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47 kreativa marknadsföringsidéer för februari (bortom alla hjärtans dag!)

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50+ Creative February Marketing Ideas (Beyond Valentine’s Day!)

February is home to the most romantic holiday of the year:

Just kidding (shouldn’t that be in March anyway?). But there is so much more to February than Branch’s Conversation Hearts and #sharethelove. So today, I’m showering you with over 50 creative and February marketing ideas and examples to help you connect with customers and build your brand.

Table of contents

February awareness causes

Below is a list of awareness causes recognized in February that can help you with cause-related marketing.

  • American History Month
  • American Heart Month (heart disease)
  • Bake for Family Fun Month
  • Black History Month
  • Cancer Prevention Month
  • Children’s Dental Health Month
  • Embroidery Month
  • Free and Open-Source Software Month
  • Library Lover’s Month
  • Self-Check Month
  • Teen Dating Violence Awareness Month
  • Wedding Month

Some of these are general while others are highly specific, so depending on your business, your trade, or your niche, you may or may not be able to apply these to your February social media and marketing campaigns (National Embroidery Month isn’t exactly versatile, for example).

February national days

There’s a full list of February national days and dates at the bottom of this post, but here are some highlights:

  • Known: Groundhog Day, President’s Day, Valentine’s Day (Valentine’s Day marketing ideas here), Galentine’s Day.
  • Fun: Day the Music Died Day, Ice Cream for Breakfast Day, Don’t Cry Over Spilled Milk Day, Make a Friend Day, Do A Grouch a Favor Day, Comfy Day, Optimist Day.
  • Meaningful: Freedom Day, Girls and Women in Sports Day, Wear Red Day, Safer Internet Day, Random Acts of Kindness Day, Shut-In Visitation Day, Set a Good Example Day, Skip the Straw Day.
  • Industry-specific: Toothache Day, Dog Biscuit Day, Love Your Pet Day, Spay Day, Clean Out Your Computer Day, Caregivers Day, Lash Day, Home Warranty Day, Women Physicians Day.
  • Well alright: Public Sleeping Day.

sleep meme

February diversity, equity & inclusion

Alright, now it’s time to get into the marketing ideas. Let’s start with important dates and observances that can help you in your diversity, equity, and inclusion efforts.

  • Black History Month: Your Black History-related content should not actually be a marketing ploy but a genuine initiative to raise awareness and promote civil rights.february marketing ideas black history month
    Here are some things you can do.
    • Highlight prominent Black leaders in your industry—lawyers, politicians, scientists, artists, educators, and athletes who have shaped or are shaping American society or your industry.
    • Interview or feature Black business owners, influencers, or members of your community who are helping to make history.
    • Share quotes, little-known facts, and eye-opening stats about Black History—especially those related to your industry or niche.
  • Tammy Baldwin’s birthday (Feb 11): Tammy Baldwin is the first openly LGBT woman elected to both houses of Congress. Post an inspiring quote from her on Instagram or Facebook.
  • Susan B. Anthony’s birthday (Feb 15): This famous female is a leader of the women’s suffrage movement who advocated for abolition, labor rights, equal pay and more. On this day, share an eye-opening statistic or inspirational quote to raise awareness.

Meaningful February marketing ideas

In addition to inclusivity, there are plenty of other themes during February that can help you with meaningful marketing. Showing your support for causes you care about is a great way to connect with your audience and express your core values. Here are some ideas and examples.

Heart Health Awareness Month

So February isn’t all about that $1 pink balloon heart but also that invaluable organ inside of you that makes you tick. If your business is focused on health and wellness, this is a great marketing opportunity for you.

  • Fitness centers and gyms can partner with a local health center for heart disease awareness or screenings.
  • Host special classes focusing on cardiovascular activity.
  • Write informative blog posts about heart health and risk factors. Use this time to market your business by educating your customers on leading healthy lives.
  • Give out a free heart-healthy gift with purchases or registrations.

In the example below, this fitness center is giving out free heart rate monitors to those who join in the month of February.

february marketing ideas national heart month

If you’re not a health or fitness business, no problem.

  • Any business can sponsor a Healing Heart 5k, or donate a portion of their profits to a heart health-related nonprofit.
  • Think outside the box—pet hearts, artichoke hearts, hearts of remain, website health (the heart of a business marketing strategy, for example).

RELATED: 34 Genuine Valentine’s Day Messages and Email Templates to Send to Customers

Children’s Dental Health Month

Dentists can certainly have a field day with this one, but other businesses can use this opportunity to teach parents and students about the importance of dental health.

