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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Email

Email

Email

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.

Conclusion

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

Digital Marketing Myths

Digital Marketing Myths Not to Rely On!

Digital Marketing Myths

Digital marketing myths that people and businesses spread come with this wide area too. These digital marketing myths and misconceptions are common and believing them could result in your digital marketing efforts failing.

We are aware that the marketing industry is a globally encompassing entity. It has become more complex and provided a broader range of options to the businesses to reach their customers and potential customers on a global scale.

Digital marketing is a comprehensive concept that encompasses many areas including PPC, SEO, video, social media and much more.

This was possible because of the new digital marketing strategies used by most of the companies.

If you’re a business owner looking to leverage digital marketing to grow your company, then staying away from these digital marketing myths is important.

Here are some of the most popular digital marketing myths you’ll need to keep away from.

1) “Only Large Businesses Need Digital Marketing”

The days are long gone, when only the biggest companies needed to think about a strategy for digital marketing. With the technology becoming more available and affordable by the year, SME owners can now digitally, easier than ever, improve their business growth. A distinctive and compelling online presence is a magnet for potential clients and a strong sales drive; good local digital agency resources can be of great help here.

2) “Email Marketing is just a Spam”

This is the best myth of all that people and businesses believe. However, email is the best marketing tool available in the market. Traditionally, direct mail or telephone calls can also be used for spam purposes and so no business can ignore them for legitimate sales purposes. Many users prefer email rather than other networking channels to be used by organizations. The trick is to aim email properly, rather than using a scattergun strategy.

3) “ Reach Out Using Every Social Media Platform”

Quite apart from the very high demands this might cause on resources, it can be counter-productive to try to be “everywhere at once.” Various social media sites have different audiences – for instance, Twitter attracts a high proportion of young people, and is a convenient place for casual customer conversations. Meanwhile, Pinterest has a majority female audience and is more about pictures rather than words. Choose a small number of suitable platforms for your company and focus on those.

4) “You'll Get Instant Results”

Digital marketing typically produces excellent results when applied correctly – but these may take time to become evident. Do not make the mistake of believing that if a campaign you’ve been working hard on doesn’t instantly produce results, then you must have done something wrong. Instead, use monitoring to get an early indication of whether things are going in the right direction – it’s an environment where partnering with a business development partner like JDR will provide significant cost-effectiveness and ROI advantages.

5) “Cross-platform isn’t necessary”

Untrue! Although you will undoubtedly succeed as a company by concentrating on one specific aspect of your digital marketing practise but taking part in as many as possible is what will really improve your efforts. The days of getting on with your conventional marketing and making a website are over now. It’s all about growing your scope. Focusing on phones, social media, search and more is a simple way to promote your brand and product and increase the possibility of becoming more active.

6) “One-to-one marketing is impossible”

It might seem like an impossible goal, but selling one-to-one isn’t as insane as it sounds. Customizing your digital marketing will improve the reputation of your brand as the go-to destination for your product or service. Knowing the client and what makes them tick would make this a pleasure, so evaluating and measuring is important. Things that are as simple as getting the name of the recipient in the body of your emails will give your customer a more positive feeling for your company. Analyse the content online, to see what would work for you.

7) “It’s all about tech”

That is true as well as false. Yes, technology plays a major role in digital marketing, but at the same time, conventional marketing practise is maturing. Do not forget your old techniques; use them as a base for your attempts at digital marketing. It is essential that you do not see them as different disciplines. Traditional and digital marketing have fused into one, so when you change your attention to digital, it is not like you’re starting from scratch. Take advantage of your established information but save time and money by digital.

What Next?

There are many myths and misunderstandings which can stand in the way of your marketing plan. Fortunately, working with an experienced, professional, straight-talking organization such as Proeze will help break through the validated strategies that yield consistent results. Call +44 7775323036 today to find out how we can make the marketing work easier for you.

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Digital marketing myths

Digital marketing myths

Digital marketing myths

Digital marketing myths

Digital marketing myths

Content Marketing

What is Content Marketing and its types?

Content Marketing

Content Marketing is a digital marketing strategy whereby businesses consistently create real, transparent, and informative content for an ideal customer profile. Usually, the goal is to use content publishing and promotion to drive organic website traffic, to increase eligible lead generation and (finally) to enable the sales team to close more deals quickly.

