Conversion Optimization

Challenges marketers face in conversion optimization

Conversion Optimization

Conversion Optimization – what is that?

Conversion optimization is a modern must-do in internet marketing, which improves the percentage of web users who turn into customers or take the necessary actions. The method has its hurdles, although the advantages are solid. Marketers unfamiliar to conversion optimization should be prepared and plan accordingly for the following common potholes, recognizing that there are some trade-offs and tools that can be used to bypass them.

Marketers from all sectors with a broad range of calls to action, including retailers looking for visitors to buy a product, professional services pursuing leads, and non-profits seeking for donations, can exploit conversion optimization for impact. You ought to keep visitors there, in addition to taking users to your website. Also, you need to convert them into clients from interested prospects. Creating website traffic is about half the marketing equation. Conversion optimization is one of the most effective strategies for converting your existing web traffic into potential customers. In order to boost sales, you can influence additional traffic to your site, or you can increase the efficiency of your site with the same amount of traffic you currently receive.

Formulating a hypothesis and then creating a new version of a web page or landing page to evaluate against the current version to see which one is more likely to succeed at subscribing or acquiring customers. In the end, you launch the variety that managed to convince a large number of individuals to purchase what you sell. You analyze the sales funnel of your website with conversion optimization to figure out ways you can optimize your site in order to achieve a greater number of customers to subscribe for your product or service.

Conversion optimization is beneficial to SEO – Reasons

Conversion optimization has distinct benefits for SEO, while not strictly linked to obtaining organic website traffic or ranking on the search engine results page (SERP).

Feedback from customers: Conversion Optimization will help to understand your target audience and figure out what content fits their needs best. It is all about identifying the perfect or appropriate customers for your business. If the target audience is not approached, then there is no point in expecting growth as a business entity.

Promising ROI: Higher conversion rates imply that you have more resources available to explore. You shall expect a lot of conversions without having to put in more potential prospects or buyers by understanding how to get the most out of your acquisition and marketing efforts.

Scalability: Conversion optimization helps you to grow without running out of resources and future clients and the size of your target audience does not scale as your company expands. Also, audiences aren’t endless. You will be able to expand the company without running out of prospective customers by converting more visitors into clients.

Great user experience: At times when the users feel intellectual and sophisticated while visiting your website, they tend to stick around. Basically, conversion optimization analyses what works on your website. By understanding what works and how to enhance it, provides a much better user experience. Only users those who feel empowered by your website tend to engage more and you never know, some users may even become your brand’s influencers.

Trust factor: Visitors have to sincerely trust your website enough to share their credit card, email, or any sort of personal information for that matter. The key salesperson is your website in this case. Your site needs to be professional, cordial, and capable of answering all the questions from your potential customers and clients, very much like an internal sales team.

Hurdles in Conversion Optimization

Getting a proper development resource

When teams have aligned themselves with the prototypes they intend to test, standard A/B testing procedures would require production resources to develop the pages. It can be a real struggle to secure valuable development hours to start with and then prioritize the conversion optimization test over other development priorities. Designing prototypes for testing can take a month or more, drastically slowing the process.

Obtaining the approval for your Brand

In an attempt to ensure everything meets the brand approval procedure, brand teams might stop optimization teams from exploring new and creative ways to gain customer attention and focus without realising. While designing page layouts for analysis, brand marketing and design teams may find themselves in dispute with one another. It is important to recognise the consistency of the brand and voice as they are hugely beneficial and testing various copy, pictures and landing page styles for the benefits of higher conversion is equally significant.

Keeping up with Compliance regulations

Every public-facing word has to be approved by law for certain businesses, particularly in the financial services world. This is also a back-and-forth mechanism of marketing pressing for better deals and attempting to scale back offers and features with zeal and integrity. However, when submitted through the approval procedure, the eloquence of the latest designs and content for conversion testing may be made less compelling.

Commitment to changes

The above hurdles can certainly escalate and overwhelm larger design tests and practically become intractable. Because of this, by only examining smaller products that do not require much attention, say, for instance, button colour or maybe even a new copy line, many marketers just begin to bypass the brand, legal and production constraints. Gradual testing leads to exponential conversion optimization outputs, as you can anticipate. Marketers would hopefully test at the boundaries of their comfort zone to achieve high growth and get artistic with ways to gain attention and engage with their intended customer base.

Time-consuming to get stable outcomes

After getting authorization, coded and set for live testing, every marketer is left to face the ultimate question as to when will my test actually accomplish a greater significance that I would start to believe the end results? Answer to that solely depends on how much your website gets web traffic which includes a variety of other elements such as how many page variants you assess. As a result, unless they can see the actual results, marketers are likely to be confronted with several weeks or even months of live testing. It is better to refrain from calling the test results until achieving significance, in order to expedite the process, as last-minute changes in end results might also occur. Running with a thought with what you think would probably win defeats, to begin with, the purpose behind conversion optimization testing.

Conversion optimization has shifted to the marketing landscape, giving out useful real-world, enforceable outcomes for those who use it to optimize their landing pages. These hurdles in conversion optimization hinder marketers from having the comfort to test the latest, innovative ideas which shall lead to substantial progress in conversion.

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Facebook Business

Facebook Business: Everything You Need to Know

Facebook Business

Every small business should be on Facebook. With more than 2.7 billion monthly users, Facebook offers small businesses a range of ways to advertise their services, improve customer support and raise awareness.

It may seem difficult to use Facebook for business because its rules and algorithms change frequently. However, with the right tactics, Facebook is one of the best methods to reach a specific audience through paid campaigns. The platform holds a lot of details about its users, and when you buy ads, it uses this knowledge to your benefit. It can be an efficient instrument for your marketing activities to build a Facebook for Business profile. Here’s how to get things handled the right way.

What is a Facebook Business Page?

