Monthly Archives: July 2022
The age of automation is here. Whether at the shopping checkout or in the online business world, automation technologies are becoming a standard tool for streamlining workflow and business operations, especially online.
In 2020, the digital marketing and advertising industry was worth over 370-billion dollars in the U.S, with more business owners realizing the full potential of this marketing medium every day.
Automation software may be one of the greatest business development tools invented to date. However, there are some dangers to becoming too dependent on automation; it could be costing you a ton of profit, and, if you are not careful, could cost you your business.
Read on to learn six major dangers of relying on automation systems in digital marketing in 2022.
1. Automated Bidding
Automated bidding is an automated system that sets bids on your ads based on that ad’s likelihood of getting a click and a sales conversion. This automated bidding system can be customized for a specific business or sales goal.
This can save hours of labor for business owners and is very appealing as a set-it-and-forget-it approach to generating leads and sales conversions.
However, things that sound too good to be true often are. While this kind of marketing tactic can reap many benefits to your enterprise, running automated ad campaigns unsupervised is unwise and could actually cost you profit if you get too comfortable utilizing it as a primary marketing tactic.
While AI algorithms are smart, as yet, they are not more intelligent than humans and will not be able to perform in a sales capacity as well as a sales professional.
This is not to say that you should stay away from automated bidding; however, you should be using it as a tool rather than a crutch; marketing still requires human-to-human interaction, even through the internet.
2. Forgetting to Continuously Optimize
While automation provides a lot of stress and time-management relief for business owners, the “set and forget” nature of automation can be a trap for those who tend to get comfortable.
Optimizing your automated systems is a manual process, and the internet will not slow down to let you catch up. Online advertising and marketing is a fluid environment, and you never want to turn your back on the sea.
Ensure that your automation systems are optimized for the current online climate, including making sure your systems meet the criteria of current search engine algorithms.
A dedicated development team can build in automated tools and advantages as they construct your systems. But to capitalize on that vast amount of work, ensure you maintain them well and optimize your automation for the best results. Overall, make it a point to design and operate automated systems for the right reasons in your customers’ eyes and not just out of laziness.
Automation will only do what you tell it to, so treat it like an employee that needs to be observed and managed rather than an extra limb that you need not pay attention to; automation is there to make you profit, not cost you exposure.
3. Over Messaging
Automated messaging systems can be a savior for a business owner trying to optimize their customer service and communication. These systems help you build and maintain rapport with your customers and audience; however, sending too many automated messages can have a disastrous impact on your business.
Over messaging can damage your brand in two primary ways:
- It has a negative impact on your recipients, damaging your engagement and client relationships
- Adversely impacts your app or website
It can take years to build your brand and only seconds to burn your reputation; with automated messaging, quality over quantity is the name of the game, and it is crucial to strike a balance between over and under messaging.
4. Loss of Brand Message
One of the main focuses in the current world of digital marketing is customizing your customer’s experiences. While automation and AI can absolutely help you achieve this, there is a fine line between having automation technologies help you run your business and completely ignoring your customer’s existence.
You are your brand, whether you like it or not. If you let your automated systems do all the communication on your behalf, your customer will eventually feel like they are not seen or appreciated.
One bad review can undo a lot of hard work, so don’t let automated systems’ appeal detach you from your valued customers and clients.
This sensibility doesn’t apply only to customers. You’ve probably heard of creating your “brand as an employer,” which is a marketing strategy designed to attract the best job candidates to your company. Automated software for recruiting is commonly used by businesses to help with this, but in marketing for candidates, it’s critical to apply a human touch to as many of your candidate-facing interactions as possible. Therefore, leveraging your automation for behind-the-scenes efficiencies where the candidate is less likely to notice it.
5. Focusing on Vanity Metrics
No one likes a bragger, and being a bragger that is also embellishing the truth is even less appealing. Vanity metrics are the equivalent of unjustifiable bragging in the digital marketing world.
While celebrating your legitimate wins is a great business practice and is healthy for business development, being disingenuous with your facts and figures is a sure-fire way to get people offside.
Relying on your automated metrics is just as dangerous. You need to be on top of your facts and figures; at this stage, there is no such thing as a reliable, fully automated online business, and putting too much faith in your automated data will turn around and bite you eventually.
6. Automating What Shouldn’t Be Automated
While there are many things automation software can significantly improve in your business and branding, some things should not be automated, even if they can be.