Types of content marketing that improves your business –

Blogs

Having a blog on your website that suits your product and its demand draws potential customers in search of the solution your company can solve. Blog posts are improving SEO and can be a cost-effective way to improve organic traffic.

Make sure to keep these things in mind while you are writing blog posts:

Videos

Videos are an easy way to engage the viewer. 54 percent of viewers want to see videos from brands they trust, which is more than any other form of content, according to the study.

Also, videos are a flexible medium. In your industry you can produce a variety of content that reaches your customers and leaves them seeking more. 

Tech companies will benefit from AR video marketing, for example, which offers a visual image of what you are watching using a smartphone.

Microsoft is using its technologies to motivate them all. Their recent ads have demonstrated just how inclusive their “all” concept is. They are creating powerful messages about how technology can empower everyone to achieve their objectives.

Infographics

Infographics are so enjoyable and with an eye-catching content, they can wake up a marketing campaign. They are vibrant, visually captivating ways to view processes or stats. Infographics are quick and cost-effective; music to the ears of a marketer.

This content marketing infographic gives 10 ways in which an infographic might make a difference in landing leads. If it doesn’t get too much attention on Twitter or Instagram, for example, then you shall try uploading it to Facebook.

The data can be easier to interpret and understandable when viewed in mediums like this. Also, infographics can make the product more respectable when the data involved is rough.

Case Studies

Case studies are effective for leads that want the customers themselves to learn more about your business. Buyers see the journey of a customer from start to finish with case studies and see similar ones in real life.

LinkedIn Case Study –  This LinkedIn case study provides an in-depth look on how Adobe uses LinkedIn to market its business and drive applicants. It provides Adobe’s campaign data and screenshots and shows how the brand had used the workplace platform to measure its success. This case study could help similar companies to see how LinkedIn can be used to boost their applicants in a similar way.

White Papers

White papers are information rich content capable of offering solutions and data on a subject. Here the focus is all on the details. They are exceptional if you want to create leadership of thinking and reputation within the industry and can make great lead magnets.

White papers take longer to write (and are typically more expensive than other types of content if you hire someone else to write them), because they are so packed with information. They should begin with a description or introduction and should be divided into separate sections. If the white paper is longer than a few pages, then a table of contents should be present.

White papers should often concentrate on a particular issue (such as having more social shares) and have a solution (such as using more hashtags, scheduling publishing at certain hours, and using UGC). In many cases, you advocate that the best way to go is through this solution or position. When it comes to selling the products or services of your business, they are extremely valuable.

Advantages of content marketing –

Content marketing helps you to:

Build brand awareness, trust and loyalty People will start to create an image of your brand as they view your content. Publishing well-researched, informative content ensures that your company can be seen as trustable. For more details the audience depends on you, the more likely it is that they will buy from you.

Reach an audience who may avoid ads – Using content rather than standard ads may help you meet potential clients who may be using ad blocking software or deliberately avoiding or ignoring traditional advertising.

Keep costs down – There is no risk of advertising placement and much of the job can be performed in-house. This means you can keep your outlay modest.

Increase traffic and conversions – Quality content attracts the website audience and increases online traffic. You may convince them to register or make a purchase (i.e. convert) once they are on your platform.

Disadvantages of content marketing –

Some of the main challenges include:

Success isn’t immediate – The content marketing process can be lengthy. Normally there is a period of trial and error to figure out what works best before you see results.

Skills and resource – Content marketing can take time. You need to create content, publish and analyse the impact across your marketing channels. You can need to outsource or build your own in-house expertise to produce such forms of content such as infographics and videos.

Finding content ideas – Ideas for the best new subjects and formats can be tricky. As you go along, this will make it easier to evaluate the effect of previous material.

Evaluation – Measuring the impact your content marketing has on web traffic and online sales is relatively easy. The effect of your content on brand credibility, recognition and loyalty can be harder to assess.

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Adwords vs SEO

AdWords vs SEO – Which suits the best for your marketing?

Adwords vs SEO

AdWords and SEO are Search Engine Marketing (SEM) key components and are among the most useful resources when running digital marketing campaigns.

