The Snow Agency is Now a Gorgias Elite Partner

We’re thrilled to share some exciting news: we’re officially a Gorgias Elite Partner! Our partnership with Gorgias, a leading ecommerce helpdesk, has already helped us revolutionize the way we boost growth for our clients.

Through Gorgias’ powerful platform, we seamlessly unite support conversations and associated orders, paving the way for increased conversions and enhanced customer retention. We can arm support agents armed with centralized ticket views that encompass orders, conversations, social comments, and direct messages (DMs). This capability empowers support teams to double as effective sales representatives for your brand, making customer interactions more fruitful than ever.

With that said, here are some of the exciting things you can expect from our new-and-improved partnership:

(Even) better client experience

As an Elite Partner, we’ve established ourselves among the top 10 percent of agencies proficient in leveraging Gorgias to enhance customer service and drive revenue growth. This status underscores our dedication to excellence and delivering premium solutions. Furthermore, it grants us access to exclusive services that will benefit our clients moving forward.

Elite partnership also unlocks exclusive access to resources and Gorgias’ support team, meaning we can provide even better services and insights to our clients.

How can this partnership benefit your business?

By partnering with us, you have access to Gorgias’ comprehensive suite of customer service tools, including:

Centralized ticketing. Gorgias’ platform gives you visibility into all of your customer’s data while talking to them. This means your customer service team can easily change orders, update subscriptions, and issue refunds when needed.

Boost conversion rates with proactive customer service. Gorgias allows you to see (and respond to) customer service questions before they even hit your website. Using their platform, you can engage on ads and posts, increasing sales ad effectiveness by the equivalent of a 5% increase in ad-spend.

Respond to customers (wherever they are). Whether your customers are on social media, your website, or are just texting – they can access your service team seamlessly through one platform.

Work with us

At The Snow Agency, we excel at creating a seamless digital experience for your customers across every channel. Join forces with us to unlock the complete potential of Gorgias’ tools and elevate both your customer service and revenue growth. Reach out to us today to get started.

Meta Introduces Email Opt-Ins For Facebook and Instagram Shops

Meta’s relentless pursuit of innovation continues with yet another significant development within its suite of platforms with the potential to enhance the ways in which Shopify Sellers approach marketing. This new update enables Shopify sellers to establish marketing email opt-ins through the Facebook and Instagram apps on Shopify, opening up a world of possibilities for marketers.

How Do You Set Up an Email Opt-In Offer on Your Facebook and Instagram Shop?

Setting up an email opt-in offer on Facebook and Instagram is simple and straightforward.

  1. Make sure you have established a privacy policy on Shopify.
  2. Head to the Overview page of the Facebook and Instagram app on Shopify.
  3. In the “Next Steps for Your Shop” section, you will find a recommended email opt-in offer.

You have the option to either:

  1. Turn on the recommended offer
  2. Make edits to your offer before it’s applied to your shop, click manage in settings.

Once you’ve completed the following steps, your customers will have easy access to your offer and will be able to opt in directly on your storefront and product display pages.

To learn more, visit Meta’s Business Help Center.

What Value Does Meta’s Update Bring to Shopify Sellers?

In the face of challenges posed by Apple’s security updates that restrict data collection on consumers, Meta’s latest launch offers a silver lining for ecommerce brands. By leveraging these email opt-ins and crafting compelling offers, businesses can gather crucial consumer information, spark customer conversions and boost their overall success.

One of the key benefits of this update is the ability to incentivize customers’ first time sales and enhance brands’ lifetime value (LTV). By utilizing the new email opt-ins Shopify sellers can create enticing offers to attract and engage potential shoppers, encouraging them to make their first purchase. Additionally, Shopify Sellers can leverage consumer information and insights gathered through opt-ins to better understand their audience and tailor their marketing strategies accordingly.

Below are the FAQs for additional context around Meta’s update.

Q: What are the requirements to use this feature?

A: You must have a privacy policy uploaded to Shopify in order to set up email opt-in offers. Additionally, you must have only one shop set up on Facebook and Instagram. If you have multiple shops set up, you cannot create an email opt-in offer at this time.

Q: What if my company does not have a privacy policy?

A: A privacy policy is required to use this feature.

Q: How can I edit the recommended offer?

A: On the ‘Overview’ page of the Facebook & Instagram app on Shopify, you can click on ‘Manage in settings’ to edit the offer before adding it to your shop.

Q: How will I know if customers have opted-in?

A: These email addresses will show up as new customers in your Shopify admin.

Q: How will this offer be applied to a customer’s purchase?

A: This offer will be automatically saved to a customer’s profile and applied to the first purchase they make after opting-in. No promo code or further customer action is required.

Q: Where can customers view these offers?

A: Customers can view and opt-in to these offers on your storefront and product display pages.

Q: Will customers who have already opted-in to marketing emails on my website still be eligible for this offer?

A: Yes, any customer that hasn’t yet purchased from your shop on Facebook and Instagram will be eligible for this offer.

