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On Failures And Successes: Meet SmashingConf Freiburg 2018




On Failures And Successes: Meet SmashingConf Freiburg 2018

Vitaly Friedman



Everybody loves speaking about successes, but nobody can succeed without failing big time along the way. It’s through mistakes that we grow and get smarter. So for the upcoming SmashingConf Freiburg 2018 (Sept. 10–11), we want to put these stories into focus for a change and explore practical techniques and strategies learned in real projects — the hard way. Aarron Walter, Josh Clark, Tammy Everts, Morten Rand-Hendriksen & many others. Sept 10–11. Early-Birds are available now →

SmashingConf Freiburg 2018
One track, two days, honest talks, live sessions, and a handful of practical workshops. That’s SmashingConf Freiburg 2018! Excited yet?

The night before the conference we’ll be hosting a FailNight — a warm-up party with a twist. Every session will be highlighting how we all failed on a small or big scale, and what we all can learn from it. With talks from the community, for the community. Sounds like fun? Well, it will be!

Speakers

As usual, one track, two conference days (Sept. 10–11), 12 speakers, and just 260 available seats. The conference will cover everything from efficient design workflow to design systems and copywriting, multi-cultural designs, designing for mobile and other fields that may come up in your day-to-day work.

First confirmed speakers include:

First confirmed speakers
Aarron Walter and Tammy Everts are two of the first confirmed speakers.

Conference Tickets

€499Get Your Ticket

Two days of great speakers and networking
Check all speakers →

Conf + Workshop Tickets

Save €100 Conf + Workshop

Three days full of learning and networking
Check all workshops →

Workshops At SmashingConf Freiburg

Our workshops give you the opportunity to spend a full day on the topic of your choice. Tickets for the full-day workshops cost €399. If you buy a workshop ticket in combination with a conference ticket, you’ll save €100 on the regular workshop ticket price. Seats are limited

Workshops on Wednesday, September 12th

Josh Clark on Design For What’s Next
Josh ClarkSpend a day exploring the web’s emerging interactions and how you can put them to work today. Your guide is designer Josh Clark, author of Designing for Touch and ambassador of the near future. As you move into newer design tools — speech, bots, physical interfaces, artificial intelligence, and more — you’ll learn the tools and techniques for prototyping and launching these new interfaces and get answers to foundational questions for all your projects. Read more…

Seb Lee-Delisle on JavaScript Graphics And Animation
Seb Lee-DelisleIn this workshop, Seb will demonstrate a variety of beautiful visual effects using JavaScript and HTML5 canvas. You will learn animation and graphics techniques that you can use to add a sense of dynamism to your projects. Seb demystifies programming and explores its artistic possibilities. His presentations and workshops enable artists to overcome their fear of code and encourage programmers of all backgrounds to be more creative and imaginative. Read more…

Vitaly Friedman on Dirty Little Tricks From The Dark Corners Of eCommerce
Vitaly FriedmanIn this workshop, Vitaly will use real-life examples as a case study and examine refinements of the interface on spot. You’ll set up a very clear roadmap on how you can do the right things in the right order to improve conversion and customer experience. That means removing distractions, minimizing friction and avoiding disruptions and dead ends caused by the interface. Read more…

Location

As always, the Historical Merchants’ Hall located right in the heart of our hometown Freiburg will be the home of SmashingConf Freiburg. First mentioned in 1378 and having retained its present-day form since 1520, the “Kaufhaus” is a symbol of the importance of trade in medieval Freiburg, and, well, its beautiful architecture still blows our audience away each year anew.

Historical Merchants’ Hall
The “Kaufhaus” (Historical Merchants’ Hall) will be our Freiburg venue also this time around. (Image credit: John Davey)

Why This Conference Could Be For You

Each SmashingConf is a friendly and intimate experience. A cozy get-together of likeminded people who share their stories, their ideas, their hard-learned lessons. At SmashingConf Freiburg you will learn how to:

  1. Use production-ready CSS Grid layouts,
  2. Performance audits,
  3. Recognize, revise, and resolve dark patterns and misleading copy in your own products,
  4. Design and build a product with a global audience in mind,
  5. Extract action-oriented insights from real user data,
  6. Create better e-commerce experiences,
  7. Create responsible machine-learning applications,
  8. Get leading design right,
  9. … and a lot more.

Download “Convince Your Boss” PDF

You need to convince your boss to send you to Freiburg? No worries, we’ve prepared a neat Convince Your Boss PDF that you can use to tip the scales in your favor. Fingers crossed.

Diversity And Inclusivity

SmashingConfs are a safe, friendly place. We care about diversity and inclusivity at our events and don’t tolerate any disrespect. We also provide student and diversity tickets.

See You In Freiburg!

We’d love you to join us for two memorable days, lots of learning, sharing, and inspiring conversations with friendly people, of course. See you there!

Smashing Editorial
(ms, cm, il)


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On Failures And Successes: Meet SmashingConf Freiburg 2018

Critical Design Thinking

Full-day workshop • April 16th
Entrepreneurial success relies on approaching problems with a creative mind and critical eye. This workshop is designed to teach participants multiple tactics for creative and critical thinking in a fast­paced, adaptive, and agile environment, with a focus on communication.
Communication styles vary between people of different areas of expertise, personality types, educational backgrounds, and job functions present unique business challenges, especially in start­up environments. Creative and critical conversations are often driving by passion.

