Tag Archive for: marketing strategy

20 digital marketing terms you MUST know

The digital world is full of marketing terms and acronyms like CPC (cost per click), ROI (return on investment), SEO (search engine optimisation) and so many more.

It can be quite overwhelming. You start to feel like you’re reading in code. But we’re here to decipher the code and put it into your terms. We’ll break up the digital marketing terms into three different categories – search engine marketing, email marketing and social media marketing, although some of the terms can be applied to all three.

Search engine marketing terms
SEO

Search engine optimisation is the organic way to move your website up in search engine results. There are many ways in doing this such as incorporating keywords into your site, writing blog posts and acquiring backlinks. This method of search engine marketing takes time as the search engines will need to crawl your site to pick up on any changes you make. If you want to rank higher at a faster page, it will cost.

At Belluber, we are experts in optimising our clients’ websites!

PPC

Pay Per Click are paid ads that run on Google. This is an instant way of improving your Google presence. As soon as you set up your ad campaign, you can begin ranking. To be at the top of search results, this may require a big budget.

PPC also involves keyword research but instead of optimising webpages, you’ll need to create ads.

SEO and PPC work great individually, but together they can skyrocket your business.

Bounce rate

A bounce rate in terms of search engine marketing is when a user lands on your website and leaves just after a few seconds. Google Analytics will show you the bounce rate for your website. If this number is high, you’ll need to make some adjustments, such as looking at the speed of your site.

The more pages a user views and the longer they spend on your website, the greater the chances are for you to appear higher in search rankings.

Above the fold

Content that is “above the fold” is anything that appears on your website before the user has to scroll. So what should appear above the fold is your most important content. When landing on your site, your audience needs to know immediately what is going on, to prevent them from pressing the back button.

Email marketing terms
List segmentation

Segmenting your email list can work wonders for automations. You can break up your lists by industry, new and returning customers, networking contacts… The list goes on. These can be used to create automations – if you need some help creating automations to move your leads through your sales funnel, talk to us! However you want to segment your lists, there should always be a strategy in place.

Bounce rate

A bounce rate in the email marketing world is the percentage of emails that weren’t delivered in your campaign. If you have a high bounce rate, there might be an issue your email, so always check your bounce rate each time you send out a campaign.

CTR

While open rates look great on paper, the click through rate is the most important metric. The goal of most email campaigns is to keep subscribers engaged and to follow through to your website. Engagement is measured by the open rate, while the click through rate is what’s measured when people click through to your website.

This is also used in social media marketing.

Social media marketing terms
CPA

Cost per acquisition is a metric used to determine how much acquiring one customer costs. You can calculate this by dividing the cost of your campaign by the number of conversions. This metric shows you how much you are actually spending per conversion. If this cost is too high, you should consider reworking your marketing campaign.

A/B split testing

When running any type of advert, it’s best to split test. This means you will have 2-3 similar ads that run at the same time to see which performs best. You can switch up the featured image, text, header, etc. A/B split testing will help to show you which advert people liked more.

This can also be applied to email marketing.

Lead generation/Lead magnet/Lead nurturing

Lead generation is exactly what it sounds like – how your business generates leads. A lead magnet can be a free e-book, small giveaway, etc. that you offer to customers in exchange for their email addresses. This tool will help your business capture those potential customers. When they become a lead, you will need to nurture them until they become a customer.

Businesses typically nurture their leads through a sales funnel. This can be in the form of sending emails, retargeting them on social media, or following up with a telephone call.

Engagement rate

Posts, tweets, blogs and photos all have engagement rates – how much users are interacting with your brand. How many shares did that blog receive? How many comments did you get on that post? The higher your engagement rate is, the better your content is.

Pixel

This is a piece of code that is inserted onto your website to track. It gathers analytics and data on your customers and their movements on your website. You can also use pixels on Facebook to retarget customers. By having a pixel on your website tracking your customers who visit, you can target them in future Facebook ads.

If you’re unfamiliar with HTML, your pixel will look like random words and symbols. But all you need to worry about is copying and pasting it in the correct place on your site. Facebook provides great tutorials on how to do this for most major website platforms. Or we can help!

If you have further questions about these marketing terms, contact us. We can help you create your social media strategy, manage email campaigns and even build you a new website.

