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What Are Remarketing Lists for Search Ads (RLSA)? Best Internet Marketing Strategies

February 20, 2021 0

What Are Remarketing Lists for Search Ads (RLSA)?

Have you ever had a customer visit your website repeatedly but never land the sale?

Do you sit up at night wondering where those leads go and how you could win them back?

Google’s remarketing lists for search ads (RLSAs) may be just what you’re looking for.

These engagement-driven remarketing ads allow you to target your ads to your highest-value prospects. That means you can show your ads directly to the customers who are most likely to do business with you.

What’s more, you can bid on keywords you don’t generally bid for to attract customers who have been on your website recently.

This opens your business up to a broader market of interested buyers you previously couldn’t connect with.

Let’s talk about how to get this done.

What Are Remarketing Lists For Search Ads?

RLSAs are a Google Ads feature allowing you to customize your search campaigns based on users who have previously visited your website.

For example, you can increase your ad bids for users who have visited your site in the last month. Or, you could bid on new keywords targeting users who converted in the past and recently revisited your website.

With remarketing lists for reach ads, you can set your bids, create ads, and tailor keywords based on what you know about your audience.

There are some restrictions to consider before creating your remarketing lists for search ads, though:

  • RLSAs are available when users search through Google or Google partner sites.
  • Your list needs a minimum of 1,000 cookies before you can use this feature.
  • The membership limit for these lists is capped at 540 days.

Benefits of Using RLSAs

Google estimates only 2% to 4% of website visits result in purchases.

That means keeping your brand in customers’ minds after they leave your site is vital.

With remarketing lists for search ads, you have the opportunity to segment your audiences into lists based on their performance. This can help you better connect with potential customers who have already shown interest, which may lead to increased sales and improved ROI.

What’s more, customized content increases customer engagement. A survey by Adobe Spark found 67% of respondents expect customized content from brands.

From that pool, 47% said they are annoyed when a brand does not customize its content based on their needs, and 66% said they wouldn’t make a purchase because of this.

Remarketing lists for search ads offer personalization, engagement, and win-back potential, all within the tools you’re already using.

How Do You Make RLSA Campaigns?

To begin, you’ll need to tag your site for remarketing.

Use a Google Ads tag to set up your website or app audience source. This block of code will add each of your visitors to a remarketing list, which you can use later for targeting ads.

Once you tag your site, you’ll see a couple of automatically created remarketing lists. You can use these or make your own based on your needs.

You’ll also need to set up your initial campaign.

From there, you can begin setting up your remarketing lists for search ad campaigns.

RLSAs can be created in two ways:

  1. for bidding and targeting to ad groups
  2. for bidding and targeting to campaigns

You can’t apply remarketing lists to both levels for the same campaign simultaneously.

If you’ve already applied your remarketing lists to your ad groups but now want to use them for a campaign, remove them from the ad group and apply them to your larger campaign.

To apply remarketing lists to a Search ad or campaign, follow these steps.

  1. Create a new Search campaign or ad group, or select one you’ve already created.
  2. Click “Audiences” on the left side of your page.
  3. Add an audience list by clicking the pencil icon.
  4. Use the “Add to” section and select a “Campaign” or “Ad Group” depending on where you want to apply your list.
  5. Click “Select a campaign” or “Select an ad group,” then choose the option you want to target.
  6. Choose “Website visitors” in the “How they interacted with your business” drop-down menu.
  7. Check the box for each remarketing list you want to add.
  8. Click “Save.”

Next, you’ll need to confirm your targeting settings.

There are currently two targeting settings to choose from.

  1. Observation: observe the performance of your lists and doesn’t restrict the reach of your campaign or group.
  2. Targeting: only shows ads to members of your remarketing lists but restricts your reach.

Six Tips for Using Remarketing Lists for Search Ads

Now that you’ve got your remarketing lists for search ads set up, you need to start optimizing.

Creating strong RLSAs means tapping into your SEO basics and continuously improving your process.

When you do this effectively, you’ll be more likely to engage with interested users on an ongoing basis, opening up your business for more qualified conversions.

Segment Your Audiences

As you begin setting up remarketing lists for search ads, you will find consistencies between your website visitors’ behaviors.

Use this data to create detailed, segmented lists to categorize your customers and send them the right ads.

Here are some examples of segments you can create:

  • cart abandoners
  • past customers
  • product page visitors
  • all site visitors
  • contact page visitors
  • visited multiple times

The more detailed you are when segmenting your audiences, the easier it will be to push personalized ads that could end in conversions.

Tailor Your Copy For Returning Customers

According to Segment, 71% of consumers feel frustrated when their shopping experience isn’t personal. Similarly, Instapage found 74% of consumers feel frustrated when a website isn’t personalized.

To meet the needs of your consumers, you need to prioritize personalization.

The benefit of remarketing lists is you’ve already gathered a breadth of information on your targeted users. This means when you send out your ads, you can tailor your copy to meet their specific needs.

For example, a returning customer could be pushed ads based on products they have already shown interest in.

A user who has visited your site but never made a purchase may be incentivized to buy with a discount.

Tailoring your copy and offers could help you create better audience relationships and provide an opportunity for increased conversions.

Understanding your customer needs is at the core of a robust digital marketing strategy.

If you want to know more about tailoring your content or audience targeting, reach out to one of our consultants.

Use Demographic Targeting

The more granular you get with your targeting, the better.

Demographic targeting lets you pinpoint users based on age, location, gender, parental status, or household income. The more you know about your audience, the better you can tailor your content for conversions.

This type of targeting in remarketing lists for search ads can also help you create stronger audience personas for people who are already in your sales funnel.

For example, if you see your frequent users all come from one income bracket or fall in a specific age range, you can use this to personalize your ads further.

This process also allows you to customize your bids and place higher or lower bids for specific demographic groups.

Monitor and Grow Your Audience Size

Choosing the “Open” function when creating your remarketing lists for search ads allows your list to continue growing through Google Ads features.

An open list continues to add qualified leads and push relevant content to those users. In contrast, a closed list doesn’t grow but instead continuously pushes ads to users you manually added.

The benefit of an open list is it allows you to utilize Google’s AI capability to grow your audience automatically.

The downside is it won’t always be accurate. You still need to check up on your open lists to ensure you’re sending the right messages to the right people.

If you choose to grow your audience sizes manually, you’ll have the ability to double-check each content type before it goes out.

Whichever tactic you choose, it’s essential to monitor your campaigns to ensure engagement is kept high.

Research Your Keywords

It’s important to analyze each keyword that led a user to your site to properly understand what they’re looking for and how you can give it to them.

For example, a customer already familiar with your site may have searched for you by name. In this case, you can assume they have some insight into your business and skip the generic welcome campaign.

But, if a customer found your site by searching for a related product, you may want to highlight your best products or services to swing them over to your brand.

Diving into this process will also give you data on which keywords are working and which are not.

Having this information available to you will help you optimize your ranking systems across your business.

As always, in-depth keyword research is your golden ticket to improving SEO. Ubersuggest is a great tool that can guide you through this process.

Make Bid Adjustments Where Needed

Although most marketers have been taught to avoid broad bidding, RLSAs already target your more qualified users. So, be willing to bid on broad keywords targeting your most qualified visitors.

If you want to tinker with some broad keyword targeting, set up different campaigns or ad groups for the ones you want to try. This will allow you to test their weight and see if they improve your conversion rates.

As always, make bid adjustments where needed.

You may find your mobile customers are your most frequent browsers, so it would make sense to increase your bids there.

Likewise, if you want to target recent website visitors, you can increase your bids for anyone who has viewed your site in the last 30 days.

Conclusion

Remarketing lists for search ads are an effective way to target your most qualified leads and deliver timely, personalized, and relevant content that may help them convert faster.

The data you gather from your remarketing lists is incredibly powerful when segmenting your audiences and creating future personas.

In addition, remarketing lists can be used for a variety of ad groups and future campaigns.

The best marketing strategy combines the best tools with the best practices, so don’t take the backseat with these exciting features.

What other remarketing lists for search ads tactics have you found success with?

The post What Are Remarketing Lists for Search Ads (RLSA)? appeared first on Neil Patel.

