Last time, I wrote about how, as owner of an online marketing company, I get to see first hand how many agencies – and many a digital agency to boot – fail with their campaigns because they fail to understand how the Internet has changed the buying process. (You can read the article here).
Now I want to talk about a new model of marketing that wins by connecting with customers’ new ways of choosing and buying.
This blog post is long overdue.
Let me explain.
Recently, we’ve had a few situations with new clients who are working with us to get better results from Google AdWords. Specifically, after a month or so, they’ve voiced similar concerns about how their campaigns were performing.
This is a common occurrence with new clients unfamiliar with Google AdWords a.k.a Pay-Per-Click (PPC) search engine marketing. In fact, many of our Toronto-based clients who are familiar with AdWords often have the same concerns (or misconceptions) when they first start working with us to optimize existing online marketing campaigns. [Read more…]
A few months ago, I wrote about the basics of PPC advertising (Pay-Per-Click). Since then, I’ve been thinking a lot about how “paid” media can help generate “earned” media (advertising that is shared among friends and beyond).
To clarify, when I refer to PPC advertising, I’m simply referring to any platform that allows you to advertise on a pay-per-click or cost-per-click basis (example: Google Adwords, Facebook Ads, and LinkedIn Ads).
Why Do It?
Ultimately, our clients want to generate leads, inquires, and sales from the PPC campaigns we run on their behalf. However, there are also other valid reasons to do PPC advertising, which may not achieve an immediate ‘hot lead’ or ‘sale’, but may do so down the road.
For example, if it makes sense for your business to have a Facebook Page you might want to consider using Facebook Ads to generate initial awareness and demand by driving people to your Facebook Page.
Running a Facebook Ad campaign, might help you get the first 1,000 people to “like” your Page. From that point, you still have to keep them engaged, but in time, you may earn their trust and convert them into advocates, clients, or buyers.
In addition, a relatively small investment in Facebook Ads could generate a huge ROI considering the very same people who first “liked” your Page from clicking your ad also create an organic viral effect.
Sometimes a picture is worth a thousand words:
Overtime, once you’ve “earned” their trust, the same people who originally came to you via your paid Facebook Ad campaign (and who referred others) might eventually turn into a lead, inquiry, or sale.
About the Author
Mitch Fanning is VP of Fruition Interactive. He’s spent 11 plus years working with businesses of all sizes, from global brands to some of Canada’s fastest growing web start-ups ranked in the PROFIT 100.
Most businesses that I talk to about Search Engine Optimization have only one objective and one success metric in mind when they’re planning SEO campaigns — they want to be in the top X results for relevant searches.
On the face of it, that makes sense. The top results for the top searches have the most visibility, so they should drive the best Return on Investment, right?
Sometimes.
Maybe.
But not always.
Here’s a story to illustrate what I mean.
Approx. reading time: 2-3 min
Fact: Every business must generate qualified leads that, ultimately, convert into sales.
I know this because the topic always comes up in conversation with clients. That’s why we’re always improving our ability to help clients generate leads via our online marketing services.
For example, a Google Certified AdWords Professional (on our team) manages the AdWords campaigns we run for clients. We do this, not only because it’s a recognized stamp of approval from Google, but mainly because the individual who is certified is an expert. She’s an Adwords ninja. When it comes to increasing traffic and click-though rates, she’s one of the best.
Unfortunately, having a Google Adwords ninja on your side is not always enough. The problem is, too many clients want to focus on just the traffic generation side, and overlook the conversion side.
In other words, they aren’t willing to go the extra mile to optimize their website or landing page for lead conversion.
The conversion issue, however, can often be an easy one to solve. In some cases, paying attention to the following areas might be all that is required to increase conversion (in addition to plenty of split A/B testing).
Are you credible?
Everything on your web site must foster rapport, trust, and credibility. Real contact information, real photographs, and FAQs that answer real questions. Small detail matters, even things like hosting your site on your own domain and how frequently you update your site. People do business with those they like and trust. Include details that make you an interesting and authoritative source, but most important, make sure you come across as credible.
Convincing copy that inspires action
If you want leads that convert into business, it comes down to copywriting. Practically everything you do online comes back to this core skill. Without the ability to convince people to act, you come up short in most online marketing strategies – including Google Adwords campaigns.
Many people know how to write technically, but they don’t have the copywriting skill to generate conversions. And if you’re missing this one practical skill, nothing else you do online works. That means you risk ending up on the online marketing merry-go-round, spending thousands on traffic generation and not seeing a single conversion. Without good copywriting, everything’s harder, takes longer, or doesn’t work at all.
Bullet proof your call to action
Make sure you’ve clearly told visitors exactly what to do. On the other hand, are you asking your prospect to make too many choices? Confused people don’t act. You should have at most two or three options to choose from. Also, don’t be afraid to repeat yourself on several or all pages. Prospects often don’t read every word of your website. Find creative ways to restate your call to action and the most important benefits.
Have your own favorite conversion strategy that you didn’t see here? Let me know about it in the comments.
About the Author:
Mitch Fanning is VP of Strategy & Business Development for Fruition Interactive, a professional member of Social Media Club, and founding member of Social Media Club Niagara. He’s spent 10 plus years working with businesses of all sizes, from global brands to some of Canada’s fastest growing Internet companies ranked in the PROFIT 100. Follow Mitch on his adventures in new media here at [mitchellfanning.com].
Photo credit: SESConferenceSeries
Fruition Interactive helps you get in front of your target audience, so you can start generating results from your online marketing. Fruition's Organic Search Engine Optimization (SEO), Pay Per Click and online display advertising services are designed to maximize your ROI.
Your Web site is a key business tool. It needs to engage people to take the next step towards becoming your loyal and valued customer. Fruition helps you get the right content to the right people at the right time to influence their decisions and turn awareness into demand.
Call it engagement. Call it retention. Call it what you want, but the fact is increasing lifetime client value is the most cost-effective way to grow your business. Fruition helps you grow lifetime value from your base with highly targeted email marketing, social media marketing and more.