If you’re doing paid lead generation on Facebook, you have heard about the iOS14 update. You’ve probably been hearing about it for months, but the impact it would have was largely unknown…until recently. The iOS14 update has had a significant impact on all businesses advertising on Facebook, and it is just the beginning. Marketers are used to the ever-changing regulations in the industry, but this update has shocked everyone. Let’s dive into the update details, its impact on marketing, and what you can do to adapt.
The new iOS14 update impacts data tracking permissions, which directly affects Facebook ads. Of course, you can see how this is a concern to marketers and businesses who use Facebook user data to target and retarget their ad campaigns.
The purpose of the update is to give users the choice to protect their privacy and data. Who wouldn’t want that as a consumer? Before the update, users could do this manually in their mobile device settings, but they had to pursue it actively. Now, iPhone users will be asked to choose anytime they download an app. Specifically, the message states, “Allow ‘Facebook’ to track your activity across other companies’ apps and websites?” Who would say yes when given a choice? No one wants their data shared, and businesses should expect the option to opt-out of data tracking to be taken advantage of much more often than before.
Impact on Marketing
Facebook ads rely on tracking consumer behavior data to target ad campaigns effectively. I’m sure you have experienced this before. For example, you may have been researching a product, and you’ll see an ad for it on Facebook shortly after. Facebook collected the data of you searching for that product and effectively showed you an ad related to your search. With the iOS14 update, users have to permit their data to be used in this way.
Without this data, Facebook ads will become less effective because the amount of data collected is reduced, and targeting is much more difficult. The money you spend on ads will become more expensive but less efficient and effective. Low-cost leads are going away. Ads will no longer be personalized and specifically targeted, so fewer Facebook leads will convert into customers. It will be harder to reach your target audience, but not impossible.
How to Respond to This Change
With the conversion tracking limitations, it is more important than ever to have an integrated marketing strategy with this new update. If you haven’t thought about it before, now is the time to start thinking about diversifying your advertising strategy. There are several ways you can market to your target audience without ad campaigns.
Email List Building
You can grow your email list in several ways, but creating a free offer for people to redeem is a tried and true method. Create a free offer like an eBook, PDF guide, template, etc. People will submit their name and email address (at least) and opt-in to your email list. These people are indicating interest in what you have to offer. They want to see what else you can give them. At this point, you should put them in a nurture campaign to guide them through the buying process. You are essentially grooming them to eventually purchase from you.
Your goal on social media is to gain loyal customers and followers. You want people who will like your posts, tag friends in the comments, or regularly purchase from you. People who will recommend your business to friends and family. You do this by establishing trust between your brand and its consumers. Always reply to comments, like your follower’s posts, and do hashtag research. These are all ways to find followers and customers organically on social media.
Search Engine Optimization (SEO)
Optimizing your SEO on your website is enormous for gaining organic traffic. By making sure each page on your website is optimized, you have a greater chance of ranking on search engines.
If you want to learn more strategies, read our blog, 5 Ways To Grow Your Online Presence.
While this update has created waves of fear and uncertainty among marketers and small businesses, it’s essential to understand what it means for you and your business and how you can respond to the change. The marketing industry has faced changes in the past and has overcome them. The iOS14 update is no different. You will need to put in the work to tweak your marketing strategy, but this won’t destroy your business. If you want help tweaking your strategy or brainstorming new ideas, book a free strategy consultation with us. We would be happy to help you move forward through this transition.
About Stone Marketing Strategy
Stone Marketing Strategy was founded in 2017 with a passion for making marketing simple and profitable for all businesses. We provide local and global businesses with clear marketing strategies, organic marketing, paid ads, content marketing, and many other tactics to complement their strategy. Book your free strategy call with us & discover how we can help you take your business to the next level.