Tag Archives: Digital Marketing

Learn everything about Digital Marketing. Search Engine Optimization (SEO), Content Marketing, Pay-Per-Click (PPC) Advertisements, Search Engine Marketing (SEM), Social Media Marketing, Email Marketing, Website Design, Website Development, and more.

Real-Time Marketing: Explained with Examples

Staying relevant has always been a challenge. Everyday, customers get bombarded by hundreds of ads and it’s up for us, advertisers, to up the game and standout. 

How about riding on the current trending topic and playing around it? Since people are talking about it, why not use it?

Undeniably, Real-Time Marketing (RTM) is one of the best ways to channel the attention of the people directly to your brand. It can be used to increase the traffic of your website or the sales of your products. 

What is Real-Time Marketing (RTM)?

Real-Time Marketing, also known as “on-the-fly” marketing, is a strategy that has reached its popularity in these modern times with the help of social media. 

It is usually bold, loud, and attention-grabbing. It doesn’t require fancy technology, extensive planning or complex automation. All you need is some timing

Basically, you’ll just utilize any current event to market your products or services. 

By taking advantage of current events and fads, you’ll get the chance of having your products in front of an actively engaging audience.  

Why Is Real-Time Marketing Useful?

People these days want to be a part of the current trends. When they see a lot of people are talking about something, they get the urge to engage and relate – which is what the real-time marketers take advantage of.

For a brand to stand out, relating to the current situation is a go to. 

Top Examples of Real-Time Marketing

Several big brands use the real-time marketing strategy. However, only a few brands get it right.

Oreo Cookie

Who doesn’t know Oreo cookies? 

Oreo isn’t only known for its slogan – ‘Twist, Lick, Dunk’, it also gained its popularity in making creative ads.

During Super Bowl 2013, New Orleans faced a massive power out. And the marketing team of Oreo used the opportunity to promote on their Twitter feed. 

They tweeted a photo of an Oreo cookie in the dark with the copy, “You can still dunk in the dark”, with the caption, “Power out? No problem”. 

Oreo Super Bowl

Arby’s

During the 2014 Grammy’s, singer Pharrell Williams wore a hat which is somehow the same with the logo of the popular restaurant chain, Arby’s. 

Arby’s tweeted the singer saying “Hey @Pharell, can we have our hat back? #GRAMMYs”. 

It was an instant hit among the Twitter users who retweeted for over 81,410 times! Using the hashtag even helped in reaching more people!

Arbys

Angkas

Angkas is a riding and delivery app that caters in the Philippines. They are notorious when it comes to RTM.

During the pandemic, most people were devastated because of the situation where no one is allowed to go out. 

An unexpected scene was captured by a netizen where an Ostrich is seen running along a residential area in the metro. An Angkas rider was also seen in the video. 

Few hours later, the marketing team of Angkas posted a promo code – “Ostrich” on their Twitter and Facebook page.

The company got a lot of praise by being fast and utilizing the situation.

GrabFood

Another food delivery app in the Philippines – Grab Food uses RTM. 

A video went viral where a government official is seen explaining to Grabfood and other food delivery riders that Porridge or Lugaw, is not an essential need. 

The post gained millions of views and received a lot of comments and reactions from netizens in a snap. 

The day after, GrabFood posted on their Facebook page a promo code ‘LugawisEssential’.

ASOS

The fashion brand – ASOS, accidentally printed 17,000 bags with a typo error.  After receiving a few tweets from customers who have received them, they were quick to point out the mistake and poke a little fun at themselves on Twitter. 

They tweeted, “Ok, so we *may* have just printed 17,000 bags with a typo. We’re calling it a limited edition.”

asos real time marketing

They showed a brave and brilliant move in acknowledging the mistake and took ownership of it, turning it into thousands of dollars’ worth of free publicity. 

Final Thoughts

Real-Time Marketing can make or break your brand. Choose the perfect trend to ride on and make sure to make it humorous to appeal! 

Do you know any other brands that use RTM? Share with me!

4 Components of Persuasion Marketing

One of the most challenging parts of running a successful marketing campaign is to persuade customers – to visit the store, purchase, and repurchase. 

What is ‘Persuasion Marketing’?

Persuasion Marketing is developing marketing strategies using the knowledge of human psychology for marketing products and services.

For businesses, it generally refers to utilizing the marketing mix and building on the customer’s impulsive buying behavior leading to a successful purchase.

Persuasion Marketing has four main components:

1. Structured Communication

Just like the “planned conversation” of interpersonal sales, structured communication is all about manipulating and controlling the order of the content, or how information is displayed to the customer.

The end goal is to influence the customer along his purchase decision. This is done by initially triggering the impulsiveness and then influencing with a call to action when the impulse level has reached the highest point. 

While designing a website, the first page that is displayed to the customer should not immediately seek a sale, but present an initial message and encourage the customer to further explore the website. 

2. Storytelling

In marketing, Storytelling means using narrative to communicate a message. The goal is to be relatable to consumers – enough that it’ll inspire them to take action. Also, it helps customers understand why they should care about the brand.

It can be told in pictures, verbally or in written form. And they can be told across all channels – from social media to billboards. Stories can help marketers achieve cut-through in a marketplace.

3. Copywriting

Copywriting is one of the most critical components of any and all forms of marketing and advertising. It consists of the words, either written or spoken, that marketers use to to get people to take an action after reading or hearing them. 

Copywriting is like a call-to-action, but on a bigger scale – it should get people to feel, think, or respond — or, ideally, to Google the slogan or brand to learn more about the campaign. 

A persuasion marketer needs to test different copies to determine which content can produce the best customer emotion or provide a solution to queries. Make sure that the copy has a logical, conventional, and reasonable approach, with some exceptional and creative insight that influences people to think about the product or service.

4. Neuromarketing

As one of the major components of Persuasion Marketing, Neuromarketing uses neuroscience to unveil subconscious consumer decision-making processes. Researchers use the fMRI to measure changes in activity in parts of the brain and to learn why consumers make the decisions they do, and what part of the brain is telling them to do it.

Marketing Analysts use Neuromarketing to better measure a consumer’s preference, as the verbal response given to the question “Do you like this product?” may not always be the true answer. This knowledge will help marketers create products and services designed more effectively and marketing campaigns focused more on the brain’s response.

In addition, it tells the marketer what the consumer reacts to, whether it was the color of the packaging, the sound the box makes when shaken, or the idea that they will have something their co-consumers do not.

To end, the above mentioned are some of the Persuasion Marketing components that would serve you well in your marketing efforts. Make an effort to give something that your customers would appreciate and would make them want to reciprocate. 

You can’t expect to persuade millennials to work for you by advertising the job in daily newspapers. In the same manner, baby boomers don’t dance on TikTok.

Remember, marketing that accurately grasps how humans think is more likely to work. 

The Power Of Persuasion In Marketing

Persuasion is everywhere, from commercials trying to sell you a midnight meal to marketers encouraging you to try a product.

“Persuasion” is a term often used in marketing. It involves influencing customers’ purchasing behavior without making them feel like they are being sold to. This is what many businesses fail to realize, persuasion isn’t just about getting customers to buy their product, it’s also about making them feel like they made an excellent decision.

What is Persuasion Marketing?

Persuasion Marketing is developing marketing strategies using the knowledge of human psychology for marketing products and services.

For businesses, it generally refers to utilizing the marketing mix and building on the customer’s impulsive buying behavior leading to a successful purchase.

As an example, ecommerce persuasion marketing consists of web page design and navigation. These are typical example of decision-making influencers that is not consciously controlled. Applying human psychology to web design elements such as layout, typography, and copy along with the right promotional messages impacts the website visitors’ behaviors and encourages them to follow the pre-planned pathways on the site.

Persuasion marketing also ensures that the customers take the necessary and specific actions, rather than just randomly interacting with the website. 

Here is a list of concepts to effectively use persuasion in marketing:

1. Reciprocity

As humans, it is in our nature to pay back what we received from others. This is the power of reciprocity in action.

When you initiate an offer, people will feel the sense of indebtedness, which will make them more likely to comply with your follow-up requests.

In marketing, this is practiced mostly by special discount offers on first purchase, which in turn, may result in many first-time visitor purchases. Some businesses offer discounts to people who sign up that compels many shoppers to register on the website instead of guest checkouts.  

Nike and some software companies apply the concept of reciprocity by discounts and free trials and demos of their product. 

Photo by Dominika Roseclay on Pexels.com

No matter what the offer is, it should be valuable enough for the customer to reciprocate. 

2. Exclusivity and Scarcity

People assume that things that are difficult to obtain are usually better and ignore those that are easily available. In other words, exclusivity is what humans crave. In addition, while shoppers see an item is low in stock, they feel the urgency to take action and purchase right away. 

As a move, you can offer your customers something exclusive and limited that is unavailable in other brands. This strategy is mostly seen with Supreme. The brand is known for collaborations with different artists and only releases a few pieces that causes fans to panic and camp outside their stores before the release date.

