Before launching Praava Health, a company that combines telemedicine with physical clinics, Sylvana Sinha had a successful career in international law, including serving as a foreign policy advisor to Barack Obama’s 2008 presidential campaign and working for the World Bank in Afghanistan. While visiting Bangladesh in 2011 for a family wedding, however, Sinha had a “lightbulb moment” after her mother nearly died after an operation at a top private hospital.
“When I had this experience with my mom, I observed that there was really no amount of money that could afford you access to quality healthcare in Bangladesh,” she told TechCrunch.
“It really struck me that despite all the progress the country had made, and the fact that there is now a middle class of 40 million people, that there are still not really great options for excellent healthcare,” she added. “You have thousands of people traveling abroad every year and billions of dollars a year going outside the country to access better healthcare.”
Born and raised in the United States, Sinha moved to Bangladesh in 2015 to start working on Praava. Today the company is announcing a Series A Prime round that brings its total raised to $ 10.6 million. Praava claims to have tripled its growth every year since launching services in 2018, and now serves 150,000 patients. In 2020, it also processed 75,000 COVID-19 tests in-house.
Praava’s backers include a list of prominent angel investors: former Central Intelligence Agency director and United States army general David Petraeus, who also invested in Praava’s seed round; Wellville executive founder Esther Dyson; SBK Tech Ventures; Dr. Jeremy Lim, advisor of digital health to Singapore’s Agency for Science, Technology and Research; Dr. Rushika Fernandopoulle, co-founder and CEO of Iora Health; and Geoff Price, co-founder and chief operating officer of Oak Street Health.
The company has a flagship medical center in the Dhaka, Bangladesh’s capital, and a network of 40 smaller clinics throughout the city. Praava plans to open more clinics in Dhaka, before expanding into Chittagong, the country’s second-largest city.
Its “brick-and-click” model, including online consultations, also allows it to reach patients throughout the country. Virtual healthcare accounts for about 40% of Praava’s services including telemedicine and an online pharmacy.
Bangladesh is one of the fastest-growing economies in the world, but there is a critical shortage of healthcare workers for its 170 million people. The World Health Organization estimates that there are only about 3 physicians and 1 nurse for every 10,000 people, and most work in urban hospitals, even though 70% of Bangladesh’s population is in rural areas. This means people often travel long distances for consultations that may last less than a minute.
“One of the things that we see telemedicine really help with is patients outside of Dhaka to figure out if they even need to make that trip,” said Sinha.
The company found that in over 80% of cases, especially primary care, its providers are able to address patient needs online. In the remaining 20% of cases, they will ask them to come into one of Praava’s clinics, which provide a wide range of outpatient services, imaging and lab diagnostics and a pharmacy.
At the beginning of the COVID-19 pandemic, about 90% of Praava’s consultations were happening virtually, though clinic visits have picked up again. Most of Praava’s doctors are salaried full-time employees and one of its goals is to create deeper provider-patient relationships, with appointments typically lasting about 15 minutes.
“I think technology is the future of health, there’s absolutely no doubt about that,” Sinha said. “But when it come to seeing a doctor and the kind of healthcare needs that we all have over the course of our lifetime, technology is not going to be able to replace that entirely.”
Most of Praava’s patients currently pay per visit, and its pricing is at market rate, between Bangladesh’s public healthcare system and more expensive private hospitals. It has also introduced membership plans with a flat rate for unlimited access to services.
Sinha said this is a very new type of model in Bangladesh, where only 1% of people have health insurance, primarily to cover hospitalizations.
“It’s our experiment of introducing value-based care to the region, so we’re very excited about the product, but it’s a new product and we expect it to pick up more in the coming years,” she added. “It’s already picked up a lot in the last year, because I think people are more health conscious and corporations are more willing to invest in employees’ health.”
With its new funding, Praava will focus on building a “super app” for patients, to consolidate all of its digital services into one mobile app. It also plans to open 10 more healthcare centers in Dhaka, before expanding into Chittagong. Praava’s “brick-and-click” model can scale into other emerging markets, but it plans to concentrate on Bangladesh for the next few years.
“There are 170 million people to take care of first,” Sinha said. “So we’re really focused on this market on this market for now.”
- App marketing is intensely competitive. There are limited channels to market your app but millions of apps to compete with. It’s important to maximize every opportunity.
- Like SEO, App Store Optimization involves keyword research and optimization. App developers have limited space for their keywords and much competition to face. Hence, precision is highly necessary.
- App ads on Facebook are unlike other types of ads. You need Facebook SDK, in addition to the ads manager, to properly track app downloads and engagement.
- Rewards should turn your app users into customers. When done right, incentives can generate social proof and viral loops.
- There is ASO but there’s also app SEO. Content formats such as blogs, podcasts, and newsletters can make your app website/landing page gain higher rankings on search engines.
Your app is competing for visibility with 1.82 million other apps if it’s on Apple’s App Store, or 2.7 million apps if it’s on Google’s Play Store. That’s tremendous competition.
Marketing your app almost seems a lost cause. But while making your app stand out is indeed a daunting undertaking, it is possible, as long as you apply the right strategies.
Effective app marketing involves identifying key types of channels for discovery and engagement (app stores, social media, search engines, and in the app itself) and targeting your audience.
1. App store optimization/landing page optimization
Newcomers make up only 8% of apps listed on the App and Play store top charts, going by Adjust’s App Trends 2020 Report. Considering that the app store is your app’s main chance, by far, at organic discovery, it need not be said that your App Store Optimization (ASO) must be on point.
ASO is to apps what SEO is to websites. And both have their similarities, especially in the on-page/off-page strategy dichotomy. And like SEO, ASO begins with improving visibility.
The first tip to achieve this is to use an attractive name and logo. Those two are the first things users see when they find your app. But before then, you have to make sure people can find it, right? And not just anyone – the right people, your target audience.
When optimizing your app store listing, what factors must you consider, keeping in mind that app indexing differs between stores?
- App Name/Title: feature relevant keywords to enable the app store algorithm to properly identify and categorize your app. You have 50 characters for this on Play Store while Apple’s App Store also includes a subtitle, for keywords that don’t fit the main title.
- Apple, unlike Google, allows developers to input specific keywords in a private field on its App Store. For Google, you have a short description field (80 characters) and a long description page (4000 characters) which are both public.
