Digital marketing, a.k.a. online marketing is growing at such a rapid pace that majority of business owners and marketing managers are left in the dust and end up misunderstanding or confusing its capabilities.
In my experience as a marketer, I’ve realised that most companies, especially small businesses, all have one specific problem in common.
Most of them think that their offering, service, or product is unique from their competitors. The sad thing is, they are all mistaken.
Whether you are a CEO, director or solo entrepreneur, the sooner you realise that you are in the marketing business (no matter what your product or service), the better.
Okay, so let’s say there is the odd chance of your offering being unique. How are you planning on telling the world about it?
The first thing you will have to do is come up with a marketing plan, just like any other business.
Digital marketing in South Africa
The marketing industry is currently one of the fastest growing industries thanks to technology giants like Facebook, Google, Microsoft, IBM, and many others.
All these companies might be situated thousands of kilometers away, but there is no doubt that they are disrupting every single business here in South Africa (whether we like it or not).
The scary part is that majority of South Africans are still unsure of the infinite potential of digital marketing.
The internet is hands down an essential channel for reaching customers today.
Did you know that 50% of the world’s population has access to the internet? That’s roughly 3.7 billion people, or in our case, customers.
You can literally reach half the world’s population with the push of a button.
You might say that your customer base is mainly located in South Africa. With that in mind, did you know that 26.8 million South Africans spend over 3 hours a day on social media?
That’s half the South African population. Crazy, right?
Now, imagine you can put your brand, product, and service right in front of their eyes.
The mall of online
If you are a B2C business, where would you want to set up shop?
Probably somewhere we the number of feet past your store would be the highest, right?
If you are living in Gauteng, you would probably aim to open a store in Sandton City one day, maybe even the Mall of Africa?
These spots are well known for the amount of traffic they generate and let’s be honest if you want sales, you need feet through your door.
The downsides of these malls are that they require an enormous amount of capital to run and maintain. We’re talking about higher than average accommodation rates, not to mention staff salaries, etc.
With that in mind, what if I told you there is a mall that drives 10x the amount of traffic on a daily basis that costs a fraction of what one of these stores would cost.
A mall that is open 24 hours a day, seven days a week?
That sounds like the kind of mall you want to set up shop, right? Well, that is the Mall of Online.
What if my services can’t be offered online?
I understand that there is a ton of services that can’t be offered online. Maybe you own a hair dressing studio or a panel beating service, or maybe you are a dry-cleaning company.
Well, that doesn’t mean that you can’t tap into the online realm.
Did you know that according to Moz, 67% of shoppers are influenced by online ads and reviews?
And according to Forbes insights majority of customers prefer to do research online and then make their purchases in stores.
That means that, even if you can’t afford to sell products or services online, you can still benefit tremendously from having an online presence.
My product or service is online, now what?
Most individuals think that the hard work is over when their e-commerce website or blog is built.
Unfortunately, the reality is that the hard work is just beginning.
Now that you are in the Mall of Online, you can’t just expect people to visit your site in numbers. It doesn’t work like that, and I will tell you why.
There are roughly 1.2 billion websites in the world, and approx. 2 sites get launched every second.
With that said, like any business, you will need to market your site so people can find it, learn more about it and eventually buy your services and products.
And that is where digital marketing comes in!
What is digital marketing?
Today, digital marketing is a lot more than setting up a Facebook page or creating a website.
Digital marketing can be very complex, and that is why most people in South Africa probably still don’t know what digital marketers are and what they do.
However, in a nutshell, digital marketing is any form of marketing that involves electronic devices. Think about this for a second.
What’s the first thing you pick up when you wake up in the morning? What’s the last thing you put down before you go to bed?
What do you listen to on your way to work? What do you watch when you get home? What do you work on when you are at work?
I can go on all day, but do you see my point? Do you see what a big percentage of our lives are driven by digital?
Now that I’ve opened up your mind, you can understand why eMarketer projected that by the end of 2017, 38.3% of all paid media would be digital.
That’s massive, and mobile advertising is expected to be 63.3% of that.
Exciting, isn’t it? Okay, so as an entrepreneur, CEO, or marketing enthusiast reading this guide, you’re probably wondering how you can start to tap into the infinite potential of the digital realm?
Well, rest assured that in this Beginner’s Guide Series I will be breaking down all you need to know on how to start, plan and execute your first (or next) digital marketing strategy.
