- Since shelter-in-place rules were enacted, the way people use the internet has changed. They’re consuming more media and increasing web research and browsing.
- Paid search strategy is not one-size-fits-all. Each vertical must be treated differently, as some industries like ecommerce have seen improved performance while others have seen a declined performance.
- A pandemic is not the time to cut ad budget. Instead, investing in advertising now should pay dividends when the market normalizes.
- Ensure your ad copy is appropriate for the landscape. That means even going back to a campaign that started before the pandemic to update any language that isn’t applicable to the current landscape.
- Marketers must stay flexible and agile during this time and monitor what’s working or not working and creating a quick plan to adjust.
When COVID-19 began spreading across the U.S., marketers scrambled to figure out how to respond. Sudden work-from-home mandates, cancelled business trips, postponed conferences and frozen budgets threw a wrench into usual expectations and plans. Users’ needs and online behaviours have changed in tandem, forcing marketers to meet them on their new terms.
Search is more important than ever now because people are spending almost all of their time at home and online, consuming media, researching, browsing and shopping. According to Forbes, total internet hits have surged by 50% to 70% with people under lockdown, while 32% of people say they are spending longer on social media. Hours spent in non-gaming apps are up as people turn to TikTok, WhatsApp, Instagram and Twitter to keep entertained, connected and informed. To stay relevant in these turbulent times, it’s imperative that marketers maintain their paid search presence while adjusting to the needs of the moment.
Vary strategy by vertical
While no industry is immune from the impact of coronavirus, businesses are affected differently and should adapt their paid search strategies accordingly. Industries like B2B and ecommerce have seen improved performance, while industries like travel and healthcare have struggled with poor results.
The fact that healthcare is struggling may seem paradoxical, given the overwhelming need for healthcare services right now. While hospitals are busy with COVID-19 patients, people who don’t have the virus are avoiding medical centres, hospitals, and non-essential medical services like bariatric surgery and physical therapy.
Users are shifting their searches for their healthcare needs. Notably, people under shelter-in-place orders are seeking to receive care while staying in their homes. eMarketer published data from CivicScience which found that between February and March 2020, the number of U.S. adults who reported intent to use telemedicine rose from 18% to 30%. As a result, healthcare providers have to switch their offerings – along with their messaging – to emphasize virtual and telehealth services. The same is true for many restaurants as they pivot to pick up or delivery only.
The situation is different for B2B companies
The situation is different for B2B companies, which have longer sales cycles. While businesses like restaurants are worried about running out of money now, B2B companies are concerned about how they’ll fare months and, in some cases, years from now. The instinct may be to cut down on marketing budgets to save money, but extreme changes in paid search strategies can have long-lasting effects on performance. During this time, it’s important B2B companies continue filling the funnel and building brand awareness to alleviate large sales gaps that can occur later in the year.
Financial service-related searches are surging
Financial service-related searches are surging right now as people explore their options for economic relief like loans. Many companies in this space are smartly increasing their ad spending and shifting the bulk of it toward campaigns that push their best performing service lines. The same is true for ecommerce companies, especially those that sell household products and cleaning supplies, loungewear, cooking equipment, workout gear and entertainment items like board games and puzzles. Shares of Hasbro, for instance, have soared. For these companies, the adjustment is less about the offerings and more about the messaging.
Don’t stop advertising when times are tough
There are universal principles for how to optimize paid search strategies that apply to marketers in every industry. The first is not to neglect paid search, even during difficult times. The World Federation of Advertisers (WFA) recently ran a survey which found 81% of large advertisers deferred planned ad campaigns and cutting budgets due to the coronavirus pandemic. Of those surveyed, 57% said they had decreased budgets greatly or somewhat due to the virus outbreak; however, cutting out advertising or marketing completely can make the road to recovery more challenging.
Experts advise not to stop advertising during a downturn. Evidence from recent economic downturns like the 2008 housing crash show that companies come out stronger in the end if they continue investing in brand awareness. According to Google, “Even in categories where consumers have pulled back spending right now, creating a branding impact now will have a halo and pay dividends when the market normalizes. Research and historical examples of economic downturn have shown this to work.” It’s important to keep investing in your brand and branded keywords, regardless of industry. The last thing an organization wants is competitors monetizing on branded search results.
Every cent counts these days. Not only is paid search cost-effective with a low barrier to entry, but it also enables companies to be extremely agile. A company can get a campaign up and running pretty quickly, run tests, collect data and easily alter the messaging as things change day-to-day. Marketers can also see the results of engagement, click-through rates and conversions in real time, so they know whether their investment is paying off. COVID-19 is an unprecedented situation, so testing and learning are critical during this volatile time in the market.
Best practices for paid search
For any marketer thinking about how to adjust during COVID-19, here are a few best practices for how to optimize paid search.
1. Pivot messaging
Messaging needs to be both accurate and appropriate for the current landscape. Confirm that messaging is updated with current business hours and offerings, and revise CTAs away from messages like “Visit in-store.”
