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Advertising has the power to establish awareness, the power to set the agenda, the power to suggest as well as influence, the power to convey new information in addition to the power to persuade. Advertising has short-term power (sharing new information, building awareness, enhancing credibility, etc.) and long-term power (sharing brand image, attaching emotional values to the brand, building positive reputation, etc.).
Advertising has been said to be the most powerful, persuasive as well as manipulative tool which firms have in order to control consumers all over the world. It is a type of communication which typically attempts to persuade potential customers to buy or to consume more of a specific brand of product or service. Its impact on the society through the years has been amazing, particularly in this technology age. Influencing people’s habits, creating false needs, misrepresenting the values and priorities of our society with sexism as well as feminism, advertising has developed into a poison snake ready to hunt his prey. However, conversely, advertising has had a positive effect to help the economy and society. What is good advertising? A good advertisement gives us all the information we need something even before we think that we do. It gives us the opportunity to look into the ideal life, the ideal body, the ideal mate, all wrapped in an ideal world. Effective advertising reaches possible customers and tells them about your products or services. Ideally, advertising needs to capture the prospective customer’s attentions and entice them to make use of your product. Regardless of the method, all your advertising needs to be clear and consistently reflect the unique positioning statement of your business. Word-of-mouth advertising has been around as long as mankind has communicated and traded goods as well as services. In addition, word-of-mouth advertising is considered the most effective form. It has the desired qualities of strong credibility, high audience attention levels, and friendly audience reception. It features open-ended conversation with questions as well as answers about the product, psychological motivations to purchase, memorability, efficiency in addition to frequency. Word-of-mouth advertising passes product information to a lot of other potential buyers (and might even include promotional trial demonstrations as well as free sampling), at little or no cost to the business. Whenever possible, a small business should build an advertising programme which results in word-of-mouth advertising. Satisfied customers are your best advertisements. How profit is generated? In the business market, the chief and principal key in order to get profit is by the active consumption of a product in the marketplace. Nonetheless, firms have taken advantage of that and have created misleading needs to consumers. The only real need, it would appear, are for nourishment, clothing as week as housing. In other words, people are able to live without television, internet, iPod, and the like. However, the impact of commercials and advertising have made people feel the requirement of something else than food as well as shelter. Advertising works through the human emotions and vanity. It appeals toward the psychological domain turning into a temptation for people whose minds are at rest. For example, if a person is at home watching TV, very comfortable and suddenly, a commercial promoting any type of food and drink comes up, that individual will be hungry and thirsty in a couple of minutes. The advertising influenced his mind, provoking an involuntary reaction to do what the commercial caused him to do.
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Creating connections with potential customers is essential when it comes to driving interest and boosting sales. Making these connections can sometimes be difficult, though, as it’s one thing to want to create them and another to figure out how to establish them.
However, one of the great ways to establish these connections is through copywriting, where you use words to speak to consumer emotions and try to entice them to take action after reading your words. While it may seem simple to write something that you think will resonate with your audience, there are essential principles to follow to ensure that you can effectively convince them. In this post, learn what SEO copywriting is and discover best practices for the process that will help you draw in customers, convert leads, and drive more sales. SEO copywriting is the process of pairing standard SEO best practices that drive traffic (like keyword research) with compelling words that entice users to take a specific action, like buying a product or subscribing to an email list. You can find this copy in product pages on a website, emails, and different marketing materials. SEO copywriting differs from other SEO content writing you may be familiar with, like blogging, as the end goal is to convert leads rather than generate organic traffic. In addition, SEO copywriting is shorter; where a blog post may have almost a thousand words, copywriting content may have less than half of that. However, the two can go hand in hand. You might create a blog post that includes a CTA created with SEO copywriting principles in mind, and the words entice users to click on what you’re offering to learn more, like downloading a free ebook or another related source. Here are some examples of content types that may be created with SEO copywriting principles in mind:
As with all types of SEO, it’s important to understand best practices. SEO Copywriting Tips and Best Practices Strong copywriting is a combination of a variety of factors, which we’ll discuss below. Know your audience. The first step to successful copywriting is knowing your audience. Without this information, it will be impossible to compel them with your writing as you don’t know who they are or how to appeal to them. Finding your audience for SEO copywriting follows the same processes you would when creating a targeted marketing campaign, or any type of content you would create for your business: buyer persona research. Buyer personas are fictional representations of what your ideal customer looks like based on market research and your existing business data and customer profiles. Swift Digital Marketing Tools Make My Persona tool can help with this, as it will guide you through a step-by-step process of outlining who they are, discovering their main pain points, and the solutions they look for based on their needs. Conduct keyword research. Keyword research is a critical component of any SEO strategy. As a refresher, keyword research is the process of uncovering the words your target audience uses when searching for products and services similar to what you offer, and using the keywords in your content to attract those same users to your site. For copywriting, this research is essential because it helps you uncover user intent behind the keywords your audience searches for so you can write copy that resonates with their needs. Write for your audience. The goal of copywriting is to entice your audience to take action. So, as mentioned above, it’s important to always write with your audience in mind. Your buyers are looking for solutions, so you’re writing to tell them why you’re a solution. For example, say you offer an all-in-one marketing tool. Your persona and keyword research lets you know that your target audience often queries “easy-to-use marketing tools.” You’d want to incorporate that search term into your copy to speak directly to user intent in the hopes that they’ll follow through with the desired action (purchasing your product) because you’ve convinced them that you’re the best fit solution to their needs. Use intent-relevant action words. Just as it’s essential to write for your audience's intent, it’s also important to use intent-relevant action words. You want your copy to let them know why what you have to offer is the best solution, and then lead them to the action you want them to take. This simply means that you want your copy to draw your audience to make a final decision, maybe by saying something like “Buy Now” or “Sign Up Here,” at the end of your product descriptions. Be concise and straightforward. The harder your copy is to read, the less likely it is that you’ll achieve your ultimate goal of converting users. If they have to put in a significant amount of effort to understand what you have to offer, you’ll likely lose them along the way. This means avoiding jargon and wordiness and only including what is most relevant to what you’re creating copy for. This can be a difficult skill to develop, so it can be helpful to consider what you would and wouldn’t like to see when browsing for solutions to your pain points and model your strategy off of that. If I were to take this tip to mind and listen to my own advice while writing this section, I would simply say this: leave no room for confusion or misunderstandings; be straightforward. Continuous testing. Something that you may have thought would perform well may not be as aligned with audience intent as you thought, and continuous testing allows you to iterate on what you create to ensure that you satisfy consumer needs. Testing also ensures that you’re maximizing your effectiveness. Your copy should help your audience seamlessly come to the solutions you’re providing without putting in extra effort because your copy already explains it all. An example of continuous testing can be creating multiple versions of CTA’s, each with different copy, that you place on different website pages to see which drives better results. All-in-all, SEO copywriting comes together like this: the SEO aspect are the keywords you know align with your audience user intent and already have high traffic, and the copywriting element is writing for the user intent behind the keywords that have traffic. When you utilize this strategy, you’re directly showing your audience how you’ll solve their pain points and entice them to become a customer. Topic: SEO We all know the importance of a high ranking when it comes to internet searches, but the components of those rankings can often be overlooked. Many web creators throw around a lot of SEO buzzwords and talk about boosting rankings, but how often do they get into specifics? Here at Swift Digital Marketing Agency, we dig deep. We know what it takes to achieve and maintain a great ranking, and we use this knowledge to give our clients rock star results! Importance of Page Speed Page speed is just one example of a ranking component that we've mastered. Google actually dings pages that load too slowly, causing them to drop in rank, even if they are excellent by every other metric. Additionally, your visitors will find interaction with a sluggish interface frustrating to deal with. This will, in turn, harm your engagement metrics causing your ranking to decrease even more... (see where we're going with this?). Don't let something as straightforward as page speed cause your rankings to drop. No one wants to see a spike in abandonment rates for any reason, especially something that is so easy to fix! Let us help you measure and increase your loading times, and make your site more attractive to search engines and prospective customers. You can count on Swift Team as your SEO partner. We use clean code and techniques that greatly increase page speed, giving your rankings and UX a boost. Work with us and see your page speeds, rankings, and engagement metrics outshine the competition month after month! Submit this Form to get a call from us or call Swift Digital Marketing Agency at (216)339-6041 High-quality web design is essential to the success of any business’s website. Your visitors can perceive trust, authority, security and more just from the look and feel of your website. If it is slow to load, complex to navigate, or hard to read, you may lose valuable visitors and potential customers.
Today’s consumers don’t waste time on poor quality websites. There is so much information, and so many websites popping up every day – if your website isn’t up to scratch, your visitors are just a few clicks away from other competitors. Web design have the considerable task of combining beautiful designs, with functionality and authority, while helping site visitors easily find the information that they need. So how can this be done? And what separates a poor website from a winning one? At Swift Digital Marketing Agency, It begins with nailing the most fundamental aspects of website design – but these aspects are often the ones that are botched the most. The Most Important Elements of Web Design are:
In this article, we’ll cover the most important elements of web design that will help you make the most out of your online presence. 1. White Space Your design should be simple, clean and accessible. White space, or the area between design elements, gives your site room to breathe and makes elements easier to find for readers. White space is not always white, it’s just the name for spaces between elements or content. White space is being used more and more as websites evolve. The use of big spaces and line spacing in the text helps each button and each word stand out better. Space can also be used to increase the feeling of the importance of an item, creating a focal point for the user’s attention. In general, similar elements should have consistency in spacing. Start with elements such as the navigation and move on to develop your content on the page. Using grid-based layouts keeps your designs tidy and maintains balance and consistency across the pages. 2. Colour Schemes The colour palette on your website will directly influence your visitor’s opinions of your site. When choosing a colour scheme, you should pay attention to your industry and brand, and discern the colours that best represent your business. For example, while a healthcare company might want to use shades of blue or green to signal health and wellness, a local florist may choose black and white to contrast with the vibrant colours of their products. Once you’ve chosen a dominant colour, you should consider how your colour palette should look. You could choose an analogous colour palette, with a few colours that are closely related, or complementary [contrasting?] colours, say, for when you want to draw the audience attention to a particular button or piece of content. 3. Unique Typography When choosing typography for your website, the same considerations of industry and branding should be made as for colour schemes. The font you choose will help communicate your message to your consumers. You’ll want to strike the right balance between professionalism and freshness. Whether you’re picking between serif or sans serif fonts, find something a little different that can distinguish your site from others. It should be easily readable, on both desktop and mobile. Generally, this means at least 16 pixels. You can also pick a complementary font to identify headings and accents, but don’t go crazy on sizing adjustments, or you’ll overwhelm the body text. Finally, you should use a colour scheme that contrasts your text and your background – pair light tones with dark ones, and avoid combining two very bright colours. 4. Content Hierarchy There’s no denying the importance of a page’s content – it is one of the driving factors of how people reach your site via search engines. Creating high-quality content is of the utmost importance for successful websites, but where you place content on a landing page is equally important for turning your users into conversions. When deciding on content hierarchy, you’ll want to put the most relevant information to the user’s search at the top. You should immediately establish a connection with the customer, providing a solution to a problem. Next should be an explanation of your service offering and any unique features that set you apart. Any content around why your business is better than competitors, or how you can offer them something different should be added next. And finally, you should answer any additional questions they might have about the service, before concluding with a summary. 5. Simple Navigation Complex site navigation can be frustrating to users, and make finding information too difficult. Simple navigation should be easy to identify, easy to use, intuitive, and shouldn’t overwhelm users with a variety of routes to similar information. Use simple navigation as the framework for your website build and content. Your navigation should provide users with a few things: knowledge of where they are on the site, knowledge of what else is on the site, a way to go back, and directions elsewhere. Simple navigation also includes how users scroll. For example, sites with parallax scrolling usually include arrows that make the site more user friendly. The easier it is to navigate a site, the longer people are likely to engage with it. 6. Mobile-friendly Design Mobile-first. Mobile-first. Mobile-first. Repeat that seven times and never forget it. In this increasingly mobile world, a site that isn’t mobile-friendly is already falling behind. Mobile traffic has overtaken desktop traffic and shows no signs of slowing. Your web design should perform equally well on different platforms. While most WordPress templates are mobile-ready, a custom design will need to be either on a responsive template that will adapt to various screen sizes or will need a mobile-only site that is used when a non-desktop user accesses your site. 7. User-Friendly Experience While a great user experience isn’t always on your visitor’s radar, bad usability on a site is immediately recognisable. Your website should be beautifully designed, and easily usable. User experience (UX) design is less about the visual design and more about how the site is used. UX design is about optimising the interaction between your users and your website, whether this is through animation, navigation, easy-to-digest content, or responsiveness. You’ll want to leave your user with a pleasant taste of your brand after their interaction. With so many options on the web, this is more important than ever. After all, one bad experience could cause users not to return. 8. Engaging Calls-to-Action Getting a customer to take action on your site is the main role of most websites, whether the action is to purchase a product, get information, or provide contact info. To ensure this, calls to action should be placed throughout the page, and they should be obvious. The landing page design should lead users to that action. Using techniques such as contrasting colours, spacing, and the content will guide your users to the right action. The calls-to-action themselves should be highly engaging, and say exactly what you want them to do, whether that be “Buy Now”, “Contact Us” or “Sign Up Free”. If you have a variety of actions that you’d like to target, consider the most important one that a customer could take, and use that CTA the most prominently. 9. Stunning Visuals Customers love to see visual cues. They’re more engaging and will help draw your users’ attention. Whether you use high-quality images or illustrations, the visuals you use should give your users a feel of your product and style. Visuals can also be used to draw attention to a particular area of the page, and help visitors focus on what you want them to, without them even realising it. A visually striking banner will immediately draw attention, while custom images throughout the page can help users more easily find the information they’re looking for. P.S. Bespoke images are important, and beware of using too many stock photos, or else your site could lose its authenticity. 10. SEO-boosting Elements Search engine optimisation should be considered from the beginning of web design, as a lot of the goals go work in tandem. Search engines consider many aspects of user experience as ranking factors. Elements such as website speeds, site navigation, mobile-friendliness, and easily scannable text all contribute to how users interact with your site. If your site isn’t providing a satisfactory experience, this usually leads to high bounce rates and low dwell times, which are signals to Google of bad user experience, and in turn, results in lost rankings. It’s crucial to any website’s performance to consider how design elements will affect SEO, as the two have a great influence on each other. If you’re looking for a team of experienced web designers to improve your website, find out more about our web design and web development services. Or if you just want to have a chat about web design, get in touch. Social media is a powerful way for businesses of all sizes to reach prospects and customers. People discover, learn about, follow, and shop from brands on social media, so if you’re not on platforms like Facebook, Instagram, and LinkedIn, you’re missing out! Great marketing on social media can bring remarkable success to your business, creating devoted brand advocates and even driving leads and sales.
What is social media marketing? Social media marketing is a form of digital marketing that leverages the power of popular social media networks to achieve your marketing and branding goals. But it’s not just about creating business accounts and posting when you feel like it. Social media marketing requires an evolving strategy with measurable goals and includes:
Social media marketing also includes paid social media advertising, where you can pay to have your business appear in front of large volumes of highly targeted users. Benefits of social media marketing. With such widespread usage and versatility, social media is one of the most effective free channels for marketing your business today. Here are some of the specific benefits of social media marketing:
The bigger and more engaged your audience is on social media networks, the easier it will be for you to achieve your marketing goals. Call Swift Digital Marketing Today! (216)339-6041 At first sight, website design to a viewer appears to be the visuals seen on a web page. But the fact is that a whole gamut of techniques and skills are involved in creating a web page design to give it the desired results.
So, web design is about deciding on a lot of elements such as the layout, graphics, colors, fonts, structure, content, text styles, interactive features, imagery, interface, standardized code, etc. It involves a wide range of skills and disciplines. Professional website design is the one that maintains an appropriate balance in the different elements and ensures consistency and integrity of the design. Website design has become inevitable to do business and highlighting its online presence in the modern competitive markets. It contains all the information like details of a company, its products or services, contacts, blogs, and much more. Professional web design has the ability to create a desired corporate identity of a business and delivers its brand message to the target audience. A creative web page design is a tool also for better conversion rate, by which a company can achieve steady growth in sales and revenue. Moreover, user-friendly online web designs build trust for products or services, which is essential to creating a stable, loyal customer base. Who needs a professionally designed website? Website design is an integral part of doing business in this digital age. But who really needs a professionally designed website? Well, all those enterprises who must ensure a dominating online presence and wish to stay ahead of competitors look for outstanding modern website designs. So, practically every company be its logo design agency, website designing agency, brochure designing company, or any type of company in a hard-fought competitive market looks for a unique website to stand out. Such a professional website design has brand colors and fonts, relevant images, icons, content, etc. elements that reflect the company's business values and message. A well-thought-out web page design is a requirement to engages visitors with user-friendly features and convert them into potential customers. Contact Swift Digital Marketing Agency at (216) 339-6041. In this post, you’re going to learn exactly how to create and implement an effective digital marketing strategy, step-by-step.
So, if you want to learn how to use digital marketing to grow your traffic, this strategy guide is for you. What is a digital marketing strategy? A digital marketing strategy is a plan of action that describes how to use one or more online marketing channels to reach your target audience. It has a list of steps and specific digital marketing goals. Having a digital strategy is important because it will help you orchestrate the different online marketing strategies so that they all work towards achieving your business goals. Together with his team, they will make sure that every marketing activity is part of your digital marketing plan. How to create a Digital Marketing Strategy These are the steps to follow to create an effective marketing strategy.
