Influencer Marketing

Influencer Marketing in 2022: Pros and Cons

Influencer Marketing

The Evolution of Influencer Marketing  

Influencer marketing has its origins in the gladiatorial era, where men earned glory and fame in the blood-drenched arena of the coliseum in ancient Rome. Through these barbarousness and brutish sport, victors emerged into the limelight and became celebrities and men and women of reckoning. 

In time, these celebrities would endorse products by putting their face and images on them, and because people loved these celebrities, they transferred this love to the products being promoted. 

Herein lies the power of influencer marketing – the ability to use an individual’s equity and leverage people’s love for them to sell a product or service. 

 

In modern history, Nancy Green is one of the earliest marketing influencers. In 1930, she was hired to be the face of a pancake mix called Aunt Jemima, and she is said to be the first African American model. She is also lauded as having a strong influence on the first generation of consumers of pancake mix. In 1931, Coca-Cola introduced this image of Santa Clause in their adverts. Dressed in a red and white suit with a white beard, Santa-Clause is a friendly and plump grandfather figure and is said to be the greatest marketing influencer of all time. The fifties brought the Malboro Man, who became a symbol of being macho and masculine. He was an icon designed to make smoking look hip and manly. The Marlboro Man was a top influencer of that time and endorsed the cigarette brand Marlboro until 1999. 

 

Aunt Jemima Syrup, Influencer Marketing

Aunt Jemima Syrup

Another famous example of influencer marketing was the collaboration between Michael Jordan and Nike in 1985. He made the Air Jordan sneakers famous by wearing them on the basketball court the year before. The Air Jordan brand alone has sold over a billion dollars. 

There are other big-name celebrity-brand partnerships in this era, such as MJ and Pepsi and Tyson and Nintendo. This trend has continued until this day, with notable partnerships formed such as George Foreman and Foreman Grills, Justin Timberlake with McDonald’s, and Gary Lineker for Walkers crisps. 

 

With social media came an explosion in the growth of influencer marketing. The use of AI and predictive technologies meant that people could see what their friends and family were purchasing and take their cues to follow after them. This has also given rise to people with large followership on social media using their platforms to endorse and promote brands to influence people’s purchase decisions.  

 

Influencer Marketing’s Contribution to Brand Success. 

Research shows that 94% of marketers find influencer marketing effective. For them, influencer marketing generates 11 times more returns than traditional advertising and comes second to content marketing in terms of effectiveness. Due to the mistrust most marketing centered communications elicit, the use of word of mouth via an influencer provides more credibility and authenticity for the brand.

Influencer marketing expands the brand’s reach and positioning in the market by leveraging the digital power of social media. Unlike adverts that are viewed as intrusive and have adblockers to forestall them, influencer marketing offers brands an opportunity to interact with audiences in a non-intrusive manner. Influencer marketing allows brands to build leadership and credibility in their industry.

Due to the association with an influential individual who has industry-wide credibility, the use of influencer marketing fosters a perception of trust and credibility for a brand. Again, influencer marketing connects brands to Millennial & Gen Z consumers. These audience segments are very active on social media, and they bring tremendous value to brands in terms of sharing information and engaging voraciously with brands online. These interactions are invaluable to any brand.

Influencer marketing is also an excellent way to generate leads. This is because one of the results of influencer marketing is using social media to provide prompt feedback on if people want to purchase certain brands. This is seen with FB and Instagram, where social media platforms use AI to collect leads and help brands generate both web traffic and social media presence. 

 

Influencer Marketing: The Pros and Cons 

Cons  

Choosing the Wrong Influencer 

It has been discovered that 61% of marketers do not choose the right influencer for their campaigns, and when they choose wrong, it usually causes more harm than good for the brand. 

 

 The Uncertainty of Results 

You can find a good influencer in your industry, but this influencer might fail to produce effective and engaging content for your business. The audience won’t engage, resulting in low traction and wasted efforts and investment. 

 

Measuring Results 

Results can be challenging to measure. This is because, though the brand can be given exposure and heavy engagement, this does not automatically translate to sales. Also, should immediate sales be an effective way to measure the progress of influencer marketing, or do we use metrics such as exposure, shares and comments? 

 

Pros 

Influencer Marketing Influences purchase decisions 

Influencer marketing has been proven to work. It gives the brand a human element that makes it connect and engage with audiences. This is the same emotiveness that persuades the consumer to buy. 

 

Influencer marketing boosts credibility and authority. 

Influencers speak to loyal followers who trust in their opinion. These influencers use sales promotion tactics to intrigue and excite their followers, and this is particularly useful for a new business that needs publicity to thrive and be known. These celebrity endorsements and influences are effective in boosting the brand’s authority and image in the market. 

 

Address the Right Audience 

Collaborating with influencers in your industry will lead to increased traction. Many fashion brands choose to work with fashion influencers who have an eye for style and design. In this way, many fashion lovers will be drawn to the fashion lines advertised and engage with them. 

 

Expands Your Reach 

Influencer marketing gives your brand exposure as these influencers have a large following. This will help elicit traction and engagement as influencers are mostly followed based on passion, insight and ideas. Also, due to their collective need to be informed and educated, followers will anticipate new posts and they will like, share, and repost.  

 

Is Influencer Marketing for my Brand? 

The straightforward answer is yes, influencer marketing is for your brand. As a B2C company, you can post a hair or beauty item online and get an influencer to amplify it and see sales spike within the first 30 days of creating the campaign. B2B brands will take longer and include more decision-makers; therefore, the timeline could be much longer for the results to become evident. 

 

 Strategies for effective results in an Influencer Marketing campaign include finding the right influencer who will work with you. This is because influencers and influencer agencies are on the increase. They are grouped based on many variables, such as the industry they trend in and the number of followers. However, the number of followers matter and influencers’ content and engagement rates determine the level of their effectiveness.

 

Choosing the right influencer to work with, it is best to know whom your customers listen to, follow, watch, and engage. Even if this influencer doesn’t have a huge following, they may be the best influencers for your brand. Partnering with a micro-influencer with 1,500 highly engaged followers is usually more effective than working with a mega-influencer with millions of followers who rarely comment, like, or share.

 

Also, the brand custodian will have to take a proactive step to get the right influencer for their brand. They could start by identifying prominent voices in the area they want to target. They can also assess each influencer’s posts and the previous campaigns they’ve participated in and ensure it aligns with the brand in question. They can also calculatetheir traction rates by dividing the number of interactions by the total number of followers. Other criteria include; finding the right platform to focus on, betting on new and emerging platforms, being realistic about your scope of influence and working with micro-influencers. 

 

Influencer marketing has produced some memorable campaigns. One of these is The 67 shades of Dior Campaign, which won gold at the 2020 Influencer Marketing Awards. The campaign celebrated the launch of 67 ranges of Dior’s Forever Foundation and created awareness for them. They also choose to celebrate the product’s diversity by using an ambassador for each shade. The influencers had a combined reach of 2.66M, 1.85M post impressions and 592K engagements.  

 

Dunkin’ Donuts wanted to create an awareness of National Donut Day. They engaged partners to develop a national Snapchat campaign, showcasing visually enticing creative content. They selected lifestyle creators to spread content about the offer, and they chose eight popular influencers to create and distribute teaser content. The influencers used their content to drive footfalls to Dunkin’ Donut Stores to take up a special offer. As a result, the brand increased followership ten times over to their Snapchat channel on National Donut Day. The campaign reached 3 million people, with 40,000 cases of engagement. 

 

Peugeot’s overall marketing theme in 2018 was “Unboring the future.” To amplify this, they used influencers and influencer marketing. They sought to target 18–24-year-olds and change this demographic’s perception of the Peugeot brand. They wanted to be associated with design and technology. Peugeot chose to work with a mix of micro-and macro-influencers with varied audiences to achieve this. They generated quality content their macro-influencers could share, and then they worked with micro-influencers for a give-away contest and storytelling. The campaign reached and engaged with more than 1 million people. 