- Include keywords that are relevant to your app and which accurately describe its features, functionalities, and benefits.
That is as much as you can influence your app’s rankings. Other factors, beyond your direct influence, include reviews and ratings, download and uninstall rates, app updates, etc.
2. Facebook ads strategy
ASO has its place and you can’t rely on app stores entirely for app discovery. Not if you’re not a big-name brand. Your marketing strategy should tilt more towards the paid, discussed below. As Christian Eckhardt of Customlytics says,
“The likelihood of a user going to a store to browse or discover new apps has declined significantly, compared to the early days of the stores.”
By creating a page on Facebook for your app, you can run ads with custom call-to-actions to gain publicity for your app and increase downloads. Facebook Ad Manager allows you to set an objective for your app: whether you are targeting app installs or app engagement (traffic). Facebook Ads offer a competitive ROI with an average cost-per-install rate of $ 1.8, compared to Twitter’s $ 2.53 and Instagram’s $ 2.23.
To run ads for your Facebook app,
- First, set up Facebook SDK. This is necessary to optimize your app for mobile ads, though you can still run ads for unregistered apps using the app store URL.
- Continue setup in the Ads Manager, where you select your target audience, budget, bid, creative format, and other options.
- Finally, continually measure your ad performance, track engagement data, and gain analytics insights using Facebook SDK and within the Ad manager.
3. Use a rewards system
This is a strategy that helps you to convert your app users into marketers. Of course, this assumes that you have an app that delivers value to its users. The next step would be to incentivize app engagement.
In-app rewards that can facilitate engagement include unlockable customization options, discounts, push notifications, in-app currency (points, coins, etc.), vouchers, and other freebies Many apps (especially games) already feature these. But here, motivation is important. What kind of behavior does/should the reward system encourage?
Beyond app retention, your in-app incentives should encourage actions that publicize your app. For instance, you can offer a discount or some other benefit to people who share the app or refer users (using referral codes). We know this works since old research by Google showed that people find new apps through friends and family than by any other means. Likewise, incentivize app users to rate and write reviews of your app on the store. Apart from promoting the goodwill of an app, positive reviews drive up app store optimization rankings, increasing the visibility of your app.
But app retention is important too. Only 32% of users would return to an app at least eleven times, a six-point reduction from last year’s rate. And app stores consider high uninstall rates as signs of a low-quality app. Such an app would get lower rankings and may even be removed from the store eventually. Incentives keep people using the app and create viral loops.
4. Content marketing strategy
Search engines are a great place to gain publicity for your app. Think about it. Someone hears how great your app is and immediately searches the name, only to find scanty or no relevant results at all. You need a creative and consistent content marketing strategy to convert search engine users.
You can use a blog to highlight the benefits of your app, inform users of updates, and teach them how to maximize the features of the app. If businesses that blog gain 126% more leads than those that don’t, why not apps? The popular investing app Robinhood’s marketing strategy features a blog where they teach people the basics of investing and finance.
But there is more to blogging than just posting articles. You need to research keywords to find the ones that will help you convert the most. That’s what enables search engines to effectively rank your blog posts.
In addition, content marketing is not limited to blogging. You may also take advantage of newsletters, podcasts, and YouTube videos, as Robinhood does. Called ‘Robinhood Snacks’, it delivers a daily newsletter with financial news to subscribers (irrespective of whether they use the app or not) and breaks down business stories via podcasts as well.
Content marketing is broader though. You also need backlinks to rank. And that means getting your app featured on ‘top apps’ listings, external reviews, guest article mentions, all of which should contain backlinks to your landing page. Of course, it need not be mentioned anymore that you need a highly-engaging landing page with a clear call-to-action that takes visitors to the app’s store page.
A simple content marketing checklist for app optimization will look like the following:
- Research ideas that are related to your app and relevant to your audience.
- Craft topics from these ideas and develop engaging content around them.
- Use mediums that your audience uses the most. For instance, podcasts are a great idea if you are targeting millennials.
- Feel free to repurpose content. Your blog post can be repurposed into a YouTube video. You can transcribe a podcast interview and convert it into an article, etc.
- Always include a call-to-action
If you implement the strategies discussed above, you can rest assured of steady app growth. However, the most important factor is that the app is indeed valuable. The best apps are those that advertise themselves. But virality does not happen overnight. Its the result of the consistent application of the right strategies.
Guy Sheetrit is the CEO of Over The Top SEO, an award-winning marketing agency that provides customized SEO marketing solutions for ecommerce, local, and Fortune 500 companies. He can be found on Twitter @guysheetrit.
The post Four marketing strategies to increase app store downloads and engagement appeared first on Search Engine Watch.
Five great display and video advertising tactics to increase relevance and revenue in a cookie-less world
- Display and video advertising already have tactics that can be highly effective in a cookie-less world.
- Contextual advertising is going to rise, as users will be in the right state of mind to interact with the brands’ ads.
- Content sponsorship is going to build strong relationships between brands and consumers, as the values and purpose of each brand will be transmitted to the audience in a non-aggressive sales-y way.
- Channel integration can become the norm as channels can support each other through insights.
- User-based targeting will still allow for personalization with the consent of the user.
Let’s face it. The world is going through difficult times, and so is every method of advertising. People are suspicious and don’t trust advertising, thinking that ads may lead to fraud or that advertisers act only to their own benefit and that the consumers will get no value out these promotional banners sitting around the content they visit. They get annoyed when video advertising interrupts their user experience popping up or getting in the way of their desired content.
Things get worse when the ads are totally irrelevant to the user’s interests, which results in total waste of money. Things got a bit better with cookies, as we could target specific audience segments based on their demographics and browsing behavior so that the ads where tailored to their state of mind and interests but in a soon-to-be cookie-less world? Are we back to zero?
Fear not. During the past few years, the targeting technology and tactics became much more sophisticated and we can use numerous methods to target our audiences with relevant only ads and at the same time comply with the new GDPR normal.
Below are five must-have tactics around display and video advertising to smoothly transition to the post-cookie era.
Well, there are no must-dos in life, but realistically these will definitely make your life a lot easier and your ads will create only positive relationships with your audience. Anyway, cookies matching (the process of syncing cookies data so that Demand-Side Platforms (DSPs) and Data Management Platforms (DMPs) know that they are dealing with the same user) isn’t exactly perfect. So let’s see the positive side. It’s our chance to get closer to our goal to increase relevancy, please customers, and drive sales.
