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As mobile phones have completely taken over everyone’s lives, marketing has found a way to take advantage of this technological innovation as well. The mobile ads you encounter while browsing your Facebook timelines and newsfeeds are just one of the many ways the marketing industry has embraced mobile marketing as a viable strategy to increase reach and exposure.
Mobile marketing encompasses multiple touchpoints and is thrown wide across various channels. Devices such as mobile phones and tablets provide marketers with an opportunity to reach their target audiences. More importantly, marketers can expand their reach through different channels like websites, email, social media, mobile applications, SMS, and MMS.
The year 2000 was the birth of SMS as a mobile advertising channel, but the first ever SMS was sent in in Finland back in 1992. Finland was also the site of the first mobile advertising activity. A Finnish reporter began creating and sending sponsor-backed news articles and headlines. Because it’s such a flexible channel in terms of time and location, marketers hailed SMS as the seventh mass media channel. Fast forward to today, people have become accustomed to receiving product or service promotions, deals, and details via SMS.
Since its inception, mobile marketing has rapidly changed the marketing landscape. The boom of smartphone adoption resulted in the growth of online advertising via websites and mobile apps. Today, the industry is still evolving, and as marketers, we need to keep ourselves up to date on the latest trends. Here are some of the most important mobile marketing trends in 2017:
If the internet introduced a new way of purchasing through e-commerce, then mobile marketing has facilitated M-Commerce. Based on the data collected by Website Builder, 4 out of 5 consumers use their smartphones to shop. Mobile commerce sales in the U.S. alone are already topping $83.93 billion.
Although it’s mostly B2C, B2B buyers are also exploring the idea of multiple purchase touchpoints such as mobile e-commerce applications. This is simply the natural progression of things since 56% of B2B buyers already use their mobile to read product or service reviews.
As a B2B marketer, processes like payment terms, shipment terms, and product details should all be accessible through your m-commerce application.
Mobile Marketing created additional space for ads, as media brands now allot about half of their digital marketing budgets to mobile. Moreover, mobile advertising now makes up 79% of Facebook’s business.
Because of increased competition, B2B marketers should now be mindful about how to better target their ads to the right customers. Certain platforms such as Facebook and Google have introduced different advertising features for engagement, lead generation, and conversion.
You’ve probably made that one last late night email check before going to bed on your phone. Nowadays, 69% of emails are read on a mobile phone.
As a marketer, you should make sure that your emails are optimized for mobile usage. There are a lot of tips to remember such as text size, button size fit for thumbs, and length. Be aware of what works best in your industry and keep A/B testing your missives.
With just a few taps, a customer can find his or her way to your online store. 93% of customers who have done the product or service research through their smartphone eventually complete the transaction in a physical store. Furthermore, if you have an app dedicated to your product or service, customers are 3x more likely to convert there than a mobile-ready website.
Due to this change, you must provide your customers with a rich mobile experience that goes beyond offering a mobile-optimized website. Include promos and discounts when B2B prospects buy through the application as a strategy to increase brand loyalty.
When you have a question in mind or simply have something to clarify, you probably pull out your mobile phone and go to a search engine, and you’re not alone.
In 2017, 60% of searches are done through mobile. This should already convince you to invest in search ads for B2B. Think about it. You could more than double your reach and exposure with search advertising. Now, who wouldn’t want that?
There’s nothing better than receiving rewards for simply being loyal to a certain brand. It’s nice to be appreciated for being yourself, and it further strengthens your relationship with that particular brand. With this in mind, it should come as no surprise to learn that 37% of marketers reward the loyalty efforts of their customers through mobile.
The pressure is now on businesses to establish loyalty and rewards programs to show their appreciation to their best customers, and it’s been working. Don’t get left behind by the customer loyalty trend. Make sure you’re rewarding your best customers. They deserve it, and they’ll reciprocate by spreading the good word about your brand.
It’s crystal clear that mobile marketing is going to continue expanding and evolving this year. As the industry matures, we can expect to see new trends and technologies emerge that can help maximize the utility of mobile as a marketing platform.
Check out PureB2B’s range of marketing solutions to see how you can take advantage of mobile marketing to grow your business!
Every customer is different. They have different needs, interests, and motivations. So doesn’t it make sense to treat them accordingly? We’ve entered a new era of marketing where customers expect a relevant experience that’s matched to their specific needs. People don’t want to feel like just another number on a list, they want to feel like human beings, and it’s up to businesses to treat them that way.