Photo by Erik Mclean on Pexels.com

You can learn to trigger your customers’ sense of urgency with these methods:

  • Limited-number of released items
  • Limited-time offer
  • One-of-a-kind Specials (e.g. collaborations, anniversaries)

3. Authority

We follow experts. These authority figures have established their expertise, which acts as proof to us that their advice is reliable. Even influencer marketing is somehow based on the concept of authority. Influencers are people who have established their expertise in their niche.

If someone like Warren Buffet is to provide you with business advice, you would listen and follow that advice. We trust advice from people we see as authority figures in their line of expertise. This is because we believe the decision based on advice from an authority figure is less likely to go wrong.

Work with industry experts and influencers who can promote your products to win the trust of your target audience. You can see this in a lot of online marketing with headlines and blog posts that include phrases like “scientists say”, “experts say”, “research shows”, or “scientifically proven”. With this increased level of trust, you also have an increased likelihood to drive sales. 

These concepts are powerful because they bypass our rational minds, appealing to our subconscious instincts. 

However, do note that while these concepts can help bring more awareness for your brand, the biggest factor that ultimately drives customer satisfaction, loyalty and sales is a great product.

Social Listening: Ben & Jerry’s Ice Cream

Listen before you speak.

Have you ever wondered what customers think of your brand? What issues do they care about?

Social Listening has risen to so much fame because of its integral part in helping brands uncover ways of improvement. Marketers have been using their social channels to survey audience since forever and Social Listening is taking this surveyship to the next level.

What is Social Listening?

Social Listening is analyzing the conversations and trends happening on social media about the brand and industry, and using those insights to make better marketing decisions. 

It includes reading comments and looking for online content to check on customer sentiments. Sometimes, these sentiments are negative, but don’t fret, these are great guide for improvements.

To mention a few benefits, Social Listening helps structure future campaigns, improve content strategy and messaging, outperform competition, construct an effective influencer program and even build more impactful brand partnerships. In addition, it is a good medium to find out what the customers talk about and figure out a how to build brand presence and put yourself into the conversation.

It’s not an entirely new approach, brands have been trying to gauge the opinions of the public and their customers through surveys. And now that people are conversing online, it’s up for brands to cope up.

Social Monitoring vs. Social Listening

Monitoring tells you what, listening tells you why.

Social Monitoring merely keeps track of social media mentions and conversations. However, without the analysis and actionable responses, brands cannot sufficiently meet the needs of its customers. On the other hand, Social Listening finds root causes behind social conversations and implements long-term strategy changes.

Ben and Jerry

Social Listening comes in all shapes and sizes.

Ben and Jerry’s spends a huge chunk of its marketing budget on social media advertisements to promote their ice creams. Following the common sense, they allocate more budget during the summer season when it’s sunny and hot. 

All have been running smoothly until a snowstorm hit New York City. They decreased the ad budget assuming the last thing people want during cold weather is a cold dessert.

Upon checking the ad’s performance in New York, click-through-rates jumped up and sales figures came through.

The company checked Twitter and Instagram and noticed there was an uptick during poor weather, particularly when it was rainy. It turned out that when rain forced people to stay in watching films, TV, or Netflix, they wanted ice cream to go with it. 

This opened up a whole new area for Ben and Jerry’s to target. Now, they would look for rain in the forecasts, as well as sun, and adjust their marketing plans accordingly.

They even went a step further and created a flavour just for this purpose: Netflix & Chill’d.

This was all achieved with a very simple social listening approach, and it worked wonders for Ben and Jerry’s. 

All too often, we’re guessing, not listening. We’re making tactical moves, not strategic ones.

By listening to your audience, you can see a window into their candid thoughts and feelings, and gain important insights into their purchase behaviour.

I Am Now GOOGLE CERTIFIED In Fundamental of Digital Marketing

What is Google Digital Garage?

It is a FREE tutorial conducted by Google on everything from website development, online marketing, etc. Learn different courses and complete the whole online course for a certification from Google and IAB Europe.

Google Digital Garage

The Digital Garage – Digital Marketing course is divided into 26 modules and delivers a full digital skills course categorized into: 

  • Search Marketing
  • Email Marketing
  • Search Engine Marketing (PPC)
  • Google Display Advertising
  • Content Marketing
  • Search Engine Optimization
  • Google Analytics
  • Social Media Marketing

It is broken into 7 main sections:

  • Take a Business Online
  • Make It Easy for People to Find a Business on the Web
  • Reach More People Locally, on Social Media, or on Mobile
  • Reach More People With Advertising
  • Track and Measure Web Traffic
  • Sell Products of Services Online
  • Take a Business Global

At the end of each lesson, a quick quiz follows. 

Who Is It For?

The Digital Garage is for anyone – beginners and professionals who want to improve and refresh digital skills. 

Why Is It Relevant?

Google’s Digital Garage certification is an award-winning platform that improves the digital marketing skills of anyone with any level of experience.

Aside from that..

  1. It gives real, up-to-date tips and strategies to improve online presence.
  2. It allows users to learn at their own pace. 
  3. The certificate after can be an added boost to the resume. Once the users passes the exam, the certification is given that can be downloaded and shared in LinkedIn.

It can show the future employer that the users’ determination and dedication towards professional growth.

  1. It offers personalized courses. Upon sign in, the users can choose from a huge range of courses depending on the skill wanted to gain and interests.
  2. It is a good medium to learn how to market a new online business.
  3. It teaches how to build an online marketing strategy, improve website ranks, and the importance of  analytics tools to understand online performance.

START LEARNING HERE

WEBSITE VS SOCIAL MEDIA: Why Your Business Needs A Website

Have you ever asked, “Why do I need to spend on a website if I can just use social media to promote my business for FREE?”. Besides, more than half of the world’s population now uses social media.

Today, social media is the main platform for easy communication between brands and its audience, so, why are websites still relevant? 

1. Websites Build Trust And Credibility

Have you ever Googled a business and the only thing represents them is a Facebook page with 100 likes? What were your first thoughts? It’s skeptical, right?

A website adds credibility to a business as it shows seriousness of what they have to offer. In fact, customers today expect business owners to have an online presence. 

To add, a well designed, informative, and updated website gives a positive impression that the company is bigger and more successful, thus, it is more important for small businesses to have one.

2. Websites Own Its Audience Attention

On Instagram, you could have the best profile in the world but it’s rare that someone spends ten minutes on a single profile. Visitors might look at your first few photos, clicks ‘follow’, then interact when the algorithm places it in their feed. 

That’s not going to be a problem with a website.

If a good strategy is incorporated on the website, visitors will hang around for more than thirty seconds to half an hour. Long enough to read a few blog posts, and eventually, be convinced to sign up. 

Remember, no matter where visitors are on the site, they’re only consuming content related to the business.

3. Websites Are Better For SEO

Did you know that no matter how relevant your caption is on Instagram, it doesn’t show up in Google search results.

It’s non-existent in Google’s eyes. Which means businesses miss the opportunity to connect with potential customers who search for solutions through Google, where websites are recommended. 

Website contents such as blogs are the primary way to jot down relevant search terms for Google to crawl on. Therefore, social media can be a tool to point people to the full content on the website, but certainly, is not a place for long contents.

4. Website Data Are Trackable

Want to know how long did your visitors stay on the website? Pages they clicked? Keywords they used? All of these are visible with a website.

Website creators such as WordPress and Wix can track all activity that happens on the website.  It gives real-time insights which are perfect for in-depth analysis and reporting to improve website performance and marketing.

5. Websites Are Available 24/7

With social media, you have to be present for it to work – post consistently, share valuable contents for you to appear on your followers’ feed.

Websites are the opposite. It doesn’t need to be updated every other day (besides new blog posts) to be relevant. It is live all the time, anyone, anywhere in the world can access it. As a result, current and potential customers can visit the site to learn information about the business (new and upcoming products and services) whenever convenient to them.

Even with brick-and-mortar companies, customers still expect them to  have a website to check on to get more information. 

6. Websites Are Controlled

Do you remember when business pages on Facebook were affected when it decided to update its algorithm. Owners had nothing to do but to accept the new rules and  move on. The same thing could happen on other social platforms at any time. YouTube could charge you on every upload on their servers.

Businesses have NO control over social media platforms unlike a website.

Owning a website allows businesses to have full control over the brand. It guarantees security and certainty, as long as they pay for the domain, it will always be there. There are no terms and conditions that need to be complied on. 

Also, it allows businesses to create exclusive contents – blogs, to give the opportunity to rank in search engines with specific keywords that relate to your services or product. 

Lastly, there are much more options with the regards to the look, feel and features. Most domain extensions even come with various templates that are customizable.

Get the best of both worlds.

Why choose once if you can have both?

The website should be the heart of businesses’ online presence and social media should be the marketing tool of driving traffic back to the website. The two go hand in hand, and both are crucial to online success in the modern era.

