If you are currently losing money on your Facebook campaigns, you are probably being affected by the new algorithm changes recently implemented by Facebook.
As an adwords advertiser, you need to continually monitor your campaign performance and adjust and scale your ad set to optimize profitability.
Facebook constantly makes changes to its algorithm, this is inevitable and part of the challenges of doing business online.
The key thing to do when Facebook makes changes is to figure out what changes has been made and to reset your ad campaigns so that the new algorithm will synchronize with your new ad campaign. This is an essential adjustment to prevent your campaign from remaining in a glitch.
The new changes within Facebook requires an advertiser to master the skill of achieving a campaign sweet spot. This is a point where your budget and cost per conversion is aligned to produce your expected click through rate, and ultimately orders.
The costs to watch on a Facebook campaign are cost per click and cost per conversion. If these are low then your margins will be high, provided that your selling price is good.
Your sweet spot will be the quantity of orders (Budget divided by cost per conversion) which enable your campaign to achieve order volumes that brings about a net profit.
Facebook has implemented a scale of 1 to 10 that determined the target audience that the ad will be served to.
This scale is calculated according to quality, that is, a person who does not know what he is doing and thus can’t transact profitably within Facebook is tagged with 1; and a person who consistently buys within Facebook and know his way around Facebook will be given a 10.
Facebook algorithm collects data on what kind of events users trigger when their on Facebook, people that regularly trigger purchase pixel event are allocate a higher quality 10 and people that are basically non active on facebook get a 1, or a low score along the continuum of 1 to 10.
So when you set your campaign at a $5 budget, Facebook will serve your ad to people on the low score and vice versa.
However, just because you ad is served at people who are categorized by Facebook as having a low score; it does not mean your ad will not convert.
There is nothing an advertiser can do about this, except doing a trial and error method of adjusting your budget until you find your advertising sweet spot.
As explained, your sweet spot is a point where your cost per click and conversion is just generating the right amount of orders that correlates with your sales forecast figures.
It behooves every marketer then to prepare a sales forecast prior to adverting on Facebook, otherwise, you are set to lose a lot of money. This by far the big new change on Facebook.
Again let me repeat by saying that if your campaign is losing money now and it was launched before the algorithm changes, then you have to reset your ad set and launch again with your original settings and work on finding your sweet spot.
Furthermore, for those who have a Shopify ecommerce site like me, the changes will affect the ability of the Facebook pixel to give accurate data when tracking the sales funnel process of your prospects.
Be aware that when analyzing your sales funnel data inside your Shopify site, there may very well be anomalies if your standard event setting on your Facebook ad set is set to trigger a purchase event. That is, if your website objective is for Facebook to optimize for purchase.
This is because the funnel process on Shopify which is: view content→add to cart→initiate checkout→add payment info→purchase; is flawed.
It is flawed not because of a technical deficiency, but because the advertiser will not be able to glean an accurate picture of the activities of the prospects journey inside Shopify due to the way the pixel work.
At the point of ‘add payment info’, many Shopify users have payment gateways that are fulfilled outside of the Shopify environment (for example, Apple pay, Amazon payments and Paypal).
Therefore, consumers that complete a process outside of these environment do not always get back to Shopify to complete purchase; hence the purchase pixel does not fire (and why the data is skewed) to register purchase.
So what you need to do is still aim for the purchase event when you set up your ad but use ‘add payment info’ metric when analyzing your report, assume that the pixel did not fire the purchase event.
The ‘add to payment info’ metric give accurate data, and it is reliable for gauging whether your campaign is profitable or making losses. This where you will either pause the ad sets that are losing money and keep those that are profitable according to your sweet spot.
Moreover, you need to be aware of Facebook changes in the user interface, particularly, in the sections of detailed targeting, placements and overlapping audiences.
In detailed targeting, Facebook will now automatically expand your interests if there is a chance to reach more people, this sound like an excellent change; but the drawback with this new feature is that your traffic data will not give you an accurate picture of how your precise target market is responding to your ad.
It is important to understand the dynamics in one market before moving on to another market. When setting up your targeting, turn off this feature because Facebook is forcing you to expand your market prematurely.
