Brand Perception: What It Is, Why It Matters and How to Measure It

| February 12, 2019

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When was the last time you really thought about your perception of a product brand or service?  Sure, we might use online brands every day in our work or at play, but do you think about how you perceive a brand? You should.Brand perception is important. It's the sum of our feelings, attitudes, and experiences with a product or service. Brand perception is what moves the needle for companies, taking a common product and giving it elements that evoke emotional feelings. Every car ad during football season is appealing to a viewer's emotions about the brand. Every skincare ad seeks to sway a consumer's emotions into creating a favorable brand perception. Ultimately, the customer is the one who decides their perception of your brand. Whether you're marketing a consumer commodity like clothing, or a high-level B2B web application, how consumers view the brand can make or break a product.Let's break down exactly what brand perception is, why it matters and how you can measure its impact in your daily work.

Spotlight

Madison Logic

Madison Logic’s global account-based marketing (ABM) solution empowers B2B marketers to convert their best accounts faster. By integrating the ML Data Cloud with CRM and marketing automation platforms, intent data, and more than 20 other datasets, marketers execute a unified activation strategy across the funnel with ABM Advertising and ABM Demand Generation to align with sales, accelerate the buyer journey, and drive growth.

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Valuable Strategies to Increase Website Engagement

Article | July 29, 2021

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Therefore, you must have a robust strategy to increase website engagement. Types of User Engagement There are various types of user engagement. However, here are some common types for your reference. Social Engagement Emotional Engagement Contextual Engagement Engagement of Convenience Why is Website Engagement Important? Whenever consumers research, they always give priority to a website. Your website determines customers’ purchasing decisions. An eye-catching website with valuable information attracts visitors. Your website provides consumers thorough information about your products or services. Even it helps SEO to perform better and give favorable responses quickly. Once your target audience lands on your website and finds what they were looking for, they automatically start liking it and moving towards your brand to know more. Some Surprising Statistics about Website Engagement 57% of internet users say they won’t recommend a business with a poorly designed website on mobile. 38% of people will stop engaging with a website if the content or layout is unattractive. 88% of online consumers are less likely to return to a site after a bad experience. 77% of agencies believe that a bad website User Experience is a weakness for their clients. 39% of people will stop engaging with a website if images won’t load or take too long. 47% of Users expect a maximum of 2 seconds loading time for an average website. Slow-loading websites cost retailers $2.6 billion in lost sales each year. 75% of consumers admit to making judgments on a company’s credibility based on the company’s website design. If given 15 minutes to consume content, two-thirds would instead read something beautifully designed than something plain. A study found that 94% of negative website feedback was design-related. According to Google, 61% of users are unlikely to return to a site on mobile if they had trouble accessing it, and 40% visit a competitor’s site instead. Innovative Ideas to Increase Website Engagement Let’s take a look at some of the most essential and result-driven strategies to increase website engagement. Increase the Speed of Your Website Loading Visitors only will stay when they find the website is loading instantly. People exit the website when the loading time is more it makes them impatient. A study conducted by Soasta revealed that one second slower page loading could experience a 56% increase in their bounce rate. Include live Chat to Improve Customer’s Experience Including live chat for real-time assistance helps your audience to solve their queries and meet their requirement. Adding customized welcome messages and responding increase website engagement. It satisfies customers and influences them to take action. Keep Your Message Clear and Concise Every website or business has a purpose: selling products, educating your audience, or something else. While designing your website, you must keep your audience at the center. Your message should be crystal clear so that visitors don’t have to misguide. It should include value intention and appeal to your audience to experience what your offer. Keeping a crystal clear message increases website engagement. Keep Social Proof to Let Them Believe in Your Brand Social proof is the vital factor to increase buyer’s confidence and attraction towards your brand. Businesses use testimonials, real-time statistics, reviews, etc., in building brand credibility. Marketers considerit a valuable tactic to validate buyer’s decisions and increase website engagement. Personalize Your Communication Brands believe that personalized messages give better responses as compared to normal messages. Sending personalized messages makes consumers feel special. By creating a personalized message, you build robust connections with your consumers and convert them into long-term