Snapchat is adding more courses to its marketer education platform which offers free certifications for different types of direct-response advertising.
A series of courses housed under the umbrella ‘Snap Connect’ allows marketers to learn directly from Snapchat advertising experts.
This is a first for Snapchat, as the company explains in an announcement:
“For the first time, our very own subject-matter experts bring you inside the world of Snapchat to show you how to take your direct-response advertising to the next level.”
Snapchat is currently offering three Snap Connect certifications which are specialized by industry and region.
Marketers can learn how to use Snapchat’s direct-response advertising tools to achieve the following objectives:
- Drive customers to an e-commerce app or website.
- Promote an app get more installs.
- Drive awareness and installs for a mobile game.
To earn a Snap Connect certification marketers go through a series of video-based modules which offer fresh insights, product solutions, creative best practices, and client success stories.
After watching the videos there’s several knowledge checks to go through followed by a final exam.
The entire process of earning a Snap Connect certification – from watching the first video to passing the final exam – is completely free.
This is in contrast to Facebook’s certification programs, for example, in which the material is free but there’s a charge to take the exam.
Let’s take a look at what’s offered in the certification programs.
Snap Connect Certifications
Each of the three certifications offers separate modules for North American and international marketers.
Here’s an example of the e-commerce module for marketers in North America:
There’s 4 courses ranging from 4 to 11 minutes in length. So it should take roughly 30 minutes to go through all of them.
Then there’s a 30 minute exam to pass at the end. Snapchat marketers can earn a new certification in around an hour.
All certifications are roughly similar in length and all contain the exact same type of courses.
In each module there’s courses on community insights, advertiser solutions, creative strategy, and success stories.
To view the content and take the exam it’s necessary to have a Snapchat Ads Manager account.
Marketers with an Ads Manager account are also eligible for a certification program launched this summer called Snap Focus.
Snap Focus Certification Program
A certification program launched in June, called Snap Focus, teaches marketers the basics of advertising on Snapchat.
Snap Focus is broader in scope compared to Snap Connect, and the material goes into greater depth on each topic.
Videos range from 9 minute to 33 minutes in length and there’s no final exam. Completing all 6 videos will earn marketers a Snapchat Ads Manger certification.
Expect more of these types of courses from Snapchat in the future.
Source: Snapchat for Business
Matt Southern has been the lead news writer at Search Engine Journal since 2013. With a degree in communications, Matt has an uncanny ability to make the most complex subject matter easy to understand. When he’s not ferociously following and covering the search industry, he’s busy writing SEO-friendly copy that converts.
How Businesses can Generate More Leads on Social Media
Social media can help businesses attract and retain customers. It can be a great asset to boost business growth.
Why is social media important for businesses?
According to a report, by the end of 2021, 3.09 billion people are expected to be on social media. If you want to reach your target audience, you need to boost your social media presence.
Getting more visibility on social media can also help you find more leads and boost your conversion rate.
Not sure how?
In this article, let’s take a look at how you can leverage social media for lead generation companies.
How to Generate Leads Using Social Media
The first step for your lead generation strategy should be to pick the right social media channel. Depending on your niche and target audience, the right social media channel for your business will be different.
For instance, if your target audience is mainly gamers you should consider Twitch for your marketing efforts. On the other hand, if you want to reach out to business professionals, LinkedIn would be a better pick.
Additionally, you can design a campus ambassador program using the best tool and reach out to your relevant audience easily.
The tactics that you need to employ for lead generation may differ based on the social media channel that you pick. And the strategies you use for lead generation will also vary depending on the social media network you’re using. You can build the right strategies for every social platform if you manage your knowledge effectively.
Let’s check out how to generate leads on some of the most popular social media platforms.
How to Attract More Leads on Facebook
Facebook has 2.5 billion monthly active users, making it the biggest social media network around the world. It’s evident that Facebook is a huge opportunity for lead generation. As many as 86.3% of US marketers use Facebook to advertise their products.
So, how can you generate leads on Facebook?
For this, there are three main strategies:
1. Facebook Ads
Marketing your brand on Facebook is now easier than ever with Facebook lead ads. Once a user clicks on an ad, they will see a pre-populated form. It uses information from the user’s Facebook account so that it’s ready to submit. Facebook Ads consultants can help businesses design their campaign well to get great results.
When you collect leads through these forms, you can sync them directly to your customer management system (CMS). Alternatively, you can also download it to send it to your sales team.
For lead nurturing, Facebook also offers retargeting tools. To make it easier to track your Facebook leads, you can use the Facebook Pixel. Install it on your site, so you can keep track of how many leads you are attracting and how much they cost you. Professionally creative video ads prepared with the top video editing tools can also boost engagement and it helps in generating more leads. Also, you can use this strategy to attract B2B customers as well.