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Best Internet Marketing Strategies 2021
Internet Marketing Strategies

10 Effective LinkedIn Advertising Ideas | Best Internet Marketing Strategies 2021

February 19, 2021 0

10 Effective LinkedIn Advertising Ideas

While there is a slew of social platforms available for digital marketing endeavors, LinkedIn is unique.

Where else can marketers find business-minded individuals and target them with incredible accuracy?

The answer, obviously, is nowhere.

Before we look at LinkedIn advertising ideas, let’s talk about why LinkedIn is where you want to spend your time—and money.

Why Should You Advertise on LinkedIn?

While other platforms may boast higher user counts, LinkedIn is home to 740 million active users. Sixty-five million of those users are decision-makers, and an additional 61 million identify as senior-level influencers.

That means you’re inherently more likely to attract the attention of an individual who has buying power on LinkedIn than on any other social platform.

In addition to the large influential audience on LinkedIn, there are a slew of additional benefits to advertising on the platform, including:

  • ability to target your audience by profession
  • increased conversions
  • matched audience targeting

Another important factor to note is how popular LinkedIn is for paid social advertising. In fact, more than 50 percent of US marketers will advertise on LinkedIn this year.

Why care about this statistic when weighing your LinkedIn advertising strategy?

Because with that much market saturation, your ads need to stand out from the crowd.

10 Examples of the Top 10 LinkedIn Advertising Ideas

To help inspire you to craft those attention-catching ads that can actually convert on LinkedIn, we compiled 10 LinkedIn advertising ideas that are pretty brilliant.

1. Use Loud and Playful Colors, Like Swag in a Box

The psychology behind colors doesn’t earn the attention it deserves in most marketing circles. Using vibrant hues is one of the most effective ways to attract attention to your marketing campaign.

In fact, colorful ads in magazines attract 26 percent more attention than their black and white counterparts.

Bright pops of color can help your ads go the distance, particularly when the colors align with your business.

However, if you’re working with a professional organization (think a law firm), you may want to tone down the brights to avoid interfering with the organization’s brand.

For a more visual example, check out this ad from Swag in a Box, a company that makes company swag.

LinkedIn Advertising Ideas - Use Loud and Playful Colors

This ad is bold, bright, and aesthetically pleasing, drawing the reader’s eye immediately to its vibrant depictions of boxed office swag.

As you assess LinkedIn advertising ideas, never forget the power of simple, vibrant hues.

2. Make an Offering in Your Ad, Like SharpRocket

When looking for LinkedIn advertising ideas to distinguish your ad from the slew of others, consider including an offering.

This can include a free PDF of a whitepaper, a budgeting worksheet, or a calendar.

The point is to provide your audience with something of value that they will remember as they proceed along the customer journey. In addition to grabbing attention, offerings allow you to demonstrate marketplace value, solidifying your identity as an expert in your field.

Looking for inspiration for a LinkedIn advertising idea with an offering component? Check out this ad from SharpRocket.

LinkedIn Advertising Ideas - Make an Offering in Your Ad, like SharpRocket

By offering a free blueprint for starting a linkbuilding campaign, SharpRocket offers value while simultaneously solidifying its expertise in the field of digital strategy.

3. Appeal to Peoples’ Emotions, Like Northwest Missouri State University

Emotion is a powerful force in marketing.

In fact, in a study of 1,400 successful advertising campaigns, those with exclusively emotional content performed nearly twice as ads that used rational content.

When searching for LinkedIn ad ideas, don’t forget the value of emotional imagery or language to entice your audience.

Here’s another study that further underscores the value of emotion in LinkedIn ads: Les Binet and Peter Field for the B2B Institute found that appealing to emotions is seven times more effective at driving profits, sales, and revenue than conventional, rational messaging.

For example, check out this LinkedIn ad from Northwest Missouri State University.

LinkedIn Advertising Ideas - Appeal to Peoples' Emotions, like Northwest Missouri State University

This ad’s focal point is the grin on a young graduate’s face as they embrace a fellow college graduate. Diploma clutched in hand: the emotion of delight is impossible to ignore.

Who doesn’t want to experience that unabashed glee? By using images that depict relatable emotions increases the chance that your audience will want to interact with your ad, and, hopefully, your product.

4. Feature Company Leadership, Like Goldman Sachs

LinkedIn is built on the premise of networking. By featuring company leadership, audience members can interact with prominent figures behind the brand, driving feelings of trust and putting a face to a name.

This trust creates a connection with your brand, increasing the chance of sales down the line.

Looking for inspiration to incorporate this tenet into your next campaign? Look no further than this ad from Goldman Sachs.

LinkedIn Advertising Ideas - Feature Company Leadership, like Goldman Sachs

In this ad, Goldman Sachs features a candid conversation with the Global Co-Head of Asset Management.

By introducing audiences to a face that they will encounter in a variety of mediums, Goldman Sachs creates a personal relationship with each audience member, increasing trust and building connections.

5. Announce Industry Events, Like Children’s Mercy

If you’re looking for LinkedIn ad ideas, announcing industry events is a great place to start. By inviting your audience (and potentially your audience’s audience) to events, you increase reach—and drive connections.

Why? You aren’t just bragging about your brand when you promote an event, you’re offering them something of value.

Check out this ad from Children’s Mercy Hospital in Kansas City to see an effective event announcement.

LinkedIn Advertising Ideas - Announce Industry Events, like Children’s Mercy

This LinkedIn ad invites audience participation and fosters community involvement, but it also employs a video loop to be even more effective.

LinkedIn video ads tend to earn three times more engagement than their text counterparts.

If you’re looking to increase engagement while building a LinkedIn community through announcing an industry event, don’t forget the power of a visually appealing video.

6. Place Your Ad in Multiple Aligned Page Columns, Like Tunes

On LinkedIn, more exposure is never a bad thing. With opportunities to place your ad in multiple locations, you can take advantage of doubling the likelihood of audience interaction.

To see this theory in practice, check out the LinkedIn ad from Tune.

LinkedIn Advertising Ideas - Place Your Ad in Multiple Aligned Page Columns, like Tunes

Tune uses aligned page columns to provide two opportunities for viewers to take action. Not only does this allow Tune to further promote their highlighted guide, but it also encourages audience members to follow the company.

Looking to gain maximum inspiration from this ad? Tune uses clearly delineated calls to actions (CTA) to demonstrate exactly what the visitor will gain by interacting with the ad.

7. Make Your Ads Topical, Like Asana

We’ve talked about the power of relatability—how it helps humanize your brand and encourages your audience to interact authentically.

When you craft topical content, you take the power of relatability one step further by not only proving that you’re human, but proving that you’re hip.

Looking for inspiration to prove your topical knowledge? Check out this ad from Asana.

LinkedIn Advertising Ideas - Make Your Ads Topical, like Asana

Using an image representing the newly-blurred lines between work and home, Asana presents a relatable, effective ad.

The ad invites viewers to realize that they, too, have adapted to this new situation, and the tools offered by Asana can make that adaptation even easier.

8. Keep It Simple, Like Express Scripts

Great LinkedIn ads don’t have to be flashy. In some cases, the simpler the ad, the simpler the sell.

Looking for inspiration for simple, yet effective ads?

Check out this LinkedIn ad from Express Scripts.

LinkedIn Advertising Ideas - Keep it Simple, like Express Scripts

In this image, a hand holds a pill against a brightly-colored background. The audience’s eye is immediately drawn to the pill.

The image is working two-fold: it grabs attention through color and contrast, while also underlining the brand’s core message: bringing prescriptions directly to you.

9. Highlight the Solution to User’s Problems, Like Sensor Tower

When we shop, we’re looking to solve an existing problem. When you build LinkedIn ads, you can attract consumer attention by creating a direct ad that highlights a solution to your audience’s problem.

Want an illustration of this tactic? Check out this ad from Sensor Tower.

LinkedIn Advertising Ideas - Highlight the Solution to User's Problems, like Sensor Tower

Sensor Tower knows what its audience wants—and what its audience wants is metrics. In this ad, the company specifically solves that problem for users seeking education app performance data.

By solving this need for a specific audience, the company successfully creates a clear, direct ad that persuades the audience to take action by downloading their report.

To replicate this in your LinkedIn ads, identify your audience’s driving need, then build a campaign that solves that specific problem.

10. Demonstrate Your Social Justice Efforts, Like BMO Harris Bank

Corporate responsibility elicits a positive response in audiences, with 73 percent of consumers saying that businesses should do more than simply offer a product or service.

