TikTok Releases the Long-Awaited Attribution Manager

First came TikTok’s conversion data sandbox, launched recently to optimize attribution of TikTok ads to enable more accurate and high-performing attribution. And now comes an even more exciting development to enhance campaign measurement and maximize performance further: TikTok Attribution Manager. 

What is TikTok’s Attribution Manager? 

Attribution is key to gaining insight into customers’ actions after clicking or viewing an ad after a certain period. This information is vital to understanding what does and does not work in your ad campaigns and further informs ad content strategy to enhance future performance. 

An attribution window refers to the time passed from when a person first clicked or viewed an ad and the point at which they took action. The launch of TikTok’s attribution manager enables marketers running ads on TikTok to customize the length of their attribution windows, ranging from one day to 28 days. This means that based on the campaign’s specific needs, marketers can adjust the parameters of the attribution window to optimize the campaign toward reaching specific goals and maximize their ad performance. 

A flexible attribution manager is vital because the campaigns’ length and expected conversion times can vary so much across different brands and their respective offerings. For example, if a brand expects that customers need a certain amount of time to deliberate about their purchase rather than make an impulse buy, it would need a longer attribution window. 

How Does TikTok’s Attribution Manager Work? 

TikTok’s Attribution Manager enables you to customize click-through attribution from one day to 28 days and view-through attribution up to 7 days. However, it will automatically default to 7-day click and 1-day view for TikTok Pixel and Web Event API advertisers. 

The length of the attribution window you choose determines how long a customer has to take a certain action on your ad ad for that action to be recorded in TikTok Ads Manager. 

What Does TikTok’s Attribution Manager Mean to Ad Campaign Performance? 

In the past, with TikTok’s more basic attribution capabilities, TikTok could only track conversions that occurred directly after a consumer clicked immediately within the same session. This means that even if the same customer returned later that day to make a purchase, TikTok’s Ad Manager didn’t register it as a conversion. This would result in TikTok’s pixel reporting many false negatives leading brands to believe that their ads did not result in conversions when in reality, they did! 

The introduction of the conversion data sandbox that enabled cross-conversion reporting was a major development, helping to improve TikTok pixel’s feedback loop with more accurate, reliable and high-performing attribution. 

And now, with the release of a flexible attribution manager, TikTok’s pixel will be able to capture events beyond 1-day click like it was only able to do in the past. Longer attribution windows mean that the TikTok pixel will now be able to pick up more data about conversions across various sessions and thus, have more positive data to report. This is huge in terms of how this will result in a more positive feedback loop.

More simply, advertisers on TikTok will have more data to work with to gain deeper insights into what is and isn’t converting in their ads and then use those insights to inform future ad content strategy. More reliable and accurate attribution can potentially supercharge ad performance like never before. 

Which Brands Have Access to TikTok’s Attribution Manager?

Any brands that currently use TikTok Ads Manager can now access TikTok’s Attribution Manager directly from TikTok Ads Manager under the Assets menu. It will be available to marketers creating campaigns using either the TikTok Pixel or Events API. 

Learn more about how TikTok’s attribution manager can amplify your ad campaign efforts and performance. 

Amp Up Your Campaign Performance With TikTok Advertising

TikTok is a powerful platform in which ecommerce brands can advertise their products to drive massive conversions and growth for their business. And now, with the introduction of TikTok Attribution Manager, shortly after the release of the conversion data sandbox, you have more opportunity than ever to optimize your campaign performance to move the needle for your company. The right strategy makes all the difference. Partner with the digital marketing experts at The Snow Agency to help your brand home on the right ad content strategies, accelerate your ad performance and experience more growth than ever before. 

Reach out for a free consultation today.

Shopify Audiences Best Practices

If you have been staying up to date with the exciting developments happening in the marketing world, you would know that Shopify recently launched Shopify Audiences. Shopify Audiences is a free prospecting tool that uses a machine-learning algorithm to allow you to connect to Shopify’s massive network of consumers to find new audiences of high-intent buyers. With valuable insight into customer information to better target high-intent buyers, you can supercharge the performance of your top-of-funnel acquisition, drive conversions and increase return on ad spend. And it may just be the solution to attribution and post-IOS 14.5 tracking.

