Create Marketing Assets That Convert: Best Practices and Design Strategies
If you’re a business looking to differentiate yourself from competitors, switching up your marketing strategy should be your go-to.
Creating killer marketing assets allows you to stand out, convert potential customers, and create an instantly recognizable brand identity.
But what exactly are marketing assets, and how can you make them as effective as possible? Let’s dive in!
What are Marketing Assets?
Marketing assets are tools used by organizations to promote their products or services. The most common examples include landing pages, blog posts, social media posts, infographics, videos, and eBooks.
Marketing assets help you differentiate yourself from competitors, explain your unique offering to customers, and convert prospects.
With the rise of video platforms and sites like Instagram proving just how valuable visual content is, making your digital marketing assets visually appealing has never been more crucial. Creating landing pages that look stuck in the 90s or social media posts with questionable filters is a no-go.
The good news? There are tons of stock photos, videos, and vectors you can use to set your marketing assets apart from the rest, as well as fresh content ideas to keep your site and social media page up to date.
If you’re new to design or simply need a refresher, here are our top tips for creating marketing assets that will have your customers scrambling at your (virtual) door and your competitors scrambling to keep up.
Create a Strong Brand Identity
If you think about the biggest, most popular brands, they probably have one thing in common - a strong, instantly recognizable brand identity.
Consistency is key in cultivating a strong brand identity with the help of your marketing assets. The most important marketing assets will be your website, blog, and social media page, so keeping the types of images, font, and colors consistent across all three is critical.
Your tone of voice is equally as important as the visuals. Whether you write in an informal, conversational style or a formal, more authoritative one, picking a tone of voice that resonates with your audience and sticking to it is a must.
Make the Most of Social Media
Social media posts are some of the best marketing assets you can use in your strategy. People worldwide presently spend an average of 2 hours and 28 minutes per day scrolling through social media platforms, according to Hootsuite.
The best part is that creating a business account on a social media platform is free, so it’s one of the lowest-cost marketing techniques you can use.
To keep things simple, start by working with the channels most likely to connect you to your target audience. If you’re targeting Gen Z and millennials, this will be Instagram or TikTok, while Gen X and baby boomers are more likely to use Facebook.
To create a coherent brand identity across your social media profile, use the same colors, typography, and tone of voice that you use in your other marketing assets.
No design experience? No problem! You don’t have to be a professional graphic designer to create marketing assets that look good. Use templates, vector images, and easy-to-use image creation software to get started with social media posts.
Tell Your Story
Implementing storytelling in your marketing assets can be a game changer for your marketing strategy. Creating a narrative around your brand can make it easier for potential customers to connect with you emotionally.
Using storytelling in your assets can even make your brand more memorable.
You can use free videos for your content on your social media channel or your product’s videos as part of your product descriptions to give customers a more realistic view of what they’re buying and reduce returns.
Bonus points if you feature a content creator popular in your niche in your video content or feature user-generated content in your marketing assets.
With 53% of shoppers saying they always do research before buying a product, having previous buyers vouch for what you’re selling can massively increase trust in your brand.
Create Easy-to-Read Blogs
Blogs benefit your business in various ways - they can improve your SEO, boost brand awareness, and cement your status as an authority in your industry.
Here’s the catch.
If blogs are thousands of words long with no subheadings, long paragraphs, and a lack of visual content, readers can easily switch off, and you’ll miss out on the desired effects of improved conversion rates and brand trust.
To keep your blogs as readable as possible (and optimized for Google’s algorithm), add subheadings to signal new topics, write in paragraphs no longer than four lines, and add visuals such as images and infographics where applicable.
Consider Video Case Studies
Case studies are widely perceived to be the gold standard of testimonials.
Proving how your product or service has benefited an individual or company by letting them tell their own story combines two of the most effective techniques in the world of marketing - storytelling and user-generated content.
Imagine you could take your case studies to a whole new level. That’s where video case studies come in. By tapping into the popularity of video content and its ability to build trust with consumers, you can increase the effectiveness of some of the most popular marketing assets, case studies.
Focus on Consistency, Authenticity, and Connection
Your marketing assets should allow your target audience to feel more connected to you and better understand what your brand stands for.
Using images and videos can make your content more visually appealing, while settling on color and typography brand guidelines can help you create an instantly-recognizable look.
For the best chance at capturing the minds of your potential customer base, focus on cultivating a consistent brand identity, using storytelling, and creating marketing assets across various platforms.
Filip Nikoloski is a guest contributor to Marin Software's blog and website.
B2B Online Chicago Day 1 Recap: Navigating Modern Marketing, E-commerce, and B2B Marketplaces
We recently attended B2B Online in Chicago to get a sense of how distributors and manufacturers are delving into digital marketing to create full-funnel B2B customer journeys. Read on to get an overview of key themes industry experts shared on day one. Some of the most important topics throughout the day were about increasing ROI, developing the ultimate tech stack, aligning sales with your digital strategy, and leveraging the power of e-commerce marketplaces.
Modern Marketing to Increase ROI
To increase ROI, marketers should keep up with the latest trends and technologies. Key strategies discussed include:
- Leveraging digital marketing channels: Develop a comprehensive strategy that includes social media, email marketing, SEO, and pay-per-click advertising.
- Measuring ROI through analytics: Use marketing analytics tools to track website traffic, conversion rates, and customer engagement.
- Personalizing marketing efforts: Segment audiences based on demographics, behaviors, and interests to create personalized campaigns.
- Incorporating influencer marketing and user-generated content: Partner with influencers and encourage customers to create and share content.
Developing the Ultimate Tech Stack
Building an efficient tech stack requires understanding business needs and goals. Some of the most important tools for digital marketers to consider include:
- Identifying key components: CRM software, marketing automation tools, and analytics platforms are crucial for managing customer data, automating marketing tasks, and gaining insights.
- Evaluating and selecting tools: Research different options and choose those that meet specific business needs.
- Integrating and optimizing the tech stack: Ensure seamless integration and collaboration between different tools for improved efficiency.
- Ensuring data security and privacy compliance: Implement measures to protect customer data and comply with privacy regulations.
Aligning sales and marketing goals is crucial for driving revenue. The experts shared various methods for making this happen:
- Implementing a sales enablement strategy: Provide sales teams with the right tools, resources, and training.
- Using data analytics to optimize sales processes: Gain insights into customer behavior and preferences to improve engagement and increase sales.
- Aligning sales compensation with business goals: Develop a compensation plan that rewards performance and aligns with objectives.
- Providing ongoing training and development: Continuously improve sales teams' skills and knowledge.
Transforming Digital Experience with Nordson
Nordson Corporation's digital transformation journey highlighted the importance of enhancing the user experience and leveraging technology. Here's what Nordson did to be successful:
- Leveraging the power of Coveo: Nordson used Coveo to scale their business and streamline the user experience.
- Enhancing product discovery: Nordson's strong taxonomy foundation improved product discovery on their website.
- Benefits of a streamlined user experience: A seamless and responsive experience leads to better engagement and business value.
Reimagining Sales to Include E-commerce
Integrating e-commerce into sales strategies is crucial for growth. Some key points that were shared more than once:
- The importance of a digital frontend: Digital should be an integral part of the selling process.
- Understanding headless selling: Leveraging technology and analytics to integrate digital selling and drive growth.
- Personalization and customer experience: Emphasizing the role of personalization and focusing on customer satisfaction.
- Measuring success and optimizing strategies: Tracking key metrics and continuously improving e-commerce sales approaches.
Proactive vs. Reactive: Enabling E-procurement
Procurement teams must adapt to remove inefficiencies in the Procure-to-Pay process. Key topics discussed include:
- Understanding e-Procurement and its benefits: Emphasizing the cost savings, efficiency, and supplier relationship improvements.
- Modernizing the e-commerce platform: Evolving e-commerce platforms to incorporate e-Procurement features and functionalities.
- Managing suppliers and vendor relationships: Establishing effective requirements and measuring supplier performance.
- Collaboration between departments: The importance of aligning procurement and e-commerce teams and breaking down silos for improved communication and efficiency.
- ROI goals for e-Procurement and the company: Defining ROI goals, factors impacting ROI, and strategies for maximizing ROI.
- Corporate social responsibility and hitting goals: Integrating CSR into procurement processes and aligning e-Procurement initiatives with CSR goals.
Bullsh*t Bingo in B2B Commerce: What Is Real, What Is Fake, and What Matters
This presentation highlighted the importance of transparency and authenticity in B2B marketing and sales. This was definitely the most lively, entertaining and informative presentation of the week. Here's what they ultimately had to say:
- Identifying common "bullsh*t" in B2B marketing: Vague claims, jargon, and inflated statistics.
- Negative effects of "bullsh*t" on trust and relationships.
- Benefits of transparency and authenticity: Building trust and differentiation.
- Strategies for avoiding "bullsh*t": Fact-checking, asking for proof, and focusing on specific outcomes.
- Role of customer feedback and reviews: Separating real from fake in B2B commerce.
- Ethical considerations in marketing and sales.
Myth Busting False B2B Online Beliefs
The presentation debunked common myths in B2B marketing. We've provided below the most common myths they "busted" and what B2B marketers should actually be doing:
- B2B buyers using social media: Importance of having a social media presence as a B2B company as this is a key way to build trust, brand authenticity, and have potential buyers find you.
- Importance of visual content in B2B marketing: Engaging B2B buyers through visual content should not be underestimated as it can have a lasting effect on your company's perception.
- Digital channels in B2B sales: The role of digital channels and the increasing reliance of B2B buyers on them–it's well past time to move away from traditional methods.
- Personalization in B2B marketing: Building stronger relationships with B2B buyers through personalization is a good technique for creating a healthy returning customer base.
- Role of brand storytelling in B2B marketing: Differentiating a company from competitors through brand storytelling is not just for CPG or D2C brands.
- Building brand awareness in B2B marketing: Importance of brand reputation beyond lead generation.
- Emotional factors in B2B marketing: Considering emotional factors alongside rational decisions.
Building a Paid Brand Presence to Reach Consumers
A paid brand presence is vital for standing out in a crowded market. Here are the highlights of what was shared:
- Importance of paid brand presence: Increasing visibility, brand recognition, and sales.
- Understanding the target audience: Defining demographics, psychographics, and online behaviors.
- Crafting an effective paid brand strategy: Setting clear goals, selecting appropriate channels, and determining budgets.
- Creating engaging ad content: Using visuals, clear messaging, and A/B testing.
- Measuring and optimizing paid brand presence: Tracking performance metrics and continuously refining strategies.
How the Modern PIM is Driving Growth with Automation and AI
The main presentation surrounding this topic focused on the role of modern Product Information Management (PIM) systems in driving growth. Some quick takeaways from that presentation are as follows:
- Overview of modern PIM solutions: Core features, data modeling, enrichment, and syndication.
- Importance of automation in PIM: Streamlining data entry, validation, and categorization.
- Role of AI in PIM: Leveraging machine learning to analyze product data and optimize information.
- Benefits of automating attribution: Reducing errors and increasing efficiency.
- Generating potent product descriptions using AI: Personalizing descriptions for different channels and audiences.
- Case studies of successful PIM implementations: Increased sales and improved customer experience.
- PIM's role in omnichannel commerce: Delivering consistent and accurate product information.
- Key considerations when selecting a PIM solution: Integration capabilities, scalability, and ease of use.
- Future trends in PIM: Natural language processing and image recognition for automation.
Getting the Ball Rolling With Customer Adoption in B2B Global E-commerce
The fireside chat focused on the importance of customer adoption in B2B e-commerce. Key insights discussed include:
- Customer adoption impacts revenue growth and sustainability.
- Develop a customer-centric approach with personalized experiences and data analytics.
- Address global e-commerce adoption challenges like cultural differences and regulatory compliance.
- Navigate B2B e-commerce distribution channels for efficient supply chain models.
- Build a comprehensive customer acquisition strategy using paid advertising and content marketing.
- Leverage AI for cross-selling and upselling to optimize customer lifetime value.
- Collaborate with technology partners for customized e-commerce platforms.
- Embrace emerging trends like mobile and voice commerce for innovative experiences.
- Measure and report customer adoption metrics for continuous improvement.
- De-risk e-commerce platforms with fraud prevention and data protection measures.
- Manage customer expectations for delivery times and product quality.
- Ensure robust disaster recovery and business continuity plans.
Where B2B marketers may have some changes to make compared to their B2C counterpoints is in maintaining transparency, authenticity, and ethical standards in marketing and sales. With additional focus in these areas, all the experts who presented agree that long-term relationships with customers will ultimately lead to long-term success…especially for manufacturers and distributors.
To address these areas for potential improvement, the industry expert presentations shared at B2B Online Chicago provided valuable guidance for increasing ROI, developing tech stacks, aligning sales, leveraging e-commerce, and succeeding in the marketplace model. It's clear that by embracing digital technologies, personalization, and customer-centric approaches, B2B businesses can enhance their marketing efforts, streamline operations, and drive revenue growth.
All businesses must undergo a change at one point or another. Whether it's a change in leadership, organizational structure, or technology, companies have to adapt to remain competitive.
But change can be disruptive and stressful for employees—and without a well-planned change management strategy, organizations may fail to achieve their desired outcomes.
Case in point: 70% of change initiatives fail due to employee resistance or unproductive management behavior. Luckily, you can mitigate this risk by creating an effective change management plan and ensure a smooth change transition.
This article will explore the steps to develop a change management plan, including the skills needed to lead a successful change effort, common reasons why change management plans fail, and how to avoid these pitfalls.
Why you need a change management plan
As an organization undergoing change, you must prepare your employees for what lies ahead. Change can be difficult for everyone involved. But if you have a process they can follow, it makes the transition easier and ensures everyone is on board.
A change management plan allows you to communicate the change early and often, provide training and support, and be available to answer possible questions. It also reduces change resistance, boosts employee morale, and helps to create a more positive work environment.
In addition, a change management plan helps control the effect of change during the execution and control stage, thereby avoiding overruns in cost and schedule, incoherent scope, or poor quality change management.
Skills needed to lead a change management plan
Leading change is not a simple operation. It's a very human process, requiring human skills. Soft skills like empathy, communication, and emotional intelligence are essential. A change leader must also have strong resilience and be good at motivating others.
Some other skills that are critical for analyzing change, creating a plan, and implementing the plan effectively include:
- Leadership: Good leadership is essential for taking employees through organizational change and delegating roles to the right people. Good leadership styles include qualities like honesty and transparency. A change leader should be transparent about why the change is taking place. They should also have a clear vision of what the company aims to accomplish through the change.
- Strategic thinking: Strategic thinking is a critical skill that helps you create change management plans. When you understand your company's needs, you can develop a strong plan that includes the timeline for the change, the deadline, specific tasks necessary to make the change, and key responsibilities for each employee.
- Organization: Organization is another skill that can improve change management. Establishing a clear change management plan requires organizing various information, including employee roles, project goals, deadlines, and other key information.
- Research skills: Developing research skills can enable you to assist your organization in planning for change. You can research other companies' change management tactics and methodologies to generate ideas for your company's change process.
- Analytical skills: Change management plans also require analytical and critical thinking skills to analyze company data, understand the research, and make the best decisions for your organization.
Here are a few tips to help you develop and improve the skills you need to lead a change management plan:
- Read articles and blogs about other companies' change management experiences to gain more insight and knowledge
- Find a mentor to give you specific guidance and help you make good decisions
- Hire a change management consultant to guide your company through the change and learning from their expertise
- Take and complete an online management course
How to create a change management plan
You shouldn’t take a one-size-fits-all approach to creating a change management plan.
It requires careful consideration of the unique challenges and opportunities that come with the specific change. But, generally speaking, you'll find one to include the following:
- A clear definition of the change
- A timeline for implementation
- A communication strategy
- A training plan
- A risk management strategy
Below are the steps to develop a successful change management plan.
Step 1: Define your change management goals
Start your change management plan by establishing the plan goals. This involves identifying the problem or opportunity the change will address and articulating the desired and expected outcomes.
Use these tips to define your goals clearly:
- Understand the changes: Familiarize yourself with the changes that need to be made and their implications, as well as the methodologies you'll use to prioritize change requests. For instance, if you plan to introduce new software to your employees, it's not enough to simply know how the software works. You also need to understand how it'll affect existing workflows.
- Have awareness goals: Employee awareness and adoption of the changes should be part of your plan, so ensure you incorporate that.
- Define KPIs: Define quantifiable KPIs to define your plan's success. How will you measure your success? What metrics do you need to move? What is the baseline for how things currently stand? Apply the metrics that make sense given the context of the changes.
Step 2: Build your change team
In order to effectively implement change management, it's important to prioritize the building of a strong change management team with the necessary resources.
This team should consist of individuals in leadership positions from various departments, including:
Building alliances with various departments makes it easy to educate the rest of the team on the changes and provide support throughout the change process.
Additionally, it's important to build a finance team to manage change incentives and resources. This will help develop strategies for effective finance change management and avoid delays. You also need support from stakeholders, including the CEO and other members of the executive team, to increase the chances of success.
Step 3: Develop your change management plan
With your team assembled, it's time to develop your change management plan.
- Create a task list: This is a checklist of actionable tasks you must complete to achieve your goals. It keeps your team on track and is easy to reference when determining the next steps.
- Put together a timeline: Assign specific due dates to each task on your list and make sure that those deadlines are met. Your plan should revolve around the project's overall due date. If any tasks cannot be completed before the rollout of changes, consider adjusting their due dates or prioritize them according to their importance and feasibility. You may also complete some tasks after the rollout if necessary.
Change management can be complex, so using a project management tool like Asana or Trello to organize your plans and keep everything in one place can be of great help.
Step 4: Create a communication strategy
Developing a clear and concise communication strategy ensures everyone is onboard and understands what's happening throughout the change management process.
Keep the following pointers in mind when developing your communication plan:
- Ensure all stakeholders, including employees, customers, suppliers, and external partners are aware of the project timeline and objectives.
- Create a timeline for how often you'll communicate updates.
- Have clear channels of communication. Examples include email, phone, or in-person meetings.
- Ensure that everyone understands the company's change management process and procedures clearly.
Step 5: Execute your change management plan
Executing a change management plan involves several steps, including executing the communication plan, providing training, and monitoring progress.
During the implementation phase, change managers should identify and quickly address any roadblocks that arise. This can be accomplished by encouraging employee participation in the change, being transparent and communicative from the start, and addressing any resistance that may arise.
To help build momentum for the change, be sure to communicate all successes and provide incentives for embracing the change. Employees should also be encouraged to experiment and share their experiences to harness their emotional energy and overcome any natural resistance that may arise.
Step 6: Evaluate, review, and adapt
Evaluating the change management plan is essential to determine its effectiveness. This involves assessing the success of the change and identifying areas for improvement in the change management process.
A few ways you can do this include:
- Use a change management tracking system to track all changes that are made in the organization. This allows you to identify and mitigate any areas of concern before they become major issues.
- Use performance indicators to help you measure the success of the plan. With a collaborative KPI dashboard, you can see if the plan is being implemented correctly or whether there are unexpected side effects resulting from the changes.
- Regularly review team progress to ensure that the employees adopt the changes and that all successful change initiatives are incorporated into future change management plans.
When do change management plans fail?
Not all change management plans are successful. They can fail for a variety of reasons. The following are some common reasons for change management plan failures and ways to avoid them:
People often resist change, especially if it threatens their job security or current way of doing things. This can result in a lack of cooperation and engagement, which can undermine the success of the change management plan.
It's crucial to communicate the why behind the change and how it will benefit the organization, involve stakeholders in the planning process, and provide training and support to help them adapt to the changes.
Clear communication is essential for the success of any change management plan. If stakeholders are not informed about the changes or the reasons, they may become confused or disengaged. Anxiety and resistance are higher when people do not understand the why behind the change.
An excellent way to avoid this failure is to ensure everyone impacted by the change is well-informed. Include the reasons behind it, the expected outcomes, and how it will affect them. Communication should be ongoing and two-way, with opportunities for feedback and questions.
Change management plans require thorough planning to be successful. If the planning is inadequate, the plan may not address all the necessary areas, or it may not be implemented effectively.
It's critical to ensure the planning process is thorough, considering all change aspects. Clearly understand the goals, timelines, and resources required to implement the change effectively.
Lack of leadership support
Without support from leaders, change management plans are unlikely to succeed. Leaders are critical in driving change, communicating the vision, and providing the resources and support needed to make the change happen.
Engage leaders early in the planning process and get their commitment. They should be involved in communication efforts and be visible and accessible throughout the change process.
Change management plans need resources such as finances, time, and technology to be successful. If these resources are inadequate, the change may not be implemented effectively.
The solution is to thoroughly assess the resources required to implement the change and ensure that they are available. Build finance teams that will be involved in reallocating resources or securing additional funding to finance change management.
Change is inevitable, especially in the business world. In light of the market fluctuations, digital innovations, and constant growth surrounding the marketplace, following an articulated change management plan can help guide your organization through any changes they need to adopt or decisions you need to make today for the opportunities you'll find tomorrow.
But to ensure all the information in your change management plan is well documented and easily accessible to employees or to make any needed changes, use a change management tool or software like Spendesk. Spendesk provides you with real-time data to easily manage your company expenses/budgets during change management, keeping you on top of your finances. Schedule a free demo to empower your team to make informed spending decisions.
The main aim of a change management plan is to stay on top of a growing business, manage change, and make the change process easier. A documentation tool can easily create a collaborative, robust, and interactive change management plan for your company.
Rana Bano is a guest blog contributor to Marin Software.
Businesses in the e-commerce industry are continuously looking for methods of boosting their revenue. The Average Order Value (AOV), the average amount a customer spends on a single purchase from an online store, is one crucial metric that can assist in achieving this.
Each e-commerce company strives for a high AOV since it shows that customers spend more on each purchase, boosting revenue and profitability. This post will examine a few tried-and-true tactics that e-commerce companies may employ to increase AOV and, as a result, reduce cart abandonment, improve customer experience, and accelerate bottom-line growth.
How to Calculate Average Order Value
We've already mentioned the formula for Average Order Value: AOV = Revenue / Number of orders. However, to get more precise data, you can also calculate the AOV for each traffic channel, including organic traffic, referrals, ads, etc.
Installing accurate reporting web analytics software is crucial. Use Google Analytics to determine the typical order value for each traffic channel. Visit your Google Analytics profile. You'll need the figures from the Transactions and Revenue tabs and look at the low and high values to determine the causes of these changes.
