In Part 1 I roughly skimmed over what search marketing is all about. However, I didn’t get a chance to elaborate on how you can use it as leverage to help grow your business.
In summation, these are websites that we use a reference to culminate information that we seek. “Google” ranking as most popular as a search engine.
Google currently processes over 40 000 search queries every second, and no other search engine gets close to that.
I can guarantee you that a large proportion of those searches are related to finding or learning more about products and services, and that is why search engines are the perfect platform to help promote your business.
There are two ways to leverage search engines to your company’s advantage, and that is through search engine optimisation (SEO) and search engine marketing (SEM).
The search engine depends on your team focus as well adapting the structures and content of the website to improve its rankings.
Search engine marketing is when you, your team or a marketing agency spends money on ads that feature in search engines that can help promote your business, products, and services.
I explained in part 1 that digital marketing is not limited to online companies or e-commerce stores, but expands as far as offline or local businesses that may benefit greatly by tapping into the digital realm.
With that in mind, in this article, we will be digging into how you as a solo entrepreneur, business owner or marketing manager can utilise search engine marketing to your advantage.
1Search Engine Search Network Ads
How often have you used Google to search for something? Have you ever noticed that the two or three positions usually say “ad”?
Well, those ads have been paid for by ‘someone’, ‘someone’ that is trying to promote a service or product related to your search query.
Let’s say you were searching for “red Nike running shoes,” the first two ads might be from a company like Takealot.com or Total Sports trying to showcase their running shoes.
Because it’s in the first or second position, most users think they are the most relevant results, and therefore click through to the website that has paid for the ad.
If you are using a laptop or desktop, then search ads can also appear on the side. These are usually less effective as fewer people pay attention to the side of their screens, however, they are still utilised.
I’ve mentioned before that 66% of all search traffic goes to the first five positions in Google, with that said, it’s crucial that you rank well either ‘organically’ or ‘through paid’ advertising to ensure you are not losing out to competitors.
3 Best features of search ads that can help grow your business
1. DRIVE TRAFFIC TO YOUR WEBSITE
One of the most popular reasons that companies use search ads is that they can drive customers directly to their site, or any related page for that matter.
This is the perfect example of the “red Nike running shoes” search query that I explained above.
This is not only an innovative means to increase brand awareness, but it’s one of the best ways to convert online shoppers into customers.
2. GET DIRECTIONS TO YOUR BUSINESS
Now, I know that the above example is mainly aimed at an online business or e-commerce store, but there are other great features specifically designed and tailored for the needs of local businesses or offline stores that will attract customers to your business.
If you’re a local panel beater in Sandton for example, you can run a search ad campaign to target only people in the Sandton area that are searching for an affordable panel beater to help them fix their car.
With that said, once the customer sees the ad, they can click to get directions to your workshop.
Now, do you see why I always say that digital marketing is not only for online focused businesses?
3. PHONE CALLS TO MAKE BOOKINGS OR ASK SPECIFIC QUESTIONS
Another great option for both offline and online companies are the phone call feature.
If you’re a local restaurant, you can make your services pop up to customers in the area looking for places to dine.
Once they see the ad, they will have the option to phone your restaurant and make a booking.
The same goes for hairdressers, dry cleaners or literally any other business for that matter.
2Search Engine Display Network Ads
As mentioned in Part 1 of our Beginners Guide to Digital Marketing in South Africa, display ads are different to search ads in the way that they can show an image or a video with your message on it to the potential customer.
Have you ever wanted to advertise your services or products on a popular website? Well, with Google’s Display Networks Ads you can.
One attractive feature of display ads is that it allows you to reach more users as it extends beyond the user’s search terms.
It’s also an affordable way to increase brand awareness due to the fact that the image can be designed around your brands corporate identity.
How display ads work
Google’s Display Network is a collection of more than a million websites, blogs, mobile apps, videos and other online destinations that show Google Adwords Ads.
This allows you to put your brand and product in front of over 80% of the wos internet users who have a specific interest.
For instance, imagine that you are a travel agency this is not only looking to increase awareness about your agency, but to also promote your specials. Well, with the Google Display Network you can target users that are interested in traveling, and who are also in the market to booking a holiday.
