It’s certainly true that many “PPC pros” who work like (much inferior to the real thing) robots will find themselves looking for work. The high value providers who maintain deeper relationships, integrate across multiple complex objectives, and persistently work to overcome challenges to test, improve, interpret, and achieve uncommon results will be the ones that clients find useful.
Andrew did a great job at describing the high-value parts of the PPC advertising agency equation, but that is not the part of PPC management where data-driven decisions excel. There are some things that data-driven computer analysis excels at and others that it doesn’t. Look at the technology stack that is available today to help PPC marketers and advertisers and you will see where some of this technology is headed. In many cases it already is, and in others it will be more capable of handling the majority of tasks that are required to maintain and optimize PPC accounts.
The fact is, unlike many other parts of marketing, PPC advertising when set up properly should be analmost completely data-driven effort.
A Nucleus Research study shows that an incremental 241 percent ROI can be generated by applying data to business decisions. And 91 percent of CMOs believe that successful brands make data-driven decisions, as per Columbia Business School.
A recent CEB study of nearly 800 marketers at Fortune 1000 companies found the vast majority of marketers still rely too much on intuition – marketers depend on data for just 11 percent of all decisions.
MODERN MARKETING & MEDIA
Friction on your lead generation landing pages is bad, because it reduces conversions.
Except that is not always a bad thing. Hear me out for a moment …
As we teach in the MarketingExperiments Landing Page Optimization Online Course, you’re certainly not looking to eliminate friction. When it comes to lead generation, you’re not even always looking to reduce friction … what you’re looking for is the right balance that ultimately makes your company more profitable.
This might seem counterintuitive at first, especially if you work in a marketing department that has a relentless focus on only one number – the amount of lead generated.
However, high-quality leads will likely result in less dead ends for the sales force. Thus, Sales will invest more of its time on leads more apt to close, which should make everyone happier at the end of the day.
Use the lead gen dials to flexibly optimize your page
But you don’t have to be locked into only one approach. The great thing about the lead gen dial approach (shown in the image above) is that it can help you flexibly adapt to your company’s needs:
- If your sales force is simply starved for leads, you can reduce friction to increase the number of leads they receive.
- If your sales force has a long list of leads they still haven’t contacted, you can dial up friction to reduce the overall number of leads, but acquire higher-quality leads that go straight to Sales with a clear priority attached in them.
Of course, if you work in the marketing department, these changes shouldn’t happen in a vacuum. You should create a flexible universal lead definition with Sales that can adapt and scale as the company’s needs change.
Friction in lead generation forms
One of the most impactful places to adjust friction is in the lead gen form itself. Here are three places you can adjust friction, and then test to see which combination is most profitable for your company:
- Make some form fields optional. If you use this technique, very motivated leads can choose to give more information, but you hypothetically wouldn’t lose any less motivated leads, since they wouldn’t have to fill out those form fields.
A word of caution, though — a long form presents a large amount of perceived friction. Let’s face it, even with optional fields, a long form just looks time-consuming in the split second a prospect decides whether to act or not.
- Use a two-step process. You can capture basic information, and then ask for more in-depth information in a second step. You can test offering an incentive for completion of the more time-consuming second step, or just clearly communicate the benefit to the prospect (for example, that they will receive more relevant information from your company).
For leads that don’t complete the second step, you can follow up and try to gain more information at a later date (when they might be further along in the buying cycle, and, therefore, more motivated to provide that information).
- Simply remove form fields. Take a good hard look at your form and sit down with every person or department that has an interest in that form. For example, does Job Title or Budget really help Sales? If so, it might be worth keeping.
If not, it may be like the appendix, a vestigial form field that had a good purpose in a previous era, but no one currently at the company remembers why exactly they needed that information. Seguir leyendo “Lead Gen Form Optimization: Why a lower conversion rate can be a good thing”
If you’ve got a B2B website, you’re always looking for ways to generate more leads online. But while recent research shows 71% of B2B marketers view their site as one of the most important marketing tools, only 31% said their site is “highly effective” at generating leads.
Conversion rate is the final metric that decides whether or not your online process/funnel is working. In contrast, lead generation only tells you a portion of the story. The leads you generate are really the start of a long process of qualification steps, both online and offline. If you don’t pay attention to each step, you will never be able to get the best out of this process.
How to use friction to your advantage
Think of the process of optimizing for lead generation as two interconnected dials. Each dial represents a step in your online process. One dial increases volume of leads by reducing friction. The second dial increases quality of the lead by increasing friction.
You can increase friction in several ways, such as adding more form fields or steps in the funnel process. Or, you can reduce it by subtracting various page elements or process steps. To adjust your lead flow, turn the dials: more friction will yield higher lead quality; less friction will increase lead volume.