1. Contextual targeting
Back to zero? Not quite.
Yes, keyword or contextual-based advertising is an old tactic, I am not talking about the invention of the wheel. But: nowadays we can use Programmatic buying. With cookie-based targeting, ads about martech platforms would keep following you around the web. But this is not you. You are more than that. You like fitness, food, minimalism, whatever.
With contextual targeting through programmatic, you will be able to display your ads only when your audience is in a relevant state of mind across hundreds of sites at the same time. So when you’re looking for healthy recipes in food websites, you will see ads for organic products and when you will be reading about the future of digital advertising, you will see ads of a new analytics platform.
So the ads will be relevant to the web environment you’re currently consuming and consumers will feel more comfortable to convert, as they will see the ads as an extension of the content they are already looking at. Contextual advertising works well for all the stages of the purchase journey, as high impact formats (large sizes or video) but also native ads-teasers can be used to increase awareness and memorability and click-throughs respectively.
2. Content sponsorship
Yes. It works. People want to get value from the brands, and this is how they get to trust them. Consuming educational content brings us closer to the bran’s values, we see the world through their eyes and therefore we decide to follow them or not. Have you ever made friends without listening to them talking first?
Especially during the pandemic, people started educating themselves on numerous topics that don’t necessarily have to do with their job. They love reading about how they can make their life easier. And they trust someone’s content especially when they are not trying to directly sell or only sell a product without justifying it. To my opinion, content must be branded but should be consumer-centric at the same time. These are some questions you should seek to answer through your content.
- What are the benefits of the product/service?
- How does it fill someone’s needs?
- Does it add value to someone’s life/daily routine?
This is exactly our time as advertisers to elaborate on the challenges that our audience can overcome by using the product. This is our time to be where our consumers are and consume content, to show that we care, and we give, and this is a win-win game. And that the more we win, we commit that the more we will give.
Brands that get personal like the P&G ads are amazing. Have you seen them? They celebrate women’s/mums’ roles and contributions to society. They speak the truth, they make people relate to the content. Also, going back to my point on the pandemic now, people appreciated it so much the brands that collaborated with each other for a good cause, the brands that offered, the brands that supported also financially the situation.
Why? Because we all want to feel that someone is there for us, that brands don’t care only for their profits. So if I’m going to give my money for a product anyway, I will choose one that we have the same beliefs with.
3. Channel collaboration
And here it comes. Your boss, your client come to ask for channel integrated campaigns. They want to see how everything works together towards the same goal. They don’t like fragmented budgets anymore, as the ad investment comes from one pot and there’s one person managing all the channels so there’s no point in delivering multiple media plans.
Use every channel’s success or failure (this is still a very useful insight!) to contribute to the success of other channels. For example, look at search engine marketing (SEM) like paid search or SEO to find the most successful keywords, and then implement these in your display and video advertising – contextual strategy.
In other words, what I strongly recommend is to use the terms that your customers are using in their search before they convert, to open up to new audiences in relevant webpages. This way, you can have an online presence in relevant environments, with high impact display formats and videos to increase awareness when your audience is at the right state of mind.
4. User-based targeting
This is not something new, the big platforms are already doing this and it’s an amazing source of data that I don’t think we made the most of, because we were mostly relying on cookies (that, let’s face it, wasn’t 100% accurate anyway). These data sets are quite accurate as they rely on information that the users give through forms and actions and not on our interpretation of their browsing history.
This is essentially targeting through the user id on the respective platform. Users give their details and create profiles so that they get access to various platforms or make purchases to numerous websites. This way the brand can target the ideal users with cross-device recognition, using first-party data.
Who doesn’t want a consistent experience while interacting with a brand across multiple devices? Again, this is a win-win game when implemented effectively, as the brands do not waste budget while targeting the users isolating every device and at the same time the users are being targeted with the most appropriate message depending on the stage of the funnel that they are. Plus it improves personalization.
5. Sequential targeting
How many times have you noticed a specific car model in the streets after you talked about it for the first time with your friends? It’s not that all these cars magically appeared in front of you after your conversation. It’s that this car is now familiar to you, so it’s easy to notice it. Humans like what looks or sounds familiar. The brain wants to spend as little energy as possible so if it’s something already known, it’s easier to identify and memorize. That’s why we need sequential advertising in our lives.
First-party data allow also for sequential targeting, which is a marketing technique that uses a sequence of ads to tell a story and convince the audience to convert over time, across different devices. The creatives used for sequential targeting should have the same look and feel so that the consumer feels familiar with them and also recalls the brand’s image but should be evolved as we walk down the funnel. The sequence is device agnostic when a user is logged in through their account, which means that shifting between devices doesn’t affect that strategy, it even enhances the experience. Someone may see an ad on their smartphone and then the second in order ad may appear the next day on their laptop.
It has been observed that awareness can be vastly increased through high impact sequential ads. For instance, Google’s research in partnership with Ipsos on sequential videos revealed a 74% ad recall lift and 30% purchase intent uplift compared to standalone video advertising. The sequential messaging drives also high-quality leads as they guide the user down through the funnel to convert.
The sequential tactic is highly effective as most consumers use multiple digital devices before making a purchase or using a service. This strategy increases visibility, as people notice a brand more when its ads appear on multiple devices and they seem familiar, plus you allow your audience to interact with your brand through their platform of choice and it prevents ad fatigue. It’s of no wonder why this tactic presents increasing CTR.
Into the technicalities now
In digital display and video advertising, I would recommend for the sequential path to involve three stages of content.
- Stage one – the user sees an ad that is usually more generic, it introduces them to the brand or service
- Stage two – includes ads that educate around the brand or service advertised and present briefly the benefits and happy results of using it
The first two stages should invite the user to learn more about the product and get to know the brand if needed so that they walk through the consideration phase. For these purposes, the first (or second too) stage can well be represented by a video. The videos are well known as being highly memorable and impactful, so this is what the user needs at this stage.
- Stage three – ad with a strong call to action, an invitation for the audience to use the product and purchase, sometimes even offering a discount
Naturally, the call-to-action in each stage will change depending on what action we want the person to perform (Learn more Vs Buy now).