Facebook also helps in retargeting customers and boost your online sales by 26% whenever they click on ads. QR Code helps influencers and brands to retarget potential buyers and customers on Facebook during their buying process.
2. Facebook Messenger
Do you know which is the most popular app for mobile messaging in the US? No, it’s not WhatsApp or Snapchat.
It’s Facebook Messenger.
While WhatsApp and Snapchat had 24.35 and 48.91 million users, respectively, as of June 2019, Facebook Messenger had 107.87 million users.
Clearly, Facebook Messenger is a great opportunity for lead generation, right?
One of the best ways to reach out to your target audience is through chat blasts. This strategy enables you to broadcast your message to your audience automatically. To use this feature, you need to send an application for subscription messaging via the “Advanced Messaging Features” option on your Facebook Business Page.
Another great way to attract leads on Facebook Messenger is through Click-to-Messenger ads. In these types of ads, users don’t have to click on any given offers. Instead, clicking on the ad redirects them to Messenger. Also, design your ads with dynamic creative ideas to boost engagement and get more attraction towards your brand.
Also, you can get real prospective leads by integrating lead generation chatbots with Messenger. Such chatbots can seamlessly capture leads through conversational lead generation software or forms, hence driving your lead generation efforts. Also, you need to add a digital signature to your forms or document to save your lead’s data from unauthorized access.
Additionally, You can use account-based marketing using real-time personalized communication to generate more sales leads for your business.
For instance, when a user clicks on the ad given on the left in the screenshot below, they are redirected to Messenger.
3. Quality Content
If you want to generate high-quality leads, you need to create engaging content. After all, that’s the best way to get the attention of your audience. Also, make sure that you write click-worthy headlines and clear calls-to-action. Business professionals share their interesting business proposal writing ideas to gain competitive advantages. Also, you can use services such as ivoryresearch.com, where qualified experts will help you create great content.
To understand the kind of content that resonates with your audience, you can use an AI-powered tool like Cortex. This tool is great to develop a data-driven content strategy. By analying multiple data sets, the tool tells you what to post on which social media channels.
How to Attract More Leads on Instagram
Did you know that over 200 million Instagram users visit at least one Instagram business profile every day? If you are a marketer looking to find new leads on social media, Instagram is a great platform.
Here is how you can leverage Instagram for lead generation:
1. Instagram Lead Ads
Just like Facebook, Instagram also offers an option to create your own ads. It also creates and adds forms that are partially pre-filled.
All ads on Instagram are connected to Facebook Ads Manager.
Once you set up your Instagram business account, you will be redirected to the Facebook Ads Manager.
From the given options, choose “Lead Generation.”
Pro Tip: LinkedIn is also a good social platform to generate leads and you can get quality leads through LinkedIn leads forms integration with Microsoft team apps.
2. Instagram Live
Instagram Live is a great way to post unique, fresh, and engaging content for your audience. When you go live on Instagram, your followers receive a notification. This makes it easier to get more engagement and visibility. More importantly, it can help you generate more leads.
You can generate warm leads by testing new products. Or you could make an important announcement to create buzz.
Live videos create a sense of urgency that can drive users to engage with you. Be sure to include a call-to-action at the end of the live Instagram video. You can use the right video editor to make it more effective for better engagement.
How to Attract More Leads on Twitter
You’re only allowed 280 characters to convey your message on Twitter. But if you employ the right marketing strategies, the character count is more than enough to get more leads.
Here is what you can do to generate leads on Twitter:
1. Use Hashtags
Hashtags are a great way to get more visibility on Twitter. Find popular hashtags in your industry and use them to get noticed. In addition to this, you can also keep an eye on trending hashtags. If you can find a way to relate your brand or product to something that’s topical, you’re more likely to get retweets.
2. Engage With Other Users
Twitter is all about engagement. Respond to the comments that you get on your tweets. Additionally, you can also leave a comment on posts of influencers and other thought leaders in your industry.
To engage your audience, you can also leverage Twitter polls. They are a great way to tap into trending topics and ask for sincere feedback. Also, you can use other productivity apps for working from home to get quality leads during any uncertain timing.
Ready to Generate More Leads With Social Media?
For any business owner, getting quality leads is challenging. The good news is that social media is opening up a lot of marketing possibilities. Additionally, you can leverage CRM software to manage communication between your sales and marketing departments and can generate good leads for your business.
If you know how to leverage Facebook, Instagram, Twitter, and other social media networks, you can boost your online visibility. This, in turn, can help you generate more leads for your business. You can also take help from a good SEO company to optimize your website to get organic leads. Use the strategies mentioned above to take your lead generation strategy to the next level.