Original source: 

Critical Design Thinking

Smart Responsive UX Design Patterns

Full-day workshop • April 16th
In this brand new workshop, Vitaly Friedman will cover practical techniques, clever tricks and useful strategies you need to be aware of when working on responsive websites. From responsive modules to clever navigation patterns and web form design techniques; the workshop will provide you with everything you need to know today to start designing better responsive experiences tomorrow.
Most techniques are borrowed from mid-size and large-scale real-life projects, such as large eCommerce projects, online magazines and web applications.

See the article here:

Smart Responsive UX Design Patterns

Why Geo-targeting Your Website Content Is a No-brainer (and 3 Ways to Try It This Afternoon)

We all know marketing campaigns convert best when we segment and personalize them – which is where geo-targeting can come into play. In fact, a whopping 74% of consumers get frustrated on sites where the content has nothing to do with their interests, and 86% of customers say personalization impacts their purchase decisions.

The good news is, today you can tailor almost every marketing experience to a visitor’s location and other identifiers to make offers feel more personal. So why do even the best of us continue to use blanket-style, default messaging for every visitor?

More than half of marketers struggle to execute personalized campaigns, and reasons range from not having enough data about TOFU prospects to know what to personalize—to having trouble securing the resources to execute.

But making sure everyone sees relevant, location-based offers on your website doesn’t actually need to be a huge production. In our experience, it’s way easier (and could do more for your conversion rates) than you might think.

Why geo-target website content — and the fastest way to try this

Like all forms of personalization, geo-targeting is about relevance. And I should clarify off the bat, I’m not talking about using “y’all” in your headline if you’re targeting Texans, or splitting hairs on “sneakers” vs. “tennis shoes” based on regional preference.

What I am talking about is getting way more creative and specific with your offers. If visitors see offers that feel like they’re just for them, they’re more likely to click through, and convert.

For example, imagine targeting only locals in Chicago, Philadelphia, and Seattle respectively with their own coupon codes and special hotel offers for your in-person event instead of blanketing your entire site with a generic message.

Now imagine if you didn’t need to rely on your web team to get those three offers up on the site and could do it yourself really fast?

One of the quickest ways to experiment with this type of personalization is website popups and sticky bars. The real key with these is understanding your options (and there are plenty of them!). Here are a few of my favourite examples to get you started:

Practical geo-targeting examples to try today

1. Experiment with seasonal offers by region

According to Steve Olenski of Forbes, “acknowledging [your] potential buyer’s location increases relevance, and the result is higher engagement that can translate into additional revenue.” It’s a quick win! And, with ecommerce in particular, there’s tons of opportunity to run promotions suited to specific locations.

As an example, if you sell sports equipment or apparel, you could run two or more different “winter sales” suited to the context of winter in different locations. Your ‘classic’ winter sale would appear in states like Colorado—and could feature an offer for 15% off ski gear, whereas your ‘Californian winter sale’ could showcase 15% off hiking gear.

An example of the two different “winter sale” popup offers by location.

Not only do you earn points by acknowledging your visitor’s location like this, but you also ensure each region sees an offer that makes the most sense for them. Running offers like this is wayyyy better than a single offer that’s less relevant to everyone and later wondering why it didn’t convert.

Recommended settings for this example:
Frequency: Show once per visitor
Trigger: On exit

2. Increase foot traffic with in-store promos by region

We’ve all seen the most common ecommerce discount popup on entry. You know the one — “signup for our newsletter for 15% off your first purchase”. And there’s a reason we’ve all seen it: it works. But, we can do better.

To take things a step further, you can target this type of offer by location. If you have physical stores in specific cities, you can offer an in-store discount in exchange for the newsletter sign up. Like this:

Example of a popup driving in-store visits, and potential for remarketing later

This can help you build foot traffic in different cities, and help you create location-specific mailing lists to promote more relevant in-store events, products, and sales to local shoppers.

Recommended settings for this example:
Frequency: Show once per visitor
Trigger: When a visitor scrolls 40% of the way down your page.

3. Target your event marketing to precise regions

If you’ve ever planned a party, you know how easy it is to fixate on details. Are three kinds of cheese enough? Is my Spotify Discover Weekly cool or do I need a new playlist?! None of this matters if nobody shows up. Marketing events are no different.

A well timed, geo-targeted popup or sticky bar can get your message in front of the people who will care most about your event. When you tailor event messages to your visitor’s location, you can include a more precise value prop. Targeting locals? Remind them how cost effective it is since they don’t have to travel. Targeting neighbors in a nearby state? Remind them that your conference can be a mini-vacation complete with conference-exclusive hotel discounts.

Pictured above: examples of local vs. neighbor city popup offers. *These CTAConf offers are just to help us demo. You can check out our real conference details for CTAConf 2018 here.

Recommended settings for this example:
Frequency: Show on the first visit
Trigger: Show after a 15-25 second delay on relevant URLs (you can use Google Analytics to determine the right delay for your site).

