By the end of 2019, Google is aiming for 60% of digital advertising budgets to be spent on programmatic advertising. In addition, Forrester predicts that programmatic advertising will account for the majority of all digital advertising spending over the next few years.
The only hurdle to the success of programmatic advertising is the uptake from digital marketers. As it is a relatively new idea, marketers have a lack of knowledge around the process, combined with a reluctance to change their tried and tested methods of purchasing ads.
Predicted to be the future of digital advertising, digital marketers who understand and implement this now are one step ahead of the competition.
What Exactly is Programmatic Advertising?
Programmatic advertising is basically an algorithm that instantly bids on ad auctions during page loading times to present an ad to the customer when the page appears. It uses data in its inventory to pinpoint which ad to show to which customer, at the right time.
When someone clicks on a web page that has designated ad space configured for programmatic advertising, the owner of the web page puts up an ad impression for auction in an ad marketplace. This ad marketplace then runs an auction among advertisers that are interested in displaying an ad to the customer that just clicked on the page. Often, there are several advertisers competing in the auction, so it comes down to which advertiser bids the most. This ad is then selected and shown to the user.
While this seems like a very complex process that should take time to implement, in actual fact the whole thing happens in a matter of milliseconds. This is because the process is automated and the maximum bid for each advertiser is already programmed into the system. As such, programmatic advertising works in real time.
What are the Benefits of Programmatic Advertising?
Programmatic advertising gives digital marketers a number of opportunities that are not possible with manual ad placement. It allows digital advertisers to secure digital media spots without first having to negotiate a price, which means that they are only paying for relevant impressions. It also makes digital advertising more flexible as it gives advertisers the option to sign up for a minimum number of impressions or choose a minimum budget. In addition, advertisers can use programmatic marketing to buy digital media across publishers, which reduces time and admin costs and makes the whole process easier.
But the opportunities are much greater than just making ad buying easier and more flexible. With programmatic marketing, bids are arranged based on each individual accessing the site, so advertisers can target individuals much more effectively. Programmatic technology uses the customer data that it collects to identify what resonates with each individual so that it can then target them at a time they are most likely respond, on the websites they are most likely to engage with, with content that resonates with them.
This can dramatically increase the relevance of your campaigns, which in turn can improve conversion rates. As such, programmatic advertising is likely to take off in the coming months and years as an effective tool in any digital marketing campaign.
An Example of Programmatic Advertising in Action
Car manufacturer Audi used programmatic advertising when it launched its customizable vehicle, the Q2. The company’s objective was to personalise its marketing through an innovative digital marketing campaign.
The car manufacturer worked with Google, using analytics to identify and analyse key customer touch points. This involved setting up comprehensive tracking on the Audi website and creating remarketing lists of website visitors. In addition, Audi used in-market segments to identify users whose online behaviour indicated that they were looking to buy a car. The brand also made use of a car configurator tool on the website that gave users the opportunity to customise their dream car to gather information on user preferences, which was used to dynamically generate ad creatives.
Combining all of this data, users would then be served highly targeted, customised ads based on their position in the sales funnel – from someone with no previous contact with Audi to someone who had completed a configuration of the new Q2. For users who had completed the configuration, the company used dynamic ads with an image of the visitor’s individually configured car (chosen from over 6,000 combinations), to show with the model and colour that they created; ensuring maximum relevance.
It is undeniable that the opportunities have massively increased for marketers to target their audience online. However in order to this effectively, they have to master an ever-evolving number of strategies, channels and tactics.
To engage the modern consumer, today’s digital marketers have to create a multi-channel strategy that makes use of all three types of digital media: paid, earned and owned. It’s important to understand the difference between each of these types of digital media and how they can work together to benefit your business.
What is Owned Media?
Owned media is a term that refers to the online properties that belong to the brand or business. This includes the company’s website, blogs, social media channels, apps, and online stores.
Paid and earned media are both designed to drive prospects to a company’s owned media, so it’s important that it is designed in a way that converts these visitors and leads into paying customers.
What is Paid Media?
With paid media, a brand pays to advertise on another channel with the objective of driving traffic to their website, or other owned media property. Before embarking on a paid media strategy, it’s important to ensure it is well thought out and executed, with effective calls-to-action that will direct a prospect through the buying funnel to sale.
