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A Call-To-Action Guide For Businesses

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A Call-To-Action Guide For Businesses

The CTA (call-to-action) is a make-or-break moment in your content strategy and lead generation goals.

Therefore, it is a critical copywriting component and essential in your B2B (business-to-business) marketing content and webpages.

Plenty of information is available if you want to learn about B2C CTAs.

However, B2B CTAs often lack resources for inspiration – and many brands in the industry don’t take the proper care to make them engaging, resorting to endless “learn more” and “book demo” CTAs.

In this guide, you will learn how to write a compelling B2B CTA, with four best practices to infuse into your copywriting and 10 examples from major brands that work to engage prospects and drive clicks.

4 Best Practices For Creating A B2B CTA

General guidelines can help when writing CTAs – whether you’re faced with a blank document, or looking for that last element needed to finalize a project and meet the deadline.

These four best practices will inspire your writing efforts and help you decide what to do when a B2B CTA is required.

Deliver Value To The Buying Committee

In contrast to B2C consumers, a buying committee often decides on B2B purchases. These must not only appease stakeholders when bringing a solution in-house but are also composed of members with differing priorities and concerns.

Thus, strategies that work well with B2C CTAs, such as “Fear Of Missing Out” (FOMO) and urgency, can come across as “clickbaity” or appear desperate in B2B. Value (and trust) must be proven for the investment to be approved.

Therefore, tailor your CTAs to your audience and focus on promoting the unique value of your products, first and foremost.

Utilizing marketing segmentation data and personalizing CTAs for buyer personas works even better to ensure your campaign’s selected values resonate with your target accounts.

Be Conversational, To A Point

In B2B, brands sometimes overdo the jargon and formality.

And while brand consistency and voice are important, it is crucial to be relatable and conversational in your CTAs.

For example, an SDR (sales development representative) that says, “Let’s book a time for coffee and chat,” is more approachable than “click here to book a sales meeting.”

Being to the point, however, is also important. As mentioned previously, you need to demonstrate the unique value of your CTAs.

Prospects are often short on time and won’t click if the value isn’t apparent.

Spark Curiosity By Addressing The Implications

A common copywriting technique is to address the implications of a problem, yet not deliver the solution on a silver platter.

In other words: Mention what can go wrong for the prospect, but reinforce that they need to click on the CTA to discover exactly how they can solve their challenges.

Like “cliffhangers” in literature and TV series, this technique can increase your click-through rate – but you must deliver on your promise.

Nothing disappoints more than a cliffhanger that doesn’t meet expectations.

A/B Test Your Copy And Design

Testing is key to determining which CTAs work for your audience.

You can always guess what will work best, but with A/B tests, you’ll know what is truly driving clicks.

It’s important to test copy, colors, design, and the placements of your CTAs, as well as additional elements such as surrounding imagery and copy leading up to the CTA.

Make sure to test only one element at a time so that you can associate the increase/decrease in clicks with a specific adjustment.

10 Examples Of Inspirational B2B CTAs

With these four best practices in mind, here are 10 examples of B2B CTAs that drive clicks.

They deliver value and stand out from the surrounding copy on their webpages.

1. “See All Plays” By Atlassian

Screenshot from Atlassian, July 2022

Atlassian, a software tools platform, has this CTA on its homepage to invite visitors to check its team playbooks.

The copy is the following:

  • Headline: Our Practices
  • Subtitle: Great teamwork requires more than just great tools. Check out our proven methods, guides, and exercises that help make work better, and people happier.
  • CTA: See all plays

The CTA is followed by a breakdown of four team playbooks by Atlassian, so the visitor has an overview of what they will see if they click.

This CTA works well because it not only presents enough information for the prospect to understand the value (methods, guides, and exercises to build great teamwork), but teases them with four breakdowns of what they will find in the plays.

Without the breakdown, the word “plays” would be vague and not draw attention.

Therefore, all elements combined spark curiosity and invite the reader to the next page, where they can read the instructions for all 30 playbooks.

2. “Get Started With eSignature” By DocuSign

B2B CTA Guide - DocusignScreenshot from DocuSign, July 2022

The above example is a CTA that pairs well with its headline and subtitle:

  • Headline: The way the world agrees
  • Subtitle: More than a million customers and a billion users trust DocuSign with their critical and essential agreements.
  • CTA: Get Started with eSignature

Paired with the social proof (“million customers” and “billion users”) and the wordplay headline (which alludes to the act of signing papers with mutual agreement), DocuSign entices the user to click the CTA and see what’s offered.

