Digital Marketing

If you are planning to hire a digital marketing agency for the first time, hundreds of questions go through your brain causing, possibly causing confusion surrounding the criteria needed for selecting a digital marketing agency for your brand. Here we have discussed some basic questions which come to mind for every business owner and brand manager.

Get Familiar with the Team

What differentiates you from your competitors?

Google search results for social media or digital marketing agency comes up with more than 230 million results and each one claims to be the best, well versed in their industry.

Remember that every brand has its own individual needs, so it is important to select the agency that offers customized services to meet your needs, which equals success. You should particularly ask your potential agency to explain what sets them apart from other agencies and why should you hire them. Their answers will give you an understanding regarding the importance and knowledge of your reputation and how passionate they are to make you even more successful.

Who will be in direct correspondence with the brand on regular basis?

When you work with a marketing agency, you will receive a point of contact(s) that will support your brand initiatives, so it’s important to know everything about them before you start working with them.

What is your relevant experience in the field?

Inquire how long they have been in the industry and the educational/professional background of their team members. Carefully read the about us section of the company’s website and request for case studies to showcase their capabilities and past work.

What are your terms and conditions and how long is the contract duration?

Ask as many questions as you need to, like: what is the renewal or cancellation policy? What will be the payment procedure? All of these things should be crystal clear in the beginning to ambiguity.

Who were some of your previous clients?

Ask them to share their past experiences and success stories with you. Ask them for references and contacts of previous clients and consider their feedback.

How do you measure success/ What KPI’s do you measure?

KPI’S play a vital role in the success of digital marketing campaigns.  Make it certain that they have an established system to measure a flexible set of KPI’s and always share your marketing goals with them.

Content Marketing

What types of content do you produce and how will your writers familiarize themselves with the brand’s niche and industry?

Review some of the writing samples which the agency has provided you and then inspect the writing style of the author. Find out whether the agency has the relative experience in creating different types of content including blog posts, infographics, video scripts, email campaigns, web content, eBooks, etc.

How will you optimize the content for search engines and readers?

Closely analyze the content team and understand how they plan to connect with your target audience. How will they be optimizing all content with relevant keywords?

Paid search

What tools will you use to optimize paid search campaigns?

Professional agencies use paid tools which might be expensive for you to bring in house so take a hawk eye’s view and make a detailed analysis of their paid and proprietary tools and then select the best agency for your brand.

Standard reporting will be based on which metrics?

The agency should deliver simple, clear and easy to read reports, and be able to share the performance results of paid search campaigns, along with CPC, CTR, conversion rate of keywords, landing pages and ad positions.

Conclusion

Do lots of research and explore as many digital marketing agencies as you can to make a detailed analysis of their services and select the one which aligns with the goals and needs of your company’s products and services.

SEM Vs SMM – Fine Lines between the Two Digital Marketing Giants

Regardless of your role in a company, there are a few digital marketing acronyms which you should be very familiar with. The world of digital marketing is growing at an exponential rate and today, no business can flourish without a sound digital marketing strategy. Understanding terms like search engine marketing, social media marketing, and search engine optimization is very crucial for the company. It will help you perform better in your company and your firm will grow and excel in the industry SEM Vs SMM.  This article can help you differentiate between these commonly used terms in the digital world.

SEM- search engine marketing

Search engine marketing is the process of driving traffic to your website by using paid online advertising.  In simple words, you have to pay Google for Google AdWords and in the ideal scenario, your content will come first, driving more awareness and traffic. You must be aware of the pay per click, or PPC. Today, the cost of AdWords and paid campaigns has increased to significantly higher figures due to the saturation of the market. This leads to the next phase of SEM, also known as paid advertising campaigns on social media platforms.

SEM aims to increase the online visibility of a website by using ads on search engines using a pay per click system. Paid content usually appears at the top of the result page with a green tag. Today, the biggest platform for running a successful SEM campaign is Google AdWords. Other than that, BingAds and Yahoo SearchAds are also good platforms for search engine marketing. Each platform has designed its own set of rules and principles and you can also follow their tutorials that are available online.

Pay per click advertising tips

In the land of search engine optimization, paid search advertising information can be provided in a variety of ways. It is a type of internet marketing which the advertisers pay a fee each time a visitor clicks one of their ads. Essentially, it is a good way of buying visits to your website rather than trying to earn those visits organically.