Additionally, there is a change in the placements. When you edit the placement you will notice that under the devices type tab you can only choice either mobile or desktop, not both.
If you choice mobile, I recommend that you always go for mobile first. Then, under platforms my recommendation is that you turn off Instagram and audience network.
Then choose ‘specific mobile devices and systems’ and click wifi. Do yourself a favor, always target mobile audiences first, mobile is hot right now.
Cost per click on mobile are lower that desktop, this is because more Facebook users are accessing Facebook through their mobile devices and Facebook is rewarding advertisers targeting this segment.
Additionally, should you go after desktop placement ensure that you specify the platforms by clicking on the Facebook tab to reveal a feed or right column, by default Facebook will serve your ad on both feed and right column placements.
My recommendation is feed placement. Right hand column ad will increase your frequency (cpm-cost per thousand views) of serves and you costs will be high, remember you want to watch your costs to ensure that your bottom line is higher.
Moreover, the overlapping detailed target audience function has been modified. Facebook used to allow an advertiser to ‘include people who at least match one of the following’ and ‘must also match at least one of the following’ and ‘exclude people who match at least one of the following’ this is where the overlapping audience used to be defined.
The new changes only allow ‘people who at least match one of the following’ and ‘exclude people or narrow your audiences’.
The challenge with this new feature is that your interests that you use for ‘exclusion’ may end up overlapping in psychographic variables, for example, I can’t target the interests of Backpacker Magazine and exclude American Hiking Society for overlap because there are similarities that will clash, and when a conflict arises Facebook costs will skyrocket, you will be bidding against yourself.
Furthermore, you will notice that the ad format section includes video, slideshow and carousel. This gives a marketer the opportunity to split test creatives, which is a good thing.
I know that this piece has been long, but do note this Facebook changes so that your return on investment is secure.
Affiliate marketing is not just about review websites monetized with Jvzoo promo launch, Clickbank or Amazon, but solid strategy to use when you need to capitalize on an emerging opportunity quickly. Two methods I want to highlight here.
The first method is the solo ad affiliate route. A marketer buys traffic from an email list and broadcast to it. The list allows the advertiser to send an email swipe(email copy) which will in turn be broadcasted to the owner's list to generate traffic for the advertiser.
The key is to find a list that is related to the opportunity being targeted. For example, advertise a health product in a list focusing on a health niche.
The advantage with this method is that the market is warm and the owner is already known and trusted by the consumers.
The swipe contains a link that leads to an optin page or a sale page when clicked. You can bridge directly to an optin page. There are no legal pages to adhere to as opposed to advertising through a search engine.
Once the sales funnel is triggered, the consumer will the go through an optin page with a lead magnet on it (either a tripwire under $10 or free giveaway such as a pdf or video course) that leads to a thank you page.
The thank you page real estate is then used to pitch the product the advertiser is going after.
The advertiser will also have the advantage of further pitching the product within the welcome message inside the autoresponder data base.
The big advantage of this quick affiliate marketing strategy is that the advertiser will have created a data bank for regular newsletter broadcasts that will lead to backend sales.
However, if the idea was just to make the consumer aware of an emerging opportunity such as a launch, then the job will be done with just one or two autoresponders. But as an entrepreneur, don’t just stop there.
The second method of affiliate marketing quick market launch is bidding on common terms using a search engine adwords to generate traffic.
You can bid on urls and related keywords to promote your offer to a target audience.
The first step is to search market places such as Clickbank, Sharesale, Amazon, and so on for urls and keywords. Do a Google keyword search to gauge the exact volume searches of this terms you want to bid on.
Then set up an ad set on search engines, such as a Bing; using this terms on your ad headline and body.
For example, let’s say you want to promote the relaunching of Inbox Blueprint 2.0, you will then search Clickbank for internet marketing related keywords and urls that you can use as bid terms on your ad set and redirect to Inbox Blueprint on your review site.
The second step will be to build a review site (ensure that you use keywords that people use when researching an opportunity e.g. insider review, scam, main keyword, comp plan) using content based on the terms from the market place; and redirect the traffic to you offer.
That is, have articles on your review site that talks about, for example, an internet marketing course on Clickbank and then word your article in such a way that it can redirect to Inbox Blueprint.