Therefore, it’s not the end of the world, it’s the end of a technology that worked for long but now it’s time to move on to new relationship structures, just like societies do. Because it’s time for the brands to build honest and transparent relationships with consumers, which is going to lead to stronger trust in advertising. And this is a good thing.
What are your thoughts on display and video advertising? Feel free to share them in the comments section.
Anastasia-Yvoni Spiliopoulou is a Global Digital Media expert. She has recently launched her new online course in digital display and video advertising for corporates and individuals.
One Senior Paid Strategist shares how she strategically crafted a funnel with conversion action sets and the resulting performance.
Read more at PPCHero.com
Here are simple actions that boost your Facebook campaign traffic without throwing tons of extra budget at the campaign or sacrificing efficiency.
Read more at PPCHero.com
- Organic traffic is the best shareware way to attract visitors who already want to make a deal. You should conduct a good SEO analysis and take care of the quality of your site to increase it.
- You can get more organic visits if you develop a strategy, eliminate technical errors of your site, use its good mobile version, make correct external and internal optimization, optimize URLs, update the site content regularly, develop a blog with unique content, analyze competitors, and promote your site through social networks, press releases, newsjacking, emails, and messengers.
- The correct implementation of the above-mentioned tasks will provide a long-lasting result for you.
Ordinary users trust SERP more than advertising and links marked as “ads”. Correctly performed optimization, troubleshooting and the use of promising channels will quickly bring a good result.
14 Practical tips to increase organic traffic
You can get organic visits using a set of working methods, tools, and recommendations. The best 14 ways are summarized in the review below.
1. Developing a strategy to increase organic traffic
The solution to any problem begins with the development of a strategy to leave room for financial and time planning. Strategy development is carried out in stages:
- You should set goals and objectives at first
- Then, identify weaknesses using a comprehensive site audit and analyze the competitive environment
- As the next step, you can eliminate identified errors and problems
- Also, you need to select priority methods to attract organic traffic and increase the position of the site in SERP
- Then, map the work and budget, prepare a content plan (golden rule for a content plan – 60/30/10 – third-party content 60%, unique content 30%, advertising 10%)
- If you need, you should select specialists and form technical tasks
- As the last step, perform tasks, analyze results using Google Analytics
Attracting organic traffic is a rather lengthy process that distinguishes it from contextual advertising. Ads start working immediately after launch. However, organic traffic will work for a long time without any additional investments.
2. Elimination of technical errors of the site
You can identify and eliminate technical errors of the site using the following methods:
- Surface self-check
- Comprehensive site audit with the help of professionals
- Usage of paid and free services. It’s an optimal solution for those who want to get a quick result with minimal financial investments. Services allow you to identify SEO errors and ones in other key positions. The best of them are Semrush, Ahrefs, and SEOptimizer
You should eliminate identified errors by yourself or with the help of professionals. It’ll make your website more attractive to users and search engines. After the site audit, you can get rid of duplicates, speed up the download of the site, identify affiliates, and solve other problems.
3. Mobile version of the site
More than 65% of internet users prefer to select and order products from mobile devices. You can’t lose such a huge audience and should take care of your site mobile version. It allows you to increase target audience coverage several times, increase sales and subscriptions. You can create a separate mobile version or use an adaptive design of your main site. In the last case, there will be an automatic adjustment to the screens of different devices.
4. Correct external and internal website optimization
It’s aimed to obtain links from third-party sites. External links that aren’t protected from indexing transfer a part of a donor weight to the acceptor site. When working on building an external link mass, you should consider:
- Donor site trust, spam level of backlinks. The first index should be high, the second one – low
- Rules of posting links. It’s recommended to surround them with content
- Donor site topics (should be related)
- Frequency of placement. You should increase the link juice gradually. It’s especially important for young sites that have a low level of trust in search engines. A sharp increase can lead to the pessimization of the acceptor site
It helps to make the site relevant to those queries you carry out the promotion. It consists of:
- Keyword list collection
- Keywords grouping
- Preparing and publishing content optimized with LSI and SEO
- Formation and optimization of meta tags: title and description, headings and subheadings, image tags
- Creation of robots.txt files and sitemap.xml (if it’s not generated automatically)
- Interlinking and other related work
It’s important to ensure that meta tags and content are supplemented with relevant keywords but are not spammed. Otherwise, you can fall under search engine filters.
5. URLs optimization
You can complement URLs with keywords. It makes them more understandable for website visitors. When optimizing URLs, it’s recommended:
- Use from three to five relevant words, longer links will be cut off in the SERP
- Use hyphens rather than underscores
- Take into account spam indicators. Keywords from URLs are added to the overall frequency on the page
Optimized URLs look more attractive so visitors click on them more likely.
6. Regular content updates
Content updates are a rather important factor which influences on ranking. We speak about updating previously posted materials as well as publishing new ones. It helps to keep pace, increase credibility, have a positive effect on indexing.
You should carry out updates regularly following the content plan. It allows you to work with new keywords and attract organic traffic from search engines.
A blog is a valuable resource necessary for attracting organic traffic not only for commercial but also for information requests. We used to carefully choose the goods before the deal. A blog with interesting and relevant content increases chances that after reading the review, the visitor will perform the target action.
On the blog, you can publish news, information materials, as well as infographics, video reviews – everything that can attract attention and encourage visitors to make a deal. When writing articles for a blog, you can use the links to the catalog. So that the client can immediately buy the product they like without spending time searching the site.
8. Expertise and uniqueness of the content
Usage of non-unique content is a deliberately losing thing. As a result of it, you can get a claim from the copyright holder. Therefore, it’s necessary to create and optimize your content that will provide organic visits. This rule applies not only to texts but also to photos, pictures, videos. In the case of publishing someone else’s content, you must obtain the permission of the copyright holder and give a link to the source.
There is one more caveat – expertise, which plays an important role in ranking issues. Search engines don’t focus on quality optimization but on the semantic uniqueness and benefit that the content of the site can bring to the visitor. The content should answer the question that the user enters in the search bar. If the materials contain outdated, uninteresting, or knowingly untruthful data, the visitor will leave the site. An increasing number of failures will hurt ranking.