They have variations and similarities – depending on your company and marketing objectives there are cases where you can use them together or separately.

What are Google AdWords?

If you’re new to digital marketing, then you may have heard people talking about PPCs, AdWords, and phrases like CPCs, offers, and promotions without understanding what those mottoes mean.

Don’t worry, this article is meant to sort things out for you.

Google AdWords (now referred to as Google Ads) is a Google-owned advertising site.

Advertisers can use this platform to put their ads on Google Search Result Pages, Google Products (YouTube, Gmail, etc.) and thousands of other AdWords-participating websites (that is, Google AdSense) as publishers.

You can choose to pay as an advertiser when someone clicks on your ad (Cost Per Click or CPC) or when people view your ad (CPM or Cost per Thousands of Impressions).

The entire AdWords programme works like a big auction where advertisers bid for the advertising places available.

What is SEO?

Search Engine Optimization or SEO has to do with having higher scores on Google, Yahoo, Bing and other big search engines’ search engine results pages.

To do that, you need to make sure your website is accessible to the search engine.

Google engines can quickly ‘read’ a search engine friendly website, and users can use it with ease.

You can read my SEO tips for the most relevant changes that you need to add to your website to make it appealing to the search engine, but the general concept is to provide a fast and responsive website with unique content that provides a good end-user experience.

AdWords VS SEO

Now that you have a general understanding of what AdWords and SEO are all about let’s see how they compare:

Which is the best for your Marketing?

New businesses will start at AdWords.

The key aim of our internet marketing strategies when we started out as a mere SEO firm was to help our clients get traffic from Search Engines via SEO.

This is still our main goal today. Also, over the years and from our experience working with customers in different niches, we realised that business owners sometimes need results faster and more immediately and that’s where AdWords comes in.

You’ll have to pay for each of AdWords’ visits but if your promotions are successful you can justify the investment in PPC and achieve your business goals.

AdWords is ideal for start-ups and new companies that want to get targeted traffic quickly in order to make sales, find new customers or even test their products, procedures, effectiveness of the website and any other component in their sales or marketing processes.

When you use AdWords wisely and carefully, then the above is accurate. Starting to spend money on AdWords is very simple and if you don’t have good tracking and control software, you can end up making losses rather than income.

While the programme is user-friendly (but you invest more), if you don’t have the skills and expertise to manage AdWords campaigns, then save money and employ qualified companies (preferably AdWords Partners) to do it for you.

This is the safest way because you don’t risk money but take advantage of using AdWords.

Don’t forget about SEO

While it’s a good idea to start with AdWords because it’s quicker, for better results you can also start working with SEO, Content Marketing and social media. These 3 tools are what you need for online success in the long term.

Content marketing will help you build the right content. SEO will help you refine your search engine content and increase the amount of organic traffic and social media will promote your SEO-optimized content to a wider audience.

Should I use both at the same time?

Some people say that you don’t need to use AdWords when you get SEO traffic but that’s a wrong approach.

Even if you’ve got good rankings, you can still use AdWords and get more exposure to the same keywords that SEO traffic is getting.

You can calculate the success of your AdWords campaigns, and even raise your budgets for a higher ROI if they are successful.

Which one is the best for ads – SEO or AdWords?

It is indeed clear to use AdWords to start attracting traffic and working on the SEO, in combination with digital marketing strategies and social media initiatives to get access to organic traffic and social networking.

Conclusion

AdWords and SEO are the two important tools available in the arsenal of digital marketing.

If you want to generate more traffic, then you can use AdWords. And you need SEO for a long-term, sustainable online success.

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Google Ads

Google Ads Playbook & Its Campaign Types

Google Ads

Google Ads is arguably one of the most overlooked advertising sites to pay for. Most company owners endorse their goods with sponsored posts on social media platforms such as Twitter. However, underuse Google Ads, given the unique ability it provides to explicitly market their products and services to customers actively searching for them.

Google Ads is putting your fingertips on a wide range of advertising tools. This also offers you the access to users of the world’s two biggest search engines, respectively Google and YouTube, and a network of millions of advertisement websites.

Unfortunately, there is a complicated interface and a steep learning curve at Google Ads. If you do not know what you are doing, then you may end up targeting an audience too broadly and spending money without turning a profit.