1. Specify measurable business goals The first step in creating a digital marketing strategy is to specify your business goals. In other words, to determine what you want to accomplish with digital marketing. Any goals you set have to be measurable and well-defined. Everything in a digital marketing campaign is measurable (from start to finish) and you need to take advantage of this and form a digital marketing plan that has specific milestones and targets. Some typical goals are:
While the above is a good starting point, they are still vague. A better version would be: Raise brand awareness by: Increase organic traffic by:
A good way to come up with measurable goals is to use the top-down approach. Start by specifying your goals in business terms and then translate that to digital marketing goals. Here is an example to understand this better. A typical step could be, “Publish 3 new blog posts per week”, which needs to be broken down further to specify which/topics keywords the blog posts will target and what would be the expected outcome in terms of traffic increase. Experienced digital marketing specialists know that this is not always easy to calculate because digital marketing is a dynamic industry and changes all the time. But, having a detailed plan will help you adjust your strategies so as to get closer to your goals as possible. The bottom line is that you need to have a digital marketing plan to follow and not start running campaigns on different channels without knowing what you want to achieve. It goes without saying that your plan has to be realistic, taking into account the competition and complexities of your industry. Also, to be able to analyze data and make informed decisions, you first need to track it correctly and accurately so, having a good analytics system in place is more than essential. 2. Identify your target audience The second step is to identify your target audience. In other words to specify in detail who you want to target with your campaigns. Some marketers, place this as the first step in the process and this is not wrong. What is certain is that this is an exercise you need to perform in the early stages and before finalizing the next steps of your marketing strategy. What does identifying your audience means? Specifying in detail the characteristics of people that might be potentially interested in your offerings. In your audience identification, you should include things like:
Learn as much as you can about your audience The exact details depend on the industry you’re in and the products/services you are trying to promote. A good way to start crafting your buyer personas is to analyze the data you already have available. Digg into your Google Analytics reports, Facebook audience insights, Google Ads reports, and start creating your customer profiles. 3. Understand users needs and search intent Once you know the profile of your target customer, the next step is to use different techniques and try to understand their needs and how they express this when searching for information using a search engine or a social network. There are two ways to approach this process. The first method is to take the typical digital sales funnel and identify what your customers might need at each stage. Digital Sales Funnel The second method is to take the different customer profiles created above, and come up with a separate sales funnel for each. This is my recommended method because it makes it easier to set up and run dedicated digital marketing campaigns for each customer profile. Let me give you an example to understand this better. So, by analyzing each buyer persona separately, you can come up with a more accurate plan of how your content, products, or services can help them solve their problems and needs. Search Intent In the digital marketing world, the needs of users are expressed through search queries. When a user types a search query in Google, it has a specific intent and if your content/products or services do not satisfy it, your digital marketing strategy will fail. That’s why it is important to perform keyword research from the very beginning and capture all topics, keywords, and phrases throughout the buyer journey, from awareness to conversion. Social media networks don’t reveal the ‘searchers’ intent’, what happens then? It’s true that users browsing Facebook may not have a specific intent in mind but they have a particular profile. To increase your chances of targeting the right type of audience, you can analyze the profile of your search visitors (using Google Analytics) and using custom audiences to find matching audiences (Lookalike Audiences) on Facebook. Always use any available data that you have as your starting point for research. The results will be more accurate than using data that is external to your website. Resources to Learn More About Digital Marketing
The next strategic step you need to make is to create a library of content assets. You know your audience and their needs, now it’s time to create various types of assets to use in your campaigns. A digital asset can be a blog post, infographic, image, video, podcast, cover image, logo, and anything else you can publish on your website or social networks. Content Types In the digital marketing world, this is what content marketing is all about. Content marketing is important because it’s the process used to decide what kind of content to create, when, and where to publish it. I prefer to execute this step in the beginning and before running any campaigns because it’s more efficient to have a pool of content assets ready in advance rather than having to do this every time you’re about to start a campaign. When you follow the steps in the order described in this guide (set goals, create customer personas, identify needs, and search intent), then you have all the information you need to work on your content assets. It’s also easier to assign the content creation part to the different members of your team to work in parallel. Content Marketing Strategy Plan 5. Start with SEO as early as possible A strategic decision to make that can positively impact your digital marketing efforts is to start with SEO as early as possible. SEO is one of the most effective digital marketing strategies but it has a caveat. It takes time to work. Unlike other digital marketing strategies, when you start an SEO campaign, it may take 4 to 6 months to generate any results. This is a long time to wait so most marketers tend to focus on other digital channels first (like Facebook Ads, Google Ads). That’s a good approach but the common mistake is that they forget about SEO and only re-visit SEO after they realize that they cannot build a successful digital marketing campaign based solely on paid advertising. So, a better strategy is to allocate a portion of your marketing budget from the very beginning on SEO related tasks. In parallel, you can start working on your paid campaigns and other channels. This way, you’ll reach a point sooner where most of your traffic and sales will come from SEO and rely less on paid ads. In business terms, this means an increase in revenue and profit and this is exactly the goal of a successful digital marketing strategy. How to get started with SEO SEO is a huge topic. Search engines take hundreds of parameters into account before they decide which webpages to show in the results for a particular query. To make it easier to handle, SEO can be broken down into three main sub-processes: Technical SEO, On-Page SEO, and Off-Page SEO. SEO Overview Each process is responsible to optimize your website for a number of parameters that will eventually lead to higher rankings and traffic. SEO is important because the majority of search traffic is distributed to websites that appear in the first 5 positions of the search results. So, if you want to get traffic from search engines, you need to appear in the top positions for search terms related to your business. The best way to get started with SEO is to follow a step-by-step approach: Step 1: Review your technical SEO and make sure that search engines can access and index your content without any problems. This is important since any issues at this stage will be catastrophic for your efforts. Step 2: Optimize your content for search engines. In Step 4 above, you will create content that satisfies the needs of the user. Before publishing, you need to make sure that it’s SEO optimized. This means, giving the right signals to search engines (through your titles, descriptions, headings, etc) to help them understand your content better. Step 3: Promote your website and content. One of the most important SEO ranking factors is how other websites on the Internet ‘think’ of your website. If other relevant websites trust your website and they express this through a backlink, this is a strong signal to Google that your website deserves to be on the top positions. If SEO is something that you haven’t done before for your website, the best way to approach this is to add it to your digital strategy and assign this task to SEO experts. You can also use the resources below to learn more. 6. Explore paid advertising channels When you start an online business, you know in advance that a large portion of your marketing budget will be allocated on PPC marketing (paid ads). But, not all PPC platforms are the same. Based on your previous analysis (steps 2 and 3 above), you need to choose which platforms are more suited for your audience. You can use the table below to get an idea of how the user profile looks for the most popular social networks. Social Media Platforms Demographics. For example, if you have an eCommerce website selling directly to consumers (B2C) then Facebook is probably a good choice. If on the other hand, you are targeting Business executives, then LinkedIn is more appropriate. Run Pilot Campaigns First The best way to find out which platforms to incorporate in your digital marketing strategy plan is to run pilot campaigns. A pilot campaign will not waste your budget and at the same time, it will give you enough data to make an informed decision. A common mistake made by digital marketers is to blindly allocate all their budget on one channel because it’s the trend without testing or considering all of the available channels they can use. Here is a list of the most popular advertising platforms you can use to reach your target audience: Facebook Ads – ideal for all kinds of businesses. Works better for B2C. The best platform to raise brand awareness. Instagram Ads – suitable if you want to reach a younger audience. Twitter Ads – Business oriented. Great for informing your community of updates. Linked Ads – Strictly for business-related advertising. Use it to reach decision-makers. Google Ads – The most reliable platform to get targeted traffic to your website through paid search ads. Google Display Ads – Use it for retargeting purposes and to reach your audience in the various Google products (YouTube, Gmail) and thousands of websites that participate in Google AdSense. Bing Ads – Not as powerful as Google but a good alternative to get more search traffic to your website. 7. Use email marketing segmentation and automation The end goal of a digital marketing campaign is to generate more revenue for a business. But in order to get to your ultimate goal, you first need to consider micro-conversions. Micro-conversions are actions taken by users that are part of the funnel that leads to sales. For example, while one of my goals is to sell my digital marketing course, an intermediate goal is to get people to subscribe to my email list (micro conversion). I consider this an important step because I know from my statistics that a large percentage of people that subscribe to my list, will eventually convert. The same concept can be applied to any business or product. You need to give incentives to users to sign up for your email list and then send them personalized emails that will help them make the final decision, which is to convert by buying your products or services. An important element to make this work is segmentation and automation. With email segmentation, you segment your list into groups of people that share the same interests and send them customized content. For example, people registering to my list to download the SEO Checklist will get different email content than people who register to receive my posts updates. If email marketing is a new concept for you, then you can realize that it involves a lot of work and that’s where email automation comes into play. Here is a visual example of how email automation works. Email Marketing automation example. With email automation, you can orchestrate the whole process to run without intervention and manual work. Your job is to set up the automation campaigns, monitor their performance, and take corrective actions. In addition to micro-conversions, email marketing is a great way to raise brand awareness and build a community around your brand. This is something that can positively influence the performance of all your digital marketing campaigns. Resources to Learn More About Email Marketing
A complete digital marketing strategy should not only take into account the traditional online marketing channels but should also cater to new digital marketing strategies that rise to the surface. To be more precise, at the time of writing this post, there are a number of new channels that you can explore like:
These channels are new and most probably less competitive than established channels. This means you can get better results at a lower cost. Will these help your strategy? The only way to find out is to test them by running pilot campaigns (as explained above). 9. Use retargeting and personalization So far, all of the above strategies are related to how you can reach more people but it’s equally important to follow up on users that already know your brand, but are not yet customers. This is known as ‘retargeting’ or ‘remarketing’. With retargeting, you can show specific ads to users that visited your website (or social network page) but did not convert. How Remarketing Works It’s a very powerful technique that has higher conversion rates and less CPA (cost per action) than other marketing techniques. The ‘marketing rule of 7’ (established in the 1930s by marketers), states that prospects are more likely to convert if they see or hear an ad, at least 7 times. Unsurprisingly, it is a rule that is applicable today, and remarketing is the way to implement this. The most popular platforms to run remarketing campaigns are Facebook and Google Display Network. The concept is simple. You connect your website with Facebook and Google by adding a piece of code provided by the platforms. You then create custom audience lists that include the people who visited your website but did not convert. You then create campaigns and ads that are shown to these users as they browse Facebook or visit other websites on the Internet. To make remarketing more effective, you can also add the element of personalization. Instead of treating all visitors as one group, you can add rules to show different ads to people based on the actions they took on your website. For example, you can create a retargeting campaign for people that added an item to their shopping cart but did not checkout. To give them an incentive to come back and finish the process, you can offer them a discount via coupon code. As a matter of fact, retargeting should be a strategy to include in your digital marketing plan from the early stages. This way you’ll maximize the return for any money spend on paid ads or SEO. 10. Work on conversion optimization Another area that needs to be part of your overall marketing strategy is conversion optimization. I can tell you from experience, that 90% of digital marketing campaigns focus on how to get traffic and forget about conversion optimization. What is conversion optimization? In simple terms, conversion optimization is the process to follow to optimize your website so that a higher percentage of your visitors will perform the desired actions. This starts with your website design, content, landing page optimization, email signup forms, shopping cart, checkout process, and other elements that contribute (directly or indirectly) to conversions. One of the techniques to use is A/B testing. By applying a/b testing principles you can measure the effect on conversions by carefully changing parts of your website or sales funnel. I’ll not go into the details on how to perform A/B testing or conversion optimization (you can follow the links in the resources below to learn more), but from a strategic point of view, it’s important to add conversion optimization activities in your digital marketing plan. Here is an example of how a conversion optimization plan looks like: Conversion Optimization Plan You can add it as a step to be executed as part of a single campaign or as part of your general strategy review process. What I advise my team to do is to review conversion optimization after a campaign is considered to be optimized in terms of traffic. In other words, it’s better to try and optimize your campaign to get as many visits as possible with the lower cost and then start testing different landing pages, messages to see which one performs better in terms of conversions. As a rule of thumb, when doing A/B testing, you should focus on specific changes so that you can accurately measure their effect on conversions. Resources to Learn More About Conversion Optimization
11. Evaluate and revise your strategy Digital marketing is a highly dynamic industry. ‘Rules’ change all the time and it’s extremely important that you evaluate and revise your digital marketing strategy to stay current and relevant. Digital Marketing The best way to evaluate your campaign is to do it based on KPIs and other metrics. The most important metrics for any kind of digital marketing campaign are:
If you have a good analytics system in place and can track these for every campaign that is part of your strategy, then it will be easier to make informed decisions. Don’t forget that part of your evaluation should be to look for new channels you can add to your strategy. It’s always a good idea to take a look at your competitor’s strategies and identify which of their strategies you can include in your marketing mix. Key Learnings A digital marketing strategy is a plan that describes in detail how to use various digital marketing channels to grow your business. To create an effective digital marketing strategy, you start by defining your goals. Then through research, you identify the characteristics and needs of people to target with your campaigns. Once you have this information, you translate that into content marketing assets, having always in mind the ‘intent’ of the user. Creating the right type of content that can satisfy the user’s needs, it’s a critical success factor. Then you start with SEO. SEO is the most effective digital marketing channel but it’s not the fastest one. While waiting for your SEO to generate results, you can start testing paid advertising channels by running pilot campaigns. Once you figure out which channels are more likely to work for the satisfaction of your business goals, you concentrate on those. Besides generating traffic to your website, you also need to incorporate other strategies for converting traffic to customers such as email marketing, retargeting, and conversion optimization. At regular intervals, you should evaluate and revise your strategy to include new traffic sources and trends. Call Swift Digital Marketing Agency at (216) 339-604. We can create a successful digital marketing strategy for your company. Any marketing that uses electronic devices and can be used by marketing specialists to convey promotional messaging and measure its impact through your customer journey. In practice, digital marketing typically refers to marketing campaigns that appear on a computer, phone, tablet, or other device. It can take many forms, including online video, display ads, search engine marketing, paid social ads and social media posts. Digital marketing is often compared to “traditional marketing” such as magazine ads, billboards, and direct mail. Oddly, television is usually lumped in with traditional marketing. Maximize your digital marketing. Use Swift to promote your brand, reach your target audience, and grow your business. Did you know that more than 3 quarters of Americans go online on a daily basis? Not only that, but 43% go on more than once a day and 26% are online “almost constantly.” These figures are even higher among mobile internet users. 89% of Americans go online at least daily, and 31% are online almost constantly. As a marketer, it’s important to take advantage of the digital world with an online advertising presence, by building a brand, providing a great customer experience that also brings more potential customers and more, with a digital strategy. A digital marketing strategy allows you to leverage different digital channels–such as social media, pay-per-click, search engine optimization, and email marketing–to connect with existing customers and individuals interested in your products or services. As a result, you can build a brand, provide a great customer experience, bring in potential customers, and more. What is digital marketing? Digital marketing, also called online marketing, is the promotion of brands to connect with potential customers using the internet and other forms of digital communication. This includes not only email, social media, and web-based advertising, but also text and multimedia messages as a marketing channel. Essentially, if a marketing campaign involves digital communication, it's digital marketing. Inbound marketing versus digital marketingDigital marketing and inbound marketing are easily confused, and for good reason. Digital marketing uses many of the same tools as inbound marketing—email and online content, to name a few. Both exist to capture the attention of prospects through the buyer’s journey and turn them into customers. But the 2 approaches take different views of the relationship between the tool and the goal. Digital marketing considers how individual tools or digital channels can convert prospects. A brand's digital marketing strategy may use multiple platforms or focus all of its efforts on 1 platform. For example, a company may primarily create content for social media platforms and email marketing campaigns while ignoring other digital marketing avenues. On the other hand, inbound marketing is a holistic concept. It considers the goal first, then looks at the available tools to determine which will effectively reach target customers, and then at which stage of the sales funnel that should happen. As an example, say you want to boost website traffic to generate more prospects and leads. You can focus on search engine optimization when developing your content marketing strategy, resulting in more optimized content, including blogs, landing pages, and more. The most important thing to remember about digital marketing and inbound marketing is that as a marketing professional, you don’t have to choose between the 2. In fact, they work best together. Inbound marketing provides structure and purpose for effective digital marketing to digital marketing efforts, making sure that each digital marketing channel works toward a goal. Why is digital marketing important? Any type of marketing can help your business thrive. However, digital marketing has become increasingly important because of how accessible digital channels are. In fact, there were 5 billion internet users globally in April 2022 alone. From social media to text messages, there are many ways to use digital marketing tactics in order to communicate with your target audience. Additionally, digital marketing has minimal upfront costs, making it a cost-effective marketing technique for small businesses. B2B versus B2C digital marketing Digital marketing strategies work for B2B (business to business) as well as B2C (business to consumer) companies, but best practices differ significantly between the 2. Here's a closer look at how digital marketing is used in B2B and B2C marketing strategies.
Of course, there are exceptions to every rule. A B2C company with a high-ticket product, such as a car or computer, might offer more informative and serious content. As a result, your digital marketing strategy always needs to be geared toward your own customer base, whether you're B2B or B2C. Take a look at your current audience to create well-informed and targeted online marketing campaigns. Doing so ensures your marketing efforts are effective and you can capture the attention of potential customers. Types of digital marketingThere are as many specializations within digital marketing as there are ways of interacting using digital media. Here are a few key examples of types of digital marketing tactics. Search engine optimization Search engine optimization, or SEO, is technically a marketing tool rather than a form of marketing in itself. The Balance defines it as “the art and science of making web pages attractive to search engines.” The "art and science" part of SEO is what’s most important. SEO is a science because it requires you to research and weigh different contributing factors to achieve the highest possible ranking on a serch engine results page (SERP). Today, the most important elements to consider when optimizing a web page for search engines include:
In addition to the elements above, you need to optimize technical SEO, which is all the back-end components of your site. This includes URL structure, loading times, and broken links. Improving your technical SEO can help search engines better navigate and crawl your site. The strategic use of these factors makes search engine optimization a science, but the unpredictability involved makes it an art. Ultimately, the goal is to rank on the first page of a search engine’s result page. This ensures that those searching for a specific query related to your brand can easily find your products or services. While there are many search engines, digital marketers often focus on Google since it's a global leader in the search engine market. In SEO, there's no quantifiable rubric or consistent rule for ranking highly on search engines. Google and other search engines change their algorithm almost constantly, so it's impossible to make exact predictions. What you can do is closely monitor your page's performance and make adjustments to your strategy accordingly. Content marketing As mentioned, the quality of your content is a key component of an optimized page. As a result, SEO is a major factor in content marketing, a strategy based on the distribution of relevant and valuable content to a target audience. As in any marketing strategy, the goal of content marketing is to attract leads that ultimately convert into customers. But it does so differently than traditional advertising. Instead of enticing prospects with potential value from a product or service, it offers value for free in the form of written material, such as:
Content marketing matters, and there are plenty of stats to prove it:
As effective as content marketing is, it can be tricky. Content marketing writers need to be able to rank highly in search engine results while also engaging people who will read the material, share it, and interact further with the brand. When the content is relevant, it can establish strong relationships throughout the pipeline. To create effective content that’s highly relevant and engaging, it’s important to identify your audience. Who are you ultimately trying to reach with your content marketing efforts? Once you have a better grasp of your audience, you can determine the type of content you'll create. You can use many formats of content in your content marketing, including videos, blog posts, printable worksheets, and more. Regardless of which content you create, it’s a good idea to follow content marketing best practices. This means making content that’s grammatically correct, free of errors, easy to understand, relevant, and interesting. Your content should also funnel readers to the next stage in the pipeline, whether that’s a free consultation with a sales representative or a signup page. Social media marketing Social media marketing means driving traffic and brand awareness by engaging people in discussion online. You can use social media marketing to highlight your brand, products, services, culture, and more. With billions of people spending their time engaging on social media platforms, focusing on social media marketing can be worthwhile. The most popular digital platforms for social media marketing are Facebook, Twitter, and Instagram, with LinkedIn and YouTube not far behind. Ultimately, which social media platforms you use for your business depends on your goals and audience. For example, if you want to find new leads for your FinTech startup, targeting your audience on LinkedIn is a good idea since industry professionals are active on the platform. On the other hand, running social media ads on Instagram may be better for your brand if you run a B2C focused on younger consumers. Because social media marketing involves active audience participation, it has become a popular way of getting attention. It's the most popular content medium for B2C digital marketers at 96%, and it's gaining ground in the B2B sphere as well. According to the Content Marketing Institute, 61% of B2B content marketers increased their use of social media this year. Social media marketing offers built-in engagement metrics, which are extremely useful in helping you to understand how well you're reaching your audience. You get to decide which types of interactions mean the most to you, whether that means the number of shares, comments, or total clicks to your website. Direct purchase may not even be a goal of your social media marketing strategy. Many brands use social media marketing to start dialogues with audiences rather than encourage them to spend money right away. This is especially common in brands that target older audiences or offer products and services not appropriate for impulse buys. It all depends on your company's social media marketing goals. To create an effective social media marketing strategy, it’s crucial to follow best practices. Here are a few of the most important social media marketing best practices:
To learn more about how Swift can help with your social media strategy, check out the comparison of our social media management tools versus others. Pay-per-click marketing Pay-per-click, or PPC, is a form of digital marketing in which you pay a fee every time someone clicks on your digital ads. So, instead of paying a set amount to constantly run targeted ads on online channels, you only pay for the ads individuals interact with. How and when people see your ad is a bit more complicated. One of the most common types of PPC is search engine advertising, and because Google is the most popular search engine, many businesses use Google Ads for this purpose. When a spot is available on a search engine results page, also known as a SERP, the engine fills the spot with what is essentially an instant auction. An algorithm prioritizes each available ad based on a number of factors, including:
PPC ads are then placed at the top of search engine result pages based on the factors above whenever a person searches for a specific query. Each PPC campaign has 1 or more target actions that viewers are meant to complete after clicking an ad. These actions are known as conversions, and they can be transactional or non-transactional. Making a purchase is a conversion, but so is a newsletter signup or a call made to your home office. Whatever you choose as your target conversions, you can track them via your chosen digital marketing channels to see how your campaign is doing. Affiliate marketing Affiliate marketing is a digital marketing tactic that lets someone make money by promoting another person's business. You could be either the promoter or the business who works with the promoter, but the process is the same in either case. It works using a revenue sharing model. If you're the affiliate, you get a commission every time someone purchases the item that you promote. If you're the merchant, you pay the affiliate for every sale they help you make. Some affiliate marketers choose to review the products of just 1 company, perhaps on a blog or other third-party site. Others have relationships with multiple merchants. Whether you want to be an affiliate or find one, the first step is to make a connection with the other party. You can use digital channels designed to connect affiliates with retailers, or you can start or join a single-retailer program. If you're a retailer and you choose to work directly with affiliates, there are many things you can do to make your program appealing to potential promoters. You'll need to provide those affiliates with the tools that they need to succeed. That includes incentives for great results as well as marketing tools and pre-made materials. Native advertising Native advertising is digital marketing in disguise. Its goal is to blend in with its surrounding content so that it’s less blatantly obvious as advertising. Native advertising was created in reaction to the cynicism of today's consumers toward ads. Knowing that the creator of an ad pays to run it, many consumers will conclude that the ad is biased and consequently ignore it. A native ad gets around this bias by offering information or entertainment before it gets to anything promotional, downplaying the "ad" aspect. It’s important to always label your native ads clearly. Use words like “promoted” or “sponsored.” If those indicators are concealed, readers might end up spending significant time engaging with the content before they realize that it's advertising. When your consumers know exactly what they're getting, they'll feel better about your content and your brand. Native ads are meant to be less obtrusive than traditional ads, but they’re not meant to be deceptive. Influencer marketing Like affiliate marketing, influencer marketing relies on working with an influencer–an individual with a large following, such as a celebrity, industry expert, or content creator–in exchange for exposure. In many cases, these influencers will endorse your products or services to their followers on several social media channels. Influencer marketing works well for B2B and B2C companies who want to reach new audiences. However, it’s important to partner with reputable influencers since they’re essentially representing your brand. The wrong influencer can tarnish the trust consumers have with your business. Mobile marketing Mobile marketing is a digital marketing strategy that allows you to engage with your target audience on their mobile devices, such as smartphones and tablets. This can be via SMS and MMS messages, social media notifications, mobile app alerts, and more. It’s crucial to ensure that all content is optimized for mobile devices. According to the Pew Research Center, 85% of Americans own a smartphone, so your marketing efforts can go a long way when you create content for computer and mobile screens. The benefits of digital marketing. Digital marketing has become prominent largely because it reaches such a wide audience of people. However, it also offers a number of other advantages that can boost your marketing efforts. These are a few of the benefits of digital marketing. A broad geographic reach When you post an ad online, people can see it no matter where they are (provided you haven’t limited your ad geographically). This makes it easy to grow your business's market reach and connect with a larger audience across different digital channels. Cost efficiency Digital marketing not only reaches a broader audience than traditional marketing but also carries a lower cost. Overhead costs for newspaper ads, television spots, and other traditional marketing opportunities can be high. They also give you less control over whether your target audiences will see those messages in the first place. With digital marketing, you can create just 1 content piece that draws visitors to your blog as long as it's active. You can create an email marketing campaign that delivers messages to targeted customer lists on a schedule, and it's easy to change that schedule or the content if you need to do so. When you add it all up, digital marketing gives you much more flexibility and customer contact for your ad spend. Quantifiable results. To know whether your marketing strategy works, you have to find out how many customers it attracts and how much revenue it ultimately drives. But how do you do that with a non-digital marketing strategy? There's always the traditional option of asking each customer, “How did you find us?" Unfortunately, that doesn't work in all industries. Many companies don't get to have one-on-one conversations with their customers, and surveys don't always get complete results. With digital marketing, results monitoring is simple. Digital marketing software and platforms automatically track the number of desired conversions that you get, whether that means email open rates, visits to your home page, or direct purchases. Easier personalizationDigital marketing allows you to gather customer data in a way that offline marketing can't. Data collected digitally tends to be much more precise and specific. Imagine you offer financial services and want to send out special offers to internet users people who have looked at your products. You know you'll get better results if you target the offer to the person's interest, so you decide to prepare 2 campaigns. One is for young families who have looked at your life insurance products, and the other is for millennial entrepreneurs who have considered your retirement plans. How do you gather all of that data without automated tracking? How many phone records would you have to go through? How many customer profiles? And how do you know who has or hasn't read the brochure you sent out? With digital marketing, all of this information is already at your fingertips. More connection with customersDigital marketing lets you communicate with your customers in real-time. More importantly, it lets them communicate with you. Think about your social media strategy. It's great when your target audience sees your latest post, but it's even better when they comment on it or share it. It means more buzz surrounding your product or service, as well as increased visibility every time someone joins the conversation. Interactivity benefits your customers as well. Their level of engagement increases as they become active participants in your brand's story. That sense of ownership can create a strong sense of brand loyalty. Easy and convenient conversionsDigital marketing lets your customers take action immediately after viewing your ad or content. With traditional advertisements, the most immediate result you can hope for is a phone call shortly after someone views your ad. But how often does someone have the time to reach out to a company while they're doing the dishes, driving down the highway, or updating records at work? With digital marketing, they can click a link or save a blog post and move along the sales funnel right away. They might not make a purchase immediately, but they’ll stay connected with you and give you a chance to interact with them further. How to create a digital marketing strategyFor many small businesses and beginner digital marketers, getting started with digital marketing can be difficult. However, you can create an effective digital marketing strategy to increase brand awareness, engagement, and sales by using the following steps as your starting point. Set SMART goals. Setting specific, measurable, achievable, relevant, and timely (SMART) goals is crucial for any marketing strategy. While there are many goals you may want to achieve, try to focus on the ones that will propel your strategy forward instead of causing it to remain stagnant. Identify your audience. Before starting any marketing campaign, it’s best to identify your target audience. Your target audience is the group of people you want your campaign to reach based on similar attributes, such as age, gender, demographic, or purchasing behavior. Having a good understanding of your target audience can help you determine which digital marketing channels to use and the information to include in your campaigns. Create a budget. A budget ensures you’re spending your money effectively towards your goals instead of overspending on digital marketing channels that may not provide the desired results. Consider your SMART goals and the digital channel you’re planning to use to create a budget. Select your digital marketing channels From content marketing to PPC campaigns and more, there are many digital marketing channels you can use to your advantage. Which digital marketing channels you use often depends on your goals, audience, and budget. Refine your marketing effortsMake sure to analyze your campaign's data to identify what was done well and areas for improvement once the campaign is over. This allows you to create even better campaigns in the future. With the help of digital technologies and software, you can obtain this data in an easy-to-view dashboard. Swift's digital marketing analytics reports will help you keep track of all your marketing campaigns in one centralized location. Digital marketing creates growth Digital marketing should be one of the primary focuses of almost any business’s overall marketing strategy. Never before has there been a way to stay in such consistent contact with your customers, and nothing else offers the level of personalization that digital data can provide. The more you embrace the possibilities of digital marketing, the more you'll be able to realize your company's growth potential. TAKE YOUR BRAND TO THE NEXT LEVEL In need of a web design company to create a sleek and attractive modern website? We’re experts at designing you a visually striking website across all devices. Our mastery of design principles results in beautiful UIs and well-organized content layouts. From the second your users land on your website, they’ll be in awe of the marvelous design that greets them. We’re not happy and won’t rest until your website is a lead-generation that converts. In need of a web design company to create a sleek and attractive modern website? An Eye for Beauty. We understand that websites need more than stellar UX to be successful. 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When your needs extend beyond your website, we’re still able to help. Our skilled team members also specialize in:
Your success is always the result of a collaborative, team-based effort. Call (216) 339-6041 To Begin Your Design with Swift Digital Marketing Agency Just like your personal identity makes you uniquely you, your brand identity is the special sauce of your business that sets you apart from every other Tom, Dick and Harry, Inc. on the block. And your brand identity design? It’s what shapes your company. But what exactly is brand identity? What does it have to do with design? And how do you shape a strong brand identity that takes your business to the next level? Here’s the breakdown: Table of Contents
What is brand identity? What does the term brand identity mean? Brand identity is the collection of all elements that a company creates to portray the right image to its consumer. Brand identity is different from “brand image” and “branding,” even though these terms are sometimes treated as interchangeable. The term branding refers to the marketing practice of actively shaping a distinctive brand. Brand is the perception of the company in the eyes of the world. Let’s dig a little deeper. Let’s say you are a middle school student. As an awkward pre-adolescent, you want to be perceived as cool and get invited to sit at the best table in the cafeteria. But you can’t just force other people to have that image of you. In order to develop this brand, you need to do some work. So you make sure you watch the right YouTube channels so you always know the latest meme. Maybe you start working on your free throw. And cultivating on an impression of Mr. Archibald, your science teacher. These actions are the work you’re putting towards develop your desired image; they’re your branding. Finally, you need to make sure you look the part. You save up your money to buy the new Adidas shoes everyone covets. You get a new haircut. You try out for (and join) the basketball team. Those tangible elements—the shoes, the haircut, the team membership—that’s brand identity. Your brand identity is what makes you instantly recognizable to your customers. Your audience will associate your brand identity with your product or service, and that identity is what forges the connection between you and your customers, builds customer loyalty, and determines how your customers will perceive your brand. How to develop a strong brand identity Know who you are. Before you know what tangible elements you want to make up your brand identity, you need to know who you are as a brand. A colorful, playful & fun brand identity design by pecas Who you are as a brand is made up of a few key elements:
These elements are what define your brand, and before you start building your brand identity, it’s important you have a clear understanding of each. If you’re having trouble figuring out who exactly you are, don’t sweat it. Sometimes, all you need is a simple brainstorm to help you get clarity on who you are as a brand. Ask yourself:
You can also check out this awesome branding workbook from consulting firm PricewaterhouseCoopers. While this workbook is geared towards personal branding, the strategies will work for any type of business model. Once you’ve locked in who you are as a brand, it’s time to build the identity that will bring your brand to life and show who you are to the people who matter most: your customers. Design: the foundation of your brand identity Just like your Adidas built the brand identity of your middle-school-star-athlete persona, your design is what will build the brand identity of your company. Your corporate design assets are the tangible elements that will determine how your brand is perceived. Things like your logo, your packaging, your web design, your social media graphics, your business cards and the uniforms your employees wear. In other words, nailing your design = nailing your brand identity = building a successful business that’s an accurate representation of who you are as a brand. So, how exactly do you nail your design and build a brand identity that will take your business to the next level? Developing your brand designBefore you start creating your design assets, you need to start from the ground up and lock in the basics of your design structure: the building blocks of your brand identity. The building blocks you’ll want to determine before you create your design assets include: TypographyTypography refers to—you guessed it—the font (or type) you choose for your branding materials. It’s particularly important to choose logo fonts and brand fonts wisely. There are four major types of typography:
The typography you choose will say a lot about your brand, so choose your fonts wisely. Color palette A brand guide with brand colors by ludibes Next up is color. People—your potential customers included—have psychological ties to different colors, and using branding colors and logo colors strategically can have a serious impact on how your brand is perceived by your audience. Here are what the colors of the rainbow (plus a few extras) can do to help your brand identity:
Form/ShapeWhen it comes to your designs, you also want to think about form and shape. This subtle but effective element that can be used to reinforce the desired reaction from your customers: so, for example, a logo that is all circles and soft edges will inspire a very different reaction from a logo that’s sharp and square. Here’s how different forms can shape your brand identity (pun intended):
Designing your brand identity Your brand identity is made of many elements. Once the building blocks of your design are created, it’s time to work with a designer to bring your brand identity to life and translate who you are as a brand into tangible design assets you can use in your marketing. Your brand identity can be expressed in any number of elements. Depending on the nature of your business, one asset or another may be more or less important. For example, a restaurant should put a lot of thought into their menu and physical space. A digital marketing agency, however, needs to focus more on their website and social media pages. Common elements of brand identity include: Logo design is the cornerstone in your brand identity. When working with your designer, you want to aim for your logo to tick off the following boxes:
You also want to make sure that your design partner delivers your logo in multiple formats (like a black and white version or multiple sizes) to ensure you always have the logo you need—and that each is in line with your brand identity. Learn more on how to design the perfect logo. Website Your website is one of the most representative aspects of your brand identity. Especially if you’re running an online business or a digital product, your customers will definitely check your website out before deciding to do business with you. Your website is where your brand identity should come through in full force. Learn the building blocks of effective web layouts. Product packaging Rose Finch gin bottles designed by sikarame. lIf your product is a physical one, then product packaging is key to attracting the right customers. Whether you’re thinking about the bottle of a cold-brew beverage, or the mail you’ll send to your customers who purchased clothes from your ecommerce business, don’t underestimate the value of good design in improving the experience – and driving both loyalty and repeat purchases. Packaging is an awesome opportunity for your design to shine. Business cards. If you’re doing any sort of business development (and who isn’t), you’ll want to stock up on business cards. A well-designed card offers the chance to reinforce a positive opinion of yourself in the eyes of potential clients or customers. When it comes to business card design, keep it simple: your company logo on one side of the card and your key personal details on the other side should suffice. Learn how to design the perfect business card. Email design Email is a great way to engage your customers and drive business. But most people are at inbox overload, so if you want to grow your business via email, you need the right design strategy to set yourself apart from the clutter. Think about the purpose of the email. Are you trying to make a personal connection? Then keep it short, sweet, and simple. Are you trying to educate? Then format it well so it’s easily readable and scannable and add a few images to make it pop. Are you trying to tell your customers about a new clothing line you launched? Make a few stunning product images the focus. Create a brand style guide A brand style guide is a must to preserve your brand identity.Once you’ve got your design assets, you want to make sure they’re used in the right way, which is why you’ll definitely want to create a brand style guide. This document—which outlines your design assets, when and how to use them, as well as any design do’s and dont’s for your brand—will ensure that any future design is in line with your brand identity and generates the right perception with your audience. Consistency is key to create a strong brand identity. You wouldn’t want your brand to look totally different on social media than it does on your website. That would confuse customers and make your brand feel less trustworthy and professional. So, make sure to always stick to a brand guide that covers all the different elements of your brand identity. That’s what is going to enable you to build brand recognition and brand loyalty in the long term. Brand identity in a nutshell… Your brand identity is what sets you apart from the endless sea of competitors and shows your customers who you are and what they can expect from working with you. And if you want your brand to be perceived in a positive light, it’s crucial that you nail your brand identity and create designs that accurately portray who you are to your customers. And now that you know how to nail that identity, it’s time to start designing. Web design is unique because it takes both a designer and a user to make it work. After all, the whole purpose of putting a design on an interactive medium like a computer is so that users can, well, use it. Interaction is also a good measure for how engaged a site visitor is because if they’re interacting, they’re paying attention. Good interactive web design will compel the user to engage with a website, scroll down and consume more content, to navigate to other pages, to share with a friend and, of course, to click that call-to-action button.
