Third-party cookies have been key drivers of the advertising economy for the past two decades. At Tanzlite, we have benefited from a wealth of user information from people visiting our websites and used such information to create personalized content and ads —thanks to cookies.
But with cookies gone, what will be the alternative for the advertising industry?
One thing is clear, that advertising as we know it will change. It will be difficult to personalize ads and retarget users as we used to.
But What Are Cookies?
Cookies are tiny files that are downloaded to your computer or phone when you visit a particular website. Their main purpose is to improve your experience with the website.
The two most important types of cookies;
First-party cookies: These are stored by websites. They enable these websites to remember a user’s settings and they can significantly improve the user experience. These cookies will not be affected by the changes we are talking about.
Third-party cookies: they are created and stored by external sites, and not by the site the user is visiting. They can track the user as they move across domains and retarget them with personalized messaging.
What is Driving These Changes?
As privacy concerns continue to rise in the online community, cookies have caught the attention of lawmakers and regulators. Businesses are now required to keep transparent data records.
According to a study by Pew Research Center,
72% of people feel that almost all of what they do online is being tracked by advertisers, technology firms, or other companies, and 81% say that the potential risks they face because of data collection outweigh the benefits.
Cookies have been enablers of various tracking techniques that have contributed to people losing trust in the online world. This has also led to an increase in Adblocker usage and a shift to privacy-focused browsers like Duck Duck Go.
What Will Happen Next?
Advertising existed and thrived for decades before data technology came into play. This realization gives a relief that marketers will find another way. There is no need to worry.
Besides, tech giants such as Google and Facebook (who rely on advertising revenue) will surely find an alternative.
Facebook for example benefits hugely from personalized ads (retargeting) that are backed by third-party cookies. Google, on the other hand, is already cooking out some privacy innovations that will be effective alternatives to tracking.
Have you ever found yourself stuck on what to post on social media? It happens all the time. Finding good ideas to post can be tricky sometimes.
At first, Launching your company’s social media profiles seems like an easy task. Then comes the hard part when you are supposed to be consistently posting engaging content. That is when you realize social media marketing is not easy work at all.
I have worked (and still working) in social media marketing for a couple of small-to-medium companies and organizations in Tanzania for over three years now. I have experienced these challenges myself.
Some days your creative mind will be on vacation. You will procrastinate or will not post at all. And your boss will fire you (let that not happen).
If you want to go beyond the self promotional approach, these post ideas will boost engagement on your social platforms and give value to your followers.
1. Question-based Post: This is a powerful way to start a conversation with your followers. Ask an engaging question that relates to what your business does. You can also conduct market research from this type of posts.
2. Post statistics or industry news: What are the current findings or news in your industry? Be sure to share them with your audience. It will make you part of the industry and not someone who is just there to sell. Statistics are also the best way to support your claim or message.
3. Share your opinion about a trending topic: There’s always something in your industry trending online. You find what it is, share it, and give your two cents on the topic. Again, it is about being part of the online conversations that your audience cares about.
4. Share Tips and How-To post: Educational posts are effective to introduce you as a thought leader in your niche. People always want to know how things are done. Tell them and build trust in return.
5. Thank you Post; Every time you hit a certain number of followers, be sure to thank your followers for helping you grow.
6. Behind the scenes posts: If you were (or still) a Game of Thrones fan, I am sure you have watched a couple of behind the scene videos of the show. And they probably helped you build a human connection with the actors. Sometimes you can post a photo or go live and showcase your office, or store. It helps to show your audience a human side of you and fosters a deeper trust than that of a traditional post.
7. Run Contests and Giveaways: Contests and giveaways can be an instant way to grow your engagement on social media. They can give you new followers and result in increased sales.
8. Post a Meme: Well, sometimes it is not a bad idea to light up things a little. Just because you are a bank, or a pharmacy doesn’t mean you have to be serious and full of jargon every day. But be careful with memes!
9. Leverage User-Generated Content (UGC): Chances are people are already talking about whatever your business is in to. The best way to join these conversations is to share/repost/retweet someone’s post about the topic. It will affirm you and make you part of the conversation.
10. Post Infographics: Don’t let your blog articles rot in your website, try to repurpose them in a visually appealing way. Infographics are ideal ways to summarize a lengthy amount of information in short form.
11. Re-introduce yourself: Once in a while, reminding your followers of who you are and what you do is not a bad idea. Warning: don’t use this repeatedly, you will become a boring brand.
12. Share PDF and White Papers: sometimes a social media post can not say it all. If you have got a lot to say such as case studies, give it to your followers in the form of downloadable formats. Besides, everyone loves takeaways.
Social media can be a waste of time if done without a plan. As a serious business, you don’t want to add up to the social media noise and become a bore to your loyal fans. You need a strategy.
If you need a digital strategy that can bring results to your business, contact us HERE.