Search engine advertising is the most popular form of paid campaigns like PPC. It allows the advertisers to bid for an ad placement in the sponsored links when someone searches for a keyword that is related to their services. For example, if you bid the keyword, “web development,” your ad might show up in the very top spot on the Google results page.

When the PPC campaign is managed efficiently, the investment is worth the gain or profit because the visit is worth more than what you pay for it. In simple words, if you pay $2 for a click and it results in a $400 sale, you have made a hefty profit.

Google AdWords

Google AdWords is the single most popular PPC advertising platform in the world these days. The platform enables organizations to create advertisements that appear on Google’s search engine and other similar Google properties.

Google Ads operates on the pay per click model in which users bid on keywords and pay for each click on their advertisement. Every time a search is made by a user, Google digs into the pool of advertisers and chooses a set of winners to appear in the valuable ad space on the search result page. The winners are selected on the basis of a number of mixed factors including the quality and relevance of keywords and ad campaigns as well as the size of their keyword bids.

In simple terms, Google selects on the basis of advertiser’s Ad Rank, a scale calculated by multiplying two key factors: CPC Bid ( the highest amount advertiser is willing to pay) and Quality Score ( a value that takes into account your click through relevance, rate and landing page quality. This system allows the best advertisers (based on the above-mentioned criterion) to reach their potential customers at a budget-friendly cost. It is essentially somewhat similar to an auction.

The Ad Auction works very similarly but it is triggered by placements or pages on Google AdSense where publishers make advertising space for new advertisers. The ranking components are as follows;

  1. Relevance determined by placement rather than the query.
  2. Bids are set at the level of Ad group, not keywords.
  3. You can select amongst the CPM and CPC bids for your advertisement.

Google also provides bidding platforms other than CPC, such as CPM or CPA.

SMM – Social Media Marketing

SMM refers to both paid and organic digital marketing efforts to promote your brand on social media platforms like Facebook, Twitter, Instagram, LinkedIn, and others. The platform of social media marketing encompasses many different activities that lead to public engagement and sales.

SMM is considered to be the future of digital marketing

Today, social media channels are the hub of users’ online activity, and every individual spends some time on social media daily. For this reason, SMM is known as the nerve center of business and brand engagement for large masses of the population. The online presence of your brand on Facebook is compulsory in the current online marketplace. Having multiple social media accounts on the appropriate networks is even better. It is also necessary to post relevant content regularly on your page for audience engagement. In a nutshell, paid social media campaigns have become a very effective means of marketing.

Common bottlenecks in digital marketing industry and their Solutions

Marketers are used to experience bottlenecks that impede the materialization of various strategies. However, the solution to these bottlenecks in digital marketing lies in ‘marketing automation’. Due to fast technological advancement, companies today have the option of SaaS tools to overcome the barrier between business and consumer. SaaS tools provide marketers with an option to provide advanced and improved customer experiences and thus maximize profitability.

According to a survey by Blueshift Benchmark Report 2016 currently, only 51% of businesses are utilizing marketing automation to overcome the faced hurdles. This highlights the huge number of hurdles faced by industries in digital marketing. Following are the main challenges faced by business companies:

Data

Data can be a bottleneck for industries. Data can pose serious challenges to strategies. The top priority for marketers is to create traffic. However, a serious drawback is that traffic may hinge on data processes of a company. Extracting insight is the key to success in marketing efforts in B2B or B2C both channels.  What needs to be addressed is Single Customer View. SCV is basically the flow of data that helps sales and statistics development.

Technology

The second challenge being faced these days is of Technology innovation. Technology innovation has reshaped the digital landscape entirely. Customer-brand relationship has gained immense importance. The entire communication is relying on consumers these days. Thus, it has become important for brands and industries to utilize technology for their advantage. They can no longer claim ‘’technology gap’’ as a reason for delivering poor customer services.

Time

Though it could be difficult at times to focus entirely on wider strategic goals, it is important to consider the importance of time amidst the day to day tasks. For example, research shows that 79% of marketing leads never get converted to sales, the reason behind this is poor lead nurturing efforts but the main cause here is lack of time. Thus, managing time effectively is the key. To manage time effectively, one should rely on marketing automation. Though it takes time to implement, it definitely saves time in the longer run. Automation thus serves as a revenue-generating tactic. Automation of social media posts can save 6hrs every week. Similarly, dynamic content variation increases sales by 20% in emails.