The hackers and thieves never sleep, and they are constantly finding new ways to break through cyber security systems. Manually ensuring your security systems are optimized maximizes the security of your business and protects your customer’s data, such as their personal information.
While there are areas of customer engagement, people still want to know they are dealing with a real person or team of people. People are not naive, and they know when they are talking to a bot.
Although it is tempting to automate as much of your business as possible, people will lose trust if they feel that they cannot connect to a human being on the other side of the monitor, so remember to keep it real, literally!
Social Media Posts and Messages
There are plenty of automation systems for social media engagement; however, this is not an area that should be overlooked. For some, social media marketing is laborious and time-consuming, but the truth is your business needs it.
If you really cannot deal with your business’s social media marketing aspects, then outsource to a professional and reputable social media manager who can optimize your engagement.
This investment will pay off, so choose a human resource over an automation system. That’s not to say you cannot use systems to automatically post your content at a particular time and date; just don’t rely on automation and AI if you want to see actual results.
Marketing Proposal Templates
If you are a digital marketer or work in a digital marketing team, you want to ensure your marketing proposal template comes directly from you or a team member and includes personalized comments that relate to the specific prospect.
Sending these as an automated proposal may be insulting to your client, and a pitch is much more likely to be successful if it is customized for your potential client.
Marketing automation is a great way to optimize and streamline your business; however, it is just a tool and will not replace your hard work, personal engagement, and attention to business.
Use marketing automation as a complementary utility to grow your business and not as a business model itself; strike that balance. You will definitely reap the rewards of your efforts.
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Whether you’re an experienced photographer or just starting to learn about off-camera lights, this guide is filled with illuminating essentials.
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Earlier this week, we announced that the new Google Analytics is ready to help you meet the challenges of an evolving measurement landscape and get better ROI from your marketing for the long term — with privacy-safe solutions and machine learning at its core. Today, we’re introducing the new Analytics 360, which builds on the foundation of Google Analytics 4 properties to address the measurement needs of large advertisers and agencies with more customizations, increased scale, and enterprise-level support.
Flexible tools to fit your organization’s needs
As a large company, you may have multiple teams that need access to different insights, depending on their job function, products and markets. Let’s say your teams in the United States, Canada and Mexico need to view the data about your four product lines to understand what’s driving sales in their markets. With the new Analytics 360, you can create four product line sub-properties for each country team and customize their settings. For example, you can link each of them with your Google Ads and Google Marketing Platform accounts that are used for the campaigns running in these countries.
You may also have analyst teams in each of those countries that need to access the data across all product lines for their markets to understand what’s driving sales for your brand locally. You can easily do that by creating dedicated roll-up properties for the United States, Canada and Mexico across all four product lines. That way, they’ll be able to better understand the audiences that are interested in your products and share insights with other local teams. Roll-up and sub-properties will only be available in Analytics 360 and will launch in the coming months.
You’ll also be able to create your own user roles in Analytics 360 to control feature access for certain groups of users. For instance, you could create a role for an agency partner so they can understand which campaigns are driving conversions on your website, but can’t access data about your revenue or organic traffic. Custom user roles can also be assigned to selected reporting collections, which are groups of reports based on topics like customer acquisition. This way your teams and partners can access the data they need in compliance with your policies. Custom user roles and user assigned reporting collections will launch in the coming months to all Analytics 360 accounts.
Scalable solutions for growing enterprises
The new Analytics 360 can scale as you grow your business and your needs become more demanding. It has higher limits for up to 125 custom dimensions, 400 audiences and 50 conversion types. If you want to run your own analysis, Analytics 360 allows you to export billions of daily events to BigQuery. You can also get more granular insights by accessing unsampled results directly in Analytics 360’s explore module.
In addition to higher limits, you’ll get continuous intraday data via Analytics 360’s interface and the API. Data usually appears within an hour after collection, so you can make faster, near-real time decisions during crucial periods for your business, like Black Friday.
Enterprise-level performance and support
Analytics 360 comes with service legal agreements (SLAs) across many product functionalities such as data collection, reporting, processing and attribution. For the first time, we’ll introduce an SLA for BigQuery daily export to give you peace of mind even for your own analysis.
When multiple teams work together with Analytics 360, you’d like to closely monitor the changes made to your account settings. The new Analytics 360 has a more robust Change History so you can review when settings are edited, like when a new Google Ads account is linked to an Analytics 360 property or a new type of conversion is created. In the future, we’re planning to add more advanced audit functionalities for a better view of who has access to your data and the changes made to your property.
