Pinterest is the top social network for finding and
shopping for products among US users.* So it’s no surprise that after their IPO
announcement, Pinterest is expanding their
lower funnel ad offerings to support shopping intent. Shortly before the
announcement in March, the visual search platform rolled out their new shopping
objective, catalog functionality, and shopping ads, making it easier for you to
directly grow online sales from Pinterest advertising. As a refresher, the
shopping objective promotes dynamic shopping pins that use a catalog, which
pulls information from your website such as product name, price, description,
and availability. To learn more about these offerings, check out “3
New Features to Help You Achieve Online Sales on Pinterest” on
the Ignite blog.
Pinterest also recently unveiled the website conversion
objective, making it easier to drive actions to your website. With this new ad
objective, you can optimize for a conversion event such as Add to Cart, select
from a variety of attribution windows that look at days after click,
engagement, or view (30/30/1, 7/7/1, 7/0/0, 1/1/1, or 1/0/0), and set a target
cost for average cost-per-action. This is a big change for Pinterest, as the
lower funnel traffic objective previously only allowed advertisers to optimize
for clicks. Optimizing for desired conversions will let you reach those
qualified users who are more likely to convert. To use this optimization, the
Pinterest Tag and events will need to be implemented on your site. Add the base
code to every page on your site and event codes on the pages you want to track
specific conversions. Having these in place will also allow you to track
actions from your media buy and create custom and lookalike audiences of those
who visited your website.
Custom audiences are very important when running your
lower funnel campaign, as these users are more likely to convert than broad
audiences. Check out “Content
for the Customer Journey – Phase III: Conversion” on the Ignite
blog to learn more about building and using these audiences. Lastly, with this
objective, you’ll be able to utilize standard promoted pin, promoted video, and
carousel ad units for driving conversions on your site.
Now with the IPO out of the way, we expect to see Pinterest
work aggressively at securing ad dollars to increase revenue. It’ll be
interesting to see how they will build up their lower funnel ad offerings to support
shopping intent on the platform. We’ll be sure to keep an eye out for their
newest features and share our insights on the best ways to use them.
Looking to develop a paid strategy to increase your sales from Pinterest? We’d love to chat.
*Source: Cowen and
Company, “Facebook: US Ad Buyer Survey and Consumer Survey Highlights; Model
Update,” Jan 10, 2019
Social Media is challenging to figure out. Coming up with
ideas for content that works on all your channels is a tough task, so when you
finally have an image that you are proud to post, it would seem that the next
step would be to go ahead and post it. However, one of the key things that you
should keep in mind is properly sizing your images for social media. If you
want your content to perform effectively, you must keep your eyes on the size!
Recently, Facebook has begun to allow advertisers to create image link ads on Facebook with a 1:1 aspect ratio (square). This recommendation is based on testing that showed a higher amount of people clicking through, and a higher conversion rate for 1:1 photos than the previous landscape ratio. It’s not difficult to see the benefits of square photos over landscape, as square photos fill up more space on timelines, helping to grab attention. Instagram also uses the square ratio, but Instagram even has an ideal width of 1080 pixels. Any smaller, and your image may end up pixelated when Instagram enlarges it.
While 1:1 are the ideal look for Facebook and Instagram, Twitter still recommends a 16:9 ratio, as does LinkedIn. However, with the findings in support of square imaging, it may only be a matter of time until all social channels adopt the same ideas to help advertisers be uniform across all their channels.
Properly sizing your creative is just one of the ways to make your content more effective. For more content tips, we have other post you can reference or reach out to us for any of your social media questions!
Facebook Groups bring together people with shared likes and
interests, allowing them to engage in a smaller, more private space. This isn’t
a new feature – it’s actually been around for a while – but new updates
announced during the F8 conference look to put Facebook Groups front-and-center
on the social platform.
A new Facebook layout is among the updates
announced during the conference and helps bring Groups into the spotlight with
a redesigned tab. The new Groups tab will be located in the top center of the
platform. Within the tab, you’ll find a new personalized feed that includes the
activities of all of your groups while also helping you discover new groups
based on improved recommendations. This update has the potential to bring more
attention to Groups and add to the hundreds of millions that already belong to
Facebook is also making it easier to participate with your
Groups. Not only will you see more content from them in your News Feed, but
you’ll be able to share content with the groups you’re in – just like you would
with your friends. This could be very beneficial for brands. If one of your brand posts was shared within
a group of people with similar interests, those who may not follow the brand
could see it, potentially leading to more brand awareness.