Looking for inspiration? Look no further than BMO Harris Bank.

LinkedIn Advertising Ideas - Demonstrate Your Social Justice Efforts, like BMO Harris Bank

In this ad, the bank underlines its commitment to making the workplace more inclusive to the LGBTQ2+ community. This video not only builds out the brand’s character, but also underline the morals and values that guide their brand.

This ad can do double work of building relatability and fulfilling corporate responsibility for individuals who align with the organization’s vision.

Conclusion

All 10 of these LinkedIn advertising ideas can help drive the clicks and conversions you’ve dreamt of. To be effective, however, you need to identify which strategy works best for your brand or your client’s brand.

Perhaps you decide to go the route of emotional marketing, using an image to tell your story. Maybe you decide that vibrant colors align seamlessly with your brand’s vision, and you redraft all of your graphic design around a brilliant theme.

Or maybe you decide to bring executive leadership to the forefront of your campaign, letting audience members put a face to a name.

Regardless of which route you choose, incorporating these LinkedIn advertising ideas with tried-and-true LinkedIn tips can help take your campaigns to the next level.

We can also help you with your LinkedIn advertising, if needed.

What’s the most effective LinkedIn advertising idea you’ve seen?

The post 10 Effective LinkedIn Advertising Ideas appeared first on Neil Patel.

[…]

Internet Marketing
Internet Marketing

The 10 Biggest Trends in Entrepreneurship to Look For Internet Marketing 2021

February 19, 2021 0

The 10 Biggest Trends in Entrepreneurship to Look For in 2021

Ever wish you could predict the future? Me too.

If only you could predict what’s shaping business trends, or what your clients need, you could plan and grow your company, right?

Well, there’s good news. While we don’t have a crystal ball, it’s entirely possible to gain a little insight into how the market is evolving and how the changes affect your long-term business planning.

The more you know about market trends, the better you can leverage them to your advantage and get a head start on your competition.

Remember, entrepreneurship is all about investing in your long-term success.

Sure, there’s value in studying short-term data for day-to-day business planning, but don’t neglect your trend forecasting. Here are the ten key trends influencing entrepreneurs this year and beyond.

Current 2021 Trends in Entrepreneurship

Entrepreneurship is constantly changing gears, and technology is central to much of this accelerated growth.

Briefly, here’s what’s going on right now.

  • We’re spending more on social media and digital marketing than before.
  • Growth in new technology means it’s easier than ever for small businesses to create their own programs, innovate, and collaborate with specialized teams.
  • Micro-influencers are helping drive sales, especially in niche markets.

There’s the return of some old, favorite strategies like email marketing, but we’re moving forward into exciting new territory, too, especially when it comes to remote working and app development.

Let’s take a look at what’s in store.

1. Low-Code Websites

Mobile apps and e-commerce stores are big business. According to Hootsuite, over 4.2 billion people use social media apps, and 77 percent of internet users ages 16-64 buy something online each month. How do you capitalize on this trend, though, if you don’t have web development or design expertise?

The answer lies in low-code website technology.

Every entrepreneur can now build an app, social media platform, or e-commerce website. All you do is choose a development tool and use the point-and-click tools to build your program.

Whether you dream about designing an e-commerce store like eBay or a collaboration tool like Trello, low-coding technology makes it possible.

  • You can quickly scale and alter your apps based on metric tracking and customer feedback.
  • It’s easy to integrate popular payment platforms, like Stripe.
  • Even pro developers can use these design tools to quickly test new ideas or cut down on development time.

The upshot? In 2021, don’t let a lack of IT expertise hold you back from innovating.

2. Email is Trendy Again

OK, so email marketing didn’t go anywhere, but there’s been a huge focus on other digital marketing strategies in recent years. However, email marketing is a reliable, cost-effective way to improve your reach.

Why’s email marketing making a comeback right now, though?

Well, a lot of it comes down to evolving search engine results pages (SERPs) and the blurring line between paid and organic search results.

First, there’s more space dedicated to paid ads in Google search results, so it’s harder to draw traffic from organic results than ever before.

For example, Google “price comparison websites” and the four paid ads take up most of your screen space:

Entrepreneurship - Email is trendy again

It’s also harder to distinguish paid ads from organic listings too, which runs the risk of confusing and frustrating customers. Check out the image above, for example. Other than the small “Ad” sign, how can we tell them apart from organic results?

Next, social media is another problem. Why? Because you often need to pay to boost or promote your posts, so again, it’s harder to reach an organic audience this way (at least cost-effectively).

Email marketing isn’t a new trend, but it’s not going anywhere, so rather than relying so much on social media or SERPs, consider building a solid subscriber list. Here are some strategies for growing your list.

  • Include engaging, valuable CTAs on your landing pages.
  • Talk up your newsletter or email content on social media.
  • Set up scroll boxes encouraging people to download guides and e-books.

3. Micro-Influencers

Micro-influencers typically have less than 25,000 followers and operate in super specific niches. Why is this a good thing?

They’re highly engaged with their audiences, for one thing. Less followers mean they have more time and energy to dedicate to answering messages and discussing products, which is great news for marketers pushing new merchandise.

Before your competitors take advantage of micro-influencers, start exploring how they fit into your marketing strategy.

  • Check out the micro-influencers working in your niche, either by using analytics tools or running your own research.
  • Connect with the influencers who best resonate with your brand personality.
  • Set a marketing budget and plan a campaign, e.g., is it Instagram-only or multichannel? How long will the campaign last?
  • Choose relevant hashtags for influencers to use.

Overall, there’s definitely a trend toward hiring influencers who embody a specific brand and engage with audiences on a more personal level, so don’t miss out.

4. Producing Content in Multiple Formats and for Multiple Channels

Did you know the typical consumer spends over seven hours a day on average engaging with media?

This doesn’t just mean reading blogs, either. Most of us consume content in various formats (such as videos and podcasts) across multiple platforms.

What does this mean for entrepreneurs? There’s a huge opportunity to recycle or repurpose your existing content so it reaches as many people as possible. For example, here’s what you can do with a single podcast.

  • Film a video alongside the podcast.
  • Transcribe the show into a blog or article.
  • Quickly post snippets on social media.

You could also convert old blogs into tips newsletters or convert webinars into video tutorials.

Think of it this way: You’re not spending time brainstorming or crafting new content. You’re simply putting a fresh spin on existing successful content instead.

How’s that for efficient marketing?

5. Growth of Entrepreneur Communities

Do you ever wish you could connect with like-minded people, exchange insights, and build your network? You can, thanks to the growing popularity of entrepreneur communities.

Entrepreneur communities bring creative, innovative people together to help them flourish. Whether you’re thriving or struggling, there’s someone ready to celebrate with you (or commiserate.)

  • You’ll find people at every level within the same community, from those just starting out to highly successful entrepreneurs.
  • Communities attract investors looking to connect with promising businesses and their founders.
  • They’re a great opportunity to network and learn from the best.

Where do you find these communities? Here are some examples.

  • Facebook groups
  • Reddit communities
  • LinkedIn groups
  • Slack channels

Do some research and find your perfect fit.

6. Depersonalize Your Marketing

Personalized marketing is great. The problem? It’s overdone.

In fact, according to Evergage, over 94 percent of marketers employ personalized marketing techniques, whether it’s using name tags, sending out abandoned cart emails, or making product recommendations.

What’s less common?

Authenticity.

According to Edelman, 81 percent of customers won’t buy from a brand unless they trust them, and authenticity is key to building that trust.

For entrepreneurs, this could mean depersonalizing your marketing. Focus on a few techniques that boost your ROI. Don’t overwhelm your audience with personalization.

Here’s an example of valuable depersonalized marketing. All we’ve got is a promo code, but this is valuable to the customer and encourages a click-through:

Entrepreneurship Trends in 2021 - Depersonalize Your Marketing

7. Hire Employees With Specialized Skill Sets

Technology continues to evolve at an accelerated pace, so you need employees who can help you take advantage of the possibilities without compromising your business.

  • As cloud computing grows in popularity, you need cybersecurity expertise to help you safeguard critical business data.
  • Hiring virtual assistants or deploying automated assistants can help you focus on business growth without stressing over admin.
  • Collaborating with niche tech experts allows you to develop new products and get the edge over your competitors.
  • Specialist teams let you focus your energy on what you do best, running your business and innovating.