  • Daycares, fitness centers, and churches can host special classes about the importance of dental hygiene.
  • If you’re a dentist, you may offer to teach such classes. Or spruce up your dentist website with some extra decorations or promotions.
  • Ecommerce businesses can promote their oral hygiene products.
  • If you’re not a dentist, a simple social media post to bring your target audience’s attention to the cause can go a long way.

Cancer Awareness Month

In addition to having World Cancer Day, the whole month of February is dedicated to cancer awareness. Show your support on Facebook with a purple-themed post or initiative. You can encourage your followers to “purple” their profile, promote your purple products, or run a purple-themed contest.

february marketing ideas purple your profile

Wear Red Day

National Wear Red Day is focused on raising awareness for heart disease. On this day, you could:

  • Host an event in support of cardiovascular health and promote it on Instagram.
  • Promote your red products or give your social media profiles or homepage a red theme for the day.
  • Post an applicable picture to Instagram with an eye-opening stat. This is a great way to increase Instagram engagement.
february marketing ideas wear red day 1

World Cancer Day

You may also want to run a special promotion on World Cancer Day itself, especially if you’re in the health and fitness industry.

february facebook ideas world cancer day

Fun February marketing ideas

Some of these are well-known, others not so much. Take a look and see which ones align with your brand voice and values.

Presidents Day

Federal holidays like these are always versatile. Any industry can run a Presidents Day sale—for the day, the weekend, or the whole dang month. Here are some ideas:

  • Run a presidential trivia night at your restaurant or even on social media.
  • Run a Presidents Day giveaway on Instagram or Facebook.
  • Create a Facebook event for your sale.
february marketing ideas - presidents day facebook event

Ice Cream for Breakfast Day

Ironically, in the middle of Children’s Dental Health Month is Ice Cream for Breakfast Day…oops? But who says you can’t use this quirky holiday to market your business?

Held on the first Saturday of February, this is an opportunity for bakeries, ice cream shops, or restaurants to run special promotions.

february marketing ideas ice cream for breakfast day

If you’re not in the confectionery industry, here are some other ideas:

  • Let your local social media followers know where they can celebrate the day.
  • Host a virtual ice cream for breakfast party.
  • Ask your followers to share their ice cream sundaes.

Mardi Gras

Fat (mardi) Tuesday (Gras) is held on the last Tuesday before Ash Wednesday every year. It’s a celebration of life before the more somber Ash Wednesday and following period of Lent. Here are some Mardi Gras marketing ideas:

  • Write a blog post with a “celebration of life” theme.
  • Promote your purple, green, and gold products.
  • Run a Mardi Gras Instagram giveaway.
  • Enter customers on that day into a drawing for a gift card or discount.
  • Offer a discount to those who wear Mardi Gras beads to your store, event, or classes. Promote the sale ahead of time with a post and encourage followers throughout the day by posting pictures of customers wearing their beads.
february marketing ideas mardi gras bead discount

Love Your Pet Day

Love Your Pet Day is February’s opportunity for you to shamelessly post about your pet. But here are some additional ideas to consider:

  • Write a blog post about what your pet can teach you about [topic relevant to your industry].
  • Have your employees share photos of their pets and put the montage on social media or in your February newsletter.
  • Come up with a pet-themed incentive. For example, Select Hotels invited its followers to comment on its post with their favorite moments with their pets, and that if they did, “A surprise awaits the two of you on your next visit.”
february marketing ideas love your pet day giveaway

Make a Friend Day

This day gives you lots of opportunities for creative marketing.

  • Send out a review request email themed around asking your customers to be your friend. (Use these February email subjet lines for inspiration!)
  • Partner with a neighboring or complementary business and run a joint friends promotion.
  • Remind people of your referral program or run a one-day special where referrals result in a discount or gift.
february marketing ideas refer a friend

Groundhog Day Contest

This superstitious day happens on February 2 every year. For the uninitiated, if the groundhog sees its shadow, winter will last six more weeks. If it does not see its shadow, spring will arrive early. Plenty of fun marketing material to work with here.

  • Run a sale where the offer is contingent upon the outcome of the day.
  • Create content inspired by the Groundhog Day movie, sharing tips to break up the monotony or avoid repeating mistakes.
  • On Groundhog Day, you can run a contest, share a question or poll with your audience, or simply share a fun fact about the day.
february marketing ideas groundhog day

Super Bowl

The Super Bowl is one of the most watched programs on television. How does your target audience relate to football? Are they football fans? Spouses or parents of football fans? Athletes? Is your business located near a Superbowl venue? Run a special during Superbowl weekend, create Superbowl-themed products, or share a helpful tip relevant to what their Superbowl experience will be like.

february marketing ideas super bowl promotions

February hashtag marketing ideas

Hashtags can expand your reach and add some personality to your posts. Here are some basic February hashtags to play around with.

