Marketing Basics

Facebook’s new update, removes reach restrictions for ads that have more than 20 percent text in the primary image, meaning, that these ads will be displayed, as normal, and will reach the same amount of people as any other Facebook ad. Apparently the reason it was done in the first place, was because it gives better performance.  As you can see in the official explanation, Facebook still maintains that ad images with less than 20% text perform better, and recommends that advertisers “keep your text short, clear and concise in order to get your message across effectively”.

Another recent update is to Facebook’s 28-day attribution model. Facebook’s attribution models, enable advertisers to measure specific responses to their campaigns, based on rules set by the advertiser. Advertisers will no longer be able to track their direct actions based on their campaigns over this longer period. Due to changes in their data tracking policy, Facebook will no longer be able to offer a 28-day window, and will instead be limited to a 7-day review of direct response performance. Brands will be urged to download their data before it becomes unavailable. The change will take place October 12^th.

Pages Manager has now become Facebook Business Suite. This is supposed to be, a more, all-in-one integrated tool for both Facebook and Instagram and will eventually include WhatsApp as well. Facebook also says that it plans to make Business Suite “the main interface for businesses of all sizes who use Facebook, Messenger, Instagram and WhatsApp”.  Facebook is also planning to integrate WhatsApp messaging functionality into the app in the near future. Along with this move Facebook also made a central payment account center will enable users to connect and authenticate their Facebook, Instagram and Messenger accounts from a central home, which will then save them having to re-open each app when using it as a log-on or payment option.

Instagram is launching a new mini-site full of new resources created to help small businesses learn to use Instagram Shops.

Instagram Shops is a feature that was launched back in May that allows businesses to set up an online storefront for free.

Instagram’s new mini-site is designed for businesses that are starting out with the platform’s shopping features for the first time and it gives a step-by-step instruction on how to set up this new feature. This site also has instructions for tagging, collections and setting up shopping ads and creating custom audiences.

Twitter now has audio tweets. They are now available to iOS users (but still not to Android for now), while Twitter has also re-affirmed its commitment to adding auto-captions for voice tweets as soon as possible.

I have been monitoring what is going on to see how things are progressing with how businesses may have to pivot their business to survive the Covid 19 crisis. I have gathered for you a number of resources I have found that can help. There are many companies making great offers right now to help other companies. It is inspiring that despite what is going on that so many companies are willing to help by giving access and providing free access to products to help out during this crisis.

• Facebook is offering a business resource hub and grants to help businesses.
• The Small Business Association is offering disaster relief loans. You can apply online.
• GoFundMe, the social fundraising platform, launched the Small Business Relief Initiative, It joined with Yelp to give small-business owners grants and resources. GoFundMe and Yelp have each donated $500,000 to the Small Business Relief Fund. It is open for anyone to make a donation. There will also be $500 matching grants to qualifying businesses that raise at least $500 on GoFundMe.
• Support.com is offering free tech support for those working or studying from home right now.
• Workable: Free use of their new video interviewing software for all of their customers, and access to a library of COVID-19 response content that can be used by HR professionals and business leaders.

• Google G-suite is offering to its users, free access to It’s advanced Hangouts Meet video-conferencing capabilities including:

1. For larger meetings for up to 250 participants per call
2. It Has Live streaming for up to 100K viewers within your domain
3. You can Record meetings to Google Drive to share with those who can’t attend

These features (typically only available in the Enterprise edition of G Suite) will be available to all customers until July 1, 2020.

• Comcast: Free Xfinity WiFi for anyyone. Their hotspots are available to all. This includes non-Xfinity subscribers. To access this service, you can look for the “xfinitywifi” network name in a list of hotspots.
• DNSFilter while they’re working from home, DNSFilter is offering its advanced DNS security service free for businesses through July 1.
• Microsoft is offering Free six-month Office 365 E1 Trial, that includes Microsoft Teams.
• Slashtop  is offering a Free 60-day license to its Business Access remote access software.
• WeTransfer, is a file transfer service, It has opened its collaborative presentation tool Paste Pro for three months for free for new teams that join the platform.
• Jamm, a voice and video collaboration tool for remote teams, is offering its service free to any team for four months.

There are also some offers that are only available to certain types of businesses. Here are some of these options.

• LogMeIn: Free site-wide licensing for 3 months of its videoconferencing solution, GoToMeeting, only for eligible organizations (health care providers, educational institutions, municipalities and non-profits).
• Zoom: is offering Free videoconferencing tools for K-through-12 schools.
• Loom: is giving Free video recording and sharing service for teachers and students at K-through-12 schools, universities and educational institutions. They have removed the recording limit on their free plans and have cut the price for Loom Pro in half.
• EZTexting: Free emergency text alert services to schools. Receive 100,000 free outgoing text messages for six months, access to a set of coronavirus message templates, and one-on-one consulting.
• Amazon: Free online access to online sponsored computer science courses in the United States. That are for learners in grades 6 through 12, and teachers who are remotely teaching for this age group. Parents can also access this curriculum.
• Smartsheet: Free templates that can be used by organizations to build their own coronavirus preparedness dashboard, rich with CDC documentation and other resources, and related sheets and forms.
• James Beard Foundation has launched the Food and Beverage Industry Relief Fund, which draw support from corporate, foundation, and individual donors to offer micro-grants to restaurants, bars, and other independent businesses in the industry.
• Yelp, to help local restaurants and bars, announced $25 million in relief in the form of waived advertising fees, free advertising, and products and services.
• Rally for Restaurants, is a grass-roots movement that supports restaurants through Covid-19, has made it easier than ever to buy gift cards to restaurants and encourage others to do the same. If you’re a restaurant owner, you can add your business to the list.