By now, everyone understands the importance of content creation to the success of an entrepreneurial venture. However, publishing material online that will attract the intended audience can be a colossal undertaking when you consider the sheer volume of articles, blog posts, and other pieces of digital content, all vying for the attention of the targeted users.
So, how do you make the content you produce compelling enough to stand out amongst the competition? You’ll be happy to know that the answer is much more straightforward than you think. In this guide, we’ll discuss five simple tips to ensure that yours is as engaging as possible.
1. Diversify your content
While carefully produced blog posts remain the standard, it’s crucial not to limit yourself to written pieces. After all, other mediums for the delivery of information like podcasts and videos are growing in popularity, and if you don’t take advantage of them, you’ll miss out on opportunities to reel in your audience. For this reason, you must diversify your content offerings.
The addition of infographics, illustrations, and many others might sound like more work — and in reality, it is. However, it’s an investment of time and effort worth taking when you consider the fact that you’ll reach a broader audience by doing so.
2. Make it more accessible
Many businesses forget that not everyone has the same level of access to digital content. For example, the disabled community can’t engage with articles, videos, and other types of content in the same way that everybody else can. Therefore, you must make sure that yours is as accessible.
From the use of automatic video captioning software to keep those with hearing problems in the look for your video content, to alt text for images to accommodate people with vision impairment, making your content more inclusive can go a long way in improving its engagement.
3. Create compelling titles
Whether or not it’s fair, users tend to judge content based on its title. Most people these days have limited time and attention span, making them more likely to scroll past material that doesn’t strike them as immediately compelling. And for many, the most common indicator of this is the title of the content. As such, you must make sure that yours is compelling.
For example, instead of a title like “How to Organize the Workplace,” you can use “Beautiful Ways for Organizing an Office.” This may not sound like a significant change, but you’ll be surprised at how much more enticing it’ll be for users. Always remember to tug into the emotional strings of your audience whenever possible. As long as they react to it, any emotion you inspire will always be a good thing.
4. Look at your competitors for inspiration
There’s a good chance that your competitors are producing content of their own. If their material is engaging users in ways that you’re not, it’s always a good idea to look at what they’re doing and see if you can adopt some of the strengths of their content creation practices. You may even find new ideas for topics and subjects to produce content about.
5. Make the content interactive
Last but not least, one of the best ways to create more engaging content is to make content interactive. Whether it’s a visual element that’s displayed whenever the mouse cursor hits a specific part of the page or including a few buttons or links on it, interactivity can make a difference when it comes to engagement.
Drawing in an audience is one thing. Keeping them engaged is another. When leads and conversions hinge on engagement, it makes sense to craft material that’s engaging to users. By following these tips, not only will you attract your audience, but you’ll be able to keep their interest too.
Here’s a screenshot that depicts how Ubersuggest offers crucial keyword information such as its search volume, SEO difficulty, cost per click, and more.
Implementing such a keyword tool will help you optimize website content with keywords that appeal to your target audience.
3. Write Relevant and Useful Content for Target Audience
Google has long stated that content is a vital ranking factor.
To ensure your website gains visibility, write quality content that’s relevant and informative.
It must stay true to Google’s E-A-T ratings – Expertise, Authority, and Trustworthiness. This practice will add value to the content, helping you reach the top of SERPs.
4. Open Google My Business Account to Get Discovered in Local Searches
Google Local Pack displays the top three businesses along with their details.
Google My Business (GMB) account increases your chances to appear in the Local Pack. It can help your business gain better visibility in local SERPs. Check out this insightful infographic by Ronkot for detailed information on local SEO.
To set up your GMB account, add the following details.
Phone Number and Images
5. Ask Your Customers for Google Reviews and Respond to Them
Google reviews can affect your business image.
While searching for any business, customers also check the Google reviews.
Hence, you must ask your customers to leave feedback on Google.
Thank your customers for leaving a response. Also, don’t ignore negative reviews. Make sure you hear out what the customer has to say and respond with a clear solution to their problems. Finally, thank them for giving you an opportunity to serve them.
Responding to reviews, negative, positive, or neutral, will send a message that you care for customers, thereby strengthening your GMB presence and local rankings.
The strategies shared in this post have great potential to offer better organic traffic and visibility to SMBs. So, go ahead and implement them to hit the top results in Google rankings!
Are you in the technology business? Do you simply want to learn more about technology to improve a business that doesn’t involve tech directly? Whatever you are doing, learning about technology, engineering, and mathematics is always helpful. It can really supplement your overall knowledge and open the door to new opportunities. Technology is the future of our society. It is changing the way we live and augmenting modern life. Below are five ways you can learn more about technology.