Tip: After triggering this popup on the first visit or two, set up a more subtle sticky bar for subsequent visits to keep the event top of mind, without overdoing it. You could even run the “maybe later” popup Oli Gardner’s a huge proponent of.

Hyper-personalize text on your popups

As a bonus: just as you can do with your Unbounce landing pages, you can also swap out text on your popups and sticky bars with Dynamic Text Replacement to match a prospect’s exact search terms.

This gives you a way to maintain perfect relevance between your ads and website popups in this case.

For example, you could choose to switch out the name of a product for a more relevant one in a popup. If someone searched for “House Prices in Portland”, you could automatically swap out the text in your popup to match exactly and maintain hyper relevance. You can read about a real Unbounce customer experimenting with DTR here.

Want to see how DTR helps you be extra relevant? (even on your popups?) See a preview of how it works here

How to create your own geo-targeted popups

On premium plans and above you can target Unbounce popups by country, region, and even city (which is wicked granular!). The possibilities for what you show, or how you show it, are nearly endless:

  • You can trigger: on exit, arrival, after a delay, on scroll, or on click.
  • And you can target: by location (geo-targeting), URL, referring URL, and cookie targeting.

The options you choose will come down to a few factors including your site, your buyers, ad standards you uphold for a great website experience, and testing.

Here’s how to setup popups and sticky bars on your site:

To get started:

  1. Hop into your Unbounce account , and on the All Pages Screen, click “Popups & Sticky Bars” in the left menu.
  2. In the top left, Select “+ Popup or Sticky Bar”.
  3. Then, click “Create a Popup.”
  4. Choose a Template (or start with a blank popup if you prefer), name your popup, and select “Start with this Template”.

Once you’ve created your popup, set your targeting, triggering and frequency. On your popup or sticky bar overview page:

  1. Set the domain and URL paths where you want your popup or sticky bar to appear.

  2. Choose your triggering option based on your engagement goals.
  3. Set your frequency to choose how often your visitors will see your popup or sticky bar.
  4. In the advanced triggers section, toggle location targeting on and choose which country, region or city you want to show (or not show) your popup or sticky bar.

For best results, personalize

As I hope I’ve illustrated, in the golden age of martech, it’s time to stop squandering valuable website visits on impersonal, generic experiences. You can now leverage useful information about where your visitors are coming from and, by extension, come up with creative offers that will be relevant for them. Small details significantly enhance customer experience, and I hope you can use the above three examples as a springboard for some experiments of your own.

Taken from: 

Why Geo-targeting Your Website Content Is a No-brainer (and 3 Ways to Try It This Afternoon)

What is Web Spam?

Web Spam: Intentional attempts to manipulate search engine rankings for specific keywords or keyword phrase queries. But isn’t that what SEO is? Trying to get your website content to rank better in search engine results? Well… There’s a fine line between doing everything you can to give your website content the best shot at ranking well in the search engines, vs. trying every sneaky trick possible. The Old Days of Web Spam – Keywords, Keywords, Keywords Everywhere! The first search engines (Lycos, HotBot, AltaVista to name a few) used a fairly basic approach to ranking webpages. For the most part,…

The post What is Web Spam? appeared first on The Daily Egg.

Read the article: 

What is Web Spam?

"There Aren’t Enough Qualified Women Speakers" and Other Garbage Excuses for Why Your Marketing Event Isn’t Gender Diverse

Blog images by Alejandra Porta.

I’ve attended enough tech and marketing events to make a few generalizations:

  1. Women are hugely underrepresented; whether it’s a panel or a conference speaker lineup, chances are it’s overrun with white men.
  2. Sexism is prevalent, and it spans from subtle (think underrepresentation, pinkwashed girls’ lounges) to overt (think harassment, non-consensual advances).

There are exceptions (there always are), but this is the general rule, and it’s a huge stain on the industry you and I are both a part of.

Now I want to make it clear, I’m not here to chastise anyone. As a used-to-be conference organizer, I’m guilty of it too.

When I ran Unbounce’s first-ever Call to Action Conference (CTAConf) four years ago, I invited four women to speak, two of which spoke on a panel. The other seven were — you guessed it — white males.

My reason was an all-too familiar one: “There aren’t enough qualified female speakers.”

This is garbage. It’s unacceptable. And it’s not a reason at all — it’s an excuse. What it really came down to was, I wasn’t trying hard enough.

I wasn’t asking my network for recommendations. I wasn’t doing enough research. I wasn’t making the extra effort required to widen the pool of speakers. I wasn’t committed to gender diversity.

Fast forward to today and my perspective has completely changed. Not only because it’s important to me on a personal level, but also because it makes business sense.

See, when you pull from the same pool of speakers as other folks in your industry, everything starts to look like white bread — bland and borderline junkfood. Your conference looks like that other conference that happened a few months ago. And the content? Yep, it’s the same, too.


When you use the same speakers, your lineup looks like white bread—bland and borderline junkfood.
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By digging a little deeper and expanding your search a little wider, you can discover fresh up-and-coming talent with new perspectives, new things to teach. And you show female attendees that their voice and their professional development matter.

And did I mention you sell tickets and attract more female attendees?

Moz, which hosts its own conference (MozCon), reported that as the percent of female speakers increased so did the percent of female attendees. What else can I say but duh?

