In today’s ever-connected world, people are being perpetually bombarded by marketing and advertising “noise”. Despite device use being a constant for us, marketers are finding it harder than ever to cut through the noise to get their message heard. That’s because, according to studies, we are being exposed to up to 10,000 branded messages per day. It is so overwhelming, we have a tendency to tune it all out – which causes trouble for advertisers, who are in the business of gaining attention for products and services. So, what’s a modern-day marketer to do in these noisy and confusing times?
Take a people-based approach. People-based marketing enables you to target real people across channels and devices by using a persistent identity. The approach allows marketers to deliver more relevant content, messages and offers that drive greater returns. Forbes sat down with Global VP of Spotify, Danielle Lee, to discuss her insights about people-based marketing and how it has revolutionized the marketing efforts of the popular streaming service. According to Lee, “People-based marketing represents an industry shift from targeting devices to connecting with the right people at the right time, with the right message.” Because you’re tapping into what consumers are already interested in, the chances of them focusing in on your content are much higher. The fact is, the standard practice of merely getting more messages onto more screens just isn’t effective anymore. This tired tactic of putting out relentless impersonal messaging has fallen out of favor across industries globally.
So how do you put this people-first plan into action? It all starts with collecting first-party consumer data, which is comprised of information regarding gender, income, interests, communication preferences, previous purchasing behavior, social engagements, and more. Learning this basic – yet vital – information about your target audience will help you gain a better understanding of them, and in turn, will allow you to create uber-relevant content that’s much more likely to capture their attention – and conversions.
What’s the downfall of people-based marketing? It is a laborious and complicated task to gather and then interpret this data in a meaningful way. That’s where Traffic Builders comes in. Our Audience Targeting experts hone in on individuals, based on the aforementioned multiple behaviors, as well as keywords and search terms used online.
The Audience Targeting team has developed a sophisticated and comprehensive system that targets individuals on contextually relevant websites, as well. So, for example, if your company is looking to drive conversions from parents, our team would place your ads on popular parenting websites and other places they’re likely to frequent – based on the behavior as defined by their demographic.
Did you know only 4% of visitors convert during their first visit to your website? Remarketing campaigns help to fight those odds, giving you the opportunity to call back the other 96% of visitors who navigate from your site without converting. These campaigns help remind and convince visitors who weren’t initially ready to convert how your offer helps solve their problem. These people are an easier conversion because they have seen your ad before. You’ve already initially paid for them to get into the funnel, so why not continue the path and convert them cheaply?
So what exactly is remarketing? Essentially, it’s reminding people what they were looking for and giving them exclusive offers they didn’t see the first time around. If you’re already advertising on Google, adding a piece of Google remarketing code – also known as a tag – to your site enables visitors to be added to your remarketing audiences through browser cookies. You have the ability to customize the code for different pages to correspond to more defined categories, as well. The mass personalization is similar to targeting on Facebook, where you can segment your audience, create custom content based on their behavior and send them specific messaging. With remarketing, you have the option to segment ads based on a customer’s previous searches.
Let’s say you run an e-commerce site that sells shoes. You could choose to create a “high top sneaker” remarketing audience based on people who visit the pages of your site where you sell sneakers. That way, you can show these specific visitors highly targeted display ads that market your high top sneakers. You already know they are in the market for high top sneakers, and now you can draw them back with a special offer, such as “free shipping”.
Remarketing will not have value for emergency service industries, however, as the customer in these scenarios makes their decision immediately. Remarketing will not work for a purchase decision that has to happen right now. On the other hand, flooding recovery services is a category where you can set remarketing parameters on a 30/90/180 day basis. If a customer searches for emergency plumbing on Day 1, you can set your remarketing campaign so that on Day 30, they start seeing ads for steam cleaning. Changing your message depending on the length of time requires you putting yourself in the shoes of the customer. Think to yourself, where will they be in 30, 90, 180 days?
Here at Traffic Builders, our Audience Targeting specialists work to target customers based on their search behavior, through contextual targeting and remarketing strategies.
Behavioral – Based on a user’s search history and content they have viewed we are able to formulate a behavioral profile. Using keywords designed to hone in on your ideal target we will make sure your ad is served to relevant users wherever they may go across the web.
