We hope you enjoyed the sunny Easter holidays in the same circle as your family! Today, a new edition of the 121STUNDEN – the Digital Marketing Weekly of the 121WATT – reaches you. Here you will receive current news, important news, helpful tricks around online marketing and our tooltip of the week. We hope you enjoy reading!
Our topics this week
- How to use Empathy Mapping to write better marketing lyrics
- How does the growth-hacking process work?
- Content: 47 ideas, if you can not think of anything
- Facebook: So you are safe as a company on the road
- Content, SEO, YouTube: Four exciting interviews with the SMX speakers
- Facebook: This bidding strategy is new now
- Instagram: Static UTM parameters for Instagram Shopping
- Tooltip: Easter eggs
How to use Empathy Mapping to write better marketing lyrics
When writing marketing texts, one of the most important requirements is that you place yourself in your target group. You need to understand them and know their thoughts – the marketing focus should be back on the customer and not on a good ranking. The technique of Empathy Mapping will help you. We’ve summarized the basics from the MarketingProfs article :
An empathy map contains the four quadrants SAY, DO, THINK and FEEL, which are arranged around the user/customer. It does not always fit what a person says to what a person is doing. In order to understand the reasons for this dissonance, it is also important to know what the person thinks and feels. To get to know your customer persona better, so do the following thoughts:
- What do they say? Write quotes and keywords that potential customers make.
- What do they do? Describe their actions and behaviors.
- What do they think? What is going on in your thoughts? What are their motivations, goals, needs, wishes?
- What does all this say about their values and attitudes?
- How do they feel? What feelings do you have? Describe her body language, her choice of words, her tone of voice.
Detailed instructions on how to use empathy mapping step-by-step and how to use it in your business can be found in the MarketingProfs blog article.
How does the growth-hacking process work?
Growth Hacking is a tactic that helps companies to test new ideas extremely quickly in the marketplace. They follow a continuous process of trial and error. In the blog article by author Hendrik Lennarz you will learn about the four steps of growth hacking:
- Validation of the idea | In the beginning, the important task is to find out if the new idea works. To do this, you should try to confront the target group with the first sketches or prototypes as quickly as possible and obtain feedback.
- Product Market Fit | The aim of this second phase is now to generate the first, tenth or hundredth paying customers with our minimum viable product and to satisfy them with the product. If more than 40% of your surveyed customers claim that they would be extremely disappointed if they could no longer use your product in the future, then the Product Market Fit is right.
- Scaling with Growth Marketing | Now there are more people to reach, be it via social media, email marketing,
- SEO & SEA or press work.
- High-speed implementation | Now it all depends on the basic prerequisite for successful growth hacking: the right mindset. Employees must have the will to constantly learn and optimize, master key tools and skills, and constantly strive for high-speed goal setting, planning, implementation, measurement, and optimization to deliver better and better products to their customers can. This is the only way fast growth works.
For those who want to know more about the topic, there are all the detailed explanations and more detailed tips on the growth-hacking process in the blog article on Hubspot.
Content: 47 ideas, if you can not think of anything
A blog should be regularly filled with new content, but that’s not so easy. Sometimes you just can not think of anything anymore. That’s where this infographic from makeawebsitehub.com helps you – it collects 47 content ideas. We have listed some of them here for you:
- Curation: Compile a TOP 10 list of your personal favorite blogger contributions.
- Interview: Ask some experts in your area a few questions and write an interview.
- Guest Posts: Invite other bloggers to write a guest post for your blog.
- Achievements: Share your achievements with your community by giving them a behind-the-scenes insight.
- Look back at one of your most successful articles with your readers and explain why it was so successful.
- Failures: Write down your failures, wrong decisions and mistakes.
- Let yourself be interviewed: invite your readers to ask you questions that you will then answer.
