Article | June 9, 2020
Team communication is more important and more challenging than ever right now. The COVID-19 crisis has put more pressure on web teams to deliver as consumers rapidly change their shopping habits and increase their time spent online. Plus, the new reality of working virtually has created communication challenges for businesses, as well as exacerbating existing ones.
To overcome these difficulties and emerge as a stronger, more successful business, teams need to invest in fostering better collaboration. This means adopting a WebOps mentality, where teams work cross-functionally on web strategy and implementation. This organizational shift will help to improve productivity, drive results, and solve communication problems.
Article | June 9, 2020
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.
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. In addition, paid marketing helps encourage customer engagement, boost brand recognition and makethe brand capable of measuring and optimizing the campaign.
Organic Marketing vs. Paid Marketing
Both marketing strategies are practical, and result-driven to gain brand recognition, leads, and website traffic. But, the differences between both of them specify their way of working and help marketers know when to utilize one over the other.
Organic marketing is entirely based on your creativity and time. In organic marketing, once you understand buyer persona, you need to develop relevant content, including images, gifs, videos, etc., organic marketing is frequently referred to inbound marketing. It establishes companies as thought leaders in the space by educating audiences and building long-term connections with customers. In organic marketing, brands can share information at no cost; also, it looks more authentic to customers as it is not a sales pitch.
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 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 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.
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.
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Article | June 9, 2020
B2B marketers often face a common challenge: Accurate targeting. Marketers rely on powerful lead generation methods to help them target future customers, but there's a pretty substantial obstacle in the way. Most marketers aren't data scientists. And truly great targeting requires a pretty substantial amount of data. That's where artificial intelligence company Versium saw a major problem, and developed a solution to help. The tool helps marketers identify, understand, and reach ideal prospects using trillions of data points, all powered by predictive machine learning models.
Article | June 9, 2020
Marketing is all about experimenting to see what works and what doesn’t. This can be frustrating for someone (ahem, me) who wants quick results. Unfortunately, you don’t know until you try.
Like a good marketer, I’ve different marketing campaigns and tactics over the years. Five completely failed: Doing live video (trolls suck), answering queries on HARO (zero results), offering free audits (note to self: people run from the word “audit”), advertising on LinkedIn (no need if you’re active on the platform) and using a social media dashboard (total time-suck).
Could those tactics work for you? Sure. But they didn’t work for me.
Marketing campaigns that have been successful
Marketing is a short-term expense and a long-term investment. You’ll know if a marketing campaign is working if you see a steady increase in results over six months. If you get to the six-month mark with nothing to show for your efforts, it’s OK to pull the plug and try something new.
On the other hand, something could work great for months or years – and then fall off a cliff (looking at you, Twitter chats). It’s so disappointing when that happens, but it happens – to all of us.
Around five years ago, my friend Nicole Krug floated the idea of creating videos together. We worked together all the time, got along famously and were (are) comfortable in front of the camera. “Why not?” I thought. “This could be fun.”
It still is, which you can clearly see when you watch any of our videos.
Five Business Rules is still a rather small YouTube channel, but man, the people who watch the videos LOVE them. And yes, it has brought us clients. (This proves that you don’t need to have a huge audience on social media. You only need to have an engaged audience.)
Actively using LinkedIn
My marketing agency is B2B, which makes LinkedIn the best social media channel for me. It’s where my current and potential clients hang out and, importantly, want to learn more about business-related topics.
Are they on Facebook and Instagram, too? Probably. But they don’t want to hear my thoughts on, say, how to measure your blog’s success when they’d rather watch a video of their cousin’s new baby or gape at over-styled charcuterie boards.
The key to LinkedIn marketing success is being social. At least once a week, I scroll through my feed. I react to or comment on what people are posting. I usually read other comments, and I might respond to what someone else posted.
If I really like what I read, I share it with my network.
When someone comments on my latest article or post, I thank them. I get a fair number of direct messages, and I always respond – even if the opportunity is not right for me. It’s just the polite thing to do, and it only takes five seconds.
I also use LinkedIn to grow my network. Whenever I reach out to someone, I include a note reminding them how we met or explaining why I’d like to connect.
And yes, it’s a great lead generation tool for me.
Sending a monthly email newsletter
A relevant, interesting and short email newsletter remains one of the best ways to stay in front of your audience. Even if someone doesn’t have time to read it this month, they’ll see your email and be reminded that you exist.
Since I’ve been emailing a newsletter for years, I have the process down. At the beginning of every month, I put together a newsletter that includes four things:
Two recent blog posts (title and short introduction only)
A recent Five Business Rules video (see above)
A funny meme (it usually involves wine)
The blog posts and video include links so if you’re interested, you can read the full post or watch the video.
My open and click rates average 30% and 4.3%, respectively, which is head and shoulders above the industry average (13.3% for opens and 1.7% for clicks). I attribute this success to three factors:
1. A/B testing subject lines
2. Writing eye-catching subject lines (last month, it was “Yes, alcohol can make you a better writer”)
3. Consistently delivering interesting, and oftentimes, entertaining content
Creating downloadable content
One of the best ways to generate leads is with a free giveaway. Your target market gives you their name and email in exchange for something valuable. For me, that’s in the form of downloadable guides: two ebooks, one checklist and two one-pagers of tips.
When someone opts-in to receive one of these free resources, an automated email campaign is triggered. The emails are short and customized and each one offers something new of value. Once they complete the campaign, we add them to our main newsletter list.
I don’t believe I’ve gotten a client directly from one of these resources, but they have definitely helped me grow my email list. Marketing is a long-term game, and I’m good with that.
Your turn: What marketing campaigns have been most successful for your business?