Do Your Marketing Right in 2020

Marketing is an ever-changing field and the methods that work aren’t usually long term. Are you having a hard time navigating the latest trends and the most efficient ways to optimize your content? Don’t worry, because most people struggle with the exact same thing. Here are 10 up-to-date tips for online marketing.

Beginner's guide
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Beginner's guide
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1. Keyword Research

Why keyword research? Because it affects SEO in every way. Beginning with choices of content topics and ending with outreach, keyword research is really the KEY to much more than just searches on Google. It gives you insight into what your potential customers look for and the words they use. Once you know what keyword research means and why it’s important, how do you get started? There are many different tools that can help you. Some of them are the Google classics - Google Trends or Google Ads' Keyword Planner or if you’d like to try something new, take a look at Ubersuggest.

2. Prioritize Your Target Audience

Getting your message to people is crucial, but there are good and bad ways to do it. Maybe you’re not using the right information your audience needs in order to understand your product or service well enough. Maybe the way you’re trying to reach your viewers and visitors doesn’t resonate with them. Whatever you choose to do to promote yourself on social media and other marketing channels, don’t forget who you’re targeting. You should never try to please everyone at the expense of losing your target audience’s attention. Focus on the needs and preferences of your audience. Look at your business from their point of view to analyze the best way to build marketing plans for this particular (target) audience.

3. Become a Storyteller

The storytelling we’re talking about here doesn’t mean writing fairy tales. What I mean is that you should build a story around your product or service. Every product that you launch shouldn’t just be a bare release. There’s work behind it, goals you’re aiming to reach with it, and ways that it betters people's lives…all of these aspects are important and you should work with them. Try to attach them somehow to your posts, include it in the message you’re getting out with your product. Making  the message likable and memorable is one sure step to reaching the right people.

4. Stand Out from Everyone Else

This may sound obvious, but it’s quite difficult sometimes to understand your own distinctiveness. We all have it in ourselves and you should know what makes (or could make) your content different from the millions of other online posts produced daily. Do you have an unusual point of view? Can you make your designs stand out from every other design out there? What makes it remarkable? Think of your strengths, but also perceived weaknesses or oddities and turn them into advantages.

5. The Skyscraper Technique

The Skyscraper Technique was created by Brian Dean from Backlinko. It’s a method for turning content into high quality backlinks and boosting the traffic to your sites. This technique consists of 3 steps: Finding link-worthy content, Creating something better, Sharing what you’ve written. Long story short - You should find content and headings that are so good that people can’t not click on them. Use this content and make it better than it is. Extend it, give it a new design, add something from your own imagination. Then, reach out to people who have already linked similar content. If you want to learn more, you can find Brian Dean’s Skyscraper Method Case Study here.

6. Chatbots

Using chatbots to answer your customers’ questions is just one way to make use of them. With the right setup, a chatbot can power your marketing so much, that you never miss a lead. Simply put, chatbot marketing is the practice of using bots to engage with your customers. Besides answering support messages, you can use chatbots to start conversations with website visitors, qualify leads, and even get new customers. Your chatbot can be programmed to any behavior you need and completely personalized for every user it communicates with. Of course, it is important to know something about the expected content of conversations before you deploy a chatbot to make it fully prepared and ready, e.g., frequently asked questions. But be sure to let the user know that there is a human ready to answer an unexpected set of questions.

(Note: You can use the already mentioned chatbots in social commerce too!)

7. Social Commerce

We say that social commerce is the place where the line between social media and e-commerce is getting thinner and thinner. Retail is being reshaped by social media. Social commerce encourages people to connect with a business through two-way communication. Thanks to this, customers can engage with your business and also use social media as an efficient customer service channel to help them solve problems. Social media platforms are now a place for more personalized and targeted shopping experiences for customers. Social commerce channels are: reviews and ratings, deal sites and deal aggregators, social shopping markets and social storefronts.

