Category: Martech

10 Useful Benefits of Account-Based Marketing for Growing B2B Businesses

Miley on January 17, 2023

ABM is steadily on the rise in the B2B world, with 80% of all respondents in a survey saying that they’re planning to boost their ABM budget in the next 12 months.

If done correctly, an alternative, such as account-based marketing, is one of the most effective strategies for providing an impressive ROI.

What is Account-Based Marketing?

So, before we start, we’ll first walk you through the basics. Account-based marketing (ABM) is a holistic marketing approach that single one or two high-end accounts.

The sales and marketing team then works hand in hand, looking up the target customers’ pain points and needs and coming up with a personalized ABM strategy specifically tailored to win them over as clients.

Benefits of ABM to B2B Companies

So now we’re going to discuss the top benefits of account-based marketing for B2B companies:

1. Team Alignment

Business — People putting their hands together after a successful business decisions

ABM requires your marketing and sales teams to work together to choose the right target accounts.

This collaboration plays a crucial role in helping you gain a competitive advantage. Using this strategy, teams become the focal point for choosing the most important accounts and who will take care of them.

Your marketing team works to engage with them in a timely, relevant way. That way, teams become more efficient and productive.

2. Efficient Use of Resources

When you adopt a mass-oriented marketing strategy, you’re stretching your resources, trying to cover everything. That’s because your goal is to attract a wider audience, ensuring you have enough leads to get to the bottom of your funnel and convert.

This kind of diversity will only complicate your sales process. Thus, your marketing team invests more time and energy in crafting a one-size-fits-all messaging. ABM, on the other hand, requires a team effort. It would help if you collaborated closely with your sales and marketing teams, uniting them towards a common goal.

This kind of collaboration allows teams to boost their efficiency and work on their strategy based on their co-worker’s output. Your sales team can share their knowledge of the client’s needs and pain points. Meanwhile, your marketing team delivers higher-quality leads and better abm ads.

Also, when you’re only focusing on specific accounts, you’re only feeding your funnel with qualified leads. This makes the nurturing process easy and decreases the resources needed to move your customers further down the funnel.

3. Higher Engagement and Retention

It’s common knowledge in the marketing world that acquiring a new customer costs five times more than your current one. To decrease churn, you should also get high-value customers who you think could be an excellent match for your business. In the same way, you also need to do everything you can to keep them in the long run.

Investing in personalized content is something ABM is particularly good at, increasing trust in your brand and creating relationships that lead to sales and long-term success. It is one of the benefits of ABM.

4. Helps get closer to customers

As we’ve mentioned, conventional marketing strategies utilize mass messaging, using a generalized form of communication.

On the other hand, ABM focuses on crafting personalized messaging in interacting with target customers, letting you approach target customers better.

5. Boosts conversion rates

ABM focuses on high-value accounts and pitching your products and services to them. Your sales and marketing teams collaborate in researching these target accounts, their wants and needs, and the best times you can get in touch with them.

Their research also involves details on the right platforms and how frequently you should extend your communication. Reaching out to prospects with a well-planned strategy leads to better conversions.

6. Deliver consistent customer experiences

For your ABM strategy to truly stand out, you should regularly create a sense of delight in your accounts.

Every account should feel as if they’re special, and you can do this by constantly providing them with consistent customer experiences.

7. Expand business through account relationships

Businessmen — Close-up of business people shaking hands

In ABM, quality over quantity is essential. The process requires you to invest a lot of your time and resources in engaging a group of high-value accounts that are carefully chosen over quickly closing deals with less-qualified leads who are not best for your business in the long term.

8. Clearer Path To ROI

Account-based marketing also gives you the highest ROI among other B2B marketing strategies with less risk.

This also makes it easy to align sales with marketing to grow your accounts consistently.

9. Shorter Customer Lifecycles

When your customers are targeted with the right messaging at every stage of their journey, it significantly decreases the time it takes for them to make a decision.

In the B2B world, those decisions usually come from a board of stakeholders who should be familiar with the information you provide to be on board with the sale.

That way, when decisions have to be made, the entire account already knows your content and is in the loop. This significantly cuts the customer lifecycle and speeds up the sales process.

10. Opportunity to become a marketing expert

ABM allows you to know your target accounts more at a personal level. So, the more you get into the process, the more competent you become in an area where people need more understanding. This helps you stand out when approaching every account.

Over to You

So there you have it. ABM is a great marketing strategy that allows you to deliver fantastic ROI and create a network of highly profitable clients.

Martech

4 Good Reasons to Entrust Your Digital Strategy to “Small” Influencers

Miley on November 8, 2022

With the rise of social networks, micro-influencers have become an essential marketing lever for brands. True prescribers, occupy a place of choice in the life of their community. With less than 100,000 followers, these “small” influencers get a higher engagement rate than larger Instagram, YouTube, or TikTok accounts. In this article, we explain to you what makes the success of these 3.0 content creators and why they are a safe bet for your digital strategy.

