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.

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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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How to Define The Optimal Budget for Your Marketing Campaign

All small businesses need a good marketing plan to help it reach its targets and aspirations. With every marketing plan comes a marketing budget. You can say they go hand in hand. Creating the optimal marketing budget will ensure you spend the right amount of money in the right places to achieve your marketing goals. Creating a marketing budget used to involve a lot of trial and error which can lead to unnecessary expenses and ineffectiveness. But nowadays with everything becoming easier thanks to the amount of information available on the internet, so is creating the optimal marketing budget, everyone can do it.

Small business owners are finding new ways and techniques to plan out their strategies and design successful marketing budgets. It all comes down to how much are you willing to spend to acquire new customers and increase your brand awareness.

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How to Publish Articles (Natively) on LinkedIn Like Pro

If you're wondering where you can get your articles published, so that it reaches a broader audience, we have great news for you: LinkedIn allows you to create and publish articles natively on their platform. Not only can you leverage the wide user base that LinkedIn has, but you can also use their analytics to see how your posts perform.


Like Facebook did with Instant articles, LinkedIn has switched from being a solely networking-based platform, focused on professionals, to a content-based platform that allows its user to educate themselves while spending time on their platform. That's also what both LinkedIn and Facebook (amongst other platforms) desire – to keep you, me and other users on their platform for as long as they can.


Does this feature represent the potential for you to share your knowledge among other people? You bet it does - if “done well”. Let's jump right into how you can publish articles natively on LinkedIn like a pro.


To get started, click the “Write an article” button. Can’t find it? It's right there, have a look:

Write an article — LinkedIn


Isn't this one of the features that has been in front of your eyes the whole time, but remained undiscovered? 


Once you hit the button, magic happens. You are redirected to an interface where you can create your native LinkedIn article. Having said that, you can now configure the content: add a headline, background image, write the article, add engaging or educating infographics or other visuals and finally, publish!


We won't leave you without any tips and tricks to get started (just keep reading), but we recommend you play around with this feature to get a better idea of what all you can do.

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Here Is Why Your Facebook Posts Get a Lower Organic Reach

Weird. Your page likes or followers remain the same, but you no longer reach as many of them as you did in the past, right? The reason is obvious – algorithms change as does the business strategy of social media networks. Let me explain what I mean by that.


In 2018, Mark Zuckerberg announced that Facebook would reduce the organic reach of branded content and will focus more on “meaningful connections”. What is a meaningful connection you may wonder… Facebook no longer aims to keep you on their feed as long as it can, but instead focuses on quality time. Thus, users should be much more in touch with their friends, communities and groups than they are part of and, most importantly, truly interested in when it comes to content.


What is the result of this change? A 34% decline in organic reach on average. But that hasn't been the first time we faced such a drop in organic reach...

 Facebook Organic Reach
Decline in Facebook Organic Reach Over Time


In other words, those who were building their community and follower base on Facebook in the “early days” of Facebook leveraged the opportunity to reach almost everyone for free. Today it's totally different.


This strategy applies for more platforms, of course. Instagram (being owned by Facebook) follow the same rules. So do the others… And it makes (economically) completely sense for them.

How to get out of it?

It looks like a huge problem, right? But what if you can use this to your advantage? Focus on great content, optimize according to the data that you get and leverage the latest Facebook formats and you may overcome your competitor pretty soon… Not everyone is able to follow the trend and change the processes accordingly.


Here are some tips to follow to increase your reach:

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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.

Read >>

Take Your Small Business to the Next Level with Marketing Automation Software

One of the buzzwords and a key trend in marketing is automation. Even though it may sound complicated and unaffordable for small businesses, the opposite is true – you only have to know where to begin. If you know what to focus on, choose the right software and analyze your efforts, marketing automation can truly get your business to the next level.


Marketing automation is, as the name suggests, a category of technology that streamlines your marketing activities. It gives you the power to focus on customers with the highest potential and saves your time by triggering messages (campaigns) across multiple channels without you having to start them manually. A miracle, I know.