Contextual Targeting – Traffic Builders will showcase your client’s ad on relevant websites and web pages. This helps your client be seen while a user is interested.
Remarketing – Traffic Builders is able to retarget visitors to your website. When someone visits your website we are able to display your ad on other websites they visit after yours for up to 30 days.
In the upcoming year, social media companies – namely Facebook – are expected to hit new and unprecedented milestones. Among the numerous digital media platforms, Facebook remains top dog as the dominant social advertising channel among marketers. Facebook is on the path to further establish itself as a key component of the digital advertising conversation.
eMarketer recently published a report stating that Facebook is expected to account for 23% of the total US digital ad spending in 2018. Facebook is also predicted to take in $1 of every $10 spent on both digital and nondigital advertising combined. Facebook’s US ad revenues (forecasted to reach $21.57 billion during the upcoming year) will be twice the amount spent on newspaper advertising ($10.74 billion) and almost as much as advertisers will spend on the entire print category ($23.12 billion).
Competitors Twitter and Snapchat, on the other hand, will perform equally in US ad revenues. eMarketer predicts Snapchat will pull in $1.18 billion in US ad revenues this year, with Twitter trailing slightly behind at $1.16 billion. Although their forecasted yearly revenues are close in numbers, the social media giants are headed in markedly different directions. Snapchat’s user base is growing and as such, will continue to see ad revenue growth this year. Improved measurement capabilities and ad targeting tools are just two of the ways the app is attracting and retaining new users. Twitter, however, is seeing a drop in ad revenues – by as much as 4.5% in the upcoming year, making for revenue challenges.
Which market is the biggest contributor to this massive ad spending? Small businesses. The small businesses looking to see their campaigns deliver simple, effective and affordable marketing solutions will be the driving force behind the revenue boom for Facebook in 2018.
Traffic Builders Facebook Experts will deliver your Facebook News Feed ads to the exact audience you want to reach. Your ads will come across as personalized, and go only to the audience that has been defined as your potential customers. Whether you want to attract new customers or drive repeat business, Traffic Builders will utilize thousands of targeting options available from Facebook to ensure your ads are reaching the right audience at the right time.
The more people that see your ad, the more people will like your page. Then, more of your followers will see your regular posts. Build your following with Traffic Builders today!
Email marketing and social media marketing don’t have to be mutually exclusive. In fact, they are not very far apart on the marketing spectrum, making it easy (and beneficial) to integrate the two.
Though email marketing has seen a phasing-out in recent years, it does still have relevance in today’s world. Think about it – how many times do you check your inbox per day? Companies that have abandoned their email marketing campaigns to focus solely on their social media efforts do so at their own peril.
Extending Your Target Reach
The more you campaign, the better – whether it be via email or social media, more people are seeing your ads. More exposure leads to an increase in potential for click-throughs and conversions.
Every modern email marketing campaign tracks the behavior of the users who receive the online correspondence. Using this data, your marketing team can better understand what’s effective and what isn’t.
Adding Social Icons to Emails
When you insert the Facebook, Twitter, Google+, Pinterest, LinkedIn and/or Instagram icons at the bottom of your email, it gives you another platform on which to engage with your customers. It also improves the reach of your message – instead of limiting yourself to email, your audience is able to visit your social media page, which could lead to likes, shares and eventually more traffic on your social media site.
Promote Email Opt-Ins on Social Media
Offer the opportunity for your followers to subscribe to your newsletters and email blasts. Likewise, include a “Retweet This!” tag in your emails. This makes sharing your content that much simpler for the customer – and therefore effective for you. Facebook also provides the option to embed an email sign-up form to your page. Go ahead and ask your Facebook followers to subscribe to your email list!
The Traffic Builders Social Marketing Team is ready to take your company’s social presence to the next level. We will work with you to identify your goals, generate brand awareness, and increase user engagement through the use of social media marketing/email integration. Let our social media gurus help steer your campaigns towards success today!