1. The expertise of “small” influencers: the key to reaching a niche audience

What makes the strength of the micro-influencer is their expertise in a very specific field. Whether he is passionate about fashion, vegan cuisine, gaming, or even entrepreneurship, his content will always be articulated around the same theme, thus meeting the expectations of his subscribers. When macro-influencers promote a shampoo and a robot vacuum cleaner on the same day, the micro-influencer focuses on his universe. The primary objective of its digital presence is therefore to federate a community around its favorite subject.

This specialist gets his hands dirty for his followers: he tests new products, familiarizes himself with products, and shares his experience. In addition to his in-depth knowledge, he brings solutions to the problems encountered by his audience and this can make all the difference! Another asset that hits the mark with his audience: is his ability to hide behind the product he presents, without trying to put himself in the spotlight.

By dint of publications, this content creator masters his subject at his fingertips. His subscribers are then more attentive to his recommendations, they give him credit and trust him. They react willingly to his interventions by leaving a comment, by sharing his snack content (understanding a short content that goes to the essentials), or by buying the products put forward. The expertise and power of persuasion of this “small” influencer then establish him as a major opinion leader.

2. Proximity: a value that wins the hearts of followers

Advantaged by a small community, micro-influencers interact easily and spontaneously, which gives them an accessible and sincere side in the eyes of subscribers. The more human and personalized dimension of their communication allows them to establish a relationship of trust and build a base of loyal and committed followers. These talented prescribers become familiar and endearing figures, who enter into the daily lives of your potential customers. By consuming realistic content, which echoes “real” life, the audience will then cultivate this feeling of belonging and closeness.

The power of the “small” influencer also lies in their original and personal approach to content creation. Its editorial line and style are easily recognizable. He works his publications with care and creates his own DNA. This proximity, coupled with expertise, gives the latter a certain authenticity, and this is exactly what consumers are looking for today.

To confirm this trend, just look at the engagement rate! According to Up fluence, an influencer marketing platform, influencers with less than 100,000 followers have a more loyal and responsive community than big social media stars. Whether on Instagram, YouTube, or TikTok, nano and micro-influencers are undeniably powerful vectors of communication!

🎯 To retain your online customers, also consider implementing these 9 essential tips!

3. Transparency: a pledge of trust that enhances brand image

If the micro-influencers community is looking for authenticity and a certain closeness, it also expects him to show loyalty. As we mentioned, trust is the key to retaining and engaging an audience. What interest would he have in not being honest with his subscribers? He could then lose all credibility and see his popularity and his collaboration proposals melt like snow in the sun.

By playing the card of transparency, he remains faithful to his convictions and does not seek to deceive his public. If he doesn’t like a product he’s testing, he’ll say so. His goal is not to sell at all costs, but rather to share his experiences, with sincerity.

When the proposed content comes from a paid partnership, the influencer mentions it explicitly so that the objectives behind his communication are clear and not concealed. He thus protects his image and that of the brand with which he collaborates.

4. The accessibility of micro-influencers: holy bread for your digital strategy

The omnipresence of micro-influencers, on any social media by the social media verification agency, is an undeniable advantage! In this ocean of experts, you will inevitably find your rare pearl. And to meet him, you can opt for two approaches:

The “push “ method: you are the one who sets out to conquer the Grail! By browsing social networks strategically, you will be able to identify influencers who match your values, your image, and above all the message you want to convey to your target audience. You are therefore dealing “directly”. However, this technique can be very time-consuming.
The “pull” method: simplifies your task and saves you time. To unearth the future prescribers of your brand, all you have to do is use platforms specializing in influence marketing that can put you in touch with relevant profiles, according to your criteria and your needs. You can submit a campaign on sites like Octuply, Influence4You or Havens, and wait for content creators to apply. All you have to do is make your choice!

The accessibility of these ambassadors with less than 100,000 subscribers is also understood in terms of remuneration. Good news for your marketing budget, they do not ask for colossal sums! Moreover, the majority of them are satisfied with an exchange of services, that is to say, the sending of a product against a publication of content. According to influencer marketing agency Influencer Marketing Hub, 36% of professionals (brands or marketing agencies) “paid” them by simply giving them the product they promoted in their content, compared to 32.4% who transferred money to them. In the table below, the Ko Square digital solution presents the average prices charged by influencers in 2020, according to their profile:

According to figures from Influencer Marketing Hub, ex-reality TV star Kim Kardashian charges an average of 440,000 euros for a simple post on Instagram. You will then agree that collaborating with several “small” influencers will be much cheaper than calling on influencer stars!

