A few weeks ago, my colleague and king of content, Gregory Sidor, wrote an insightful piece on how to guide consumers toward conversion with content marketing, specifically during the Consider and Evaluate phases of the Consumer Decision Journey (CDJ). If you haven’t read it yet, I highly recommend starting there before moving on.
In this piece, we’ll show you how to craft effective content that will engage readers during the remaining phases of the CDJ and explain why you mustn’t leave your customers hanging after they convert.Out with the Old
In the olden days, we used to talk about the ‘Purchase Funnel,’ which was purely linear, with a top (awareness), middle (evaluation), and bottom (purchase). Back then, marketers were often too busy high-fiving each other after the sale, they forgot about the customer—the person—on the other end of that sale.In with the New
Since then, we’ve learned how important it is to nurture relationships with existing customers by recognizing the true value of their satisfaction, repeat business, and brand loyalty. Studies have shown that hooking new customers costs businesses more than keeping the ones they already have, especially in today’s social media environment. What’s more, according to a 2013 study conducted by Sumall, companies with more repeat customers weather tough economic times more easily than those focusing primarily on gaining new customers.
The most successful content marketers recognize that the purchasing process is not linear. It doesn’t just begin, end, and start over. It’s cyclical and never-ending—at least that’s the goal.
After successfully engaging prospects during the Consideration and Evaluation phases, it’s time to secure the Buy, maintain a relationship with the customer during the Post Purchase phase, and establish a Bond that will keep them coming back.
To demonstrate these steps, we’ll pick up where Gregory left off with Four Walls and a Roof, a fictional company that manages apartment buildings around Southern California.
In the Buy stage of the CDJ, your prospects have already done their research, evaluated the competition, and decided exactly what they want and where they want to get it. This is your big moment! The customer has landed on your page and is ready to convert by scheduling an apartment showing online.
Make sure that your conversion process is simple and easy to follow. Content should be clear and concise. This is not the time to bog down your landing page with excessive body copy or photos. You’ve come this close. Confusing or overwhelming the customer could cost you a conversion. Spell out exactly how to schedule a showing, stress how fast and easy it is, and let the user know exactly what to expect after the form is submitted.
At this point, the apartment showing has been scheduled. This is a great opportunity to keep the customer engaged and confident in their decision to choose Four Walls and a Roof.
Some strategically written and timed pieces of content can help gain the customer’s trust and keep them interested during the days or weeks leading up to the apartment showing and hopefully, the signing of a new lease.
PRO TIP: Immediately after the appointment is set, send the client a confirmation. This could come in the form of a thank you page or an email. Use this opportunity to make the customer feel welcome, taken care of, and not afraid to reach out if they need help.
Remember, moving to a new apartment can be very stressful. Anything you can do to make your customers’ lives easier will only benefit you in the long run.
PRO TIP: Offer the option to link the appointment to the client’s Outlook or Google Calendar. Provide a list of local resources to help them with their move (movers, utility companies, furniture stores).
Congratulations, you now have brand new tenants! They may have signed a one-year lease, but that doesn’t mean your work is done. If you want your customers to be satisfied enough to the point where they’ll keep coming back and refer you to their friends, you’ve got to form a Bond.
“But Mary,” you say. “My product/service is so top-notch. Shouldn’t that be enough to keep my customers coming back?” It helps, but it’s definitely not enough. In today’s cutthroat digital market space, competition is fierce. Social media is rampant. If you want to retain your existing customers and grow new business, you need to do everything you can to make sure your brand is the point of conversation. This can all be achieved through skillful content marketing.
Just as you did during the Consideration and Evaluation phases of the CDJ, you should be providing useful, relevant content to your customers during the Bonding phase. Try some of these content tactics to Bond customers to your brand,
These content tactics are designed to keep your current customers engaged and encourage them to share their experiences with friends and family. Offering your customers an opportunity to interact with you directly through social media is also a great customer service tool, making them feel welcome and valued even in the digital space. Just be sure that you have the appropriate resources to directly respond to all customer comments/questions, otherwise, it could work against you.
A good content strategy is like the gears in a watch. Circular, always in motion, sometimes turning in different directions, but always connected.
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Fixing these issues is important because when Google cannot crawl your site properly, the search engine cannot log a full picture of what your website has to offer its users. Without this level of visibility, Google’s trust in your site diminishes, making the search engine less likely to serve your content to its querying users.
Basically, if Google can’t crawl your site, Google can’t trust your site, and Google won’t serve your content. No Bueno. So, what’s the fix?How Can I Avoid This?