#Febsale

If you’re just getting started with your Instagram marketing, start basic with something as simple as a #Febsale. In the below example, the small business Mexicali took a snapshot of their ready-to-ship orders to promote their February sale and encourage people to buy.

They didn’t use a photo shoot or fancy Photoshop graphics; just a simple behind-the-scenes sneak peek and a caption that closes with a question.

february marketing ideas febsale

#FebruaryFeels for mood

You don’t need to have a sale for a February-friendly Instagram post. How about just appealing to your audience’s mood during this time of year?

february marketing ideas febuary feels

Just make sure you’re appealing to the mood of your specific audience in February as it relates to your business. Is your audience…

  • Filing tax forms?
  • Returning back to school after break?
  • Reading love stories and seeking positive vibes?
  • Totally embracing singledom?

#FebruaryFeels for a testimonial

Look back through your photos or even user-generated content. Can you repurpose any of them for a #FebruaryFeels-inspired testimonial, as the Australian Girls Choir does below?

february marketing ideas febuary feels testimonial

#FebruaryFavorites to promote other content

This is a good way to surface seasonal content or products or even to bring to light some of the forgotten ones. Share a roundup of your most popular products or services, or even your favorite tips, tools, products, or resources related to your audience’s goals and needs.

february marketing ideas february favorites content

#FebruaryFeature to promote products

Whether the product you’re promoting is February-themed or not, you can make it so by using the hashtag #Februaryfeature. Pick something you’d like to promote in February and see if #Februaryfeature can help increase sales and engagement related to it.

february marketing ideas february feature

#FebruaryFeature to feature an employee

You could also feature an employee, student, or customer. These types of feature posts can get your employees, customers, and fans excited about your business. Plus, they’ll want to share their “celebrity” post with their network, which can help increase your reach.

february marketing ideas february feature employee

#FreshStartFebruary

Another theme you can take advantage of in your February Instagram marketing is #FreshStartFebruary. This is especially applicable for businesses in the health and wellness industry.

february marketing ideas fresh start february1

As you can see, there is much more to February than Valentine’s Day (but we have plenty of Valentine’s Day marketing ideas here). Use the ideas above for creative and quality engagement with your audience—the best way to market your business. And don’t forget about March! If you have events or promotions planned for Saint Patrick’s Day or other holidays, get your audience in the know.

For more monthly marketing ideas, here’s our full list:

P.S. For marketing ideas for the whole year, check out LocaliQ’s always-updated marketing calendar.

Full list of February national days & dates

Thanks, as always, to National Day Calendar.

February 1

  • Baked Alaska Day
  • Dark Chocolate Day
  • Freedom Day (Freedom From Slavery)
  • Get Up Day
  • Serpent Day
  • Texas Day

February 2

  • Heavenly Hash Day
  • Tater Tot Day
  • Groundhog Day
  • Girls and Women in Sports Day – Changes Annually

February 3

  • Carrot Cake Day
  • Day the Music Died Day
  • Missing Persons Day
  • Women Physicians Day
  • Optimist Day – First Thursday in February

February 4

  • Create a Vacuum day
  • Hemp Day
  • Homemade Soup Day
  • Thank a Mail Carrier Day
  • Wear Red Day – First Friday in February
  • Bubble Gum Day – First Friday in February

February 5

  • Weatherperson’s Day
  • World Nutella Day
  • Ice Cream for Breakfast Day – First Saturday in February
  • Play Outside Day – First Saturday of Every Month

February 6

  • Frozen Yogurt Day
  • Lame Duck Day
  • Chopsticks Day

February 7

  • Fettuccine Alfredo Day
  • Periodic Table Day
  • Send a Card to a Friend Day

February 8

  • Boy Scouts Day
  • Kite Flying Day
  • Iowa Day
  • Safer Internet Day U.S. – changes annually

February 9

  • Cut the Cord Day
  • Bagel and Lox Day
  • Pizza Day
  • Toothache Day

February 10

  • Cream Cheese Brownie Day
  • Home Warranty Day
  • Umbrella Day
  • Giving Hearts Day – Second Thursday in February

February 11

  • Don’t Cry Over Spilled Milk Day
  • Inventors’ Day
  • Make a Friend Day
  • Peppermint Patty Day
  • Shut-In Visitation Day
  • White Shirt Day