One of the challenges interactive web designs face is that there are so many ways a user can interact with a page, and even more ways that the page can respond. Some interactive designs will create a seamless user experience, giving the user feedback and directing them on what to do next. Some will be less obvious, the responses mismatched to the user’s action, or worse, nonexistent. In order to learn how to tell a good interactive website experience from a bad one, we’re going to take our lessons from the pros. Here, we’ve compiled useful tips for interactive web design by rounding up some of our favorite examples and discussing what makes them work. 1. Take advantage of loading screen time Loading can be one of the biggest obstacles to the web browsing experience. A business can put so much money and effort into building an outstanding, beautiful website, but if it takes more than two seconds to load, research has shown that the visitor becomes exponentially more likely to leave before seeing any of it. It’s fair to assume that users experience loading as a negative experience. But loading screens can also be an opportunity. If you have the user’s attention, why not make the most of it? These moments provide an unexpected and, therefore, extra special opportunity to impress users through animations. They’re a novelty chance to show off brand personality and engage and excite users. Often, these animations actually give the user a sense of progress with a loading bar (or something similar) to demonstrate how much time remains before the user accesses the next page. Ideally, these loading screens offer users something to do, such as a game to play while they wait, which creates a fun, interactive experience. The point is that loading doesn’t necessarily mean a negative experience for the user. They don’t even have to only be quick and painless—sometimes, they’re the most exciting part of a website. 2. Organize information through animated scrolling Scrolling is one of the simplest and most intuitive interactions that a user can make. But just because the user might not think about scrolling, doesn’t mean the web designer shouldn’t be! There are plenty of ways that designers have capitalized on scrolling animations to give the user a sense of dynamic movement throughout a website. Let’s go over some common ones. A popular technique has been to trigger specific animations to activate as the user scrolls through the website. It’s pretty magical in bringing visuals to life and it creates the illusion that the page the user is accessing is actually being built up, in real time, in response to their interaction. Parallax scrolling (aka asymmetrical scrolling) A similar technique that has been gaining traction is parallax scrolling. This type of movement involves say two objects on a screen moving at two different speeds, as the user scrolls down the page. The result is a simulation of 3D depth of movement, as foreground objects usually move faster than background objects. Scrolling page transitions And finally, designers can use full page transitions, in which the traditional smooth scroll is replaced with either a jump to the next screen or a wholesale page change. This can create a dramatic effect, introducing not only new page elements but sometimes an entirely different color scheme, making the website feel brand new with every scroll. Overall, these scrolling animations give users important feedback on their interaction—letting them know that they’ve just entered a new section of the website and should expect a change in the type of information being delivered. In short, they provide clear hierarchy and organization in an impressive, interactive package. 3. Breakup vertical movement with sliders and carousels Carousels are so-called because they condense website content into rotating sections that the user can cycle through, much like the turnstile motion of a real-life carnival counterpart. They are becoming more common on websites due to the increasing popularity of swiping interactions in mobile apps. Because they are essentially a form of horizontal scrolling, they provide the user a much needed break from the endless monotony of vertical scrolling. But this is not the only reason why you might want to break up vertical movement. As we mentioned earlier, users tend to associate downward scrolling with progressing to a new part of the website. Carousels and sliders, on the other hand, allow web designers to incorporate more context to each section, since the user isn’t technically leaving them. This means rather than cluttering the page with all the necessary information at once, carousels collapse site elements into more bitesize segments, allowing the user to cycle through them bit by bit. This works best when the content is similar in format, so group together either product images, profiles or customer testimonials etc. They’re also useful for showcasing variations, such as products that come in different colors. In terms of animating these carousels, styles range from straightforward left-to-right transitions, to card shuffling, to a rotating wheel animation that’s reminiscent of retro viewmaster slides. 4. Blow up the navigation menu Like swiping, hamburger menus are another common trend of mobile/app design that has made its way onto desktop websites. Even if the hamburger icon itself is not present, users are generally familiar with the idea that the navigation does not need to be displayed at all times. Users know that it’s there and that they can interact with it when needed. Hiding the menu can give the rest of the web page space to breathe and at the same time, the menu’s reveal is yet another interactive web design opportunity. Since users are now choosing to pull up the menu, many designers are answering that call with navigation that takes over the entire screen. This allows for big typography, descriptive images and snazzy hover animations. Going big with menu interaction makes sense: navigation is all about control. The user is effectively steering the ship and emphasizing the menu helps the user visualize the weight of their power over the page. All in all, menu designs are staying hidden until needed, at which point they become larger than life. If you ask me, it’s a nice change from the grey top-of-the-screen, nested lists of yore. 5. Replace forms with user questionnaires One of the most onerous parts of interacting with a website is entering information. Users are generally wary of giving out their information on a website. The best way to mitigate this is by making the process less like filling out a form at the doctor’s office and more like a get-to-know-you question-and-answer session. In fact, a prime example of this technique in action has come from tax services like some tax preparation companies who break down tax forms into simple, easy-to-understand questions. This is especially helpful for services that have multiple potential products to sell to a site visitor and need to help narrow down their choices by understanding their needs, tastes, budget, and more. When it comes to animation in interactive web design, the small movements are what really sell it. And when you consider that the purpose of a website’s animation is often feedback (like letting the user know what they can and can’t interact with or whether they’ve done the right thing), it makes sense that this feedback works best on a subconscious level. Animations that draw too much attention to themselves can be distracting to the user, overshadowing whatever feedback they were meant to impart in order to show off the animator’s skill. This is where micro-interactions come in. Micro-interactions are a broad category that describe all of the little ways that a user might interact with a page. Some examples of micro-interactions include hovering over something, closing out of a window, pulling to refresh, and clicking icons such as star ratings, bookmarks, notification bells or add to cart. In terms of animating micro-interactions, some popular styles include turning a button green, transforming an icon into a checkmark, or an outgoing circle that accompanies a click like an adorable, baby shockwave. The goal is to let the user know that they’ve made a successful change to the page and the design of micro-interactions should be simple and satisfying to this end. Interactive web design is good web design At the end of the day, interactive web design is what the internet was made for. Out of the many reasons a visitor might have to check out a website, they are ultimately there to interact, not just to find the information they need but to experience it. This is why a website that fails to capitalize on these interactions can easily get lost in competition. The tips we’ve provided here are a great place to start to make sure this doesn’t happen. Want to get the perfect website for your business? Call Swift at (216) 339-6041. Work with our talented designers to make it happen. Get Web Design A great website shows the world who you are, makes people remember you, and helps potential customers understand if they found what they were looking for. Websites communicate all of that through color, shape and other design elements. Learn how to make your cosmetics website tell your brand’s story.
f you own a business, you need a website. But I’m going to guess as you’re reading an article on how to create one, you probably already know that. by 2ché for sparkingmatt. What you’re realizing is that while using the internet is a pretty straightforward task, designing, building and creating a website is pretty flippin’ complicated. You want it to look nice. You want it to be easy to use. You want people to be able to find it on Google. You want it to actually help you convert visitors into clients… But how do you do all that? And more importantly, how do you do it right? Our Ultimate Guide to Web Design will walk you through the process of getting a website step-by-step:
What you need to know to get started Learn who’s who in the world of web design and development When you design a logo for your brand it’s pretty easy to hire one person to do the job and have it turn out great. That’s not necessarily the case when creating your website. While there are individuals or agencies out there that offer an end-to-end solution, it’s not unlikely that you’ll end up working with more than one person on your adventure to build a website. Here are a few of the characters you may encounter on your journey: Web designers are, well, designers. They take your ideas and turn them into a pretty (or badass) mockup that shows what your future website will look like. This is typically done in Adobe Photoshop or a similar type graphics program. UX (user experience) or UI (user interface) designers focus on how your layout design impacts your users. For example, they’ll help you decide where to put buttons to get more people to click them, or how to structure your navigation to make your site flow as seamlessly as possible. (There is a difference between UX and UI. This article explains it well.) Oftentimes, there is overlap between UX/UI designers and web designers; if you’re looking to save money, it shouldn’t be too difficult to hire a freelancer that has both skill sets. Web developers—also sometimes called engineers or coders—are magical folks who have learned to speak computer. They take the pretty (or badass) mockup your designer made and translate it into a coding language so it can be displayed on the web. To further complicate things, there are many different coding languages out there, and most developers specialize in one or a few. Front end developers specialize in the things we see when we look at a website (e.g. rendering images, text, animations, drop down menus, page layout, etc). Back end developers on the other hand specialize in what’s going on behind the scenes and are necessary if your website needs to communicate with a database. (If you’re going to have a shopping cart, user profiles, or want to be able to upload any content on your own, you’re going to need a database.) SEO specialists, content strategists, and copy or content writers may also be experts you want to consult as you build your website. They can help you figure out what needs to go on your site to help the right people find it (via search engines) and decide to buy once there. Acquire a domain name and hostingJust like if you were opening a brick-and-mortar business, the first thing you need to do when you’re building a website is to rent a location. When you get web hosting you’re renting server space at a data center, much like this large one in Nevada. Web hosting is the physical space where the assets for your website will live. All those images and text and databases actually require a physical server to host them. While you can buy your own and put it in your office/house/garage, the vast majority of people and businesses rent hosting space through a company. Hosting (like rent) is typically paid monthly. For most businesses it will be in the $5-$20/month range, but could be much higher if you have large data needs. Here’s a list of recommended web hosting companies, but you may want to check with your web developer before purchasing (as they may have a preferred vendor). Your domain name is what people type into their browser to get to your site (e.g. 99designs.com). Typically it is your business name. To get a domain name, you register it with a domain registrar. You will have to pay a small fee (generally less than $10/year) to purchase and retain the name. Most hosting services also serve as domain registrars; that’s generally your best bet as it’ll be the easiest to setup. Finally, you will need to point your domain name to your servers which basically tells the internet that when someone types your domain into their browser, it should look on this server warehouse to find the right pictures and text to display. While this process isn’t complicated, it can be confusing. This is a step you can try to DIY (the support team at your web host or domain registrar can help you) but is also something your web developer can easily help you do. Think about structure and gather the content for your websiteYour web designer or developer is not going to write the about page on your website or take photos of your products for your store. You’re going to have to provide all of the content as well as provide the general structure of the site. For structure you’ll want to think about what pages you need, common ones include:
Each of these types of pages will need to be laid out and designed, and each one will need to have content on it. You don’t necessarily need to have content finalized at this stage in the process, but you do need to have an idea of what content you’ll want on your site and a plan for how you’ll get it. Do you need to set aside time to write copy (or hire someone to do it for you)? Should you hire a photographer to take product photos? You will need to provide all custom imagery (like your logo or photos of your team) for the site, but a web designer can probably help you source stock imagery if you want. What is stock imagery? (And how to use it right.) Pro tip: your designer (especially if they have UX/UI experience) may have some great ideas for content and structure you haven’t thought of. It is likely worth having a discussion with them early in the process. Determine what functionality you need When someone visits your website, what do you want to happen? Are they just getting information about your product or service, like a phone number or opening hours? Do they need to be able to purchase goods? Is their main goal to read blog articles or learn a skill? Are they filling out a form for a quote? Should they be able to create user profiles and upload their own information? Your functionality needs are going to determine how you can get your site developed and who you need to work with. They will also have a huge impact on your budget, so you’ll need to have it sorted out in order to get accurate quotes. Understand what a CMS is and decide if you need one A CMS (Content Management System) is a database and web application. Essentially, it allows users (like you and your colleagues/employees) to upload content to go on different parts of your site. If you want to be able to regularly edit text or change photos on your website and you don’t know how to code you will need a CMS! There are a lot of CMS options out there. There are fantastic out-of-the-box options for common use cases (e.g. WordPress for blogging, Shopify for hosting an ecommerce site, Six for building out a profile). But if you need advanced functionality (like you’re hoping to build the next Facebook or Uber or 99designs) you’re going to have to have it custom developed. How to get your website created Template sites and builders Hire freelancers for a custom solution If you want to have more control over the look and functionality of your site, your best bet is to hire one or more freelancers to help you build it. This is great for getting exactly what you need at a fair cost, but will likely require you to be more hands-on. We recommend searching through designer profiles to find someone whose style matches what you had in mind. Alternatively, if you want to get lots of design ideas. We’ll help you write a brief. Designers from around the world will read it and send you their ideas for your site. You give feedback to refine the designs, and ultimately choose your favorite(s) as the winner. Keep in mind you may need to hire both a designer and a developer for your project, though there are some freelancers who do both. Make sure you clarify up front so you can budget (both time and money) accordingly. Pros:
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Hire freelance designers for a hybrid solutionIf you want a custom look, but don’t want to invest in completely custom development, you’re in luck! It’s possible to start with an out-of-the-box template solution, and customize it with your own unique template. Note, this is also possible with several other template sites (for example, you can create custom templates or modify existing ones for Shopify or Squarespace) so if you would rather use one of those platforms, that’s also an option. Note that in any of these cases, the design still does need to be translated into code, so make sure you ask if your designer can do that, or know that you will have to hire a developer. Hire an agency for a custom end-to-end solution Web design and development agencies are experts at what they do. They will not only be able to guide you to help you make the right decisions, but they’ll be able to take you from wireframe to fully developed site. Of course, all of that comes at a premium cost. This is a great option for companies with complex needs, or those for whom cost is less of an issue. Pros:
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How to design a custom website in 7 steps 1. Determine what you need and hire a designerHave you got your domain name figured out? Do you know what functionality you need? A list of the pages you want designed? Do you have a plan for gathering all of the custom content you need to fill out your website? Awesome! Time to hire a designer. To find the right one, you’ll want to look through portfolios. Think about your brand’s personality and determine if the designer is a stylistic match. (For example, do you want something edgy and modern or fun and playful?) It’s generally a good idea to look for designers who have experience in your industry, or with the specific type of site you’re looking for. If you’re a photographer, look for designers who have galleries in their portfolio, if you sell goods, look for one who has experience with other ecommerce companies. Time to hire a designer Want more construction contracts and booked projects? It all depends on having a great construction website. Your website is not an online brochure—it’s your 24/7 virtual sales rep, capable of generating a massive amount of leads and sales. Regardless if you’re in commercial or residential construction, your target audience expects a seamless, engaging website experience--75% of consumers have judged a company’s credibility based on its website design. If your website is outdated, doesn’t attract traffic, doesn’t convert visitors into leads, or simply isn’t up to your satisfaction, you need professional construction website design services. Swift Digital Marketing Agency specializes in designing websites for construction companies that not only look great but also rank well in search engine results and convert your visitors into clients. Let us help you redesign your website and turn it into your number one sales and marketing tool! CONSTRUCTION WEBSITES Construction Website Design Services Proven to Increase Leads & Sales Want more construction contracts and booked projects? It all depends on having a great construction website. Your website is not an online brochure—it’s your 24/7 virtual sales rep, capable of generating a massive amount of leads and sales. Regardless if you’re in commercial or residential construction, your target audience expects a seamless, engaging website experience--75% of consumers have judged a company’s credibility based on its website design. If your website is outdated, doesn’t attract traffic, doesn’t convert visitors into leads, or simply isn’t up to your satisfaction, you need professional construction website design services. Blue Corona specializes in designing websites for construction companies that not only look great but also rank well in search engine results and convert your visitors into clients. Let us help you redesign your website and turn it into your number one sales and marketing tool!
Our Custom Construction Website Design Services From small general contractor website designs to large construction company websites, we have the website services for you.
What Does it Take to Have a Sales-Driving Construction Website Design? Wondering why your competitors are outperforming you? It most likely has something to do with their website and what’s on it. The best construction websites are visible in search engines, mobile-friendly, fast, secure, and have an optimal user experience.
Our web design services aren’t one size fits all—there are no cookie-cutter solutions, at least not from the best companies. A good website design agency will help you figure out the best type of website for your business. What’s important is that your website is beautiful, thoughtfully laid out, and lead-focused. SHOULD I USE A TEMPLATE OR HAVE MY CONSTRUCTION SITE CUSTOM-DESIGNED? Choosing between a template and a custom-designed construction site will depend on your needs and your budget. Most small businesses will do just fine with a proven template, but if you have a large company, have specific needs, or want a website that doesn’t look like any of your competitors’ you should go for a custom website. WHAT’S THE AVERAGE LIFESPAN OF A WEBSITE? Your website is not a set-it-and-forget-it marketing asset. You need to continually update it to keep up with the modern customer’s expectations. When you’re building construction websites you always need to keep in mind that the average website has a life expectancy of 2-5 years, so be sure to pick a design and platform that won’t be too difficult to update.