Amplify Your Digital Marketing Operations

Keeping up with the latest in the digital marketing landscape is key to staying competitive and amplifying the success of your marketing operations. Get your news and updates you need from The Snow Agency to step up your marketing game. The Snow Agency is proud to be a Shopify Plus certified partner and we have helped scale Shopify businesses of all shapes, sizes and verticals, generating over $1B in GMV. If your brand is in need of a digital marketing tune-up, reach out to us today. See first-hand how a customized strategy can be game-changing for your growth and performance.

Take the first step and reach out for a consultation today.

Introducing Threads: The New Social Platform Rivaling Twitter

In the ever-evolving world of social media, where platforms can explode in popularity overnight, a newcomer has emerged on the scene that demands attention: Threads.

As savvy marketers, it’s essential to stay abreast of digital marketing innovations and Threads, the brainchild of Instagram’s team and Mark Zuckerberg is the latest buzzworthy app to watch.

What is Threads?

Threads is a social platform that draws comparisons to Twitter, known for pioneering text update broadcasting. On Threads, users can share text updates enhanced by images and links as well as videos up to 5 minutes long. The platform fosters public discussions by  presenting a news feed showcasing the latest posts from both users’ followed and unfollowed accounts.

Following its launch, Threads experienced a meteoric rise, accumulating 100 million users within just one week. This rapid growth has led to speculation that it might eventually surpass Twitter’s popularity. However, shortly after its explosive start, user engagement and retention on the platform started to slow down. Despite this, Mark Zuckerberg remains optimistic about Threads’ potential to maintain an engaged user base with plans to integrate more opportunities for customization into the platform in the future.

The Incentive To Join

For any social platform, its success heavily relies on the incentives it provides for users to join and engage actively. Threads capitalizes on this by creating an instant sense of community. Users can access Threads through their existing Instagram accounts. When users sign up, they find themselves already connected with their Instagram followers who are also on Threads, resulting in a ready-made audience. Knowing they already have an eager and supportive community waiting to engage offers users the intrinsic motivation to create more content.

What Are Threads' Implications For Ecommerce Brands And Marketers?

As marketers, having an understanding of Threads’ potential and current limitations is vital to being able to utilize it effectively towards your advertising success.

Organic User Perspective

From an organic user perspective, Threads currently leaves a lot to be desired. At present, the algorithm struggles to provide content that truly aligns with users’ interests, making the user experience somewhat lacking. However, it’s essential to keep in mind that Threads was rapidly launched, so the algorithm is in many ways still a work in progress. As the platform evolves, we can expect the algorithm to be refined and become more adept at presenting relevant and engaging content better tailored to users’ preferences.

Monetization Perspective

Threads offers promising opportunities towards Meta’s monetization efforts. As more users join the platform and engage with its content. Meta gains an additional avenue to optimize ad results to generate more ad revenue. Leveraging data from Threads, Meta can also fine-tune its advertising algorithms, ensuring that ads reach the right audience at the right time.

Text Signals vs Visual Signals

At least as it stands now, Threads differentiates itself from visual media-focused platforms by placing greater emphasis on text-based content. This shift offers marketers a wealth of data signals to enhance their advertising decisions. With increased data, ad campaigns can be more precisely optimized, resulting in higher potential ad earnings and invaluable user insights to continuously enhance AI learning models.

In conclusion, Threads still seems to be a significant win for Meta. The platform’s early success and potential for growth make it an exciting prospect for marketers and ecommerce brands alike. As Threads evolves, marketers should keep a close eye on how its algorithm improves to seize opportunities for better-optimized ad campaigns.

Supercharge Your Digital Marketing Operations

Keeping up with the latest in the digital marketing landscape is key to staying competitive and amplifying the success of your marketing operations. Get your news and updates you need from The Snow Agency to step up your marketing game. If your brand is in need of a digital marketing tune-up, reach out to us today. See first-hand how a customized strategy can be game-changing for your growth and performance.

Take the first step and reach out for a consultation today.

Social Media Weekly Roundup #1

Stay up to date with the latest news in the ever-evolving digital landscape. In this roundup, we will be bringing you key news and updates to supercharge your social media marketing operations.

The world of social media isn’t showing any signs of slowing down as platforms continue to evolve and introduce game-changing features.

Here are some noteworthy updates to pay attention to across various social platforms.

Meta Launches New Threads App To Compete With Twitter

Mark Zuckerburg just announced the launch of a new Twitter-like app called Threads. The app, built by Instagram’s team, allows users to share text updates and engage in public conversations. You can access Threads through your Instagram account and posts can be up to 500 characters in length. You can also enhance your posts with links, photos and videos up to 5 minutes long.

In less than a week, Threads has already reached over 100 million users, and is projected to reach 200 million users in the next 2 years. With this kind of success so early on, it seems Threads will be here for the long haul.


Brands should definitely consider implementing this platform into their future digital marketing operations. As our founder Dr. Jonathan Snow notes, “[Threads] may not replace Twitter, but it’ll be another platform/placement that is likely here to stay. Brands should start investigating & strategizing now.

TikTok Launches More LIVE Subscription Perks

TikTok launches more LIVE Subscription perks, including subscriber only videos. As the name suggests, subscriber only videos are exclusive pieces of content for TikTok LIVE subscribers. TikTok’s new LIVE subscription feature will enable users to show appreciation and support for their favorite creators.