Too much friction can make your visitors quit, but not enough friction will fill your pipeline with leads of a lower quality. So you need to test different approaches to determine what balance works best for your lead generation process. Seguir leyendo “Lead Generation Optimization: Finding the right amount of friction”
Spring is just around the corner, bringing warmer weather, blooming trees, bright flowers and – marketers, take note! – a flood of tradeshows. Yes, it’s time to unpack those banners, refresh booth designs and determine event marketing strategies. As planning gets underway and companies prepare to draw visitors to their booths, promotional giveaways form an important part of marketing strategies.
From durable bags and vibrant buttons to catchy pens and must-have notepads, promotional items – which highlight your company’s logo – play a key role in generating buzz for your brand that lasts long after an event has ended. Need proof? According to the Promotional Products Association International (PPAI), 89 percent of consumers who received a promotional giveaway in the last two years could recall that product’s advertiser. What’s more, 52 percent of recipients report doing business with a company after receiving its promotional item.
What’s the secret for selecting memorable giveaways that will provide maximum impact and brand recognition? Here are 10 tips for making your promotional items stand out in the sea of booths at your next tradeshow >>>> Seguir leyendo “10 Tips for Tradeshow Season – Giveaways That are Sure to Generate Buzz for Your Brand”
Monumental shifts in the reputation landscape today are transforming how and what companies communicate. Radical changes caused by the internet, globalisation, NGOs/third parties, diminishing returns on traditional media, a more demanding general public and increasing social activism have created a new dynamic where the company behind the brand is becoming as or more important than individual brands themselves.
As consumers around the world have greater online access to a brand’s lineage, the influence of the brand “parent” or company behind the brand matters even more. In this uncertain climate, consumers expect more from leading companies and have no trouble boycotting those that fail to live up to new standards.
At the same time, leaders need to know how to do business in an environment where consumers are not just purchasing their products or services on their own merits, but are also shopping by company reputation. The mounting convergence of brand and corporate reputation revealed in our study ushers in a new era of marketing communications.
That’s not such a bad thing. It’s really what you do after that failure that counts.
At the very least, failing at a web marketing campaign means you’re trying. The secret is to figure out how not to make those mistakes in the first place.
The best way I’ve discovered to improve each of my web marketing campaigns is to focus on three measurements:
– Lead generation and other techniques that empower salespeople
– The importance of creating relevant content
– How video can be used as a content marketing tool
– The advantages of being a marketer at a small company
– How identifying customers can help marketers create more relevant content
With the growth of smartphone use and alongside it mobile commerce, mobile advertising has grown in proportion with this. More and more retailers and brands are now directing their attention towards mobile platforms, coming up with a more targeted method of advertising and reaching consumers directly.
A study by Millennial Media have found that of all the mobile campaigns ran on their system, only 40 per cent were targeted towards a specific audience while the rest went for as broad a reach as possible. Of the 40 per cent, only 34 per cent of those campaigns were targeted towards a specific demographic or behavioural demographic (targeting a specific age group or section of society), while 66 per cent was targeted at local market such as geographical location, state and country. Seguir leyendo “Mobile Advertising Becomes More Focused With 40% Specifically Targeting User Groups”
Advertising and marketing agencies often position themselves as being specialists in creativity. So it’s just natural that their websites are often creative and beautiful. As clients expect these businesses to be creative (and a website is often one of the first things potential clients look at), ad agencies need to have effective and impressive websites.
Below is a collection of 30 agency websites from all across the globe. Take a look at these websites for creative web design inspiration.
Hoy me gustaría plantear una pregunta: ¿Las agencias de publicidad pueden gestionar una marca? Según afirman muchas de ellas, sí que pueden. De hecho, cada vez es más frecuente escuchar eso de que “nosotros ya no hacemos publicidad, nosotros hacemos comunicación de marca”. ¿Pero esto es realmente así o estamos ante un intento de reposicionamiento con el fin de captar un trozo más grande del pastel? Está claro que las agencias que se autodenominan “de comunicación” tienen la necesidad de ofrecer algo nuevo, pero no creo que sea demasiado acertado afirmar que pueden llegar a dominar todos los elementos que integra una marca, como ya avanzamos en Innovando en comunicación.
1. The “Products and Services” Tab – With the addition of this tab, companies will be able to showcase their offerings without looking overly promotional. The tab also makes it very easy to find what you are looking for without navigating an entire company homepage.
2. Public Recommendations – When LinkedIn members recommend products or services via the company page, their recommendation is publicly posted for all of their connections to see. Free reviews and promotions for the company. Sound like another social network we know? Seguir leyendo “Why I’m Watching LinkedIn Company Pages”