Shopify Audiences is available exclusively to brands that use both Shopify Plus and Shopify Payments. If you’re not yet on the Shopify Plus plan or processing payments with Shopify Payments, this is a compelling reason to make the switch.
Ready to get started with Shopify Audiences? Here are 9 best practices you should know. Keep in mind that Shopify Audiences is a brand new tool and new best practices will emerge on a regular basis as the product matures. These 9 came directly from Shopify:

  1. Categorize your products

Success in ecommerce depends on ensuring you get the right products in front of the right audiences. The easiest way to do this? Label your products in your Shopify Admin with their product type to help link your products to the right customers. Not only will it help you better target the right customers, but it will also increase the efficiency and accuracy of customer acquisition. Shopify Audiences relies directly on your assigned product categories to determine which consumers are in the market for that particular product. If you don’t do this, you’ll limit the effectiveness of Shopify Audiences.

  1. Re-export your in-market and lookalike audiences every 7 days 

As Shopify Audiences continues to get rolled out to more and more brands, the algorithm will continue to evolve and improve. Shopify advises refreshing your audience or lookalike every 7 days to make sure it is up to date and can predict the most relevant high-intent shoppers for your brand. For example, if you have an Audience crafted around women’s shoes, if you don’t re-export your Audience to Facebook, you won’t have the most up-to-date target audience in your ad account. Your aged Shopify Audience may still contain people who are no longer in the market for your products. Be sure to put the date of your Audience export in the title of your audience and ad set to easily keep track of this!

  1. Track audience export dates 

Keep track of when you exported your audiences to determine which exports performed well and which need adjustments. This will help you also pinpoint when you need to refresh an audience. Put the export date in your ad set too!

  1. Try multiple audiences and different products 

The key is to keep testing and learning what works and what doesn’t. Test out different product sets to represent a range of different personas within your store – to see which products of yours best resonate with which audiences.

  1. Build scale 

As your performance improves, begin scaling gradually with in-market audiences. The network of audiences you can potentially tap into will continue to expand as more and more merchants are added.

  1. Create lookalike audiences 

Creating lookalike audiences offers you more opportunities to expand your network of high-intent buyers to reach audiences of ideal customers – while lowering CPMs. And brands are already starting to see results! Blender Bottle earned a 6x return on its ad spend from using lookalike audiences. 

  1.  Test the Reach objective in your ad settings to lower CPMs. 

Leveraging this niche audience of high-intent buyers comes with higher CPMs since you have a custom list of consumers you are trying to target directly. This means in order to target these people directly, you automatically need to bid more to reach this defined audience. However, there is a workaround. Test the Reach objective to radically lower CPMs, while maintaining the same high intent audience. If you can target the same list of high intent purchasers, theoretically, you can elevate performance through hacking your way to lower ad costs.

  1. Exclude Shopify custom audiences from other ad sets

Keep your ad sets on Shopify Audiences separate from other ad sets while running similar campaigns to better measure attribution by avoiding audience overlap. Also, avoid stacking audiences to increase attribution accuracy. 

  1. A/B test with your comparison audiences

For accurate A/B testing to your comparison audiences, only target U.S. and Canada, exclude your existing customers, and make sure your budget is proportional to each ad campaign audience. Your first tests should be Shopify Audiences against a similar-sized Facebook lookalike or interest-based audience.

Get started with Shopify Audiences today to amplify customer acquisition and amp up your conversions.

Shop Cash – Shopify’s Newest Rollout

Just when Shopify launched Shopify Audiences to help ecommerce brands better target high-intent buyers and maximize ROI, comes another exciting new development currently being rolled out. But this one incentivizes and empowers both buyers and sellers alike. Meet Shopify Cash – a reward program designed to encourage customers to purchase within the Shop app.

Shopify is focusing on increasing value for both merchants and consumers, alike. They are doing everything they can to get as many merchants on the platform, on Plus plans, accepting Shopify payments, and leveraging the Shopify Fulfillment Network. Now, with the rollout of Shop Cash, they are making their next big play to keep consumers incentivized on spending on the Shopify network of brands. 

What is Shopify Cash and How Does It work? 