Fixing these issues is, in most cases, quite simple. Here are a few key tools you can use.
First off, use Google’s Fetch as Google tool before you fix the issues, to help identify exactly which files are being blocked and how said blockage is affecting Google’s visibility on each page of your site. Then, use this information to prioritize your optimization plan, allowing those blocked files that are preventing important content/functionality from being seen first, and fixing less important pages secondarily.
You can also use Google’s Mobile-Friendly test to make sure robots.txt isn’t blocking any of your site’s CSS or JS files. This kind of blockage may impact the responsiveness of your site, keeping Google from seeing your site as mobile-friendly, even if it actually is mobile-friendly.
After you run the Fetch as Google tool, check to see if you currently have any scripts trapped in disallowed folders in your robots.txt file. Below are examples:
Disallow: /plugins/ that may accidently fall into any of your disallowed folders.
Remove any Disallow: /.js$* and Disallow: /.css$*
In the end Google warned us about these errors last year. Though they are not hard to fix, we should still optimize our sites and follow this protocol.
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For many search marketers who have worked on B2B accounts, the challenge of growing a B2B audience efficiently, while at the same time scaling reach beyond paid search, hits close to home. Thankfully, a new solution has emerged – Google’s display media product, Gmail Sponsored Promotions (GSP). GSP is still in Beta and now available in the AdWords UI for whitelisted advertisers.
What are Gmail Sponsored Promotions? GSP campaigns show expandable, interactive ads above the Promotions tab in Gmail inboxes. Advertisers pay only for the first click to expand their ad. While this point of conversion does not necessarily guarantee subsequent traffic to an advertiser’s site, it does offer a low-cost way to generate brand awareness and advertise new business products or promotions to the B2B audience. Added bonus? GSP CPCs are as low as $.40, which is uncommon for a targeted display product.
Here are some other great ways you can use GSP campaigns to optimize different parts of your marketing funnel.Upper Funnel – Generate Brand Awareness
GSP campaigns can be great tools for generating more brand awareness. For B2B brands, competitor-focused campaigns, as well as campaigns that leverage interest/topic targeting or demographics targeting can be great tools for opening those upper marketing funnel flood gates.
Target Your Competition: Using GSP campaigns to target a list of your top competitor domains is a great first stab at leveraging this new marketing channel to generate brand awareness. Targeting your competitor domains can engage users who are already familiar with and receiving email promotions from your competitors but not necessarily familiar with your brand. The advantage of targeting competitor domains with GSP campaigns vs. search is that the CPCs are considerably lower with GSP campaigns.
Zone in with Interest/Topic Targeting: Running interest/topic-focused GSP campaigns allows you to cast a wide net, targeting users who have visited similar business websites and/or expressed interest in similar business categories – in many ways just a different angle on introducing your brand to your competition’s customers. As you can imagine, interest/topic targeting can drive a ton of volume at very low cost, but may generate less qualified leads. Thus, this strategy is a good way to drive mass brand awareness at low CPCs.
Important Note: Before launching an interest/topic based campaign, first consider budget and your team’s primary goal (generating leads vs. growing reach). If lead generation is your primary goal, consider layering interest/topic campaign over keywords with the goal of turning up traffic but also maintaining the more targeted traffic.
Reach Your Key Demographics: Running a GSP demographics campaign offers Marketers the ability to exclude demos or adjust bids based on gender and age. This control allows marketers to focus budgets on targeting their core demographics, which are more likely to convert.
Lower Funnel – Retarget the Interested
Not only can GSP campaigns work for brand awareness plays, but they are also awesome tools for lower funnel retargeting initiatives.
Retarget Warm Leads: GSP campaigns offer advertisers the ability to tailor messaging to visitors who have previously visited your site via their email list targeting. Impressions volume will be based on the size of the associated email list. This is the closest targeting method to remarketing that GSP currently offers. These types of campaigns will target users who have shown interest in your site, making them much more likely to come back and convert.
Anywhere in the Funnel
Perhaps you’re looking to use GSP campaigns as a full-funnel optimization solution? Awesome, and possible! Like most online marketing channels, the trick to efficiently leveraging this tool is keyword testing.
Test Broad and Niche Keywords: When launching these GSP campaigns, we recommend testing both a broader and more niche set of keywords. The broader keywords will have a higher likelihood of capturing a new audience, while the niche terms are more likely to drive users that are more qualified. Start with a mix of the best performing keywords in your search campaign.