Remember; “Good marketers think about campaigns, while great marketers think about growth structures.”
The 4 pillars of digital marketing
Keep in mind that there are definitely more than four ways to promote your business online. However, I firmly believe in these four pillars as they will form the foundation of your digital marketing strategy.
There are a ton of more advanced techniques, and we will get to that, but these four marketing pillars is a must have for any online or offline business.
1Search Engine Marketing and Optimisation
In a nutshell, search engine marketing, and optimisation is defined as “the process of affecting the visibility of your e-commerce store, website or blog.”
When we talk about search engines, we are talking about platforms like Google, Bing, and Yahoo, etc.
What’s the first thing you do when you are looking for an answer to a specific question? The chances are, you Google it.
According to Search Engine Journal, 93% of all online experiences begin with a search engine.
With that in mind, did you know that roughly 85% of consumers use search engines to find local businesses?
Chances are, there is a huge number of potential customers out there looking for your business.
And the reality of the matter is, that if they cannot find you online, they will probably be influenced to visit your competitors.
I cannot emphasise enough how important it is to ensure that your business has some form of an online presence in today’s age.
Search Engine Optimisation (SEO)
The difference between SEO and SEM is that SEO is all about increasing the visibility of your website in a manner that is free.
SEM, on the other hand, is about increasing your visibility through paid advertising which I will address a little later on.
To have potential customers find your business, you need to make it easy enough for Google or any other search engines to find your website so it can display it on the results page.
Roughly two-thirds of all organic search go to the top 5 positions in Google! That means, 33% is left if your website rank position number 6 and down.
Keep in mind; Google only allows ten spots on the first page. And a study by Search Engine Watch showed that 91.5% of all search traffic comes from the first page.
That means that if you are on the second or third page of Google, the chances are you are not getting much attention, and you will have to start planning on how to improve your rankings.
There are numerous ways to do this improve your rankings in search engines. However, I will be addressing them in part 2 of our Beginners Guide.
Search Engine Marketing (SEM)
If you are not on the first page of Google, and if you are still interested in driving traffic to your website or local business, then you will happy be glad to know that you can easily advertise your business on the first page of search engines.
This is called Search Engine Marketing or SEM, and you can do this through creating search ads or display ads.
Have you ever searched for a product or service online?
Have you noticed that the first three or for listings usually have the tag “AD” at the beginning of the link?
That means that someone has paid for that ad to be there.
When running a search ad campaign, you can choose which keywords you want your ads to target.
For example, if you are a local hairdresser, you can target and show your ad to people typing in the word “hairdresser” in the search bar.
Search advertising is an easy way to drive traffic to your website. However, how high your ad is displayed in the search network listings and the overall ROI will be determined by how well you optimise your ad and website.
Display advertising is entirely different to search ads.
Have you ever browsed a website and saw a banner on the right or left-hand side of the site?
Or another popular position is the leaderboard position (a.k.a. top of the website) or even in the content itself.
Display ads serve a different purpose to search ads. They are also not necessarily shown at the same time as search ads when it comes to the customer’s buying process.
Search ads are mainly shown when the customers have an actual intent to buy or learn more about a product or service, where display ads are shown either before or after that.
You can also retarget a customer through display advertising.
This means that if a customer clicked on your search ad, and then visited your site, you can follow him around the web and show him a beautiful banner ad displaying other products or services you might offer.
2Social Media Marketing
This is another form of digital advertising today, and it’s probably not necessary for me to explain to you how popular social media sites are.
But I thought I would share some stats with you anyway.
As mentioned before in the guide, 26.8 million internet users spend approx. Three hours a day on social media websites.
I’m sure you can start to understand why there is such a buzz around social media marketing at the moment.
However, before we get ahead of ourselves, first, let’s start by defining social media marketing.
Wikipedia defines social media marketing as “the process of gaining website traffic or attention through social media platforms.”
Think about it like this, everytime you update your status or post a photo on Facebook, you might have a couple of friends interacting with your update.
Now the same can be done for your business. A social media platform is the perfect place to interact and engage with customers.
There are over 200 different social media networks on the web today. Not all of them are equally popular, and the majority of them are unique in their way.
Facebook is currently hands down the favorite social media network sitting with over 1.7 billion monthly users worldwide.
Facebook owned Instagram, is in second with over 700 million users a month.