References:

https://nic.icu/marketing/website-vs.-social-media-why-entrepreneurs-still-need-a-domain/
https://www.wellnesssiteshop.com/blog/need-website-instagram
https://kijo.co.uk/blog/why-have-a-website-and-not-just-rely-on-social-media/
https://conversionstrategies.com/website-vs-social-media-small-business/
https://socialmediaexplorer.com/content-sections/movers-and-makers/website-vs-social-media-whats-better-for-your-business/

5 Affiliate Marketing Strategies That Drive Sales

Affiliate Marketing certainly has the potential to drive sales conversion. This performance-based type of marketing strategy rewards content creators with sales commission for each item sold coming from their website. The sales are tracked via affiliate links from one website to another. 

In fact, huge brands such as Nike and Adidas work with a lot of affiliates to increase product sales. All brands can take advantage of Affiliate Marketing, however, not all techniques are applicable to all.

There are several different Affiliate Marketing strategies that you, as a brand, can leverage and below are some examples:

1. Work With Right Affiliates

With Affiliate Marketing, brands can work with influential websites or bloggers based on the targeted niche. 

If you want to influence the buying decisions of your desired audience, it is best to work with the website or bloggers they visit and trust.

When choosing an affiliate consider checking the following: 

  • Engagement and relationship with their audience
  • Number of followers, site ranking, views, and authority

For a brand that sells athleisure clothes, it is rational to work with sports-related websites or sports bloggers such as Bleacher Report.

Photo by Oleg Magni on Pexels.com

2. Attract With Deals (Coupons and Discounts)

Who wouldn’t want a great deal?

Brands can regularly add coupons and discounts as a marketing strategy to boost sales and increase customer loyalty.

According to Bigcommerce, 90% of consumers use coupons and digital coupon redemptions is to surpass $90 billion by 2022. 

While discounts are attractive to shoppers, digital coupons can also be a successful means of growing the social media following and email marketing list or encouraging mobile website usage.

There are many coupon and deal websites – Amazon Coupon, Offers.com, etc., that allow you to post your offer to drive website traffic and increase conversions.

Coupons work best in markets that are highly competitive such as food, beauty, travel, or gadgets.

Photo by Max Fischer on Pexels.com

3. Improve Product and Checkout Page

Sure, Affiliate Marketing works but a brand can’t completely rely on the affiliates and sit back to watch sales come in. It’s the brand’s job to make sure that the landing page is easy to natigate. 

If you want to generate more sales, you should deliver a good customer experience, and for this, you need to optimize your product and checkout page and make sure that:

  • Webpages load fast
  • Product informations are sufficient
  • Photos are high quality
  • Product reviews are relevant
Photo by PhotoMIX Company on Pexels.com

4.  Collaborate With Product Review Websites and Blogs

Another strategy to increase sales conversions is to work with reliable product review websites and blogs.

Here is a checklist of what can be included on the content:

  • Affiliate link.
  • Pros and Cons of the product. Make sure to include the Cons to make it more authentic.
  • Product link (mention multiple times). 
  • Personal experiences and stories of using the product.
  • Relevant and popular keywords to ensure that the content shows up in relevant search engine results.
  • Images and videos to make it engaging.
Photo by Sora Shimazaki on Pexels.com

5. Utilize Email Marketing

Email Marketing is an effective way of maintaining direct communication with the target niche. Brands can create a series of newsletters educating about the features and benefits of the product and ask affiliates to send it to their subscribers. Make sure it isn’t overly promotional and affiliate links are mentioned multiple times. At the end of the series, make sure to mention sales pitch, offers, and deals. 

Have you ever used Affiliate Marketing before? Which of the abovementioned strategies do you find to be the most effective? 

References:

https://shanebarker.com/blog/affiliate-marketing-strategies/

4 Benefits of Conversational Marketing

The online buying and selling environment is becoming more demanding. Customers now expect a much more personalized and tailored buying experience whenever they want. As a seller, it’s our obligation to give fast, seamless purchase experience. Who wouldn’t want to cut the chase and get straight to the checkout page, right?

Conversational Marketing is the new proactive strategy where real-time conversations happen between sellers and customers. Hence, it is now considered as one of the fastest ways to move customers along the sales funnel. 

The live conversations could be through a chatbot, but preferably, a human sales or customer service representative to build a good rapport and create authentic experience for customers.

4 Key Benefits of Conversational Marketing

1. Creates a Customer-Centric Approach

Live chat and systemized chatbots makes the customers’ experience effortless by providing immediate answers to queries with real-time interactions. By ensuring customers are able to engage with the business in a manner that is convenient, it naturally follows that their overall experience will be better, because, in some cases, it is not just the products that leave a lasting impression.

Photo by Liza Summer on Pexels.com

2. Learn More About The Customers

Conversations can easily tell why a buyer came to the website, what are their biggest pain points, and which product features are most important to them. These chats and conversations are gold mine of customer information, and can help the business understand the audience better and start using their language in the messages.

Photo by Liza Summer on Pexels.com

3. Shortens The Sales Cycle

It is no surprise that customers who can’t decide, don’t buy.

Conversational Marketing help consumers jump off that barrier by diving into a conversation. Chatbots do not ask buyers to wait for a callback, instead, it directly connects them with the sales team to provide best assistance and hopefully, secure a conversion.

Photo by Andrea Piacquadio on Pexels.com

4. Opens Opportunity For Upselling and Cross Selling

Sellers can hit two birds with one stone with Conversational Marketing. Aside from knowing the root of the customers’ need, sellers can identify other opportunities, thus, can offer complementary and better solutions.

What do you think of Conversational Marketing? Do you agree that online customers are getting more and more impatient and requires immediate attention when buying?

Simplified Guide to Facebook Ads Funnel

No doubt that a Facebook ad is one of the greatest ways to deliver promotional messages to the intended audience. However, the chances of a stranger buying a product or service the first time he/she sees an ad of a brand is quite slim. 

To effectively convert a stranger into a customer, the brand needs to create multiple touchpoints – a funnel, to move the stranger from one point to the next. How? This is where Facebook Ads Funnel comes into the picture.

What is Facebook Ads Funnel?

Facebook Ads Funnel is a sequence of ad campaigns designed to take the stranger along the buyer’s journey. Technically speaking, this method consists of multiple campaigns with multiple ads that include different value propositions delivered to the right audience at the right moment.

The Facebook Ads Funnel consists of four main stages:

  • Awareness – Top of the Funnel (TOFU)
  • Consideration – Middle of the Funnel (MOFU)
  • Conversion/Decision – Bottom of the Funnel (BOFU)
  • Post-Purchase Stage (Convert existing buyers into loyal customers and even brand advocates)

Facebook Ads Funnel target users at every stage of the buyer’s journey:

  1. Strangers (cold audience) – people that are not aware of brand/products/service
  2. Prospects (warm audience) – people that are aware of the brand/products/service and have shown some interest
  3. Leads (hot audience) – people that are highly interested that shared their contact info and want to learn more of the brand/products/service
  4. Customers – people that converted – bought, registered, etc.
  5. Loyal Promoters – people that loved the brand/products/service that they buy regularly and promote for free. 

How to Create Facebook Ads Funnel?

The funnel building process includes choosing the right Facebook campaign objective, audience, ad format, call to action, and copy that is relevant every stage.

Stage 1: TOFU – Turn Strangers into Prospects

Top of the Funnel (TOFU) or the Awareness Stage’s goal is to attract new audiences – cold audiences. These people are unfamiliar with the brand/products/service and aren’t interested yet. 

Ads such as free trial, demo, quote or consultation offers are too early at this stage. Instead, highlight how it can solve all the problems. Warm up the cold audiences and turn them into prospects by introducing the benefits of the product.

Stage 2: MOFU – Turn Prospects into Leads

At the Middle of the Funnel (MOFU) or Consideration Stage, the goal is to turn prospects into leads by collecting contact information for further nurturing. 

At this step, it is ideal to have ads that direct prospects to the Facebook page or website. This will expose them to the product and convince them to leave their contact info. Ad offers such as downloadable pdf, special offer, free sample are good.

Prospects are still far away from the buying decision, so be careful of being too pushy.

Stage 3: BOFU – Turn Leads into Customers

At the Bottom of the Facebook Ads Funnel or Conversion Stage, the goal is to turn leads into paying customers. Finally, it’s time to start selling!

Communicate the product’s value proposition to make them buy or sign up. 

Stage 4: Post-purchase – Turn Customers into Loyal Customers and Brand Advocates

Existing customers are the most profitable since they’re easy to re-acquire. Nurture them with post-purchase Facebook ads and turn them into repeat purchasers and promoters. 

Remember, people on Facebook and Instagram aren’t actively looking for products to buy. Instead, they’re socializing with friends, reading the news or watching funny cat videos, and mostly, they see ads as an interruption.

As an advertiser, it’s a crucial job to introduce a brand/product/service without disrespecting social media experience.