I see a lot of progress being made around improving gender diversity in marketing and tech. People are asking questions, they’re holding companies accountable, they’re having those tough conversations, which is a great start.

But what are people actually doing about it?

This post will dig into specific steps you can take to improve gender diversity at your next event. They’re the result of an honest-to-goodness desire to do the right thing and our own cringe-worthy fumbles (more on that later).

It’s my hope that these tips and tactics will help to alleviate any hesitation you or your organization might have about taking the leap.

Commit to gender parity

At Unbounce, we’ve been having conversations around gender diversity for months, so when Unbounce CEO Rick Perrault challenged us to commit to gender parity at CTAConf 2017, the response was a resounding YES, YES, YES.

Making progress one Slack convo at a time.

It’s as simple as this. And yet it’s a bit more nuanced as well.

The truth is, achieving gender parity did take a bit more time and a bit more effort. But the result is a more dynamic lineup of speakers and an opportunity to tap into an audience that otherwise might’ve passed on your event.

Forget ROI — talk about RO why not?!


Commit to gender parity at your #marketing event—the result is a more dynamic lineup of speakers.
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So how did we do it? How did we stack our lineup with talented male and female speakers? (And more importantly, how can you?)

  1. Leverage your social network and ask for recommendations via Facebook, LinkedIn and Twitter (like Unbounce Co-Founder Oli Gardner did for the Unbounce Road Trip in 2015).
  1. Pull from existing comprehensive lists such as this list of 1,000+ tech speakers who aren’t men and this one featuring 100 influential women marketers.
  2. Trade past speaker lists and ratings with your network of event organizers. I sent personal emails to every event organizer I knew asking them for their past speaker lineups and ratings, and in exchange I shared our list and ratings. This tactic is one is my faves, and it’s how we scored a ton of speaker leads for CTAConf.
  3. Email past presenters and speakers and ask them for recommendations. It’s how we found Claire Suellentrop, who’s speaking about creating high-converting campaigns using Jobs To Be Done at this year’s conference.

Sponsor the women at your own company

I honestly believe that everyone has something to teach. EVERYONE. Regardless of gender, regardless of age, regardless of job title, everyone is an expert in something.

It’s this belief that gave me the courage to raise my own hand and ask to speak at last year’s CTAConf.

But I wasn’t a quote unquote speaker. I guess you could have called me a speaker in residence. I spoke at a few small-time events here and there, but I am not famous like Seth Godin. I don’t travel the world speaking at industry events or conferences.

I was caught in a classic Catch-22: I couldn’t become a speaker without experience, but I couldn’t get experience because I wasn’t a speaker.

But rather than focusing on what I didn’t have, our speaker selection committee focused on what I did have: enthusiasm and a whole lotta event marketing experience to boot.

Once the committee deliberated, I spent two hours whiteboarding my talk with Oli. He and Unbounce Senior Conversion Optimizer Michael Aagaard also reviewed my slide deck multiple times, providing constructive feedback.

Their expertise helped fill the gaps in my resume, so that when I stood up on that stage I felt prepared and supported.

And guess what? It went really well.

So this year we reserved one CTAConf speaker slot for employees, and we sent a callout asking for applicants. The response blew my mind: Four applicants, all women. And though the choice was a tough one, I’m pleased to say Alexa Hubley — Customer Communications Specialist and first-time conference speaker — will be on stage at CTAConf 2017 with her talk “Master Customer Marketing By Watching Romantic Comedies.”

So what can you do to improve gender diversity at your upcoming event? You can start in your very own backyard. Encourage high-performing women at your company to speak at events, and offer them mentorship and support to get them up on stage.

And if you’re a man who’s been asked to speak at an event, consider if there’s a woman you know who is equally qualified to speak on the subject. If there is, offer up your slot. In fact, Oli already did this, when he recommended me to speak at CIMC 2017.


For every man asked to speak at an event, there’s a qualified woman who hasn’t been. Find her.
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Create a code of conduct

A clear code of conduct helps create a safe environment for your staff and your event attendees by setting expectations for what is and what is not acceptable behavior.

From a diversity perspective, a code of conduct is an especially helpful tool for making women feel at ease, because there are strict policies in place to deter discrimination and harassment.

Creating a code of conduct out of thin air might seem intimidating, so I suggest pulling inspiration from existing codes and adding your own personal flavor.

When we created our code of conduct, we looked to other companies we admired, specifically Moz and Atlassian.

Wistia has written an exceptional post about how and why they created their code of conduct for WistiaFest, including how they made it visible. Humble folks that they are, they highlighted where they could have improved (so you can learn from their mistakes!).

You’ll notice three core principles outlined in all these codes:

  1. Be nice/respectful/kind/inclusive
  2. Be professional
  3. Look out for others
Wistia’s “Golden Rules.” Image via Wistia.

Including these three core principles and your company’s core values is a great place to start.

And remember, there are no rules when it comes to creating a code of conduct, except one… you have to be prepared to enforce it.

Enforce your code of conduct

A code of conduct is like insurance; you hope you never have to use it, but in those unfortunate circumstances, you’ll be glad you have something to back you up.