 

In conclusion, influencer marketing is the future of engagement in marketing because it presents a human face, makes use of influencers and authority figures in their industry and is non-intrusive and very compelling and persuasive.  

 

 

 

 

Brand Building

7 Ways to Build a More Valuable Brand this Year

Brand Building

INTRODUCTION

Brand value has come to assume different meanings. For some brand enthusiasts, it means how a brand is perceived. For another group, it means the monetary value of a brand, while for others, it is a combination of both. However, we will limit our scope in this article to mean the monetized value of the brand and the value of the assets it has built over the years. 

 

For example, if Mr. Adams wants to sell his tech company to a bigger firm who would continue using the existing name, logo, and brand identity to sell their products or services, the brand value of Mr. Adam’s company is the amount paid to buy this right.  Another way to decipher the brand value of Mr. Adam’s tech company is the amount needed to be spent to design, execute, promote, and amplify a totally new brand and make it at par with Mr. Adam’s company. That amount of money might include hiring a design agency, the time and effort spent on marketing and social media strategy, the cost of advertising, PR outreach and sponsorship, among others aspects. This is why the Brand value is determined based on the monetary amount the brand is worth, as stated on a balance sheet. 

 

What are the most valuable brands in the world? 

Most valuable brands in the world

Research shows that Apple is the most valuable brand in 2022 and is valued at 355.1 billion USD. Amazon comes second with an estimated valuation of 350.3 billion USD. Google is third at 263.4 billion USD, with Microsoft coming fourth at 111.9 billion USD. Other tech companies such as Samsung, are valued at 107.3 billion USD. Facebook, valued at 101.2 billion USD, and Verizon, valued at 69.6 billion USD, rise the world’s most valuable brands list. These brands have remained on the list of the world’s most valuable brands for years ahead of Coca-Cola, Toyota and Mercedes Benz. 

 

The Origins of Brand Value 

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Brand value is a modern concept. Previously consumers depended on product quality to make purchases. However, after the advertising boom of the 1960s, businesses were turned into brands. The era of modern marketing saw companies aligning themselves with positive values such as style, elegance, trustworthiness, security, and innovation. They then used these values as differentiating factors to build their business, which became crucial in their marketing strategy. 

 

What makes a brand valuable?  

Brand recognition: Have consumers heard of you? 

Brand image: How do consumers perceive you? 

Brand usage: Are customers actively buying from you and using your product? 

 Brand loyalty: Do customers prefer you over the competition? 

 

A brand is considered valuable if it is: 

  • Highly recognizable – people know who they are and can recognize you easily. 
  • Positively perceived -people have a good view of them and they are well perceived as credible and unique in the marketplace. 
  • Popular – people buy and use the products or services and prefer them to the competition 
  • Have a loyal following -customers are ambassadors of the brand and have transcended from becoming customers to ambassadors. 

 

How can you build a more valuable brand this year? 

Enhance the Consumer Experience 

Amazon is the leading brand globally. But, how did they get to achieve this? They improved on their consumer experience. Amazon is famous for providing a great user experience. This is because they offer consumers speed and convenience of sales and delivery. The idea is to make it easy for customers to prefer you and buy from you. If customers are displeased when interacting with your brand or if the process of making purchases are too bureaucratic, there will be no reason for them to want to continue buying from you, and they search for more convenient options and will in time become loyal to your competition. So, it pays critically to assess your platforms and processes on a regular basis to ensure they are user friendly and easy to navigate. Are your platforms mobile friendly? How effective and customer-centric is your customer service team? If you pay attention to the factors mentioned above, you will improve your user experience and build your brand value. 

 

Know your Target Audience 

To build a strong brand, you MUST understand your customers and appeal to them. You need to create unique and original content beyond products and features that will engage deeply with your customers’ emotions. One of the top brands globally, Apple discovered this secret and used it in their marketing campaigns. During the launch of the iPod, they used the tagline, “1000 songs in your pocket”. This, they did in a clever manner to connect with their target and without dwelling too much on product features and technicalities. Apple has demonstrated an unusual savvy and deep insight regarding how well they know their customers. They design sleek and easy-to-use products that connect intensely and emotionally. 

Having a deep insight into your customers’ lifestyle is invaluable for building brand value. This will tell you where they are, how to talk to them, where to communicate to them and help you build a rich data mine on how to connect better with them. The next stage is to build a group of brand loyalists addicted to your brand and leverage them to increase and promote brand followership. It is also wise to be abreast of these target groups’ changes. Be part of the same social networks, groups, and communities where your customers hang out online, and host recurring live webinars and podcasts. This stream of customer insights will help you understand what resonates with them and give you an edge over your competitors. It will also help you create unique content, especially for this group to position yourself as a thought leader in your industry. 

 

Be Unique 

To make the brand stand out, you have to break out of your comfort zone. You must be willing to challenge the market’s current standards and evolve to a point your competitors can’t catch up. This will help differentiate and distinguish you from your competition. It would help if you also stuck to your company’s core values. 

 

Work from the Inside Out 

To build your brand value, you should work on your brand from the inside out by intentionally and deliberately building assets into your product or service. Apple has owned the word innovation; Samsung phones are known for their design. To create a strong brand, you should focus on owning an in-built asset such as the happiest employees, most innovative, the best customer service. 

 

Keep your Tone of Voice Consistent 

Consistency is very crucial in building brand value. The more you present your organization’s personality to prospective buyers, the more they will notice and be likely to remember you. 

Using the same tone, voice language, style of writing and opinions in your conversations will avoid ambiguity and confusion and allow your audience to establish instant and easy associations with your content. You should painstakingly create a formal set of guidelines to guide content creation and ensure that your blogs, emails, and social posts all speak with one tone of voice. This consistency also helps develop an intentional and engaging brand personality that emotionally connects your prospects and customers. Brands without characters are really uninteresting. It pays to define the voice, tone, and style to speak to your customers at a deeper level. Putting a face behind the brand, such as the CEO, will help position them as experts/thought leaders and make the brand more approachable and authentic while lending credibility to the brand. It will also give the brand a humane face and a more relatable personality. 

 

Use High Standards for Design 

Design is essential for visual communication. How you use images, colors, and fonts or layout elements on your website, product package, communication materials, or email campaign will determine the perception of your brand. It will go a long way to show your brand personalities and help people decide how to perceive and interact with the brand. How your brand is packaged will determine how it is perceived and interpreted as well. Your company may be small, but it can have a powerful image and create more powerful impressions with robust, visually appealing designs. On the flip side, a bad design can destroy your brand value and underrepresent you in your industry. 

 

Take a stand 

In this era, brands stand for something boldly and vividly. Brands now take a stand about pending societal issues, and when done right, they can leverage their positioning to influence how people think. Brands have to be authentic and do this responsibly and realistically. They should be careful not to come across as opportunistic and vain. Issues such as Ozone layer depletion, water management, animal conservation, forest conservation and preservation of extinct species are some global issues brands can choose to align. By doing this, they are sending clear-cut messages about who they are, what their values are and who they choose to align with. 

 

Summarily, every brand’s dream is to build and increase in value, however, it is a deliberate and time-consuming process which takes painstaking effort. The good news, however, is that when these strategies are implemented correctly, they pay off in the long run and go a long way to increase the perceived value of your brand. 

 

Is your business in need of a brand audit? Contact us to book a free 30 minutes consultation call.  

10 Effective SEO Techniques To Drive Organic Traffic In 2022

 

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Introduction 

Websites were first launched in 1991, and this quickly became a trend. In time, there was a need for structure and order, and in 1993, Excite changed how information was arranged, leading Alta Vista, Yahoo, and others to do the same in 1994. In 1996, SEO was founded with the birth of BackRub, which was later renamed Google. 

Google began working on algorithm updates to reward quality and relevant content and connect users to their search interests to restore structure and order. In time, there have been hundreds of changes to algorithms, and SEO has rapidly evolved. However, the constant thing about SEO is that it still encourages the use of ethical optimization techniques and publishes content that holds actual value for your visitors.  