The following are some of the most effective paid digital channels:
Display Ads: Display ads are a cost-effective way of reaching your target audience on relevant websites. Targeting is extremely refined with display advertising, which makes it an effective option for online advertisers.
Paid Search:Paid search advertising shows text-based ads on search engine results pages to people who are searching for your products or services. As you only pay when someone clicks your ad, this can be a cost-effective method of online advertising.
Social Media ads: Social media platforms capture 33% of the timeusers spend online, so they are a good place to advertise. The different platforms, from Facebook to Twitter, Linked In and YouTube all offer a range of advertising options for businesses.
Content Syndication: Placing your content on popular websites as “Related Posts” or “More From Around the Web” links is a great way to get your content out in front of a much larger audience. There are a number of paid services that syndicate content across a network of publishers, to deliver content to targeted and relevant audiences.
Paid media is a vital part of any online marketing strategy. The beauty of paid marketing is that while it does cost to advertise, it doesn’t need to break the bank. On all of the above channels, you can start with a very small budget, find out what’s working and increase it as the leads start to come in.
What is Earned Media?
Unlike its counterpart, earned media can’t be bought. It is basically the online form of word of mouth advertising, where the customer or client talks about, shares, likes, or comments on a brand. This can involve discussions around the brand’s content, or sharing their own experiences with the business. Simply put, it is where influencers convince other prospects to look further into a brand, or its products or services. When done well, earned media can result in increased visibility and reach.
Earned media generates increased brand exposure by placing your message in new and different media environments. It also promotes the brand through authoritative sources, which is extremely effective in building trust in your business.
Businesses are often attracted to earned media as it is ‘free’. However, it often takes a lot of background effort to generate enough interest in the brand for an influencer to take notice of it. It’s also important to consider that with earned media, you have very little control over the content and its placement.
Getting Paid and Earned Media to Work Together
From the above, it’s clear that there are many differences between paid and earned media. The main being that paid media is typically easier to control and target, however, earned media has greater potential to spread.
The most effective digital marketing strategy will incorporate both paid and earned media, as well as owned. The better these channels integrate, the more success you’ll see in your campaign.
Integrating these channels and optimising your strategy doesn’t need to be complicated, simply follow these core principles:
Use your owned media to house content that is engaging, customer focused and solves a customer’s problem
Strategically spread that content through targeted paid media
Build trust in your brand to develop a strong network of brand advocates
When you can get these channels to truly work together, you’ll start seeing the results in your campaign.
The beauty of digital marketing is in its ability to measure absolutely everything. Gone are the days when you run a print ad, put up a billboard or broadcast a radio ad and hope your target market respond to it. While there’s no denying that these types of advertising are effective, particularly for brand building, it can be more difficult to measure your results on these channels. Fortunately, with digital marketing, this isn’t the case.
Digital marketers have an abundance of data at their fingertips; from the channels driving traffic to your website, to user behaviour on the website, conversion rates, and everything in between.
The best digital marketers analyse this information and use it to inform their campaign strategies. A marketing dashboard can be a helpful tool for gathering information and presenting it in a way that is easy to digest.
What is a Marketing Dashboard?
A marketing dashboard is simply a platform that collects your data and the metrics that you want to measure to provide a summary of your marketing efforts. Marketing dashboards give you the ability to easily see the information that you need to make marketing decisions and other high-level strategic decisions that add value to your business. There are a number of companies that offer marketing dashboards. You can use one of these options for your business, or create your own in-house.
What to Include In Your Marketing Dashboard
There are a number of different elements that can be included in a marketing dashboard. You should customise your business’ dashboard to you’re your specific marketing objectives or overall KPIs. If you still need some inspiration to get started, the following are useful pieces of data to inform your campaigns.
1. Sources of Traffic by Channel
Looking at traffic by channel is an excellent starting point. Your digital strategy is likely to incorporate several different channels. It’s important to know which are the most effective in bringing traffic to your site so that you can decide where to allocate your budget. Your dashboard should include a section that details whether traffic is from Social Media (and which site), Display Ads, Search Engine Marketing or other website referrals.