Hakuna mtu ambaye anaweza kufanikisha jambo bila msaada wa mtu au watu wengine. Tunaishi kwa kutegemeana. Unachokitafuta wewe kipo kwa mtu mwingine.
Katika dunia yetu ya kidigitali, ni rahisi kuwa sehemu ya msaada mkubwa kwa wajasiriamali wanaotafuta kukuza biashara zao mtandaoni. Unaweza kufanya hivyo bila hata ya kutumia pesa.
Jinsi ya kusaidia kukuza biashara ya mjasiriamali mtandaoni
Follow page yake ya biashara. Inaweza kuwa ni instagram, twitter au facebook – popote unapoona unaweza kumfolllow fanya hivyo. Hii haigarimu pesa yoyote.
Toa Comment , Like au Share post za bidhaa zake ili zipate kuonekana kwa wengi. Kumbuka wewe binafsi una followers ambao nao wana followers, hivyo ukishare au kucomment kweny post ya mjasiriamali huyu, unaipa nafasi post yake kufika mbali zaidi. Hii nayo haikugarimu hela.
Toa maoni, reviews auratings kuhusu huduma yake kwenye page yake Google My Business, kwenye App yake playstore, au kwenye listing directories zingine.
Weka picha ya eneo au bidhaa yake na shiriki kuhakiki (verify) taarifa zake kwenye ramani za google.
Pia wajuze marafiki zako juu ya bidhaa zake.
Cha mwisho, acha kuponda biashara ya mtu mtandaoni. Kama kuna kitu unaona anakosea ni busara kumtumia ujumbe inbox na kumweleza.
Ukifanya yote haya, utakuwa umetumia kiasi cha shilingi SIFURI!
Lakini utakua umemwezesha mtu kufikisha bidhaa yake kwa walengwa hivyo kujipatia kipato cha kuendesha maisha yake. Si lazima uwe na pesa kusaidia, japo ni vizuri zaidi kutoa ukiwa na uwezo huo.
Kama somo limeeleweka, naomba follow page za Tanzlite Digital kwenye mtandao wa LinkedIn, Facebook, Twitter na Instagram. Pia nenda kafanye hivo kwenye biashara ya mjasiriamali unayemjua.
Kugusa maisha ya watu wengine si lazima uwe Bill Gates. Kusaidia kukuza online visibility ya biashara ya mtu ni aina nyingine ya philanthropy!. Tuendelee kuinuana. Usisahau kushare post hii 🙂
Idadi ya Watanzania wanaotumia internet imefikia milioni 27. Katika mamilioni haya ya watu, kuna wateja wengi sana kwa ajili ya biashara yako. Lakini UNAWAPATAJE? Au wanakupataje? 🤔
Kabla hujaanza kutumia njia yoyote ya kidigitali kupata wateja mtandaoni, ni vyema ukafahamu makundi matatu ya wateja wanaopatikana mtandaoni. Itakusaidia kuandaa mpango (digital strategy) utakaoleta matokeo mazuri.
Makundi Matatu ya Wateja Mtandaoni
1.Wateja wanao kufahamu: hawa ni wale ambao tayari wanajua biashara yako. Wanaweza kuwa ni followers kwenye account zako za mitandao ya kijamii, au una email list yao au wame-subacribe kupata huduma yako.
Hawa ni rahisi kuwauzia bidhaa yako. Watu wakikufollow ujue tayari wamevutiwa na unachokifanya.
Kazi yako ni kuwapa huduma bora ili wakakutangaze kwa wenzao. Fanya kila uwezalo kuhakikisha hili kundi haliondoki (Customer Retention)
2. Kundi la pili ni wateja wanaohitaji bidhaa yako lakini hawakujui. Hawa wanaweza kuwa wanapata bidhaa hiyo kutoka kwa mtu mwingine au hawajui wapi pa kuipata.
Kama wanaipata bidhaa hiyo kutoka kwa mtu mwingine maana yake tayari una mshindani. Hapa unakuwa na kazi ya ziada ya kumchunguza mshindani wako. Anatumia mbinu gani kupata wateja na bidhaa yake ni bora kiasi gani kulinganisha na yakwako.
Je anatumia influencers? Maudhui yake ni bora kiasi gani? Ni mtandao gani wa kijamii amejikita zaidi? Ukifahamu haya na mengine utaweza kuja na mkakati (digital strategy) imara wa kukuza biashara yako.
Kwa kuwa kundi hili ni la watu wenye UELEWA juu ya wanachohitaji, wengi hutumia search engines kutafuta bidhaa hiyo (they are actively searching online). Hivyo njia nyingine ya kuwapata ni kuwa na mpango imara wa SEO (Search Engine Optimization) au kutumia matangazo ya Google Ads.
