In this episode, I had the pleasure of hosting Joshua Uebergang, a fellow digital marketing expert from Digital Darts, an agency based in Australia. We had an insightful discussion about our respective agencies, the services we offer, and the current trends in digital marketing. This blog post aims to share the key insights from our conversation.
The Impact of iOS 14 Update on Digital Marketing
One of the main topics we discussed was the impact of the iOS 14 update on businesses in 2020. Joshua highlighted how this update has made marketers more intelligent and focused on the fundamentals. He emphasized the importance of understanding goals and using tools like Google Analytics, UTM parameters, and Triple Whale for data analysis and tracking.
Triple Whale, in particular, is a tool that helps with customer analytics and calculating the cost to acquire a customer. It offers various metrics such as net profit, return percentage, total ROAS, new customer cost per acquisition, and cash turnover. Joshua also mentioned Klaviyo as another platform for pulling in financial data.
The Role of Multichannel Marketing
We also delved into the importance of measuring the effectiveness of marketing investments and the role of multichannel marketing in today's world. The customer journey involves more than just searching and buying, with research and consideration phases often taking place before a purchase is made. Google has found that many purchases involve 27 touchpoints, highlighting the need for multiple interactions with a brand before a customer decides to buy.
Simplifying Facebook and Instagram Ads
When it comes to Facebook and Instagram ads, Joshua emphasized the importance of simplicity in campaign setup. He debunked the misconception that complex targeting strategies are necessary and suggested structuring campaigns into top, middle, and bottom of the funnel, using naming conventions that provide clarity. We also touched on the use of dynamic ads and catalog sales for bottom-of-funnel targeting.
Creative Considerations and Targeting Strategies
In terms of targeting strategies and creative considerations, Joshua recommended using lookalike audiences and broad engagement targeting, while also excluding certain customer segments. He mentioned the challenges posed by iOS 14.5 and the need to exclude certain audiences from targeting. I highlighted the use of Klaviyo for managing customer email lists and discussed the importance of organic-looking creative that fits the platform.
Scaling Facebook and Paid Social Advertising Campaigns
We also discussed the process of scaling Facebook and paid social advertising campaigns. We emphasized the importance of retaining social proof by using existing posts and post IDs when creating new campaigns. This allows for easy scalability across all campaigns. We also highlighted the ability to customize creative for different placements, such as stories and reels, which can help increase engagement and reach.
Hiring and Creating Roles within an Organization
Joshua shared some valuable insights on hiring and creating roles within an organization. He emphasized the importance of documenting tasks and processes, as it helps in improving efficiency and allows for knowledge to be shared and reused. He also highlighted the significance of properly defining roles and responsibilities when hiring someone. He shared his experience with using Wickens Traction's people analyzer model, which involves assessing values and cultural fit during the interview process.
Conclusion
Our conversation was a treasure trove of insights and practical advice for anyone navigating the digital marketing landscape. I am grateful to Joshua for sharing his expertise and experiences. I hope you find these insights as valuable as I did. Remember, the key to successful digital marketing lies in understanding your goals, using the right tools, and continuously learning and adapting to the ever-changing digital landscape.
You can find Eagan's agency at:
https://www.caravandigital.com/
And you can find Josh at:
https://www.digitaldarts.com.au/
https://www.linkedin.com/in/joshuauebergang/
https://twitter.com/digital_darts
Timestamps
Scaling Facebook Ad Accounts [00:01:11] Discussion on scaling Facebook ad accounts and navigating the challenges of the iOS 14 update.
Understanding Goals in Facebook Marketing [00:02:13] Importance of setting goals and utilizing tools like Google Analytics, UTM parameters, and Triple Whale for effective Facebook marketing.
Using Triple Whale for Analytics [00:03:47] Exploring the features and benefits of Triple Whale for analyzing customer data, calculating cost per acquisition, and measuring profitability.
The funnel stages and touchpoints [00:10:54] Discussion on the different stages of the customer journey and the number of touchpoints required before making a purchase.
What's working with Facebook and Instagram ads [00:11:39] Explanation of the importance of simplicity in campaign setup and the misconception of using complex targeting strategies.
Campaign structure and targeting [00:13:08] Explanation of a recommended campaign structure and the use of broad targeting in Facebook ads.
The importance of retaining social proof [00:21:11] Explains how to retain social proof on Facebook by using existing posts and post IDs.
Customizing creative for stories and reels [00:21:35] Discusses the opportunity to customize creative for the story and reel placements on Facebook and Instagram.
Matching ads to organic content [00:23:52] Emphasizes the importance of making ads look like organic content to increase engagement and effectiveness.
The documentation process [00:31:46] Importance of documenting daily tasks and how it helps improve efficiency and knowledge retention.
Defining a role clearly [00:32:33] The significance of defining roles and responsibilities when hiring someone, with personal experiences shared.
Hiring process and values [00:34:59] Discussion on hiring strategies, including red flags, the People Analyzer model, and the importance of aligning values during interviews.