Best Practices for AOV Improvement
If you strive to raise the average order value for the company, the most important thing is to earn trust. You can do this in different ways, some of them are:
- Offer a personalized approach where each consumer can discover the ideal product.
- Provide consumers the flexibility to modify their orders to fit their unique schedules or lifestyles.
- Ensure your organization has a fair pricing policy.
Let's look closely at some particular activities that can be done to improve the average order value.
Optimize Product Bundles
One of the tips for raising the AOV is putting up packages and bundles that drive customers to spend more. In this situation, the right thing to do is group related things that make sense to buy together. For example, if the person purchases contact lenses, they will likely need a solution for them as well.
Evaluate your product sales data to determine which goods are frequently bought in pairs. Make these goods available in product bundles that come with a discount. Use your website and other platforms to promote the bundles extensively.
Upsell and Cross-Sell
AOV may be improved by using cross-selling and upselling tactics. Upselling is the practice of persuading consumers to upgrade or purchase more expensive versions of the product they're interested in.
With product bundles, cross-selling entails making product recommendations that complement the items a consumer is already purchasing. A pair of shoes or a scarf, for instance, may be suggested items while someone is shopping for a coat.
Examine your product catalog to find items that may be cross- or up-sold. Add checkout notifications for upselling and cross-selling. Analyze the data to find the best recommendations for increasing AOV.
Optimize the Pricing
Be very careful with the products' pricing. It might be hard to boost AOV if they are too low, and if prices are too high, consumers can be discouraged from purchasing. The price must be competitive within the market sector and allow the company to profit. Do a competitive study of pricing in the industry. Maintain profit margins while adjusting product prices to comply with industry norms. To raise AOV, consider providing superior items at a higher price range.
Offer Discounts and Special Offers
Product discounts can generate more purchases and raise the average order value on your e-commerce store. Deals can be presented as a gift card, or you may provide first-time buyer discounts. This is one of the most straightforward techniques to raise the average order value and help enhance conversion rates across the site. Since customers will get a better deal, they are more likely to add other products to their shopping cart.
Provide Free Shipping
The free delivery option makes customers willing to purchase more items. You may provide a shipping option once an order reaches a specific value. If you're shipping small things, this tactic could reduce shipping costs and encourage users to make larger purchases from the website.
Free delivery is one of many options available. You may ensure the customers that the deliveries will be made safely. Another option is to offer free returns or allow clients to select from various delivery variants.
Create a Customer Loyalty Program
To thank your loyal consumers, implement customer loyalty programs. Design a program that offers the clients value-adding incentives like gifts for spending a specific amount or discounts for making a particular number of purchases or returning customers.
These initiatives boost not only sales but also brand engagement, resulting in increased levels of customer satisfaction and steadfast brand loyalty. Due to reduced related marketing and advertising expenditures, loyal clients are more likely to leave more money at your store, which is excellent for AOV.
Create the Feeling of Urgency
Use time-limited deals to raise the average order value for your online store. Many shoppers simply can't resist a bargain, especially if it has a feeling of urgency. In this regard, you may create a limited edition of some products or launch a countdown with a discount.
Demonstrate Social Proof
If consumers see that others have bought similar goods from your store and stayed satisfied with the purchase, they are more inclined to do the same. So it makes sense that social proof is a valuable strategy for boosting your AOV and encouraging greater buy orders.
As a result, showing social proof from the customers may help build trust with potential consumers. Also, if potential and present consumers realize that you are a reputable company many people adore, they are more inclined to make larger purchases.
User-generated content is one of the finest methods to demonstrate social proof. You might also post reviews on the homepage and social media accounts to let people see what your clients think about the store.
Provide Free Trials for Premium Products
Customers prefer to try products out before purchasing them, especially if the product is expensive. Knowing that a product works well and corresponds to your expectations is comforting. Giving out free samples of more expensive or premium items is a highly efficient way to increase AOV and conversions for such products.
If you sell a digital product, promoting a trial period is also a working strategy for entry-level products. As a product's advantages are demonstrated, any remaining doubts are eliminated, which motivates clients to spend more money.
Ensure Live Chat Support System
A company has a better chance of decreasing the abandoned carts rate and converting customers if representatives are constantly available to answer customer questions. Clients are less likely to abandon shopping carts full of items when the company can answer their questions promptly.
For instance, a consumer who wants additional details about the shipping prices would demand a prompt response before purchasing. You have a greater chance of converting such consumers if you answer immediately, raising the company's sales and, thus, AOV.
Perform A/B Testing
You should test each AOV-boosting strategy to ensure it works as effectively as possible. This may be accomplished through A/B testing. Split testing is a reliable technique for comparing several website components to get the best variables combined for positive outcomes. Making the wrong decision might result in your online store losing conversions at a staggering pace. With that in mind, make it a practice to test key components to make sure you're putting your attention where it belongs.
To increase sales and profitability, an e-commerce company should raise its average order value (AOV). Businesses may successfully enhance AOV and boost sales by putting the tactics outlined above into practice, including upselling and cross-selling, offering free delivery, making individualized product suggestions, and others. Turning to analytics to customize these techniques to each customer's buying habits and interests is crucial.
Establish a baseline for the company before implementing any sales strategies, and then monitor changes in client behavior. By doing so, you may drive the success of your marketing initiatives, keep an eye out for any patterns or abnormalities, and adjust the tactics to better serve your target audience. In a similar vein, make sure to keep an eye on client feedback. You may keep improving customer experience by paying attention to what consumers say and how their comments change over time.
Kate Parish is a guest contributor to Marin Software.
SWOT Analysis for Marketers: A Guide to Better Marketing Decisions
Marketing is a complex and ever-changing field that requires careful strategy and planning. One important technique that can help marketers navigate this landscape is SWOT analysis.
SWOT, which stands for Strengths, Weaknesses, Opportunities, and Threats, is a framework for evaluating a company's position in the market and identifying key factors that can impact success. In this article, we'll explore the basics of SWOT analysis and how it can be used to inform marketing decisions.
What is SWOT Analysis?
SWOT analysis is a strategic planning tool that helps businesses and organizations identify their strengths, weaknesses, opportunities, and threats. This analysis allows companies to assess their current position in the market and make informed decisions about their future. Identifying these key factors enables marketers to better understand their target audience, market trends, and competition, and develop effective marketing strategies.
Why is a SWOT Analysis Important for Marketing?
Marketing is all about creating value for customers and driving growth for the business. Using SWOT analysis, marketers can identify their key strengths and leverage them to create more impactful campaigns and marketing initiatives. At the same time, they can also identify areas for improvement, such as weaknesses in their marketing strategy, and take steps to address these weaknesses.
By understanding the opportunities and threats in the market, marketers can also better position themselves to capitalize on new trends and minimize the impact of challenges. This allows them to stay ahead of the competition and keep their marketing efforts relevant and effective.
The SWOT Analysis Framework
The SWOT analysis framework is simple and straightforward. Here's a closer look at each element:
Strengths are the things that your company does well. These are your competitive advantages and the things that set you apart from other brands. Examples of strengths in marketing might include a strong brand image, a loyal customer base, or a highly effective marketing team. For instance, if you have a strong brand image, you may want to focus on leveraging this strength through your marketing efforts to increase brand recognition and build customer loyalty.
Weaknesses are the things that your company doesn't do well. They are the areas in which you are lacking and need improvement. Examples of weaknesses in marketing might include inconsistent content creation, weak branding, or ineffective marketing campaigns. For instance, if you have identified inconsistency in creating content as a weakness, you may want to allocate more resources to hiring a good content team or even use AI marketing tools to automate the tasks.
Opportunities are the external factors that can positively impact your marketing efforts. They entail the trends and changes in the market that you can capitalize on to achieve better results. Examples of opportunities in marketing might include new demographic groups, new geographic markets, or changes in consumer behavior. For instance, if you have identified a new audience with high potential for growth, you may want to allocate more budget towards targeted marketing efforts to reach this customer base.
Threats are the external factors that can negatively impact your marketing efforts. These are the challenges and risks that you need to be aware of in order to minimize their impact. Examples of threats in marketing might include changes in consumer preferences, new competitors entering the market, or shifting economic conditions. For instance, if a new competitor has entered your market, you may want to evaluate your marketing strategies and tactics to ensure that you are effectively differentiating your brand from the competition.
How to Conduct a SWOT Analysis for Marketing
Conducting a SWOT analysis for marketing is relatively simple and can be done in several steps. Here's a basic outline for how to do it:
- Gather data: The first step in conducting a marketing SWOT analysis is to gather data on your marketing efforts, your target audience, and your competitors. This can include customer feedback, sales data, market research, and other relevant information. The goal of this step is to gather as much data as possible to support your assessments in the next steps.
- Identify your strengths: This is the internal analysis of your marketing plan where you make a list of your company's key strengths in marketing. Consider the things you do well and what sets you apart from your competitors. What are your unique selling points? What are your core competencies?
- Assess your weaknesses: Next, make a list of your company's weaknesses in marketing. This is where you assess your internal shortcomings. What are the areas where your marketing efforts fall short? What can you improve upon?
- Determine opportunities: Next up is the external analysis of your marketing plan, whereby you look at the market and identify the trends and changes that could positively impact your marketing efforts. What are the trends in your industry? Is there new technology, artificial intelligence software, or anything else to boost your productivity? What are the untapped markets you can explore?
- Analyze threats: Here, you assess the external challenges that could negatively impact your marketing efforts. What are the challenges posed by your competitors? What are the changes in the market that may negatively impact your marketing efforts?
- Evaluate the results: After you've identified your strengths, weaknesses, opportunities, and threats, take some time to evaluate the results. Determine which factors are the most important and which areas need the most attention.
- Develop a plan of action: Based on the results of your SWOT analysis, develop a plan of action for how you will address your weaknesses, capitalize on your strengths, take advantage of opportunities, and minimize the impact of threats.
- Regularly reevaluate: Because marketing is something that keeps changing over time, it's important to regularly review and update your SWOT analysis. This will help you stay up-to-date with changes in the market and make sure your marketing efforts are always effective.
SWOT Analysis Example
Below is a SWOT Analysis example for a marketing agency:
- Experienced and knowledgeable marketing team
- Strong portfolio of successful marketing campaigns and projects
- Wide range of services, including digital marketing, branding, and advertising
- Strong relationships with media outlets and influencers
- Relatively high prices compared to smaller or less established agencies
- Limited ability to handle large-scale, complex projects
- Dependence on key clients for a significant portion of revenue
- Limited international reach and presence
- Growing demand for digital marketing services
- Ability to expand into new industries and markets
- Opportunities for growth and expansion through acquisitions or partnerships with other agencies
- Growing awareness of the importance of branding and marketing to businesses of all sizes
- Intense competition from larger and more established agencies
- Disruptions in the advertising and marketing industry, such as changes in consumer preferences or technology
- Increased regulation of marketing practices and advertising
- Changes in consumer spending patterns, particularly in a weak economy
By considering these strengths, weaknesses, opportunities, and threats, the marketing agency can develop a plan to address its weaknesses, capitalize on its strengths, and position itself for success in a competitive industry.
Common Mistakes in SWOT Analysis
While it can be a valuable tool, SWOT analysis is not always done correctly, and there are several mistakes that can occur.
Lack of Objectivity
One of the biggest mistakes in SWOT analysis is the lack of objectivity from those conducting the analysis. When evaluating your strengths, weaknesses, opportunities, and threats, it's important to be honest and unbiased. This can be difficult when personal opinions and emotions are involved. To avoid this mistake, it's important to gather data and opinions from a variety of sources, including employees, customers, and industry experts.
Not Considering the Right Factors
Another common mistake in SWOT analysis is not considering the right factors. As you identify your strengths and weaknesses, it's best to focus on factors that are relevant to your business and the market.
For example, while a strong company culture may be important, it may not be relevant to your marketing efforts. It's important to focus on factors that are directly related to your marketing strategy and can impact your success.
Ignoring External Factors
SWOT analysis is designed to evaluate both internal and external factors, but some organizations tend to focus too much on internal factors and ignore external ones. This can lead to a limited understanding of the market and can impact your ability to capitalize on opportunities and minimize threats. That’s why it's important to consider both internal and external factors when conducting a SWOT analysis.
Not Updating Regularly
It is important to keep in mind that a SWOT analysis is not a one-time event. Marketing is a constantly evolving field, and it's important to regularly reevaluate your SWOT analysis to stay up-to-date with changes in the market.
However, many organizations make the mistake of not updating their SWOT analysis regularly, which can lead to an outdated understanding of their position in the market.
Not Using the Results
Finally, a common mistake in SWOT analysis is not using the results. After conducting a SWOT analysis, it's important to integrate the results into your marketing strategy. Plan how you will address your weaknesses, capitalize on your strengths, take advantage of opportunities, and minimize the impact of threats. Even so, many organizations make the mistake of not following through on these plans, which can limit the effectiveness of the SWOT analysis.
SWOT analysis is a powerful tool that can help marketers make better decisions and achieve more impactful results. Understanding your strengths, weaknesses, opportunities, and threats, marketers can help you identify areas for improvement, capitalize on new trends, and stay ahead of the competition. By incorporating SWOT analysis into your marketing strategy, you as a marketer can drive more success for your business and create more value for customers.
In case you need assistance with paid search, retail or social advertising, Marin Software may interest you. The platform offers expert solution for digital marketers to save time and scale their campaigns. Get in touch today!
Mike Stuzzi is a guest blog contributor for Marin Software.
Some months ago, MarinOne attended Search Insider Summit’s Performance Marketing event in Deer Valley, Utah. While skiing, snow shoeing, snowmobiling and more winter fun set the tone for a casual, social atmosphere…the insights and expertise that were shared during the speaking sessions I would call anything but casual. Here are our quick and brief “too long didn’t read” notes on the content that was covered.
Keynote Presentation: Super Coffee's Digital Marketing Blend in an Omnichannel World
Super Coffee has been one of the nation's top five ready-to-serve coffees since 2015 when they quickly reached a $400 million company. They can now be found in over 70,000 stores and online, prompting the need for an update to their digital marketing efforts to continue their success. Jimmy Dicicco (co-founder and Chief Brand Officer) and Tyler Ricks (Chief Executive Officer) talked about their journey and how their digital strategy transformed over time. They also explained their strategy for maintaining a balance between expanding their business and staying profitable, along with the methods to measure ROI.
Jimmy DeCicco, Co-founder, Chief Brand Officer, Super Coffee
Tyler Ricks, Chief Executive Officer, Super Coffee
- "We shouldn't think in silos"
- Stopped dividing ecomm goals and retail goals, looked at all business holistically
- Clued into their target market, initial targeting was very broad but it did give them the data they needed to establish the right audiences
- Seeking protein, avoiding sugar, keto
- Primary focus on lifetime value, built up the subscription model
- With the growth of revenue and reduction of paid media spend, they were able to raise a significant amount of funding for the business
- All consumers are omnichannel
Presentation: Winning at Retail Media: Leveraging Retail Media in Today’s Unique Economy
Morgan Chemij, HP's Global Senior Director of Marketplaces, offered great insights about retail media and shopper marketing! He discussed how marketers can ensure that they remain up to date and well-informed on new retail media trends. The recent trend of diverting money away from traditional media channels and allocating it towards retail marketing, means understanding the importance of this type of marketing is paramount for any brand or advertising team. He went into depth about how retail media has been gaining immense traction in the marketing sphere.
Major players like Amazon, Walmart Connect, Target Roundel and Instacart are taking advantage of this trend to leverage their reach and engagement, while new platform partners like Costco and Best Buy are rapidly growing and making a mark. Major retail d2c brands particularly have been using these platforms to propel growth and success for their businesses. Chemij gave tips on where to place bets, what types of activations are likely to be the most successful, and HP's approach and learnings during their Retail Media journey.
Morgan Chemij, Global Marketplace Strategy & Execution, HP
- Amazon is still leading in retail media, but Walmart and Instacart are both taking a significantly higher share than they once did. Multiple media networks is critical at this point.
- Wayfair, Ebay, Costco, Macy's, Best Buy, The Home Depot, Target, Tesco, 7-11, and Kroger are all emerging networks that are gaining traffic and taking market share. (we need to get with all of these!)
- Retail media networks offer a convenience to consumers that they really enjoy. Buyers like to have a personalized experience, especially when it's with a brand they trust. Not everyone may want to share their information or activity to any advertiser online, but they may be more willing to "allow cookies" when it's a specific brand they like.
- HP invested in search on smaller media networks like Costco and had a 13% conversion lift and lowered their CPA to just $12.
Panel Debate: Automation - Friend or Foe?
The ad tech industry has progressed significantly by automating a great deal of the process for building, publishing and optimizing paid media campaigns. This shift has taken away more control from marketers. It's understandable to be wary of AI algorithms when it comes to content creation and optimization. Figuring out the perfect balance between automation and human input is key for a successful campaign. To gain more insight into this topic, Annie Stickney moderated a debate-style panel discussion where leading marketers discussed their experiences with artificial intelligence and automation.
Annie Stickney, VP OmniChannel Analytics - Head of Search Analytics, JP Morgan Chase
Michael Aburas, Director of Digital Marketing, Icon Parking
Brett Geeser, Head of Paid Search, Cross Media
Jonathan Kagan, VP, Search, 9Rooftops @jonkagan
- Brett - "Trust but verify"
- Annie - Gonzalez vs. Google
- Jonathan - Content terrorism, Twitter is a danger
- Difficult brand decisions to ethically rule out or keep geographical areas where controversial bills are passed, like Texas vaccination law
- Michael - brand association, his view is to keep things right in the middle
- Free speech vs. brand messaging
- US and New Zealand allow pharmaceutical advertising
- Many global countries do not allow it
Presentation: Peak Behind the Curtain – Driving Organizational Change During Uncertainty
In this time of ongoing uncertainty, marketers must be nimble and flexible to stay on top of consumer's evolving needs. Being able to respond quickly is critical for success is critical. Vivian Chang, the head of direct-to-consumer at The Clorox Company, discussed how the iconic CPG brand is optimizing and adapting its organization to ensure a successful long-term outlook. During her presentation, she covered essential tactics for marketing operations success like delivering over revenue, successful change management, and finding a balance between short-term and long-term objectives.
Vivian Chang, VP Growth, Clorox DTC, The Clorox Company
- Martech landscape is overwhelming
- How do you determine the tools that are needed?
- How do you be agile?
- How do you develop teams to be successful at driving strategy?
- Be a growth engine
- Get started! Be aware you'll probably pivot, but you won't know until you try SOMETHING
- Balance long term and short term mentality
- Be more reactive
- Respond to the customers' wants and needs
- Get creative on showing success
- Incremental omni revenue
- High quality first party data
- Insights to drive brand efficiency
- Early learning for R&D innovation
- Mobilize support through allies
- Build a flexible people organization
- FTEs, contractors, AND agencies
- Put people in the places that they will have the greatest long-term impact
- Clarify and simplify
- Own, don't abdicate decisions
- Check your ego
- Celebrate the small wins
- Take care of you
Keynote Presentation: The Future of Traffic Generation - Why Branding & SEO Matter in a High CAC Environment
Despite a complex customer acquisition climate, companies are still looking for effective solutions to drive traffic and sales. Brands and retailers are held to high expectations to achieve their goals in this landscape. Establishing a strong presence through conventional branding and SEO is essential for achieving success within a performance marketing strategy. These channels provide valuable assistance to paid media for maximizing the return on your investments.
Amy Madonia, Executive Director of Global Ecommerce at The Estée Lauder Companies, explained how the world's biggest makeup brand made use of storytelling techniques to differentiate themselves online. She also covered the future of demand generation in today's digital environment which is changing rapidly.
Amy Madonia, Executive Director, of Global Ecommerce, The Estée Lauder Companies
- $500M in charitable donations to those affected by HIV or AIDS
- Focus on AOV - virtual try on or "trend try on" is increasing the number of products each user buys
- Commitment, persistance, and elbow grease - there was no ownership for SEO, so they created a team of engaged and committed people that would work on easy tasks in sprints
Case Study: Becoming Relevant via Cultural Moments
H&R Block saw an opportunity to reach a younger audience and enhance its brand perception when the NCAA updated its Name, Image and Likeness (NIL) regulations in 2021. College athletes had the chance to make a large profit off of their NIL, which presented an appealing opportunity for tax preparation companies. It enabled them to join in on a relevant cultural moment and effectively connect with consumers. Pierson Curtis, Director of Growth Marketing at H&R, talked about how their culturally sensitive and purpose-driven campaign led to better performance across various paid, earned and owned channels.
Pierson Curtis, Director of Growth Marketing & Engagement, H&R Block
Case Study: Affiliates & Partnerships: Where Brand and Lower Funnel Merge
It's possible to achieve a mutually beneficial situation among Brand and lower funnel marketers. Through Affiliate and Partnership programs, teams can collaborate in creating profitable strategies and tactics for all involved. Kristina has done a commendable job at Big Island Coffee Roasters as their lower funnel marketer. 'Partnerships' has become her priority, right after her love for coffee. This initiative has enabled Kristina to support her Brand colleagues in various ways. By thinking out of the box and applying creative strategies, marketers can create fresh opportunities and deliver excellent results that are beyond usual PR and Brand activities.
Kristina Smith, Head of DTC, Big Island Coffee Roasters
The media buying industry is constantly evolving, and staying on top of the latest trends and strategies is crucial for success. That's why events like the Digiday Media Buying Summit are so valuable. Industry experts and thought leaders come together to share insights, discuss challenges, and explore new opportunities.
The recent Digiday Media Buying Summit in New Orleans was no exception. Over the course of several days, attendees had the chance to hear from a variety of speakers, participate in workshops and panel discussions, and network with peers from across the industry.
One of the key themes that emerged from the summit was the ongoing challenge of data privacy and how it's impacting media buying. As more and more consumers become aware of the data being collected about them and the ways it's being used, there's a growing push for greater transparency and control. This has led to increased regulation, such as the General Data Protection Regulation (GDPR) in Europe and the California Consumer Privacy Act (CCPA) in the United States.
Media buyers are having to adapt to these changes by being more transparent with consumers about how their data is being used, and by ensuring that they're only collecting and using data that's truly necessary. They're also exploring alternative ways to target audiences, such as contextual advertising, which targets ads based on the content of the page rather than the user's data.
Another topic that received a lot of attention at the summit was the continued growth of programmatic advertising. Programmatic has become an increasingly popular way to buy and sell advertising, as it allows for greater targeting and efficiency. However, there are still challenges to be addressed, such as ad fraud and brand safety.