Lack of Resources

Lack of enough resources is a major bottleneck in automation journey. Many marketers, while working on day to day tasks, forget to focus on process improvement and automation. This may compromise marketing effectiveness in the long run. An eMarketer report suggests investment in improving and digitalizing resources with the passage of time. As per reports, 40% of UK marketers opine that having limited resources is a major hindrance for them in email marketing automation. Budget restraints and lack of effective strategy make the situation more complicated. Thus, the solution lies in gradual investment in upgrading the resources to achieve maximum benefits.

Expertise

Marketers can utilize technology effectively by using the right expertise. According to a report published by the Digital Marketing Institute, most important skills gap between UK and US organizations is strategy and planning. To overcome the challenge of expertise, strategic guidance via account manager and digital consultancy session can help.

Unsure of Audience

Understanding the audience for a particular project is the key to create valuable content. Not knowing the demands of the audience is the foremost hurdle in developing valuable content and achieving desired outcomes. The solution lies in developing the extensive profile of the target audience including all necessary details like business role, industry, and purchase authority, etc. Strategy tools could also be utilized to focus on a specific audience. By focusing on motivations along with demographics cannot only help in content development but can also be utilized in the whole organization in understanding the prospects in a better way.

Unsure of Goals

One may lose the direction of intended goals by spending less time in planning and directing more energy on day to day tasks. According to 2016 Benchmarks, Budgets and Trends report, marketing effectiveness increases up to 55% if there is clarity of goals and vision in an organization.

Importance of Innovation

Lacking new ideas is one of the most important factors that prevent progress in digital marketing. Ideas brainstorming sessions can help bring innovation. Moreover, allowing writers to self-assign is another method to improve the quality of content and final outcome.

Ad hoc Scheduling

One of the toughest task faced in content marketing is adhering to particular content cadence. This may seem obvious and easy, but maintaining and sticking to the editorial calendar across the whole organization is a tedious task undoubtedly. It is thus advisable to make content calendar visible to all employees of an organization to achieve synchronization and harmony in the organization.

Limited or No Access to Design Resources

Lack of expertise can stifle the creativity of writers. Digital automation provides the solution. By introducing automation and creativity in design resources and providing access to all contributors is the key to developing innovative and market competitive content. Manual access of all resources no doubt is important but it requires considerable time and energy to fetch desired resources manually. Automation helps saving time and energy and utilization of the expertise of content writers in a more effective way to produce maximum benefit for the entire organization. For example, Companies may use some budget to create a reusable template from agencies like Digital Marketing Agency which provides terrific designs at affordable rates.

Various bottlenecks in the digital marketing industry were discussed along with their possible solutions.  The most important solution though is introducing automation to achieve desired outcomes i.e. short term and long term goals.

7 Unavoidable Digital Marketing Trends For 2019

As 2019 approaches, the landscape of digital marketing that encompasses SEO, PPC, content marketing and social media is witnessing a dramatic shift towards artificial intelligence and visual search. Business organizations are looking for ways to find a competitive advantage over their competitors, to connect with a large audience.

Each day, new digital marketing trends and strategies are evolving in the current technology-driven era and businesses now may need to follow them to achieve success, because what worked for you last year may not work this year.

Marketing has changed more in the past two years than in the past 50 years. With that being said, here are seven digital marketing trends you can expect to see take shape in 2019.

Artificial Intelligenceartificial-intelligence

Artificial intelligence will take over the world!

AI will definitely be pulling its weight in the marketing world this year as it is now powering customer segmentation, push notifications, retargeting and click tracking in a limitless combination of possibilities.

AI is even creating content as you are reading this!

AI can analyze search patterns and consumer’s behavior using data from social media platforms and blog posts that help organizations understand the customer’s suggestions and feedback on their products and services.

consumer’s behavior

The use of AI for improving your digital marketing portfolio depends on your goals and channels. But how does artificial intelligence help organizations to achieve growth goals? The answer is through personalization. Organizations can now personalize their lead marketing which helps convert them from a marketing qualified lead to a sales qualified lead.

Chatbots

Man is a social animal; that means they need to interact with other humans. That is why social media networks like Facebook and Twitter are so popular. However, constantly engaging within social media is not the best solution to become closer to your customers. You can install a chatbot on your website to interact with your visitors. With the advancement in artificial intelligence over the years, chatbots now have the ability to hold a basic conversation with visitors and answer the frequently asked questions just like a live human customer support representative would.

Chatbots

According to Gartner, 25% of the customers will use chatbot technology by 2020.