You can then look at how traffic from each channel performs so that you can focus your time developing the most successful channels. In order to do this, consider metrics such as Bounce Rate, % New Sessions, Time on Page and Number of Pages per Session for each channel. These metrics can be used to inform your entire marketing strategy going forward.
2. Overview of SEO
This section should include an overview of ranking positions for targeted keywords. Then, depending on the SEO tactics that you are using, you should provide additional information about what you have done to get your results, for example, a table showing new backlinks for the month can be included, or statistics about on-site optimisation.
Keeping an eye on the keywords that work for your company is another vital part of your SEO campaign. If you know what keywords are working for you, you can optimise your campaigns to place more focus on these. In addition, if you notice that there are keywords that are important to your business but are not bringing visitors to your website, or converting them when they get there, you can place more emphasis on your strategy for these terms.
3. Pay-Per-Click Campaign Stats
If you are running PPC campaigns, a section of your report should be dedicated to displaying the metrics of your paid channels. The key metrics that indicate the effectiveness of a PPC campaign are: Impressions, Click Through Rate, Cost-Per-Conversion, Total Spend and ROI. These can be displayed at either AdGroup or Campaign level.
By looking closely at these metrics, you can make recommendations on where ad spend and budget should be focused.
4. Social Media Overview
If Social Media marketing is part of your digital marketing strategy, it should also have its own section in your marketing dashboard. Outline the performance of each channel individually with a focus on engagement metrics. This gives you a more in-depth understanding of how each channel is working for you and which are best at reaching your audience. For a more in-depth report, consider adding a web traffic report that is filtered by “social” that shows how many people came to your website from your social channels.
This is the part of your dashboard that most people will pay attention to – as ultimately, everyone is most interested in the metrics that impact the bottom-line.
This section should include metrics, statistics and charts showing the number of online conversions. Good metrics to include in this section are:
Leads and conversions by Channel
Revenue – particularly if you’re reporting on an e-commerce website
Number of conversions from Paid Vs Organic
Cost Per Conversion for Paid channels
These metrics should be compared month on month so that you can clearly see which channels are converting best for your business over time.
Your marketing dashboard is a powerful tool as it allows you to dive into the different attribution areas that are most important to your business. By appropriately analysing your data and adjusting your campaigns accordingly, you are able to eliminate bad leads and wasted money.
‘Actionable Insight’ is a term used in data analytics and big data. It refers to information that is backed by enough data to give managers and organisations the ability to make an informed decision.
Analysing your marketing analytics can give in-depth insight into the performance of your campaigns, show your superiors or clients how marketing initiatives are going, and help identify aspects of your campaigns that can be optimised to generate better results.
Adapting, modifying and improving your marketing efforts is the key to success for any digital campaign. The following are some actionable insights that you can apply to your own campaigns.
1. Decide how Often to Send Emails
It’s important to identify just how often you should get in touch with your email list. Determining this involves testing, but it’s worth a bit of effort to get the vital insight. To do this, first segment your communications list and choose one segment to use as a sample. Create a series of emails at the frequency that you want to test and send them to your segment over your defined period of time. After this test, you can compare analytics from the test against the analytics from the other segments with the original email frequency. Looking at open rate, deliverability rate, unsubscribe rate, and click-through rate will help you identify this.
2. Find the Best Topics to Blog About
Blog analytics can help you determine which topics resonate with and engage your target audience. The best way to do this is to group your blog articles by topic then look at the stats for those blog posts, for example, the number of views, bounce rate and time on page. Look for a trend to identify which topics perform better than others. You can then adapt your blog strategy to create more content about the topics that interest your target market.
3. Improve Your SEO Strategy
The SEO analytics that your business has access to are instrumental in informing which keywords to target in your link-building and on-page optimisation efforts. Your data can tell you which keywords are effective in driving the most relevant traffic, leads, and customers to your business. You can then use this to identify other long-tail keyword variations based on these high performing keywords. SEO data can also be used to check that your content strategy is effective. If you notice that certain key phrases generate a lot of traffic but those visitors are not converting, you can then look at the on-page content and optimise it to encourage visitors further through the buyer journey to sale. Or alternatively, you may realise that those keywords are not the most relevant for your audience.
