Advertising Question of the Week: What Is Dark Social?

It sounds sinister. Like someone lurking in a corner talking smack about you. (Popularly known as high school.)

But dark social refers to the social sharing of content that occurs outside of what web analytics programs are able to measure. And it often gets a bad rap. Especially from seasoned marketers. 

Dark Social Is Traffic That Comes from the Share of a URL 

Yet analytics tools like Google view it as direct traffic. So companies that are measuring their web traffic solely through old-school web analytics are missing key insights about how folks are really discovering their content and products.

Back in the dark ages of the internet, arriving at a site was predominantly a straight shot. If you wanted shoes, you went to Zappo’s site. If you wanted to start raising chickens or alligators (or both because you have issues), you went… to some other site. 

But now there are multiple ways one lands on a site:

Native Mobile Apps 

Mobile apps either fire up a browser instance in-app (such as Twitter), or force your current browser to open a new browser window with the URL in question in the browser. Either way, the browser goes directly to the site and looks like direct traffic to Google.

Email 

For the (perceived, at least) sake of privacy and security, most email-providers like Gmail, Yahoo, and Outlook don’t pass a referrer when a user clicks the link.

Chat 

Whether it’s web/desktop based chat, or through chat-based native mobile apps, chat clients of all kinds don’t pass referrers either, leaving Google in the dark about their true origin. 

Even texting is considered dark social.

Many estimates state that 84% of social shares are dark. And this is precisely why it falls out of favor with those of the marketing ilk who rely on analytical insights to structure their social media strategies.

As such, dark social is often given labels such as ‘challenging’,  ‘worrisome’ and ‘terrifyingly horrible’. The last one is an exaggeration. And frankly, all of these words are restrictive in their scope.  

Marketers who want to achieve success with their social media marketing are approaching dark social from a new - and necessary - angle. And it’s this:  

Dark Social Is An Opportunity

Dark social has a huge impact on traffic. It reaches unique demographics; particularly the 55+ crowd, over 40% of whom share only through dark social. Dark social is

everywhere. And we mean, everywhere. It’s especially prevalent in industries like personal finance, food and drink, travel and executive searches. 

It’s an amazing marketing opportunity in that its data gives a detailed representation of consumers’ genuine interests. Getting familiar with this information allows marketers to access a targeted audience of connections for their clients.

“How do I get the data though?” you might be asking. “Didn’t you just say that dark social can’t be measured by web analytics?”

Settle down. 

Dark Social Is Getting Integrated into Digital Marketing Tactics

So far it’s slow-going, because it’s relatively restricted. And it should be. Sharing is often private for a reason and it would be rather callous of brands to hunt for insights among private conversations between friends. Or alligator and chicken breeders. 

But there are some tactics and tools marketers are employing to tap into some of this valuable information. For instance, they’re:

• Shortening URLs for outbound links in content and emails, then tracking how many clicks those links receive.

• Making sharing easier with thoughtfully placed, sophisticated share buttons that match the quality of content. 

• Watching other social platforms by checking for a simultaneous spike in link traffic coming from sites like Reddit or Facebook.

• Using some of the newer tools that track dark social traffic origins and analyze their outcomes.

And as time marches on, the tools and tactics will become more defined and elaborate. But dark social will probably always defy algorithms. And as long as ethics are in play, there will be no way to game email or people’s instant messages or texts. 

Which, even as marketers, we see as a good thing. There really is such a thing as too much information. 

Advertising Question of the Week - What Is Affiliate Marketing?

Affiliate marketing isn’t terribly complicated. But we’ll give you the extra simplified definition here: 

First, you partner with a company who offers an affiliate program. Once you sign up, you are required to give them a kidney. No, not really. Rather, the company provides you with a special link. This lets them know when someone who lands on their site was referred by you. If that person then buys anything, you receive a commission from the website.

It’s the old “you scratch my back, I’ll scratch yours.” But if you’ve been scratched, then you know not all back scratchers are created equal. And neither are all backs. 

That being said, affiliates earn more in commissions for digital products - typically 40% of their price - than they do for physical products. That’s a pretty juicy commission. And, of course, high ticket items allow affiliates to earn higher valued commissions. Duh.

You’ll also find that some companies pay more than others. So you’ll want to hunt around to find the one (or ones) that are the best fit for you.

How Affiliate Marketing Works

We’re going to assume that you already have a blog, website, email list or some other online presence. And that you have followers or supporters or customers because you’re either a content whiz, or you hired a professional writer/blogger to provide content for your site. Either way, well done.