Although many websites have been offering a live chat support system with live representatives for years, the system has still not been robust. A chatbot is a cheaper and more reliable option because it doesn’t need to be staffed and it can answer visitor’s questions almost immediately.

With the continuous advancement in artificial intelligence, chatbots will improve as well.

Omnichannel Marketing

Initially, multichannel marketing was introduced to allow the prospects to communicate with businesses through various channels. Although multichannel marketing was a step up from digital marketing, it was not a permanent solution to consumer’s problems.

Omni channel Marketing

Omnichannel marketing provides a better experience to your prospects since it is a seamless and consistent mode of communication across all channels. The purpose of omnichannel marketing is to keep track of the prospect’s interactions even though they are interacting through different channels. In turn, your customers will also be impressed that you care about them and are giving attention to their previous interactions.

To implement omnichannel marketing, find a customer relationship management program (CRM) that allows you to keep track of your interactions with customers on different platforms.

Email and Marketing Automation

Email has been a powerful tool of digital marketing for two decades. Now business organizations can send customized emails to different subscribers based on their interests, which is determined by the type of content they are engaged with. Personalization makes the email more effective and it eliminates time wastage along with improving the collaboration.

Video Marketing

With platforms like Netflix, HBO, Youtube, Amazon Prime Video and Facebook live, video marketing is a big online trend that will continue to grow with time. Traditional content of TV and newspaper is now available on smartphones. Since consumers spend more time on their smartphones watching videos, advertisers are expected to spend 20 billion dollars on video marketing in 2019. Video marketing can add glamour to your product launch and you can create more awareness about your product.

According to Cisco, 82% of the internet traffic will be through video marketing by 2020!

Video Marketing

Influencer Marketing

Influencer marketing is a type of ‘word-of-mouth’ marketing that focuses on using the influence of key leaders on social media to deliver your brand’s message to the larger market.  Rather than marketing directly, you instead pay influencers to perform the task for you.

It is a very effective marketing tool that attracts customers because people generally trust consumer opinions over corporate statements. Influencers can be anyone from famous film and TV celebrities to YouTube and Instagram stars and well-known bloggers and journalists.

Augmented Reality or Virtual Reality

How effective will your marketing be if your prospects can test your product before making any commitment? Using augmented or virtual reality to release your product ensures that there is no risk on the part of your prospect and shows that you are ahead of the game.

Augmented reality inserts subjects into a real-life setting that allows people to add something to the environment and see how it will look when the object is included. Virtual reality creates a completely new environment that a customer can experience; businesses can use it for marketing purposes besides its use in video games.

How advance payment technologies are changing the course of ecommerce

Online payment and ecommerce has reshaped the business landscape significantly. The international ecommerce market is expected to grow at a Compound Annual Growth Rate (CGAR) of over 16% during the forecast period (Technavio’s latest report). The ecommerce payment market is getting popular worldwide due to the rise in the number of smartphone users with 3G and 4G subscriptions. The world’s leading vendors and merchandisers are now partnering with banking and non-banking institutes to integrate online and offline channels and to provide the premium opportunity of online shopping to their valued customers. The vendors are now making investments to provide secure ways of online transaction, to provide a better customer experience and build trust and compatibility to their customers.

Some of the top vendors in the global ecommerce payment market are:

Impact of tech-savvy customers

The impact of tech-savvy customers on the ecommerce world is not just stronger but faster than ever before. Now customers find online shopping a more convenient and easy way that helps with time management and saves them from the hustle and bustle of the market. There are millions of different options available for online customers without the hassle of leaving the house. Customers have access to a range of tools that help them surf over a variety of designs, gauge prices, find alternatives, locate stores, and receive online discounts.

With the latest technology, customers can keep track of their order and interact directly with online retailers. Since technology has changed the business-to-consumer transactions, new opportunities for both sides of the sphere are emerging.  Retailers are now well aware of the benefits of online business marketing and management. The advanced technology helps to build a stronger and compatible connection with consumers and aids in enhancing and building the image of the brand faster.

Consumers love the experience of faster delivery and lower prices

Convenience is the number one driving force towards the success of ecommerce websites. Customers find it convenient to sit at home comfortably in front of their computer screens and surf over millions of products, as such variety and display is not available in the traditional shopping system.