While there are key
strategies every Group can take advantage of, strategies are not
one-size-fits-all. To help Groups tailor their content, Facebook has included
updates designed with specific groups in mind. For example, employers in Job
groups will get a new template to post job openings, members of Heath Support
groups will be able to post anonymously, and members of Gaming Groups will see
a new chat feature that allows different threads for different topics. Facebook
is also looking at ways to improve the Facebook Live shopping experience in Buy
and Sell groups.
With all these updates, Groups could gain even more popularity for personal use and brands alike. Want to learn more about Facebook Groups and how to use them? Reach out to us!
It’s a significant outlay of money to gain a new customer
so it’s often more beneficial to keep the ones you already have. The loyalty phase of the customer journey
keeps your best customers coming back for more.
They may also refer your brand to friends and family; an extremely
efficient way to add new customers into the funnel. Paid social media is one way to give
attention to this most-deserving audience to maintain what has become an
important business relationship. Here
are some ways to use paid social to reach your loyal customers and impact your
Cross-sell products and/or services. Basically, sell more stuff. For instance, if a customer purchases an amazing set of earrings and there are more pieces to the set, you can market the remaining pieces such as the bracelet, ring, and necklace.
Upsell products and/or services. Have an upgrade available or a version with more bells and whistles? This is a good opportunity to see if a satisfied customer is ready to step up their game!
Reward them. Don’t let them forget how important they are to you. One way to do this is to reward them with special deals, gift cards, exclusive events, and/or other meaningful ways to show how important they are to your business.
Collect positive reviews. A positive review of a product or service can help convert a shopper in the consideration phase. Asking your loyal customers to provide reviews or recommendations goes a long way, especially since many users count on them when making a purchase decision.
It’s important to employ a few pieces of technology into audience
targeting during the loyalty phase.
We’ve mentioned using the pixel data in many of our blog posts as it’s a
critical piece to leverage when constructing your targeting strategy. For
the best results, be sure events are tracked (note: avoid using automatic
events). With the pixel in place and
firing correctly, you can create custom loyalty audiences and market to them
accordingly. Here are just a few
that spend certain currency ranges.
If the average cart size is $50 and you have a customer that spent $20,
there might be an opportunity to increase their overall spend by offering meaningful
suggestions of other products or services.
Conversely, if someone has purchased well above the average cart size,
let’s say $250 in this example, this might be a good opportunity to reward
that purchased specific products/services.
What if you have learned from customer behavior that if someone
purchased Y, they’d be inclined to purchase Z?
Let’s say you sell outdoor furniture and if you sell a couch, you can
almost always sell a fire bit in the same line. Here’s a great opportunity to cross-sell the
fire pit to the couch audience.
that haven’t purchased recently. Has
it been a while since someone purchased from you? Maybe it’s time to remind them of your value
prop or maybe you have a new line to sell.
It could also be that it’s time for a replacement or refill. All good use cases to use paid to target
based on your unique purchase cycle data.
In addition, or instead of a pixel, you may have email
addresses and/or other pieces of contact data such as phone number to do a
match. The data is always hashed (so it
won’t give away any personal information, same goes for the pixel). If CRM data is available and to the extent
it can be segmented, you can create audiences similar to the ones listed above
… and then some.
The other audience that you shouldn’t ignore are those
connected to your social pages. These
are your social fans and followers. They
took time to connect with you and may see your organic content through their
feeds so be sure and pay some special attention to them. Rewards and exclusive offers or even unique experiences
are just one way to express their importance to your brand and help solidify
To get the most of audiences during the loyalty phase,
use objectives such as reach and website conversion. Steer away from awareness, unless you are
introducing a new product or services. Focusing
on engagement may limit your reach, so stick with reach to get to the most
loyal customers you can from your finite set.
Like re-targeting audiences, loyalty audiences require
some special care. Here’s a few best
practices to keep top-of-mind when using paid social to target to this unique
attention to your frequency. This is
likely not an awareness play be sure you have a frequency that leads to the
desired behavior but doesn’t hit a point of diminishing returns.
right content approach. Do not
blanket a general message to this group.