Now, let’s say that your online presence involves dogs in some way. Maybe you’re a dog behaviorist with a vast array of followers trying to manage their unruly dogs. Perhaps, instead, you have a popular website that focuses exclusively on art with dogs. (Or even better, by dogs.)

You start thinking that you could use a few extra bucks. Doggie needs a new pair of shoes or two. So you become an affiliate with a company that offers a product or service that’s relevant to your dog-loving visitors. It could be someone offering dog therapy services. Or art supplies. For dogs.

Anyhow, you recommend this product or service to your followers. You may do this by:

• writing a fascinating post about it
• talking about it on social media (#awesomedogshoes)
• mentioning it in a newsletter
• placing a button or banner ad somewhere on your site

Whatever the case, you include the special link provided by the affiliate company. This link has a special number that is unique to you. It’s otherwise known as your affiliate ID.

When someone uses your affiliate link to make a purchase, you earn a commission. You receive payment of your accumulated earnings either after a specified period of time, or when your earnings reach a certain threshold.

How to Become An Affiliate Marketer

You need only join an affiliate program. Some are really easy to join, while others require you to apply. And then there are those that are by invitation only. Because they think they’re so special. Which honestly, they might be. It depends on what you need from an affiliate program.

Start by considering what kinds of things you like to talk about and/or use. For example, if your dog blog has a page devoted to reviewing wacky accessories for your dog, you might check your favorite pet supply website to see if they offer these products. Cruise around the site to look for a link that says “Affiliates,” “Affiliate Program,” or “Referral Program.” Then follow the links.

You can also do a more direct search. If you’re going for a big wig website, you could type in “Chewy Affiliate program,” for instance. On the other  hand, you might know

all about a website committed to nothing but Day-Glo Dog Coats. (Anything’s possible on the internet.) So try typing in “Day-Glo Dog Coats Affiliate program.” And if your first search doesn’t turn up anything, that doesn’t automatically indicate a lack of a program. Sometimes there are slight variances in word usage or terms, so keep on trying.

Another thing you’ll want to do is check out the affiliate products others in your niche are using. Study their sites and read their content. Is there anything interesting in their sidebar? To whom are they linking? Check blogs and website in similar niches too - such as the cat lover, ferret lover and hamster lover websites. There’s bound to be some overlap. And if you see a product or service mentioned on those sites that you can promote too (ethically, of course), seek out affiliate information for them as well.

You could also join an affiliate network. You may have no choice in this one, since a lot of companies offer their affiliate program through an affiliate network you’ll be required to join right after you give them one of your kidneys. (Again, not really.) Even if you have a staunch history of being a non-joiner, don’t immediately dodge this. An affiliate network is ultimately going to give you access to a lot more products. Especially if you can find a high-paying one.  

Is Affiliate Marketing Right for You? 

As we said above, this is the simplified version of what affiliate marketing is. In most cases, you’re not just going to sit back and watch the gold coins accumulate in your

Scrooge McDuck money room. There are other aspects you’ll need to consider before you decide to take the plunge.

When all is said and done though, you’ll find that you have the potential to make a good chunk of money if you get connected with the right company and know how to promote their product or service like marketing pros. 

Back scratched. 

5 Ways to Get around Ad-Blocker Technology

With the advent of ad-blocker technology, are you starting to feel that doing online advertising is pointless?

It isn’t. 

It just means that advertising and marketing specialists have had to step up their game to get around this ad-blocking technology and figure out new ways to help their clients get the attention they need.

Ad-Blocking Technology Is Not the End of Online Advertising

And yes, there are ways to get around it. 

It doesn’t involve a treasure map or battle with an impressive show of sword play. Getting around ad-blocker technology requires more covert action. 

Here are five ways we’ve found are helpful:

1. Take Advantage of Content Marketing

You know what’s cool about content marketing? It’s not a honey badger. It’s neither pushy, nor aggressive, nor in your face.

Even so, mild-tempered content marketing is basically the original ad-blocker killer. And it’s stronger than ever. Not because it has mad street skills. It’s just that the simple act of providing valuable, useful and targeted content is really effective toward building authority, generating leads and increasing engagement and awareness of your brand

See, the thing with content is that it is de facto advertising. You keep on creating  and sharing interesting blog posts, infographics, videos, podcasts, and things of that ilk, and you’re essentially getting your product or service out there. And since it’s content, filters won’t filter and blockers won’t block. Yeah, haters may still hate, but there’s not much you can do about that.