WHAT’S INCLUDED IN YOUR WEBSITE DESIGN PACKAGES:
Digital marketing is the act of promoting and selling products and services by leveraging online marketing tactics such as social media marketing, search marketing, and email marketing. When you get down to it, digital marketing is simply marketing. It's how today's businesses are getting their message in front of their best prospects and customers. Rule #1 in marketing is to make the right offer at the right time and in the right place. Today, your customers are online: hanging out in social media, staying updated on news sites and blogs, and searching online when they have a need. Digital marketing puts you in those same channels, so your best prospects can see you, learn more about you, and even ask questions to learn more about you and your products or services. If you're new to digital marketing, it may feel overwhelming to think about mastering all the online marketing tactics used in digital marketing. We get that... And yes, there are different tactics you'll need to learn. But they all work together to create a foundation for your business: attracting prospects, nurturing relationships, and making offers your audience will appreciate and respond to. Let's take a closer look at how that happens. How Does Digital Marketing Work?In many ways, digital marketing is no different than traditional marketing. In both, smart organizations seek to develop mutually beneficial relationships with prospects, leads, and customers. But digital marketing has replaced most traditional marketing tactics because it's designed to reach today's consumers. As an example... Think about the last important purchase you made. Perhaps you purchased a home, hired someone to fix your roof, or changed paper suppliers at your office. Regardless of what it was, you probably began by searching the Internet to learn more about available solutions, who provided them, and what your best options were. Your ultimate buying decision was then based on the reviews you read, the friends and family you consulted, and the solutions, features, and pricing you researched. Most purchasing decisions begin online. That being the case, an online presence is absolutely necessary—regardless of what you sell. The key is to develop a digital marketing strategy that puts you in all the places your followers are already hanging out, then using a variety of digital channels to connect with them in a multitude of ways... ...Content to keep them updated with industry news, the problems they're facing, and how you solve those problems... ...Social media to share that content and then engage with them as friends and followers... ...Search engine optimization (SEO) to optimize your content, so it will show up when someone is searching for the information you've written about... ...Advertising to drive paid traffic to your website, where people can see your offers... ...And email marketing to follow up with your audience to be sure they continue to get the solutions they're looking for. When you put all these pieces together, you'll end up with an efficient, easy-to-operate digital marketing machine. And while it looks intimidating to build that machine from scratch, it's as simple as learning and integrating one digital marketing tactic at a time. Which is why we've put together this guide: To help you build or refine your own digital marketing plan without the false starts and missteps that come with doing it alone. What Are the Benefits of Digital Marketing?Having a strong digital presence will help you in multiple ways:
Learn the Strategies That Get Real ResultsBe aware, the digital marketing scene is ever changing. Gurus, podcasts, and bloggers declare a tool or tactic hot one week and dead the next. The truth is, digital marketing is less about "digital" and more about "marketing," largely because digital marketing has come of age. Its fundamentals have already been established. At Swift, our objective is to clear the confusion about the tactics that work and how to use them to grow your business. We stand firmly against the so-called "gurus" who promote the next "shiny object" or "quick fix" that will reportedly kill email marketing, digital advertising, or search engine optimization. Here, we're all about the fundamentals. As you'll see in this guide, these 8 core disciplines of digital marketing will be critical to your business growth today, tomorrow, and for years to come. Each of these disciplines will be covered in depth in a chapter of this Ultimate Guide to Digital Marketing as shown below. About The Ultimate Guide to Digital MarketingDigital marketing isn't magic, and you don't need to be a computer whiz to be good at it. If you offer a product or service that the market desires, you can successfully market them in digital channels using the strategies taught in this guide. The Ultimate Guide to Digital Marketing doesn't present hype about the latest flashy tactics in marketing—digital or otherwise. Instead, this resource covers foundational disciplines such as content marketing, social media marketing, and email marketing, always in the context of the goals that businesses care about. These goals include acquiring new leads and customers, monetizing the leads and customers you already have, and creating communities of brand advocates and promoters. Areas we serve
Contact us today to start! What is the first thing you do when you need new marketing ideas? What about when you decide it’s time to change the way you keep the books finally? Or even notice a flat tire in the car? My guess: you turn to Google. But did you know that 89% of B2B buyers and 81% of online shoppers do the same? Faced with a problem, challenge or even a choice, they google it. Simply. And so, it’s a cold, harsh truth that without at least some presence in Google, your business is unlikely to survive long. In this guide, you’ll discover a strategy to build this presence — Search Engine Optimization (SEO.) You’ll learn what SEO is, how it works, and what you must do to position your site in search engine results. But before we begin, I want to reassure you of something. So many resources make SEO complex. They scare readers with technical jargon, focus on advanced elements, and rarely explain anything beyond theory. I promise you, this guide isn’t like that. In the following pages, I’m going to break SEO into its most basic parts and show you how to use all its elements to construct a successful SEO strategy. (And to stay up-to-date on SEO strategy and trends. Keep on reading to understand SEO, or jump ahead to the section that interests you most.
What is SEO? At its core, SEO focuses on nothing else but expanding a company’s visibility in the organic search results. It helps businesses rank more pages higher in SERPs (Search Engine Result Pages.) And in turn, drive more visitors to the site, increasing chances for more conversions. When asked to explain what SEO is, I often choose to call it a strategy to ensure that when someone googles your product or service category, they find your website. But this simplifies the discipline a bit. It doesn’t take elements like different customer information needs into consideration. However, it does reveal its essence. In short, SEO drives two things — rankings and visibility. Rankings This is a process that search engines use to determine where to place a particular web page in SERPs. Visibility This term describes how prominent a particular domain is in search engine results. With high visibility, your domain is prominent in SERPs. Lower search visibility occurs when a domain isn’t visible for many relevant search queries. Both are responsible for delivering the main SEO objectives – traffic and conversions. There is one more reason why you should be using SEO. The discipline helps you position your brand throughout almost the entire buying journey. In turn, it can ensure that your marketing strategies match the new buying behavior. Because, as Google admitted themselves — customer behavior has changed forever. Today, more people use search engines to find products or services than any other marketing channel. 18% more shoppers choose Google over Amazon. 136% more prefer the search engine to other retail websites. And B2B buyers conduct up to 12 searches, on average, before engaging with a brand. What's more, they prefer going through the majority of the buying process on their own. 77% people research a brand before engaging with it. Forrester revealed that 60% of customers do not want any interaction with salespeople. Further, 68% prefer to research on their own. And 62% have developed their own criteria to select the right vendor. What’s more, this process has never been more complicated. Finally, Demand Gen’s 2017 B2B Buyer’s Survey found that 61% of B2B buyers start the buying process with a broad web search. In comparison, only 56% go directly to a vendor’s website. But how do they use search engines during the process? Early in the process, they use Google to find information about their problem. Some also inquire about potential solutions. Then, they evaluate available alternatives based on reviews or social media hype before inquiring with a company. But this happens after they’ve exhausted all information sources. And so, the only chance for customers to notice and consider you is by showing up in their search results. Featured Resource
How does Google know how to rank a page? Search engines have a single goal only. They aim to provide users with the most relevant answers or information. Every time you use them, their algorithms choose pages that are the most relevant to your query. And then, rank them, displaying the most authoritative or popular ones first. To deliver the right information to users, search engines analyze two factors:
And to analyze all this information they use complex equations calledsearch algorithms. Search engines keep their algorithms secret. But over time, SEOs have identified some of the factors they consider when ranking a page. We refer to them as ranking factors, and they are the focus of an SEO strategy. As you’ll shortly see, adding more content, optimizing image filenames, or improving internal links can affect your rankings and search visibility. And that’s because each of those actions improves a ranking factor. Three Core Components of a Strong SEO Strategy To optimize a site, you need to improve ranking factors in three areas — technical website setup, content, and links. So, let’s go through them in turn. 1. Technical Setup For your website to rank, three things must happen: First, a search engine needs find your pages on the Web. Then, it must scan them to understand their topics and identify their keywords. And finally, it needs to add them to its index — a database of all the content it has found on the web. This way, its algorithm can consider displaying your website for relevant queries. Seem simple, doesn’t it? Certainly, nothing to worry about. After all, since you can visit your site without any problem, so should Google, right? Unfortunately, there is a catch. A web page looks different for you and the search engine. You see it as a collection of graphics, colors, text with its formatting, and links. To a search engine, it’s nothing but text. As a result, any elements it cannot render this way remain invisible to the search engine. And so, in spite of your website looking fine to you, Google might find its content inaccessible. Let me show you an example. Here’s how a typical search engine sees one of our articles. It’s this one, by the way, if you want to compare it with the original. Notice some things about it:
That’s where technical setup, also called on-site optimization, comes in. It ensures that your website and pages allow Google to scan and index them without any problems. The most important factors affecting it include: Website navigation and links Search engines crawl sites just like you would. They follow links. Search engine crawlers land on a page and use links to find other content to analyze. But as you’ve seen above, they cannot see images. So, set the navigation and links as text-only. Simple URL structureSearch engines don’t like reading lengthy strings of words with complex structure. So, if possible, keep your URLs short. Set them up to include as little beyond the main keyword for which you want to optimize the page, as possible. Page speedSearch engines, use the load time — the time it takes for a user to be able to read the page — as an indicator of quality. Many website elements can affect it. Image size, for example. Use Google’s Page Speed Insights Tool for suggestions how to improve your pages. Dead links or broken redirects. A dead link sends a visitor to a nonexistent page. A broken redirect points to a resource that might no longer be there. Both provide poor user experience but also, prevent search engines from indexing your content. Sitemap A sitemap is a simple file that lists all URLs on your site. Search engines use it to identify what pages to crawl and index. A robots.txt file, on the other hand, tells search engines what content not to index (for example, specific policy pages you don’t want to appear in search.) Create both to speed up crawling and indexing of your content. Duplicate contentPages containing identical or quite similar content confuse search engines. They often find it near impossible to determine what content they should display in search results. For that reason, search engines consider duplicate content as a negative factor. And upon finding it, can penalize a website by not displaying any of those pages at all. Featured Resource
2. Content Every time you use a search engine, you’re looking for content— information on a particular issue or problem, for example. True, this content might come in different formats. It could be text, like a blog post or a web page. But it could also be a video, product recommendation, and even a business listing. It’s all content. And for SEO, it’s what helps gain greater search visibility. Here are two reasons why:
While crawling a page, they determine its topic. Analyzing elements like page length or its structure helps them assess its quality. Based on this information, search algorithms can match a person’s query with pages they consider the most relevant to it. The process of optimizing content begins with keyword research. Keyword Research SEO is not about getting any visitors to the site. You want to attract people who need what you sell and can become leads, and later, customers. However, that’s possible only if it ranks for the keywords those people would use when searching. Otherwise, there’s no chance they’d ever find you. And that’s even if your website appeared at the top of the search results. That’s why SEO work starts with discovering what phrases potential buyers enter into search engines. The process typically involves identifying terms and topics relevant to your business. Then, converting them into initial keywords. And finally, conducting extensive research to uncover related terms your audience would use. With a list of keywords at hand, the next step is to optimize your content. SEOs refer to this process as on-page optimization. On-Page Optimization On-page optimization, also called on-page SEO, ensures that search engines a.) understand a page’s topic and keywords, and b.) can match it to relevant searches. Note, I said “page” not content. That’s because, although the bulk of on-page SEO work focuses on the words you use, it extends to optimizing some elements in the code. You may have heard about some of them — meta-tags like title or description are two most popular ones. But there are more. So, here’s a list of the most crucial on-page optimization actions to take. Note: Since blog content prevails on mostwebsites,when speaking of those factors, I’ll focus on blog SEO — optimizing blog posts for relevant keywords. However, all this advice is equally valid for other page types too. Featured Resource
a) Keyword Optimization First, ensure that Google understands what keywords you want this page to rank. To achieve that, make sure you include at least the main keyword in the following:
The alt tag, on the other hand, is text browsers display instead of an image (for visually impaired visitors.) However, since ALT tag resides in the image code, search engines use it as a relevancy signal as well. Also, add semantic keywords — variations or synonyms of your keyword. Google and other search engines use them to determine a page’s relevancy better. Let me illustrate this with a quick example. Let’s pretend that your main keyword is “Apple.” But do you mean the fruit or the tech giant behind the iPhone? Now, imagine what happens when Google finds terms like sugar, orchard, or cider in the copy? The choice what queries to rank it for would immediately become obvious, right? That’s what semantic keywords do. Add them to ensure that your page doesn’t start showing up for irrelevant searches. b) Non-Keyword-Related On-Page Optimization Factors On-page SEO is not just about sprinkling keywords across the page. The factors below help confirm a page’s credibility and authority too:
3. Links From what you’ve read in this guide so far, you know that no page will rank without two factors — relevance and authority. In their quest to provide users with the most accurate answers, Google and other search engines prioritize pages they consider the most relevant to their queries but also, popular. The first two areas — technical setup and content — focused on increasing relevancy (though I admit, some of their elements can also help highlight the authority.) Links, however, are responsible for popularity. But before we talk more about how they work, here’s what SEOs mean when talking about links. What is a backlink? Links, also called backlinks, are references to your content on other websites. Every time another website mentions and points their readers to your content, you gain a backlink to your site. For example, this article in Entrepreneur.com mentions our marketing statistics page. It also links to it allowing their readers to see other stats than the one quoted. Google uses quantity and quality of links like this as a signal of a website’s authority. Its logic behind it is that webmasters would reference a popular and high-quality website more often than a mediocre one. But note that I mentioned links quality as well. That’s because not all links are the same. Some — low-quality ones — can impact your rankings negatively. Links Quality FactorsLow quality or suspicious links — for example, ones that Google would consider as built deliberately to make it consider a site as more authoritative — might reduce your rankings. That’s why, when building links, SEOs focus not on buildingany links. They aim to generate the highest quality references possible. Naturally, just like with the search algorithm, we don’t know what factors determine a link’s quality, specifically. However, over time, SEOs discovered some of them:
Link BuildingIn SEO, we refer to the process of acquiring new backlinks as link building. And as many practitioners admit, it can be a challenging activity. Link building, if you want to do it well, requires creativity, strategic thinking, and patience. To generate quality links, you need to come up with a link building strategy. And that’s no small feat. Remember, your links must pass various quality criteria. Plus, it can’t be obvious to search engines that you’ve built them deliberately. Here are some strategies to do it:
Now, if you’re still here with me, then you’ve just discovered what’s responsible for your site’s success in search. The next step, then, is figuring out whether your efforts are working. How to Monitor & Track SEO ResultsTechnical setup, content, and links are critical to getting a website into the search results. Monitoring your efforts helps improve your strategy further. Measuring SEO success means tracking data about traffic, engagement, and links. And though, most companies develop their own sets of SEO KPIs (key performance indicators), here are the most common ones:
Local SEO Up until now, we focused on getting a site rank in search results in general. If you run a local business, however, Google also lets you position it in front of potential customers in your area, specifically. But for that, you use local SEO. And it’s well worth it. 97% of customers use search engines to find local information. They look for vendor suggestions, and even specific business addresses. In fact, 12% of customers look for local business information every day. What’s more, they act on this information: 75% of searchers visit a local store or company’s premises within 24 hours of the search. But hold on, is local SEO different from what we’ve been talking all along? Yes and no. Search engines follow similar principles for both local and global rankings. But given that they position a site for specific, location-based results, they need to analyze some other ranking factors too. Local search results look different too:
For example, a localpack, the most prominent element of local results, includes almost all information a person would need to choose a business. For example, here are local results Google displays for the phrase “best restaurant in Boston.” Note that these results contain no links to any content. Instead, they include a list of restaurants in the area, a map to show their locations, and additional information about each:
Often, they also include a company’s phone number or website address. All this information combined helps customers choose which business to engage. But it also allows Google to determine how to rank it. Local Search Ranking Factors When analyzing local websites, Google looks at the proximity to a searcher’s location. With the rise of local searches containing the phrase, “near me,” it’s only fair that Google will try to present the closest businesses first. Keywords are essential for local SEO too. However, one additional element of on-page optimization is the presence of a company’s name, address, and phone number of a page. In local SEO, we refer to it as the NAP. Again, it makes sense, as the search engine needs a way to assess the company’s location. Google assesses authority in local search not just by links. Reviews and citations (references of a business’s address or a phone number online) highlight its authority too. Finally, the information a business includes in Google My Business — the search engine’s platform for managing local business listings — plays a huge part in its rankings. The above is just the tip of the iceberg. But they are the ones to get right first if you want your business to rank well. Call Swift Digital Marketing Agency Today at (216)339-6041. Inspirational designs, illustrations, and graphic elements from the world’s best designers.9/27/2021 Professional web design starts with really understanding the client’s business and brand. After all, a website represents a very significant voice for the brand. And, that voice should be front and center in a great website.  The word chocolate can be associated with many words: dark, white, milk, hot, sweet, spicy. As one would expect, chocolate website often use an appetizing brown dominant color. The quality of product photography on chocolate websites is remarkable. Images are often large and dominant and are given a lot of both horizontal and vertical space. In fact, chocolate, especially gourmet chocolate, is often very visually interesting. The ingredients that go into it can also be very aesthetically pleasing. But they all have in common this fascinating sweetness everyone loves. Submit this Form to get a call back from us or call Swift Digital Marketing Agency at (216)339-6041. #SwiftDigital While Google keeps us on our toes with all the algorithm updates they keep rollin' out, one thing has stayed pretty consistent for inbound marketers looking to optimize their websites for search: keyword research. Well, the need to do keyword research has stayed the same. How you actually do it hasn't. What Is Keyword Research? Keyword research is the process of finding and analyzing search terms that people enter into search engines with the goal of using that data for a specific purpose, often for search engine optimization (SEO) or general marketing. Keyword research can uncover queries to target, the popularity of theses queries, their ranking difficulty, and more. Why Is Keyword Research Important? Keyword research provides valuable insight into the queries that your target audience is actually searching on Google. The insight that you can get into these actual search terms can help inform content strategy as well as your larger marketing strategy. However, keywords themselves may not be as important to SEO as you may think. More and more, we hear how much SEO has evolved over just the last 10 years, and how unimportant keywords themselves have become to our ability to rank well for the searches people make every day. And to some extent, this is true; using keywords that exactly match a person's search is no longer the most important ranking factor in the eyes of an SEO professional. Rather, it's the intent behind that keyword, and whether or not a piece of content solves for that intent (we'll talk more about intent in just a minute). But that doesn't mean keyword research is an outdated process. Let me explain: Keyword research tells you what topics people care about and, assuming you use the right SEO tool, how popular those topics actually are among your audience. The operative term here is topics -- by researching keywords that are getting a high volume of searches per month, you can identify and sort your content into topics that you want to create content on. Then, you can use these topics to dictate which keywords you look for and target. For an inside look into how Ahrefs can aid you in your SEO keyword research, check out our case study and exclusive interview here. By researching keywords for their popularity, search volume, and general intent, you can tackle the questions that the most people in your audience want answers to. I'm going to lay out a keyword research process you can follow to help you come up with a list of terms you should be targeting. That way, you'll be able to establish and execute a strong keyword strategy that helps you get found for the search terms you actually care about. Step 1: Make a list of important, relevant topics based on what you know about your business.To kick off this process, think about the topics you want to rank for in terms of generic buckets. You'll come up with about 5-10 topic buckets you think are important to your business, and then you'll use those topic buckets to help come up with some specific keywords later in the process. If you're a regular blogger, these are probably the topics you blog about most frequently. Or perhaps they're the topics that come up the most in sales conversations. Put yourself in the shoes of your buyer personas -- what types of topics would your target audience search that you'd want your business to get found for? If you were a company like for example -- selling marketing software you might have general topic buckets like:
See those numbers in parentheses to the right of each keyword? That's their monthly search volume. This data allows you to gauge how important these topics are to your audience, and how many different sub-topics you might need to create content on to be successful with that keyword. To learn more about these sub-topics, we move onto step 2 ... Step 2: Fill in those topic buckets with keywords.Now that you have a few topic buckets you want to focus on, it's time to identify some keywords that fall into those buckets. These are keyword phrases you think are important to rank for in the SERPs (search engine results pages) because your target customer is probably conducting searches for those specific terms. For instance, if I took that last topic bucket for an inbound marketing software company -- "marketing automation" -- I'd brainstorm some keyword phrases that I think people would type in related to that topic. Those might include:
And so on and so on. The point of this step isn't to come up with your final list of keyword phrases. You just want to end up with a brain dump of phrases you think potential customers might use to search for content related to that particular topic bucket. We'll narrow the lists down later in the process so you don't have something too unwieldy. Although more and more keywords are getting encrypted by Google every day, another smart way to come up with keyword ideas is to figure out which keywords your website is already getting found for. To do this, you'll need website analytics software like Google Analytics. Drill down into your website's traffic sources, and sift through your organic search traffic bucket to identify the keywords people are using to arrive at your site. Repeat this exercise for as many topic buckets as you have. And remember, if you're having trouble coming up with relevant search terms, you can always head on over to your customer-facing colleagues -- those who are in Sales or Service -- and ask them what types of terms their prospects and customers use, or common questions they have. Those are often great starting points for keyword research. Step 3: Understand How Intent Affects Keyword Research and Analyze Accordingly Like I said in the previous section, user intent is now one of the most pivotal factors in your ability to rank well on search engines like Google. Today, it's more important that your web page addresses the problem a searcher intended to solve than simply carries the keyword the searcher used. So, how does this affect the keyword research you do? It's easy to take keywords for face value, and unfortunately, keywords can have many different meanings beneath the surface. Because the intent behind a search is so important to your ranking potential, you need to be extra-careful how you interpret the keywords you target. Let's say, for example, you're researching the keyword "how to start a blog" for an article you want to create. "Blog" can mean a blog post or the blog website itself, and what a searcher's intent is behind that keyword will influence the direction of your article. Does the searcher want to learn how to start an individual blog post? Or do they want to know how to actually launch a website domain for the purposes of blogging? If your content strategy is only targeting people interested in the latter, you'll need to make sure of the keyword's intent before committing to it. To verify what a user's intent is in a keyword, it's a good idea to simply enter this keyword into a search engine yourself, and see what types of results come up. Make sure the type of content Google is closely related to what you'd intend to create for the keyword. Step 4: Research related search terms. This is a creative step you may have already thought of when doing keyword research. If not, it's a great way to fill out those lists. If you're struggling to think of more keywords people might be searching about a specific topic, take a look at the related search terms that appear when you plug in a keyword into Google. When you type in your phrase and scroll to the bottom of Google's results, you'll notice some suggestions for searches related to your original input. These keywords can spark ideas for other keywords you may want to take into consideration. Want a bonus? Type in some of those related search terms and look at their related search terms. Step 5: Use keyword research tools to your advantage. Keyword research and SEO tools such as Ahrefs, SEMrush, and Ubersuggest can help you come up with more keyword ideas based on exact match keywords and phrase match keywords based on the ideas you've generated up to this point. This exercise might give you alternatives that you might not have considered. How to Find and Choose Keywords for Your Website Once you have an idea of the keywords that you want to rank for, now it's time to refine your list based on the best ones for your strategy. Here's how: Step 1. Understand the three main factors for choosing good keywords.Before choosing keywords and expecting your content to rank for them, you must curate keywords for three things: 1. Relevance Google ranks content for relevance. This is where the concept of search intent comes in. Your content will only rank for a keyword if it meets the searchers' needs. In addition, your content must be the best resource out there for the query. After all, why would Google rank your content higher if it provides less value than other content that exists on the web? 2. Authority Google will provide more weight to sources it deems authoritative. That means you must do all you can to become an authoritative source by enriching your site with helpful, information content and promoting that content to earn social signals and backlinks. If you're not seen as authoritative in the space, or if a keyword's SERPs are loaded with heavy sources you can't compete with (like Forbes or The Mayo Clinic), you have a lower chance of ranking unless your content is exceptional. 3. Volume You may end up ranking on the first page for a specific keyword, but if no one ever searches for it, it will not result in traffic to your site. Volume is measured by MSV (monthly search volume), which means the number of times the keyword is searched per month across all audiences. Step 2: Check for a mix of head terms and long-tail keywords in each bucket. If you don't know the difference between head terms and long-tail keywords, let me explain. Head terms are keywords phrases that are generally shorter and more generic -- they're typically just one to three words in length, depending on who you talk to. Long-tail keywords, on the other hand, are longer keyword phrases usually containing three or more words. It's important to check that you have a mix of head terms and long-tail terms because it'll give you a keyword strategy that's well balanced with long-term goals and short-term wins. That's because head terms are generally searched more frequently, making them often (not always, but often) much more competitive and harder to rank for than long-tail terms. Think about it: Without even looking up search volume or difficulty, which of the following terms do you think would be harder to rank for?