2. Keep an eye on the tone of messaging
Is your copy appropriate or empathetic? An ad for booking a vacation package could feel out-of-touch. Customers will be turned off by companies that seem like they are trying to profit or gain from the pandemic, so craft communication to focus more on brand identity and values. Businesses can also use marketing to let customers know how they are responding to the pandemic. A construction firm or ecommerce company could talk about safety practices for workers, for example.
3. Adapt offerings to what your customers need
As mentioned above, healthcare companies are moving to telehealth, restaurants are moving to pick up, delivery and B2B companies are repurposing content planned for conferences into virtual webinars. Marketers should be connecting with customers virtually to let them know how you are supporting them.
4. Adapt your strategy to your customers’ changing digital behaviour
During the quarantine, desktop usage has increased. Conversely, the rise of remote work conditions and people being less on-the-go has caused mobile search traffic to decline by nearly 25%. We’ve all become accustomed to a mobile-first world, but given the predominance of desktop, it’s especially important to ensure all search ads and landing pages are optimized for both mobile and desktop.
This pandemic has caused so much of what used to be normal out of the window. Whereas before, marketers might have used a multiphase process for developing campaigns that involved planning and back-and-forth and feedback, now they have to act fast to keep up with the rapidly changing world. Marketers need to craft campaigns that are affordable, cost-effective and agile – and that means paid search.
As marketing and advertising professionals, we’re all trying to figure this out together as we go. There is no roadmap or rules, but there’s no doubt that staying flexible and using this time to connect with customers is a smart strategy.
Brianna Desmet is Media specialist at digital and demand gen agency, R2i.
The post COVID-19 has altered paid search: How marketers can adjust strategies appeared first on Search Engine Watch.
- With the entire global COVID-19 pandemic that has brought the world to its feet and forced everyone inside their homes, mobile marketing is going to take a very different turn.
- As per earlier estimates, mobile advertising was going to make up for a whopping 75% of all digital ad spending by 2022.
- Considering the new alterations, the best thing to do would be to understand the fabric of it and work to implement mobile advertising strategies for your own business.
- Know more on how to establish and polish your mobile marketing strategies to effectively target communication, deliver optimum effectiveness, capture your audience, and deliver your business goals.
Mobile advertising has been a game-changer for quite some years now. In 2017, when mobile advertising first surpassed desktop advertising, no one knew the bounds of its potential. It won’t be an exaggeration to mention that 2020 is going to be a major year for mobile advertising in all terms. With the entire global COVID-19 pandemic that has brought the world to its feet and forced everyone inside their homes, mobile marketing is going to take a very different turn.
As per earlier estimates, it was noteworthy to mention that mobile advertising was going to make up for a whopping 75% of all digital ad spending by 2022. Now that figure is going to see an alteration. Keeping in mind these figures, the best thing to do would be to understand the fabric of it and work to implement mobile advertising strategies for your own business.
The Wall Street Journal also talked about the Centre for Disease Control and Prevention (CDC), in alliance with national and state governments in the US, will be using the data collected by advertisers through social platforms, such as Facebook. This is being done in the wake of tracking the movement of Americans within the areas of “geographical interest”.
Now talking of core mobile advertising, we know that it is more important than ever to any business or brand, it is important to understand the essence of it and have a grasp of its core ideals. It is important because awareness around the subject matter will ensure that your mobile advertising campaign is a success in generating bigger brand awareness or driving sales, whichever your end goal is. With 60% of all social media activity happening on mobile devices, the potential for your audience is still untapped.
Mobile advertising explained
To simply put into words, mobile advertising is advertising meant for mobile devices. But in the present context, we are talking about wireless mobile devices such as smartphones and tablets. For the power of personalization delivered by these devices, mobile advertising has reached high bars of success. It has provided brands, agencies, and marketers a unique way to connect with consumers beyond traditional means.
Mobile advertising is so powerful because of the nature of the targeted user device. It is very easy to choose the target audience and make sure that your message is being delivered to their devices which is unique to them, making way for precisely targeted communication. In this manner, mobile advertising delivers optimum effectiveness wherein probabilities of the response levels can be easily spiked.
To elaborate, let’s take an example of interactive Ads. They are very effective when it comes to mobile advertising strategies because the user gets to truly interact with them. They can choose to call the business, check out directions, visit their Facebook page, or simply go to their website. The direction of conversion is multifaceted but one thing always leads to another, right?
Samsung really went to extra lengths for the promotion of its Galaxy S6 smartphone. They created a highly-personalized interactive Ad in collaboration with InMobi. They helped people experience the deliverable by displaying a “personalized real-time battery identification mobile ad unit,” on their smartphones.
They wanted to emphasize the fast-charging battery feature of their smartphone and here’s how they did it.
The result: 1.6% of the users ended up tapping on the “Tap to find more” button, while 1.1% of users clicked on the “Experience” CTA and an average of 20 seconds were spent on the interstitial ad.
In yet another successful mobile interactive advertising move, Pond’s went on to create the world’s first face detection augmented reality rich media mobile ad for the promotion of their new Acne 10-in-1 Solution. Through this Ad, the beauty and health brand provided a unique experience to the target audience. All they had to do was use their front camera to track the various features of their face and automatically detect the acne-prone areas of their skin. This implementation of augmented reality experience brought about 29 seconds of average engagement from over 39,000 users.
