How to Optimize Social Ads for Every Stage of the Buying Funnel

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Want more conversions from your social media ads? Wondering how to successfully target buyers at every stage of the sales process? Mapping your buyer personas and testing your creatives let you deliver ads that speak to a buyer’s immediate needs and concerns, resulting in higher conversions. In this article, you’ll discover how to serve optimized social media ads that generate sales from all of your customers. Before you create a single ad, you need to spend significant time at the research stage. As part of this process, you’ll identify your buyer personas, map them to buying stages, and develop a list of unique selling propositions (USPs) to target when running your first series of ad tests.

Spotlight

MMI Agency

In today’s connected world, it is no longer the brand that controls the conversation. Instead, the evolution of digital technology has put the power in the hands of the consumer. Consumers now have the ability to choose which messages they want to see. They skip. They block. They fast forward. They demand personalized and authentic content when, where and how they want it.

OTHER ARTICLES

The Difference Between Digital Marketing and Social Media Marketing

Article | April 16, 2020

Many people use digital marketing and social media marketing interchangeably. They believe that engaging in different social media platforms is digital marketing, but this is just a part of it. Digital marketing is an umbrella term that encompasses all types of marketing activities that a brand performs digitally, both online and offline, to promote their services or products. Social media marketing, on the other hand, is one of the channels of digital media marketing. It involves marketing on social media platforms such as Facebook, Instagram, Twitter, etc.

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Best Ways to Create an Informative and Value-added Whitepaper

Article | April 16, 2020

Creating a persuasive and impactful whitepaper is a dexterous job. Eminent marketers believe that whitepaper is a powerful medium to enhance brand credibility and recognition by providing holistic and valuable information to its customer or target audience. Moreover, it can easily influence its audience by assisting them in meeting their expectations. One of the renowned authors and journalists, William Wheeler, said, “Good writing is clear thinking made visible.” A whitepaper is a detailed guide that consists of value-added information, persuasive approach, statistics, research, infographics, etc. It is a long-form piece of content that educates its readers with its authoritative tone. The whitepaper is highly advantageous in B2B marketing Let’s take a look at some of the most prominent ways to create informative and augmented whitepaper. Value of Whitepaper in B2B Renowned B2B market analysts utilize whitepaper as a lead generation asset. It presents your company as a thought leader and enhances lead generations. There are different types of tools that can help in creating an attractive and magisterial whitepaper. What Makes a Whitepaper Value-added & Persuasive Certain practices are essential to creating a whitepaper. You can generate excellent whitepaper by learning these tips. But, first, let’s delve into how to make a result-driven and productive whitepaper. Profound Research Research is the initial and utmost important step of creating a whitepaper. Once you choose your topic to write about, you need thorough information about the same. You can find different valuable information from blogs, articles, statistics, etc. It helps in understanding various perspectives, styles, and objectives of the writing. It also diminishes the risk of being ignored. Choose a Relevant Topic Choosing a relevant topic is an essential step. It makes your approach easy and productive. First, try to find the relevant topic your target audience will want to read. You should have a clear picture of what appeals to them and can enhance their engagement. Statistical Evidence People have an inclination towards statistics once it comes to creating a whitepaper. Statistics have the power to influence, and convince them to know more about your brand and buy your products. Marketers use appropriate statistics as social proof. It increases the credibility of the whitepaper. Content Quality According to the Content Marketing Institute report, approximately 92% of content marketers consider content as a business asset. The audience expects top-notch quality, engaging and relevant content. You can enhance the quality of the content by using subtle and jargon-free language, mentioning statistics with sources, keeping an eye on punctuation, and presenting useful information. Infographics Infographics are visual. Your target audience can easily understand it. It takes less time to consume. Marketers use it to generate more leads and enhance traffic. With the help of infographics, you can grab your audience’s attention as it provides valuable information faster than other formats of content. It helps in search marketing results and makes your content go viral. Magnificient Designs Alluring designs in terms of headings, subheadings, quotes, infographics, templates, etc., compel the reader to read your whitepaper and know more about your brand. Minimalistic designs enhance your presentation of whitepaper and make it incredible. Make sure that the text is readable. Magnificient designs play a crucial role in making whitepaper. It boosts brand recognition. Editing, Editing, and Editing After taking all the necessary steps for creating a whitepaper, you need to re-read it. It is said that editing eliminates all the extra content from your whitepaper. If you read it repeatedly, you can give systematic and proper flow to your whitepaper. With the help of editing, you can rectify your punctuation, grammar, sentence structure, word order mistakes. Evaluate Your Performance Once you are done with your whitepaper, the essential task is to evaluate your performance. Try to gather all the reviews, comments, and queries to understand where you are lacking and improve it accordingly. Then, you can share those whitepapers with industry experts and take their views. Final Thoughts Experts, market analysts, and prominent businesses take advantage of whitepapers. A whitepaper is considered one of the most valuable, informative, and prolific ways of marketing. It can attract the audience and enhance their engagement by providing them information. It also generates more leads and makes you stand out from other competitors. To create such augmented, productive, and exceptional whitepaper, follow the above tips. These tips will help in generating alluring whitepaper and reaching innumerable business outcomes. Frequently Asked Questions What makes a whitepaper unique? Minimalistic designs, relevant information, jargon-free content, statistics, informative and narrative writing make a whitepaper unique and establish hit as a thought leader. What should be taken care of while creating a whitepaper? The essential factor is maintaining quality, keeping a systematic approach, avoiding grammatical mistakes, using statistics with sources, and keeping relevant information that appeals to your audience. { "@context": "https://schema.org", "@type": "FAQPage", "mainEntity": [{ "@type": "Question", "name": "What makes a whitepaper unique?", "acceptedAnswer": { "@type": "Answer", "text": "Minimalistic designs, relevant information, jargon-free content, statistics, informative and narrative writing make a white paper unique and establish hit as a thought leader." } },{ "@type": "Question", "name": "What should be taken care of while creating a whitepaper?", "acceptedAnswer": { "@type": "Answer", "text": "The essential factor is maintaining quality, keeping a systematic approach, avoiding grammatical mistakes, using statistics with sources, and keeping relevant information that appeals to your audience." } }] }

