Proven to be an effective advertising tool, more and more firms are discovering the earning potential of running PPC ads. A comparison between people who click on paid ads to those who discover a link through organic means shows that the latter is 50% more likely to make an actual purchase. Stats from Webfx reveals that small businesses allot around USD 9,000 monthly for PPC campaigns. The question now is no longer the effectiveness of PPC marketing but how to make your paid ad stand out from the rest of other similar campaigns.
In digital marketing, one way to stay ahead of the competition is to constantly be vigilant for new trends and be open to innovations. The digital landscape, as well as the behavior of consumers, are constantly changing. Therefore, your foolproof marketing strategy from years ago may no longer be as effective today. To make 2020 a successful year for your online marketing efforts, here are some PPC trends you may want to give a try:
Try Interactive Video Ads.
More people prefer video content than written texts because it is generally easier to watch than to read. Thus, incorporating your PPC ads with a video will increase the potential of your ad to gain attention. The entertaining element of a video also encourages marketers to be creative in presenting their campaigns. Since video ads can be used to communicate an interesting story that consumers can relate to, it also complements the branding strategy of a firm. You can even upgrade your marketing strategy by making your video ads interactive. Have you ever seen a video that seems to be talking specifically to you? This tactic solves the problem of annoying ads because it allows firms to display only the relevant ads to target users.
Make use of Artificial Intelligence (AI).
The technology of artificial intelligence can significantly improve and simplify the way marketers run and manage a PPC account. Machine learning tools can source and analyze data that marketers can use in making wiser decisions in placing bids. Investing in AI for PPC ads also enables marketers to automate certain functions so managing PPC campaigns becomes a lot easier. The tool can also make accurate predictions on how ads can perform. The valuable information that marketers can gather from AI can be used to increase customer engagement and increase conversions.
Make responsive ads.
People can view your campaign on different devices and platforms so it is a must to ensure that your PPC ads are displaying properly on all of them. This is especially important nowadays when smartphone usage is becoming more and more prevalent than desktop use. By making use of the responsive ads feature in advertising platforms, ads automatically fit well in all ad spaces.
Create specific landing pages.
To see your clicks turning to bounces is like watching money running down the drain. Lower your bounce rates by designing several landing pages for specific clients. A Hubspot study even proves that creating more landing pages can result in a 55% increase in lead generation.
Launching a PPC ad is an exciting option for businesses wanting to display their messages right where their target customers are. It also opens an opportunity for marketers to gain a 200% return on investment (ROI) as Google claims that every USD 1 spent on Adwords converts to USD 2. Get closer to enjoying this ROI by partnering up with our digital marketing firm, the Birch River Design Group. Our team will help you get the most out of your online ad spending. Together, let’s start creating successful PPC campaigns! Contact us to set a meeting today!
Did you know that around 129 billion emails are sent and received each day worldwide? This data from a 2019 study also shows that an office employee receives around 126 emails a day. In addition, there are 3.9 billion active email users worldwide, 11% higher (3.5 billion) than the number of social media users in the world. Furthermore, a 2017 survey from Campaign Monitor shows that despite the emergence of newer ways to reach out online such as social media and messenger chatbots, many still prefer to receive business communication via email.
The figures presented above strongly prove the importance of sending email marketing campaigns. However, the staggering figure can also make any digital marketer cringe with worry. With so many emails getting into an inbox, users can ignore or delete your message without even bothering to open it at all. For an email blast to attract leads and boost conversions, the initial goal should be to increase the email open-rate. The following are some creative ideas that can encourage recipients to click and read an email campaign:
Capture interest with videos.
Video content is rising online because people generally find it more entertaining to watch than to read. Online marketers also see the benefits of using videos to promote a brand or service. Thus, incorporating videos in your email marketing strategy may just yield positive results. An email subject line specifying a video content can pique the interest of a user. The body can contain links to an informative video. Another option is to directly embed a video in the body itself so recipients can conveniently watch it without clicking outside links. The interest of the recipients should be a prime consideration in choosing the type of video content to include. Email marketers should also be careful in sending lengthy videos with large file sizes.
Send a birthday greeting.