This works similar to search ads, but take into account that the presentation of ads is different.
Instead of showing up in Google search results, your banner,ad or video will be shown on any website that is running Google Adsense, but only the user interested in booking a holiday will see your ad.
As an alternative, you can also choose where your ads get displayed, for example, websites related to traveling.
Display ads provide you with a powerful conduit to reach customers who want to hear your message.
Imagine there were a way that you could reach customers that hadn’t visited your website in a while?
What if there were a way to reconnect with a customer who wasn’t ready to make a purchase the first time around?
Or maybe you just want to increase your brand awareness, and want to make sure people see your brand message often. Well, with Google Retargeting Ads you can do all of that.
The feature I love most about Google Remarketing is that your brand and message can be displayed to your previous site visitors wherever they might be browsing.
Not only does this help your brand remain fresh in the cuomers mind, but it can also help capture lost sales.
A while ago one of the biggest problems in digital marketing was that there was no way to follow up with a website visitor, especially if they didn’t buy anything.
This helps you, as a business to remain in the consumers mind subconsciously, without lifting a finger or incuring any detremental cost to your company.
How does one charge for these ads?
COST PER MILE (CPM)
CPM stands for cost per mile. However, it’s actually cost per thousand impressions. An impression is each time the ad gets shown to someone.
This means that you will pay each time that the ad gets shown to a thousand people.
You can manually set this in Google Adwords, and you can programme Google to what you are willing to pay each time that your ad gets shown to a thousand users.
Google will provide you with a suggested bid, and you can then decide what you are willing to pay.
Bidding too low can result in your ad getting outbidded every single time and therefore never airing.
Bidding too high can result in your ad winning every bid and running out of budget quicker than you can say Mississippi.
COST PER CLICK (CPC)
This is what you, the advertisers are willing to pay each time a user clicks on your ad.
If your daily budget is R100 and you are willing to spend R5 a click, then worst case scenario is that you receive 20 clicks on your ad.
I say worst case, as the CPC can be lower than the bid you provided. It’s possible to bid R5 a CPC, but that doesn’t mean that you are going to spend R5 every time.
This only means that you are willing to compete with a competitor for the ad space as long as the value of that click is no higher than R5.
COST PER ENGAGEMENT (CPE)
Cost per engagement might sound similar to CPC as it if a user engages with your ad he is clicking on it right?
Correct. However, you might want to drive the user to the website. What happens if he clicks on directions and then leaves.
That would mean he never visited the website, but you still paid for the click.
For some advertisers this is not ideal, so Google launched CPE.
If you’re a local business wanting people to give you a call, then you will only be charged each time someone clicks the telephone icon.
That would be your CPE.
Target your audience based on demographics and more
The best feature of Google Adwords and other search engine marketing solutions is that you can target people based on where they live, their age, what they are interested in as well as what device they are using to search or browse the internet.
This is especially handy for local businesses looking to target people in a given area.
On the other hand, if your business mainly sells makeup, then you will mainly be using the gender specific function.
These are simple and very basic functions that most digital advertising platforms have, but they are most definitely underrated when it comes to their overall influence.
5 Main Reasons why Search Engine Marketing Ads should be a part of your marketing campaign
1. YOUR CUSTOMERS AND CLIENTS ARE ONLINE, DEAL WITH IT.
Stats from Statista.com show that 26% of online shoppers spend 5 hours or more on the internet.
But it’s not just online shoppers that spend time on the internet, Statista concluded that of the number of shoppers that spend time on the internet, 19% were offline customers.
Below is the percentage of South African customers that spend their time on the internet:
30 Minutes or More
- Online shoppers = 7%
- Offline shoppers = 14%
- Online shoppers = 12%
- Offline shoppers = 18%
- Online Shoppers = 22%
- Offline Shoppers = 21%
- Online Shoppers = 18%
- Offline Shoppers = 17%
- Online Shoppers = 16%
- Offline Shoppers = 11%
- Online Shoppers = 26%
- Offline Shoppers = 19%
So, if your customers are online and browsing and searching the internet, why aren’t you using this opportunity to talk to them?
2. IN-MARKET AUDIENCES
When driving, I see a ton of billboards representing car companies showcasing their new models that have just been released.