Personalization has proven to be a highly effective marketing strategy. In fact, Infosys reported 59% of consumers say that personalization influences their shopping decision. Furthermore, Marketo found that 78% of customers will only engage with new offers if these are personalized to their previous transactions with the business. Additionally, MarketingProfs discovered businesses that personalize web experiences see, on average, a 19% increase in sales.
If you’re trying to speak to everyone, you’ll end up speaking to no one. So it’s time to clearly define your target audiences and personalize their experiences. Here’s how:
Your website is a great starting point for personalizing marketing communications. IBM reported that one of their clients saw a 400% increase in response rates from personalized website offers. There are a number of ways to personalize the content on your website.
If you run an e-commerce and online shopping websites, you can personalize offers according to the customer’s account details and shopping history. Here are two great examples from Amazon:
These examples and many other personalized elements on websites occur through the use of dynamic content, which in simple terms is “HTML content on your website, forms, landing pages, or emails that change based on the viewer.”
You can personalize almost any kind of messaging on your website to the current viewer, as long as you have the right information about them. For example, instead of saying “free international shipping,” use the visitor’s public IP address to detect their location and say “free shipping to Thailand” instead.
Emails remain the most common means by which businesses communicate directly with their customers. Almost 9 out of 10 marketers say that email is their primary means of lead generation, but it’s marketers who use personalization in their subject lines that see 26% more opens. However, email personalization goes beyond including the customer’s first name in the subject line.
An important email personalization strategy is segmentation. The first step is to make sure you have the right data. For example, if you’re looking to send industry-specific campaigns via email, aside from asking for the usual ‘name and ‘email’ fields from subscribers, include a dropdown for industries like retail, real estate, food, manufacturing, marketing, and others.
Then, segment your email lists by industry so that you can send emails that are more relevant. If you have transactional data such as past product purchases or current subscription plans, then offer related products or discounted subscription upgrades in your emails.
Another great personalized email tactic is the use of automated behavior-triggered emails. Take language teaching app, Duolingo, as an example. They send out an email to users who haven’t taken lessons after a specific period with the subject line “We miss you!”
Social media is now a standard tool for any successful marketing strategy. New Media Marketing reported that about 76% of businesses use social media to achieve marketing objectives, and retailers have experienced 133% in increase in revenues after promoting via social media. Because social media is all about connecting with your audience, personalization is a key tactic to consider.
Custom Audiences is a great way to personalize. Available to any business that advertises on Facebook, the feature allows you to create a ‘Custom Audience’ by uploading a customer list with information like purchaser email addresses (which Facebook will encrypt upon upload). Then, you can target your Facebook ad to your desired audience.
A great application of this is if you have a list of people who did a free 30-day product trial, you can send them specific ads that remind them to upgrade their accounts. If you’re running a Facebook campaign to get more email newsletter subscriptions, you can also use a custom audience list to exclude your existing subscribers from seeing the ad.
Twitter also offers a similar feature called Tailored Audiences.
Needless to say, the most basic way to personalize communications on social media is to engage with individual accounts. Responding personally to their direct messages and mentioning them in posts shows them that you care about them as individuals.
Advertising on places like the Google Network (including Google Search, YouTube, Gmail, etc.) can be rewarding, especially if you know how to personalize your ads using available features.
One way is to take advantage of Google’s Customer Match. Very similar to Facebook Custom Audiences, Customer Match lets you use an uploaded list of email addresses which can then be matched to a list of users on Google so you can target them.
For example, if you have a list of emails who signed up for a webinar on social media marketing trends. You can choose to retarget these individuals by showing ads that link back to your website when they use keywords like “social media.” Of course, these ads will only be shown to those specified emails.
Remarketing is a personalization tactic that takes advantage of a user’s browsing history (via browser cookies). You’ve probably experienced it first-hand: if, for examples, you googled Adidas Stan Smith shoes and started seeing banner ads on random websites that link you to an Amazon landing page with those same shoes.
Afterwards, you closed the window and started browsing Facebook, then voila, the exact same Amazon.com page for Adidas Stan Smith is now on your Facebook sidebar ads. Remarketing is available on Google and can also be applied to Facebook using Custom Audiences.
Personalizing your marketing strategy is a key tactic to succeed in communicating with your customers. As you make the most of dynamic content on your website user experience, segment subscribers in your email marketing campaigns, target custom audiences on Facebook, and use personalized PPC strategies, remember to use personal information such as names and email addresses with care and in a way that does not violate customer privacy.
It’s one thing to offer personalized communications to improve the customer experience. It’s another thing entirely if your brand comes off as creepy.