Personalization is effective because it deepens the connection between a user and a brand. It makes a user feel that they are interacting with a human rather than an automated machine. So how about taking your personalization to the next level by sending your subscribers a birthday greeting. It seems like being thoughtful matters even in digital campaigns with stats showing that birthday emails generate more click-through rates and revenues than promotional emails. The email birthday greeting is also a creative way to surprise and reward your subscribers by including discount coupons or other freebies.
Make it interactive.
Increase the chances for your email blast to be opened by exploring ways to make it stand out among so many other similar emails. One way to do this is by Including interactive elements that can make your headline and content more interesting. You can include eye-catching visuals with animated buttons that recipients would like to click. Another example is a survey that seeks the opinions of the recipient.
Does your business need help in planning and executing successful online marketing campaigns? Birch River Design Group, a full-scale agency based in Scottsdale, Arizona has the expertise and experience to plot out effective digital solutions for your business. Call us today so we can schedule a free consultation with our team!
You’ve done it! After deploying numerous campaigns your email list is finally looking extensive. You exhale a sigh of relief, but suddenly realize that you’ve applauded yourself too soon. You’re losing engagement, or worse yet, your email list is filled with inactive subscribers. Studies show that 70% of email lists are inactive. This number might seem tremendously discouraging, but before you abandon all hope, keep reading.
Losing engagement is inevitable, but it isn’t irreversible. According to Loren McDonald, Marketing Evangelist at IBM, 10% to 20% of subscribers completely disengage from a brand’s email list annually (mailer lite).
Initially, you may think the best resolution is to contact your audience more. Maybe if you are able to say the right thing, they’ll re-engage? While that is partially true, there are a few steps to consider before pushing more content out. Here are a few ways you can revamp your content to drive engagement.
Segment inactive subscribers
Before building your re-engagement strategy, you’ll first need to identify your inactive subscribers. Who has engaged with your campaigns within the last 6-12 months? Research shows that 39% of marketers who segment their email lists generate better open rates. You’ll often find subscribers at one of these stages in your marketing funnel: hibernation, limbo, and graveyard.
- Hibernation – Hello? Is anyone home? Subscribers who’ve recently stopped engaging with your campaigns will be placed into this category. With the right message, you can rattle them awake!
- Limbo – This is where you’ll place subscribers who’ve been inactive for a substantial amount of time. The fire is still burning, but it’s shrunken over time. With a solid re-engagement campaign, it’ll be rekindled to its former ferocity.
- Graveyard – Here lie the subscribers who most likely signed up to partake in your discounts or promotions. They’ve never interacted with your campaigns and engaging with them seems next to impossible. Before you vanquish them from your list, try to find an effective way to reconnect. Studies have shown that inactive subscribers are 26 percent more likely to make a follow-up purchase than non-subscribers, and active subscribers were actually 38 percent more likely to come back.
Cleaning out your email list will not only give you a clear view of who is truly engaging with your content, but it will also improve your email deliverability rate. Your sender score can plummet if you have a low engagement rate, and then mark your emails as spam. You’ll also be saving money! The longer the email list, the more you’ll be paying your email service providers. So, do yourself a favor and tidy up! This can be done at least once per year.
Improve Subject Lines
We’ve all heard it. Time is money. Your subscribers are human; they have lives and their time is limited. So how can we grab a few seconds of their time? According to Connectio, people are naturally drawn to numbers. Including them in the subject lines of your emails can generate interest. A great way to do this is by implementing the R-O-T ( results, objection, time) formula which simply states the results, objections they might have and a specified time-frame in which the results can be achieved. Sign-up for our content upgrade for an in-depth break down of the formula and more!
It’s important that your subject lines are free of spelling and grammatical errors. Be mindful of how many exclamation marks are used and try to refrain from stating your subject line in all caps. Incorporating these elements can make you appear aggressive.
I know, I know. You might think that incorporating them into your subject lines will do more harm than good, but these little guys can help your emails pack a punch. In a vast sea of emails, emojis can be the lighthouse that helps your message stand out in an inbox. Studies show that incorporating emojis in subject lines can lead to higher response rates than traditional email.
Here are a few ways they can benefit your emails:
- Personality – Throwing an emoji in your subject line can help it convey what words can’t. They can also be useful in solidifying your brand’s voice and improving the overall tone of your message.
