Social Marketing: Boost Your Online Presence

Turn prospects into profit

AI, consulting, consumer behaviour, CRM, marketing, marketing automation, SEM, social marketing

Estimated reading time: 5 minutes

Turning a prospect into a loyal customer is both an art and a science. Every touchpoint with your brand—from the first interaction to the final purchase – plays a crucial role in converting leads into sales. To achieve this, businesses need to focus on three critical areas: building a seamless customer journey, optimizing the lead generation funnel, and leveraging omnichannel strategies like Google Ads to maximize profits.

Today, I read a newsletter from Google about their Think Lead Gen 2024.

There are a few outcomes from this meeting and its documents.

1. The Customer Journey: Guiding Prospects to Purchase

The customer journey is the path your potential customers take from awareness to action. By understanding their needs and behaviors at every stage, you can tailor your marketing efforts to ensure a smoother transition toward conversion. Here’s a simplified view of the typical customer journey:

Awareness: At this stage, customers are discovering your brand for the first time. This is where Google Ads and other paid channels come into play, showcasing your products or services to those actively searching.
Consideration: Once prospects are aware of your offerings, they start researching and comparing. Your focus should shift to nurturing them with relevant content, such as reviews, case studies, or testimonials.
Decision: When prospects are ready to purchase, providing incentives like discounts or free trials can help close the deal. Personalized follow-ups or targeted ads can also make a big difference.

2. Building a High-Conversion Lead Generation Funnel

A well-designed lead generation funnel is crucial to transforming visitors into paying customers. It should capture leads at various customer journey stages and guide them toward conversion.

– Top of the Funnel (Awareness):

To capture attention, utilize engaging content—blogs, social media, and display ads. Google Ads is a powerful tool, especially when optimized for search intent and targeted keywords.

– Middle of the Funnel (Consideration):

This is where you nurture your leads. Offer value through free resources (like eBooks or webinars), and use remarketing strategies to keep your brand in front of them. I recommend Russell Brunson and his Click Funnel app and books to help you build an efficient and profitable funnel.

– Bottom of the Funnel (Decision):

At this stage, optimize your landing pages, CTAs, and checkout process. Use analytics tools to identify friction points and improve the user experience. Tools like Google Analytics and conversion tracking ensure you monitor and refine this process effectively.

3. Omnichannel Marketing: The Key to Reaching Your Audience Everywhere

An omnichannel approach ensures that your messaging is consistent across all platforms – email, social media, your website, or paid ads. This approach helps create a cohesive brand experience and allows you to meet prospects where they are.

By integrating Google Ads into your omnichannel strategy, you can effectively drive traffic, retarget potential customers, and convert leads into buyers. Remarketing ads, for instance, allow you to re-engage users who visited your site but didn’t convert, reminding them about your product or offering a special incentive to return.

4. Optimizing Google Ads for Profit

Optimization is the name of the game for Google Ads. To truly turn prospects into profit, your ad campaigns must be fine-tuned for high performance. Here are some key insights for profit-maximizing optimization:

– Keyword Targeting:

Focus on high-intent keywords that indicate a prospect is ready to purchase. Use long-tail keywords for more specific searches that often convert better. AI can help you with it.

– Ad Copy and Extensions:

Craft compelling ad copy that clearly outlines your unique value proposition (UVP). Leverage ad extensions (e.g., sitelinks, call buttons) to provide more options for engagement and increase click-through rates (CTR).

– Landing Page Optimization:

Ensure your landing pages are optimized for conversions by reducing load times, simplifying navigation, and making the CTA prominent. A seamless experience from the ad to the landing page increases the likelihood of conversion.

– Bid Strategies:

Test and refine your bidding strategy to ensure efficient spending. Use Target CPA (Cost per Acquisition) or ROAS (Return on Ad Spend) strategies to align ad spending with profit goals.

– Remarketing:

Implement remarketing campaigns to re-engage users who have shown interest but haven’t converted. Offering tailored ads to these users can increase your chances of closing the sale.

Turn Prospects into Profit- what customers think, lead generation

Source: Google AI-powered Advertising Solutions - Growth Formula

Turn Prospects into Profit - Think Lead Gen 2024 - what advertisers think

Source: Google AI-powered Advertising Solutions - Growth Formula

Relevance is the value for customers and drives value for businesses.

In today’s competitive landscape, connecting with your most valuable prospects is more important than ever. Let’s dive in Google data:

Consumers consider many brands; few make their shortlists. Consumers who fill out a lead form or make a purchase consider 4.3 brands at the start of their journey but only 1.8 by the end.
They prioritize relevance over personalization. Consumers place more importance on brand interactions relevant to their needs or past behaviors than on comparable interactions that are personalized with their name or personal details (33% versus 20%).
Relevance has three key components. The top three characteristics that consumers look for when determining if a product or service is relevant to them are quality (53%), desired benefits or features (47%), and value (47%).
Relevance drives results. U.S. advertisers who optimize their digital campaigns for high-value leads do so to increase conversions (53%) and ROI (47%).
Google can help. Seventy-three percent of those U.S. advertisers say Google outperforms social platforms in driving high-quality leads.

You can effectively turn prospects into profit by creating a smooth customer journey, building an efficient lead generation funnel, adopting an omnichannel strategy, and optimizing Google Ads.

Each stage of this process should work in harmony, ensuring that you capture leads, nurture them, and turn them into loyal customers.

At Digideo, we specialize in creating data-driven strategies and tools that maximize your marketing ROI and drive real results.

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Negative feedback is positive

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Negative feedback

is positive

– Urszula Urban

Estimated reading time: 4 minutes

Today, I read an interesting article on HBR about negative feedback.