Your review site doesn’t have to have bonuses but if you can include them, do. Another review site strategy is to do an in-depth review of the offer you are promoting coupled with related bonuses.
When you redirect your traffic to your offer ensure that you have an optin page where you offer a free offer or an offer under $10 to secure the prospects details. You will then use you thank you and welcome message inside your autoresponder to pitch to your prospect.
Some things to be careful of when using this affiliate marketing method. As mentioned, don’t send them straight from your ad set to a capture page or sales page, it doesn’t convert as well as sending them to a review page.
In fact, Google hate squeeze pages (it thinks you are just advertising to harvest emails) but it welcomes review pages.
Additionally, include video as content for the review site and tag it with the market place keyword, if you have it available. Include keyword optimized images as well.
Don’t bid directly on copy protected trade names such as apple, for obvious reasons. Collect as many keywords or urls related to your niche and just continue to scale the ad, ensure that you choose keywords with only up to 3 advertisers on organic search listings(less advertiser means low cost per click).
Affiliate marketing method 2 may not be as fast as method 1, but what-ever method you choose, ensure that you create a list you can broadcast to in order to realize backend sales.
Google is a business and as such there are certain content and search engine deliverables that won’t change; backlinks, anchor texts, trust and authority remain the staple food that energizes the google algorithm to rank a site.
This is good news for all webmasters who understand content marketing from the perspective of search engines.
Content is what is offered to an online target audience in the form of articles, videos, audio and graphics. Webmasters tend to concentrate more on the how to’s of content than solving the problems of their customers, for instance, how to rank a Utube video.
Consumers have not stopped in their expectation of what’s in it for me. The key is to balance the packaging and the benefits.
First of all, I have talked a lot about being an ekasi marketer on this site, that is, first settle the issue of what you want to offer before going digital and match that choice with your unique skill.
David did not slay the giant by going head to head with him on strength, use your ‘sling’ advantage when deciding what content to offer.
The right content marketing builds trust and this is what you need to generate brand advocacy from your consumers. Although you can very well generate content through research, it will not be easy to sustain it like you would when you are a subject matter expert.
Secondly, original content that solves the target market needs is irresistible. Consumers will share, comment, like and spend time on your site consuming this kind of content.
This is exactly what search engines robots look for.
Engagement is an indication of health and search engines rewards sites that have this activity.
For example, when Penguin 4.0 was released, many people scrambled to seo sites seeking guidance, sites such as Moz that were able to articulate a solution and help webmasters address their ranking problems benefited from engagement ranking factors.
Moreover, service providers in freelance sites such as Fiverr that are able to solve their customers challenges consistently; are the ones that regularly get the jobs.
If you don’t have experience in, say malware removal, there is no way you will be able to meet the consumers expressed needs. You need to embrace this approach as you carve your content online.
When you consistently offer content marketing that is unique and solves your target market needs, your pages will rank high from factors such as engagement, on page seo and congruency; this will lead to your site gaining an authority site status.
This happens automatically behind the scenes as robots carry out their search masters instructions. Additionally, other webmasters won’t be wary to link with you.
Google penalizes sites that backlinks to sites that are spam penalized, you can do a check by typing a url in the search box of Google; for example, type in the term moz.com in the Google search box, to show the number 1 results.
Then type the same term now without the .com and with spacing between the site name and com. If your site is not able to appear on number 1 when you do this search, then it is spam penalized and usually in this case the webmaster site won’t be able to appear on the first 4 pages of organic results.
If you link to a penalized site you will hurt your rankings.
Furthermore, don’t make a mistake of building your site and content without ensuring success through keyword research.
A low hanging fruit anchor text is always desirable to a term that is harder to rank. Then build your trust getting content from this keyword by leveraging your unique experience and skill.
It is not hard to produce winning content marketing, even for Google in the days of Penguin! Just do what comes naturally.
Once you have figured out what internet model(ecommerce, blogging, article marketing, membership site, etc..) you are going to use to enter the internet marketplace and how; plus what your brand will be, as an outcome of business planning; then it is time to design and develop a website.
