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!
Starting a podcast is a brilliant option for content marketers who want to offer something unique and entertaining to its subscribers or site visitors. A good podcast can tremendously complement a firm’s marketing goals in many ways. For one, podcasts serve as an avenue to communicate with your target clients in a more personal manner. Since most podcast channels are subscription-based, it likewise opens an opportunity to grow your following and find potential leads. Podcasts which are usually available for download also gives people an easy way to access content anytime and anywhere.
With all the benefits and convenience that a podcast can bring, It is therefore not surprising to see stats indicating its growing popularity. An article published in Podcast Insights states that in 2018, 64% of people in America are familiar with the term podcasting. In 2019, the said figure rose to 70%. Moreover, a survey from Nielsen in 2018 shows that 16 million people in America are podcast fans. Still, launching one is not a surefire way to gain a tremendous edge over competitors. You can increase your chances of a successful podcast by keeping a few marketing tips and tricks in mind. Some of them are listed below:
Learn the ropes.
Podcast creation is a relatively new field so it is best that you first invest time to get a clear idea of how it works and the tools you need to start one. Among other things, you want to know how to choose the best hosting provider in terms of cost (some are free) and the services it provides. Aside from the software and platforms, you also want to know the equipment to prepare such as recorders and microphones. It will likely pay to research the best practices on creating a podcast such as knowing the ideal length of an episode and how to promote it to more people. It is also recommended to listen or subscribe to existing channels to pick up valuable techniques to copy and spot areas for improvements.
Make it easily accessible.
A successful podcast can boast of many subscribers. To get more listeners for your podcast, make your content available on various platforms. The usual platforms to use are iTunes, Apple, and Google Play. However not all users have access to these devices so it is best if your podcasts are present on your own website where visitors can listen right away.
Optimize for search engines.
Search engine optimization (SEO) is a must because you want to rise among numerous podcasts available in your niche. Thus, do not forget to include relevant keywords in your podcast title and description. Providing a transcript of your podcast is another thing you can do to optimize your audio content. You should also make an effort to promote your content to increase the chance of more people finding your podcast.
Provide an appealing teaser.
Give your target audience a reason to choose your podcast by taking time to design a beautiful teaser. Just like a film or radio show poster, the cover image can entice an audience to try listening. It will also help to create a trailer so people know what to expect in the show.
Online marketing is getting more competitive each day, presenting a challenge for firms that want to have an edge in the digital landscape. Fortunately, Bich River Design Group can guide your business in creating fresh and innovative ways to build a strong web presence. Our team is available for a free consultation so we can discuss your marketing needs. Give us a call today! You can also get in touch with us through LinkedIn, Instagram, or Facebook.
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.
A brilliant marketing campaign can do wonders for a business in no time. It can promote brand awareness, bring in customers, and increase revenues. Moreover, the successful run of an ad campaign can further enliven and ignite a team’s motivation to dream big and achieve more. In reality, though, not all attempts to reach out to your target clients get favorable results.
In ECommerce, the chance for failure becomes higher as the competition continues to intensify. A report from EMarketer predicts that the money firms will spend on digital advertising will reach over $375 billion by the year 2021. As online and offline campaigns can be quite costly, you surely would not want your investments to go to waste. If your firm has been enjoying the fruits of a great marketing tactic, you would like to keep that lucky streak going. The following are four tips to ensure that your campaigns would not just be one-hit wonders:
Marketing campaign performance fluctuates. Therefore, constant monitoring is a must for each and every ad you run. A high-converting ad can be transformed from a low-performing one without any warning. However, if you are regularly mindful of the metrics your ads are showing, you can easily spot the areas where you may need to do some adjustments to prevent the campaign from losing its appeal. Campaign monitoring reveals essential information about your customer’s behavior which you can use to further improve your campaigns.
Keep on improving.