Types of mobile advertising
- Pinterest: Awareness campaigns, engagement campaigns, traffic campaigns
- Facebook & Instagram: Images, videos, carousel ads, interstitial ads
- LinkedIn: Display ads, Sponsored in-mail, sponsored content, text ads, dynamic ads
- Twitter: Promoted accounts, trends, and tweets
- Snapchat: Snap ads, sponsored and on-demand geo-filters, sponsored lenses
Effective mobile advertising strategies
If the above information somehow was not very convincing for you, let us tell you that the mobile advertising market is expected to exceed $ 200 billion globally. All substantial brands and businesses that want to reduce their cost of advertising but also ensure that their advertising reaps maximum leads and conversions are relying on effective mobile advertising strategies. However, the audience isn’t very willing to view ads on their mobile devices and they use a plethora of ad-blocking services on their smartphones. Checking out ExpressVPN, CyberGhost, NordVPN review and other reviews for other reliable services to ensure that they are not beings served with ads. Hence, it is important to draw them in with relevant ads that can successfully engage them. Hence. here are some of the most effective mobile Ad strategies:
- Customization of ads for the target audience: One of the most basic yet the most effective strategies for mobile advertising is the customization of ads for the target audience. We are talking of highly-customized ads for devices because each user is unique to their smartphones. To ensure an increase in mobile conversions, targeted ad customization is crucial. Dynamic Creative Optimization (DCO) lets you do just that. With DCO, one can easily create multiple versions of an Ad, specifically targeting them for the targeted audience. Based on variables such as gender, age, socioeconomic status, Geo-location, type of the device being used, etc., DCO will help you get the task done.
- Mobile-preferred ads: In 2020, people are spending all of their time indoors and even working from home. Hence, by the expectation, people are spending more time online actively engaging with news and video content. So, marketers at the moment have reduced the number of brand-heavy advertising campaigns. Hence, the trend. If you really want to tap your audience for ensured conversion, mobile-preferred Ads are your way out. These Ads are aimed at users searching from their mobile phones. So, you can try sending users to your mobile landing page and telling them in advance that the URL is mobile-friendly. Mobile-preferred Ads are about giving away offers that are accessible via a mobile device and not otherwise.
- Ecommerce mobile ads: Mobile advertising is highly effective for eCommerce brands and similar brands. People want to be seamless and quick in their online shopping. Even Google shopping campaigns prioritize shopping Ads and display them on the top of the mobile results page. So, use this to your advantage and create great eCommerce mobile Ads that allow users to absorb maximum information and arrive on a purchase decision.
- Use ad extensions: Using ad extensions is not just a great way to get an edge on the competition but are also very helpful in increasing an ad’s CTR. They also contribute to the quality score and help increase ad rank and click-through rate. They let you have more space on the search results page if your ad qualifies. So, make sure that you use the relevant ones such as Location extensions, Sitelink extensions, Call and message extensions, App extensions, Price extensions, Seller rating extensions, etc.
- Enable calling = Cheap conversions: A lot of marketers do not realize the relevance and importance of calling when it comes to seeking affordable and cheap conversions. By enabling calling, you are able to minimize the barriers for your potential customers to call your business. Hence, by including your business phone number on the ad, you make it easy for your target audience to call you instantly and eventually cut down on the cost of conversion.
- Mobile ad gamification: Ever came across game ads that let you actually play the game for a span of 15-20 seconds to help you experience the true game? Well, they are really engaging and are capable of driving solid conversions. So, you can implement ad gamification to enrich your ads and make them more effective.
- Incentivize your ads: For the love of incentives, how about you implement the incentivization of your Ads? We are talking about anything which falls in the range of discount, free shipping, or a voucher. For example, you can simply offer an X% discount for signing up for your newsletter. However, just make sure that your users are able to claim the incentive seamlessly and not navigate to many pages and make many clicks in order to redeem the incentive.
How to rightfully implement mobile advertising strategies in 2020?
Here are a few things you need to ensure if you want to rightfully reap the benefits of mobile advertising strategies:
- It is important to identify the right target audience that would be interested in mobile ads. Make sure that your Ads are relevant to the device users that they are being shown to
- It is important to ensure that your ad is just not for the promotion of your offering but it should genuinely aim to solve the target audience’s problems.
- Keep your ads lightweight so that they can easily load on the mobile devices of your users.
- Employ video content in your ads because they have a higher engagement percentage.
- Capturing the emotions of your audience with your ads is a great strategy if rightly implemented.
Advertisers and marketers have definitely come a long way in terms of how they exploit the prowess of advertising strategies to their advantage. This is a period of radical change, consumer behaviour is experiencing a huge shift. With the mammoth increase in online traffic and people looking to consume digital news and engross in gaming and streaming content, you have to come up with a strategy.