To learn more about how to personalize your marketing and improve relevancy, check out our FREE whitepaper!
Cost per acquisition (CPA) refers to the amount of marketing or advertising money spent to convert or acquire leads who click on your site or respond to your call to action (CTA).
Put in simpler terms, ask yourself: how much of your marketing budget has to be spent to get a paying customer? To find out what your CPA is, use the formula: CPA = cost/conversions.
Reducing CPA can increase your ROI within a relatively short period without having to incur the additional cost of traffic acquisition. By prioritizing the reduction of acquiring new customers, you’re able to control cost from the outset.
More often than not, marketers focus on sales or gaining traffic before optimizing costs. They begin a project by thinking about how they can make more money, often neglecting cost optimization until many resources have been effectively wasted.
Reducing CPA from the very beginning is akin to low-hanging fruit because it’s less difficult to start off controlling costs than to come up with ways to increase conversions. Overall, it’s better (and relatively easier) to think of ways to reduce marketing and conversions costs before the sales numbers start pouring in.
Because “search marketing” is now considered to be one of the most effective ways to reach a particular demographic, lowering CPA has never been more relevant.
Here are a few best practices you can implement to reduce your acquisition costs in your PPC marketing campaigns.
Before cutting costs, review your previous efforts. This sounds simple, but so many marketers just keep moving without looking back at what has worked and — more importantly — what hasn’t. Critically analyze your past efforts. Are your current projects generating the best results possible? Is there a particular channel that is producing the best (or worst) results?
Assessing reports and acting upon them bases your decisions on sound, real-life data instead of on a gut feeling. Be sure to also identify which channels are driving the best quality leads and not just the majority, as quality is more important than quantity. In most cases, cost per conversion (CPC) is a far more influential metric than CPL.
Marketers usually know who their best leads are, but having a clear understanding of where a prospect is in the buyer journey is key to making those leads cost-effective. That’s where your sales funnel comes in.
Defining the stages of the sales funnel — from the open top of the funnel where prospects have a basic awareness and curiosity about your company, to the narrow bottom of the funnel where prospects finally become loyal customers and advocates. Once you’ve figured out how your sales funnel looks, you can align your marketing and sales processes, providing the right content to prospects according to their position in the funnel.
As the first page that visitors see after clicking on your ad, your landing page has a huge impact on conversions. When analyzing the effectiveness of your landing page, consider doing an A/B test that analyzes the success rate of changing a single characteristic.
Your “Test A” landing page can be used to drive all traffic to the same generic page, regardless of the type of ad you’re running. Whereas, “Test B” can use a more targeted approach.
Run both landing pages by splitting the amount of traffic 50/50 between the two, and then analyze the results. Doing so will give you a better picture of which landing page can boost conversion rates and lower CPA in the long run.
Recently, Adobe stated that 51.9% of marketing professionals worldwide named video as the type of content with the best ROI. Video search is also typically less competitive than other types of searches. To lower CPA, you can target all of your highly competitive search terms to YouTube.
This can be done in tandem with your other search campaigns to dominate most searches with less competition. YouTube searches can also be highly targeted based on keywords, age group, gender, target audience, location, and other demographics.
Retargeting or remarking allows you to reach out to people who previously visited your site by showing them relevant ads on other sites they visit within the Google Display Network.
You can connect with potential leads as they browse other sites by displaying ads that will entice them to go back to your site, and hopefully, convert into a paying customer.
Retargeting works by adding a piece of code called a retargeting tag on your website. Anyone who visits your site will then be tagged and added to your retargeting list.
These are essentially hot leads which you can go back to with compelling offers. Using retargeting techniques can be highly profitable and will definitely help to increase conversion rates and reduce your acquisition cost.
Of the various ways you can use retargeting in your marketing efforts, the one audience you should never miss are those who have abandoned your shopping carts.
They are the most important of your retargeting segments as these prospects have a strong inclination to actually buy something from your website.
With the right messaging or an enticing enough offer, this segment has a much higher chance of conversion after retargeting.
The Pareto principle applies to most situations, and this is no exception. In this case, 80% of sales originate from 20% of the locations, while the other 20% come from 80% of the locations.
It’s better to focus your budget and marketing efforts on locations, mostly cities, which can generate more sales than the others. Once your revenue becomes more liquid or you have a bigger budget to spare, you might consider going back to those no-sale zones again to capture a bigger piece of the pie on your sales chart.
Quality score is defined as “Google’s rating for quality and relevance of both your keywords and PPC ads, and is used to determine your cost per click and multiplied by your maximum bid to determine your ad rank in the ad auction process.” (Source: Wordstream)
Once you have successfully created tighter and more relevant keyword groups, as well as enhanced the user experience, it will likely improve the effectiveness and clickability of your ad.
