With the leaves changing and the holiday season around the corner, it's time to fine-tune your digital marketing. In this month's newsletter, we'll share some top tips on how to make the most of the seasons and finish the year strong.
Social Media Updates for September
- LinkedIn now offers an opt-out option for users who don’t want their data used to train its AI models. Users can disable this feature in their settings. The company faced criticism for using data without clear updates to its terms. While future data can be protected, data already used remains unaffected. EU users are exempt due to stricter privacy laws.
- Meta has updated its Marketing API to simplify creating Instagram Reminder Ads through third-party apps. Businesses can now access more ad options, like targeting via Reels, setting reminders, and adding events, making it easier to use existing features for better reach and views.
- Instagram is adding new DM features, including drawing tools, stickers for images, and photo cut-out stickers. Birthday indicators with confetti and new chat themes are also introduced to enhance and refresh the messaging experience as DM usage grows.
- Meta has announced holiday advertising updates to boost engagement and sales. These include better discount code features, enhanced reminder ads, first purchase offers, and personalised discounts. Businesses can now add multiple landing pages to ads, use tools for in-store purchases, and target tourists, helping capture seasonal sales.
- TikTok is testing a "Delete and Re-Edit" feature, letting users remove in-app edits and start fresh. This is useful for creators who edit directly in TikTok, making it easier to rework videos without third-party apps.
- TikTok has launched a "Thought" feature, allowing users to post short text messages in a speech bubble on their Stories, similar to Instagram's "Notes." The "Thought" appears in the user's inbox and profile. TikTok avoided using "Notes" due to its separate app with the same name. This follows the trend of TikTok and Instagram adopting each other's tools, with "Thought" currently being tested by select users.
- TikTok has updated its Search Ads campaigns, giving brands more control over ad placement and keyword targeting in search results. Previously, ads could appear in searches but without specific targeting options. Now, advertisers can choose relevant keywords, improving ad reach and relevance. With 57% of users using TikTok's search function, the platform is becoming a key destination for product discovery. Brands using both Search and In-Feed Ads see a 20% increase in conversions, making TikTok's ad tools more competitive.
B2C Tip: B2C brands should take advantage of TikTok’s viral nature to showcase short, seasonal videos featuring trending sounds. Promote special discounts, giveaways, or product launches to build anticipation around the holidays.
Digital Marketing Insights?
- The Google August 2024 Core Update, which took 19 days to roll out, caused significant volatility in search rankings, with major fluctuations across various industries. The first four days were marked by a search ranking bug, which Google advises not to consider when evaluating changes. Instead, comparisons should be made with data from the previous week. The update led to some websites experiencing dramatic gains while others saw notable declines in visibility. Experts believe the algorithm changes likely focused on content relevance, quality, and user experience, prompting businesses and SEO professionals to closely monitor and adjust their strategies.
- Google is expanding its AI-powered image editing capabilities across Search, Display, App, and Demand Gen campaigns, aiming to streamline ad production and enhance creativity for marketers. With "Automated Image Editing," advertisers can automate tasks such as resizing images for different placements, removing backgrounds, applying brand elements like colours and logos, and even generating new images from text descriptions. This integration within Google Ads helps marketers save time and optimise campaign performance, reflecting Google's broader push to incorporate AI more deeply into its advertising ecosystem.
Seasonal Campaign Planning?
- While holiday discounts are common in B2C, B2B businesses can offer limited-time service bundles or exclusive consultations. Focus on helping your clients plan for success in the new year by offering strategic advice through webinars, whitepapers, and infographics.
- B2C businesses should focus on promotions that create urgency, like flash sales, early bird discounts, and exclusive limited-time offers. Build excitement around holiday-themed products or services with countdown campaigns
- For B2C, if you haven’t already start prepping your Black Friday and Cyber Monday campaigns. Use email teasers, social media sneak peeks, and targeted ads to build awareness and create early buzz.
- It’s time to review your year-end goals. Start planning your holiday campaigns now, focusing on lead generation strategies that can carry over into the new year.
- October is a great time to start planning to thank your clients and partners. Consider sending personalised appreciation gifts or running a special campaign highlighting your clients’ successes.
- Consider sending out holiday-themed email campaigns, offering valuable year-end insights or planning tips to your clients.
Top Priorities for This Month
- Update your Google Ads platform and monitor the new asset reporting features to track individual conversion metrics.
- Adjust creative assets based on Google's recommendations to optimise performance.
- Leverage Meta’s AI-powered tools, including personalised ad experiences and reminder ads, to boost holiday campaign performance, and experiment with new promo features and site links for optimising both in-store and online conversions.
- Revise your video ad strategy to focus on short, engaging ads under 30 seconds, prioritising storytelling, community content, and strong CTAs to align with top trends.
- Utilise Google’s AI-powered image editing features to automate tasks like resizing, background removal, and applying brand elements across Search, Display, and Demand Gen campaigns to enhance creativity.
- For B2C brands, focus on creating an emotional connection through seasonal storytelling. Use nostalgia and holiday themes to trigger positive associations with your brand.
Expert Tips: SEO, PPC, and Strategy
- SEO: Optimise for Search Intent - Google is increasingly favouring content that matches search intent. For B2B companies, this means focusing on creating content that is not only keyword-rich but also directly answers common client questions or solves industry pain points.
- PPC: Leverage Remarketing to Close Deals - B2B sales cycles are typically longer, which means remarketing can be highly effective. Implement remarketing strategies to recapture website visitors. Tailored ads targeting those who previously visited your site can increase conversion rates by 70%.
- Strategy: Invest in Video Content: Video content is expected to account for 82% of all internet traffic by 2025. Start creating engaging, informative videos to showcase your expertise.
Here is our Blog Round-Up for September in case you missed them:
?? What's Next?
This October, it’s all about preparing for a strong Q4 finish. Whether you're refining your PPC strategy, optimising SEO for the latest Google updates, or planning that perfect seasonal campaign, we're here to support your digital marketing journey.
Stay tuned for more insights, and don't hesitate to reach out if you'd like personalised advice on any of the topics we've covered!
Until next month, Happy Marketing! ??