Learn about Computer Programming
When it comes to computer programming, you can learn a lot on your own. You don’t need to go to college to learn how to program. First, think about what you are doing and how knowing a little bit about programming will help you grow and improve. You can take an online course, read up on blogs, and practice coding and programming at your home. Some people don’t need to know how to program, but it will facilitate your life if you are working in the business of technology.
Take Online Math Courses
If you are like a lot of people in the United States, you didn’t get a great education in mathematics. When you are in technology or are trying to get into the business of it, you should know more about math. There are plenty of options for learning mathematics. Taking a linear algebra online course will supplement your knowledge on the subject. Whether you’re a physicist, an engineer, or a technologist, knowing math is pivotal. Even if it doesn’t directly apply to what you are doing, taking online math courses will facilitate the process of learning more about technology.
Work with Engineers
Technology takes a lot of engineering. If you aren’t trained in the field, you should work with engineers and learn from them. It’s imperative to learn more about engineering if you want to learn about technology. There are all kinds of sectors in engineering. Employ engineers, network with them, and ask them questions. If you’re an engineer yourself, you know that it’s invaluable to gain knowledge from engineers in other areas of the field. Whether you’re trying to become a huge technology company or are specializing in a niche, working with engineers is very important.
What About Marketing?
Technology and marketing are colliding, converging. Marketing is no longer simply tangible; it is increasingly digital. Search engine optimization (SEO) is becoming more and more vital in the age of digital marketing. SEO is the process of creating content and using metadata to land web pages as high up on search engines like Google and Bing as possible.
By using keywords, hyperlinks, and engaging copy, companies of all kinds can inform their customers, direct them to contact and purchase hyperlinks and use keywords to be seen when people type them in on search engines. If you are in tech, you should use it to learn more about who is successful and why. SEO provides education in all that is technology marketing. It will teach you a lot.
Machine Learning & Artificial Intelligence (AI)
Finally, if technology is our culture, machine learning and AI are at the forefront of it. The ability for machines to teach themselves new things without humans is incredibly valuable. Can they automate on their own to produce results and find new solutions to problems? Your whole company and outlook on tech can be changed by this. When you are interested in tech and know a lot about it, the final frontier is AI and machine learning. If you learn about these subjects, you will be able to create success. A good place to start? AI writing software and apps that can make your life easier.
Technology is evolving. Life is changing. Things are moving. Whatever you are interested in and whatever you do for work, learning about technology will enable you to get more done. Whether you want to create a game-changing tech business or want to use tech more effectively in your non-tech company, doing your best to learn more about it will do you a lot of good. What are you waiting for? If you need to learn more about technology, it’s time to get started. It is the future of modernity and, as they say, the future is now. The longer you wait, the more of an uphill climb it will be.
Progressive web apps are increasingly finding favor with companies globally. It allows companies to engage better with their clients.
You may ask, what is a Progressive web app?
These are websites that look and function like an app. They use the latest technology to offer the users’ app-like experiences right in their browsers.
To explain to you in detail how progressive web apps helped companies achieve their goals, I have listed some real-life examples here.
Top progressive web apps that achieved their goals
The first choice of the millennials when they are looking for a dating app is Tinder. If you look at the structure of this app, you will find that its main focus is mobile users.
Recently, this immensely popular online dating app decided to invest in a progressive web app to target new markets.
While building this app, one of their key goals was to maintain 1:1 feature parity with their existing native application. And if you look at their newly launched progressive web app, then you will find that they have succeeded in this task.
The key points of this app that make it a grand success include the following.
The size of this app is just 10% of the existing native app.
Short development cycle.
The number of users swipes and messaging increased.
The session time of the users also increased significantly.
AliExpress is another example of how the progressive web app helped a company to significantly improve the users’ engagement online.
This hugely popular e-commerce website was struggling in its effort to offer a highly engaging web experience to its users. The company experimented with the concept of using its mobile website to attract non-app users to download their app – this experiment did not give them the desired results.
To rectify the situation, AliExpress looked at various types of web appsand then decided to create a cross-browser progressive web app.
This decision was a smash hit with the users and the overall performance of the website increased significantly.
To help you understand the level of success of the new progressive web app of AliExpress, you need to look at its key performance indicators.
The conversion rate increased dramatically by 104%.
The number of pages visited per session also doubled.
The number of time users spends per session also increased by 74%.
Pinterest also chooses to go with Progressive Web Apps as it aligns well with its business goals and objectives.
The planners at Pinterest were stumped on how to offer highly engaging service to those users who were struggling with low bandwidth or have a limited data plan.