In this approach, shifting the focus from desktop to mobile advertising is a primary step because the present and the future is mobile. So, make sure that you follow suit and ensure that you are tapping the potential of this move and driving maximum conversions for your business.
Yesterday, I had the pleasure of hopping on Zoom with betaworks’ John Borthwick and Matt Hartman to discuss the tech world’s adaptation to this new locked-down world, the future of new media and answer questions from the audience.
We discussed whether new media companies can raise capital right now, and touched on emerging trends around audio, voice, AR, live events, travel-related companies and many other topics.
It was a delight, and I’m excited to do more of these in the future.
For those of you who missed the Zoom, here’s a rundown of what we discussed (audio embed below).
Omnichannel advertising can be complicated. Digital marketers today have an unlimited number of tools at their disposal to get their message in front of the right audience through search advertising and others. While your channels or tactics may change, the goal of all marketers remains the same – to grow your brand and build your business.
But how do you know which channel or channels to use to achieve these goals? Many marketers with smaller advertising budgets start with paid search as the first channel to target, because of the simplicity of setting up a PPC campaign in Google Ads. There are no creative assets or media buyer required, and no fancy technology to learn or understand. Search also has advanced targeting abilities, offering companies the chance to get in front of in-market shoppers the minute they start their search. And the results of search campaigns are quantifiable, with insights into exactly which terms are resonating most.
Programmatic display advertising, on the other hand, can be a bit more difficult for some marketers to get started with. This channel has traditionally been considered best for brand awareness campaigns, as display ads can appear virtually anywhere your potential customers are online. Taking advantage of display requires either a direct relationship with a demand-side platform, or DSP, or a relationship with an agency to manage the campaigns on your behalf.
But choosing the right mix of channels for your advertising campaign doesn’t need to be an all or nothing affair. In fact, combining display and search together can have a positive impact on your return on ad spend (ROAS).
Here are three strategies to effectively combine search and display advertising for maximum results:
1. Cast a wide net
If you’re looking to find more new customers and don’t have a ton of traffic on your existing site or searching for keywords you’re targeting with search, the first step is getting more site visitors. This is where programmatic display advertising comes in handy — it offers a scale that paid search campaigns can’t, at a better price point. If you have a big promotion coming up in a few months, it’s a good idea to increase spending on brand awareness tactics well in advance, in order to have larger retargeting and lookalike pools ready to go when your promotion is ready to launch. So start by casting a wide net with display, and then continue to adjust and refine your targeting parameters as time goes by to optimize performance and find your next best customer.
Once you have brought all these new visitors to your site, it’s time to introduce cross-platform retargeting. For example, if you are running a paid search campaign for sneakers and roughly only 13% of this paid search traffic becomes a paying customer, that leaves another 87% of the audience you already paid for who abandoned the site without ever converting. Now that they have already visited your site, you can use retargeting to show them a new series of messages in the hopes of bringing them back to continue further down the sales funnel. Your specific retargeting tactics can be simple or sophisticated, but the bottom line is that they will help keep the conversation going with the visitors most likely to convert down the road.
3. Contextual targeting
If you have already identified your best-performing keywords from your search campaigns, you can use this same keyword list to add contextual targeting to your programmatic campaign. While this strategy doesn’t directly link the two channels, it does allow you to further refine your audience targets. For example, if “athletic shoes” is something that a lot of people are searching for and is driving people to your site, you could create an “athletic” contextual segment to target with display advertising.
Each of these tactics are a great way to build awareness for your brand and products right when your prospects are actively shopping, and a great way to complement ongoing search activity. If you already rely heavily on paid search for a large part of your advertising, consider adding display, along with some targeting strategies to increase the efficiency of your campaigns and decrease your cost per acquisition.
Jason Wulfsohn is Co-Founder and COO of AUDIENCEX, a programmatic advertising and trading desk.
The post Display and search advertising: Top three strategies to expand your audience across channels appeared first on Search Engine Watch.
Digital marketing is racing ahead at such a pace that it isn’t easy to create content marketing strategies that are completely reliable. These are some of the best marketing strategies that have worked for other marketers and brands and could inspire your team’s brainstorming.
There are numerous brands that have adopted diverse content marketing strategies to their benefit. How and why were these brands successful and how can you adopt their content marketing strategies?
We look at seven content marketing strategies you can try, along with examples of brands that successfully executed those strategies.
1. Personalize your content marketing
This is a particularly difficult pill to swallow, but brands need to accept that internet users are tired of being sold to. People are using the internet to be educated, entertained, and to read the news.
When they are scrolling through their social media feeds, they do not want to see posts announcing the latest product from your company.
But you have products and services to sell. If people don’t want to be sold to, how are you meant to sell your stock?
According to tech trends in 2019, customer loyalty is a driving force for businesses, more so than obtaining new customers.
Your content marketing strategies need to go beyond selling your product. Instead, you should endeavor to place your product or service as something that adds value to your customer’s life.
You can do this by personalizing the way users experience your marketing. Offer tips, tricks, how-to guides, and DIY tutorials that would benefit your target audience.
And don’t include vague salutations in your brand emails—address your emails to your customers by name.