- Space saver – Maximize space by replacing certain words with its emoji equivalent.
- Engagement boost – Push notifications with emojis saw 85% increase in open rates and 9% bump in conversions
Unfortunately, you can have too much of a good thing. It’s important to find balance when using emojis in your emails. Use too many, they become a distraction or convey a sense of unprofessionalism. Try limiting emoji use to one or two maximum per subject line.
Do you remember how you felt the last time you received a birthday card or a package addressed directly to you? It felt good, right? Studies show that the open rate for emails with a personalized message is 17.6%, compared to 11.4% for emails that don’t contain a personalized message. Sending a personalized message to your subscribers makes them feel like an individual rather than just another number. Making them feel like they matter can encourage them to resume engagement with your content.
Here are a few ways personalized messages can be incorporated into your re-engagement campaign:
- Incentivize Your Subscribers
Who doesn’t love saving money? Depending on your profit margins, extending a special discount toward inactive subscribers might be enough to get them to return. Special occasions, like birthdays or anniversaries, can be useful with this approach.
- Remind them of why they signed-up
Reinforce your value by reminding them of the benefits that come with being with your company. What makes you stand out from other businesses in your field?
- Show them what they’re missing
Reminding your subscribers of what they’ve accomplished while using your services could encourage them to return, especially if the data is significant. Use this opportunity to share any new information. Accompany this message with a call-to-action in the form of a “learn more” button.
Sometimes, you just need to hear it straight from the source. Conducting a poll or survey gives your subscribers an opportunity to engage with you and openly share their thoughts. Try to keep your survey short. AWeber recommends covering between 1-10 questions during a timeframe of 1-5 minutes. The survey can include open-ended questions or take the form of an opinion poll with premade answers. Of the two, most recommend taking the opinion poll approach, as it could save the recipient time.
Your word is your bond. A huge part of relationship-building is honesty. When building your re-engagement campaign it’s important to state information that you’ll be able back up. Dishonest subject lines or copy might increase your open rates momentarily, but they’ll put your business at risk. The CAN-SPAM Act explicitly states that the use of deceptive subject lines and misleading header information in commercial messages can be subject to penalties for such violations. When it comes to successfully re-engaging your subscribers, honesty truly is the best policy.
Saying goodbye doesn’t have to be hard. Remember to follow the CAN-SPAM Act rules by honoring opt-out requests promptly. The Can-Spam Act prohibits you from charging a fee, selling email addresses, and requires you to honor this request within 10 business days. Try not to take their departure personally and ensure that the unsubscribing process is hassle-free.
There could be numerous reasons as to why you’re seeing a drop in engagement. Take a step back. Clean up your email list and re-evaluate your strategy. Your subscribers signed up for a reason. With a few tweaks to your campaign, you might be able to remind them of that reason. But it’s important to remember that just like the seasons, people also change. Don’t get hung up on those who still insist on opting out after launching your re-engagement campaign. There are only lessons, not failures. Use this as an opportunity to dial in your personas and create curated information.
Clearing away inactive accounts will not only save you money, but it will also decrease the chances of your data becoming skewed. With a clear view of your data, you’ll be able to make accurate decisions that’ll spark engagement.
As you can see, just as there are complexities and details that can’t be neglected when creating an email list, there are precautions you must take when trying to re-engage readers.
Landing page optimization is an important area to focus on for digital marketers who want a great ROI (return of investment) for their online marketing campaigns. A Hubspot study even shows that creating more landing pages for an ad campaign increases the number of leads by 55%. Thus, giving your landing pages an upgrade can greatly increase your chances of launching successful pay-per-click (PPC) ads. The following are four important factors in crafting a highly-converting landing page for your PPC campaigns:
Simplicity is one word to keep in mind when creating a landing page for your PPC ads. This means avoiding lengthy texts and elaborate design elements that can overwhelm and confuse your users. The ad copy on the landing page should be short and concise. It is also best to include just a few essential clickable links (such as a call-to-action button) so the users will not get distracted. One way to keep the landing page as simple as possible is by focusing on the main goal of the PPC campaign.