After analyzing the viewer’s activity on their mobile website, they discovered that only 1% of the new users either signed up or logged into their account.
To meet this challenge, they launched their progressive web app and were astounded by the results. Some of the important highlights of their progressive web app include the following.
A huge jump of 103% in active weekly users numbers YoY.
The session length also increased dramatically by 296%.
The rate of signup YoY also saw a gigantic jump of 843%.
Starbucks always believed in offering its customers a great experience and a good value for their money.
Therefore, with the rise of mobile users, they quickly identified the potential and decided to offer a highly engaging mobile-first experience to their users.
They decided to do this through their progressive web app and the engagement statistics of the app show that it was a big hit among the users.
Some of the points that would buttress my argument regarding the massive improvement Starbucks saw after investing in a progressive mobile app are as follows.
It offered the users ordering offline ordering options.
The performance of PWA was significantly faster than the legacy native app.
The users used the app from their home screen an average of four times a day.
The session time was more.
Twitter is a hugely popular social media giant with a user base of several million.
Twitter from its early days focused on offering a mobile-first experience to its users.
However, in the emerging market, they faced the problem of users with limited bandwidth as well as legacy mobile devices.
For them, progressive web apps offered an optimum solution of offering their new users in the emerging markets a solution that offers feature parity with their existing mobile app.
The result of this investment was dramatic, to say the least. Twitter saw an overall improvement in all performance indexes of their progressive web app some of which include the following.
The number of tweets sent increased by 75%.
The length of each session also increased by 65%.
The bounce rate was brought down by 20%.
The frequency of tweets by average users increased to 4 times a day.
The examples I have put together in this article show conclusively why companies all over the world are slowly switching over to the progressive web app.
There is a lot of competition in eCommerce and customers are becoming more and more demanding. Personalization to the rescue! It helps to retain existing customers and increase sales. SmarterHQ report says that 90% of customers are ready to share personal information to simplify purchasing.
So what is eCommerce personalization? In a nutshell, it is a process of providing a customized experience to each user of an eCommerce website by utilizing user data. Such a targeted approach improves conversion.
Here are 6 examples of personalization in eCommerce that will change your business drastically.
1. Personalized product feed (Wish)
Changing the homepage according to the user’s individual preferences is a smart move. Showing personalized feed is even smarter. You can offer products depending on customers’ social group, geographical location, previous online behavior.
For example, Wish, a fast-fashion eCommerce platform, owes most of its success to the hyper-personalized feed. The wish came up with a recommendation engine for a personalized shopping feed. AI analyzes customers’ personal information and creates a feed of the most relevant products. This makes shopping addictive and increases sales significantly.
It can be difficult to determine the right price for products and services. This becomes even more difficult when there are multiple sellers, especially with peer-to-peer transactions. Price recommendation algorithms can help find a golden ratio between competitive prices and good margins. As a result, you will get more sales and maintain an optimal profit margin.
For example, Arcbazar, a giant platform for architects and designers, has used machine learning to recommend the most relevant rewards for projects. There was an issue with customers leaving the order process unfinished as they were not sure what price to set. An AI-driven solution came to help. Now the Arcbazar system analyzes a customer’s intent, collects previous data from similar projects, and offers the most optimal price. This allowed increasing the number of successfully completed projects on the platform.
Chatbots can boost customer satisfaction by providing personal assistance and problem solving 24\7. They can answer typical questions or connect a customer to a consultant, collect payments, take orders, and schedule deliveries. So when building a chatbot make sure it can analyze users’ profile details to create personalized answers, which will increase conversion.
For example, the KAYAK chatbot is powered by AI and learns from previous answers to create personalized conversations with the users. Thanks to Natural Language Processing the chatbot interprets not only words but also the intent of phrases and is able to respond appropriately.
4. Personalized pop-ups
Retargeting your customers within your website is much cheaper than off-site. One way to do this is by making popup offers that match some specific user activity on the website. These pop-ups can be automated considering such parameters as browsing behavior, cart value, and the number of sessions.
Urbanara, an online homewares store, decided to offer a pop-up with a discount to new customers. When a first-time visitor adds items to the cart there is a pop-up offering discount or promotion in exchange for an email address.
Following the previous point, if you already have customers’ email addresses send them personalized emails. This helps to reengage customers to return to their abandoned carts and keep on shopping.
For example, Morvélo sends customers emails in case they’ve abandoned their carts. In this reminder, the store shows items that visitors intended to buy so they can finish the purchase.
6. Personalized search
Today users expect to find exactly what they want, not just something that slightly resembles it. So overall customer satisfaction depends on how helpful the onsite search is.