Reference:

https://www.wordstream.com/blog/ws/2019/02/21/facebook-funnel

Podcast Ads vs Video Ads. Learn Why Podcast Ads Performed Better

According to Edison Research, 51% of U.S. population ages over 12 years old have listened to a podcast and 22% have listened in the past week. Surprisingly, 78% of listeners mentioned that they don’t mind branded sponsorships. The 2018 Podcast Revenue Report by IAB and PwC stated that marketers spent $479 million on podcasts advertisements in the U.S. and projected that revenue will top $1 Billion in 2021. 

The above mentioned reports confirm a solid and increasing growth of podcast advertising and are now being looked into on how it will boost brand awareness. 

But how about Video Advertising? Are advertisers going to shift now? Which of the two is better – the good old Video Advertising or the up-and-coming Podcast Advertising?

Podcast Advertising

Podcast Advertising is a relatively new ad format where brands promote on a podcast (an audio show usually downloaded or streamed over the internet). In most cases, the podcast host reads the audio ad pre-roll or mid-roll during their show. 

The audio ad contains information about the product/service and relates personal experiences the host had with the product. Also, the host mentions where listeners can order, coupon codes, and more. 

Podcast Advertising is giving some of the highest ROI in the digital advertising industry and is growing quickly as listeners are highly-engaged and trust the host they listen to. 

Due to the nature of the podcast listening experience, the ads, which are designed to blend with the content seamlessly, are more welcome and effective. The Podcast Consumer report, 54 percent of podcast listeners consider purchasing the products or services they heard about on a podcast – the data shows just how effective it is.

Photo by Charlotte May on Pexels.com

Video Advertising

Video Advertising is a promotional content that plays before, during or after a video. Majority of video ads are bought, sold and displayed programmatically using various targeting methods and may also include interactive elements.

Video Advertising is one of the most popular ways to reach online audiences. Experts believe video advertising will dominate the next decade, which suggests that now is an ideal time for marketing professionals to learn more about it and investigate how it could improve the reach and overall effectiveness with campaigns.

According to Cisco, video marketing is expected to make up about 82 percent of all consumer internet traffic by 2022. About 78 percent of people watch videos every week, and 55 percent watch every single day. Social video is shared 1,200 percent more than text and images combined, and 64 percent of consumers report buying something after watching a branded video from a company.

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Podcast Ads Are More Effective

Based on the 2017 Neilsen Digital Media Lab report, 26 out of 46 podcast ads outperformed video pre-roll ads in driving lift in purchase intent for the brands advertised. Among these 26 podcasts, 85% included sponsorships that the host read. Host read ads included in the study were significantly more likely to be described as authentic and believable and 2x less likely to be perceived as forced. 

Nearly 70% of respondents exposed to podcast advertising agreed the podcast ad they experienced increased their awareness of new products/services and 62% correctly recalled the brand advertised within the podcast clip and indicated the ad made them consider new products/services. 

The data comparison between the two advertising strategies are still few. There more aspects that should be looked into – length of ad, placement of the ad, etc. before it can fully be identified that podcast ads win.

What do you think of the two ad formats? 

Shop Directly On YouTube Videos Soon

A designated YouTube team is currently testing an easier way to buy items while watching a Youtube video. This may include clickable products on the video and a shopping bag icon in the bottom left of the screen.

The goal is to convert YouTube’s bounty of videos into a vast catalog of items that viewers can browse, click on and buy directly. For now, only few US users who access YouTube through Android, iOS and web will see the shopping bag icon.

With this move, a lot of creators will be inspired to make more unboxing and review videos. 

Photo by Karolina Grabowska on Pexels.com

A number of report are roaming around for quite some time that YouTube has been exploring a feature along these lines. After all, platforms are incorporating more shopping features, including Instagram and WhatsApp, so it’s not too surprising that Google is doing the same on YouTube.

How & Why Facebook Ad Follows You

Do you ever feel like being followed online? Does Facebook access your microphone and listen to the products you wish to browse or buy? No and no – Facebook targets the ads you see based on your online behavior.

Let’s take an example.

John, 25yrs. old, is living in London. He is currently browsing websites for a pair of white sneakers using his mobile phone. When he’s at work, he usually checks his Facebook during free time. One day, he noticed that the ads he’s been getting were the exact items he’s been browsing. He thinks this is just coincidence. Could be. But in an advertisers point-of-view this strategy is called Retargeting.

How does this work? Below are possible scenarios.

1. The shoe store targets its ad based on certain criteria. 

Businesses can show Facebook ads to people within a certain radius, gender, age, etc. These data were provided by users during Facebook sign-up.

In this case, the store probably advertises to a certain age group, gender or residents of London where John perfectly fits that’s why he received the ad.

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2. The shoe store targets its ad by interest-based on on and off Facebook activity. 

Facebook knows what customers’ interests are based on what they like and posts on the platform. From there, it determines what ads it’ll show to users.

Here’s the good part, Facebook can also figure out what other sites a user browses with the help of Facebook Pixel. These are tiny pixels the advertisers and businesses embed on their websites. As long as the website has Facebook Pixel installed, Facebook can analyze how each user behaves. 

Let’s go back to John, he received the white sneakers ad because the store targets people who browsed on their website. 

Photo by Liza Summer on Pexels.com

3. The shoe store targets by email list. 

Businesses are allowed to upload their collection of emails on Facebook whom they want to receive their ads. Usually, businesses do this to retarget customers who have purchased or have intention to purchase because the user entrusted his/her email to them. 

The store has uploaded their email list and targeted website members for their ads. In this example, John may have signed-up on the store’s website or have purchased on the store where he registered his email.

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4. The shoe store works with a third-party data provider.

Advertisers sometimes work with third-party marketing services. These providers get data from sources such as credit card companies, etc. 

The shoe store might have worked with a third-party provider where they got John’s email account.

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DON’T FREAK OUT! You are exposed to hundreds of ads per day and don’t notice it. You can always check why you’ve received an ad by clicking on the 3 dots on the top right corner. It won’t give specific details but at least you’ll get an idea.

Why Do Online Customers Abandon Shopping Carts? Learn the Strategies to Improve Conversions

Shopping cart abandonment is a huge problem for eCommerce. The average eCommerce store loses over 75% of its sales to cart abandonment. Some industries experience average cart abandonment as high as 83.6%.

What is ‘Shopping Cart Abandonment’?

Shopping Cart Abandonment is when a user adds items to cart and then leaves without purchasing. This happens to all businesses no matter what service or items they are selling.

Learn why customers abandon shopping carts. 

Reasons for Shopping Cart Abandonment

1. Additional Costs (shipping fee, taxes, etc.)

To build good customer relationship, be transparent. Include on the product page the possible additional fees such as shipping fee, tax, service fee, etc. Some customers add items on cart just to check the final cost then rethinks and leave when they see the high price.

A good strategy is to have a shipping calculator on the product page so customers can input the zip code and get the estimated final cost.

Photo by Karolina Grabowska on Pexels.com

2. No ‘Guest Checkout’ 

Never force sign-ups or account creation. Every additional step towards purchase gives a reason for customers to turn away.

For businesses who want to get contact info (email address, phone number, etc.), try collecting these information after the purchase is complete. Entice customers with a reward, perhaps a coupon, on the next purchase in exchange of these.

Photo by Andrea Piacquadio on Pexels.com

3. Long Checkout Process/Form

A long, complicated checkout process is one of the leading reasons why customers leave. 

Try limiting the checkout process in 1-2 web pages only. Show payment process alongside with the added item. Also, an auto-fill form is a good idea for when customers go back to the cart and decides to checkout.

Photo by Liza Summer on Pexels.com

4. Limited Shipping Option

Before and after paying, most customers check on the estimated delivery date. They want to receive it as soon as possible and seeing long delivery time discourages them. This is why big eCommerce sites such as Amazon have offered ‘One-day Delivery’.

Propose delivery options based on urgency, customers’ budget, and preferred courier. Another option is to have store pick-up.

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5. Website Issues

Slow-loading web pages and errors make customers leave. Usually, this happen after filling-up a long form and then the website crashes or doesn’t accept certain cards. Minor performance problems are less likely to scare customers off, but will still impact their experience and should be prevented.

To resolve this, do a monthly health check-up of the website to identify errors, weak points, and improve the performance of shopping cart for customers.

Photo by Polina Zimmerman on Pexels.com

6. Unclear Returns Policy

Everyone have had a mistake when purchasing online especially with the sizes. An unclear return policy will cause customers to leave and seek a better place to buy the product.

Promote a good return policy, and a simple customer service system to help facilitate this. Briefly discuss the return policy on the product page and link it to the detailed page.

Photo by Karolina Grabowska on Pexels.com

7. Too Much Pop-Ups (Upselling and Cross Selling)

Yes, upselling and cross-selling increases sales. However, for the customers’ shopping experience, it can be overwhelming that can distracts them from the original purchase.