But with interesting and worthwhile content that isn’t just fluff and filler, you’ll get known. You’ll be in the long game, without having to worry about how many clicks or conversions you get. Engage, connect and build relationships. That’s key. And soon enough, you’ll be advertising to your audience without their even realizing it. 

That’s some stealthy, ninja type stuff.

2. Get Involved with Influencer Marketing

Remember the popular kids in school? Maybe you were one. (We forgive you.)

Social media influencers are like those popular kids. In some cases, at least. They might be high profile VIPs whose celebrity alone gives their opinions an other worldly - and often undeserved - magnitude. If Taylor Swift or Beyoncé starts wearing your bedazzled baseball hats, then her eight hundred million followers will want one too. 

On the other hand, influencers an also be the folks who have attained a solid social media following because they’re hardcore experts on a subject. These are more like the unpopular kids in school who knew a little too much about meteorological anomalies or Dungeons and Dragons. But in the case of social media,  admission of such knowledge gives them serious clout rather than merciless teasing on the bus or a wedgie. 

So to narrow it down, an influencer is a personality or content creator with a decent-sized following on a given platform. Influencer marketing is a partnership with these influencers to review, promote, or link to your content, brand, and products. And once again, since it’s content, it’s immune to ad-blocking.

How does one find the ideal influencer?

First, decide on the platform you want to use. For example, if you’re an expert in trading commodities, you’ll have better luck with LinkedIn than you would with Snapchat. Once you’ve got your platform, find someone with a large following who’s popular with your target audience and/or active in your industry. Think micro influencers - 50,000 followers or fewer. 

But look beyond just the number before you settle. You need

to check their post history too. Check for any racist, sexist or other objectionable material, so that your product or service isn’t inadvertently associated with the Orange Male Kitten Haters of America. Unless that’s your groove.

Once you’re cool with the potential influencer, start following them. Engage with their content and leave comments. Once you’ve established a presence, reach out to them either through email or a private direct message. Mention how a partnership would benefit both them and you.

3. Focus on User Experience

This one is pretty simple. 

There’s a clear cause and effect component to why people block ads in the first place. And it has to do with the how the ad is received by the viewer. 

Consumers are sick of intrusive advertising and being barraged with countless ads that lack substance. It’s overwhelming, irritating and rude. 

Focus instead on optimizing the user experience on your website. Give viewers the option to skip video ads, hide irrelevant ads or give a thumbs down to content they don't like. Bearing down hard on advertising isn’t working for anyone. Especially advertisers.

And the advent of ad-blocker is clear proof of that.

4. Use Native Advertising 

In the past, traditional online ads have sought to get attention in much the same way a child does. They jump, they wiggle, they bounce. They yell and have temper tantrums. In other words, they get noticed for being irritating.

And that’s their downfall. An attention-seeking child is exasperating. So are traditional ads. And because they ARE so easy to see, they’re easy to block and filter.

Enter native advertising. 

The native ad is the subdued child who knows how to mimic adults, blend in and play it cool (regardless of the psychological repercussions that might show up later). It mimics the digital environment that it’s in rather than pitching a fit. 

A native ad strives to NOT be an interruption to the user experience in any way. In fact, it’s trying to make you think it’s not an ad at all. The only way the viewer will know it’s an ad are the words “Sponsored” or “Promoted” that sit nearby.

When a viewer clicks a native ad, they’ll usually land on a page that looks and feels like a regular blog post or article. It’s interesting content that can easily be shared. Yet it still has a message. 

Within that content, there are features of the product or service that’s being promoted. There’s often a call-to-action to sign up for a newsletter or report.

All without being obtrusive and bossy, and without the aforementioned psychological repercussions.

5. Find a Loophole

Finally, we turn to technology.

And yes, the technology does now exist that allows for bypassing ad-blocking extensions. For the most part, this technology serves ads in a way that limits an ad blocker’s effectiveness. It will render ads according to Better Ads Standards guidelines and then re-insert them.

As with all technology, this isn’t a total fix.

Yeah, it’s viable for websites that want to keep ads visible to as much of their audience as possible. BUT, if a user turns off all of the ads with something like AdBlock Plus, these newly rendered ads aren’t gonna get through. So the battle of ad-blocking technology vs. ad-block-breaking technology continues - which sounds vaguely like the makings for a Dr. Seuss story. 

Work with Ad-Blocker, Rather Than Against It 

Advertising is like (nearly) everything else in that it’s

constantly evolving. 