The new Analytics 360 is now in open beta for all existing clients. Follow these instructions to upgrade your Google Analytics 4 Properties to the Analytics 360 beta.
Why do you need a guide to conversion rate optimization? Because the ultimate goal for any website owner is to get as many conversions from their website as possible.
While it’s nice to have tons of organic traffic, it’s useless if none of these site visitors take the next step and convert into qualified leads or customers. The truth is that most websites struggle to get conversions even if they get tons of site visitors.
What’s the solution? Conversion rate optimization, of course.
That’s why we’ve created this beginner’s guide to conversion rate optimization. This guide will teach you everything you need to know to get started with conversion rate optimization.
So, let’s get started.
What is a Conversion Rate?
A conversion on a website can refer to site visitors taking any desired action, not necessarily just making a purchase.
The conversion rate is the percentage of people who visited your site and took the desired action (converted).
It is calculated as:
(No. of conversions/Total site visitors)*100.
Needless to say that the higher the conversion rate the better it is for your business. That’s where conversion rate optimization comes into the picture.
Let’s understand what conversion rate optimization is and why you should care about it.
Why Should You Invest in Conversion Rate Optimization?
Conversion rate optimization is the process of improving the conversion rate of a website. It’s important because the ultimate goal of any business is to get more leads and conversions, not just website traffic.
Conversion rate optimization can help you get more leads and sales, making it crucial to the success of your business. This is especially important for eCommerce websites as they depend on the conversions made through their websites. While CRO can help you get more orders, it’s up to you to manage your orders well and make your customers happy enough to make repeat purchases.
Now that we’ve understood the importance of CRO let’s discuss exactly how to get started with it.
Five Areas Where You Can Implement Conversion Rate Optimization Strategies
Here are five important aspects where you should start your conversion rate optimization process.
CTAs are at the core of CRO and that’s why they’re first in this guide to conversion rate optimization for beginners.
CTAs guide your site visitors to take the next step, be it signing up for your newsletters or making a purchase.
So how can you optimize your CTAs?
Here are a few tips:
- Keep them short and impactful
- Use strong action words
- Make sure they’re clearly visible
- Place them strategically to make them the focus of a page
- Use text-based CTAs along with buttons as these look more natural and get more clicks
The next aspect of great conversion rate optimization is forms. These are used to capture useful information about your site visitors that you can use for future marketing communications and other purposes.
How does conversion optimization come into the picture here? Using CRO tactics you can optimize your forms for more conversions. There are three aspects to optimizing forms—style, length, and placement.
Style – Make your forms visually appealing and engaging. Design something different than a boring email capture form and gamify it.
Length – The shorter the form, the higher the chances of people filling it. So, limit the length of your form by creating forms with only the essential fields.
Placement – Placing the forms above the fold is generally considered better for CRO. Still, you should use A/B testing and see what works best for your site.
3. Site Structure
One of the key rules of conversion rate optimization is to make your site easy to navigate. Keep your site structure simple, yet appealing. Make it easy for first-time site visitors to find what they’re looking for. Create category and product pages or any other form or site hierarchy that makes logical sense for your users. Hire a UX designer to improve the overall design of your site and its UX performance.
4. Website Speed
Another important aspect of this guide to conversion rate optimization is site speed. Most people will leave your website if it takes more than a few seconds to load. This makes page speed crucial for conversion rate optimization. Since images and videos are often the main culprits for slowing down the loading speed, that’s where you should begin your conversion rate optimization. Use image compression tools to reduce image size and make them easy to load. Also, use a content distribution network and caching to further optimize your site speed. Use optimized video templates to keep your video sizes in check while also making them engaging.
5. Landing Page Design
Coming to the most important part of this beginner’s guide to conversion rate optimization, let’s discuss how to optimize your landing pages.
After all, most of the conversions happen from landing pages as these are where your new site visitors often land.
While designing a landing page keep all the above elements in mind and structure it in a way to make everything come together beautifully. Use a mix of text and images, keep your CTAs the focus of your page, place your forms strategically, etc. Take Netflix’s landing page, for example, which has a clean and simple design, a one-line form, and a clearly visible CTA.
Also, use your primary keyword throughout your landing page content and keep the content impactful and to the point. These CRO tips will optimize your landing page conversion rates.