At first, this feature will be accessible to invite-only creators and later on will roll out globally. Features like subscriber badges, exclusive custom emotes, and subscriber-only chat will help foster deeper connections between creators and their audiences while enabling opportunities for creators to boost their earnings through diversified monetization.

Snapchat+ Celebrates 4 Million Subscribers

It’s been a year since Snapchat launched Snapchat+ — its subscription-based service that offers exclusive access to “experimental and pre-released features.” The platform now boasts a user base that surpasses over 4 million subscribers. Snapchat+ users enjoy features that enable them to engage with a wide network of friends and their favorite creators while personalizing the app’s appearance to meet their individual preferences.

Over the past year, Snapchat has rolled out exciting new features to enhance its user experience like Snapchat for Web and My AI, its AI powered Chatbot. As of late, Snapchat has 20 features with more on the horizon. This milestone highlights the growing popularity and appeal of Snapchat+ among users who are eager to explore its cutting-edge features and functionalities.

Stay Up To Date With Digital Marketing News

Keeping up with the latest in the digital marketing landscape is key to staying competitive and amplifying the success of your marketing operations. Get all the news and updates you need from The Snow Agency to step up your marketing game and if your brand is in need of a digital marketing tune-up, reach out to us today. See first-hand how a customized strategy can be game-changing for your growth and performance.

Take the first step and contact us for a consultation today.

Demystifying Link Tracking Protection in iOS 17: What Marketers Need to Know

The ever-changing landscape of digital marketing can be a roller coaster ride. Just as you catch your breath from one exciting development, you encounter new obstacles that seem to test your skills and adaptability. But amidst these challenges, lies a realm of opportunity as long as you have the right tools and expertise to adjust your strategies accordingly.

First, there were the security updates of iOS 14, which marketers are still grappling with. These updates led to soaring ad costs, unreliable data and decreased performance and effectiveness of Facebook/ Meta ad campaigns. And now, with the release of iOS 17, new privacy features have marketers on edge, raising concerns about data attribution and ad performance optimization.

But is iOS 17 truly a daunting hurdle for marketers or are the fears exaggerated? What are the latest privacy features we need to take a closer look at?

What are iOS 17’s newest privacy features?

During Apple’s Worldwide Developer Conference (WWDC) on June 5th, 2023, the launch of iOS 17 was announced, bringing with it a slew of new security features, including Link Tracking Protection.

To track users and capture data, websites often use UTM parameters in web links. As part of the new security measures, Apple is introducing Link Tracking Protection, which could potentially remove these UTM parameters from web links. This change may seem to hinder markers’ abilities to track user engagement, as well as impact data attribution, campaign optimization and ad performance.

Is iOS 17 and Link Tracking Protection A Crisis For Digital Marketers?

At first glance, the removal of UTM parameters from website links appears to create a major obstacle in tracking and gathering crucial data to inform future campaigns. However, fortunately for digital marketers, the reality is not as black and white as you may think. The removal of UTM parameters only affects users in Safari’s Private Browsing mode and since users typically don’t utilize private or incognito browsing mode frequently, the impact would be minimal on paid social or paid search ads.

Let’s take a quick look at how this would actually impact a user’s ad experience. To truly feel the impacts of UTM parameter removal, a user would need to be in private browsing mode while accessing advertising platforms such as Facebook or Instagram, then log into their account on the platform, click an ad and then proceed to connect to the company’s e-commerce site.

However, there are two crucial reasons why it is highly unlikely for users to follow this sequence of events.

  1. Most users navigate to Facebook and Instagram via their dedicated mobile apps, bypassing the need for Safari altogether.
  2. It is impractical for users to log into these platforms while in incognito mode. Doing so would require them to manually enter their log-in info every time they access the app which would be inconvenient and time-consuming.

How Can Marketers Navigate iOS 17 And How Can They Proceed From Here?

Amidst the developments of iOS 17, you can successfully chart your course forward by embracing the ever-evolving world of digital marketing. Remember, with a dynamic landscape comes constant shifts and changes. Stay agile and adaptable, adjusting your strategies to stay ahead. Adopt a results-driven mindset to achieve outstanding outcomes and equip your brand with a solid foundation of compelling marketing materials to cut through the noise.

Magnify Data Attribution to Scale Your Brand, Amplify Performance And Thrive

In digital marketing, harnessing the power of data to drive content and amplify ad performance is vital to the success of your business and growth of your brand. Partner with the digital marketing experts at The Snow Agency and see first-hand how a customized digital marketing strategy can propel your brand to new levels of performance.

Take the first step and reach out for a consultation today.

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Uncover The Power of Amazon’s Attribution API: Shedding Light on the Facebook to Amazon Black Box

Data sourced from attribution APIs is vital to today’s brands, empowering them to make informed decisions to maximize ad performance. Brands currently rely heavily on Facebook’s Attribution API to gather data about consumer behavior and gain insights into their ads performance. However, Amazon has recently unveiled its own contribution to the world of attribution, generating quite a buzz.

