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RLC Media, a leader in personalized digital marketing, awarded a spot among UpCity’s 2018 top agencies across the US.
AdWords and Facebook paid advertising are effective in reaching and nurturing highly-targeted prospects who become consumers.
Let’s face it, most of the time people just aren’t ready to convert. The time it takes to close business lasts anywhere from minutes to months, and competitors have ample time to sway prospects from your sale. That is, unless you do something called nurture.
The catch-all term applies to any system or strategy that moves potential customers down a business’s conversion funnel. And while email is an invaluable channel for engaging prospects, the Gmail promotions tab is where nurture often languishes.
That’s why Adwords’ paid search and Facebook paid social provide consistent brand awareness and greater value without giving customers the feeling they’re being stalked around the internet.
Use AdWords Tracking Codes and Facebook Pixels
Nurture is the current that draws the stream of consumers to your doorstep.
But if your website exists without the ability to track actions to and on its landing pages, nurture is rendered nearly impossible. There are three primary forms of tracking codes that differ across AdWords, Facebook, and Google Analytics.
AdWords Tracking Code
The tags you can generate in AdWords effectively track your conversions. Simply define the parameters for your conversion and finally paste the code onto your landing page between the <body></body> tags of the page you’d like to track.
The Facebook Pixel
Put the pixel around your website and optimize for different types of on-site actions.
In order to avoid overlapping data, distinguish the parameters of a conversion: revenue, email address, or other.
Google Analytics UA Code
Most people track organic metrics using an Analytics code on their site. It provides essential nurture data, informing consumer actions to, on, and from your site.
Without tracking site-related data, it’s difficult to evaluate the success on each channel that a business uses to eventually nurture consumers.
2. Keywords Research
The primary advantage to paid search and social is the ability to reach hyper-targeted audiences as opposed to the unmeasurable ears and eyeballs of a radio or TV spot. And a great place to start is Google’s Keyword Planner, which allows you to research and prioritize new keywords for your AdWords account.
While broad keywords may be a waste of your time if you’re a smaller business, consider search intent: what do the search queries you’re bidding on say about the prospect’s ultimate goal?
Facebook works similarly in that you can leverage their targeting options to zoom in on local demographics and view how many potential customers in the area fit your targeting goals. With both PPC strategies, the nurture funnel for your business initiates prospects much closer to conversion.
Connect Messaging Between Platforms
If a potential customer sees a text ad, their next steps may include clicking and then downloading an ebook or whitepaper.
Your Facebook messaging should overlap this nurturing effort by serving an ad to the very same users that downloaded the white paper. This ad should address the problem suggested in the text ad and offer a research-based solution.
It’s essential that effective advertising acknowledges that channels are interdependent; they are more effective when they create a flow of information that educates and moves the consumer towards a purchase.
Utilize Ad Copy IF Functions
The digital advertising gold standard is an ad capable of adapting on the fly to fulfill the individual search query and sales funnel stage of a prospect.
According to Google, “IF functions allow you to insert a specific message in your text ads when a condition is met, and a default text when it does not.” In other words, if you generally have difficulty converting mobile users, make the ad more appealing to consumers viewing on their phones.
With IF functions, you can primarily target cart abandoners with hyper-targeted messaging using “limited,” “exclusive,” or time-sensitive offer with greater discounts. Prospects not quite so far along in the sales funnel will merely see the standard sale.
Meet Better Prospects with Lookalike and Similar Audiences
Facebook’s Lookalike Audiences and AdWords’ Similar Audiences leverage current customer data to locate new high-quality prospects.
Through targeting or bid adjustment, you can reach audiences similar to your existing remarketing lists in AdWords. And on Facebook, you can create multiple Lookalikes based on their level of similarity to your original audience.
All new prospects are not created equal and can be dropped into your nurture funnel accordingly based on the comparative data.
Still Struggling to Convert Prospects into Customers?
The question is no longer whether a particular channel is worth the investment. You need to be able to reach prospective customers wherever they exist. Fill your nurture funnel and earn new leads with RLC Media’s optimization strategies and expertise. We can help.
Just five years ago, the ringing cry from alarmist articles claimed that the death of email was on the horizon from rising social media platforms and mobile technologies, yet email is far from dead. If anything, it’s just harder to do well. Find Out What You can Do To Improve Your Email Marketing Campaign.
Typically viewed as social media’s ineffective, old-fashioned, and out-of-date counterpart, email marketing is in fact one of the oldest digital marketing channels and the likely impetus for the creation of the internet marketing revolution. Yet as with all good marketing trends, your email marketing campaign is only as good as your adaptability to the audiences you target.
Perhaps unsurprisingly, the Harvard Business Review reported that Millenials check email more than any other demographic. Email drives the highest ROI among any other channel for that age group. And you have only to look to your own email monitoring habits to be assured that you can stop worrying about Snapchat and shift to email.
How much time do you give your email strategy? Have you resorted to an autopilot email program? Here are a few points to spark effective change:
1.) Email makes the cash register ring
Contrary to standing misconception, email marketing has an impressive conversion rate, particularly in comparison to social media.The average CTR for a typical Facebook post is around 0.5 to 2 percent, and organic tweets range between 0.11 and 0.55 percent according to a report in Adweek.com.
In comparison, Smart Insights estimates for email marketing campaigns gave a 22.87 percent open rate and a 3.26 percent average click-through rate. This means that a list of 1,000 subscribers can typically produce an average of 33 clicks per message.
And when the average order value of an email is at least 3X higher than that of social media, you’re looking at generating $38 in ROI for every $1 spent. User behavior is key. The modern email marketing campaign relies on segmented, targeted and triggered campaigns to truly engage consumers.
2.) Good email considers *basic* user personalization
Research by The Relevancy Group and Onespot found that personalized email outperformed their counterparts not using deep personalization. The study highlighted that marketers tracking and responding to user behavior in real time can drive as much as 17 percent more revenue through their email programs. Average open rates for email marketers also increased to 27 percent from 25 percent, while click-through rates increased to 16 percent from 14 percent.
But’s what’s the catch? How can marketers, even large agencies, keep up with the nature of deep personalization requiring endless research on social media and customized personal opening lines before asking for clicks?
This A/B test from KissFlow asked the same questions and found that while deeply personalized emails with researched content increased click-through rate, the labor required on the back-end outweighed the benefits. Their solution: use simple personalization (i.e. first name addressing) in combination with targeted mass mailing with SaaS software to get the most benefit for your buck.
3.)One-off email campaigns mean nothing
Modern consumers shift across multiple channels on multiple devices in a sporadic, rather than linear, action. That’s why people regularly require 7 to 13+ touches prior to purchase. If email is to remain effective and undergo a full modernization, the solitary email campaign is no longer a viable option. Same goes for single ads or one-time pieces of direct mail.
Instead, persistent and routine email creates a chain-like experience that builds momentum over time. The same principle applies to the concept of personalization. A customized yet isolated email is ineffective, but when applied across channels and devices it increases both targeting, reach and measurement data.
For example, combining Facebook ads and email can increase ROI by 22% and extend your email campaign reach through the use of customer relationship management data. While targeting, messaging, and metrics aren’t typically coordinated across email and advertising, platforms like Facebook’s custom audience targeting can create long-term effective email marketing campaigns.
We’ll leave you with an excellent example of email marketing to spark your own engagement endeavors:
RLC Media specializes in email marketing campaigns that drive sales and boost lead generation. Get in touch or drop us a line here to get more of the business you’re searching for!
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