WHAT IS SEO ?

Search Engine Optimization means optimizing your site and content for search to increase rankings when specific keywords are used to search for products or services related to your business using search engines. The purpose of SEO is to improve the quantity and quality of the traffic that is earned through organic search via search engines. 

The three pillars of SEO include; 

Technical Optimization: This is the process of carrying out technical activities on your site to improve SEO. These technical activities are just limited to the site and not content. It often happens behind the scenes. 

On-Page Optimization: This is content-related and ensures that the content on your site is relevant and engaging. It includes using the right keywords within your content and is achieved through a content management system. 

Off-Page Optimization: This relates to activities outside your website that enhance your site’s search engine rankings. This is driven by backlinks, which helps to build the site’s reputation.  

 

WHY IS SEO IMPORTANT ? 

SEO is fundamental to digital marketing because people always search for information about products and services. Higher visibility and search rankings than your competition can positively impact your bottom line. Some reasons why SEO is important include; 

Visibility and Rankings 

A primary function of SEO is to increase visibility, which affects your ranking. The higher you are on a search engine result page (SERP), the more likely prospects will see you and click to visit your site. This means more organic visits with a higher rate of conversions.  

Web Traffic 

Increased web traffic is another goal of SEO, you can only increase traffic when you increase visibility and rankings. Also, if you want people to find your website through a search engine, then use SEO strategies that will help you rank among the top five positions, preferably number one. 

Authority 

Page Authority (PA) is becoming increasingly important to search engines as it means that your website is trustworthy, high quality, relevant, and has something to offer. 

You can find your PA rating by using specific tools, and many SEO experts believe PA rating has to do with getting external links from credible and well-visited sources. 

Creating a Better Visitor Experience

Another reason SEO is crucial is that the effort put into generating great content and on-page SEO optimization, enhances your site’s usability. This creates positive engagement and enhances the customer experience. Optimizing sites for mobile, taking steps to reduce bounce rates and reducing loading time for the website makes visitors spend longer time on the site, which pays off in the long run.  

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HOW WAS SEO FIRST USED ?

In the early ’90s, there were a lot of SEO practices that were used. Most of them are now unethical and counter-productive to SEO goals. They include;

Duplicate Content 

Publishing plagiarized content that is not original is bad for SEO. This is because if search engines already have the same content in their index, there is no reason to recognize your web page since it is not offering anything new. 

 Keyword Stuffing 

This is using exact keywords repeatedly to be recognised by the machine but is not necessarily user-friendly. It discourages visitors from interacting or reading the content and sends a wrong cue to search engines that their algorithms will be manipulated. 

Accepting low-quality guest posts 

Featuring new writers on your website and publishing content written by others that is original, relevant and useful for your audience is good. However, if the content is not authentic or relevant, it is better not to publish anything.

Cloaking / Invisible Text 

Cloaking, which hides the actual destination of a link and shows variations of a page to crawlers and users, is a very bad SEO practice.  

Other bad SEO practices include too many ads above the fold, using all kinds of paid links and having a lot of outgoing links. 

With time, these bad SEO practices have been blocked by search engines, and new and forward-thinking strategies have been adopted. In 2022 and with the growth of technology, certain SEO practices have become acclaimed as effective for driving organic growth.  

 

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What SEO Techniques To Use in 2022? 

 

1. Voice Search Optimisation

With the advent of voice-driven technology Alexa and Bixby, about 40 per cent of internet users use voice prompts. This trend is likely to grow in 2022. Also, location-based keywords and a conversational tone on the website help optimise voice search.  

2. Using keywords in meta titles 

Meta titles and descriptive wording on the website is a good place to input keywords as this helps in ranking higher on SERPs. Meta titles are usually 60 characters long, and descriptions can take up to 160 characters. This strategy allows Google to understand the content of the webpage. 

3. Quality and Original content 

Long-form content comprising 3,000 and above number of words gets more traffic than short-form content, but it has to be engaging enough to keep the reader’s attention. Also, mentioning stats and sources makes the content more authentic. 

4. Video Content 

Video optimization is a sure way to use SEO to increase traffic. Adding relevant keywords and hashtags will help the content reach the targeted audience by creating viable visibility for it. Using a user-friendly introduction in your video can also help to gain organic traffic and traction. 

5. Improving Technical SEO 

Apart from original and unique content, there will be more emphasis on the technical aspects of SEO in 2022. Using technical SEO intelligently will improve the crawl rate and reduce the website’s bounce rate. It will also mean that backlinks and URLs are put in place to boost organic traffic in 2022. 

6. Focus on Local SEO 

Using local keywords while writing the meta descriptions, such as terms and colloquial words relevant to your product or market, can boost your page during a local search. It is also advised that name, contact, address on the website should be added to increase authenticity and attract people to your local business. 

7. Have a mobile-friendly website 

Smartphones are essential in today’s digital marketing space! It is preferable to have a mobile-first website version and then align with other platforms. 

Websites that are not optimised for the mobile-first index will have issues ranking on search engines such as Google. However, to help your website rank on Google without any mobile-first index challenges, it is best to make sure the webserver is reliable enough to handle many requests simultaneously. It is best to remove anything that could cause errors to the mobile page and create a page with adequate and correct information while avoiding thin pages.  

Robot meta directives such as “disallow” and “no follow” should also be dissuaded. It is also best to ensure your mobile pages are presented for viewing in mobile versions while serving your primary content on the mobile and desktop versions. Other rules of thumb include adding meta titles and meta descriptions to mobile pages and adding the same data to your mobile and desktop versions of your pages. 

8. Enhanced User Experience 

You have to ensure your users have a good experience on your site from start to finish. This will reflect on the time spent on the website, which Google takes notice. Research has shown that the first 5 seconds of a website page loading has the most significant impact on overall conversion rates. Each additional second results in a drop in conversion rate. 

9. Include Multiple Media Types 

Another way to improve rankings for your website is to use multiple media types across your blog or website. These include images, audio files, videos, ebooks, and GIFs. These will increase engagement and dwell time on your website while enhancing the user experience. 

According to HubSpot, 86 per cent of businesses use video marketing as a tool to grow their business, while 84 per cent of people were convinced to buy a product after watching a brand’s video.  

10. Create Thought-Leadership and Strategic Content 

Content marketing’s aims is not just to be informative but also to build authority. You can do so with thought-leadership and strategic content. Research shows that 54 per cent of decision-makers spend more than one hour per week reading thought leadership content relevant to their business. Also, 71 per cent opine that less than half of what they read offers any valuable insights. This means unique, original and well-thought-out content is a winner any day.  

 

Conclusion 

In conclusion, having a winning SEO strategy is a sure way to rank highly on search engines. 

If you want to see your site’s organic traffic grow in the future, you’ll need to go beyond the fundamentals and delve into SEO tactics that will propel your site forward. 

Take the time to explore beyond the fundamentals for chances that your competitors are overlooking, develop a strategy, and watch your website grow. 

We at The METO DIGMA have a proven track record in supporting the referencing of our clients’ websites.

Our team will work with you throughout the whole process. Reach out to us for a chat on how we can help you.

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The Trend of E-Commerce Websites & What to Consider When Launching One. 

What to consider when launching an e-commerce website

Introduction

Teleshopping is the precursor to e-commerce as we know it. Teleshopping, which refers to ordering products over the phone, indicated the rising desire of the customer for convenient and efficient shopping to save time, effort, and money. 

With the emergence of the internet, this demand for convenient shopping gave rise to the popular Amazon e-commerce store established in 1995. 

Today, e-commerce has become the preferred way of doing business because of its quick and easy access. Compared to brick-and-mortar stores, e-commerce redefines the shopping experience allowing for an extensive product database to help customers choose more effectively. This is because of the easy collection of data, testimonials and recommendations from other buyers, this helps shoppers make accurate and informed choices. 