But the question is, just how powerful is Amazon’s Attribution API? Can it solve the attribution problems brands face in today’s marketplace? Could it potentially rival Facebook’s Attribution API in its effectiveness?

Noah King, CEO of Popsixle sat down with Jonathan Snow, founder of The Snow Agency, to answer these questions and provide recommendations on how to leverage Amazon’s Attribution API for advertising success.

Let’s explore how Amazon’s Attribution API works and how it can be used to monitor traffic.

Understanding Amazon’s Attribution API

Amazon’s attribution API enables sellers to understand how their non-Amazon ads drive sales to the platform. It allows sellers to track sales from external platforms such as Facebook, Instagram, Pinterest, TikTok, Google Ads, etc. Additionally, it can monitor free and organic traffic to Amazon listings, not just paid advertising.

By sourcing data from Amazon’s Attribution API, brands can potentially gain valuable insights into their ad performance to optimize their advertising efforts to reduce cost-per-click (CPC) and amplify Amazon traffic, leading to a continuous boost in sales.

How Do You Use Amazon’s Attribution API To Track Traffic?

For eCommerce brands, knowing the touchpoints that drive traffic resulting in a sale is crucial to advertising success. The “Black Box” refers to the blind spot between a Facebook ad click and an Amazon purchase. Amazon’s attribution tool aims to illuminate this Black Box — by providing deeper visibility to bridge this gap, potentially uncovering valuable data-driven insights that might currently go unnoticed.

Unlike Facebook which uses pixels or cookies for traffic monitoring, Amazon’s API uses a URL-based tracking method.

Here’s how tracking traffic from a Facebook ad to an Amazon sale works:

  1. Your Facebook ad is tagged with a unique Amazon tracking UTM code.
  2. Users click on the ad, redirecting them to your Amazon listing.
  3. Amazon records each user’s clicks, purchases, and other interactions, associating them with the unique tracking code.
  4. The resulting data is available in the form of reports, on dashboards, and now, also in an API.

How Reliable Is Amazon’s Attribution API For Tracking Data From Ad Sales?

In theory, Amazon’s attribution product sounds impressive. If it lived up to its intended functionality, it could not only show you how your ads perform on Facebook but also help optimize future ad campaigns for even better results.

Unfortunately, in practice, the API’s results fall short of the promising theory due to a couple of critical issues: lack of data recency and low user-matching rates.

Delays In Data Recency

Having visibility into data recency, or the real-time traceability of customer interactions, is crucial for strategic decision-making in advertising efforts. Unfortunately, Amazon only updates attribution reporting once per day, leading to a lot of waiting periods for newer data to arrive. This delay in data recency is not ideal for making strategic decisions in real time. While the reporting capabilities of Amazon’s API are a step up from the previous obscurity of the Facebook-to-Amazon Black Box, it is simply not the real-time data connection that we wish it was.

Lack of User-Matchable Data

Ideally, conversion data should be paired with user-matchable metadata, enabling platforms like Facebook to match data back to specific customers to gain insights into your customers’ behavior. However, Amazon’s API provides only purchase data and data related to purchase values. So, while this data can help identify which ad campaigns are driving revenue, it doesn’t contribute to Facebook-Meta’s machine learning models and therefore, results in low user-match rates.

What’s The Verdict: Is Amazon’s Attribution API The Glimmer of Light We Have Been Waiting For?

The current functionality of Amazon’s Attribution API is reminiscent of the early days of Facebook’s attribution pixel. While it does shed some light, it does not yet quite illuminate the Facebook to Amazon Black Box to the degree we would hope. Like Facebook’s initial pixel launch, Amazon’s attribution product falls short in terms of its ability to help sellers enhance ad performance and its data quality, primarily due to its low user-match rates. For example, if we were to evaluate the API’s data, it would receive a low Event Match Quality score on Facebook’s Events Manager.

How Does Popsixle Recommend eCommerce Brands Use Amazon’s Attribution API To Enhance Ad Performance?

If your eCommerce brand is directing traffic from Facebook ads to Amazon, you should definitely explore this platform. And with Popsixle, there’s no need for any additional steps.

While the data recency of Amazon’s Attribution API is currently limited, we recommend that you download the data retrievable once per day and upload it to Facebook via offline events. Again, given its current drawbacks, it’s not worth building a server-to-server connection just yet. However, as Amazon continues to evolve and refine this attribution tool, this may change in the future.

So, for now, it’s a waiting game. Stay tuned for updates and improvements that will hopefully enhance the power and effectiveness of Amazon’s Attribution API.

Keep in mind – it is just the beginning and we are optimistic about the immense potential for data-driven attribution to provide valuable insights for eCommerce brand owners like you.

Amplify Attribution To Maximize Ad Performance

Knowing how to optimize your advertising efforts is key to digital marketing success and scaling the growth of your business. Ready to see what supercharged attribution can do for you? Take the first step by reaching out to digital marketing experts at The Snow Agency and see how a customized digital marketing strategy can help you reach new heights of performance.

Reach out for a free consultation today.

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Just In: Shop Cash Is Now Live For All Shopify Plus Stores

Shopify Plus plans just got even more enticing for E-Commerce brands looking to improve customer acquisition and brand loyalty. 