Google Ads Campaign Types:

1. Branded Search

Google branded search campaign

Goal: Catch searchers actively searching by name for your brand.

Relevance to audience: High. (They’re searching for you.)

Approx. cost per click: Low (~$0.25 to $3.00).

ROAS Expectations: High (3:1 to 30:1). They are looking specifically for your brand.

KPIs: Profitability, number of orders.

Scalability: That will depend on how well your brand is built. This will also rely on how many customers are searching for you, which can be pushed up by other marketing campaigns that raise awareness of the brand.

Implementation is simple: When you are not familiar with search engine marketing, this form of strategy can be hard to execute. It can need resources in-house. But branded search isn’t that labor-intensive to manage, so, if you can, make this a priority.

2. Non-branded Search (Generic)

Google ads non-branded search example

Goal: Generating eligible purpose-based traffic, and potentially new consumers, through ads to people who may purchase your goods but may not already know your brand.

Relevance to audience: Low to medium.

Approx. cost per click: Medium to High ~($1 to $20).

ROAS Expectations: Low (0:1 to 3:1, by price, product / market fit, etc.).

KPIs: New company acquisition, sales, traffic, number of orders.

Scalability: Potentially large, depending on the users search volume and terms type.

Ease of implementation: Like for all forms of search campaigns, this one can be difficult. To manage and test your creative and landing pages, these campaigns require lots of human resources, plus a lot of money to drive results. This is best to employ staff to ensure careful management of these promotions.

3. Non-branded Search (Niche)

Goal: Acquisition of new customers from niche audiences which suit your niche products.

Relevance to audience: Medium to high. (The more specialized the market and the better your product addresses the specialized, the more important your market will be.)

Approx. cost per click: Medium to High ($1 to $20, depending on the competition and value of customers/orders to other advertisers.)

ROAS Expectations: Medium (0:1 to 5:1).

KPIs: New customers acquisition, revenue, traffic, number of orders.

Scalability: This would rely on how many users are looking for these keywords, which obviously have smaller viewers compared to broader non-branded searches without these niche modifications.

Ease of implementation: This form of campaign is not easy to conduct, compared to other search campaigns, and will require sufficient resources to set up and sustain. If you don’t understand keyword match styles and how search strategies, advertisements, and landing pages can be designed and optimized, then we would suggest hiring an expert who does (more on that later).

4. Competitor Search

Google competitor search

Goal: To attract potential consumers who may not recognize your company or product by looking for your rivals and putting your company in front of shoppers.

Relevance to audience: Low. (Users are searching for a specific rival, and not your brand.)

Approx. cost per click: Medium to High (~$1 to $20).

ROAS Expectations: Medium (0:1 to 3:1, depending on the competition and whether your competitors bid on the same branded keywords, or their competitors).

KPIs: Traffic, New Customers, Order Number, ROI.

Scalability: This will depend on how big the brand of your competitor is, how many people are looking for it and other marketing activities that increase recognition of it.

Ease of implementation: This one is not easy to do as with all the search campaigns and may be very costly. You’d want dedicated resources to manage this.

5. Google Shopping (Branded)

Nike sneakers shopping ads

Goal: Use your advertised keywords to attract searchers who shop specifically for your products / product categories.

Relevance to audience: High. (They’re searching for you.)

Approx. cost per click: Low (~$0.25 to $3.00).

ROAS Expectations: High (3:1 to 30:1).

KPIs: ROAS, number of orders.

Scalability: This depends on how many users are searching for the brand

6. Google Shopping (non-branded)

Google shopping ads

Goal: To capture searchers looking specifically for the types of products you are selling but not necessarily by name for your branded products.

Audience relevance: Small to medium (they are searching for categories of your product, not actually your products).

Approx. cost per click: Medium (~$0.25 to $20.00).

ROAS Expectations: Medium (0:1 to 5:1).

KPIs: New customer acquisition, revenue, traffic.

Scalability: Generally high but depending on how many shoppers are searching for your products / categories of products.

Ease of implementation: Separating branded and non-branded traffic requires some set-up, but once done then you can have a separate non-branded shopping campaigns and dedicate a specific budget to each.