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Reuters Events Launches Strategic Marketing USA Setting the Future of Marketing

Article | April 16, 2020

The last 6 months have been a whirlwind and keeping up with customer expectations is almost impossible, let alone getting campaigns together in a timely manner. (You’re not alone, it’s been a tough slog.) Consequently, most of the marketing community - not unlike the rest of the world - are exhausted and anxious to get their strategy back on track. Here’s where we come in… Reuters Events: Strategic Marketing USA (Nov 5-6, Online & On-Demand) brings together 5000+ CMOs and marketers to set benchmarks, showcase innovation, and map the future of marketing – a future where brands are purpose-driven, campaigns are intelligently data-backed, and innovation drives growth. Sign up now! Strategic Marketing USA (Nov 5-6, Online & On-Demand) is another edition to Reuters Events strategic series of board level meetings. Rather than discussing the how to’s of marketing, this is the meeting place of the world’s most influential CMOs where news will break, benchmarks will be set, and marketing leaders attending will pioneer the way forward. With a huge focus on interactivity, this meeting is set to be a 2020 must-attend. Four essential themes for 2020: • CMO Strategy & Trends: CMOs share their plans for keeping brand relevancy in an ever-changing world, honing brand purpose, reinventing a legacy, and creating a culture of innovation. • Customer Insights & Understanding New Consumer Behavior: Customer needs, wants and expectations have changed. It’s time to fully understand your customer and their journey to unlock data-driven personalized experiences. • Agile Content & Creative: Cut through the noise with impactful interactions that inspire and create a lasting connection. Use this shared global experience to connect on an emotional level, telling stories that are hyper relevant, but grounded in brand. • Digital, Social & Influencers: As we follow social-distancing guidelines, the channel of choice for many is social and influencers are at their most impactful. Video, influencers and the formula for social success. Check out the detailed Strategic Marketing USA agenda here! “Thinking it terms of functional boundaries – where marketing produces “traffic” and product drives “conversion” and customer service “saves” the experience, is very much outdated. The role of the CMO, or a chief growth officer, is to do everything it takes to drive the growth of the business – be it through advertising, PR, product, or customer service. We need to stop being functional specialists, often speaking about the brand most of the time, and become true business leaders, who are able to use a wide toolbox of functional expertise to grow the business.” - Alex Weinstein, Senior Vice President, Growth, Grubhub CMOs and marketing leaders shaping the future of marketing weigh in as speakers, including: Penny Baldwin, CMO, Qualcomm Ira Rubenstein, CMO, PBS Evan Jones, CMO, Fender Leela Srinivasan, CMO, SurveyMonkey Kevin Peck, SVP, Global Branding, AT&T Andrew Strickman, Chief Creative Officer, com Doug, Jensen, SVP, Estée Lauder Alex Weinstein, SVP Growth, Grubhub Connie Chan Wang, Director, Global Brand Marketing, LinkedIn Erica Chan, Head of Brand and Marketing, com View the full speaker line-up for Strategic Marketing USA! “Brilliant brands, brilliant missions, and brilliant minds all in one place to share, listen, and learn from – it’s a collaborative, crowdsourced economy” – Alison Herzog, Director, Global Social Business & Digital Strategy, Dell Reuters Events: Strategic Marketing USA will be live November 9-10th and available on-demand for a limited time after. Primarily made up of CMO case studies and panel discussions, the agenda will feature discussion streams and Q&A from the audience consistently throughout the two days. Additional workshops and roundtables will also be run sporadically throughout and following the summit. Attended by 5000+ marketing leaders, this is the must-attend meeting of 2020. Registration is free for a limited time only, so check out the website here!

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HOW TO APPLY MACHINE LEARNING TO YOUR DIGITAL MARKETING STRATEGY

Article | April 16, 2020

One of the major innovations in the digital marketing industry is the introduction of artificial intelligence tools to help streamline marketing processes and make businesses more effective. According to QuanticMind, 97% of leaders believe that the future of marketing lies in the ways that digital marketers work alongside machine-learning based tools. As machine learning and artificial intelligence become more commonplace in the digital marketing landscape, it’s imperative that best-in-class digital marketers learn how to apply machine learning to their digital marketing strategies.

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Spotlight

MMI Agency

In today’s connected world, it is no longer the brand that controls the conversation. Instead, the evolution of digital technology has put the power in the hands of the consumer. Consumers now have the ability to choose which messages they want to see. They skip. They block. They fast forward. They demand personalized and authentic content when, where and how they want it.

Events