Each audience likely supports a specific purpose so make sure that you
are thinking through your marketing communications strategy and asking for the
data well-organized. These audiences
are dynamic. Be sure that you are
updating your data and creating a naming system that keeps the data current and
makes swapping out audiences a breeze.
It will take you some time up front to plan it out but will save more
time than that (plus some) in the end.
your budgets. These audiences might
be relatively small in some cases so don’t feel like it requires the same lofty
dollars that might be needed for campaigns in other phases of the journey.
Turn on conversion
lift studies: Are you wanting to
know how well your efforts paid off?
It’s getting much easier to run conversion
lift studies to show how exposure to your content impacted marketing
events from your audience when compared to a control group.
You are up-to-speed on the benefits and ways to use paid social audience targeting during the loyalty phase of the customer journey.
Curious how we can put our content creation methodology to work for your brand? Let’s get the conversation started.
This week, Facebook held its annual developers conference to announce the road map for their suite of products and platforms. The predominant message from Mark Zuckerberg’s opening keynote: “the future is private.” The focus of the F8 announcements supported this statement and how Facebook is building a more privacy-focused social platform. With this direction, there was an emphasis on Groups, Messenger, and WhatsApp. Additionally, Facebook is rebuilding their infrastructure to support their privacy vision. Zuckerberg outlined six key areas that they are incorporating into their products: 1) Private interactions 2) End-to-end encryptions 3) Reduce permanence 4) Safety 5) Interoperability 6) Secure data storage
Snapshot of the Updates
Redesign & Focus on Groups
You may have already noticed that your Facebook app looks different. The platform has already started pushing updates live and moving to a cleaner look (white background) and a layout that is similar to their mobile app. The redesign, called FB5, is also prioritizing a focus on your communities and groups. The new Groups tab will now show a personalized feed of activity across all the groups you’re a member of and recommend similar groups based on your interests. Facebook will be showing more Group content in News Feeds (hinting at a probable algorithm tweak). Facebook is also introducing an opt-in ‘Meet New Friends’ feature which aims to help people start friendships with members of their shared communities and expanding Facebook Dating.
New Tools for Groups
Health support—members can post questions and share information anonymously
Job groups—will have a new template for employers to share job posts
Buy & sell groups—let buyers easily ask questions and place orders without leaving a Facebook live broadcast
Messenger is an important part of Facebook’s move to more private
communication. Facebook announced several updates to Messenger to be fast,
reliable, and secure:
Faster and more reliable experience—Facebook
is rebuilding Messenger to be 2x faster and 7x smaller than other leading
Desktop App—a downloadable desktop app for
Windows & Macs will be available
later this year which could create a better experience for community managers
responding to direct messages.
Connecting with close friends—there will be
a dedicated space to share messages and Stories with close friends and
families. This is similar to what Instagram has recently rolled out, as well.
Lead Generation Templates—businesses can
easily create an ad that drives people from their News feed to a Messenger chat
with an automated question and answer flow. They are also testing a booking
feature that will integrate with a business’s calendar, so users can book open
The most important update regarding WhatsApp is a product catalog for
WhatsApp Business. The catalog will allow consumers to easily see what is
available from a brand. This is especially important for small businesses that
may not have a web presence. WhatsApp also touched on Status being even more
popular than Instagram Stories and Payments being as easy as sharing a photo.
There were several big announcements for Instagram around connecting people with their interests, improving safety, and the future of shopping. They are also testing a new profile design that would make follower count less prominent and making like counts on content private.
Connecting People with their Interests
Instagram is updating their camera. They are adding a Create Mode, which
will enable people to share without a photo or video and more easily access
creative tools and interactive stickers. They are also introducing a donation
sticker through Stories to create fundraisers around causes you care about.
They clarify that 100% of the money raised on Instagram will go to the
non-profit you are supporting.
Instagram is trying to address bullying more broadly. They are testing
comment filters, an away mode to opt-out of Instagram during sensitive times
and additional safety features to improve.
Future of Shopping
One of the biggest announcements was the ability to shop from creators. Starting next week, you will be able to tap on the images posted by creators and check out directly on Instagram. This functionality will begin with a small group and expand, just like Instagram’s check out feature.
Image source: Social Media Today
They also announced the ability for users to discover shoppable posts within the Explore page on Instagram.