Digital marketing strategy requires a robust content management software that is able not only to consistently build your brand but be able to achieve search engine goals and content management optimization. My pick is WordPress.
While there are many third party blogging platforms with a freemium model such as Wix.com, Blog.com, Blogger.com, none come close to the versatility of WordPress.
The key disadvantage of the freemium blogging platforms is the lack of control in terms of cpanel access and hosting choice. Any change in policy in any of these platforms can adversely affect your website and service delivery.
One of the key brand objectives to prioritize online is the provision of consistent customer service.
A situation where you have no control of such things as changing servers if you don't like the uptime service level or cpanel access to determine what script to install, is highly limiting.
Additionally, it can be a colossal nightmare to migrate your websites from this platforms to another hosting provider.
Conversely, there is always an option to have someone design and develop your website from any of the readily available freelance sites such as freelancer, Upwork and Fiverr.
However, I highly recommend that a digital marketer set up his own website with WordPress. Do yourself a favor and peruse basic HTML and design lessons that are freely available on Utube just like the ones offered by Ro Little 'How To Blog Design'.
This will enable you to get to terms with some coding language, and will prove very advantageous later on.
WordPress is the number 1 brand in blogging platforms and services. There is no other blogging platform like it.
Anyone without any technical background can install and set up a WordPress site within a day with just basic instructions.
The first starting point to consider before installing WordPress is keyword research that is relevant to your niche.
You are going to construct your blog from the foundations of your keyword research to build a highly optimized site based on keyword SEO metrics such as low competition (volume, not more than 100,000 sites and set up of meta tags: that is, keyword in title, URL, description and heading), high exact match search volume(at least 1000 minimum searches), high search engine value based on cost per clicks(max number of visitors from top 1 position multiplied by the cost per click that advertiser are paying on the keyword).
Use Google keyword tool or Market Samurai to do your research.
Once you have done your keyword research then you can go ahead and purchase a domain name from providers such as Namecheap for as about $11 and then proceed to secure hosting, Hostgator comes highly recommended by many digital marketers because of its premium service.
The next step would then be to point servers from inside your domain registrar such as Namecheap to your hosting, when you buy hosting you will receive a welcome email with your dns information and logins to your cpanel included, the dns information is what you will use to point servers to your hosting, this will take about an hour, then you are good to go.
From here you will then be able to login to your cpanel and install WordPress with 1 click from a software called Fantastico Delux. Once installed then you can login into your WordPress site administration area and begin setting up your blog.
There are many free videos online that teach how to set up a WordPress site, the key thing to remember is to ensure that the SEO settings and legal pages are done right.
Unlike the free platforms, WordPress gives more of this options. Perhaps the best add-on features that has boosted the brand is the many plugins that streamlines anything from managing AdSense to posting content, themes, settings, security, updates, customization and speed.
WordPress also integrates well with many third party applications such as Getresponse, Jvzoo; through API protocols.
When it comes to web design and development, the ability to control the look, content and functionality of your site is critical, WordPress gives control and thus freedom to implement your digital plan. Newbies and pros use it profitably, why not you.
Martin Lindstrom was once cited to have said: 'strong branding has nothing to do with a beautiful logo, but everything to do with your brand message'.
Customers respond positively to branding efforts by businesses and this a wonderful opportunity that even digital entrepreneurs can use to create a lasting impact and message that will endear them to their customer base for a lifetime and profitable customer relationship.
During the plenary stages of the business a marketer has to figure out the brand identity that will form part of the brand strategy.
Brand strategy is just the conceptualization of brand processes that will influence all internal and external processes affecting the brand.
The center of brand strategy is the brand identity work and the team that is entrusted to execute it. Think of all the known names in internet marketing, for example, Chris Farrell, the achievement these brands have gained is not by chance, it takes deliberate effort.
Brand identity is the culmination of the visual elements and core messages that formed the branding process in the minds of the target audience.
For example, Hostgator branding is not just about the brand imagery (logo, colors) but the message expressed through brand attributes (product benefits and features) and brand benefits (personal meaning the customer attach to the product).
Hostgator message of 'eating up the competition' is expressed in the level of service which is unmatched within the webhosting industry.