Ready to Use This Guide for Conversion Rate Optimization?
You now know what conversion rate optimization is and why it’s crucial for your business. Now it’s time to implement the CRO strategies mentioned in this guide to conversion rate optimization for your business.
Use this guide to get started with CRO and drive more conversions from your website. Start with the five most important areas mentioned above and then expand from there.
The post CRO in 2022: A Beginner’s Guide to Conversion Rate Optimization first appeared on PPC Hero.
- SEO is important for brand success and there are several key roles that contribute to this
- Some of these roles are obvious, but others are ones you may not immediately associate with SEO
- Each of these roles has a different but important contribution to make
- An effective multidisciplinary SEO team will have good communication, clear roles and responsibilities, and realistic expectations
- By following these tips, you can set your team up for success
SEO is more than just a one-person show. It takes a team of dedicated professionals working together to achieve success. In this article, we will explore the different roles that are key to brand building in 2022.
Whether you’re a CEO who wants to understand why SEO is important for your business brand or an SEO pro who wants to build a case for improving SEO processes at your company, we have you covered.
Why is SEO important for brand success?
There are many reasons why SEO is important for brand success. Here are some of the most important ones:
1. SEO helps you reach new customers
Customers who are actively searching for businesses like yours are more likely to convert than those who stumble upon your website by chance. In fact, organic search is one of the most effective channels for generating leads in 2022.
2. SEO builds trust and credibility
When customers see that your website is ranking high in search results, they will automatically perceive your brand as more trustworthy and credible. This is especially important for small businesses that are competing against larger, well-established companies.
3. SEO drives traffic to your website
The higher your website ranks in search results, the more traffic it will get. And the more traffic you have, the more opportunities you have to convert leads into customers.
4. SEO helps you stand out from your competition
If your competitors are not investing in SEO, then this is a great opportunity for you to differentiate yourself and gain an edge over them.
5. SEO is an ongoing process
Unlike other marketing channels (such as paid advertising), SEO is an ongoing process that needs to be regularly worked on in order to maintain and improve your rankings. This means that it can provide you with long-term results, which is essential for any successful business.
Business roles that are key to SEO success
There are many different roles within a company that contribute to SEO success. Some of them might seem obvious, but some of the others might be roles that you wouldn’t have immediately thought of when considering your SEO. It just goes to show: that SEO strategy is something that can be woven into your business operations at every level.
Here are my top six roles:
1. CFO (or another senior executive that holds the purse strings)
Why? because without a proportion of your marketing budget being ring-fenced for SEO, nothing else matters. The CFO or other senior decision-maker at your company needs to understand the importance of investing in SEO. Without a budget for SEO, none of the other roles on this list will be able to do their jobs properly.
2. Brand designer
This is perhaps an obvious one, but your brand designer mustn’t be overlooked: the person responsible for designing your brand identity should have a good understanding of SEO. This is because they need to create a branding strategy that includes keyword research and other SEO best practices.
Even the name of your brand is important, because it’s an opportunity to get important keywords into your website domain and across your web pages, and it may also be used as anchor text when other websites link to yours.
Side note: you should make sure that SEO becomes part of your next brand audit.
3. SEO consultant
The person responsible for your overall SEO strategy must work towards building your brand.
An SEO consultant is responsible for developing and implementing your overall SEO strategy. This includes researching keywords, optimizing website content, and building links. But it also goes beyond that. A good SEO consultant will also work on building your brand by creating a strong online presence and ensuring that your website is visible to your target audience.
4. Content marketer
The person who has a foot in the SEO camp and a foot in the marketing camp. This might be an in-house role at your company, or it might be a service you outsource.
A content marketer is someone who understands both SEO and marketing. This person is responsible for creating high-quality content that not only ranks well in search results but also resonates with your target audience.
5. Web designer
Why? Because the person who decides what the website design looks like will have a big impact on the SEO friendliness of the website.
The web designer plays a crucial role in determining the SEO friendliness of your website. This is because page design, navigation decisions, and site architecture will all have a huge impact on SEO performance.
6. Web developer
Because technical SEO has never been more important.
Your web developer is responsible for the technical aspects of your website, such as its code and structure. This is incredibly important for SEO because it can impact things like site speed and crawlability.
This is one of the many reasons that using an off-the-shelf website builder is not a viable option for a business serious about its web presence.