Facebook: So you are safe as a company on the road
The number of companies using Facebook for advertising purposes is constantly growing. However, not all companies invest enough time in the necessary professionalism, especially in terms of security settings. Often this can lead to various problems and in extreme cases, the Facebook account can even be blocked. The new post on the Bloofusion blog has five tips to help you avoid major security mistakes in your company’s Facebook page. We have summarized the most important information for you:
Avoid the use of fake profiles
In fact, on Facebook, it’s quite common for companies to create a fake profile and post their posts through it. This is not only forbidden but can quickly complicate the whole Facebook theme. Because then suddenly countless employees have the login data for this fake account and the associated business manager and the overview is quickly lost. Here it is worthwhile to take the Terms and Conditions of Facebook to heart, which say that behind every user must be an actual person.
A second administrator for the Business Manager is worthwhile
While sharing access to the Facebook Business Manager with too many employees is risky, it is equally alarming when there is only one administrator in your organization. Because if this person suddenly fails, the Business Manager can no longer be used and your Facebook campaigns can no longer be controlled.
Use two-level authentication
You certainly know this feature from your email program or similar. – Two-level authentication, which prevents unauthorized persons from logging into your account. This feature is also available for the Facebook Business Manager. This means that users who want to log into the Business Manager, for example, for the first time or via a new device, must authenticate themselves with a security code. First, a phone number must be added to the Facebook profile and then the two-level authentication must be activated in the “Security Center”.
Protect your own account
Not only the Business Manager but also your own Facebook profile you can protect with a few settings. For example, use a secure and specially created password for Facebook or activate here also the two-stage authentication.
Delete inactive employees
Another tip is to regularly check the employees who have access to the Business Manager. Are all registered colleagues still working in the company or in the original department? If this is not the case, you can remove the inactive employees in the “Security Center” and thus keep a better overview of the users.
If a company without the necessary professionalism on Facebook is on the go, can quickly make a few mistakes and in the worst case, the account is blocked by Facebook. Fortunately, you can prevent this relatively easily and with the tips listed above. If you want to know more details about the respective points, you will get here to the detailed blog post of the Bloofusion.
Content, SEO, YouTube: Four exciting interviews with the SMX speakers
A little while, the SMX is already behind us and yet we have another interesting supplement. Four of the speakers share their findings in an interview with Markus Hövener from the Search Camp. These are the following topics:
- Mario Fischer on content – qualitative vs. quantitatively
- Sebastian Erlhofer on Predictive SEO
- Michaela Engelshowe on YouTube success
- Martin Missfeldt about pictures SEO – today and tomorrow
Facebook: This bidding strategy is new now
The social network Facebook is not only used by individuals to keep in touch with friends and acquaintances but has also become an interesting communication platform for many companies. In addition to creating your own company profiles, there is also the option of specifically targeting your target group with advertising (Facebook Ads). And since last week there is an innovation in this area: Facebook has introduced a third bid strategy for Facebook Ads. On the blog of Hutter Consult, you will find all important information.
The new bidding strategy, which is currently in the roll-out, is called “Cost Cap” and should help companies that place ads on Facebook, to manage their costs as efficiently as possible. The new bidding strategy was apparently introduced on the strength of strong customer voices, who, in addition to the existing two strategies “Target Cost” and “Bid Cap”, wanted another model to control spending and increase volume. If you want to use the new “Cost Cap” strategy on your Facebook Ads in the future, all you have to do is state how much you’re willing to pay for one click (CPC) or one impression (CPI). Facebook takes care of the rest and tries to get as many results as possible (eg
What benefits the new bid strategy still has and when you can count on it in your ad manager, you can read in the detailed blog post.
Instagram: Static UTM parameters for Instagram Shopping
Previously, tracking traffic from Instagram Shopping was only possible by manually adding UTM parameters to the product URL. This is changing now, it says on the blog of Hutter Consult. Two static UTM parameters are added immediately:
- utm_source = Social
- utm_medium = IGShopping
The two parameters for Instagram Shopping can neither be changed nor removed.
For Facebook ads, on the other hand, it is possible to set dynamic URL parameters. As a result, visitors gained in Google Analytics can be clearly assigned to the respective advertising campaign or ad. How exactly this works, you will learn in this blog post from our speaker Thomas Hutter.