A business page on Facebook is a free web page that businesses can build on Facebook to expand their presence on the internet. Your Facebook business page, like a personal Facebook profile, can send and receive messages, post updates, receive notifications, and like, comment and share the content of other Facebook users and pages.

Of course, you’ll need your Facebook business page to stand out from the crowd, given how many companies have a presence on Facebook, to draw significant attention to your business. If you’re questioning whether it’s worth the work that goes into distinguishing your business on Facebook, the many benefits of business pages on Facebook may convince you to invest the time.

How to Create a Facebook Business Page?

It’s time to start creating one now that you know some of the advantages of having a Facebook page for your company. Follow these steps to set up your Facebook business page:

1. Create your Facebook business page.

The first step in creating a business page for Facebook is to make sure you set up the right account type. Remember that a Facebook page is being created, not a Facebook profile. A profile is a personal Facebook account that is designed to share with friends and family personal information and photos. Pages are public profiles that let fans and customers connect with businesses and public figures. To start seeing updates from the page on their newsfeed, users only have to like a page. To get started, head to

2. Answer Facebook's questions.

You must have a personal profile and follow Facebook’s on-screen instructions to create a Facebook business page. Facebook will ask for some information when you create a page, such as a category to describe your page and the name, address and phone number of your company. In order for customers to easily recognize your page and find information about your business, it’s important to include as much information as possible.

3. Add profile and cover photos.

You can upload a profile and cover images to your business page on Facebook. As attractive graphics lead to better engagement rates with your content, it’s good practice to do so.

4. Fill in the appropriate page sections.

You can add many sections to a Facebook page, but not every section is going to be a good fit for your company. Here are certain parts that you should consider adding:

Home: This part is where all of your posts and updates live. When they visit your page, it is also the first page users to see.

About: One of the most significant sections of your Facebook page is the About section. Your address, business details, contact information, hours, and website URL should be filled out. Many people go online to find specific information about a company; by keeping this page blank, do not let your potential customers down.

Community: The Community page is where clients’ posts, photos, and videos show up. Customers can also go to your store here to check-in. This is a great area for your audience to interact with your business and learn more about it.

Events: In this section, you can create event pages and promote upcoming events. Once you create an event on Facebook, you can invite individuals and share in one place specific information about it all.

Info and Ads: This section is intended to add to your page’s transparency. It shows your followers any Facebook ads that you are running at the moment.

Offers: This section lets you post discounts or deals. This is an easy way to encourage individuals to come to your page on Facebook. Tell clients that they don’t like your page and find a deal on it.

Posts: This section displays all of your posts, including photos of the timeline and updates.

Reviews: Customers can write a review under the Reviews tab and indicate if they would recommend your business. Ratings at the top of your page are displayed. You may not want to, although you can hide the Reviews tab, as it provides both you and your followers with valuable feedback. Reviews help verify your business and make recommending your products or services easy for customers.

Services: On this page, you can showcase your services. You can also add information, including a photo, a description, and pricing, about your specialty.

Photos: The Photos tab features the images on your timeline that you have posted.

Shop: On this page, you can add your inventory, and users can purchase your products directly from Facebook. Sales are sent to your account at the bank.

Facebook Insights is a tool for analytics that is free. It displays information on actions taken, page views, the number of individuals you have reached, the number of post engagements, and more. This data can help you to measure the effectiveness of your social campaigns in order to decide how your posts can be improved.

Benefits of a Facebook Business Page

You can use your page to do the following if you create a Facebook page for your company:

1. List your basic contact information.

If people wonder when your phone line or storefront is open, they may visit to find out about your Facebook page. When you offer services remotely, they will also want to know your address if you are a storefront or your support-line email. A business page on Facebook is a one-stop-shop for listing all of this data.

2. Engage new and long-time customers.

Not even your most loyal customers see what happens on a day-to-day basis within your business-well, that is, unless you share elucidating social media content with them on a regular basis. A Facebook page with your support team is a great place to post shots from inside your storefront or behind the scenes. You can also update on new products, discounts and more for your followers.

3. Know your audience.

Tools for determining the demographics of your Facebook audience are included in Facebook for Business. To inform a robust demographic marketing strategy and better target your campaigns, you can use the data given.

4. Lessen your marketing costs.

It’s free to start a Facebook business page, and many extra features of Facebook marketing and analytics are either free or low-cost. Integrating a Facebook business page into your marketing strategy is a budget-savvy way of reaching more people with less money, possibly a billion-strong audience.

5. Boost your web traffic.

You will drive more traffic to your website by linking to the website of your company on your business page on Facebook. The more people you get to your website, the better the chance that the detailed descriptions of your products and services you have placed there will be read by people. Better yet, there might even be something to buy for people who jump from your Facebook business page to your website.

6. Improve SEO.

Facebook business pages are good for more than just your social media presence; they’re also a boon to your rankings in search engine queries.

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Online Brand Building

Online Brand Building

Online Brand Building

Online brand building is mainly for the digital era. As we are trying to keep up with the rapidly shifting technology, new social media sites, viral videos, trending topics, algorithm changes, increased mobile technology adoption, applications, and many more; the world is moving fast that makes it extremely easy to neglect one of the few factors that remain unchanged through it all is the brand. You need to smartly and vibrantly identify and distinguish yourself from your adversaries as a brand.

Online Brand Building – How & Why?

The digital space provides a multitude of ways to get the brand out to the world, and the reach of the brand can also intensify far more than conventional media can since it gets to the customer quicker. The digital world meets them wherever they are, if they’re on their phones, their tablets, or their desktop computers, and offers the opportunity for much-increased interaction, because of the real-time interaction.

Digital technology enables brands to create a community for their customers, enables users to share their journey in a more personal way, and thus personifies the brand. It is more of an experience. Therefore, it helps brand(s) interact with current & prospective customers.