Build brand awareness with these clever tips and tricks

If people don’t know who you are, they can’t purchase your product or service. Brand awareness happens the second someone remembers your brand from previously seeing something such as your company name or logo. Building brand awareness means building your reputation. This can help you to get more customers and retain old customers.

But Rome wasn’t built in a day and neither is brand awareness. People aren’t going to know your brand automatically after seeing your name or logo a couple of times. You need to work for it by building a strategy, earning people’s trust and making your presence known across multiple channels. There are so many ways you can engage with your customers online – from email marketing to advertising on social media. Below are components to add to your branding strategy:

Make your business more ethical or sustainable

Make your business stand out whilst doing your part for the planet, by incorporating more sustainability. You could plant a tree in clients’ names, encourage your staff members to cycle to work, or print less and be more digital. Already doing this? Shout about it! We are becoming more ethically aware and many people are likely to do business with a company that is incorporating sustainable measures.

Consistency is key

Being consistent will of course help people remember your brand. Consistency can also improve your SEO. If you have a Google My Business page, you will notice that your name, address and phone number is displayed when you search for your business. This should be the same across all platforms.

Also, everywhere that you have a visual digital presence should be consistent. The colours and fonts used across your website, branding and logo must match. Also, cover images for social media platforms should all be the same or similar.

If you are consistent with everything you do, you will become more familiar to people who see you across different platforms.

Social media presence

In a digital world it’s important to have a strong social media presence. You should also be posting regularly – remember that consistent thing we discussed? There are other things you can do alongside posting to boost your brand visibility, such as responding to comments on posts. Be known as a trusted, helpful brand with a great social media presence by making the effort to interact with your customers.

Partner with other (bigger) brands

If you’re a smaller business looking to build brand awareness, partner with more established brands by creating giveaways or even collaborating on a product.

Find businesses you’d like to work with, and engage with them on social media. After building a relationship, you can find out if they’d like to collaborate. Facebook or Instagram giveaways are perfect for building brand awareness. You’ll be getting your name out there to potentially a whole new audience, and if the other brand is in the same industry as you, even better.

Refer a friend

A referral programme is a great way to generate brand awareness, as well as gain new customers. If someone is already a loyal follower of your brand, give them the encouragement to share you with a friend.

If a friend tells you about a product, would you be inclined to check them out, especially if they were offering something free? Graze snacks provide a £1 for every person referred, and each new person receives a free graze box. Everybody wins!

Do something positive

Right now, there’s a lot of negativity in the world. So do something positive for your customers and your brand. Share positive reviews, answer customer queries or come up with your own form of positive branding.

Dominos previously launched a campaign called ‘Paving for Pizza’, where they fixed potholes in the road. They incorporated their logo to promote their business, while making a positive impact. You don’t have to go to this extreme, but people will recognise when you do something good. An idea is donating to a local charity. This can build positive brand awareness and could influence potential customers future buying decisions.

Use retargeting

Brand awareness is ensuring your audience see your logo, business name, ads etc. multiple times, so they become familiar with your brand. Retargeting is a way for customers who may have visited your website to see you again.

There are several forms of retargeting. You can gather data from customers who have visited your website and then retarget them with social media and Google ads. You can also use email to retarget customers.

It’s rare for a customer to convert the first time they interact with your brand. This is why you need to utilise retargeting.

(MORE: 8 marketing metrics you must be keeping tabs on)

8 marketing metrics you must be keeping tabs on

Tracking your key marketing metrics is vital in running an accountable, effective marketing strategy. If you aren’t measuring your performance, how do you know you’re on the right track? Firstly, you need to know what the right metrics are.

These days, there are tonnes of performance measures you can keep tabs on, but in this post, we outline some of the most crucial metrics you should be tracking, and how they’ll help you improve your overall marketing performance.

  1. Leads

Generating leads is one of the toughest but most important marketing tasks. The main role of marketing is to find or produce leads (aka people that are potentially interested in your service and can be converted into customers).

Tracking leads is the first things you must be doing. Track the total number of leads generated per month and leads generated by each marketing channel (social media marketing, advertising, web search results, content marketing, emails, etc.).

  1. Qualified leads

Qualified leads are leads that you’ve seen some form of engagement from – they’re not just ‘potentially’ interested in your service, they’ve actually engaged with you in some way, and can now be transferred to your sales team.

You can calculate the rate of your leads to qualified leads by using this formula:

(Qualified leads/Total leads) x 100 = Qualified lead rate)

This will help you get a better understanding of the effectiveness of your marketing tools.