Personalizing your content marketing allows you to actively create a connection between your brand and your customers.
Netflix is all about personalization—the streaming service studies its customers and caters to their every need.
The site is extremely data-driven, and it has greatly benefited the way that they can personalize the user experience.
Every time a user watches something, or stops watching it, adds something to their Watchlist, likes or dislikes a product, and even when they pause their viewing activity, Netflix takes note.
Of course, the Netflix engine is huge and has been fine-tuned over the years, but their system is nothing if not aspirational.
To make your content marketing stand out from the crowd, you need to actively mine the data you collect from your customers to ensure that you give them the most personalized experience possible.
2. Guest blogging
Most brands host a blog on their website—blogs are great for SEO and to generate traffic to your website.
Creating content for these blogs usually falls in the purview of content marketers within the team. But their expertise is often limited to the realm of their specific workplace.
This is why guest blogging is now becoming a popular aspect of content marketing.
Brands are reaching out to influencers, experts, and writing professionals for their advice, tips, and experiences in a chosen field.
On the flip side, brands are also asking their own marketers to guest blog for other sites.
Not only is this a great way to build connections between like-minded brands, but brands get to refresh the perspective on their blog, and place themselves as thought-leaders online.
One of the foremost voices in digital marketing, Moz, the SEO software website, has built its brand with the help of guest blogging.
Moz’s blog is regularly updated with posts from its in-house experts as well as digital marketing experts from fellow marketing companies and experts.
Take a leaf out of Moz’s guest posting handbook and open your blog to guest posters who can write how-to guides and case studies.
And offer your marketers’ services for the same to spread your brand name and value across the digital realm.
3. Show products and services in use
We have already established that people on the internet do not want to be sold to. While personalizing your content for them is one way to reach the most stubborn of users, there is also another method.
Tailor your content marketing strategy towards showing potential customers what they are missing out on by not purchasing your product or service.
The best way to do this is by showing your products in use—on your website, social media, and email marketing.
When you create landing pages and product pages, don’t use passive images of your products on their own—show how a person would use that product.
This is a tricky proposition for services—there is nothing concrete to show. What you can do is show happy customers after they have used your service.
Include a testimonial or two, alongside a picture of the customer to make the endeavor more personable.
Nike is an internationally-renowned sportswear brand and they have had years to perfect their content marketing devices.
This is exactly why marketers should be studying Nike’s content marketing strategies to see what works—chiefly how they show their products in use.
Nike leverages the storytelling aspect of its brand, going beyond what its products can do for their customers.
In essence, Nike doesn’t just show its products in use—it shows how aspirational its products and lifestyle can be for customers.
4. Get behind a social cause
Championing a social cause, or fighting against social evil, are daunting prospects for brands, which is why so many avoid dabbling in this area. Everyone remembers Pepsi’s debacle from 2017, after all.
However, choosing a social cause to get behind can have significant benefits for brands.
The most vocal generations on social media—millennials and Generation Z—are socially and politically active.
They are more likely to align themselves with a brand that stands against a social evil, and they won’t hesitate to call out brands that fail to react appropriately to social issues.
If you want to tap into the younger generations of customers, taking a strong stand against a political issue can expand your customer base, and help you lobby to create real change.
Early in 2019, Gillette made waves with a powerful ad calling out toxic masculinity. Not only did the YouTube video receive over 32 million views (to date) but they were loudly praised by activists and customers alike.
The ad was timely, following in the wake of the worldwide #MeToo revolution. It could not have been an easy choice—a small group of men declared the ad, and the brand, ‘anti-men’, but for the most part, the reactions were positive.
Choosing a social issue to get behind won’t be easy—you don’t want to end up on the wrong side of history.
Study your audience and your contemporaries to decide which is the best choice for your content marketing strategy, and then stick by your decision.
5. Try new technologies
Marketing technologies are changing constantly. Your content marketing strategies need to acknowledge these changes and adapt accordingly.
Not so long ago, content marketing lived within the domain of blogging and social media. Now it’s moved into podcasts, vlogs, AI, VR, and AR.
Even within the social media spectrum, Facebook, Twitter, and Instagram are only some of the channels being used by brands. Snapchat and TikTok are fast catching up.
Your content marketing strategy needs to encompass these new technologies. This doesn’t mean you join the latest fad—it could die down before your campaign has taken off.
Assess the situation around you and examine your competitors to see what they are doing. Then think of ways to adopt the new technologies in ways that would benefit your customers.
In 2019, Toyota unveiled an app that allowed users to better understand their hybrid engine.
The AR app worked by overlaying images of the car’s interiors on the product—the user could tap on an area to ‘see’ what the part looked like and how it worked.
This experience benefited customers who were unaccustomed to the hybrid model Toyota was displaying. Any questions were answered through the interactive experience.
Using new technologies can help you enhance the user experience and allay any concerns they may have about a new product or service.
6. User-generated content
Creating content on the go is no longer the best way to capitalize on digital marketing. If you want to produce a steady stream of high-quality content, you need to get creative and thrifty.
