If you use digital marketing to advertise then you should be aware that Apple has recently announced sweeping changes in that it will now allow users to opt-out of data tracking. On top of that, Google also reported that it will no longer support cookies for data tracking within the next three years. This will change everything.
Targeting, retargeting, creating audiences from databases that were so valuable and in many ways bordered on virtual creepiness is just about to get a whole lot harder.
So once these updates go live, where will you position yourself, and do you have a roadmap? Sure, you’re welcome to go back to newspaper advertising, door-to-door knocking, or cold calling. I prefer to sit in Berlin helping my clients make money while they sleep. Here are two tips we highly recommend to prepare for this impending digital apocalypse:
Verify all your domains
You need to confirm with Facebook and Instagram that you 100% own the website domain linked to your Business Manager Account and all associated Pixels. For the experienced digital marketers, what this means is that your embedded pixel will not fire if you don’t verify the domain.
Complete an audit to identify domains where you currently have active campaigns. Because even without cookies, a verified domain will allow you to still store and track the data of website visitors.
Here are 6 simple steps to verify your domain on Facebook via Business Manager:
- Go into your Business Manager
- Go into Business Settings.
- Go into Brand Safety.
- Select Domains.
- Send the tags to your developer so they can install them.
- Click Verify.
If you are outsourcing your marketing initiatives, make sure your agency has completed these steps. And if you are an in-house marketer and need assistance, send us an email and we’ll guide you.
Use Conversion API
The pool of buyers is finite, and the businesses that win are those who are clever enough to reach them at the right time, right place, with the right message.
So how do you reach your target audience if cookies and tracking are no longer available? The answer is to invest in the right tools. Conversion API, in this scenario, is the new Pixel.
Conversion API allows you to directly share web and offline data from your server to Facebook. Instead of just relying on browser cookies, you need to install this immediately and use Conversion API to collect data. One thing to note is that Conversion API can still be overridden. If people opt out of tracking, you can no longer track behaviours and interests. The best solution, therefore, is to use Conversion API and Pixels collaboratively so you can continue to acquire hybrids of relevant data.
If you want to better understand how this works or if you need assistance in implementing this to your business, message us so we can help you. #Freebie
Create Nurture Sequences.
Sure, building databases of leads and customer information is vital. However, winning in the digital game is not determined by who has the most number of leads – what matters most is who has the most nurtured ones.
If you spent $30 – $50 per lead, then you need to do everything you can to keep them. My favourite tools of choice are both email marketing and SMS marketing. Also, remember that a lead does not equate to a sale (immediately), so generating an enquiry is simply expressed permission from potential buyers to communicate with them.
The removal of tracking and cookies is designed to cost you more long-term to locate the right target market, so hold onto your leads for dear life. You didn’t think Facebook or Google were saints right?
Recommended reading: $16,500 Sales From Email Marketing
Final Words
We spent the last few weeks preparing our clients for this change and experienced a combination of horror, pain, and frustration. When we started, there were no Standard Operating Procedures or trusty YouTube videos so we relied on frequent communication with Facebook Account Managers in Singapore. This really was a case of trial and error.
We are sharing our story with you because we need you to be prepared and encourage early adoption. We’ll continue to share with you our journey as new facts emerge.