A well-optimized PPC landing page should match the content presented in the ad. When people click on an ad they find interesting, they expect something similar on the landing page. Thus, you will end up disappointing prospects if the content of your landing page is different from what is advertised. It can also breed distrust and turn customers away. Also, it would help if the landing page matches the color and design elements of the PPC ad.
If your PPC ad is getting thousands of clicks but not generating any conversions, you may have to look at the user-experience journey it is providing. People today are always looking for ways to speed up things. You can easily lose prospects with slow-loading landing pages. Likewise, it is unlikely for a user to stick through a registration form with too many fields to fill out. Therefore, it is recommended to continually look for ways to improve the usability of the landing page. Increasing page speed and limiting the number of fields in a form are a few things you can do. You can also create multiple versions of your landing pages and conduct A/B split testing to have a clear idea of layout and content that works best.
One question to ask about your PPC campaign is – what will your users get from visiting your landing page? People will likely leave as soon as they arrive if they do not see anything valuable in it for them. Avoid high bounce rates and win clients by offering something that will encourage them to stay on your page and perform the desired action. It can be a free-book in exchange for leaving their email address or a discount coupon for signing up on your site. Your offer will depend on the content of your PPC ad and the interests and concerns of your target audience.
Are you on the lookout for effective ways to upscale your business through the use of online marketing?
One of the best things you can do is seek the services of a reliable and competent digital marketing firm such as the Birch River Design Group. Our full-scale agency is ready to assist in whatever online marketing you may require; from PPC campaigns, content creation, search engine optimization, and others. Schedule a meeting with our team in Scottsdale, Arizona for a free consultation! You are likewise welcome to drop us a message through LinkedIn, Instagram, or Facebook.
Landing on the first page of the search engine results page (SERP) gives any business website a great advantage over its competitors. With one survey proving that more than half (51%) of all website traffic comes from organic search, high ranking websites can significantly drive in potential clients and complement branding efforts. However, to enjoy these benefits would require the proper implementation of search engine optimization (SEO) tactics. Since not all firms can claim expert-level SEO knowledge, employing the services of an SEO-focused agency is sometimes the best option.
Yet with so many companies out there offering SEO services, hiring a reputable firm can be a challenge. It is even possible to end up with a bogus SEO agency, doing more harm than good. Increase your chances of working with a credible SEO agency by knowing the common mistakes to avoid when searching for online marketing partners. Here is what you should look out for:
Falling for unrealistic promises from an SEO agency.
It is easy to be lured with the guarantee of a high search engine ranking for your business website. Yet an SEO agency that promises a first-page search result is a sure red-flag. Your doubts should also increase if the promise does not include clear steps and tactics to achieve the top spot. An honest SEO provider lays down an effective SEO strategy yet also informs the client about the instability of how search engines work. This means that a reputable SEO agency does not center its services on ranking alone. Instead, it provides the best SEO recommendations to improve the rankings and usability of a business website based on reviews and assessments done.
Settling for the cheapest package.
Stats from 2019 SEO services report shows that small businesses spend an average of USD 497.16 per month for SEO services. To save money, it is tempting to choose the SEO provider that offers the most affordable packages. However, expertise comes with a price. This is why reputable SEO companies demand a fair rate for the quality of the services they offer. Thus, an agency offering very low rates may also result in poor performance. This would then lead to wasted money in the long run.
Neglecting to do SEO agency research.
To avoid regrets and mistakes, it is advisable to be meticulous before signing-up with an SEO agency. Do not forget to dig into the background and history of the SEO firm. Among other things, you want to know who their past clients are and the feedback they received from them. You should also be ready to ask the right questions that can assess the credibility and competence of an SEO firm.
Expecting quick results.
Patience is a virtue any SEO agency should attain due to the slow rate at which results are likely to be seen. It usually takes months before you can see the effects of all on-page and off-page optimization techniques. Therefore, a trustworthy SEO firm offers long-term yet realistic SEO services. On the other hand, you should be wary of SEO companies that promise results in a short period of time.
Success in digital marketing requires knowledge and competencies on various strategies. This is why it is best to leave all your online marketing needs to the experts by partnering up with Birch River Design Group. Our team based in Scottsdale, Arizona makes it a goal to help businesses enjoy the rewards of professional digital marketing techniques. Learn more about our services by reaching out to us via phone call or email. Feel free to connect with us through LinkedIn, Instagram, Pinterest, or Facebook!
