Ten New Trends in Digital Marketing

Boomerang marketers thrive because they don’t “follow the data.” Instead, they win by using data analytics to shape creative, expose trends before other marketers do, create extraordinary audiences and run direct-response campaigns. Here are 10 trends and the ways they’re winning.

1. The purpose of execution is not to deliver results—it’s to inspire. Marketing isn’t about getting results. It’s about creating a passionate and engaged audience and a shared experience. Founders and CEOs don’t care about short-term satisfaction or return on investment. It’s time for B-to-B marketers to hit the reset button and start looking at their results with a customer-focused lens, not the business benefits lens.

2. Data must take root in the DNA of the organization. Data is not a legal term or a tagline in a quarterly report. It’s central to the process. Creating a culture that emphasizes data is one of the key building blocks that will create a meaningful return on investment. There’s no other way.

3. The baseline budget must be performance-based. Don’t build a product or service on paper. Customize by your customers’ needs. In digital marketing, this means creating an amazing experience, not just a product. Every dollar must be an investment in performance.

4. Data must inform—not predict. Data is powerful. But what it tells us about real customers is not as important as their opinions. Focus on small, specific insights and use the data to not only figure out where to put your dollars, but how to create an amazing customer experience.

5. Visual metrics and engagement metrics must be a core tool. A single attribution metric based on transactional or standalone behavior can no longer provide you with an effective experience. Follow your customers on channels and screens all day and all night long, and you will generate true value.

6. Winning teams are the new most valuable relationships. Add attention and passion to engagement. At market entrants, scale comes cheap. Success comes at the cost of friendship and passion. The game just changed. With the proliferation of inbound marketing, attendees to an event experience, and retail customers, B-to-B marketer relationships can shift from first impressions to friendships.

7. Technology is no longer the enemy—it’s the friend. Touchpoint integration and a seamless digital retail environment are synonymous with sales and marketing success. E-commerce is no longer another channel. It’s the conduit to online action. Only connect with your customers in the optimal context by engaging in the appropriate content and timing.

8. Make it personal. Our personal data isn’t corporate data. Personal data is also what defines us as human beings. Content matters to us and our lifestyle. Google, Facebook and Instagram are not the enemy, they are our friends. Since the internet has created personal spaces, all the community has ever wanted from marketers is their voice back, not their data. They have been hijacked by data miners.

9. It’s the style of understanding that wins. Never repeat the same message three times. Never overcommunicate the same content. Tailor your messages to your audiences by their interests and behaviors. Business intelligence tells you what that data is. Your customer is the currency of your brand.

10. That’s just the start. Far beyond one-size-fits-all, we need to have a conversation with our customers that evolves each and every day—in order to see the marketing ROI on the longer journey. The only way to keep innovating is to listen, grow and connect with your customers in the right way. If you’re going to create change, make sure it’s for the better.

How to Create Viral Videos

No matter how clever your content might be, it may not make a splash online. That’s because a video can only make so much noise online before you’re drowned out by a flood of similar content.

Brand marketing editor and content strategist Jonathan Hemingway recently shared his ideas on creating and delivering relevant and interesting, shareable videos at a recent speaking engagement. Here are three great pointers from the event:

1. Control the info flood. In our days of cellular phones, Instagram, and endless attention span, it’s all too easy to pick and choose what information or story is important and relevant. We’re used to living in a world where it’s OK to skip the middle man and find out what’s important via social media. Here’s the important thing: to create videos that aren’t informational, informative, or useful, you need to be the middle man and deliver information or a narrative to your audience. That’s what will hold your videos together; someone or something is compelling. You should feel the need to direct and guide your audience through your videos, too.

2. Find an intersection of selling and sharing. Every video you create should focus on the key drivers of your business or brand, not the way it sells, so that you can give it a really feelgood vibe that will get people sharing it. One of the easiest ways to do this is to combine it with personal storytelling, whether it’s a story of a family member or business colleague. By focusing on the shared success of the business and brand, you’re creating a human connection that can make people willing to share your content.