Thanks to a communication strategy articulated around strong values, micro-influencers are the best allies to promote a company on social networks. Betting on them is a sure bet to win the hearts of your target. At a lower cost, they know how to retain a community, enhance a brand image and create consumer needs. It would be a shame to deprive yourself of their services, right?

Martech

5 Tips for Creating Engaging Content

Miley on January 24, 2022

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

Competitor's website — Schematic representation of the relationship between your and a competitor’s website

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.

Conclusion

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.

Martech SEO

How Small Businesses Can Make it to the Top of Google

Miley on December 30, 2021

How do you search for a business?

You will likely ask someone you know or Google it!

Reports depict around 97 percent of consumers learn more about a local business online. Out of these, 72 percent of consumers visit a store within five miles.

That’s how powerful the largest search engine, Google, is.

If you are an SMB owner, you would already know the immense competition on Google.

Not to mention, there are over 212.98 million SMEs worldwide.

So, even if you have quality products, your business might be getting overlooked due to the well-established enterprises nearby dominating the top SERPs.

In this post, we have shared the best strategies that’ll help SMBs reach the top of Google rankings and enhance their conversions and ROI.

1. Create a Google Search Console Account to Identify Your Website SEO Health

Google Search Console or GSC is a free-to-use SEO toolkit offered by Google.

With GSC, you get free access to crucial SEO KPIs like the following and more.

The total number of organic clicks.
Impressions your website is getting on Google.
Keywords that users are searching for to search your business.

So, if you don’t have a GSC account, add it to your priority list.

All you need to do is sign in to GSC using your Google account. Post that, enter your website’s domain name and verify it.

The process is quick and doesn’t take more than a few minutes.

2. Perform In-Depth Keyword Research for Your Niche

Keywords can improve your SEO game in no time.

Choose keywords that are relevant to your product offerings.

To find the best keywords for your niche, you can use the GSC tool. Besides, there are plenty of keyword research tools available in the market like – Ubersuggest, Ahrefs Keyword Explorer, and Google Keyword Planner.

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.

Business location
Services/Offerings
Operational Hours
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.

Conclusion

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!

Development Martech Products

Five Ways to Learn More About Tech

Miley on December 29, 2021

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)

Network — Schematic display of the network

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.

Martech SaaS

5 Examples of Progressive Web Apps

Miley on December 27, 2021

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

Tinder

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

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 apps and 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

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

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.

Conclusion

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.

Martech

6 eCommerce Personalization Examples That you Can Implement Today to Grow Sales

Miley on November 18, 2021

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.

Wish strategy

2. Price recommendations (Arcbazar)

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.

3. Chatbots

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.

5. Emails

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.

Wrapping up

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.

Martech SEO

9 Ways to Recover From a Sudden Fall in Traffic

Miley on November 16, 2021

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.

Indexing Issues

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.

Development Martech

Skyrocket Your Sales With These 5 Conversion Rate Optimization Hacks

Miley on November 12, 2021

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.”

Some of the popular, easiest e-commerce platforms to use offer built-in popup features (or integrate plugins) you can easily customize and run.

2. Strengthen your headlines

Landing pages have great potential to drive conversions and sales. If you’re not optimizing them properly, visitors might not read further than the headline and immediately leave.

You can miss tons of conversion opportunities, hurting your company’s profitability.

An excellent approach to ensure your headlines help you convert visitors is to wrap your entire sales pitch into a single bold sentence.

Use impactful headline types that can help you generate leads better and drive conversions, such as:

Direct headlines
Command headlines
Instructional or How-to headlines

Additionally, use headline analyzer tools such as Sharethrough. The tool scores your headlines based on engagement and impression.

The tool also shows the strong aspects of your headline and provides recommendations to improve it.

Create headlines that catch your visitors’ interest, solve a problem, answer a question, or offer information.

3. Leverage trust elements

The hard truth is, you need to establish trust with first-time website visitors before they buy from you.

After all, new visitors don’t know your brand and your product’s quality yet. Some might have heard of your brand but need a bit more reassurance that your business is legitimate and trustworthy.

The solution? Leverage trust elements across your website with these tips.

Keep your website up-to-date. A modern website design helps indicate that your website is active. This helps reassure customers that you’re a legitimate business and nurture trust.

Display contact information prominently. Show your potential customers how they can reach you. It’s one way of reinforcing that you’re a real business.

You can also configure Artificial Intelligence (AI) chatbots for customer service to assist visitors in contacting you or answering common questions.

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.

4. Utilize categories to showcase your products

Creating product descriptions that convert can help you reach your conversion goals and increase your sales.

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.

Martech

Which Media Platforms are Best for a Marketing Campaign?

Miley on November 1, 2021

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?

1. Facebook

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 businesses. 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.

2. YouTube

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.

3. Instagram

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.

4. Linkedin

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.

5. Twitter

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.

Final Thoughts

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.