At this year’s conference, we’re making our code of conduct front and center with printed posters hung around the venue.

You’ll also find the code on the CTAConf website as well as in our conference app. And we’ve made it simple to report a violation by including a direct phone number to our event marketing coordinator in our code of conduct.

While I can’t go into the specifics of every reported incident, I can tell you we’ve enforced our code multiple times, with attendees and speakers.

Yes, speakers.

Remember when I mentioned cringe-worthy fumbles? Well read on, readers.

See, live events are a tricky beast. You have this very passionate person up on stage who’s pumped up and maybe a little nervous. You have no idea what’s going to come out of their mouth. You hope it won’t be anything offensive, but you really have no idea.

You do, however, have control over their content, specifically their slide deck. This is something we learned the hard way:

Props to Annette for calling us out. It wasn’t our slide, but as event hosts, the content that gets projected for all our guests to see is our responsibility. Period.

So what did we start doing to make sure this never happened again? We leaned on our code of conduct:

  1. We send all our presenters the code of conduct beforehand via email
  2. We include the code of conduct in our Speaker Field Guide, which contains everything a speaker needs to know, such as contact information, travel and accommodation info and slide deck specs
  3. (This one’s a biggie.) We review and sign off on everyone’s slide decks, slide by slide, to ensure there’s no offensive or discriminating content
  4. We don’t invite back speakers who’ve broken our code of conduct

And next year, we’ll take a page out of Moz’s book by including our code of conduct right in our speaker and sponsor contract.

So does all of this “extra stuff” add to our workload? You bet it does. But it’s something we account for now. And the payoff is invaluable.

We’ve still got growing to do

You may have noticed this post is focused on how to create a gender diverse event and not a diverse event. The truth is, we know we can #dobetter at elevating folks who aren’t typically asked to speak at events — not just white women, but people of color, non-binary folks and members of the LGBTQ community.

We know we have more growing to do and we’re committed to it, just as we were committed to achieving gender parity at this year’s conference.

I think we’ve come a long way as a company, and I think I’ve come a long way as a champion for women. The excuse I gave as a conference host nearly four years ago — that there weren’t enough qualified women speakers — is no longer an excuse.

We’re welcoming 10 exceptional men and 10 extraordinary women to the CTAConf stage in June, and I couldn’t be more excited.

Hope to see you there :)

Taken from:

"There Aren’t Enough Qualified Women Speakers" and Other Garbage Excuses for Why Your Marketing Event Isn’t Gender Diverse

What Facebook Advertisers Are Doing Wrong: Q&A with Mari Smith

Facebook has over 1.28 billion daily active users.

To have more than a billion prospects in one place, literally at your fingertips, is a marketer’s dream (thanks, Mark Zuckerberg!). But turning those prospects into customers… well that’s another story.

As marketers, we know that a stellar Facebook campaign is made up of a lot more than clever copy, snazzy design and a hefty PPC budget. In a constantly changing environment of new features, products and ad units, it can be tricky to stay ahead of the pack — let alone stand out.

Facebook’s granular targeting makes it more possible than ever to reach the right person, in the right place, at the right time. But only marketers who are committed to making connections with real people and then maintaining those relationships will come out on top.

If there’s one person that knows this best, it’s Mari Smith.

Named Forbes’ #4 “Top Social Media Power Influencer,” Mari is one of the world’s leading social media thought leaders and educators in the world of marketing. Her knowledge of Facebook runs so deep that she was personally hired by the folks at Facebook to teach SMBs throughout the US at the Boost Your Business series of events.

Mari’s speaking at our Call to Action Conference this June, and here’s a quick word from the Facebook Queen herself.

PSST: Blog readers get 15% off tickets to Call to Action Conference until May 25th — just use promo code “blogsentme” at checkout

Despite her packed schedule, Mari recently took the time to sit down with Unbounce Marketing Educator Christie Pike to reveal some of her best kept Facebook advertising secrets. In this interview you’ll get Mari’s actionable tips and insights into:

  • Some of the biggest missed opportunities for marketers advertising on Facebook.
  • Companies that are crushing it in the social advertising space and what you can learn from them.
  • The next big thing on the horizon that Facebook marketers should be preparing for and investing in.
Christie Pike: You’ve been active on Facebook long enough to see its evolution from social media network to a performance tool not unlike AdWords. How has this changed the way that marketers run Facebook campaigns?

Mari Smith: The main thing to consider is the enormous amount of data that Facebook gathers, not only on the platform itself but in partnership with data companies. So every time you use your credit card, every time you make a purchase, surveys that you complete, any information that’s out there is moved into a kind of personal dossier that then gets matched with your Facebook ID. Because of all of this, people get scared and freaked out, Big Brother and all that, but it’s all anonymized and encrypted, so from a user standpoint I always say, “caveat emptor”, just recognize that in today’s day and age of privacy, everything is out there.

From a marketer’s or advertiser’s standpoint, it’s an unprecedented time that we’re in.  It’s a paradigm shift in terms of being able to reach the exact person that you want with Facebook’s granular targeting. Down to zip code, down to propensity to possibly make a certain purchase, from going on a cruise in the next six months, buying a BMW in the next three months, income, the number of kids you have, what you do for a career — all of this is just extraordinary.