If you answered #2, you're absolutely right. But don't get discouraged. While head terms generally boast the most search volume (meaning greater potential to send you traffic), frankly, the traffic you'll get from the term "how to write a great blog post" is usually more desirable. Why? Because someone who is looking for something that specific is probably a much more qualified searcher for your product or service (presuming you're in the blogging space) than someone looking for something really generic. And because long-tail keywords tend to be more specific, it's usually easier to tell what people who search for those keywords are really looking for. Someone searching for the head term "blogging," on the other hand, could be searching it for a whole host of reasons unrelated to your business. So check your keyword lists to make sure you have a healthy mix of head terms and long-tail keywords. You definitely want some quick wins that long-tail keywords will afford you, but you should also try to chip away at more difficult head terms over the long haul. Step 3: See how competitors are ranking for these keywords. Just because your competitor is doing something doesn’t mean you need to. The same goes for keywords. Just because a keyword is important to your competitor, doesn’t mean it's important to you. However, understanding what keywords your competitors are trying to rank for is a great way to help you give your list of keywords another evaluation. If your competitor is ranking for certain keywords that are on your list, too, it definitely makes sense to work on improving your ranking for those. However, don’t ignore the ones your competitors don’t seem to care about. This could be a great opportunity for you to own market share on important terms, too. Understanding the balance of terms that might be a little more difficult due to competition, versus those terms that are a little more realistic, will help you maintain a similar balance that the mix of long-tail and head terms allows. Remember, the goal is to end up with a list of keywords that provide some quick wins but also helps you make progress toward bigger, more challenging SEO goals. How do you figure out what keywords your competitors are ranking for, you ask? Aside from manually searching for keywords in an incognito browser and seeing what positions your competitors are in, Ahrefs allows you to run a number of free reports that show you the top keywords for the domain you enter. This is a quick way to get a sense of the types of terms your competitors are ranking for. Step 4: Use Google's Keyword Planner to cut down your keyword list. Now that you've got the right mix of keywords, it's time to narrow down your lists with some more quantitative data. You have a lot of tools at your disposal to do this, but let me share my favorite methodology. I like to use a mix of the Google's Keyword Planner (you'll need to set up an Ads account for this, but you can turn your example ad off before you pay any money), and Google Trends. In Keyword Planner, you can get search volume and traffic estimates for keywords you're considering. Then, take the information you learn from Keyword Planner and use Google Trends to fill in some blanks. Use the Keyword Planner to flag any terms on your list that have way too little (or way too much) search volume, and don't help you maintain a healthy mix like we talked about above. But before you delete anything, check out their trend history and projections in Google Trends. You can see whether, say, some low-volume terms might actually be something you should invest in now -- and reap the benefits for later. Or perhaps you're just looking at a list of terms that is way too unwieldy, and you have to narrow it down somehow ... Google Trends can help you determine which terms are trending upward, and are thus worth more of your focus. Best Keywords for SEOUnderstand that there's no "best" keywords, just those that are highly searched by your audience. With this in mind, it's up to you to craft a strategy that will help you rank pages and drive traffic. The best keywords for your SEO strategy will take into account relevance, authority, and volume. You want to find highly searched keywords that you can reasonably compete for based on:
And ... You're done! Congratulations! You've now got a list of keywords that'll help you focus on the right topics for your business, and get you some short-term and long-term gains. Be sure to re-evaluate these keywords every few months -- once a quarter is a good benchmark, but some businesses like to do it even more often than that. As you gain even more authority in the SERPs, you'll find that you can add more and more keywords to your lists to tackle as you work on maintaining your current presence, and then growing in new areas on top of that. Keyword Research Don't forget to share this post! Google and Facebook are two of the most widely used platforms on the Internet. Google garners more than 3.5 billion searches a day, while Facebook boasts 1.4 billion active users each day. Not to mention, each offers advertising services.  What is the difference between Facebook ads and Google Ads, though? Keep reading to learn all about Google Ads vs. Facebook ads, plus discover which platform is best for your business and various ad campaigns. Google Ads vs. Facebook ads: What is the difference? In digital advertising, Google Ads and Facebook ads are the top two ad platforms. While Google ads appear in Google search results and across websites in Google’s ad network, Facebook ads display across Facebook, Instagram, and other sites in the social media platform’s network. Both platforms offer demographic and behavior targeting, though Google Ads also includes keyword targeting. What is Google Ads? Google is the world’s largest and most popular PPC advertising platform. Paid ads, known as pay-per-click (PPC) ads, appear at the top of Google search results. Where do Google ads appear? Ads created with Google Ads can get delivered through several networks, including:
When you run a Google advertising campaign, you can target audience or content features like:
Keyword targeting is one of the most popular strategies for Google Ads, especially when using the Google Search Network. If you want your ad to appear in relevant search results, you must choose the right keywords. Your keywords will determine where your ads appear in search results. To find relevant keywords, you’ll conduct keyword research. Keyword research will help you find relevant keywords for your campaign. You’ll want to stick to long-tail keywords, which contain three or more words, because they’ll drive the best leads for your campaign. Advertisers will bid on keywords to get their ad to appear in relevant search results. The bid you set is your maximum bid, which is the amount you’re willing to pay each time someone clicks. It’s also known as your cost-per-click (CPC). Time To Level Up Your Sales Our long list of services helps you make waves in your industry and increase metrics that matter most - like sales. What kinds of ads can you create with Google Ads?With Google Ads, you can make a range of advertisements, including:
The ad format you choose will depend on your audience, goals, and offer. What are Google Ads good for? If you’re looking to reach leads that convert, Google ads are the best option. These leads know exactly what they want and just need to find the right business to get what they need. A Google ad can help them choose your business. They’ll click on your ad and see what you have to offer. If you’re a good fit for their needs, you can earn more conversions for your business. With remarketing on Google Ads, you can even bring back users that previously had an interest in your product or service, but weren’t quite ready to convert. What are Facebook ads? Facebook ads are paid social ads that appear in users’ newsfeeds. They’re tagged with the word “sponsored” to indicate paid content. These ads help companies expose their business to interested leads. Where do Facebook ads appear? Facebook ads can appear on several platforms, including:
On Facebook, your ads can earn placements in the following locations:
How can you target people on Facebook ads?With Facebook ads, you can target people based on:
These ads operate based on people’s interests and behaviors. Your ads appear in front of people that are interested in your business, products, or services. You’ll help your business connect with the right leads. What kinds of ads can you make with Facebook ads?Facebook gives you the option to run numerous ad formats, including:
What are Facebook ads good for?Facebook ads are best if you’re looking to gain brand exposure and new leads. These ads don’t always entice people to convert, but they do get them to follow your page or check out your website. It’s a great way for you to earn more leads for your business because these ads get people comfortable with your business. A few additional ways (or objectives) you can use Facebook ads include:
How much does it cost to advertise with Facebook ads?Generally, Facebook ads are cheaper to run than Google ads. Facebook ads have a CPC that ranges from a few cents to a few dollars. It all depends upon your industry. Some industries are a little more expensive than others. Facebook ads vs. Google Ads: How each platform benefits your businessIn the Facebook ads vs. Google Ads, you have to look at the advantages of each platform. While each comes with different options (and costs), they both offer benefits that can help you build brand awareness, generate sales, and more. Take a look at their perks, and learn more about the difference between Facebook ads and Google Ads: The Advantages of Google Ads Here are a few benefits you’ll experience from using the Google Ads platform.
The advantages of Facebook adsFacebook has billions of active monthly users that engage on their platform. Here are a few benefits you’ll receive by using Facebook ads.
Which is better for your business: Facebook ads or Google Ads? In the Google Ads vs. Facebook ads debate, there isn’t a clear winner. That’s because both platforms offer value. Whether your business operates in the business-to-business (B2B) or business-to-consumer (B2C) sector, you can use Google and Facebook to grow brand awareness, increase online sales, and even generate phone calls, store visits, and more. The best platform for your business will depend on what you want for your advertising campaign. Brand Awareness ✔ Lead Generation ✔ Website Traffic ✔ Online Sales ✔ Online Engagement ✔ App Installs ✔ Keep in mind, the above dat is only a guideline. Your business may find that Facebook ads, for example, work well for generating online sales. Or, that Google Ads performs better when it comes to earning more downloads for your mobile app. Every company and their advertising experience, so you may have to engage in some trial-and-error. Either way, both these advertising options have their perks. In fact, no rule says you have to choose either Google Ads or Facebook ads. These two advertising programs work well together. As long as you have the budget to run both campaigns, they can work together very effectively. Three tips for using Google Ads and Facebook ads 1. Launch your Facebook ad campaigns with Google Ads’ data Whether you have past or zero experience with Facebook ads, you want to use this tip for a combined Google and Facebook strategy. That’s because user data can help your business a better and stronger campaign that drives better results. Via Google Ads, you can access a ton of helpful data points, including:
This data can help your team refine the targeting of your existing Facebook ads. Or, you can use the information to launch a brand-new and targeted campaign. Either way, Google Ads can help you make data-driven decisions about your Facebook ad targeting. 2. Leverage your Facebook Lookalike Audiences for Google Ads While Google Ads offers a feature similar to Lookalike Audiences in Facebook ads, you can still use this Facebook-specific tool in your Google ad campaigns. For reference, Lookalike Audiences help you build an audience similar to an existing one. That means you can find people most likely to have an interest in your products or services. Since Google Ads includes a range of targeting options, you can update or tweak them according to your Lookalike Audiences data. Even better, you can apply this data to Facebook ad campaigns. For your business, that means stronger ads across each of these advertising platforms. 3. Target every stage of the buying funnelRemember how Facebook ads work well for brand awareness, while Google Ads excel when it comes to securing leads? You can leverage these differences with a coordinated Google Ads and Facebook ads approach. While your Facebook ads focus on top-of-the-funnel users, your Google Ads can target middle- and bottom-of-the-funnel users. This kind of approach can prevent blind spots or openings for your competitors to target (and steal) sales from your business. Plus, it can keep your company top-of-mind as users browse the Internet. Our full-service digital marketing company that specializes in paid advertising campaigns. Our team of over 200 experts will bring their knowledge and expertise to your campaign. We’ll help you create a customized campaign that is unique to your business. If you’re looking for a company that drives results, look no further than Swift. You can count on us to create a campaign that helps your business grow. Call us today at (216) 339-6041! Revenue-driving content marketing services
Content marketing is one of the most powerful digital marketing strategies. With the ability to double website conversion rates, as well as drive brand awareness and website traffic, content marketing is essential to increasing your company’s revenue. With Swift Marketing Servies as your content marketing services partner, you can expect custom content that follows search engine optimization standards. Even better, you can count on transparency — no hidden fees and no secret strategies. What are content marketing services? Content marketing services are digital marketing services that include planning a content marketing strategy and creating, distributing, promoting, and tracking content to achieve specific business goals. Content types include articles, blog posts, videos, infographics, podcasts, ebooks, and more. Content marketing services: Our process It’s what all our clients receive with their Swift content marketing service package. We even offer custom packages to match your company’s unique needs. If you’re unsure about which of our packages are right for your business, you can always contact our knowledgeable strategists online. They can offer advice, as well as suggestions, as to whether a basic, aggressive, or market leader plan is right for your company. Plus, they can answer all your questions about the various content marketing assets, which include:
No matter which content marketing service package you choose, from our basic to our market leader plan, you can expect our team to deliver a competitive strategy and marketing campaign that reaches your company’s goals. We Form Longterm Partnerships Over 90% of Swift clients continue partnering with us into year 2 of their campaign. Speak with Us Today! Learn more about some of the features of our content marketing services: 1. Content strategy and keyword research First, our content marketing team will work with your business to fully understand your company, goals, and industry. Then, we’ll help you develop a custom content marketing strategy, designed to help your site content rank in search engine results and convert customers. A core part of our content strategy is keyword research. By researching the keywords that matter to your audience, our team can develop original and valuable evergreen content that drives high-quality traffic to your website. How do we know which keywords to choose, though? As your content marketing service provider, we look at several factors when conducting keyword research, including:
Once we finish our keyword research, we move onto developing a content plan for you. 2. Content development Next, our services focus on creating a content project management schedule. In this step, we build a content calendar for your strategy. We also establish a deadline for writing and delivering the content to your team for review. The amount of content we develop depends on your content marketing services package:
During this stage, your dedicated account manager also provides you with a walkthrough of our preferred platform for project management. Feel free to ask them questions, and they’ll be happy to answer and help you troubleshoot any issues. 3. Content creation A core part of our content marketing services is content creation. With the expertise of our talented project managers, as well as specialized writers and graphic designers, we create multiple types of content, including long-form content, blog posts, infographics, online guides, voice optimized content, white papers, and more for your company’s strategy. Every strategy is different too, based on your unique needs. While a pharmaceutical company’s digital marketing strategy, for example, may focus on awareness and education, an ecommerce store’s may emphasize immediate action. These focuses can result in different content type, like video for a pharmaceutical brand and blog posts for an ecommerce business. Our team of editors then review each piece of content to ensure it matches your branding standards. Once your dedicated account manager looks over your deliverables, they’ll forward them to your team for feedback. If you have any requested changes, our team takes care of them fast. 4. Content optimizationsIn addition to our writers optimizing your content for search, your dedicated account manager will too. For example, if you’re launching a piece of long-form content on your website, they create a compelling title tag and meta description for it. The result is optimized content for not only users but also search engines. By optimizing your content for both parties, we provide your content the best foundation for success — meaning it will not only resonate with your target audience but also rank well in search results. You'll see content marketing, as well as SEO results with Swift Marketing Team as your content marketing services provider. 5. Content promotion Content promotion enables you to boost brand awareness, and it exposes more people to your message. As more people connect with your content online, you’ll reap the benefits of increased site traffic, conversions, and revenue. We can also use paid strategies, like pay-per-click, to promote your owned media across the web. Social media advertising, for instance, is an excellent content marketing campaign strategy for content promotion. 6. Monthly reporting We don’t stop after creating and promoting your content! Our content marketing solutions include custom reporting that allows you to monitor your return on investment (ROI) and drive the best possible results from your marketing efforts. As a part of our aggressive and market leader content marketing service packages, you receive a monthly content marketing strategy report. Your dedicated account manager compiles this report, which includes tons of helpful information you can share with your company’s decision makers. By partnering with our full-service marketing agency, you don’t have to worry about creating this content. We develop and launch your content marketing strategy for you. Plus, we feature an experienced team of writers with backgrounds in manufacturing, retail, and a slew of other industries. Keep reading to learn more about the pricing and deliverables for our services. Why invest in content marketing services? For businesses that want to reach their target audience with web marketing, content marketing is a must. Even if your company operates offline, the best content marketing services offer value. With a powerful content marketing strategy, you can connect with audiences a few blocks away or halfway around the world. That connection leads to several noteworthy benefits, including: Grow your business Consumers use the Internet for everything, from posting videos of their cats and dogs to finding products for their new home. In addition, 80 percent of consumers use the Internet for researching services or products — and when it comes to local searches, those have increased. Online visibility is critical, which is where content marketing comes into use. With a strategic content marketing plan and our leading content marketing agency, you can connect with consumers in varying stages of your buying funnel. Build your brand awareness Your brand is one of the most valuable things your company owns. It defines your business, as well as contributes to the retention and loyalty of your clients. It also influences their purchase decisions, which is why building brand awareness is imperative. With our content marketing management services, you can increase awareness of your brand among your target audience. However, it takes time to build brand awareness. This is why content marketing is an ongoing strategy — just like search engine optimization (SEO). Like SEO, content marketing delivers long-term revenue and brand awareness for your company. With increased brand awareness, you can expect more shoppers to choose your company when they’re ready to buy. Why? For weeks, months, or maybe even years, you’ve provided them with high-quality, informative content. This quality content has provided value by answering their questions and offering them guidance. Research also confirms that content marketing is a powerhouse when it comes to brand awareness. Increase your revenue Another reason why companies invest in content marketing? Its rising conversion rate. Better yet, think of your competition. With our competitive content marketing services, you gain a competitive edge in your marketplace. That edge helps your company earn more valuable leads and clients — limiting the growth of your competitors. The result is a business that’s expanding its market share and revenues. Reach your target audience Content marketing also appeals to how modern consumers shop. When researching a product or service, shoppers read almost 12 pieces of content before purchasing. While some of that content comes from non-competitor websites, such as an industry news site, users arrive on competing sites as they read more. With content marketing agency's services, you can prevent that. Our award-winning team will create a personalized strategy that includes not only bottom of the funnel content but also middle and top of the funnel content. That kind of strategy helps you connect with users in the early, middle, and later stages of the buying funnel. Then, when your target audience makes their buying decision, it’s your company they choose. Expand your consumer base Before they buy, consumers want to learn about your business — but in a non-promotional way. In fact, prefer getting to know a company through content, like articles or blog posts. By considering every step of your buying funnel in your company’s business and content marketing strategy, you have the potential to expand your consumer base. With a bigger following, you can boost the other benefits of content marketing, like increased conversions and brand awareness. As your partner, you can trust Swift Marketing Team to deliver those perks. Maximize your digital marketing ROI With the ability to create a long-term source of revenue for your business, our digital marketing content services maximize your investment. With a bigger ROI, your company can reinvest in your online marketing strategies, as well as expand your business and its services. While content marketing’s ROI varies, it does deliver better results than traditional marketing. The best part is that our content marketing services focus on developing evergreen content for your business. This content attracts new consumers on a routine basis and stays relevant over time. Become an industry leader When consumers research their next purchase, they search for information from reputable sources. With our content marketing management services, your business will become an industry-trusted source for your niche market. That kind of reputation lends itself to several benefits, including:
Like earning the number one position on the first page of search results for a high-value keyword in SEO, it takes time for your company to evolve into a recommended resource for the industry. That is why content marketing is an ongoing, long-term strategy. What do content marketing services include? Content marketing services involve:
What types of content are used in content marketing? Content marketing solutions can involve a wide range of content types. Some examples include:
Why use content marketing services?Content marketing services can help your business:
Why choose Swift Marketing Services for the best content marketing services? It’s a great question, and there are plenty of reasons to choose our content marketing services. Swift is a top content marketing company. A Partner Businesses Trust Their focus on ROI and their innate ability to communicate this information in a way that I understand has been the missing link with other digital marketing firms that I have used in the past. Get started on your content marketing strategy by requesting a free quote online or calling us at 216-339-6041! Statistics and rates can tell you considerable things about how visitors’ value, use, and interact with your site — and that’s where web analytics become useful. Analytics about your web data offer plenty of intel that levels the playing field against your competition. If you want to press forward and dominate your industry, you need expert web analytics services to interpret and accelerate your site’s growth. Keep reading to find out what you need to know about web analytics services. Google Analytics Consulting Google Analytics is a go-to tool for tracking and reporting site performance. If you need to harness its benefits, we have a qualified team ready to take the data and turn it into results. Internet Analytics ConsultingYour site can have a massive impact across the Internet, but the World Wide Web is a big place that generates massive amounts of data. We tackle the analytics so your online presence can thrive. What are web analytics? Web analytics revolves around the practice of gathering, reporting, and evaluating website data. This data lends insight into user behavior through helpful metrics and reveals how well your Internet marketing campaigns work. Your web analytics can reveal patterns and lead to actionable steps to improve user engagement and marketing goals. Through tracked measurements, you can see what page visitors entered through, the length of their session, which pages they navigate to next on your site, and more. Whether you want to keep tabs on your paid advertising or organic search results strategies, these analytics deliver clear indications of your efforts. Web data allows your business to make informed decisions about its performance. Why are web analytics important? With qualified marketers and applied methods, you might overlook tracking and web analytics. If you start out well, then why do you need to follow along with minor performance details? Despite your campaign kickoff, you must continue paying attention to its development and effectiveness. Just like a dedicated coach doesn’t sit on the bench during a game and tune out, you can’t ignore signs of progress in your marketing efforts. Web analytics services help you stay aware of your website’s reach when you don’t have the time. Web analytics are crucial to running profitable campaigns because they keep you updated on your site activity. They allow you to stay in-the-know so you can reshape or tweak any areas of your strategies that aren’t excelling. So, what web analytics metrics matter to your site? Let’s review six metrics that you want your web analytics services to focus on: 1. Observe traffic and sourcesA significant motivation for Internet marketing comes from boosted visibility. You want a vast number of eyes on your site and brand, and you want those eyes to belong to high-quality leads. To learn about the traffic that comes to your site, you can use web analytics to measure how many new and returning visitors you have. The traffic data you can access includes referrals — or other websites that sent users to your site. You can see the payoff from the network you built when other businesses, customers, and industry leaders refer people to your pages on the Internet. You can also look at sources and channels that generate visitors like social media platforms, affiliate links, and display ads. If you know the most worthwhile places that funnel traffic to you, you can capitalize on those sources and bolster weaker areas. Web analytics services can help you discover the most valuable sources of traffic for your company, as well as develop a plan for maximizing the impact of traffic coming to your website. 2. Examine bounce rate and exit pagesThe features on your site that cause people to leave are hard to pin down, but web analytics makes them clearer and accessible with metrics like bounce rate and exit pages. Bounce rate — the percentage of single-page sessions that occur — is a significant number to look at, because it points out which pages don’t retain visitors. This is a strong indication of how you satisfy users, and it lets you concentrate on pages that need to meet user needs better. Exit pages show the places where visitors lose interest — or hopefully, complete their journey down the sales funnel. If your order completion page or a related end-of-the-line location is where people leave, then it appears you’re making sales and doing well. However, if people leave from a product page or blog page, you can hone your content to call them to action and to convert. 3. Inspect conversion rateYou can have many conversion goals that help you check-in on a visitor’s journey on your site. Conversions — desired actions on your website — are necessities for your business. The conversion rate for different goals gives you a good idea of your ability to engage customers, which takes constant review and work. You might set up your conversions as registering for site accounts, signing up for email updates, heading to check out, or leaving a customer review. The main objective with each of these is to establish a relationship with your audience and complete transactions. If you’re attempting to optimize your conversion rate, you can witness the evolution of your strategy as more visitors transform into customers. 4. Gauge successful keywordsThe keywords you want to rank for in search engine optimization (SEO) are the building blocks of getting exposure and revenue for your business. Web analytics in Google Search Console, for example, can reveal which queries people use to find your site, which lets you know if your keyword research and usage is productive. You can also see the average positions of your pages for chosen keywords and their click-through rate (CTR) by using web analytics services, which can pass on more information about your site’s strength. 5. Understand demographics The data collected about your site visitors takes away some of the mystery about who wants your products and services because it outlines the demographic details of your audience. With an analysis of your audience’s locations, interests, technology, ages, and genders, you can craft better content that fits your prospective customers. You can alter your site’s design and messaging to appeal to the demographic brackets that purchase products and interact with your pages. You can even assess the kinds of Internet browsers users have and the service provider they use on their mobile phones when using web analytics services. You can get the full picture of your users’ preferences and traits through tracking this series of metrics. 6. View revenue and ROIIt’s convenient to know how much money you spend and how much you make throughout your Internet marketing campaign. Web analytics also stays on top of the transactions and revenue your campaign musters. This web analytics metric also showcases the sources that turn into purchases. Do you know if your organic searches or paid search ads bring in dollars? Web analytic services can shed light on your most profitable strategies. This educates you on your return on investment (ROI), and you can have confidence that your Internet marketing services or in-house strategies are paying off and advancing your business. How web analytics services workNow that you’re familiar with trusted metrics, you’re probably wondering, “How can marketers track all those elements?” Analytics services don’t function alone — they use web analytics tools to evaluate the data. Web analytics tools typically use a tracking code to monitor a range of on-site activities. The code or tag gets assigned to domain owners. You have to then copy and paste the snippet of JavaScript onto the pages you want to track. The snippet goes into the HTML code and records user behavior as people click on a URL and interact with a site. As time goes on, data comes in, and you can secure information about your visitors for additional analysis. Split testing is another type of web analytics service that tests out different versions of a page to judge which one gets a better reception. A/B split testing uses a control and a variant of the page and examines and analyzes data to improve site functionality and design. How to choose the best web analytics servicesThe level of expertise that a web analytics consultant offers can transform data into real results for your company. However, the process of picking a web analytics expert can be overwhelming. What qualities do you need to look for to get the best web analytics services? Web analytics services should prioritize your goals and apply in-depth industry knowledge to your campaigns. Partner with us Here are the four steps to select your ideal web analytics agency: 1. Get experts that tailor their approach to your businessYou don’t want a cookie-cutter consultation for your unique company — each business has its own values and objectives. The web analytics services that can propel your business forward should understand the basics of your operations and long-term expectations. Customized analytics can bring richer byproducts. For example, an ecommerce site is going to be laser-focused on transaction metrics, while a brick-and-mortar business can thrive off publishing helpful content. 2. Consider the data timeframe For a well-rounded overview of site data, an expert shouldn’t pull their advice from a brief period, unless your website brings in a significant amount of daily traffic. Analysis requires a decent timeframe to identify problem spots and offer actionable solutions. If your business has seasonal connections, you don’t want to evaluate a slow part of the year and reorient core cornerstones of your site based on the slow season. That’s why it’s wise to cover a large period that spans dips and rises in your site traffic. Investing in your website’s analytics now and continuing to monitor your data can help build a snapshot of your site’s online performance, which can serve as an excellent reference point as your company continues to improve its website and expand its online marketing efforts. 3. Find helpful reportingAnalytics consultants can send out detailed reports at a variety of intervals. Whether you’re comfortable with weekly, monthly, or quarterly reports, it’s handy to gain a partner that delivers regular reporting. Explanations, along with the data can make the analysis more practical and efficient too. Highlights, summaries, and separate growth from campaigns can make reports insightful instead of tedious. Reporting is supposed to save you time and effort, so explore the options that website analytics service providers offer. 4. Look for transparent pricingIf the prices are hazy for web analytics services, you can’t be sure of your initial investment and your ultimate ROI. Transparent pricing prepares you for whatever additional fees you might encounter later, making it a budget-friendly characteristic. Many companies have a starting cost that includes the set up of various tracking and integration features, but you can also look for recurring rates by year or month that focuses on reporting and troubleshooting. 5. Receive detailed recommendations Web analytics services usually involve sessions with dedicated experts who pass on advice and enhancement suggestions for your site. When you have an ongoing analysis of your site, you can put recommendations into action and see a powerful change in your brand — but you need enough information to implement changes. Detailed instructions on how your site should work can elevate your Internet marketing efforts. 3 must-have web analytics toolsLike we said before, you can’t carry out web analytics without tools and resources. For web analytics, you need high-functioning software that aggregates data and condenses it into a more manageable format. Let’s go over three must-have web analytics tools that can speed along your web analytics set up and get you closer to high volumes of traffic and a steady flow of conversions. 1. Google Analytics As the most robust free web analytics tool, Google Analytics is the backbone of site analysis. Google’s experience in evaluating website quality makes it highly qualified to guide site owners through their web performance. Google Analytics has charts and graphs that pass on trends about your site. It’s broken into four categories — audience, acquisition, behavior, and conversions. There’s also a real-time analytics section that allows you to watch as current user actions shift the data around. Second-by-second and minute-by-minute, you can see what’s taking place on your site with the real-time analytics feature. Google Analytics has custom goals you can create to monitor your site too. You can precisely track important steps through these tailored goals. Here are the four types of goals you can set up:
Making sense of this data and related metrics in your Google Analytics reports is the trick to having a website that not only earns traffic but also generates conversions. Web analytics services help make that happen by translating these tough-to-read charts for you and your staff and providing actionable advice. 2. Google Search Console Google Search Console — working in conjunction with Google Analytics — is a useful tool for web analytics. It sticks with search-specific analytics, but it can support multi-strategy campaigns or SEO-devoted ones. You can integrate Google Search Console with Google Analytics, and it will show up under Acquisition in the “Search Console” section. Search Console has unique dimensions that stand apart from Google Analytics, which can let you delve deeper into configuring your site and attracting traffic. Here are the dimensions you can access:
Google Search Console is also free, and it’s an essential tool to manage long-term growth from a web analytics standpoint. Branching off from Google’s toolkit for analytics, MarketingCloudFX is another resource that tracks and generates data about your Internet marketing campaigns. Are you ready for the good news? It's included in all plans. Invest in web analytics services with Swift Digital Marketing. Discerning your next steps in Internet marketing doesn’t have to happen blindly. Web analytics gives you command of robust data and actionable feedback to guide your campaigns. In your search for a worthy web analytics service, you won’t come across an agency quite like Swift Digital Marketing. We offer both Internet analytics consulting and Google Analytics consulting to cover the area you need. Contact us online or call us at 216-339-6041 today! What's better than acquiring one new customer?