Businesses should be cautious with the pop-ups. Set upsell and cross-sell pop-ups depending on customers’ shopping behavior.

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8. Limited Information (product description, reviews)

Nowadays, customers base their buying decision on reviews and browse though on product description. In some cases where they don’t see any review, it gives them doubt on pushing through with the conversion.

Make sure to write enough product information and initiate reviews to build trust.

Photo by Anna Nekrashevich on Pexels.com

9. Waiting for Sale

Let’s be honest, most customers add to cart and wait for the items to be on sale before purchasing. With this, businesses can offer coupons, vouchers, promotions to entice customers.

Photo by Karolina Grabowska on Pexels.com

10. Not Mobile-Friendly

Mobile is the no. 1 device where people browse eCommerce sites and bad mobile design fails to satisfy customers.

Mobile first – create a responsive design that is compatible with both mobile and desktop. Standardize shopping cart and checkout design across device types so users have a familiar experience buying across devices.

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The abovementioned are some strategies to help businesses encourage purchase of the abandoned items. What do you think are the top 3 most effective?

Difference Between Influencer and Affiliate Marketing. Which is Better?

Marketing on social media platforms and tapping on celebrities and influencers made Influencer Marketing popular. How about Affiliate Marketing? It’s been around for a time now but it’s not as familiar as Influencer Marketing. Which of the two is a better strategy? 

How Influencer Marketing Works?

Influencer Marketing is a strategy of partnering with influential people of a specific niche and getting their help to promote products and services on their platforms. This form of marketing is one of the quickest and most powerful ways to get brand exposure in a short amount of time.

There is no specific qualification in being an influencer. However, it’s fair to say that a minimum of 5,000 followers on at least 1 social platform should be met.  

To measure whether the implemented Influencer Marketing Campaign has increased brand’s awareness, the following must be met:

  • Gain of new followers. 
  • Increase in social media engagement (comments, likes, shares, link clicks, etc.).
  • Rise of website traffic. 
  • New email sign ups/registers. 

Below is a common example of Influencer Marketing. Dunkin’ Donut have tapped the TiktTok star, Charli D’Amelio to promote their new line of drink. The influencer is paid to post engaging contents on her social platform about the brand.

How Affiliate Marketing Works?

Affiliate Marketing is a technique of promoting products on someone else’s website or social platform. When users see the ad, click and then purchase, the affiliate — the site that the ad appears on — receives a percentage of the sale.

Unlike Influencer Marketing, Affiliate Marketing relies on building partnerships with established blogs, websites, companies and publishers vs. influential people. The aim of this technique is to increase sales by offering the audience special offers, discounts and sales.

Below are some metrics to gauge the success of an Affiliate Marketing Campaign:

  • Increase in sales.
  • Growth in site traffic. 

Which is Better?

The following should be considered:

  • Goal
  • Audience
  • Budget

Goal

Launching any product soon? Is there an upcoming event? Crazy sale to look forward to? Then use Influencer Marketing. Influencers are a great medium since they are active on their social media and have a great influence towards the targeted niche. They have a good reputation towards their followers that could possibly give positive results to the brand.

On the other hand, if the goal is to get people to promote the quality and credibility of the product,  then use Affiliate Marketing. Work with bloggers, companies and publishers to write reviews of the product. 

For a company that sells bicycles, partner with health and fitness publishers that focus on triathlon, weight loss, healthy eating and more. This approach of speaking to specific customers with specific needs works because Affiliate Marketing is designed to generate leads and revenue.

Audience

When choosing between the two marketing strategies, the brand should consider who the audience is and where they spend the most time online. For example, if the product caters to millennials, then spend more time using Influencer Marketing.

Budget

The preferred approach should also depend on the budget. With larger budget, the brand can work with larger influencers who can give much exposure. Another option is to target micro-influencers who don’t have millions of followers but have thousands of highly engaged followers.

With Affiliate Marketing, the brand only pay after every conversion (e.g. purchase, sign-up, etc.).

Keep in mind that both strategies can be switched as needed. Also, an A/B Test can be done to know which one will drive more sales. 

Understanding Affiliate Marketing

Beneficial to both sellers and affiliates, Affiliate Marketing is a strategic way to drive sales and generate significant conversions. 

What Is Affiliate Marketing?

Affiliate Marketing is a tactic where an affiliate promotes another company’s product and earns a commission from it. The sales are tracked via affiliate links from one website to another. 

Best Affiliate Marketing Definition

JustLearnWP.com

How Does Affiliate Marketing Work?

It cycles between seller / brand, affiliate / advertiser, and consumer

1. The Sellers

The seller does not necessarily to be actively involved in the marketing. 

For example, the seller could be an ecommerce merchant that started selling running shoes and wants to reach running shoes enthusiasts. He will then look and work with affiliates that target the niche and be promoted on their media platforms. 

The seller provides each affiliate with a unique link to track who influenced the consumer’s purchase. 

Whenever someone clicks on the link, the cookie gets stored on the tracking platform.

2. The Affiliates

The affiliates, either an individual or a company, advertises the seller’s product towards their audience. The end goal for them is to influence their followers to make a purchase or  any other agreed conversion. Once a follower ends up buying, the affiliate receives a portion of the revenue.

Most brands choose affiliates that target a very specific audience and adheres to the audience’s interests. 

3. The Consumers

The consumers are the receivers of the advertisements and goal converters.

Everytime a consumer buys, the seller and the affiliate share the profits. 

Affiliate Marketing via reviews, blogs, social media, and other platforms is the new push towards less traditional marketing tactics that’s just waiting to be utilized.

Where to Find SEO Keywords?

Keywords and Search Engine Optimization (SEO) work together to make any SEO marketing campaign successful. Because keywords are the foundation of all other SEO efforts, each item should be highly relevant to the targeted audience and effectively organized for action.

As a marketer, you need to know how users search for your brand as well as your competitors. SEO keywords are the words and phrases inside the website that help it appear on search engines (e.g. Google) when someone searches related to it. This is a delicate process that involves both trial and error.

It is an ongoing and ever-evolving job. Old keywords need to be reevaluated periodically, and high-volume, competitive keywords (or “head” keywords, as opposed to long-tailed keywords) can often be usefully replaced or augmented with longer, more specific phrases to bring in the right visitors.

When done right, SEO keywords can help you rank, sell, and build brand awareness. Here are some strategies to find SEO keywords:

1. Utilize Manual Google Search

When in search for keywords, one of the logical first steps must be a manual Google search. Below are a few techniques to find relevant SEO keywords using this method:

Google’s Autocomplete

Google’s Autocomplete has become a wealth of data for SEO because it predicts words and phrases that users are likely to continue entering.

Featured Snippets

Also known as “Position Zero”, appears at the top of the first search engine results page (SERP). It gives the marketer more information on what the users are specifically concerned about that topic.

‘People Also Ask’

The ‘People Also Ask’ is another great place to find SEO keywords.

Almost the same as Google’s Autocomplete, the ‘People Also Ask’ is a goldmine of long-tail keywords.

Related Searches

The related searches section at the bottom of the SERPs has related keywords users input into the search bar.

2. Use Keyword Research Tools

Aside from guidance on the best keywords, keyword research tools also give the following:

Domain Overview

The Domain Overview shows insight into your competitors’ SEO, content marketing, and social media strategies. This allows you to see what’s working in your niche so you can adapt those strategies for your campaigns.

Top SEO Pages

This feature helps you discover which competitors’ pages rank for particular organic keywords. It also shows which content performs well on social media.

Keyword Ideas

The most useful. All you have to do is type in a seed keyword, and the tool provides a list of head and long-tail keyword suggestions.

Conclusion

Good implementation of SEO keywords – high-intent, low competition keywords, will make your site rank above your competitors.

Which strategy do you think is most effective?

Facebook: Carousel Ads vs Collection Ads

Facebook is one of the most aggressive spaces to advertise. In order to find success in acquiring new leads, increasing brand awareness, or selling products, you have to stand out from the clutter. This can be done by using Carousel Ads or Collection Ads.

What’s the difference between the two?

Facebook Carousel Ads

Carousel Ads showcase up to 10 images or videos that users can swipe through on their device – mobile, desktop or tablet. Each of the 10 cards can have its own headline, description, link, and call to action button.

Users that browse through on Facebook, Instagram, Audience Network, and Messenger can see this ad format.

It is best to use to:

  • Display multiple products that link to different landing pages.

Buffer

  • Highlight multiple features of a single product. Show different product angles or details to better educate customers.

Net Clipart

  • Tell a story. Use images and/or videos in succession to illustrate a compelling narrative.

Pinterest

  • Explain a process. Walk people through how your business works step by step.

Creatopy

  • Create a larger canvas. Present one large image with all your cards for an immersive ad experience.

Wersm

  • Sell the benefits. If your business is in the service industry, use images and/or videos to show the benefits to new customers.