How many people do you think drive by these billboards on a daily basis? Probably thousands.
But, have you ever wondered how many of them actually have the intent to buy a car?
If you were a car dealership, how great would it be to be able to advertise to someone who had the intention of buying a car? Well, with search engine marketing you can, and it’s called in-market audiences.
In-market audiences from Google can decipher when a customer is in the market to purchase a product as opposed to when they are just simply browsing.
Google surmises this by looking at a users search history. If that user has been browsing reviews from different car manufacturers, performed price comparisons, and clicked on certain ads related to buying a car, that user becomes an in-market user for your car dealership.
And the best part is you can now show the user your ads which provide you with the chance of a sale you probably didn’t have before.
3. SEARCH ENGINE MARKETING IS AGILE
I would say one of the biggest benefits of search engine marketing is that it allows you to change your message in real time.
What I mean by that is, that back in the day, if you wanted to advertise a product, you would have had to get your creative team to work on some artwork first.
From there you would have to send it to the printers and then wait 3-4 weeks before the ad was live in the magazine that was presented on the shelves. The same goes with old fashion billboards etc.
Don’t get me wrong waiting is not necessarily a bad thing, but what if the ad had been planned to run for two months and the supplier ran out of stock of the product you were advertising?
If you don’t have stock, you can’t supply the customer, that means that all the money and time spent creating and not to mention paying for the ad would be in vain.
When it comes to search engine marketing, and search ads specifically you can easily change your message without having to wait for anyone.
The moment you perceive that your campaign is not generating the wanted results you can manipulate the outcome. For example, if you run out of stock of the product being advertised, you can just change it to another product, to your own convenience.
Having an agile marketing solution can go a long way, keeping you ahead of the competition and narrowing the timeframe between an idea and execution.
4. INSTANT RETURN ON INVESTMENT
Most marketing campaigns can take anything between three to twelve months to show a positive ROI (Return on Investment). However, with search engine marketing (if executed correctly), you can spot a positive change in sales within as little as a few days.
Maybe you spotted that sales on a particular product have slowed down? Or maybe you are just looking for a quick and affordable way to upscale your business?
Well, search engine marketing is the answer.
5. CALCULATED RISKS & UPSCALING
Back in the day, upscaling meant one thing, investing a ton of money. Whether it was in stock, staff, warehousing or marketing for that matter.
It meant that you had to reinvest your capital before you could reap the rewards.
With search engine advertising (or most digital other digital advertising solutions) one can analyse which channels are bringing in the biggest ROI and increase that channels budget.
The odds are that your specified channel would be able to bring in the same ratio of ROI just on a larger scale. With the extra profits, you can then decide if it is necessary to allocate more money into resources to help cope with the demand.
This is what I call calculated upscaling.
SEM is a very powerful tool that can help you take your business to a whole new level.
It’s sad that most marketers or agencies don’t use it to its fullest potential.
Search ads are a great way to help find the ideal customer, not to mention that you can advertise to them at the correct time.
By targeting users based on their demographics and interest, you will have a higher chance of your ROI should be positive.
Display ads are a great way to stay on top of mind in today’s competitive space, and it’s a cost-effective way to get previous website visitors back to your platform.
With that said, this concludes Part 3, I sincerely hope that this has changed your perception of search engine marketing.
How To Market Your Hotel
An integrated digital marketing strategy that provides multiple channels to communicate on will help you to reach more potential customers.
It’s imperative these days to enable customers and guests to interact directly with your brand in real time – and your ROI will reflect this success. To achieve this, your marketing team should utilise a number of different channels in order to achieve an integrated digital marketing strategy.
Why? When potential customers are only able to use one means of communication or booking platform, such as a hotel’s website or blog, Facebook, Twitter or a third-party booking site, their frustration could cause you to lose their business.
Your digital strategy
By engaging in an integrated digital marketing strategy and addressing multiple channels with a clear, consistent message, you are bound to reach the maximum number of potential customers. Through the creation of a larger online presence, your engagement reach will be far higher, solidifying your company’s brand in the best possible manner.
Your first step in achieving an integrated campaign is to determine your target market. The second step according to Robert Nienaber, managing director of Suiteres, is to “create a message – tell a story about your product or service and what makes it unique.