Usually, an onsite search is one of the first things your potential customers will use upon entering your store. They will look up the keywords trying to find what they came for. However, if your search is inefficient and you have a lot of products it can quickly turn into a painful experience.
For example, Neiman Marcus took advantage of smartphone usage and focused on the mobile experience. They created Snap.Find.Shop. a feature that allows customers to use pictures of items to find similar products. This made a search on the website much more fulfilling for visitors.
The benefits of personalization in eCommerce are undeniable. It helps provide an individual experience to each customer which leads to growth in sales. In this article, we discussed eCommerce personalization tools like product and price recommendations, customized pop-ups, event-triggered emails, self-learning chatbots, and personalized search. Try them and let your business grow.
A sharp and unexpected decline in traffic can be a dangerous occurrence that must be dealt with quickly and effectively. Panic can lead to poor business decisions, which is why you should have a set procedure in place if your traffic suddenly decreases.
To do a traffic drop study, use this 9-point checklist. A contingency plan like this one will eventually isolate the root of the problem, allowing you to apply the proper solution.
Verify Your Tracking Information
Assume you’ve opened your analytics account and seen a significant decrease in visitors. A sharp and rapid reduction in traffic is a sporadic event if you’re not performing black hat SEO. The first step is to double-check that you’re dealing with the correct data.
In the admin part of your analytics account, check the status of your tracking codes.
Open the “tracking code” tab in the top-right area of your admin page under “tracking info.” Under “Status,” there is a notification that indicates whether or not your code has been submitting data for the past 48 hours.
It’s possible that a site update or migration removed or changed the code, which would explain why your analytics account is lacking data. You may inspect the code on your website by right-clicking on any page in your browser. Choose “inspect.” To identify where your code is installed, use command + f (control + f on a PC) to open a search window and enter in “analytics.”
Verify that your code has been properly installed on your website. You may have addressed your problem if there are any errors in its installation. If your code is intact, you must double-check your information in the search console.
Use Search Console to double-check your information
The search console is your go-to resource for learning more about what’s going on with your site. A big decline in traffic could indicate that you’ve lost visibility and coverage, which could result in a revenue loss.
Analyze your site’s impressions, clicks, and position on Google
Review your index coverage
Send you alerts about issues Google discovers on your site
Assist you in understanding how Google perceives your site
Remove the potential of pages being de-indexed and penalties being imposed.
Penalties from Google
Go to “security and manual actions” and look for “manual actions” under “security and manual actions” to discover if you’ve gotten a manual punishment. You should get a message like “No Issues Detected” because manual actions are quite severe.
If you are subjected to manual action, you will be provided guidance on how to resolve the issue and resubmit your site for review so that your pages can be restored.
To see if there has been a decline in the number of pages indexed on your site, go to the coverage tab and look at the number of pages indexed. No pages have been lost, and the site’s URLs have not been affected, as shown in the graph below.
Someone may have mistakenly used a noindex command or inserted a disallow rule to the robots.txt file, resulting in a reduction in the number of indexed pages.
On a WordPress site, the option to “discourage search engines from indexing” can be found in the general settings tab. Your site’s pages will be de-indexed if you choose this option.
The same option is available in the advanced tab beneath your text if you’re using Yoast as an SEO plugin. Fix any noindex and prohibit directives, then resubmit your sitemap in the search console if your pages were mistakenly de-indexed. Despite the fact that there is a simple remedy to this problem, the scenario is extremely risky because you will lose all search engine visibility.
Re-indexing your pages might take anything from a few hours to several weeks, depending on the size of your site and how many pages were de-indexed. If your pages have been indexed and your data gathering in analytics has been confirmed, move on to the next step.
Perform a Competitive Analysis
Google is the arena where companies compete against one another. It’s possible that your company isn’t the only one using SEO to obtain a competitive advantage (check out the best SEO Sydney agency to improve your profit). It’s possible that another website has simply outranked you due to superior content marketing and/or link-building tactics.
A competitive examination of the site that has pushed you down the SERP and stolen your traffic is the solution to this. You can begin by looking at how your competitors have responded to search intent, which is the most crucial component of ranking.
Look up the keywords that their page ranks for to determine if there are any gaps in the content. Some parts of your page are possibly out of date or no longer deliver the information that readers require. Update your page to reflect any missing content and to more thoroughly cover your keyword topic.
Examine your competitors’ backlink profiles to see if any links can assist you in gaining authority over them. Regaining the first position may simply require a few high-quality connections if the material is substantially comparable to yours.
Verify the information in your keyword tracking software
Falling rankings result in a decrease in traffic. To keep track of your SERP ranks, create a Rankwatch keyword tracking report. The statistics in analytics and search console will corroborate the keywords that have declined significantly.