The first critical part is to get to your customers. You would need to build your brand’s social media presence and engage with your customers through platforms such as Facebook, Twitter, Instagram, Pinterest, LinkedIn, and so on, where you can open a forum for active interaction between the customer and your brand. As a brand, this will help you understand what you can do better and what works for your target audience too.

Comprehend what your company priorities are and put your social presence in line with them. What do you want to accomplish by establishing your brand online? Who do you want to approach; why do you want to target them; and in the social media realm, where is your target audience? What’s your stance? How are you reaching out and interacting with your target audience?

When starting the journey online, there are crucial questions a brand should ask themselves, as this will decide how they will gain entry to the social environment. You will then find ways to interact with them once you know who you really are as a brand, who you are approaching, and why you are pursuing them.

When presenting your brand to the audience, picking the right forum for your brand is key. What is your organization doing? How will your brand be dealt with by people? Is it relevant to be on social media sites like Facebook, Instagram, Twitter for your brand?

A vital aspect of making a head start on your adversaries is determining the appropriate forum for online brand building. When you sell a product and have a tale to tell, it’s a perfect start to build a profile on Facebook. Understand the brand and then position it on a forum that promotes your identity and a forum that is often used by your customers or potential prospects and leads.

Finally, through your brand, you need to compose what you can deliver out into the world. Keep in mind the material or content you put out there is consistent with your priorities and objectives. Strive to be a thought leader by sharing useful and informative knowledge and associating it with your brand.

Content is an integral part of the process since it will be part of how the brand is understood by people. What you’re doing, and how you’re saying it, is going to talk to people about your competence, your level of knowledge, and the trust that people are going to build in you. Your content should be relevant to build up all crucial credibility and reputation as it should deliver what your brand does best.

It is vital to building an online presence because it generates visibility and opens up the chance for your brand to be live. Online brand building gives you the best forum to showcase your brand in a neat picture and staying in line with your company goals.

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Google adwords

Google AdWords Campaign Performance – Ways to Enhance

Google adwords

Google intentionally makes getting started on AdWords incredibly easy. It’s as basic as picking a couple of keywords, writing an ad, and, of course, inserting credit card information in most cases.

To give you an example, Google earns almost 80 percent of US search ad revenue!

Given this number and the simplicity factor, one of the best steps you can make in your marketing mix is setting up a successful AdWords campaign. There are basically an infinite number of ways out there to begin to gain more attention and increase sales.

Here are some tips to help achieve impeccable results for PPC.

1. Choose the Right Bid Strategy

Firstly, the base for your entire campaign is the bid strategy. It must, therefore, be chosen wisely.

Start by defining your objectives.

Are you primarily interested in increasing traffic on your website?

Getting people on your platform to take action?

Boosting your awareness of the brand?

All the aforementioned?

To help meet your needs, AdWords provides a number of bidding strategies.

Conversion-Based Strategies:

Target Cost Per Acquisition (CPA) – For those simply looking to boost their website conversions, this one is intended. You can base your campaign around a particular CPA using this approach.

Target Return on Ad Spend (ROAS) – This approach, also designed to increase conversions, is intended to be developed around a certain ROAS.

Maximize conversions – With this strategy, the name pretty much says everything. You can just bid on this factor and gain most of the conversions.

Enhanced Cost-Per-Click (ECPC) – This strategy is an optional feature that adjusts your bids automatically to earn as many conversions as possible to get a little more streamlined.

Impression-Based Strategies:

Target Search Page-This technique offers an automated system that sets bids in an effort to give your advertising a greater chance to appear at the top of the search results.

Target Outranking – This one allows you to choose certain domains that you would like to outrank on the SERPS, another automated approach. The number of times you would like to be placed higher on the results page can easily be provided, and AdWords will fulfil your request.

Cost Per Thousands Viewable Impressions (vCPM) – This one is a strategy for manual bidding. If your advertisements are primarily intended to increase brand awareness, not so much for clicks or traffic. For every 1000 impressions, you can set the maximum amount you will pay. This strategy is probably not for you if you have a goal that involves direct response from customers.

Click-Based Strategies:

Maximize Clicks – Perhaps the easiest way to bid for clicks is this strategy. The automated system requires you to set a daily budget, then to bring you the most clicks, it manages your bids.

Manual Cost Per Click (CPC) – This strategy lets you independently manage your clicks. Based on each ad group within your campaign, or a few specific keywords, you can select bids.

Views or Interaction-Based:

Cost Per View Bidding (CPV) – This approach is meant for video advertisements. For each view or any other form of video interaction, you simply enter the top price you wish to pay.

Take your time to select your strategy for bids. If your goals are unclear, it will be much harder to identify the right strategy and see the outcomes you need.

2. Show Ads at the Right Time

As many marketers will attest, at the most appropriate moment, the name of the game puts the right message in front of the right eyes.

It all comes down to how well you know your target audience by picking the right ad schedule. What moments are the most active? As most of their clientele are most active during regular 9-5 business hours, B2B-oriented businesses have it easy. Consumers, though, can be a bit harder to read.

Set your timeline to 24/7 when you start out. Yes, this is going to cost a little bit more at first. But as you get the reporting and find the most active timeframes, you can always scale it back.

Once the most optimum times have been nailed down, during certain times or days, you can make bid adjustments to power down the campaign. There can be either a higher or lower average CPC for the times you choose to run the campaign.

3. Rotate Your Ads

You obviously can’t display them all at once if you have created a number of advertisements. So, you need to generate a rotation of an ad. You have four possibilities for optimization in AdWords:

For Clicks This one optimizes your spin for the advertisements that have received the most clicks in the past and are more likely to be shown in the future.

For Conversions Similar to clicks, if one of your advertisements has generated a lot of conversions, it will be shown down the road more often.

Even Rotation This one doesn’t pick favorite at all. Regardless of the results they bring in, a similar number of auctions will be entered for each ad. It’s not a guarantee, however, that each will fulfil the standards to get the impression. After 90 days, the kicker with this option will be optimized for clicks or conversions if the advertisements go untouched.