It sounds like a trick question, but the answer isn't "acquiring two customers." It's actually retaining an existing customer. While there's a certain allure that comes with capturing new customers, keeping customers coming back will continually result in a greater ROI — and it costs 5-25X less. But how do you create a customer retention strategy that keeps your current customers engaged and happy? We've broken down some of the most applicable customer retention strategies that the biggest brands are currently using to inspire loyalty. From leveraging convenience to prioritizing personalization, we’ll cover all the must-haves that any customer success or marketing team can test out today. How to Retain Customers
1. Track and analyze churn metrics. You can't fix what you don't understand. Companies should be diligently tracking and analyzing the number of customers who churn, alongside the reasons that they may decide to churn. 2. Implement a customer feedback loop. It's hard to improve your business if you don't know how your customers feel about it. To start retaining customers, you need a process for obtaining customer feedback and sharing that information with the rest of your organization. This is where a customer feedback loop comes in. It provides a system for collecting, analyzing, and distributing customer reviews and surveys. There are a few ways to collect customer feedback. You can ask customers to participate in user testing and focus groups. Using a few of these methods regularly should provide your team with ample and relevant customer feedback. Once you’ve gathered them, you should analyze your survey results by looking for trends in customer behavior and other areas to enhance user experience. Then, share this information with teams that will benefit from it most. For example, product reviews should be distributed to engineers and development teams so they can address flaws in your product's design. By using this system to collect and share customer reviews, your business can efficiently address criticism and improve the customer experience. 3. Maintain a customer communication calendar. Even if your customers aren't reaching out with feedback, your team should be proactive in communicating with them. If customers haven't interacted with your brand for a while, you should reach out and re-establish your relationship. Consider adopting a communication calendar to manage customer engagements and create opportunities to upsell and cross-sell. A communication calendar is a chart that keeps track of customer communication. It tells you the last time that a customer has reached out and alerts you when existing customers haven't interacted with your brand. This makes it easy to launch promotional offers and proactive customer service features that remove roadblocks before customers know they're there. For example, if a customer's subscription is set to expire, you can send out an email letting them know they need to renew their account. 4. Send a company newsletter. A company newsletter is a simple and cost-effective way of retaining customers. You can use email automation to send updates or offers to all of your customers at once. And, you can send the email using an RSS feed on a designated frequency, so you don't have to manually update the content or remember to click "send." Even though it's simple, newsletters can remind customers of your brand every time they open their inbox. 5. Start a customer education program. A customer education program demonstrates a long-term investment in your customer base. Under this initiative, your business creates a variety of customer self-service tools like a knowledge base and a community forum. Then, customers use these features to locate solutions to service problems before reaching out to your support team. This program can extend beyond your products and services as well. For example, Swift Digital Marketing courses cover generic marketing, sales, and customer service topics. That way, Swift customers know how to use tools in their everyday workflow. We'll discuss Swift Marketing Academy later on, but this approach has become a proven strategy for optimizing customer success. 6. Build trust with your customers. Two things are true when it comes to building trust between your company and your customers:
When deciding to make a purchase, 81% of customers say that trust is an important factor in their decision. Building trust isn’t a one-size-fits-all tactic that any business can implement overnight. After all, the definition of trust is the “firm belief in the reliability, truth, ability, or strength of someone or something.” Reliability is a key factor in building trust, so your company should be consistent in delivering value to customers. Consistently following through on your brand promise and doing what you say you’ll do over time will have an impact on whether or not your customers perceive your brand as trustworthy. 7. Offer unique services. Offering a product or service that’s superior to your competitors' in the eyes of your customers is no easy feat, but the reward is worth it in the long run. If you’ve developed a niche for your business that solves a critical customer pain point, you’re on the right track to retaining customers. People ultimately buy what holds value to them. Eliminating a bottleneck, removing a kink in a workflow, or automating a process in a way that no other company can is a strong reason for a customer to commit to your brand. 8. Start a customer retention program. A customer retention program is an amalgamation of several types of tactics. There’s a program for just about every business case. Below, we define customer retention programs, explain the most common types, and show you examples of how to implement them within your organization. Customer Retention Program A customer retention program is a specific initiative designed to encourage customer loyalty. Customer retention programs can be company-led, such as instituting a customer onboarding process, or customer-led, such as downloading and using a mobile app to make purchases. Client Retention Program Ideas There are several types of customer retention programs you can start for your business. If you're not sure which is right for your company, here's a list of client retention programs you can implement to delight your existing customers. 1. Onboarding Program Onboarding is a customer success function that teaches new customers how to use your product or service. Rather than learning by themselves, customers are taught by a company representative who personalizes the training according to their needs. This way, customers not only save time but also understand how the product can help them achieve goals. Onboarding is an effective customer retention tool because it prevents churn with new customers. When users are first working with your product, they may get frustrated if they don't understand how to use it. Customers have deadlines and they can't afford to spend time learning how to master your product. Onboarding ensures customers know how to utilize your products or services so they can complete their goals on time. 2. Customer Loyalty Program While it's important to focus on customers who are at risk of churn, you shouldn’t forget about your loyal customers in the process. After all, what will these customers think if they see you putting all this effort in for users who don't love your brand yet? It doesn't seem too fair, does it? A customer loyalty program should reward customers for their continued commitment. The more they shop and interact with your business, the more they're rewarded. This keeps customers happy because they're getting more from the experience than just your product or service. And, since the top percentile of your customers spend much more than the rest of your customer base, you'll want to make sure these users are more than satisfied. 3. Customer Advisory Board As we mentioned above, your most loyal customers are also your most valuable ones. Not just because of the money they spend, but also for the information they provide. They tell you why they love your brand so much and make suggestions as to where you can improve it. Creating a panel of these customers can help you fine-tune products and services at your business. Additionally, you can increase customer advocacy by encouraging participants to publicly share their reviews. Customer testimonials are an effective method for building rapport when attracting and engaging potential leads. 4. Corporate Social Responsibility Program Your company is more than just a product or service. Customers look at everything your business buys, sells, and advertises to its target audience. If they sense any inconsistency between your brand's messaging and its actions, they'll be quick to recognize the ingenuity. Instead, it's important to get involved with your customers beyond product and services. Think about their values and create a Corporate Social Responsibility (CSR) program that pursues a moral goal. While your initiative doesn't have to be as ambitious, getting involved with your customers' communities and personal goals is a great way to demonstrate your commitment to their needs. 5. Beta Testing Group Similar to the feedback loop, customer beta testing groups serve a dual purpose — they provide your business with specific, actionable observations from the customer’s POV and they keep customers invested in the new feature your company is beta testing. Beta testers are usually an exclusive group since every customer isn’t asked to give their feedback on a new feature due to bandwidth limitations. The exclusivity alone is usually enough to entice customers to commit to the process for a few weeks or months, but incentives like swag and gift cards can sweeten the deal. Ideally, different customer retention programs work hand-in-hand to create a customer experience that cultivates loyalty, positive sentiment and makes customers more willing to continue purchasing. By retaining customers, companies can help them derive more value from a product, encourage them to share feedback to influence potential new customers, and start to build a community of like-minded customers or users they can connect with. Below is a list of strategies you can start executing this week. 22 Excellent Customer Retention Strategies that Work 1. Adopt customer service tools. Santa Cruz BicyclesIf you're an SMB, your support team may only consist of a few people. However, as you grow your customer base, service demand might spike and force you to expand the bandwidth of your support team. Hiring is expensive which is why many businesses turn to technology to supplement their customer service needs. Santa Cruz Bicycles did exactly this when it realized its current approach to customer support wasn't sustainable. While the company was committed to providing excellent customer service, that standard became harder and harder to meet as more customers purchased their bikes. Rider Support Lead, Kyle Harder, notes this challenge in the graphic below. Instead of hiring more reps, Santa Cruz Bicycles turned to customer service tools. It started with a CRM, using the software to record customer interactions and create support tickets. As the company grew, the support team needed a more refined tool for its daily workflow. So, the organization decided to centralize customer service operations. What this meant was that all support inquiries were funneled into a shared inbox where reps could collaborate on complex service tickets. This made it easier for the team to streamline urgent or sensitive issues, improving their likelihood of preventing churn. 2. Apologize when you make mistakes. Mistakes happen in business. Whether that mistake is a data breach, an outage, a billing error, or something else, a mistake can put you at risk of losing your valued customers — depending on how you handle it. In nay cases of company error, 96% of survey respondents would continue buying from a company they regularly purchased from if they apologized and rectified the situation. So what that means is, you need to develop a plan for the inevitability of a mistake — and a plan for how to solve it promptly, apologize honestly, and move forward to retain your loyal customers. 3. Inspire with a mission. Sometimes a brand inspires loyalty not through tactics and systems, but through what it stands for. If you've ever watched Simon Sinek's TED talk "Start with Why," you probably already know a thing or two about the importance of having a mission, or "reason why." TOMS has built its entire business model around making the world a better place. The way it does this is in its "One for One" policy. For every pair of shoes that are purchased, it gives a pair to people in need, thus far donating over 60 million pairs of new shoes. As consumers, we're focused on the altruistic and environmental effects that our buying habits have beyond consumption. Doing good is becoming more and more important to us. This doesn't mean you should build your marketing around an altruistic message just to do it. The lesson is in finding something that people care about and positioning your brand around it. 4. Empower customers with convenience. Starbucks. The coffee goliath Starbucks has always been innovative with its marketing, especially in the customer acquisition department. In the early days, Starbucks founders Zev Siegl, Jerry Baldwin, and Gordon Bowker focused on the sounds and the smells inside their shops in order to provide a delightful customer experience. But to grow, they had to get innovative. One of their most innovative customer retention moves is the Mobile Order & Pay feature within the app. Thanks to the feature, customers can order their coffee before they even arrive at the shop. The simplest takeaway here is this: Make your products and services as accessible as possible. Identify the desires and behaviors of your customers and create tools and systems that empower them. Whether that be an app or other traditional methods, it's up to you. 5. Leverage personalization. TescoThis supermarket giant has a strong presence in the UK, with nearly 4,000 stores nationwide. For huge brands like these, coming across as authentic and human can be a challenge. Online grocery shopping and self-service scanners are convenient, but people still like dealing with other people. Customer service is still necessary, and the folks at Tesco have chosen to use Twitter as a way of executing this with a human touch. They show they care by adding personality to their interactions with customers. Check out this recent interaction: To get started with an approach like this, identify your audience personas and communicate with them on their preferred channels. It doesn't matter if it's email or Snapchat, as long as it's where their attention is. From here you should encourage customers to speak directly with you through that channel. Make it part of your messaging and remind them during and after the buying experience. And, always add personality to every message. Nobody likes a canned response, so make sure whatever you're communicating sounds like it's coming from a human. 6. Speak to your customers. R&G Technologies. We've taken a look at several B2C examples, but what about the B2B world? R&G Technologies is an Australian IT support firm that has developed strong, long-term relationships with its clients. It solidifies these relationships with rapid response times and strict service-level agreements (SLAs). They get back to their clients quickly, and their employees have been bought in on this by tying these KPIs to how much they earn. However, the biggest lesson is in its customer satisfaction surveys. R&G Technologies clients have an opportunity to express what’s doing well and what isn’t. This allows the company to identify unhappy customers before they churn. R&G focuses heavily on asking the right questions in order to gain insights it can execute on. This information is used to make better business decisions and retain customers. Most importantly, these discussions identify the challenges of R&G's audience. This can help inform both the overall marketing as well as the retention strategy. Don't underestimate the power of one-on-one conversations with your clients (especially if you're running an online business). 7. Use gamification and referral programs.MeUndiesTouted as the most comfortable pair of underwear in the world, MeUndies drives great retention through two elements. The first, which we've already covered, is in its"reason why." The folks at Me Undies were tired of the struggle that comes with finding a great, comfortable pair of underwear. To back this up, they've fostered a strong culture and are very transparent with the production process. They have an entire page dedicated to their factory (it's beautiful by the way). Although this makes for great retention, our focus is on their clever referral program. Customers are encouraged from the moment they purchase to refer a friend, and the rewards are worth it: For every friend you refer, you get $20 and they get 20% off their first purchase. There's a gamification element that shows how far through the buying experience your friend is, too, including a "nudge" button. If a friend adds a product to the cart but hasn't completed checkout, you can use this to send an email reminder about it. In other words, MeUndies has found a way to use their current customers to reduce cart abandonment, while providing social proof in the process. When done well, referral systems can be really effective for retention. The key is to focus on strong incentives and gamification to get people invested. Most importantly, don't forget to empower and encourage your customers to become advocates for your brand in the process. 8. Create a divide between you and your competitors. Apple. Want your customers to see you as the obvious choice over your competitors? Make note of Apple's strategy, demonstrated by their "Mac vs. PC" ad campaign. The campaign starred John Hodgman as the inept PC and Justin Long as the cool, collected Mac. The two would quip humorously over what made the Mac a better choice than a PC in a really entertaining manner. The "Mac vs. PC" campaign was a very tongue-in-cheek — and it generated a lot of dispute. Not only that, but it divided the market and set Apple apart from their competitors by identifying the kind of consumers who should buy Apple products. Sticking true to who you are as a brand shows integrity and makes it easier to attract customers that just might become your strongest brand advocates. Can you find a cause to fight for (or against)? If your brand is more friendly than this, you can still put some fire behind your story and create a rally effect. Don't be afraid to be a little bold in your marketing to get the best results from this approach. 9. Use subscriptions to bolster the experience. AmazonIt's unusual for a commodity-based organization to implement a subscription service into their business model. Which is exactly what Amazon created in the form of Prime. The subscription was originally created to bring customers faster delivery. It generated a lot of controversy, but quickly became popular with regular shoppers on the platform. How can you use subscriptions to achieve growth goals and increase customer retention? You don't need to charge a fee for your subscription model in order to gain customer loyalty. Providing benefits in the form of exclusive content and events is another way to leverage this approach without spending a ton. If you're going to take a page directly from Amazon's playbook, then make sure you're offering something people want. This goes back to customer development and understanding your audience's desires and challenges. 10. Use experiences to elicit positive feelings. Coca-ColaExperiential marketing has long been used as a way for brands to create positive sentiments with their customers. Coca-Cola had a 70-day campaign around the 2012 Summer Olympics, and part of this was their "Coca-Cola Beat Generator" app. This experience brought together music, sports, and the Coca-Cola brand. They showcased it during their roadshow around the Olympics, using samples and sounds from the games themselves. Users could then take the MP3 recording with them and share it via social media. The results? 16,500 visits to the web version and 1.78 million Facebook impressions. Even though Coca-Cola produces beverages, they figured out a way to tap into the positive hype around an event by providing delightful customer experiences that reached beyond the point-of-sale. Look for ways to create positive feelings in the form of new experiences outside of your main products, services, and value propositions. 11. Capitalize on social proof. Codeacademy. Sometimes, the greatest form of advertising isn't your own. In fact, customers are more likely to trust opinions from family, friends, and other consumers more than branded content and ads. And that's where social proof comes in. Using the power of testimonials and customer stories, Codeacademy uses social proof to show prospective customers the value of its products — with stories straight from the horse's mouth about how it helped them: More than 97% of customers report that online reviews influence their buying decisions, and seeing that lots of other brands and individuals like you use a product actually makes you want to do it, too — FOMO is a powerful marketing and retention tactic. Use customer testimonials and information to attract new customers, and to convince existing ones to stick around or upgrade their products. Highlight loyal customers — and their stories — on your website or your social media networks and share their successes to help you grow your own. 12. Educate your customers. Just because your customer has made a purchase from you doesn't mean you should stop trying to close the deal. Your customers have more options available to them than ever before, and if they find a competitor of yours with a similar offering and price that seems more exciting, you could lose them. Education is one of the most valuable things you can offer your customers (or even just your site visitors). Swift Digital Marketing offers free marketing, sales, and customer service training videos and certifications that anyone can use to learn and grow their skills — and some are only available to Swift Marketing customers and partners. These unique, exclusive offerings help make the Swift community more engaged and interested in staying in the loop with our educational programs. 13. Surprise and delight.People are passionate about how much they love their pets. (Just ask my cat Leela, who I recently purchased a condo for. It's only four feet tall, but still.) Pet supply ecommerce company Chewy knows its customers love their pets. It also knows they can buy pet food and supplies from a variety of companies — including Amazon — for similar prices. So it uses the principle of surprise reciprocity to delight its customers with spur-of-the-moment gifts and cards for their pets. These surprises don't need to be big or expensive, but they're memorable to their customers by demonstrating care for their fur-children. The example below is a painting Chewy had commissioned of a customer's pet — other ideas could be hand-written thank you letters or free samples of new products. 14. Offer support on the right platforms.SlackPart of knowing and understanding your customers is knowing where they spend their days using your product, and how they most want to get customer support when needed. For the most part, Slack functions perfectly as a workplace communication tool. But like all technologies, it experiences the occasional outage that impacts its users -- many of whom immediately start asking their coworkers around them and the Twittersphere if their Slack is downtoo (or, they make jokes that maybe they were fired and had their Slack deactivated). Luckily, Slack is there to help when things go wrong. They know their users are active on Twitter, and they keep updates frequent on Twitter in cases of outage or other customer issues. Spending time in your customers' shoes to get to know how they look for help and information when they do encounter issues will prevent them from feeling like they're in the dark -- and will make you dependable and reliable in their eyes, even when things go wrong. 15. Thank your customers.ZapposTo the point above, taking the time to say thank you to your customers — outside of an email campaign or a customer purchase — goes a long way toward building a brand that's lovable and memorable. Clothing and shoe ecommerce site Zappos is well-known for its excellent customer service — including its efforts to show customers how much they care by saying thank you and sending gifts. In fact, Zappos even has an office-wide tally of how many gifts and surprises have been sent to customers during the previous month to make sure the whole team is doing their part to show customers how much they're appreciated. Saying thank you is a simple customer retention technique, but an effective one that distinguishes faceless websites from beloved brands. 16. Provide incentives before a customer can terminate their membership. AdobeWe’ve all been there before. Your free trial, one-year subscription, or introductory pricing is set to expire in a few days. You’ve set an alarm to cancel it before you’re charged again. Companies like Adobe recognize this all-too-common churning technique and put steps in place to mitigate it before it happens. Adobe offers Creative Cloud Apps on a monthly subscription that locks customers into the service for one year at a time. If they choose to cancel early, they have an option to receive up to two months without payments in order to keep their Creative Cloud service. The company is purposefully attempting to retain customers with two months of a free subscription, and they’re offering it at a time where customers are attempting to make a decision about their long-term relationship with the company. By stepping in at this stage, Adobe is giving customers a reason to stay a little longer so the brand can prove its value to them. Your business can take this technique one step further by giving extra care to these customers. Follow up with them on a phone call or with a personalized email to understand how you can make their experience better over the next two months. 17. Build trust with your customers. Classy Curlies Classy Curlies builds trust extremely well by doing something most business owners might scratch their heads at — they show their customers how to accomplish the company’s mission on their own. On the website, customers will find DIY kits and tutorials on how to care for their hair and skin with everyday products they can find at home or in the grocery store. And by the way, Classy Curlies also sells these DIY kits if customers want a more specialized regimen. By putting the customer first and offering these solutions free of cost, Classy Curlies has been able to build trust with customers and retain them. Whether they opt for the latest DIY kit or they’re a faithful reader of the DIY blog, odds are a new customer will find something at Classy Curlies that’ll keep them coming back for more. 18. Form a community around your product or service.FloFor people who want to manage their reproductive health, Flo offers a world-class platform that predicts, analyzes, and tracks individual health data. The app offers a calendar to easily view when their cycles begin and end and delivers daily health insights to make sense of all those predictions. All of these features and more are integral to managing individual health trends, but there are plenty of apps on the internet that do this. What sets Flo apart from its competitors and helps them retain customers is the community within the app. Flo provides prompts for the users to discuss, pairs each user with a virtual health assistant, and even holds space for anonymous chat rooms where users can discuss their health concerns privately. While none of the offers Flo provides to its users are meant to take the place of professional medical advice, the community within this app bridges the isolation gap that some people might feel while they wait for medical results, when they seek a medical professional, or when they want recommendations for the best products to use. A robust community like this isn’t easy to find, so Flo is able to retain customers with this unique value-add. 19. Become part of the customer's lifestyle. Cash App. Repaying a friend for a round of appetizers. Collecting funds for a surprise gift to a coworker. Tipping your barber when you’re short on cash. There are virtually endless uses for a finance app like Cash App that makes money sharing simple and quick. Their business model is simple — they make money off of a small fee that users pay when depositing money into their bank accounts. But how exactly do they retain these customers so that they’ll send and receive money through Cash App next time? The secret to their customer retention strategy isn’t really a secret at all. The magic lies in the lifestyle that is attached to the app. It takes at least two people to use Cash App — someone to send money and another to receive it. If you have at least one friend, acquaintance, or coworker who uses the app, you’ll probably find yourself using it at some point to pay them back for grabbing your morning coffee. So long as the app is conveniently available on our phones and at least one other person we know uses it, we’re likely to be a customer for much longer than we ever anticipated. 20. Establish loyalty with a one-of-a-kind product. Bath & Body WorksIf you’re anything like me, you’re obsessed with wallflowers from Bath & Body Works. They smell amazing, they’re usually on sale, and they last much longer than traditional candles do. But I’m willing to bet that the scents, price, and longevity are secondary to the reason the company has kept you as a brand loyal customer for so long. Their retention strategy? The wallflower fragrance plug. Only Bath and Body Works wallflower fragrances will work in the corresponding plug-in and that’s not on accident. AirWick, Glade, and other fragrance plug-ins are designed this way, too. If you decide to purchase one brand over the other, you’re committing to the scents that come with it. Once you’ve made the one-time purchase for the plug-ins, it’ll be a lot harder to switch brands and make that one-time investment again. So, you stay loyal to the brand and try out new scents and products as they’re released. 21. Offer a product or service that solves a problem, but not every problem. Canva. When Canva first stepped into the graphic design market, they were competing with some of the most established brands in the industry. They were the little fish in a big pond. Now, they’ve become a household name (at least in every tech and marketing household). This company has successfully acquired new customers and retained existing ones over the last few years by solving one problem: access to easy-to-use professional design tools for non-designers. Long gone are the days of watching an Adobe Illustrator tutorial to whip up a great-looking social media post. Canva offers ready-to-use templates, icons, elements, images, and fonts that just about anyone can pick up and create a masterpiece with. The company has listened to its customer feedback and developed even more features like animations and enterprise-level accounts so that non-designers can work faster and produce high-quality work. Canva recognizes that it can’t replace Adobe Creative Suite, and it doesn’t have to in order to retain its customers. It simply solves a major problem to the best of its ability. 22. Keep things interesting. Five Below. A common shopping place for teenagers to spend their allowances, Five Below is teaching those of us in the business world some valuable lessons about customer retention. The brick-and-mortar store sells inexpensive products which is a commonality among businesses with high customer retention rates. However, Five Below makes shopping for their inexpensive products an experience for every customer who visits a store. Every few weeks, Five Below switches up a large portion of their inventory. On average, estimates show that a customer visits a Five Below store every 99 days, so they’re bound to see something new and exciting every time they shop. This novel, FOMO experience is a simple reason to keep people interested in visiting your store or website. Which customer retention strategy is right for your business? Preventing customer churn starts with understanding why they churn. Every strategy won’t work for every business. A loyalty program works well for established companies with a steady customer following while building trust is a strategy that can be started on the first day your business launches. As long as you’re keeping the customer’s needs in mind, they’ll be happy to purchase from you every chance they get. To learn more about preventing customer churn, you’ll want to run an analysis on your current operations. . Customer Retention Don't forget to share this post! Let's say you're tracking the performance of your pay-per-click (PPC) ad campaigns. After all that hard work and PPC strategizing you put toward improving your performance grade, how's the traffic looking? Is it a steep climb, or are you unimpressed with the result? Some of us come off as natural all-star rock climbers, while others are left frigid, timid, and stuck to the crevices of the wall. What's the secret? As with most things: proper training. And if you don't have any, don't worry -- there's still hope. Below, you'll learn how to run a PPC campaign on a few of the most common platforms, followed by five tips for how to maximize your campaign's performance. How to Run a PPC Campaign