It leads directly to a landing page for a 30-day free trial that gets right to the point and delivers what DocuSign’s audience desires (to sign documents electronically).

3. “Go Big With Pax8” By Pax8

B2B CTA Guide - Pax8Screenshot from Pax8, July 2022

Cloud marketplace platform Pax8 does a spin on the regular “learn more” CTA with this intriguing line. For full context, it has a header and subheader before it:

  • Headline: Where Business Goes Big
  • Subtitle: Join the cloud marketplace that unlocks a universe of possibility.
  • CTA: Go Big With Pax8

Plastered on a starry background with abstract imagery, the CTA works well to pique interest in what “going big” means. It links to Pax8’s “Why Pax8” page, which briefly explains its services and provides social proof with ROI numbers for its partners—indeed, what most expect when “going big.”

4. “Explore The Process” By project44

B2B CTA Guide - project44Screenshot from project44, July 2022

Logistics visibility platform project44 invites the user to discover the inner workings of its product with this CTA:

  • Headline: GETTING STARTED Easy Implementation with Help at Every Step
  • Subtitle: Our dedicated team of supply chain visibility experts are eager to help you implement project44 and get your carriers onboarded quickly.
  • CTA: EXPLORE THE PROCESS

In an industry where time is of the essence, and major supply chain issues can arise from the smallest of delays, project44 appeases objections with onboarding by featuring a step-by-step rundown of what happens when acquiring the product.

There’s also a CTA to a demo so the prospect can see how the platform works and convert to a lead.

5. “See All Success Stories” By BlackLine

b2B CTA Guide - BlacklineScreenshot from BlackLine, July 2022

Accounting platform BlackLine showcases four client testimonials for social proof at the end of its Financial Close Management solution page:

Using “Success Stories” for the CTA rather than the regular “case studies” adds value to the point BlackLine is making with the four testimonials featured above it: that clients obtain provable, quantifiable ROI by utilizing the platform successfully.

It adds weight to the numbers and entices the user to click to learn about the success of these clients.

6. “See All 11 Reasons” By Apple At Work

B2B CTA Guide - AppleScreenshot from Apple, July 2022

Apple’s dedicated business page has this CTA under its Mac product to invite users to a page with plenty of eye candy and engaging language about why the Mac is better than other laptops in a similar price range.

  • Headline: Mac
  • Subtitle: Magic happens on Mac. Game-changing performance, simple IT, and excellent value are just some of the reasons Mac means business.
  • CTA: See all 11 reasons

The odd number (11 instead of 10) calls attention, along with the fact that it is the only “list CTA” on the page, while most use the traditional “learn more” format.

Also, since Apple designed a unique page with illustrations and fun copywriting for showcasing the 11 reasons, it delivers on the promise of why the user should pick Mac.

7. “Learn More About Our Purpose” By Caterpillar

B2B CTA Guide - CaterpillarScreenshot from Caterpillar, July 2022

Manufacturer and construction company Caterpillar features this CTA on its Strategy & Purpose page for people to deep dive into the company’s purpose.

The copy is as follows:

  • Headline: WHY WE DO IT
  • Subtitle: For over 95 years, our products and services have helped improve the lives of people around the world(…)
  • CTA: LEARN ABOUT OUR PURPOSE

This CTA works well because it aligns with the page’s name and drives the user to learn more after reading the copy under “Why we do it,” in a way that a simple “Learn more” wouldn’t.

In other words, the keyword “purpose” adds value to the CTA, making it more click-worthy for users who wish to learn more about the brand’s goals.

8. “Find Out How” By Honeywell

B2B CTA Guide - HoneywellScreenshot from Honeywell, July 2022

Honeywell – the conglomerate in aerospace, building, and performance materials – has this CTA on its homepage to invite users to its The Future page.

  • Headline: The Future Is What We Make It
  • Subtitle: Back to work. Back to play. Back to travel. Let’s tackle the world’s new challenges together.
  • CTA: FIND OUT HOW

A video accompanies the CTA and copy in the background of flying cars, skyscrapers, factories, and production lines, which draws attention to “the future” Honeywell is envisioning.

These elements and the CTA engage the user to discover what this future is about.