A number of brands have found the perfect alternative to creating steady content—leveraging user-generated content (UGC).
Not only does UGC save content marketers the hassle of creating reams of content every day, but it also adds interactivity and personability to a brand’s content marketing strategy.
Often conducted as an Instagram or Facebook contest, UGC has shown excellent results for marketers.
People love seeing other people on social media—it humanizes a brand and provides evidence of how well-loved a brand is. It also makes for great shareable content.
Leveraging UGC will save your marketing team time and will help you expand your reach.
Example: Warby Parker
Warby Parker is a brand that sells glasses. One would assume their content wouldn’t be exciting but they have leveraged UGC to showcase their products and their customers.
They frequently repost videos and photos sent to them by happy customers. Their content acts as social proof for other customers and makes their social feed more diverse.
Involve your followers in your content by requesting pictures or videos of them using or unboxing your products, and using your services.
We have spoken about how UGC helps marketers save time and energy. And that isn’t the only method marketers can adopt—repurposing content has the same effect on marketers.
Instead of creating new kinds of content on a regular basis, examine your existing content and see how you can update or use it in another form—JumpFactor have a great article on optimizing old and new blog posts here.
There are numerous ways to repurpose content—for instance, you can turn a single blog into an infographic, several social media posts, vlogs, or a podcast.
Repurposing content is as limitless as your imagination, and will not only save you a great deal of time, but will boost your content’s reach beyond its original scope.
Buzzfeed’s Nifty repurposes articles as 10-12 minute videos. The site also creates shorter videos for its Instagram account and makes GIFs to share on its other social media.
For viewers who don’t regularly visit Nifty’s website, they can still come across their content on social media and YouTube. Their brand is ever-present on all channels because of the way it repurposes its content.
These seven content marketing strategies and examples will help marketers be more creative and efficient in the way they create their content and reach clients.
Ronita Mohan is a content marketer at the online infographic and design platform, Venngage.
The post Seven content marketing strategies you should try [With examples] appeared first on Search Engine Watch.
This article is very critical if you have an ecommerce store. Ecommerce marketing, if not done properly, can lead to complications because there are just so many different things that you can do. The increasing competition makes it essential that you use advanced or latest strategies to stand out from your competitors.
In this article, I’m going to discuss 11 PPC strategies which, if executed well, can surely boost your PPC campaigns.
1. Greet your customer
Send your customer a nice package that has a handwritten note. It has a coupon in it for a future purchase. It may have a referral card in there they can give to a friend, this is going to be a nice experience for the customer, and it is really going to give them a good sense of feeling towards your brand, and probably get them again for you.
If you are seeling on other channels like Amazon or Flipkart, you send those products with a care package, the coupon, and whatnot should recommend they come back to your branded website to make future purchases.
This will increase your profitability and also increases revenue and get your brand going on your own website, which is what you want to do. So take advantage of these care packages.
2. Optimize your product pages
Spend a considerable amount of time in optimizing your product pages. Optimizing your product pages also helps in SEO. Write a good product title. Add the keywords in the title tag that people are searching online.
Search the keywords that are relevant to your products, and add them in your description as well. Write good, unique, and relevant descriptions of your products. If you are not comfortable with SEO work, then you can contact a professional and reliable SEO services company to get your work done.
3. Update your product pages
Your product page should never look outdated. It works through the weekends and the holidays. Every time when someone visits your product page, they want your perfect sales pitch, so put some time into that.
Good product photography is also very important, ensure that the images of your product should be very clear, clean, and well optimized. Adding a product video can be very helpful, it not only increases the chances of sales but also adds value.
You should highlight the main benefits like fast shipping, free shipping, cash on delivery, and other such options. Also, get reviews of your products. Studies have shown that having a review section on your product page increases the conversion rate by 400%. Make sure that you have a review section on your page.
4. Optimize your product feed
You can optimize your product feed using the Google merchant center. You can use the Google merchant center to run Google shopping ads.
Make sure that you have good information in there with regards to your product title, description, keywords, those sort of things so that you are showing up when people are searching on Google shopping when you are running your ads. You don’t want to be not in the game when somebody is looking for your product because your product feed in not very well optimized.
5. Use a good shopping cart
There are mainly three types of shopping carts you should check these out if you are not already in these carts. Shopify, woo commerce, and big commerce. These three carts are really good for the SEO, design, and for paid search as well.
It has everything that you need to scale your business. It also has a support team to back you up when you need help. So make sure that you check out one of those carts if you don’t already have them.
6. Run Google shopping ads
It’s very popular people go to Google they’ll search something like black shoes, they’ll click the shopping tab, those are all ads, they’ll click the shopping tab, those are all ads. So if you want to be in that shopping tab, make sure that you are running Google shopping ads. So, invest in running product ads.
Optimize your product ads based on results. Use an ecommerce tracking set up, and you can see the revenue generated from each product, you can see your ROI – per product, and on your product ads. Turn off the ads that aren’t doing as well, the products that aren’t doing as well, and increases the budget on the products that are doing well.