There is always a buzz around new technologies. We recommend reading our article about the difference between Hype & Trend. Marketing automation, we believe, is a trend to stay. Jump on the train as soon as you can. No matter how big your business is. If you choose an affordable solution, your business can never be too small for this.


There are more arguments to start using a marketing automation tool:

  • It saves you time by automating manual effort.
  • If done well, it increases the revenue and saves cost.
  • It allows you to nurture your most valuable customers and focus on new customers with the highest potential.


Stop. Doing. Manual. Work. Period. Let technology help you automate. It's not as hard as it looks. You will find out soon, just bear with us…


Where do you start?

Let us guide you through the very first steps to start using marketing automation that will take your business to the next level.


1. Set your priorities

Be clear about what you want to achieve and how you'll track it. This is a prerequisite to get started. If you don't clearly set your expectations, you won't know where to go and you won't recognize when you get there.


Do you want to save time? Great!  Are you more interested in increasing your response rate? That's cool too. Would you like to generate more leads? That counts as well. Goals and expectations should come out of your status quo - no one will help you here, just you, so start by defining your goals.


2. Define the customer journey & touchpoints

Know the journey of your customer. You can only optimize if you know what leads your customers to purchase. We are fans of marketing funnels that help you (in a simplified way) understand the customer journey. Draw one for your business – you will get a better idea of where your customers get stuck.


Let us give an example here. Say you run your real estate business. Your primary selling point is your website with all the listings and offers. You run Google, Bing and social media ads to generate traffic. You might send some newsletters too.


Your primary goal is to generate leads and close them, right? There are multiple touchpoints throughout the customer journey (before you close the deal). Here is what a customer journey may look like:


3. Find out what can be automated

Now that you know how your customers behave – you've identified the touchpoints, let's slowly start automating. Or better said, let's find out what can be automated. Tools like Hubspot, ActiveCampaign or Keap are mostly focused on email marketing, social media ads, search & display ads, SMS, widgets and pop ups on the website. These represent the channels that you can use to get in touch with your audience. Let us expand on our example above. The touchpoints where the communication can be fully automated are now marked in red:

4. Choose the right automation software

There are plenty of tools to choose from. Going back to your potential question: “Are these tools affordable for small businesses?”, note that you don't have to pick Marketo or Hubspot to automate your efforts. These are tools mainly for enterprises that operate with big marketing budgets. Not in our case. We go small. But effectively…


Let's list some of the tools you can use to start automating your communication:


  1. ActiveCampaign

ActiveCampaign gives you not just marketing automation software, but CRM on top. Its pricing starts at 9 USD (if paid annually) and offers not just email marketing, but also SMS, Facebook targeting, subscription forms and personalised content on your website. It's a great tool.


  1. Keap (by Infusionsoft)

You will have to go deeper into your pocket here. Plans start at 49 USD, but they offer you a sales pipeline plus invoices & payment management on top of what ActiveCampaign gives you. If you lead a sales team, this can be a great choice.


  1. Drip

As well as other automation tools, Drip focuses on campaign orchestration – creating a single view across multiple channels. We worship the 360°customer view and so does Drip. Their focus is ecommerce and they offer great features, like personalised product recommendations.


  1. Mailchimp

It started solely as an email marketing tool, and is now moving into the automation platform. Mailchimp offers features like landing page creation, social media ads and soon-to-be-launched marketing CRM. Pricing starts at 9,99 USD plus they offer a freemium to play with the tool and use basic features.


  1. Zapier

We love Zapier – the glue of the internet. It allows you to connect two platforms that, by themselves, do not communicate with each other. Say you generate leads on your Wix website and need to send them to your Drip account. Zapier helps you do that – automatically of course. With more than 1,500 platforms, they are the real glue of the internet...


  1. groost

As much as we love Zapier, we adore our own solution – groost. The name itself says that it'll grow & boost your business. We do it by automating and simplifying your campaign management. If you need to generate more leads, increase website traffic or get more post engagement on your social media profile, you probably run paid campaigns – knowing that organic reach is constantly decreasing – which can be overwhelming. Learning how Google Ads, Facebook Business Manager, LinkedIn Campaign Manager or Bing Ads work takes ages. Not with groost – a single platform for all your marketing efforts. We do offer freemium too to show your business on both Facebook and Instagram – try it out!