For instance, the history of your establishment’s location, the nature/wildlife, your amazing food or historical rooms or perhaps the owner’s unique story. Tailor that story for your target market to captivate them – they will buy into your brand as a result.” Be sure to keep your message consistent across all mediums, be it written, photographic or video.
According to Ivo Kittel, head of Development & Design at Suiteres, different channels can be described as such: ‘These consist of website and online booking systems, third-party channels – such as online travel agents or your global distributions systems – and social media platforms that support the aforementioned and drive traffic to them.
‘Print media, events and other offline techniques can also assist by driving clients to visit your website or to engage with you on social media. All these channels should be strategically linked for best effect.’
An unusual hero in the travel market? Smart phones and tablets, on-the-go devices that allow users to review and recommend hotels on social media profiles, as well as third-party sites. Together with the integrated digital marketing strategy, this increases potential customers’ connections to hotels, airlines, car hire companies or event organisers.
What’s more, a key driver in drawing in new customers and causing previous ones to return, is the offer of regular perks, benefits, freebies and discounts via a newsletter.
Bear in mind though, that there is no ‘one-size-fits-all’ approach. Each company will have differing concerns and requirements, and these are what you should use to build an effective marketing campaign. The following should be noted:
- Effective communication between marketing team members is essential. There needs to be collaboration across the multiple channels you’re utilising. In doing so, your overall offering will be streamlined and have maximum effect.
- Choose your key channels, those that will receive the most attention and marketing spend. These need to be the channels that garner the most hits or collect the most bookings – also known as ‘converting’.
- Determine your target market and get as much information as you can on them, over time. For instance, which platform do they opt for first? Do specials lead them to make a booking, and if so, what are they? This and any other informative data assists you in your decisions and allows you to use your marketing funds in the best manner possible.
According to Vanessa Rogers, head of Communications at Suiteres, ‘The above-mentioned strategy should ideally be supported by a skilfully crafted PR campaign – one designed to complement and support your marketing message.’
Taking this into account, you should consider having relevant articles published on third-party websites and print media or arrange for a client to be interviewed on radio or a streaming site. These forms of PR are more cost-effective then an advertising campaign.
The details matter
Importantly, customers need to know they can contact you quickly and easily, whether they are making a booking or requesting additional information. One thing you can be certain of: if a customer is unable to communicate efficiently with you, they are very likely to book elsewhere.
10 Online Marketers To Watch In 2018
The more diverse your sources of news and inspiration, the better. These ten people can help get you there.
Online marketing requires experience, creativity and a working knowledge of the latest trends and technologies necessary to stay competitive in the modern landscape. And while there aren’t any shortcuts to gain more experience, there is a convenient way to stay up to date on the latest marketing trends and get inspiration for your creative campaigns.
That way? Following and paying attention to the best, smartest marketers in the industry.
With 2018 just getting started, I wanted to list some of my favourite marketing influencers, some of the most influential experts in the industry and some of the most promising creative minds to pay attention to this year:
The Best Conversion Rate Optimisation Tips To Help You Grow Your Business
Whether you’re the owner of a company, or an online blogger, knowing conversion rate optimisation techniques will help you immensely.
Conversion rate optimisation, otherwise known as CRO, is a 21st-century way to turn visitors to your website or blog into followers of your information or customers of your product or service.
Therefore, whether you’re the owner of a company, or an online blogger, knowing conversion rate optimisation techniques will help you immensely.
What Is Conversion Rate Optimisation or CRO?
Internet marketing, or what some people call online marketing, is promoting your product or service on the Internet through the digital channels available. Driving traffic is to your website or blog is hard, but it’s something you need to do in order to sell your product or service, so the last thing you want is to leave money on the table.
Traditionally, from the traffic you drive to your blog or website, a percentage of that traffic will become your customers or followers.
CRO is conversion optimisation strategies that puts a focus on your blog or website to determine what small or big changes need to be made to convert as many of your visitors as possible.
It’s the classic case of not working harder, but smarter.
Changes such as a new headline, new sales copy, a different coloured CTA (Call-to-Action) button, and more, are tested for effectiveness. This helps you take out all the guesswork and make changes that are proven to convert more sales.