A keyword’s ranking might drop for a variety of reasons. If the issue isn’t immediately apparent, eliminate the alternatives one by one. To prioritize a plan of action, make a list of likely factors that could have caused the reduction in ranks. The most common causes of changes in search visibility are listed below.
Ascertain that your content is pertinent to the user’s aim
The most crucial ranking factor is whether your content is relevant to the searcher’s intent. Users searching for your target keywords should find value in your content since it speaks directly to their search intent.
Now that BERT is fully functional, we have a better understanding of what a user is looking for in a search query. Despite the fact that the BERT update only affected 10% of search queries, its impact will be felt as Google continues to learn more about how people search.
If your website is lacking in specifics, adding focused material in response to user intent will increase the page’s performance by meeting search intent appropriately. Improve your keyword ranks with better content to reclaim lost traffic.
Evaluate Dropped Backlinks
A decline in ranking and, as a result, a drop in visits could happen from the loss of significant backlinks pointing to your page.
Check your backlinks to check if any critical links were lost during the time when traffic was down.
The most typical reasons for link removal are as follows:
The page was moved, merged, or removed
They failed to add your link back into the text.
Contact the proprietors of the sites that removed the links to see if they may be reinstated. You can make a better argument for link replacement by correcting any issues that led to their removal in the first place if you can figure out why they were deleted in the first place.
A few low-quality links will have no effect on your ranking or cause a significant decline in traffic. If no big links to your site have been lost, proceed to the following step and conduct a competitive analysis.
Keep an eye out for new SERP features
The introduction of Google SERP features is a trend that has been going on for quite some time. This is a problem that has resulted in more than half of all Google searches landing in a zero-click result.
Confirm whether a new SERP feature has emerged by searching Google for your term. A featured snippet, PAA box, local pack, or an increase in the number of ads may be absorbing a percentage of the query’s available clicks.
Examine Harmful Information and Recommendations
The phrase “there’s no such thing as bad publicity” isn’t always true, especially when you want to improve your business. A public accident or a series of unfavorable reviews might swiftly erase your visitors if the content is serious enough to harm your reputation.
Social listening solutions have become an important part of reputation management since they allow you to track any relevant mentions about your brand and competitors. Your version of the tale may influence public opinion and preserve your reputation in the aftermath of a devastating PR catastrophe. Early retaliation to negative news or reviews can help safeguard traffic and avoid potential client loss.
Take Away the Chances Of A Google Update
It’s always possible that Google has released an update that has caused the ranks to shift. Large fluctuations in ranks owing to big changes in how Google analyzes the content and backlinks are not rare, according to the history of Google upgrades.
There are a few websites, such as seroundtable.com and searchengineland.com that keep up with the latest Google developments and can provide you with the most up-to-date information.
Your company’s website is a significant asset. Dropping traffic counts are terrible for both your website’s growth and the bottom line of your business. Organic traffic takes time to build, but you may accelerate the process by using content marketing to produce leads. However, a minor increase in traffic as a result of these attacks will not be detrimental.
Boosting your conversion rates is no walk-in in the park.
You’ll need to apply the right strategies, leverage the best-fitting tools, and learn a thing or two from others in the industry to convert more of your prospects into paying customers.
While there are many tactics to optimize your website for conversions and increase sales, this guide narrows down some of the tried and tested ways into five tips.
Read on to learn these five conversion rate optimization hacks to help amplify your existing marketing and sales efforts and grow your revenue.
1. Use popups
When used properly, popups can help you convince your casual website visitors to sign up to your email list and, ultimately, buy your products.
The key is to implement a strategy to ensure your popups help showcase your offer’s value to your potential customers instead of annoying them and driving them away.
Learn from these tips to use popups effectively.
Consider providing several offers such as premium content, PDFs, free stuff, and other products and assess which ones drive the most conversions.
Time your popups properly and avoid setting them to trigger as soon as visitors land on your page. Give shoppers a chance to explore first and get an idea about your brand before displaying your popups.
Ensure visitors can easily close your popups. The goal is to entice prospects into acting on your offer and not “trap” them into agreeing to subscribe or other actions. This can frustrate your visitors, causing them to abandon your website.
Configure a cookie, so your popup only appears once for each user. Again, the goal is to offer value and encourage conversions with your popups, not drive your potential customers away.
Emphasize your offer’s benefit so visitors can immediately see it. Doing so shows shoppers your product’s or service’s value instantly, enticing them to sign up or buy.
This popup from Frank & Oak is a classic example of a popup highlighting the offer with “Get instant 15% off.”
