Online Marketing, sometimes called Content Marketing, is not a new concept. In a nutshell it’s publishing in new media. In fact, you could say that for as long as man has been able to commit his thoughts to stone, blackboard or paper he has looked for ways to get them noticed. Of course nowadays things are a little more sophisticated but with the tools available and a little imagination you can have your content engage targeted audiences globally. Here we write about Inbound Marketing, Content Marketing, SEO and smart tactics that together set you ahead of the competition in your overall Online Marketing efforts.
Virtually no one today would suggest online marketing is a simple process. With the number of competitors vying for business in every sector, the importance of developing a comprehensive strategy is increasing. That’s where RACE enters the picture.
Older Strategies No Longer Deliver the Results You Need
R.A.C.E. – the smart marketing model
Over the past few years, there were a few marketing strategies that proved to be relatively successful. However, the marketing landscape has changed, and continues to evolve, rendering those once-useful techniques obsolete. Webdirexion recommends any organization look closely at the techniques they’re employing to build their brand and honestly evaluate the success rates of those efforts.
“We studied R.A.C.E. Marketing to up our game, and because the framework for it focuses on core digital marketing strategy and tactics,” explains Scott Frangos, founder and Chief Optimizer for Webdirexion. “I personally like this marketing model because it includes a focus on conversions — when a prospect visits your site and takes a step closer to becoming a customer. This is the key to online success, and it’s the reason we wrote a book on CRO — Conversion Rate Optimization.”
Adopting a New Strategy Doesn’t Have to Be Difficult
You’re considering a strategy for a comprehensive digital marketing plan that you believe has great potential for boosting your site’s rankings. You’re also reviewing search engine algorithm changes, searching for high volume and low competition keywords. What might pull in an extra qualified visitor and lead to a sale? How should you use a Google Ads campaign strategically in your marketing mix?
You may have heard of Google Ads (previously known as Google AdWords), paid marketing campaigns used to boost a site’s visibility. It’s important to learn how to use Google Ads because the goal is to have a website appear on the first page of a search engine’s results. However, for every piece of traffic the advert drives to your site, Google charges a commission on a Pay Per Click (PPC) payment model. A PPC model has become one of the most effective ways to drive traffic because it has the most significant probability of converting site traffic into much-needed sales.
According to some of the most dominant search engines like Google, Yahoo and Bing, paid adverts don’t help improve search result rankings. However, creative marketers have found a way to use the data derived from the paid platforms to influence and turn around their digital marketing plans. To understand how you, too, can use the paid marketing campaign data to revamp your digital campaign, you first need to learn more about different types of paid campaigns.
Types of Google paid campaigns
1. Google search
Paid campaigns and Google searches, in particular, allow you to take advantage of keyword searches to improve your site’s visibility. However, hosting this campaign requires you first conduct extensive research on the appropriate keywords and match them up to the right advert content. It also allows for the creation of multiple keyword groups that revolve around a particular advert. More importantly, it will enable you to track the keyword performance, thereby giving you the ability to identify and drop negative and low ranking keywords. After identifying ineffective keywords, it’s best to remove them from the paid campaign.
2. Google shopping
Do you run an e-commerce outlet with the intent to get featured in sale inspired searches? If this is the case, you should invest in a paid shopping campaign. The primary difference between search and shopping campaigns is that the latter allows you to bundle your entire product list into one campaign with a single budget.
3. Video and mobile advertising
Video advertising promotes visual content by having videos displayed before, during, or after other videos. Mobile advertisements, on the other hand, work similarly to other campaigns. The only difference is that mobile advertising gets optimized for smartphone adverts.
How an ads campaign can improve a marketing campaign
Coming up with high-ranking SEO content for your blog, social media content, and marketing emails isn’t just time-consuming, it also takes a lot of trial and error that a business can’t afford. On the other hand, paid marketing campaigns gives you access to the largest pool of competitive keywords you can use to optimize all aspects of organic campaigns.
Most importantly, an analysis of your campaign performance will help you identify the best performing keywords and search phrases. Identifying keywords and phrases enables you to incorporate them into the rest of the organic digital campaigns while getting rid of other negative keywords.
Scott Frangos, founder of Webdirexion and “Chief Optimizer” notes that:
“Often your best first line of attack is with smart paid advertising for two reasons. First, it is the fastest way to get in front of motivated buyers who are actively searching with buy intent on Google or in another venue. Second, it often proves out well for ROI when your targeting is precise, and your offer and landing page compelling and synchronized with your ads.” Frangos also explains that by “smart” ads, he means that Webdirexion clients do well when, “ads and conversions are tracked and tested, and when remarketing — where an ad follows site visitors around the web — is deployed.”
The data you collect from paid advertising platforms can also come in handy when amplifying the direct marketing impact of email and social media marketing. For instance, monitoring these campaigns help you identify the demographics of your most prominent site visitors and reveal findings such as their gender, age bracket, and their geographical location. It’s in your best interest to use this information to tailor your campaign. Try targeting specific demographics and locations by increasing visibility and possible conversions.
Webdirexion develops campaigns that help businesses succeed
Perhaps you find the information in this article overwhelming and don’t have the time to learn about and set up different types of campaigns, Every business owner wants to cash in a campaign’s effectiveness but perhaps doesn’t know where to start. Leave it to the experts and let internet marketing experts at Webdirexion create highly optimized paid ad campaigns for you.