Before you hire anyone, though, think about your goals. What do you hope to achieve? Where could you run your business more efficiently? The better you understand where your business is going, the easier it is to make the right hires for your objectives.

The bottom line? Hire quality, not quantity.

8. Digital Nomadism

Remote working is hugely popular now, and the trend isn’t slowing down. This is actually good news for entrepreneurs, because you can focus on simply hiring the best employees based on skills rather than physical location.

However, if you’re not sold on digital nomadism, here’s why it’s a big deal.

  • According to FlexJobs, 51 percent of employees work better from home because they’re less distracted.
  • Gartner revealed that over 80 percent of company leaders they surveyed plan on facilitating a flexible workplace, where people can work on-site or from home.
  • Even if you’re on a work trip, building a remote IT architecture for your business means you’re connected around the globe.

If it fits your business plan, embrace the remote working trend and introduce flexible telecommuting to your workplace.

9. Display Social Awareness

For today’s consumers, it’s not just about choosing a product. It’s about shopping with brands that align with their values. Not convinced this is a thing? Well, these stats might make you feel differently.

The growth of social media, influencer culture, and increasing social awareness among millennials are all responsible for this trend, and it’s not dying out anytime soon. Here’s how to capitalize on it.

  • Choose charities to support and highlight your efforts.
  • Go green and engage consumers in environmental topics.
  • Engage with your target audience and show them how passionate you are about your shared values.

Whichever strategy you choose, promote a clear and consistent message across all channels. Here’s an example of clear messaging from Patagonia. You can tell instantly what this brand stands for and who its target audience is:

Entrepreneurship  Trends in 2021 - Display Social Awareness

Carve out your niche and build a solid, sustainable consumer base.

10. Subscription-Based Business Models

With a subscription-based model, customers pay to use your services for a specified period e.g., paying a monthly subscription to Netflix or Microsoft 365.

Why is it popular with businesses?

  • You can build relationships with customers over time and track metrics over a long period.
  • There’s no need to keep selling or promoting your services to customers once they’re registered.

Here’s how to get started:

  • Choose a few pricing tiers.
  • Set up a multichannel service, e.g. phones and laptops.
  • Choose a payment gateway.
  • Continuously monitor metrics, especially those like retention rate and profit margins.
Entrepreneurship  Trends in 2021 - Subscription-Based Business Model

Conclusion

To achieve your goals, you must think about how customers are changing and how you can move with them. This could mean changing direction or simply expanding your company in creative, innovative ways.

Sure, you should make some decisions based on short-term data, but you should always have an eye toward the future.

If you need extra guidance, check out my consulting services, or read through my free digital marketing training guides.

What does entrepreneurship mean to you?

The post The 10 Biggest Trends in Entrepreneurship to Look For in 2021 appeared first on Neil Patel.

[…]

Best Internet Marketing Strategies 2021
Internet Marketing Strategies

How to Use PPC For Brand Awareness Best Internet Marketing Strategies 2021

February 18, 2021 0

How to Use PPC For Brand Awareness

Brand awareness can seem intimidating and complicated, but it’s just a matter of getting your brand in front of the right people.

When you come up with a great idea or launch a new business, how do you get your name out there? How do you help people become more aware of what you’ve created or are trying to sell?

The options are varied, from billboards and bumper stickers to word of mouth and cold calls.

However, sometimes it can be simpler than that. You can boost brand awareness with PPC (pay-per-click) campaigns that show your ads to people across the internet, including on SERPs, social media sites, in-app ads, banners on websites, and more.

What Is Brand Awareness, and Why Is it Important?

In many ways, brand awareness is about how recognizable you are. Of course, in a noisy world online, where brands compete for attention all the time, it may seem impossible to build brand awareness.

Brand awareness isn’t out of reach for a new brand or one whose target market is smaller. Think about the last time you listened to a podcast and heard the name of a new tech company, and then you listened to another podcast and heard it again.

After a while, the name of that company started bouncing around in your head. Maybe you began to get curious about what they did and looked them up online.

That’s building brand awareness. You know who they are. They didn’t have to set up a sales call and introduce themselves, but you are now aware of their brand.

How Do PPC and Paid Social Campaigns Increase Brand Awareness?

You can use PPC ads to increase brand awareness by introducing your brand in ads that your target market can see. By creating ads that show off what your brand is about, including a memorable name or logo, you can start to be a bug in the ear, or eye, of your potential customer base.

You can even think of it as an introduction. Your ad is your name tag. “Hi, my name is…” This is your opportunity to say hello and explain what you do.

If all you’re worried about is large groups of people actually seeing your ads, the impressions rather than the clickthrough rates are going to be more important to you. You can continue to run a PPC campaign while watching two goals.

First, you would see how many impressions it’s getting. Then you would see how many are actually clicking on your ad.

In fact, Google recommends switching over to a pay-per-impression option to build brand awareness.

Paid Ad Brand Awareness Campaign Goals

Building brand awareness can take many forms. From just hearing your name or seeing your logo to clicking through, exploring your website, and learning more, your target audience may experience your brand in a variety of different modes.

What should your brand awareness campaign goal be?

Before we talk about the specifics, let’s ask some questions about your brand:

  • Is your product or service already on the market?
  • If not, when are you going to market?
  • Are you trying to increase sales, or is brand awareness enough for now?
  • Do you have marketing objectives such as newsletter sign-ups or social media followers?

Let your timelines and your bottom-line goals drive the target goals you set up for your brand awareness campaign. You could choose to observe the following metrics:

  • Impressions: This is how many people see the ad you are posting. They may just scroll by, or they may take a moment and read your ad. Either way, they see it.
  • Clickthroughs: When it comes to general awareness, you may be less inclined to care about how many people are clicking through to your site.
  • CTR: This is a simple formula to find out how many people are clicking through, in relation to how many are seeing your ad.
  • Video views: If your ad is a video, on social media, in another video, or embedded on a website, you may want to know how many see your video.

Again, consider whether this campaign is about people passively starting to become aware of your brand or about people actively engaging with it.

Tips for Growing Brand Awareness With PPC and Paid Social Campaigns

Growing brand awareness can come with many creative opportunities, but you want to keep in mind your ultimate goal is to build your reputation and eventually drive sales. Focusing on those can help you make strategic decisions moving forward.

Know Who Your Target Market Is

Do you know who buys your product or service? Do you know exactly who you are trying to build your brand awareness campaign for?

This can get a little tricky if you’re trying to break into a new market or switching your focus a bit. Your target market may not be who you’ve always sold to.

Get specific. Even create a customer avatar, if you can. Who is this person? How old are they? What do they do?

Understand Your Target Market Habits

Once you know who your target audience is, you can figure out what they do on a daily basis. Where do they hang out online? What apps or tools do they use? Which social media sites are they on?

Focus your efforts on areas where you know your target market will be. It’s a waste of time and money to showcase ads to groups of people outside your target market.

Don’t forget to think about their emotions and psychology too. What are their ambitions? Who do they want to emulate? How are they spending their time and energy to evolve or grow?

While you’re researching this, look for niche opportunities. The more you know exactly who your target market is, the more you can zone in on particular places to showcase your ads.

Look for favorite apps or online tools that sell ad space. You can also look at favorite blogs or news sites for ad opportunities. Getting specific will help you get more out of each view.

Diversify Your Ads

Because this is about brand exposure, you’ll want to make sure you are getting the word out about your brand in more than one location or through different ad streams. For example, you can use Google Ads as well as Facebook and Instagram or another equation that makes sense for your brand.

You can also try some retargeting ads through Google to continue to drip your brand onto those who have visited your website or social media pages.

Use the Right Keywords and Phrases

It’s tempting to throw some obvious or generic keywords into your Google Ads so you know they’ll “work.” Yes, people will see your ads, but remember that brand awareness is about the right people seeing your ads. Not only that, but it can also be about those right people seeing your brand at the right time.

Using precise keywords and phrases means your ads are more likely to show up for your target market, just when the problem you solve is on their minds.

Maybe you sell a product that soothes a baby who suffers from colic. Anyone who’s ever tried to comfort a colicky baby and sees your ad will probably relate to it, and they’ll be more aware of your brand if they ever encounter another colicky baby in their lives.