To combat these issues, media buyers are investing in more sophisticated fraud detection tools and partnering with trusted publishers to ensure that their ads are appearing in safe and reputable environments. They're also exploring new approaches to programmatic, such as bringing programmatic in-house, which can give them greater control over their campaigns and data.
In addition to these challenges, the summit also highlighted some of the exciting opportunities that are emerging in media buying. One such opportunity is the growing importance of connected TV (CTV). As more consumers shift away from traditional TV and towards streaming services, CTV has become an increasingly important channel for advertisers.
Media buyers are exploring ways to take advantage of this trend, such as by using data to target specific households or by partnering with streaming services to create unique ad experiences.
Advertisers are being faced with new, ever-changing obstacles due to fluctuating budgets, varying company and industry objectives and unpredictable customer behavior. This creates tension between brand marketers and the platforms from which ads are purchased.
This puts additional pressure on agencies and third party tools like MarinOne to bridge the gap and represent both parties well–ensuring marketers get the best possible return on their advertising investment, while the ad platforms' requirements are met to ensure their audiences are protected. Speak with one our expert consultants to learn how you can increase ad efficiency while remaining compliant.
We were glad to be apart of this years' Digiday Media Buying event in New Orleans, alongside our partner LinkedIn, to bring you, our clients and partners, the most up to date information possible. Continue to watch our blog for more insights that were gathered throughout this 3 day event over the coming weeks.
Unlock the Secrets to Efficient Content Creation: 10 Fresh Ideas for 2023
Creating high-quality content that resonates with your audience is more important than ever in 2023. The amount of content produced and shared online is staggering, and you need to find ways to stand out from the crowd.
Marketers also need to be consistent, so finding ways to make your content creation more efficient, impactful, and memorable should be a priority. To help, we've put together 10 fresh ideas for efficient content creation in 2023 that will help you connect with your audience, drive engagement, and reach your content marketing goals.
From beginners to those who wish to revamp an existing content strategy, these tips will make things easier for you this year, and beyond.
Tip #1: Plan and organize your content
To ensure you create content efficiently, you must have a clear plan and strategy. A content calendar is a great way to accomplish this strategy while also guaranteeing that you publish relevant and engaging content regularly. Always prioritize your tasks based on audience demand and your content goals, and use a mockup generator with pre-designed templates to provide an idea of the look and feel of your content.
With a content plan, you can ensure your content focuses on your current products, releases, services, and business happenings while aligning with the overall marketing strategy. Your content plan should be a roadmap for creating, publishing, and ensuring that you achieve a better return on investment (ROI) for your content marketing efforts.
Tip #2: Repurpose and upcycle old content
Instead of starting from scratch every time you create new content, consider repurposing and updating existing content. For example, you could turn a blog post into an infographic or use it to create a podcast. This approach saves time and ensures that you're making the most of the content you've already created; no one is scanning back through your feed to see what you posted a year ago, and if they do, they likely won't point out a double-up.
Take your existing content and modify it in new and innovative ways to speak to new audiences, drive engagement, and above all, save time. Extending the lifespan of your content by turning a blog post into a video, for example, also means you'll see more value from all content efforts while building brand recognition and creating a strong, consistent brand image.
Tip #3: Collaborate with micro-influencers and crowdsource ideas
Collaborating with other departments, influencers, or subject matter experts can help create better content. Use crowdsourcing techniques, such as surveys, to gather feedback and understand what types of content your audience wants to see.
This strategy will help point your content creation in the right direction, whether it be a social post or a high-converting blog. You can also leverage the audiences of the people or organizations you collaborate with to see higher reach to new audiences, who are potential customers. For example, micro-influencers, individuals with a relatively small but dedicated social following, can be a great way to generate sales.
Some benefits of working with micro-influencers include:
- Higher engagement rates: Micro-influencers often have higher engagement rates than more significant influencers, as they have a more dedicated and engaged following. Your brand message has a better chance of reaching and resonating with your target audience.
- More authentic relationships: Micro-influencers often have personal relationships with their followers. This connection means their endorsement is more authentic and trustworthy.
- Cost-effective: Micro-influencers typically charge less for their services, making them a cost-effective option.
- Niche reach: You can target a specific niche or area of expertise, which can help your brand reach a targeted audience.
- Long-term relationships: Micro-influencers are often open to forming long-term relationships with brands, which can help build brand recognition and credibility over time.
Tip #4: Use storytelling and other visual elements
Make your content more engaging and memorable with images, videos, and other data visualization to understand complex information. Where possible, try to tell a story about your brand, the products, or whatever your content is focusing on. People want to be entertained and interested by the content they see; if you can achieve this, your content will perform much better.
To weave storytelling into your content, consider the following tips:
- Identify your story: Determine the main story you want to tell and ensure that it aligns with your brand and messaging.
- Use relatable characters: Help audiences personally connect with your story, either with relatable fictional characters or real people such as customers or employees.
- Create a strong emotional connection: Use emotional appeals such as humor, excitement, or heartache to create an emotional connection with your audience.
- Use vivid imagery: Descriptive language, images, and video help bring your story to life.
- Make it relevant: Ensure that your story is relevant by tying it to your customer's needs, wants, and interests.
- Keep it concise: A focused story is good; avoid unnecessary details that can distract from the main message.
These storytelling tips apply to everything from social posts to sales promotion examples and landing pages. Great visuals and interesting stories go hand in hand with other SEO tactics. If you run a Shopify store for your business, some of the best Shopify apps can help you combine all of these elements seamlessly.
Tip #5: Inform your content with data
Data is a powerful tool that can inform your content strategy and help you create stories that resonate with your audience. By using analytics and metrics, you can track the performance of your content and make data-driven decisions to improve its effectiveness.
If you build a scalable content marketing campaign, you can easily pivot as you receive new data about content performance. From the types of people reacting to your content to the most popular pages of your website, data helps you understand what your audience wants, which is the key to successful content creation.
Tip #6: Incorporate voice and audio content
Voice-activated and audio content, such as podcasts, are increasingly popular. These formats allow you to reach new audiences and create more immersive experiences, making them a great way to diversify your content and engage with your audience in new ways.
You can also think about voice-activated video content designed for voice assistants and triggered by voice commands. This strategy can be a great lead magnet if your video content is engaging and informative.
Tip #7: Create interactive and immersive content
Engage your audience by encouraging them to take action. This can be done with interactive quizzes, 360-degree videos, or augmented reality experiences. These formats help you create a deeper connection while driving higher engagement and conversion rates.
Consider elements such as user input, which encourages audience engagement and involvement as they build a deeper connection with your brand. Immersive content can also help users to better understand complex concepts. For example, imagine a 360-degree view of a product or VR experience demonstrating how a service works.
Tip #8: Use higher quality video content
Video content is a powerful tool for engaging and building a deeper connection with your audience. However, whether it is live video or animation, it needs to be of a certain level of quality to help bring your content to life in a more impactful way.
Invest in high-quality video editing and production to help maintain your audience's attention and show the value of your products and services. Poor-quality video can create a negative effect, reflecting poorly on your business and lowering the perceived quality of your products and services. Once completed, enlist the help of tools that ensure quality and secure uploads for efficient content processing with large video files.
Tip #9: Specific content tailored for social media
While you can use social media to distribute and promote any of your content, it is important to think about specific content built for designated platforms. This content can be short and humorous videos for TikTok, industry-relevant opinion pieces for LinkedIn, and carousel posts or reels for Instagram. Craft content that suits the platform, then engage with your audience in real-time.
To do this successfully, you will need to understand the unique strengths and weaknesses of each platform. As some social media sites reward users who post regularly, use an AI Content Creation Platform to get a head-start on your social media-specific content and create in advance.
Tip #10: Benefit from personalization and targeting
Personalization and targeting are essential for creating content that speaks directly to your audience. Be it personalized email campaigns or targeted eCommerce ads, this method allows you to work smarter as opposed to harder with your content marketing.
Ensure that your content reaches the right people at the right time to see higher engagement and conversion rates. This strategy is a cost-efficient way to spend your marketing budget and will likely yield greater results as your attention and effort are focused on people who are somewhat already interested in the products or services you offer.
Focus on these areas to enjoy quality results
These efficient content creation ideas will help you make sure you provide quality output for your audience in 2023. Always remember that the key to success is understanding your audience, goals, and whatever makes your content stand out.
Experiment with these ideas and find the ones that work best for you and your audience, then lean into them and reap the rewards. We also recommend supercharging your paid search, social, and e-commerce advertising with MarinOne, and maximizing the return on every single marketing dollar you spend.
Luke Carlino is a guest contributor to Marin Software.
Why Managing Your Brand's Online Reputation is More Critical Than Ever Before
You’re a customer-first brand that prioritizes customer satisfaction, but no matter how hard you try, there will always be a handful of unhappy customers who leave disgruntled reviews or share negative sentiments about your brand on social media. Perhaps they received a faulty product, or maybe they were just having a bad day and the product didn’t live up to their expectations. You can’t please everyone, but having a strong online reputation management (ORM) strategy can minimize the impact of negative feedback to help your brand maintain a positive reputation.
Online reputation management (ORM) involves monitoring mentions of your brand name on the internet, primarily in reviews and on social media. This may sound like a job for your PR team, but ORM is different. PR teams work proactively to increase exposure to your brand and strengthen your reputation. ORM is a more defensive strategy that centers around seeking out negative content and working to minimize the damage.
Virality's Role in Online Reputation Management
In the age of Instagram, ORM is more important than ever before. Social media algorithms favor viral content, and unfortunately negative and controversial content has some of the highest potential for virality. This is because virality is based on engagement. Engagement meaning, how many people are watching the video (most likely a tiktok or reel) from start to finish? How many people are liking and commenting? The more controversial a video is, the higher the engagement will be. This can cause negative press around a brand to spread quickly. However, the phenomenon of virality also causes trends to come and go rapidly. So while negative press around a brand could be trending for a day or two, as soon as a new scandal happens, the internet will all but forget about it.
Internet trends move so quickly that most viral mishaps are often looked past within a matter of weeks. For example, many of us remember the Kendall Jenner + Pepsi Ad Debacle of 2017. For those who don’t, Pepsi released an ad where Kendall Jenner walked into a crowd of protestors, approached front line police, and handed the police officers a can of Pepsi which miraculously ended a conflict between police and protestors. Viewers were outraged as they felt this ad belittled protestors and minimized the issue of police brutality.
In April of 2017 it felt like this ad was all anyone was talking about. Folks on Twitter were calling for boycotts of all Pepsi products, and Pepsi’s stock certainly took a hit. But today, most people scarcely even remember that it happened. This scenario exemplifies how brands can quickly move past even the most ‘cancellable’ scenarios. Between Pepsi’s reputation as a staple household soda and the speed at which internet gossip moves, Pepsi recovered quickly. By May, the internet had moved on to other scandals, and nowadays no one thinks twice about drinking a Pespi. Virality is both an enemy and a friend to brands trying to maintain a positive online reputation.
Online Reputation Management aims to get ahead of any negative sentiments and address them before they become a larger, or even a viral issue. Things rarely escalate to the viral level, but regardless, social media has made people more connected than ever before which enables negative or positive sentiment about a brand to spread quickly if you let it.
Here are a few key steps to an effective ORM strategy:
Hire a Community Manager or Community Management Team
If someone tweets about a negative experience and tags your brand, they expect a response within a few hours. The speed of communication on social media demands a dedicated employee or team to monitor mentions of the brand on Twitter, Instagram and Tiktok. Additionally, if a customer contacts a brand via social media and does not receive a timely response, they may post a negative comment on the brand’s account in order to get the company’s attention, or to express their frustration and gain sympathy from others online. Instagram has even started including a ‘typically responds within’ blurb that users see when messaging a verified business account. People are utilizing social media as a way to get a quick response from a company representative when they have an issue. And this makes sense; we scarcely talk on the phone anymore as everyone communicates through Instagram instead. So instead of relying on a customer support hotline, brands need to meet customers where they're at, which is on Instagram and Twitter. For example, check out this helpful exchange with a member of the community management team at clothing retailer Savage X Fenty:
Their community management team responded within minutes and began working to answer the question at hand. This quick response was possible because Savage X Fenty has a dedicated team managing their social media accounts. If this customer were to receive no response to their direct message, they might start commenting on the brand’s posts asking why they’re being ignored. Then, others will see the comments and develop a negative impression of the brand.
It’s interesting; people spend so much time on Instagram talking to their friends who are also on Instagram all the time and therefore respond quite quickly to each other. But now, people expect the same behavior from brands. Which is fair, since brands want their followers to see their social media content as native and relatable, just like a post from a friend. In turn, brands are held to the same standards that we have for our peers when it comes to social media interactions. These high expectations are exactly why having a community management team is so important.
Provide a Respectful Public Response, then Move the Conversation to Private Messages
Let’s say a customer tags a clothing company in a tweet stating their pants developed holes after just two wears. The customer likely wants two things; a refund and a public apology. A generic example of an appropriate response would be to reply to the tweet stating “This is not the experience we want our customers to have. Please message us directly so that we can make it right.” This way, you’re showing you care and will work to correct the situation, but you're also taking the conversation out of a public forum so the details can be handled privately. The disgruntled customer gets their resolution, and the public viewers of the tweet see that you value customer satisfaction.
The same goes for responding to negative reviews on your website. Publicly state that you are sorry to hear about the customer’s negative experience, and ask them to email your customer service team directly so you can make it right. This way future customers who read the review will know that if they receive a faulty or defective product, the situation will be remedied.
Here’s an example of a great response from Starbucks to a customer complaint on Twitter:
The Starbucks care team expressed empathy, apologized, and provided clear and concise instructions on how to continue the conversation in a private forum. That’s how it’s done!
Do not delete negative reviews or “bury” negative reviews under positive ones. Customers are smart, and an overwhelming amount of 5 star reviews will be seen as a red flag that your company is hiding negative reviews. It may seem counterintuitive, but a couple bad reviews actually help to validate the positive reviews by proving that the feedback is unbiased. However, if a review has overly vitriolic or profane language, it’s best to delete it as that is an unreasonable reaction and you don’t want other customers to be confronted with foul language when visiting your site.
If your company makes a more widespread mistake, quickly post a public apology stating why the mistake happened and what you plan to do to fix it. Utilizing the pants with holes example again, I’d recommend an instagram story post explaining that the fabric was faulty and the team will be sending out higher quality replacements or refunding customers who experienced that issue. The Instagram story is the best placement for a public apology because it is easily visible by your engaged customer base, but it won’t live on your Instagram grid forever like a feed post will. This way, you’ve addressed the issue without drawing unnecessary attention to it, so it can be resolved and your brand can move on.
In order to be forgiven in the court of public opinion, you must truly take action to remedy the issue at hand. This often comes in the form of issuing a refund or store credit for a problematic item. Or if you provide a service, making fixes easy for the customer. Here’s a great example of a helpful response from Jetblue Airways:
The ORM team responded quickly and helpfully. Rather than just telling the customer to stay on the line until they reach a customer service representative, the community manager offered to fix the issue for them. The key here is that they are making issue resolution as easy as possible for the customer, diffusing frustration. This experience could have caused K. M. Sutton and their followers to stop being brand loyal to Jetblue, but by fixing the issue, their team was able to retain a loyal customer.
Stay Informed with Google Alerts
Set up Google Alerts for brand terms so that you know immediately when any negative press arises. Setting up a Google alert is easy. Simply visit https://www.google.com/alerts, type in your brand name and enter in a few settings around where the alerts should be sent and how often you would like to be alerted:
Google alerts are a great way to monitor sentiment around your brand, both positive and negative.
In conclusion, a branding issue or bad review can feel like a big deal, but utilizing our ORM tips, your brand should be able to recover quickly. The internet moves fast! So as long as you’ve got a plan in place that involves reacting to negative sentiment with empathy and truly making things right with your customers, you’ve got nothing to worry about.
ORM is a part of your business that requires empathy, energy and genuine connection between the customer and the brand representative. If you're struggling to find the budget to hire a dedicated community manager, or your current team lacks the time to do community management yourselves, consider using a tool like MarinOne to automate some of your more mundane and time consuming tasks like reporting, paid media ad creation, and ad account optimization. Automate the things you can, so that you can focus on the things you can’t. Click here to schedule a demo of MarinOne today.
How to Develop the Most Effective Demand Generation Strategies in 2023
Businesses all over the world strive to convert brand awareness into customer conversions and profits, but marketing and customer service efforts are only as effective as the principles that are driving them. Demand generation is the strategy that helps B2B and B2C companies create reliable brand interest that translates directly to high quality leads.
Gordon Ferris, Director of Growth Marketing at Marin Software, shares significant insight to help us understand the principles that will define the success of demand generation strategies in 2023 and beyond. With more than a decade of experience in search, social media, and ecommerce marketing, Gordon generously explains the key tenets of demand generation that every marketer must understand to succeed in both B2B and B2C companies.
The Core Tenets of Demand Generation
Understand Your Brand
Most brands believe they know what they stand for in a general sense but this does not always translate into effective messaging. A major reason for this disconnect is not knowing how the brand is perceived within the minds of internal and external stakeholders. Each brand makes a promise to their customers and these promises must be ratified through consistent, concrete behaviors. Businesses that successfully communicate their marketing messages consistently have seen a 33% rise in overall revenue.
Gordon shares that businesses must “understand the power of their product and what makes their brand unique because this is what people will respond to. This needs to be actively pushed through across marketing activities and channels.”
Understand Your Customer
Once a business defines the promise it makes to its customers, it needs to understand how those promises relate to each customer segment’s needs. Marketing can be viewed as one-way communication from a brand to its customers, but successful demand generation requires more than that. Businesses should actively collaborate and engage with customers to collect customer insights to better define and meet their needs. This can also help businesses create brand advocates that further amplify a business’ message through organic communication.
Even if businesses want to listen to their customers, it can be challenging to define what they’re looking for. Gordon explains how businesses can break down a customer’s needs into two distinct categories. “Businesses need to identify a customer’s rational and emotional needs. Rational needs relate to the functional needs and attributes they want from your product. This can be quality, variety, efficiency, saving time, reducing cost and effort, and more. Emotional needs, on the other hand, relate to how your customers want to feel when interacting with your product. This could be a customer feeling confident or enjoying exclusivity through the ownership or use of your product.”
Understand Your Product Positioning
In an ideal world, the relationship between a brand and its customer would be enough to translate effective communication into active demand. However, brands don’t exist in a vacuum. Competing services, products, and brands present constant challenges. This has led to almost three quarters of people actively avoiding advertising with the use of ad blockers or other tools. To avoid overwhelming the customer, businesses must position themselves as a partner customers can trust.
Gordon adds that “positioning can only be done appropriately when businesses know their brand and all its components. They also need to understand the competitors they share space with. Marketers should ask questions such as what are some of the brands in your direct category? What brands fall just outside the category, but have an overlap or affinity with your customers? Analyze competitor brand positioning; how do they want to be perceived by their customers?”
How to Generate Demand Effectively in 2023 and Beyond
According to Gordon, “Once you do those first three steps of understanding your brand, your customers, and your positioning, then you get into tactics and the tactics become easier.”
The principles listed above should apply across all demand generation activity. They can help businesses be more proactive in learning about their customers, themselves, and their competitors.
Remain Authentic to Your Customers
Authenticity has been cited by 88% of customers as an important factor in determining whether they like and will support a brand. Even if marketing messages have a proven track record of success with a customer base, if the brand that is sharing those messages doesn't believe it, it will not resonate with customers. Businesses should identify and amplify the messages that lie in the overlap of the brand’s beliefs and the customer’s needs.
Learn to Make the Most of First-Party Data in a Cookieless World
Businesses have been trying to phase out the use of third-party cookies as major browsers and search engines ditch the information-gathering method in favor of first-party data. However, a staggering 83% of marketers still rely on third-party cookies to learn about their customers. Businesses must learn to extract actionable insights from the information they already have or are able to gather.
Gordon explains that “once someone is on your site, you need to make the most of that engagement. Allow your customers to find what they’re looking for, but at the same time, by the way they click or navigate your site, find what’s important to them.”
Make it as Easy as Possible for Your Customers to Buy into Your Messaging
Marketers can sometimes overlook the needs of the average customer when designing messages that seem eloquent to their own eyes. While there is value in including flair in a brand’s marketing, it should always be accessible and easily understood by the business’ most important customers – and the message must connect to the priorities of the intended audience.
Businesses should actively “create bite-sized paths that are addressing specific value propositions or questions that your customers might have for your product or the industry you’re in,” shares Gordon.
With MarinOne, businesses can gather information about how well each message is resonating with their customers, learn what their customers are actually interested in, and how their competitors are faring with different marketing tactics and messages.
To learn more about how MarinOne can help you reach your audiences more effectively, request a free demo of our solution now.
How Augmented Analytics Will Affect Marketers in 2023
Augmented analytics is drastically changing the way marketers work, empowering them with better ways to identify customer needs, develop more effective campaigns, drive conversions, and ultimately improve business outcomes.
Using advanced tech solutions such as artificial intelligence to collect and analyze data, augmented analytics helps marketers make more informed, data-driven decisions. Simply put, it’s a smart and powerful solution that enables marketers to move way ahead of competitors by helping them achieve more with less. From providing smart insights to revealing valuable intelligence, augmented analytics is a game changer that can transform your business in 2023 and beyond.
What is Augmented Analytics?
Augmented analytics is a data processing approach that uses a variety of techniques, including data mining, statistical modeling, and machine learning, to analyze a wide range of historical and current data to improve data exploration and analysis. Applying advanced algorithms to the data enables businesses to better understand customer behavior, identify trends and anomalies, and make predictions that inform decisions based on facts, rather than intuition. By leveraging these complex algorithms, augmented analytics enhances the way businesses can use data for further analysis in business intelligence applications. This strategy has huge potential and is a key tool in helping marketers develop a strong competitive advantage. In fact, the augmented analytics market is expected to grow by 25% in the next five years, reaching $22.4 billion by 2025.
4 Ways Augmented Analytics can Help Your Business
Using augmented analytics can multiply your business’s success by improving your bottom line and introducing new ways to boost campaign efforts.
Marketing teams confronted with frozen or shrinking budgets are nonetheless still expected to generate leads and build pipelines to increase revenue. Using augmented analytics, marketers can make data-driven decisions and optimize their marketing investments through accurate insights and recommendations. Instead of just relying on past experience, estimates, gut instinct, or trial and error, the technology provides an accurate picture of which campaigns are performing well and which aren't, enabling marketers to allocate their budgets effectively to maximize returns. Here are two ways augmented analytics can help optimize marketing budgets.