9. “Ride Along” By Cummins

B2B CTA Guide - CumminsScreenshot from Cummins, July 2022

Engine and power corporation Cummins has this CTA on its Bus industry page to read a press release on an electric bus powered by its battery:

  • Headline: Blue Bird Takes Flight
  • Subtitle: An Indiana district received a Blue Bird electric school bus, powered by our PowerDrive 7000EV battery electric powertrain.
  • CTA: RIDE ALONG

The “ride along,” with its storytelling element CTA, is inviting. Its double meaning encourages the reader to connect with the story of riding on the bus to learn about this technology.

True to the description, the press release tells the news of how a school in Indiana, U.S., acquired the bus as an environmentally-friendly solution.

1.0 “Experience Rosa Robotics” By Zimmer Biomet

B2B CTA Guide - Zimmer BiometScreenshot from Zimmer Biomet, July 2022

Medical device company Zimmer Biomet has this CTA on its homepage for users to learn more about its Rosa Robotics line:

  • Headline: ROSA® Robotics
  • Subtitle: ROSA® Robotics is a multi-application platform that utilizes Zimmer Biomet’s leading implants and data technologies to redefine robotics by providing real-time insights to optimize outcomes.
  • CTA: Experience ROSA® Robotics

Using the word “experience” – like CTA #9 above – leverages storytelling to connect with the imagination and curiosity of the user, as if they will take a deep dive into the inner workings of these robots.

It leads to a dedicated page with four robots for different uses (knee, partial knee, hip, and neurosurgery).

This CTA is a simple example of how exchanging typical “learn more” language with another action verb (such as experience) can make it more engaging and entice more clicks.

Final Takeaways

Based on the 10 examples of B2B CTAs above, here are my final takeaways on what works to make your copy stand out in this industry.

Infuse Your Unique Value Proposition And Branding In The CTA Copy

Some examples on this list not only state in the CTA the value it offers, but also a keyword associated with the brand and the action encouraged.

That’s the case in the “Go Big with Pax8” example.

It reiterates a theme used elsewhere on the website (going big) and adds the brand name in the CTA to associate both concepts.

You can inspire yourself with this example by adding brand keywords on the CTAs that lead to your product pages.

Replace “Learn More” And Other Generic CTAs With Interesting Action Verbs

While simple often works best, most B2B brands play it safe with their copywriting by utilizing “learn more” for their product CTAs.

This quickly turns stale, and your prospects will ignore the CTAs unless the headline is interesting enough.

However, if you use a different verb or turn of phrase (such as the “ride along” CTA by Cummins, example #9), then you will reel in attention and get more clicks.

Think how many products have something much more interesting to engage prospects rather than a simple “learn more.”

Action verbs help to connect the prospect to the benefits of a product or motivate them to actively take the next step.

Make The CTA An Invitation To A Story/Experience

The goal of any CTA is to muster an action – and inviting the prospect to enjoy a storytelling experience with your brand is engaging since it resonates with emotion during crucial decision-making.

It not only “breaks the ice” but makes your prospect attach positive feelings to your products, especially if they clicked on your CTA and enjoyed their experience.

Therefore, instead of saying “Read X,” why not, “Find Out How,” like Honeywell does in example #8?

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Featured Image: Motortion Films/Shutterstock



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New Google Search Ads Resemble AI Assistant App

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New Google Search Ads Resemble AI Assistant App

A keynote at Google’s Marketing Live event showed a new AI-powered visual search results that feature advertisements that engage users within the context of an AI-Assisted search, blurring the line between AI-generated search results and advertisements.

Google Lens is a truly helpful app but it becomes unconventional where it blurs the line between an assistant helping users and being led to a shopping cart. This new way of engaging potential customers with AI is so far out there that the presenter doesn’t even call it advertising, he doesn’t even use the word.

Visual Search Traffic Opportunity?

Google’s Group Product Manager Sylvanus Bent, begins the presentation with an overview of the next version of Google Lens visual search that will be useful for surfacing information and for help finding where to buy them.

Sylvanus explained how it will be an opportunity for websites to receive traffic from this new way to search.

“…whether you’re snapping a photo with lens or circling to search something on your social feed, visual search unlocks new ways to explore whatever catches your eye, and we recently announced a newly redesigned results page for Visual search.

Soon, instead of just visual matches, you’ll see a wide range of results, from images to video, web links, and facts about the knowledge graph. It gets people the helpful information they need and creates new opportunities for sites to be discovered.”

It’s hard to say whether or not this will bring search traffic to websites and what the quality of that traffic will be. Will they stick around to read an article? Will they engage with a product review?

