Crack open one (or all) of these new Points of Interest for some refreshing looks at what’s happening in business marketing right now.

At the crossroads

At Savoir Faire, we proudly live at the crossroads of digital and traditional marketing. It doesn’t need to be traditional marketing vs digital marketing. Instead, consider traditional aligned with digital.

A lot of the work we do today is digital, and that digital frontier is ever evolving. Our team has expertise in most digital marketing techniques, including emerging techniques. But, because of our collective background and collective experience, our team understands why traditional marketing is still important and why those traditional tactics and techniques have value.

For example, direct mail may fall out of favor for a time, but it can still be a smart way to use it for connecting back to your digital campaigns, such as driving people to offers online or at a physical location.

Check out our new blog post with ideas on how you can use traditional marketing to enhance your digital efforts. 

Goodbye, 20%

Some advertising demands bold text, with a big ol’ fat font, like, “FREE HALLOWEEN CANDY!”, but that hasn’t been possible with Facebook ad images – until now.

The 20% rule – where text can make up only 20% or less of the ad image – has been repealed by the social media giant, giving ad designers and content writers more terrain to work with.

According to this piece by Social Media Today, Facebook reached out directly to advertisers to share the news, with this caveat, “Advertisers are still encouraged to reduce the amount of text with images, as we have found images with less than 20% text generally perform better.”

“Generally” is the key word here, as it makes sense for marketers to determine what will perform better for their audiences and not some blanket 20% rule. Those who didn’t adhere to this rule risked their ads not being shown where they were intended. This meant when text took up more than 20% of the image, your ad wasn’t approved.

We’re happy to see this change, but that doesn’t mean we’ll be going crazy with text on ads, either – unless they’re about free Halloween candy.

Small brands find new loyalties

The pandemic is not all bad news for small businesses, thankfully, as some companies are seeing brand loyalty from new customers during these uncertain times.

Marketing Dive looks at a new survey that Bazaarvoice conducted that shows 39% of respondents tried new brands during the last seven months – and 83% of those who tried the new brand plan to use it again.

Younger consumers are more likely to experiment with brand changes, with 55% of people aged 18 to 24 giving a new company a try, compared to 27% of those between 55 and 64.

Still, that’s more than 25% of an older demographic willing to go outside their normal shopping habits to try something different. That should give hope to emerging and smaller brands looking to make some positive impact with customers.

Now that you have this knowledge, sharpen those marketing strategies, because new customers are ready for you. 

Be there when you can’t be there

For those who used face-to-face customer interaction as a primary customer acquisition and retention tool, face-to-screen can pose challenges. Salesforce’s Chief Adoption Officer shares some tips and tactics to keep your customers and your team happy during these times when we can’t sit down for coffee together and chat.

Listen to the team: A compassionate culture that starts at the top demonstrates that you are there for the team during these troubling days. Your sales and marketing folks will be able to do their job better knowing that you have their backs.

Listen to customers: Listening, really listening, to what your customers say these days will help you make them feel at ease. Your customers’ needs have likely changed, so make sure you’re pivoting to meet those needs and communicating that you “get it.”

Social stances

Cryptocurrency company Coinbase raised some eyebrows and ire when Brian Armstrong, Coinbase’s co-founder and C.E.O., wrote a blog post declaring that social issues aren’t part of the company’s culture, according to a new piece in The New York Times.

“We don’t engage here when issues are unrelated to our core mission, because we believe impact only comes with focus,” Armstrong’s post stated. “I know that many people may not agree, and some employees may resign.”

Some business people cheered this post and claimed smart businesses should take Coinbase’s lead, while others jeered the post, even causing a cryptography professor at John Hopkins to say he couldn’t recommend the company to his students.

And some think the blog post itself stepped outside of Coinbase’s claim. Techmeme’s Gabe Rivera tweeted, “My favorite thing about this post is their very decision to write and publish it is … taking on activism outside Coinbase’s focus!”

Is a blog a blog without comments?

With spammy comments so prevalent, the easy answer is no when your customer asks “Yes or no to blog comments,” but not so fast.

Yes, some prominent companies and bloggers disabled comments due to poor quality of comments – i.e. not at all related – but then brought back the ability for user comments. What should you advise?

OptinMonster shares some data on this subject to help you weigh the pros and cons in this piece (which does allow comments).

The piece offers insight from Hubspot that looked at 100,000-plus blog posts. Their data shows that allowing blog comments does not increase traffic, so in that area, comments are not helping drive conversions.  

On the flip side, popular blogger Neil Patel looked at 560 of his blog posts to see if the additional word count, with keywords in the comments, helped move traffic to his site. He found that 16% of his search traffic came from the comments section.

“Comments didn’t drive as many visitors as I wanted, but considering that it’s user-generated content, it’s not that bad,” Patel said. “It could be that Google may not be placing as much value on text created through comments or words appearing lower on a page (since comments are located below each blog post) as it does on the post itself.”

There’s further data in the OptinMonster piece to help you decide comments yay or nay. We look at our clients on a blog by blog basis to help them determine the best answer.

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