You cannot expect a marketing campaign giving high click-through-rates (CTR’s) today to stay that way forever. The figures are bound to drop anytime as people’s interest in it wanes. This is why it is important to keep on finding ways to further enhance your campaigns. You can use the insights you gather from studying your customer’s preferences to tweak your ads. To continuously run a successful campaign, you need an attitude that always strives to be better than the best. With an attitude that never settles down even if your campaigns look almost perfect, your brand will stay fresh and interesting to consumers and serve your competitors a plate full of dust.
Advertise on various channels.
To get optimum returns on your investment, you do not want to lay all your eggs in one basket. Digital marketing today offers various channels where your brand can get exposure and it is best to take advantage of that. You can place marketing campaigns on Facebook, Google, or Instagram. You can also try running ads on YouTube or send out email campaigns. Trying out several channels can be costly but in the long run, it is a good way to determine which channel should you prioritize and focus on. Another thing, being seen in as many channels as possible will help your brand become familiar to many.
Seek reliable partners.
Networking is something that will never run out of style. Even in the online world, having amicable partnerships is something that will likely be beneficial for your marketing campaigns. Thus, keep your eyes open for firms or individuals that can help propel the growth of your business. To expand your audience reach, you can propose an ex-deal with popular influencers. Forming partnerships with other firms that are not direct competitors will help solidify the wall you are trying to establish for your brand.
We are living at a time when digital marketing is already the norm rather than an option for firms that wish to reach out to as many clients as possible. However, the dilemma is that not all firms have the skills and knowledge to carry out a well-thought-out brand marketing online. So how about having a reliable digital marketing agency at your back? Our dedicated team can expertly execute and monitor your online campaigns while you can conveniently focus on enhancing your products and services. Contact us, the Birch River Design Group, today!
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!
Savvy web developers will never deem a business website as fully complete and functional without installing a monitoring tool. This is because they understand that business success and data analytics go hand in hand. With an efficient system to gather metrics about a website’s performance, web marketers can easily gauge if their marketing tactics are working or not.
Figures and data can also provide insights to better understand the behaviors and preferences of your visitors. Regular monitoring and analysis of website stats can also lead to innovative ideas that can further enhance the online platform. However, to truly benefit from the wealth of information you can gain from marketing analytics, you first need to know the metrics to look out for. As a start, using web monitoring tools such as Google Analytics should help you give valuable answers to the following questions:
How did the visitors find you?
The visitors on your business website can come from various channels. It can be through a search engine’s result or via a social media post. People can discover you through an online banner ad which is part of your pay-per-click campaign. It is also possible for a user to directly access the URL of your page. You want to know how your visitors arrived at your site. Knowing this information can help you understand your traffic sources and plan a wise strategy. You can invest more effort in sources that drive the most visitors or plot solutions to improve those that give minimal traffic.
What are your visitors searching for?
A site search bar is a useful function because it helps users find the information they need. It can also give web marketers insights about what people expect to find on your website. Web monitoring tools provide a list of the keywords/terms people used while navigating your site. This information can be a helpful guide when determining the content that can enhance the user experience aspect of your website.
What is your most popular page?
One of the most important things to take note of is the page that is getting the most number of hits on your website. It can be the most popular product in an E-commerce site or the most viewed blog on a business website. It can also be a page with the most conversions. Upon identifying these pages, you can examine the factors contributing to its success. Moreover, you can use the insights you’ll learn to improve underperforming pages on your site.
Why do they leave?
Some web visitors land through a webpage but abruptly leave without clicking any link on the site which is known as a bounce visit. A high bounce rate signals a red flag as it means that the site is failing to meet its goals. Other users navigate the site but then fail to successfully lead to conversion page which is the exit page. You want to examine these pages on a site to understand what causes users to abandon a page.
Creating an E-commerce or business website site takes great effort, but the real work starts once the website is up and running. However, website maintenance and development will be so much easier with the help of Birch River Design Group, a digital marketing agency in Scottsdale, Arizona. Our team will gladly explain all the services we can offer your company. Do not hesitate to schedule a meeting with us today!