Providing support is an excellent way to nurture trust and generate conversions.
Show security seals. Display trust badges such as Norton and other security seals. This helps assure customers that their personal data, such as credit card information, are secure when they transact on your site.
Leverage media mentions. Show mentions of your brand by other companies and well-known institutions to enhance your brand’s credibility. These act as testimonials and social proof, helping you build trust with your prospects.
While it takes time and hard work to establish trust with your potential customers, using trust elements strategically can help reinforce your efforts and ultimately boost your conversions.
You can take this to the next level by optimizing your product categories for conversions.
The key is to ensure you don’t bombard visitors with individual products on your homepage. This can overwhelm your potential customers, leading to a negative user experience.
Instead, design product categories to deliver seamless shopping experiences with these quick tips.
Display your top-level product categories as visual navigation elements. This helps visitors browse your site with ease and find the products they want quickly.
Show the number of available items under each category. This can instantly tell visitors you have the item they’re looking for. Ensure this doesn’t create clutter and overwhelm your users.
Optimizing your product categories helps show your products’ breadth and depth without visitors going through hoops to find the items they want.
Note: If you find integrating product categories into your online store too technical, get a web design agency to help you out.
They can create and organize your menus without ruining your site’s navigation. They can also assist in your overall strategy to optimize your product page and categories for memorable shopping experiences.
5. Create persuasive CTAs
A clear call-to-action helps tell your visitors what to do next while enticing them to act on your conversion goals.
This makes it crucial to create CTAs that your visitors are more likely to click than ignore.
Here are some tips to help you create irresistible CTAs.
Consider using only one CTA on each page. A single CTA reduces confusion and distractions, helping visitors focus on performing the action you want them to do.
Adopt web usability best practices. This helps you provide user experiences that most visitors are familiar with, simplifying navigating your site and responding to your CTAs.
Run split tests of your CTA elements. Test variations of your CTA button’s color, size, and shape. For instance, you can test which CTA button color variation drives the most conversions and tweak accordingly for better results.
Make your offers clear through proper context. People are more likely to convert when they know exactly what to expect from your offer. It also helps to apply scarcity to make your CTAs more persuasive, encouraging conversions.
For example, if you’re running a webinar on summit vs. conference, you can include “Register now before slots run out” on your landing page.
Ready to drive your conversions through the roof?
Increasing your conversion rate requires strategy and creativity.
Put in the hard work now, and you should see some significant improvements, helping you grow your sales and business.
Kickstart your conversion rate optimization efforts with the tips in this guide and assess which ones get you the best results.
Did you know that marketing campaigns have a way of sticking with us long after an impression or purchase? This is so because marketing campaigns make companies memorable. Businesses with a sale capacity of at most $25 million or spend almost 13.9% of the income earned on marketing campaigns. A marketing campaign promotes a focused effort that guides consumers towards the desired action and gives brands identity, personality, and emotion. But what are the best media platforms for conducting a business market campaign?
Facebook ranks among the most widely used social media platforms in the world. The platform’s position as a social network with vast data resources is why it’s so appealing to marketers and hence preferred by more than ninety percent of businesses.
As such, any brand or company conducting any form of business must utilize this crucial business page. Using this largest social media platform allows you to access essential marketing and advertising opportunities that can be utilized for all kinds of business. In addition, it is an excellent platform for inbound marketing as it contains content that helps increase your brand’s visibility.
If you are conducting any form of a marketing campaign, Facebook offers a great channel to engage with your audience daily. If you are still wondering why you should choose Facebook for your marketing campaign, then the answer is simple; it is a beneficial place to invest your advertising budget.
Other than Facebook, YouTube also ranks as the world’s most used platform with more than forty million user-base. Also, in terms of a viable option for videos, it ranks similarly to Facebook. Still, it outdoes Facebook because it hosts longer videos that attract users specifically browsing for this form of content.
YouTube is ranked as the ideal platform for companies targeting other businesses or customers through videos. The platform utilizes TrueView Video Ads, TrueView In-Stream Ads, TrueView Discovery Ads, or Bumper Ads.
If you haven’t unlocked the power of YouTube marketing, you need to try a YouTube course designed for all business types.
According to a Hootsuite survey, a billion individuals use Instagram every month for various purposes, including marketing. More than 70% of firms in the United States use this media channel for marketing. Instagram ranks for general marketing, including content creation and paid ads, so whether you’re a big or small business seeking an excellent platform to execute your marketing campaign, you should consider it.