Shopify Cash is a rewards program that offers Shop app customers another way of making payments for purchases they make in the Shop app. Shopify Cash works like “points” or “cash rewards” for customers to use towards their purchases. When a customer uses Shop Cash to pay for their order, their Shop Cash is applied first. Any balance remaining they pay for with Shop Pay. 

Shop Cash works the same way as Shop Pay as a payment method to pay you for Shop Pay Orders. For merchants, note that the payment for a Shop Cash portion of an order might get paid out to you a day after your Shopify Payments payout. 
Shopify Cash is available to some Shop app customers and can only be used within the Shop app. Shop Cash does not have any monetary value outside the Shop App. 

How Will Shopify Cash Incentivize Customers? 

Typically, customers can only make use of the specific rewards program that an individual brand offers them and their rewards points can only then be applied to that specific brand.  What’s unique about Shop Cash is that it rewards customers with cash that they can use across the entire Shopify ecosystem. This means that they can apply their cash rewards to any brand’s store or product. This keeps them within the Shopify ecosystem and increases the chances that they will fulfill their needs there rather than seek out other retail options, like Amazon or local retail stores.

In terms of competing with the likes of other ecommerce marketplaces, Shop Cash is a significant play for Shopify. And if you have been on the fence, trying to decide which marketplace to use for your ecommerce store, Shopify might very well be the right one for you to gain major traction and supercharge growth of your business. Shopify continues to evolve with new and advanced features to help ecommerce brands maximize performance and drive conversions to enhance ROI. And in today’s increasingly fierce market, you need all the edge you can get. 

Learn more about Shopify Cash in the Shopify Help Center and within the Shop App

Stay Competitive With the Right Agency

Getting started in the world of ecommerce, especially in such a cutthroat market can be challenging and scary. That’s why you need to partner with digital marketing experts with the savvy and know-how to help your brand cut through the noise, stand out and make the kinds of moves that will mean everything to your bottom line. Reach out for a free consultation today.

What is Shopify Audiences? Here’s What You Need to Know

With rising CPMs, it’s only getting tougher to achieve a strong return on ad spend. Shopify Audiences may be just the solution you need to combat ever-rising advertising costs. It is not only a major play for the ecommerce platform giant, it could be game-changing for millions of ecommerce stores worldwide. 

What is Shopify Audiences? 

Shopify Audiences is an audience-sharing tool that enables you to connect to Shopify’s massive network of online buyers to generate new audiences and find high-intent customers. The way it works is you share your first-party data from your Shopify store in exchange for the ability to access a pool of other brands’ first-party data. This data includes customer information such as their name, phone number, email address, purchase history, and shopping behaviors.

And with access to 2 million merchants’ customer information as of March 2022, and 457 million buyers worldwide, you can only imagine the data you can potentially tap into. 

How is Data Shared on Shopify Audiences? 

Data shared through Shopify Audiences is anonymized using a hashing function and is powered by AI/ML. Think of how you can upload hashed customer lists onto social platforms to create targeted Facebook and Google Ads. 

With access to customer data through Shopify Audiences, you can supercharge the performance of your targeted ads. The data network enables you to obtain the information you need to get your ads to highly relevant, high-intent buyers – buyers who have already been in the market looking for products from other brands just like yours. 

Shopify Audiences is currently integrated with Facebook and Instagram ad platforms, but TikTok and Snapchat will soon be hopping on the bandwagon, too with their own integrations to build audiences using Shopify. 

What Does This Mean for a Future Without Third-Party Cookies? 

With recent data privacy changes, it is increasingly more challenging to collect second and third-party data as well as stay in compliance with platforms’ data restrictions. The world is quickly moving towards a pixel-less future without third-party cookies.

Passed on March 2, 2021, the Consumer Data Protection Act gives consumers the ability to opt out of offering their personal data for means of targeted advertising. This type of advertising exposes customers to ads that were specifically selected for them based on data processed through their shopping behaviors.

These data privacy changes also mean that it’s getting tougher for ad platforms to correctly target the right customers so more than ever, brands need to turn their attention to collecting first-party data.  A data-exchanging tool such as Shopify Audiences is therefore, not only super helpful, it is invaluable as a means of collecting accurate first-party customer data. 