1. Choose a platform for your PPC campaign.Your first step in running a new PPC campaign is to decide on which platform to run it. Google Ads are perhaps the most popular PPC campaign among today's marketers, but did you know social networks like Facebook and Twitter also offer pay-per-click advertisements? Here's how each of these common ad platforms work. Facebook Ads Facebook Ads allow you to place "sponsored" posts on the newsfeeds of users who identify with specific audience characteristics set by you, the advertiser. Using this platform, you can choose your ad's objective -- including brand awareness, website traffic, and store visits -- your target audience, budget, and ad format. Facebook will then place your ad on the newsfeeds of users who match your choices, and charge you every time this ad is clicked. Twitter Ads Twitter Ads work similarly to Facebook Ads. Using Twitter's PPC ad platform, advertisers can choose between eight different advertising objectives -- including app installs, new followers, tweet engagements, and website traffic -- as well as their target audience for the ads they run. Twitter will then "promote" your post on the newsfeeds of users who match your choices, and charge you every time this ad is clicked. Google Ads Google Ads allow you to pay for high-ranking real estate on Google's various web properties -- including search engine results pages (SERPs). Your campaign can take the form of a Display Ad, a Search Ad, an App Ad, or a Video Ad -- the latter of which places your video on YouTube. These PPC campaigns allow you to set your ad budget, customize your audience, and/or commit to groups of search terms on which you want your search result to appear. Google then charges you each time this search result is clicked. For the purposes of explaining how to run a PPC campaign, we'll focus on Google Ads in the steps below. 2. Choose a type of ad to invest in.Each platform described above will give you options for the type of ad you want to pay for clicks on. On Facebook, for example, you can choose between a single image, a single video, or a slideshow to be your ad's main asset. On Google, your ad options are: Display Ads Banner ads can appear anywhere in the Google ecosystem, such as Gmail, YouTube, and similar domains within Google's "Display Network." This ad type is what you most likely associate with PPC. A method of search engine marketing, Google's Search Ads show your chosen landing page in the form of a hyperlinked search result when users enter specific search terms. You can choose these search terms when setting up your Google Ads campaign. Ads help to promote an app you've developed for sale on Google Play, the company's app marketplace. Using this ad type, Google automatically synthesizes each ad's artwork using the contents of your app's download page. Google then runs these ads in your chosen languages and locations. App Ads can appear across the Google ecosystem, including Google Search, Google Play, and YouTube. Video Ads Google's Video Ads appear across YouTube and certain Google partner platforms. Advertisers can run their video ads before, during, or at the end of various videos that share a similar audience with the advertiser. 3. Determine your ad budget and bidding strategy. Your PPC campaign budget will dictate how much you're willing to pay for the clicks you get on your ad placements. On Google Ads, you'll set a daily budget, whereas platforms like Twitter and Facebook will have you select the increments you want your payments to be in. So, for example, if your marketing team is allotted $1,000 for PPC, you'll first want to find out how many campaigns you're running. Let's say that number is eight, which would theoretically make each campaign worth $125. Having determined how much of that budget is available to each campaign, you'll then divide this number by the number of days you want this campaign to run. If you want it to run for 14 days, your daily budget would be roughly $8.93/day. However, there is another element of budget-setting in the world of PPC: Not all topics and audiences are equal in value. This means certain interests, audience segments, and especially search terms will cost different amounts per click. Most PPC platforms have "auction" systems that help you decide how much your audience criteria will cost you. In turn, you have several bidding strategies available to you to help you make the most cost-effective purchases for your campaign. On Google Ads, these bidding strategies include:
4. Customize your target audience, interests, location, and search terms.In any PPC platform you choose, you have ability to choose who you want your ads to reach. The "who," in the context of Google Ads, includes your audience's location, interests, apps they use, and of course the searches they perform. You can also create custom audiences each with their own "custom affinities" and "custom intents" to help you further tailor your PPC campaign to the right people. Once you've established your target audience, you'll top it all off with specific search terms, whose SERPs you want your ads to appear on (this is assuming you're creating Google Search Ads). Be careful how many keywords you choose for each ad. Contrary to what Google Ads might suggest, the more keywords you choose to place an ad on, the higher the chance you'll wind up in front of the wrong audience. Start with just one or two keywords that are high in search volume and match the intent of your target visitor (we'll talk more about intent in step 6, below). 5. Organize your campaign into "ad groups."Assuming you're creating Google Search Ads, you'll take the keywords you selected in step 4, above, and put them into "ad groups." If you're creating PPC ads on Twitter, you'll use a similar campaign framework. In each ad group, you can further customize the search terms associated with that ad to be sure your ads are appearing in front of the people who are most interested in your content. For example, instead of simply selecting two keywords that both sound alike and have high monthly search volume, you can parse the specific words within your search terms and set your ad to appear in any search engine query that contains those words. Here's an example of both scenarios: A Bad Ad Group If your PPC ad is promoting the sale of ice skates, you might start with the search term "ice skates." Then you discover the search term, "ice skating," and decide to add it to your PPC ad. The second search term, "ice skating," weakens the ad group. Why? While "ice skates" appeals to those who are looking for ice skates to buy, "ice skating" stretches your audience to include those who might be looking for ice skates, ice rinks in their area, or even instructions on how to start ice skating -- searches that don't apply to your target audience and therefore limit the chances you'll find interested customers among the people who click on your ad. A Good Ad Group If your PPC ad is promoting the sale of ice skates, you might start with this search term and decide to branch out into other search terms that include this term, but carry different or additional wording. For example, using Google Ads features like Modified Broad Match, you can also pick up searches like "skates for ice rinks." Using Phrase Match, you can pick up searches like "ice skates for hockey." This way, you can diversify your ad with more search terms without sacrificing the interests of your audience. 6. Identify and design landing pages that match the intent of each search term.It's not a good idea to make the destination of your PPC ad your website's homepage. This only serves to confuse your visitors and, ultimately, scare them off. Whether you choose from an existing webpage on your domain, or design a new one, make sure you're sending your visitors to a destination that helps them find what they're looking for. This is known as "intent match," and search engines like Google take it very seriously. Let's go back to our "ice skates" example from step 5, above. If someone searches for "ice skates," clicks on your ad, and they're taken to a page on your website offering ice skating lessons, you haven't matched the intent of their search -- even if this page is set up to convert visitors using a signup form for paid skating lessons. These people are looking to purchase ice skates, not lessons. Therefore, a better destination page for this ad would be a product browsing page with all of your available ice skates listed and optimized for purchasing. 7. Track your PPC campaign's performance in context of your larger marketing initiatives.The platform on which you're running your PPC campaign will have an analytics dashboard where you can track how your ads are performing. Take full advantage of it -- here, you get to see the fruits of your labor. This includes the traffic you're receiving to your ad's landing page, how much you're spending, and even how well this traffic is converting into leads or revenue. With this data, you can find out if you're getting the bang for your buck. But don't be afraid to consider a more holistic view of your PPC ads' performance, as well. By integrating your Google, Twitter, Facebook, or even LinkedIn ad campaigns into your company's marketing software, you can associate these PPC campaigns with the rest of your marketing initiatives -- helping you determine how the business is performing as a result of your paid efforts. PPC Tips
1. Include "negative keywords" in your PPC campaign.Just as there are keywords and search terms that dictate where each PPC ad you run will appear, there are keywords that you can specifically omit from your campaign. These are called "negative keywords," and they prompt your ad platform to avoid placing ads on results pages that are produced when a user enters these search terms. In the example group of search terms, above, an advertiser on Google Ads has elected to place their ad on the SERPs of the search terms, "blue tennis shoes" and "running gear" -- but not "blue running shoes," "shoes running," and "running shoes." This allows the advertiser to avoid audiences who are searching for these products, since they're looking for something similar but that the advertiser doesn't actually sell. Learn more about how to select negative keywords here. 2. Use the "Iceberg Effect" to gain more control over your PPC campaign.The search terms that you end up paying for and the keywords that you're actually targeting don't always line up the way you want. Too often we see the "Iceberg Effect" in action, where miscellaneous search terms below the surface are tacked onto keywords that we think are working properly in our ad campaigns. It gives us an unhealthy search-to-keyword ratio that might look something like this: Not being in control of all those search terms? Not ideal. With a search term to keyword discrepancy ratio of 132:1, it can be challenging to continually improve your clickthrough rates and lower your cost-per-click averages. How do you gain control of this icy situation? We use something called Single Keyword Ad Groups (SKAGs) to shoot for a 1:1 ratio of search terms to keywords, allowing for more control over the entire ad group. Here's what a non-SKAGs search term report might look like: It's not that any of these search terms are bad, it's that each search term has a different conversion and sales rate. And by keeping them as search terms and not turning them into keywords, you will never be able to control them to take your PPC campaigns to the next level. So what does a search term report look like if we use this granular PPC tactic and use SKAGs? Everything in the search term column matches the keyword column. With the SKAGs tactic, you can get super granular and isolate one variable at a time, which means you have more control over your entire PPC account. And with the ability to lower your search term to keyword ratio to 1:1, you can take it one step further and do the same from keyword to ad. When this happens, you're able to increase your clickthrough rate, which in turn:
3. Keep tabs on conversions vs. sales. With your PPC tactics now upgraded, your PPC campaigns should be driving up conversion volumes and making you more money. But do you know which keywords, audiences, or placements are actually making you money? If you don't track the components of your campaign and attribute them to your sales, you might be missing out on where to focus your efforts. By implementing Google's ValueTrack parameters you can automatically track data within URLs when your visitors convert. When you tie your hidden field sales tracking back to your CRM, you can find out specific details about which leads are making you the revenue (doesn't apply to ecommerce). Hidden form fields can reveal to you things that happen during a conversion, like which landing page URL your conversion came from, where the visitor is located, or what keyword they typed in. You can also do this with manual UTM parameters. Here's an example of how on the surface, you would think Keyword #1 is converting better: Keyword #1 has a lower cost-per-conversion. Here's an example of what hidden field sales tracking can reveal to you on a deeper level: Now Keyword #2 looks better, right? Although Keyword #1 has a lower cost-per-conversion, Keyword #2 has a much higher sales rate, which is making you more money. See the benefits of tracking the sale vs. the conversion? Knowing these types of details can help you understand where you should be crediting your sales success, so you can be more aggressive in bidding on those keywords, audiences, or placements. With this PPC tactic, you can ease up your budget on the areas that aren't contributing to sales, and allocate to the areas that are. 4. Gauge your visitors' intent on the CTA temperature scale.Not all PPC visitors come through to your landing pages with the same conversion intent. Typically, those that come through from display tend to be colder, while visitors that come in from search tend to be warmer. Here's a visual we've learned works well across the multitude of client verticals we service: There's a temperature scale that varies depending on visitor origin. Knowing where your visitors come from can help you immensely when it comes to matching your call-to-action with their temperature in the conversion funnel. We recommend testing out various CTAs to match the intent temperature of your visitors -- after all, a small CTA tweak could've made all the difference. Here are some ideas to make your offer more relevant to your visitors: In short: the warmer your visitor's intent the warmer the CTA can be. Traffic that comes in from the display network will likely respond to colder CTAs, since those visitors are in the awareness stage. 5. Use micro PPC conversions to break down the larger conversion into smaller pieces.As you know, the more granular and detail-oriented you can get with you PPC campaigns, the more control you can have over the success of them. When it comes to conversions, you can break down your larger macro conversion into micro conversions to figure out where your issues are. An effective way to figure out which part of your PPC campaign is causing the conversion bottleneck is to analyze the micro conversions. Let's say that you're running some new Facebook campaigns but for some reason, no one is converting. If you knew, however, that visitors spend an average of four seconds on your site/landing page, then you know that your Facebook ad targeting may be off. Instead of thinking it's the ad or landing page that needs some tweaking, it could be your targeting instead. Here are some common types of micro conversions we use to analyze the path towards a conversion: What can each of these common micro conversions tell you about your landing page? Let's break it down:
By isolating micro conversions you can zero in on where exactly the conversion friction is located, which can help you alleviate the issues quickly and reach your larger conversion goal. Whether it's addressing the Iceberg Effect, tracking your sales vs. conversions, testing CTA temperatures, or analyzing your micro PPC conversions, each of these PPC tactics can have a significantly positive impact on the performance of your campaigns. And the best part, there's a good chance your competitors don't even know about them. Now it's your turn to up your PPC performance game. With these useful PPC tactics, you'll be climbing your performance incline to the top with utmost ease. PPC Don't forget to share this post! Social media management is a core part of digital marketing. Leveraging social media allows brands to engage with audiences, create and publish relevant content, and access a whole world of potential new customers.
With the right tools and knowledge, you can unlock the audiences—and huge marketing potential—of each social media platform. What is social media management? Social media management is the process of creating, publishing, and analyzing organic (unpaid) and paid content on social media profiles to support business objectives. Business objectives can include earning sales, growing an audience, or increasing customer engagement. Managing social media includes engaging with audiences and influencers on social media platforms such as Facebook, Twitter, Instagram, and LinkedIn. It can also include tracking your social media performance against competitors. While some companies were initially slow to include social media in their marketing strategies, the ability to reach enormous audiences on networks like Facebook (which has over 2.32 billion active monthly users) makes it impossible to ignore the platforms’ commercial potential. Businesses now use social media to manage and nurture relationships with customers by responding to reviews, and informing and entertaining their audience with tailor-made content. Why is social media management important? In the United States alone, as many as 295 million people use social media; that’s around three-quarters of the total population. Companies that effectively leverage social networks in their marketing plans can be rewarded with a growing audience and strong customer engagement. One of the most effective ways to manage social media is to run a mixture of paid and organic marketing campaigns. Paid social media (think ads) is a great way to get your brand message in front of new audiences. The algorithms deployed by social networks can make it difficult to reach new profiles with unpaid content. Paid ads can also be used to amplify your organic content such as videos or blog posts, or promote an offer that is converting well for you on other marketing channels. Organic social media campaigns may not be as potent as paid social for reaching new customers, but it’s an excellent method for maintaining strong customer relationships and nurturing your audience. Organic social can be especially effective when content is published regularly. Studies suggest that, in many cases, posting once or twice per day is optimal for an organic social posting cadence, depending on the platform. If your content is high quality and published regularly, your audience is likely to stay engaged and rely on your content as a source of updates, information, and entertainment. Content can also help build trust and position your brand as an authority. A busy social media schedule with multiple profiles on multiple platforms invites complexity. It’s important to work efficiently across a variety of social tasks, and accurately measure the ROI of your social media campaigns to ensure your budget is not going to waste. As managing social media for business can be a time-intensive process, many companies choose to automate their tasks with social media tools. Social media tools can be an affordable and effective way to manage your profiles. Tools facilitate more efficient workflows by automating or reducing time-consuming tasks, like scheduling your content. They can also provide valuable insights that help you execute better campaigns, analyze ROI, track audience engagement, or check on your competitors’ social media performance. What social media management tools are available? There are a wealth of social media management tools available for social media scheduling, tracking, and more. However, you’ll benefit by working with a toolkit that tackles each part of your workflow. There are many social media tools that can help you manage your social media presence on Facebook, Twitter, Instagram, Youtube, Pinterest, Google My Business, and LinkedIn. You can plan, deploy, and measure the performance of your entire social media strategy, all in one place. The toolkit is designed to manage multiple profiles for multiple businesses with an easy-to-read dashboard. Tool 1: Social Media Ads If you’re looking to market to new audiences and break through the barriers presented by social media algorithms, then a great way to start is with some ads. The Social Media Ads tool helps you build and launch ad campaigns for Facebook, Instagram, Messenger, and Facebook Audience Network. The intuitive interface makes creating a new campaign easy. Select your objective (reach, traffic, or conversions), set your budget, schedule, bidding strategy, then choose your placements, and you’re ready to launch your campaign. The Quick UTM option makes accurately tracking your campaigns a breeze. Simply generate UTM codes with the name, source, medium, content, and term parameters of your ads with the click of a button. With Performance Report, you can check 46 different metrics for your published ad campaigns. Review each of your ad’s strengths and weaknesses to quickly discover optimization opportunities. Scale your good ads or fix those that need a bit of extra tweaking. Create & Manage Ad Campaigns with the Social Media Ad Manager Tool 2: Social Media Poster Social Media Poster benefits content creators and others managing a busy content schedule. Draft and schedule content or post directly to Facebook (business pages), LinkedIn, Instagram, Google My Business, Pinterest, and Twitter from the tool: The friendly calendar interface provides a clear view of your content schedule and easily creates an automated queue. You can find out the most effective times to post, or set up RSS feeds to get a stream of inspiration and ideas for your own content. Scheduling large batches of content is also easy. You can bulk upload your existing content calendar from a CSV. To save time, edit images, or add UTM codes to any hyperlinks in your posts directly in the editor without having to switch in and out of the interface. Tool 3: Social Media Tracker The Social Media Tracker lets you dive into your competitors’ performance metrics so you can quickly see where you’re winning, and where opportunities for improvement lie in your social strategy. Compare your engagement and growth rates to those of your competitors on Twitter, Facebook, Instagram Business, YouTube, Pinterest, and LinkedIn, then quickly generate PDF reports to share with clients or managers. Social Media Tracker also lets you see which hashtags your competitors are using in their campaigns. Use the Twitter Mentioners report to monitor customer interactions and see how often your brand is being mentioned versus your competitors. With this report, not only can you see which brands and topics are hot, but you can also be ready to react quickly when you need to manage potentially difficult situations, such as concerns or complaints. Track Your Competitors’ Social Media with the Social Media Tracker Social Media Monitoring Social media monitoring is the process of listening to what your existing and potential customers are saying about your brand and your competitors online. When you understand your audience, it allows you to create and publish content that’s strongly aligned to their needs and desires—and this content is likely to perform well. With our social media toolkit, taking a comprehensive approach to social media becomes easier. Manage profiles across multiple platforms, keep your audience engaged with a regular schedule of relevant content, and compare your competitors’ performance to ensure that you’re not falling behind—or missing an opportunity to outdo them. Don't forget to share this post! If your Ecommerce Business isn't offering your customers multiple ways to make payments online, you're leaving money on the table. While there's no way to escape some transaction fees and currency fees, there are ways to reduce payment processing costs and receive payments online for free. In this post, we'll talk about the software options available today for accepting free online payments as well as details about how to actually go about accepting those payments. But first, let's review some additional reasons you'd want to use a payment processing software. Why should you use payment processing software? Here's a look at some of the advantages payment processing software will bring to your business. 1. Convenience Convenience is one of the main factors that influence conversion rate. The more steps a customer has to take to make a payment, the more likely they are to abandon their purchase and go elsewhere. 2. Speed Payment processors can transfer most payments between shoppers and sellers instantly. On the other hand, transfers to and from bank accounts can sometimes take 24 hours or more. 3. Trust Many payment processors are brands that are globally recognized. If a customer already uses payment software, they're more likely to trust your payment system. 4. Security Payment processing companies add an extra layer of protection to online transactions. You can set limits, flags for activity on your account, and sometimes even a time frame to recall payments. 5. Record-Keeping With payment processors, you'll have access to your account online and can manage your contacts, recurring payments, and other account activity via desktop or mobile. Top Online Payment Processing Providers Once you've developed a strategy for accepting payments online, you'll need to decide which payment processing provider to use. Here are seven of the most popular options: 1. PayPal Price: 3.49% plus $0.49 per transaction (as of August, 2021). PayPal is one of the most trusted and widely recognized payment processing companies. It's free to join and they provide all the tools you'll need to integrate PayPal payments into your website and set up a secure payment gateway for visitors. Additionally, comprehensive coverage makes the platform a good choice for international companies. 2. Stripe Price: 2.9% plus $0.30 per transaction. Stripe offers a wide range of options for online businesses such as customizable checkouts as well as subscription management and recurring payment features. Stripe supports all major credit cards, mobile paying apps, wallets, and more. 3. Square Price: 2.9% plus $0.30 per transaction. Square entered the payment processing space by introducing a dongle that sellers could insert into a mobile phone to accept credit card transactions. They've since expanded their software to cover all the major payment processing options and have included some useful tools for online businesses as well as high-street stores. You can even create a basic website for free and integrate all of their point-of-sale (POS) solutions at the same time. They also have paid options for a custom website. 4. Google Pay Price: Google Pay doesn't charge any fees — merchants only pay transaction fees as usual with credit/ debit sales. Google Pay has a payment tool for businesses, websites, and apps. Google Pay's APIs work to create a delightful checkout and payment experience for your customers. If you use Google Pay on your website, you'll gain secure and easy access to hundreds of millions of cards saved to Google Accounts worldwide so customers can pay for your products safely and at the touch of a button. 5. Apple Pay Price: Apple Pay doesn't charge any fees — merchants only pay transaction fees as usual with credit/ debit sales. Apple Pay can be used on websites, in stores, by app, and via Business Chat or iMessage. It allows Apple users to quickly and safely input contact, payment, and shipping information during checkout. Rather than having your ecommerce customers look around for their credit cards, Apple Pay allows them to checkout at the click of a button within apps and websites. On a website, an Apple users will simply click "Apple Pay" as their payment option, confirm the payment with one tap (via their iPhone, Apple Watch, etc.), and they're good to go. 6. Venmo For Business Price: 1.9% plus $0.10 of the payment. Venmo For Business is a mobile payment software and app owned by PayPal. You can choose to allow users to pay via your mobile app or your website. You can set up a business profile on Venmo so users can quickly find your profile on the app. And if you add Venmo to your website, it'll appear as a payment option right next to where it'll give customers the option to pay with PayPal. Once a customer selects the Venmo option at checkout, they'll be directed to their Venmo app to complete the transaction. The Venmo payment option can be added to any of the pages of your ecommerce site that would also show the option to pay with PayPal, including your product pages, shopping cart page, and checkout page. 7. Helcim Price: 2.38% plus $0.25. Helcim is an online payment solution for ecommerce businesses — you can choose to start an online store from scratch or add a payment solution to your current website. The easy-to-use and secure online payment system integrates on your website, shopping cart, billing system, and/or app, thanks to Helcim's API. In addition to in-app and via website, Helcim works over the phone, in person, and by invoice, and it integrates with your accounting tools to save you time when it comes to bookkeeping. Next, let's cover the steps involved in receiving payments online for free. How to Accept Payments Online for Free
1. Create a secure online payment gateway. There are a couple of ways you can approach creating a secure online payment gateway. You can hire an outside developer or use your website development team to create a bespoke gateway. Or, you can use third-party software. Setting up a secure gateway is essential. You're also putting automated processes in place, which will save time on manual processing, especially as you scale your business and handle more transactions. The more payment methods you make available within your payment portal, the wider the audience, and the easier it'll be for your customers to send you money. 2. Facilitate credit and debit card payments. Although it may change as mobile payments become more prevalent, using debit/ credit cards is still the most popular way people pay for products and services online. You can easily facilitate accepting card payments through established payment providers such as PayPal or Stripe. These will accept the most-used credit cards worldwide -- Visa, MasterCard, and American Express. 3. Set up recurring billing. If you offer subscription plans or ongoing monthly services, the most efficient and reliable way to invoice and receive payments is via recurring billing. Most of the major payment processing software also includes recurring billing features. For example, Growth Marketing Pro built an SEO tool that charges subscribers on a monthly basis and they used Stripe to set this up. Sites like Paysimple also offer a suite of tools to set up custom, automated recurring billing if you already have a payment processing system in place. Using automation is essential. It removes most human error and the stress of keeping track of invoicing and payments. Your customers can commit to recurring payments with just a few clicks, and you won't have to worry about manually managing your customer base. 4. Accept mobile payments. These days, people are often more likely to have their phones on hand than debit cards — plus, mobile payment apps are more convenient than ever. For instance, Apple Pay has quickly become one of the most popular mobile payment systems in the United States. With an estimated 43.9 million users, you'd miss out if you didn't accept Apple Pay. Google Pay, Venmo, and PayPal also have mobile apps with a decent market share. 5. Accept cryptocurrency payments. If you're okay with handling cryptocurrencies, it's a way you can extend your reach to a broader online audience. Sites like Bitpay provide all the tools you need to accept crypto payments online, send invoices, request payments, and receive money on the go-through apps. Because they're a decentralized exchange, cryptocurrencies offer some unique benefits for businesses. You can accept payments from anywhere in the world without incurring currency exchange fees or bank handling fees. There's also a reduced risk of fraud. 6. Use email invoicing. Email invoicing is a proactive way to request payments. You can share a payment form through email or add a link redirecting the recipient to a payment portal. However, there are a couple of issues with this method: Email isn't the most reliable form of communication, and customers can have trust issues making payments via email. Expect a failure rate, but it's a vital part of payment processing for a lot of businesses. 7. Accept electronic checks (eChecks). To accept eChecks for payment, you need a form where the user can input their information, which you can see using payment processing software. It's basically a way to pay by check online. It's a quicker and more reliable way than sending a paper check through the post, so offering this to your customers will make the process run smoother. Start Accepting Payments Online For Free No matter which payment processing software you choose, the most important part is making it easy for the customer to pay. And the more ways they can pay, the more likely your customers will follow through on a purchase. Marketers, can we be honest with each other for a second? On a scale of 1-10, how much do you really understand the world of paid advertising? Although 45% of small businesses do some form of online advertising, pay-per-click is still a concept that eludes many of us. As a marketer, PPC is a skill that you should have in your tool belt — or at least have a basic understanding of. This guide will help you grasp pay-per-click marketing in its entirety. To start, we’ll begin with the benefits of paid advertising and then get into some key definitions that you’ll need to know.