- Budget Forecasting
Budget forecasting supports operational improvements that can lead to greater business success. For many marketers, monitoring spend versus allocated budget is a time-consuming process that is often prone to inaccuracies — especially when juggling several clients simultaneously. With augmented analytics, however, forecasting allows marketers to stay on track by providing historical and current information about budget spending so they can act on timely suggestions. This way, marketers can ensure that allocated budgets are spent according to plan, freeing time to spend on granular analysis of under- and overspending, preparing them to navigate future campaigns that will achieve higher ROAS.
- Anomaly Detection
Another practical way augmented analytics can help marketers maximize ROI is through anomaly detection, a tool that uses historical data on metrics including clicks or CPM and impressions to identify and self-learn expectations for the metrics. When an anomaly is detected, the outlier is automatically flagged, indicating issues that can drain a budget. These anomalies reveal campaign performance problems that might have otherwise gone unnoticed, helping to minimize negative effects – or eliminate them altogether.
Rapid Time to Insight
The beauty of augmented analytics is the way its powerfully constructed machine learning algorithms reveal important insights that can save time and improve a company’s bottom line. Through real-time insights and recommendations based on data analysis, marketers can make more informed decisions, understand customer behavior and needs, and tailor their campaigns accordingly.
With such proactive insights, augmented analytics can not only help reduce risk, but can also minimize issues by allowing marketers to use its highly sophisticated number crunching to drive more sales, build effective pipelines, and retain customers.
Improve Customer Experiences
Augmented analytics give marketers accurate and detailed information about their customers that they might have not been able to obtain through other means. With greater insights about prospective and existing customers, marketers can improve customer experience by understanding how their customers will interact with their brand.
Since augmented analytics is able to unify a diverse range of datasets such as demographics, CRMs, psychographics, and more, it can provide critical information marketing teams need to maximize customer value. By exploring large volumes of different data, augmented analytics can also model and predict customer behaviors, calculate customer lifetime value, and discover customer trends and patterns — all of which can be used to improve customer experiences.
Marketers can also harness augmented analytics for smoother operations. By automating certain tasks, such as data preparation, data discovery, and data visualization, marketers can save heaps of time and effort. Additionally, augmented analytics can automatically generate charts, graphs, and other visualizations based on data analysis, helping marketers to quickly and easily understand and communicate the results of their analysis. When data is streamlined and manual tasks are automated, marketers can spend less time combing through data for insights, and more time focusing on other strategic business initiatives that demand attention.
Getting started with augmented analytics
Here are three steps to help you get started with your augmented analytics journey.
Start Small and Choose a Use Case that is Aligned with Your KPIs
To begin using data science and artificial intelligence, your data doesn’t need to be perfect. Identify the business problem or opportunity you want to address. Focus on a use case that is aligned with your KPIs and has high business value. Once you see that it is successful, you can move on to other larger projects.
Invite your Whole Organization to be a Part of Your Analytics Initiatives
Being strategic about rolling out augmented analytics and collaborating with your entire company can help build trust and show employees that you want them to be involved with the implementation. Communicating with different stakeholders in your company will help them understand the value of the technology and how it can be used to drive business results. Encourage employees from across the organization to play a role in the initiative, demonstrating that you value their input and cooperation in achieving your business’s mission and goals.
Provide the Right Training to Gain the Most Value out of Your Investment
Concentrate on creating a data-driven culture. When you’re ready to start using augmented analytics as part of your company’s daily operations, establish strategies and offer training in place so employees can get the most out of the valuable data assets. When you include users from the beginning, they will likely be more invested in the outcome.
Be prepared to make changes along your augmented analytics journey. Encourage others to contribute feedback so you can gather insights and make adjustments as needed. A flexible approach supports iteration. In turn, when you iterate with stakeholders, you’ll be better equipped to adjust to their needs. Adopting a flexible outlook will help ensure a successful transformation for your business and make for a more seamless transition.
Using Augmented Analytics to Improve Your Campaigns
From identifying user segments to refining your target audiences, you can use augmented analytics to gain a deeper understanding of customer data and optimize your campaigns. With the right insights, you can effectively focus on those customers most likely to buy or respond positively to your offers, putting the right messages in front of them at the right time.
As you embark on your augmented analytics journey, remember that success is achieved through collaboration, training, flexibility, and the right data-driven strategies. When implemented properly and consistently across all areas of your business, these principles can help you maximize the value of your investment and take your analytics initiatives to the next level.
If you're eager to elevate your marketing efforts with sophisticated analytics, reach out to MarinOne for help. As a customizable, enterprise-class solution, MarinOne can help you more efficiently analyze your customer data, better understand your customers’ needs, and take advantage of the opportunities augmented analytics provides.
There is surely something in our collective consciousness that responds to well-produced persuasive advertisements. From the highly memorable “Mac vs PC” series of ads to Coca-Cola’s use of a classic song from yesteryear, most people have an ad they remember fondly.
Businesses are constantly trying to gain the attention of customers through new persuasive advertising ideas and some have found more success than others. What’s their secret? Here are a few of the attributes that make some advertisements more persuasive than others.
Persuasive techniques in advertising
The following are psychological triggers that can be used to nudge people toward making a purchase.
Tell a Story
A persuasive ad should focus on telling a story that is hard for the viewer to forget. Research suggests that people are 20x more likely to recall stories than facts or figures. More often than not, people remember the story even more than the product, service, or brand being advertised!
How to do it: When you create an ad, use settings with characters that cause the viewer or listener to identify with a character's plight. Give your ads a narrative arc and watch as customers become more engaged.
Use Tailored Messaging
While there are a variety of persuasive advertising tactics that can work for your ad, focus on those that will resonate most with your target audience. Audiences respond better to tailored messaging that illustrates the benefits of what you offer and how it can improve their lives.
How to do it: In addition to making your messaging emotionally impactful, strive to make it short and sweet. Keeping things simple is a marketing strategy that works best to keep consumers interested.
Tap into Emotions
Emotions are responsible for the decisions we make in more ways than we realize and they play a far greater role in decision making than logic does. In fact, studies reveal that 70% of viewers are more likely to purchase a product after experiencing an intense emotional response. Connecting with your audience using emotional cues in your advertising — whether you’re making them laugh or pulling at their heartstrings — will make your brand more memorable.
How to do it: Emotional persuasion begins with understanding your audience. Once you know your audience well, you’ll be able to determine which trigger words are likely to work best. Combining trigger words with storytelling creates emotional engagement. But to truly evoke emotional appeal and gauge attention, make sure to be authentic.
Incorporate Celebrity Endorsements
The public is highly influenced by celebrities — what they say matters to a lot of people. Using celebrities as part of your promotion strategies will make your ad more persuasive. Tap into the ethos of popular people and online influencers and get them to tout your brand.
How to do it: Look for celebrities that are relatable to your target audience and a good fit for your brand. Better yet, reach out to celebrities who are already using your product or service. Plan to work through a talent manager or agent. And remember, make your ask very clear and be sure to provide the details of your campaign goals.
5 Persuasive Ads to Inspire You in 2023
With a new year ahead, it’s time to look back and take stock of some of the most persuasive ads that launched during 2022 and why they worked so well.
Dove “Toxic Influence”
Together with the marketing agency Ogilvy, Dove created this ad as a sequel to their previous campaigns such as “Reverse Selfie”, “Show Us”, and “Legacy” in pursuit of fighting for real beauty standards.
As part of their self-esteem project, Dove has made it their mission to inspire young individuals to remove toxic beauty advice from their social media feeds. The ad features teenage daughters and their mothers discussing the disturbing promotion of false beauty advice through using deepfakes and face-mapping technology to expose the dangers of social media’s toxic influence.
What they got right: By ensuring that their ad messaging is authentic, Dove has successfully reframed purchasing their beauty products for their audience. Beyond making people feel good about their brand, the ad focuses on connecting with others, evokes an emotional reaction, and expresses important values.
Pringles “Stuck In”
During 2022's SuperBowl, the chip brand used its ad spot to highlight the 43% of consumers whose hand gets wedged at the bottom of the Pringles tube while trying to get to the last shattered chips.
The commercial declares that any discomfort their customers experience is “worth it” by highlighting the misadventures a determined Pringle snacker faces as he goes through life with a chip can permanently wedged on his arm.
What they got right: The brand took a comical approach to address a common pain point that Pringle fans encounter. Their sense of humor caters to the playful side of consumers by pointing to their brand’s heritage as a snack intended to be fun. They also appropriately combined the ad’s message with the perfect soundtrack: “Stuck on You” by Lionel Richie.
Specsavers “I Don’t Go”
The optical retail chain Specsavers uses a playful tactic to raise awareness around its home visit proposition. The ad’s goal is to challenge public perceptions around the variety of services the brand offers. It showcases a series of characters laughing off the idea of going into a store since they can experience the service from the comfort of their own home.
What they got right: Through their ad, Specsavers successfully spotlights its home visits service while also driving brand reappraisal. It’s both powerful and emotive, and most importantly, aims to charm its customers while emphasizing the brand’s purpose of changing lives through better sight.
Samsung “Love Hurts”
Cleverly crafted, this Samsung ad features a spider named Sam who falls in love with the Samsung Galaxy S22. The ad depicts the arachnid’s rollercoaster of emotions — ardor, pain, and joy — as it realizes the beauty of the phone’s camera lenses. The commercial closes with a happy ending and runs to the tune of “Love Hurts” by the legendary Scottish rock band Nazareth.
What they got right: Through the use of emotional storytelling, Samsung creates a memorable love story that is hard for consumers to forget. By doing so, the brand is able to shed light on its new camera innovation and also ensure a strong positioning in the highly competitive smartphone market.
Apple’s suspenseful ad revolves around how three individuals are conveniently able to call for help from their Apple Watch in the midst of an emergency. It’s as simple as dialing 911 from your wrist, by using Apple’s Emergency SOS feature.
What they got right: By using real-life trauma to advertise their product and portraying how it can make the difference between life and death, Apple’s ad becomes relatable, effective, chilling, and dystopian all at the same time. It creates a strong emotional response from viewers by striking a balance of fear and goosebumps, illustrating how powerful it can be in saving lives.
These ads all attract and persuade viewers through emotional connection, relatability, and shared values — but above all, storytelling. These are the most powerful ways to create an ad that is sure to resonate with your audience.
How MarinOne can help you reach your audience
MarinOne can help you extract maximum value from your most persuasive marketing materials across different mediums, platforms, and channels. To find out how, contact one of our MarinOne experts today.
Modern consumer expectations and behaviors demand a creative edge from advertisers and a winning strategy that customers will respond to. Even when you know your target audience well, it’s not always easy to figure out the secret formula that gets consumers to say, “here’s my money.” However, when the right advertising techniques are used, you will captivate your audiences’ attention and direct them enthusiastically into your marketing funnel without them even realizing it.
In a world where digital overload has made consumers resistant to ads, if you want to keep your audience engaged, you need to go above and beyond. Here are 13 compelling advertising techniques that will help you do just that and deliver the results you're seeking.
13 Advertising Techniques the Deliver Results
Many colors elicit a specific emotional or physical reaction and, in doing so, shape human behavior. When it comes to your brand and your marketing strategies, they not only influence perceptions, but can create an intentional mood for consumers, setting the right tone and conveying a desired message. In fact, research has proven that between 62% and 92% of people make a subconscious judgment to purchase something based on color alone.
Lego’s “Make Your Own Story” ad, for example, uses color psychology to develop a playful scene with Star Wars figures. The brand strategically places the figures into a fun, casual atmosphere to tell a new story. By selecting orange — known to evoke emotions of warmth, friendliness, and enthusiasm — as the background color, they’ve created an open and inviting mood.
Partner with Influencers and get Celebrity Endorsements
Partnering with a well-recognized influencer can help fast track your marketing efforts by getting your brand on the map. Doing so will also help build a big following. When consumers see popular influencers vouching for your products or services, it has a much more powerful impact on consumers than it would if the message were to come from your brand directly.
Take Nike, for instance. In their video ad with Billie Eilish, the brand successfully reached audiences through partnering with a star who’s recognized for her distinct style. The pop artist gave meaning to the campaign, placing an emphasis on sustainability.
“I want my collaboration with Nike to tell a story that not only highlights the importance of recycling but also reminds us that we need to take better care of our planet,” said Eilish.
By taking a stance on a social issue, the star took the brand initiative to new heights, tying into the emotion of the buyer to help create a following. As Nike has demonstrated, celebrity marketing is a high-impact marketing tool that can produce significant gains — an increase in brand awareness, credibility, and sales.
Remember Time is a Valuable Asset to Consumers
According to recent statistics, 64% of customers prefer to shop with companies that can accommodate their needs in real time. In this day and age, consumers expect businesses to deliver results immediately, and if they can’t, consumers will look for someone else who can. No matter what product or service you offer, consumers are drawn to speed — how fast you can meet their expectations, or how you can save them time so they can spend it doing other things. Be sure to incorporate your time-saving advantages into all of your messaging across various marketing channels.
Sedex, a supply chain company, demonstrates their commitment to speed by using extreme illustrations in their ads to support their promise to consumers: “Trust us. We deliver it fast.” Consumers take comfort in knowing that they will get what they want, when they want it. When brands live up to consumer expectations, it results in customer loyalty, brand trust, and more.
Focus on Needs, not Features
It’s easy for advertisers to fall into the trap of focusing on their product’s features. However, customers aren’t compelled to make a purchasing decision based on features alone. When you sell an outcome that impacts the consumer on an emotional level, customers are more persuaded by the value a product has to offer to them.
In the case of WeTransfer, their global brand campaign politely asks consumers to “Please leave”, explaining that their file sharing service is designed with the customer’s needs in mind so they can make the most of their time and get back to living their real lives. By focusing on needs instead of its features, WeTransfer highlights its company’s values: that it puts people first.
Make it Relatable
To resonate with your customers on a deep level, create an ad that feels immediately familiar and establishes a meaningful connection. When you inspire a strong emotional reaction, you are more likely to convince consumers that you understand how they feel.
Nivea Men’s brilliant ad for Active Age moisturizers is a stellar example. In their “Because Life Makes Wrinkles” campaign, the brand illustrates how ordinary moments in life take a toll on us, causing wrinkles— something many people can relate to. Whether it’s taking care of children or getting in a fender bender, Nivea makes it apparent that stress affects everyone, and using a moisturizer is something everyone can benefit from.
Use Landmarks in your Design
Using landmark images in your advertising campaigns can be a valuable visual asset. In fact, they can influence consumers' attentional focus and subsequent judgments. Take Asics, for example. To entice their marathon runners, the brand used a beautiful print ad to appeal to its consumers, conveying that they have the entire city of Los Angeles on the sole of their shoe. With a piercing image like that, who wouldn’t be motivated to go for a run?
Implementing minimalism in advertising can be profoundly effective. When thoughtfully crafted, minimalist digital ads can get your message across without distracting clutter or over-stimulation, and are also more likely to increase conversion rates. These simple messages can be both thought-provoking and enticing for your consumers, ultimately capturing their attention in a way that motivates them to take action.
McDonald’s McDelivery service has mastered the art of this advertising technique. Their ads are simple, yet bold. In their campaign, elegant illustrations speak louder than words. As you can see from the example, the iconic food chain has proven that less, really is more.
Repetition is key to keeping your brand or product at the forefront of consumers’ minds. The marketing Rule of 7 states that a consumer needs to see or hear something seven times before it actually sinks in. Exposure to repeating images, words, and messages makes consumers more likely to remember your brand. Thankfully, today’s digital environment provides multiple channels like your website, social media, video, and online advertising to make it easy to add repetition to your marketing strategy.
Of the many brands that have utilized this approach, L’Oréal has proven that frequency paired with repetition can make a brand memorable. Their famous slogan “Because You’re Worth It” sprinkled throughout all their ads has been ingrained in the minds of millions of consumers. The cosmetics giant has not only created a sense of familiarity and trust amongst its customers, but has also successfully achieved brand recognition.
In advertising, body language can have more influence on an audience than words can. Body language is a powerful form of nonverbal communication that can translate a message without relying on text to prove a point. A person’s body movements, posture, and/or facial expressions are three of the most common forms of body language that can be adapted for your ads.
In its “Melt” series of campaigns, Perrier incorporates a Renaissance twist into its advertisements based upon a Surrealist classic painted by Salvador Dali. By combining it with attractive models who use body language to exaggerate extreme heat, the brand creates an emotional trigger response from audiences, making them realize how much the sparkling refresher can quench a person’s thirst. Through using timeless and thoughtful imagery, Perrier is able to communicate a strong resonating image that makes their brand stand out.
Association marketing relies mostly on sophisticated psychology and aims to create associations for the viewer through feelings, ideas, places, or nostalgia. Associations often lead to strong, positive brand recognition and affirm its position as a premium service or product.
Throughout Lacoste’s Ageless campaign, the brand seamlessly emphasizes its ageless style. By featuring unusual pairings of people across their print ads and commercials, Lacoste points to the fact that no matter what your age is, clothes can still make you look fashionable.
Turn to Pop Culture
Using pop culture cleverly has been a mainstay of pro marketing campaigns for years. Leveraging pop culture icons in your advertisements is a great way to gain content visibility, increase brand loyalty, and build a strong connection with consumers. Not only does it have an enormous impact on buying behavior, but pop culture influences also shape your brand's personality, making your customers feel like you’re one of them.
In this imaginative ad, Band-Aid selectively chose the Hulk to represent that its brand heals, protects, and is strong. The brand’s messaging is clear, concise, and uses a pop icon to market their flexible-fabric band-aids. The ad speaks volumes and the color choices effectively set a healing and calming mood.
Symbolism attracts consumer attention and alters buying psychology. Symbols play a crucial role in successfully conveying messages and creating meaning. The most common uses for symbols are dramatic visuals, metaphors, or similarities that draw attention or interest towards a product. Essentially, symbols are a creative visual shortcut that can be used to effectively build your brand and convey a concept that will be remembered.
In its cleverly designed park assist ad, Volkswagen compares a spiky hedgehog squeezed between two goldfish in vulnerable plastic bags to the difficulty of parallel parking. With a unique image, the brand makes a powerful statement and a lasting impression in consumer minds.
Highlight the Problem AND the Solution
Consumers respond more favorably when brands make it easy for them to spot a solution quickly and affordably. IKEA is no exception. They have mastered the art of solving space-related challenges for their customers through smart storage solutions.
As is their tradition, IKEA usually uses quirky means to get their message across. In their brilliant “Need Space” campaign, they highlight the issue of space crunching, depicting how users stuff one shoe into another to save storage space. But, they don’t just address a pain point. They provide the solution too — a sleek and thin shoe cabinet to help customers make the best use of their living spaces.
Mastering your Ad Campaigns
While there are countless tactics you can use in your advertising strategy to create a strong appeal, using the ones that resonate best with your audience will ultimately generate the most success.
Change is constant in digital advertising, but these techniques and strategies are timeless and will continue to be effective now and in the future. In the campaigns above, we can see that clever visuals, subtle symbolism, strong associations and pop culture influence can go a long way.
From the advertising examples above, it’s clear that if done right, ad campaigns have the power to evoke emotions and keep products in our minds, influencing our buying decisions both directly and indirectly.
If you’re looking to create a lasting impact with your ads, MarinOne can help. Contact our team to get started today and learn more about how we can help you continuously improve your marketing campaigns.
For marketers, there are more ways than ever before to conduct outreach, contact your target audience, and increase sales. With so many different methods available, it can be a challenge to determine which will produce the best outcomes and which ones are worth incorporating into your marketing efforts.
While everyone has their favorite strategies, certain forms of outreach have proven to have a higher rate of success. The key is in the variety of methods you employ, and the consistency with which you use them.
8 Proven Prospecting Techniques That Actually Work
While excelling at prospecting still demands mastery of many of the same age-old techniques that worked 30 to 50 years ago, there are new approaches you can take to level up your game.
Here are eight advanced tactics you can use to secure more sales.
Use a Qualification Framework
To assess which prospects are strong potential buyers, you’ll need to identify the major criteria that you and your salesforce team consider to define a good candidate. Before you reach out to your leads, develop a set of qualification questions to help prioritize your outreach efforts. This way, you’ll discover which leads are worth connecting with, and which can be ruled out immediately.
Create a Lead Scoring System
Don’t let your hottest leads grow cold while you spend time on lukewarm prospects. After you’ve identified which leads are qualified, rank them using a lead scoring system so you can prioritize advancing those most likely to close. Develop a lead scoring system by assigning value based on data pulled from previous lead successes.
Follow your Prospects on Social Media
The best insights into your leads will come from your leads themselves. Scanning their social media channels can help you determine whether or not they’re a good prospect by yielding relevant data. LinkedIn research reveals that social selling influences more than 50% of revenue. Staying informed about your audience’s interests and values can give you a deeper understanding of their needs while simultaneously allowing you to build rapport and win their trust.
Strategically Structure Your Communication
The way you approach your prospects can impact how you close a deal or lose one. Use these methods to discover the best ways to reach out.
- “Wow” them: You don’t need a complex strategy to capture attention. If you’re going to draft an email, go beyond a standard pitch. Instead, use a clear statement of what you do and how you’re different, one that makes the prospect say “wow.” With so many software suites available on the market today, testing emails to see which work best is easy to do. If your outreach involves phone calls, recognize that leads warm up more when you make it personal. Pay close attention to what their needs are, gain a clear understanding of their industry, and research your competitors. By knowing what they want, you can tap into solving their needs and “wow” them with a golden pitch they’ll respond well to.
- Offer added value: With any kind of sales communication, adding value is critical. Leads are more responsive when you win them over with free offers. Consider giving them a free demo or providing a sales guide. Not only does this give you an opportunity for a follow-up later on, but it gives your prospects a chance to become more familiar with your products.
- Use a single call to action: Whether you’re pitching your lead via email or on the phone, ending with a single call to action is key to encouraging them to take the next step. Request a follow-up phone call, another meeting, or ask them directly to buy. When presented with a single, clear CTA, your lead is more focused and you’re more likely to close a deal.
Ask for Referrals and Recommendations
Referrals and recommendations are a powerful sales prospecting technique that can earn you the credibility you deserve. Word-of-mouth is incredibly impactful and should not be underestimated. In fact, when making buying decisions, 91% of B2B buyers are heavily influenced by first-hand accounts.