5. Analyze your efforts after some time & improve

Make sure to come back and analyze your efforts. As Peter Drucker said, if you can't measure it, you can't improve it. Analyzing what works and what doesn't is crucial. We recommend running continual AB testing to optimise every step of your funnel and every touchpoint with your customers. All tools that have been listed above allow you to do so easily.


These are the 5 easy steps to get started with marketing automation. Some of them might seem obvious, but believe me, there is no shortcut. Set your priorities first, define the customer journey and touchpoints, find out what can be automated, choose the right tool(s) and after some period of time, come back, analyze and improve.

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Show Others How Much Your Customers Love You (Leverage User Generated Content)

If you run a social media profile, you've probably thought of what to put on your content calendar. You want to create and publish something that truly brings value to your audience and resonates within them, right? User generated content can help you not just fill your content calendar, but truly bring something that gives a new perspective to your business. 


User generated content, as the name suggests, is content that is voluntarily created by your best customers – brand advocates – and shared so that their audience can see it. It is basically the best thing your customers can do for you – refer their friends to you/ share your product(s) or speak about your service(s)!


Imagine you are an owner of a gym that is visited by dozens of customers daily. What if some of them posted a photo to their social profile, exercising in your gym and saying something nice about your place. Wouldn't that be great? Could that bring you new customers? Absolutely.


79% of users say user generated content has a high impact on their purchasing behaviour. That simply underlines what we've stated earlier.


In 2014, Starbucks came up with a White Cup Contest which, guess what, is focused on user generated content… You can read more about the contest here. The only thing we will say is that they collected over 4,000 pieces of content! That just goes to show the true power of brand advocates. Your business can do that too – probably on a smaller scale, but you can. Remember that every one of your best customers can bring you another one. Your brand advocates grow as your business grows…


User-generated content brings in authenticity

If you say your product is the best, some people might believe you straightaway. But isn't that statement much stronger when made by someone who is already a loyal customer and has no other interest in regards to promoting your brand? User generated content brings true authenticity into your content and, thus, gives others another perspective of your business.


Social proof

People love seeing the product they aim to buy has great reviews! It gives them proof that their purchase won't be a mistake. Social proof – proof by someone other than the business itself – is a strong weapon and we encourage you to use it in your content calendar. Look at Amazon. Their products have thousands of reviews, which makes it far more valuable and far more worth it to buy for new customers.

Amazon reviews

Let us look at some other examples of great user generated content shared mainly on Instagram:

Get your audience on board. Talk to your best customers and motivate them to create a good product review, unboxing video or simply a happy picture while using your product or being at your cosy place (café, gym, etc…). Those who love your product will happily help you get it in front of other customers, trust me.


Micro Influencers

The use of influencers is a trend that has been here for some period of time. Brands work with people who gather an audience that fits their plan. Simple as that. They often collaborate with celebrities who are followed and trusted by millions of people, experts in a given industry, or gamers that record their gaming sessions. If you can find someone who has your target audience, team up!


The fact is that you don't have to work with widely known influencers, pop stars or famous athletes. Find so-called micro influencers who help you reach a smaller audience, but with higher precision. The cooperation won't cost you a fortune and results will follow, as well!


Micro influencers, in most cases, generate higher engagement with their audience and are more passionate about increasing their audience. If you start cooperating with them at the beginning of their journey, your business relationship can grow into something that constantly helps you achieve your business goals and to build a wider (and more relevant) audience.


The best collaborations, nonetheless, are the ones that are natural and not “too obvious”. Give some micro influencers in your surroundings your product, let them play with it and tell you whether they like it or not. Those who do are your best fit. They will happily (and naturally) promote your product within their audience.


In this post we've stressed the strength of your customer base and your audience – motivate them to tell the world about your stuff and let them bring you new business. Find new alliances with micro influencers, let them fall in love with your product and enjoy the fruits of your (hard) work!

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