3. Be your own pitch man. In order to create shareable content, you need to find a way to capture people’s attention. Take a page out of the Snapchat playbook and hold your audience captive by giving them the urge to “like” something. That thrill of drawing attention from your audience and connecting with them directly can carry over to sharing your message. Also, use camera angles you wouldn’t normally use, and video that moves as much as possible. In many ways, it’s almost as important to your video to look compelling as it is to shoot professionally. That means angles of a cellphone camera, as well as moving subjects or panning shots. It’s easier than ever to shoot with your phone; keep the camera pointed at your target audience.

What is Viral Marketing?

As we’ve written before, today’s chief marketing officers are faced with a grab bag of challenges, from old brands that never got traction on social media to new ones that can’t find a way to be competitive.

Agencies are grappling with integrating those new entities—with any influence, cultural norms or historical assumptions—and developing the technologies to solve those problems.

But what about new forms of marketing that can scale exponentially to reach massive audiences? How do you find creative ways to replicate the same ROI scale that brands pay for from the money they spend on traditional media? Are you creating effective digital media and programming that can reach millions of followers and enhance your online presence, and grab their attention through organic growth and engagement?

One brand that is mastering this, at scale, is Salesforce.

The company’s marketing division has figured out how to create a whole level of virality to increase online marketing’s direct and indirect ROI. The most recent example is the Intelligent Streams Marketing Kit, which takes the News Feeds platform, which represents more than 90 percent of the social media and news feed media stream for brands, and creates a connection between the two that turns those big pipes into a communications tool. In this case, data and attention are easier to obtain than ever, and brands can tune their digital campaigns up and down.

This win-now tactic pays off not only because, even though it’s much more expensive to create something new from scratch and present it on an untested platform, brands can easily shift their marketing spend into creating new content through the Intelligent Streams Kit.

Tobacco company TPC International launched in March, with the goal of being the world’s largest tobacco trading company with a global reach. Their marketing team went to Salesforce and worked with the Intelligent Streams Marketing Kit, and now has a reach of 100 million monthly unique visitors.

The fact that with this product, they’re already at 100 million monthly users with no traditional media buys, is incredible. It’s a win-now playbook that has the potential to greatly enhance their ability to engage and monetize their audiences and drive social share.

Agencies have great ways to reduce costs and leverage new marketing technologies and offerings, but Salesforce’s cloud-based Intelligent Streams Marketing Kit can make everything dramatically better—including making your audience much smarter and more engaged.

As for the rest of you, if you want to hit higher goals, find out what your influencers are looking for to build their audience and what is working well for your target group, then do a research drill-down and emulate it yourself. Look for ways to adapt new platforms to your customer’s needs, and automate that in ways you wouldn’t have otherwise, because the best influencers are the people using the platform already. And if you’re an up-and-coming agency, consider taking an engaging digital campaign and applying that method to new platforms like the Intelligent Streams Marketing Kit, to scale social media ROI exponentially.

10 Tips for Instagram Marketing

This week, Instagram’s Chief Operating Officer, Adam Mosseri, spent time on stage with us in New York City sharing the insights and the challenges that the company faces and how it plans to tackle it. Listen to my Q&A with him below.

Who is the typical Instagram user?

“We love showing off the amazing hashtags and ways to visually express yourself via hashtags, but we’re not sure how much they actually use them.”

What are the other user communities on Instagram?

“Everyone is really into music. There are [1.36 billion] followers and [14 million] videos per minute. Everyone loves the Oscars because there’s no filter and it’s real and it’s fun.”

The platform has become a destination for beauty content. Are these users real consumers or do they use the platform as a stock photo?

“Ninety-eight percent of our content is for real beauty influencers and their followers. To me, it’s a real representation of the true beauty enthusiast. Real consumers shop, but I know the difference between stock photos and real humans or real models.”

Do you have a Facebook page?

“We don’t have any, but our hope is that Instagram can become a photo-centric platform.”

What about the news feed? Are you expanding its scope with auto-playing videos and Instagram Stories?

“Absolutely not. With videos, the goal is to make it less annoying for people and make sure people keep posting.”

What can Instagram users expect from an Instagram redesign?

“I think Instagram’s mission is to make sharing simpler, faster and easier, and we’re making huge investments into that. We’re building features on top of the app to make it simpler to engage with Stories and people.”

It seems like the majority of popular Instagram accounts are PR-approved, yet you said that is changing. Why?

“More people are building brands than ever before. We are really encouraging brands to share their Stories with followers and that really comes through on Instagram. It’s a lot less important to have account management than it was years ago.”