February 12

  • Plum Pudding Day
  • Global Movie Day – Second Saturday in February

February 13

  • Galentine’s Day
  • Cheddar Day
  • Tortellini Day
  • Pork Rind Day – Day of the Big Game

February 14

  • Cream-Filled Chocolates Day
  • Ferris Wheel Day
  • Organ Donor Day
  • Valentine’s Day
  • Football Hangover Day – day after the Superbowl
  • Clean Out Your Computer Day – Second Monday

February 15

  • Gumdrop Day
  • Singles Awareness Day
  • Wisconsin Day

February 16

  • Almond Day
  • Do A Grouch a Favor Day
  • Pancake Day (IHOP) – changes annually

February 17

  • Random Acts of Kindness Day
  • Cabbage Day

February 18

  • Battery Day
  • Crab Stuffed Flounder Day
  • Drink Wine Day
  • No One Eats Alone Day – Changes annually
  • Caregivers Day – Third Friday

February 19

  • Arabian Horse Day *
  • Red Sock Day * – Third Saturday in February
  • Chocolate Mint Day
  • Lash Day
  • Vet Girls RISE Day

February 20

  • Comfy Day
  • Cherry Pie Day
  • Love Your Pet Day
  • Muffin Day

February 21

  • Grain-Free Day
  • Sticky Bun Day
  • Presidents Day – Third Monday

February 22

  • Supermarket Employee Day *
  • California Day
  • Cook a Sweet Potato Day
  • Margarita Day
  • World Spay Day – Last Tuesday in February

February 23

  • Banana Bread Day
  • Dog Biscuit Day
  • Tile Day

February 24

  • Tortilla Chip Day
  • Toast Day – Last Thursday
  • Chili Day – Fourth Thursday

February 25

  • Chocolate Covered Nut Day
  • Clam Chowder Day
  • Skip the Straw Day – Fourth Friday

February 26

  • Set a Good Example Day *
  • Pistachio Day
  • Tell a Fairy Tale Day

February 27

  • Anosmia Awareness Day
  • Kahlua Day
  • Retro Day
  • Strawberry Day
  • Polar Bear Day

February 28

  • Chocolate Souffle Day
  • Floral Design Day
  • Public Sleeping Day
  • Tooth Fairy Day
  • Rare Disease Day USA – Last Day in February

February 29 (Every Four Years)

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De 7 bästa marknadsföringskanalerna för e-handel för nya butiksägare

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De 7 bästa marknadsföringskanalerna för e-handel för nya butiksägare

Here’s the thing about digital marketing channels: there’s no shortage of them out there, but as a new store owner, you cannot afford to be on every one. Nor do you have the time to figure out which ones are best for you.

Detta troubling image concepts what it feels like to be a new ecommerce store owner.

So, we’re going to save you hours by sharing the top seven ecommerce marketing channels for new businesses—including the pros, cons, and tips for getting the most out of each one!

The top 7 marketing channels for ecommerce stores

Below are the top ecommerce marketing channels we recommend for new store owners to drive sales and maximize profit.

1. Influencer marketing

As a new store owner, influencer marketing is one of the guaranteed ways to fast-track your journey to market. There are micro-influencers in every industry, and consumers respect and follow the recommendations and words of authority figures they know.

how to increase instagram engagement - influencer post

Pros

  • Builds trust.
  • Easiest way to spread word of mouth.
  • Cheaper than mainstream media.
  • Very effective if executed properly.

Cons

  • Difficult to predict ROI.
  • A change in the influencer’s reputation could impact your brand.
  • Can be hard to identify and get responses from influencers.

Tips

Gretta Van Riel, a multiple 7-figure ecommerce store owner, uses influencer marketing as her primary marketing channel. Here are some tips from her on how to get the best out of influencer marketing:

  • Give your influencers creative freedom. They know their audience better.
  • Do not overwhelm influencers in your initial outreach message.
  • Be clear with deliverables. Quantify where possible. For example, they will write one round-up blog post mentioning your product and three social media mentions (Facebook, Instagram, and TikTok). And what are you giving them in exchange? A free trial, unlimited or early access, or a discount?
  • Stay small. Micro-influencers oftentimes have better engagement than macro-influencers.

2. Social media marketing

Organic marknadsföring i sociala medier refers to using the free posting and online store options available on major social media platforms like Facebook, Instagram, Pinterest, TikTok, and more.

Many consumers use social media to learn about brands and ecommerce stores and will look to see how other customers engage with your brand before they buy from you.

best ecommerce marketing strategies- poppin candy's tiktok account

Poppin Candy uses marknadsföring i sociala medier to sell ecommerce products with catchy videos about its candies.