Many of Facebook’s products are powered by AI. AI helps proactively
detect harmful content and aims to keep the platforms safe. Facebook has made
strides, but still has a way to go in terms of natural language processing. They
have a new approach, called Panoptic FPN, to use AI to better understand
context in the background of photos.
Facebook is also working to reduce bias with AI. They are working on
guidelines for inclusivity on dimensions such as skin tone, age and gender
presentation and for voice, they include dialect, age and gender.
When it comes to AR/VR, Facebook is building technology around how we
naturally interact with people. Since last year’s F8, more than 1 billion
people have used AR features on Facebook, Messenger, Instagram and Portal.
Portal will have new functionality and be expanding to additional countries.
The new Spark AR studio will support both Windows and Mac and they will be
opening the Spark AR creator and developer ecosystem on Instagram. Facebook is
also weaving in their inclusive AI process into AR and VR with lifelike
Finally, Facebook announced and started taking pre-orders on two new
virtual reality headsets, the Oculus Quest and the Oculus Rift S.
Implications for Brands
Groups will become more important: With the redesign and likely algorithm updates, Groups are going to be prioritized within Facebook. More brands may create Facebook Groups to build and foster a community that was once happening on their pages. Groups can be activated around product/program launches, events, exclusive content and gather feedback from users.
Brand Implication: Start considering the role groups play for your brand, and whether creating one makes sense.
Instagram is the new shopping channel: It’s clear that Facebook is putting bets on Instagram to become a shopping/direct eCommerce channel. However, with Instagram charging a transaction fee for this frictionless experience, brand’s will individually need to determine whether utilizing these features will be in their best interest.
Brand Implication: Since this feature isn’t widely available yet, it’s a good idea to continue crafting content that could be used for future shoppable posts. Getting your channel in shape now will put you in a good position to test the effectiveness of the check-out feature when it becomes more widely available.
Messenger will be a bigger focus: With Facebook rebuilding Messenger, we anticipate them pushing this platform hard for brands. The new desktop app and improved speed and reliability is good news for community managers and customer service representatives. Once out of beta, the lead generation templates in Messenger are worth testing as it allows for a simple Q&A to get better insight on what customers are looking for.
Brand Implication: Keep an eye out for testing opportunities on Messenger. With Facebook offering even more ad placement opportunities on this channel, brands may be rewarded for testing and learning on this channel.
Stories are the priority: Instagram’s new
camera and Create Mode and Facebook’s redesign shows they are prioritizing this
content type over the news feed. Stories should be a part of your regular
cadence at this point. The Create Mode will take some of the pressure off
content creators to start a Story with an image or video. However, these new
interactive features mean that brands will need to step up their story game in
order to stand out.
Brand Implication: Take another look at the cadence of Story
content for your brand and look to integrate the Create mode.
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Paid media is great for funneling potential customers from awareness to consideration, but how can you get those people to convert? The answer is paid media! Using lead conversion targeting, you’ll be able to reach users who’ve expressed interest in your business or product, but did not complete a specific action on your site. Here’s what you need to know about building and using these audiences in this last phase of the journey.
Using the data captured by pixel tracking, you can build audiences based on users who visited specific pages, spent a certain percentage of time on your site, or completed a specific action- such as add to cart or initiate checkout. In this phase of the customer journey, it’s important to use exclusion targeting to target users who’ve dropped off. For example, to reach users who added a product to the shopping cart, but did not purchase, your audience should include users who added to cart and exclude users who purchased. To maximize your reach with potential customers and allow for optimization among targets, create a mix of audiences of those in the consideration phase.
Using your audiences:
To get the most conversions out of your newly created
audiences, use the website conversion ad objective. This will allow you to
reach and optimize toward users who are likely to complete a specific action on
your site. To learn more about this objective, check out Using
Your Budget to Drive Sales on Facebook and Instagram.
Since these audiences of highly qualified users will be
quite small, there are a few things to remember when using these audiences in
When creating your ad set, steer away from
applying too many targeting restrictions- such as location, age, gender, or
interests. These additional parameters will limit your reach and may put you at
risk of not reaching a qualified user who is outside of the parameters.
To prevent overlap among your audiences, apply
audience exclusions, so you’re spending your budget on users in one target and
not the other.