What tips can you give to Instagram influencers who want to build a brand?

“Find a favorite influencer and be inspired by their aesthetic and then chase them down and mimic their aesthetic. Also, treat Instagram like a platform—i.e. to take your images and post them to multiple accounts. If you don’t have an Instagram or Snapchat account, create one and jump on Instagram Stories and do the same. Post frequently and post in the moment.”

And how can other social media platforms build a thriving advertising business without doing advertising?

“Use Instagram like you would any other ad platform. Make creative, well-designed, relevant ads that solve a customer problem. Spend money to tell more stories about what your customers are doing and capturing.”

10 Common Facebook Advertising Mistakes

Social and mobile advertising, with its big supply of valuable impressions and insights into user behavior, is a powerful force to be reckoned with. But for every billion people who sit on Facebook, two are added to the platform, often existing for months or longer.

This week, the CPA Network partnered with The Mobile Influence to identify and expose how marketers can get an edge in today’s digital marketing landscape.

With a view that more attention should be paid to data and SEO on social platforms, CPA has several pieces of advice for brands who use social and mobile to make their money.

For each mistake identified above, CPA has an answer—but be warned, there are some more tricky ones as well.

1. Not Optimizing Audience

Search results on Facebook or Instagram offer marketers a remarkable opportunity to get an audience with high conversion rates. But without a method for finding these more valuable customers, marketers may miss out.

CPA recommends using “like to interact” strategies where in addition to content, like a comment or share, marketers should reach customers by sending them click-to-call emails and also limit the conversation on every post by only including one tweet or post at a time.

2. Not Following Ad Preferences

Just like the dating app Tinder, marketers are occasionally met with the uncanny ability to know exactly what someone is looking for with their brand. A post on a blog could connect with someone for a full day, or a retailer could deliver an unboxing video on a TV commercial. These are exactly the types of marketing opportunities marketers should be focusing on today.

However, when big data is optimized with Google Analytics, Facebook Insights and the more recent Facebook Audience Ads platform, these types of opportunities can become harder to find. There are solutions to this, but marketers should be careful not to limit their ideal leads to this kind of targeting.

3. Not Being Digital First

The power of a variety of social networks is rooted in their potential to open up new audiences, but also have built-in followings with potential customers. Millennials also tend to spend less time on TV and more time online. Making sure to be the first to convert from a post or video on Snapchat or Instagram will ensure brands leave their followers with a strong impression.

4. Not Paying Attention to Facebook

While most know they should only spend time on the platform if they use it regularly, many people also forget to actively go and discover content that’s relevant to them.

Fantastical, an online entertainment network for children, has built a partnership with CPA that places resources for its audience at the top of the Facebook feed to encourage deeper engagement. Superbaby, a parenting-focused lifestyle video website, has shown that by creating an interactive hub to help parents discover videos related to their hobbies and interests, the brand has driven brand awareness and even conversions.

5. Not Using App-Like Marketing Campaigns

For a long time, Facebook saw advertising mostly as a route to get users signed in and using their own content as a gateway to purchase a product—so most marketers started out with ads for core Facebook apps like Facebook Messenger and its advertising network Audience Network. With new advertising capabilities that allow advertisers to do more than just broadcast their message, mobile marketers must take advantage of these new ways to reach customers.

6. Not Training the Right User Producers

Making quality content through social platforms isn’t easy—and many marketers will get a lot of the same things wrong and do the same things over and over again. As a result, they will eventually move on to other platforms. One useful course of action is to have the right people sitting in the right seats across social platforms that make quality content possible. Rather than relying on just an average or mediocre post to get users engaged, make them want to engage in your content. Once audiences see the value of your campaign, they will return time and time again.

7. Not Demonstrating Focus with a Call to Action

Whether it’s a post for Instagram’s content-discovery widget or a sponsored post for Snapchat’s camera, many mobile and social campaigns simply don’t tell users how to get more of a benefit out of the ads they see. By giving a call to action, it’s easy for users to comprehend what their exposure or interaction entails, and why it’s important for them to share. Marketing teams looking to optimize campaign efficacy and drive traffic may also find that a call to action helps bring online new and active.