7. PR manager
Because this person needs to know how to get the most SEO impact from promoting the company in a traditional PR sense.
Your PR person will naturally always be looking for ways to get your business mentioned by other publications and websites. This lends itself perfectly to a clever strategy of building backlinks to your website.
Tips for effective multidisciplinary SEO teams
Now that we’ve gone over the various roles that are important for successful SEO, let’s talk about how to build an effective multidisciplinary team.
- Make sure everyone is on the same page by having regular meetings and communication. This will ensure that everyone is aware of the latest changes and developments.
- Establish clear roles and responsibilities. This will help avoid duplication of effort and ensure that everyone is working towards the same goal.
- Encourage collaboration between team members. SEO is a complex field, and it’s important to have different people with different skill sets working together.
- Set realistic expectations. SEO takes time, and it’s important to set realistic expectations for what can be achieved.
Following these tips will help you build an effective multidisciplinary SEO team that can help take your brand to the next level.
SEO is a complex and ever-changing field. But one thing is for sure: it’s only going to become more important in the years to come. If you want your brand to be successful, you need to make sure that SEO is a key part of your overall strategy.
The roles we’ve discussed in this article are all crucial for successful SEO. So if you’re serious about your brand’s online presence, make sure you have the right team in place.
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The post Seven SEO roles that are key contributors to brand success in 2022 appeared first on Search Engine Watch.
This blog provides real-life examples and insights from one of our clients in the luxury fashion industry.
How can you cut through the noise on a saturated platform?
Aside from an increase in competition, ads are, in general, becoming more advanced and innovative, capitalizing on the rapid developments in AR, Chatbots, and Immersive Experiences. However, not everybody has the budget to invest in groundbreaking innovation.
If you fall into that category, you can still make considerable improvements by focusing on the fundamentals, like the length of your ad copy.
A recent blog post I penned for Brainlabs provides actionable insights for ad copy testing. One of the principles we explored in the blog was ‘cognitive fluency’. In a nutshell, it is the idea that the shorter and simpler a message is, the more likely it is to yield action from your customer. So, we thought we’d test it.
From January to March 2022, we ran a series of tests between short and long ad copy for a luxury fashion retailer. The first campaign advertised beauty products, while the second’s messaging centered around Valentine’s Day gifts.
Each campaign had two copy variations where the sentiment was kept the same, meaning the only difference between them was the length, where the shorter ad copy fitted into one line, while the longer variation fitted into three.
The experiment was set up as a side-by-side, observational test. This means that the ads were placed into the same ad set, allowing Facebook to optimize the budget between the ads based on their relative performance.
Beauty & Valentine’s Day Products Campaign Results
As can be seen in the graphs below, the Beauty prospecting audience didn’t show a significant preference between ad copy length, but the retargeting audience exhibited an inclination towards the shorter copy, with 64% of clicks being driven by it.
Similar to the Beauty campaign, ad copy length didn’t make a difference for the Valentine’s Day Prospecting audience, with the shorter variation driving 51.6% of the traffic. However, for the retargeting audience, the shorter copy drove 63.9%, signaling customers’ proclivity toward the shorter version.
When looking at other metrics, we see that the CTR, CPC, and CPM were all very similar across the variations. So, what explains the difference in traffic?
This is a prime example of the Breakdown Effect. To put it simply, the Facebook algorithm aims to achieve the best overall results by delivering different ad variations to different portions of the targeted audience. In this case, The Breakdown Effect suggests that, in the case of the retargeting audience, considerably more users resonated better with the short version.
The test highlighted an interesting link between ad copy length and consumer intent level. Specifically, for this client, when a consumer has higher purchase intent, a shorter, snappier copy length will perform better.
Contrary to the principle of cognitive fluency, the short ad copy variations didn’t perform better in every instance, rather, the results were more nuanced. As expected, the short version performed better, however, the extent of its impact depended on the intent level of the audience.
Based on these experiments, the Cognitive Fluency-Intention Hypothesis emerged, proposing that short messages perform better when the audience has greater purchase intent or has pre-existing brand awareness.
It is often the little things that can level up performance and capture valuable insights. So, in your next campaign, try testing something simple such as the length of the ad copy or tailored ad copy – the results might surprise you.
From smart collars to dog backpacks, we’ve had our furry best friends try it all. These gadgets lead the pack.
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It’s a little more expensive, but this hair tool can dry and style your locks with less heat and in less time.
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