists touch on the power of dynamic ads as a solution. First, cater your ads to the audience (remember, move people) and then deliver a dynamically updated creative to combat scrolling mania. They recommended running Dynamic Inventory Ads, Lead ads, or if you feel like you want to be on the cutting edge, Dynamic Inventory Ads as Lead Generation ads!