Do you have any questions about leads from social media or any tips to share? Please let us know in the comments section.
10 Social Media Trends Marketers Should Watch for in 2022
2021 was a busy year for social media platforms and 2022 is shaping up to be even busier.
Earlier this year I offered up some predictions on what I thought the year would hold for social media. Here’s how I see social media shaping up in 2022, along with what strategies marketers should develop for a complete customer experience.
The Evolution of the Main Feed Has Begun Algorithmic main feeds in Facebook, Instagram, TikTok, Twitter and Pinterest have long connected people to news. But the attention-baiting tactics they practice have come under scrutiny, leading to an outcry for changes in platform strategies to focus on bringing value to the people who rely on them for connection.
Several changes meant to curate posts with more personalization and privacy in mind are on the way. Twitter, for example, stated its roadmap for future products and features will double its revenue by 2023. Moves like this lessen the dependency on targeted advertising for revenue while creating features ostensibly to better serve its customers.
What This Means: Marketers should expect — and plan to leverage — more features that enhance customer experiences. Most rollouts of these features will be a trial, however.
The next trend explains why.
Yet Social Media Remains Addicted to Ad Revenue The parade of ads shown alongside news feeds is showing its age, yet the revenue created has grown to new heights.
One forecast from eMarketer predicted Twitter will reach $2 billion in U.S. ad revenue during 2021, despite flat growth. That is a 38.5% increase over 2020. The site also forecasted that Instagram will for the first time make up over 50% of Facebook’s $50.30 billion in net ad revenues in 2021.
What This Means: Marketers should not pause any awareness for new ads features just yet, as digital ads will still likely provide effective customer journey messaging. But an evolution in options will address increasing pressure to demonstrate ROI.
Slimmed-Down Media Models Will Turn Up the Competitive Heat We all know the firmly established social media platforms with massive audiences. Facebook, for example, reported in its earnings report a year-over-year increase in daily and monthly active users, despite public criticism of its practices. In contrast, newer platforms have emerged which offer a fundamentally slimmed-down media model, meant to make socializing among niche audiences more convenient to moderate and safer as a community.
Interestingly, not all are social media platforms. These upstarts include the podcast platforms like Spotify, livechat platforms such as Clubhouse, newsletter platforms like Substack and sub-communities in the established social media platforms, such as Twitter Spaces. All aim to allow people to forge meaningful connections with their favorite creators or community rather than relying on algorithmic recommendations for engagement.
It’s unlikely any one platform will be the “next Facebook” any time soon — no one is asking for it. The challenge for these slimmed-down business models is generating revenue. It’s a last mile problem that promises huge upsides for influencers and platforms through shared revenue on subscriptions, tips or ticketed events. Twitter and Spotify could potentially leverage this benefit faster, for either current business models (podcasts on Spotify) or for emerging features (such as Twitter Tips).
What This Means: These platforms ultimately mean marketers must cultivate customer experience options that do not appear as attention-grabbing content.
As Social Commerce Continues Its Ascent, So Will Customer Service As discussed previously, social commerce features will continue to roll out to keep up with how people shop for goods and services. Customers have become accustomed to initiating a purchase online — be it curbside pickup of groceries or scheduling an appointment — but now want fast responses to customer service needs as well.
Social media channels dedicated to customer service have long existed. The pandemic has only accelerated adoption of these channels. What This Means: Marketers should look to refine customer service to gain the most benefit of new social media platform features.
Calls for Social Media Accountability Will Increase Public calls for social media platform accountability will increase, buoyed by the fallout from the Facebook papers and the findings implicating Instagram as a negative influence on young users.
The findings, first brought to light in a Wall Street Journal report, found 32% of teenage girls surveyed “indicated that when they had negative thoughts about their appearance, Instagram made those feelings worse.” Fourteen percent of teen boys reported similar sentiment.
The big question is what kind of legislation will emerge. Antitrust debates will reveal clues on legislative progress. Antitrust scrutiny can constrain the major platforms’ ability to copy features from smaller platform or outright acquire other platforms, as seen with UK’s regulators telling Meta to sell its Giphy acquisition.
This differs from the quick acquisition and dissolution of platforms, as seen when Twitter acquired Periscope. That scrutiny can keep smaller platforms among marketers’ strategic choices. What This Means: Expect more fallout in 2022 to shape what digital media marketers use to connect with customers.
The Rise of the Creative Influencers The proliferation of creative tools have allowed for a new kind of influencer to take shape: the Creators. Creators differ slightly from traditional influencers, who rely on experiencing the world around them, by producing original materials using these tools. The pandemic has changed what influences are valuable on the go. As a result, creators have gained a sizable follower count in a world with limited gathering options during the pandemic.
