For many firms, getting as many good leads as possible is the primary goal of their marketing strategy. But turning these into customers requires a very smart strategy using multiple tools.
Every firm has different priorities when it comes to marketing. For some, the key is to build up awareness gradually, so that a wide potential base of customers can be built up over time.
By contrast, other firms will consider it imperative to generate as many leads as possible as fast as they can. This means taking steps that will enable them to bring in new leads swiftly and potentially have paying customers within a short time of setting up shop.
What tools are available?
Because aims will differ, so will the best digital marketing tools to use. The key is to select the correct ones from a wide range. Among them are:
- Content marketing and SEO
- Pay-per-click (PPC) and advertising
- Email marketing
- Social media management
- E-commerce influencers
Of course, marketing decisions may be determined by a range of factors, from business strategy and the level of financial back-up available through to the nature of the business itself.
However, if yours is a firm that falls into the category of seeking to bring in leads quickly, it is clear that the marketing strategy should, in order to be successful, employ the most effective methods possible to achieve this.
Digital marketing provides several of these and the best strategy will never rely just on one of them, but a combination designed to help the customer through the whole of the buyer journey. PPC and Email marketing can offer a particularly effective multi-level marketing strategy.
What does the buyer journey involve?
Any marketing mix you choose should seek to cover different parts of the buyer journey, which has several stages. The first three are the commonly acknowledged parts:
- Awareness – the point where someone becomes aware of your firm and what it can offer
- Consideration – the period of time in which they are considering whether or not to make a purchase
- Decision – the point at which they are going to make their minds up, either to go ahead or walk away.
A fourth stage may be added, which is ‘delight’. This is a post-purchase stage in which you can help turn a one-off customer into a loyal and regular customer by providing excellent customer service and incentives to reward their loyalty.
By understanding these different stages, you can appreciate the effectiveness of a combination of PPC and email marketing.
How does PPC get the ball rolling?
PPC is a popular tool when a firm is not yet well established online. Since organic content marketing is focused mainly on awareness and even the best SEO takes several months to get content to the first page of search engine rankings, it is not ideal if you want to get the customers visiting your website very soon.
By contrast, PPC, by bidding for advertising space on the search engine rankings pages (or on social media pages) can get you there faster. Your ad still needs to be optimised, especially with the relevant search terms, but it offers not only a swift route to the attention of those using search, but also a means of gaining leads whenever someone clicks on your ad.
Of course, it comes with a cost for each click, but you can set a budget to ensure you don’t end up spending too much. In the meantime, each of those clicks has the potential to be a future customer.
Before you get started, it is worth noting there are several options for the best PPC avenue:
- You can choose from search engine rankings pages and / or social media
- Several different search engines offer PPC (Google, Bing and others)
- There are also various social media platforms you can pick from, which can be ideal when targeting the right audience for your products and services
How does Email marketing take your leads forward?
PPC can help get people to the awareness stage and into the consideration stage, but on its own many will not take matters further. This is where Email marketing can synergise with PPC to help turn warm leads into hot ones, and hot ones into customers.
The key is in the design of your PPC ads; by encouraging people to provide email details by signing up for more information about your products or something else of interest like a free newsletter, you can capture their email details and, potentially, some more details as well.
All this opens up the opportunity for you to send a range of tailored emails to your leads. Each of these can be designed according to what the lead is interested in and where they ae in the buyer journey:
- The email can focus on the products or services they have expressed an interest in
- You can have emails designed for the consideration stage to seek to push them towards a decision
- Further emails can be aimed at those who are at the decision stage to nudge them over the line
- When someone has become a customer, further emails can provide them with opportunities for interaction and special offers to make repeat purchases
Another reason all these emails can help back up your PPC efforts is the ‘rule of seven’. This is commonly known to marketers and is an understanding that the typical customer needs to encounter a marketing message seven times before making a buying decision. This is why a marketing campaign using multiple tools that offers several opportunities to contact people is more likely to bear fruit.
What tools can help an email marketing campaign?
At first, it can seem daunting to be faced with a plethora of leads, with large numbers of different people interested in various things and at various stages of the buyer journey. Having designed several different emails, how can you be sure you are sending them to the right people.
The good news is that there are several email marketing systems that let you split up people into different categories (known as groups or segments). These include Mailchimp, GetResponse and Optin Monster.
How can we help?
At BeUniqueness, we can help you find the right combination of marketing tools to suit your needs. A combination of PPC and email marketing is just one example among many of the solutions we can develop. In each and every case, we seek to tailor something that is ideally suited to your own unique situation.
What you need to know from Google Marketing Live
Here’s everything marketers and advertisers need to know from yesterday’s Google Marketing Live 2022.