Mobile apps help to build stronger consumer/ retailer relationships

Online apps provide an opportunity to build a connection with consumers that goes beyond the boundaries of a brick and mortar business. Brands no longer have to wait for customers to walk into their shops or watch an advertisement to promote customer engagement.

Electronic payment technologies and ecommerce are reshaping the financial activity and lifestyle of consumers by:

  • Automating complex transactions for simplicity
  • Improving cash flow management
  • Creating smarter and safer ways for online payments
  • Broadening the access to financial resources
  • Increasing revenue in emerging markets
  • The development of new, smart financial products and services
  • Expanding the online market for banking and other financial services
  • Disruption of traditional business models

What will the future technology be for a faster and reliable business?

Digital Marketing Agency

Why Attend Social Media Conferences?

The hardest challenge social media professionals face nowadays is to keep up with the ever changing and evolving industry landscapes with new technology and algorithms appearing every day. A great way to stay updated with the latest innovations is to meet other marketers and PR pros in the field regularly.

A powerful truth is that marketers who attend social media conferences are more successful in general and their clients are more satisfied.

Social Media Has Taken Over the Media Landscape

Online social media has taken over the marketing world which was previously ruled by radio, television and other traditional media. Social media content and campaigns go viral within no time across the globe which proves the fact that social media is the king of the marketing world and no brand can excel without a successful social media strategy.

We don’t have a choice whether we do social media. The question is how well we do it. ~Erik Qualman

Here we have listed some of the reasons why is it so essential to attend social media conferences.

Rejuvenate Your Ideas and Passion

Being human, we need motivation and inspiration to drive us forward towards success. By attending conferences, you get lots of new ideas and techniques. It gives information about the strategies of competitors and new ways to engage the online community. These conferences give us a chance to closely monitor the successful people and to follow their footsteps.

Marketing your presence on social media is as important as creating your presence!

No matter how good you are, many insights will always be new for you and there is always a room for improvement.

That One Key Insight

The new ideas you get from these meetings can have a huge impact on your success over the internet. One minor change in your marketing strategy can have a massive impact on your audience and can change their mindset towards your company or services. At a social media conference, you get dozens of insights every hour. You get answers to things like:

  • Why a standard practice you follow isn’t working anymore.
  • Marketing strategies of other similar companies that made them successful.
  • Reviews about expensive social media tools which you are reluctant to buy.

Learning About the Latest Technology That Will Make Your Job Easier

Social media software solutions are complex to understand and there are many different options available so it becomes difficult to select one that fits all of your needs. Social media conferences provide an opportunity to discuss your difficulties with experts who have gone through the same things. You can discuss the pros and cons of a software with a professional who has already used it and it will save you lots of money since you will not have to buy that software to check its usability.

The organizers of social media conferences work hard to bring together a diverse group of experts under one roof so that they can provide smart technology solutions to the problems of the digital world. These are the people who run the industry and move it forward. They can help you improve the efficiency of your daily activities and can give you lots of new exciting ideas to engage the audience and increase your growth.

Build Your Professional Network

Interaction with your fellow partners not only provides beneficial information but also helps to build a professional network. It’s a golden opportunity to meet and learn from CEO’s, CMO’s and higher management of the world’s leading companies. You can also find new advocates or employees for your own company.

It’s way more important to build an engaged audience than a huge audience!

Promote Your Brand and Raise Awareness

Social media conferences provide a unique space to promote your business since you get to spend quality time and enjoy an enriched knowledgeable discussion with hundreds of professionals who are interested to know about your brand and are excited to hear your journey towards success. It provides a great platform to portray a better image of your company and it’s an indication that you are well aware of the latest marketing trends.

Happy Hour Secret

Social media conferences provide a great opportunity to establish relationships with other marketers of the same field. We all have online connections with others over the internet but there is no replacement for face to face communication and conferences are designed with the same concept of networking and intimacy in mind.

 

Generate New Leads

Although conferences are not designed for trading purposes, they are a great platform to raise brand awareness and to promote and possibly sell your products and services. There is a great chance that you might find new clients for your business.

Final Words

It’s a dynamic and rewarding experience to attend social media conferences either as an attendee or speaker. It provides information about the latest marketing trends and new strategies of your competitors. It’s a golden opportunity to know about the latest software solutions to your digital problems. These gatherings are an insightful learning opportunity and a platform to meet your potential clients so always try to be a part of them.

