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.
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.
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…
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:
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:
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:
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:
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:
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.
Being active on social networks pays off in the long run. Customers expect you to be active. It is a sign that your business is performing well so they can rely on your services and products.
If you think about accurate presence in digital space, it often counts number of social media profiles. I think you would agree that communicating and publishing content on social media can be a bit time consuming…or a lot.
This activity is very important, but can be done automatically. The right tools will help you publish posts in just a few clicks. Moreover, at the right time, because within each social network there are different and more effective times in which to contribute to different target groups.
There are hundreds of tools available on the market that offer different features in different price ranges. This article is a selection of several proven applications to help you.
A well-known and easy to use tool for scheduling your social media posts. This should be your starting point for these kinds of apps. Buffer allows you to connect all major accounts and it’s manageable from your smartphone.
Free plan: 3 social accounts, 10 scheduled posts, 1 user.
Pricing: from $15/ month
When it comes to scheduling posts and getting permission to publish, Kontentino is the tool you need.
Free plan: NO
Pricing: from $54/month
An all-in one marketing platform. It offers auto-scheduling so Hootsuite automatically picks the right time to post. It even supports the import of hundreds of social media posts at once, in CSV format. With an easy-to-use mobile app, you can manage your content and scheduling on the go.
Free plan: 3 social accounts, 30 scheduled posts, 1 user
Pricing: from $19/month
If you are focused on Instagram, Planoly should be in your choice. This mobile app will allow you to visually plan your feed, schedule posts and even add stories. You can reply to your comments directly from Planoly and analyze all data.
With CoSchedule you can organize your blog and social media content in one place. Editorial calendar in CoSchedule has a great UI, where you can plan posts by drag and drop.
The former Schedugram is now Sked and is a tool for scheduling and automated adding Instagram Stories. In addition to scheduling Stories, Sked also offers Visual Planning, so you can view the wall and see what it looks like without having to add individual posts.
Free plan: NO
Pricing: from $25/month
The biggest advantage of Postify is that it is free. Only when you need to connect 15 accounts or more do you have to pay $9.99 per month. Although, Postify is not the most visually app-friendly application, it does its job and this makes it a very good tool.
Free plan: Yes
Pricing: from $9.99/month
Probably the best Instagram automation tool. It also offers the ability to publish to other platforms, but focuses on Instagram the most. It offers a mobile app that captures all setup and publishing.
Free plan: 1 account per platform, 30 scheduled posts, 1 user.
Pricing: from $9/month
Even Facebook itself offers a feature to schedule your posts. Just create a post in Publishing Tools, select Schedule and pick a date. It is that easy. There's only a small problem, because it doesn't allow you to publish a post into multiple social media profiles. But still, scheduling multiple posts, as opposed to one per day, can still be an excellent time-saver.
Free plan: unlimited
If you are focused on Twitter, TweetDeck could help you with scheduling your posts. It is an app directly from Twitter. It has some basic features, but it is easy to use.
Free plan: unlimited
Let’s be honest — some online ads simply don’t work. At least we think that they don’t. Or better put, we judge them before knowing the real reason they don’t… Now, there are almost unlimited ways to reach your target audience on the internet: targeting people who search on Google with your search ad, capturing people’s attention with your promoted social media post, direct messaging on LinkedIn or creating a short video on Youtube. There are many channels and many types of ads that can use to target your potential customers.
But why the heck don’t they work for you? Many businesses have rapidly grown thanks to online advertising and yours hasn’t. What is it that makes your campaign inefficient?
First of all, be clear on the problem you are facing. What metrics say that your campaign is not working? Is it the ROI (return on investment — easily put, how many dollars are you making out of 1 dollar you invest in the ad), cost per lead (in case of lead generation campaigns) or number of people your campaign reached? When reporting on your marketing efforts, make sure to be as precise on the desired metrics as possible. “Thoughts” are the worst reporting tool.
Secondly, who is running your ads? Is it you who has access to all the important metrics and reporting or do you outsource ad management to someone else? If so, are they fully transparent on the process of a campaign setting? Do they let you “watch the chef while cooking”?
Let us be clear: this point is crucial. Online advertising is not a black box. It truly works and increases the ROI if done well. But if not, there is no positive ROI, just money thrown out of the window… What I am trying to say is, that there will be plenty of companies charging you for the ad management who are not truly willing to help you. As a result, your campaign ends up being inefficient.
Let’s say you are running the ads on your own and still suffering from lack of efficiency. We won’t let you down. We’ve prepared a few points which — when done well — will increase your ad efficiency.
There are more than 7 billion people on earth. And 1 billion of those people are on Instagram. That means every 7th person uses this visual-based social media network. Launched in 2010, and eventually bought in 2012 by Facebook (with more than 30 million users back then), Instagram offers a huge opportunity to connect with your current and potential customers, as well as, your followers and fans. The growth has been tremendous, which makes Instagram one of the most well-known and most widely-used social media platforms of all.
You already know that you can leverage any platform if you have a clear understanding of the audience you can reach there – and whether or not it aligns with your target audience… To find this out, let's jump into the key stats about Instagram and its users!