You’ve probably heard the bustle, seen the infographics, read the blogs, and skimmed the guides – you get it – email marketing is an exceedingly effective strategy. Yet, the sheer pressure of what it takes to start what seems like a colossal and time-consuming project stops you dead in your tracks. Knowing that 293.6 billion emails were sent and received each day in 2019 might not help soothe your fear of email marketing either.
But why is email marketing, old and timeworn, still standing as strong as ever, if not even more so than before? Based on 2019 data, the widespread usage of email is to blame, with 3.9 billion global email users reported in 2019 alone.
The competition is undoubtedly fierce. With inboxes around the world overflowing with promotional content from prevalent brands and businesses, how are you supposed to cut through the noise and get your content marketing out of its own echo chamber? Where do you even get started?
Let’s rewind to the most rudimentary ideas surrounding email marketing. We want to pave a clear and actionable path for the microbusinesses and solopreneurs out there trying to reach out to their audience through the use of a cost-effective and resilient strategy. Here is how to create a surefire email marketing strategy from nothing.
Every marketing plan is built around specific objectives that a business aims to accomplish. Although tempting, starting an email marketing campaign as soon as you employ an email marketing service might not be the greatest of ideas. Like with most things in digital marketing, it is best to have a sturdy plan before taking action. Therefore, think about the goals you want to accomplish through your email marketing efforts before hitting send. Do you want to grow your subscriber list? Launch a new product or feature? Improve email click-throughs? Retain customers and turn them into brand advocates? The choice is yours to take. Simply remember your goals as you move forward and remember to make them S.M.A.R.T.
Build an Email List
After establishing your email marketing goals, it is time to materialize your strategy by building an email list. Marketers around the world are shaking their heads in agreement when we say – your email list is your power. If your email list is short, brimming with discrepancies in audience interests or simply not aligned with your targeting, you are most likely going to do more damage than good. Without a quality email list of recipients ready to resonate with the content you distribute, all of your content marketing efforts would go down the drain.
Though time-consuming, capturing email addresses to bulk up or create an email list from scratch is inherently simple. A popular list-building method can be explained in one sentence: Create a valuable incentive that persuades people into subscribing to your email list. However, the real hurdle in this process is choosing an incentive that will persuade your website audience into filling that flashy opt-in form. What exactly could tempt them to do so?
Here are some enticing ideas of what to give back to the reader:
- A cheat sheet
In a culture of instant gratification, what better way to earn email addresses than to offer shortcuts that will fix someone’s problem? Offering already researched and consolidated information is a valuable incentive for those seeking the quickest way to solve a problem.
- A case study
Client case studies can be an inspirational and helpful tool for someone who is looking for an experienced perspective.
Not only will an eBook help you earn those coveted email addresses, but it will also establish you as a thought leader in your landscape.
- Mind map
Mind maps are diagrams used to visually organize information, and when made into incentives, can be used to visualize concepts, ideas, and processes.
Checklists are simplified tutorials for people looking to learn how to do something without doing the research themselves. They are quick to create due to their short-form nature, and therefore, cost-effective.
If you need more ideas, check out our previous blog where we reveal 5 easy ways to grow your email subscribers. Finally, remember to place numerous easy-to-see subscriber opportunities scattered throughout your website in order to facilitate the opt-in process for visitors. Your opt-in form can take the shape of a header bar, a slider, a pop-up or a form at the end of a blog.
Create a Buyer Persona
Understanding who your customers are is an important piece of the puzzle to develop effective email marketing funnels. A buyer persona is a written representation of the individuals inside a customer group. It outlines who they are, how they live, what they like, and what they may want. These fictional profiles are made to identify shared motivations and challenges so that you can create messages that appeal to specific groups.
In order to create segments of buyer personas, you need to collect data and complete research in three areas:
- Demographic characteristics
These are the tangible characteristics of a person such as age, gender, income, marital status, education, and whether or not they have children at home.
- Psychographic characteristics
These are intangible and emotional characteristics of a person such as their beliefs and values.