Overall, Look Before You Leap
Proceed with caution when starting any new campaign. Start with low budgets and refined targeting, as some targeting levers have the potential to drive a lot of traffic very quickly, especially on mobile, and you don’t want to blow through your whole budget in a week.
Breakout High Performers: One way to do this is to breakout higher volume targeting like interest/topic into a separate campaign for better budget control and performance visibility. Once you have had some time to optimize and are happy with performance, look at growing volume and improving campaign performance with keyword/domain expansions, ad copy testing and banner testing to name a few.
The beauty of GSP is that it’s extremely easy to use now that it’s integrated into the AdWords UI. The optimization levers are very similar to search and display campaigns with the ability to pause non-performing keywords, adjust mobile bid modifiers, ad test, day part, etc.
All things considered, robust targeting levers and lower competition due to Beta status makes Gmail Sponsored Promotions an attractive channel for growing brand awareness and generating leads at low risk for B2B advertisers.
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Marketing Land Columnist Mark Traphagen has intently followed Google+’s years-long evolution, and recently released his latest musings on the future of Google’s social product. We read it, and we have some thoughts.
Our team has long struggled to see the true purpose of Google+, and we, along with Mr. Traphagen, believe Google has too. However, Mr. Traphagen pitched a few possible changes that piqued our interest – namely automated feed filtering and Collections.Filtered Feeds? Sign Us Up!
The ability to filter and serve content according to known interests could be a very strong G+ selling point. In the last few months, we’ve started seeing more photos and status updates from friends-of-friends on Facebook – and it’s disconcerting.
If filtering is indeed an option, this revamped Google+ could also filter out posts you may find offensive, that is if Google determines you aren’t that interested in things like politics or social causes. Who knows! Maybe it could even keep our feeds clear of avid (read unnecessary) updates about certain celebrities who shall remain nameless…
Collections You Say? Said Our Inner-Marketers
As Mr. Traphagen points out, right now a drawback on available social media platforms is that sometimes you’re in to what another person is in to, but just not so in to that person him/herself. Enter Collections! A new way you could potentially follow a collection of another user’s topic-related posts without having to follow that actual person. As Marketers, we see these potential Collections as an awesome avenue for social media marketing campaigns. Brands could create Collections where they post images of their products along with links to buy those products right from those feeds – ala buyable Pins… yeah, you’re right. It is a perfect time to get into lingering redundancies.
Threats of Redundancy Still Loom Large
While the aforementioned possibilities certainly entice, a key threat still lingers for any new iteration of Google+: I can already get everything I need to know on a particular subject I’m interested in from my existing Instagram, Tumblr, Twitter & YouTube accounts. The social media space is already oversaturated, and has been for the last 5 years or so. To skirt this threat, Google will need to start getting specific, and pump up the fun factor!
Infiltrate Oversaturation? Sounds Fun!
Our opinion, after extensively studying social media behavioral patterns as well as using these platforms ourselves, is that any future social media platform’s success rests on four key features – an intuitive UX, mobile-friendliness, specification, and the fun factor.
Looking at this list of social platforms in existence today, it feels like we’re getting close to having different types of highly-specific social media platforms for every interest-type, and those that stand the test of time absolutely optimize for these four core features. Platforms that do and will continue to succeed have a specific purpose and are fun to use. And let’s face it – as it currently stands, G+ just isn’t all that much fun.
UX Not Intuitive Yet
G+ two-column layout alone screams just leave already! Should we read posts left to right, top to bottom, or what? Not fun. The truth remains, most folks only have a G+ account so they can cover their bases – not really because they’re constantly engaged with the platform. How long can you really devote resources to something like that?
Pick a Side
Social media, in general, thrives on producing an organic and genuine conversation amongst new and old friends – a digital experience that connects us in a unique and different way. As we’ve previously stated though, really successful platforms hone in on one particular way to foster these conversations. Currently, Google+ falls short in its attempt to fuse the fun of Facebook with the professional feel of LinkedIn – too broad. From a marketing perspective, while their new interest connector may be a hit amongst existing users, without further simplifying their platform’s lingering generalities, Google+ stands to only perpetuate their initial problem of failing to acquire new and younger audiences. No social media platform can grow without the younger demographic, and that younger demographic seems only interested in adding specific-use platforms to their vast repertoire of regularly-used social tools.
In theory, the future of G+ sounds really appealing to us as online marketers, that is, if it works. It does seem to us though that Google is too focused on what they want to get out of G+ vs. what users want. Guess we’ll just have to stay tuned.