With numbers that high, it pays to be proactive about tapping into your network. You can use this opportunity to build relationships with your current customers by offering them discounts or other incentives for referring new people. Sometimes, it might be as simple as getting a testimonial, quote, information for a case study, or other social proof from past customers, all of which can elevate your leads’ confidence in you, ultimately converting them into a prospect.
Consider Using Video
The rise of video is one of the latest trends sales prospecting pros are using as a marketing and outreach tool. Incorporating video throughout your sales cycle can boost your numbers significantly. According to current statistics, after watching a video, 88% of buyers continue to complete a purchase, and 73% prefer to learn about products this way. With video rising in popularity, it’s worth taking advantage of this medium.
Be Well Aware of the Competitive Landscape
To be a sales prospecting pro, it’s critical that you scope out your competition. By keeping a close eye on the competitive landscape, you can rest assured that you are optimally positioned for your intended audience. If you aren’t already doing so, analyze magic quadrant results, follow competitor news, survey competitor websites, and track the latest advancements across relevant industries.
Leverage Marketing Automation Tools
Complement your prospecting strategy with an automation tool so you can nurture your leads and convert stragglers into sales. By using these tools, you can link content distribution, allowing you to get the right message out to the right people at the right time. Automating various processes to optimize your marketing-sales pipeline can convert leads into customers more quickly and efficiently. With the right tool, you can segment groups based on specific criteria, prioritize based on highest needs, generate interest along every step of the buying process, and much more.
Closing More Deals with MarinOne
To stay ahead of the curve, sales pros need to be proactive about leveraging the latest prospecting tactics and technologies. From researching your prospects to using automation tools, every step counts when it comes to closing deals faster and more effectively. By mastering each of the above techniques, you’ll have an edge over competitors and will see better results from your outreach efforts. With so many opportunities to help you outsource work and many automation tools at your fingertips, along with a vast array of software choices to help you work more efficiently, you can multiply your successes and fill your pipeline with an abundance of qualified leads.
Using tools by MarinOne can help your marketing team optimize paid advertising processes, bring in more interested candidates into the sales funnel, and ultimately close more deals. MarinOne is a customizable, enterprise-class solution that can help accelerate your paid media efforts.
Ready to start prospecting for new leads? To learn more about how MarinOne can help you achieve the results you want, get in touch with one of our team experts today.
How to Develop Affiliate or Influencer Content That Your Customers Will Actually Like
Affiliate content has skyrocketed in popularity alongside social media marketing and other digital marketing tactics. Since social platforms have inconsistent monetization policies, influencer content offers creators a way to vouch for their favorite brands while generating income. Lifestyle brands, in particular, can align themselves with creators whose audiences overlap with their own.
Lauren Neels, Customer Engagement Manager and Marin Software’s resident expert on all things related to ecommerce, paid search, and digital marketing, shares some valuable insights about how lifestyle brands can use creator content to reach highly specific audiences more effectively.
How influencer content can help brands reach their audience
Shed the negative perceptions associated with advertising
While advertisements used to be a popular way to reach large audiences, viewers seem to have had enough. According to research from Statista, 41% of people online find themselves regularly annoyed by advertisements. More than a quarter of web surfers went as far as installing ad blockers to make their browsing experience better.
Advertisements are everywhere but Lauren shares that “people are more likely to trust influencer content since it comes from trusted creators that already have a relationship with their audience. This is evidenced by higher conversion rates experienced by businesses that leverage this type of content in their marketing campaigns.”
Allow your customers to engage with your content using actionable touchpoints
It’s not enough for your customers to view your content. Businesses must be able to measure how their ads are performing and ensure that each investment is yielding the appropriate results.
“Affiliate content is generally better than television ads for businesses that want to engage with the customer. This content is usually clickable or has some other CTA that customers can actively engage with,” Lauren shares.
Encourage greater conversion rates compared to cheaper outreach alternatives
Businesses can sometimes show a preference for alternatives such as television or billboard advertising. However, each method of outreach has a place within a greater marketing campaign.
Lauren explains that “paid ads work well for people who already have intent to purchase, but are less effective when people need convincing. Influencer content would be more effective at convincing or when trying to build a brand.”
Influencer content can be repurposed as paid social media posts or ads if needed
Some influencers have very niche audiences, but the reach of their content can be amplified when it is converted or repurposed as paid social media posts. However, Lauren warns that when creator content is converted to paid ads, “not all of that audience has chosen to follow that influencer so some of the trust won’t carry through to the new, wider audience. Conversion rates could go down but your reach is larger. This could help brand awareness, and boosted creator content would still have more trustworthiness than just a paid ad.”
Things to keep in mind while engaging creators for content
Social media trends often change before businesses can hop on them
All social media marketers are intimately aware of how quickly trends can change online. What is fashionable and topical today might be outdated next week. Businesses must always have their finger on the pulse of running trends and have employees that understand these trends to take charge of marketing campaigns that need to run alongside certain fads.
“If trends change before your approval process is complete, you’re too late. Millennials, for example, have a good idea of how trends work online. Put them in charge and trust them when it comes to trends and how to use them for effective marketing,” Lauren suggests.
Trends can differ wildly across platforms, content types, and audiences
Marketers often view social media as an effective channel for reaching younger audiences but each platform is unique. Trends, content types, audience demographics and more can differ significantly from platform to platform. TikTok, for example, is more likely to host a younger audience with a preference for short-form video content while Facebook is more likely to host a middle-aged audience with a preference for image-based content.
Background checks should be conducted for every collaborator you work with
When businesses sponsor a particular creator, they connect the brand with the creator in the minds of the viewer. While this can be a powerful way to gain the trust of customers, it also means that any misdemeanor committed by the creator can be associated with the brand or can lead to backlash against the brand.
“While apologies are more readily accepted now, it is always better to be in a position where an apology is not required at all,” Lauren recommends that you should “do your research to check the background of people you might be sponsoring to make sure they’re legitimate and not problematic.”
Rates can vary greatly depending on a creator’s reach, engagement, and more
As audiences become more diverse and use more social media channels, marketers must be strategic in how they spend on each platform and each creator. Marketers must always measure how much a creator is charging against their reach, engagement, history, alignment with the brand, and more. Each of these factors can lead to great variations in asking price from the influencer.
Affiliate or influencer content should be part of a larger marketing strategy
Affiliate content is a great way to reach targeted audiences and improve engagement rates with the brand. However, it’s not enough for a marketing team to rely exclusively on affiliate or influencer content. Like every other marketing method, creator content should be a smaller part in a larger marketing strategy designed to cover all of a business’ customer bases.
MarinOne’s modern optimization solution helps marketers ensure that each dollar spent on partner content and other marketing strategies yields maximum results. Our paid advertising management solutions creates automated recommendations to optimize your marketing configurations that will improve return on investment.
If you would like to reach your customers with relatable and likable content, reach out for a free demo of our solution today.
Do you remember the last advertisement you saw on social media? Chances are the answer is no, and not just because your memory is poor. As soon as you (and most consumers) recognize an ad, you are far more likely to scroll on.
That's why native advertisements are becoming increasingly popular. These “disguised” ads are meant to blend in with their surroundings and give advertisers an extra moment to hook viewers. Native ads are usually found in social media feeds, but they can be used in other places like email newsletters and search engine results pages.
If you are interested in testing this marketing approach at your own business, read on for 8 native advertising examples you can use to start brainstorming.
What is Native Advertising?
Native advertising is a form of online marketing associated with branding that integrates promotions into the content that people are already consuming. Native advertisements are designed to blend in with the surrounding content, making them appear less intrusive and more natural.
Because of their strategic placement, native ads are a powerful way to build brand awareness and connect with a highly targeted audience. Most often found on social media and in long-form written content, these ads have the potential to drive much higher click-through rates and engagement rates when executed well.
Keys to Effective Native Advertising
Native ads are meant to be a non-disruptive way to share your product or service, so it’s important to keep a few principles in mind when creating them. Here are three key elements to consider:
- Relevancy: Native ads need to be relevant to the user’s interests and what they are already browsing. While this is highly platform-dependent, native ads can be used to provide additional context around a topic, highlight a related offering, or feature customer-generated content.
- Creativity: Although they are intended to blend in with their surroundings, native ads still need to be creative and engaging enough to keep people’s attention. Use AI to create new images, visuals, formats, and messaging to see what works best with your audience.
- Authenticity: The modern consumer can see right past an obvious sales pitch, so it is necessary to be genuine and honest in your native ads. Native advertising should not feel overly promotional — instead, focus on providing value and educating your audience.
How Native Advertising can Backfire
Native advertising sometimes gets a bad rap due to the potential for users to be misled or taken advantage of. Native ads can easily blur the line between an organic post and a sponsored one, which can damage the trust and credibility of a brand.
To make sure that doesn’t happen, avoid these pitfalls:
- Overpromising: Native ads should never make unrealistic or exaggerated claims that don’t align with the product or service you’re offering. Even if the ad is more disguised than normal, always be true to your brand and the value you provide.
- Using misleading visuals: Native ads should never use visual elements that are intended to deceive. This includes images that don’t represent the product or service you offer, or presenting facts or data in a way that might not tell the full story.
- Not being upfront: Native ads should be clearly labeled as sponsored content and not made to look like editorial pieces. To maintain your brand's integrity and reputation, be transparent about who is behind the ad and make sure users can distinguish between promoted content and organic material.
8 Native Advertising Examples for Inspiration
Native ads are all about finding clever ways to advertise while still blending in with the surrounding platform. To give you an idea of what this looks like, here are 8 native ad examples to inspire your creativity:
1) Adidas on Spotify
Adidas partnered with Spotify to create a unique experience and promote their new shoe line — the Nite Joggers. Users who opted into the interactive campaign would receive a "Nite Score" based on their evening listening habits as well as a personalized playlist. This soundtrack was a blend of favorite hits, new recommendations, and promotional content for Adidas.
This native advertisement is a great example of nondisruptive yet nondeceptive marketing. Although it was clearly an advertising campaign, Adidas was able to engage a targeted audience without interrupting their listening experience. Plus, the company effectively tapped into a growing marketing opportunity in the music streaming industry.
2) General Mills on The Guardian
General Mills wisely sponsored content on The Guardian to align its brand with regenerative agriculture and small-scale farming. These themes are reinforced with high-quality closeups of their sustainable practices and the families that they work with.
The photos and videos show the human side of food production, which helps viewers establish an emotional connection to the brand. Other than its "Paid content" label, this informative article looks and feels like a regular piece of expository news on The Guardian — making it a powerful example of subtle native advertising.
3) SpongeBob on Instagram
Where are SpongeBob's original fans hanging out? On Instagram, of course. Nickelodeon's hit show recently partnered with Instagram to create an interactive filter called "What SpongeBob character are you?"
This collaboration is one of the most engaging native advertising examples on this list because it tapped into the nostalgia of an older generation and made it easy for anyone to participate. The SpongeBob fan base didn't care whether it was a marketing ploy or not. This filter was genuinely fun, it fit in with other content on the platform, and it allowed people to reconnect with the characters they love.
4) Purina with BuzzFeed
https://www.youtube.com/watch?v=UJPJUaZZOss&t=12s (to embed)
Purina teamed up with BuzzFeed to create a clever marketing video from the perspective of a cat. The cute and comical two-minute production explains how cats view their responsibility to take care of humans.
Although it highlights Tidy Cats, Purina's cat litter product, the video is not purely promotional. In fact, it offers real entertainment value to its targeted audience and anyone who can appreciate cats' quirks. Even almost 10 years after its creation, this content marketing example still sets the standard for how to both reinforce brand identity and drive sales.
5) Taco Bell on Snapchat
Taco Bell created a Snapchat filter that turned users' faces into a taco. Released just in time for Cinco de Mayo, the filter was an instant viral hit with more than 224 million global views.
This campaign was a success because Taco Bell nailed both the timing and the culture of Snapchat with its native ad placement. Plus, the company was able to boost brand awareness by prominently including its logo on every snap.
6) Netflix on WSJ
To promote its upcoming show Narcos, Netflix worked with the Wall Street Journal to create an interactive webpage on "Cocainenomics", the business of the Medellin cartel's drug trafficking operation. This detailed profile of a $4 billion underground empire is the perfect fit for the business and finance-minded readers of the WSJ.
Netflix put together one of the most compelling native advertising examples on this list by elevating a standard piece of content from the daily newspaper. The article reads like a piece of investigative journalism but is paired with clickable maps and timelines, and a timed quiz.
For most WSJ consumers, the portal likely serves as one of the most interesting stories they read that day. And if readers are hooked by the topic, watching Narcos is a natural next step for even more detail.
7) Allbirds on The New York Times
Allbirds partnered with The New York Times to create an incredible full-page experience for readers, complete with sound, vivid imagery, and responsive video. This native advertisement ran as an article in the paper, but rather than promoting its signature footwear directly, the brand instead focused on sustainability.
The Allbirds article dives into the importance of birds to our environment, and what eco-conscious readers can do to help birds. At the conclusion of the post, the brand offers a single call to action — visit the Allbirds website to learn more about conscious commerce.
8) Samsung on TikTok
To raise awareness for the Galaxy Z Fold3, Samsung launched a Branded Hashtag Challenge on TikTok. Boosted by TopView ads, Brand Takeover ads, and Reach & Frequency ads, the phone maker was able to eclipse more than 1 billion video views.
Samsung's "I'Mpossible Generation" campaign slogan was a nod to the innovative foldable smartphone. And the challenge's catchy tune and promise of prizes engaged creators from all over Vietnam. The native ad strategy not only caught fire boosting Samsung's brand awareness, but it also proved social commerce is alive and well with a 14% uplift in sales.
Native ads have the potential to hook viewers in a more subtle way than traditional advertising methods. With relevant and engaging content, brands can communicate their values, foster an emotional connection, and fill their marketing funnels.
The most successful native advertising examples leverage creative content and fit in seamlessly with the surrounding user experience. By matching the appropriate look, feel, and voice of the adjacent content, brands can break through the noise to capture attention and form authentic relationships with potential customers.
Daniel Anderson is a guest contributor to Marin Software.
Communication is the most important arrow sales teams have in their quiver for generating leads and producing sales. It also happens to be the most important tool for marketers to create relevant, qualified content, personalized customer query forms, and more. Making excellent communication an initiative throughout your organization will help you approach more prospects and increase conversion rates.
Unfortunately however, most demand generation tactics still do not encourage easy two-way communication between the brand and the user. You can create loyalty with existing customers and attract new potential customers by reaching them with your content, but for most companies, users can really only get in touch with a brand via the customer service team.
This is why we as marketers need to start to view customer service as a lead-generating channel. Opportunities to keep customers with your organization for the long run, upsell customers or encourage repeat purchases, and create an incredible brand reputation are omnipresent in the customer service process. These are all key ways that your customer service team contributes to the overarching bottom line. So how can you formalize making customer service a cog in your larger demand generation machine? Read on to learn more about strategies for making customer service a revenue-generating team.
Customer Service and Demand Generation
Freshdesk’s blog says, “Customer service is the key to generating leads in your marketing strategies that can be used not only to develop prospects but to nurture them and enhance customer retention.”
Still, customer service will only have a positive effect on your customer journey if buyers feel their concerns are heard and addressed. The first step is to follow customer service best practices to leave every person who contacts your company on an individual basis with a great experience. Once your team has a solid understanding of how to make customers happy and resolve issues quickly, then you can funnel energy toward retention and lifetime value.
Marketing strategies have evolved as catchy advertisements and self-promotional events no longer attract consumers. Now organizations are turning their focus to being recognized for their services and products and learning to develop long-term customer loyalty. Here are a few ways you can do the same.
- Be methodical about the number of audiences you target and create a unique customer journey for each persona. This will create an inbound dynamic that will engage prospects more efficiently.
- You can build brand awareness among customers via email marketing. This helps to keep your business top of mind–it can be particularly impactful for service-oriented companies that may not have a physical product to sell. The more people recognize your brand, the greater likelihood you will see more ratings and customer responses coming in, increasing brand equity and website traffic.
- Advertising is the best short-term tactic any marketer has. While it can sometimes be pricey, especially when compared to PR, SEO, or other slow-burning channels, a great digital advertisement can capture the attention of thousands very quickly. This will kickstart your business and help you create a pool of people to nurture for lifetime sales.
How can you Integrate Customer Service into your Demand Generation Channels?
Customer service can easily use your marketing team's messaging to directly communicate your brand’s ethics. Do this by showing how your team emulates those values in real time instead of simply telling prospects what your company stands for without supportive action. Here are some ways to optimize that communication cycle.
Use Personal Lead Information to Endow Future Communications
Before initiating any communication with a customer service contact, ask the user relevant questions like their name, email address, or contact number. It helps your team to have the data they require to develop future relationships with the client and be proactive should technical issues arrive, like dropped phone calls or ineffective email sends.
Employ Chatbots to Streamline Response Processes
Automated chat features have assisted quite a bit in this area. Developing frequently asked questions are a great way to get your chat feature up and running. It also allows wiggle room in the customer service process that keeps you in the drivers seat. Once a customer has exhausted the FAQ series in chat, your CS team members can then jump in and interact with customers with more complex queries to help them get their issues resolved. You'll be surprised how many customers will get the answers they need from the pre-loaded questions, which saves your customer service reps valuable time.
Engage with Customers Even When Your Team is Offline
In addition to saving time during regular office hours with FAQs, chatbots can also be setup to communicate with customers 24/7 when your customer support agents need to go offline. For issues that require a representative, these chatbots can ask potential visitors for their email address or phone number for your team to respond later the same day. According to the latest surveys, 82% of visitors who interact with these chatbots are more likely to convert into long-term purchasers.
Maximize Your Efforts with an Outbound Call Center
Outbound call centers have been an integral part of sales and marketing strategies for a long time, adopting methods beyond cold calling. They can coordinate with your CRM platform and various other tools delivering targeted user experiences. This can also be a good way to utilize customer service teams' time when they don't have a high number of inbound calls.
Get the most out of your call center services by transitioning from analog to online phone services, as VoIP mechanisms provide customer service attributes like call recording, automatic tracking, customer concerns analysis, and more.
Customer service is a crucial part of your association for building a strong brand identity and to keep customers coming back to your organization again and again. Demand generation tactics are far more successful when paired with great customer service. Look at how to streamline these processes and make your CS team a revenue contributor to the company's bottom line by using tools like chatbots and live chat, seeking customer feedback, and training your customer support representatives on how to identify and take advantage of upsell or cross-sell opportunities.
Joy D'Cruz is a guest contributor to Marin Software.
Using Predictive Analytics To Optimize Your Marketing Budget
Marketers are commonly tasked with making educated guesses covering an array of topics, such as buyer’s journey, which accounts are worth targeting, what content will resonate best with their customers, and so forth. While these guesses help drive business decisions and are used to create marketing campaigns, they are not the best tactic for accelerating your business.
To maintain a true competitive edge by making smarter, more informed decisions, marketers must stay on top of new technologies and trends such as predictive analytics. Let’s take a closer look to see what it’s all about and hear from MarinOne expert Joe Southin on how it can help you improve your business and increase your company’s bottom line.
Understanding predictive analytics
Predictive analytics is the use of machine learning, artificial intelligence (AI), data mining, predictive modeling, and other statistical techniques to forecast behavior, trends, and activities by analyzing past and present data. Using these analytics, you can strengthen your marketing efforts, enabling you to respond to developments more strategically. Predictive analytics can be used for predicting:
- Which factors impact customer preferences and their buying decisions
- Customer behaviors and their purchasing journey
- Marketing strategies and forecasting sales
5 ways predictive analytics can optimize your marketing budget
According to Gartner, marketing budgets are steadily climbing across all industries in 2022, increasing from 6.4% to 9.5%. That’s why using predictive analytics is more important than before.
Predictive analytics can be immensely useful. Here’s how:
1. Analyze data to predict how your strategy will perform over the next few days and the immediate future
For enhanced marketing performance, applying predictive analytics is crucial. With accurate data, you can implement a marketing strategy that will generate the impact you need to be successful. When you use predictive analytics to guide your strategy, you'll be more prepared to make informed business decisions and deliver campaigns that drive the results you’re seeking with minimal risk.
“Here at MarinOne we predict with confidence how an individual object is going to perform, not just tomorrow, but for the next few days,” says Joe Southin.
2. Use forecasts to manage, adjust, and optimize budget allocations
Predictive data helps you determine where to focus ad spend. It identifies the advertising channels and times that warrant increased spending and resources, and it provides useful insights so you know when to reduce investments. Use your forecasts to pinpoint where adjustments need to be made and how you can allocate your budget more efficiently.
According to Joe, “Forecasting gives you the opportunity to accurately project sales, revenue, and expenses. When you can map out how an object will respond with marketing spend, you can evaluate different price points.”
3. Respond to the latest trends to stay current and relevant
You can optimize your marketing budget by staying up to date with the latest marketing trends. Not only will it make your marketing campaigns more targeted and effective, but it will improve ROI, customer retention, and customer experiences as well. Competition in today’s marketing landscape is fierce. Understanding current market trends is key to remaining competitive. With predictive analytics, you can predict future shifts and plan your campaigns accordingly.
“Keeping up with the most current trends is key to strategizing so you can make better business decisions,” says Joe.
4. Use customer data to adjust campaigns
Provided it’s assessed and interpreted properly, customer data can be used to maximize the efficiency of advertising expenditure. By harnessing the power of predictive analytics, you can pinpoint everything from usage to customer buying behaviors. Customer data can help ensure that you don’t waste ad spend on irrelevant ad positioning or unnecessary communications. In turn, this can free up part of your budget for other revenue-boosting opportunities.
“No matter what industry you’re in, predictive analytics provides you with the necessary insights you need so you can make your next move. With a deep understanding of customer data, you can change your course of action for your campaigns to be more successful,” explains Joe.
5. Manage spend across different publishers to optimize effectiveness
If you are looking to optimize your marketing budget and maximize profitability, it's essential to allocate every dollar effectively. To fine-tune your budget allocation across different publishers, focus on the ones where you can fully control targeting and cost instead of spreading your budget thin. This will condition you to get rid of what does not work and focus your resources on what does.
Joe adds, “It’s essential to manage spend efficiently so you can yield the most optimal results. To do so, pay close attention to what’s actually working and what’s not by using predictive analytics to maximize value.”
3 Predictive analytics best practices
Managing and coordinating all steps in the analytical process can be complex. By following best practices, you’ll be well-positioned to glean the maximum benefit from predictive analytics.