How much more powerful would it be for a mother or father who is actively searching for colic remedies to see your ad?

The next time they see your ad or your product somewhere, they may remember that middle of the night rocking session and think, “Oh, that’s right. They can help with colic.”

Being in front of the eyes of people who want your brand, even if they don’t know it yet, at precisely the time they most need it. That’s the power of building brand awareness through PPC and paid campaigns.

Get Creative With Keywords

The fun thing about building brand awareness through PPC campaigns is that you can get really creative with your keyword targeting and start to pop up in unlikely places. Here are a few ideas to get your creative juices flowing:

  • your competitors’ keywords
  • current event keywords
  • trending keywords
  • misspelled keywords
  • keywords your target market is searching for outside your industry

The key to this tactic is using creative ads that tie in why you are there, either with a pun or a light-hearted introduction. It could be something that makes you relevant to that space, even when you don’t seem to be. You’ll see some examples below.

Include the Right Information

It’s tempting to get super creative with ads and miss the obvious. Remember the goal here is to increase brand awareness. You want people to start knowing your brand and for your brand to start becoming synonymous with the industry you’re in or the problem you solve.

All of that can be lost if you forget the basics of your brand, which include:

  • your logo or a variant of it
  • your slogan or tagline
  • your location (if you are a location-dependent brand)
  • your website (if you aren’t easily searchable)

Case Studies: Brands That Increased Customer Awareness With PPC and Paid Social Ads

Do you want to see a couple of real-life examples of how you can use paid ads to increase brand awareness? Here are a couple of case studies:

LifeLock

The first is LifeLock, which bid on the trending Google search terms regarding an Equifax data breach. They were able to showcase their brand, in a hero-to-the-rescue kind of moment, to those who were frantically Googling how to handle the situation.

Here’s a related example from a company offering data breach testing:

data breach brand awareness example

These are an example of leveraging current events and trending keywords to be at the right place at the right time.

Fiat

Fiat took a different approach by creating a few different ads and testing out different keywords to see how they could build brand awareness. They used specific keywords, such as their brand names, as well as broad ones, such as “small car,” to learn more about how their ads were performing.

fiat brand awareness ad example

This is an example of using keywords your target audience is looking for and being there when they search.

Conclusion

Is it time to build brand awareness using PPC and paid social search? By leveraging Google Ads and other ad tools, you can ensure your brand is there when people are searching.

If you’re looking for a way to just get your name out there in the public mind, PPC campaigns can be a powerful way to do so. If you’re not sure how to get started, hiring a Google Ads consultant could help.

Which brands have you become aware of through ads?

The post How to Use PPC For Brand Awareness appeared first on Neil Patel.

[…]

Twitter Advertising Internet Marketing Strategies
Internet Marketing Strategies

10 Successful Twitter Advertising Internet Marketing Strategies

February 18, 2021 0

With no minimum advertising budget to get started, Twitter offers the chance to grow your business without significant upfront investment. You can use Twitter for marketing, engagement, and customer service. Paid twitter advertising allows you to target audiences with keywords, demographics, and hashtags.

Twitter advertising campaigns work best when they are creative, clever, and aligned with your brand message. With low costs and high potential return, Twitter is worthwhile to explore when trying to grow your business.

The Top 10 Twitter Advertising Ideas

You can choose from various Twitter advertising formats, including promoted tweets, promoted accounts, promoted trends, and automated ads managed by Twitter.

Best practices change often, so be sure you’re staying on top of changes to the Twitter platform as you plan and execute new advertising ideas. Get familiar with how the site differs from other social media, too.

For instance, when you compare Twitter and Facebook advertising, you’ll notice Twitter demographics skew younger, and the platform tends to be a popular source for trending news.

Remember that ads should only be a portion of what you’re sharing each day. Your Twitter advertising strategy should combine paid ads with genuine engagement and organic content posting for the best results.

Make sure you always follow Twitter advertising policy when creating ads. Let’s look at some Twitter advertising examples to see how you can best use this platform to reach your audience effectively:

1. Make Sure Your Ads Are Creative

Ensure your brand message is clear through the text, images, and videos you use in your ads. Incorporate bright colors and easy to read fonts so your ads will stand out. When in doubt, follow Twitter’s best practices as you brainstorm Twitter advertising ideas.

Just remember, Twitter is a high-volume platform. Thousands of tweets are sent every second, meaning it’s easy to get lost in the shuffle. Generic won’t stand out, so don’t be afraid to push the boundaries to make an impact.

This promoted tweet from Sportsnet has eye-catching colors, an urgent call to action (CTA), and packs a lot of information into a few short lines.

Twitter Advertising Ideas - Make Sure Your Ads Are Creative

You only have 280 characters to make your point, so communicate your value with snappy copy and concise messaging. Offer just enough detail to provide clarity about your brand. If you’re adding a link, use a vanity URL to save space and keep the focus on your message—Twitter automatically shortens links to 23 characters, which are factored into your overall account.

Someone seeing your tweet should be able to tell who you serve, what you offer, and know what to do next.

2. Use the Right Hashtags

Using the right hashtags ensures maximum exposure for your tweets, which is critical on a platform like Twitter, where the volume of tweets is very high. Anyone looking for a particular topic can find relevant tweets and conversations by merely searching hashtags.

Tweets with hashtags get more engagement, so don’t skip over learning how and what to use to bolster your efforts. HubSpot says the right hashtags can boost engagement by over 1,000 percent.

You can use hashtags for topics, events, places, industry terms, or popular themes. Try a mix of popular, trending hashtags and ones that are uniquely yours so people can find your content.

You can find hashtags by looking at trending topics and hashtags on Twitter or checking out hashtag generators.

Most will give you relevant and trending hashtags specific to your brand and content to help you maximize your followers and grow visibility for your tweets. Some will even tell you which hashtags to avoid.

A few hashtag generators you could try out:

  • Hashtagify
  • Tagsfinder
  • HashtagsForLikes
  • All-Hashtag
  • Trendsmap

3. Promote Your Best Tweets

Promoting tweets allows you to pay to display your content to people who aren’t yet following you on Twitter. People can interact with them like a regular tweet, but they’ll be marked “promoted.”

Which tweets should you promote? The ones with the best content and ones with a photo or video get more engagement and retweets, as you’ll see below. You should also promote tweets with links in them as they should drive more people to your website, downloadable content, or most recent blog post.

Make sure a new viewer can understand what you’re all about from your promoted tweet. They may not see any others, so give them everything they need to know what you’re about at once.

4. Use Images and Videos in Your Twitter Ads

Adding images to your Twitter advertising can boost engagement by 200 percent. Additionally, Twitter users post images 361 percent more than videos but save videos to their favorites 49 percent more.

Visuals can help explain your campaign and increase the chances that people will notice it and get the message within the short amount of time you hold their attention.

This ad from NICE Ltd. gives a quick message with a direct CTA to watch a demo. The ad itself contains a video showing a visual of what people can expect to see in the demo itself, with more information and a website URL. It’s a lot packed into a tweet!

Twitter Advertising Ideas - Use Images and Videos in Your Ads

The best Twitter advertising ideas catch people’s attention, likely creating immediate recognition and response. No matter how creative your written tweets are, they generally won’t stand out the way an image can.

Clear messaging is particularly important when promoting your tweets to people who don’t follow you. They need to recognize what you offer and what your business/brand is in a quick impression.

5. Share User-Generated Content

User-generated content is any content created by users and followers instead of brands and can include text, photos, or videos. Voluntarily created and shared by your fans, it creates connection and draws attention from other users who want to be included.

Sharing what real people think of your product or service through customer testimonials and product reviews can add a valuable human element to your ads.

How can you tap into this powerful source of credibility? Get your followers involved by asking them to create content based on their experiences with you. They may start looking for ways to engage with your brand or be chosen when you feature your followers’ work.

Listening to your fans can help you generate Twitter advertising ideas. You could involve your followers in decisions like product naming, have them upload content to participate in contests, and even create your hashtag.

6. Host a Twitter Chat on Twitter Topics With the Most Engagement

A Twitter chat is a virtual gathering or discussion that takes place on Twitter at a specific time. They can be a one-time event or a recurring meeting. Usually, a Twitter chat will focus on one main topic, attracting like-minded users to tweet with one another using a hashtag.