Instagram works well for both still photos and video, with the former taking precedence. When the focus is on the visual component, this is good because the text is less necessary. Instagram includes a variety of ad kinds, making it one of the most popular social media platforms for paid advertising. Carousel advertisements, stories ads, images ads, and video ads are among them. They also included shopping tags and the option for company accounts to link their photographs straight to their website, allowing consumers to discover more about products easily and swiftly. Instagram is a popular choice among paid advertising marketers in the eCommerce industry.
While Facebook and YouTube have broad user populations, Instagram is more oriented toward a younger and female audience, making it a perfect target if your campaign’s consumer persona matches this – but a terrible choice for older male clients.
LinkedIn is the most suitable choice if you are looking for a marketing platform geared towards professionals.
The platform offers many filter options and is ranked as the best platform for B2B lead generations, which allows marketers to connect with more qualified users.
While the platform has a special focus on professionals, it also provides for commercials. LinkedIn is a no-brainer if your business needs to cater to commercial clients, brands, and business-focused customers. The platform offers marketers a wealth of demographic data hence is ranked due to its unique style of generating potential business leads.
The platform utilizes dynamic ads, text ads, sponsored InMail, and sponsored content types of advertising.
Twitter is a hugely popular and extremely fast-paced social media network. With this platform, every word matters since tweets are limited to 280 characters. While stepping on its popularity, it allows marketers to instantly capture their audience’s attention and deliver a link to the information and items they want.
Twitter allows you to have a content presence that drives inbound traffic and also paid advertising presence that drives outbound traffic. This is accomplished through various advertising methods, including promoted tweets, promoted trends, and promoted accounts.
Businesses can use media platforms to run marketing campaigns to reach out to their customers in various ways. It’s worth mentioning that your clients are already connecting with competitors via social media. As a result, if you’re not using social media platforms like Facebook, Twitter, Instagram, and Pinterest to talk directly to your audience, you’re missing out on a lot. Great social media marketing efforts achieve exceptional results for businesses, cultivate loyal brand champions, and even drive leads and sales.
If you’re marketing your brand online, you can’t ignore social media. At 3.96 billion, more than 50% of the world’s population now uses social media platforms.
This means that you would have access to a massive segment of your audience if you make your presence felt on these platforms. While numerous brands use social media marketing to drive brand awareness, lead generation, and sales, they tend to miss out on social commerce.
Before we answer that, let’s take a quick look at what exactly social commerce is.
What is Social Commerce?
Social media marketing focuses on leveraging social media to drive traffic to your website to generate sales. However, social commerce differs from it in that it’s all about developing an ecommerce experience on social media itself.
In essence, instead of driving traffic away from social media to generate sales, it’s all about offering your prospects the option to checkout on social media directly.
Doing so has a lot of advantages; let’s take a look at them to understand why you can’t afford to ignore social commerce in 2021.
Importance of Social Commerce
Whether you’re starting an online business or already have an established one, here’s why you should incorporate social commerce into your digital marketing strategy.
1. Rise of Ecommerce
The adoption of ecommerce has been gradually increasing over the years. Ecommerce penetration increased to 15% of retail sales by the end of 2019.
However, the COVID-19 pandemic accelerated the penetration manifold. By April 2020, this penetration had increased to 25%.
This increased adoption of ecommerce has provided a tremendous boost to ecommerce stores. And this also means that you need to make your presence felt on social media because that’s where a lot of product discoveries begin.
In fact, about 60% of people discover new products through Instagram — and that’s just one of the many social platforms.
By incorporating social commerce into your strategy, you can improve the chances of your products or services getting discovered on social media.
2. Smooth Shopping Experience
One of the biggest advantages of using social commerce over social media marketing is that all the steps of the sales funnel happen on social media in the case of social commerce. However, in the case of social media marketing, you need to get your audience to first discover your product and then convince them to click on your CTA and head to your website.
These steps not only complicate the process but also increase the chances of people dropping out of your funnel as there are additional steps involved.
Some people may not trust your website and might not buy from you. But this wouldn’t be the case on social media as the chances of them trusting the social media platform are greater.
And that’s not even the best part…
When you use social commerce, you’ll be able to reduce the number of steps required to complete the transaction too. You could offer options like one-click purchases to make it easy for your prospects to buy from you. This can have a direct impact on your conversion rates.
3. The Push from Social Platforms
Social commerce has an important place in social media’s future. When you adopt social commerce, you’ll also benefit from the push that social media platforms like Instagram and Facebook are giving to it. These platforms have come up with special features to make it easier for brands to list their products for sale on their platforms.
Facebook has come up with the Facebook Marketplace while Instagram has developed Instagram Shopping. Using these features, you can sell your products on Facebook or Instagram and help your customers complete the purchase without having to leave the platform.