9. Promotion in social networks
Social networks are an effective tool with which you can manage opinions and drive traffic to your website. You can create a group for communication with potential customers and publish their announcements, information about promotions, discounts, updates of the assortment, and other content that encourages them to click on the link. Before starting the campaign on social networks, you need to analyze groups of your competitors, look at the situation with ordinary user’s eyes. If the posts are interesting, the subscribers will start to like and share them. This will provide additional free advertising and reach.
10. Competitive analysis
To be the first, you should know what is happening in the competition. To solve this problem, you need to use an audit which will help:
- Define a keywords cluster
- Keep abreast of all events, updates and new products introduced by competitors
- Form advertising budgets and solve other strategic tasks
For audit, you can use online services, questionnaires, secret shoppers, newsletter subscription, analysis of social networks groups, and other tools. You can use the information you’ve got to improve and optimize your website.
11. Press releases on third party resources
Regular publication of press releases on popular sites will help to solve several problems. The first one is traffic attraction, the second – external optimization. News sites visitors click the links willingly. The only negative aspect is that it’s difficult to place such publications. You should make the most of your efforts to get a positive result in outreach and lead generating.
12. Using newsjacking
Newsjacking is one of the varieties of guerrilla marketing that provides unobtrusive advertising. The latter is served against the background of an important event not being a priority. The plus is that users will often visit the site using both search queries and aggregators or news portals. The main rule is to link the offer with a really interesting and important event. Otherwise, the tool will not work.
13. Email marketing setup
From year to year, newsletters demonstrate their effectiveness. They allow you not only to communicate with customers but also to receive visits to the site. To configure the newsletter, you must have your contact base. To collect the latter, you need to place a simple registration or subscription form on the site consisting of a minimum number of lines. After that, you can establish communication with customers, notifying them of promotions, catalog updates, and other important events.
14. Mailing in messengers
Mailing in messengers is similar to emails. However, messages in Facebook Messenger, Snapchat, or WhatsApp have a higher percentage of opening. A smartphone is always near the person, such messages are more familiar and convenient. Therefore, you should not ignore the potential of this channel. Before starting such mailing, it’s necessary to ask the client whether he/she doesn’t mind receiving advertising materials. Otherwise, the sender (you) may be blocked.
To round up
Correct external and internal optimization, work in social networks and messengers, competitive analysis, technical errors eliminating, and usability improving is priority tasks to increase organic traffic. You can perform some tasks on your own. Other ones will have to be entrusted to professionals. The correct implementation of these tasks will provide a long-lasting result, an increase in organic traffic, sales, and an influx of hot customers.
The post How to increase organic traffic: 14 Practical tips appeared first on Search Engine Watch.
- Running an ecommerce store makes it a must to know customers’ buying habits, insights about your marketing campaign performance, and how well your pricing strategy is performing.
- However, your average order value (AOV) can be a key to getting more into customers’ carts and increasing your revenue.
- Kevin Payne lets you in on how you can increase your AOV through some smart, simple, and effective methods.
When you’re running an ecommerce store, you should know that average order value (AOV) can help you get to know your customers’ buying habits, insights about your marketing campaign performance, and how well your pricing strategy is performing.
In this post, we’ll talk about what AOV is, the simple formula to calculate it, and how to increase the AOV of your own ecommerce store.
What is “Average Order Value” (AOV) and how it works
Average order value refers to how much each customer spends per cart checkout with your store. It’s calculated by dividing your total revenue in a given period by your total number of orders in that same period.
So say your total revenue in a single month was $ 40,000 and you had 1,000 total orders that month. That means your AOV is $ 40.
Increasing your AOV may be more effective at boosting your overall sales and revenue than, say, focusing on getting more store visitors. This is because you’d be earning more per customer from the start who are purchasing more or higher-priced products instead of trying to get more customers to purchase, say, one item at a time.
Nine tips to increase your ecommerce store’s AOV
With all the newest developments we see in ecommerce software and seeing better research about consumer ecommerce habits, there are several new tactics you can try to increase your AOV in 2020. Let’s take a look at them here.
1. Create a free shipping incentive
Offering free shipping when a customer hits a minimum purchase amount is a classic tactic you can take. This still works today because free shipping feels like an added value to your store.
For your customers, they’re more likely to want to get more products for their money than to put into a shipping fee. So make the most of this insight by setting a minimum purchase amount for consumers to be eligible for free shipping.
Source: Ulta Beauty
2. Start a minimum spend discount tier
If you’re running a promotion, creating special discount tiers can do great to increase AOV. For example, during an end-of-season sale, you can offer discount tiers for 15%, 20%, and 25% off if consumers hit different minimum purchase amounts.
This works by introducing bigger savings for customers. So if they were already eyeing multiple products from your store, this incentivizes them to check out all these items to get the most savings.
Source: Core dna
3. Introduce limited time offers
Another way to get customers to purchase more in a single transaction is by introducing some limited time offers, like a seasonal product or discount code on a specific collection. Be sure these are compelling enough to inspire people to take action.
Set an end date for your promo, and make sure the added value consumers get is irresistible in their eyes.
Your limited time offer also isn’t limited to simply discounts either. Think outside the box. Can you offer next-day or even same-day shipping if customers order by a certain time? Can you include freebies if they buy within the next two hours?
Source: Core dna
4. Have a flexible exchange and returns policy
One way to encourage customers to purchase more from your store is if they know they’re able to return or exchange items that either don’t fit or meet their expectations.
Assuming your items are things like clothing or gadgets and not items like facial brushes or hygiene products, you can create a fair exchange and returns policy that gives people a reason to buy.
Also pair this with other tactics above, such as a minimum purchase for free shipping or discount tiers so you’re sure customers will be adding more items to cart without fear that they can’t return or exchange items later.
5. Display a related products section
With the right ecommerce platform and integrations, you can display a “Related Products” section on your product pages to display items that are similar to the one customers are currently viewing.
This works especially well for products that have different styles or colors or belong to the same category.
This section essentially shows your customers that, if they aren’t really liking the specific product they’re viewing, there are related ones they can check out instead.
6. Offer valuable add-ons
Add-ons may be displayed like related products but they vary in their use in that add-ons are offered as a way to complement something users have in their cart.
For example, when a customer adds a shaving set into their cart, they’re offered supplementary items like a post-shave balm or a razor stand.