8. Invest in Paid Social

It’s true that having organic traffic coming to your sites is better than being dependent on paid ads. Still, paid social is a big thing and it can’t really be forgotten or overlooked. Most businesses on Facebook, Instagram, YouTube, LinkedIn and other social media sites use paid ads to get more visibility. The quality and depth of targeting on social media has never been as good as it is today and embracing the paid services of social media platforms gives you more options and allows you to try new ways to promote your business and get seen. It is also important to keep in mind that the organic reach is decreasing. That said, even if your content is brilliant and impeccable, you are going to struggle to reach people unless you choose to invest.

9. Customer-centric approach

Customer-centric marketing is a strategy that focuses on the individual customer in terms of marketing design and delivery. There is no “average” customer. Customers have different behaviors and preferences and because now we have the proper tools available, we should move past a “one-size-fits-all” marketing approach. Customer centricity gives us the power to target the right customer with the right channel and right message – at the right time. This approach can also help you to create a brand new strategy that will bring long-term value to your business: acquire high-value customers and keep them coming back.

10. Call-To-Action Buttons

Call-to-action (or CTA) buttons are used to provoke the action you want your visitors to take and to convert them into leads or customers. You can use these tools in your website or your landing pages. It should be a button that makes the user want to click on it, but that doesn’t mean it must be the most eye-catching neon colored button with a slogan in all CAPS. There are many various possibilities of what to put onto the CTA button and each can be used in different cases. They should be visible and stand out from other content on the page, however, their design should be consistent. Some examples of the phrases you could use with your CTAs: Sign up. / Subscribe. / Join us. / Learn more. 

The trends keep changing and evolving. Keeping your marketing strategy up to date will always be a necessity, however, once you feel comfortable using the current tools and methods, you can learn from the process and eventually the evolution of online marketing trends won't seem so complicated and will be easier to keep up with than the Kardashians.

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7 Key Reasons Why Your Facebook Ads Don't Convert

We have all been there- investing into an ad that simply does not convert! We spend hours trying to figure out where the pain point lies and NOT being able to get it right… Your goal, as a business owner or marketer, is to get the most out of the investment that you put into any marketing campaign, right? Marketers call it the ROAS – return on ad spend. We are lucky to cooperate with many businesses that continually generate revenue on Facebook and, thus, grow their business. Thanks to this valuable data, we are able to bring you the 7 Key Reasons Why Your Facebook Ads Don't Convert. Let's dive in!

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Marketing Funnel Explained (for Non-Marketers)

Have you ever wondered if the journey of your customer is trackable or even viewable? I have good news for you – it is. You can – in many cases – track how many people know about your business, how many of them consider purchasing your goods and, of course, how many already bought and referred your product to a friend. Being able to view the customer journey, optimise its steps and analyze your efforts is crucial for any kind of business. Trust me, the size does not matter (in this case). Every business should do it.

Marketing funnel is a term that resonates with the majority of marketers. They tend to use this model to illustrate the customer journey – from brand discovery to purchase. As stated, measuring every step of the funnel brings you a much better overview of your efforts and, thus, a higher return on investment, which is your goal, isn't it? The more you can get out of every stage of your customer's journey, the better the results are in terms of number count or revenue.

Let's say your customer journey has three main phases:

Three main phases of the customer journey (attention, consideration, decision)
The Three Main Phases of Customer Journey

Please note that in this case we don't cover the scenarios that happen after the purchase is made (retention funnel).

Each stage represents a different behaviour stage of your potential customer. Say she has a problem which she is able to name. She begins to search for a solution – which you offer with your product or service. As soon as she discovers your business – among others – offers the solution she is already in the awareness stage.

Your presentation, product, its price and other factors determine whether she will move further on the journey. The consideration stage, needless to say, is a phase in which a potential customer already considers your product, is comparing it to your competitors and is aware of its pros and cons.

Decision. That's the phase we aim for. We want her to buy our product, right? That's when a decision is made. In this stage, your potential customer has already conducted the research, has chosen you over your competitors and is happy to buy what you have to offer

We just described (in a very simple way) what a customer journey can look like. Sometimes it takes weeks to guide her through all stages of the journey, sometimes it is a matter of minutes. Imagine yourself buying a coffee in the city center. You probably don't do any thorough research, but you certainly look for coffee quality and price. You don't spend days comparing the product to other cafés or bars. You make the decision according to a few key factors. Your journey is fast and your decision is made pretty quickly. But it does not mean the café owner should not pay attention to the key factors, like what the café window looks like, or if their prices are reasonable, as it influences the customer's journey.