Whomever is hosting a Twitter chat guides the conversation, asks questions, and encourages participants to engage.

Hosting a successful Twitter chat can give you valuable insight into your target audience. You could gain valuable feedback, build brand awareness, and establish your authority on relevant topics. If you do it well, you may also make connections, build relationships, and gain followers.

Try to choose topics where interest is spiking, but no one has stepped forward to lead the conversation. If you can offer valuable content and no other brands are engaging directly with fans about a subject, you may see significant results with little time or expense.

Tell everyone the chat and its time, topic, and other details in a promoted tweet. If you want to offer more information, write a blog post and publish it on your site, including a link to the post in your promoted tweet.

7. Use Influencers or Micro-Influencers

Influencers have large followings on social media platforms and have shown they can guide those followers’ opinions and decisions. You can engage with influencers who are active in your industry or have fans from your target audience.

Brands partner with these users to promote their products and services in relatable, authentic ways.

Start by responding to influencers’ tweets, sharing their content by retweeting, and building relationships with them. They may return the favor, which can help you assess which influencers might make the right partners for paid promotions.

A twist on influencer marketing is micro-influencer marketing, which is similar but on a smaller scale. Typically, micro-influencers have smaller followings of very loyal fans, meaning they may share your content with fewer people but likely only promote brands they genuinely like and trust, making their recommendations valuable.

If you can come up with unique Twitter advertising ideas that influencers find attractive, you may be able to benefit from their large followings.

8. Research the Right Keywords and Use Them Creatively

Twitter advertising success depends on your ability to be seen by your target audience as much as possible. You want to use the right keywords to attract users to your content and target users when promoting your tweets based on their recent activities and posts.

You can use a tool like Ubersuggest to do keyword research to learn what keywords you should be using in your content and hashtags (you can also use the free Chrome extension). This free tool offers key terms and long-tail phrases to try in your Twitter advertising and other marketing. You’ll be shown hundreds of suggestions, complete with search volume, competition, and trends for each.

9. Discover What Makes Your Brand Stand Out

What makes you stand out?

Figure out the primary value proposition behind your product or service, and play on it to help your brand stand out. Ensure you understand why your target audience needs or wants what you offer, and personalize your message based on their needs.

See what your competitors are doing that works for your ideal audience. Don’t copy, but allow yourself to be inspired to try new ideas. Do A/B testing to see what works best, and use analytics to help figure out which tweets your audience enjoys most.

10. Leverage Twitter Trends

Understand what brings people to Twitter, such as critical events. If a massive volume of people will be on Twitter because of something happening in sports or entertainment, jump in with relevant content.

Events and conferences, whether live or virtual, are often great ways to connect with like-minded people.

This promoted tweet from Salesforce calls attention to an event currently live, uses an event hashtag to bring participants together, and mentions a name people may recognize. By using the person’s Twitter handle, Salesforce also makes it easy for that person to see and possibly retweet their post.

Twitter Advertising Ideas - Leverage Twitter Trends

If you connect your brand to the current conversation, you can gain visibility, shares, and followers.

Look for hashtags about local, timely, relevant events and happenings and use them to increase exposure. This could mean holidays, game days, and TV events like the Grammys or Oscars. If you have a local business, capitalize on nearby events.

Conclusion

Twitter advertising offers many ways to target your ideal audience and connect with them in real-time. Appropriately used, paid Twitter advertising costs can be very reasonable and can help you grow your business.

Want to do a deep dive into Twitter advertising? We’ve got all the Twitter advertising guides you need.

Need help with Twitter advertising strategy or other digital marketing ideas for your business? We’ve got you covered there, too.

With a few creative Twitter advertising ideas in your toolbox, your ads can stand out and draw the right users to your business.

Which of these Twitter advertising ideas do you think would resonate best with your audience?

The post 10 Successful Twitter Advertising Ideas appeared first on Neil Patel.

[…]

Internet Marketing Strategies
Internet Marketing

Intro to Neuromarketing: 5 Psychological Tactics to Boost Sales | New Internet Marketing Strategies

February 17, 2021 0

Intro to Neuromarketing: 5 Psychological Tactics to Boost  Sales

Neuromarketing is a branch of marketing that integrates consumer phycological principles with marketing best practices.

I’ve talked a lot before about consumer psychology, both on my blog and elsewhere.

That’s because the brain plays such a vital role in selling (and buying).

For example, the color of your CTA button or the pictures on your landing pages can impact conversions.

The brain is designed to process information in specific ways, and it will react accordingly to certain triggers.

If you can optimize your site to include those triggers, you can boost your sales.

It’s not always as simple as using certain colors. Psychology, like people, is complicated.

Despite the complexity of psychology, there are a few brain-based strategies you can use that will get results.

How Psychology Impacts Sales Through Neuromarketing

Based on studies of the brain, we know that beauty literally moves us to action.

The site of something attractive — even a beautifully packaged product — triggers the part of our brain that governs hand movements.

We see something we like, and we want to touch it.

While we can’t literally reach out and grab products from our screens, there are ways retailers use this principle to drive sales.

Web design, for instance, can impact how favorably someone views your brand or product.

ecommerce neuromarketing to boost sales statistics

Psychology also tells us that people don’t like making tough decisions.

In one experiment, researchers gave buyers a choice between purchasing a pack of gum or not buying anything.

When they were given a choice between two packs that were priced the same (63 cents each), only 46 percent chose to spend their money.

When the packs were priced differently (62 cents and 64 cents, respectively), 77 percent chose to buy a pack.

pricing complete purchase neuromarketing example

In psychology, this experiment is related to “analysis paralysis,” or the idea that making no choice is better than making a tough choice.

If you make it easy to choose between your products, people will be more likely to buy them.

Makes sense, right?

There are probably innumerable ways you can use psychology to set up your website or improve your marketing.

But some tactics still work better than others. Here are a few of the ones I recommend the most.

1. Structure Content Using Neuromarketing Principles

While consumer psychology has been around a long time, neuromarketing is a relatively new field.

what is neuromarketing

Neuromarketing utilizes technology to track the brain’s blood flow as people respond to audio and visual cues.

This allows researchers to examine the deep part of the brain known as the “pleasure center.”

Don’t worry. You don’t have to invest in expensive equipment to take advantage of neuromarketing. You can use the research that’s already out there.

We know that our brain is divided into three unique “sub-brains.”

neuromarketing how to detect consumers gspot kivilcim kayabali salesbrain 6 638
  1. The new brain: Also known as the rational brain includes the neocortex (the outermost layer of the brain) which is responsible for processing facts, language logic, and other skills.
  2. The middle brain: Also called the emotional brain includes structures like the olfactory bulbs (smell), hippocampus, and amygdala, which govern emotions and memory.
  3. The reptilian brain: Also called the instinctual brain is made up of the brainstem and cerebellum, responsible for motor balance, safety, avoidance, and survival instincts.

Each part of the brain releases different chemicals depending on certain triggers.

The middle brain, for example, releases endorphins when a person sees something beautiful.

If someone is worried, the instinctual, reptilian brain may kick in the fight-or-flight response.

They each have their own job in ensuring you survive and operate properly.

But what does this mean in terms of your marketing strategy?

Take a look at how this might play out in the structure of a blog post, for example:

  1. Initial image or design elements:  The brain processes the overall design of the landing page and determines attractiveness (dopamine is released). This is the middle brain engaged.
  2. Intro or headline: A teased topic creates an anticipatory rush and gets the reptilian brain involved (dopamine and adrenaline are released).
  3. Problem or concern: A negative headline or introduction triggers fear and again the reptilian brain takes over (cortisol, the stress hormone, is released).
  4. Solutions to the problem or concern: The content addresses the topic and provides a resolution that engages the new brain (endorphins and dopamine are released to reduce cortisol and adrenaline).
  5. Call to action to solve the problem: Serotonin and oxytocin are released.

So you could have a blog post that looks like this:

blog post example1 for neuromarketing

With a resolution that looks like this:

blog post example 2 for neuromarketing

Each stage of the post is releasing certain chemicals in the brain of the person reading it.

Using a “scary” headline (like 7 Marketing Mistakes You’re Making Right Now) might trigger a different response versus a “happy” headline.

blog post example 3 for neuromarketing scary headline

Or one that’s more solution oriented, like “How to Fix These 10 Common Marketing Mistakes.”