Visual Search Results

Sylvanus shares a hypothetical example of someone at an airport baggage claim who falls in like with someone else’s bag. He explains that all the person needs to do is snap a photo of the luggage bag and Google Lens will take them directly to shopping options.

He explains:

“No words, no problem. Just open Lens, take a quick picture and immediately you’ll see options to purchase.

And for the first time, shopping ads will appear at the very top of the results on linked searches, where a business can offer what a consumer is looking for.

This will help them easily purchase something that catches their eye.”

These are image-heavy shopping ads at the top of the search results and as annoying as that may be it’s nowhere near the “next level” advertising that is coming to Google’s search ads where Google presents a paid promotion within the context of an AI Assistant.

Interactive Search Shopping

Sylvanus next describes an AI-powered form advertising that happens directly within search. But he doesn’t call it advertising. He doesn’t even use the word advertising. He suggests this new form of AI search experience is more than offer, saying that, “it’s an experience.”

He’s right to not use the word advertisement because what he describes goes far beyond advertising and blurs the boundaries between search and advertising within the context of AI-powered suggestions, paid suggestions.

Sylvanus explains how this new form of shopping experience works:

“And next, imagine a world where every search ad is more than an offer. It’s an experience. It’s a new way for you to engage more directly with your customers. And we’re exploring search ads with AI powered recommendations across different verticals. So I want to show you an example that’s going live soon and you’ll see even more when we get to shopping.”

He uses the example of someone who needs to store their furniture for a few months and who turns to Google to find short term storage. What he describes is a query for local short term storage that turns into a “dynamic ad experience” that leads the searcher into throwing packing supplies into their shopping cart.

He narrated how it works:

“You search for short term storage and you see an ad for extra space storage. Now you can click into a new dynamic ad experience.

You can select and upload photos of the different rooms in your house, showing how much furniture you have, and then extra space storage with help from Google, AI generates a description of all your belongings for you to verify. You get a recommendation for the right size and type of storage unit and even how much packing supplies you need to get the job done. Then you just go to the website to complete the transaction.

And this is taking the definition of a helpful ad to the next level. It does everything but physically pick up your stuff and move it, and that is cool.”

Step 1: Search For Short Term Storage

1716722762 15 New Google Search Ads Resemble AI Assistant App

The above screenshot shows an advertisement that when clicked takes the user to what looks like an AI-assisted search but is really an interactive advertisement.

Step 2: Upload Photos For “AI Assistance”

1716722762 242 New Google Search Ads Resemble AI Assistant App

The above image is a screenshot of an advertisement that is presented in the context of AI-assisted search.  Masking an advertisement within a different context is the same principal behind an advertorial where an advertisement is hidden in the form of an article. The phrases “Let AI do the heavy lifting” and “AI-powered recommendations” create the context of AI-search that masks the true context of an advertisement.

Step 3: Images Chosen For Uploading

1716722762 187 New Google Search Ads Resemble AI Assistant App

The above screenshot shows how a user uploads an image to the AI-powered advertisement within the context of an AI-powered search app.

The Word “App” Masks That This Is An Ad

Screenshot of interactive advertisement for that identifies itself as an app with the words

Above is a screenshot of how a user uploads a photo to the AI-powered interactive advertisement within the context of a visual search engine, using the word “app” to further the illusion that the user is interacting with an app and not an advertisement.

Upload Process Masks The Advertising Context

Screenshot of interactive advertisement that uses the context of an AI Assistant to mask that this is an advertisement

The phrase “Generative AI is experimental” contributes to the illusion that this is an AI-assisted search.

Step 4: Upload Confirmation

1716722762 395 New Google Search Ads Resemble AI Assistant App

In step 4 the “app” advertisement is for confirming that the AI correctly identified the furniture that needs to be put into storage.

Step 5: AI “Recommendations”

1716722762 588 New Google Search Ads Resemble AI Assistant App

The above screenshot shows “AI recommendations” that look like search results.

The Recommendations Are Ad Units

1716722762 751 New Google Search Ads Resemble AI Assistant App

Those recommendations are actually ad units that when clicked takes the user to the “Extra Space Storage” shopping website.

Step 6: Searcher Visits Advertiser Website

1716722762 929 New Google Search Ads Resemble AI Assistant App

Blurring The Boundaries

What the Google keynote speaker describes is the integration of paid product suggestions into an AI assisted search. This kind of advertising is so far out there that the Googler doesn’t even call it advertising and rightfully so because what this does is blur the line between AI assisted search and advertising. At what point does a helpful AI search become just a platform for using AI to offer paid suggestions?