Running an SEO campaign may sound easy, however developing one so that it provides lasting results may prove more difficult at second glance. There are a few key factors that are vital to creating a winning SEO project. Traffic Builders has a team of search engine optimization specialists that will transform your ROI into the gift that keeps on giving. Click to learn more.
What is SEO?
Search engine optimization analyzes how search engines work, what people (specifically, your target audience) search for, their search behavior and the actual keywords typed into search engines. Optimizing your website according to SEO specifications involves adding and editing your content, creating blogs related to your industry and HTML coding to increase your website’s relevance to specific keywords.
SEO’s Importance in Today’s Advertising Climate
We live in a world where whenever people have a problem, they seek solutions via Google search. The same applies to their needs which require a purchase of an item or service. With that in mind, the majority of search engine users are more likely to click on one of the top five suggestions in the results pages (SERPS). When your business is one of the first that they see, you have gained a tremendous advantage. Not only that, these users also have a tendency to trust the top positions for the keywords they’re searching – which increases their trust in your website.
How to Increase the Value of Your SEO Campaign
1) Be Selective
Pick a handful of pages on your site you wish to optimize with SEO keywords. Depending on your business and specialization, you may want to focus on your top-rated products and/or services.
2) Check Out Your Competitors
It’s important to research their tactics on and off-page. On-page elements include keywords, headlines, widgets and plugins. Off-page research would include checking out the backlinks associated with their website.
3) Make Tweaks Until You’re Ready to Implement Your Strategy
It’s important to be aware of what your competition does better than you. Once you have that figured out, you find a way to do it even better than them. This is supplemented by testing and ongoing analysis.
Bottom line, SEO, when done right, puts you ahead of the competition. If you and another website are selling the same product, the search engine optimized site is far more likely to attract, engage and convert more customers. Being that it’s extremely cost-effective, directly drives traffic to your site and is the sole marketing medium to provide clear analytics, SEO is simply a necessity to see your business succeed in today’s world. Consult with one of our Traffic Builders today to discover exactly how our team of experts can help build your budding business.
Here at Traffic Builders, we pair industry know-how with the latest trends in technology to deliver successful mobile and desktop campaigns for a wide range of businesses. Find out more about how we implement mobile-first technology into our responsive website designs that look great and convert leads.
Historically, we have defined the design of the desktop platform as the most important piece of the web development project, with mobile serving as a secondary goal to be addressed after the fact. However, we’re seeing a growing need in the industry to flip this workflow; a concept known as progressive enhancement. In order to identify the benefits of re-thinking the web design process, it’s important to first understand graceful degradation – the practice which led to the school of thought change-up.
Graceful degradation arose out of a need to have design function on as many platforms and browsers as possible. Meaning that in the world of web design, once completed, a full, standard site would retroactively scale back and gradually remove content and features to fit onto a mobile screen. This practice is becoming outdated – and fast. There are over 1.2 billion mobile web users worldwide with 25% of these individuals in the U.S. rarely using a desktop to access the internet, via Mayvendev.com. With this dramatic shift in the way people discover and explore web content, there needed to be a rethink of the web design process – bringing us to progressive enhancement.
In this version of the web development process, one bases web development on mobile capabilities first, meaning minimal screen real estate, processing power and third-party plugins. Only after the mobile version of the project is complete do the developers go back and make enhancements as needed for desktops.
So, what are the benefits of re-thinking the traditional design process?
1) Keeping up with the times
In the ever-evolving tech world, keeping pace with the needs of users is vital to staying relevant. The mobile-first approach puts all prioritization into the handheld version of the web with which most people will interact.
2) A more efficient design process
The best designs are often the simplest. With mobile-first, you focus on delivering what’s essential and working from there. Think of it as putting your best foot forward with regards to mobile and then building out for larger screens. In this case, you avoid having to pick and choose what to leave out later on.
3) Improving user experience
Users expect a new level of interaction on their mobile devices. Keeping design clean, responsive and aesthetically pleasing is the surefire way to retain engagement.
Here at Traffic Builders, we know the importance of keeping up with the onslaught of mobile enhancements and the number of users that continue to grow. Count this as one of the many reasons why we are among the industry leaders in utilizing mobile-first web design to guarantee successful website campaigns in 2018. Contact Traffic Builders today!