This greatly simplifies the work that you need to do to list your products on social media as all of the infrastructure is provided to you.
4. Shoppable Posts
While this particular feature is specific to Instagram, it makes social commerce even more attractive for brands. You can pick out products from your shop and add them to the posts that you share on the platform.
These posts will sport a small shopping bag icon and your audience can shop for the products directly from these posts. All that they need to do is click on the post and select the product of their choice and checkout. It’s that simple!
But wait, there’s more…
That’s not the only thing that you can do with Shoppable posts. To unleash the true potential of Shoppable posts, you need to partner with Instagram influencers.
The idea is to get them to create shoppable posts for you. For this, all you have to do is send your products to them and encourage them to create posts where they’re using them.
They can then make these posts shoppable and you’ll instantly have access to their wide and engaged audience. All their followers will be able to purchase your products after seeing them in the post within a few clicks.
This can help you make a lot of money as you’ll be able to get the benefit of both a short sales process and the engaged audience of an influencer.
For instance, note how Shop WeWoreWhat has shared this post featuring Danielle Bernstein. Their followers can purchase both the products displayed in the post by clicking on them and checking out.
Ecommerce registered exponential growth in 2020 due to the COVID-19 pandemic and to take advantage of this, it’s essential to do everything you can to reach your prospects.
And that’s exactly why you can’t afford to miss out on social commerce going into 2021. It helps your prospects complete their purchases on social media, shortens the sales process, and offers a smooth shopping experience.
Various social platforms like Facebook and Instagram are even coming up with new features that encourage social commerce.
One such powerful feature you can leverage is shoppable posts on Instagram. You can amp up your reach and sales even further by partnering with influencers and getting them to create shoppable posts for you.
Do you have any questions about social commerce and its importance? Let me know in the comments section below.
Gaurav Sharma is the founder and CEO of Attrock, a results-driven digital marketing company. Grew an agency from 5-figure to 7-figure revenue in just two years | 10X leads | 2.8X conversions | 300K organic monthly traffic. He also contributes to top publications like HuffPost, Adweek, Business 2 Community, TechCrunch, and more.
As a small business owner, you have to account for every cent you spend and make the most of your time. The good news is there are new technologies that can reduce your overhead and allow you to focus more of your time on growing the business.
Today, it’s common to have a small business online. However, many small companies still need a warehouse or storage facility to house their inventory and pack and ship their products. Thankfully, you can eliminate the cost of having additional space and eliminate the expense and stress of shipping packages by investing in fulfillment services.
Use of Mobile Apps
Mobile apps are the norm. You use them multiple times each day to do things like purchase gas, order dinner, and check the weather. Having a mobile app for your business will boost branding with a continued presence. It will also help improve the customer experience with 24/7 access to your business services and products resulting in additional income.
Social Media Platforms
While social media isn’t really new, many small businesses are just now beginning to realize its benefits. Unlike expensive ads on the radio or television, social media puts you in touch with millions of potential customers for a nominal fee. Figure out your target audience and then reserve a time slot that allows your ad to pop up at the best possible time of day.
Not too long ago you had limited payment options as a small business owner. Unfortunately, this will more than likely cost you sales. Having a credit card terminal that accepts all types of cards is essential. If your business is mainly online, make sure to include PayPal and Securepay.com.
A Strong Website
Having a website is nothing new. In fact, most businesses large and small have one. However, the difference between a website that produces sales and one that doesn’t is the content. People want to know a bit about your company, and they want to be able to move from one place to another with ease. Keeping them on your site longer is critical. Having new technologies such as a Chatbot that comes up to see if a customer needs help or an animated whiteboard that describes your services/products.
As a small business owner, you want to develop a personal relationship with your customer to achieve loyalty. CRM software lets you best manage contact information and track the interests of your customers to increase sales while building a relationship. A higher rate of customer satisfaction leads to additional sales.
Small business owners need to keep the focus on marketing. Unfortunately, having to handle things like payroll, IT management, customer service and various administrative tasks will consume valuable time. Thankfully, you can outsource all of the above within your tight budget.
Quickbooks and Sites such as SalesForce allow for automated monitoring of sales, inventory and overall bookkeeping. It also decreases the margin of human error while creating efficiency. Utilizing these technologies frees up your time and that of your employees, allowing for an increased amount of time dedicated to other important matters.
Keeping a good reputation among your customers is essential in maintaining a competitive edge. Using cloud storage or virtual vaults will limit access to customer and business information and the ability to alter existing documents.
Small business owners must continue to find new ways to remain out in front. The good news is that by adopting newer technologies you can retain existing customers and attract new ones to help you achieve your long-term goals.