Lastly, when determining how much of your budget
to allocate to these targets, keep in mind that since your audiences are small,
you may have difficulty spending a large budget. Using a mix of audiences
should help you spend your budget, but not much budget is required to reach
these audiences in the conversion phase.
Now that you know how to create and use re-targeting to move users to the last phase of the customer journey, you can start building your campaign to drive those conversions.
Curious how we can put our content creation methodology to work for your brand? Let’s get the conversation started.
Did you read our series on how to create content for the
customer journey? If not, read that first! You can check it out here.
Creating content with each stage of the customer journey in mind is important,
but it’s also vital to consider how social impacts the customer journey.
At first glance, it seems fairly easy – market your product
or brand so that people see it and buy it. While we all wish it was that
simple, we know it’s not. There are so many other factors to take into
consideration when evaluating where to focus your efforts. Let’s dive a little
deeper into the ways social impacts the customer journey.
Awareness – The first step in the
customer journey is awareness. Social can play an incredibly important role
here. In order to get the most eyes on your content, utilize paid media.
Putting money behind your posts ensures you are reaching more people than you
Research – Studies have shown that a
majority of consumers use social media as a way to research products. They look
for video reviews to actually see the products in action. Create videos of your
products! Make the content that your audience is looking for.
Purchase – There are ways you can
directly tie your sales to socially attributed traffic. Install a pixel on your
brand’s website and track purchases, so that you can see where your consumers
are coming from.
Loyalty – This is the step that marketers
often skip over. If you leverage it properly, social can help you not only
attract new consumers, but retain them. How can you gain that loyalty? Share
information and create content that your audience wants to see. They will go
looking for it, so it’s up to your team to ensure that it’s there.
Advocacy – Advocacy is another step
that is often skipped. We would argue that it’s just as important as every
single other step, even purchase. Cultivating a group of consumers that will
not only buy your product, but tell others to buy it, is the end goal of almost
every marketing action.
In short, social media has and will always play a vital role
in the journey your customers go through. It’s up to you to think strategically
in order to make that journey easier on them.
Want help figuring out how to optimize your social media to fit into the customer journey? Give us a call!
After casting a wide net to reach the largest addressable audience for your brand with broad targeting, it’s time to start narrowing your audience to those with a higher propensity to convert. To push users further through the purchase funnel- from awareness into the consideration phase- you’ll need to implement qualified targeting for the customer journey.
What is Qualified Targeting?
Targeting qualified users means that you are reducing the scope of your audience to those who are more likely to show interest in your brand and convert. This is the section of the customer journey that takes the audience from the awareness phase into the consideration phase. They are aware of your brand and currently in the research process, determining if your product will be their next purchase or if a competitor will win them over. It is at this point you are priming your audience with information about your product or service so that when they are ready to convert, they will do so with your brand.
There are several methods for developing qualified audiences
that you can leverage when trying to sharpen your focus and encourage potential
customers further down the path. Here are a few ways to get started with
building qualified audience targets for your brand’s customer journey:
Interest Targeting – Create audiences that fit
within your target demographic, but limited to users who have expressed
interest in topics or activities relevant to your brand. For example, if you
are a tourism brand, create an audience of users who have been identified as
Competitor Targeting – Create an audience to
target users who are fans/followers of competitors. By liking/following a
competitor’s page they have already expressed that they are a current consumer
or are currently researching within your brand’s vertical.
Engaged Audiences – Build audiences that include
people that have engaged with your ads. Users within this target have expressed
awareness and interest in your brand and are likely ready to go a bit further
down the funnel. This is a great way to identify and build a target around
people who engaged with your broader awareness content.
Lookalike Targeting – Lookalike (https://www.facebook.com/business/help/465262276878947)
targeting is a great way to build a wider qualified audience based on existing
social user information. Lookalike audiences take information you have
collected about a current audience – such as users who visit your website
tracked via pixel implementation or users in your email database – and build a
larger profile of users similar to those who are already customers or are
behaving in a way that is indicative of consideration. For example, you might
want to create a more general lookalike audience for users who visit your
website. This will cast a wider net, but as you’re trying to whittle down your
audience to more qualified customers, consider creating a lookalike audience
based on people who view a specific page on your website that indicates they
are currently in the consideration phase like a FAQ page or “About Us” section.
