5 Common PPC mistakes to avoid in your business

Posted by on Sep 23, 2020 in PPC |

If you want to benefit from pay-per-click (PPC) advertising, you need to have clarity and intent when integrating it as a digital marketing tool. The most challenging aspect of PPC advertising is that it is by no means an exact science. There is a lot of experimenting involved in getting the correct formula for your business and budget. The rewards, however, can be substantial with Google reporting up to double revenue for the budget spent in some cases. Let’s take a closer look. 5 mistakes to avoid to fast-track success in PPC advertising  If you’re set on success in PPC advertising, here are the most common mistakes that business owners tend to make (and suggestions to help you fix them). 1. Neglecting the data  Before making any hard and fast decisions about how your campaign is doing, and which ads and keywords to target, carefully analyse all the available data. You may find that you are doing well overall, with plenty of clicks and conversions, and so you might decide to keep your current spread of ads as it is. However, parts of your campaign may be working well, while others are not working at all. One or two of your ads may be carrying your entire campaign. Analysing the data allows you to shift your strategy and spending to maximise your results. 2. Avoiding negative keywords Many marketers either forget, neglect, or choose to ignore negative keywords. This can be a big mistake. While it may seem counterintuitive to target keywords that are meant to keep people away from your website, it is actually one of the best ways to establish your niche and make sure that you attract only visitors who are most likely to become paying clients. You would be doing both yourself and internet users a favour by establishing these limits at the very beginning. Yes, negative keywords will lead to less traffic, but they will eliminate only the non-converting visitors and ensure that you get the right traffic. 3. Forgetting about ad extensions  Ad extensions can increase your click-through-rate by 10-20% – and they don’t cost any extra – yet many people forget to include them in their campaigns. Ad extensions can increase your ad’s reach, they can provide better value for money, and they offer more ways to reach you while increasing your online visibility. They may include contact details, site links, invitations to download an app (if you have one) or testimonials from your customers, among other things. Be sure to include as many of them as you can. 4. Not bidding on your own brand’s keywords  You should always run at least one campaign that is dedicated to your own brand...

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2 ways to maximise the impact of your e-mail marketing

Posted by on Sep 23, 2020 in E-mail Marketing |

Email marketing can be so effective that it can generate a US$38 ROI for every one dollar spent. Not everyone manages to realise that kind of return, however. Failure to reap rewards like this from your email marketing is not a question of your content, nor is it a matter of the size and quality of your mailing list. If you are not maximising the potential of your email campaigns, it is probably because of a lack of focus or coherent strategy. While you may get some returns from just hitting ‘send’ and hoping for the best, the only way to get the most from your carefully thought out email content, is to take a managed and strategic approach to your mailing list. Here are two tips that can help you turn your email marketing into the ROI machine it is capable of being. Focus your emails by segmenting your contact list One of the most common mistakes in email marketing is assuming that you can get results by sending the same message to your entire mailing list at the same time. However, you cannot treat all members of your audience as if their needs are the same. To maximise the impact of your emails, it is better to carefully segment your contact database so that you send the right message to the right people. On the flipside of that, segmentation will also stop you sending the wrong messages to the wrong people. It may seem as if this is stating the obvious, but it is worth emphasising that sending the wrong message can damage your brand and your audience engagement. The only result you normally get from a misdirected email is an ‘unsubscribe.’ The segmentation of your contact list, therefore, becomes about more than just creating conversions in the short term. It is a matter of long-term audience engagement and nurturing trust. You should be very careful about how you segment your database, however. First make sure that the segments you create properly represent your company’s aims and the business sectors that it serves. Then be sure that you fit the right contacts into the right segments. That will take a bit of scrupulous data gathering and analysis before you drop all your audience members into the right segments. Sets goals, devise strategies and send emails tactically As with any tool in marketing – or any other field for that matter – emails should be used in a carefully planned way, in the service of specific goals, and as part of strategies devised to meet those goals. Before sending out an email, decide why you are doing so. Set a SMART (specific, measurable, attainable and timebound) goal for...

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Ideas to refresh your content marketing strategy

Posted by on Sep 22, 2020 in Content Marketing, Digital Media Marketing |

Running out of content marketing ideas for your blog? The good news is that you don’t have to search far and wide for fresh, informative content. Your blog should be focussed on telling the story of your business in a compelling way, so the ongoing development of your business has limitless potential for content marketing topics.   Armed with this ever-developing story, creating engaging blogs is then a matter of fitting the content into pre-existing paradigms and formats. These have already proven themselves reliable vehicles for marketing content, and offer you inspiration and a structure to help you organise and present your information. They are frameworks and general outlines, into which the story of your business can be molded. There is a saying among musicians that there are only 12 notes but thousands of ways of playing them. The same goes for blogs: there are only so many kinds of blogs, and the key to their substance, variety and level of engagement is your content. Here are four of the most popular blog post concepts or formats into which any business can fit its stories. Content marketing ideas and topics for your business blog  Your business story, the day to day activities, your industry and latest trends should give you plenty of inspiration to create relevant, exciting content for your audience. Let’s take a look at some of the topics that you can use to tell your business story: Share your successes  There’s nothing wrong with taking a moment to brag a little – provided you do it with style, of course! A well-chosen success story allows you to demonstrate how your products or services work in a real-world scenario. Pick an example, describe the salient details and use the moment to show, rather than tell your readers why they should buy your products. Delve deep with a series of posts  Sometimes a single blog, consisting of a few hundred words, is not enough to communicate the information you want to get across. You may want to explore the background of your industry, analyse complex market trends, or expound on the many uses and benefits of a particular product line. The best thing to do – both for your sake and your customers’ – is to break it up into shorter pieces that you can publish over several weeks or months. It would help if you didn’t let this run on for too long, however. Strike a balance between detail and sustained engagement.  Guide your audience through common mistakes in your industry  This is a very popular choice for almost all industries. Listicles that expound on the various ‘what not to dos’ of your industry enable direct and honest engagement...