Plus, since the data shared is anonymized, there is no need to worry if the data is compliant with the data privacy requirements of major platforms like Facebook and Instagram. And shared data accessed through Shopify Audiences does not require customers to consent to their information being processed.

But as privacy regulations are constantly evolving, it is wise to stay on top of them to ensure you are always in compliance. 

What are the Benefits of Shopify Audiences? 

You can generate audiences composed of a pool of up to 2 million high intent-customers throughout the Shopify network, based specifically on the product you select.  Better targeting of high-intent buyers means that you not only increase the likelihood of conversions, you can magnify your overall top-of-funnel acquisition. With more accurate targeting, you can decrease conversion costs, while driving conversions up for improved return on ad spend. 

And while you will eventually exhaust your ability to expand your audience on third-party channels like Facebook and Instagram, this won’t happen with Shopify Audiences. Shopify Audiences’ algorithm is continuously evolving and improving which means you will always have access to new, uncharted pools of high-intent buyers. Shopify Audiences can also be used as seed audiences to generate Lookalike Audiences on your paid social platforms to find more customers that are similar to the ones Shopify already found for you.

Shopify Audiences not only offers an incredible opportunity to amp up ​your ​performance, it could be the solution to attribution and post – ​IOS ​14.5 tracking. ​Previously, the algorithm was unable to identify which creative, ad set or user had converted, and therefore was unable to provide actionable feedback to improve future performance.  Using server-side tracking, Shopify Audiences can accurately attribute customers’ purchases right down to the very ad or creative that motivated them to convert. This means that Shopify Audiences may not only be able to potentially close the feedback loop, it could even eventually make Facebook Lookalike audiences obsolete.

Which Brands Are Eligible for Shopify Audiences? 

At this time, Shopify Audiences is a feature that is exclusively available to brands who use Shopify Plus and Shopify Payments. If you were thinking of upgrading to the more advanced Shopify Plus, there might not be a better time. Don’t forget, with the upgrade you also get access to cheaper merchant processing rates from Shopify Payments. Shopify Plus caters to enterprise level businesses who require more sophisticated levels of customization, features, and integrations to support stores who generate millions of dollars in sales revenue. 

How to Apply For Shopify Audiences

Getting set up for Shopify Audiences is pretty easy and straightforward. If you are eligible for this new Shopify feature, here’s how you can apply! 

From your Shopify admin, go to Apps

In the Installed apps section, click the Shopify Audiences app.

Click Set Up Audiences

Click Turn On to enable data contribution and agree to the Shopify Audience terms and conditions.

Click Set Up to connect to your Facebook account that you use for your ad campaigns.

Click Connect, enter your Facebook account credentials, and then click Continue.

Click the Facebook Ad account that you want to export your Shopify audiences to.

Click Accept terms to accept Facebook’s Custom Audiences terms. 

Get Started with The Snow Agency to Scale Your Business

Competition is only getting more fierce for ecommerce brands. So, taking advantage of Shopify Audiences could give your business the edge it needs to succeed and amplify your performance like never before.

We are incredibly excited to dig into this further with our brands and publish some case studies that speak to the power of this new, potentially game-changing tool.

If you have questions on how to take your Shopify store to the next level or are looking to elevate your marketing campaigns to drive conversions, connect with the digital marketing experts here at The Snow Agency. Reach out for a free consultation today.

New Jersey’s Best: Clutch Names The Snow Agency as Top Social Media Marketer

New Jersey’s Best: Clutch Names The Snow Agency as Top Social Media Marketer

Founded in 2019, The Snow Agency is a Miami-based premier growth marketing agency committed to helping eCommerce businesses nationwide. Since our inception, we’ve proven how our unique approach delivers supreme results.

In light of our dedication, we’ve recently been recognized as a 2021 Clutch leader in New Jersey! Our team is extremely proud to receive the title “New Jersey’s highest-performing social media marketing agency” on Clutch.

For those who aren’t aware, Clutch is a prominent B2B review and rating platform that highlights the best of the best from different industries globally. Every year, their team evaluates numerous service providers based on their social media presence, market position, case studies, and client satisfaction.