Watch The Keynote At The 32 Minute Mark

Featured Image by Shutterstock/Ljupco Smokovski

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How Do I Get A Job With A PPC Agency

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Conversion Tracking In PPC Campaigns

This month’s “Ask A PPC” question is particularly significant because the job market has been quite volatile.

“How do I get a job with a PPC agency when I have only worked in-house. What experience would they want?” – Karl Toronto

It’s understandable that people want to know which skills employers seek when hiring for a PPC team. There can be a disparity between what people think they need and what the market actually demands.

We’ll delve into some data and commentary to explain why various traits are valued.

It’s crucial to understand that the ideal candidates will be versatile and have an aptitude for all aspects of digital marketing.

However, no one can excel at everything, so leveraging your strengths or preferences is beneficial.

Ensure that you’re securing the best role for yourself while the company hiring you finds the best fit for them.

Here Are The Essential Skills

  • Analytics.
  • Creativity.
  • Ad network knowledge.
  • Willingness to test/learn.
  • Culture fit.

Discrepancy Between Market Demands And Perceived Needs

I conducted a poll on my LinkedIn to gauge the skills desired by current employers and practitioners.

Screenshot from author, LinkedIn, April 2024

Analytical skills emerged as the most sought-after trait. Employers seek individuals who can interpret numbers and discern the story behind them.

However, relying solely on analytical prowess may overlook the importance of creativity.

Creative skills are vital in today’s ad networks, especially emphasizing visual content like videos and campaign types that force visual content (Performace Max/Demand Gen). Neglecting creativity can hinder a company’s branding efforts.

Unexpectedly, ad network skills and cultural fit were deemed far less critical than analytical skills. Brands should prioritize team cohesion for long-term success, yet this aspect is often undervalued.

The disparity between job descriptions and actual skill requirements contributes to the difficulty in the job market.

Agencies that hire for how PPC used to work will be left wanting. Practitioners who only focus on popular skills instead of needed ones will be made obsolete by the privacy-first era obscuring data and AI owning creative.

Analytical Skills

Analytical abilities involve knowing where to find relevant data sources and understanding how they contribute to success.

While PPC historically relied on measurable outcomes, the landscape is evolving, necessitating adaptability in data analysis. Technical proficiency and strategic acumen are crucial for navigating different data sources.

These include:

  • Customer relationship management (CRM) systems.
  • Google Analytics 4 (GA4).
  • Ecommerce platforms.
  • Content management platforms (CMS).

Empathy for various ad channels improves your candidacy, and knowing how to work with post-click data will give you an edge over those who can only work with ad platform data.

While being highly technical isn’t required, having empathy for coding and scripts will give you a better chance to stay current with evolving data mechanics (especially as APIs become even more important for accessing data blocked by privacy-first regulations).

Here are some takes from PPC experts on why analytics is the most important:

A screenshot of a LinkedIn comment by Georgi Zayakov, who describes himself as analytical Screenshot from author, LinkedIn, April 2024
A LinkedIn post by Kathryn B., a paid media specialist at a PPC agencyScreenshot from LinkedIn, April 2024
Screenshot of a LinkedIn post by Nikolaos B., discussing how marketers must become data-savvyScreenshot from author, LinkedIn, April 2024

Creativity

Creativity is essential for crafting compelling ad content, yet many PPC agencies struggle in this area.

Clients are often tasked with providing creative materials due to cost or complexity constraints.

You’ll get a competitive edge if you have these skills:

  • Video Editing: With the rise of PMax, as well as many ad networks leaning heavily into connected TV, having video editing chops will be a huge asset for any team. If you’re not comfortable using conventional editing tools, AI tools like Descript are a great way to take on those tasks.
  • Graphic Design: No matter the ad network your potential employer is hiring for, you will need some ability to design static images. Whether you use stock photos or AI-generated images or come up with the creative yourself, the days of purely text ads are over. Tools like Canva can help bridge the gap for less technical designers, but don’t discount ad network AI.
  • Content Creation: While the first two categories leaned toward visual content, written content is still important (i.e., most ad formats include some text). Having the ability to understand how diverse audiences prefer to be addressed while respecting the specific requirements of each format is a great skill to hone.

While some roles may prioritize analytics or ad network knowledge, emphasizing creative abilities can distinguish you during the hiring process.