So, we really do have to think of Facebook as a platform in which to get our message, our products and our services in front of our target market, but done so in a very relationship-oriented way. I think the businesses that are really standing out are the ones that can make us laugh or cry or go “awwww” and tear at the heartstrings — you know, create something that has viral shareability as opposed to how some business send a message that says “Hey, sign up for our stuff,” “Buy our stuff.”  It’s a cold market, you know.

CP: What are some of the biggest changes you’ve seen on the ad platform itself?

MS: I would say that a big change is in terms of ad units, which initially were just a link and some basic visuals, but over the years they have a much, much, much more visual emphasis. I especially love the carousel ads you can swipe. I think Amazon is one of the best at doing retargeted multi-product ads. I remember seeing one of its ads that had about 32 cards on the carousel that you could swipe and I asked myself, “How did they know I like all this stuff!?”

And then what they call slideshow, which is really just images made into a video, but definitely the prevalence of video is key. One of Mark Zuckerberg’s favorite words is “immersive,” and so the introduction of more immersive type of content like canvas ads has huge importance in the current ad space.

I worked directly with a video creation company, and they shared a great case study from Brussels Airlines that pull up a canvas ad advertising flights to Mumbai in India. They got something like 27 times more time on site after doing this beautiful canvas ad, whereas their previous Facebook campaigns led to an average of three seconds on site. The reason behind this was because back in the day, ads were just a link with a tiny wee thumbnail, and then they got bigger and turned into GIFs, slideshows, animations, interactive content and full-screen content.

So, between (1)  the ad products (2) the placement and (3) the targeting, I would say those are the three key areas where there are the biggest changes. Placement being whether it’s Instagram, mobile news only or if it’s right rail (which still has its place), but users are in mobile more than anything else.

CP: Who is doing Facebook advertising particularly well? What do you like about their ad campaigns? Can you provide some examples?

MS: My favorite video ad that I include in almost every single one of my presentations is by a fun company called Chatbooks. It’s a simple app (a subscription service) that takes your Instagram and Facebook photos and prints them in a book format, it’s really clever.

They worked with a really good PR/creative agency and hired a professional actress/comedian. From there, they created this three minute and forty-second ad. The ad was first put out on their Facebook page, which had just over 100,000 fans (now over 200, 000). And when I last checked, that video ad had 69 million views and almost 500,000 shares.

This is what I love to teach — when you can craft your content to be visually appealing (ideally video). When people are engaged with it they’ll share it with others.


When you craft your content to be visually appealing, people are engaged + will share with others.
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I’ve never found a better example than Chatbooks. In fact, I originally saw it in my News Feed as a shared organic post by a friend of mine, and after I watched the full three minutes and forty seconds, I was ready to sign up and buy the subscription!

Another great example is from our friend Rand Fishkin from Moz,  who I know is speaking at CTA Conference this year.

Rand is doing these really great video ads called Whiteboard Fridays. I see the most recent one from April has over 4,600 views and 15 shares.

Whiteboard Fridays. Image source: Moz.

It’s so good because it’s educational and it’s the kind of video ad that you can stop and watch or at least save and watch later. It’s really cool what he’s doing because he’s not saying, “Hey everybody, sign up for Moz, see what we can do for you!” Instead, he’s like, “Hey here’s some education on SEO,” and it’s the kind of stuff that people will stop and save and consume.

One last shout out to my good friend Ezra Firestone and his company called Smart Marketer. He does really amazing stuff with video ads and lead gen.

CP: Unbounce cofounder Oli Gardner estimates that 98% of AdWords campaign traffic is not being sent to a dedicated landing page. If you had to guess, what percentage of Facebook marketers do you think are sending their traffic to mobile optimized landing pages? Do you see this as a missed opportunity?

MS: I would have said it’s probably a lot lower. My guess is that 65% is going to a dedicated landing page on Facebook — I get the sense that Facebook advertisers, for the most part, are a little more savvy. They realize you can’t spend all this money and have a captive audience and then just send them away to figure it out for themselves.

But to Oli’s point, I do see a missed an opportunity — especially when marketers are not really thoroughly checking and having a small test group. It’s important to invest a small amount — about $60 – $100 dollars — towards some A/B testing to see which ad gets better conversions. Doing the pixel and tracking the standard events, all of these components are key.

The second part is mobile optimized websites/landing pages. If someone’s clicking through and it’s too wide for the phone,  or the pop-up appears and you can’t find the ‘X’ on it it takes less than a second and they’re outta there.

CP: Are you seeing good examples of Facebook campaign landing pages? 

MS: I think my good friends over at AdEspresso – they were recently acquired by Hootsuite, a fellow Vancouver company —  they’re doing some really good stuff. I love their blog. In fact, they quote you there.

I’d have to think really hard to narrow down a specific landing page example, but in terms of components, or landing page elements, less is always more, something simple that’s really congruent with the ad itself.


Drive FB ad traffic to a landing page that’s simple & consistent with your ad. Less = more.
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The job of an ad and the job of an email is to get people to a landing page, and the job of a landing page is to convert, whether I’m asking for your email or I’m asking for you to make a purchase. And the beautiful thing about Facebook pixels is if someone doesn’t decide right then and there, you’re able to do some retargeting campaigns to refine further.