 

“I am extremely grateful that The Snow Agency has been recognized as one of the top service providers in the state of New Jersey. Our team has grown from 0-90 employees in under 2 years and it’s awesome to see we are starting to get recognition for our services!”

— Chief Executive Officer of The Snow Agency

 

Being recognized by the best means so much to us, and the fact that this all came to reality thanks to our clients makes it even sweeter. We stand proudly with our clients by our side. It is an honor for us to work with our amazing clients who trust and support us wholeheartedly.

At The Snow Agency, we believe that our strong relationships pave the way for us to be better. We want to continue putting our best foot forward for our clients, teammates, and stakeholders.

Grow beyond your limits! Contact The Snow Agency and reach the next level with us.

The Best Ways to Market A Small Business

Ways to Market A Small Business

Your product or service isn’t going to sell itself. Doesn’t matter how revolutionary it is or how great and life-changing it may be, you’re going to have to get out there to tell people about it.

That said, we get it, there is a lot of noise out there. A lot of businesses – big and small – competing for the same people. It’s loud. Very loud. So how do you cut through that and make sure you’re able to get yourself in front of the people who really do want what you’re offering?

Marketing, of course.

You’re probably thinking, I’m a small fish in a big pond, how does that even work? How can I make a sound?

Is Marketing for Small Businesses Different Than Large Businesses?

First of all, you’re not a fish and fish don’t make sounds (we think) so that was a weird mixed analogy/metaphor…there is a point though. Marketing for small businesses is different from marketing for large ones in some key ways.

A large business will, in most cases, have an entire marketing department that’s devoted to spreading the gospel of the brand. They’ll typically have more product and service offerings as well and therefore, in the main, will have a significantly larger budget for their marketing.

On the contrary, in a small business, you might be your marketing department (and your sales, accounting, HR, etc. departments too) and your budget will certainly be smaller.

But, and this is a big but, BUT, you have the advantage of knowing your product or service more intimately and of understanding who your target customer is more precisely. Why? Because you live and breathe it. You are zero steps removed from it like those in the marketing department at a huge multi-national might be.

Plus, and it may have been said a million times, the internet has truly leveled the playing field when it comes to marketing.

4 of the Best Ways to Market a Small Business

Facebook Ads/Social Media

We could’ve just said social media ads in general however Facebook Ads deserve a special shout out. As the largest social network on the planet, more than 3 million businesses use it to connect with their customers. Facebook Ads allow for hyper-specific targeting and are extremely cost-effective.

Ultimately though, which platform you go heaviest on is dictated by your customers. If they skew younger, for example, you might want to be on Snapchat and TikTok in addition to Facebook.

Email Marketing

It might feel old-timey, but email is always in style. It’s timeless. And the best part is that with email marketing, your audience is literally giving you their contact information and asking you to communicate with them, how great is that?!

Almost everyone checks their email daily and coupling that with the fact that it’s opt in, it’ll come as no surprise that the ROI for email is through the roof. Email marketing generates $38 for every $1 spent

Content Marketing

We had to include this one, you know why? Because you’re reading content marketing right now. We think this information, this content, is valuable to you as a business owner and marketer so we’re giving it to you for free in this blog. 

That’s what content marketing is all about. Creating and distributing value (and if you like what you read and need help implementing a strategy of your own, then go ahead and give us a call 😉)

Content is more than blogs though, it can be videos, courses, podcasts and more.

Free Consultation 

Everyone likes free.

Offering a free consultation allows you to present yourself as an authority in your space. An expert. If you’re able to get people on the phone and can compellingly demonstrate your abilities, you can turn consultations into a strong lead generating tactic and a powerful tool for closing.

Reach Out to the Snow Agency Today

This was just a small sample of some of the best ways to market a small business. There are so many more great methods of getting the word out about your products/services out there and creating the best marketing strategy depends on what your business is and whom you’re trying to reach. If you’re having trouble finding what works best, give us a call at The Snow Agency and let’s get you heard.