Big news hit the E-Commerce World in October when Shopify announced the launch of Shop Cash – a Shop App customer rewards program designed to drive your brand forward by supercharging your customer acquisition and maximizing ROAS. That news just got even better. 

Shop Cash is NOW LIVE for all Shopify Plus stores, which means it’s time for your brand to take advantage.

What Is Shop Cash?

Shop Cash is a customer rewards program available exclusively to Shop App customers. Customers receive 3% Shop Cash rewards on each purchase they make on Shop App and for your brand’s specific store.

After customers make purchases using Shop Cash, they are then rewarded with additional Shop Cash rewards and receive offers from other Shop App stores to multiply their Shop Cash balance. The program incentivizes customers to continue shopping on the Shop App and at your store. 

Why Shop Cash?

By rewarding your customers with Shop Cash after eligible Shop App purchases, your brand incentivizes customers to be repeat shoppers with their earnings. As a result, Shop Cash creates a community of loyal customers you can rely on.

In addition, Shop Cash puts your brand in front of millions of engaged shoppers on the Shop Pay app. Gaining access to Shopify’s massive network of 100 MM active shoppers will increase your brand’s overall visibility and drastically improve your customer acquisition efforts.

How To Launch Shop Cash Campaigns

Shop Cash Campaigns offers a new customer acquisition channel through an affiliate model, where you can now acquire customers for a fixed CPA. Through push, email, and other promotional campaigns through the Shop App, you can strengthen loyalty to your brand and enhance each of your customer’s lifecycle values.

Launching Shop Cash campaigns is effortless, straightforward, and at no cost to you. By simply inputting your total budget and maximum cost per acquisition, a multiplier is automatically applied to optimize your ad-spend. Any dollar that’s dedicated to Shop Cash rewards that isn’t spent goes right back into your wallet. With Shop Cash, you can unlock unprecedented ROI for your brand.

Conclusion

Shop Cash is easy, efficient, and risk-free affiliate marketing, making it a no-brainer for any E-Commerce brand struggling with growth, retention, or ROAS. Simply put, there’s never been a better time to become a Shopify Plus member.

To make sure you take full advantage of Shop Cash, reach out to us today for a free consultation. Exponential client growth, improved retention, and maximum ROAS are just a click away!

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Top Social Media Conferences You Should Attend In 2023 And Beyond

The world of social media moves fast, so fast that it can be difficult to keep up and stay ahead of the curve. If you want to take your social media marketing to the next level in 2023, you should consider attending the country’s leading social media conferences. That way, you can stay up to date and learn about the latest trends, innovations, strategies and must-know tools to enhance your social media game and stay competitive.
Without further ado, we rounded up a list of the top social media conferences you should attend in 2023.

Elevate Your Social Savvy At Top Industry Conferences

Social media conferences are hubs where the greatest minds in the industry come together offering tons of inspiration, knowledge, networking opportunities, and know-how to help you level up your brand’s socials.

Below are just some of the benefits of attending the top social media conferences:

  1. Unlock new insights to revitalize your motivation and inspiration to supercharge your brand vision.
  2. Leverage a network of like-minded peers to partner with as you drive your brand forward.
  3. Discover new tools and strategies from top speakers to enhance the efficiency and performance of your social media marketing operations.
  4. Find out the latest trends in the social media space to stay on the pulse of what’s happening in the industry.
  5. Encounter fresh perspectives and uncover new angles to solve your social media marketing problems in fresh and innovative ways.

Top Social Media Conferences To Attend in 2023 and Beyond

Here are the leading social media conferences we recommend that you consider attending in 2023.

Social Media Week

Hosted in 25 cities throughout the world with a global reach of 600 million, Social Media Week is one of the largest media, marketing, and technology conferences. This leading conference offers professional insights into the latest happenings in social media, marketing, and technology. This year’s Social Week will explore the expansion of the creator economy and how brands can capitalize on the growing accessibility of creativity in partnership with creators to engage their communities in new and exciting ways.

What You Need to Know About Social Week 2023

Dates: May 16- 18, 2023

Where: NY & Virtual

Speakers: Among the speakers will be Gaz Alushi (President, Measurement and Analytics, Whalar), Ashley Atell (Associate Vice President, NBA Social and Emerging Media, NBA), Michael Beecher (Global Head of Diversity, Equity and Inclusion, Shutterstock), Michael Biondo (President, Business Development and Strategic Partnerships, iHeartMedia).

VidCon

The intersection of where the world’s top digital creators, online brands, social platform innovators and enthusiasts meet, VidCon is an ode to digital culture and the future of the creator economy. VidCon is hosted in select cities annually in the U.S. including Anaheim, California, Baltimore, Maryland, as well as globally in Abu Dhabi, Mexico and San Paulo. Learn best practices about online video from industry thought leaders and gain invaluable connections, insights and ideas to enhance your social branding and performance.

VidCon is divided into three different types of tracks, including one for fans of the digital space, creators looking to expand their brands, and one catered to industry executives and professionals.