CP: Are there certain verticals that are more successful with Facebook advertising than others?

MS: I was just speaking at Marketo’s conference last week and they are, as you know, almost exclusively B2B, and so my talk was very geared towards the B2B audience.

I think Facebook has a reputation for being known to perform better for B2C, but I always like to say that businesses are running as “people to people.”

In terms of verticals, it’s probably easier to say what verticals are more difficult to reach, which are the highly regulated ones like insurance or finance —  but otherwise with every conceivable small business and niche or industry there’s a market that can can take advantage of generating leads on Facebook.

CP: When we talk Facebook ads, what are some missed opportunities?

MS: This comes back to the subject that’s close to my heart, which is really that relationship component: customer care, really engaging well when people are actually commenting and engaging on your ad.

I think what happens — especially with marketers that do the dark ads — is these ads can be very effective and you can be really selective in who you’re reaching without populating your wall, but then what often happens is out of sight, out of mind.  I’ve seen many major household brands where people are posting negative comments on the ad. There’s spam, people are asking questions about their products, and nobody is responding or acknowledging. I see that as a massive missed opportunity.

I think that’s one of the best investments that companies can make is having trained, qualified, passionate social customer care moderators. I always like to say that technology is moving at warp speed and it’s hard to keep up — but human beings, we’re not changing that much, and we want to know that we’re important, that we matter.

CP: What’s on the horizon?

MS: Right around the corner is Facebook television and that’s launching next month. Mark Zuckerberg is absolutely adamant that they’re not a media company, but just watch — just watch that space, they’re absolutely moving into that.

In the United States, the TV advertising industry is worth about $70 billion — it’s over $200 billion globally. And so Facebook now has licensed/paid for original content to be aired on video. And remember, they also have that app that they brought out not long ago that you can stream through your Apple TV or Amazon Fire.

So what’s coming next month are full one-hour shows that are highly professionally produced and then also small episodes — three to 30 minutes that will refresh every 24 hours, from what I’ve read.

For advertisers and marketers, we have to be thinking about quality video ads because that’s where Facebook’s next monetization horizon is (monetizing this digital streaming video with mid-roll ads). They swear they’re not going to do pre-roll, so let’s hope they stick to that.


Think quality Facebook video ads — for @MariSmith, that’s next on FB’s monetization horizon.
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It’s all about being in that frame of mind — somebody’s watching a show they’re really engaged in and all of a sudden, just like television, it interrupts and your ad comes in.  So when it comes to video, it’s about how can you make it quirky, or fun, or entertaining, or emotional — I don’t think those things will ever go away as long as we’re human.

At the F8 conference, within the first 30 seconds Zuckerberg was talking about camera, and camera platform and developing for the camera. I saw some really cool augmented ads by Nike, and they were incredible.

Facebook is also really pushing live and they’re also deploying a lot of resources to combat fake news. They also announced two weeks ago that they’re they’re going to hire 3,000 more employees to make a team of 7,500 employees dedicated to watching for fake news plus anything untoward happening on Facebook live.

Really the key is for businesses and marketers is really education. I can’t stress that strongly enough. That’s why I just I love that you guys are doing this conference — you can’t get enough quality education.

PSST: Catch more from Facebook Queen Mari Smith at the Call to Action Conference this June. Blog readers get 15% off tickets until May 25th — just use promo code “blogsentme” at checkout.

See more here – 

What Facebook Advertisers Are Doing Wrong: Q&A with Mari Smith

Save the Date for Unbounce’s Call to Action Conference 2017 [Discount Code Inside]

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I know you’re busy, so let’s cut to the chase.

Unbounce’s Call to Action Conference is back on June 25th – June 27th in beautiful Vancouver, Canada.

What’s in it for you?

First off, we’ve carefully curated a star-studded speaker lineup that includes the likes of Mari Smith, Scott StrattenKindra Hall and Rand Fishkin. See the full agenda here. (Fun fact: We made a pledge to have 50% female speakers this year, and we stuck to it.)

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Additionally, unlike other conferences where you’re torn between tracks, this conference is single-track. No need to miss a thing or weigh up your love for PPC or CRO. You can have it all and bring back stellar takeaways to your team on each of their respective specialities. #Teamplayer

We’re also working closely with our speakers to ensure talks are as actionable as possible. (This is our conference’s promise).

Explore the topics below to see featured talks and get a sense for the ones most exciting to you:

PPC
SEO
Copywriting
Social
CRO

Jonathan Dane — The PPC Performance Pizza

Jonathan DaneIn this session, Johnathan will cover 8 ways to make any PPC channel work with positive ROI. He’ll guide you through a simple framework, The PPC Performance Pizza, that will double performance on any PPC channel, from Google Adwords to Facebook.

You’ll learn:

  • How to use search, social, display, and video PPC to your advantage
  • Which channels and offers work best in tandem for more conversions
  • The frameworks KlientBoost uses to double your performance within 90 days

Rand Fishkin — The Search Landscape In 2017

Rand FishkinMuch has changed (and is changing) in SEO, leaving us with an uncertain future. In this talk, the one and only Rand Fishkin will share his view on the search landscape 2017, dive into data on how users behave in search engines, explain what the election of Donald Trump means to site owners and, most importantly provide you with the essential tactics every marketer should embrace to be prepared for the changes.