Here are some experts who value creativity:

A screenshot of a LinkedIn post by Erik PetersonScreenshot from author, LinkedIn, April 2024
A screenshot of a Linkedin post by Amy HebdonScreenshot from author, LinkedIn, April 2024

Ad Network Knowledge

Ad network expertise is valuable, but adaptability is paramount as platforms evolve rapidly.

Some agencies will have specialists, while others hire folks they expect to be passable at every network they service. It’s important to understand what workflow will enable you to succeed.

If you’re happy working with all platforms, then don’t shy away from it. However, if you do better in focusing on one aspect of PPC, that’s totally valid. Just know it might limit your ability to get hired into smaller “familyesque” agencies.

Understanding auction dynamics and bidding strategies is crucial.

Many of us who entered the industry when manual bidding was more popular have an unfair advantage over those who came in during the Smart Bidding era (i.e., anything from 2020).

This is because manual bidding requires you to think about the mechanics of each ad platform’s auction and how you could use those mechanics to your advantage in building account structure.

Knowing what to track and allocating appropriate budgets are key considerations.

Understanding that some networks require more conversions than others to run (e.g., Meta Ads’ 50 in a 7-day period vs. Google Ads’ 15 in a 30-day period) should influence what you choose to track, as well as how you report the data.

Additionally, if you are under or over budget, you’ll set yourself up to fail. Knowing which channels require a big investment upfront and what the breaking point for each network is (either on underspending or spending too much) is critical.

Awareness of potential pitfalls, such as false positives or negatives, enhances campaign effectiveness. For example, it’s important to know how to check if automatically applying recommendations is on and what tasks it’s on for.

It’s worth noting that none of the experts who chimed in on the poll made a clear case for ad network knowledge specifically.

Willingness To Test

Success in PPC requires openness to experimentation and a willingness to adapt. While this wasn’t one of the criteria in the poll, it was one of the most popular traits experts look for in hiring.

Perfectionism can hinder progress in a fast-changing environment. Testing new ideas and embracing failure as an opportunity for growth are essential.

While analytical skills aid in test design, empathy and creativity are equally vital for devising effective experiments.

Here is an expert who favors a willingness to test:

Screenshot of a social media post by Mike RhodesScreenshot from author, LinkedIn, April 2024

Cultural Fit

Cultural alignment with an agency fosters productivity and job satisfaction. However, you can only achieve that by being honest with yourself about what you want and the mechanics of how you work.

Agencies demand intense effort and collaboration, making compatibility with colleagues crucial.

Anyone looking to make the shift from in-house to agency needs to be prepared for a much faster pace of work and a lot more agency.

Open communication with leadership regarding preferred management and learning styles will ensure a positive working relationship.

Respect for peers and a supportive atmosphere contribute to a fulfilling work environment.

Here are a few thoughts on cultural fit from polled experts:

The image shows a LinkedIn post by David Zebrout containing text discussing the importance of integrating PPC network knowledge with intertimed optimizations in generating profitable growth.Screenshot from author, LinkedIn, April 2024
LinkedIn post by Lisa Erschbamer discussing the importance of cultural fit and individual personality in team dynamics for effective performance at a PPC Agency.Screenshot from author, LinkedIn, April 2024
A screenshot of a LinkedIn post by Aaron Davies discussing the importance of cultural fit, individual skills, and team communication in marketing for a PPC agency. The post has reactions and a question comment by NavahScreenshot from author, LinkedIn, April 2024

Final Thoughts

Navigating the current job market can be challenging, but understanding industry needs and honing relevant skills increases your chances of success.

Balancing technical proficiency with creativity and cultural fit is essential for thriving in a PPC role. By aligning with market demands and showcasing your strengths, you can secure rewarding opportunities in the field.

Have a question you’d like us to address? Fill out the form!

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Featured Image: Paulo Bobita/Search Engine Journal

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Why Every Marketer Should Be On Reddit

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Why Every Marketer Should Be On Reddit

In its nearly 20 years of existence, Reddit has built a robust, dynamic, and highly engaged community.

It has cemented itself as not only one of the key influencers for the internet culture we have come to know today, but also as one of the top 10 social media sites in the world, with more than 500,000 monthly visitors across more than 100,000 active communities.

Despite its size and influence, marketers have long avoided, overlooked, and failed to establish a presence on what is arguably one of the most influential social media sites today.

To be fair, Reddit has always been known as one of the hardest communities to have marketing success with, requiring months (if not years) of dedicated commitment to actually being a part of the community and engaging with your audience through meaningful, genuine, and honest interactions.

