Product Spotlight August: Driving Up Engagement in Your Surveys

BETH MCGARRICK | August 13, 2020

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Engaged, thoughtful responses are the lifeblood of genuine insights. If you want data you can count on for your biggest marketing, product and business decisions, you need to trust that that data represents the real opinions of real people. There are lots of features in the Attest platform to keep engagement high, but if you write a survey that bores respondents they’re likely to lose interest and focus, and this will result in less accurate results.

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A&A Group

Attentive media buying and effective creative production. For over 11 years, A&A Group has been orchestrating global marketing campaigns for select clients nationwide. Combining tailored media strategy, impactful creative messaging, exceptional analysis, and results-driven optimization, we expand brands to their full potential. And consistently deliver results at the best ROI possible.

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MARKETING STRATEGY

DIY Marketing: 4 Projects Better Left to the Pros

Article | March 11, 2021

Depending on what industry you’re in, you might suddenly find yourself with a little more time on your hands than usual. Time for some DIY marketing? Sure, why not? I’ve been talking to a lot of companies who are focusing on marketing right now. Yes, really. When we get back to “real life” – or whatever the new “real life” is going to look like – they want to be ready to hit the ground running. Smart. Not all marketing projects are suitable for DIY, though. DIY marketing: 4 projects better left to the pros Let’s make sure you don’t waste time or money (definitely not money!) on these four projects. Call a professional for help. Search engine optimization (SEO) There are two kinds of SEO – SEO lite and SEO for realz. I’ve written about SEO lite before, though I haven’t called it that. You can do very basic keyword research for your blog to understand what keywords people are searching for. SEO for realz is much deeper than that. “Real” SEO optimizes your entire website for search based on the best keywords for your company. It is based on many factors, such as what your current ranking is; what keywords you are ranking well for; what keywords are competitive versus less competitive; etc. Once all that research is done – using special tools that I couldn’t even name without Googling it – each page of your website is optimized. It’s a whole process. Depending on how big your website is, it can take a long time. Needless to say, proper SEO that actually helps you rank for the keywords you want to be found for requires an expert. And not just someone who says they’re an expert, but someone who has a track record. Google AdWords I have mentioned Google AdWords exactly once in all of my blog posts, and when I did mention it, this is what I said: “This is not an area of expertise for us, so my advice is to work with a company that specializes in it (and has proven results).” Google AdWords is nothing like social ads. It’s about as far from a DIY marketing project as you can get. First, it is an auction. Instead of bidding on a painting or lamp, you bid on keywords. Cost and placement depend on the competitiveness of the keywords you're bidding for. Here’s how bidding works (courtesy of Wordstream): The actual position of your ad is determined by your ad rank (Maximum Bid times Quality Score). The highest ad rank gets the 1st ad position. Your actual CPC (cost per click) will be determined by the ad rank of the next highest ad below you divided by your Quality Score. The only exception of this rule is when you are the only bidder or the lowest bid in the Google Ads auction; then you pay your maximum bid per click! AdWords bidding heavily penalizes advertisers who bid with low quality scores. Conversely, those with high Quality Scores get higher ad ranks and lower CPC. Are your eyes glazed over? Yeah, me too. As you read above, you also need to meet certain Quality Scores for this to work. Second, you need keywords that are relevant to your company. If the best keywords are too expensive, you might be tempted to bid on less relevant keywords, which could be a waste of money. Third, writing ad copy that converts is the hardest type of copywriting out there. Trust me. Web design and development SquareSpace, WIX and other web builders are DIY marketing dream tools for small businesses that just need a basic, no-nonsense website. These platforms are built specifically for non-web designers and developers, and therefore they are pretty easy to use. A custom website that includes a lot of functionality is not a DIY project. What do I mean by “a lot” of functionality? Think about a membership site or online learning site. Those require a member portal, dashboard, chat function, resource library that supports videos or audio, learning modules, module tracking/grading, etc. Then there are companies who want a custom design, not necessarily custom functionality. These sites use unique fonts, scripts, graphics and art. They’re the ones that make you stop in your track (OK, maybe that only happens to me, but believe me – these are the sites you notice). Anyway, my point is: a custom website is NOT a DIY marketing project. Lead generation strategy A lead generation strategy requires you to hunt down new opportunities in new places. How can you be expected to spot a lizard in the jungle when you’ve only ever looked for ants in a desert? A great lead generation strategy requires an outside, objective perspective. Heck, I don’t even do my own lead generation strategy – I hire someone (Nicole at SocialLight) to do it for me. When a pro does the strategy for you, he or she might uncover: Completely new audiences – or new segments within existing audiences Messages, offers, products or services that will better resonate with your target markets Different communication channels to use Topics that your target market cares about most When to reach your target market (and how often to reach out) You can’t be expected to uncover all of this, and you won’t be able to do it as quickly as an expert. So remember: when in doubt, turn to an expert – especially for these four projects.

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4 Tips for Lead Acquisition to Conversion Turnaround Time

Article | March 11, 2021

The conversion process is very crucial. Some of the leads even turn into a paying customer, which means revenue for your company. However, it all boils down to how do we acquire leads? Before we delve into that, let’s first understand the terminology of the word ‘lead.’ In general, lead refers to a contact who has submitted a form in return for a content offer like an ebook, whitepaper, and more. It is placed on the top of the sales funnel.

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ARTIFICIAL INTELLIGENCE IN DIGITAL MARKETING

Article | March 11, 2021

Artificial Intelligence is basically teaching the machine to think and react as humans would. It’s about imitating how the human brain works. AI is already being widely implemented in Digital Marketing. Artificial Intelligence is used in personalized marketing a lot, empowering brands to provide personalized ads and email marketing campaigns targeting each individual consumer in a meaningful way. So it’s clear that AI is the future of Digital Marketing.

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B2B marketing and personalization: what’s the missing link?

Article | March 11, 2021

B2B marketing leaders like you are under immense pressure to deliver best-in-class results every day. While this isn’t a new challenge, it is one that gets harder as the marketplace continues to grow more cluttered and competitive. To keep the modern-day prospect engaged and connected to your brand, delivering a relevant experience is absolutely vital. According to Evergage, 92% of marketers report using personalization techniques in their marketing.1 With this in mind, you’re already applying a personalized approach to your strategy at some level. From tailored email campaigns and targeted PPC ads to account-based marketing, you already understand the value of personalization. It works! But, where does your business website fit into this hyper-relevant customer journey?

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Spotlight

A&A Group

Attentive media buying and effective creative production. For over 11 years, A&A Group has been orchestrating global marketing campaigns for select clients nationwide. Combining tailored media strategy, impactful creative messaging, exceptional analysis, and results-driven optimization, we expand brands to their full potential. And consistently deliver results at the best ROI possible.

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