- Behavioral characteristics
These are the actions a person takes that can be used to distinguish consumer preferences such as the car they drive, hobbies, and magazines they buy.
You can collect this data by conducting interviews, creating online surveys, and by simply brainstorming with your team if they have direct contact with the customer. Once you have corroborated your buyer personas, you can create tailored content for them and offer accordingly.
Determine Your Campaign
There are many types of email marketing campaigns to choose from, and this decision relies heavily on the goals you have established earlier. What are you seeking to accomplish with your campaigns? We have connected the dots for you and outlined the approaches below:
- Welcome emails – Onboarding & Brand Familiarity
This is the perfect chance to introduce yourself and to invite your subscriber to connect with you via social media. Also, remember to showcase your brand and to say thanks for subscribing!
- Newsletter – Keep In Touch
This type of email is typically sent monthly and its purpose is to drive your subscribers back to your website and to give them free, valuable content.
- Announcement – Drive Direct Sales
Released a new product, feature or service? An announcement is your opportunity to keep an engaged audience updated on anything new happening in your business. Although the passing of information is the main goal of these emails, it is also aimed at leading people to your website, where they can purchase your product or service.
As you can see, there is a clear correlation between the campaign you choose to send and your broader email marketing goals. However, if you are simply looking to keep your audience engaged and up to date, we suggest sending a monthly newsletter.
Create Your 1st Campaign & Send
It is now time to create a beautiful and impactful email campaign. If you don’t have an eye for design, it is advisable to choose a template from an email marketing platform rather than designing it yourself. This will ensure a clean and cohesive aesthetic that will place the weight of your campaign in your text. Here are other things to be mindful of when creating your first campaign:
- Personalize Emails
People want to be seen as individuals. In fact, according to Campaign Monitor, emails with personalized subject lines are 26% more likely to be opened. Personalizing emails can be as easy as using your subscriber’s names rather than a general “hello,” but you can also take a step further by segmenting your subscribers. Segmentation is the practice of sifting the data you collect when people fill your opt-in form. You can divide groups by age, gender, and geographic location to ensure that you are exclusively sending material that relates to the reader.
- Stay On Brand
Are you using your brand’s color scheme or logo? Is your copy taking the same tonality it does on your website? Staying on brand is an important aspect of all email campaigns. Because your emails are probably not the only interaction your subscribers are having with your brand, you need to keep a cohesive brand identity throughout all of your platforms. This, in turn, will build brand loyalty and trust.
- Set A Clear Path
What action do you want your subscribers to make when reading your email? In order to direct your readers towards clicking a CTA (call-to-action) or link, your email’s visual structure and copy must guide them there. Many marketers opt for an inverted triangle design similar to that of a sales funnel with a broad beginning and narrower end. Your readers’ eyes will be naturally led towards your desired action and follow the narrow path downwards.
So, what now? Now it’s time to empower your brand with the exactitude of data. You’ve sent your first email campaign, subscribers have opened and clicked – how exactly do you measure success and what can you do to improve? Here are the most important metrics you need to track:
- Open Rate – This is the number of times your email has been opened.
- Spam Percentage – This is the spam score given by email marketing providers based on the number of links included and spam trigger words.
- Click Rate – This is the number of subscribers that interacted with your email by clicking on links to visit your website or view products.
- Bounce Rate – This is the number of particular email addresses your email marketing provider couldn’t deliver to.
- Complaint Rate – This is the number of people who received your email and marked it as spam.
- Unsubscribe Rate – This is the rate of unsubscribers per email.
These metrics should give you an advanced overview of the success of your email campaigns and help you determine its weaknesses. Make changes and test out different variables to obtain the best outcome out of your email marketing efforts.
Although decades-old, email marketing still proves its place as one of today’s most successful digital marketing strategies out there. Its cost-effective and multi-dimensional nature is sure to drive in extraordinary conversions and boost revenue when your strategy strives to follow these actionable steps.
Want to take your email marketing to the next level? Contact us at Birch River Design Group in Scottsdale, Arizona to start talking about the next steps in your email marketing strategy.
Are you local? We’d love to buy you a coffee and chat about ways to improve your digital presence in 2020!