Pros

Cons

  • Takes time to build a presence and stay active.
  • You do not have complete control over the content you create, since people can comment, share, and generate their own content.
  • You need to have the time to engage back with your audience.

social signals and google ranking factor - engaging back with comments

Be sure to engage back with your followers!

Tips

For more help with social media marketing, check out our resources:

3. SMS marketing

SMS marketing remains one of the OG means of telecommunication, and people trust marketing content delivered via emails and SMS more than generic online content or ads.

Enligt SMS Comparison, it has an open rate of 98%.

sms marketing - sms vs email open rates

Bildkälla

Pros

  • Easy to set up and deploy.
  • High delivery, open, response, and conversion rate.
  • Easy to integrate into a sales funnel.
  • Great follow-up channel to engage prospects on your list.

Cons

  • Can be costly.
  • Becomes intrusive if not done properly.
  • There are regulations against it in some countries.
  • Can be subject to spam filters.
  • Difficult to measure and track.

Tips

For tips on getting started with SMS, head to our guide to SMS marketing.

4. Email marketing

Email is one of the most effective marketing strategies available today and a great way to communicate with potential, current, dormant, and even churned customers.

email marketing statistics - email marketing roi stat

Below are a few steps you can take right now to start getting results.

  • Define your target market.
  • Collect emails to build a list.
  • Nurture the contact.
  • Use a clear call to action.

Pros

  • High response and conversion rate.
  • Easy to track and tweak.
  • Great for nurturing prospects through any stage of your funnel.
  • Easy to personalize.

Cons

  • Requires list maintenance and efforts to stay out of spam filters.
  • Like SMS, requires list building and maintenance.
  • Need good copywriting skills.

Tips

For tips on email marketing, we’ve got plenty of resources:

5. Search engine optimization (SEO)

SEO is the science of optimizing a website so that it ranks high in search engine results for terms relevant to your business and services. The more relevant traffic you get, the more you can convert that traffic into leads and sales.

The key to the blog is to write articles that target informational intent keywords. For example, Quip is an ecommerce site for oral care, and it’s got a blog on topics like how to use an electric toothbrush, how to clean an electric toothbrush, and more.

best ecommerce marketing strategies - quip's blog

Bildkälla

Pros

Cons

  • Long-term strategy. It takes time to see results.
  • The SERP for evergreen topics is more competitive than the local SERP, so it can be difficult for new stores to gain visibility.
  • SEO may be free, but it does require time to write articles, do keyword research, and maintain pages.

Tips

To get going on your SEO strategy, here are some helpful posts:

6. Pay per click advertising

Pay-per-click advertising (PPC) is a great choice for new ecommerce store owners with some marketing budget. It simply means paying ad networks to show your marketing messages or banners across search engines or other online media.

ppc ad examples for search, shopping, display, social

Pros

  • While SEO takes time to gain traction, PPC yields immediate results.
  • Because you can target highly specific audiences with PPC, and because you’re only paying when someone clicks on your ad, this method is cost-effective.
  • Data! With clear visibility into which campaigns are working and which ones aren’t, you can make data-driven decisions to optimize your campaigns and maximize your ROI.

Cons

  • Running effective Google Ads and other PPC campaigns requires regular maintenance, audits, and reporting.
  • You need to pay to play. If you underfund your campaigns, they won’t generate enough volume and data needed for machine learning to take place and optimize your campaigns for profitability.
  • The online advertising landscape is always changing, so it’s important to stay on top of platform updates.

Tips

Here are our best resources for PPC:

7. Video marketing

It’s impossible to overlook the power of video marketing. Most social media platforms now favor video content over any other form of content. You can use video to create educational tutorials, ads, educational ads, product demonstrations, explainer videos, and more.

video ad tools - ripl

Pros

  • Video gives you a competitive edge because it allows you to not only tell but show your value and demonstrate how your product provides benefits.
  • While it can be hard to take creative freedom with SEO and PPC content, video affords plenty of room for ideas and creativity to help you distinguish your brand.
  • Live shopping streams are becoming more popular and accessible.

Cons

  • Video marketing can be resource heavy—it takes time to edit, and you need to have the right equipment so that you’re working with quality footage from the start.
  • Requires consistency. To gain traction with your YouTube Channel, you need to be consistently posting content and monitoring your YouTube analytics.
  • Lots of influencers use video, so your business can be up against some heavy competition with large audiences.