Performance Max upgrades. Google is helping more advertisers try their most automated campaign type, Performance Max. These enhancements include:
- In-store goals
- Burst campaigns for seasonal foot traffic
- ‘Experiment tools’ to help test potential lift
- More insights
- Support for Search 360 and the Google Ads app
- Optimization score recommendations
- Read more: 6 updates coming to Google Performance Max campaigns
Shorts are limited to one minute in length and advertisers may want to tighten up and hone in creative, given the timeframe. This will be rolling out now to advertisers globally, so make sure to measure results and annotate accordingly.
Swipable shopping ads in search. A big, bold new ad display pairs organic shopping results with shopping ads for a highly visual shopping experience. This is for apparel brands only and will be available through Search and Performance Max campaigns.
Product feeds for a shoppable YouTube experience. Later this year, advertisers will have the ability to connect product feeds to campaigns to create shoppable video ads on YouTube Shorts. Google said they have been experimenting with ads in YouTube Shorts since last year and are now slowing rolling out to advertisers across the globe.
Google said this is a “key step on our road to developing a long-term Shorts monetization solution for our creators, which we’ll share more about soon.” Beyond that, no additional context on this interesting marriage of the feed and Shorts was provided.
Coming soon to search results: 3D models of products. According to Google, “Augmented reality (AR) on cameras gets us close, and shoppers are ready for it. More than 90% of Americans currently use, or would consider using, AR for shopping.”
Merchants will “soon” have the ability to have 3D models of their products appear directly within the search engine results pages. No additional details on the program have been released.
Insights page updates. The Insights page is getting a major overhaul, with a focus on attribution and first-party data.
A new attribution section will show advertisers a better view of what drove conversions within accounts.
This will also recommend a better attribution model if Google detects it can provide a better view on conversions.
The last new insight is the support of first-party data. The insights page will help advertisers view which customer lists are driving performance for campaigns – with privacy at the forefront.
According to Google, new budget insights may help to identify opportunities to optimize ad spends. This feature will show how spend is pacing against performance.
The implementation and rollout will be interesting to observe, but much like Google’s recommendations, this should only be one piece of the decision-making puzzle.
Loyalty program ads integration. Advertisers using Performance Max along with a product feed will be able to drive more loyalty sign-ups across YouTube, Display, Search, Discover, Gmail and Maps, Google announced.
While this sounds interesting on paper, there will be a lot to unpack in the execution of this program. Advertisers with shopping feeds generally look to drive revenue from ads, not sign-ups.
The details are fuzzy at this point, but Google said more updates are coming in the second half of 2022. This is slated for the U.S. only.
Video ads in Discover
A big addition for video advertisers is the announcement of video ads showing directly in Discover. This is a great fit as Discover currently features many videos in the feed currently.
Discover ads work well with bold, eye catching images currently and video should be no different.
Google Audiences for Connected TVs. Advertisers will soon be able to use connected TV campaigns to target viewers across YouTube and “most” other connected TV apps. This exciting new development will bring affinity, in-market, and demographic audience segments to connected TVs.
The affinity audiences are available in a global beta. The in-marketing and demographic audiences will be in beta for global advertisers at the end of Q2.
Checkout on Merchant. Google will be streamlining checkouts for customers that “have decided what they want.”
With this implementation customers won’t need to go through so many screens/pages in order to checkout and will instead be sent directly to the existing buy-flow from the merchant – directly from the product listing. According to Google, Merchants will “own the customer” as the transaction happens directly in their flow.
While an interesting concept, this direct purchase may see a decline in AOV (average order value) as users won’t browse the site and will instead click the product listing and directly purchase. This is currently a closed pilot and Google is working to expand and move towards general availability in the coming months.
Asset Library availability for all advertisers
A nice new feature announced will help advertisers leverage current ads and assets outside of Google. According to Google it will be a “one-stop-shop” for asset collaboration and storage for images and video content.
These assets can be accessed once imported from Discovery, App and Performance Max campaigns with plans for YouTube and shopping “coming soon.”
YouTube video creation in 60 seconds
No video ads? No problem. From within the Asset Library, Google announced that advertisers can create a video ad and publish to YouTube in as little as 60 seconds. This can be done with as few as 5 images, logos and text assets with the outcome being “an effective ad”.
Advertisers that have seen the auto-generated Performance Max campaigns haven’t been overly pleased with videos that have been created, so make sure to proof the output if you use this feature.
Enhanced Conversions for additional channels
A new Enhanced Conversions for Leads is a privacy safe connection between leads and funnel progression by way of offline conversion imports. A new Lead Funnel report will be coming to Google Ads later in the year to help visualize lead progression.
A beta of Enhanced Conversions for website conversions will be opening for Search Ads 360 and if you use 3rd parties to manage campaigns like Tealium, Segment, mParticle and Adobe may already feature Enhanced Conversions.
Why we care. Some of the items released (e.g., Checkout on Merchant and swipeable shopping ads) may have a major impact on advertisers, while other features (like the Performance Max experiment tools and Shorts expansion) may not.
Like every year, with many of the new features the devil will be in the details but the additional insights, and targeting should shake out to be an upgrade for advertisers across the globe.
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