Hostgator protects their brand by ensuring that the brand experience of their customers compared to those of other competitors is unmatched in all touch points in the market.
These touch points involve customer support, guarantees, price, product benefits and features, discounts and coupons, product add-ons.
The company keeps an eagle eye over their brand impact to their target market and make sure that they live up to their brand promise.
Furthermore, a digital strategist has to ensure that his brand value proposition build a strong emotional link between the brand and the customer.
Digital marketers need to understand the needs of their target market and what stimulates their emotional buttons.
Customers form a strong bond to businesses that they perceive to be closest in the ability to satisfy their unmet functional, emotional and self-expressive needs.
Marketers that consistently use their brand to meet the represented functional, emotional and self-expressive needs build an unassailable lead competitively; through a strong emotional bond.
This the key to creating a differentiation and recognition of the brand which not only endears the customer to the business but makes it almost impossible for rivals to copy.
Iam a huge fan of Fred Lam and his training, I like him because he knows what he is doing, he is generous and transparent with his knowledge, and he is up to date and delivers simple teaching.
His personality brand effect on me is a result of more than just a satisfaction of functional needs concerning his products but emotional.
Any digital marketer therefore has to communicate his brand message to his audience, internally and externally. He has to position the brand.
This is the process of communicating the brand messages that the management team desire to be understood by the audience to build a perception in their minds.
Digital branding does not have to be costly, with the proliferation of social media and availability of enabling content management software such as WordPress, the digital marketer can consistently position what his brand stands for by repeatedly and congruently positioning his message.
Most internet marketers leave this aspect of their business to chance and it is what has given rise to guru marketing and hype in the internet market place.
Moreover, the marketer has to know and gauge the effectiveness of all the brand contact points deployed in the market place to deliver brand benefits during the positioning exercise.
Internal contact points include managers, team leaders, call centre, shareholders and partners. Employees and shareholders are an important conduit by which brand associations are built.
Hence, the importance of training staff in brand identity and service delivery. Conversely, external contact points include, media (tv, outdoor, press, radio, ad agencies, event sponsorship), community, service providers etc..
The idea is to know the contact points that delivers brand messages, particularly, the most influential ones, and manage this to ensure that the brand promise and experience is according to plan.
Consistent service delivery and branding enables digital marketers to build a strong emotionally attached clientele that guarantees mutually beneficial relationship that endures for a lifetime.
This is what differentiates great brands from those just getting by.
A business that does not plan by default has already planned to fail, this is more so when a digital business is implemented without the prior discipline of business planning.
I prefer writing a business plan on my own computer using Microsoft or Apple as opposed to third party software.
A business plan is not a static document and it is much easier to own, edit and personalize when it is written from your own computer, especially if you are planning on seeking debt, equity or angel finance.
Although the first section in a business plan is an executive summary, it is usually harder to write this section in the beginning of the dialogue.
I usually find it easier to write the executive summary after completing the financial plan, that is, the section that details the analysis of a sales forecast, cash flow projection, projected income statement and balance sheet.
I find it much easier to then write the summary and then to proceed with the fleshing out the text based sections of the plan.
A summary gives details of the concept, the cost to the financier, the profit expected to be realized and people that can make this happen.
After settling the summary it is time to give a description of the business. This describes what business the business will be in, will it be selling physical products through Shopify or offering search optimization services.
The vision, mission, values, company strengths and core competencies, target market (brief mention) and management expertise should be discussed as an overview.
It is important that the planner's experience and skills are well aligned to the digital model being planned, content marketing and authority will be much easier to achieve than when the marketer has to rely on research to produce content.
Furthermore, a thorough analysis of the opportunity must be communicated through the section on business analysis.
This section encompasses going through the exercise of elucidating how the business will be impacted by the contextual environment characterized by influences in politics, society, regulation, technology, economy and environment.
Also, industry trends must be discussed through the analysis of Porters 5 forces, also known as the transactional environment. The digital marketer needs to familiarize himself with industry specific reports and know the current best practices in the business.
I know it may sound boring and academic but this exercise is vital for success. The forces are: threat of new entrants, threat of substitution, powerful buyers, powerful suppliers and competitive intensity among current competitors.