Let’s Talk About the Shopify Platform for Eommerce

shopify

It may sound like major hyperbole but believe us when we tell you that the Shopify platform has revolutionized online selling. Look no further than the explosive growth of its stock to get an idea of just how important the market, and thus consumers, find this platform.

eCommerce is a mammoth part of the retail experience and framework with total eComm sales worldwide estimated to be $3.53 trillion (yes with “t”) and growing.

It’s why we want to have a nice sit-down convo with you about Shopify.

What Is Shopify?

Who can explain Shopify better than Shopify? Here’s how they describe themselves:

Shopify is a commerce platform that allows anyone to set up an online store and sell their products.

Easy peasy understandable squeezy, right?

There are plenty of options out there for where to set up your online store but this one is the cream of the crop for a reason.

How Does Shopify Benefit My Business?

So many reasons. Oh so many reasons. Here are a handful:

Ease of Setup and Use

You don’t get to over 500,000 stores without doing something right and one of the biggest things going for Shopify and by extension, you, is that it’s just so utterly straightforward to set up and use.

The proof is in the pudding from the user side too with 218+ million buyers on the platform last year alone.

Built-In Security

While having an online store helps quell worry in some ways, it creates other worries elsewhere. Namely in the cybersecurity realm and that’s where the platform really shines with certified Level 1 PCI DSS compliance as well as compliance that covers all 6 PCI categories:

  • Maintain a secure network
  • Protect cardholder data
  • Maintain a vulnerability management program
  • Implement strong access control measures
  • Regularly monitor and test networks
  • Maintain an information security policy

Quality Design That’s Customizable (Some of it Free!)

The last thing you want is for your store to look like everyone else’s store, right? You want your unique products to have the unique presentation they deserve which is why there are well over 100 customizable designs available. Some of them at no cost whatsoever.

There are also plenty of third-party designs through places like Envato.

Abandoned Cart Recovery Tools

The dreaded abandoned cart. If you don’t run an online store already, you might not get why this is a big deal. If you do run a shop online, you definitely understand.

The average abandonment rate is nearly 70%. In other words, over 2/3rds of people fill up a cart and don’t buy anything. That’s a lot of sales you’re not seeing. Fortunately, Shopify offers a robust set of tools to work against that and win some of those back.

App and Payment Integration

Making your store work exactly the way you want it to is possible via the ability to easily integrate your favorite third-party apps. Whether it’s marketing tools, label printing, reviews, analytics and more, you can pretty much do whatever it is you need. A massive extension of the functionality.

Equally importantly, you can give your customers basically endless ways to pay since there are so many payment providers that are integrated.

Very Mobile Ready

Have you ever bought something via your phone? Sure you have and by 2024 it’s predicted that 44% of eCommerce will be done on a phone.

Using Shopify gets you ahead of the curve by already being mobile-ready.

Marketing and SEO tools

You’ve created some amazing products, built your online store and are ready for the sales to pour in and then…nothing. That doesn’t have to be your fate because there are powerful tools for marketing and SEO at your disposal to help drive that traffic.

You created something beautiful, make sure people see it.

Got Questions? Ask The Snow Agency!

If you’re wondering what more Shopify can do or have questions or concerns about getting your store started or optimized, hit us up at The Snow Agency. This ain’t our first rodeo.

What Is Media Buying?

what is media buying

Media buying is buying media.

Voilà. Presto. *chef’s kiss*. Now you know. Job done.

Right?

Not so much.

It’d be grand if it were so simple but there’s just a touch more nuance to media buying than throwing down cash for ad space all willy nilly like that.

First of all, crucially, the buying comes after planning and strategy. The media buyer picks up where the media planner leaves off. Maybe it’s even the same person or all handled in-house like we do at The Snow Agency. Without thorough and proper planning, you’re playing at a disadvantage and your campaign is more gambling than anything else.

You won’t know what to buy without the proper research and targeting your message, as per the usual, is vitally important to any ad campaign’s success.

Media Buying Defined

In broad terms, media buying is purchasing the media space and the time slots that are most valuable and profitable for your marketing message. In other words, getting your ad/brand in front of your target audience, in the right context, at the appropriate time and place for them to act on it.