4. Target Locations Carefully

The Google AdWords scheme knows when to show certain advertisements based on the IP address or GPS location of an individual.

It is relatively easy to select a target location. Take a look at your procedure. Obviously, if you’re a brick-and-mortar store, you’d like to target your city.

You’d like to select the whole country if you’re a national business. This can get a bit tricky because the more ground you cover, the more purchasing behaviours can have a larger variety. You can select certain radiuses for your ads around a location, based on your market research.

5. Use Effective Device Targeting

The world is mobile. Ads must be presented in a way that accommodates each device chosen. Google unveiled its enhanced campaign capabilities a couple of years ago, allowing companies to target users on certain devices. In turn, it is necessary to correctly adjust bidding strategies and campaign structures.

In terms of device targeting, there are a range of tactics to keep in mind.

Create Mobile-Only Ads – Screen-to-screen advertising looks different. You can select a “Device Preference” in AdWords and select certain ads as mobile-preferred. This allows your content and CTAs to be equipped.

Call-Only – It is for the purpose of making phone calls, directing users to the landing page.

Mobile Text – This option will run simple, plain text advertisements on the mobile display. While they look similar to the text ads you’d see on a desktop, on a mobile device, you can show fewer ads per page.

If you are directing users to a landing page, one of the most important things to remember is that the page MUST be mobile-friendly. A recent survey found that 42% of consumers are not going to switch to a poorly designed website. You are fighting an uphill battle if your mobile landing pages are ill-conceived.

6. Select the Most Valuable Keywords

While this one seems apparent, it’s not as simple as it sounds.

The most important thing to keep in mind is that you do not want, at least not yet, to grab for the top shelf. Typically, these terms are expensive and highly competitive. Do not go too far. Look within your niche audience for the ones that perform best. It takes finesse to pick the best keywords. In other words, to the point where a user enters the term, they should be effective, but not too effective, and a plethora of similar ads will pop up before yours.

Also, make sure that you use one for each phase of the customer journey.

When they casually conduct research in relation to your company, what would people search for?

In narrowing down their options, what about when they begin to get serious?

Validating their judgment?

Building your google adwords keyword list takes time and preparation. One of the most vital elements in your strategy will be to find the perfect balance of terms.

7. Build a Negative Keyword List

Essentially, negative keywords instruct the search engines to NOT display ads for certain terms. You can designate which kinds of searches trigger your ads in this manner.

For instance, there are many potential searches that can lead to fruitless results if you strictly sell high-end wooden furniture. Terms such as cheap, free, old, restored, etc. may not be relevant to your corporate objectives. It’s best, therefore, to add those to your list of negative keywords.

This tactic has many benefits. It helps you, for one, to guide the most interested clients in the right direction. Two, it weeds out irrelevant traffic, saving you in the long run time and money. Three, using negative keywords can help prevent cross-promotional matches when you have multiple Google adword campaigns going at once.

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Google AdWords

Google AdWords

Google AdWords

Google algorithm

Google Algorithm Update for 2021

Google algorithm

Google is continually making improvements to its algorithm and how its organic search results page ranks websites. This implies that to increase their ranking or continue to rank highly, businesses have to keep up with these changes. The latest Google algorithm update for 2021 has just been announced, so for you and your business, this is what it means.

Google Algorithm Update for 2021 Overview

SEO involves several variables, and based on any of them, you can see improvements in the search engine rankings. This includes basic techniques such as using keywords, ensuring that the material is suitable for the keywords and titles of the page. This will help to provide a fast time for loading. These all play a part in ensuring that relevant information is found by the person who uses Google. This data is for the particular search and incorporates it in a search word. This may be for local programs, information about certain topics, or even for shopping purposes.

As the algorithm alters, the focus on certain parameters also changes. For example, Google launched ‘Panda’ in 2016, an update to the algorithm that prioritized high quality content websites. Such days are long gone for stuffing keywords, redundant content or less content to put on the search results.

What is Page Experience?

Google has a detailed developer document on the criteria for page experience, but in short, these metrics aim to understand how a user will perceive a particular web page experience: considerations such as whether the page loads quickly, mobile-friendly, runs on HTTPS, intrusive advertisements are present, and content jumps around as the page loads.

Several current ranking variables in Google search includes page experience, like the mobile-friendly update, page speed update, HTTPS ranking, intrusive interstitial penalty, stable browsing penalty, while refining metrics around speed and usability. These refinements are what Google describes as Core Web Vitals.

What are all these factors?

Let’s see how Google documents the page experience for each individual factor:

Largest Contentful Paint (LCP): Measures loading performance. Sites should seek to have LCP to take place within the first 2.5 seconds of the page starting to load to provide a good user experience.

First Input Delay (FID) – Measures interactivity. Sites should strive to have an FID of less than 100 milliseconds to provide a good user experience.

Cumulative Layout Shift (CLS) – Measures visual stability. Sites should strive to have a CLS score of less than 0.1 to provide a good user experience.

Mobile-Friendly – With the Mobile-Friendly Test, check if your page is mobile-friendly.

Safe browsing – The page does not contain content that is malicious (malware) or deceptive (social engineering). Check to see if the security issues report has any safe-browsing problems on your site.

HTTPS – The page is served over HTTPS. Check if your site’s connection is secure. If the website is not served over HTTPS, then learn how to use HTTPS to encrypt your site.

No intrusive interstitials –  The user can easily access the page content. Learn how content can be made less accessible by interstitials.

Get ready for this update –  Recently Google mentioned that it is not going live, as there are no new ranking variables. Google promised to offer a six-month notice before it goes live sometime in 2021. Google is giving us time, it normally gives us a heads up to prepare for these updates, but also because of the unstable environment, we are all living through during this pandemic. We’ll update all of you when Google announces the release date of this update.

How big of an update will this be?