What You Need To Know About VidCon 2023

Dates: June 21- 24, 2023 

Where: Anaheim Convention Center

Speakers at the Anaheim Convention include but are not limited to: Keke Palmers (founder, KeyTV), Mark Manson (New York Times Bestselling Author), Tom Ryan ( President & CEO, Streaming, Paramount), Leo Olebe (Global Head of Gaming, YouTube), Todd Beaupré (Senior Director of Discovery & Growth, YouTube)

Social Media Strategies Summit

With over 100 conferences in the past 13 years, Social Media Strategies Summit is an opportunity to advance your social savvy from the greatest minds in the industry. Delve into the ever-evolving world of social media through pivotal industry topics of conversation, case studies presentations, keynotes, and award-winning content and unleash new insights to take your brand forward.  From corporate safety to government, public safety and higher education, find the summit that resonates most with your brand’s needs.

What You Need To Know About Social Media Strategies Summit

Here’s what to expect from Social Media Strategies Summits, upcoming Social Media Strategies Virtual Conference.

When: June 14 – 15 2023

Where: Virtual

Speakers include but are not limited to:  Mitchell Clements (Social Media Creative Manager, ESPN), Sam Fink (Director, Content Partnerships, NFL), Bryce Gustafson (Director, Social Media, NFL), Andrea Feminella (Sr. Manager of Audience Engagement,  Delta Air Lines), Denise Vitola (VP Brand Integration Pr, Social and Influencer, Bayer).

Social Media Marketing World

Social Media Marketing World Logo

Organized by Social Media Examiner and held annually for the last 9 years, Social Media Marketing World is a top conference designed to help social media marketers and influencers take their social know-how and knowledge to the level. With a focus on organic social, paid social, content marketing, and social strategy, Social Media Marketing World is the only conference with a deep dive into the social media space, offering a wealth of training and insights you won’t find anywhere else.

What You Need to Know About Social Media Marketing World

When: Feb 18 – 20, 2024

Where: San Diego, California

Speakers for the 2024 conference have not been announced yet.

Vid Summit

Held annually for the last 9 years, VidSummit is a top social media conference that showcases the top talent and minds in the social media space. Here the world’s leading influencers, video creators and marketers unite around a shared passion for content creation to offer their expertise in audience growth, brand building and community engagement. Unlike other events that offer opportunities for influencers to connect with their fans, VidSummit focuses on revealing the behind-the-scenes truth of successful content creation.

What You Need to Know About VidSummit

When: October 3- 5, 2023

Where: Dallas, Texas

Speakers of VidSummit 2023 have not been announced yet.

Social media conferences offer powerful opportunities to stay at the forefront of the ever-changing social media landscape. From networking opportunities to partner with peers and creators to invaluable insights to elevate your socials and the tools to turn ideas into action, social media conferences are critical to the continued success of your brand in the digital marketing space.

We hope this list has offered plenty of inspiration and we encourage you to keep an eye out for social media conferences to attend as you plan your events calendar for 2023 and beyond!

Top 6 Things Businesses Need To Know About GA4

As a business owner, you know that understanding your customers is essential to successful strategic planning. And for years, businesses have relied on Universal Analytics to gain insights into user behavior. But now, there’s a new player in town: Google Analytics 4 (GA4).

GA4 is the next generation of Analytics, designed to collect event-based data from both websites and apps. It offers a more comprehensive and flexible measurement approach that considers the complex, multi-platform journeys of your customers. But what exactly is GA4, and why should you care? Let’s take a look at the top 6 things businesses need to know about GA4 and how it can help you stay ahead of the curve when it comes to analytics and measurement.

1. GOOGLE WILL SUNSET UNIVERSAL ANALYTICS IN JULY 2023.

If you’re currently using Universal Analytics to measure your website or app, it’s important to know that Google will soon be phasing it out. Starting July 1, 2023, standard Universal Analytics properties will stop processing new hits, and new data will only flow into GA4 properties. It’s important to make the switch before the July deadline to avoid losing important data.

So, why is this happening? In short, Universal Analytics was built for a different era of online measurement. It was designed to measure the desktop web and relied heavily on cookies and session-based data. But in today’s digital landscape, users interact with brands across multiple platforms and devices, making it more important than ever to have a measurement solution that can capture the full picture of customer behavior.

2. GOOGLE ANALYTICS 4 USES EVENT-BASED DATA COLLECTION.

One of the biggest differences between GA4 and Universal Analytics is how data is collected. Universal Analytics relies on session-based data, which is based on a user’s interactions with your website or app during a single visit. Session-based data is limited and doesn’t fully represent a user’s journey.

GA4, on the other hand, uses an event-based data model that allows for more granular tracking of user behavior. Instead of just tracking sessions, GA4 tracks individual actions taken by a user, such as clicking a button or watching a video.

For example, let’s say you run an e-commerce site and want to see how users are interacting with your product pages. With Universal Analytics, session-based data can show how many users visited a particular page or how long they spent on it. But with GA4, you could track individual actions like clicks on the “Add to Cart” button or time spent watching a product video. This in-depth reporting allows you to see a more complete view of how users engage with your site and make data-driven decisions to improve the user experience.