With this in mind, if you are a B2C business, there is a high probability that majority of your customers are on these platforms making it the perfect place to be for your business.
Some platforms are ideal for B2B businesses, while others are great for B2C.
You need to make sure that you choose the correct one from the bat. Otherwise, you run a risk of wasting a lot of time and money.
Because there are so many different networks, it might be overwhelming for you to decide which platforms are best for your business.
Twitter and LinkedIn might be a good place to start if your business is operating in the B2B space.
If you are a B2C company focussing on service and selling to customers, I would suggest starting with the two most popular platforms; Facebook and Instagram.
Okay, so now that you know that you more about the stats and the different networks, how are you going to leverage social media marketing to increase your sales?
In this guide, I will give you an overview of each platform while showing you how to construct a successful social media marketing strategy.
However, all of this will be in part 3 of our Beginners Guide to Growing Your Business Through Digital Marketing.
I probably don’t have to explain to you what an email is.
Email marketing, on the other hand, is simply sending an email with the intent to educate or promote a product or service to a customer.
Why email marketing?
Here are a couple of interesting stats on email marketing which should give you enough reason to implement it into your digital marketing strategy.
- According to Campaign Monitor, you are 6x more likely to get a click-through on an email than a tweet on Twitter.
- According to DMA, conversion rates on email are higher when compared to social media.
- 72% Of customers prefer to receive promotional content through email according to MarketingSherpa.
- According to Radicati, a marketing message is 5x more likely to be seen in an email then a Facebook post.
- When it comes to ROI, email marketing can help you boost your ROI up to 3800% according to DMA.
I won’t take all these figures to heart, but keep in mind that it’s all very positive. It shows that email marketing is still an easy and profitable way of marketing to customers today.
Many marketers believe that this type of marketing is dying. I, however, tend to believe otherwise.
See, it’s not that email marketing is insufficient, it’s more a matter of customers getting bombarded with spam and becoming immune to overly advertised emails.
This means that the open rates of emails drop and that they eventually become less effective. But there is still a huge ROI to be made, as a business you will just have to change your angle and focus on the following three concepts:
Customers don’t mind getting emails from brands as long as they are relevant, add value and contain compelling content.
In Part 4 of this Beginner’s Guide, I will walk you through some of the ins and outs when it comes to email marketing.
According to We Are Social, worldwide there are nine new mobile phone users added every second.
And 46% of smartphone owners claim they won’t be able to live without their mobile devices according to Pew Research Center.
Earlier I mentioned that 92% of the population have mobile devices. With that said, you can try and get your brand or product in front of their eyes by sending them an SMS.
Keep in mind, similar to email, SMS marketing can come across as spammy. However, done right, it can lead to a ton of traffic and a huge ROI.
Mobile purchases are up 22% over the last two years, that’s massive. Not to mention that most marketing directors agree that SMS marketing has a higher open rate to email marketing.
This means, there is a greater chance of customers being influenced to buy your product or service.
If you are an online business owner reading these stats, you will have to ask yourself why you don’t have an active SMS marketing strategy yet.
In our Part 5 of our Beginner’s Guide to Digital Marketing I will breakdown a couple of tips and tricks for your SMS marketing campaigns.
Keep in mind the four pillars mentioned above is not the only digital marketing channels around. However, I feel they form the base of a digital marketing strategy.
Each of these channels serves a different purpose in your marketing strategy.
Example, advertising in Google is a great way to show case your product or service to a customer that already has the intent of making a purchase.
Social media is great at creating awareness around your product and service while assisting in creating interest.
Email and SMS marketing can be seen as reconnecting with a customer or keeping them up to date on new releases, upgrades, specials and so forth.
There is no doubt that digital marketing is evolving every, day and that it’s is the future of advertising.
Don’t get me wrong; I’m not saying traditional marketing strategies are not worth the effort. I’m saying, as a business owner will need to stay ahead of the curb while finding new ways to generate traffic, sales, and ROI, and digital marketing can help you do just that!
This concludes Part 1 of our Beginner’s Guide to Digital Marketing in South Africa. In Part 2 I will break down Search Engine Marketing and how it can help you grow your business.
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.
Implementing 2 Advanced Google AdWords Strategies
Find out how Dynamic Search Ads and Call-Only Campaigns can give you that competitive edge you need on Google AdWords.