8. Not Thinking Globally

While it’s important to be able to influence a market globally, we all need to understand what kind of impact each market in an advertiser’s favor will have. Whether a manufacturer in Hong Kong wants to buy inventory in the U.S. or Korea, a Western marketer’s attention should always be on how a particular market will influence the U.S. overall.

9. Not Investing in Custom

Top 10 Facebook Advertising Tips

The idea of targeting Facebook ads—and other content on Facebook—with precision seems limited only by the imagination of the advertiser. Without doubt, there are numerous options for targeting content and audiences on Facebook. Here’s a quick guide to what each of these targeting methods can help you achieve.

Facebook Audience Network

Audience Network allows marketers to buy ads in Facebook and Instagram, as well as Facebook Audience Network Audience Marketplace, a direct sales model based on a users’ data. Brands can run both direct-response campaigns as well as brand-awareness campaigns to reach specific users with more targeted messaging. Content targeting in Audience Network does not require matching a user’s Facebook profile to their AD profile.

Audience Targeting

Facebook provides its first party information to the advertisers. Only people with verified Facebook profiles (that’s 75 percent of its 2.2 billion monthly active users) are served ads in Audience Network. You can also serve targeted ads to people who’ve viewed media on other Facebook platforms. You can reach highly qualified audiences by targeting narrow interests such as “small business,” “marketing” or “collectibles.”

Facebook Custom Audiences

Let your audience target their fans with Facebook Custom Audiences. Marketers can add their own features to the audience design. Custom Audiences can be updated every month or more frequently, enabling your ads to be served to customers who have previous engagement. If you have access to Facebook user data, Custom Audiences can help you build targeting insights based on your customers’ Facebook behaviors and associated interests.

Audience Verification

For a large portion of users, Facebook’s Ad Integrity Platform can ensure that all their ads are indeed serving ads for relevant content. Consumers can use the Ads Integrity Center feature to verify their interest for an “interest badge” that shows up on an ad’s visitor path to verified content. People who aren’t included on the Interest Badge list can still serve targeted ads to their non-verified friends.

Audience Relevant Ads

“Audience Relevant Ads” can include content targeted to specific demographics, geographies and interests, according to age and gender to allow for targeting choices that are different from the user’s “conversation” with friends on Facebook. If you’re using FB-owned Audience Marketplace and Ads Integrity Platform for targeting Audience Marketplace ads, you can only reach users who haven’t made a purchase or posted a purchase to a business’ content in the last 90 days (can be up to two months). Otherwise, you can target Audience Marketplace ads by the customer’s interest level or location.

Facebook Audience Preferences

You can target Facebook users with Facebook Audience Preferences-related ads through any method that you choose.

Audience Matched

Facebook offers audience matching through Audience Match. It uses the advertiser’s own data and external data sources such as email addresses and phone numbers (including phone numbers that were identified from ads). Audience Match is useful for getting advertisers beyond a typical Facebook ad reach and to other types of content such as online video, web maps and beyond.

Audience Delivery Platform

Facebook offers Audience Delivery Platform (ADP) for publishers. It allows publishers to use Facebook Audience Platform to serve ads across Facebook, Instagram and the Audience Marketplace to perform reach optimization on e-commerce ads, content referral ads and e-mail campaigns.

Marketing on Facebook

Although “on-Facebook” advertising requires advertisers to use Facebook’s automated targeting tools, getting exposure to a demographic based on an audience build can be quite valuable. Now, when a brand plans a campaign to reach people across all Facebook platforms—and this includes Instagram—it can also plan outreach beyond the Facebook.com audience through Audience Platform. Plus, it can potentially conduct cross-platform outreach.

Additional insights:

Do your own research to figure out what kind of audience you need before beginning marketing.

Avoid cookie-based audience targeting, which allows Facebook to mine historical data on your previous interactions and sales to feed back your audiences. Social media can offer you the data to determine the best way to reach your audience.

How Do I Get a Lower Cost Per Click With Adwords?

Every time a marketer makes the call to get an agent, every time a new prospect is dialed, or every single time a sales funnel is logged, they all depend on Google Adwords. Today, billions of dollars are saved per week on paid search advertising alone and, in the last year alone, Google has invested a whopping $5 billion into its biggest franchise.