Or this one:

 blog post example 4 for neuromarketing scary headline

Each of these will trigger different emotions and different reactions in the brain.

This is neuromarketing.

You’re using the way the brain naturally responds to stimuli to create content that triggers those responses.

2. Promote Benefits to Relieve Fears

Neuromarketing isn’t just for headlines.

You can also use neuromarketing principles on your landing pages.

Take a look at the homepage for Ubersuggest, our keyword research tool:

ubersuggest example for neuromarketing

You’ll notice an immediate psychological trigger: “Want more traffic?”

I definitely have an emotional response to it.

Hey, why am I not getting more traffic? What am I doing wrong? How can I fix this?

It triggers a little bit of fear. I need answers.

Ubersuggets’ landing page immediately tells me what action I can take to resolve my fears.

I just have to enter a domain or keyword. OK. Easy enough.

If I want to know more about how this will help me, I can scroll down the page to learn more about the domain overview, Top SEO pages, and keyword suggestions.

This lists the exact benefits I’ll get if I use this tool.

It’s a resolution to my initial concerns.

The headline was a trigger. The subheader was my answer. The benefits on the page told me that I would be OK.

And everything was simple enough for me to process quickly.

Listing the benefits of your product or service or including a value proposition not only triggers chemical responses in the brain, it also plays on another psychological principle: selfishness.

When it comes to making a purchase, people ask, “What’s in it for me?”

That’s why you want to use what HubSpot calls solution selling — where the emphasis is on what the customer needs, not on what you need from the customer.

They use this tactic on their homepage, too.

hubspot neuromarketing example

They have a proposition that resolves an almost unasked question (don’t worry, you can grow like a company twice your size).

But they also alleviate other concerns that might be rolling around in the back of your instinctual brain, like “How much will this cost me?”

This works because it not only answers what’s in it for me, it also plays off my emotions.

We often use our primal instincts and emotions to make decisions before our rational brain kicks in.

Emotional triggers, like the one HubSpot uses, can have a positive impact on us when it comes to making purchasing decisions.

So if you want more sales, list the benefits and relieve the fears — preferably at the same time.

3. Build Trust Through Storytelling

Trust is another neuromarketing component to successful sales.

We typically buy from people we trust and dismiss those we don’t.

But trust is built over time. So how do you establish trust with a buyer you’ve never met or even seen before?

Psychology tells us that incorporating storytelling into your sales strategy can help build trust on a deeper level beyond selling them on the benefits alone.

storytelling in neuromarketing

Stanford Business professor Jennifer Aaker says:

Our brains are not hard-wired to understand logic or retain facts for very long. Our brains are wired to understand and retain stories.

So how do you use storytelling for sales?

One of the best ways is to use social proof, like testimonials, to highlight customer problems and show, through personal stories, how you resolved those problems.

Easy, right?

Well, not so fast. There’s a catch.

As it turns out, not all reviews and testimonials are created equal. Some don’t work as well for sales as others do.

According to further research, the way you frame your social proof matters more than the social proof itself.

Action-based social proof — the testimonials that showcase how many customers bought your product — may not always be as effective as preference-based social proof.

action based social proof neuromarketing example

Preference-based social proof focuses on why customers liked your brand, product, or service, not how they used it.

marketo preference based social proof for neuromarketing

To be clear, both strategies work.

Depending on your audience and where the testimonials are placed (features page, homepage, etc.), one may be more effective than the other.

As Roger Dooley explains at Neuroscience Marketing:

When shopping, consumers are swayed more by what other people would like to have, rather than what they actually have.

So in many cases, using “warmer” testimonials (those that play on emotions and preferences) can be more effective than simply listing numbers or credentials.

copyblogger example of warm social proof for neuromarketing

Focus on including social proof that tells a story of how you’ve benefited customers.

4. Make People Curious to Learn More

Humans are naturally inquisitive.

We love finding out how things work, and we want to know the full story before we buy in.

In psychological terms, this is called the curiosity gap.

This is why clickbait headlines work so well.

It begs a question that you want an answer to, even if you didn’t know you wanted to know it.

You can use it to spice up all aspects of your content marketing and landing pages.

Take this example of an article headline from Buzzfeed:

buzzfeed example of click bait neuromarketing

Normally, I don’t spend my day worrying about who wants to be the Prime Minister. But now I’ve been asked a question I need an answer to.

A lot of content marketing is set up this way, and some of it works really well to drive traffic.

What Buzzfeed does is smart, though, because if you read the article, they give you the answer right away.

buzzfeed neuromarketing example 2

While the curiosity gap works for engagement, the caveat is that people don’t like being cheated.

If you make a promise of information, you need to deliver on that promise.

If the article from Buzzfeed never answered the question, or if it linked to unrelated content, I would be bummed. I would feel misled.

Here’s an example of the curiosity gap I use on my homepage:

npcuriosity gap neuromarketing example

There’s no misdirect here. If you want to learn how to get more traffic, there’s an action step right there waiting to satiate your curiosity.

Using the curiosity gap is a great way to push someone through the sales funnel.

Just make sure you answer their questions without leading them on.

No one likes to feel cheated.

5. Keep Your Message Consistent

One way to boost sales is through customer retention.

You’ve heard the statistics. It costs five times more to gain a new customer than it does to retain one.

But that’s often not where businesses focus. Most are all about finding new customers.

customer rentions guide to neuromarketing

Let’s change that and focus on retaining customers.

There’s a lot that goes into customer retention, but one of the biggest reasons (psychologically speaking) customers stick around is because of a positive experience.

They see results from what you do. They love your products. They love your brand.

But one thing that humans don’t like is change.

We’re creatures of habit.

Brands often grow and change over time. That’s pretty normal. I’ve changed my message and branding over time, too.

But something that has always stayed consistent is my reputation.

I talk about marketing. My whole world is marketing.

If you came here tomorrow and I changed my colors from orange to green, you might be a little shocked, sure.

npcolorgreen neuromarketing example of consistency

OK, maybe not so shocked.

The point is, you would still get the same marketing advice, even if I mixed up my colors.

Nothing about who I am as a brand is changing.

When it comes to creating a solid customer base, you have to keep some consistency.

While this doesn’t mean you can’t change it up once in a while, try to keep things as familiar as possible.

Choose a simple design that’s easy to navigate. Use two or three colors and a couple of fonts for your branding.

Once the overall look and feel of your site is part of your identity, your audience will easily recognize you when you pop up in other places around the web.

And this can be helpful when you’re retargeting or using PPC ads.

Take a look at this Facebook ad from Start.io:

start.io neuromarketing example

The color schemes, font, and overall tone match the landing page the ad links to.

start io landing page example for neuromarketing

It also matches the theme of their homepage.

start.io neuromarketing example home page

Even though they use different approaches to their marketing, you know that each of those components is from StartApp.

That’s the type of consistency you want to see across all channels.

When customers start recognizing your brand (and start to hear all the testimonies and other things you’re doing from this list), they’ll connect the dots.

Consistency is a great way to build relationships with people over the long haul.

Not only will you be driving a sale once, but you’ll also drive many sales over the life of that relationship.

Conclusion

Neuromarketing can be a helpful tool in understanding what drives people to buy.

It can tell you what your customers really want, why they make decisions, which emotions drive them, and how they see your brand.

One important thing to remember is that people are unique, and oftentimes unpredictable.

This is why it’s important to understand your audience before implementing these tactics.

What works for one brand, or one buyer, may not work for another.

But generally speaking, you can still tap into the basic principles of psychology to boost your sales and build relationships.

If you can convince the brain, you can convince the buyer.

What neuromarketing principles from this list have worked for you?

The post Intro to Neuromarketing: 5 Psychological Tactics to Boost Sales appeared first on Neil Patel.

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10 Direct Response Internet Marketing Examples

February 17, 2021 0

10 direct response marketing examples

With the competition for customers becoming stiffer by the day, brands have to be savvy about the way they do their marketing.

You must employ marketing strategies that work.

One such marketing strategy is direct response marketing.

Unlike other marketing strategies that focus on building relationships with prospects first, direct response marketing seeks to turn prospects into customers in one step.

What is Direct Response Marketing?

Direct response marketing is any marketing technique designed to elicit an immediate response from your target audience. The required action can be anything from reading a blog post to downloading a resource or making a purchase.