7. Run dynamic targeting campaigns
A dynamic campaign feature is a new option for the multiple campaigns feature. With this, you can run different campaigns on the same website. The dynamic ad automatically organizes your website into groups that are customized to your products and services like “sports shoes”, “phones”, and “computers”. Select the category or groups that are relevant to your website.
So, if someone comes to your website and they look around, and they don’t do anything that night when they are on Facebook kind of looking through their feed all of a sudden, they will see an ad of your brand. This way retargeting dynamically can bring a lot more sales back to your business.
8. Optimize your shopping ads
You should optimize your shopping ads. Differentiate the types of ads you are using for ecommerce. Add negative keywords – this will be a list of keywords that are not relevant to your add.
9. Run PPC ads on Facebook and Instagram
Social media has huge channels today and they have a chunk of audience.
People are on Facebook all the time so if you target people on Facebook and targeting is so intense that you can get right in front of a person that would be perfect for your product.
You could use custom audiences, life events targeting, lookalike audience, and other such techniques. Check out this article to get a better idea of Facebook ad targeting.
10. Schema markup on your product pages
When someone searches on Google, right there on the Google search page before they even go to your website, they are going to see what Google calls product rich cards, which is going to show your product image and some information right there on the search page. This is going to give you an advantage over your competitors and make you a little more visible organically to people as they are searching for things like Google.
Use the schema markup testing tool. Search “schema markup tool” in Google and you’ll land on the site. Just enter your product page URL in there, and it’ll tell you if you have the proper schema markup or not. If not, it will show you some of the warnings and tips to improve the on how to make sure you add that.
The big carts like Shopify, Big-commerce, and Woo-commerce already provide a good schema markup.
11. Automate email marketing
It is very important, many ecommerce stores fall short because they spend a lot of money to get that customer to make the first purchase, but they don’t remarket people via email marketing and other channels to get them to come back and make future purchases. So with email marketing, it allows us an automated way to make that happen. Set an automated campaign for holidays. By this, you can also build product review content in an automated way.
Using automated email marketing can help to scale your business as well.
As mentioned, these are some great ways to get your PPC strategies to succeed provided you implement them correctly.
Feel free to share your PPC campaign experiences and tips in the comments.
Facebook ads are an effective and affordable way marketing method. Here are six essential strategies every ecommerce brand needs in 2020.
Read more at PPCHero.com
As an estimate, 3.499 billion people that make around 50% of the earth’s population are active social media users. Of that, Facebook alone has over 2.375 billion active users. WhatsApp, an instant messaging app by Facebook, has more than 1.6 billion users.
Despite the fact that Facebook owns a majority of leading social networks, there are many other social platforms where users love to engage and spend time. YouTube, Twitter, LinkedIn, Pinterest, and TikTok are some of the most popular, non-Facebook social media platforms at present.
Marketing on social media is quite different from traditional marketing. In 2018 alone, $ 74 billion were spent on social media marketing worldwide. Why? Because social media marketing yields better visibility and ROI than traditional and TV advertising do.
This blog covers six new and proven social media marketing strategies on the following key areas. Implementing these strategies, you will be able to bring in new customers, build strong relationships and trust, and win back customers that seem to have been lost forever.
Start creating Instagram stories
As mentioned earlier, Instagram has over a billion users. And, roughly, half of its users use Instagram Stories every day.
And that’s where you have a chance to cash in via your Instagram Stories.
Considering the fact that you can build your audience and convert them through your stories, you should have a separate dedicated strategy for your Instagram Stories.
If you too are planning to use Instagram Stories, here are some of the best practices to create Instagram Stories that get views, engagement, and clicks –
- Add hashtags (#)
- Tag your location
- Run polls and encourage users to participate
- Use trending stickers and icons
- Follow the right image and video formats so your stories look good on mobile screens
- Put your popular updates, content, and stories in highlights
- Add links to stories
- Place strong CTAs
If you have a verified business account or more than 10000 followers, you could also set up your shop on Instagram. And then, you can promote your products through your Instagram Stories and ask watchers to take the desired action to buy.
Get started with YouTube Ads
With its 1.9 billion users, YouTube is the largest and most active video social network. At an average, its users spend at least 40 minutes every time they open YouTube.
If you are a YouTube user, you are already aware of YouTube ads being run before and during the videos you are playing.
Imagine your ads being shown to users chosen strategically based on whether they fit into your buyer definition.
Wouldn’t that be a great way to boost visibility and awareness?
You can target users – or show your ads to specific users – based on their Google search and YouTube watch history. Put simply, if a user has searched for a product or term on Google, and you have a product that falls into that category, you can choose to show your advertisement to that user.
YouTube reaches more people than any TV network in the world. Using YouTube Ads could give your brand massive visibility and your sales a big boost.
To set up your video ad campaigns, you will need to create attractive and meaningful videos to engage and delight your audience. Here is a complete guide to create and run your video ads campaign on YouTube.
Increase your reach with Facebook Ads funnel
Facebook’s more than two billion users access the platform eight times a day, either through web or mobile. That makes it the most active social network as well.
Given that, it becomes a platform with plenteous sales and marketing opportunities.