Techniques such as A/B testing, where you create two different landing pages and send the same amount of traffic to each, is one example.
At the end of the day, the version that receives the most conversion is the one you would choose. A site with significant traffic may successfully test over a shorter time. On the other hand, in order to get accurate data, a site with a smaller amount of traffic will likely need more time than a larger one for testing.
What Happens When You Convert More Visitors Into Customers?
It’s a no brainer, when you convert visitors into clients and customers, your sales increase, and that’s the number one goal of any company or business. CRO can help you grow your business by receiving the same amount of traffic that you’re currently receiving.
Technically that means that you can make more sales without having to spend more money on marketing.
That also means that you’re not focused on the number of traffic you pull in with a mind on percentages, but rather focused on making the most of the traffic you currently have which makes the most of your marketing efforts.
Not Utilising CRO Means You Are Leaving Money on The Table
Let’s say you’re a small company with a goal of R50,000 a month in revenue. Your job is to turn a percentage of your visitors into customers. Without the correct conversion rate optimisation strategies, you’re looking strictly at numbers. You find that 1,000 visitors turn into 50 customers with a revenue of R20,000, which is R30,000 away from your goal.
Without the correct CRO strategies in place, you would work to increase the number of visitors to your site. However, with CRO, you implement e-commerce CRO tips that result in those 1,000 visitors turning into 125 customers. That brings you to your R50,000 goal. Without performing conversion rate optimisation, you’ve left R30,000 on the table.
Now that you’ve reduced your cost per acquisition, or what you pay per sale or click or form submit, you can either invest more in advertising or just bank the profits. Now that you understand what conversion rate optimisation is all about, let’s have a look at some of the best strategies that can help you take your business to a whole new level.
20 Of The Best CRO Strategies
You can spend loads of money on a fancy website or blog, but if it isn’t converting correctly, you’re losing customers and sales. That’s why conversion rate optimisation is becoming the number one priority with websites and blogs in the 21st-century.
1. Create an Effective Headline
If you are trying to convert visitors into followers or customers from a specific post, then your headline is one of the most important elements. It’s not there for a hard sell; it’s there to draw your potential customers to your site so that they’ll check out your product or service.
Your headline must show people what benefit they will receive from using what you have to offer.
Keep changing up those headlines till you find a strategy that works.
2. Reduce Huge Blocks of Text with Bullet Points
The way you present the content on your website is crucial. Give a potential customer too much information, and they’ll leave your site with eyes glazed over. Any material you present should be not only easy to understand but short and to the point. One of the best ways to do that is with bullet points.
Bullet points create an organised presentation that keeps potential customers interested.
3. Include Your Contact Information
Significant changes can be done to your website or blog to increase conversions, but so can small ones. Include your contact information on your site or blog. This shows that you’re accountable and don’t mind being contacted, which can lead to customer trust and eventually sales. Include your phone number, email address, and even your mailing address.
4. Replace Phony Stock Photos
You know what a phony stock photo looks like. It’s the kind that you purchase from stock photo sites, and they’re the kind that you often see at more than one website. These types of photos look phony, and they reduce your credibility. Replace fake-looking stock photos with professional, unique photos or good quality photos that you’ve taken.
For example, instead of using a stock photo model with a cheesy grin, use a picture of one of your employees.
5. Use a Pop-Up Form
One effective way to convert visitors into followers and subscribers is a pop-up form. When visitors come to your side, a form pops up that encourages them to leave their name and email address, or just their email address, to become a subscriber. When you have a list of subscribers, you can then turn them into customers through newsletters, emails, etc.
6. Eliminate Unneeded Form Fields
A website or blog that is not user-friendly when it comes to form fields may not translate to customer conversion. A form field is where your customers type in their information. What is the bare minimum of customer information that you need? You ask for the name, but do you also need the company name, for example, or can you do without having a customer type that in?
7. Remove Automatic Image Sliders
Images that flash before your eyes automatically may look attractive, but automatic image sliders have been proven to create banner blindness and therefore, reduce conversion. Use static images instead.