1. Define your objectives
Predictive analytics empowers you to optimize operations by predicting outcomes. The predictions directly inform the action to take such as focusing marketing efforts on those most likely to make a purchase or identifying those who may commit fraud. To get the most value out of your data, be sure to align your strategy with your business objectives.
Also remember that you can pull down data from a variety of different sources, and even integrate additional functions from third party platforms, thanks to widely available APIs. Learning the basics of APIs and what they have to offer will show you just how much potential they have in a predictive analytics context. They’re well suited to expanding the potential of internal tools, and letting you squeeze even more value from every data point that you gather across your operations.
2. Organize your team
Before you determine your marketing spend, thoughtfully assemble your marketing and sales teams. By making sure everyone is on the same page, departments will be able to work together more successfully. Having a transparent approach is not only beneficial for collaboration, but it also helps generate useful feedback regarding marketing tactics from different teams.
3. Plan for disruption and continue to refine your predictive analytics models
There will always be factors that change. As a result, as you develop your predictive analytics models, you must continue monitoring them, improving them where necessary, and refining them when needed. These steps ensure the accuracy of your analytics.
MarinOne powers success with predictive analytics
No matter what industry you are in, the need for predictive analytics is more critical than ever before. Predictive analytics can help you make better marketing predictions so you can start to achieve real growth. By mastering predictive analytics, you will also gain a competitive advantage.
For a deeper understanding of how you can put predictive analytics to work for you, consider MarinOne.
When you partner with MarinOne for your predictive analytics needs:
- Your marketing spends go further and you can make effective use of your budget
- You can scale campaigns that are predicted to perform well and filter out those that are not achieving your desired results
- We can advise you on how to allocate your spend across multiple publishers and campaigns and much more.
Want to learn more about how our platform can help you integrate predictive analytics into your marketing campaigns and bring added value to your business? Schedule a demo with one of our MarinOne experts today.
Apps are now discoverable in more places across the App Store thanks to the new Today tab and product page ad placements. Thanks to these new placements, your ads can now reach users when they first visit the App Store, and while they browse. This expands the touchpoints you can reach users along the App Store customer journey, increasing your chances of snagging your target customers’ attention.
The Today tab ad
This is where visitors (over half a billion of them) start their journey on the App Store. You can now advertise your own app here, using high-impact creatives to capture App Store visitors’ attention. The ad will leverage a custom product page you create in App Store Connect. The custom product page has to include at least four portrait or five landscape assets. It also has to use the correct language for the countries and regions where the campaign will run.
The custom product page has to be approved first by App Store Connect then by Apple Search Ads for advertising. Once it’s approved, you can head to Apple Search Ads Advanced to begin Today tab campaign creation and submit your Today tab ad creative to Apple Search Ads to be approved for advertising. If you don’t schedule a start date or click Pause while the ad is still in review, it will run as soon as it’s approved. You can always create and submit ads for approval ahead of time to ensure they’re approved and running by a specific date. Note that Today tab ads aren't currently available on mainland China, so keep this in mind when running any international campaigns in the APAC region.
Because these ads are featured right on the front page of the App Store, they are the first content users will see. This makes them solid options for driving app awareness for new launches, special events, and seasonal promotions.
Today tab ad guidelines
- Promotional messaging should be 50 characters or less, with the lines of text not to exceed three.
- Creative assets have to be screenshots from the app you promote. Promotional, lifestyle, or other images aren’t allowed.
- The screenshots must be prominent and undistorted, filling up at least ⅔ of each creative asset.
- Pricing, offers, and ranking claims are not allowed in ad creative assets.
- Creative cannot include a font style similar to the App Store Today Card. Phrases “Game of the Day” and “App of the Day” are also not allowed.
- The language in the ad creative must match the language in App Store Connect.
- Any image that mocks a device and contains a bezel (the border between the screen and the frame of the device) must feature a bezel accurate to the most current Apple devices.
- The ad creative must comply with Apple Advertising Policies and cannot contain any images considered violent, sexually explicit, or otherwise inappropriate.
Product pages – while browsing ads
Product pages – while browsing ads are a new ad placement that shows your app to interested users as they browse the App Store. These ads appear at the top of the You Might Also Like list to users who scroll down relevant product pages. You can run your ad across all relevant product categories, or you can refine the categories where it runs. Product pages ads aren’t currently available on mainland China either.
These ads are created using the metadata already uploaded to your App Store product page. They include your app name, icon, and subtitle.
Time to get started
With these new ad placements, you can reach customers at multiple points during their journey through the App Store. The Today tab places your app in front of users before they think of a solution to their problem. And once they start browsing, product page ads present them with your app as they scroll through similar options.
With so many new features to explore in Apple Seatch Ads's new ad placements, the next question is what are you waiting for? You can start running these ads now and they're certainly worth a test, especially as we enter the busy holiday season.
Meet with a Marin marketing consultant today to learn how to effectively integrate Apple Search Ads into your omnichannel marketing strategy.
Market segmentation is the foundation of a successful marketing campaign. There are likely many different types of consumers that could be interested in your products, and sending the right message to each type of customer is key to acquiring new users. Whether it be targeting customers based on their age, or understanding that different types of customers value different aspects of your product or service, you’ll want to deliver unique, personalized messages to different segments in order to foster enthusiastic brand loyalty.
Let’s run through the 5 different types of market segmentation in detail so that you can understand which is right for you.
This is usually the first type of segmentation we think of when starting to define our different customer personas. These are basic defining characteristics such as age, gender, race, income level and education level. Demographic targeting can be anything from advertising high end products to those with higher income levels, to a clothing company advertising gendered clothing to women and men separately.
This is mostly used in B2C marketing efforts, as these traits focus on the individual. The B2B counterpart is firmographic segmentation.
Firmographic segmentation is the most basic form of market segmentation for B2B marketing efforts. Firmographic traits of a company include size, location, industry, structure and financial performance. For example, you’ll want to use different messaging when marketing towards a small business than when reaching out to an organization with hundreds of employees.
A subset of demographic segmentation, geographic segmentation entails segmenting customers by their location. You can segment by city, country, zip code or even language region. The most straightforward example of this is trying to drive foot traffic to a brick and mortar store by targeting people who live within a certain number of miles from the store. But even for online businesses, it’s important to analyze which geographic areas your website traffic is coming from. Sometimes these answers may seem obvious, like a company selling cowboy boots targeting states in the south. But you may be surprised what other regions are interested in your product, beyond the most obvious opportunities. Often market research brings about data that cannot be acquired by intuition alone. Who knows, there could be a lot of cowboys in Vermont…
This is the most complex and arguably the most valuable type of segmentation. Behavioral segmentation is the ongoing process of tracking and targeting users’ behavioral trends. As you collect data about your target market over time, you’ll be able to segment your audience into groups based on things like purchasing habits, brand interactions, buying history, website visits and interactions with competing brands. This form of market research is very valuable because it brings to light users with intent to buy, allowing you to target your most interested audiences.
This form of segmentation attempts to understand the consumers’ motivations. It’s not the what, or where, but the why that psychographic segmentation strives to make sense of. Why do customers buy your product, or choose your competitor's product over yours? Is it their values? Their political beliefs? Their interests? This sort of segmentation is extremely valuable for media companies, for example. News stations will market towards those with aligned political beliefs. Gossip magazines will target those interested in celebrity content. This form of segmentation can be difficult to nail down, but is very powerful.
Now that we’ve got an understanding of the different types of segmentation, let’s discuss how to begin segmenting your market.
Start with testing
The first step is market research. You’ll want to cast your net wide with broad targeting, then see what content appeals to different segments of users. Once you’ve identified segments based on engagement with your different categories of content, you’ll understand what sorts of products or services they are interested in. Then you can hit those segmented audiences with more specific retargeting ads.
It’s important to set a measurable goal when testing. Let’s say you’re trying to understand if your products appeal more to women or men. Send ads to both groups equally, and measure performance with a metric such as click through rate or conversion rate. If women seem to drive a higher conversion rate for a particular product, break men and women out into separate audiences and allocate proportionately more ad spend to the female audience. This is one simple example; but there are countless ways to run this same sort of test based on the segmentation factors you believe could apply to your particular campaign.
Never stop analyzing
It’s important to continually analyze these different sorts of user trends, as things can change over time and new segments may emerge. Moving forward, allocate a small portion of your marketing budget to testing ongoing so that you can make sure you're capitalizing on emerging segments and keeping your audience fresh.
Streamline analysis with MarinOne
If you create strong audience segments and send the right message to each segment, you’re sure to win in performance marketing. With so much data to navigate when analyzing the unique performance of your various market segments, it's best to bring it all together in a powerful tool like MarinOne. MarinOne makes your life easier by enabling you to optimize campaigns in bulk, pivot bidding types on the fly, and get a holistic view of all your paid media campaigns in one place. Start your journey to better market segmentation and great advertising performance with MarinOne today. Our team of experienced marketers is ready to help you achieve your goals.
Change Your Business With Growth Marketing
The marketing world is constantly changing and developing with new tools and methods. Strategies that are effective today may not work next year, or even next month. What we know for certain is that successful marketing requires looking beyond the top of the funnel for customers who will stick around. Without retention, there is no growth.
That’s why growth marketing is more important than ever. So, what is growth marketing all about? Learn why growth marketing is important, what its core components are, and five different ways to turbocharge your business with it.
Growth marketing defined
Growth marketing is a spin on traditional marketing with additional digital layers such as A/B testing, SEO optimization, data-driven blog posts and email campaigns, and careful attention to each aspect of a user’s experience. Insights inform strategies that are quickly implemented to achieve sustainable and robust growth. Unlike traditional marketing, growth marketing prioritizes small hypotheses, fast experimentation, and rapid iteration over large, long-term campaigns.
Why growth marketing matters
An average of 4 million businesses are opened every year, and over $297 billion is collectively spent on marketing expenditures. With those figures, it’s more important than ever to make your business stand out. To compete, it's crucial to have a growth marketing strategy. A strategy that is creative and compelling will:
- Help improve customer acquisition rates and allow you to expand your loyal user base
- Allow you to grow and scale your business rapidly
- Enable you to maximize your marketing activities across many different channels
- Provide you with insights into the full customer journey
Core components of a growth marketing strategy
The primary focus of your marketing strategy should be based on metrics like retention rates, acquisition rates, conversion rates, and customer lifetime value. Some of the most frequently used tactics that growth marketers find successful include:
A/B testing can be used in a variety of formats, such as email marketing, landing pages, social media ads, and more, making it one of the primary tactics to be used in a strong growth marketing strategy. By deploying “A” or “B” tests, you can gain a better understanding of which content pieces are performing better. With better insights into how to engage your audience, you can optimize future campaigns and increase your likelihood of boosting conversion rates.
Pro tip: Just because one test proves to be more effective with a particular audience segment doesn’t mean you should stop testing. Concentrate on customized segments and keep testing new content variations to understand which content resonates best.
With cross-channel marketing, your focus should be on building a plan to extend customer reach. It can include push notifications, email marketing, direct mail, in-app messages, and other action-driven initiatives. The key is to know your audience’s preferences. When you incorporate your plan into your growth marketing strategy, zeroing in on communication preferences will help you build your campaigns accordingly.
Pro tip: When you integrate multiple channels into your marketing plan, your audience can remain engaged from anywhere. Use contextual campaigns to help you gain a deeper understanding of your audience’s behavior across different platforms.
As part of your growth marketing strategy, be sure to pay close attention to the three critical life cycle stages: activation, nurture, and reactivation. You need to:
- Target your audience with introductory campaigns to build credibility
- Nurture them to strengthen relationships through cross-channel marketing efforts
- Re-engage them to drive retention and loyalty through post-purchase or win-back campaigns.
Pro tip: Each customer will progress through the life cycle at their own pace. However, proactively accommodating users' changing needs will help you create more need-specific campaigns, setting you up for success.
5 ways to turbocharge your business with growth marketing
Know your clients and competitors
To optimize your campaign, know your clients. Analyzing their data can often shed light on surprising insights such as discovering which leads have a higher likelihood of converting. It can also help you tailor communications to improve retention rates.
While it’s important to analyze your client base, it’s equally important to determine what your competitors are doing. Seeing what works well (or doesn’t work at all) for them can give you insight into new marketing opportunities to test, too.
Pro tip: To see what your competitors are doing well, use an online competitor analysis tool. To learn what media your clients consume or what terms they use when searching for your product, use the Google Keyword Planner and try client and industry surveys.
Optimize your content marketing
When done right, content marketing can create a lasting impact as part of your growth marketing strategy to help you generate new leads. Demonstrate your expertise in your field with articles, videos, and other sources that your potential customers are searching for. By optimizing your content around keywords your audience is looking for, you can boost the chances of them coming to you and staying.
Pro tip: Be sure to plan, test, and analyze which content is working. When you determine which content is attracting the most attention, adjust your campaigns to ensure you improve results.
Maximize your advertising
You’re probably already employing advertising as part of your marketing strategy — be it sponsored content, display advertising, remarketing, pay-per-click, social media ads, and so on. In most scenarios, real-time data is accessible, allowing you to closely monitor your ads’ performance. Dig into the data and follow growth marketing principles by planning, testing, tweaking, and repeating.
Pro tip: By digging into that data, you will be able to identify insights that enable you to improve leading indicators over time. But to truly maximize your growth marketing efforts, don’t lose sight of the big picture. While data is important, stay focused on broad performance metrics (like sales and revenue) over time so you don’t repeat ineffective advertising moves.
Prioritize your website
Optimizing your website is key to generating more leads. It’s important for communicating why prospective customers should choose you. If you haven’t already done so, advance your SEO strategy. Ultimately, your goal should be to funnel your clients to the action you want them to take. Additionally, your site’s aesthetics and user experience should be familiar for your target audience.
Pro tip: Seeking advice on your SEO strategy is wise, since it’s a specialized technical area. You can also consider identifying CRO improvement opportunities by conducting A/B testing, individual user testing, qualitative research from focus groups, and client surveys.
Make sure your customer service team is motivated
For growth marketing to be sustainable and successful, focus on the customer experience. Having quality service will help you build loyalty and turn consumers into brand advocates. Your products alone will not keep customers happy — they must be coupled with high-quality customer service. Make sure that all brand interactions leave your customers feeling satisfied and valued. If your customer service team isn’t motivated to give each person the "white glove" treatment, your customers probably won’t be coming back…which can make the colossal effort of attracting new users feel like a waste. As we said at the beginning of this article, growth marketing is nothing without a great retention strategy.
Pro tip: To create a good customer service experience, collect customer feedback through surveys and ask for suggestions on how to improve. You should also empower employees with the latest solutions so that they can fulfill their roles effectively. For instance, using a telephone system that automatically distributes incoming calls will benefit team members and customers alike.
Scale Growth Efforts with MarinOne
With growth marketing comes countless tools, channels, platforms, and tactics. One thing is clear: growth marketing requires work, but the return makes it very worthwhile
MarinOne has the tools you need to be a successful growth marketer and can help you focus on both testing and optimizing to boost engagement and provide a better customer experience.
Ready to take your growth marketing to new heights? Contact one of our MarinOne experts today.
Advertising is more of an art than a science, and digital marketing is certainly no exception. In the last decade, a lot has changed in the world of online marketing, and the field will continue to adapt along with the quickly evolving technology landscape and ever-shifting consumer trends. In this article, we’ll take a look at how it all began, how it has evolved, and where it's headed next.
The evolution of digital marketing
Let’s first take a look at how digital marketing has developed over the years by looking at some major milestones in its history.
The late 1990s: The rise of the internet
Digital marketing made a strong start in the 1990s due to the rising popularity of personal computers. Between 1994 and 1996, the number of people using the internet jumped from 25 million to a whopping 77 million. Why? Well, when the World Wide Web launched in 1989 and the first popular browser, Netscape, arrived on the scene, it caused an explosion of new users. From then on, the digital landscape began to grow exponentially as more and more browsers and search engines popped up, including many of the most popular search engines we know and still use today.
Early 2000s: The social media revolution
The invention of the World Wide Web created a collaborative space for sharing information, leading to a social media revolution. You may or may not remember MySpace, but it was the first truly popular platform of its kind, and it set the trend for all the others to follow. After its release in 2003, Facebook made its grand entrance. As a social media leader, it quickly became an outlet for businesses to reach global audiences. Brands began to realize the immense opportunities that could be achieved through tweets, posts, videos, emails, blogs, PPC advertising, and more—and this opened the door for digital marketing to expand.
By 2011, TV viewership began to decline for the very first time in history, and marketers were taking note of the transition. With this shift came the introduction of “cookies.” If you’re not already familiar with them, cookies are small pieces of code that are useful for tracking user behavior and content retargeting. Advertisers took advantage of tracking techniques, giving attention to browsing habits and usage patterns so they could fine-tune their campaigns and other marketing efforts.
The emergence of the internet and the rise of search engines also created an ideal space for what came to be known as native advertising. Using native advertising, marketers can promote content more effectively and connect with target customers through search ads.
Mid 2000s: Mobile devices surpass desktop internet usage
When iPhones became available around 2007, they completely changed how we access the web. As the world quickly invested in the many glories of smartphones, mobile usage served as a major motivation for brands to undertake search engine optimization. By 2014, mobile device usage crossed a key threshold and predictive analytics started to gain some traction.
In 2016, marketing automation went into effect and marketers started to build more personalized and efficient campaigns. When Facebook and Google prevailed as the two most recognized leaders of the internet in 2017, influencer marketing skyrocketed—and advertisers took the opportunity to grow their audiences. Paid advertising was no longer considered a supplementary strategy for marketers.
2018 and beyond: content popularity surges
When 2018 rolled around, marketers continued to improve their SEO efforts, realizing that long-form content was another strategy they could use to increase session durations. But SEO wouldn’t be the only strategy on the minds of advertisers. By 2019, marketers were dealing with an entirely new frontier: the quickly growing landscape of video platforms. By this time it was clear to advertisers that if they wanted to succeed, they would have to prioritize content creation as part of their marketing strategy — be it short-form or long-form text content, or videos.
However, the digital marketing landscape changed once again in 2020 when the pandemic hit and there were restrictions on many daily activities. Digital marketers were forced to keep up with skyrocketing social media use, new purchasing behaviors, and changing consumer behavior patterns. Consumer expectations skyrocketed and marketers had to shift their strategies to create more digital experiences. Marketers realized to adapt they would need to focus on customer values and experiences while placing a stronger emphasis on relationships than ever before. While online strategies are nothing new to the marketing world, COVID-19 initiated a stay-at-home virtual age that couldn’t be ignored. Since then, marketers have needed to focus on online strategies more than ever as a channel for reaching their existing and potential target audiences in order to remain competitive.
The future of digital marketing
As it has done in the past, digital marketing will continue evolving and developing every year. So what can you expect for digital marketing next? Current trends forecast that AI, automation, and machine learning technologies will likely become more pervasive. Influencer marketing will continue to grow and voice search and chat bots will soar in popularity. Interactive marketing content will pop up more, and you can also expect to see digital marketing become algorithm-driven.
While it’s impossible to say with complete certainty where the ever-changing digital marketing landscape is headed in the future, it’s exciting to see where it will go next.
How to stay in the loop
Digital marketing has come a long way in its development. However, the digital market industry is continuously evolving and digital marketers must keep up with the rapid acceleration of changes. They must be able to identify emerging trends as well as the creation of newer and more intelligent search engine algorithms.
To help you keep up with trends and make the most of your digital advertising campaigns, MarinOne gives you full visibility into your campaigns while continuously integrating the latest developments in digital marketing.
MarinOne can help you elevate and scale your paid search, social, and ecommerce advertising by helping you automate your campaigns. To see how contact one of our experts today and schedule a personalized demo.
Content marketing is buyer-centric. It’s measurable, compounding, and scalable. In fact, it typically performs more reliably than other tactics, which makes it one of the best foundations to build marketing success. Creating unique, consistent, and valuable B2B content is simply the best way to connect with your audience. In this article, we’ll explore what B2B content marketing is, why it’s important, how to build a strategy, and how you can use it to grow your business.
What is B2B content marketing?
Business-to-business (B2B) content marketing is the practice of producing and distributing content methodically to increase brand awareness, improve traffic, generate leads, and boost sales. It’s the process of using content to grow your audience, strengthen brand affinity, and ultimately improve your bottom line. Traditional forms of B2B content marketing include blogs, podcasts, email newsletters, and infographics.
Why do B2B companies need content marketing?
Builds brand awareness
Content marketing directly influences your organic traffic. When traffic is flowing, you’re building awareness for your brand. Done right, content marketing can help
- Improve customer retention rates
- Boost organic ranking of your site
- Help you create brand partnerships, and
- Attract more followers on social media.
Creates better engagement rates
Simply focusing on content creation isn’t enough to create an effective B2B strategy. Marketers must also take notice of leading metrics like engagement rates, clicks, and bounce rate. When content is tailored to suit their interests, audiences will continue to consume it. If content is geared towards a buyer’s tendencies and intent, it will also improve overall engagement as well as conversion rates.
Affordable, cost-effective, and supports long-term growth
A good SEO strategy coupled with high-quality content produces long-lasting results that compound over time. Once content is generated, it has great potential to drive organic traffic to your site—without you having to compete for top spot ads.
Although upfront costs for content marketing may initially seem high, it is considered to be more cost-effective than other traditional forms of marketing, paid advertising, and video marketing.
Additionally, the content you create can be frequently updated and repurposed, costing you a fraction of the price it took to make it. In the long term, the more you use your content, the cheaper it will become.
According to Statista, 30% of marketers believe content has the highest ROI of any channel. Marketers commonly try to amalgamate content’s strategic and financial value into a single metric: campaign ROI, or the success of a single campaign. When measuring the value of your content, be sure you stay focused on the challenge you are trying to solve. Content assets can be employed in numerous ways and can simultaneously be used across multiple platforms. It can also be used for video purposes, on your website, as a transcript for a blog, and so on.
How to build a successful B2B content strategy
Every B2B content marketing strategy is unique. However, to create a successful roadmap, you need goals and understanding of your company's long-term objectives. Don’t let the idea of a content strategy be too daunting. It’s actually not very complicated and once you understand what it takes to plan one, you can start creating content that can drive success in your business.
Understand your audience
When you know your audience well, you’ll find it a lot easier to create the right content for them. Even if you have a large audience, explore your Google Analytics data on a granular level. By doing so, you can learn a great deal about your site’s visitors such as gender, age, location, and what topics interest them the most. Once you have more insight into your audience, you can expand content into new relevant subject areas.