Tips

Here are our best tips and resources for a successful video marketing strategy:

Final tips for choosing the best ecommerce marketing channels

Not sure which marketing channel to start with for your new ecommerce store, or which one will be best for you? Here are some final tips:

  • A multi-channel strategy is the way to go. Each channel has its strengths and weaknesses, but employing multiple channels in concert with one another will bring you the best results.
  • Research your target audience. Find out the platforms your target audience uses most. For example, Tik Tok works more with Gen Z than the baby boomer generation. And emails work better with the baby boomer generation than with Gen Z.
  • You’ll only know how each channel works with your niche if you pay attention to your metrics. Use tools like Google Analytics, Data (Looker) Studio, a CRM, and the native analytics tools within each channel to monitor and measure your results. This will allow you to see which channels bring in the highest ROI as well as to A/B test different approaches within each channel.

The best ecommerce marketing strategies (recap)

Using these ecommerce marketing strategies can help your new store flourish and get customers.

  1. Influencer marketing
  2. Marknadsföring i sociala medier
  3. SMS marketing
  4. E-post marknadsföring
  5. SEO
  6. PPC
  7. Video marketing

Om författaren

Bhujal Patel is a marketer and SEO, passionate about helping businesses get more revenue and profit through customized strategies. He lives in Toronto and writes about business ideas and scaling organic growth at mydigitalkube.com. Connect with him on LinkedIn.

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PPC Campaign Testing: Dos & Don'ts för att förvandla risker till belöningar

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PPC Campaign Testing: Dos & Don'ts för att förvandla risker till belöningar

There are certain facets of marketing that have always seemed to capture more attention than others in regards to growing your business online. One of these is testing.

This adherence (and some might conclude, obsession) with data is not confined solely to the marketing world, as it seems most aspects of society have transformed into “data-driven” models.

Data-driven decision-making in marketing is incredibly valuable, but there is a time and place for everything, and marketing itself is a lot more than just numbers.

Bildkälla

The data that drives successful marketing campaigns can’t materialize prior to creating said campaigns. The chicken that lays the egg that makes testing possible is the creativity that drives results fuels the data that informs decisions.

In this post I’ll walk you through what A/B testing is from a paid media perspective, when it’s necessary, and when human abilities like creativity, intuition, and common sense lay the groundwork.

What exactly do we mean by “testing”?

There are many forms of testing within marketing including multivariate testing, usability testing, and content testing, but for the sake of simplicity within paid advertising we will mostly be referring to A/B testing.

With an A/B test, you create two variants of an ad or landing page, and everything is identical except for one element so you can see which variation leads to more conversions. You can test ad copy, button colors, creative elements, the length of the landing page, and more.

example of a google ads a/b test

The variant that performs better needs to reach statistical significance, which Investopedia defines as “the claim that a result from data generated by testing or experimentation is likely to be attributable to a specific cause. A high degree of statistical significance indicates that an observed relationship is unlikely to be due to chance.”

You generally want a confidence of 95% to consider that a change or variant is statistically significant.

statistical significance definition

Bildkälla

When is it appropriate to begin testing?

Many folks take an extremely “scientific” approach right out of the gate, analyzing every impression and click with a magnifying glass and conducting micro experiment upon micro experiment with slight alterations in ad copy and creative.

The problem with this is that they are limiting themselves by hyper-focusing on small details too early on. Successful paid media is not always an immediate victory in regards to the quality of feedback or results that you may experience when you get started.

With a channel like Google Ads, for example, patience and observation is key to learning which levers to pull and where to make strategic adjustments. You may create an ad or make and adjustment and wait a week or two to observe the impact. Plus, there’s the algorithmic learning period to consider.

Why Arent My Google Ads Converting 10 Reasons Solutions

So the question is, when should you begin testing?

Every business is different—their stage of growth, the number of creative resources available, and the industry they are competing in. When it comes to paid media channels, everyone starts with a blank slate at some point. The promotions and strategy that you choose from the start often influence the evolution of your paid advertising accounts for better or worse.

From my experience, testing should begin after you start to get some traction with the results you are looking for. So for example, if you are looking to generate conversions from a lead form submit, then you should begin testing after you begin to see some results. So you might now be thinking, “What if I’m not driving any results and therefore need to test in order to do so?” My answer to that question is to separate testing from experimenterande.

Testing vs experimentation

From a paid marketing perspective, testing is comparing a control to an alteration. You are “testing” a new variant against a pre-existing one to see if the changes you have made are statistically significant or not.