customers. Make Your Website Mobile-Optimized Mobile users accounted for a whopping 56% of website traffic. As a result, mobile has become one of the most used devices to enhance conversion. Therefore, ensure that the consumers should easily access the information you are sharing. Giveaway and Contests You can conduct interactive and attractive contests to influence your target audience. Customers love to participate in such contests. Creatively designed, well-researched, executed contests woo the audience and significantly enhance your website traffic. Make sure your contest endorse your giveaway regularly. Segment Your Visitors for Better Communication If you are planning to make a connection with a broader audience, you will find it challenging. Segmenting your visitors improves your communication with your audience. With the help of a targeted marketing strategy, you can divide a large market into smaller segments to focus on a particular group and experience an increase in website engagement. Approach with Persuasive Writing Your writing is an integral part of the website creation strategy. Your way of writing creates an impact on consumers. It will help if you think twice before delivering your message that the style, tone, information, slang you are using is worthy or not. Marketers believe that the language should be subtle, quirky, and sophisticated. Your content marketing should help your visitors to make you stand out from the others. Create Attractive Design An attractive and engaging website effortlessly woos the audience. The design should be minimalistic and still provide complete information. You can use infographics, videos, GiF, etc., to make your website informative and eye-catching. Know your target Audience Try to find out your target audiences’ requirements or value. It helps to create engaging content that your audience will love. You can ask for feedback that will help you to find out where you are lacking. Avoid taking too much time of your visitors by conducting a lengthy survey. Follow a Logical Structure and Have Enough White Space Placing images and content at an appropriate place plays a significant role in increasing website engagement. The complication in designs or having less white space on your website bothers your visitors. It is a science that involves organizing visual elements in such a way that help visitors to identify what they are looking for. Data Collection to Re-engage with Your Audience You need to secure all the data you are receiving from your audience. It allows you to re-engage with your customers and drive them back to your website. In addition, you can share valuable updates with them. Enhance Your Linking Structure Make sure that the link should have relevant and descriptive anchor text. It improves your SEO strategy. Creating excess internal linking annoys your visitors. Essential Tools that Can Help You to Measure Website Engagement Nowadays, marketers have different tools to measure website engagement. Here are some most essential website engagement tools. Google Analytics Heap Optimizely Hotjar Marketo Hello Bar Final Thoughts It becomes challenging to maintain the performance of your business without keeping website engagement strategies. Website engagement is an integral part of marketing that attracts visitors to buy products or services. While creating a website, you have to take care of many things that play a crucial role in increasing website engagement. Focusing on these websites engagement ideas will enhance your chances of success. Visitors only will stay when they find valuable and relevant content on your site. Creating an engaging and attractive website. Analyzing website performance. Make your writing style persuasive and crystal clear. Approach your audience with a personalized message. Increase the loading speed of your website. Frequently Asked Question What is website engagement? Website engagement is one of the most significant tactics to make your consumers loyal and stay with your brand for a long time. It makes your connections stronger with your consumer and enhances your sales. What is a good engagement rate? The engagement rate depends on the industry size, audience size, types, etc. However, brands believe that above 63% for B2B and 71% for B2C is the ideal engagement rate for a website. Why is website engagement important in metrics? Tracking engagement metrics on your website helps you understand your target audience and their requirements better. In addition, it takes your business to the next level by finding out your business loopholes. { "@context": "https://schema.org", "@type": "FAQPage", "mainEntity": [{ "@type": "Question", "name": "What is website engagement?", "acceptedAnswer": { "@type": "Answer", "text": "Website engagement is one of the most significant tactics to make your consumers loyal and stay with your brand for a long time. It makes your connections stronger with your consumer and enhances your sales." } },{ "@type": "Question", "name": "What is a good engagement rate?", "acceptedAnswer": { "@type": "Answer", "text": "The engagement rate depends on the industry size, audience size, types, etc. However, brands believe that above 63% for B2B and 71% for B2C is the ideal engagement rate for a website." } },{ "@type": "Question", "name": "Why is website engagement important in metrics?", "acceptedAnswer": { "@type": "Answer", "text": "Tracking engagement metrics on your website helps you understand your target audience and their requirements better. In addition, it takes your business to the next level by finding out your business loopholes." } }] }