But with online advertising in particular, the rate of evolution is exponential. What’s working one week may be obsolete the next. And it’s clear that intrusive, showy, repetitive ads are no longer effective. They are the first to be blocked. 

It’s also clear that, although the evolution of online advertising has been swift and unforgiving, there’s one thing that has remained ever strong. Engaging, valuable, worthwhile content. 

The sort with which ad-blocking technology has no beef.

The Art of Marketing to Millennials

Ah, the millennials.  

That largest generational group in the United States. Those wacky digital natives. 

And it’s precisely that digital nativity that has rendered them a new breed of technical literati. This makes them a unique group when it comes to effective marketing efforts. Why?

In the simplest of terms:

Social Media Is the Millennial’s Lifeblood 

Therefore, it is the heartbeat of marketing to them. BUT, it’s not enough to be present. You can’t simply slap something onto Facebook or Instagram and call it a day. Millennials have different needs. They only want to associate a brand that’s as confident and rooted in its values as they are. 

So how do you go about marketing to millennials? Start with these five basic mindsets:

1. Exchange Outbound for Inbound Marketing

In other words, ditch the old-school magazine ads, direct mail campaigns and radio spots. Millennials see these as impersonal, devoid of substance and all about the bottom line. With a deep sigh and gallant roll of the eyes, they simply dismiss them. If they even notice them at all.

What they will notice is a company or business that’s dedicated to improving the lives of their customers. And how does one convey this? By more than simply listing products and services.   

Millennials want informative content. They want blog posts, videos, how-to information, even e-books and white papers. THAT’S substance.

Which brings us to mindset #2.

2. Content Is Key 

But not just any content. 

Forget about trying to grab their attention with viral videos of

bathing rodents or frat parties gone wrong (i.e. most of them). They’re not 3-year-olds. They want authentic content. Trustworthy content. Blog posts and videos that speak to them. They also favor relevant and authentic opinions from real users. 

Millennials’ buying behaviors and attitudes are largely inspired by people they know in person or online. Not hugely different from the “keeping up with the Joneses” mentality that has driven the baby boomers and Gen Xers. 

But where millennials differ is in their being inspired by strangers who share their interests on social networks. They carry these “influencers” with them on their smartphones everywhere they go.

In fact, over 80% of millennials say user-generated content has at least some influence on what they buy, while over 70% say it’s important to read the opinions of others before making a purchase. 

So take the necessary time to spruce up your content. After all, it’s what they’re going to be tweeting, snapping, sharing, liking, pinning, forwarding, commenting on or whatever new social media verb was birthed an hour ago. 

3. Speak The Language of Millennials

While creating content, remember that millennials are very much about solving problems - problems created by those generations before them. 

Do the research. See what’s making millennials tick. Or whatever the digital version of “ticking” is. But be cautious about getting too political or too opinionated. You want to draw them in and spark their interest - not scare them away with scary rants.

4. Invest in Multiple Platforms

Multitasking is a way of life for millennials.  

They’re scrolling and opening tabs and switching from one window to the next. They’re also switching between devices  - going from tablets to phones to smart TVs and then back again. 

With millennials being synced across so many devices, it’s nearly impossible to get their undivided attention. But with social media as tool, this can work to the benefit of strategic ad campaigns. 

If you divide your brand’s ad investment into multiple platforms, you’re going to have some serious reach across many channels. Plus, you have the advantage of posting in real-time. So let’s say, for example, you create some ad content that’s relevant to a popular TV show. You can leverage it by promoting it in real-time across ALL of those social channels to target that specific audience during the broadcast.

Not too shabby.

5. Offer An Experience

Unlike their crankier and more independent Xer predecessors, millennials embrace the collective experience. They love being part of something. In fact, they like it so much that FOMO (fear of missing out) was born.

That being said, Millennials are thrilled when a brand creates an experience for their audience. 

For example, when Budweiser got wind of the fact that nearly every Millennial had seen Willy Wonka and the Chocolate Factory, they ran with it. Playing on the nostalgia of that movie, they created a challenge to find the “golden beer can.” Millennials would buy a case of beer, in hopes that they’d get that golden can and win a prize. But even if they didn’t, they still ended up with a case of beer. So it was a win either way. 

(Though some would argue that a case of Bud wasn’t nearly the “win” that a chocolate bar would have been. But you get the point.)

Give Millennials A Story, Not Spin

That’s essentially it.

Millennials are far more receptive to brand storytelling than they are to straightforward advertising. This is important to remember because  millennials tend to exhibit early adoption

tendencies and then remain loyal to brands they trust.