The customer journey can easily be viewed as a funnel. Therefore, marketers use it to analyze their efforts. To explain the basic idea behind the marketing funnel, let's use the widely-known model AIDA which stands for attention, interest, desire and action. Each of these phases represent a stage in which you might find your customers. 

Obviously, your ultimate goal is to guide them through the stages without friction and in the shortest time possible. 

Let us look at an example of a basic marketing funnel:

AIDA - Attention, Interest, Desire, Action

People obviously start at the top – marketers call it the top funnel. This represents the awareness stage. As customers move further in the funnel, they know more about you and your offer and start, as well as continue to consider it more and more. 

Here is what a perfect marketing funnel would look like:

Example of a Perfect Marketing Funnel

This would mean that everyone who discovers your product will decide to purchase. Going back to our example, 100% of the people who enter your café will buy a coffee. Of course, that's a seller's utopia. In an ideal world, this would work, not in the real one.

Your task is to carefully measure your funnel and optimize its steps.

Let's finally give a more concrete example of what a marketing funnel can look like in your case. Say you run a real estate business, and aim to attract potential house buyers with your website. That's also where you generate leads that you can then convert. Your main channels would be:

  • social media or ads on Google or Youtube
  • a website
  • a chat or phone call

You would try to attract as many people as possible with your marketing budget and lead them to your website to show all the products or services you have. After they land on the website, ideally you want them to fill out a form, in case, they are interested in a particular offer. As soon as they do so, you connect with them via phone or email and find out whether their interest can lead to a conversion. 

This is what your funnel would look like:

Example of Marketing Funnel

Let's do some math now. Say your marketing efforts help you reach 10,000 people with your ad. 3% of them interact with your ad and visit your website. That would mean you have 300 people on your website, right? 

How many of these people are you able to convert into leads? That depends on how your website attracts its users and how juicy your offer is, doesn't it? Let's say you have a 10% conversion rate (10% of website visitors convert into leads). In this case, you would have 30 leads waiting to be contacted. 

How many of them can you convert into sales? Again, factors like your response time, will play their role now. If you made it to 50%, you just made 15 sales. Now go back and think about what can be improved...

You can see that there are more factors that influence the efficiency of your funnel (and your efforts). One bit of advice would be: measure each step of the funnel, focus on the customer and do your best to improve the areas where it falters! 

Going back to our example, simply by making your ad more appealing, you can increase your outcome from 3% to 6% which (if other metrics don't change) make 30 sales at the end of the day! Improve your website from 10% conversion rate to 15% and you almost hit the sky… You know where I am heading, right?

You may be wondering where you can get all of this data? Tools like Google Analytics, Google Ads, Facebook Business Manager or our own app that simplifies the process of ad management, can give you great insights into how many people you reached, how many of them interacted with your content, how many made it to the website and finally, how many were converted into leads. There is a plethora of ways to measure your marketing funnel – the customer journey. Even a piece of paper and good data sources can create miracles… 

One thing is for sure: if you don't measure your efforts carefully, you may be investing money and energy into something which does not bring you results at all.

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Why Having a Website Will Help Your Business Grow

If you are running your own small business, it is only right to have a website. With everyone being on the internet it is almost impossible not to take advantage of it. Unless you do not want your business to grow and succeed it is essential to build up your online presence and having a website is one of the ways to do it. Thanks to the evolution of technology and free website builders like Webflow, building your own personal website has never been easier. You do not need to be a computer engineer or know computer programing. Free website builders enable you to build a personal website to your liking. There are so many positives to having your own business website.


So, here are the benefits and advantages of having your own website:

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Find Your Customers Where They Truly Are

A  few months ago, I moved to a new flat. Before that, I had been doing thorough research on what part of the city is the most child-friendly in terms of security, what are the prices and how far the flats are from the public transportation. I took many things into consideration before even getting in touch with an agent.