ADVANTAGES OF E-COMMERCE 

E-commerce has many advantages over brick-and-mortar stores. The most obvious is the low operational costs that exclude rent, maintenance and utility costs associated with a physical store. This means that most e-commerce stores can afford to keep their prices low and not pass on a percentage of these costs to the customers. Also, there is the flexibility and speed that having an online store brings to the business. By having an e-commerce store, the business owner can instantly change product offerings, displays, and marketing materials. An e-commerce store allows you to adapt to your customers’ changing needs and the changing demands of the business environment.  
 
Another advantage of having an e-commerce store is that employees can work from anywhere with an internet connection and keep their productivity high while working virtually. Again, since data has become a gold mine for many businesses, e-commerce websites are designed to collect tons of data about visitor’s digital footprint.  
 
E-commerce sites can collect data on how long customers stay on the site, what they focus on and how they make purchases. That gives intelligent insight into their buying patterns. Business owners can then use this information to improve the shopping experience and turn site visitors into loyal customers. Furthermore, this data is used to know customer preferences to tailor their marketing efforts accordingly. This intelligence gives way to the power of the predictive known as predictive analytics, which is compiled by observing the unique digital footprint of individuals. 

Other advantages of e-commerce over traditional stores include easy navigation as customers can quickly locate products by typing in the search bar or clicking through navigation buttons to narrow down their product search. Some e-commerce websites have inbuilt intelligence to recall customer preferences and shopping lists in the case of repeat purchases.  
 
The convenience of shopping is another feature of e-commerce stores as orders, payments and deliveries are easily carried out. Also, e-commerce facilitates comparison shopping, allowing customers to scan several e-commerce merchants to find the best prices. They are always open and can run daily. This is a plus for the business owner as it increases the number of orders. Again, the marketing of niche products can be challenging to execute in the physical world, but e-commerce sites provide a platform for buyers and sellers of niche products to meet and transact. An example of this could be purchasing car parts for vintage cars which are no longer commercially available. 

While physical stores rely on branding and customer relations to project themselves in the market, e-commerce relies on search engine visibility to generate organic traffic. Research shows that over 30% of incoming traffic comes from organic searches on search engines. This, when combined with advertisements, and social media traffic, constitutes tremendous visibility for many e-commerce businesses.  

E-commerce is highly scalable because handling high volume purchases comes easily, primarily if business owners use drop shipping to enhance space efficiency. 

FEATURES OF E-COMMERCE

Retargating

E-commerce websites employ retargeting to keep the brand in front of the customer using cookies from previous visits to display ads. This explains why people sometimes see retargeted ads on websites unrelated to the pages they have visited. Remarketing uses the data from past purchases to send emails about promotional sales for related products.  

Reviews

Reviews are an essential factor for credibility in any e-commerce business. They are an advantage for e-commerce stores because people trust referrals from other customers and customer reviews are crucial in influencing the prospect’s buying decision.  

Content Marketing

Content marketing efforts are easier to execute with e-commerce. Access to educational content builds credibility and authority while opening up new markets. Videos, blogs, and other digital media content engage with your audience, and in time, they will trust your brand and feel confident purchasing from you. 

E-Commerce websites make additional information readily available to customers more efficiently. 

Global Reach  

E-Commerce is a fantastic way to cater to an international market, especially using the services of international logistics firms, which allows you to price and ship your products competitively to a worldwide audience.  
 

Flexible Payment Options 

E-Commerce stores provide flexible payment options to suit customers’ lifestyle. Clients have access to multiple payment channels such as cash on delivery, card on delivery, bank transfers and internet banking. Furthermore, business owners can combine and merge payment modes with a dedicated wallet amount. This means sellers never have to lose an opportunity to sell due to limited payment options. 

Strategies to consider when launching an e-commerce website

STRATEGIES TO EMPLOY IN SETTING UP AN E-COMMERCE 

So, what strategies do e-commerce businesses employ to stay competitive and thriving in the marketplace? 

Building Brand Awareness

The first is to build brand awareness, which helps the business gain credibility and trust. Trust positively impacts sales, engenders repeat purchases and helps with SEO. High-quality content is key to improving perception, and influencer partnerships are essential in promoting this content. E-commerce businesses should also consider partnering with other firms in their industry, being very active on social media and investing in paid ads. 

Be Everywhere

One essential strategy is ubiquity – being everywhere. A good plan is to have a solid presence on social media while ensuring that these channels drive prospects to your website. Again, optimizing websites, images, and written content for search will guarantee that you come out tops on search engines when specific keywords related to your business are used to search. 

Build an email marketing list

Building an email marketing list is an excellent way to build relationships with customers. This is because e-commerce marketing is mainly dependent on digital media, but your email list is unique to you and not third-party dependent, and though email marketing may not have immediate ROI, it always converts in the long run. 

Use Social Media Advertising

Adweek posits that the return on investment from Facebook Ads for e-commerce is 152%. Facebook ads are the most prominent social media referral for e-commerce businesses. These statistics are testament to the power of social media advertising and the ability to know where your customers are on social media. Experts also posit that eCommerce business owners should try new strategies to update and continuously optimize marketing channels and the e-commerce site itself for increasing conversion rates. 

Use data intelligently

It is essential to use data analytics to improve conversion rates. This means that e-commerce owners should employ artificial intelligence to gather data at several levels to improve the buyer experience for the consumer. 

OTHER SALIENT FACTORS 

Furthermore, the importance of excellent customer service cannot be overemphasized as this has become a potent tool for marketing for many businesses and helps build loyal customers. 

Upselling is another vital strategy for e-commerce businesses. Research shows that online stores that upsell generate about 80% of their revenue from upsells and renewals, and it is five times easier to sell to existing customers than to attract new ones. Upsells are a way to offer your existing customers more value. 

The portability and convenience of mobile phones have also ensured its growth as a tool of e-commerce. People enjoy shopping on their phones, and that trend continues to rise. However, although people are viewing ecommerce shops on mobile, they are not buying. Recent statistics show that desktop conversion rates were 3.91%, while mobile conversions remained at 1.61%. Why? The reason being most e-commerce sites are not mobile-friendly, and many conversion opportunities are lost due to this. So, e-commerce sites should be mobile friendly and compliant to encourage increased conversion rates. 

The landing page of your ecommerce website is a great opportunity for marketing as it creates a first impression of the business. Essentially, it should showcase best-selling items and encourage your visitors to surf the website for more products. 

The presence of testimonials on the landing page helps build trust in your brand and serves as a seal of approval about the shopping experience on your website. Reviews are critical because about 70% of customers use online reviews to make informed purchases.  

Finally, having a live chat feature is a great tool to promote direct engagement with visitors, and this portrays the business as an efficient, human and friendly brand. 

FACTORS TO CONSIDER WHEN LAUNCHING AN E-COMMERCE WEBSITE 

There are several factors required to consider before you launch your e-commerce website 

Market Barrier

The first thing to consider is the barrier to market entry and how you will overcome them in your business. These barriers include a lack of trust for a new e-commerce business, online payment fraud, poor shopping experience and a lack of favourable reviews. 

Market Entry Strategy

Your market entry strategy is an essential factor that will help maximise your chances of success when you launch your ecommerce. Amazon, for example, started by selling books before expanding into other product categories. Some experts suggest that beginning with a single product market is best for businesses to determine their operational procedures and test the market with leaner resources. You would need to conduct extensive research to come up with the best strategy that will guarantee your success.  

Partner with a good logistics firm

You need to partner with a good logistics firm for delivery. It will enhance the customer experience for your business and help build trust and credibility. 

Competitive Positioning

The fourth factor will be how you position your e-commerce business competitively? Your competitors are highly accessible as they are just a click away, so positioning your business well is very crucial in the digital space. 

Promote your business

Choosing the right promotional strategy that will guarantee results is also significant. Will you combine online and offline methods to gain traction or use them exclusively? It is also essential to determine how to keep your customer acquisition cost low to create top of mind awareness for your brand. 