Clix Marketing

Facebook Collection Ads

Collection Ads are only shown on mobile. A huge image or video is on top while multiple related products are shown below. Because of the Instant Experience feature, it makes it easier for customers to purchase.

Facebook

It is available in 4 different templates:

  1. Instant Storefront
  2. Instant Lookbook
  3. Instant Customer Acquisition
  4. Instant Storytelling

Which one do you prefer for your business?

Complete Guide to Facebook Offline Conversion

As an online advertiser, how would you know if your Facebook ads drive foot traffic to your brick and mortar store? How can you measure whether the number of in-stores sales occur as a result of your Facebook ad?

In recent years, Facebook has launched a tracking tool, Facebook Offline Conversions, to gauge offline conversions influenced by exposure to Facebook ads.

How Does It Work?

Facebook Offline Conversions allows you to upload your sales data on Facebook and match the transactions that take place offline with people who have seen or clicked on your Facebook ads. If there is a match, Facebook attributes the sale to your Facebook ads.

According to Facebook “With offline conversion measurement on Facebook, you can track when transactions occur in your physical retail store and other offline channels (ex: orders made over the phone) after people see or engage with your Facebook ad.

Why Is It Important?

To measure how effective the campaign is in delivering conversions.

How To Set Up Facebook Offline Conversions?

‘Offline events’ can be found in the Business Manager menu.

After you click ‘Upload Offline Events’, you’ll see a pop-up that’s very similar to uploading a data custom audience.

Upload your data.

You need to include event descriptors and identifiers such as:

  • Event time
  • Event name
  • Value
  • Currency
  • Order ID

This will help Facebook understand what action this person took offline.

Also, include specific information about the individual:

  • First name
  • Last name
  • Phone number
  • Email address
  • City
  • County
  • Zip code
  • Date of birth

Once uploaded, you’ll see this screen:

Facebook shows how many records you uploaded, how many of them matched (a match rate 60% or higher is great), the date range, and date updated.

To check how these offline conversions attribute to Facebook campaigns in ads manager, select ‘Offline Conversions’ from columns.

Facebook will then report the number of offline conversions that they could match to specific campaigns, ad sets, and ads.

The Facebook Offline Conversion is a powerful tool to track and increase ROAS.

Now, it’s your turn. Start tracking and upload those data.

3 Facebook Retargeting Strategies to Try

How to win back users that are close enough to converting and then suddenly leaves the website?

Retargeting is one of the best ways to close sales that didn’t happen and it is one of Facebook Advertisement’s foremost features. It allows advertisers to reconnect with users who are already familiar and interacted with the brand. This includes:

  • Shared their email as leads or customers
  • Followed or browsed the brand’s Facebook and/or Instagram Page
  • Answered a Facebook Event
  • Watched a video
  • Scanned through app
  • Viewed website

When someone visits a website and takes an action (for example, buy something), the Facebook pixel is triggered and reports this action. This way, the advertiser will know when a customer took an action after seeing the Facebook ad. Also, the advertiser can reach the customer again by using a Custom Audience. When more and more conversions happen on the website, Facebook gets better at delivering ads to people who are more likely to take certain actions.

Here are 3 Facebook Retargeting Strategies to Try

1. Retarget Specific URL Visits

When planning a retargeting campaign, you should consider Facebook’s custom audiences. They offer some of the most diverse customization options to use.

Facebook’s custom audiences allow you to create lists of people who visited specific URLs.

  1. Target specific web page visits based on a commonly viewed product.
  2. Refine targeting by timeframe.

For example, you can create a campaign that targets users who have browsed “bags” in your website within the last 60 days.

A good exclusion audience should be added to keep out people who have purchased or did not browse bags. This way, the advertising budget will be spent well on the intended audience.

If you’ve ever browsed Nike’s Facebook Page or website, most likely you will see it’s carousel ad on Facebook. The brand implements a good retargeting strategy based on what you have browsed on their website.

2. Retarget Existing Customers

There are users who purchased from your website before, but for whatever reason, haven’t come back to buy again. Whether the overdue visit is a result of long sales cycles or plain forgetfulness, this audience can still be valuable to target.

Why target existing customers? To simply initiate repurchase. This group is familiar with the brand and have purchased that makes them easier to upsell and cross sell to.

One way to initiate repurchase is through Cross Selling, a sales technique used to get a customer to spend more by purchasing a product that’s related to what’s being bought already.

An example of this are airline companies that offer hotel accommodation once you’ve booked a flight.

As a brand, you know what items customers have purchased and from there, you can create a group and offer more items related to the previous purchase.

3. Retarget Users with Abandoned Cart

How many items do you have in your cart?

Ever wonder why users add to cart then leave?

“I want to price check first.”

“Will wait when it’s on sale.”

No matter what the reason is, abandoned cart shoppers are good to retarget.

An Abandoned Cart Campaign targets people who have left an item in their shopping cart. You can run this straight, merely reminding them to come back and make the purchase, or you can sweeten the deal by offering free shipping or a discount on the sale.

This type of strategy is usually being practiced by apparel stores.

People visit hundreds of websites every week, and for people who aren’t familiar with your brand, there’s a high chance that your site will get lost and forgotten in the mix. And to remind them of your existence and offers, retargeting is simply the way.

What retargeting effort do you think will work for you?

5 Strategies to Boost Brand Awareness Through PPC Advertising

What is PPC?

PPC (Pay-Per-Click) is an advertising type in which businesses pay the platforms (e.g. Facebook, Google, etc.) every time the ad is clicked. It is one of the most effective ways for businesses to increase brand awareness, collect leads, and generate online sales.

Basically, it’s a way of buying visits to your site, rather than attempting to “earn” those visits organically.

According to Wordstream’s 2020 report, businesses make an average of $2 in revenue for every $1 they spend on Google Ads.

Check out these 5 strategies to boost brand awareness through PPC Advertising.

1. Bid on Branded Terms

Google’s study found that a full 89% of the traffic driven by search ads is not replaced by organic clicks when ads are paused. Visits to the advertiser’s site would not have occurred without the ad campaigns.

Given this, businesses should bid on branded keywords to dominate the SERPs. Utilizing this strategy can help secure the top spots as well as the organic listings. Having a control on branded terms shows that the brand is a prominent figure in the business.

2. Use Targeting and Audience Segmentation

Precise audience targeting results to PPC effectiveness. This strategy is what enables advertisers to reach specific audiences on different sales funnels.

For Google Ads, audience targeting is essential for reaching the right users using a variety of effective modalities. For instance, targeting options such as:

  • In-Market Audiences: consumers that Google has determined are researching for a specific product or service they are likely to buy.
  • Custom Intent Audiences: consumers who have either searched for or are likely to be responsive to products associated with specific keywords.
  • Affinity and Custom Affinity: a broad audience based on their passions, interests, and behaviors.
  • Similar Audiences: users who behave similarly to those who are contained within the retailer’s retargeting list.

These are only some of the many targeting options provided by Google, let alone those that can be employed on Facebook and other social platforms.

3. Use Negative Keywords and Exclude Irrelevant Websites

Advertisers can enhance the quality of the gathered leads by utilizing PPC segmentation strategies like adding negative keywords to filter out irrelevant searches, excluding specific web pages, and employing dayparting strategies to surface ads during particular times. These tactics can help in maximizing efforts while conserving PPC budgets.

4. Write an Appealing Copy

When running PPC ads to generate brand awareness, appealing copy is vital as it will position the brand as an industry expert, the go-to brand for all things related to a given niche.

To achieve such a goal, advertisers must learn how to set apart from the competition in an extremely distilled manner, while leaving readers wanting to know more.

The following questions can guide in formulating ad copy that speaks to the brand’s expertise and authority:

  • What makes your brand better or different than competitors?
  • What is unique or special about your product?
  • Are there currently any sales or special offers?
  • Any awards to tell?
  • Are there any popular personalities (non-sponsored) that use your product?

Not only this will help develop brand awareness as a thought leader in the niche, but it will also aid in multiplying PPC conversions.

5.Target Long-Tail Queries

Long-tail keywords are highly specific, unique phrases that tend to have less keyword competition, and therefore a lower bidding cost. In the eCommerce industry, it is important to optimize campaigns for these types of queries.

For instance, businesses who sell casual shoes could take a head term like “Converse sneakers” to generate long-tail keywords such as “Black Converse casual sneakers”

There are free tools such as KeywordTool.io that helps uncover potential long-tail keywords. Moreover, advertisers can also obtain keyword data from Amazon, YouTube, Bing eBay, and other popular online destinations. Simply type in a head term like “Shoes,” and the tool will turn back a whole list of long-tail keyword suggestions.

A well-defined strategy can make PPC Advertisements drive brand awareness online. Unlike other forms of marketing, PPC can produce immediate results that generates brand recognition quickly to help increase website traffic, leads, and sales.

YouTube Launches Audio Ads

YouTube recently announced the launch of audio ads, a new type of audio-based ad unit to reach people who use the platform as a music and podcast player.