So rather than crafting ads they’re expected to witness, make them part of your brand’s conversation instead. Address them directly through social media to spark a connection. And take the time to win their trust. It’s a worthwhile venture. 

At least as much as searching for a golden can.  

6 Ways To Increase Email Subscribers

“The money’s in the list.” 

That’s the mantra in the illustrious world of email marketing.

And while all the new-fangled technology might have you thinking that email marketing has gone the way of bell bottoms and perms, it’s still extremely effective.

In fact, a majority of marketers have found that doing the work of crafting personalized messages for their audiences results in exceptional rewards. 

As such, they say they’re planning to increase their upcoming email marketing budgets. So there.

Grow Your Email Subscriber List

It’s so absolutely worth the time and agony effort to do so. Here are eight ways to go about doing it. 

1. Minimize Clicks to Subscribe

If you’ve got your opt-in form placed firmly on the home page of your site, you should be good to go.

You should be. But you’re not. Because if a viewer lands on another page and likes what s/he sees, s/he may not be willing to take the extra time to go to your home page to subscribe. Especially if some other shiny distraction beckons.

So be sure that opt-in form shows up on every page.

2. Offer a Little Something Extra to New Subscribers

Give them more than a simple “thanks for subscribing!” note. It’s so insincere. 

We’re not suggesting you up-sell here. You’re really just demonstrating your value to potential subscribers. For example, if you offer grooming services, you could include a 10% off their first groom on that thank you page. But not a puppy. That’d be overkill. And inhumane. 

This one simple edit to your thank you page could post a significant increase in profits.

3. Give Them A Content Upgrade

In the same spirit as offering something to new subscribers,

a free e-book is a nice idea. But unless it guarantees eternal health, there’s no such thing as one-size-fits-all e-book. 

You aren’t going to be able to create a lead magnet that resonates with everyone. 

Ask yourself this - What are the most popular posts on my site? Google Analytics can tell you. 

Take that information and figure out how you can enhance the informational value to those posts by including a content upgrade at the end. The extended information is offered in exchange for contact info. See what you did there? 

Plus, the contact info you get will be from people who are truly interested in what you’re saying/speaking/selling. It’s a great way to grow your list.

4. Cross Promote

Cross promote is another way of saying “get people from someone else’s subscriber list.”

It's not cheating. 

The idea here is to make a list of other companies who serve a similar demographic, but who are not your competitors. For example, if you sell workout clothes, you could reach out to gyms, yoga studios or the creators of Squat Magic™. 

Contact those companies to see if you can come up with a mutually beneficial agreement where you recommend each other’s products and services to your own lists.

They’ll wonder, “What’s in it for me?” So be sure to mention that you want to promote their products to your list at no charge. You can ask for something in return later. 

5. Make Your Submit Button Interact with the User

Once upon a time, a marketer decided to test a submit button with a red border that changed to green when the mouse was moved over it. It might be that red and green stirred nostalgic holiday memories for him. We’re not discounting that possibility.

But it turns out that, holidays aside, this conversion test resulted in a 40%+ opt in rate. 

That’s because color is a strong motivator. Think for a moment now. Where else do you commonly see red and green? If you said they’re the dominant colors of your chalet room, then good for you. Mostly for having a chalet room. But that’s not where we were heading.

Traffic lights. The color change from red to green visually and subconsciously moves the user from “stop” to “go,” motivating them to make that click.

Give the user a real connection. 

6. Let the User Be in Control 

Okay, we realize that this post is about getting email subscribers. But keeping them is part of the game too. So let them be in control of not only of what they receive, but when they receive it. 

Regardless of the psychology behind it, this isn’t as much about control issues as it is about sheer exhaustion from purging one’s inbox every twenty minutes. 

If you’re getting a bunch of “unsubscribes,” don’t automatically assume that they’re just not that into you. They just might no be able to keep up with you. 

So instead of asking, “Why are you leaving?” with obvious desperation, simply ask them if they’d rather change the frequency of emails or types of messages they get. It gives them a chance to say, “It’s not you, it’s me.” 

And it establishes you as a trusted sender who only wants to send information that’s relevant to them. 

One More Thing…

Not to completely negate what we said above about “the

money’s in the list,” but there’s something to be said for the quality of the list too.

Yeah, it’s the old quality versus quantity argument.

Because the reality is, lists with a few hundred dedicated customers can outperform lists of 10,000+ when they focus on building relationships rather than just connecting with freebie-seekers.

Certainly another angle to consider as you’re building those connections.