Be mobile-friendly

The sixth factor is to optimize your e-commerce business for mobile. This is because mobile penetration is high, and people carry out transactions through mobile phones. An e-commerce site optimized for mobile will ensure high referral and conversion rates and grow into a market leader. 

Other factors to consider include choosing a domain name that is unique and easy to remember, choosing the right hosting for your eCommerce business and finding an eCommerce platform that suits your needs. 

Key priorities also include payment procedures, choosing the right shopping cart software, auxiliary services like content management systems, inventory procedures, product variants software, coupons and discount codes. 

CONCLUSION

To reiterate, e-commerce is defining consumer behaviour and shopping patterns now and in the future. It is imperative to apply these growth strategies to become relevant in your field of industry.  

Are you looking to start your e-commerce business but not sure where to start from and what strategies to incorporate? We at The METO DIGMA have a proven track record in supporting our clients who want to move into the world of e-commerce and help promote their online brand, leading to an increase in sales.  
 
Our team will work with you throughout the whole process. From creating a digital marketing strategy to developing and launching your website. Our goal is to harvest the latest digital trends in the industry and apply them to your unique situation to enable you to achieve your business goals. Reach out to us for a chat on how we can help you. 

Inbound Vs Outbound marketing

Inbound Vs. Outbound Marketing: Understanding the Difference

Marketing remains to be the one and only way to inform the public about your product or service offering. Through it, you can drive product awareness as well as cultivate brand credibility.

Since there are multitudes of marketing approaches, today our focus will be on inbound vs. outbound marketing strategies. These two, when applied correctly can help new companies take off successfully.

But before we go so far…

What is inbound marketing? 

Put simply, with inbound marketing potential customers come to you through your website content. Your content could be in the form of YouTube videos, infographics, eBooks, whitepapers, podcasts, etc.

As an organic approach, your content needs to be stellar and address the customers’ pain points. This approach hinges a lot on search engine optimization since only the top pages get insane views and clicks.

Why inbound marketing?

There are many benefits of inbound marketing. Here are couple of them:

  • Attracts visitors – potential customers come to your website at their own time and choose how long they want to stay.
  • Quantifiable results – the results are measurable through software programs like Hubspot, Sendinblue, and MailChimp so it becomes easier to track progress and know what to fix.
  • Continuous useful updates – because everything gets monitored and revised, the content remains fresh and will continue to draw in qualified leads year after year.
  • Beneficial content – the information used in inbound marketing is mostly designed to address a customer’s pain points. 

Drawbacks of inbound marketing

Despite being one of the key universal marketing concepts, inbound marketing has a few setbacks. First, it demands a lot of effort and resources to come up with thoughtful content. And even after the content goes live, you still need to revise it for better SEO performance as well as relevancy.

The success of inbound marketing leans so much on the multiplicity of the platforms used. You can’t hope that Facebook alone is enough. You can never expect your website alone to keep sending in rich traffic. Your efforts must extend to other platforms and your content tailored to the audience on each platform. As you can see, that means lots of software and subscription plans.

Now, you know more about Inbound marketing, let’s see what outbound marketing is all about. 

What is outbound marketing?

With outbound marketing, you go to the customers, they don’t come to you. That is why some call it ‘interruption’ or ‘push’ marketing because you push a message towards possibly an unwilling audience.

So, is outbound marketing a bad strategy? No, it isn’t. In fact, in some ways, it is more effective than inbound marketing. Let’s get deeper into that.

You see, there’s a high intent with inbound marketing because customers literally search for what you offer. Unfortunately, the volume of the searches may not be attractive. But with outbound marketing, the intent is pretty low but sales volume can be high-especially when putting out a new product for the first time.

You probably are more familiar with outbound marketing tactics than you know. Those unsolicited pop-up internet ads, TV commercials in the middle of a movie show, and anything that disrupts while you are consuming different content. That’s exactly outbound marketing approaches.

Push marketing can also be done through cold calls, cold emails, and print magazines. This approach is great for those who want to make sales from the first day of launching their business. But you can also use it to increase brand or product awareness.

Pros of outbound marketing

Here’s why outbound marketing rocks:

The fastest route to success since it is a paid approach, it pops your content, product, or services right in front of consumers’ eyeballs. This means you can sell right away.

Great for new companies or products-instead of posting blogs and hoping someone reads about it someday, you can just place an ad and within a day or two, many people will know about your company product or service.

We are all familiar with outbound marketing-while clearly invasive, we all see TV ads, billboards, and internet pop-up ads every day.

Setbacks of outbound marketing

It’s never smooth sailing with outbound marketing. Here are a few issues to remember:

  • It’s a costly approach where you are charged for every ad that you put up.
  • Some approaches like billboards or TV don’t have a proper way of measuring their effectiveness.
  • Any uninterested person can easily ignore the ad since they are unsolicited.
  • It is more generalized and therefore most of the time unappealing to the receiving audience.

Proposing a Better Alternative-Search Advertising

Search advertising is a hybrid technique that bridges inbound and outbound marketing. Let’s say you are selling a digital advertising course but when visitors google the necessary keywords, none of your pages come to the top. 

Now, what you can do here is buy ads on Google to bump up your pages to the top. For this approach, you get both high intent and high volume outcomes. Huzzah!

Wrapping up on the difference between inbound vs outbound marketing

As a reminder, with inbound marketing, customers come to you as opposed to outbound marketing where you go to customers. So which marketing tactic is the ultimate best? Well, in a world where marketers are aggressively creative and analytical, you want to find a synergy between both approaches as each method can massively contribute to the growth of your online business. 

Feeling stuck about what marketing methods to adopt for your business? Don’t be! At The METO DIGMA, we are the preferred digital marketing partner to handle all types of marketing strategies from email marketing, content creation, social media management, lead generation, mobile marketing, etc. Our goal is to harvest the latest trends in the industry and apply them to your unique situation to enable you to achieve your business goals. Reach out to us for a chat on how we can help you.

Email Deliverability

How Email Deliverability Affects Your Business

Old is gold as people say but not so gold when it comes to emailing strategies. Before email marketing metamorphosed into what it is now, the main focus for business owners was to have a long recipient list to just send emails to whether or not it was being read. If recipients didn’t unsubscribe, they will continue receiving emails regularly.

Presently, the world has adopted a different email strategy. Internet service providers require engagement from recipients in the form of clicks, open rates and replies to emails received. These responses could either be negative or positive, this does not matter as long as there is user engagement.  

Before getting into email deliverability, let us share foundational knowledge on email marketing.  

Email marketing is when you send a commercial email message to contacts who have joined your email list and given you express permission to send them emails. 

Email marketing is used to inform, increase sales, and create a brand community (e.g., with a newsletter). 

Modern email marketing has evolved from bulk mailings that were initially are one-size-fits-all and now focus on permissions, segmentation, and personalization. 

Astonishingly, around 3.9 billion people used emails globally in 2020, this number is projected to touch a staggering figure of 4.48 billion by 2024 according to a study by Statista. 

Having said that, marketers continue to encounter several obstacles in their email marketing operations. One of the most significant problems is the amount of time required to produce a visually appealing email from scratch. That is where email marketing tools come in handy to save time. 

A few popular email marketing tools include:  

As much as email marketing and its tools are necessary, they are not effective unless there is deliverability. It is not as simple as it sounds until or unless you have an email deliverability strategy in place for your company. 

Email Deliverability Explained. 

Email deliverability is defined as the measurement and comprehension of a sender’s success in getting their marketing email into people’s inboxes. It is critical to be able to spot patterns in your email deliverability data (such as opens, clicks, bounces, and unsubscribe spam reports) and to have a framework in place to pivot your approach based on who the trends are affecting. 