The new YouTube audio ads aim to target users who are listening and are not actively watching videos.

What are YouTube Audio Ads?

Audio ads aren’t new. They’ve been present on the radio for decades, but they are new to YouTube.

The YouTube audio ads are brand promotions delivered through voice while a static image or simple animation is displayed on the screen. It is designed for users that are glancing at the screen occasionally, or might be ignoring the visuals altogether.

Audio campaigns offer advertisers the same audience targeting options, bidding strategies and brand lift measurement capabilities as YouTube video campaigns.

Who will be the target?

It is made for podcast and music listeners that leave these streams in the background as they would do with a radio station, which means audio ads wouldn’t feel out of place.

Since ASMR is the second most popular YouTube query in the US (3.2M searches) and third most popular worldwide (13.9M searches), it is a good niche to target.

Will it be effective?

After months of alpha testing, YouTube found that more than 75 percent of measured audio ad campaigns drove a significant lift in brand awareness.

Complete Guide to On-Page and Off-Page SEO

Search Engine Optimization(SEO) strategy is divided into – On-Page SEO and Off-Page SEO.

On-Page SEO focuses on what the website is about and it involves optimizing parts of the website that are within control. On the other hand, Off-Page SEO focuses on how reliable and popular the website is. Factors such as interesting contents and quality backlinks from other websites are the backbone of Off-Page SEO.

What is On-Page SEO?

On-Page SEO involves all the on-site strategies to ensure that the web page will rank high on Search Engine Results Pages (SERP). It uses technical elements to improve the quality of each web page. The better the On-Page SEO, the more traffic to the website.

Here are the factors that make a good On-Page SEO:

1. Title Tags

Include the targeted keywords in the title tag of each web page.

  • Limit title tags to 55-60 characters (including spaces).
  • Put the keywords at the beginning of the title.
  • Include brand at the end of the title tag, separated by a pipe bar (|).

2. Headings

Headings are usually written the largest on the page and contain the targeted keywords so search engines can accurately match it with the page’s content.

3. URL Structure

A good URL has all the relevant keywords.

  • Correctly label all pages.
  • Don’t repeat keywords in URL.
  • Keep URLs short.

4. Alt Text for Images

Search engines crawl images as well so accurately include short descriptions on each image.

  • Thoroughly describe the image in 8-10 words.
  • Include targeted keywords.
  • If necessary, include a geo-locator (e.g., London)

5. Page Load Speed and Mobile Friendliness

Google wants to provide the best user experience, thus, helps its users find what they’re looking for as quickly as possible. Therefore, pages that load faster in both mobile and desktop rank higher in the search results.

Use Google’s PageSpeed Insights and Mobile-Friendly Test to check website speed and performance on both mobile and desktop.

6. Page Content

The content must be easy to read and provides value to the end user.

  • Aim for at least 500 words of copy.
  • Copy must address visitors’ search queries.

7. Internal Linking

Internal linking are clickable texts in hyperlinks. This not just helpful to users but to the website as well as it increases its relevance score.

What is Off-Page SEO?

Off-page SEO focuses on increasing the authority of the website through being linked back from other sites.

The Domain Authority calculates how authoritative a website is.

Here are ways to earn quality backlinks:

1. Publish interesting and share-worthy contents.

2. Social media shares.

3. Guest blog on related websites.

Which is More Relevant?

Both On-Page and Off-Page SEO works hand-in-hand in improving search engine rankings.

However, having a good On-Page SEO will be the foundation of the website. Once On-Page SEO is working pretty well, complement it with excellent Off-Page SEO and high website ranking is sure to follow.

6 Video Marketing Trends to Expect in 2021

Video has been trending for the past 3 years. More and more people are using it either for entertainment or business purposes.

According to Cisco, video marketing is expected to make up about 82 percent of all consumer internet traffic by 2022. About 78 percent of people watch videos every week, and 55 percent watch every single day. Social video is shared 1,200 percent more than text and images combined, and 64 percent of consumers report buying something after watching a branded video from a company.

With this, marketers should step up the advertising game and dive into the video marketing space to learn more about the platform and how to maximize it.

Below are the top 6 Video Marketing Trends to Expect in 2021

1. Live Stream

Socialbaker’s Q3 2020 Trends Report revealed that Facebook Live was by far the most engaging format on the platform. However, the same report shows that live video is actually the least used content type. This is a huge, untapped opportunity for smart marketers as we head into 2021.

Due to the global pandemic, companies left with no choice but to maximize virtual meetings and events. These live videos opened an opportunity for companies to reach their audiences worldwide while still being authentic.

Benefit, a cosmetics manufacturer, hosts a weekly Facebook Live series called Tipsy Tricks. It is a great way for Benefit to showcase their products to increase exposure and sales. The fact that the hosts drinks a glass of wine while filming does a great job of making the brand relatable and giving it a more approachable look.

In 2021, most probably, huge numbers of live video coupled with real-time shopping on both Facebook and Instagram will be produced.

2. Social Media Algorithms and Video Content

Another trend to expect in 2021 is the surge in video uploads to about 487 million – which is about 1.3 million videos uploaded a day, or 55,594 an hour. As a result, change in algorithm is surely to follow. Social media will optimize what videos will recommend.

Facebook’s algorithm uses signals like how many people react to, comment on or share posts to determine how high they appear in News Feed. Moreover, it highlights posts that are trending, sparks conversations and meaningful interactions between people.

On the other hand, Instagram uses the following signals to help determine how one’s feed is curated:

  1. Interest in the content
  2. Date the post was shared
  3. Previous interactions with the person posting

The goals of YouTube’s search and discovery system are twofold: to help viewers find the videos they want to watch, and to maximize long-term viewer engagement and satisfaction.

Video SEO may help a new video get discovered, but if it doesn’t get enough watch time in the first three to six weeks, then it won’t be discovered at a later date.

While Twitter scores each tweet using a relevance model. The model’s score predicts how interesting and engaging a Tweet would be specific to a user.

3. WFH-Produced, Raw Content, and Entertainment Video Platforms

The current lockdown worldwide is affecting and still going to affect how videos will be produced in 2021. Below are the 3 key trends:

  1. More content will be produced whilst wfh with minimal manpower and editing e.g. podcast interviews via zoom
  2. More ‘raw’ user-generated content e.g. customer unboxings, etc.
  3. More focus on producing content that entertains e.g. TikTok

4. Video Sequencing and Remarketing

Video sequencing will play a big role in 2021.

Though video remarketing capabilities have long been available on Facebook and YouTube (Google) networks, LinkedIn finally joined and opened up to this functionality.

Video Remarketing works when someone watches a certain percentage of the video, they can be added into a specific advertising audience. This audience tactic allows marketers to create “video ad funnels” where users will be served up a series of videos as ads in a specific order. This can be an opportunity to create more story-based content then creating a clean consistent brand experience from video to video.

To reach the full effectiveness, marketers need to create a clean storyline between videos. The first video can end with a call to action such as, “…watch my next video on the top 3 solutions I’ve found”. Then the second video can start by picking up from the previous one, “Hey it’s me again! In my last video I talked about <issue> and in this one I’m going to share with you…”.

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5. YouTube Recommendations, A/B Testing, and Blogs

YouTube playlists will play an increasing role in video marketing in 2021.

Use keyword research to figure out what people are searching for on YouTube in your niche and create playlists on those topics. Then link to those playlist URLs from email newsletters and website articles.

A/B testing will become more widespread on YouTube.

Only a few video marketers know they can A/B split test video titles and thumbnails. Thumbnails are the make or break of the video as it is the first thing that catches potential viewers’ attention.

Focus will shift away from the YouTube search results to YouTube’s recommendation engine.

YouTube legend Evan Carmichael explained on my Marketing Speak podcast that most views on YouTube come from “suggested” (the recommendation engine), rather than from search. So the game to play is ranking not for search but ranking against other people’s videos as suggested videos.

Transcripts

Convert boring transcripts to an engaging long-form blog post. In other words, make the transcript look like an article, and spiff it up with stock photos, click-to-tweets, pull quotes, quote card images, etc. This works especially well with podcast show notes: the pages will rank much better than show notes that are short outlines.

Speaking of podcasts, many podcasters are moving to recording their interviews in video format instead of just audio.

6. Live Video Monetization

Facebook now allows users to set up paid events with a live streaming aspect. With paid online events, users are able to create an event, charge people attending, promote it to the audience and customers, and host, all in one place. Guests will be able to watch the event through the Facebook event page on their phone, tablet or computer, or through the Facebook TV app.

Facebook will recognize the value in incorporating more advanced creative tools (lower thirds, multiple simultaneous guests, etc.) within their native platforms, probably buying out certain live video production startups while leaving others to wither away.

Video marketing will surely ramp up in year 2021, and for brands that doesn’t have plans on venturing in this medium, they’re missing out on a massive opportunity for their business.