4. Choose Which Social Sites to Focus On
There is an ever-increasing number of social media sites available to today’s digital marketers so it can be difficult to choose which ones to dedicate most time to. Your business analytics can provide insight into the traffic and leads that each of these channels generate. You can also use this data to identify how many of these visitors and leads convert into customers and then allocate your time accordingly. For example, if you notice that Twitter generates website visits but they don’t convert, while visitors coming from Facebook are generating significant ROI, it makes sense to spend more time on your Facebook strategy.
5. Optimise Your Landing Pages
It’s important to analyse the traffic to each landing page, as well as the conversion rates on the page. The Call To Action is an important element on your landing page and monitoring the click-through rates of these can reveal a lot of information about how effective your campaigns are. When it comes to landing pages and the elements on them, the best way to optimise is to A/B test. Sometimes a little tweak can make a huge difference, so it’s important to test the elements on your page to find the best combination that converts for your business.
6. Focus on the Marketing Channels that Work for You
Your analytics data lets you compare how effective each of your channels is so that you can measure which are the most effective in generating leads and conversions. From social media to email, SEO, blogging and paid search ads, it’s vital to know what is working for your business. If you notice that paid search marketing is your best source of conversions, while social media doesn’t generate leads or conversions, you can use this information to reallocate some of your budget in order to generate more conversions that boost your bottom line.
While most of these changes are minor, from time to time, Google will roll out a major algorithmic update that significantly affects search results and optimisation.
SEO is constantly changing, and as marketers, it can be difficult to keep up with the latest updates to Google’s algorithm. Not to mention wider search trends on other platforms and devices. However, those that can stay on top of the changes and prepare ahead are the ones that will be successful in their SEO strategy in the months and years to come.
From focus on user intent to technical SEO, search habits and content, there are a number of strategies for digital marketers to consider going forward. The following SEO strategies and tactics will help you dominate in the SERPs in the next 12 months, and stay one step ahead of your competitors, if not Google itself.
Understand User Intent
Knowing your audience and what they are most likely to respond to will be key to an effective SEO campaign. That means going beyond standard keywords to consider the user’s expectation and intent behind the search query. This is known as semantic search, which has already caused significant fluctuation in rankings over the past year.
Going forward, top-performing sites will stop matching their content to keyword phrases and instead make sure that their content effectively and comprehensively answers the questions your audience asks via search. Put simply, the best way to optimise your website for new search trends is to ensure it enhances your audience’s journey. It should focus on the different stages that prospects are at in the buying funnel and how to move them through to sale.
Consider other Search Habits
Google currently has 74% of the search market, so many SEO strategies naturally focus on optimising for Google. However, the foundation of SEO is to appear when and where people are searching and as technology is advancing so are consumer search habits. Your potential customers may be searching for you within apps, podcasts or videos, so it’s important to ensure your business ranks where they are looking. Another major consideration is the growing use of voice search, which is predicted to make up 50% of all searches by 2020. As brands are becoming multi-channel, your SEO strategy also has to be efficient, engaging and optimised across devices and platforms.
Focus on Content
Google’s 2018 algorithm updates revealed that the search engine is placing even more focus on content going forward. Sites that will continue to succeed will have both depth and coverage in their content. Content should be used to answer a question, get a lead, make a sale, provide social proof or build a community. It should not be written with the sole purpose of churning out updates to help with your SEO. Research your audience and create something for them, rather than for a Search Engine and you are more likely to succeed with your content.
Invest in Technical SEO
Concentrate on On-page Optimisation
On-page optimisation has grown in recent years and will continue to be important in 2019. Why? Because it gets results. It’s important to remember that on-page SEO isn’t something that should be done once and forgotten about. Web pages should be continually optimised and tested to ensure they are performing to the best of their ability. Some of the following elements can be optimised to improve your on-site performance:
Ensure your content answers the most common user questions
If you have an internal site search function, make sure it provides relevant answers to user queries
Take steps to shorten the conversion process on your website
Customer support should be available to respond to questions related to the business. If you don’t have the capacity to do this manually it can be done through a chatbot
The Internet is rapidly changing, and today it is a very different place than it was a few years ago. As the capabilities and features on the Internet have increased, so have customer expectations. It’s important that businesses meet these increased expectations and provide customers with the opportunity to connect with them on a range of platforms.