8. Include Videos
Videos have proven to be effective in drawing visitors and turning them into customers. If your site sells fishing products, for example, include a video of an expert fisherman using one of your fishing poles. Make sure the video is no more than two to three minutes long and be sure to put one on your landing page.
9. Make Your Call-To-Action Button Pop
Here is another strategy that seems small but that may prove to be very effective. Alter your call-to-action or CTA button. For example, is it more efficient for your button to say “Download Now” rather than “Buy Now”? Is it better for your CTA button to be a bright red rather than a navy blue? By testing changes to your call-to-action button, you can determine if such a change will be effective.
10. Limit Your Call-To-Actions
If you have one call-to-action button on your website, that’s a wise choice. Too many call-to-actions can confuse potential customers and turn them off from your site. Put your focus on one effective call-to-action.
11. Have You Included the Word “Free”?
If there’s one thing that people love, it’s free stuff. What can you offer potential customers that are free?
For example, let’s say you sell psychic readings. Offer your potential clients a 10-minute free reading and display the offer prominently on the front page of your site. Chances are you’ll get a lot of conversions for your niche. Once you’ve drawn in customers with the free deal, you can better bring them to your paid services.
12. Match Your Landing Page to Your Ad
When your ad matches your landing page, the colour co-ordination and organisation can translate to conversions. In addition to the colour, the copy you use on your ad should match, in some way, with your landing page. So, when you draw potential customers to your ad, you gently move them to your landing page with no sharp differences.
13. Incorporate Trust Seals on Your Checkout Page
If there’s one thing that draws customers to a product or service, it’s trust. Incorporating trust seals on your checkout page and other places on your website is an excellent way to show that you are legitimate and to increase conversions.
For example, if you are offering dental products, a seal from a trusted dental association helps with customer trust.
14. Convey a Sense of Urgency
When you are promoting a product or service letting your potential customers know that a particular price will end soon, or that a product or service will only be offered for a limited, time greatly helps with conversion.
For example, let’s say yours is a site that sells cookware and you’re providing a crock-pot at a temporarily discounted price.
You would display on your blog or website a photo of the crock pot, along with content and possibly a video, and you would show the price and when the price ends.
15. Give Them a Money-Back Guarantee
There will always be a percentage of customers who are on the fence about your product or service. So how do you get them over that hump and create a conversion? One way is to offer a money-back guarantee and to display it where it can be seen.
Keep in mind that it’s good to put a time limit on the money-back guarantee to something like 30 days or 60 days.
16. Include Live Chats
Many companies are adding live chat prominently on their websites to answer customer’s questions in real-time. This is an effective solution that can lead to conversions. It allows you to take care of all a client’s issues to lead them into a sale. Many companies utilise chat apps to help with this process.
17. Retarget Your Ads
There are large and small changes that can be made to your website to increase conversions, but changes to the way you’re handling your ads could be done as well. Retargeting customers, can help increase conversions period.
When visitors come to your site, you create a customised targeted ad to get to them as soon as they leave.
If a visitor has come to your cosmetic store looking for an eye shadow, when they leave your site you target them with an ad for a different eye shadow in your line. The goal is to keep a visitor engaged with your product or service while staying top of mind.
18. Give Them Free Shipping
Shipping costs for a product can often make or break a sale. So, if there’s one thing that can contribute to conversion, it’s free shipping. Let your customers know that shipping is not a cost that they have to concern themselves with.
If free shipping seems unaffordable for your company, work with ways to cover shipping costs with your product prices.
19. Include Real Testimonials With Photos
One of the best ways to instill confidence in your product or service is with real testimonials. Have customers write testimonials of 50 to 100 words about your product or service and include a photo of the customers next to their testimonials. Include their full name with their picture.
20. Get Customers to Share Their Purchases on Social Media
These days, almost all of your clients are likely to be on at least one social media site. Encourage them to share the purchases they’ve made of your products on social media, such as Instagram.
Every time a customer buys one of your products or your services, automatically give them an opportunity to share and talk about what they’ve bought with a user-friendly share process included on your site.
The sooner you work on conversion rate optimisation tips on your blog or website, the sooner you’ll be bringing in customers in the most efficient way.
Customers translate to profits and profits translate to a successful company or business. CRO takes time, but with patience, your website or blog will see vast improvement in conversions.
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