Welcome to the inaugural edition of my new newsletter Digital Strategy Quick Hits. My goal with this newsletter is to be able to share strategic tips and tricks to make your digital organizing efforts more streamlined while also making them more impactful. Some of these are intended for beginners, some for more advanced practitioners.
Tip 1: Reduce the number of negative/hater comments on your Meta Ads
As Meta has constantly reduced the ways in which we can use detailed targeting and exclusions, it’s become harder to make sure our ads are in front of our target audiences. Since starting to use this strategy, some groups have seen as much as an 80% reduction in the negativity in their comments.
* Sign up to use CSEmpathy app for your Facebook/Instagram Comments.
* Index your comments then go thru and manually label the negative comments as negative
* Either export those comments or connect CS Empathy to your add account
* Use that body of people to create a custom audience and then build a look alike audience from that custom audience
* Exclude those audiences in your ads
* Update those audiences with fresh data regularly (I do it about once a month)
Tip 2: Use a spreadsheet to track your CRM Data
One of the biggest headaches I see in organizations of all sizes is that their custom fields/tags/queries are a bit of a mess because people don’t look to see what already exists before creating new ones so they will often have 10 tags that actually mean the same thing but are applied to different groups of people meaning your segmented emails aren’t actually reaching everyone they should reach.
To combat this, I created a spreadsheet that can be used to track these things. The big hurdle is getting people into the practice of updating this. To get people in that practice we do a few things depending on the organization:
* Lock down custom fields/tags/queries so that only one or maybe two folks can create them and those folks use the spreadsheet religiously
* As new people are onboarded they get trained that this is how it is done in the organization
We also go thru once every six months in bigger organizations and once a year in smaller organizations and do a data inventory to consolidate or remove data we no longer need or anticipate needing in the future.
Tip 3: Use forms you build in your CRM tool as sign in sheets for meetings/events
Say good bye to clipboards full of data you need to have someone put into your database after events. Just create a generic form (for example here’s one I use in Action Network for Trainings). If there are additional questions you want to ask them you can do that as well or use the survey tool to create a post training evaluation.
That’s it for this month.
Have questions you’d like to see answered here? Have feedback for how I can make this better? Click reply and let me know!
Got a strategy tip to share? Email me at
training@beckerdigitaltraining.com
and include how you’d like to be credited if I use it in the newsletter