I don’t want to copy their thoughts, but I want to add my own.

Negative feedback

We are afraid of negative people, negative feedback, negative emotions, etc. I see it as a “positive trend” that it is not always positive and good for us and our businesses. Of course, there is another trend in social media and online media overall – haters- people who hate everything, comment with anger, envy, etc. We can easily find such examples in our world.

On the other hand, we forget about constructive criticism, which brings development and changes our world in a positive way. All inventions come from a critique of a lack of some needs, fulfillment, and dreams.

I don’t think about the straight critique of people’s work, talents, or traits that can damage a fragile person and stop their development. It has to be done in a very discreet way. Everybody is unique in their skills, talents, and experience. We have to respect each other but also constantly develop our skills. Young people should learn it especially. The competition is increasing. They have to compete with all global generations with similar skills and possibilities.

I think about the critique of company processes, customer service, and products.

Business consultancy is similar: we examine a company’s issues, analyze them, criticize them, and recommend solutions.

Our customers are our consultants very often. We forget about it.

Recently, I had a B2B client who lost 70% of his customers. Of course, he wanted to know why.

After small talks with his team, I learned that all his team members knew about this change half a year before their customers left. Can you imagine?

And they didn’t do anything to stop or find out why. The employees thought their services/products were too expensive compared to the competition. But they didn’t ask their customers straightforwardly if they were satisfied.

This is why it is a positive act if your company gets direct critique or feedback.

You can simply change something faster or prepare yourself for changes ( if they are long-lasting, like a needed investment). If you can help them and solve their problems, you can attract loyal customers.

If the company’s employees I described before shared the information and knowledge with their boss, they would prevent losing 70% of customers rapidly. Maybe they could change their products, price list, internal processes, prepare themselves for new ones, or postpone their leaving. You can imagine how difficult it is to get new customers, how costly it is, and how time-consuming it is in B2B service.

After my analysis, we found that not only was the price too high, but it was also the main issue.

There were other issues:

lack of flexibility in solving issues
poor customer service – answering after 24 hours; lack of pleasant atmosphere and simply chatting that customers needed
lack of regular reviews of customer portfolio: most profitable customers, most demanding vs. cost, time spent
lack of effort in getting new customers
lack of regular promotions and marketing activities
lack of investment in online tools that people prefer now
and many others

My advice is to take negative feedback from your customers as a gift. It can often reveal an issue in your business before you can notice it in your financials and statistics.

If you plan a long-term strategy, social marketing can help you identify trends for your business. You can learn what people like, what interests them, and how to engage them, even if they are not your customers now because of their age.

I see that your product and service are most important. If you can excel and marvelously present them, you will win. People love unique and well-designed things. Look at Apple, Samsung, and Band oca do Lobo. They have all these parts plus significant operational processes.

I wish you and myself to get to such a level.:)

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Content is a king

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Estimated reading time: 7 minutes

Content Marketing and Search Engine Optimization (SEO) are critical components of inbound marketing. Recently, I read a few interesting articles about them. Here is a summary of my findings.

The larger the organization, the more challenging it is to get approval and buy-in to build a sustainable content marketing program that will significantly move the needle in SEO

Your content marketing strategy will provide the most significant boost to your organic search visibility if you follow these four rules:

1) Know your key personas

2) Know and write about all stages of the buying cycle

3) Talk outside-in vs. inside-out

4) All write in the same direction

Know Your Key Personas

We all know how important it is to know your customers, core audience, and key personas on the web. This applies directly to the content you create, especially for B2B companies with a limited content creation budget.

The more precise the picture of your personas, the more targeted your content creation will be, resulting in higher quality visitors closer to your ideal prospect.

Answer the following questions:

• What are the main business problems the persona typically needs to solve?

• How does your product or service provide solutions to these problems?

• What are some specific tasks the searcher wants to accomplish?

• What are some sample search queries the persona might use?

• What can the site provide that will cause the searcher to accomplish this task?

• What is your business goal for the visitor? Lead gen? Newsletter sign-up? Sale? Inspiration?

• How will the searcher be motivated to complete this business goal? i.e., what’s the offer or incentive? What is the call to action?

You can craft more relevant keyword and content topics with this intimate audience knowledge.

Know and write about all stages of the buying cycle.

Here are the four main stages of the buying cycle to build content for and the appropriate types of format for each: Author: Scott Fasser, VP of Customer Experience at Optify

Talk outside-in vs. inside-out.

Knowing web users’ keywords via a search engine can help you develop a new brand communication strategy and modify your basic message.

SEO helps you reach more customers inexpensively. If you don’t like words, and your clients find your company via a search engine, you can invest your time and money into more relevant keywords. But a wiser thing is to use what you have and create different communication by using your current keywords.

The lesson here is to review your current and future messaging from the point of view of a person who does not know about your brand. Focus on true differentiation/value proposition and create content they will understand without explanation. Finding that balance between pushing new concepts and terms vs. serving the market where it exists today is an essential input into your content marketing planning.

Write in the Same Direction

Content creation and SEO is no longer limited to the marketing department and copywriters. Blogs, social media, press releases, videos, podcasting, etc., have created many ways to publish content to your company and other industry-related sites easily. Profiles on Facebook, LinkedIn, Twitter, SlideShare, Pinterest, and Google Business mean more places to fill with content. All of this communication impacts your brand and visibility – positively or negatively. You can manage it in Zoho CRM and Zoho Social.

One of the most important things you can do to amplify your content strategy is to get as many people in your organization to understand how their work can impact the SEO program and what they should contribute. Giving them the education and the game plan for key messaging and keywords reinforces your business’s central promise.