So, just how can we lower our cost per click, even as our ROI goes up? Here are a few tips:

1. Make your phrase quality higher.

There is a fine balance between premium and yield. Promising to reveal faster seems to be more prevalent these days in paid search ads. But, it is important to make sure your phrase quality is high enough to compete against what is definitely the largest category of quality buyers on the market today—your competitors. Adwords representatives know you are competing with other competitors and so they have to be more valuable, more effective and more, of course, economical, if they want to be successful.

There are a few tactics that can help you make your quote your word for quality. First, avoid listing your competitor’s name in your phrase (in previous posts we talked about using the keyword “Call Your Competitor” for both competitors and target customers). Second, think about the type of language you would use to make your phrase meaningful to your target customers. For example, a customer might really want to advertise for a pair of sandals and in future scripts I expect you will mention the price differential, then help the customer look up competitors.

2. Make your query non-contextual.

I also like to run free trials and testing to test phrases that seem strategic and are in line with your pricing strategy. For example, a customer might search for “midway between Summer and Fall” in terms of temperature. Then I tell the customer they can use their click for a traffic guarantee (a data acquisition cost lessor), which is the second most expensive keyword in my bid; and offers me (one of the biggest advertisers in paid search) a lower bid (which will benefit me).

From an advertiser’s perspective, this is a great strategy. Because I know my keywords are great, I try to maximize my bid for the lowest bid. For Adwords, I’m doing exactly the opposite. Because I know there is no reason not to compete on quality, I will increase my bid to help get the sale, and then spend a little bit more to try to make sure I am competitive with the others using this phrase. If I were to spend $10 to compete for quality, at least I would make $10 more than everyone else bidding on the same keyword.

3. Make sure your bid matches your tactic.

If your tactics offer different value than your goal, ensure your paid search bids match that. For example, if you’re targeting for midlife readers, and you are making a bid for midlife, but you are making a bid for never-ending readers, I want to believe you are a midlife publisher. But, if your bid prices are near a specific price point, I am going to bid on that keyword. Paying too much for the very same keyword—even if it is better for me—only hurts me.

4. Practice compliance.

My biggest complaint about Adwords practices is the ability to hide from the user. In a world where we know we can never know with certainty what human beings will do next, Adwords offers users the opportunity to hide their ads with a very low bid. This gives the user the power to become invisible. This is unfortunately, not a quality users should have to have to interact with their advertisers, which are working hard to benefit them.

If you are using Adwords to run content ads, make sure they are compliant with Adwords’ policies. I know it can be challenging, but ask the support team to help guide you through it. Some examples of violation include obvious, but avoided, but still not compliant with the policy, like providing page or ad titles that are protected by copyright, and formats (comments, quotes) that are out of whack with the search. Avoid these practices by changing your policies.

As a marketer, I know it is easy to get frustrated with Google’s sometimes cluttered and overly complex interface. Sometimes it’s easy to adopt a culture of complacency and take it for granted that your hard work and investment will pay off. That’s why we all need to get savvy and keep learning about how to increase both the quality of our bids and the ROI on our advertisements.

Top 10 Pay Per Click Tips

A browser and an ad platform can be an extremely powerful combination, offering consumers a premium experience for free. If you think your ad was a success, and that you can easily increase the effectiveness of those impressions, you’re wrong.

A study conducted by SpendPenguin, which is the adverting division of SpendWords, discovered that on average click-through rates (CTRs) between a user who clicks on an ad and responds with an on-call action dropped 3 percent after a single ad appears. It’s a simple truth for a simple reason—unless your goal is to get customers to spend the extra $25 to $50 on your product, the click-through rate is NOT a good indication of consumer impact. Here are some other top 10 trends to keep in mind if you’re a publisher or advertiser.

1. Specialization

Everybody wants their brand to stand out and stand out from the crowd, and the best way to do that is by identifying a customer profile and defining a category for that customer. This will help you narrow down the types of actions consumers want to take, which in turn will help you find the best click-through paths to get your campaign to convert.

2. Session Duration

While it may be tempting to keep pushing a single high-trending banner ad that either gets no response or doesn’t convert, time is the new currency for brands today. When showing a particular high-traffic, high-impact ad type, better to choose a longer session (30 seconds or more) than try to squeeze in one last push at the end. Shorter periods do increase the probability of conversions, but the difference of a $2 conversion versus a $15 one is typically the difference between losing and winning.