A Deliverability check makes you understand why out of the 1000’s emails that are sent to customers on a daily basis, you only get an active interest of 50 people showing. Here is the catch, this is when you realize that you need to check your email deliverability as a company. The higher the number of emails that reach a customer’s inbox rather than spam folder the greater the chance of customer recognition and response.   

When you send an email, reaching the inbox of the recipient should be the primary goal but there are three phases that the email passes through before arriving in the recipient’s inbox. These phases include delivery rate, deliverability and placement.  

Delivery Rate 

This can also be referred to as delivery rate or acceptance rate which confirms that the mail has been accepted into the Internet Service Provider’s (ISP)’s server. The ISPs will send out a message if the email has been accepted into their server or rejected.  

Deliverability 

This is the next step after the delivery rate. But unfortunately, in this section, the Internet Service Providers (ISPs) do not acknowledge where the mail landed. It may land in any of the recipient’s mail folders which include primary, social, promotions and junk. 

Placement 

This process means exactly what it says. It refers to which tab the mail goes into in the individual’s mail folder. 

Why Email Deliverability is Important for Your Business. 

As mentioned above ROI is a crucial factor for email deliverability. Hence, a key focus should be placed on deliverability. The better the deliverability the higher the chances of a better ROI. Moreover, the changing market trends and customer demands have made it a necessity for Brand recognition to be built.
Therefore, to allow for increased engagement by ensuring that more and more emails are clicked, opened and responded to, deliverability is fundamental. Only when they reach a person’s inbox will responses be received for emails sent and ensure participation.  

When deliverability does not work effectively, the effort, time, money and resources spent to ensure that mail reaches the recipient will be futile if the message ends up in the spam box. This will further raise costs to re-strategize, plan and resend several emails. That is why before a large number of emails are sent out, the company should check on its deliverability. Only then you can have a higher probability of reaching the receiver’s inbox folder. 

Marketers rely on core points and need to measure aspects engagement metrics, blacklist checks and postmaster tools to try and identify which tab the email has gone into. 
 

Ways to Improve Your Email Deliverability 

Internet Service Providers  sort out recipient’s emails based on algorithms. But is that all?  

To get into the inbox other factors need to be considered and be put in place to make sure receivers can read and understand your email. Some of these factors include;

 

 

  • Does the matter really matter?

    Make sure to always send high-quality content. The lower the quality the higher the probability of having a bad reputation. You can always fix this by ensuring high-quality content that would get into the right folder when emails are sent. 

 

  • Is your IP happy?

    The purpose of ISP filters is to protect users from spam emails. How can you convince these monitors that your IP address is legitimate and reliable?
    Begin every email marketing strategy by generating tiny batches of emails. Deliver these messages to addresses you know are available and ready to engage. As these emails are acknowledged and opened by engaged people, your IP will begin to develop trust with the ISP. 

 

  • Get the right amount

    The greater the number of opens and clicks on your emails, the higher your sender reputation. When your emails prompt people to act, such as visiting your website, it demonstrates to the ISP that your audience values your emails. 

 

  • User response

    Be focused on the responses you receive overtime from your contacts and how the responses are. Once this is monitored, a track record can be kept of how users are reacting to your emails and whether they are interested in the content. 

 

  • Authentication

    Always authenticate your emails make sure they look true to the brand they represent. This will allow ISPs to understand that you are genuine.

     

  • Did you get a hard bounce?

    When you send an email to an address that does not exist, you will receive a hard bounce. ISPs consider hard bounces when determining sender reputation since they might indicate poor audience management. Soft bounces, on the other hand, occur when an email address has a momentary problem, such as an overflowing inbox. If you’re getting a lot of bounces, you might need to modify the method you use to develop your audience. 

 

  • Did you know of the sender policy framework?

    A sender policy framework, or SPF, boosts your credibility in the eyes of the receiving email server. To ensure that the domain name is authentic, the server can cross-reference it with the corresponding IP address. Your emails may be refused if you do not have an SPF in place. 

 

  • Check Feedback Loops

    Most major ISPs offer feedback loops via which the email sender can obtain information from receivers who have complained about the sender’s email. These are referred to as Complaint Feedback Loops or FBLs.
    This information is easily accessible through Yahoo, AOL, and Microsoft. Gmail users can configure a Feedback Loop header that does not utilize the standard ARF format used by most FBLs. Only ESPs (email service providers) are allowed entry into Gmail’s FBL program. 

 

  • Email Frequency

    Sending out too many emails might cause your subscriber list to suffocate. Too few emails might suffocate your revenue.
    So, how can you maximize deliverability? You send the appropriate number of emails. The only method to find that perfect number is to thoroughly test, which is difficult. Furthermore, it takes a long time, during which you may make blunders.
    One email each week is a decent starting point. As long as you have very strong material, you may attempt scaling up to twice weekly. You may even reduce your frequency to once a month without completely losing touch with your audience. However, if you step beyond those two borders, you are entering a risky zone. 

 

  • Check Blacklists

    If you’re having sending issues, or even if you’re not, it’s a good idea to check the blacklists. These DNS-based blacklists are designed to protect consumers against IP addresses that have received a large number of spam reports.
    Check that your IP address is not on this list.
    MXToolbox can do a fast check on an IP address. Alternatively, you may join up for a free monitoring service. 

Conclusion 

From the information above you now probably have an idea about the importance of email deliverability for email marketing. This is the first step. After which, you may go crazy with designing catchy subject lines and compelling email content.  

Email marketing is extremely effective – but only if the emails are delivered. 

Finally, the essential for deliverability is a clean, engaged audience that leads to a solid sender reputation. Keep an eye on your email reports and audience data to make sure you’re delivering the correct emails to the right individuals. Nothing can stop you from reaching inboxes if you understand what email deliverability means. 

Marketing is not restricted to social media, believe it or not, email marketing is the best way to market your product or service. Reaching out to customers is just a “send’ button away. Contact The METO DIGMA to improve your email deliverability so as to land in the right message box. We will provide you with the best services and get your emails noticed.

Social Media Marketing

5 Reasons You Should Outsource Your Social Media Marketing

The Internet is pretty noisy. Bloggers, marketers, and companies are all shouting at the top of their digital voices. All of them want to be seen and heard – and to be honest, if you don’t shout the loudest, you will never be heard.

Thankfully, social media marketing provides a better avenue of improving brand exposure. Unfortunately, it’s not that easy. First, you must pick the right social media platform then understand what exactly their algorithms love. Otherwise, all your efforts would be likened to running on a treadmill, sweating out, and yet still in the same place.

There’s more; running social media ads is not a straightforward game like general posting. It takes lots of trial and error. This begs the question, can you do all these and still run your company? Truthfully, most of us can’t. If this is your situation right now, then you might want to think about outsourcing your social media marketing to professionals.

In this article, we’ll open your eyes to a few reasons why working with social media marketing experts could be the right and profitable move. 

Splendid Reasons Why You Should Outsource Your Social Media Marketing

  1. Save business time

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As we mentioned before, social media marketing entails a lot. There’s content creation, research, customer engagement, and performance testing (AB testing). Now, imagine doing all that on more than one social media platform. Do you think you’ll have extra time for personal things or other company duties? We both know the answer to that.

However, when you offload your social media tasks to a reliable marketing agency, you can save yourself a lot of time to pursue things that move the needle. 

  2. Save money

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According to research by Zip Recruiter, top-level social media marketers earn upwards of $6,400 while average and low earners pull in anywhere between $2,000 to $4,000. While that’s a lot, we haven’t factored in the extra time and resources you’ll spend to train an in-house team.

When you hire a social media marketing agency, though, you spend way less on superior services. In fact, most agencies or individuals can handle all the important aspects of marketing such as graphic design, content research, scheduling, and much more. This means the few bucks remaining can go into other activities that propel your company to greater heights. 

  3. Get the best tech stack

One of the greatest benefits of hiring a marketing agency is to benefit from their tech stack. Get this; if you were to run on your own, you would need an in-house team and still spend more on social media marketing tools like Buzzsumo, Buffer, Hootsuite, Sumo, Mention, Biteable…the list is endless.