Times are arguably becoming more difficult for the modern marketer. In order to run successful marketing campaigns, we now have to effectively predict where the customer is in the sales cycle and target them with relevant information and incentives that address their stage of buyer readiness. This type of customer experience is being referred to as “omnichannel” marketing.
Omnichannel marketing is a result of the ever-expanding range of marketing techniques that today’s marketers need to use to reach today’s consumers across multiple channels. While this concept may seem overwhelming for many, the change has been coming for a while, and techniques that are already widely used will be applicable to an omnichannel marketing strategy.
For a long time, marketers have known that customers will look for and engage with a business through multiple channels. From online channels such as search, social media and digital advertising to offline channels like print advertising and events. If your business doesn’t understand the full range of sources that their customers use, you can’t effectively implement marketing campaigns and may be missing out on potential opportunities to build customer relationships.
While smart businesses have had multichannel marketing campaigns running for years, recently the number of available channels available has dramatically increased with the rising use of social networks and mobile devices. This has made multichannel marketing more complex.
Cross-channel marketing means that you are marketing with a consistent brand identity across every channel. Your website should look the same when it’s viewed from any device or mobile app and your message should be consistent across social media, in-store, on promotions and at events so that your brand is easily recognized. Today’s customers expect a rich customer experience across channels; they want to be able to start shopping on one device, such as their mobile and pick up where they left off if they switch to another device such as a laptop or desktop. This more personal, customised experience is becoming the norm for customers today, so it’s important to get your cross-channel strategy right.
It is critical that your company’s message, branding, graphics, pricing and details of your product or service should be consistent no matter how, or where, a customer is interacting with the brand.
Omnichannel marketing is the next step in customer experience, after cross-channel marketing. Omnichannel marketing has come around as a result of the in-depth analytics that marketers have access to today. Every action that a consumer takes online leaves traces of data that marketers can put together to better understand the customer experience.
Analytical marketers can now collect and analyse the specific motivations and drivers of customers at each stage of the buyer journey. Combining these stages, they get a deeper understanding of how prospects and customers interact with the brand through to sale. This allows them to tailor communications to move customers through the buying funnel, and also identify areas where there are potential bottlenecks.
Creating a successful and dynamic omnichannel marketing experience can be driven by the marketing department, but requires the input of other divisions of the business; from online and in-store teams to product developers, merchandisers and customer service teams. The following are some of the first steps marketers can take to start implementing an omnichannel strategy.
Get a Full Understanding of your Customers: Carry out in-depth research to fully understand your customers’ drivers, motivations and needs. Identify the channels they are most likely to be on in order to work out where and what to advertise that will attract them to your company.
Set Up Analytics: Ensure you have comprehensive data analytics in place so that you are recording all the important elements of your online campaigns. Choose the metrics to track that are most important for your business and objectives.
Segment your Lists: To target your customers with relevant communications, you have to group them in a way that makes sense. Understand the different target audiences you have so that you know how to best target them.
Build Content: Start creating content for each of your target segments that will really resonate with them and encourage them to take action.
Update Your Social Media Channels: Ensure the social media channels you want to use are set up, being updated regularly, and have a consistent brand feel.
Set Up A CRM: You want to make sure that everyone in your business knows exactly how to interact with a certain customer. Creating a CRM system can help you provide an exceptional customer service experience while tracking data.
Moving your marketing towards an omnichannel experience can change your entire business for the better by helping you create a dynamic and holistic customer experience. At Digital Squad, we specialise in online marketing, working across a range of online channels. Contact us today to find out how we can apply our expertise to boost your business. Whether it is Facebook Marketing Singapore, AdWords Marketing Singapore, or SEO services Singapore, we have the expertise to help you out.
Conversion rate optimisation is the process of updating and testing elements on a webpage with the ultimate goal increasing the percentage of website visitors who take a desired action. As the process is based on conducting experiments, being able to collect and analyse data is key.
Setting Up for Your Experiment
There’s no point starting a Conversion Rate Optimisation campaign without having the tools in place to collect your data. Google Analytics is an excellent starting point. In addition, you may want to look at the information in your customer database, CRM and any automation platforms that you use.