3. Medium to Long Linkbacks

Seizing that opportunity and seeing a long-conversion or CPA channel open can really make a real impact. So as you send more natural revenue opportunities to your advertisers, find one that will truly stand out among the clutter. It could be by targeting users on Alexa, Google, IFTTT, Facebook or any of the other companion devices that are constantly on throughout the day. These are the properties that will deliver rich click-through links, making users think there is an actual item attached to the ad.

4. Focused Reach

The one thing that will set you apart is targeting unique user bases. For example, as a luxury hotel, you may be able to get people looking for a luxurious vacation to click on your banner. However, if you’re a general travel website, you may need to focus more on those who want to immediately book a trip. Make sure your targeting is precise, and make sure you optimize the buy.

5. Targeting Audiences

Once you’ve focused on the audience, you’ll want to make sure your buy is optimizing to that audience. An example would be by posting a banner ad on Mother’s Day, showing an image that isn’t going to be relevant to your customer base, but hitting 100 percent of the mothers on the internet. Since Google won’t recognize that ad, you won’t be able to optimize that impression.

6. Focus on Closed Offers

Make sure that your targeted audience has an interest in your brand and that they are all interested in the segment of opportunity you have created. You want them to be more interested in your message and purchase that product or service. Make sure that the content and off-the-shelf creative is for the right audience, and that it will drive value for them.

7. Branded Content

Again, it goes back to targeting, but make sure your ad is optimizing to that content. Are you creating content that will drive people to click on your ads, or are you adding a nice design that will generally drive users to an ad first? Again, the content gets the on-the-buyer to click first.

8. Starve and Munch

Make sure your ad aligns with the audience you’re trying to reach. For example, you might choose a celebrity or personality as your target audience, and you may be able to create a product specifically for them. Your campaign is much more successful if you do this and get your product in front of that audience, rather than spamming them with product information.

9. Show, Don’t Tell

Finally, make sure that your ad is what it is. Do you want to engage and hook your audience, or do you want to have an affinity for your brand? Something that clicks is something that helps generate that kind of preference.

Every once in a while, things go wrong with a highly successful campaign. Sometimes a click-through rate is the reason for that. It is of utmost importance to act promptly and see what steps you can take to fix that issue in your next campaign.

This post is sponsored by SpendPenguin, the industry’s leading ad platform

What is Pay Per Click Marketing?

For many companies, a pay-per-click (PPC) ad offering can be a real game changer when making their first connection with a potential customer or prospect.

PPC offers small businesses a perfect opportunity to effectively reach a potential customer and drive traffic to their website or online store. But, what exactly is a PPC ad?

In typical digital marketing situations, you’ll typically spend money to find people on the Internet, build a website or set up an email list. This type of advertising usually involves paying for each person who joins the campaign in order to get that initial bump in sales. While this ad technique can be effective, if done too often, it can also lead to broken ad campaigns.

PPC is different. Here are some things to keep in mind when buying PPC for your small business.

Why Do Companies Buy PPC Ads?

PPC ads are a great way to get the attention of a potential customer on the Internet. It can be very difficult for a small business to actually reach the people on the Internet. PPC ads may be a useful tool to achieve viral growth. The advertiser might increase the number of conversions and revenue as a result of PPC advertisements.

Why Does a Company Use PPC Advertising?

PPC campaigns allow a small business to use their product or service more effectively. For example, by purchasing an ad on Google, PPC provides the small business with a way to reach customers from a variety of demographic groups.

PPC ads are an effective tool to drive people to a website to learn more about a particular product or service. As a result, PPC ads are a great method for getting the visibility of a product or service to potential customers.

Can Paid Advertising Boost Sales?

Yes. The best part about PPC is that it can be used in many different situations, including advertising, new lead generation, lead scoring, revenue tracking and consumer acquisition. According to Mintel, a Chicago-based market research firm, in 2017, over $11 billion in revenue was generated from paid search advertising, while over $7 billion was paid online display advertising. If using PPC you do marketing services, you may notice that you can build trust with a potential customer by building a website that showcases your products and services.

What type of ads should a company purchase?