It focuses on making things happen as soon as the prospect digests your marketing material.

For it to be effective, your direct response marketing campaign must cleverly package your value proposition, pitch, and call-to-action (CTA) in one place. This strategy results in the prospect moving quickly from your buyer journey’s consideration stage to the decision stage.

While most people associate direct response marketing with direct mail, that is only one part of it. This strategy can also include:

  • landing pages
  • social media ads
  • email
  • paid ads
  • TV/radio commercials

In a nutshell, it’s any type of marketing that requires an immediate response with the primary goal of getting a return on your investment as soon as possible.

Advantages of Direct Response Marketing

Direct response marketing has many advantages, including:

  • Trackable: One of the most significant advantages of direct response marketing is that it’s easy to track and analyze performance.
  • Measurable: Breaking it down by return on investment (ROI), it’s easy to measure how much you spend to reach each customer. You can also easily measure the success of the campaign.
  • Targeted: Direct response marketing is fueled by data, making the campaigns more targeted. The result is higher conversion rates.

Of course, the most significant advantage is the speed with which direct response marketing produces results. This and other benefits make it a marketing strategy you should employ as much as possible.

4 Key Components of Direct Response Marketing

Every direct response marketing campaign has common elements that ensure its effectiveness in reaching your marketing goals. Here are the key components:

1. A Personalized Offer

The key to an effective direct response marketing campaign is to know your target audience. You must know their pain points and aspirations to create an offer that’s personalized. Research indicates that 80 percent of customers are more likely to do business with a brand that offers personalized experiences.

2. Clear and Compelling Content

For a campaign to be effective, you must craft content that’s:

  • Clear: Use simple, everyday language so anyone who reads it can understand what you’re selling (especially the benefits) and what action you want them to take.
  • Compelling: Direct response is all about getting customers to react immediately. Use active voice and power words to make your message elicit the desired reaction.

Invest in good writers as your campaign’s success hinges on your copy.

3. A Sense of Urgency

A critical component that helps drive conversions is a sense of urgency. Human beings have a natural tendency to procrastinate, especially when spending money is involved.

Creating a sense of urgency encourages quick interactions and decision-making. As a result, your campaign will have higher conversion rates.

4. An Irresistible CTA

Another important component of effective direct response marketing is the CTA. Your CTA must be:

  • clear and easy to understand
  • focus on one action
  • easily accessible
  • personalized

With these ingredients, your CTA will succeed in achieving its purpose of evoking the action you want your customers to take.

10 Examples of Excellent Direct Response Marketing

Now you know what direct response marketing is, its advantages, and the key components that make it work. Let’s go a step further and look at ten examples.

1. Referral Program

One of the most powerful forms of marketing is word of mouth marketing (WOMM). Studies show that 83% of people trust recommendations they get from family, friends, or colleagues.

That’s why one of the best examples of effective direct response marketing is a referral program.

A typical example would be running a campaign where you ask your current customers to refer your brand or product to their family and friends. You could do this by:

  • sending them an email inviting them to participate in your referral program.
  • asking them for referrals on your “thank you” page after they’ve purchased your product.

However you decide to do it, make it easy for them to refer a friend by furnishing them with a link to a specific page you want their friends to visit.

Additionally, incentivize your customers to participate by offering them a gift, discount, or any other perk that suits your business model.

This is direct response marketing because you’re asking your customers to take immediate action on your offer. Here’s an example from MeUndies in the form of an email they send to customers after they’ve received their purchase:

direct response marketing is a great way to encourage customers to join your referral program. here's an example from Me Undies.

Executed well, this type of referral marketing is a great way to drive both sales and brand awareness at the same time.

2. Upselling

Upselling is the act of encouraging a customer to buy a more expensive version of a product they have or are in the process of buying. It’s a powerful technique for driving sales as it’s easier to sell to an existing customer than to a new prospect.

How can you implement direct response marketing to upsell your customers?.

Before a customer completes the buying process on your website, you can send a message asking them if they would rather have the more superior version of the product or service they’re buying.

Make sure to clearly spell out the benefits of upgrading and make it easy to switch to the new product.

3. Social Media Ads

With approximately 4 billion users globally, social media has become one of the most powerful marketing platforms to deploy direct response marketing campaigns.

Whether you’re selling a physical or digital product, a service, or promoting a lead magnet, you can use social media to get your prospects to act quickly on your offer.

Direct Response Marketing - Social Media Ads

To do that, make sure your ad:

  • uses high-quality and relevant visuals
  • has short, punchy copy
  • has a clear CTA

Design your visuals to grab attention, and your copy will do the heavy lifting of pitching your offer.

4. Contests or Giveaways

Everyone loves contests.

They are full of excitement with the prospect of getting something for free.

For marketers, contests and giveaways are terrific for grabbing attention and generating buzz.

Yet, the biggest advantage of giveaways is that they are good at obtaining an immediate response from your target audience, which is precisely why they make for good and effective direct response marketing.

You’ll have to be careful with the gifts or rewards you offer, though. Make sure they align with your brand. Doing so ensures that only your target audience will respond to your campaign.

5. Text Messaging

Research shows that 77 percent of consumers say they use texting more than other forms of communicating. Add to that the fact that people regularly check their text messages, and you’ve got the perfect channel for your direct response marketing.

To leverage text messaging in direct response marketing, your target audience must sign up to receive marketing communication from you. As with email marketing, you must segment your contact list to ensure your campaigns are personalized and targeted.

Text messaging is a great way to alert your customers about exclusive deals and offers you have. It’s also an easy way to get them to head to your website as you can include a link in your message.

6. Chatbots and Social Media Messaging

Chatbots have been the rage in marketing for some time now. The reason for that is simple: They help you communicate with your customers in real-time.

That’s why chatbots are excellent tools for direct response marketing. After all, what better way to drive engagement and encourage customers to take action than by communicating with them instantaneously.

That’s where the powerful combination of chatbots and social media comes to play.

For example, you can create a Facebook Messenger chatbot to interact with your prospects and market your offer to them while they use Facebook. A significant advantage of this is that social media provides you with a wealth of data you can use to hyper-target your campaigns.

7. Google Ads

Google Ads are a great way to market your brand and product with the ability to reach a wider audience than other direct response marketing channels. Besides that, you can easily target a particular audience by using the right keywords, location, and other criteria.

Because your ads appear when a prospect is searching for something related to your product, it’s easier to grab their attention and get them to respond to your ad.

8. Direct Response Marketing for Job Recruiting

This strategy can also be used in recruiting talent for your brand. It’s particularly effective in a cutthroat industry where talent is scarce and speed is of the essence. Direct response marketing can also be used by recruiting agencies to source talent for their clients.

Here’s an example for job recruiting:

Direct response marketing can be used in recruitment. Here's Lyft's example.

Getting reliable drivers in the ride-share market has become a difficult task. Lyft recruits most of its drivers through direct response marketing campaigns, and these give them a great level of success. Not how the ad:

  • goes straight to the point on what it’s about and what the prospect is expected to do.
  • sweetens the deal with guaranteed earnings.

These two factors help elicit an immediate response from the prospects.

9. Use Pop-Ups to Generate Leads

Lead generation is an integral part of marketing, and direct response marketing is one of the best ways to drum up valuable leads for your business.

One of the best methods for lead generation is to use pop-ups on your website. The fact that a visitor has landed on your website shows they’re interested in what you have to offer.

Don’t miss the opportunity to build a relationship with them. Use personalized pop-ups to encourage them to sign up for your email list.

10. Direct Mail Still Works

Sure, it may be old-fashioned, but direct mail still works. Because many brands have abandoned it, your direct response marketing campaign will stand out when sent through the mail. Use assets like brochures, coupons, newsletters, etc.

While it may be old school, you can still align direct mail with modern techniques to increase its impact. For example, you could use QR codes to transition your prospects from the mail to your website.

Don’t snub your nose on direct mail. It’s still useful today as it was in its heyday.

Conclusion

If you want to run a campaign that gets you results fast, consider the examples above. Speed up the buyer journey and get your prospects to take action now.

Because it can be used across many different channels to achieve various marketing goals, its versatility makes it one of the best marketing strategies in the marketer’s toolbox.

Which of these direct response marketing examples have you used in your business?

The post 10 Direct Response Marketing Examples appeared first on Neil Patel.

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