3.Kundi la tatu ni la wale ambao wangependa kutumia bidhaa yako lakini hawajui kama wanahitaji (they don’t know if they need it). Hapa sasa inabidi uwe vizuri kwenye kitu tunaita Content Marketing. Kundi hili la wateja wanahitaji kuelimishwa sana kabla hawajafanya maamuzi ya kutoa hela yao kununua huduma yako. Wanahitaji elimu juu ya tatizo walilo nalo na kwamba kuna suluhu ya tatizo hilo ambayo ni hiyo bidhaa yako.
Mara nyingi ukiwa umegundua solution mpya juu ya tatizo fulani, tuseme ni software, tiba lishe au kitu chochote —watumiaji wa solution yako mara nyingi wanakuwa kwenye hili kundi la tatu. Wanahitaji maudhui ya kutosha kuwafundisha tatizo lililopo, madhara ya tatizo hilo na faida za kutumia bidhaa yako.
Kumbuka biashara ni watu. Kufahamu makundi ya wateja na tabia zao mtandaoni itakusaidia kuandaa mpango wa digitali wenye kuleta mafanikio katika biashara yako. Hasa upande wa maudhui kwani makundi haya matatu yanahitaji aina tofauti ya maudhui.
Ukiwapa huduma bora wateja waliopo kwenye kundi la kwanza hapo juu, wanaweza kuwa mabalozi wazuri kwa wateja wa kundi la pili na la tatu.
A website is one of the best ways to take your business online. But most people don’t get desired results out of their websites because of obvious mistakes or failure to adapt to new changes.
The sobering reality is that static websites are dead! Today’s websites are not like static brochures filled with company information. The typical pages of Home, About, Service, and Contact — doesn’t help anymore.
These types of websites don’t even rank on google. People can’t land on your site from a search query just to read your Values and Mission statement. There must be something more valuable than that.
In fact, you don’t need a website just for pride. It has to bring results.
So what do modern websites really need?
Any website needs to perform either of the following three functions:
To sell a product
To promote a product or service
To build a mailing list
To accomplish either of the above, a website needs to generate traffic. This, unfortunately, cannot be achieved with a static website filled with Mission, Vision, and Values statements.
The following are the things modern websites need to bring results. Whether it is a personal blog, a corporate website, or a portfolio, these things are proven to bring desired results.
1. Copywriting is just as important as the design
You may have the killer visual design with the right colors, font, animations and so, but if the content sounds like a Ph.D. thesis, you are only going to scare potential customers away.
From attention-grabbing headlines to convincing benefit-based descriptions, and clear calls to action —you need to cut the corporate crap and write stuff that speaks to people and persuades them to take action.
The language on your website should be easily understood and make the visitor feel welcome, not to make you look smart. It is more about understanding your customer and writes something that speaks to them.
You are reading this article because I wrote it in a language that doesn’t make you wish you had been more serious at school.
Without traffic to your website, you are just as good as being offline. Unless you are paying for traffic, which will cost you a lot of money, you need to start writing articles on the blog section of your website.
With some content marketing skills such as keyword research, content writing, and SEO, you can be able to promote your website on search engines and stand a chance of appearing to customers who are actively looking for your service.
Are you a nonprofit that claims to have impacted thousands of people? Well, it is time to write those stories on your blog. After all, your good cause deserves to be shout out from rooftops, right?
Do you have happy customers using your product? Time to share their experience on your corporate website. These are the things a modern website needs.
3. Modern websites need to convert
After you have done great copywriting and content marketing, you need to make sure people coming to visit your digital home are either converting into buying customers or fans of your brand.
Having people to visit your site is an opportunity to sell or gain supporters for your good cause. You can’t afford to have them and leave without performing a desired action. Which is why it is important to set conversion goals.
After you have the above things in place: (1) Copywriting (2) Content Marketing (3) Conversion Goals, you can now rest assured that your investment in a website is actually going to pay off. You can now confidently try out PPC advertising and see a return on your ad spend.
Key Takeaways for Web Designers
Web designing is such a creative and fun process. Nothing brings joy than having your own website out there on the web.
But the online space is changing. We need to keep up.
Most of our clients don’t know much about these things. It is therefore our job as web designers and developers to step up the game and bring the best to our clients.
Here is a list of things that work on modern websites every web designer needs to be familiar with right now.
Learn Copywriting or ask your clients to write the content themselves.
Learn to create membership websites.
Learn to create e-commerce websites.
Create a combination of a static website with a blog. It is usually there by default, it just needs some settings and design.
Help your clients to set Analytics so they can see what exactly is happening on their site and make data-driven adjustments
To Business Owners…
There are many ways to take your business online. But if you want to give your brand some serious attention, having your own business website is highly recommended.
At Tanzlite, we always try our best to create websites that actually bring leads. If you still don’t have a website in 2020, we can help you get one at the price you can manage. Check our website service page and get in touch.