It is impossible to tell the history of Google without mentioning the numerous algorithm updates it has introduced over the years. Google started introducing more updates as they continue to enhance how their platform processes search results. Web marketers and search engine optimization (SEO) specialists follow and monitor all updates such as Panda, Hummingbird, Penguin, and RankBrain. This is because changes implemented by Google can greatly affect a website’s ranking and performance.
Just recently, Google rolled out another change, the BERT update. With claims that the new update will affect 10 percent of all search queries, taking time to understand it should be part of crafting an online marketing strategy. The following briefly explains what this new change is about:
What you need to know about the Google Bert Update
Google is not the most popular search engine in the world for nothing. The giant company keeps on finding ways to further improve its systems and technology. Last October 2019, Google announced the BERT update, which is the acronym for Bidirectional Encoder Representations from Transformers. The term may appear intimidating. However, it simply represents a technology that will allow the machines to better understand the search intent of users when they type in search queries.
Through its natural language processing (NLP) software, the BERT update aims to help machines respond like a human. In the past, it was not uncommon to type in a keyword and get unconnected results. Due to language complexities, it is very easy for search engines to wrongly interpret a query. Google wants to limit or altogether eliminate these mistakes through the BERT update, which is adept at interpreting the nuances and context of search queries.
How will the Google Bert Update affect SEO?
Since Google did not roll out any major updates in the last five years, reports are saying that the BERT algorithm will bring significant changes to Google’s search function. This prediction makes many digital marketers worry about how it will affect their SEO strategy. People in the online marketing world are likewise eager to learn ways on how to optimize their website for BERT.
However, a statement via Twitter from Google’s public search liaison, Danny Sullivan, sends out an assurance that the BERT update will not require any new or drastic changes to a website’s current on-page SEO tactic. This is true for a website that is already making an effort to provide quality content for its visitors. In a tweet, Sullivan said, “There’s nothing to optimize for with BERT, nor anything for anyone to be rethinking. The fundamentals of us seeking to reward great content remain unchanged.” Thus, if there is any effect, the BERT update will further highlight the importance of great content. The search algorithm will focus on search intent. Therefore, inserting exact keywords in content will no longer be as important as before. Now, the goal is to make the content sound more natural by writing with the users in mind and not for the search engines.
With the rapidly evolving technology, keeping up with the changes is one of the many roles of a digital marketer. Make sure that your firm is always updated with the latest news about how online marketing works by partnering up with a reliable digital marketing agency, the Birch River Design Group based in Scottsdale, Arizona. Get in touch with us through a phone call or email.
Marketing is a dynamic field, an area that continuously evolves and adapts to the changing times. True enough, the way people promote and sell products from years ago is starkly different from the tools, platforms, and methods available today. As the competition in online marketing continues to intensify, new ways of marketing tactics keep on emerging. Changes are happening at such a fast pace that we must keep up with the latest trends and innovations. If you are looking for a way to succeed in E-commerce today, omnichannel marketing is a term to know.
What is omnichannel marketing?
In omnichannel marketing, online sales transactions are made much easier and convenient by providing a seamless experience to the user in various channels. In an omnichannel approach, products and services are available on different platforms. These platforms can be a physical store, a desktop pc, or a mobile device. Clients have a smooth, hassle-free experience all throughout the sales journey despite the various channels. From browsing products to the actual purchase and follow-up transactions. For example, customers can browse a sales catalog using a desktop, then choose products to order later on using a mobile device. Clients can then make the actual purchase by visiting the physical store.
Multi-channel or omnichannel? What is the difference?
Omnichannel marketing strategy is often confused with another tactic – the multi-channel sales approach. Its similarity makes many people assume that they are one and the same. However, one way to understand the omnichannel strategy is to know how is it different from the multi-channel tactic. Businesses employing a multi-channel approach create and maintain their brand’s presence in different channels and platforms. Here, the products are available to the clients in as many channels as possible. Yet it does not guarantee that the experience with a product on one channel will be the same on another channel. Whereas, omnichannel marketing ensures that no matter which channel the client chooses, the sales experience is never confusing or disrupted.
What are the benefits of utilizing an omnichannel strategy?