7. Retargeting (Text, Banner, Video)

Retargeting Google Ads

Goal: Targeted ads to potential customers who have never visited your site, browsed a specific category page, added products to your cart or made a purchase already.

Relevance to audience: High

Approx. cost per click: Low (~$0.25 to $3.00).

ROAS Expectations: High (3:1 to 30:1).

KPIs: ROAS, orders.

Scalability: This will depend on the traffic on the web, or the size of the audience involved in the activity that you are targeting.

Ease of implementation: It’s not too hard to set up this sort of campaign, if you know how to build negative audiences and load advertisements and target them into Google Advertising. Nevertheless, you would want to devote resources to sustain it, as the aim with retargeting is to create a lucrative tool that you can use to turn past visitors into clients. Also, you’ll need your own channel with video assets uploaded to YouTube, if you want to use YouTube retargeting for video ads, too.

8. Display Ads (Topics and Interests)

Google display ads

Goal: To raise awareness of your product or service through ads on Google Display Network sites that relate to a particular subject or category of interest.

Audience relevance: This will depend on the interests and the topic themes you are targeting, and how relevant they are to your product / messaging.

Approx. cost per click: Low to Medium (~$0.25 to $3.00).

ROAS Expectations: Low (0:1 to 2:1).

KPIs: Impressions, clicks, general brand recognition, micro-conversions (email sign-ups, different page views, time on site, physical location visits if you have one), number of orders.

Scalability: Usually high but it depends on the groups you target and the number of sites or users in the Google Display Network that fit those requirements.

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Social media

Social media for business – Which the best one?

Social media

Social networking networks have rapidly become a big part of enterprise marketing.

With so many social media sites available, you’ve probably wondered which one is the best to market for business.

Some of the brand development and marketing platforms include:

There is no single platform that is best for all companies. For instance, it’s impossible to say that your business should choose Facebook over any other kind of social media platform. However, choosing the right social media channel for your company is totally possible.

When it comes to social media marketing, the best option is to select the platform that’s perfect for your brand.

This includes evaluating the platforms to understand where your customer base is, and if they are engaging with brands or not, also if the platform fits your brand’s personality.

For example, if your brand mainly seeks to appeal to millennial women, Instagram should be one of your top choices. This platform appears to target more women than men, and people under the age of 25.

Alternatively, if you’re a B2B brand, you’ll find more success on LinkedIn, a platform that primarily appeals to professionals and brands seeking to connect with other professionals.

Ask yourself:

How to determine the success of your social media campaign?

After deciding which platform to embed in your marketing strategy, the next move is to find ways to monitor your success.

Fortunately, many tools will help you measure the success of your efforts in social media marketing.

Although Facebook has become extremely popular for brand promotion, but it is not always fit for every brand type, and it is not always fit for every customer type.

Other ways to track your success include:

Does it really matter?

Some people may wonder, if they should spend the time and money involved in creating a marketing campaign on a social media. If they’ve already taken the time, then they need to work on their email marketing campaign. Is this much more necessary?

Yes, Indeed! It is a must these days to integrate social media marketing with your email marketing campaign.

About 3.2 billion people are estimated to actively use social media, and many of those users don’t just follow their friends and family — they follow brands.

Social media allows you to –

Social networking is a perfect way to be able to communicate with your client base. It helps you to quickly fix problems which will not only make your customers happy but will also help you save money.

Popular social media platforms –

Facebook

More than 2.20 billion users are on Facebook, the highest of any social network. Every day approximately half of all Facebook users are active. They spend an average of 18 minutes per hour, when they use Facebook!

Every Facebook user has an average of 80 sites, groups, or events to link. That’s where you come in – the marketing activities and the involvement of Facebook.

Twitter

Twitter is a place to happen. The average user is a market segment full of opportunity, with its 208 average followers, 307 average Posts, and an average of 170 minutes on Twitter per day. About half of Twitter users use it every day, and many times a day at least 29 percent of Twitter users are involved.

Twitter isn’t as much a forum for lead generation – as it is a tool for brand loyalty. For instance, 85 percent of Twitter users “feel more connected” to a business after Twitter tracking them. Great content from a Twitter brand will elicit follow-ups and retweets, but a loyal customer would typically continue to follow a favourite brand.