Did I Google things? Of course! Was I keen on reading research on what parts of the city suit my needs? You bet I was! Did I spend some time scrolling on Pinterest for furniture inspiration? Yes, I did.

I was lucky to meet Josh, a real estate agent who has been in the business for some time. We got in touch after I visited his website and read his article about the prediction of real estate prices, plus went through some interesting content on his LinkedIn profile. 

I was astonished by the speed of his reaction. Within two days, I had 5 flats to choose from. And a few days after that, I went to see them all.

What I did, nonetheless, within those two days, was thorough research – again. This time, I examined Josh's Instagram profile and checked out the other flats he had to offer. I read the reviews on his Google listings and read more educating articles on LinkedIn. I am a social media freak and I probably use all of them. But Josh was always there… Offering me exactly what I was looking for. At the exact time I needed it.

What I just described, was a perfect user experience and great customer-centric approach. Josh knew his business would grow if he invested in these channels. He also knew what content to serve on each of them. And I engaged, liked, followed – was totally sold! – Successfully ended my buying journey – call it whatever you want. Josh won. So did I.

Do I live in one of these aforementioned flats today? I surely do and I am happy with my decision.

Reach your customers wherever they spend their time. This is a golden rule Josh and other successful businesses completely abide by. 

The fact that you are missing out on the chance to speak to your customer or potential customer on any channel can only be leveraged by your competitors… If you don't worship the customer-centric approach, they will.

And by customer-centric I mean going beyond on what YOU want to be doing to what a CUSTOMER wants to do – where she spends time, where she expects to get in touch with your business, where she takes out her wallet and pays for goods or services...

We are not talking solely about social media here. Customers visit your store – interact with you personally, get in touch with someone from support or sales, search for a cheaper substitute on Google or Bing and eventually visit your website. To gain trust, users tend to rely on reviews and customer feedback listed on your social media profiles. One customer – multiple channels. And you'd better be on all of them.

Customer Interact with Multiple Channels
Your Customer Interacting with Multiple Channels

Every touchpoint matters. Everyone builds the complete image of you through your customers' eyes. And everyone determines whether a customer chooses you instead of your competitors.

In 2018, the average time spent daily on social media was 136 minutes. That is more than 2 hours of one's precious time. And more than 2 hours for you to catch their attention with what you have to offer.

What you can count on, is the fact that they will search for products like yours. And if they don't find you, they will buy somewhere else…

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Beginner's Guide to LinkedIn Advertising

LinkedIn connects more than 630 million professionals. Its main focus is to build strong and long-lasting career connections and quality content. The platform is definitely on the rise and there are plenty of ways you can leverage it for your business or personal brand.

Knowing the fact that the organic reaches for business pages for Facebook and Instagram are decreasing, LinkedIn offers a chance to reach your audience more effectively.

So, how can you get the most out of the biggest social network for professionals? First of all, know the basics. LinkedIn (and any other advertising platform) can be overwhelming, which makes it easy to get lost. Don't try to understand everything. Choose to learn what matters to your business the most.

We have prepared content that will help you get to know the very basic idea behind advertising on LinkedIn. We call it the Beginner's Guide to LinkedIn Advertising and within it we cover the following topics:

  • What LinkedIn is really about
  • Get to know the LinkedIn interface
  • Types of LinkedIn accounts
  • Setting up your profile
  • Introduction to Campaign Manager
  • Setting up the first campaign
  • Choosing the right objective
  • Setting up your target audience
  • Introduction to Ad formats
  • Setting up your budget
  • Tools to make your life on LinkedIn easier

Dig into the LinkedIn advertising by downloading the e-book below and let us know how it helped you boost your business.

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How to define the SUCCESS of your marketing efforts?

Before launching any marketing campaign, we must ask ourselves the question: What is it that I want to achieve by running this campaign? In other words, what goal do I set. This is crucial as it determines the outcome that needs to be tracked – the key metric(s) that I want to analyse. Let us call the key metric the North Star for now.

Imagine you sell houses in the U.S.A. By making great content (e.g. pictures & videos of a new house near a lake) and running an online ad, you want to reach as many people as possible! You worked out how to effectively target your customer and now it's time to evaluate your efforts.

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