What is Meta Title? How to Add it on Wix?

Meta Title is the 50-60-character long title that helps potential visitors decide whether or not to click on the site. It must be clear and concise, with a focus on the page’s keywords. It is written in bold, the most evident part in a search result and therefore, a major part in the decision making process of the visitor.

According to Moz, title tags have “long been considered one of the most important on-page SEO elements”. Place the main keywords on the start of the meta title as it is more likely to rank for that keyword based query.

Moz provides this template:

Primary Keyword – Secondary Keyword | Brand Name

How to Add it on Wix?

  1. Enter the Editor then choose the desired web page.
  2. Click ‘Main Pages’ on the left side of the Editor.
  3. Choose the page to edit then click on the button on its right to show more.
  4. Click SEO (Google).
  5. Enter the page title under What’s the page’s title on search results and browser tabs?
  6. Click Publish at the top right of the Editor.

Below are some examples of Meta Title

What is Meta Description? How to Add it on Wix?

Meta Description is the 160-character summary that appears below the URL and Page Title on search engines such as Google or anywhere that the website is shared. It describes what people can get when they click on the website, thus, influences click-through rates.

Though there is really no character limit, Google usually shortens the descriptions at around 160 characters. So it’s better to have descriptions somewhere between 100-160 characters in length.

Aside from enhancing click-through rates, a good Meta Description also helps the website rank up higher on search engines. Google matches the meta description with what users are searching for and therefore more possibility that it will appear on top of the search page. Also, notice that Google bolds the typed in search term to help users on which page to choose.

How to add Meta Description on Wix?

  1. Enter the Editor then choose the desired web page.
  2. Click ‘Page’ then click ‘Manage Pages’.
  3. From the Main Pages menu, choose the page to edit.
  4. Click ‘SEO (Google)’.
  5. Enter the description under “What’s the page about? Add a description”
  6. Click ‘Publish’ at the top right corner of the editor.

Below are some examples of meta description

5 Advantages of TikTok Marketing for Brands

Most people have heard about TikTok and might be using it regularly for fun, but how can TikTok help in marketing a brand?

According to HubSpot, the one-year-old platform is leaking into brand territory. TikTok is entering the scene with promising potential – an unsaturated platform, providing a good space, competitor-free.

5 Advantages of TikTok Marketing for Brands

1. Growing Audience

TikTok boasts over 800 million monthly active users – up 300 million from January 2019

The platform’s main demographic of users are teenagers and young adults; 32.5% of TikTok users in the US are aged between 10 and 19 years old, and 29.5% are between 20 to 29 years. Though there is no available data yet for Filipino users, one thing is sure, the local app users are vastly growing as TikTok app landed on top spot as 2020’s most downloaded application under entertainment category in the country.

Its huge community just shows how it is easier than other channels to create video content that goes viral.

Is it just a fad? 800 Million of its users don’t think so. Remember, Instagram started with teens and young adults, and now, millions of businesses are on it.

2. Users are Ready to Engage

TikTok users are ready to have fun. They are much willing to interact – do challenges or “duet” with brands who create engaging contents.

Since users spend 52 minutes on the app each day, this can be a good marketing strategy for brands to take advantage of.

Using hashtags is an excellent way for users to see how many have joined in the trend.

Chipotle was one of the first brands to take off on TikTok, so it makes sense they dove into branded hashtag challenges without any hesitation.

The brand created the #GuacDance challenge where they asked their followers to create a dance to get free Guacamole when they order online on July 31 – National Avocado Day.

3. Promotes Authenticity

Since filming a TikTok video doesn’t require high-quality, professionally filmed and edited videos, people see it as more authentic.

People don’t like advertisements and skips whenever. For brands, try doing raw, unpolished content that makes it more relatable between consumers and brand.

NFL is one of the brands that show authenticity on their page. Their content ranges from heartfelt player stories, to incredible plays, to fan/player engagement, to mic’ed up sideline commentary.

4. Access to Local Creators

TikTok has many micro influencers – 10,000 followers and up, that are usually popular within their own city. These influencers can play a huge part of a local marketing campaign.

It’s easier to collaborate this way and brands can be sure that they target the right people. Currently, TikTok influencers are charging considerably less for access to larger followings than influencers on other platforms like Instagram.

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Dunkin’ Donut U.S. tapped TikTok’s most followed creator, dancing sensation – Charli D’Amelio. The brand named a drink “The Charli” where the influencer takes a video of herself drinking it and uploads on her TikTok account.

5. Unsaturated Platform

Facebook, Instagram, YouTube are full of brands trying to connect with their customers, where do you think is still unsaturated? TikTok.

Small Business Trends

Last year, TikTok officially launched its new advertising platform, called TikTok For Business. A few brands are currently using it and you have less competition. You can get a higher user engagement this way. It’s easier to cement your place here before all the others realize its potential and come flocking. It gives you the opportunity to get more reach and engagement on your ads.

TikTok made possible for brands to gain and connect with followers in a fun and engaging way.

It still has a way to go before it becomes a key channel but it’s sure that it is worth considering for 2021 campaigns.

What Are The Top 7 Digital Marketing Trends of 2021?

2020 has been an awakening year for everyone. With the current COVID-19 pandemic and other social issues, indeed, businesses changed drastically how they run.

Below are the 7 Digital Marketing Trends to expect in 2021.

1. Inclusivity

As the world continues to be aware of social issues – race, sexuality, religion, etc., more and more consumers, especially younger audiences and marginalized groups, are now looking for brands that fit in their values. This includes the brand’s content – images, videos and even discussions on social media pages.

A study by Accenture revealed that 41% of shoppers shift away from brands which don’t reflect their views on identity and diversity while 29% are willing to switch brands completely if they don’t show enough support on social issues.

Brands that are seen to be impassive will likely see impacts in 2021. In contrast, those brands which openly support equality will most likely develop deeper connections with consumers.

2. Featured Snippets & Zero-Click Searches

Zero-click searches refer to search results that appear at the top of the first search engine results page (SERP). These answer questions that allow users to see relevant information without making any further clicks.

Google introduced this experiment in March 2020, with the aim to eliminate multiple results that searchers don’t really need and to satisfy the user intent.

According to SparkToro, 50.33% of all searches are zero-click searches. It means that now more than half of all Google’s searches result in no click.

Google decides which keywords and content to select to show on position zero.

For businesses that produce content and SEO, this can mean losing meaningful website traffic, leads and conversions since they reduce the number of clicks. This creates a new challenge for businesses to upgrade their content game for featured snippets.

3. Sustainability

From the 2018 report of Neilsen, 81% of consumers strongly feel that companies should help improve the environment.

Younger consumers are now leaning towards sustainable and eco-friendly brands. This goes well-beyond the market for green products – every brand can benefit by broadcasting their sustainable practices.

Levi’s launched their innovative Water<Less® collection where the goal is to reduce up to 96% of the water normally used in denim finishing, the final stage in making a pair of jeans.

Online platforms, especially in this time of pandemic, are the best way for brands to communicate their sustainability share.

4. Visual and Voice Search

Due to the evolving technology, more households are now using voice-activated tools such as Alexa, Google Assistant and Siri. These tools aren’t just for turning on and off the lights, but now act as assistants to do basic input of text search using voice.

On the other hand, Google Lens allows people to take a photo of the item they intend to buy and get search results that lead directly to product pages.

5. Interactive Content

The benefits of interactive content are quite clear – to encourage customers to engage and get valuable insights based on their preference. These collected data will guide the brand on its content marketing efforts and eventually win loyal brand advocates.

This effort of interactive content is part of the greater trend towards personalization. It will make consumers feel heard and creates a more personal connection to the brand. Don’t forget it can also be used to collect data on user preferences, such as for product or site improvements.

6. Customer Segmentation

Segmentation involves dividing the whole market into clearly identifiable groups that allows brands to learn more about their consumers. It is split based on meeting certain criteria or characteristics (shared common behaviors, interests, needs, wants and demands) that lead to having the same product needs.

As seen above, the two aviation ads identify its ads placement through segmentation. It placed its ticket sale ads on social media as more of its consumers use the platform. On the other hand, Business Class promotions are sent to its frequent flyers through email. This strategy works best for personalization and customer engagement, as your followers receive content hand-picked.

7. Local SEO

Brands should ensure that local listings are verified and up-to-date on various search platforms. In a way, local SEO is more powerful than broad SEO – people who search for a pet grooming shop within their geographic location have more intent to purchase that leads to easy conversion.

Register through Google My Business, incorporate local keywords prominently as SEO strategy. Obviously, prioritize the name city or town as a top keyword followed by related keywords. Tip: make sure to include famous landmarks for better results.

What’s Next?

Plan your 2021 Digital Marketing Strategy! While these digital marketing trends don’t represent a complete list, hopefully, this can serve as a guide to increase site traffic, generate more leads, and grow sales, all while retaining hard-earned customer-base.