Think of it this way, you could have the greatest motorcycle commercial in the history of motorcycle commercials, but if it’s playing on Nick Jr at 10:45 in the morning, are the right people seeing it? Your mail-order steak company nailed the photography and copy but the ad is running in Vegetarian Times, is your target demo and market really being reached?

You get the idea.

Let’s break it down:

Choosing the Mediums and Outlets – There’s a wide array of choices: print, digital, TV, radio, billboards, etc. to choose from, making sure you know which medium will spread your message best is paramount. More importantly, each medium requires specific messaging. What works on TV isn’t the same as what works on a billboard or digital.

Consider that each media channel has seemingly endless outlets. You’ve decided print is the way to go. Great. Which magazine? It’s easy to whittle down to a few in a genre but that’s where the fun begins.

After you’ve settled on the medium and outlet, it’s time to negotiate the pricing and having great relationships and connections certainly doesn’t hurt here.

Analyze – It’s not over after the media channels and outlets have been chosen and contracted to. After delivering the media and launching the campaign, ongoing analysis is huge. If it’s a digital campaign, for example, is it getting clicks? What are the impressions? How many hits is the site getting?

No matter what the media buy was, the question that needs to be continuously asked is: are we hitting the goals from our plan? If yes, wonderful, good job!

If not…

Make Changes and Optimize – Nothing is static. If it’s not working, tweak it. Maybe a competing company launched something and it’s adversely affecting your plan, no problem, you’ve got to be flexible and ready to adapt to whatever comes your way. Look at the figures, let the data direct your action.

Have your head on a swivel and don’t be too rigid. The goal is results and if that requires an abrupt shift, be ready to make them to optimize the buy.

Post-game Breakdown – Once the dust has settled on everything, go through and evaluate the numbers. Analyze the campaign in its entirety. Did you meet your goals? Did any trends emerge? Did one outlet work better than another? Why?

Dig into it. Learn from your success and your mistakes and be data-driven when applying it to future media buying.

How Do I Get Media Buying for My Business?

Media buying is as much of an art as it is a science. The biggest issue we often see is that people treat it as a guessing game or go with their gut. Getting your ads in front of the right people isn’t as simple as it sounds and with so many companies after the same spaces, it helps to have experts at media buying in your corner.

If you’re tired of those campaigns falling flat, paying too much for weak results, not getting the right placement or anything else, let us know. At The Snow Agency, we’ve been doing media planning and buying for years. 

New Trends in eCommerce

ecommerce trends

While many brick and mortars have the “luxury” of closing up shop every evening, your eCommerce is the beast that doesn’t sleep. Open 24/7. Always accessible. Given that, you need to be up on the latest trends in order to maximize your conversions.

Let’s dive into some things to implement into your arsenal to expand the reach and make life even easier for your customers.

Swipe to Buy

If you’re up on the Gram, you’ve absolutely noticed this one. When watching stories from your favorite brands and businesses lately you’ll see an altogether new option to “Swipe Up” and be taken to their store, website, offer, etc.

The only catch is that you need to have 10,000 followers to unlock this feature and we’d be lying if we said this wasn’t a jealousy inducing thing. It can very much set you apart from competitors of yours that either don’t have the 10k or don’t know about this feature.

That said, you still need to get people to actually swipe. If your audience is over 10 thousand though, we’re hoping you know a thing or two about what makes them tic…and swipe.

Ultimately this is a killer way to give your eComm a boost.

Eco-Friendly Products

Who doesn’t love treating Earth right?

It’s cool to see eco-friendly go from just being objectively the right thing to do to become a trend in the eCommerce world.

We tended to associate eco-friendly with higher prices back in the day and that perception made companies shy away from going that route but as we’ve become more conscious people we’ve become more conscious consumers as well. Now, 2/3rds of North Americans prefer eco-friendly brands.

35% say they’d buy a product that’s better for the environment over one that’s slightly cheaper.

And millennials take it a step further, 73% of them are willing to pay more for sustainable goods.

No excuses to not think about the planet as a core part of your business!

Secondhand Products

AKA re-commerce.

This one may be a shocker but the online secondhand market is growing like gangbusters.

While retail is projected to shrink in the next 5 years, resale is poised to grow by 5 times with younger shoppers, looking at you Gen Z, picking up the secondhand trend more than most. Additionally, resale is expected to overtake the traditional thrift and donation segments by 2024 with the market size growing from $28 to $64 billion.