Let’s explore two advanced Google AdWords campaign types: Dynamic Search Ads and Call-Only campaigns. Give these two campaign types a try. They’ll let you squeeze even more from your AdWords account.
Dynamic search ads (DSAS)
Dynamic search ads are magical keys to reaching your customers. And the best part? Using them is easy once you master the setup.
What Are DSAs?
Google knows it’s hard to keep your campaigns perfectly in sync with your website. If you have an e-commerce site with thousands of products changing regularly, it’s a chore to be constantly creating new keywords, new ad groups and new ads inside your AdWords account.
DSAs were created to fill this gap. They let you show ads to excellent prospects who might be searching for items you sell on your site even if you don’t have a corresponding keyword for them in your account.
Why should you set up a DSA?
As long as you set a low cost-per-click, dynamic search ads typically have a decent CPA and provide additional relevant traffic. They’re also great for research as you get to uncover new search terms that people are using to find your site. (You can use this intelligence after the fact to add new keywords to your account.)
Let’s say you’ve just started selling wrought-iron fire pits on your e-commerce site but you don’t have the keywords for them yet in your AdWords account. A new prospect – we’ll call her Kim – is currently online searching for this by name. Kim types it in verbatim: “wrought iron fire pits.”
If you have a DSA campaign set up, you’re in luck: Google instantly recognises that you sell these but don’t yet have keywords for the purpose. Thankfully, you don’t miss a beat with Kim – Google shows her your Dynamic ad, then she clicks, comes to your website and makes a purchase.
How do they work?
It starts with Google regularly scanning your website and keeping an index of all its pages. When you’re starting out, you can choose to point Google to your entire site – we recommend this for your first DSA campaign – although later on you can target specific categories within your site.
Google knows what keywords are in your account and, more importantly, what keywords are not there. This means they can make accurate judgments about when to step in and show your DSA ads.
When setting up DSAs, Google creates the headline and you write the description. They choose the final URL and you set the bid.
Here’s how to set up a DSA:
- Create a new campaign. One of the options you’ll see is to create a DSA campaign. We suggest not using that as it would limit your options further along. Instead, create a new Search campaign with “all features.” Your plan will be to only use DSAs inside that campaign.
- You’ll need at least one ad group to hold your DSAs, and one is typically enough if you’re just starting out.
- You still want to be split-testing, even though Google chooses your headline for you. So, create two different DSA ads with different body copy in each.
- Choose the target. Start with the “all webpages” default. Save the advanced targeting for later.
- Add in ad extensions just as you would for a regular campaign.
Ongoing management of your DSA
Review your data. Keep an eye on the search queries Google chooses, particularly in the first few days. This lets you add any new negative keywords that you don’t want your ads shown for. And it’s a good way to identify and add new keywords you hadn’t yet thought of for other functioning campaigns. (You can add these new keywords as negatives in your DSA campaign, which forces that keyword traffic over to new campaigns in your account. Your DSA campaigns won’t be affected.)
These allow you to create search ads where Google shows your phone number rather than a headline. As such, they only show on mobile devices capable of making calls.
A person clicks on your ad, which starts the process of calling your business directly from their mobile, rather than taking them to your site.
Why use call-only?
Call-only campaigns force people to call your phone number rather than visit your site. If generating more phone calls is high priority for your business, call-only campaigns are worth testing.
How to set up call-only campaigns
Setup is simple. You can create a new campaign from scratch or just copy your existing search campaigns and change the ad type. Replace regular ads with call-only ads.
Tip: Google wants to see individual ad groups with a reasonable number of impressions at the ad group level. So a small number of ad groups with more keywords in each one – generating more impressions per ad group – will work better for call-only campaigns.
This article was originally posted here on Entrepreneur.com
The 5 Characteristics Of Social Media Websites That Go Viral
There is no formula for a site that goes viral but you can see what’s missing from those that don’t.
With the advent of the web 2.0 comes a shift from simple and bland web pages to dynamic and interactive web platforms. It is now possible to create a social media site that does not only attract new businesses, but also foster relationships and create opportunities for other people.
The possibilities are endless and the barrier to entry is becoming ever thinner that one has no other choice than to key in to the new phase. Or rather, the new craze.
Every day, we see another social media site popup with the claim to become the new Facebook or the new Instagram. Even more, we are bombarded with jargon such as likes, comments, shares and viral content – words previously that never had any significance in the grand scheme of things.