If you were to select all these tools personally, how would you know which one is the most outstanding, thorough, or affordable? See what we mean? It can get really hard to know what to go with. Established marketers, on the other hand, know what’s best for any occasion thus resulting in the best results.

  4. Access to expert knowledge

Writing compelling messages is not easy. Neither is customer targeting. Don’t get us wrong; we know you might be good at social media marketing. However, given your position at your company, you probably wear one too many hats and this in some way reduces the time invested in becoming a great marketer.

Dedicated marketers, on the other hand, are agile, passionate, and extremely good at analyzing data. Furthermore, they understand how to play around with budget, character limit changes, and other dynamics. Now, imagine for a second how much value a seasoned marketer can bring in; a lot!

  5. Refresh your perspective

You don’t have to change a system that is working. We’ve heard that many times. Guess what, though: understanding your customers can easily translate to getting stuck in a rut. Their needs and wants keep changing and so does the technology. So what we are trying to say is, you are likely to bore your customers if you don’t swap things up a little.

When you hire a digital marketing agency, you basically have a new voice. A different perspective. Even better, many marketers are great at crafting content that keeps your audience enchanted. So don’t be afraid to onboard new teams with fresh opinions.

On top of all these reasons, marketers are trendsetters and can help you catch up and benefit from the latest trends like Instagram stories, social shopping, etc. More importantly, with someone always attending to your social accounts, you’ll never miss posting content and engaging with your audience. This is a tactic that keeps customers around.

Making up your mind

It’s never easy to trust strangers with your business. For this reason, it can take longer to decide whether to outsource your social media marketing to an agency. However, there’s a way you can speed things up without settling for crappy services.

First, interview several agencies, ask for samples, and don’t shy from asking for references as well. If you get one that ticks all your boxes, you can start with small steps. For instance, draw up a one-month contract to see how they perform before extending the relationship.

Having run successful PR campaigns and online marketing for various small and medium-sized companies, The METO DIGMA team, too, can help you with social media marketing. Contact us and we will be more than happy to partner with you. All in all, we wish you the very best in your marketing endeavors – outsourced or not. Toodles.

Brand Awareness Through LinkedIn

8 Ways You Can Use LinkedIn To Increase Your Brand’s Awareness

If there is something we can all agree to it is that in this current digital clime all businesses must have a social presence. In a society where social media platforms like Facebook serve as sales points, you cannot turn a blind eye to the power of social media. 

The one social media platform that works great for companies and businesses is LinkedIn. Some years back, its use was not dominant, however, it is quite different now. In reality, any company can use LinkedIn to personify its brand awareness. 

One useful tip; while using LinkedIn to drive brand awareness, ensure your marketing strategies complement each other. Take an example, your corporate image should also be reflected in how your sales representative works both online and offline.  

In an effort to leverage LinkedIn for increased brand awareness, here are some steps to take to lead you to desired results:  

 

 1. Build your company’s page 

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First off, you need a LinkedIn company page in order to market your brand. This is the real estate you are going to work with. 

Your company page needs to be really great to drive massive engagements. Here are some of the components that go a long way:  

  • Your company logo 
  • Cover page 
  • Business name 
  • Detailed business description 
  • Website URL 

LinkedIn offers help on how to create a company page via the help page. 

 2. Use a personal branding approach 

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As a business, transparency helps build trust. If you are running a faceless corporation, no matter how competitive your prices are, your business will grow at a painfully slow rate. 

More importantly; how do you personify your brand via LinkedIn? You can start by making an exhaustive list of your experiences or services on your company page. A strong brand identity makes you more recognizable and one key benefit is high levels of trust from your audience.  

There are different personal branding approaches you can choose to follow. Take an example, the use of a banner image that clearly tells your story. Alternatively, you can have a picture of your employees so customers know they have an idea of persons being dealt with. 

To appropriate brand equity, the profiles of company employees should project high levels of professionalism that attract followership or social appeal. 
 

 3. Post quality content 

Quality Content, relevance & consistency are three big words to guide you while posting via LinkedIn. Of note, there are a plethora of brands seeking to establish a presence via the platform. While some may give up attempts after weeks or months of trial, with consistent messaging the odds are that you shall be on top especially if your content is relevant to your audience.

Again, a question could be how does one maintain frequent posting? You could take a cue from other social media sites, especially the established brands.  

Another relevant tip; the moment you have multiple pieces of high-quality content ready-to-go, you can use scheduling tools like Buffer or Hootsuite to post on autopilot. 

Also note that to establish yourself or your brand as an authority, your content needs to be geared towards solving customer’s problems. In the words of Michael Riley, Boxter co-founder, “real value gets real results.” 
 

 4. Ask your employees to engage with your brand’s content 

Remember, you do not have to be a seasoned network marketer to get the word out about your brand. Often times. all you need to do is use your employees. Let them update their profiles with information on the company they work for.

 Next, ask them to engage with your content (through reposts and likes). If all of them can share your company page’s posts at the same time, the LinkedIn algorithm marks the content as a ‘hot topic’ and suggests it to other related connections.  

Prior to taking the steps above, double-check that each employee’s profile resonates with your brand’s message and ethos. If required, help employees by encouraging profile updates in line with best practices.  

 

 5. Create unique headlines that attract 

You may wonder why great headlines matter? If you want to get found on LinkedIn, your title needs to be catchy and relevant.  

Another piece of advice is to use words or phrases that attract attention and promote engagement. 

 6. Leverage the about section to promote your offers 

Most people frown at hard-selling. However, if you do not make obvious your brand offerings, you are more likely to stifle growth. The about section of your company page is prime real estate waiting to be used. 

It’s not just about the description. LinkedIn permits media uploads of various formats. Utilize the opportunity to showcase samples that improve your brand’s legitimacy. Furthermore, since the about us page permits linking to other pages, you can target customers over again through this section. These practices if done regularly can get your business the desired attention.   

 7. Use a campaign manager 

Most new businesses already look forward to making profits from the start. There is a high probability of breaking even quickly when your brand resonates with clients and accrues sustainable traffic. Businesses operating in competitive segments or niches usually need help with a formidable strategy.  

If LinkedIn’s free methods of building brand awareness do not help your business reach expected results, you can explore LinkedIn’s Campaign manager feature. This paid service gives access to effective targeting tools that could help you break through into relevant audiences. 

 8. Explore LinkedIn groups 

LinkedIn groups provide a place for professionals in the same industry or with similar interests to interact by sharing relevant content, providing solutions to challenges and making reliable business connections.   

Frequent group contribution results in improving your brand recognition which in turn establishes your brand as an industry expert.  

In summary, LinkedIn is a proven platform that helps businesses grow if you leverage the right features, depending on your company’s growth cycle. We encourage you to run an integrated marketing campaign across various social media platforms.  

In building brand awareness on LinkedIn, it should be noted that the results may not appear instantaneous, however, with the implementation of the right strategies and techniques, businesses can achieve top-of-the-mind awareness (TOMA).  

If you need a business partner to assist with increasing your online presence, kindly reach out to The METO DIGMA team.   

listening on social media

Are you listening on social media?

Creating and posting great content for your audience is very key to attracting them, however, listening on social media and understanding their pain points and unique need is even more important in this current digital clime. 

According to Brian Solis, “the best listeners often make the most engaging conversationalists.” 

listening on social media involves tracking the conversations your target audience is having online- whether it’s about your brand, topics related to your brand, competitors or problems they may be having. It is a great way to build awareness and community by participating in the conversation. As you social listen, you gain a better understanding of your audience and those insights will form the basis of improving your campaign strategy. 

Social media monitoring and listening on social media are terms that are usually used interchangeably, but there is a difference. With social media monitoring, you are simply checking for mentions of your brand so you can respond applicably. However, with social media listening, it requires taking a step further to analyze the conversations and trends surrounding your brand mentions, as well as the industry as a whole and then using the findings to make better marketing decisions. 