These platforms should be set up in a way that segments the information correctly, as this is key to informing your online strategies. For effective testing, some of the most important pieces of information to consider are:
The pages or sections of your website that you want to test.
The audiences that you want to be included or excluded from your experiment.
Any valuable actions that indicate a change in status for a user on the site, such as clicking a downloadable resource or visiting a certain page. This is most relevant for lead scoring.
The specific channels that drive traffic to your website.
Depending on your business and objectives, there may be other things that you want to segment and track. It’s important to consider these at the start of the campaign so you can properly set up tracking from the beginning, rather than realising halfway through and having incomplete data.
Identifying Test Areas Based on Data
Before testing, it is vital to look at your data, as this will set a benchmark for your experiment. Use your segmentation to look for patterns of performance, combining data from the different segments to identify actionable areas of improvement.
It’s important to remember there are a number of things that can affect the performance of your digital campaigns. If your website has a variety of landing pages and one page has a much lower conversion rate than the others, you may jump straight to the on-page elements such as design, forms and calls to action. One of these elements could well be the problem, however looking at the bigger picture of the campaign can provide more in-depth insight. Consider looking at the data from different segments such as the traffic going to that landing page from different channels, or devices.
By looking further into the data in this way, you can get more information that may inform your wider campaign. For example, if 80% of traffic to that particular landing page was coming from a paid search campaign, you may have found the problem. In this case, you’d have to review both the ads and the landing page to understand how they align and pinpoint the cause of the low conversion rate. This could involve:
Testing new ads, and looking at click-through rates as well as conversion rates from traffic to other landing pages
Testing a new landing page, and looking at all traffic channels’ conversion rates
Don’t test both of these things at once. Choose one to start with, and start conducting the experiment to see if it makes a difference.
Running and Analysing your Experiment
Once you have determined what metrics you want to analyse, and you’ve set up your experiment, most of the hard work is done. Your experiment will run and you will start collecting the data that you need to optimise your conversion rates and boost your overall marketing campaigns.
The key thing to remember once you have your data is to ensure you analyse it objectively and don’t fall into the trap of confirmation bias. This is when an analyst subconsciously looks for information that confirms their hypothesis and places more weight on this data than on data that disproves it. This can lead to statistical errors that can be costly for the business.
It’s also important not to rely too heavily on software programs to analyse the data for you. While programs can provide the data, they can’t fully explain and interpret it in order to help make marketing decisions that drive business goals. Data analysis is about creativity as well as logic and requires a combination of the right tools as well as a human touch.
“Marketing and data science are only just getting acquainted. There will come a time when analytical techniques are built into most workflows and machine-driven decisions are commonplace. At such a time, data science will no longer be a separate activity but the essence of marketing.” – Gartner
Today’s marketers should be familiar with the relationship between marketing and data science to keep their marketing strategy on top of its game and ensure they are optimising conversion rates in the most effective way possible.
With an ever-increasing number of marketing channels out there, it can be difficult to know which to choose. Your audience is likely to be spread out across multiple channels and platforms; using Facebook to catch up with friends before searching Google to research hotels for an upcoming holiday, then browsing Instagram for a while before checking their emails.
Even though you know your audience is using all of these channels, you probably don’t have the budget to advertise on them all. You need to work out the most effective for driving traffic, engaging audiences, and boosting ROI. As a starting point, there are two channels that work together beautifully to create a lethal digital marketing strategy: SEO and Content Marketing.
SEO and content marketing both have their own benefits and undoubtedly bring important elements to an online marketing campaign. To really deliver results and grow your business, you need to get them both to work together. If you were to simply focus on creating blog after blog at the expense of SEO time, you’d likely start to see a drop in overall rankings. On the other hand, you completely focus on link building and getting high-quality links to your site, you probably won’t have enough fresh content to support it.
How SEO & Content Marketing Overlap
While it’s undeniable that there are differences between SEO and content marketing, there are areas where they overlap. Taking advantage of this overlap and applying it to your strategy is the quickest way to get more targeted visitors to your website.
1. Keywords Inform SEO & Content Marketing
Keywords are one of the vital elements of any SEO strategy. SEO is basically about researching and finding the most relevant keywords that searchers are using to find your products or services online, then using them on your pages and blog posts so that they rank higher in the search engine results pages (SERPs).