We have heard from Google about previous Google updates, how 11.8 percent of all queries were affected by Panda’s original release, or 10 percent of queries were affected by Google BERT, or that HTTPS affected is a small factor. But with this update, we aren’t really sure yet.

Great content is still supreme – Google made it clear that, despite poor page experience, great content will still rank highly in Google Search results. Quoting Google, “While all the components of page experience are important, even if some aspects of page experience are subpar, we will rank pages with the best overall information. Having great, relevant content is not overridden by a good page experience. In cases where several pages have similar content, however, page experience becomes even more critical for search visibility.”


Over time, the user experience will be more and more important.

Google will eventually want to make sure that the site ranks high if you love a site and everyone else loves that site.

On the flip side, if everyone feels that a website has a terrible user experience, then in the long run, Google will not rank that website as high.

Just like any Google algorithm update, expect multiple revisions to be seen over time. They adapt to make their algorithms more efficient over time, as they learn. But what makes this update special is that you have an advanced warning, which is cool. So, take the risk and fix any problems with usability that you might have.

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Google Algorithm Update for 2021

Google Algorithm Update for 2021

Google Algorithm Update for 2021

Google Algorithm Update for 2021

Brand monitoring

What is Brand Monitoring?

Brand monitoring

Brand monitoring will help you maintain the integrity of your brand, weigh marketing campaign outcomes, increase awareness of your brand, and much more. Brand monitoring is the method of tracking the brand, service, or product references that are publicly accessible. The data that a brand monitoring tool collects can have a significant impact on business. Brand monitoring is also used to gather knowledge and insights into what is being discussed about trends, keywords or developments in the industry for a broader variety of activities, including market analysis.

The concept of tracking various channels to determine where your brand is being listed is brand monitoring. Recognizing where and how people have heard about your brand will help you better understand how it is viewed by people and to gather reviews and feedback from your audience. Before they get out of reach, you can also keep an eye on possible crises and address questions or criticism.

Why Brand Monitoring is important?

A central aspect of your marketing strategies should be brand monitoring. Brand credibility and reputation is everything. Particularly in the Internet era, where everyone can talk about your business online. As there are numerous channels and millions of internet users, it makes it really not an easy task to look up and follow every single comment or mention related to your brand. To build a robust brand, monitoring online mentions and comments is important.

Online tools for brand monitoring can assist you to evaluate several different KPIs for marketing and sales. Fascinating insights can be given by the results.

Advantages of Brand monitoring:

However, there are disadvantages to brand monitoring. To mention a few;

Social listening will allow you to uncover business patterns and get to the most relevant online mentions. Brand monitoring gives robust insights that can benefit the company enormously.

It’s essential to know, as a brand, what the audience you represent thinks. Some of the discussions you see about your brand may not agree with you, but this gives you an idea of the general mood about your brand and goods. In brand growth, your public image and how you react to public feedback will play a vital role.

Benefits of Brand Monitoring


Brand monitoring is now becoming an important contribution to a company’s success-not just because it provides you with a deeper understanding of your target. As well as how your brand is portrayed, it also affects much of what your brand represents. Predictably, Brand monitoring is the perfect way to identify micro-influencers. To identify social accounts that are most active with those that have a large number of followers, you can dive into discussions around topics related to your brand. There are those micro-influencers of yours. These micro-influencers could very well demolish or build your brand audience and it’s all a probability.

Brand monitoring will allow you to better understand the general feeling people have about your brand. A preference analysis looks at the particular words used in your brand feedback and will tell you whether people communicate with one another on a positive, negative, or neutral trait about your brand.

This is an ideal way to think critically and observe how individuals respond to certain tweets, promotions or your brand in general on a wide scale. Monitoring tools like Sprout Social enable users to access a comprehensive overview of sentiment. Via your post comments and mentions, Sprout’s social listening tools churn to develop a sentiment overview that shows you how your audience feels about your brand.

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SMS Marketing

How to Use SMS as a Marketing Channel?

SMS Marketing

SMS marketing has practically been around as long as the medium has. It is no wonder that omnichannel promotions have become a gold standard in e-commerce marketing, with SMS as an integral platform, coupled with advances in marketing software.

SMS marketing’s importance lies both in its format and in its proximity to customers. Cell phones are not only always at arm-length, but text messages are often fast and quick to consume.

What is SMS Marketing?

SMS marketing stands for “short message service.” Brands use SMS marketing to connect with their clients, also referred to as text message marketing.

SMS differs from email in that, with a 160 character limit and more immediate delivery, the messages are very short. The message appears on the mobile phone of your customer just seconds after it is sent, often providing a push notification to your customer that it has arrived.

For three primary things, SMS marketing is great:

SMS marketing offers e-commerce marketers a peculiar opportunity to build a relationship with their customers.

SMS as a Marketing Channel

Step 1: Build Your Marketing List

You need an audience, aka a subscriber list of mobile phone numbers you can send your messages to, before you can start your first SMS campaign. And these cannot just be any mobile numbers: these must be contacts who have opted to receive your company’s SMS marketing.

For individuals receiving SMS marketing, the US and other nations require explicit opt-ins, meaning that even brands with a healthy email marketing subscriber list or a considerable number of mobile app downloads cannot start sending SMS messages out of the blue to these individuals. In other words, you need to ensure that you have a vetted list of textable people before brands can leverage SMS messages as part of a cross-channel customer engagement mix.

As with any strategy for customer acquisition, considering a mix of organic and paid marketing channels makes sense. You may want to consider promoting the benefits of opting to receive SMS updates from your brand via some of the channels detailed below, depending on the target audience of your brand, your overall budget, and your customer engagement objectives.