Lastly, the business analysis must cover a swot analysis, this is a review of the strengths, weaknesses, opportunities and threats that the business currently have.
If you plan to offer SEO services then you need to keep a close eye on Google and what industry leaders such as Moz are doing and how you can compete given the scope of the swot capacity of the business.
Moreover, a business plan entails a well layered business strategy. This involves the product positioning strategy or competitive strategy, find out and understand what others are good at and differentiate your offerings with your skill set and experience.
Business strategy also involves a description of your product and features that will be your content online. Also this section has to discuss the product benefits, procurement, distribution, customer care, competitor analysis, brand strategy and pricing.
Furthermore, (iam not done yet) the business plan has to detail the strategic marketing process. This is the part that can be summarized into customer acquisition.
It involves defining the target market, market or niche research, possible marketing channels to be used, the proposed marketing campaign, marketing budget and marketing controls.
Additionally, the digital marketer has to mention how his staffing needs are going to be organized. This involves a clear value statement, the organogram for the first 2 months of the business, training and development.
I usually do the financial plan first, however, it is worth mentioning that the financial plan must be included.
This covers what the start-up and operating capital would be, important assumptions; especially about things the business can't control such as the economic impact and tax regulations.
Additionally, the financial plan has to include capital cost items and the various budgets and forecasts.
I know this may seem like a daunting task, but I promise you it not as hard as it looks and it worth its weight in gold for any business owner.
Don't outsource your business plan do it your-self and consult when necessary.
The traditional 4p's offline marketing has evolved into digital marketing as more and more technological breakthroughs force marketers to take their offers and brands online in response to an increasing new consumer behavior trends introduced by improvements in technology. Whether you are online as a continuation of your offline business or you are hunting for the internet gold through many of the proven models such as ecommerce(Shopify), freelancing(Upwork), affiliate marketing(AdSense), information product(eBook), software product(WordPress plugin) you need to be aware of the best practices in digital marketing.
Iam a big stickler to business planning, amidst the clutter of new technology and Google Panda or Penguin noise, a business owner has to know what it is that he wants to achieve and have a blue print for achieving it. Business planning provides a blue print of steps to take and a way of benchmarking best practices to achieve continuous achievement. Without a business plan the digital marketer is predisposed to wallow in confusion and cannibalization from every new shiny object of 'what to do' online. A thoroughly constructed business plan should be the starting point of every business owner pursuing or intending to pursue customer acquisition online. A business plan helps the business owner to identify and adopt only those digital marketing practices that best fit the brand and swot analysis outcomes identified.
The best digital marketing company will not be the least beneficial if the business owner is not conversant with the base pricing and mark up that determine the bottom line nor have a clear appreciation of the environmental influences that can make or break your business as identified by Porters 5 forces. A business plan will not only save you lots of money but confusion and despair, it takes the sting out of the trial and error pitfall. So take time to figure things out by going through the exercise of business planning.
Furthermore, the market place is characterized by clutter from many competing brands and offerings, a digital marketer has to implement a recognition system where-by his business and product values and symbols can be readily recognized by the target market. Branding is the next step a digital strategist should consider. All interactions with the market must continuously preach the same message and symbolism that will build an instant awareness and knowledge of the owner's offerings. Think of Google and immediately the words search engine, online and even Penguin come up. Building a brand online basically involves figuring out what you stand for and continuously communicating that to your clients on a regular basis every time you interact; it needs to be deliberate and aimed at the mind of the consumer.
A digital strategy seeks to acquire leads and customers online. Customers come online in search for content and Google is the deal maker. Website design and development is the packaging of an online product, content must be housed within the parameters of a domain name, hosting service and blogging platform. The best website is one that tows the budget line and able to serve branding and content objectives. There are many 'free' third party website design sites that promises a push button service to designing a site, don't be deceived into 'just doing' without careful consideration of the impact of the platform to your brand and offers. For example, many of these 'free' third party website design services do not allow businesses the flexibility to brand, monetize and process content in such a way that it is maximized to the target market. The best approach is to design your own website from scratch with a platform such as WordPress or outsource a professional from freelancing sites such as Fiverr to custom design for you. You need to have full control of your domain name and brand without the encroachment of the web design platform brand. Additionally, be able to use add-on features like plugins and themes such as the ones provided by WordPress to streamline your content management activities and ensure that you have full control of your hosting back end and service to prevent service black outs and bottle necks.