Experimentation, on the other hand, is pushing your creative juices to produce a variety of different ads or promotions against your target audience to see what appears to gain the most traction.

google ads experiments

Experimentation is not to be confused with Google Ads experiments, a feature within the platform.

Some may call this testing but in my opinion, it is less scientific and restrictive. Once you begin to accumulate meaningful data and feedback you can then identify and zero in on what works and test within that framework.

How to do experimentation the right way

When you are in the experimentation and exploration phase, there is a strategy to apply as well. On paid social networks, I like to create the target persona as best as I can manually, then create 3-4 ads targeting that persona.

Given the objective of the client, these ads will be in alignment from a conversion or web traffic perspective. I will also typically create a retargeting audience to test against visitors who are already familiar with the brand. From there, we may incorporate more variations of ads, play around with copy or creative, and allow the campaign to run and collect data.

examples of ad variants

This stage allows us to gauge the audience’s receptiveness to different messages and ultimately the data will inform us on a direction to explore further. For one client of mine, we were able to increase lead-to-sales opportunity ratios by over 15% by simply identifying that certain language and creative elements resonated much better with our audiences than others. We arrived at that conclusion, however by not being too stringent on testing early on, rather, letting the ads play out then assessing the findings.

Bottom line? The purpose of the experimentation or exploration phase is to create baselines—which allow you to set expectations as well as goals for improvement. This will move you beyond the experimental phase into the testing phase. From there on you can create a model for testing that allows marginal improvements to performance without all the risk of trying an entirely new promotional set.

How (and when) to move from experimentation to testing

To simplify my process for experimentation and testing I will outline from my experience, the stages of growth within a paid advertising account and what you should be doing:

Early stage: Experimentation only

If you’re starting your Google Ads campaign or account from scratch, you should be focused primarily on setting up proper tracking, pixel implementation, etc. first. The most important part of this early phase is that you know your general goal for advertising and ensuring your website and CRM are tracking these results properly, whether they are website visits or conversions.

google ads enhanced conversions setup - google ads conversion tracking tag

From there you should take that overall goal and begin to construct campaigns in which to enter the experimentation phase.

If it is paid search, create campaigns for your branded search terms and through sökordsforskning, some of your most relevant terms. Try to start with something that has the highest probability of producing the result that you want, then expand from there once baselines are established. You can learn how to set up conversion tracking in Google Ads here.

In paid social, you should do the same but with website remarketing and a carefully constructed target persona. In paid social you should establish the goal you are looking for and try numerous promotions that align with that goal.

You can learn how to set up your Facebook Pixel here.

facebook pixel setup - meta pixel only option

You may also want to set up the Facebook Conversions API for the most complete tracking.

Middle stage: Start testing

What I refer to as the middle stage is where you have experimented with different offers and have figured out what appears to work. You have baseline costs for these promotions and are ready to start testing variations of this offer in a more scientific way. This is where you can begin to A/B test.

facebook ab testing toggled on

Growth stage: Refine your testing

This is where you are certain of what drives business within the account. When an account is in this stage you want to find ways to grow but do so within the framework that has proven to be successful. At this stage in the game, you want to test very stringently with fairly smaller changes to variations to mitigate risk of decreasing performance. Larger riskier experiments should be isolated to their own testing campaigns, separate from the ones that are currently driving business for you.

Patience is key with campaign testing

The main takeaways you should have from this advice is to treat new and early paid advertising much looser than what some others might tell you. Although everyone wants to score a touchdown right out of the gate, it is much more beneficial to your paid accounts and development as a marketer to be patient.

Not relying too heavily on data to make decisions early on allows you to be more creative and push the envelope with your marketing abilities. If you are more open to new ideas early on, it will inevitably reduce the amount of time you otherwise would have been testing micro changes to one idea. For long-term success in advertising, you need to take some risks to set a better baseline for the future.

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PPC

Hur du hittar online: Våra 9 bästa tips för lokala serviceföretag

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Hur du hittar online: Våra 9 bästa tips för lokala serviceföretag

In today’s digital landscape, having a robust online presence is essential for businesses of all sizes, but especially those in the local service industry. With more people relying on search engines to find what they are looking for, businesses that are easily found online and have a solid online reputation will have a major advantage over their competitors.

So in this post, I’m going to show you how you can improve the local online presence of your service-based business using two fundamental marketing strategies: SEO and PPC

9 best ways for local service businesses to get found online

As a digital marketing instructor and consultatnt, I have had the privilege of not only teaching my students about the importance of combining search engine optimization (SEO) and pay-per-click (PPC) advertising for businesses, but also experiencing the positive impact of this combination firsthand. Here’s how to leverage these two strategies to drive traffic, generate leads, and maximize a limited budget.