Don’t forget to adjust additional
demographic parameters like location, age, and gender. Additionally, you’ll
want to account for exclusions. Since you’re driving users into the
consideration phase, you’ll want to exclude people who have already converted.
You can do this by creating a custom audience of users who have completed
conversion actions as tracked through the pixel you have placed on your
website. This will ensure you aren’t repeating messaging to people who are
already much further down the journey.
Once you have targeted your qualified users and encouraged them into the consideration phase of the customer journey, it’s time to retarget them and push to conversion. If you’re interested in learning more about how to build qualified audience targeting or looking for a hand with your ad buying strategy in general, contact us and we’ll be happy to guide you through our customer journey!
Curious how we can put our content creation methodology to work for your brand? Let’s get the conversation started.
Broad targeting allows advertisers to build brand awareness and reach potential new customers. Historically, in more traditional marketing campaigns like print and television, advertisers have been limited to broader targeting methods. Thanks to social media, advertisers now have more detailed targeting options. As we navigate the customer journey, it is important to cast a broad net before diving deep into custom and interest-based targeting.
is Broad Targeting:
Targeting broadly means that you’re mostly relying on the social platform delivery system to find the best people to view your ad. This approach can highlight platform’s ability to find potential customers you never would’ve known about otherwise. It’s also a good approach if you’re not sure who you want to target. If you target broadly and then check audience insights or ads reporting, you can learn more about the types of people who reacted to your ads. Broad targeting is often viewed as the first phase of the customer journey and serves as an essential component in prospecting potential customers and keeping your brand or product top of mind for current customers.
important to select the best campaign objective that will deliver your desired
result. When trying to garner new customers, you may want to consider running brand
awareness or reach objective campaigns. The brand awareness
objective is for advertisers who want to show ads to people who are
more likely to recall them. The brand awareness objective gives you the
estimated ad recall lift (people) metric, which shows how many people we estimate
would remember your ad if we asked them within two days. While the reach objective
maximizes the number of people and how often people will see your ads. Reach is
a great choice if you want to build brand awareness, change brand perception or
show your ad to as many people in your audience as possible. To learn more
about Facebook objectives, check out Facebook
Ad Objectives That Drive Business Results.
Location: Keep the location wide rather than focusing on a more
Age: A broad age range will allow for more scale in your campaign.
Most targeting can range from age 18-65+
Gender: Targeting both men and women will help advertisers
determine who is more likely to take action on your ads
Utilize multiple platforms and placements to reach the most people
where they are engaging with content
While more detailed targeting options are incredibly helpful when seeking out those who are more likely to purchase, we encourage advertisers to take advantage of broad targeting to test and learn early in the customer journey. Curious how we can put our content creation methodologyy to work for your brand? Let’s get the conversation started.
The goal is to make this audience larger
to maximize performance. Think about keeping your audience broad with the below
On this week’s edition of Ignite Your Week, our focus is on Instagram’s new in-app checkout feature. Although it’s still in beta testing, what we have heard is that Instagram expects to make about 10 billion dollars on this feature. Great for them, but what does that mean for brands? Will this really be worth the brand’s investment?
Instagram’s Checkout Feature
Ignite Your Week: Instagram's New Checkout Feature - YouTube
We don’t know a whole lot yet, but, here’s what we do know. According to a Facebook study, 80% of consumers either research, decide to buy or discover new products and services on Instagram. So, there definitely seems to be a market for this feature. Also, we think that brands will be less likely to lose customers because we’re not sending customers off the channel to make the purchase, they’re doing it right in line.
So the flip side is three things, right? The cost per transaction, someone will have to be responsible for paying Instagram for these transactions, we’re assuming it will be the brand. Also, there are Facebook privacy issues, those have not gone away, as we are all aware, and consumers will need to be comfortable sharing information like credit card information and other personal information. So, that’s something that Instagram and Facebook will need to kind of think about and get over to make this worthwhile for the brand.
Lastly, loss of data visibility, if Facebook and Instagram do not have the data that is worth sharing, or in a shareable format that brands can use, it may not be worth the brand’s time to really go this route. All that said, this is still in beta testing, so we’re not saying don’t do it, but what we are saying is that it’s probably important for brand’s right now to think about and weigh the pros and cons of this. Think about this as part of your strategy, it’s not too soon, and if you need help, we’re here to help you with that.
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