Brand Awareness, Brand Affinity & Mixed Media, The Key to Content Marketing
To build brand awareness & affinity using mixed media your brand should use content tailored to specific audience personas by analyzing what forms of content they prefer to digest, but most importantly, by defining who your segmented target audiences are, and how to connect with them. Moreover, building brand affinity will strengthen your brand awareness by going above and beyond familiarizing customers with your brand. Cultivating strong brand-consumer relationships by influencing how our customers feel about our brand, and respond to it will be key in 2020. Especially when it comes to brand preference and building relationships (a.k.a. culture building).
Voice Search and Visual Search, The Future of Growth Marketing
Another media tactic your business can thrive on is voice search. Search terms that trigger advertisements to appear are evolving in a conversational way with consumer voice-enabled devices. By 2020, nearly 50% of online searches will be voice-activated. Using conversational and long-tail terms in our keyword targeting can help! Testing and discovering better long-tail terms, measuring the impressions and impression shares, as well as the CTR and CVR will play a crucial role in the success of future campaigns. Visual search is another trend that is inspired by social media that will help your small business thrive. How exactly? By pushing for-profit and non-profit organizations to consider their future growth by making it easier for consumers to find their brand, or particular products using visuals instead of words or voice search on search engines. In other words, you and your team should begin to think more about the types of images that showcase our products on our website to ensure they have the correct ALT text on them so the SERPs can trigger them. Using only the best images to showcase your products or services, and using numerous diversified images where possible so the SERPs have a choice of what to index on search engines.
Authentic Brand Exposure Drives Website Traffic
To create exposure by increasing website traffic your start-up, small business or corporate brand can simultaneously increase content views and measure user path to gain a deeper understanding of our customers, and better data insights on their needs and wants. But most importantly, optimizing your landing pages so that they are more conversational as well for both UX and SEO reasons can help you capitalize on voice search to gain a competitive advantage in the marketplace. Another huge opportunity is to capitalize on a profitable growth trend using a visual search to increase market share by optimizing your website for this tactic. To be even more strategic, your digital marketing team can create hyper-specific landing pages for promotions, products, or campaigns to increase web traffic and content marketing engagement.
Nurture Leads For Long-term Profitability
Generate leads that subscribe to your e-mail marketing that can be funneled into a profitable long-term sales conversion. Any company can do this by creating a hyper specific landing page that will attract new leads using a unique discount code for this focus group. In addition, creating a hyper specific landing page makes it easier for our customers to engage with our brand by shortening pathways – you get them from point A to point B seamlessly to help with lead generation, and retention. This would be an excellent opportunity to A/B test discounts to identify what types of promotions and discounts attract your segmented audience list (i.e. a percentage discount or dollar value).
Segmentation, Channel Integration & Diversification are the Rage
To optimize conversion to generate sales, your marketing team should implement more precise targeting with advanced segmentation, channel integration & diversification. Advanced segmentation will help you group customers based on their demographics, geographics, psychographics, and behavior (i.e. how they have interacted with our brand, or haven’t, etc) so that they only see relevant ads about a specific product, or at a specific time (i.e. during a search inquiry), thus, shortening the consumer journey and motivating new and existing customers to act (i.e. making a purchase or purchases). By placing customers into segmented categories, it will enable you to increase or decrease bids on a data-driven basis dependent on the value the focus group adds to our brand. Aside from making your bidding strategies more informed based on data sets, segmentation will allow you to customize our messaging to make it more personalized for our customers. Thus, enabling you to communicate with our customers 1-1, while establishing prosperous long-term relationships for all of our stakeholders. But most importantly, the cohesive inclusion of specific data sets and inferred emotional data will serve as powerful tools for your small business to create strategic bespoke ads with content and ad copy that appeal to our customers, and inspire them to act at the stage of the consumer journey they are in by leveraging this opportunity for customer optimization.
In addition, your team must help customers find your brand, by helping them with their decisions in the stages of the consumer journey by convincing them that you have the best and relevant products that they are interested in. Instead of siloing your channels, you need to integrate them by creating cross channel marketing plans and campaigns while diversifying our pay-per-click channels beyond Facebook and Google (i.e. Instagram, LinkedIn, Twitter, Youtube, Amazon, Snapchat, TikTok, Microsoft/Bing ads). This doesn’t mean that you need to be on every platform that offers paid ad services, but rather that your brand should understand where our segmented audiences spend their time to communicate with and target them in a more efficient way. Most importantly, as the lines become blurred between traditional and digital marketing, e-commerce, and sales, diversification and creative + strategic integration will remain at the forefront of profitable and long-term value-adding marketing (i.e. integrated multi-channel campaigns across all mediums, not just PPC). After all, marketing maximizes efficiency as a cohesive collective, not in isolation (i.e. Google’s smart shopping).
PPC and SEO integration is essential to maximize results. Four ways to integrate the two are through:
- Keyword unearthing
- Strategic positioning
- Data & information sharing
- Enhanced SERP coverage
You can integrate the two is by using PPC (pay-per-click) data to inform SEO (search engine optimization) of the most viable and profitable keywords to target for organic ranking boosts. Together, SEO ranking and PPC bidding data we gather can help you identify which keywords are the most valuable to the brand, and which aren’t. For further optimization, gathering data from your PPC ad copy can help you ID the best message you can use for metadata in SEO. But most importantly, your organization will have the opportunity to sustain a competitive advantage by using PPC advertising alongside SEO organic listings to be more prominent on the SERP against our competitors.
Two core PPC tactics for optimization include:
- Artificial intelligence
Automation and Artificial Intelligence are Only Getting Better
Identifying opportunities in your PPC account to make strategic changes and improve performance will be crucial to reaching our new and existing customers with the help of automation, and artificial intelligence. For example, you can use automation tools such as bid management to optimize ad spend, performance, and your ROI or daily account management tools to track real-time alerts and changes (thus, allowing your team to focus on the monitoring our customers to connect and convert customers through the best experience possible). Setting up automated alerts across all of our PPC campaigns, in general, will remain beneficial to track major changes. But it shouldn’t stop there, you need to utilize automated reporting to reduce manual labor reporting time as well!
In addition, artificial intelligence tools that will help organize optimization among all-important PPC elements, such as Albert, gathers data from all of your marketing efforts and informs us where investments should be focused for strategic spending, and decision making.
Another example is Mporium; which allows you to automate real-time changes to campaigns based on triggers from an alternative source, such as social media content, TV, weather, stock market changes, etc. Most importantly, as the value of customer experience becomes more dependent on the correlation between the success of our goals, objectives, and KPIs, you must test use tools that will help you provide a better experience to our customers by testing your campaigns (i.e. Smart campaigns in Google Ads) with the help of automation and AI.