Are social media gatherings the new marketing trend

Social media marketing is an ever-evolving field. Whether you are a Facebook guru, a renowned twitterati, or a legend on Instagram, you can never truly know everything. What started off as a means to communicate with your friends and family members, and to share funny cat videos with the rest of the world, has now evolved into a multi-billion dollar industry.

To help fellow marketers and entrepreneurs prepare strategies to capitalize on the true potential in social media, we will discuss seven superb tips in this article.

Keep abreast of the contemporary trends

The key to success is to always keep yourself up-to-date with contemporary trends and developments. With 2019 in full swing, it’s now time to look toward what will be the best way to boost your business. Your audience will not pay attention to repetitive content from last year. The latest trends and viral posts are what drive people on social media.

Move aside celebrities, micro-influencers are taking over!

The rise of social media has provided brands with a more direct and intimate channel of marketing. Marketers are cashing in on this bridge by investing heavily on influencer marketing, with some brands investing up to millions of dollars in paying celebrities for a simple shout out on their Instagram profiles! However, the focus of this investment is shifting towards micro-influencers – ordinary people with a decent number of followers. And the best part? They don’t charge as much as celebrities!

Let the audience speak out

The internet can be best described as a landmine riddled with explosive power. One misstep and your brand could experience a major downfall. However, the internet also offers you the ability to listen and monitor what people are saying about your business. Social selling and lead generation fancy their chances with more feedback in real time.

Let bots have some talk time

Many decades ago, the concept of artificial intelligence was considered to be limited to science fiction only. Today, AI is slowly cementing its place in the domain of online customer service. For example, the Facebook Messenger AI chatbot, M, is currently being used by many brands. The focus on artificial intelligence for customer service purposes is expected to go up in 2019, as more and more businesses look towards cutting costs.

Share a story

One of the key features of social media are stories. First introduced by Snapchat, these short visual contents disappear into thin air after 24 hours. Later, Facebook (and Instagram) jumped in on the bandwagon too, and are currently giving Snapchat a run for its money. All things aside, the rise of social media stories gave rise to story ads, which are now being explored by marketers around the globe.

All hail video, the one true king of content!

It is a well-established fact that video rules content. According to a report published by Cisco, by the year 2021, more than 80% of all internet traffic will be generated by video content alone! If you haven’t already, it’s time to polish up your video editing skills, because that’s the focal point of all marketing strategies.

Don’t forget your business location

Most of your sales come from foot traffic. Location based marketing is the best way to pull in the maximum number of sales in the vicinity of a business. More attractive for small businesses, location based marketing will produce ambassadors who will strengthen your brand among the broader audiences.

Four Proven Strategies for Increasing Your Conversion Rate On Ecommerce

Do you think you are doing your best to drive traffic to your ecommerce site?

Do you use an online marketing automation platform, such as Marketo, to help you increase your conversion rate?

You may have a good number of website visitors, but if you are not converting them into customers as best as possible, you are missing out on a lot of sales revenue. Minor tweaks and changes can make a big difference in how a visitor’s journey ends on your website.

In this blog, we will learn four effective ways to boost conversion rate, increase revenue and achieve goals.


Take Advantage of Abandoned Carts

How do you deal with abandoned carts? If you don’t have a strategy for abandoned carts then you are letting potential customers slip away. When a visitor adds products to their cart but doesn’t make the purchase, all they need is a little nudge. There could be many reasons for not checking out. They could have gotten distracted by something or they could have decided to visit other websites.

According to a shopping cart abandoned index published by Listrak, during the last six months of 2017, the abandonment rate was 77%. Hence, if you have an ecommerce site, chances are you will have many visitors not complete checkout, but if you act fast you can still make them convert. Online marketing automation platforms allow you to send personalized emails or automated email reminders to your visitors with an abandoned cart for customers to finish the purchase.

Click here to learn more about how your ecommerce site can benefit from an online marketing automation platform.


More Benefits, Fewer Features

Another effective way to increase your conversion rate is to change your content. The product or service description on your ecommerce website should always focus more on how your product or service will benefit the customer, help achieve their goals and provide value or create memories for a lifetime instead of only talking about its features.

Do you see how that would be better than a dry description of features? When finalizing what goes on your website, remember that people don’t but the product, they buy emotions and experiences.


Coupons for All

Everybody loves a good discount (I definitely do). According to Marketing Prof’s consumer psychology report, more than 50% of customers wouldn’t have purchased from an ecommerce website if they didn’t offer a discount.