7. Promote products in sets
Another way to increase AOV is by bundling your products into a higher-priced set. If customers were to purchase these items separately, they would end up spending more – but a well-curated set can offer them all the products they want with a small discount.
This tactic also works well with travel-sized items or trial packs for customers who are either new to your store or are looking to try new things from your brand.
The example below by Joy Organics uses this tactic well. They put together their best-sellers into one “Sampler Pack” so customers can try their top-selling products without purchasing things in either a full size or complete pack.
Source: Joy Organics
8. Include trust badges and customer reviews
You can increase AOV by increasing the level of security and trust that customers feel when browsing your store. After all, customers are more likely to purchase from an ecommerce store that they’re sure is reputable.
Source: Book Your Data
Book Your Data does a great job of showing how rust badges and reviews featuring loyal and even popular customers can establish trust with new visitors right away.
Sprinkle in trust badges like “Safe Checkout” or “Money-back Guarantee” across your site. Icons like free shipping or free returns can also entice customers to check out more items.
Yet another way to establish trust right away is through customer reviews. Display reviews on product pages or for your entire store. If customers loved your next-day shipping perk or easy exchange process, you can talk about those to ease new customers’ minds.
9. Nurture existing customers so they become repeat customers
Lastly, you’ll want to make sure your existing customers become loyal to your store. Loyal customers have been shown to spend 67% more than new customers – they’re more likely to make repeat purchases or check out more items per transaction.
So you’ll want to do some retention marketing. This can be as easy as implementing a content marketing strategy that aims to nurture existing customers with high-value content like inspirational blogs, relatable lifestyle quotes, and the like.
Plus, with content marketing, current marketing and sales efforts like excellent customer service and great products just become elevated in the eyes of customers. They see that you’re serious about meeting their needs and solving their problems in the long-term, so they will be more likely to stick around.
Start earning more per customer
Make your ecommerce store work better for you by implementing the tips and tactics above to increase average order value. Keep experimenting and creating new campaigns, and soon you’ll find which strategies work best with your customers.
The post Nine tips to increase the average order value (AOV) of your ecommerce store appeared first on Search Engine Watch.
- Coronavirus and related quarantine measures led to an increase in online sales, the amount of video content consumed, and the time people spend on the internet in general.
- PPC ads are relevant more than ever.
- In this article, you’ll find the most common errors in contextual advertising and get practical recommendations on setting up effective PPC ads.
Coronavirus and related quarantine measures led to an increase in online sales, video content consumption, and the time people spent on the internet in general. That’s why PPC ads are more relevant than ever now for your business. Well crafted ads can be a great way to improve your conversion rate and profit.
In this article, you’ll find the most common errors in contextual advertising and get practical recommendations on setting up effective ads.
The most common errors when setting up ads
1. Contactless ads
Advertisements without contact information take up less space in SERP and lose to competitors’ ads due to the fact that they are less noticeable and informative.
2. Lack of quick links and favicon
This error leads to a decrease in traffic, CTR, and means that the ad budgets will rise.
3. Ads are not optimized for the Google Display Network
A search engine ad campaign is different from one shown on the Google Display Network. If you just copy ads, you’ll not get a good result.
The main difference between campaigns on the thematic sites and in search:
- Images are not displayed in search but on thematic sites, they must be added.
- Advertising on thematic sites should be more creative than in search. There are many different formats in GDN you can experiment with.
4. Lack of division into the industry and regional campaigns
Without this separation, you can waste the budget. Dividing the campaign, you’ll identify which industries or regions are more effective, which part of the campaign should get more attention and budget.
5. Improper structure of PPC ads campaigns
The campaign structure does not appear from scratch but is created on the basis of internet demand and customer market analysis (customer needs and requirements, product demand, and other such parameters).
For example, you can create the following groups from your PPC campaign: On a company brand, on general keywords, on regions, on types of the product, on promotions, and on competitors.
6. The site doesn’t load when clicked
Often, a campaign is running but a server is not configured to process the labels of advertising systems. Therefore, when you click on an ad, the site may not load.
How to set up an effective PPC ads campaign
Work with contextual advertising involves continuous analysis. Before launch, it’s an analysis of the target audience, the strengths and weaknesses of the product, the activities of competitors, and niche filling. Since the situation on the market is changing dynamically, before running an advertising campaign, you should carry out a direct analysis of contextual ads, their results, as well as competitors.
Before starting a PPC campaign
As I’ve already said, you should make a deep analysis before setting up your advertisements. You should learn:
1. The target audience
These are people whose attention you want to capture and convert them into buyers.
A specialist should understand their pains, determine triggers of influence, find out which style works best to communicate with them.
You can do it with the help of different polls and surveys among your clients, talking to your customer support team, and studying your competitors.
2. The product
How are you selling the product? How is it made? How is it different from competitors? What value does it create for buyers? What are its strengths and weaknesses? You should know answers to all these questions because it’ll be rather difficult to sell a product or service without them.
3. The niche
Each business has its specifics. It can be something more familiar to each of us (for example, retail, like Amazon) or something non-standard from B2B (business to business) sphere (for example, content marketing services). Study sites from given examples to see the difference between niches.
Therefore, before selling, you need to understand:
- Whom to sell to?
- How to sell?
- What difficulties could arise?
- What kind of competition you’re surrounded by?
4. Competitors’ ads
A strong competitor can appear at any second. So, you should not lose vigilance at any stage of contextual advertising. High competition always threatens high CPC (cost per click) and lower outreach.
To help an advertiser, there are a number of tools for monitoring the market and creating your successful PPC campaign or optimizing it. You can get the following information from them:
- The quality of the texts, relevance of the ad to the user’s request, benefits which it brings to the buyer.
- Keywords which are used in ads.
- What the landing page looks like if it’s able to convert visitors into buyers due to the unique selling proposition, and convenience of making the order.
- The dynamics of changes in the effectiveness of ads.
There are tons of tools on the market for this but from personal experience, I can share that one of the most popular and easy tools is Serpstat. Here you can find:
- Information about ads campaign entering only the domain of the competitor;
- Keywords and their volume
- Keywords competition
- Links to landing pages
- Main performance metrics
Basic checklist to set up an effective PPC ad campaign
A full checklist for setting up contextual advertising includes hundreds of points. Here, I’ve shared the minimum, most essential requirements that everyone can implement.