LinkedIn

Two new people join LinkedIn every second. Now, LinkedIn is a capability of more than 270 million users to be reckoned of.

Marketers support Twitter, and Facebook, according to Search Engine Journal. They left LinkedIn out. But this is the deal. LinkedIn is the B2B marketing platform not B2C marketing platform.

LinkedIn proudly vents its professional user base. Many of those experts have business ties. Such companies may benefit from the extra love of marketing. Don’t forget about LinkedIn, especially if you are a B2C.

Pinterest

Pinterest officially is a more popular networking site than email according to a survey earlier this year. Pinterest has the highest per-click revenue from any other social media network.

Pinterest was labelled as a women’s social platform earlier. This was real, at first. Right now, women account for about half of Pinterest pinners, which isn’t much different from the gender slant of other social media sites. Pinterest is a place for any gender, any company, and any brand.

Instagram

I found Instagram to be a powerful way to promote one’s personal brand as well as a company. Given my not-so-often blogging, I’ve discovered that loving and commenting on other pictures is a powerful way to gain huge followers.

Instagram is a platform for the visuals. We already know pictures get 5 times higher engagement on Twitter, and pictures make up 93 percent of the most engaging posts on Facebook. All photos and video are with Instagram. This sort of visceral appeal is one of the reasons for the huge success of Instagram. Throw video into the mix, and you have a basically addicting social media channel. Visual feedback in social media is electric.

YouTube

YouTube has the distinct position of being the world’s second-largest search engine. That’s no small feat, considering that Bing and Yahoo (unsuccessfully) have been vying for that position. YouTube did so without even having to.

Several brands lend themselves more to video virality than others but can post videos from any brand. A video doesn’t have to be expensive or fancy for a brand promotion to be successful. It has got to be on YouTube.

What now?

Are you committed to incorporate at least one of the social media platform into your marketing strategy? If you’re combining one or more channels, you can be confident it will increase the visibility of your brand and contribute to your overall marketing performance.

And, with the integration tools from Proeze, integration is easier than ever.

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Google Ads

Google Ads and Its Types

Google Ads

Google Ads is arguably one among the foremost misunderstood platforms for paid advertising. Most of the business owners are promoting their products with sponsored posts on social media’s like Facebook. However, Google Ads despite the unique opportunity – it offers to advertise the products and services on to people who are actively looking out for them.

Google puts an outsized breadth of advertising tools at your fingertips. It also gives you access to users of the world’s two largest search engines— Google and YouTube, and a network of many websites to advertise on.

Why use the Google Ads platform?

Google Ads has some similar features of many other paid advertising platforms.

Using Google Ads, we may;

But what makes Google Ads uniquely attractive is, its ability to succeed in consumers in three distinct ways, the primary of which is Google’s bread and butter, and what you can’t get on a platform like FB, Insta, LinkedIn.

1. Search Ads

People generally use search engines—unlike social media’s—with a selected intent in mind: to look for answers, get solutions to their problems, or find specific products or services. This makes Google a strong marketing channel for a variety of companies.

You can portray how you advertise on Google, supported the common volume of monthly searches for a given query, the estimated cost you’d pay per click, and other data which Google makes readily available. You may run search ads that promote your products and services directly within the search results of a selected query and even narrow your target to users residing a certain geographic area.

You can create text ads, which display in search results marked with the word “Ad” by a small box, or Google Shopping ads. And it contains key purchasing information, like product photos, prices, and ratings—something that creates them perfect for several eCommerce brands. We may see both text and shopping ads in action below.

2. Google Display Network

You can also brand your products or services to attract customers through the Google Display Network.

Display advertising gives you a greater choice to reach out to people outside of Google results, through text, image, and video banner displays. These appear as users browse online, use apps, or watch videos.

While many advertisers address Facebook for his or her display advertising, Google is additionally a viable option.

The Google Display Network reaches 90% of all internet users round the world and consists of ad space on at least 2 million sites and 650,000 apps. Visit any news site and you’re likely to ascertain Google display ads at the highest, within the sidebar, or maybe throughout the content itself.