You’ll learn:

  • How has search behavior changed and what does it mean for marketers seeking organic search traffic
  • What new tactics and strategies are required to stay ahead of the competition in SEO
  • How might new US government policies affect the web itself and future platform and web marketing opportunities

Amy Harrison — The Customer Disconnect: How Inside-Out Copy Makes You Invisible

Amy HarrisonWhen you write copy, there are 3 critical elements: What you KNOW about your product, what you WRITE about your product, and what your customer THINKS you mean. Unfortunately, it’s too easy to have a disconnect between all three, and when that happens, customer’s don’t realize the true value of what you have to offer. In this talk, you’ll identify any disconnect in your own marketing, and learn how to write copy that breaks through the noise, differentiates your brand, and speaks to your customers’ desires.

You’ll learn:

  • How to recognize if you even HAVE a disconnect
  • How to beat the blank page – know what to include for every piece of copy you create
  • How to make even commoditized products sound different and fresh to your customer

Mari Smith — Winning Facebook Advertising Strategies: 5 Powerful Ways To Leverage Your Results & ROI

Mari SmithFacebook is constantly adding new features, new products and new ad units. What works today and what’s a waste of time and money? How should marketing teams, agencies and brands focus their ad spend for maximum results? In this dynamic session, world-renowned Facebook marketing expert, Mari Smith, will answer these questions and more.

You’ll learn:

  • Simple processes for maximizing paid reach to build a steady flow of top qualified leads
  • How to make your Facebook advertising dollars go much further, and generate an even higher ROI
  • The top ten biggest mistakes marketers make with their Facebook ads and how to fix them

Michael Aagaard – Your Brain Is Lying To You: Become A Better Marketer By Overcoming Confirmation Bias

Michael AagaardHave you ever resisted or ignored a piece of info because it posed a threat to your worldview? If you answered “yes,” you’re like most other human beings on the planet. In fact, according to the last 40 years of cognitive research, favouring information confirming your worldview is extremely common human behaviour. Unfortunately, being biased towards information confirming what we already believe often leads to errors in judgment and costly mistakes in marketing. But how can we overcome this?

You’ll learn:

  • The facts about confirmation bias and why it is such a dangerous pitfall for marketers
  • A framework for becoming aware of and overcoming your own confirmation bias
  • Hands-on techniques for cutting through the clutter and getting information rather than confirmation

Did we mention the workshops?

We’re bringing back workshops (see Sunday’s tab on the agenda) and we’ve tailored the topics based on your feedback. We’ll be talking hyper-targeted overlays, how agencies can leverage landing pages and getting people to swipe right on your landing page. The best part? They’re all included in your ticket price. Most importantly, marketers who purchase CTAConf tickets, get notified first once registration for workshops opens. Workshops were standing room only last year and we’re bringing them back bigger than ever, so first dibs on registration’s a real bonus.

Finally, we want you to have a ton of fun while you learn. We’re talkin’ 8 food trucks, incredible after parties, all the dog hoodies you can handle, wacky activities and full access to the recordings of every session. SPOILER: we’re looking into renting a Ferris wheel (seriously, this is a thing).

Convinced? Grab your tickets here.

(Hey, blog reader. Yeah, you. We like you. Get 15% off ticket price when you use discount code blogsentme.” That’s cheaper than our early bird price.)

Want to see the excitement in action?

Here’s a peek at what we got up to last year:

The countdown is on

Regardless or whether you’re a PPC specialist, conversion copywriter, full-stack marketer or living that agency life, we’ve got something in store for you. Our workshops and talks touch on everything marketing: pay-per-click, agencies, copywriting, conversion rate optimization, landing page optimization, branding and storytelling, email marketing, customer success, search engine optimization and product marketing.

Check out the full agenda here.

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See you at the conference (and on that Ferris wheel)!

Grab your tickets here and remember to use discount code “blogsentme” at checkout for 15% off that ticket price!

Read the article: 

Save the Date for Unbounce’s Call to Action Conference 2017 [Discount Code Inside]

Web Development Reading List #178: On CAA, Pong.js, And Meaningful Work

Looking at recent discussions, I feel that more and more people are starting to think about ethically and morally correct work. Many of us keep asking themselves if their work is meaningful or if it matters at all. But in a well-functioning society, we need a variety of things to live a good life. The people writing novels that delight us are just as important as those who fight for our civil rights.

Excerpt from:

Web Development Reading List #178: On CAA, Pong.js, And Meaningful Work

Web Development Reading List #172: On Reporting Bugs, DNS Subdomain Takeovers, And Sustainable UX

As web developers, we all approach our work very differently. And even when you take a look at yourself, you’ll notice that the way you do your work does vary all the time. I, for example, have not reported a single bug to a browser vendor in the past year, despite having stumbled over a couple. I was just too lazy to write them up, report them, write a test case and care about follow-up comments.

Original article:

Web Development Reading List #172: On Reporting Bugs, DNS Subdomain Takeovers, And Sustainable UX