In simple terms, monitoring tells you what activity is taking place and listening tells you why the activity is taking place. 

listening on social media provides great insights into your industry and your target audience. Companies can turn these insights into impact by developing strategies that will positively influence their audience. As you social listening, you will uncover additional pain points or areas of dissatisfaction and this creates an opportunity to repackage an existing product or service or create something that will address the problem in a unique way. 

 

There are several ways social listening can benefit your business whether it is a small, medium-sized or large company; 

  • It enables you to maintain your online reputation: 

            By observing your brand mentions, you can easily follow up on positive and negative feedback.  Feedback is beneficial to a business because it provides direction on how to improve your products & services. In the case of a dissatisfied customer, you can quickly respond and resolve any pending issues before the story goes viral. Being proactive with your audience helps you maintain a good online reputation.  

  • You discover your consumers (both main & potential) and build a relationship with them:

             Through listening, you can discover where people are having conversations about your products and services and engage with them directly. You are able to focus your marketing efforts on the right people and the right platform. When you do this, you get to know your current consumers, discover potential consumers and build a strong connection with them. 

  • Be abreast of your competitor’s activities:

             It is no secret that in the business industry, companies “spy” on their competitors. I know right, we all enjoy a little chatter about what our competitors are up to.   Social listening affords you the opportunity to digitally eavesdrop on customers conversations where you can learn about your competitor’s products & services. You can also learn what’s working & what is not if their customers are dissatisfied and unhappy.  All this provides you insights about your competitors and enables you to get an edge on them by tailoring solutions that will appeal to their audiences. 

  • Find brand advocates & influencers:  

               It is no news that in this digital era, electronic word of mouth (eWOM) has a substantial influence on consumer’s buying decision. Through social listening, you can find out people who are sharing information and positive feedback about your products & services.  Once you identify your brand advocates, you can reward them for spreading positive vibes about your brand.  This could also lead to influencer opportunities which will further stamp social proof for your brand. 

If you are yet to have a social listening strategy, this is a good time to implement one. There are numerous free tools available to help you hit the ground running.  A few recommendations include Hootsuite, Tweetdeck, Google alerts, Social mention, Tweet reach and Brand watch. These tools are super handly when it comes to listening on social media. 

On the more advanced side, you can choose to invest in enterprise-level social listening solutions. With that, you can monitor consumer conversations around keywords, phrases, language usage, hashtags, emoji, industry-specific terms. You’ll have a comprehensive view of how people are talking about your brand and products. 

 

Whatever tools you decide to acquire, the goal is to master the craft of hearing your audience loud and clear and using your findings to make strategic decisions to improve customer experience. After all, the end game of all marketing strategy is based on the value proposition to the customer. 

How do you ensure you provide the utmost value to your customer?  How do you identify their pain points so you can address them? By listening to them :-)!

PPC advertising

What is the Future of PPC Advertising?

PPC advertising (in full pay per click advertising) is a form of marketing where an advertiser pays for each click their ads receive. Clicks can result in a sale, a phone call, or as simple as a website visit.

Why PPC advertising as opposed to SEO?

PPC could be easily thought of as a ladder that helps you get to the treetop and pluck fruits. SEO is much more like climbing the tree, one step at a time. PPC is one of the quickest ways a business can make sales or generate traffic within the shortest time possible.

Being a shortcut to the top, PPC tends to be costlier than SEO-though totally worth it for businesses that want to gain traction right off the bat.

The Changing pay per click advertising environment

Like other digital services, the pay-per-click advertisement is undergoing massive transformation year after year. What was considered the best PPC practices two years

ago may no longer work in the current technologically advanced marketing realm. Here are a few changes to expect:

  • AI PPC

From Her, Ex Machina to the globally acknowledged blockbusters such as Iron Man, it is becoming apparent how important AI is in expediting human operations. PPC advertising is one area that is already integrating artificial intelligence.

Normally, you would be expected to do keyword research, competition analysis and forecast how your ad campaigns will perform. This can take a lot of time and when it comes to business time is the most valuable resource.

Of course, Google and other ad platforms offer in-house AI capabilities but they are still rudimental at best. This means you might need to look into other best third-party AI-powered PPC tools that are smarter.

A few noteworthy mentions include Albert, Optmyzr, Marin, and Acquisio. These tools can take over keyword research, budget forecast, ad translation, data analysis, and much more.

Note: Just because AI-powered tools are becoming all the rage doesn’t mean you should settle for any. Their performance relies on their algorithm capabilities. And we all know some algorithms are cheesy.

  • Process automation

All businesses are driven by one law: to make profits (of course by being valuable to their customers). And to remain profitable, overhead costs must stay within a reasonable point. Quite frankly, PPC managers still deal with a lot of manual duties that soon could be taken over by automation.

The sheer number of platforms and networks means ad managers must always babysit their campaigns. Thankfully, automation now allows smooth bid management with better chances of precision and profitability.

Automation takes care of reporting and can download daily or weekly analytics for reviewing. Furthermore, you can enjoy the Dynamic Search Ads (DSA) feature that runs campaigns on auto based on existing data. How awesome is that?

Caveat: While it is a time-saver, DSA can overreach on some keywords and easily go off course. You also lack control over content headlines and that means what is being posted may not exactly be in line with your brand’s image and goals. So always make sure to take some time to monitor automated processes.

AI PPC

  • Platform Diversification

While automation is going to eventually win over virtually every platform, some will transform slowly. And that is a good thing. Google’s smart bidding strategy may be helpful but at times, but it can easily send your performance downhill. This is because there is no human involvement or control.

Note: Smart bidding is a good strategy for accounts receiving over 50 conversions in a day. The more the conversion data, the easier it becomes for the algorithm to achieve better strategies. If you are getting low sales, it is better to proceed with manual PPC.

Other platforms like Microsoft Ads still give marketers accessibility to robust data for strategic decision-making. You have full control over your messaging, ad spending, and reach.

  • Video will still be relevant

After Google, YouTube is the second most used search engine on the internet. Stats indicate that by the end of 2022, the number of YouTube uploads will be more than a million. Now you understand why you must start or continue using more videos in your PPC advertising strategies.

Videos not only communicate your brand’s ideals but showcase exactly what a product is and how it works. And as the number of mobile consumers increases, you’ll sleep well at night knowing that your ads are getting the impressions and clicks they deserve.

  • Mobile experience will matter more

Yes, it’s no surprise that this has been one of the core PPC trends in the past couple of years. However, as you probably know, the number of mobile users keeps growing by the year. Also, platforms like Facebook, Instagram, and Whatsapp rolled out stories-which makes sharing short and punchy videos easy.

So going forward, brands that want to win big will need to ensure their websites are mobile-friendly.

  • Growth of stellar content

Many marketers have been aggressively focusing on data points and curating ads that suit those trends. As you would expect, the content can easily come off as unsuitable to some audiences. Many PPC advertising experts indicate that there will be renewed efforts in ad content with writers capturing the unique needs of their audiences.

  • Renewed efforts at blocking bad ads

Ads have come a long way from the nuisance pop-ups they used to be to the more friendly versions you see on Google, Facebook, and Amazon. Therefore, for your ads to be green-lit for publication by most browsers, they must be exceptional.

With every Google Chrome’s update, there are more efforts directed towards blocking bad ads. And the crazy part is, your ad could be good but if it comes from a network that is less trusted by users, sadly, it’s going to be bashed. So while you may want to lower your budget or stick to an ad platform you are used to, make sure it’s well recognized.

 

Wrap Up

The future of PPC advertising is largely going to be automated. There are lots of new tools and methods rolling that will definitely impact your marketing campaigns albeit for a short time.

It is okay to stick with what is working now but do not forget to familiarize yourself with the upcoming new updates. You don’t need to adopt all the novel approaches. Instead, AB-test a few in sandboxes and deploy those that yield better ROI. Are you excited about the future of pay-per-click advertising? Do let us know.