To many, that is just too much risk and too much work, but let’s be honest – most amazing things take risk and hard work. And for all of you who put in that work to be successful on Reddit, you already see the payoff it brings.

Regardless of the reasons, marketers who continue to overlook Reddit’s potential are missing out on an extremely influential community with ideal targeted demographics, where authenticity and genuine connections lead to valuable information, positive branding, and marketing success.

Not convinced? Let’s take a closer look at Reddit!

Reddit Stats You Cannot Ignore

Reddit users are dedicated to their use of the platform, with a reported 82 million (16.4%) of its 500 million users visiting the site daily, sharing over 1 billion posts, with over 16 billion comments across 100,000+ active communities, making it easily one of the top visited and most active sites in the United States today.

The user base is so loyal that they spend, on average, 20 minutes on the platform each day (and over 45 minutes a day for long-time users of more than 7 years) and, in many cases, are inactive on other social platforms.

This makes Reddit one of the only places to actually get in front of this massive audience, with 32% being inactive on Facebook, 37% on Instagram, 41% on TikTok, and 53% on X.

When it comes to demographics, a 2019 survey concluded that the overall Reddit audience was majority male (59%), ranged in age (36% aged 18-29; 25% aged 30-49), and well educated (42% college degree; 31% some college) making them an ideal audience many businesses looking for success.

They also helped Reddit improve revenues by 21% to $804 million in 2023, with a global addressable market for advertising estimated at $1.4 trillion by 2027.

Thought by many to be mostly a North American audience, Reddit claims more than 50% of its traffic comes from international users, a rather impressive climb from its earlier years.

It is important to remember, though, that Reddit is a platform that allows communities to grow and thrive, so those demographics change from subreddit to subreddit.

If that isn’t enough to grab your attention, surveys have found that 75% of users find Reddit a trustworthy source for making purchasing decisions.

For years now, it has been included heavily and prominently in Google search results, which have become even more visible due to reports following their inclusion in SGE results and with Google’s recent $60 million a year deal with Reddit to have real-time access to Reddit content and to use its content to train Google’s future AI models.

Speaking of Reddit’s visibility in Google’s search results, let’s take a closer look at why that deal is so important, especially to search marketers.

Reddit In Google Search, SGE, And Google’s Reddit Deal

For years, Reddit results have been prominently displayed in Google’s search results – so much so that users have even started adding the term “reddit” to the end of their search queries.

So often, you will see Google suggest search lines with the term “reddit” prefilled at the end.

Screenshot by author from search for [are purple mattresses good], Google, May 2024

Even without selecting the query that includes “reddit,” you will notice Reddit’s prominent placement in two places: discussions and forums, and Reddit sitelinks, which are both just below the ads and the first organic result.

Reddit resultsScreenshot by author from search for [are purple mattresses good], Google, May 2024

This was amplified by Google’s recent Helpful Content Update (HCU), which allowed platforms like Reddit and other forums to show up more frequently in search results,

Reddit’s ability to be helpful in satisfying a user’s search for information is so successful – in combination with reported shortages in new content for AI models from all major platforms – it is not surprising Google struck a deal with Reddit to show its content faster in search results and to use the content in training future AI models.

Since news of the deal between Reddit and Google was reported, there has been a lot of additional focus on Reddit’s visibility in Google’s search results.

Experts throughout the search industry report an increase in not only the total visibility of Reddit going up within search but also the speed at which a Reddit post is indexed and shown to users.

Google responded to concerns about Reddit showing up more in search results, saying that “some of the SEO folks who tend to be vocal on this platform (X) really dislike seeing more forum content in our search results. But actual searchers seem to like it. They proactively seek it out. It makes sense for us to be showing it to keep the search results relevant and satisfying for everyone.”

Google responded to concerns of Reddit showing up more in search resultsScreenshot by author from X (Twitter), May 2024

Although disputed by Google, Roger Montii wrote about one report of Reddit content being indexed within five minutes.

ChatGPT to Surface Reddit Content

Adding to the deal Reddit made with Google, it was recently reported that OpenAI has partnered with Reddit to surface their content in ChatGPT, adding to the clear value that both OpenAI and Google see in Reddit’s content today and in the future.

Of course, this has sparked a lot of interest in companies of all sizes. They want to figure out how their brands can participate and succeed on Reddit in hopes of increasing their visibility in Google’s search results, SGE, and ChatGPT and building their brand’s visibility amongst one of the most influential audiences on the internet today.