There are many ways to buy paid advertising on Google. As a small business, you might look to purchase paid ads as a lead generator, to drive customers to your website, to measure effectiveness and see if a conversion occurs. The type of ad that you buy will depend on whether you want to have a high demand and see more sales, or need to have fewer conversions that result in a cheaper impression.

What Steps Should A Small Business Take Before Purchasing Ads?

Before running a PPC campaign for your small business, it is important to review the methods of Google. Take a look at Google’s AdWords Tools page to get a better idea of what you will be purchasing. If you’re planning to create paid search campaigns, consider creating a marketing plan with your online store. Before you purchase a PPC ad, research how well previous ads performed. Do more research by comparing your campaign to other competitors in order to learn what they are buying and how much they are paying for each ad impression.

By knowing more about how PPC advertising works, you can minimize the risk of running a poorly performing campaign. By conducting research on Google, you can get a good idea of what consumers are searching for and what keywords are driving traffic to your website.

For more than a decade, we have been devoted to helping small businesses succeed online. For details about the services we offer, visit Upwork

Top 10 Influencer Marketing Tips

Social influencer marketing has evolved considerably since I started my company two years ago. The No. 1 key to effective influencer marketing is a specific formula: Communication, engagement, and reputation—all started with communication. Here are the 10 most important practices I learned as a speaker and private brand consultant to influencers, companies, and marketers to make better than “best practice”:

1. Establish emotional bond in a one-on-one conversation.

Using a passionate story about why your brand is so special can motivate consumers to act. It’s a better option than shouting from the rooftop about your product or vision. If an individual is willing to spend time listening to your message and build a relationship with you—the process of communication must happen through content and videos. You will never reach a mass audience if you don’t establish an emotional bond with your audience.

2. Use flexibility and honesty in dialogue.

The most effective combination are honest and flexible. Accepting feedback in real time allows the customer to really hear what you are saying, but don’t be shy to change your mind if the results are not up to standard. Doing things quickly and without feeling rushed is important. Timing is also critical—the moment a brand publishes something online, the audience is already online consuming your content, and the decision becomes their. If a customer doesn’t like what you are saying, there are options they can take instead of ignoring the remark.

3. Focus on three elements to put down on a board.

Most influencers start by establishing their visual persona, social personality, and positive reputation. Creating a strong branded image is a digital-first strategy. Instagram, Facebook, and Pinterest are the three primary channels. By beginning with the visual content, viewers will build anticipation around your content.

4. Attract and remain the heart of a brand.

As a brand, pay attention to what your audience believes. This has become a common thread when looking at the experience of a brand and its engagement with its audience. Consumers are increasingly demanding that businesses listen to their voice and work with their opinions.

5. Stay honest and humble.

Build a strong reputation for the quality of your content so that people trust and feel great about what you are doing. Always remember that people are not just viewing content—they are hearing the brand. It’s the responsibility of the brand to understand how their audience views the brand and build trust.

6. Be transparent and share details.

A well-established message is critical to establishing a reputation and engaging in dialogue with the audience. However, the thing that will differentiate an effective influencer marketing campaign is how much information is shared with the audience. It may be the matter of fact comment about their own products, or the claim about creating two or three changes on the same product at the same time.

7. Cut through clutter.

The campaign will have to compete with other messaging across social, text, and a newsfeed. This has become important to leveraging social influencers to open a conversation that will keep the campaign in the spotlight. A simple strategy to cut through clutter is to create a lot of relevant content quickly so that it becomes a topic that audiences have an interest in.

8. Visualizes and builds a brand story.

If it’s true that an image is worth a thousand words, think about the more visual elements to your brand. Think about what makes your brand stand out. If you cannot communicate emotionally about your brand, how will you communicate about it visually? It’s about showcasing your brand values and communicating a solid vision.

9. Prepare the content.

The challenge with “best practice” articles is that most of them were written by marketers for marketers. The real key is to look for great content that lives in the heart of your company’s direction, company culture, and your community and reach out to all the influencers in your community. You may not get the best answers or best answers for all your questions, but do you want influencers talking about your brand? Absolutely.

10. Create social relationships.

Building a connection between a brand and an individual is even more important than simply sharing content and responding to questions. These relationships develop over time, and should always be built one step at a time.

With that said, you will probably lose some influencers by asking them to write on a blank page or letting them write as they please. When you do, be sure to thank them, acknowledge their participation, and learn what they were looking for.