Offering a coupon code is a great way to provide your customer a free value and it’s a proven way of increasing the conversion rate. You don’t always have to give out big discounts. Something as small as a 10% coupon is just as good as any other discount.


Make It As Easy As Possible

Your website visitors should be able to get to the checkout in approximately four clicks. This would usually include adding items to the cart, clicking checkout option, putting in information and placing the order. You should make sure your sales funnel is as lean as possible.

The three most important stops on your sales funnel are the product page, the cart and checkout. Keep checking these areas and jot down where there is room for improvement. Here are some ideas to improve:


Product page:

Include high-quality product images from different angles, be enticing with descriptions, make the “add to cart” button easy to find, and display the reviews and feedback your customers have given you.


Cart:

Line the items and make sure the totals and shipping costs are easy to see. To increase conversion and therefore to provide a better experience, you can provide editable field options such as coupon input, quantity, upsells and warranty policies.


Checkout:

The key fields of customer information you absolutely need to make the sale are the name, email, shipping address and payment method. Other than this, all the non-essential information and the setting up of an account should be optional for checkout. This is important because not every customer would want to create an account and you wouldn’t want to miss out on a sale.


Conclusion

Increasing the conversion rate of your ecommerce website is an ongoing process and requires continuous optimization of your store and trying new ideas. However, a digital enablement agency with an online marketing automation platform, can really help you increase and sustain a competitive edge for your ecommerce site.

Six Email Marketing Tips for Every B2B Digital Marketer

Are you looking for an online marketing automation platform for your business?

Social media and content marketing are great examples of lead nurturing via the sales funnel, but they do have their limitations. To get this content in front of leads requires a high keyword search ranking and the social media environment operates with heavy competition and a short lifespan. On top of that, there is no guarantee that leads would find the content.

However, using an online marketing automation platform for your email marketing strategy will increase the likelihood of your content being actually consumed by the leads. With modern technology, such as Marketo implementation and lead nurturing efforts, businesses can deliver relevant, personalized content on a channel their leads actively monitor.

To further help your business make the most of the latest technologies and robust strategies, here are six email marketing tips that every B2B digital marketer should consider.

 

Use an Account-Based Marketing Approach

Email “blasts” are no longer effective. Online marketing automation platforms allow for the optimum utilization of resources with targeted and personalized communication. Today, the best email marketing practices are less like social media marketing and are closer to account-based marketing. To be effective and inspire engagement, emails today are required to cater to the specific needs of each lead.

The account-based marketing approach involves segmenting your leads into relevant groups or accounts, based on their stages in the buying journey. This helps you deliver effective email communications specifically designed to help the given account gather the information they require, move further into the sales funnel or make a decision.

 

Optimize your emails for mobile

Today, if your emails are not optimized for mobile, you are most likely going to miss out on a sizeable portion of your audience. According to recent research, 68%of people check their emails on mobile devices and only 32% use their desktop to do the same.

A smart, mobile-optimized email template would be the most natural starting point, but how you structure your content is of great importance as well. To properly optimize your content, divide it into short and succinct paragraphs that are easily readable on a mobile device. In addition, make sure the links and buttons in the email are big enough and can easily be tapped.

 

Use trigger-based campaigns

Trigger-based campaigns using online marketing automation automatically send emails based on particular actions or inactions. For example, you could run a trigger-based campaign to send a welcome email to an individual when they create their account or to send a reminder to someone who abandoned their cart before checkout.

 

Personalize communication

You can enjoy higher open and click-through rates with personalized emails. Beyond the boosting of sales, personalization can be a very powerful means of engaging with your audience and building strong relations.

There is a range of ways you can use personalized communications, from using leads’ names, wishing them a happy birthday, to sending emails from a personal account instead of a brand, to make it a conversation and not a sales pitch.

Over the years, the information you gather works as an asset you can use to execute effective strategies that incorporate personalization of all types.

 

Customize dynamic content

To take the personalization a step further, you should use dynamic or smart content. Some online marketing automation platforms enable dynamic email campaigns that send different content to each recipient based on their available data.

On the basis of historical purchase data or information from previous brand interactions, you can apply a dynamic code to specific sections of an email template, which would customize these sections for each recipient.

 

Make your emails interactive

An interactive email is like a functioning web page. As people open the email, they can perform the required tasks right from the email, whether it is filling a form, rating content, responding to quizzes or providing other information.

An interactive email saves recipients’ time, and is more convenient and provides an overall better experience.