What This Means: Marketers now face two kinds of influencers for branding and leveraging engagement. Creators offer a way of demonstrating the benefit of a solution, creating an additional micro-influencer opportunity.
The Augmented Reality Buzz Grows in the Wake of the Metaverse Hype People’s interest in augmented reality (AR) is starting to grow, though reservations remain. A number of studies have indicated a mixed consumer reaction to augmented and virtual reality (AR and VR). “Nearly four in 10 US adults have not used and are not interested in using AR and VR while shopping, per Bizrate Insights. However, 23% of those who haven’t are very interested in doing so,” according to eMarketer.
Hesitancy may change as growing competition in the metaverse continues in 2022. While Facebook rebranded as Meta to better leverage its investment in AR, Microsoft announced Mesh, a metaverse for its Teams platform. The high-profile interest in the metaverse matters because of its potential to draw downstream AR developers and suppliers into the tech spotlight.
What This Means: Marketers should be open to experimenting with AR as a way to enhance customer experiences. Snapchat has shown clear examples, such as opening virtual pop-up stores for Wal-Mart and Coke.
Short Video Adoption Will Shape Video Metrics TikTok dominates the social media environment today, triggering a heated competition to introduce short videos and live streaming capabilities, such as YouTube’s introduction of YouTube Shorts and Instagram declaring its emphasis on video over images.
What This Means: Marketers need to analyze if link playback leads to conversion activity. This means correlating data from social media to sales or conversion data. Look for correlation features in reporting or for third-party alternatives ranging from open source data models made with R or Python to plugin dependencies for business data solutions like Power BI or Google Data Studio.
Addressing Mental Health Flaws in Social Media Metrics People’s increased reliance on social media during the pandemic has created a new-grown awareness of the impact excessive social media usage has on mental health.
The aftereffects can leave people feeling drained, manipulated and exhausted. Social media platforms have been experimenting on how best to respond.
For example, YouTube decided to remove dislike counts from public view of its videos. While a dislike count is not a conversion metric, making it private attempts to cut back on harassment. The private dislike count also reflects a move among social media platforms to clean their feeds of bad actors.
Creating an environment suitable for customer service means preventing troll-like behaviors from plugging up the DMs and filtering social media feeds against abusive behavior.
Twitter has been leading the fight on its platform, introducing Safety Mode, a filter against abusive tweets when a user is getting negative attention. Brands are responding as well. In one case, Lush Cosmetics announced it would pull all its social media profiles to show its concerns around mental health wellness on social platforms.
What This Means: Marketers should expect more coordination among the social media platforms to prevent cross-platform abuse.
Choosing Where You Forge Better Customer Connections There’s now a dizzying array of social media choices, but brands are recognizing they may have to be selective to which platforms connect them best to an intended audience.
For example, during National Black Business Month I noted marketers have an opportunity to connect investments in supplier diversity to customer impressions of their brand. Many customers scrutinize those efforts through social media, so marketers need to know which platform provides the right exposure for connection and messaging.
What This Means: Marketers should evaluate metrics that show where engagement align with conversions when making major decisions.
Pierre DeBois is the founder of Zimana, a small business digital analytics consultancy. He reviews data from web analytics and social media dashboard solutions, then provides recommendations and web development action that improves marketing strategy and business profitability.
Twitter Tests New Self-Reporting Option for Potentially Sensitive Images and Videos in Tweets
Twitter’s testing a new option that enables users to add their own sensitive content warning screens to visuals attached to tweets, providing another way to limit unwanted exposure to graphic content.
People use Twitter to discuss what’s happening in the world, which sometimes means sharing unsettling or sensitive content. We’re testing an option for some of you to add one-time warnings to photos and videos you Tweet out, to help those who might want the warning. pic.twitter.com/LCUA5QCoOV— Twitter Safety (@TwitterSafety) December 7, 2021
As you can see in this example, now, when you go to attach a photo or video to a tweet, you’ll be able to select a flagging option from the three dots function menu. From there, you’ll be able to tick whether the visual includes nudity, violence or otherwise sensitive content, which could help other users avoid unwanted exposure.
The warning screen will then include a note saying that the tweet author has flagged the content, with the visual hidden behind a blurred pane.
Twitter does already have a sensitive content screening system to help users avoid such, but it’s based on self-reporting, while it additionally uses automation to detect violations, though that’s not a perfect system. This extra measure will provide more protection, and could help to further limit exposure, with more people able to flag their own content to avoid any potential restrictions or penalties for posting.
Twitter could also look to expand the reasons for self-reporting in future, further increasing the value of the tool, and any measure that increases user safety by reducing exposure can only be a positive.
The new feature is currently in testing with some users.
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