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LinkedIn’s COVID-19 marketing guide

Posted by on Sep 18, 2020 in LinkedIn, Social Media Marketing |

In a previous post, we unpacked LinkedIn’s helpful guide for the marketing industry. In this second part, we’re delving deeper into the strategies, activities and information that has been proposed for business owners who want to grow and see a return on the investment they are spending on marketing during COVID-19.  LinkedIn’s key steps to showing the impact of your marketing activities: Part 2  1. Make measurement easier Getting an accurate look at the ROI of your marketing spend is vital to understand where you are wasting money that could be better spent elsewhere. With economies declining worldwide, it is more important than ever to know what you’re getting for your investment to ensure growth even in the toughest times.  LinkedIn understands that this is a crucial aspect of business ownership, and has made it even easier to measure and prove your ROI when spending your marketing budget on the platform. In this endeavour, LinkedIn has partnered with various providers such as Google, Moat and Acxiom to help you optimise your LinkedIn measurement strategy. The aim of this is to give you confidence in using the platform and proving outcomes based on brand, business and performance.  Whether you aim to educate your audience, generate more leads, or create awareness for your brand, LinkedIn’s performance is being showcased through a variety of partnerships, whether native or 3rd-party. When using these accurate measurements to make business decisions, you’ll have better information at your disposal to increase your decision-making abilities and drive your business into the post-COVID-19 era. 2. Implementing best practice This section provides a valuable, easy to follow list of tips to help you measure the impact of your investment in ad campaigns on LinkedIn. It takes you through various stages from launch to A/B testing and provides links to helpful resources for each of the steps in the best practice section.  Let’s take a look at the tips: Be clear on your marketing goal and use it to identify your key metrics before you launch a campaign. Use the insight tag in LinkedIn to understand which actions your ads are driving (including sign-ups, downloads and sales). Create Lead Gen forms to accurately track the metrics at the end of the funnel (such as cost per lead) to ensure that you’re spending your budget on value-creating activities. Study your campaign results. The recommendation is to review your results after 7 days, but it’s always worthwhile to check in on your results as your campaign ages to determine performance over different periods.  Take note of the audience demographics from your campaigns. This will help you to target audiences more accurately in future and customise your messaging to suit the audiences who...

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Should you add TikTok to your B2B digital marketing arsenal?

Posted by on Sep 15, 2020 in Digital Media Marketing, Social Media Marketing |

With over 800 million active users worldwide, billions of downloads, and a highly engaged audience, TikTok is a digital marketing dream. It’s interactive, collaborative, and undeniably addictive. Recently, TikTok also outshined Facebook, Instagram, Messenger, and Snapchat in the App Store and Google Play downloads. Does this mean B2B marketers should be taking note? Possibly yes, considering the enormous success seen by the World Economic Forum. The WEF recently garnered over 3.5 billion views of one of their TikTok hashtags at this year’s Annual Meeting and has amassed over 1,5 million followers on the platform. Based on the demographics alone, TikTok does not seem like the most intuitive choice for B2B marketing. We continue to see growth in the popularity of TikTok with B2C brands as they look to reach their audiences in new ways but as the majority of the audience on TikTok is Gen Z, this means that it may not provide the results a B2B brand would hope to expect. Although, we do need to take into consideration that B2C and B2B buyers both want to experience content that is inspiring, engaging, or helpful that adds value to their lives. After all, much like your B2C buyers, B2B buyers are just regular people too with many studies indicating that B2B purchasing decisions aren’t as rationally driven as we might have previously thought. When you think about it that way, TikTok’s ability to deliver bite-sized entertaining pieces of content makes it a great tool for B2B businesses. It has allowed B2B brands to have a more flexible and engaging approach to video as an additional way to educate their audiences.   Digital marketing advice: is TikTok good for B2B? It appears that TikTok could be an interesting new opportunity for B2B brands and businesses. That’s not to say that TikTok will replace LinkedIn as the B2B marketers go to and for many, it probably won’t be a good fit. But whether or not you should try TikTok has less to do with the platform itself and more to do with your brand, the demographic your looking to reach and your resources available to create content.   Learn more about the TikTok phenomenon and find out if whether or not you should include it in your digital marketing strategy. Need help with your digital marketing and social media? Then contact WSI OMS today. Please follow and like...

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