**Quick warning: Reddit requires genuine, long-term engagement and a strategy for success. So, I would definitely advise individuals and businesses to avoid trying to game, spam, or blindly jump into marketing on Reddit and take the time to really understand the platform, its audience, and your place of value within its communities.

Let’s look at how some major brands have been successful on Reddit in the past.

noosa Yoghurt

Noosa Yoghurt’s 2021 back-to-school campaign on Reddit was a great example of tapping into niche audiences to create engaging, user-driven content.

To capitalize on Reddit’s community of vocal yogurt enthusiasts, noosa launched a Flavor Poll that invited Redditors to upvote their favorite noosa flavors in the comments. This created a sense of community and interactivity around what could have been a standard poll.

Noosa Yoghurt’s 2021 back-to-school campaign on Reddit.Screenshot by author from Reddit, May 2024

After tallying the upvotes, noosa published a Promoted Post that showcased the results using a sleek custom infographic, highlighting the community’s favorites while also giving the brand important insight into consumer preferences.

Noosa published a Promoted Post that showcased the results.Screenshot by author from Reddit, May 2024

The results:

  • 49% increase in brand recall among Reddit users who were exposed to the campaign.
  • 30% increase in brand favorability.
  • 39% increase in purchase intent (15X the typical lift observed in the food vertical).
  • 50+ billion monthly views.

Sony Pictures Germany

To drum up excitement around the release of “Spider-Man: Across the Spider-Verse” in Germany, Sony Pictures Germany crafted a Reddit campaign that combined organic and promoted content to engage the platform’s robust fan communities.

The brand created a Reddit account under the protagonist’s name, u/MilesMorales, and used it to share exclusive content directly within Spiderman-related subreddits.

It also organized an AMA with the German voice actor Miles Morales to create a more personal connection with fans and promoted video posts featuring the movie trailer to amplify the excitement.

Sony Pictures Germany crafted a Reddit campaign.Screenshot by author from Reddit, May 2024

The results:

  • Sony Pictures Germany achieved a click-through rate (CTR) that was 344% higher than that of its standard paid media.
  • 831 upvotes.
  • 618,000 impressions.
  • The film remained No. 1 on the German movie charts for three consecutive weeks.

It is important to note that promoting your content and your brand on Reddit is definitely not the only value Reddit can bring you and your business.

Reddit is an amazing place to get honest feedback.

Whether you are trying to figure out what your target audience wants from your brand, test out a new feature or concept before investing and launching it openly, or even just to have continued open communication with your customers to support them and keep them connected to your brand, Reddit can help you succeed in an amazing way.

Transamerica Helping Reddit Make Dollars Make Sense

Transamerica’s campaign on Reddit is a great example of a company identifying an opportunity to connect with its target audience on the subreddit /r/finance.

This allows the company to better understand its customers’ needs and focus on content creation and future marketing plans.

Transamerica’s campaign on RedditScreenshot by author from Reddit, May 2024

Aligning itself with its audience by demonstrating awareness of the topics around personal finance happening in the subreddit, as well as acknowledging the Redditors working at the company, it asked what topics it could create “specifically for the reddit community” around the topic of finance.

It stayed involved and engaged throughout the campaign, responding to threads and maintaining a lighthearted and sometimes humorous tone.

Transamerica’s campaign on RedditScreenshot by author from Reddit, May 2024

After getting all the feedback it needed, it created content around the more popular requests, going as far as branding and designing them similar to Reddit.

IRA vs 401K venn diagramScreenshot by author from Reddit, May 2024

It even took the time to individually comment a link to the published content on its site, bringing attention back to the overall campaign and the content it created.

This campaign was 10 years ago, and it is still referenced as a core example of engaging on Reddit as a brand in a respectful, thoughtful, and meaningful way.

Why You Should Be On Reddit Wrapup

TL;DR: If your brand has something meaningful to say and is interested in truly connecting with your audience, then yes, you should be on Reddit.

These successful brand campaign examples showcase Reddit’s power when used correctly. With research to understand the specific communities you want to reach, Reddit can have exceptional performance compared to other channels.

The stakes are high to get it right because Reddit communities can be highly negative toward self-serving promotion. But if you put in the effort and solve people’s needs and problems, Reddit has the potential to be a high-performance channel.

Edit: Updated daily active users figure based on Reddit’s Q1 Earnings Report

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Featured Image: Julia Tim/Shutterstock



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