But, to be exact, Facebook is not a place where a user is ready to buy. It is certainly a platform to make a user a loyal customer that not only will buy from you in the future but will also spread your brand through the word of mouth.
If pitched right, Facebook Ads offer higher returns on investment meetings, and in most cases, surpassing your ad objectives and expectations.
The most important element of your Facebook ads is your content, which could be a blog post, infographic, video, live webinar, or eBook. The focus should be on producing quality content that you can pitch your audience.
You can also create the same content in multiple formats so that you can convince people at different stages in different ad formats through different ad sets. Creating and promoting segmented content by targeting it your lookalike audience is the basics of Facebook Funnel marketing.
Remarketing is probably the best feature of Facebook Ads. You could expose your brand (through your ads) to potential audiences multiple times till the time they make a decision.
TikTok Ads for a specific audience
TikTok rose to fame after a revamp, followed by the takeover of Music.ly a couple of years back. This Chinese social network allows users to create 15-second videos while lip-syncing on popular soundtracks, music, movie dialogs, and famous personalities. This fun app is largely popular among teens and those in their twenties.
The platform is available in 150 countries and in 75 languages. On Apple AppStore and Google Store, TikTok is one of the most downloaded free apps.
TikTok is an attractive marketing platform, especially if you have products that interest teens and tweens.
Of 500 million, 26.5 million are from the United States and 43% from India. 66% of its audience is below 30 years. These stats tempt marketers to use TikTok marketing to promote their brand.
IGTV for more views and actions
IGTV is probably Instagram’s best feature from a marketer’s standpoint. Earlier, it was a standalone app.
Back then, using it was an uphill battle for marketers and a confusing affair for the user. It was challenging for marketers to generate engagement and views on their videos.
Now, things have turned easier.
What’s more interesting is: Users can now see IGTV previews on their Instagram feed. And by tapping the preview on their feed, they can move to and watch the video on the IGTV tab which is existent within the app’s interface.
Your videos are also shown in the search or discover section on Instagram – which gets you more views from users interested in videos, products, and services like yours. Strategic use of IGTV gives your brand a chance to showcase your product videos in an interactional manner and stand out.
With that, Instagram and IGTV offer a completely different approach to reach and convert. So gear up and create IGTV specific videos to deliver quality and value, and to gain more views and engagement.
Here are seven useful tips to get started with IGTV marketing
- Create videos in Instagram-friendly (vertical) format
- Keep your video content short and crisp – full of information
- Choose different backdrops or locations to shoot your video. (it helps create visual interest for the audience)
- Conduct game shows and interviews (make sure they are relevant)
- Add subtitles to your videos (and make it easier for users, who watch videos with the sound off)
- Use pop-up texts to send important messages during the video
- Design your cover photo showcasing your title and keywords
Live video marketing
To make your marketing efforts perform, you will need to be different. Social media has transformed how businesses are run. The dominance of video-sharing platforms such as YouTube, Vimeo, SnapChat, and TikTok has ignited a new trend within social media.
Since users spend one-third of their time watching online videos, video marketing has now become an integral part of any successful social media marketing strategy. And for that reason, 87% of marketers use video to market their content and brands.
Evidently, every brand and marketer seems to be doing video marketing. So, now is the time to take a step further and indulge in live video marketing.
Live video is the future of video marketing. People love watching live videos more than pre-recorded videos, as it is more trustworthy. Users know that there is no editing involved and what they are seeing is true and unedited.
According to a survey, 80% of customers would be more interested in watching live videos rather than reading blogs, web pages or customer reviews. Videos are easy to digest, and live videos add a dash of reliability to easy understandability.
If you haven’t started a live video, put together a live video marketing strategy for all social networks that support live streaming.
Since you are managing multiple platforms, you would not want to spend all your time navigating from one platform to another. It makes perfect sense to introduce a social media marketing tool in your process. Not only will it save your time, but also streamline your process and makes it easier for you to analyze and develop future strategies.
The success of your social media strategies relies largely on the experience of the user first on your social media and second, on your landing page. This definitely includes, but is not limited to, the content, the navigation, the design, and the call to action.
To supercharge your social media marketing efforts, you could consider working on the SEO part as well. People still use search engines to find products and services they need. Installing an SEO extension on your website, you can improve its SEO-readiness and performance on search engines.
To end with, here is what you should focus on
- Select the right platform(s)
- Set your goals
- Identify your target audience
- Share what your audience likes to engage
- Make your social media strategies flexible
- Be consistent
- Never leave a chance to interact with the audience
To identify what’s working and what’s not, you should keep a watchful eye on the performance and outcomes of your updates and social media ads. Make necessary changes in your social media strategy as and when needed.
I hope the ideas suggested in this article help you curate an effective social media marketing strategy for your brand. If you have some questions or if you would like to share something, drop a line in the comments section below.
Birbahadur Singh Kathayat is an Entrepreneur, internet marketer and Co-founder of Lbswebsoft. He can be found on Twitter @bskathayat.
The post Six social media marketing strategies that work and convert appeared first on Search Engine Watch.