  • Organic channels – Email marketing, social media marketing and campaigns, in-browser and in-app messaging. The basic goal here is to leverage your own (organic) channels to cross-promote SMS as another way to receive updates for the clients of your company. The challenge is not to convince customers why your brand is incredible, but simply to share why your SMS campaigns should not be missed and otherwise secure those SMS opt-ins from contacts who are already part of your larger customer network.
  • Paid channels – Digital advertising, paid social advertising, TV advertising, and out-of-home (OOH) campaigns, such as billboards or public transportation ads: Since these audiences may never have heard of your brand before, you will have to do the job of explaining why it is worth paying attention to both your brand and text messages.

You’ll want to track your stats as with any campaign and see which attempts lead to sign-ups, keep track of the average cost per acquisition, leverage campaign testing to see if certain images or calls to action perform best, and more.

Step 2: Weigh Your SMS Marketing Customer Acquisition Growth by Channel

Once your paid promotional efforts lead to sign-ups and SMS opt-ins are generated by your organic efforts, it is time to dig into the information that you have begun collecting in the previous step to see which channels or strategies lead to the most opt-ins (or the lowest cost opt-ins) to optimize your acquisition efforts.

For example, if you find out that email is more successful in convincing existing customers to opt-in to receive SMS, then you may want to utilize this channel to send additional promotional messages to customers who have not subscribed yet.

Step 3: Conduct Your Marketing Campaigns

However, do not exclude the customer segmentation. You want to be ready to deploy your first welcome campaign as soon as clients begin to opt-in to receive SMS campaigns from your brand. This can be as easy as a warm note thanking clients for subscribing to text updates from your company that include a special promo code or other offer. And this onboarding campaign should be sent in a timely manner (within minutes or hours of signing up, not days or weeks), leveraging marketing automation.

As your SMS sign-up efforts lead to a larger audience of opted-in clients, you may find that there is an opportunity to start sending SMS campaigns that build on the specifics of the various acquisition campaigns that you are running. For example, if your OOH campaign uses creativity that is significantly different from your email campaign, then you can segment your audience through the acquisition channel and tweak your copy of your SMS marketing campaign to ensure that there is continuity between the messages they have received and the subsequent messages you send.

Step 4: From Single-Channel Mobile Marketing to SMS Cross-Channel Outreach

Brands that start using a single channel see customer engagement rates rise by nearly 180%. It’s just impressive. And businesses that follow a cross-channel strategy? They see engagement grow by up to 800%. That’s transformational.

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email- Marketing

Fundamentals of E-mail Marketing

email- Marketing

Email engagement is one of the basic assumptions of marketing automation. And we are under severe pressure for our emails to function as modern marketers. They need to drive interaction, conversions, and most importantly, revenue.

But it’s easy to forget the basics of email success with the complexity of the different resources at our fingertips and an overcrowded work desk. Below is a checklist of some tips and strategies to inspire new email marketers and inform experienced professionals of the main best practices.

Start with a clear or specified goal

Figuring out what you want to accomplish is the crucial first step in this process.

Will you try to create leads?

Would you like more traffic on the site?

How about subscriptions to a new service for your company or reviews?

Getting targets like this in place provides a sense of direction to the whole process.

From the email copy to the photos and the links / offers / insights you contain, they tell everything.

The aim could also affect who you send the emails to.

Imagine an audience with a large spectrum of diverse demographics / interests.

Sending a mass email that applies to everybody will be virtually impossible.

A target limits your focus and highlights the people who make the most sense of an email to.

It also lets you monitor campaign results, of course.

You know what you are trying to do, which is conducive to the processing of relevant knowledge.

From there, you will review the findings and see if there is a space for progress.

Humanize Your Communications

Emails sent from a person (e.g. “Katie”) are much better than business emails (e.g. “Proeze”), unless you are a well-known and recognised brand such as Apple or Google, of course.

Try to Find a Catchy or Attractive Subject Line

Think of the personal emails that you get every day.

What ones are you going to click on and why?

Like most people, with an eye-catching subject line, there’s a fair chance you’re reading the emails.

They pique your interest in the material and pull you into it.

Based only on the few terms in the header, you want to know what is on the other hand.

That’s the strength of an efficient subject line for email!

Neither open rates nor click-through engagements are guided by subject lines that are 60 to 70 characters. Stats show that subject lines of more than 70 characters increase open click rates, whereas those of less than 50 characters increase open rates.

Choose your subject line based on the topic or content

Great subject lines can drive openings, but if they are not applicable to the email material, an opportunity for interaction has been missed. Even worse, a recipient might move an off-topic subject line to mark your email as spam.

Optimize Emails for Mobile Devices

People are now reading emails almost as often on their handheld devices as on their desktops.

That’s why it’s important for your email newsletters to look and work perfectly on smartphones as well.

From the length of subject lines to the visual appeal of the text, all can differ.

Before sending them out, test your emails on mobile devices (and tablets).

You will know in advance that they are optimized and ready to go.

Be succinct in copying

With endless walls of text, don’t clutter your emails. Given the average time to read an email is 11 seconds, if you overwhelm it with a copy, you will lose your reader. Instead, build concise emails based on the reader’s appetite and concentrate on one topic. Add a link of the landing page, provide all the information the reader can see after they click.

Cross-check Everything

Before you press send, be sure to check everything in your emails!

First, you may want to send the newsletter to yourself so that you can check it on several screens, read all the copies for accuracy, and click on all the links to make sure they work.

There is nothing worse than receiving fault-filled newsletters.

It could lead to various issues.

It does not reflect well on your company, for one thing.

To alter someone’s view of your entire brand, a few simple typos or broken links can be enough!

Those flaws, on the other hand, could hinder the effectiveness of your email campaign.

Your ROI can be drastically reduced by any text that is too tiny to read, videos that don’t play, or links that don’t work.

Frequency of your E-mail campaign

It isn’t easy to know how many emails to send to your audience.

Too many can be distracting, which typically results in high unsubscribe rates.

Yet too few can lead your audience (especially when they arrive on an erratic schedule) to pay little attention to them.

The time of day as well as the day of the week will play a role as well.

