Client Spotlight: Preparing a Sustainable and Humane Future with Technology

video script

Technology and how we utilize it is constantly changing – oftentimes evolving for the better. With every advancement in our connected, digital society comes new challenges that must be overcome in order to remain inclusive, accessible, and reliable.

One of our clients, Digital Future Society, is on a path to “unite individual efforts from industries, policymakers, and entrepreneurs to build a humane future for our society, empowering citizenship and leveraging on technology to build a new social contract.” In a rapidly changing technological environment, they’re on board to help people everywhere benefit from digital tools, the internet, and more, in a way that is truly humane and sustainable.

In a video recently released, team Oliver + Sons had the pleasure of crafting and communicating their mission. Through a series of workshopped writing sessions, we were able to come up with a full script and creative direction for the storyboard to help bring Digital Future Society’s goals and message to life. Take a look at the video right here:

Need a script workshopped for an upcoming video project? We’re always here to help out

Using Data to Craft the Perfect Call To Action

Having a solid call to action can make or break an ad campaign – it’s honestly not a secret, and it makes a lot of sense. The main idea is this: if your CTA is compelling enough, it will get your target audience to convert and actually do what you want.

Depending on your campaign goals, you may want to direct people to a special promotion, sign up page, consultation form, live chat window, video media, or any number of marketing assets or landing pages. If your ideal customer doesn’t want to click on that button and get what you’re trying to sell, it’s time to rethink the call to action strategy.

Unbounce are preeeeetty incredible at what they do (landing pages and conversions that actually work) and they have a ton of actionable, data-based tips for where to start with your call to action buttons on ads.

1. Look at Actions Visitors Take on Current Landing Page(s)

If there are multiple actions a user can take on your landing page (like call you directly or fill out a form, for example), you can see in Google Ads what the best performing action actually is. And—if that landing page is being used in several different campaigns or ad groups—you can combine all the data to get a more accurate view of performance.

This report can ultimately help inform more useful CTAs for your other pages, or the CTAs for particular ad groups’ display ads.

2. Research What Specific Audience Segments Like to Do on Your Site

Let’s say you wanted to create an awareness campaign targeting users who match the Apparel & Accessories audience. How do you know what actions users in this category like to perform? A good way to find out is what they do on your site, and the answer can be found the same way as before in Google Analytics.

3. Double Check Visitors Perform the Same Actions Across Devices

Ad placements and user behavior differs for each device. Here’s one example of the landing page report and how user behavior differed for one goal type when I was running a display campaign.

We saw users on their phone didn’t want to fill out the form. Compared to those on desktop, they preferred to call or use the chat tool. If we didn’t segment out our data like this, it would have looked like the preferred CTA for this display campaign would have been to push form submissions no matter the device.

4. Get Into Your Data and Experiment

For a head start on new campaigns, look at the data you already have from current campaigns and visitors to see what your audiences prefer to do on your landing pages. Use this data to craft the perfect CTA that will have the most impact on a potential new customer.

You can read the rest of the article on Unbounce’s website right here >>

What are your tried-and-true methods for calls-to-action? We can’t wait to hear from you on Twitter.

When Using Hashtags on Social Media How Much is Too Much?

What once was a telephone button has now become a social media phenomenon, I’m talking about the #hashtag. Or in simpler terms, a pound sign followed by a keyword, used for categorization across social media platforms. While it may seem like a simple concept, there is a lot that can go into choosing which ones and how many to use. You need to find a balance.

So, how many are too many?

Research shows you should absolutely be using hashtags.

What began on Twitter has now spread to Facebook, Instagram, and even Google. If the extensive use alone is not enough to convert you to a user, consider this: if you create a hashtag for your company (ex: #companyx) and a user sees and remembers that tag, they can type “#comanyx” into Google and be taken directly to your website. It works the same on Twitter, Instagram, or Facebook. If a customer wants to check out your social media, they can again type in “#companyx” and head over to your content tagged with that hashtag. A hashtag immediately expands the reach of your tweet beyond just those who follow you, to reach anyone interested in that hashtag phrase or keyword.  

Hashtags On Twitter

There is no question hashtags are beneficial, but the question remains how useful? Using a hashtag within your Tweet is said to generate two times more engagement than Tweets without any at all. Twitter themselves confirmed that there is a significant advantage in implementing them. Think about it; you could go from 10 to 20 retweets by merely adding a # or 2. But according to research conducted by Buddy Media, 2 is the limit. After 2, the amount of engagement you receive decreases by 17%.

Hashtags on Instagram

Twitter is not the only platform where people use hashtags. Instagram is another hotspot for individuals and business alike to share their photos marked with #tags. Unlike Twitter, more hashtags on Instagram are a good thing. In fact, the highest interactions generate when a caption contains 11+ hashtags – this data is from users with less than 1,000 followers. That means this is excellent news for small businesses or those new to this form of social media. In other words, this could be your new best friend when trying to grow your social media presence.

Hashtags on Facebook

While Instagram and Twitter are the biggest users of hashtags, we cannot neglect to mention Facebook. The implementation of hashtags on Facebook started back in 2013. Since then, they just have not gained as much traction as Twitter and Instagram. However, you might be thinking that if they work on Instagram and Twitter than they should work on Facebook too? Not necessarily. Sadly, for you avid hashtag users, research indicates the use of hashtags has a more negative than positive impact. Data shows that as you increase the number of hashtags, you decrease in the number of iterations. So, for Facebook, my suggestion is when in doubt do not hashtag.

So how many is #toomany?

Well, for Twitter no more than 2, Instagram it would be far past 11, and Facebook; well, just stay clear of hashtags on there. The key point to take away, however, is that hashtags are not something to be afraid of. They are a useful tool that anyone looking to build their brand on social media should take advantage of. Just remember these guidelines when you find yourself in a hashtag frenzy.

Want to chat more about hashtag strategy, or how to handle social media marketing overall? Check out our blog or get in touch with us!