3. YOU’LL BE ABLE TO MEASURE USER DATA ACROSS PLATFORMS.

One of the biggest challenges businesses face today is understanding their customers’ journeys across multiple platforms. With users moving seamlessly between websites and apps, getting a full picture of how they interact with your brand from the top of your funnel to the bottom can be challenging.

GA4 is designed to provide a unified view of your customers’ journeys across all your digital properties. This means you can see how users interact with your website, app, and any other online channels you use, all in one place.

For example, let’s say you have an e-commerce site and a mobile app for your business. With Universal Analytics, you might have to track data separately for each platform, which can be time-consuming to compile into a complete picture of your customer journey. But with GA4, you can see how users interact with your website and app and track their behavior across both platforms. Being able to see how users interact with your brand across all touchpoints is a game-changer for businesses looking to gain a more complete view of their customers’ journeys.

4. GA4 MAKES USER PRIVACY A TOP PRIORITY.

In today’s world, privacy is more important than ever. Customers are increasingly concerned about how their data is collected and used, and businesses need to address these concerns proactively to maintain consumer trust.

As more and more users opt out of third-party cookies, we need a new approach to collect meaningful data about customer experiences. That’s where GA4’s privacy controls come in. Unlike Universal Analytics, which relies on cookies to track user behavior, GA4 offers cookieless measurement. 

But that’s not all — GA4 also includes other privacy controls to help protect user data. For example, GA4 no longer stores IP addresses, which can help protect user privacy and ensure compliance with international data privacy regulations. By being proactive about privacy, businesses can show their customers that they take data privacy seriously and are committed to using data in a responsible way.

5. GA4 USES MACHINE LEARNING TO GENERATE PREDICTIVE INSIGHTS.

One of the most exciting features of GA4 is its predictive capabilities. Using machine learning technology, GA4 can generate sophisticated predictive insights about user behavior and conversions.

So, how does it work? GA4 uses machine learning algorithms to analyze your data and identify patterns and trends that may not be immediately obvious. For example, it can identify users likely to purchase a specific product based on their past behavior or predict when they will likely churn based on their interactions with your site or app.

This kind of predictive analysis can be incredibly valuable for businesses, allowing them to address customer needs and behaviors proactively. For example, if GA4 identifies a group of users who are likely to churn, you can take steps to re-engage them and prevent them from leaving. Or, if it identifies a group of users who are likely to make a purchase, you can target them with relevant marketing messages and promotions.

6. YOU’LL BE BETTER ABLE TO MEASURE THE SUCCESS OF YOUR CAMPAIGNS.

Measuring the impact of marketing campaigns can be challenging, especially when customers interact with your brand across multiple channels and touchpoints. But with GA4’s data-driven attribution, businesses can get a more comprehensive view of how their marketing efforts impact customer behavior.

So, what is data-driven attribution, exactly? Simply put, it’s a more sophisticated way of measuring the impact of marketing campaigns that goes beyond last-click attribution. With data-driven attribution, GA4 can analyze the full impact of your marketing across the entire customer journey, assigning attribution credit to all the touchpoints that contribute to a conversion.

For example, if a customer clicks on an ad, browses your site, but doesn’t make a purchase until later, GA4’s data-driven attribution can still attribute that conversion to the ad, even if it wasn’t the last touchpoint. By measuring the full impact of marketing across the entire customer journey, businesses can make more informed decisions about where to invest their marketing dollars and drive better business results.

HOW TO SET UP GOOGLE ANALYTICS 4

If you’re ready to make the switch to GA4, there are a few things you can do to ensure a smooth transition:

  • Create a GA4 property: To start using GA4, you’ll need to create a new property in your Google Analytics account. You can do this through the Google Analytics interface or the Google Tag Manager.
  • Set up tracking: Once you’ve created your GA4 property, you’ll need to set up tracking for your website or app. This can be done using the Google Tag Manager or adding the GA4 tracking code to your website or app.
  • Migrate your data: If you’re currently using Universal Analytics, you’ll want to migrate your data to GA4 to ensure a seamless transition. 
  • Learn the new interface: GA4 has a new interface that may take some time to get used to. Thankfully, Google offers a course to help you get up to speed. Take some time to familiarize yourself with the new interface and the available reports and features. 

Ready to switch to GA4 but need assistance with the transition process? At The Snow Agency, we offer expert GA4 migration services to help businesses smoothly transition to this next-generation measurement solution. Our team of experienced digital marketing professionals can guide you through the entire process so you can rest assured that your transition to the new platform will be seamless and successful. 

So, if you’re looking for expert assistance with your GA4 migration, give us a call! We’ll work with you to ensure that your data is being collected accurately and that you’re taking full advantage of all the new features and capabilities of GA4.

Learn More About GA4 Migration Services

Black Friday Cyber Monday 2022 Recap

In the wake of Apple’s iOS 14 security updates, e-commerce brands were braced to face a more challenging and competitive marketplace this past BFCM weekend than ever before. Success in this climate despite these new challenges hinges upon employing specific vital strategies to maximize ad performance and results.