But internet entrepreneurs are not giving up on the dream to create their own social networks using newer ideas and strategies. According to get2growth, there are about 472 million entrepreneurs worldwide running 305 million start-ups annually, out of which 1.35 million are internet based.
Some of these entrepreneurs, who run social media networks, have found that the proven path to success is to have an intuitive idea plugged into a quick go-to-market strategy. Nevertheless, most importantly, finding the sweet spot between what’s important for the customer and what intrigues them is an important trigger for virility.
That is why the easiest way to create a social media website or forum today is to create a platform that is positioned to go viral. So, how do you go about that? This article provides some useful tips.
1Know what’s important to the users
What the user needs is the first consideration when you want to create a social media website that goes viral. Without fulfilling this need, there will be no need to create an online community in the first place.
That is why the first question to ask is, why should people use your site instead of the other available platforms? How do you create a unique social media site so that users will always have a reason to come back?
Think of it this way: Will a user become so excited about a feature or tool on your site that they encourage their friends to use it too? Or will your site help the user connect with their friends in a way other social networks do not?
If you can find the things that are important to the users and create your site around those things, then you would have a community that others will really want to be a part of.
2Integrate features that encourage interactions
Online interactions are the fuel on which online communities thrive. The desire to interact is why there will are forums and social networking sites, so it’s important that you integrate features that foster interactions and encourage users to create exciting content.
A good way to do this is to use a platform that provides powerful tools for creating beautiful social networks. Here you have two options: Use white-label social network creators; Ready-to-go solution like Ning; or build-it-yourself frameworks like Django (Python) or CakePHP (PHP).
The most important features to consider are the site layout, community building options (such as forums, pages and groups), call-to-actions, and the site navigation. The plan is to intuitively provide users the freedom to choose how they want to interact.
3Provide powerful visual and creative tools
Users make the rules when it comes to what is shared or recommended online, so it’s wise that social networking sites provide the tools to encourage required users’ behaviours.
For example, users tend to spend more time on sites that encourage some creative activity. If that activity produces a visual result and the option to share, the user will be more likely to share it with a friend.
A survey published on Adweek revealed that users are more engaged on Instagram than on Facebook, Snapchat and Twitter. Instagram is cozy. This lends credence to the claim that visuals and creative tools can help keep social network users engaged and even more willing to recommend content.
As you may know, Instagram allows more visuals than all the other platforms, with users sharing full-size landscape and portrait photos that may fill the whole of a viewers screen. This gives more content visibility and increase in user engagement and sharing, which is no surprise seeing the immense growth recorded by the platform even before it was acquired by Facebook.
4Push notification is a must-have
Creating a social media site that goes viral requires keeping users updated on the activities happening in their network. You never know which notification about something a user cares about will trigger an engaging discussion with potential to go viral.
Push notification provides real-time access to content on devices, especially mobile, and encourages return visits and more on-site activity, which are useful metrics for the growth of social media sites and any other site type for that matter.
Not incidentally, users tend to value push notifications more when the content delivered is useful. According to this survey, 70 percent of users were happy to enable push notifications on their favorite apps. This reportedly doubled click through rates when compared to email notifications and a higher response rate compared to when notification was not deployed.
Activities such as these improve the chances of making a social network go viral and quickly increase user growth.
5Create the set-up with “shareability” in mind
Building a successful social network requires that the end is considered right from the beginning. All functionalities must be planned according to the user behaviors anticipated. A social network set up to go viral will therefore, have to consider shareability right from the beginning.
The site setup should include layouts that allow users to easily access, interact, and share content. Features such as sharing buttons, call-to-actions, tagging, image size, and site layout can encourage sharing among groups and help position content in places where they are more visible.
The better user-interface, the easier it is for users to navigate through the site and access more useful content, which increases user engagement and shareability. However, do not forget to analyse and measure your social activity – the Holy Grail of engagement.
So, what plans do you have?
Creating a social media site that goes viral is never an easy task, but if you know what you are doing from the beginning and have a workable plan, you should be able to find some success.
You just need to come up with a strong idea that your users believe in. Something like a unique selling proposition that actually feels a need for the majority of users.
A simple change in the way a user report a story, tag photos or share their passion can be enough to make your social network the rave of the moment. But you need to have a unique plan to take you from zero to hero.
So, what is your plan?
This article was originally posted here on Entrepreneur.com.
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