Furthermore, search engines such as Bing love content that solve searchers needs. Your content need to be relevant to your niche needs, it needs to be unique, fresh and compelling. Don't make a mistake of going into a niche that does not complement your skills and experience. If you do, ensure that you familiarize yourself with the market through research. Authority can be discerned and searchers quickly build a rapport with providers that know what they are talking about. Search engines measures a lot things in order to rank a website: the time a visitor spend on the site, the amount of social shares, comments, subscriptions after reading content and so on. Consumable content is the key to ranking higher on organic listings. It also plays a vital role in achieving low cost per clicks when pursuing a paid advertising customer acquisition exercise. Therefore, ensure that your digital strategy content is matched to your experience or skill and your brand will grow.
Moreover, closely linked to content mastery is leads generation. The belief that once the site is up consumers will come is a myth. The best website is pretty useless without incoming continuous streams of traffic. A digital strategist has to be a master at generating targeted leads from activities in content optimization and AdWords campaigns. The best AdWords platform to use will depend on the budget and the fit in terms of the network's target market demographics and psychographics. Highly targeted leads culminates in high conversions, the key is to aim at a highly responsive market at low cost. When I constructed my business plan for the ecommerce business I was able to identify that the best traffic platform for the business will be Facebook ads, Facebook ads had the best fit in terms of the demographics and psychographics at very low cost per click. I was able to calculate the volume of orders I could generate and the conversions based on very conservatives cost per conversion values.
Mobile proliferation is causing disruption and forcing businesses to response in order to retain their market share and keep their clients happy. Statista indicate an adoption figure of 5 billion mobile user by 2017. Mobile marketing growth has birthed new consumer behavior principles. It is incumbent for businesses to understand and serve customers utilizing these new methods. Pre purchase activities are increasingly centered on smart phone browsing with social media being the chief go-to place. Although a majority of consumers still prefer shopping online via a desktop or laptop, research indicates a great majority peruse sites during their pre purchase stage with a smartphone device. An internet marketer has to ensure that his site is mobile optimized for all devices. Mobile and tablet traffic has increased since 2014 and desktop has decreased, Facebook mobile ad placement has one of the best low cost per click, as low as $0.20. You leave a lot of money on the table if you don't mobile optimize your site, this is because people are more likely to leave a site that is not mobile optimized. Think with Google is a useful tool to test your site to ensure that your site works well on mobile and other devices, this service gives a score out of 100 and comes with a detailed report of what you should fix. Go to http://testmysite.thinkwithGoogle.com
Moreover, an internet marketer must understand the process involved in courting a customer. It is a fact that customers are skeptical and infected with an extreme form of online attention deficit disorder. Marketers have a window of about 5 seconds on a text or video sales letter and about 5 minutes on a webinar to capture the attention of a consumer. Therefore, an incisive digital strategy has to incorporate permission marketing. Permission marketing involves the process of taking a customer through a deliberate sales process to ensure that the coldness of a marketing program is converted to a warm market. A customer has to like, know and trust a marketer before opening his purse. That is why digital marketers make use of the freemium model to introduce prospects to their offerings, for instance, a free webinar or $1 access to training materials or software testing with basic features activated. Take consumers through steps and follow up with them by enrolling them into your newsletter hosted by any one of the autoresponder services online; such as Mailchimp, Active Campaign and so on.
Furthermore, a digital strategy process must be tested, split tested and optimized to ensure maximum effectiveness. An effective marketer has to know how to fix an underperforming funnel. Most search engines and hosting services come with a complementary web analytics function that help marketers to understand the behind the scenes activities that govern their sites. Marketers has to be able to interpret the data compiled in these reports and spear head necessary changes. Conversely, a digital marketer must be able to measure the effectiveness of his entire funnel, from prospecting to after sales service stages. Services offered by Conversion Fly are beneficial.
An effective online marketing strategy is centered on certain essential skills, it behooves any digital marketer to continually learn to increase his chances of success.