In turn, this enhanced clickability and relevance will help improve your Quality Score—leading to lower costs per click, lower cost per conversion, and pricing discounts.
You should always review for any irrelevant or unqualified searches in your search terms report. Look for keywords that are not in line with your marketing objectives and omit them.
If you’re working with a new brand or just starting to build your online presence, you might need to review your reports much more regularly compared to those who have already established a formidable online presence.
The idea behind negative keyword evaluation is to make sure that your ads aren’t targeting users who you know aren’t relevant to your business’ offerings.
Take a closer look at your current ad copy. Is your messaging aligned with your ad objectives? How is it doing compared to your best performing campaigns?
You might need to introduce small changes to your CTA or current copy to help you better target your qualified leads. Start by using more action-oriented language in your messaging to leave a stronger impression. Add urgency to your ad copy to compel visitors to act positively in your favor.
Run a Google Experiment on your keywords to see how ad rank impacts your clickthrough and conversion rates.
Adjust the keywords you’re using based on the results, and drop keyword bids that aren’t working and eating up your marketing expenses.
Make sure that you’ve thoroughly analyzed your target cost per conversion, as well as your site’s conversion rate as your basis for pulling the plug on specific keywords.
You should also evaluate the profitability of keywords, even those that have not led to a direct conversion or acquisition, as these might have the potential to bring in leads somewhere down the line.
While you’re reviewing your keywords, you should seek out the top performers and utilize your Search Term Report to look for new keywords or other match types related those that are working well.
It’s tempting to optimize your website as soon as you can, even without a clear objective planned. This type of random optimization happens when you do some tweaks here and there every couple of days, or introduce certain changes as a knee-jerk reaction to what you see on your website—all without taking a closer look at your analytics results.
Random optimization is easier. There’s no need to go into an often tedious, long drawn out process of planning, preparing, and aligning your objectives with your optimization efforts. However, this type of “on the fly” optimization can, more often than not, have a negative impact. These losses can be seen in time wasted, sales opportunities overlooked, or money thrown down the drain.
You’re better off planning your next strategies way in advance. Start by diligently mapping out your daily, weekly, monthly, quarterly, and annual goals and objectives. This way, you can effectively manage uncertainty and mitigate risks in an efficient manner.
Doing so gives you a competitive edge over those who rely on random optimization to respond to urgent seasonal changes. It’s better to have a clear plan in place instead of planning and implementing strategies at the eleventh hour.
Email marketing might be old school, but it’s the one marketing approach that delivers the most consistent results. Aside from that, it also has the highest return on investment (3800%), with the lowest cost per acquisition rates compared to other more sophisticated or high-tech marketing channels available today.
So, it would be a mistake for you not to include this cost-effective method along with all the other marketing campaigns you’re currently running.
Make sure that when you collect information from website visitors, you always try to, at least, get their email addresses. The more contacts you have on your email list, the less money you need to spend on renting ad platforms like Google, Facebook, social media platforms, and the like.
When you have successfully gathered a formidable email list, don’t just let it sit. Make sure that you nurture your list and continue delivering something valuable to your subscribers. This is a tried-and-tested method of forming a relationship with your clients, and promotes loyalty among your email subscribers.
On average, the checkout abandonment rate among online shoppers is at 68%. That’s a high rate considering that the top reason that people don’t push through with their purchase is largely attributed to hidden charges.
Shoppers are put off by extra charges that are not declared at the beginning of the online shopping journey. Turning this around is as simple as being straightforward about the total amount of the purchase, including shipping fees right from the beginning.
Other turnoffs are technical in nature – time-outs, crashes, and screen freezing – all of which create a negative buyer experience to the point where people end up abandoning your site altogether. Fixing these issues can have a significant impact on lowering your cost per lead acquisition rate.
Are you currently running paid ads that have been bleeding money for the past three months? Pause them.
Paid marketing campaigns such as ad groups, keywords, and other ads that have not generated any sales in recent months should be stopped for now, at least, until you’ve come up with a data-backed explanation as to why these campaigns have not been increasing conversions.
Once you’ve identified the culprits and tweaked them until they’ve been optimized, you might consider revisiting these campaigns to discover new optimization tactics.
A mobile-optimized ad enhances the user experience when a potential lead views and interacts with it on a mobile device. Remember, just because the ad can be rendered on a mobile device doesn’t automatically make it mobile-friendly.