It’s up to you to work out your audience’s best email schedule.

Choose the colour of the content wisely!

Colour helps pull the eye where you want it, but that doesn’t mean that in your email, you can use five different competing colours to highlight the different sections. Nor does it mean that, if added to a call-to-action icon, a particular colour would increase conversions. Instead, to make the call-to-action “pop,” use a single bright colour that is part of the email’s colour palette.

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Digital Marketing

What are all the Digital Marketing Strategy for 2021?

Digital Marketing

It’s not too early for you to think about your 2021 Digital marketing strategy. Having a strong digital presence is more important than ever before in this unique and uncertain economic setting. Due to the COVID-19 pandemic, the number of consumers staying home are increasing, your business needs to be visible and enticing to them who shop from their living rooms or so. Don’t worry about it if you are groaning at just the thought of writing a digital marketing plan – we will work with you through all the steps you need to create an easy and successful digital marketing strategy for 2021.

What is a Digital Marketing Strategy?

A digital marketing strategy is a plan via your online channels, say your website and social media pages, and via paid advertising, email and text messaging, in order to promote your goods and services. Such a plan could include paid search, SEO content marketing or email marketing. Your company is likely to miss out on reaching your share of more than 209.6 million U.S. consumers who buy goods and services online annually without such a strategy.

A good digital marketing strategy gives your business a coherent plan through your many online and offline channels that is consistent. After all, for your point-of-purchase advertising in your stores, you want your branding and message to be the same as it is on your social media pages and website. By not having employees recreate a marketing message for every channel, a cohesive message saves time and effort.

Planning a Digital Marketing Strategy for 2021

Identify Your Digital Marketing Goals

Identifying your goal is the first step to creating a dynamic digital marketing strategy. Do you want to boost sales, get more people to sign up for your newsletter, or drive traffic to your website or pages on social media, for instance? With your marketing, sit down and think about what you want to achieve. Having a clearly defined and agreed-upon objective will help guide your digital marketing strategy and will help ensure that you are on the right path to achieving that goal with regular Google Analytics consulting.

Develop a Target Audience

Next, with your marketing, you need to know who you are targeting. Now is the time to decide if you don’t already know what type of buyers you’re trying to attract. What are the key demographics for you? Do you know to whom your goods or services appeal? Women or men, young or older, local or virtual, are they? Keep in mind that the best form of advertising seeks to fill a need. What are the pain points of your clients, and how does your product or service alleviate that “pain”? What form of marketing messaging do they resonate with? Are they more likely to react to social media posts or email marketing?

Don’t just presume that you know all of the answers to these questions or that there are still correct previous answers today. Looking at your previous and current clients is a good place to start. Do you see a pattern? They’re mostly women? Local mostly? Young ones mostly? Go a step further and start survey your customers. Ask them how they found your company when they connected with you online and what they were searching for. You will probably find that there is more than one type of customer. If this is the case, for each segment, you’ll want to create a separate, personalised message and ad copy.

Evaluate Digital Marketing Channels & Platforms

In creating your new digital marketing strategy, the next thing you need to do is to look at your current digital marketing channels. What platforms and channels for digital marketing are you actively using? Ask yourself if you can stand to let go of some low-return channels that cost money, or do you want to revamp the way you use these channels in order to make them more efficient?

Look What's Working and What's Not Working

You’ll want to assess what works best for you and what you need to change as you look at your existing marketing channels. Take a look at whether each marketing channel is getting the most from you. Are you taking advantage of them as much as you can? What else could you be doing on your website or your social media pages to gain traction? Finally, if a specific marketing channel with little or no results costs you a lot of money, it’s probably time to make the decision to cut off from your budget and invest it in some other area.

Look for New Digital Marketing Opportunities

Look at your reports and brainstorm about new ways you can use your existing marketing channels and new channels that might work well for you as you evaluate your current marketing efforts. Take a look at the marketing of your rival to see if anything they do might work for you as well. Now is also the time to analyse whether your current marketing channels are making the most of you. Are you using paid search, for instance? Are you using best practises in SEO on all the content of your website and social media? Did you explore less marketing options, such as the marketing for Amazon, advertising for YouTube, or programmatic marketing?

Choose Your Digital Marketing Methods

It’s time to put together a list of tactics and marketing channels you want to leverage in your new digital marketing strategy once you have completed your research and your brainstorming. Prioritize which channels and tactics you want to spend the most time and money on, and clearly (in writing) define your goals for each channel. This is the part of your marketing strategy that you will want to spend most of your time on, because as you go through 2021, it will become your road map for implementing your plan. This is the time for each channel to set up a timetable for your marketing and to divide the responsibilities. Be specific about who is going to be the point person for each channel on your marketing team.

Develop a Digital Marketing Budget

Of course, without talking about how much your plans are going to cost, no marketing strategy is complete. In the last step, you’ll want to take the particular plan you developed and put a price tag on each of the channels. You don’t want to be a spendthrift, but neither do you want to spend less than it takes to excel in a particular channel’s marketing campaign. Think about where you want the bulk of your budget to be spent. Is it about pay-per-click ads? Marketing through email? Or hiring a social media manager to write posts, respond to comments, and make the most of your presence on social media in general?

Put a projected return on investment (ROI) on each item as you make your marketing budget. That way, during the year and at the end of 2021, you’ll be able to tell if you’ve been successful. It’s a good idea to set benchmarks throughout the year, such as every quarter, so if you don’t meet the initial goals, you’ll be able to adjust your tactics and projections.

Set Up Your Digital Marketing Process

You want to confirm your objectives with your marketing team once you’ve completed your written digital marketing strategy. Ideally, your key staff have helped you with your plan, but you want to ensure that everyone knows what is expected of them throughout 2021 and that they have the information they need to communicate to the people who report to them the details of their part of the plan.