Our experience in how to use Google Ads to create and run different campaigns for our vast clientele base makes us highly qualified to pinpoint your current marketing strategies and offer unique solutions on how to achieve positive results. We also understand that while highly rewarding, running paid campaigns should not be viewed as a long-term marketing plan. In addition to setting up formidable campaigns, it’s also important to gradually and continually restructure your organic campaigns to report positive returns.
In this regard, we focus our attention on more than running your paid campaigns. Our team loops you in on the changing marketing landscape and offer insights on how to utilize ad campaign data to revamp current and future campaigns. Furthermore, we can still manage your online marketing campaigns, allowing you to focus on the more critical aspects of your business such as fulfilling sales.
Perhaps you have visitors coming to your website, but most of the visitors leave without purchasing something or signing up for more information. While the boost in visitor traffic is great, but if they’re not connecting with your business or making a purchase when they’re on your website, what’s the point of pulling in more visitors? Luckily there’s a solution: Start using CRO to get visitors more interested in what you have to offer and in the process you’ll likely bring in more sales for your business.
What is CRO?
CRO, or conversion rate optimization, is a method of tweaking a website to have higher conversion rates. Your website is already designed to convert visitors to customers, but it might not be very effective. CRO takes a detailed look at your website to see what’s working and what’s not working so you can make the needed changes to convert more visitors. Basically, it helps you get more out of the traffic to your website and can help your business grow.
How is CRO Done?
Image courtesy of Littledata
Once your website has a number of visitors every month and a steady conversion rate, split tests should be carried out to figure out the best techniques on how to improve the conversion rate. These tests are often called A/B tests, although there are A/B/C tests as well. The visitors to your website will be split into similar groups and shown two different but similar versions of your website.
The version with persuasion points that encourages more conversions is the one that should be used, but the testing shouldn’t end there. A series of testing is often more effective, allowing you to alter your strategy as you go based on the results for each of the split tests. When you perform a series of tests and tweak your results as you go, you can narrow down exactly what works to convert more customers. Using these techniques may significantly boost the conversion rate of your website.
“Remember, you are optimizing to compel visitors to take an option,” Scott Frangos, Chief Optimizer for Webdirexion, explains. “In 99% of smart testing, we see incremental improvements of %5 – 20% increases in conversions, and sometimes dramatic improvements of 100% or more.” Frangos says that “too often people rely on their first best guess at motivating visitors — the launch design — to be good a persuading people to take action. Just like a good sales person varies their approach, you need to always be testing to find the right calls to action.”
Why Work with Experts?
Experts can handle the testing of a website for you, which allows you to spend more time on other aspects of the business. They also will know how to handle the results properly. Results will help them narrow down how to improve the conversion rate of a website and create more conversions for your business as quickly as possible. They understand the full process and what can be done to work toward finding the higher conversion rates. Experts can also perform CRO on a regular basis to ensure you always have the highest conversion rates possible for your business.
Is your website converting enough visitors into customers or would you like to see higher rates? CRO makes it possible for you to boost your conversion rates and help your business grow. Today, Webdirexion is the top choice for CRO experts. They’ll handle all of this to give you more time to spend on handling the new growth for your business. They have dedicated experts to handle the regular testing for your website and will work to help you gain more leads, more sales, more social exposure, and a lot more.
How can Digital Marketing help gather more leads? We’ve prepared a high-level checklist to help you.
Leads are the gold for digital marketers.
You’ve got a budget, goals, and need to prove your digital marketing campaign’s ROI. How can you show your team is meeting its objectives? There are a lot of fancy acronyms and tactical names in this business, but in the end a company lives or dies on qualified leads your sales team can close (B2B) or buying customers for ecommerce and B2C sales.
At Webdirexion LLC, our team uses a marketing model known as “R.A.C.E.” (Reach, Act, Convert, Engage) to organize strategic thinking, the tactics that flow from it, and measurements to meet and exceed goals.
We’ve found this helps solve a lot of the challenges marketer’s face as shown on the chart at right. Take a look at the top three challenges (Producing engaging content, doing it consistently, and proving ROI), and ask yourself how you now measure content effectiveness? Shouldn’t you see direct results in terms of engagement and leads? We think so. We’ve written an eBook about R.A.C.E. strategies and tactics and will send you a copy along with a Digital Marketing checklist. (more…)
Most people know about A/B testing… but what about A/B/C testing?
With any website and the larger sales funnel, the wise digital marketer is always testing for better conversion results. Does this have to be a major, time-consuming task? No. Do you have to push yourself? Yes.
Today we’ll look at A/B/C testing for a headline and consider both why we want to create such a test and how it compares to other forms of testing.
Let’s look at one we have running right now. We have written three landing page headlines and our testing hypothesis is that only one will compel more visitors to convert to leads. Luckily this is easy to do — no external testing provider required — using our preferred WordPress theme – Divi. Divi comes with built-in A/B (and C and D, etc.) testing. Here’s how it looks in the admin area: (more…)
Webdirexion has launched COMP 2.0 – the site for Digital Marketing learning online.
How do you keep your marketing skills up to date in a time of rapid change? Digital Marketing is a vastly changing landscape and when you consider all the new SaaS vendors and consequent tactics it is more like a fast-moving kaleidoscope. For the past several years, our Webdirexion team, I am proud to say, has kept on their game by completing online marketing courses. Plus I have a course on WordPress Content Marketing I am updating and one on Conversion Rate Optimization set to launch soon.
Subscribe to our Webdirexion R.A.C.E. newsletter and we'll send you a free 34 page eBook on winning your own marketing race using smart tactics (Reach. Act. Convert. Engage.). PLUS... we will enter you in a drawing to win a copy of our book, The Marketer's Concise Guide to CRO.