Map the customer journey
When you have a good understanding of your audience, review the customer journey. This can be complex, as they probably went through multiple touchpoints. However, it will help you discover which kinds of content are most effective at leading prospects down the sales funnel. When you have a good idea of where a prospect is in the customer journey, you can adjust your content to keep them interested.
Set yourself apart from competitors
Determine who your biggest competitors are and what kind of content they’re producing. To distinguish your company, aim to deliver content in engaging ways that your competitors can’t. Present content that highlights the unique value of your business and services. If they have specific content that is performing well, you can use an AI writing solution like Quicktools to quickly generate copy that is similar to the competitors' content, yet unique and approachable enough to give you a better chance of attracting ideal customers. Unique and approachable messaging will give you a better chance of attracting ideal customers.
Measure leads and micro-metrics
Data can provide a lot of information, allowing you to measure what’s working and what’s not. To advance your B2B content, you must take analytics seriously. Some metrics that are worth measuring include:
- Current statistics such as total views, conversions, and shares of posts
- Benchmarks and trends
- High-performing content
Once you understand how your content is performing, you can adjust your strategy accordingly. If there is specific content that gets better than average conversion rates, promote it via sponsored content or paid social ads.
Common mistakes content marketers make
Content marketing pitfalls can often be prevented with careful planning. With the market so crowded, there’s little room for error and missed opportunities. Marketers need to focus on getting it right as they are limited by a finite number of potential customers. Common mistakes include:
Not taking advantage of user-generated content
When user-generated material goes ignored, marketers miss out on a major opportunity to build a solid foundation of trust with consumers. To ensure content reaches their audience with a greater impact, marketers can include reviews and testimonials where appropriate, and even outsource content creation to users. This saves time and resources.
Not having a content approval process
A review and editing process is vital to ensure high-quality content that is relevant and engaging. It is also wise for marketers to create a content review and approval checklist. Alternatively, using a content management platform can help mainstream the process, making it easy to create, approve, and publish your content.
Not promoting content enough
Promoting content is key to extending your reach to relevant audiences. Include new content in your emails and social media posts to drive more traffic to your content pieces and help nurture potential prospects. Keep in mind that producing content is only as effective as the efforts you make to advertise it. Native ads, display ads, and paid social are also great tactics for distributing articles or whitepapers as far reaching as possible. It no one reads the content then it doesn't matter how much you have or how good it is…which is why content creation is just as important as content promotion.
10 quick tips and tactics for effective content marketing
- Use personalized nurture journeys
- Engage employees in active audience building
- Create content for ALL search engines
- Make sure your case studies aren’t too formal or stuffy
- Use “smart” popups
- Maximize digital PR to extend promotions and reach
- Use content snippets to make product education more digestible
- Segment your retargeting audience
- Promote your high-converting blog posts
- Partner with brands and influencers in your industry
MarinOne can help you supercharge your content
As a B2B company, MarinOne is well versed in what it takes to reach the right audiences with the right messages. Through our cross-channel approach, your campaigns will persuade and convert like never before.
Business to Business advertisers gain a competitive advantage by identifying and analyzing the right data and integrating insights from that data to help campaigns perform. With MarinOne, you can easily optimize your content and automate key workflows using first-party data.
Get in touch with one of MarinOne’s experts today to see how we can help you with your marketing needs.
We all have a fundamental need to belong. In fact, this is not unique to humanity; some animals only survive or thrive in groups as well. The foundation of a community is built upon support from acquaintances or family, as well as shared interests or backgrounds. Churches, schools, clubs, neighborhoods are some of the primary ways people get a sense of community or togetherness. Brands can create a community using the same methodology: a group of people that are all passionate or interested in a central topic.
Why Should Community Marketing be Important to Brands?
Community marketing's primary objective is to help companies engage with members of their target audience through their products, creating an engaged and long-term audience of customers. A key component to true lifecycle marketing, creating an active brand community can keep the same customers coming back to your brand again and again. It is a pillar of brand loyalty.
Community marketing leverages the power of social media or other online platforms to build meaningful relationships with consumers. Many consumers want to get the "brand perspective" on various topics they are interested in, and this can impact how the community members interact. Many companies underestimate the influence they may have to start meaningful conversations online. Fitness, beauty, and lifestyle brands often do this quite well as consumers of these products are addressing needs that are quite personal, like their appearance or health, and they crave a safe space to discuss those needs. Organizations doing community marketing well are hosting and owning that safe space for discussion.
What Goes Into a Successful Community Marketing Plan?
There are a few crucial aspects to establishing a healthy community marketing strategy. One component of this involves creating messaging that focuses on everything your target consumers love doing. Look at the broader universe surrounding your product and the problems it solves.
Savage X Fenty did this successfully when they set out to have a unique discussion around body positivity and inclusivity in the lingerie space. Their approach in setting up email lists, and Facebook groups, and community boards, all added to that sense of togetherness where many people of different backgrounds could connect on feeling "on the outside" with other lingerie companies marketing tactics. The result of this harmonious messaging resulted in incredible growth for the brand. Making your company mission about more than just a set of products brings customers or prospective customers together, getting them psyched about what they already have a genuine interest in.
Advantages of Initiating and Running a Brand Community
If you still have doubts about using community marketing for your business, here are some benefits that might help you make up your mind.
- Improved customer experience for your prospects. By constantly interacting with the community, you get first-hand information about customer satisfaction. In turn, you can use this info to upgrade your products to suit their needs.
- Increased customer retention and brand growth. An effective program seeks to build loyalty in customers who buy from your brand severally. The goal of every business is to achieve loyal relationships with their customers.
- Instead of monitoring your brand reputation like an eagle overlooking an expansive landscape, with community marketing you're more like a deer living within the environment, overhearing what is being said and interacting with the other creatures in your brand forest. Your company becomes an integral part of the conversation. The opportunity to answer questions, redirect customers, and have ownership over public opinion in this way, especially if there are any questions being thrown your way from a PR standpoint, is invaluable.
- New members of the community easily become your customers. Although a larger following does not always translate to more significant sales, you get new customers from the brand awareness that comes through your existing customers interacting and enjoying the community.
- The business grows organically. Thriving communities have people willing to share their good experiences with the world. These advocates can result in tremendous growth, and this kind of engagement becomes a great funnel and natural segue into ambassador, influencer, or affiliate marketing strategies.
- Customers can feel the product's authenticity. We all know that advertising can sometimes be a bit fabricated. Community branding brings out honesty and transparency, resulting in an authentic feel to your product and brand.
Misconceptions Surrounding Community Marketing
Even with many benefits to businesses that use community marketing, the lack of clarity in some areas has led to misconceptions surrounding it. Let's look at a few that are the most common.
- An extensive community is always the best.
- Communities can only spring up naturally.
- A product can only have a single community branding.
- All the members should be customers.
Best Ways to Start and Run Community Marketing
If you are starting or want to better your strategy, brace yourself and put your best foot forward. You do not want your audience feeling too much pressure, coercion, or any form of spam. Here are some tips to get you started without coming across too "salesy."
- Interact with the members of the community on general topics surrounding your industry. Start with an internal brainstorm session to have a full list of ideas that you can refer back to whenever in doubt. Remember too that you're facilitating conversations, not lecturing. No need to stand on a pulpit and declare things–ask questions and let the community bring their ideas to you. The community will tell you what they care about and want to discuss.
- Exercise your expertise in the specific field. If you strike your followers as an expert, people will start coming at you with questions and seeking clarification. Seek more knowledge in the niche and focus on helping your audience build their expertise. Positioning multiple employees as thought leaders and including them in the engagement process also builds authority for your company and humanizes the interactions that take place.
- Be reachable. Group participation alone is not enough. Show up regularly, respond to direct messages, and avoid ignoring reactions. After all, you want followers to see your brand as authentic and human.
- Be consistent. If it has been a while since you created a community and no one has shown up yet, or you can only hear cricket noises, don't lose hope. Keep sharing, and in time, the audience will gain confidence in your products and their ability to contribute in a meaningful way.
- Engage with the audience. This is the surefire way to quickly learn what your community values and what they appreciate, between plain posts and videos. If you can also do a poll, that would come in handy. Sometimes simply liking, commenting, or tagging community members is enough to make people feel they are important to the company.
Community marketing contributes significantly to accelerated growth and a positive brand reputation. Incorporating this channel as a tactic can help keep company goals in line with the audience's wants. Identify the best platform for building your community based on where you believe your existing target market spends their time online.
Once your organic social media strategy is inline, MarinOne can assist in continuing to drive brand awareness, revenue growth, and holistic omnichannel analysis. Our tool provides an all-in-one place to see how all your campaigns are performing against each other, and how organic channels are assisting paid channels. Speak to our marketing team of experts today to learn more about cross-channel paid media management.
It’s hard to keep up with what’s new in the world of marketing with so many new strategies emerging every day. A decade ago, marketers focused on creating catchy ads and putting them in the right places at the right time. However, a lot of things have changed since then. For one thing, effective marketing now requires businesses to implement a more holistic approach.
With more competition than ever before, simply creating an ad won’t yield the best results. In this day and age, customers are more in control and are more discerning. You must understand your buyer, learn what they want, and develop a strategy to meet their needs. One of the best ways to do that? Precision marketing.
Read on to learn about precision marketing and gain meaningful insights and advice from one of our very own MarinOne digital advertising experts, Anu Adegbola, on how to create an effective strategy that will get your brand noticed and help you win your customers’ loyalty.
What is precision marketing?
Precision marketing uses data and relationship-building to precisely target a brand’s customers. The technique involves nurturing relationships—specifically, prioritizing existing customers over new ones and connecting with them in a more relevant way. It’s about customer retention, upselling, and cross-selling. Using precision marketing, marketers rely heavily on market segmentation to analyze shopper habits, behaviors, and other patterns to help increase the success of their marketing efforts while providing a better and more intelligent customer experience.
Why precision marketing is important
Marketing needs to be agile
The internet has made it easy for customers to respond to marketing campaigns and ads in real time. If you want to stay ahead of your competition, you need to be prepared to adapt quickly.
Marketing is more complex than it used to be
To thoroughly understand your customer base, you need more than just demographic information. While it’s helpful to know the basics of where and who your customers are, it’s just as critical to know what’s important to them, how they communicate with one another, and more. When you have accurate data, you’ll be able to create messaging that resonates with your key audiences.
Customers have high expectations
Customers expect their user experience to be frictionless. In this new digital age, they want what they want, when they want it. To ensure customer satisfaction it is critical to stay up-to-date with the latest marketing trends. If you don’t, your customers may look elsewhere, seeking out your competitors instead.
Marketing is no longer about copy that sells. While engaging ads are still very important, success now requires social insight along with an understanding of psychology. When you understand why customers are making their purchase decisions, you can develop a more tailored marketing strategy.
5 tips for an effective precision marketing strategy
Implementing an effective precision marketing strategy that produces results requires following a careful and comprehensive plan.
Engage with your customers
When promoting your product, don’t forget that commitment to your customer comes first, and their purchase comes second. Developing real relationships will help foster more brand loyalty along the way.
“If all you’re focusing on is getting clicks, you’re not going to get the return you’re looking for. It’s not all about volume—it’s about the right volume. You need to make sure you’re showing things to the right audience,” says MarinOne marketing expert, Anu Adegbola. “Those who have focused on just the data and not building a relationship with their clients won’t succeed because they don’t have the whole picture.”
Have a strong online presence
Besides having had a profound effect on marketing, social media has proven to be an essential part of a successful marketing strategy. Old marketing strategies like live events and cold calls may have worked in the past, but not now. Facebook, LinkedIn, Twitter, and other social media platforms give you a way to connect with customers more personally.
Anu’s advice: “If you’re going to have a presence on a social platform, you need to do it well. Test the various platforms to see what’s working for your brand or company—if it’s not working for you, move on and find what does. Make sure you’re on the appropriate platform for your brand and your customers. If you’re in the wrong space, you may get a negative reaction.”
Offer real value to repeat customers
Customers respond well to brands that cater to their needs and consistently offer them real value. “It’s not just about targeting the single purchases, but it’s about building repeat customers,” Anu explains. Make lifecycle marketing an integral part of your precision marketing strategy by creating interesting and dynamic content that brings your precisely targeted customers back to your brand again and again. Personalized offers that relate to past products they've bought, birthdays, or unique interests are all great ways to get repeat purchases from the same customer over time.
Customers appreciate authenticity. Understand where your brand sits in the market and what makes it unique. To be effective, know your brand values and make sure you represent those values through your marketing efforts. It also helps to have an approachable brand voice–test out multiple variants of landing page or ad copy when running a targeted campaign. Most likely the assets that will perform the best will be the most simple to comprehend; making things too complex increases the likelihood that you'll lose interest by those unfamiliar with your brand.
Create a desirable customer experience
Customers today live in a digital world with unlimited options. Give them a compelling reason to work with you. By delivering an exceptional customer experience, you can win their trust and expect that they will keep coming back.
“You need to make things easy for the customer,” suggests Anu. “For example, if the return process is easy, they’ll come back to shop again, and hopefully buy something even more expensive the next time they shop with you.”
5 keys for success in brand loyalty
Here are some of the best ways to get in front of your customers and build their loyalty.
Maintain a strong brand
Customers naturally gravitate towards brands they’re familiar with and can trust. Aim to align your brand with your values, mission, and your customers’ expectations.
Understand your audience’s habits
Use precision marketing to gain accurate insight into your audience’s behaviors. When used effectively, audience data can help you create content that is engaging and relevant.
Stick to your goals
Setting realistic goals will make it easier for you to track the success of your marketing efforts. By measuring what’s working and what’s not, you can adjust your goals accordingly. Consider evaluating click through rates, the number of email newsletter subscribers, how effective CTAs are working, as well as ups and downs in website traffic.
Make retention a priority
While it's good to attract new customers, it’s far more cost effective to focus on retaining your existing ones. The goal is to have people keep coming back. To drive more conversions, focus on creating personalized experiences and deals that your existing customers will find appealing. Segment your audiences, collect data about each audience group and their behavior, and you’re sure to be on your way to higher retention rates.
Stay on top of trends
You may already be aware that marketing trends change frequently. Staying on top of trends—even if they come and go—gives you a competitive advantage and helps you maintain a close connection with customers. When a new trend pops up, assess whether it will be effective for your brand. To make sure you're in the loop, read current blogs and listen to your customers so you can meet their needs.
Use MarinOne to boost your precision marketing efforts
The marketing industry is constantly evolving and it will continue to do so in the years to come. To remain responsive, marketers must use precision marketing to build solid relationships with their existing customers and attract the right audiences for new potential customers.
MarinOne can help you streamline and amplify your precision marketing campaigns using the latest analytics and automation tools. We can also provide tactical and strategic advice, guide you on what strategies will work best for your specific needs, and much more. Learn more about MarinOne today.
Get in touch with one of our experts to see how we can help you get the information and tools you need to increase the effectiveness of your precision marketing campaigns.
How to Migrate from Universal Analytics (UA) to Google Analytics 4 (GA4)
In 2023, Google will stop supporting Universal Analytics and switch all customers to Google Analytics 4. Prepare ahead of time to make your transition as seamless as possible by making GA4 an integral part of your tech stack now. We will discuss how Google Analytics 4 differs from earlier versions and there will also be pointers for maximizing the platform's functionality.
Google Analytics 4: What’s new?
So now comes the question of what new features there are in GA4, and the answer is, in short… a lot. The data collection algorithm and data structure in GA4 are quite different. Now, rather than sessions as in the past, everything is built around users and events. Every user interaction is treated as a separate event in an event-based approach.
This shift is important since, in the past, we relied on a session-based model that categorized user activities over a certain time. Marketing grows significantly from shifting the focus from sessions to events, including improved pathing analytic capabilities and cross-platform analysis.
By switching to an event-based approach, GA4 becomes more adaptable and has improved user behavior prediction.
Google Analytics 4 property events
Normally, the data in your reports comes from activities that occur as people engage with your website or blog. A page view event is triggered whenever a user accesses a page on your site.
The following events may be gathered without the use of any code:
- Automatically collected events: Events that are automatically captured when data collection is set up include first visit, ad clicks, and file downloads.
- Enhanced measurement events: This option automatically gathers enhanced measurement events such as page view, scroll, and video engagement.
- Recommended events: This represents events that you design but that have fixed names and parameters. Common events in this category could be ad impressions, coupon use for purchases, or a search performed by the user on your website directly.
- Custom events: Custom events are ones you designate and give a specific name. If none of the events in the other categories meet your requirements, you can build events that are completely bespoke to your business.
How to make the transition from Universal Analytics to GA4
To update the GA version, you can follow the steps that are listed below:
Easily install GA4 by navigating to the admin part of your reporting view in your GA3 property. Open the admin section and start the process.
You will see that the "Setup Assistant" link for GA4 located under the Property column. Click on it.
You will find the heading "I want to create a new Google Analytics 4 property," click the "Get Started" button.
In this step, you need to click on the Create Property button. New GA4 properties will now be created automatically by Google Analytics. Your current GA property will continue to exist. So you will have access to at least two GA properties. With gtag.js, the GA4 setup assistance operates automatically. You must add the Analytics tag manually if you use a website builder like WordPress, Wix, etc. However, this new GA4 property won't start gathering data automatically. For the data to begin flowing into your new GA4 property, you must configure your GTM (Google Tag Manager).
Now click on the "see your GA4 button. A new tab will open. Click on the Data stream link.
In this step, click on your web data stream. Note: Both "web stream" and "data stream" are used in Google Analytics 4. These two terms refer to the flow of analytics information your website sends to Google Analytics.
Select "Use existing on-page tag" from the Tagging instructions section. Select Google Tag Manager from the drop-down option. Now you will see the instructions for setting up a tag to track your website data in the new GA4 property. Note down the measurement ID.
Go to your GTM account and click the link for New Tags. Give your new tag a name like "GA4 tracking - All pages" and choose Google Analytics: GA4 Configuration as the tag type.
In the Measurement ID text box, type the measurement ID you recorded earlier. Make sure that your trigger fires on all pages. To save your tag, click the Save button.
Click on the Preview button, which is situated in the upper right corner. The Tag Manager Preview mode window will appear in a new browser tab. If it doesn't, it indicates that your browser is blocking the window.
Now enter your website address and click on the Connect button. Your website will appear in a new tab in your browser window as soon as you click the Connect button.
Return to the tab of your browser that displays the Tag Manager Preview mode window, and click the Continue button. Your tag is firing properly if you see the tag "GA4 tracking-All pages" in the Tags Fired column.
Now again, open your GTM account and click the submit tab. Click the Publish button after naming your version. Go back to your website, click on a few pages, and open them. After scrolling up, open your GA4 property again and click the cross button next to the Web stream details.
Finally, check your reports
From the menu on the left, just select the Reports icon.
Your home page report's quick response will be:
- What are the locations of your new users?
- Which of your campaigns performed the best?
- Which screens and pages receive the greatest traffic?
Select Real-time report by clicking over it. Your real-time report should show new data. Remember that Google Analytics 4 reports differ significantly from the Universal Analytics reports. In addition to using the new catalog, several well-known metrics and reports have been totally removed. Basically, you would have to start again with Google Analytics 4 if you were using standard reports like the Top Landing Pages report.
Keep in mind that GA4 property is the default option while establishing a new property from within an existing GA3 property. However, you can still use the GA4 Setup Assistant option in your GA3 property even after you have created your new GA4 property.
The option to "See your GA4 property" should appear when you click the GA4 Setup Assistant link once more, indicating that you have successfully set up the GA4 property and connected it to your previous GA3 property.
What is an App + Web Property?
App + Web was basically Google Analytics 4's beta version. All App + Web properties are now accessible as GA4 properties. This means that you don't need to do anything.
Open the property in your Google Analytics account. The previous Universal Analytics interface will have been replaced with the new GA4 interface.
Google Analytics 4 uses artificial intelligence (AI) to effectively gather user data, provide statistics based on customer life cycles, and help you customize your advertising to your target audience. Combining these elements can increase your chances of conversion and ROI while also building your business.
Using GA4 in combination with MarinOne reporting and conversion tracking tools will give your marketing team complete visibility on all your website impressions, engagement, and actions…with a holistic view of users and events across channels and devices. By automatically connecting and combining siloed marketing data from thousands of sources, you can understand the impact of your marketing at both high and granular levels.
Ready to know your best-performing tactics across the consumer’s journey and optimize every marketing dollar? Speak with one of our expert consultants today to learn how to get started.
The global e-commerce market reached a value of $13 trillion in 2021—and is forecasted to rise to $55.6 trillion by 2027. What are some of the major factors that led to this growth? There was an explosion in demand for smart devices like smartphones and tablets, making it easier than ever for people to shop online from anywhere. COVID was another big factor: when stores closed, consumers all went online—and they liked it.
In this article, we'll share some of the benefits of the current e-commerce landscape, then give you some tips on getting your e-commerce site to perform at its best this year and beyond.
Reasons to Ramp Up your E-comm Presence
There's no doubt that online sales are more important than ever, regardless of your company structure. With a growing population of e-comm shoppers and a marketplace that's constantly expanding, it's essential to have a strong e-commerce presence if you want to stay competitive and meet customers’ demands. Here are five reasons you should focus your efforts on e-commerce:
Meeting Consumers Where They Are
Since the onset of the pandemic, consumer behavior has dramatically changed, shifting more towards digital shopping habits. A study done by Pew Research states that 79% of U.S. consumers shop online, indicating that this new habit is here to stay. And for good reason: it’s far more convenient than having to step foot in any physical retail store. It saves time, gives consumers the flexibility to shop for the best prices, and allows them to choose from a wider range of products.
Unrestricted Store Hours
Having an e-commerce site means your store is theoretically open all day, every day. With 24/7 access consumers can browse whenever they want, be it 1 AM or 1 PM. Not only does this make digital shopping more appealing for customers, but it also increases sales opportunities.
Manage Your Business From Anywhere
As opposed to a traditional brick-and-mortar storefront, using an e-commerce site allows you to run your company from anywhere. Whether you prefer to sit in an office, work from home, or even your local coffee shop, you can watch your business grow without being tied to a physical space.
Extend Your Reach
As an e-commerce company, your number one priority is to get the word out about your products and services. It is possible to advertise in different ways and improve traffic to your site. However, this is easier said than done. It's always hard to get noticed online with so much noise and competition shouting their message out. By honing in on the right niche messaging for your target demographic, and utilizing an omnichannel marketing approach with SEM, email marketing with proper authentication protocols, influencers, and more…you can "find your people" on a global scale. Once the right brand message is identified, the opportunity to extend your reach to a wider target audience is virtually limitless.