1. Pick the right company and domain name

Naming your business should be a thoughtful process. You want something that reflects your brand personality and is not easily copyable.

As a local business, it can be extra helpful to pick something that aligns with your target audience’s search intent, but don’t force it. I once came across a dentist that named itself “Dentist Near Me” and secured the domain dentistnearme.com. Taking this approach to an extreme certainly has its SEO benefits but it may not always be the best idea as others may follow suit and adopt similar names, potentially rendering the strategy ineffective.

Bildkälla

A helpful tactic is to include your city, town, or service area name in your business name but it isn’t essential.

2. Get your listings in order

Having an up-to-date Google Business Profile is also a great way to improve your local business’s online presence. Regularly update your business information, add photos, and create posts with deals and helpful articles to build trust and credibility with potential customers. You should follow suit for the rest of your online listings as well to increase your chances of ranking in local searches.

kataloglistningslogotyper

This will make it easy for them to find and connect with you.

3. Target keywords with blog posts

Publish keyword-rich blog posts that answer common questions from potential customers—not just about your business specifically but about things related to the products and services you provide.

This will not only improve your website’s search engine ranking, but it will also build trust and credibility with potential customers.

seo trender 2023 - på sidan seo checklista

You can use our SEO-optimized blog post templates to get started!

4. Put your highest value CTA at the top right of your homepage

Make sure your website is user-friendly and provides a great user experience. We have plenty of website examples you can browse through here. Implement prominent call-to-action buttons, such as a clickable a phone number in the top right-hand corner and footer, and a large contact form in the footer. These buttons are easily accessible, intuitive, and make it simple for customers to get in touch with you, book a lesson, start a free trial, etc.

Your highest value CTA should go in that right-hand section.

sjukvårdswebbplatsdesign exempel - synergi privat praktik

5. Track your SEO performance

In addition to reporting on your PPC performance, you should also keep track of your organic/SEO performance. Use Google Tag Manager and GA4 to analyze SEO metrics and customer behavior against your goals, as well as Google Search Console. You can also use Google Looker Studio (formerly Google Data Studio) to monitor organic performance.

google data/looker studio - trafikkälla rapport

6. Reduce your PPC spend with location targeting

This is a key home service business marketing tip. One challenge many small businesses face with advertising is a limited budget. One client I worked with had only $10 a day to spend. To overcome this challenge, I used location targeting to reach a 5km radius around the business’s location. This approach helped them save their advertising budget while also reaching the right audience.

hur man sparar pengar i Google-annonser - alternativ för platsinriktning

7. Bid on commercial intent keywords

When running Google Ads, you have to tell Google which keyword(s) you’re bidding on. While there are tons of keywords relevant to your business, the ones to bid on with your PPC campaigns should have high commercial intent.

Do extensive keyword research to identify the keywords that potential customers would be searching for when looking for what you have to offer. Informational intent keywords should be used for SEO. For PPC, use commercial or transactional intent so that your ads won’t just appear for those searches, but so that they’ll get clicked on by people, and those most likely to convert.

de fyra typerna av sökordsavsikt

8. Maintain a negative keyword list

In addition to targeting high commercial intent keywords, be sure to use negative keywords—which are keywords that you do not want your ad to appear for. This will prevent your ads from showing up for and getting clicked on by people for whom your product or service is not a good fit.

In my view, even with broad match, this is especially important when your daily budget is low.

google annonser – lägg till som negativt sökord

9. Set up conversion tracking

Another important aspect of running a Google Ads campaign is measuring your success with conversion tracking. With this visibility, you can harness the campaigns, offers, settings, and strategies that are working and eliminate what’s not and improve your ROAS (Return On Ad Spend).

google ads konverteringsspårning – konverteringsvärde

Check out our list of conversion tracking mistakes to make sure you’re getting the most accurate data possible.

Improve your local businesses’s online presence with SEO & PPC

The best way to improve your online presence for your local service-based business is to use SEO and PPC together. Both will help to improve your presence on the SERP for a wide range of keywords, and with the tips I provide, you’ll be able to reach your target audience and build trust and credibility with potential customers.

Here are the tips I mentioned in this post:

  1. Pick the right company and domain name
  2. Get your listings in order
  3. Target keywords with blog posts
  4. Put your highest value CTA at the top right of your homepage
  5. Track your SEO performance
  6. Reduce your PPC spend with location targeting
  7. Bid on commercial intent keywords
  8. Maintain a negative keyword list
  9. Set up conversion tracking

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