“Pretty much everything goes through chaos, but in chaos there are opportunities.”
This is how Scott Desgrosseilliers, founder of Wicked Reports, sees the upcoming iOS 14 update. Things will change when Apple asks users if apps should track their data – and marketers will have to learn to be okay with that.
Still, we’re an accomplished bunch. We know just because change is on the horizon doesn’t mean it’s the end. We have seen platform shifts and algorithm changes and already wondered if we need to create a dancing TikTok video to be relevant.
Bring the changes with you.
With Scott’s help, we’re going to show you 5 things you need to do now to make your business survive the iOS 14 update. First, let’s talk about what the update means for iOS users.
The following will change with the iOS update
This summer, iOS users will receive a notification on their phone asking if they would like to opt for apps to track their data. The notification will look like this, except that Apple will * definitely * be running it by some editors to make sure they don’t make the same mistake they made when they introduced the notification about CEO Tim Cook’s tweet.
App by app, users can choose whether the app can track their data across other apps or websites. If this feels like a straight line target for retargeting, you are done. However, the update changes more than just retargeting. Let’s look at a scenario that Scott created for Get Maine Lobster.
Here’s why Facebook can’t track Justin’s data, but Wicked reports can …
It all depends on the type of data. Data collection on Facebook is considered a third party provider. Since Justin is one of the parties and the other party is Get Maine Lobster, Facebook becomes the unfortunate third wheel. Technically, Facebook has no connection with Justin or Get Maine Lobster. That means they don’t have to collect this data from users. They’ve been doing this for years, but the new iOS update allows Apple users to sign out.
However, users who log out can still be tracked. This is where first-party data comes into play. In the Get Maine Lobster example above, Justin owning his data is an example of first party data. An example of first party data is Maine Lobster owns his client Justin’s data. Get Maine Lobster can continue to collect data from sales (which started on Facebook) as long as it is done through first party collection.
As long as companies use their own version of tracking, they can use data even if the iOS user has declined the platform to collect their data.
Check out this image courtesy of Scott to learn more about the difference between first-party and third-party data.
As the iOS 14 update approaches, Scott walks customers through five specific strategies to ensure their businesses can survive the changes.
Here are Scott Desgrosseilliers’ strategies for navigating the iOS 14 update.
5 things you should be doing right now
# 1: Create a landing page for your product page
To be clear, you are not replacing your product page with a landing page. You create a landing page for your product page. Your landing page will serve as the email capture page. On your landing page, you’ll be asked for a user’s email address to get VIP access at a discount (or whatever works best for your products).
They promote this landing page on searches, Instagram, Facebook, Google ads, and more.
Once a user is signed in, they will be redirected to your landing page where they can buy the product. If they don’t buy it, they’ll go through an email funnel (see below). When they buy the product, you can collect data on your customer lifetime value (LTV).
Customer Lifetime Value is the average amount you earn from your customers. For each customer, you keep track of the expenses to maintain your LTV and what to expect from each customer avatar that you convert into a customer.
# 2: use email automation to close leads
Once you’ve got a user’s email address, use email automation to complete the sale. Since you can’t rely on Facebook to keep targeting these users, email will be your ultimate tool. Email automation doesn’t have to be complicated. You just need a good funnel that will get your products to the right people. If someone has signed up for your email list, they’re the right person!
Using this strategy, Get Maine Lobster was able to achieve a conversion value of $ 11 million that ad platforms never knew existed. These platforms never knew that certain customers had bought after going through the email funnel, which means they weren’t as good at optimizing for lead generation.
Scott loves this strategy because it avoids the “spray and pray” marketing he sees too often. Instead of trying to get as many people as you can to see your ad and hope they’ll convert after they see your first, second, or third ad, get them into your email funnel and take over the rest of the trip.
# 3: Use Facebook Personal Lead Generation
In summary, your marketing funnel so far looks like this:
Ad copy and design → Landing page → Product offering → Email funnel
On Facebook, they are using the top performing lead generation ad sets:
- Appearance of your customers
- Preferences for your competitors’ pages
- Likes product category / interests
Remember to exclude anyone on your existing email list from these ad sets. You don’t have to spend money to get impressions from people who have already bought from you. There is nothing “bad” about it.
# 4: Use Google Personal Lead Generation
Scott notes that Facebook is being used more often because people-based targeting is easier to understand, but Google also has powerful people-based targeting. You want to address the following target groups within Google:
Ideas: Reach out to potential customers as they actively browse, research, or compare the types of products you sell. Ideas can help you connect with those who are most interested in your offerings, using precise segments that users classify based on their proven market behavior and purchase intent.
Browse personal targeting: Create a custom audience in your display, discovery, gmail and video campaigns by adding specific keywords, urls and apps for your product or service. Google Ads shows ads on pages, apps, and videos for people with these interests or purchase intentions.
Category search for personal targeting: With an affinity audience, you can reach people based on a holistic picture of their lifestyle, passions, and habits. The affinity audience has demonstrated a qualified passion for a specific topic, which enables advertisers to reach the people who matter most with their products or offers.
Google Lead Form Extensions: Allows lead capture on Google Search or YouTube and works similarly to Facebook lead ads (in some cases with pre-filled forms). The key is to send leads from Google to your Customer Relationship Manager (CRM) to activate your lead generation strategy. You can do this with Zapier, CSV Download, Wicked Reports, etc.
YouTube TrueView: Allows for clickable calls to action that are overlaid on your video and send users straight to the same landing page offer we described above. This enables your lead generation strategy and inserts those leads straight into your email funnel.
# 5: measure ROI to scale your winners, kill the losers, and cool the rest
You’re already doing this with your current ad sets, but now is the time to do it with your new different personable audiences. Be sure to keep an eye on the data to make sure you are putting your money behind the best audience for your products.
As Scott says, “Scale your winners, kill the losers, and cool the rest.”
Data and marketing are absolute best friends, if not fraternal twins. They have their differences, but they get along so damn well. With Wicked Reports, Scott can help its customers get first-party data (the new holy grail of the data world thanks to the iOS 14 update). He can continue to use this data in the future even after the iOS 14 update got onto every iPhone, and that’s what makes it so powerful.
The start date for the iOS 14 update is set for summer 2021. As we all wait and see how the update will ultimately change the marketing landscape as we know it, there is a lot we can do to prepare for it.
Using Scott’s strategies above, you can prepare for the update and find out how to collect first party data. Remember, third-party data is the data this update is aimed at. There is no data from first-party providers. As long as you don’t rely on Facebook to do your data collection like you did before, you’ll be better off releasing this update than the competition.
Create landing pages for your products and use Scott’s strategy of guiding users through your email funnel. If Get Maine Lobster can generate $ 11 million in additional conversion value (are there that many lobsters in Maine ?!), you can do the same. As Scott explains, all you need is a simple, solid funnel. Don’t worry you have all the bells and whistles.
The iOS 14 update is sure to bring chaos, but it also brings a lot of possibilities. As a business owner or marketer, you have a choice of which side you want to be on.
You can either be in a state of sheer chaos when the update hits, or you can be ready for the new opportunity it presents. Let’s follow Scott’s lead and create opportunities from change.