What is PPC? Pay-per-click, or PPC, is a form of advertising that allows you to pay a fee to have your website on the search engine result page (SERP) when someone types in specific keywords or phrases to the search engine. The SERP will display the ads you create to direct visitors to your site, and the fee you pay is based on whether people click your ad. When done right, PPC can earn you quality leads. If you can create a seamless user journey (which you’ll learn how to do later in this piece), it could mean a massive ROI for your PPC efforts. Pay-per-click advertising is most common in search engine results pages, like Google or Bing, but is also used on social channels (although CPM is more common). If you’re wondering where you can find pay-per-click ads, they’re the results you see before and to the right of the organic search results. For instance, check out the ad that came up in my search for "cards.” PPC Terms and Definitions What’s a marketing channel without a few acronyms and a little jargon? If you’re going to enter the paid advertising space, there are a few terms you should know. Below, we review the main elements of a PPC campaign, ranging from broad to the more specific. Search Engine Marketing (SEM) The objective of all forms of digital advertising is to rank for a target keyword, which you can do in several ways. Search Engine Marketing (SEM) refers to any digital marketing (paid or unpaid) done on a search engine, like Google, Yahoo, or Bing. SEM is an umbrella term that encompasses both paid advertising and search engine optimization, that is, ranking organically for keywords. It’s important to note that not all PPC occurs on search engines — social media has PPC ads, too (think: Facebook Ads). CPCCost-per-click (CPC) is the amount that an advertiser pays for each click on your ad. CPC acts as your bid in an auction that determines where your ad will be placed. As you can imagine, a higher bid equates to better ad placement. You set your CPC at the maximum price you are willing to pay per click on your ad. What you actually pay is determined by the following formula: This value determines the position of an ad on a search engine results page. It’s equal to Maximum Bid and Quality Score. Quality ScoreThis is the score that search engines give to your ad based on your clickthrough rate (CTR) — measured against the average CTR of ads in that position — the relevance of your keywords, the quality of your landing page, and your past performance on the SERP. Maximum Bid. This is the maximum you're willing to pay per click on your ad. You can set your CPC to manual, where you determine the maximum bid for your ads, or enhanced, which allows the search engines to adjust your bid based on your goals. One of these enhanced options involves bid strategies that automatically adjust your bids based on either clicks or conversions. CPM (Cost per Mille)CPM, also known as cost per thousand, is the cost per one thousand impressions. It’s most commonly used for paid social and display ads. There are other types of cost-pers… like cost-per-engagement, cost-per-acquisition (CPA), but for the sake of preserving your mental space, we’re going to stick with clicks, a.k.a. CPC. CampaignThe first step in setting up your PPC ads is determining your ad campaign. You can think of your campaign as the key message or theme you want to get across with your advertisements. Ad GroupOne size doesn’t fit all. That’s why you’ll create a series of ads within your campaign based on a set of highly related keywords. You can set a CPC for each ad group that you create. KeywordsEach ad within your ad group will target a set of relevant keywords or key terms. These keywords tell search engines which terms or search queries you want your ad to be displayed alongside in SERPs. Once you determine which keywords perform best, you can set a micro CPC specifically for keywords within your ads. Ad TextYour keywords should inform your ad text. Remember, your Quality Score is determined by how relevant your ad is; therefore, the text in your ad (and landing page, for that matter) should match the keyword terms you’re targeting. Landing Page landing page is a critical piece of your paid advertising strategy. The landing page is where users will end up once they click your PPC ad. Whether it’s a dedicated webpage, your homepage, or somewhere else, make sure to follow landing page best practices to maximize conversions. Best PPC PlatformsNow that you understand the PPC basics, I’m guessing your next question is: Where should I advertise? There are dozens of online spaces where you can spend your coveted ad money, and the best way to vet them is by taking a close look at your potential ROI on each platform. The most popular advertising platforms are effective because they’re easy to use and, most importantly, highly trafficked. But for a smaller budget, you might consider a lesser-known alternative to these key players. When choosing a platform, some other things to consider are the availability of keyword terms, where your target audience spends their time, and your advertising budget. Here a non-exhaustive list of some of the top PPC platforms. Google Ads (formerly known as AdWords) How many times a day do you hear the phrase “Let me Google that?” Probably more than you can count … hence why Google Ads is the king of paid advertising. On average, Google processes over 90,000 search queries every second, giving you plenty of opportunities to target keywords that will get your intended audience to click. The downside is that keywords are highly competitive on this platform, meaning a larger ad spend. Bing Ads The perks of using Bing Ads over Google Ads is a slightly lower CPC at the expense of a larger audience, of course. Facebook AdsFacebook Ads blend in with other posts on the platform. Facebook Ads is a popular and effective platform for paid ads (more commonly used as CPM than CPC), mainly due to its specific targeting options. Facebook allows you to target users based on interests, demographics, location, and behaviors. Also, Facebook allows for native ads, which means ads are introduced and blend into the social feed. Not to mention, you can use Facebook Ads to advertise on Instagram as well. AdRoll is a retargeting platform that advertises to people who have already visited your website. For instance, say someone read your article on cheese making. You can retarget them on other sites they visit with display ads that advertise your online cooking classes. While retargeting is possible with Google Ads, the benefit of using AdRoll is that it can display ads on Google and social media sites, which gives you more opportunities to capture clicks or impressions, depending on your goal. RevContent focuses specifically on promoting content through PPC. It has the same impact as a guest post, where your content is displayed on an external site, except it’s in the form of an ad. You still bid on keywords, and your advertisement is displayed next to content relevant to those keywords. With this platform, you’ll reap the benefits of a low CPC and highly engaged traffic. How does PPC work? Pay-per-click, PPC, is a paid advertising model that falls under search engine marketing (SEM). With PPC, the advertiser only pays when people interact with their ad through impressions or clicks. With that explanation out of the way, now let's look at some benefits of PPC ads. Benefits of PPC
1. PPC ads are cost-effective.With PPC ad campaigns, you have complete control over how much you’re willing to spend. Since you only pay when visitors click the link leading to your website or landing page — with a high chance of conversion — you’ll be getting your money’s worth. 2. PPC ads produce fast results.Although organic ranking is great, it sometimes takes months or even years to get on the first page on SERPs. If you’re a startup or small business, you likely don’t have the time to wait for the effect of organic, social, or direct traffic to kick in. That’s where PPC ads come in. With optimized PPC ads, you can shoot yourself to the top of the SERP within hours of launching your campaign. 3. You can easily control and test PPC ads.It’s easy to control the keywords you’re targeting, ad placement, or budget with PPC ads. You can also run A/B split tests with different ads to identify the one that produces the highest return on investment. You can then scale the ads that do well until it no longer produces desirable results. 4. PPC ads allow you to target your ideal customers.With PPC ads, you can skip right past cold audiences to target a warm audience that’s ready to buy your products and services. You can bid on keywords that solution-aware personas would search for online. Aside from keywords, PPC ads also offer targeting options like past online activity or demographics. Another excellent use of PPC ads is to create retargeting campaigns targeting visitors who didn’t purchase after landing on your site. 5. Algorithm changes have little effect on PPC ads.Between the numerous Google algorithm changes and the 200 ranking factors, trying to get free traffic from search engines is a bit unstable compared to PPC advertising. With PPC ads, you don’t have to worry about algorithm changes but instead focus on how well your campaigns perform. 6. PPC ads help you rank even with low domain ratings.Keywords have become increasingly competitive. This makes it more difficult for a business with a low domain authority to get into the top rankings on a search engine or in front of its target audience on a social platform. With PPC advertising, you can quickly rank for keywords your audience is searching, irrespective of your domain ratings. 7. Data from PPC ads can improve your SEO strategy.You shouldn’t ditch all your search engine optimization (SEO) efforts altogether — your paid advertising should complement your SEO strategy instead of replacing it. When people search for your keywords, you know their search intent and can display the most relevant ad to your audience. This means more clicks and a greater chance of conversion. SEO vs. PPC SEO refers to the process of optimizing your website to rank high and gain free traffic from search engines. On the other hand, you’ll have to pay for clicks with PPC. Although different, businesses see the best results when they align SEO and PPC in their marketing. PPC vs. CPC PPC and CPC are not technically the same thing. PPC refers to a style of marketing that includes paying for advertisements. CPC, or cost-per-click, refers to the amount of money you spend on a single click on your ad. How to Build a PPC Campaign Now that you understand the benefits of PPC and have your key terms, let’s dive into crafting a quality PPC campaign using Google AdWords or some other platform. You don’t need to tackle these items step-by-step, but you will need to work through each of them to ensure that you create an effective marketing campaign. Set Parameters I know I said that you don’t need to do these things in order, but you should do this step first. Without parameters, you risk your ad being untargeted and ineffective. You want to put your ad campaigns into the context of your ultimate business goals. Consider how your paid campaigns will contribute to those goals. Then, think about what you want to accomplish with your ads — whether that be visits, sales, brand awareness, or something else — and how much you’re willing to spend to achieve that goal. Your ads should encompass a few things:
Create Goals and Goal MetricsYour campaign goals will give you something to show for your ad spend as long as you determine how you will measure those goals. Your goal metrics should not be confused with your campaign metrics, which we’ll discuss below. Let’s touch on some common PPC goals and how to measure them. Brand awareness is how familiar your target audience is with your company. It might be a good idea to look into display ads for this goal so you can supplement your copy with engaging imagery. You can measure brand awareness through social engagement, surveys, and direct traffic. Lead generation is the direct result of having a relevant and engaging landing page to follow your paid ad. Since you will create a separate landing page for each ad group, you should be able to easily track lead conversions either in the Google Ads interface via a tracking pixel, or through UTM parameters. Offer promotion is great if you’re running a limited-time offer, product or service discount, or contest. You should create a dedicated sign-up page or a unique discount code so you know which users came from your ad. Site traffic is a great goal if you have high-quality content throughout your website. If you’re going to spend money getting people to visit your site, you want to have some level of confidence that you can keep them there and eventually convert them into leads. Choose Your Campaign Type You don’t only need to know where you’ll advertise but also how. There are many different types of paid advertising campaigns, and the one you choose depends on where you can reach your audience. That isn’t to say that you can’t advertise through various means; you can also try a combination of campaign types as long as you’re consistently testing and revising. Search Ads are the most common type of PPC and refer to the text ads that show up on search engine results pages. Display Ads allow you to place ads (usually image-based) on external websites, including social. There are several ways to buy display ads, including Google Display Network (GDN) and other ad networks. Social refers to any ads that you see on social media, including Facebook, LinkedIn, Twitter, and Instagram. You can pay to show up in your target audience’s social feed or somewhere else within their profile, depending on the platform. Remarketing can use either cookies or a list of contacts that you upload to target people who have previously engaged with your company through some action. That action could be filling out a form, reading a blog, or simply visiting a page on your website. Google Shopping is most effective for ecommerce sites. Your ad — including image, price, and a short product description — will show on a carousel on a search page based on your target keywords. Perform Keyword ResearchEach ad group you create needs to be assigned a set of keywords to target — that’s how search engines know when and where to display your ad. The general rule of thumb is to select between one to five keywords per ad group, and those keywords should be extremely relevant — your Quality Score depends on it. Select keywords that are closely aligned with the specific theme of your ad group. If you find keywords you want to target that fall outside of one theme, you should create a separate ad group for them. It’s important to note that you’re not stuck with the keywords you start with. In fact, you should closely monitor your keyword list throughout your campaign — eliminating those that don’t bring in the types of visitors that you’re looking for and increasing your bids on those that do. Do your best to select the most relevant keywords, but don’t feel pressured to get it 100% right the first time around. Set Up Google Analytics and Tracking Google Analytics is free to use, so there’s no reason why you shouldn’t install it on your website. The tool provides insights into how your website is performing, how users interact with your pages, and what content is attractive to visitors. The information gathered from Google Analytics can be used for PPC and beyond. Best Practices for a Quality PPC StrategyYou didn’t think we’d let you spend your hard-earned money on advertisements without providing some best practices to follow, did you? Of course not. We want to make sure you succeed with your next PPC campaign. So, let’s get into some PPC strategies that will help you maximize your efforts and your budget. As a note, we’re going to dive specifically into paid search ads (those little guys you see in search engines) here. PPC Ad Copy Bidding on targeted keywords will get your ad in front of the right people; good ad copy will get those people to click on your ad. Like your keywords, your ad needs to solve for the intent of the searcher — you need to give the searcher exactly what they’re looking for and make sure that is clear through the words you use. Search ads are comprised of a headline, a URL, and a short description, and each of these has limited character requirements to follow. To make the most of this space, make sure your ad copy does the following:
Landing Page Best Practices Arguably the most important element of PPC (after your ad copy) is the page that you send leads to after they click on your ad. This page needs to be highly targeted, relevant to your ad, deliver what was promised, and present a seamless experience. Why? Because the point of your landing page is to convert your new visitor into a lead or customer. Not only that, but a high-converting landing page will improve your Quality Score, leading to better ad placements. There’s nothing that will diminish PPC profits like a poorly crafted landing page. What should a PPC landing page include to increase conversions? Glad you asked.
A/B Testing Your PPC Ads As a marketer, you’ll rarely throw something out to your audience that works without testing it. PPC campaigns are no different. A/B testing is as critical to your paid ad campaign as is every other element. The goal of testing your ad is to increase both your clickthrough rate and your conversion rate. The good news is that ads comprise just four parts that you’ll need to test: headline, description, landing page, and target keywords. Minor tweaks to just one of these elements can significantly alter your results, so you want to make changes one at a time so you can keep track of where improvements come from. Since there are many variations that you could test one at a time, it’s a good idea to list out all the potential tests you can run and prioritize them by most significant impact. Finally, you should allow your ads to run long enough to gather the data you need and test them early enough, so you don’t waste budget on a poor-performing ad. Maximizing Your ROI At a high level, maximizing ROI on your ad campaigns means considering customer lifetime value and customer acquisition costs, which will help you determine how much is worth spending on a new lead and how much of that spend can come from paid advertising. To get more granular, we need to talk inputs and outputs, that is 1) lowering your input (cost per lead [CPL]) and 2) increasing your return (revenue). There are a few factors to keep an eye on that will affect both, so let’s break it down. Ways to Decrease Inputs
Ways to Increase Revenue
Google allows you to tailor your audience so you save marketing dollars and get in front of the right people. You can upload a customer list so that you don’t waste money on people who have already bought from you. Google also has options for prospecting audiences. For instance, In-Market Audiences employs user behavior tracking to put you in front of prospects who are in the market for a product or service like yours. You can also increase your bid for more relevant subgroups within your target audience — a practice called layering audiences. Bid Adjustments. Bid adjustments allow you to increase or decrease your bids based on performance. You can even make these adjustments based on different categories, like device, demographics, language, and more. For example, if a keyword isn’t performing as well on mobile as on desktop, you can add a negative bid adjustment so that when someone searches your keyword on mobile, you’ll bid X% lower than your normal bid. Custom Ad SchedulingYou can set up ad scheduling in Google Ads to display your ad only during specific days and times. This can cut down on ad spend and improve relevance for your target audience. Sitelink Extensions. Sitelink extensions allow you to supplement your ad with additional information. For instance, if you’re running an ad for a seasonal promotion at a local store, you can add a sitelink extension to display your store hours and location. These extensions take up more real estate on SERPs and, therefore, stand out. Not only that, but they play a role in improving your Ad Rank. Conversion tracking monitors how your landing page is performing via a tracking code that you place on the page where people land after completing your form (usually a “Thank You” page). By enabling this feature, you’ll be better equipped to make adjustments that can improve your conversions. Keyword Monitoring. Don’t let too much time pass before you check how your keywords are performing. You can place higher bids on the keywords that are creating the best results for your campaign, and “defund” or eliminate others. Match Types. Match Types in Google Ads allows you to choose how closely related you want your ad group to be associated with a search team. There are four match types: broad, modified broad, phrase, and exact match. Google will display your ad in results according to your selection. For example, if your keyword phrase is “how to catch geese” and you select “broad match,” then Google will display your ad for queries that include any word in your key phrase in any order, including “geese catch” and “geese catch how.” Negative KeywordsA negative keyword list tells search engines what you don’t want to rank for, which is equally as important as what you do. You might know some of these upfront, but likely you’ll determine these keywords by what isn’t performing so well within your campaign. Social Media Ads Although CPM is more common on social platforms, social media sites do offer PPC that works similarly to search engine ads in that you set a budget and bid on ad placements. The difference is social media ads can show up directly in your news feed on most platforms, decreasing the effectiveness of ad blockers. Social platforms, like Facebook, let you set targeted demographics and target people based on interests. While paid search is more keyword-focused, paid social broadens into a demographic focus, leading to more ways to target your persona. Social media has two paid ad functions that are critical to ad success — retargeting and Lookalike Audiences. Retargeting is remarketing to people based on site visits or manually uploaded contact lists. Lookalike Audiences reviews the people on your marketing list and creates an audience that parallels your list, expanding your potential target. Paid social also allows for a wider variety of ad types, like images, videos, text, and more. PPC Management and TrackingPaid advertising is not “set it and forget it.” You need to manage and constantly monitor your ads to ensure that you’re reaching optimal results. Management, analysis, and tracking are crucial to a PPC campaign because they provide you with valuable insights and help you create a more effective campaign. What is PPC management? PPC management covers a wide range of techniques, including creating and adjusting goals, split testing, introducing new keywords, optimizing conversion paths, and shifting plans to reach goals. Managing your PPC means looking at your strategy and ad spend. On the one hand, it means iterating on your plan to optimize keyword effectiveness. On the other hand, it means thinking about how to allocate resources to specific keywords and how to adjust those resources to maximize ROI. A good management strategy also pays attention to providers — like search engines, social platforms, and ad networks — to monitor changes and updates that could affect paid campaigns. Overall, PPC management is a hefty undertaking, which is why investing in solid PPC management tools could be a great idea. PPC Tools and Software With all of the variables that you need to track, PPC management tools should make things easier. You can opt to monitor your ads within the platform, but if you’re looking for additional assistance and organization, a robust, easy-to-read spreadsheet or sophisticated software that gives you insight into your ad performance is vital. If you plan to go the software route, there are some features that you want to look for: multi-user support, cross-platform management, A/B testing, scheduling, reporting, and ad grading. Here’s a list of some popular, highly-rated PPC software and resources. PPC Metrics to TrackMetrics are everything (but you already knew that). Here are some key metrics to track within your PPC campaign. Clicks refer to the total number of clicks you receive on an ad. This metric is affected by your keyword selection and the relevance of your ad copy. Cost per click (CPC) measures the price you pay for each click on your ad. Clickthrough rate (CTR) is the percentage of ad views that result in clicks. This metric determines how much you pay (CPC). CTR benchmarks vary by industry. Impressions are the number of times an ad is viewed. Cost per mille (CPM) is determined for every thousand impressions. Impressions are most relevant for brand awareness campaigns. Ad spend is the amount you are spending on your ads. You can optimize this by improving your Quality Score. Return on ad spend (ROAS) is the ROI of your ad campaign. This metric calculates the revenue received for every dollar spent on ads. Conversion rate refers to the percentage of people that complete the call-to-action on your landing page and become a lead or customer. Cost per conversion refers to the cost to generate a lead. This is calculated as the total cost of an ad divided by the number of conversions. Quality Score (QS) determines ad positioning, so it’s an important metric to keep an eye on. By paying close attention to each of these metrics, you can increase the ROI of your paid campaign and spend less for better results. Go Paid! Whether you just started your business yesterday or have been around for decades, PPC just might be the boost you need to get an edge on your competition — or at least ahead of them in the SERPs. Applying the lessons found in this guide about building a PPC campaign and the best practices for a quality PPC strategy would set you well on your way to improving your website’s traffic and conversions. |
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