1. Separation of B2B and B2C (business to consumer) keywords. It’s a top-level of the structure. You need to study your audience segments in detail.
2. You should optimize ads for different devices. Campaign for mobile search should be a separate one with different keywords and settings.
3. You need to make good ads:
- Keywords in the title
- Qualifying words
- Keyword in the display link
- Keyword in the description
- Call to action
- Quick link with a keyword
4. To increase the effectiveness of your ad, I recommend using different ad extensions: Structured snippets, call, location, price extensions, and more.
5. For high and medium search volume keywords your campaign should be built on the principle – “one keyword = one ad”. Low search volume ones need to be grouped.
6. Launch campaign for near-niches. For example for car dealers, such niches will be car services, leasing, components, and other segments you may find relevant in this niche.
7. Limit budget for ineffective keywords, platforms, channels.
8. Work in GDN but filter platforms not to get rubbish traffic.
9. Try new instruments: ads in Gmail, such campaigns as call-only ads, local search ads, true view, and the others.
10. Use dynamic remarketing on incomplete activities, and abandoned baskets. It allows you to contact users who have already been on your site.
11. Use other promotion channels. One of the best schemes is: bring a new visitor with the help of PPC ad, return him/her to the site with the help of social networks remarketing, lead to a decision on the call or order after the third contact through MyTarget.
12. Remember that ads can be displayed at the wrong time for your company. For example, if you have a B2B offer, you should not spend budget at night or on weekends.
13. Fill in the list of negative keywords.
Analysis of your ads campaign
To estimate your contextual advertising you should use two tools: A site analytics system and Google Analytics or Google Ads.
To analyze your site and its traffic, you can use the Finteza tool. It’s a service that can provide you with information about your audience by 15 basic parameters such as visit sources, events, UTM parameters, page addresses, countries. Everything you need to do here is to filter data by parameters appropriate for your PPC campaign. As a result, you’ll get information in diagrams and funnels.
Indicators you should use to analyze the effectiveness of your advertising according to Google Analytics or Google Ads:
CTR (click through rate)
CTR should increase while CPC needs to decrease. If this doesn’t happen, your ads are of poor quality for this system and you should change your tactics.
CR (conversion rate)
It shows how many users from the ad made a targeted action on the landing page (made an order, left some request, signed up, or followed a link). This point should always increase.
The cost of attracting a customer who will make a purchase should always decrease.
Investments pay off if the indicator is more than zero. It’s great when it increases also.
CAC (customer acquisition cost)
You need to evaluate it to understand how much a new client costs you. Business is fine when this amount is less than the average bill.
LTV (customer lifetime value)
It shows how much money every customer brought to you from the first deal. The larger the number, the better it is for you.
To round up
At first glance, setting up contextual advertising may seem to be easy. In reality, it’s a continuous work with the analysis of your ads and competitors, the full niche. To create an effective campaign you need to have basic marketing knowledge and an analytical mindset.
Contextual advertising will bring profit only if it’s set up correctly and thought out in detail.
The post How to increase online sales in three easy steps through PPC ads appeared first on Search Engine Watch.
This article focuses on how to rank well in search engines through search engine optimization, while also maintaining the quality of your SEO copywriting.
If you’ve ever written for the web, you definitely know that search engines play some role in web copy traffic. SEO copywriting can maximize the number of visitors you receive from search engines, simply because visitors are using the keyword phrase of your article to search for content.
However, while ranking well on search engines does have its benefits, you can’t ignore your readers either. You still need to provide quality content in your SEO web copy to build trust, credibility and keep your readers coming back for more.
What is SEO copywriting for the web?
SEO web copy is web content optimized for search engine bots to increase your rankings on major search engines, like Google. By taking advantage of SEO web content writing tactics, search engines can better categorize your articles.
As your SEO articles climb higher and higher in search engine rankings, the exposure of each article increases and more visitors will see your content. The more traffic you receive, the more money you make, whether you intend to earn it from ads, affiliate sales, a product you created or your own services.
Many entrepreneurs, however, focus a little bit more on SEO, which can be a mistake if their readers are neglected. The purpose of this article is to teach you how to maximize your traffic from search engines, while also satisfying your readers and maintaining quality content.
Finding Keywords for Your SEO Web Copy
For any SEO web copy you write, you’ll need to research potential keywords to include in each article, whether you’re writing for yourself, for another company or client.
Many people use Google’s keyword tool to search for profitable keywords. When using this search tool, you’ll want to find keywords with a decent amount of global monthly search traffic (over 5,000 visitors), since it will be hard to receive much traffic from anything lower than 5,000 visitors if you rank well for the keyword phrase.
You’ll also want to make sure that the keyword phrases you use have few competing websites also trying to rank for those keywords. To do this, determine the Keyword Effectiveness Index (KEI), according to Michael Fleischner, marketing professional and author of the ‘book SEO Made Simple’.
What does this really mean?
The KEI or Keyword Effectiveness Index is actually a formula which helps compare the number of searches for the terms or word with the number of competitive pages. This Index points out which keywords have the higher search with lowest ranking competition which can be the most effective for your campaign.
The process is simple
To begin with, find the KEI of a certain keyword by first doing a search for the keyword phrase you want to use in your SEO Web Copy. Then, search for the keyword phrase on a search engine you prefer, whether it is on Google, or any other search engine. Finally, divide the number of global monthly visitors by the number of websites in the search results (these websites are competing for your keyword phrase).
A KEI greater than 1 is a good number, since fewer competitors are trying to rank for the keyword phrase, and you have a good chance of ranking well for the search term. Any keyword phrases with a KEI of less than 1 will be harder to rank well with, and you should find another keyword phrase to use in your SEO article.
Let’s take, for example, a hypothetical number of 300 searches a month for your specific keyword. Google shows 225.400 results based on that keyword. To understand the ratio of competitive pages versus popularity, just take the 300 and divide it by 225,400. The result is 0.0013, such a low KEI meaning that specific keyword is, most likely, NOT a good one for you to go for.
If you’re having trouble finding a good keyword phrase with lesser competition, try breaking up the phrase into smaller categories. For example, instead of using the keyword phrase “dog treats,” try using “cheap dog treats” or “nutritional dog treats”.