How do you know that your supposedly mobile-friendly ad doesn’t enhance, but in fact, detracts from the user experience? Check your conversion rates.
Did they improve after you introduced your mobile ads? If not, then chances are it isn’t truly mobile-friendly. Increase your chances of success by optimizing the user experience with a mobile ad that doesn’t merely render correctly in a mobile browser, but elevates the buying experience on a mobile device.
As you probably already know, there is no cookie-cutter solution when it comes to reducing acquisition costs. Many of the tips above might work for you while others might not. It all depends on your unique situation, whether they be industry quirks, or special cases applicable solely to the organization to which you belong.
But, the important thing is to sit down and take the time to discuss these tactics with your team. Apply these tips when you can, and always keep track of how your project is performing.
The most efficient way to optimize cost is to use is these tips and the rigors of A/B testing whenever you can. Monitor and analyze how your project is doing and use the data to update your paid advertising strategy. Find the best combination of tactics that will work for you to optimize costs and reduce your CPA.
By continually testing, monitoring, analyzing, and optimizing, profits can be greatly increased while acquisition costs are greatly reduced. Finding the right combination of tactics that work specifically for your business will generate quality leads more efficiently than ever before.
Here at PureB2B, one of our main strategies to reduce CPA is through lead nurturing. Find out more with our FREE whitepaper!
Establishing an online presence is no longer a nice-to-have, but a necessity. In today’s business environment, your website acts as an essential foundation for the launch of your online marketing strategies. When executed properly, the right marketing moves can help raise brand awareness, generate traffic, and allow your company to stand out from the crowd.
This is why your website must be optimized to capture and qualify potential leads. Lead generation is the first step towards sourcing prospects and opportunities while nurturing these relationships with the intent of turning prospects into clients and clients into loyal brand advocates. This, in turn, can provide a steady revenue stream that successful businesses need to remain operational.
Here are five ways to optimize your website to help you generate quality business leads.
Increase the likelihood of visitors providing their personal information by making your forms accessible and easy to fill in. This can be done by posting a sign-up form on every page, but make sure that it only requires essential information that your sales team needs, nothing more.
Most people are not willing to volunteer their personal details from the get-go, so too many fields can be a turn-off. Aside from making the forms easy to find and fill out, boost your lead generation efforts by adding visual cues that point users in the right direction and a valuable offer that is hard to resist.
Adding a testimonial page on your website is one way to inform potential clients that your current customers are happy with your product and services. It validates your business and provides social proof so that potential customers trust you and gain more confidence in your ability to deliver on your promise.
Leave no doubt about your reliability by adding visuals such as photos, video, or other rich media to these testimonials. Doing so has a greater impact on the viewer and increases your chances of capturing qualified business leads through credibility and trust.
Some people find pop-up forms annoying, but they remain one of the most effective ways to capture qualified leads. Believe it or not, but these types of forms have the potential to generate as much as a 50% to 600% increase in sign-ups. Based on that figure alone, adding this feature to your website is unquestionably worth considering.
To find out if your target audience responds well to pop-up forms, test it on your landing page. Put a pop-up form on the page for 30 days, and then remove it in the next month. Analyze the user experience, take a closer look at response rate, and use process this to decide if pop-ups work for you.
Tech savvy consumers looking to find out more about your products or services turn to their mobile devices for information. In many cases, first impressions are formed through this initial exposure to your online platforms and social media accounts.
Gain their confidence faster with the help of trust seals. Go for trust seal providers that are backed up by a consumer guarantee whenever you can.
There are many areas in business where you can leverage the use of free software, but website design shouldn’t be one of them. Cookie cutter websites don’t usually instill confidence in visitors, as savvy users will notice that you haven’t spent a significant amount of time or money to produce them. While numerous free website templates claim to a one-size-fits-all solution, it’s best to spend a little extra to optimize your site’s design.
Be clear about your purpose and communicate this clearly to your designer, so that users are drawn to the most important elements of your website. A well-designed online hub increases customer trust and significantly improves your chances of capturing those qualified leads.
To make the most of these strategies, you must first have a good grasp of your current lead generation landscape so that you can compare and contrast what works and what doesn’t. Analyze the data and use it as your basis for introducing improvements in future campaigns. Focus on what’s working, continue to tweak your message, ruthlessly edit, and eliminate elements that don’t add value.
Your website is the initial touchpoint for online users to experience your brand. First impressions can make or break a prospective relationship so put in the effort to maximize your brand’s chances.
Ready to get your website optimized? Be sure to use our comprehensive landing page checklist!