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On Feb 20th, Google AdWords came out with call-only campaigns, a new mechanism for businesses to target smartphone–searching users. This new campaign type encourages users to call businesses directly, bypassing the process of having to visit brand websites to find contact info — yet another small step in streamlining the online path to purchase.
Although Google has done something like this before, via call extensions, this new campaign type shows up on mobile devices only, making it easier to manage bids and budget for mobile. Also, with this new campaign type, users do not even get the option of clicking to your website. It’s click to call only!
AdWords users have reported some bugs with this campaign type thus far, such as in the example below, in which Google is saying that this account’s ads are not showing, when they really are, but only on mobile devices.
Regardless, we see a lot of potential for using these ads to target mobile users.Are these Campaigns Right for My Brand?
If you value call generation more than online form-based lead generation, running these call-only campaigns are a great option — service-based industries such as financial services or plumbers might, for example, really benefit here.Boost Bang for Your Marketing Buck
We hear this question from our clients time and time again: How can I generate more quality leads with my marketing spend? Boost visibility! Running a call-only campaign, especially in conjunction with a call-tracking provider such as Dialog Tech or a similar provider, is a great strategy for generating more quality leads because it gives you new eyes on variables such as,
This visibility alone can quickly inform brands about how their copy is doing, how their keywords are doing, and clarify where to optimize further. Suddenly you can make the changes you need to make quickly, really scale your phone call volume, and understand where the quality calls are coming from — boosting quality and quantity all with one strategy.
PRO TIP: It’s important to double check the data that Google provides with your own internal data. Sometimes the data you see internally and the data that Google provides is not apples to apples.
To further illustrate how running a call-only campaign could be used to a marketer’s benefit, let’s walk through a fictional case study. Let’s say that after examining their data, ABC Insurance saw that phone calls coming from their competitor keywords on average lasted over 10 minutes. Knowing that a phone call over 10 minutes typically results in a sale, this brand could increase bids and budget on the keywords that drove those quality phone calls. In addition, they could expand upon those keyword sets and find new options that drive additional volume. Lastly, they could test different offers in their ad copy to see if certain copy options compel users to call more than others.Best Practices
Here are a few best practices we feel are important to remember when setting up these call-only campaigns.
Encourage Calls: Change the call to action in your adcopy to encourage phone calls. Use a call to action such as Call Now or Call for a Quote.
Invest in a Dedicated Line: Get a dedicated phone number solely for your call-only campaigns. This will help you track exactly which phone calls came from the call-only campaign rather than just generally from your other marketing initiatives.
Integrate Your Data: Integrate data from your call tracking providers with AdWords or DoubleClick to get keyword conversion data.
Start Small: Start out small and scale your campaigns once you see success. It’s important to remember that with call-only campaigns, you’re being charged for the click, not the call. So if someone clicks on the ad and changes their mind about calling, the advertiser is still being charged. Therefore, it’s really important to stay on top of your number and make hitting your target a real goal.Other Potential Hiccups and How to Avoid Them
Additionally, here are a couple potential cons to running call-only campaigns, and strategies for combating them.
Dueling Campaign Cannibalization: Since you will likely be running the same keywords on both call-only and legacy mobile campaigns, you may run into a duplicate keyword issue – causing your dueling mobile marketing campaigns to cannibalize one another.
Solution: Reduce risk of cannibalization by lowering your mobile bid adjustments on the legacy campaigns and increasing mobile bids on your call-only campaigns. This tactic will help ensure your call-only campaigns show over legacy campaign ads. However, organizing bids thus will also make running both regular ads and click to call ad at the same time impossible. Keep in mind though, under most circumstances, advertisers running click-to-call campaigns would much rather those click-to-call ads show up in the SERPs over their text ads, as they value phone calls over form fill leads.
Jumping the Funnel: Running a call-only campaign without developing a strong strategy supporting its launch may result in lots of searchers being served ads asking for calls when they just aren’t yet ready to pick up that phone and become a lead. They may still be in that early Consideration phase of their Consumer Decision Journey, still searching on their own for more information. Being hounded for a phone call in this early phase may come across as too aggressive and result in the call-only campaign ads deterring potential customers. How do you protect against this potential hurdle?
Solution: Develop appropriate targeting and adcopy strategies, ensuring this con becomes a non-issue.
Overall, Call-Only campaigns are a great way to generate phone calls without investing a lot upfront into marketing efforts. Once you see the return, these campaigns are easy to scale and grow in volume.
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