Embedding target keywords in your content is vital to rank well and in turn, boost traffic to your site. When writing content that works for SEO, it’s important to use keywords in a strategic manner. They should be used in the title and body section of the content and fit in a natural way without being overused, as repeating keywords too many times actually has a negative impact on SEO.
2. Quality Content Boosts On-Page SEO
Consistency is key for SEO and content marketing. Google will quickly index fresh, unique, creative content and it will always rank higher than low-value, repetitive content.
Your content shouldn’t just be designed as ‘click bait’ to attract users to your site but offer little value when they get there. It should add value to them by educating them or solving a particular issue. Influential content that ranks well on SERPs should address important long-tail keywords that are relevant to visitor queries. To identify the most relevant type of content for your audience, it can be helpful to brainstorm creative ideas and then match them to relevant search phrases.
3. Content Helps with Link-Building
Content is also ideal for link-building, which is another major factor of SEO. Getting more backlinks to your website from relevant sources signifies to Google that your site has quality content that searchers will be interested in. The best way to do this is organically, by creating expert content that other websites find interesting and want to link to.
4. Technical SEO Makes Content Findable
While articles and keywords are important for SEO, it’s also important to optimise robots.txt, enhance metadata and use tags appropriately. This technical optimisation makes the web page more appealing to the search engine and ensures that the site has no broken links with error codes.
Optimising URLs and making the slug concise and logical also helps the search engine find relevant subpages and categorize the different parts of your site. With appropriate technical SEO elements in place, your site will be better indexed in order to generate more authentic search results and relevant visitors.
The bottom line is that content is necessary to grow an SEO strategy because Google doesn’t want to see a stagnant website. Google wants to see that your website is building up relevant and useful content.
The key to a successful digital marketing strategy is to get SEO and content marketing to work together. Identify what you want from your website, and then you can work out how much time and resources to dedicate to which channel. If you want to simply attract users, focus more on SEO tactics that drive visitors to your site. If you want higher conversion rates once visitors get to your site, content marketing is more important.
Marketing automation is a type of technology designed to help companies streamline, automate, and measure marketing tasks and workflows. When implemented effectively, marketing automation can increase operational efficiency and grow revenue faster.
In the past few years, marketing automation has become more widely used, as it is easier to afford, scale, and implement than ever before. B2B & B2C companies have both adopted marketing automation in their campaigns to great success.
Both B2B and B2C companies use marketing automation to send more personalised, timely, and relevant messages to prospects and clients. While both are using the system to the same end goal (increasing revenue and efficiency), the methods of doing this are different.
The Similarities and Differences Between B2B & B2C Marketing Automation
B2B and B2C companies use marketing automation to build their brand by sending regular, relevant communications to their subscribers. Marketing automation provides both B2B and B2C companies with metrics that inform them what’s working most effectively for more successful future campaigns.
The main difference between how the channels use the technology is in the messaging. B2C is all about the customer journey and where the individual is their buying process, whereas B2B is more about education and sharing value to lead prospects through the sales funnel.
B2C Marketing Automation
B2C businesses are using marketing automation to send subscribers highly personalized, relevant content at exactly the right moment. Marketing automation can be used to send automated emails in real-time to customers based on their interaction with the brand website. Time or action-based triggers can be set up in combination with personalised email messages to drive revenue for the brand.
Marketing automation allows B2C brands to deliver these personalised messages without breaking the bank. Automation programs are not only affordable, but they are designed to be simple to use. They also integrate with systems that many businesses commonly use such as Shopify, Magento and WooCommerce. This makes Marketing Automation the ideal platform to deliver an exceptional customer experience, power customer journeys and deliver significant revenue with little manual effort (other than the initial setup). That combination makes marketing automation the ideal solution for busy B2C marketers who are juggling competing priorities.
B2B Marketing Automation
While B2C Marketing Automation is more likely to deliver hyper-targeted messages (like discounts on the exact pair of shoes you were looking at online); B2B marketing automation is more often used to demonstrate the company’s value to leads in order to educate and on-board users. This approach is still personalised, but there isn’t the need for the same level of personalisation as B2C.