You’ll want to confirm your tactics and channels in addition to the objectives and ensure that your overall strategy is cohesive and consistent. You’ll want to set up those if you’re adding new channels so they’re ready to use when you need them.

Finally, to analyse the results of your marketing strategy and to discuss what’s working, the roadblocks you’ve encountered, and what needs some fine-tuning as you proceed, you’ll want to set up regular check-in meetings for your team. It’s also a good idea to share financial results and ROI with your team to enable them to see how the company and its financial health as a whole are affected by their results.

Weigh Your Outcome and Make Necessary Fine-Tuning

Finally, you need to set up ways to measure your performance. When you can’t measure whether it’s working or not, even the best digital marketing plan is worthless. Make sure that the system is set up correctly if you use Google Analytics for your reports to give you the information you need to track your objectives. Before the year begins, you will want to check the reporting to ensure that Google is capturing the type of data you need to measure your marketing performance. To do this, make sure that you have goal tracking in place along with the attribution of marketing and setting goal values.

You want to regularly check your information, but not so often that you spend more time on your information than on your marketing work. There are ideal weekly check-ins. Let your actions be guided by the data, not your own ‘gut reactions’. You are not your customers, and you probably don’t interact with everyone who buys your company’s product or service. Share the information with your marketing team along with your suggestions on which actions are required for the future. To back up your suggestions, use the data.

It doesn’t have to be scary or even extremely time-consuming to create a successful digital marketing strategy. Just break down the process (as we have outlined here) into easily managed steps, start early, and get your marketing team to share their ideas and insights, and in 2021 you will be set up for success.

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Influencer Marketing – How to develop your strategy?

Influencer Marketing – How to develop your strategy?

Influencer Marketing – How to develop your strategy?

Influencer marketing is the way companies get people who already have a social presence speaking about their product. It’s also a term for those who start their own business (often in the digital space) and continue to demonstrate leadership and power beyond the products they create on a personal level.

Influencer marketers are those individuals who have already built a name in the digital world on their own and are at times known just for their social presence. Meaning, they may be popular on Instagram or on YouTube.

When done well, for both partners involved, this marketing mode can be a powerful tool that allows two different entities to potentially fuse and grow their audience.

Why should we use influencer marketing?

The digital age has changed the way people buy stuff. Banner ads are now averaging 0.4 percent click through rates that were once staples of online marketing.

Some of the conventional advertising tactics have lost their footholds, so people discover and learn about products in different ways than they used to.

Fortunately, social media provides an incredible way to access the new channels used by individuals to research and purchase products. Organically, influencer marketing gets your product and brand into the social media environment and presents your product or service as an expert’s recommendation. This is the strongest kind of social evidence.

Social evidence, psychologically, is one of the most effective marketing tactics. That’s why making use of it is a good idea.

Let’s talk about ‘how’ to build an influencer marketing strategy now that you understand the ‘why’ of influencer marketing.

Here’s the checklist of steps;

Determine Your Goals –

Brand influencers are an outstanding source of social evidence for brands, but you should set goals before selecting top influencers. First, identify your target audience, who are you trying to reach with your campaign of influencers? Set a budget once your target audience is established.

More and more influencers are being well compensated for brand partnership with the rise of social media influencer marketing. Select which KPIs to measure after determining your budget. Audience reach, views, engagement, and rise in followers are some KPIs to consider.

Identify Influencers –

Instagram and Snapchat are some of the most popular influencer marketing platforms and influencers are likely to already exist in your brand’s fan and follower pool. Choosing influencers whose values and style match your brand is important. You can start looking for influencers within your existing audience for loyal fans who might be interested in becoming influencers once you determine your target audience. For smaller brands, a better option than a celebrity endorsement may be micro-influencers. Due to their authenticity, micro-influencers have been proven to be more successful than traditional celebrity influencers. Brands should choose influencers that are relevant, have a large audience reach, and whose content resonates with the audience that you want.

Brands also need to devote time before working with them to vetting potential influencers and performing due diligence. Dig into the backgrounds of influencers to see if any red flags are appearing and avoid influencers that can negatively reflect on your brand.

Plan Effective Publishing Schedule –

It is not possible to understate the influence of social media: peer recommendations have been shown to affect between 20 and 50 percent of all purchasing decisions. Once you have selected an influencer or influencers, the influencer network needs to be leveraged by your strategy. Influencers can generate reliable, on-brand content that is relevant to potential customers and can be reused across a range of platforms.

To ensure that all influencers are posting regularly and in reasonable interviews, identify the best times for posting using KPIs and demographic trends. To create a cohesive campaign that can expand your brand reach and boost brand awareness, influencer marketing should be incorporated with the rest of the marketing strategy.

Focus on Organic Posts and Content –

Today’s customers know when brands market to them and many customers are immune to it after being inundated with traditional ads. Native advertising can be far more effective than branded advertising, with ad blockers on the rise.

When done well, influencer marketing ads appear to be native. Influencers should integrate the brand’s product into its natural setting rather than having influencers push a product or use obvious product placement. A successful influencer’s pull lies in their authenticity, which is negated by too much “product placement” and overly branded content.

Measure Results –

How do you know that your marketing strategy for influencers is working? If your brand has consistently measured KPIs, it will easily measure the efficiency of influencers. Brands should know which posts perform best or worst from measuring engagement and views, other than meeting all goals set for KPIs.

Brands will also provide key insights into their targeted audience by leveraging their influencers and expanding the audience. This can help brands target their target audience best and boost customer conversions.


It will help your brand develop an effective influencer marketing strategy by following best practices for sourcing influencers and partnering with them. Setting targets ensures that the effectiveness of marketing campaigns for influencers is easily measured.

The best relationships between the brand and the influencer are mutually beneficial when it comes to selecting influencers. While brands need to ensure that the content of influencers is aligned with their style, values, and marketing goals, successful influencers should be free to produce brand-based natural, organic content.

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Influencer Marketing

Influencer Marketing

Influencer Marketing