Maintaining quality in SEO web copy
As mentioned earlier, you need to write quality articles for the web copy to be any good. After all, why should readers read what you say and buy into the information you provide if you’re only writing for search engines? Put your readers before search engines and make sure that your SEO web copy sounds natural.
A good way to do this is to limit your keyword density to less than five percent. To determine the keyword density, just divide the number of keyword phrases used in the SEO web copy by the number of total words in the entire article. Then, multiply the resulting number by 100 to get the percentage.
According to Brian Clark, founder of CopyBlogger:
“The only way to tell if your repetition of keywords is super or spammy is to measure that frequency against the overall length of the content. A keyword density greater than 5.5% could make you guilty of keyword stuffing and your page could be penalized by Google. You don’t need to mindlessly repeat keywords to optimize. In fact, if you do, you’re likely to achieve the opposite result.”.
Backlinking SEO articles
Major search engines also look at how many links are pointing to your articles, so it’s a good idea to backlink your SEO web copy to increase search engine rankings. To do this, here are some “hints” for linking based on generally accepted best practices:
- Link back to relevant inner pages of your site or other sites.
- Learn from the biggest brands in your industry what kind of anchor texts that work for a long-term perspective …Keep it natural.
- Link “fairly early” back to relevant content in the body copy.
- Link back to relevant webpages approximately every 120 words of content.
You might also receive backlinks naturally if your SEO web copy provides the highest quality content. Natural backlinks are better than backlinks you create since people who are genuinely interested in your content will want to talk about it and share it with others.
These SEO tactics are obviously not the only ones to help increase your traffic, but they are certainly among the well-known to significantly influence the ranking by major search engines and help drive more traffic to your website. Therefore, by considering them, you stand the best chance of considerably optimizing the ranking of your website and build your traffic flow.
Jacob M. is a copywriter, marketing blogger, and inbound marketing consultant.
The post Effective SEO copywriting hints to increase your traffic in 2020 appeared first on Search Engine Watch.
Topic linking comes under the wider term, internal linking. Internal links in SEO go to web pages in the same domain, internal links are considered to be of less value than external links.
However, the topic clusters can be strategically used to significantly improve your site’s performance and increase rankings.
What internal linking is
Internal links are useful for Google to identify content on your site. Google’s bots find new content by crawling websites and following links. It means that if you post fresh content and it is not linked to any other page on the web, it won’t be found, nor ranked.
Google itself confirms that, saying –
“Google must constantly search for new pages and add them to its list of known pages. Some pages are known because Google has already crawled them before. Other pages are discovered when Google follows a link from a known page to a new page.”
How topic clusters work
While internal linking is quite broad, topic linking is narrower. Topic linking is simply linking posts with related themes on your website to one another. A simple way to explain it is to consider Wikipedia. For every article on the online encyclopedia, there are links to many other relevant topics.
That is, among others, one of the reasons Wikipedia consistently ranks, not just on the first page, but as the very first search results for several queries.
According to Google,
“The number of internal links pointing to a page is a signal to search engines about the relative importance of that page.”
This very fact is why the homepage of any website ranks higher than other pages on the website, it contains more backlinks. Therefore, an important strategy would be linking to similar topics on your website to increase their value and push the rankings.
Siloing and topic clusters
According to Alex Bill of ClothingRIC, topic clusters are a group of articles that support a pillar page, with a purposeful linking structure and content format. There can be two types of pillar pages, a resource page and a 10x content pillar page which contains a mix of external and internal links respectively.
Let’s assume that you manage a travel website. You might have pages giving a general overview of different countries. Also, you may have pages talking about different cities. Siloing comes in where each page about a country contains links to different pages about cities in that country.
Even further, you may link the city pages to “places to visit” within each city page. On and on like that, that’s how it works. You are basically organizing your ecosystem. Think of your website as a web.
Using links for siloing improve your site in the following ways
- Easier search navigation for site users
- Easier crawling by Google bot
- Strategic value distribution
Siloing makes navigation around your site easier for visitors. Instead of having to search for items on their own, the backlinks are there to guide them. That would make each user spend more time on your site than they normally would.
In addition, value is rightly distributed across the pages on the website. I mentioned above that the homepage has a higher rank than other pages, and one of the reasons is that it contains more backlinks. What happens is that value is distributed equally from the homepage to each linked page.
Organizing topics with siloing
By running an internal linking campaign using siloing of topics, NinjaOutreach was able to boost their site traffic by 50% within three months. Using the necessary tools, they sorted out all their posts (about 300) into tiers one, two, and three. Afterward, the pages were linked to one another by their values.
To implement the siloing approach, consider the whole website as a pyramid with multiple steps. The homepage is the first tier, sitting at the very top, then each link from there falls to the second tier and each link from the pages on the second tier falls to the third and so on.
The link value is passed from the top down and that means pages at the lowest rung will have the smallest value. The main point is that siloing, when done right, can be used to push your most important pages further up in the pyramid so that they can gain more value, rank higher and eventually attract more traffic.
Here is what you need to do
- Determine which articles/posts should be regarded as a “tier one”. Typically, these are the posts that bring in the most conversions and traffic. Using Google Analytics or any other analytics tool will help you identify such pages. New articles that you need to gain recognition may fall into this category too.
- Those pages classified as tier one should have links to them directly from the homepage. That guarantees maximum value. You may also include some in the page footer. Make sure you maximize every space available.
- Tier two pages are the ones next in value to the tier one pages. Add links to tier two pages from the latter. You may follow the one link per 100 words rule. Then link to tier three pages from tier two pages.
- While linking, be careful to make the anchor texts and links as natural as possible. That is, they should fit their immediate context. Google’s bots are really smart and throwing keywords and backlinks indiscriminately might earn you a penalty.
- In case you are unable to find a suitable way to add links within the post itself, a smart trick is to create a “related articles” (or whatever you call it) section. Then add a couple of relevant links to that section.
Topic linking is a smart way to organize your site and strategically position web pages to attract more traffic. Certainly, implementing this using siloing would not result in instant improvements. But like NinjaOutreach, you may begin to notice slight changes after a month of doing so. If it is not yet, topic linking is an important method to include in your SEO strategy.
The post Using topic clusters to increase SEO rankings in practical appeared first on Search Engine Watch.
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