For brands that refuse to be left behind, omnichannel marketing is a great strategy to invest time and effort on because of the following reasons:
It can tremendously increase profits.
The main aim of omnichannel marketing is to significantly improve customer service. Every transaction is as efficient and rewarding for clients as it can be. If done right, an omnichannel experience can lead to satisfied customers that will most probably come back to purchase again. As it fosters brand awareness and customer loyalty, businesses can likewise expect their profits to go up as well.
Improves workflow processes.
As the omnichannel strategy improves the customer experience, it can also simplify and hasten business processes within the organization. A client can go to a brick and mortar store and show the product he or she wants to purchase from a mobile device. A store staff would then just need to get the customer data to locate the product the clients wish to buy. Omnichannel combines processes and information from different channels so it becomes easier and faster to complete transactions.
Provides valuable data to create better campaigns.
Omnichannel marketing tracks the customer throughout the sales journey and collects important data along the way. It reveals information such as the device used, the products searched, and products purchased. Exporting these data for analysis is a way to further personalize the marketing campaigns of a brand. It can also give insights as to which channels are the most effective for ad campaigns and which ones need improvements.
The rise of the Internet and digital technologies brought about significant changes that greatly challenged old forms of advertising. Although print media, TV ads, and outdoor billboards still exist, businesses with a growth mindset are now actively exploring the wonderful possibilities of digital marketing. Venture into the world of online marketing by having a reliable guide and partner such as the Birch River Design Group. Our digital marketing team based in Scottsdale, AZ can help you plot and implement the best online marketing strategy for your brand. Schedule a meeting with us today!
Search engine optimization (SEO) is an integral part of any digital marketing tactic. Your online campaigns are unlikely to succeed without basic knowledge of how search engines work. However, the process of optimizing web pages to achieve a high ranking on a search engine results page (SERP) is not something you can learn in a day. Moreover, implementing SEO best practices can also be time-consuming and exhausting.
A good solution to this predicament is to seek the services of a competent SEO agency. An SEO expert can guide the online marketing tactics of a firm in the right direction. Along with minimizing risks for failures and mistakes, it can increase a campaign’s chance for success. In spite of its many benefits, it is still common for business owners to wonder if hiring an SEO agency will be a good investment. However, staying indecisive may mean delaying opportunities for tremendous growth and development. Although the need for an SEO agency will depend on the unique circumstances of a company, it can give a firm a considerable advantage. Some of these benefits are listed below:
Benefits of Hiring an SEO Agency
· Boost lead generation tactics.
SEO agencies have the expertise and experience to carry out a successful SEO campaign. This can give a greater online presence for your business. As your company becomes more visible in search engines, you can also expect more customers to discover you. Aside from bringing in more clients, your favorable search engine ranking position can also result in suitable leads for your business. The boost in your lead generation efforts and increased availability to clients will also increase the potential to rake in more profits
· Provide quality content.
Investing in digital marketing is a long-term commitment. An e-commerce website or a social media page needs regular content to stay relevant and competitive. However, coming up with unique and valuable content is not always feasible. Fortunately, content creation is often one of the SEO services that an agency provides. A team of SEO specialists can devote more effort to develop useful content that can help maintain your online strategy
· Complement branding efforts.
SEO managers know the importance of creating an impressive layout and content for your business. This is because your target clients will likely equate the quality of your web presence to the kind of products or services you can give. A well-thought-out SEO campaign has the potential to reach millions. Therefore, tremendously improving the reputation of your brand in no time.
· Fuel continuous growth and improvement.
The field of online marketing can be very challenging especially for firms that already have tons of tasks to deal with. To ease the workload and get better results, they can simply delegate their digital marketing needs to an SEO agency. With a team of web marketing experts on their back, they can focus their energy on innovation and expansion which can further drive business growth.
· Provide valuable data and analysis
SEO specialists use various tools to measure the effectiveness of their online marketing campaigns. As they convey the results of their monitoring efforts, a business can gain insights about their client’s behavior and needs. They can use those insights for profit-generating ideas and improving their services.
Are you seeking a reliable partner to help you achieve your business goals through digital marketing tactics? Our team in Scottsdale, Arizona, Birch River Design Group can offer solutions and guidance to fuel your firm’s growth and success. Contact us today!