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Paid Marketing in 2021: A Complete Analysis

Article | July 13, 2021

Paid marketing in 2021 has become the most impactful method of marketing that provides high ROI within a specific period. Delve into our latest article to know more about paid marketing and its benefits. One of the best, quickest, and prevalent forms of marketing is paid marketing. A paid marketing tactic isan advantageous wayto strengthen your brand identity and buildstrong connections with your customers. As a result, companies are constantly investing inpaid marketing and experiencing ideal outcomes. 87% of retail shoppers begin their searches on digital channels. According to the Hanapin marketing survey, 79% of marketers say PPC is hugely beneficial for their business. The data clearly shows how impactful paid marketing is. Introduction Paid marketing is a form of marketing wherethe company pays to promote its product or services. Brands pay for content promotion to reach potential customers based on their interests and convert them into long-term customers. 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Paid Marketing Paid marketing means you are paying for intended outcomes. It assists brands in reaching audiences more directly than organic marketing. Paid marketing can be executed in billboards, posters, or other print advertisements. Today, businesses are investing in paid marketing to enhance digital marketing efforts. This method involves distributing ads and sponsored posts on social media and search platforms. The focal point of the paid marketing is achieving positive ROI at a faster rate than organic marketing, converting visitors to customers, and reaching sales goals in the designated time frame. Why is Paid Marketing Important for Businesses? Paid marketing is one of the best options to run an efficient and customize campaign. It attracts the attention of the viewers to experience your products or services. Investing inpaid marketing will certainly utilize your content to escalate your brand by attaining specific leads. It allows you to receive high-quality traffic to your website by ranking on the first page of Google results without focusing on search engine optimizations.Ads are pretty affordable and measurable in paid marketing which helps you to reach a large audience. You can keep an eye on the moneyyou have spent on different ad platforms and set a budget for a specific campaign to avoid overspend. There are plenty of platforms to run a campaign. You can effortlessly find out which platform your target audience is using and modify your messages andcampaign accordingly. US social media ad spends reached $43 billion in 2020. This was a 20% increase from 2019. 63% of people say they’ll willingly click on Google ads. Google estimates that PPC helps to increase brand awareness by 80%. Google will remain the most prominent digital ad seller globally in 2019, accounting for 31.1% of worldwide ad spending, or $103.73 billion. Brand awareness can be increased by up to 80% through Google paid ads. Paid advertising returns $2 for every $1 spent – a 200% ROI rate. 53% of paid clicks are made on mobile devices. Google drives 95% of all US paid search ad clicks on mobile. Mobile will account for 72% of US digital ad spend by 2019. In 2020, US Facebook ad spentexceeded $31 billion.This represents a 5% increase from 2019. The average cost-per-click (CPC) in the marketing industry is $3.33, and the most expensive marketing industry keyword CPC is $165. Types of Paid Marketing There is a wide variety of paid marketing you could use to heighten your business regardinglead generation, growing sales, building a solid connection with customers, etc. Here are some common paid marketing types. Paid Search Marketing Paid search marketing is a cost-effective and accessible method of web marketing aimed to connect your ads with searchers actively pursuing what you deliver. With the right platforms and in-depth research, you can convert your potential customer into a long-term customer. Paid Social Media Marketing The most popular platform is social media. Almost every social media platform offers paid options where you can pay to publish your ads for your target audience based on their interests, behavior, demographics, etc. Influencer Marketing Influencer marketing is a kind of marketing where businesses focus on influential people to convey their brand message to reach maximum audience and boostsales. Choosing the right influencer for your brand can help you in receiving positive ROI. For example,80% of consumers have purchased something via an influencer recommendation. Native Marketing Native marketing is a form of paid media where the ad experience follows the natural form and function of the user experience in which it is placed. Owing to its soft approach, native marketing is more influential in capturingthe audience’s attention. Viewers are always ready to share, like, and comment only when they find the content informative, engaging, and appropriate. How to Launch a Paid Marketing Campaign? There are some procedures to make any advertising successful. Those procedures are essential to attract the customer and experience profitability. First, you need to strategize the campaign and measure it. Let’s take a look at the vital steps of launching a paid advertising campaign. Set SMART Goal A smart goal should be specific, measurable, achievable, realistic, and on time. Before launching a paid campaign, setting a goal is the most essential step. First, it’s important to understand the purpose of the campaign. Is it about increasing followers? Getting more likes, comments? Or is it for brand awareness? Once you have identified your goal, it’s vital to allocate the budget for your campaign. Define Your Audience You need to have detailed information about your target audience. Keeping thorough research about buyer personas is the second most crucial step to make your campaign successful. It includes hobbies, requirements, gender, age, etc. Identify Platforms for Promotions Once you have your objective and detailed information about your target audience, you need to discover appropriate platformsfor your campaign. You must know which platform can give you desired outcomes. However, it differs from business to business. Final Thoughts Plethoras of examples are there around us about paid marketing. Paid social media marketing, paid search marketing, influencer marketing, native marketing, banner ads, and so on. It has become the most prominent form of advertisement that businesses are executing. More than 63% of marketers are ready to increase their paid marketing budget for the following year, owing to its quickest and optimistic results. Frequently Asked Questions What's the best-paid marketing channel for B2B? Paid search marketing is the best-paid marketing channel for b2b. It helps in growing sales and reaching the maximum audience. Does paid marketing work? Yes, it works incredibly to build brand awareness, encourage customer engagement, and to reach a target specific audience within a time frame. What are the top paid marketing channels? Paid social media marketing, paid search marketing, influencer marketing are the top marketing channels that various businesses utilize. { "@context": "https://schema.org", "@type": "FAQPage", "mainEntity": [{ "@type": "Question", "name": "What's the best-paid marketing channel for B2B?", "acceptedAnswer": { "@type": "Answer", "text": "Paid search marketing is the best-paid marketing channel for b2b. It helps in growing sales and reaching the maximum audience." } },{ "@type": "Question", "name": "Does paid marketing work?", "acceptedAnswer": { "@type": "Answer", "text": "Yes, it works incredibly to build brand awareness, encourage customer engagement, and to reach a target specific audience within a time frame." } },{ "@type": "Question", "name": "What are the top paid marketing channels?", "acceptedAnswer": { "@type": "Answer", "text": "Paid social media marketing, paid search marketing, influencer marketing are the top marketing channels that various businesses utilize." } }] }

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Spotlight

Madison Logic

Madison Logic’s global account-based marketing (ABM) solution empowers B2B marketers to convert their best accounts faster. By integrating the ML Data Cloud with CRM and marketing automation platforms, intent data, and more than 20 other datasets, marketers execute a unified activation strategy across the funnel with ABM Advertising and ABM Demand Generation to align with sales, accelerate the buyer journey, and drive growth.

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