Here at The Snow Agency, we are proud to share that we had a smooth and successful BFCM weekend for our clients. We will share crucial takeaways and key insights you should keep in mind for next year’s BFCM and as we move forward into the new year and beyond.

Without further ado, here’s a closer look at some of our results.

Black Friday 2022 vs 2021 Facebook Results

  • Spend up 101% (FB NOT DEAD)
  • ROAS down 10% 
  • CPM down 24%
  • CR up 5%
  • AOV up 4%
  • Overall Store Revenue up 39%

Cyber Monday 2022 vs 2021 Facebook Results

Top 10 spenders increased their spend this year as compared to 2021. 

  • Spend up 102%
  • ROAS down 3%
  • CPMs down 24%

Black Friday-Cyber Monday 2022 Weekend Insights (Nov 25-28) vs 2021 (Nov 26-29)

  • FB CPMs were 35% lower this year as compared to last
  • Clients spent more on ads
  • High AOV brands were the biggest winners: 8 of top 10 spenders had AOV >$100
  • LAAs (FB and Shopify Audiences) outperformed cold audiences
  • Store Revenue was +49%
  • Brands without compelling offers did NOT yield significant results over 2022’s BFCM weekend.

Key Insights For Next Year’s BFCM

1. Clearly Display Your Offer In Ads Using The ½ Second Rule

Remember, during the most impactful weekend of the year for your brand’s performance, your customers don’t necessarily care about your brand. They only care about the deal you are offering and are actively searching the Internet for the best deals they can find. 

So, it is crucial that your ad creative and copy clearly display the deal you are offering within .5 seconds aka “the half-second rule.” It is back to the drawing board to remake your creative if your ad does not pass this half-second test.

2. Make Sure Your Offer is Clearly Displayed Throughout Your Site

Don’t only put your offer on your homepage. Remember, traffic will also be navigating to your collection pages, product detail pages or landing pages and if your offer is only on your homepage, prospective customers may miss it altogether. 

Pro Tip  #1: Include a large sticky banner with your offer on your web pages that also passes the .5 second rule. 

*Bonus Points: Incorporate a daily countdown timer in the sticky banner which expires at 11:59pm (and resets at midnight if your sale takes place the following day as well). Even better if the time is also included in the fly-out cart.

3. Make Sure Your Discount Code is Easily Accessible to Customers to Identify and Use

We sometimes see marketers using a manual discount code make the mistake of not having it easily accessible to customers. 

Pro Tip #1: Code your offer directly into the site underneath the price and have the deal appear in-cart with a field for customers to easily enter the discount code. 

Of course, if you are not using discount codes and are instead holding a sitewide sale, make sure that is clear to your customers as well. Call out clearly on your site with *NO CODE NEEDED* on all your sales materials.

4. Use Countdown Timers To Create Urgency

Success during BFCM also hinges upon not only making customers excited about your deals – but also getting them to act on them fast before they expire. This is why it is crucial to include countdown timers on your site and have them expire daily to create even more urgency. 

Once you code in your countdown timer, watch your ATC – IC (Add-to-cart 👉 Initiate Checkout) rate skyrocket!

5. Allocate Proper Budget For Retargeting Audiences

A common mistake we see marketers make is not allocating enough budget for retargeting audiences. Consider how many people are in each of your retargeting audiences and how much it would cost to reach all of them (multiple times). This gives you a baseline understanding of how to scale each audience, assuming you have ROAS.

Pro Tip: To prevent customers from seeing the same ads, make sure you are showing different creatives to each audience in your retargeting campaign. An even better way to avoid ad fatigue is to run different ads from different social pages (influencer pages, publisher pages, etc).

6. Run BFCM Ads From Non-Brand Pages You Have Access To

Speaking of running ads from different pages to prevent ad fatigue, maximize conversions and results from running BFCM ads from other pages you have access to. These include influencer pages, persona pages and Black Friday Deal Pages. Don’t have a Black Friday Deal Page? Make one!

Bonus Tip: When you run ads from non-brand pages make sure you adjust your copy to reflect the appropriate tone of voice, as if it is coming directly from the influencer, persona page pr publisher (Black Friday Deals) page.

7. Use These Critical Audiences to Maximize Performance

-Pixel Purchase and order export past 180 days.

We also see marketers make the mistake of not using their order export and pixel purchase audiences past 180 days where the pixel cuts you off. Keep in mind, your order export audience is low-hanging fruit and the best-performing audience, so it is to your advantage to use it! 

-Website Visitors up to 180 days

Segment day ranges as you see fit. Make sure you at least segment 0 – 7 days if your audience is in the thousands of people.

-Engagement (FB and IG) 

-Video View (75%) – You can consolidate VV and engagement into one audience if <100,000 people are in either of the audiences.

Scale Growth and Maximize Results in The New Year and Beyond

2022 is coming to a close and another year and Q1 is ahead of us. It is the perfect time to rethink your marketing materials and strategies, and make adjustments as you head into a new year of growth.

Looking to take your marketing operations and performance to new heights? Partner with the digital marketing experts at The Snow Agency who have the savvy and knowhow to help you make moves that propel the needle forward and your business to new levels of success.

Reach out for a free consultation today.