Reduce Your Costs
If you were at all hesitant to start an e-commerce site because of the cost, think again. Launching a site is more affordable than owning a store, and it minimizes infrastructure, communication, and other overhead costs.
Tips for Creating a Profitable E-commerce Site
Follow the Latest Trends
With e-commerce best practices constantly evolving and changing, it’s vital to keep your e-commerce site current and your business competitive. By keeping up with the latest trends, you'll find new and innovative techniques that will offer your business huge value, while identifying the tactics that may not be suitable for your specific company needs. To determine which trends are worth pursuing, know your customers and competitors well so you can make the right move.
Understand How to Optimize your E-Commerce Presence
Adopt advanced conversion tactics and push your organization to improve your baseline goal. Routinely examine bounce rates, exit rates, click-through rates, and average session durations. It is also wise to invest in e-commerce tools that can help analyze your current conversion rate issues. Some other strategies for boosting conversion rates include using high-quality images and videos on your product pages, providing limited-time coupon codes, and tweaking your store checkout process.
Develop Strategic Shipping Policies and Options
Offer your consumers free shipping on orders over a specific amount and offer expedited delivery options like three-day shipping or two-hour delivery windows for customers who need their items immediately. An effective product delivery strategy will help to differentiate your business from competitors.
Include Customer Reviews on Product Pages
Without a storefront, customers can’t physically experience an item before purchasing it. Give them the confidence they need to make informed decisions about products by providing them with easy access to online product reviews. By helping them navigate your business’s digital space, you maintain a positive reputation and a strong brand name, leading to happy customers and returning business.
Create Social Media Profiles for Your Brand
Having a social media presence allows you to connect with existing customers and reach out to potential new ones. Statista data indicates that users spend an average of a whopping 147 minutes per day on social media. Using social media to market your e-commerce store allows you to reach shoppers directly, advertise new products, or engage them with attractive promotions. According to BigCommerce statistics, businesses with an active and unique social media presence have at least 32% more sales than those without one.
Integrate your Point of Sale and Inventory Management Systems for Best Results
Consumers prefer a seamless shopping and purchasing experience, with expectations that their products will arrive at their doorstep as fast as possible. Backend integration can help streamline e-commerce operations like inventory management, so that your customers remain satisfied and get what they want, when they want it. Integrating inventory management allows your organization to track its stock so you can balance the quantity of products on hand while meeting customer demands. By being able to analyze trends and sales patterns, you can also successfully maximize sales margins.
Make your Site Mobile Friendly
Making sure your e-commerce site is mobile-friendly is the key to driving more sales and ensuring a smooth customer journey. A mobile-friendly design leads to more page views, stronger customer loyalty, increased online purchases, and many more benefits.
Site Speed Matters
The last thing you want is a slow-loading website that will irritate your visitors. If your site can’t move fast enough for your customers it will negatively impact the user's perception of your brand, increase bounce rates, and encourage buyers to look elsewhere. In fact, studies prove that if a page takes longer than 3 seconds to load, 40% of users will quickly give up and leave.
Not only is centralizing your business to an e-commerce website cost-effective, it’s also been the preferred way for customers to shop for several years now. To stay competitive, it's essential that you get your website running like a well-oiled machine.
Not sure where to start? MarinOne can help by streamlining your advertising efforts and give your website a jumpstart in sales and traffic. This will buy your team time to get the web backend exactly how you want it while we build your front-end brand through advertising on marketplaces, paid search, and social. With MarinOne, you can gain an edge over your competition, maximize performance across all channels, and utilize impactful retail marketplace advertising features to set your e-commerce site up for success.
Learn more about how MarinOne can help. Get in touch and speak to one of our team experts or schedule a free demo today.
Protecting yourself and your company in a world of remote work
This is a story about people doing bad things on the internet. It’s not the first and certainly won’t be the last. We decided to tell our story to help prevent others from becoming victims. Of course we don’t want people misusing our brand, but the people who have spent their precious time and lost money in this are the real victims and are the ones we are looking to protect.
It started with a DM
We started getting strange messages to our social media accounts and various company email addresses asking “is this project real?” The project: Translation work from somebody who is using a name very similar to ours and our company logo.
This has nothing to do with our company (if you look closely, you can see the misspelled name). We responded to these inquiries letting the email senders know the project was not real and that they should not communicate with these Scammers (I’d really prefer to use a stronger term here, but my editor would not allow it). We also let the platforms where these conversations originated know what was happening.
As we received more messages, some of them became more urgent. Some of these new Victims were panicked because they had done the work and then sent money to the Scammers. One of them had sent $1,500.
How does this work?
We believe that these scams start with a job posting on sites like Freelancer.com and Upwork. The Scammer then asks the Victim to move their communications off the original platform and to communicate directly through Telegram or another messaging platform, including email.
The Victim is given work that seems legitimate, and completes the task. When the Victim seeks payment, the Scammer then requires the Victim to establish an account for payment, which requires the Victim to send an “account registration fee” to the Scammer. This advance-fee scam is not new. Similar scams have been around in various forms for decades or longer, including the Spanish Prisoner and Nigerian Prince scams.
The Scammer promises that the account registration fee will be refunded upon the Scammer’s payment for the Victim’s work. At this point, many of the Victims realize that they have fallen for a scam. But some Victims, having already done some work and not wanting to walk away from a potential payment, go ahead and pay the account registration fee. A behavioral psychologist might refer to this as an escalation of commitment or sunk-cost fallacy.
In a few cases, the Scammer further escalates the commitment by asking the Victim to make an additional payment to link their account.
How can freelancers protect themselves?
According to HR statistics, freelance work in the US has been on the rise, with 53 million registered freelancers in 2014 versus 59 million in 2020. So how can these freelancers protect themselves? The first thing that people can do when working on freelance projects is to always work through the platforms. They have established policies in place to ensure that payment happens once the job is completed and that payment should happen directly through the platform. Being asked to move communication to email or another platform should be a red flag.
Secondly, there is absolutely no reason that we can think of where a legitimate company would ask you to provide payment in order to get paid. If it sounds like it doesn't make sense, it probably doesn't.
Third: watch out for projects that look too good to be true. The pay for the projects that we've seen were quite generous and this of course gets people more interested. If it seems like you are being overpaid for the amount of work involved, keep your guard up.
There are many articles and videos with additional advice on what to watch for.
What are you doing to stop this? What can other companies do?
We aim to work with the freelance platforms and relevant law enforcement to try to prevent these types of scams from happening. Below are some contacts and links that we used so you can use them if needed. If you become aware of a scam online posting, please report the posting and/or the user to the relevant platform.
Also, provide a way for people to contact you. People who have lost money are very resourceful about getting in touch with someone who can help. We have seen direct messages on social networks, emails to every alias listed on our website, and well as personal telephone outreach to team members and their families. By posting a link on our Contact Us page, we have made it easier for people to connect with our legal team and get additional information.
Open request to freelancing platforms
As we discussed how to handle this internally, one of the things that we think could provide a significant Improvement in the freelance ecosystem would be to allow companies to become certified. This would be similar to the blue check on Twitter. This way, a freelancer would know that the job is legitimate and coming from the official company account. It seems like a step in the right direction. It appears there is something similar for individuals, but we couldn’t find anything for companies.
We are not experts in this area, so there may be other things in place or better ways to solve this problem. We'd love to start a discussion about how we can do that. For now, know that Marin's cyber security practices are strong. If we need any freelance assistance, we will not be contacting anyone through Telegram or Whatsapp.
As we live in a world with increasingly remote employees, we expect that we will all face more of these types of threats. We all should keep our guards up.
There's nothing worse than feeling like you're wasting perfectly good product in storage facilities because certain items in your inventory just don't seem to be selling. This is frustrating both for operations and marketing teams. Operations teams are facing supply chain issues, shipping headaches, storage fees, and more while they watch waning product take precious warehouse space that best selling items could occupy.
Meanwhile the marketing team is pouring money into ads, thinking that more exposure will lead to more sales, while certain items cannot seem to get out the door quickly enough. Sometimes, no matter how many times you tweak a campaign, the results just aren't there. Too many companies suffer from the "left hand not speaking to the right" in regard to marketing and operational teams. If this sounds familiar, it might be time to take a closer look at your inventory management strategy and realign the effectiveness between operations and marketing.
As Julie Durante, the Director of Inbound at Impulse Creative, said, “Operations must serve the customers that marketing helps attract. If marketing and ops aren’t in alignment, no one will be successful.”
What are the benefits of aligning operations and marketing roadmaps?
If your operations and marketing teams work side-by-side, you'll see great results. Making sure operations are aligned with what marketing is doing ensures a smooth workflow and you'll end up with more leads and revenue because of this close collaboration. Entering into a mutual agreement means you can share ideas, improve efficiency, and create the right environment for company growth. Here's a quick overview of the advantages of this approach.
- Avoid over-ordering products that aren’t selling well
By reducing your exposure to products that aren’t moving, you can save money on advertising and inventory costs. By ordering just enough to meet consumer demand— no more and no less—you can avoid major losses.
- Improve your company cash flow with inventory management
When an effective management strategy isn’t in place, you can tie up your money by purchasing large quantities of inventory all at once. With careful management, this can be avoided, resulting in improved cash flow that can be spent elsewhere when needed, like special marketing initiatives.
- Improve your organization’s bottom line
When you streamline processes, it impacts the rest of your business by increasing revenue growth and leading to more consistent profitability.
- Benefit from a well-organized operations and marketing system
Since you now have insight into exactly how much product you have, it makes it easier to determine the right products for upselling, cross-promotion, and bundling. An inventory that is well organized and well documented will also help save staff time and prevent errors, leading to tight shipping schedules and a greater overall customer experience, which is an important part of reputation management for the marketing team as well. If your inventory is properly organized, the rest of your supply chain will fall right into place.
3 Challenges of operations-marketing alignment
Obviously creating the kind of multi-team synergy we're describing takes time and effort. That’s why it's important to find the right balance between having autonomy amongst each team and finding the most opportune moments for both teams to work together.
- Changing processes can be difficult to implement for larger businesses
Poor operational oversight and control can slow down fulfillment, and make errors more frequent. Some of the tactics we've mentioned, like engaging an inventory management tool, or reorganizing documentation processes, will make things much easier.
- It requires accurate and up-to-date communication
As with most things in business, communication is key. Constant, transparent communication between the marketing team and operations team is a vital part of achieving success. The idea is to encourage the free flow of information. Promote collaboration by giving everyone a chance to share their ideas and knowledge. Make sure that people can easily talk to one another in person or through conference tools, and help break barriers between departments.
- Assigning ownership and responsibility can get messy
Great teams work to understand the full range of what work is taking place and who owns what pieces of the puzzle. Who will take charge and make sure your teams function as well as they should? The answer lies in the question of ownership, not control. Establish early on the areas where one team will have to dictate the actions of another and vice versa, based on the greater good and big picture objectives of the company.
If a shipping promotion marketing wants to run will ultimately cost the company too much, operations may have a veto in that area. But if a product bundle idea could potentially bring in a significant amount of additional revenue and it doesn’t add too much time in terms of labor or packaging, marketing may have the final vote in that scenario.
At the end of the day, everyone is on the same team of reducing costs and increasing revenue for the company at large. Keep that singular focus in mind, have a spirit of teamwork from the top-down, and every situation will play out as smoothly as possible.
What role does inventory-based spend management play?
Inventory-based spend management is a way of making marketing and advertising budgeting decisions based on the product inventory you have available.
By tracking and forecasting inventory levels and targeting your campaigns more specifically to the products you have in stock, you can increase your chances of making a sale. Surprisingly, 43% of small businesses don’t track their inventory—and 21% of companies overall say that they don’t have proper inventory management in place. Starting with a basic understanding of where things are now is paramount in order for all parties to move forward. To make a strategic sales approach based on inventory management successful you must get on top of existing inventory, the current marketing plan, and identify where those two componencts do not align in the big picture.
How do we get started?
In this case, unlike other marketing tactics, the operations team takes the first step. Inventory-based spend management starts with a forecast and analysis of your product inventory. You'll need to take a close look at what products you have in stock, the expected rate of turnover, and any supply problems on the horizon. Without this kind of information, the "tail will be wagging the dog" as marketing continues to guess on which products to promote and feature.
Once that data is all in one place, you can start to make decisions about where to allocate your marketing budget both in the short-term and the long-term. If there’s a problem with supply for one item or category, you can shift your marketing strategy to other products.
Thankfully, all of this can be done by implementing inventory software. With a good system in place, you can automate your strategy, optimize cash flow, successfully manage and control orders, oversee warehouses, reduce handling costs, and much more.
Inventory-based spend management techniques
There are predefined techniques to help you optimize inventory-based spend management. By choosing the techniques that work best for your business, you can maximize your budget and optimize your spend strategy. Here’s a look at just a few of them.
- Just-In-Time (JIT) inventory management
The goal of JIT is to have the minimum amount of inventory on hand to meet demand. That means you bring in inventory on an as-needed basis, rather than buying in large quantities.
- ABC analysis
With this technique, goods are split into three categories, A, B, and C. Category A products represent your most valued goods—those that make a huge impact on your overall profit; Category B reflects products that fall somewhere in the middle of your most valued products and your least valued ones; Category C includes small transaction items that are critical to overall profit but don’t individually matter too much.
- Demand forecasting
Demand forecasting focuses on historical sales data to forecast customer demand. Companies use this type of forecasting as a rough estimate of the amount of goods they expect consumers to purchase in the future.
Inventory-based spend management is crucial if you want to ensure your customers get the goods they want when they want them, but can also be a key tool to help you properly manage your marketing budget.
Realizing the potential of inventory-based spend management
Inventory-based spend management is a great way to save money and get the most out of your marketing budget. By targeting your campaigns specifically to products you have in stock at a surplus and those that generate the best profits, you can avoid over-ordering products that aren't selling well and bounce back as a business when inventory levels are off. This approach can also help you make more sales by increasing your marketing focus on products that are in stock.
How MarinOne Can Help
Whether you’ve got a solid marketing and operations strategy in place already, or you’re looking to develop one, MarinOne can get you headed in the right direction.
MarinOne helps your marketing team see all of your ad spend data in one place, so you can make more informed decisions about where to allocate your marketing budget instead of watching your dollars go to waste.
Paired with a great inventory management tool, you'll have effective multi-team visibility for both operations and marketing needs. Consult with one of our advertising experts to learn how you can successfully manage and optimize spend.
How to Choose the Right PPC Campaign Management Tool for Your Company
PPC advertising is already used by 45% of businesses to promote their products and services, and 62% of marketers plan to increase their PPC budgets. With figures like this, it’s clear that advertisers need to set themselves apart from competitors to drive more qualified leads and visitors.
Using the right PPC campaign management tool is a good place to start and can make a world of difference in how you manage your campaigns. In short, they can make your campaigns more effective and less time-consuming. But with such a vast array of tools on the market, choosing the best one can be a complex process—especially if you aren’t sure what to look out for or what features you need. We've put together a quick guide on what to keep in mind as you start exploring your options.
Choosing a PPC campaign management tool
So, what do you need in a PPC campaign management tool? Here are seven things to look for.
Meets your short-term and long-term business needs
Look for a tool that can help your business achieve its goals and enhance performance. The ideal solution should help you find new opportunities to improve your PPC campaigns and produce lasting results. When you begin your search, clearly outline your business needs. Once you’ve identified your goals, you can turn them into measurable objectives. Doing so will help you easily narrow down your options and find the solution that suits your business best.
Saves you time
The right PPC optimization tool will afford you more time to monitor and manage campaigns instead of getting bogged down with small, tedious tasks. Some tools are designed to create bulk campaigns or PPC ads using a keyword research tool or receive automated recommendations on bid adjustments. Using a PPC campaign management tool will also enable you to reduce in-house resources you’re currently devoting to digital marketing. Not only will it cut your expenditures, but you’ll have more free time to focus on other core areas of marketing that matter the most.
Has several different features
You want a tool to do more than just run audits or produce results on a dashboard. Pick a tool that has robust functionality and can help with:
- Analyzing your performance
- Monthly progress reports
- Providing recommendations for improvement
- Automating workflows
- Optimizing bids
- Keeping you on budget
- ROI calculations
The price of a PPC campaign management tool may ultimately impact which solution you choose. However, using one allows you to determine an effective budget for your ads by channel and increase the ROI of all your campaigns, making it a worthwhile investment. By automating your campaigns and working at scale, the right tool can also help save costs on additional resources in your organization. So be sure to choose wisely and consider more than just the cost of the tool itself.
Helps you through the entire PPC journey
A PPC journey begins with an agency offering potential clients a proposal, which is typically done through a PPC audit that illustrates past success stories in the form of case studies, and a bit of sales know-how. After a client is on board, an ROI calculator and monthly reports will be needed. A solid PPC campaign management tool will be able to easily generate performance reports that can be converted into PDF format so everyone has access and can track your team’s success through the journey.
PPC campaign management tool features
When you purchase a PPC campaign management tool, you’ll want to be sure it includes all of these basics, and hopefully some additional unique extras too. Creating a criteria checklist of which attributes you need can help you spot which tool meets all of your requirements.
Standard tool features
- Intuitive keyword search
- Campaign optimization
- Competition analysis
- PPC monitoring
- PPC channels to target
- AI-led customer rules
- Split A/B testing
- Cross-platform management capabilities
- Ad scheduling
Why MarinOne is the right optimization tool for you
With the digital market constantly evolving, it’s crucial to keep up with the most current technology, especially when it can help improve your bottom line. The right PPC campaign management tool will deliver measurable results and minimize costs to drive your business forward. Additionally, it can help you stand out from your competitors and stay ahead of the game.
The success of your PPC campaigns depends on them being fully effective and efficient. If you’re looking to boost your sales and streamline your PPC campaign management, the right tool can make it easy. By taking a strategic approach to selecting the ideal PPC campaign management tool that’s best for you, you’ll achieve maximum results that will grow your business.
Now that you’ve read about how to choose the best PPC campaign management tool, take a look at why MarinOne is the best option on the market for both B2B and retail-focused marketers. Just a few of the time-saving features our tool offers include:
- Optimization Automation
- AI-powered Keyword Bid Changes
- Ad Extensions
- Unique Audience Segmentation and Testing
- Ad Scheduling
- Custom Parameters
- Dynamic Targeting
We offer free audits on your performance marketing campaigns and our team of expert consultants is ready to help you today.
Advertisers know how important optimization is, whether it’s major changes or several small changes throughout the week. With Marin Insights, making these regular optimizations is easy. Our Insights are designed to save you time and to catch important details that may have been missed.
Many advertisers are used to looking through multiple publishers and making adjustments within each of them. With the recommendation engine in Marin, you can easily make adjustments to multiple publishers at once. Whether that is downloading the Insight and re-uploading with the desired changes or using the one-click implementation that will seamlessly adjust each publisher included in the Insight. Leveraging data from multiple publishers can be useful for advertisers as well.
How Various Marin Insights Work
In Marin's “Duplicate Keywords” Insight, the MarinOne tool will look through your account and find keywords with the same text, publisher, match type, location target, and audience. Instead of looking through the account to find these, they will automatically be searched for every day and show up in the Insights section. We have now made the process of this Insight and several others easier by adding a one-click implementation. Saving more time with the click of a button, rather than manually updating these.
In the “Keyword Expansion” Insight, artificial intelligence technology looks at top-performing keywords across publishers and recommends adding them to other publishers. If Microsoft has great performance with a specific keyword, our Insight AI will pick up on that and suggest it be added to Google as well.
About the Insights Algorithm
We have years of digital experience that we’ve applied to perfect these algorithms. Every day automated machine learning will search your publishers, seeking out new opportunities for performance improvement. Using the Insights tab can save advertisers time, effort, and money. There are also separate sections of the Insights page that divide the Insights by category. Insights are a key initiative, and we are continuously working on creating new Insights and finding the best way to implement them.
Our one-click implementation Insights have been created for ease of execution, you click the button and we’ll do the rest. The one-click implementation Insights currently include;
- Amazon Keyword Expansion - Add high performing search terms as exact keywords to gain bid control and improve performance.
- Amazon Keyword Match Type Expansion - Add missing phrase and exact match keyword variations for high performing broad and phrase match keywords.
- Apple Keyword Expansion - Add high performing search terms as exact keywords to gain bid control and improve performance.
- Apple Keyword Match Type Expansion - Add missing exact match keyword variations for high performing broad match keywords.
- Keyword Expansion - Add high performing search terms as exact keywords to gain bid control and improve performance.
- Keyword Match Type Expansion - Add missing phrase and exact match keyword variations for high performing broad and phrase match keywords.
- Negative Keyword Expansion - Add negative keywords for non-converting search terms to reduce wasteful spending.
- Amazon Negative Keyword Expansion - Add negative keywords for non-converting search terms to reduce wasteful spending.
- Budget Capped Campaigns - Increase budgets on high performing campaigns to improve overall efficiency. If spend needs to be maintained, reduce bid targets.
- Ad Optimization - Pause or replace underperforming ads to drive more traffic to top performing ads.
- Duplicate Keywords - Pause or delete duplicate keywords, keeping the keyword with the higher quality score or spend, to improve performance and make more informed bid decisions.
- Landing Page Errors - Pause keywords directing traffic to broken landing pages until the issue is resolved.
- Landing Page Errors (enhanced) - Resolve landing page errors or replace with functioning URLs.
- Keyword Bid Overrides - Remove keyword bid overrides to allow Marin Bidding to optimize towards the bid strategy goal.
- Bid Caps - Remove or raise bid strategy caps to allow Marin Bidding to operate more efficiently.
- Bid Floors - Remove bid strategy floors to allow Marin Bidding to operate more efficiently.
- Bid Changes Preview - Review bid changes recommended by Marin Bidding and set Bid Strategies to Traffic.
- Bidding Reactivity - Prevent drastic daily bid changes by setting ‘Limit Bid Change under %’ to 25%.
The MarinOne Difference
There are many other Insights that we have within the platform as well. Some will eventually have one-click implementation, while others require more analysis. Advertisers have the ability to download any Insight on the page for a more thorough review if desired. We have set up our tool to include complete transparency on how we define an Insight which allows you to understand why specific recommendations have been made; and you will be able to implement Insights to several publishers from one page. By utilizing this tool, you will have more effectively optimized accounts and more time to focus on the real building blocks of your business.
To learn more about our automated paid media management Insights or any other campaign management quandary you may be facing, schedule a consultation with a MarinOne expert today.