B2B marketing automation is just as effective when businesses keep things more broad, and applicable to a target market group. As B2B companies often use marketing automation to educate prospects about how their products or services can be of benefit to them, splitting prospects into industry-specific groups is often sufficient to send relevant, targeted communications. These automated email campaigns often have the objective of driving free trials, sign-ups, on-boarding, and promoting events.
It takes 8 to 10 touches to generate a viable sales lead. Marketing automation allows B2B Marketers to create a relationship with a prospect by regularly staying in touch. Automated processes significantly reduce the workload for B2B marketers, while ensuring prospects are kept up to date with industry news, events, and educational resources that will add value to the relationship.
The Future of Marketing Automation
Marketing technology is developing fast, and solutions like Marketing Automation are being constantly developed to meet the needs of modern organisations. Marketers today need to be agile and take advantage of the new software and programs available to them. The most effective marketers in both B2C and B2B companies are agile, continually testing their approach and ability to change direction quickly as the industry evolves and customer expectations increase. They need to be armed with tools like Marketing Automation that will help them with the customisation, personalisation, and processes they need to engage today’s consumer.
It doesn’t matter whether they are in B2B or B2C, the bottom line is that modern marketers need automation technology that delivers on its promise.
Digital Marketing is not what it used to be. From the continual evolution of the smartphone to voice assistants, AI, Chatbots, and the cloud, today’s digital marketer has to navigate a whole new world of technologies to stay ahead of the competition online.
A quarter of marketing teams say that their organisation is resistant to change, especially when it comes to embracing new technology. But as digital marketers, we know that just as marketing has evolved, so too should our marketing strategies. Relevancy is key, and constantly updating your campaign strategy to address new developments is vital.
The things that worked for your business last year may not be effective for this year’s campaigns, so it’s important to keep pushing for change and embracing new marketing techniques. There are certain things that smart digital marketers are learning and preparing for now, in order to stay ahead of the curve and shape their marketing strategy in the years to come.
While you can’t be expected to be on top of every single one of them, it’s important to ensure your website is well-optimised for the current (and future) algorithms. The best way to do this is to focus on your customers and how they are interacting with your site. Use the metrics available to understand your customer’s behaviours and adapt your website for better user experience. This will be an effective SEO strategy no matter how many algorithm updates there are, as ultimately, Google takes cues from users to generate rankings. If your users love your website, so will Google, which will results in higher rankings on the SERPs.
Update Your Content Marketing Strategy
The way users consume content is changing, along with the way it is ranked on Google. Short, digestible blogs were previously recommended for both SEO and readability, but now content marketing should be more focused on long, in-depth pieces that provide deep insight. With all the information available in one place, users (and search engines) will be more responsive to this type of content going forward.
Another new consideration for your content marketing strategy is to create pillar pages on your website. Pillar pages are another type of long-form content that categorise your website content into key subjects. They answer key questions on the subject in guides that cover all aspects of the core topic while linking to other detailed offers and blog posts. Creating pillar pages can help to increase search ranking for your key terms and increase overall visibility for the specific subjects you are focusing on. Get in touch with a content marketing agency for assistance with your content marketing strategy.
As social media continues to grow, it is becoming a crucial element of digital communication strategies. Social media enables marketers to reach a huge, targeted audience at a low cost and can deliver measurable results in terms of sales, leads, and branding.
All business can make use of Social Media marketing – even those operating in complex B2B industries that often think these channels are irrelevant to them. While these companies might not see great results using Facebook to advertise their products and services, it’s about finding the right one to fit the audience. There are more than 590 million active professionals on LinkedIn, which is an excellent place to start for a B2B brand.
Marketers should leverage the power of LinkedIn, Instagram, Facebook, Twitter and all other social media networks at their disposal to stay relevant in today’s marketplace. However, it’s important to bear in mind that the world of social media is dynamic and constantly changing. It’s vital to keep up with these changes so that your social media marketing strategy will succeed long term. Get in touch with experts at a Facebook marketing agency Singapore.
Make Sure Your Design is Up to Date
Just as fashion trends update from season to season, so do design trends in marketing. This is particularly relevant for company websites. However, it would be almost impossible to redesign your entire website as design trends change as updating your website can be a long and expensive process. Growth Driven Design (GDD) is the ideal solution for this.