3. YouTube ads

The Google Ads platform also allows you to advertise on YouTube, which is owned by Google. Technically, YouTube is simply one of the sites within the Google Display Network. However, it is measured on its own, it’s the third most-visited site on online, after Google and Facebook. Users watch about one billion hours of YouTube videos each day. Therefore, it creates tons of opportunities to interact with potential customers.

You’re probably aware of the pre-roll ads that play before YouTube videos, but there also are banner and overlay options.

As you’ll see, Google offers a wide range of ad types. But before you select between text, image, or video, you might like to know where your ads are going to be shown and who will see them.

How does Google Ads auction work?

Most of the campaign types available on Google Ads operate on an auction system. Advertisers compete for an edge or “rank” on the program results pages by bidding (usually) on clicks.

The amount you bid and the way your keywords are found will determine your placement in reference to other bidders. However, the very best bidder doesn’t necessarily win the highest spot; relevancy is additionally a determining factor.

Google wants to point out ads that are useful and relevant to its users. You may want to advertise to relevant users who are checking out your business or terms associated with what you’re selling. So, Google assigns an advertisement Rank supported various factors, like the relayed of your ad copy and the ad format to the keywords that you’re buying, the webpage you’re sending visitors to, and more.

As an advertiser, the more relevant your business is to the terms you’re buying, and therefore the more relevant your ad messaging shall be – to users checking out those terms and the page you’re sending them to, the cheaper it’ll be for you to rank for that traffic.

Before you dive headfirst into the world of Google Ads to manage your marketing on the platform—there are some key concepts and campaign types that you have got to understand.

Google Ads terms and ideas

Paid marketing, Google Ads in particular—comes with its own vocabulary of terms and ideas.

Here’s a glossary you may use as a reference, if you encounter a term that you’re unsure of:

Paid marketing terms to find out:

Impressions – the amount of times an advertisement is viewed.

Cost – the quantity of cash a campaign spends on paid advertising.

Clicks – the amount of times your ad got clicked by a user.

Conversion – the particular goal you’re tracking (a sale, a view of a high-value page, an email check in , etc.).

CPM (cost per thousand impressions) –  The ad buyer’s cost to possess their ad seen 1,000 times.

CPC (cost per click) –  The ad buyer’s cost per click. CPC are generally as low as a couple of cents or as high as a couple of hundred dollars, counting on competition, your industry, and audience relevance.

CTR (click-through rate) –  the number of users who clicked on your ad out of the total number of impressions it had received. Your click-through rate is that the most vital signal of relevancy in Google’s search auctions.

Conversion rate – the amount of conversions divided by the number of clicks, expressed as a percentage.

Budget –  the entire amount of cash allocated to a billboard campaign.

Revenue –  the entire value, in dollars, generated by a billboard.

Profit – the entire value, in dollars, generated by a billboard after subtracting expenses, like advertising costs and price of products.

ROAS (return on ad spend) – Revenue generated from a campaign divided by the advertising cost to point out the return thereon ad. Say for instance, $5 made for each $1 spent yields a ROAS of 5:1.

AOV(average order value) – the typical dollar amount a customer spends on a site. AOV is calculated by dividing the entire revenue by the amount of orders.

CLV (customer lifetime value) – the expected total value of one customer (sometimes called LTV) for everything of their relationship with an organization, including future purchases.

Terms and concepts used in Google Ads

Campaign: A campaign contains one advertising objective, like traffic or conversions, for one or more ad groups. Budgeting is completed in the campaign level. If you are expecting certain things within the campaign, then it will perform differently (better or worse) and that’s a good indication. Therefore, it should be a separate campaign.

Ad group: An advertisement group contains one or more ads and your target. A good ad group contains a unique set of ad messages that directly match your target.

Ad: The creative text, image, or a video that users will see on the internet.

Keyword: The phrase or word(s) which a user enters into the search engine.

Keyword match type: Keyword match type involves controlling the search – how broad or exact the chosen keywords (synonyms, related searches, etc.) must be to trigger a billboard.

Negative keywords: If you would like to stop your ad from being triggered by a particular word or phrase, you may add it to your negative keywords list. This will help you to exclude a similar but irrelevant keyword.

Quality score: The relevancy of an advertisement to the search term or audience being targeted. Generally, the higher the standard score, the lower the price per click and therefore, the better the ad position.

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