Naturally, this taps into the sustainability and eco-friendly trends that are all the rage.

Chatbots for Customer Service

It definitely used to be that we all got annoyed when dealing with any type of automated system, be on a call or, yes, even a chatbot. Emphasis on used to be because that’s not where we are with tech anymore.

The improvements, dramatic ones, in artificial intelligence make chatbots ever more user friendly and people are taking notice. According to Accenture, 50% of customers no longer care if they are interacting with humans or AI-enabled technologies.

Thing is, chatbots and people are great at different things so there’s a space and place for both. 

Chatbots allow for instant responses around the clock and can handle common questions. They’re also great for routing you to a person, should you need one, and arming them with all the knowledge they need to help you even quicker. 

And people, well people are good at tackling the complexities and nuances that make humans…human. People aren’t going anywhere in customer service, rest assured.

Level up Your eCommerce Game with The Snow Agency

There’s always something new happening in the world of eCommerce and if you’re struggling to keep up, we get it. Hit us up at The Snow Agency and let’s take a look at your shop together and talk about how we can supercharge your eComm store with the latest trends in the game.

Personal Branding in the Digital Age

personal branding

Let’s keep it real; keeping it real can be tough.

In this day and age, people expect a lot from your brand and chief among those expectations is a personal connection. They don’t perceive you as a monolith that is just a shilling product, they perceive you as an organic entity to be interacted with.

In other words, what matters is engagement and personal branding in social media. Keeping things personal means engaging with your audience and customers on a meaningful, individual level. Why? Because while you may have hundreds, thousands or even millions of customers, each and every individual customer has a singular relationship with you which they place more value on, proportionally speaking.

If you flip the script and consider the level of annoyance and potential bitterness you might have if your messages to someone you respect are left on “read” or “seen”.

So what can you be doing to keep it 100 % with your audience and maintain personal branding in social media?

Communication

This one is obvious, if your brand is on social media platforms (it’s two decades into the 21st century so we’re assuming you do) taking the “social” part of “social media” as seriously as the “media” part is pretty much the lowest hanging fruit. It’s a must.

The best personal relationships are based on open communication, the same rule applies to the business world. You need to be giving as much as you’re receiving.

In practice, that means things like answering Instagram messages, replying to FB comments, going live on IG, etc.

Of course, there’s the touchy subject of criticism and given the sheer amount of access all this tech in gives everyone, you may hear a lot more of it than you’re ready for. People don’t always tell you when things are going great with your product or service but they’ll let you know the second they go south.

It’s important to have a strategy for being able to navigate the criticisms in a way that works for you. Oddly enough, and on a positive note, publicly dealing with a customer issue can create a positive perception of your brand and make you appear even more personable. The power of direct communication.

In the end, just be social. Be communicative. Show them you care because, to be honest, you do.

personal branding

Stay True to Your Brand

Being authentic is always in style and your audience and customers can smell inauthenticity, or fakeness, from a mile away.

Your best bet as a business is to drop the charade and stay true to your brand, also known as remaining personal in social media. Consumers respond to what feels real. What feels real is relatable and what’s relatable is personal. That’s what it’s about.

And how to go about that is not all that difficult, what’s difficult is cultivating and maintaining an image and brand persona that isn’t true. A façade of sorts. That’s tough to keep going. Honesty is easy.

A big part of staying true and authentic is the aforementioned communication, if that’s not part of your brand, you need to make it so. Almost equal weight to talking the talk though is the consistency with which you do it. Flakiness is not an option. If your buddy keeps missing your softball games every Tuesday, how long are you going to let that slide before you replace him? Same with your customers.

Consistency doesn’t end at communication, it should be a brand-wide mission, if you pride yourself on the consistent quality of the product then that same standard should be applied in everything else you do.

Need Help With Branding and Staying Personal? We Got You.

It can be tough keeping things personal in the world we live in, if your brand is struggling to relate on social media, needs a makeover or the development of a strategy for success, reach out to us. At The Snow Agency, we live and breathe this, and getting your brand to connect with your audience is what we do.