  1. Return on marketing investment (ROMI)

ROMI doesn’t differ much from the more well-known ‘return on investment’ (ROI) metric. But it focuses specifically on marketing investment, measuring how much revenue a marketing campaign is generating compared to the cost of running that campaign.

Here’s how ROMI is calculated:

ROMI – (income from marketing – cost of goods – marketing expenditures) /marketing expenditures * 100.

If ROMI is less than 100%, then your marketing investments cost the business. If it’s more than 100%, the push was profitable.

Bear in mind that it isn’t always possible to calculate ROMI and the result doesn’t always represent the reality. ROMI is just one metric to consider, and you should never over-emphasise a single metric on its own.

  1. Referrals

Businesses often neglect tracking referrals, but it’s an important consideration, especially in digital marketing.

There are numerous ways you can track referrals, e.g. cards and vouchers, or a manual referral process. But the most common referral strategies are run and tracked online.

This starts with a customer signing up to your offering, then inviting their friends via a unique referral link/code. To track these referrals you can use Google Analytics, or even just an Excel spreadsheet, provided you have a unique code for each new visitor.

To calculate the rate of referrals:

Total number of customers / Number of referrals = Referral rate

  1. Brand awareness

Essentially, brand awareness is where consumers are familiar with a particular brand. It’s one of the vaguest metrics listed here, as it’s hard to assess how many people have heard about the brand. But it can also be valuable, particularly when matched against competitor brands.

Marketers can begin by tracking the number of mentions their brand receives online. You can then also match those same metrics against your competitors.

These metrics don’t show how many people know the brand, but they do show how many people are talking about it, which can be a good way to measure the ongoing impact of your brand awareness efforts.

  1. Reviews and testimonials

Reviews and testimonials are another form of ‘word-of-mouth marketing’. Every business should encourage reviews – they can make or break your sales when a potential customer searches online for your brand.

  1. Cost of customer acquisition (CAC)

Cost of customer acquisition looks at how much it costs on average to convert a lead into a customer. It’s another metric that can prevent you wasting money on marketing campaigns which don’t deliver.

CAC is calculated with this formula:

Amount spent on lead generation / Number of new customers as a result of lead generation = Cost of customer acquisition

Similarly to ROMI, you shouldn’t just rely on it alone and overestimate the metric, as there are caveats. For example, a business may have invested in early-stage SEO, and therefore wouldn’t see measurable results for quite some time.

  1. Customer lifetime value (CLV)

Customer lifetime value shows how much revenue each customer brings to your business throughout the whole relationship. CLV shows you how many customers you need to breakeven and to make a profit.

Increasing CLV is important, as it’s often cheaper to keep an existing customer than it is to convert a new one. The simplest formula to measure CLV is:

Customer revenue per year x Duration of the relationship in years – Total costs of acquiring and serving the customer = CLV

This is a basic measure, but it can provide valuable insight to help keep your efforts on the right track.

Is that everything?

These are the metrics that we consider important, but there are many more you can focus on.

Marketing is multifaceted, and everything from email open rates to SEO requires attention. Just try to spend the same amount of time on measuring as you do marketing, because measuring will help you formulate more effective, adaptive strategies over time.

(MORE: 7 proven marketing strategies that work for small-medium sized businesses)

Spice up your marketing with user-generated content (UGC)

Are you looking for ways to improve your marketing? Would you like to know how user-generated content (UGC) can assist your business growth goals?

The infographic here shows M2 Technology Group’s tips for success. They cover:

  • What is user-generated content (UGC)?
  • Why your brand needs to take advantage of UGC
  • The values of UGC
  • The challenges around UGC
  • 10 steps to a successful UGC marketing campaign

So take a look at the infographic below!

User-generated content infographic

Why do I need a marketing strategy for my business?

Many new business owners struggle to know what their marketing strategy is; they often have a blurry plan to ‘sell more products/services to customers’. Without having a specific strategy, it isn’t going to be measurable and achievable. It includes short-term and long-term activities in your marketing that hugely contribute to the goals in your company.

Read more

Creating a Marketing Strategy and Plan

Your marketing strategy is how you are going to market your products and services to customers, and how you are going to reach your prospects. But just like a game of chess, it is important that your strategy is flexible able to adapt to surrounding changes, so you can still achieve your goals.

Read more