How to Use Instagram to Generate More Leads

BLOG 1 BANNER - Instagram Leads

 

You probably are already using several different social media sites to reach out to your target audience and generate leads. But are you utilizing your Instagram account to generate more leads?

While you may be using the platform to engage with your existing audience, it could end up being an ideal channel for your business to generate more leads.

It takes more than a hashtag and a post here and there to generate leads on Instagram. Like any other marketing, this is going to require some planning.

Generating leads through Instagram will go a lot smoother when built into your overall marketing strategy. Be sure to map out your Instagram campaigns, content, stories, and even hashtags ahead of time to get the most out of your Instagram marketing efforts.

Here are four ways to use your Instagram account to create more leads for your business.

Instagram Lead Generation Ads

People use Instagram to discover things new visions of the things they love. This includes products and services. When you use paid promoted posts, you can reach new people and inspire them to become your next customer.

Instagram lead ads aren’t built for sales conversions but are designed to help your business collect customer information like email addresses, phone numbers, birthdates, and job titles.

You use that information to learn more about customers and improve your marketing. And the best part is that it is simple! You can pay to turn any post into an ad without leaving the Instagram app.

Target and Then Retarget

A huge part of advertising on social media is user targeting. This allows you to get more out of your marketing budget by only enticing the most likely users interested in your products.

When utilizing Instagram ads, you can use Facebook lookalike audiences and pixels to target the right users who have similar attributes to your existing customers. This feature on Instagram allows you to reach potential leads effectively through Instagram’s adverts, ensuring your ads are seen by those users who might be interested in what you have to offer.

Humanize Your Business

Another effective way to use Instagram to generate more leads is by putting a human face on your business. Consumers have grown tired of pushy sales messaging and in-your-face advertising. Instead, they want real interactions and a genuine relationship with your brand. When you take the time to humanize your brand on Instagram, you can win the trust of potential customers, which will increase the likelihood that you can turn them into a lead. Instead of just posting about your products, you can use Instagram to build relationships with your target audience.

Tell Your Fans’ Stories

When you can have your fans backing you up, you can strengthen the authenticity of your business. Plus, when real people are vouching for you, you have a much better chance of building trust with a new audience. This allows you to eventually draw in the new users and turn them into potential customers.

To generate more leads, use your Instagram account to tell real stories of existing customers and how your business has made a real difference in their lives. Using fan stories is an effective advertisement that provides a more genuine and human touch.

Most small businesses don’t think of Instagram when it comes to lead generation. But with over 1 billion active monthly users on Instagram, no matter your niche, you’ll probably see some benefit from Instagram marketing.

There are plenty of ways that you can use Instagram to attract high-quality leads for your business. Implementing these three tips in your overall Instagram marketing campaign will help you gain new audiences and generate more leads.

Website and SEO Checklist for Small Business Inbound Marketing

BLOG HEADER 2 - Website SEO Checklist

Inbound marketing uses online channels to distribute useful and engaging content that attracts prospects while building trust with customers in your sales funnel.

With inbound marketing, you position yourself to get found by people already learning about and shopping for the very thing you are selling. To leverage these opportunities, you need to set up your website as a content hub optimized for both search engines and the future customers who use them.

Inbound Website and Content Management

Consistently adding new content to your website is a critical component of any inbound marketing plan. The more content you publish on your website, you’ll get more pages indexed by search engines for a wider set of keywords, and you increase the opportunities for your business to be found online.

To make it simple to publish all your content, your website should be built using a content managing system (CMS) that allows you to easily add new content such as landing pages, static web pages, and blog posts. With that in place, you’ll want to do three things before you get started:

1. Review your website.

  • Do you know how to add web pages and blog posts?
  • Do you have a system in place for collecting email subscribers?

2. Look at your top three competitors’ websites.

  • Are there any pages you should add?
  • Are there blog topics that you should cover?
  • Are there offers, lead magnets, or content types customers like?

3. Look at the list below to identify what you can add to build more pages on your website.

  • Resources
  • Locations/Areas Served
  • About Page
  • Management Team/Employee Spotlight
  • Jobs/Careers
  • Customer Reviews/Testimonials
  • Partners
  • Services/Products

Improving your website structure and publishing content people can use to help make their buying decisions creates a strong foundation to support not just your inbound marketing campaigns but also SEO and paid marketing.

Content Upgrades and Inbound Leads

While adding new web pages to your site and consistently blogging attracts more traffic to your site, inbound marketing looks at doing more with content to convert visitors into leads. You’ll want to create some upgraded content that meets the needs of consumers who want quick, useful, and engaging answers to their problems. Examples of upgraded content are lead magnets, how-to videos, checklists, reports, and ebooks.

You may already have enough content and know-how at your disposal to create upgraded content on your website or in the form of a video-happy employee who can record short videos. Whether you create it yourself or outsource content creation, upgraded content and lead magnets are great ways to convert the traffic you’ve earned into leads. You boldly offer visitors something of value (your upgraded content) in exchange for their contact information on your web pages, in blog posts, and on landing pages.

Search Engine Optimization Checklist for Inbound Marketing

As a refresher for your inbound marketing learning, remember there are two main parts to search engine optimization: On-page SEO that happens on your website and Off-page SEO where you get other websites to trust and link to your website (backlinks).

Here’s a simplified SEO checklist to get your website ranking higher in search engine results:

On-Page SEO

  1. Keywords are used in the page title, headings, anchor text, alt text, and body copy on all pages and blog posts.
  2. Titles are unique on every page and 70 characters or less.
  3. Your meta-description tag should be 150 characters or less and contain descriptive text with keyword phrases embedded. (Not the first 150 words of your content)
  4. Use keywords in the link text, especially to link to pages on your own website.

Off-Page SEO

  1. Make sure Google is indexing all of your web pages.
  2. List your website in free online directories such as Yelp, Yellow Pages, “best of” listings, and industry-specific online websites and directories.
  3. Organizational links like .org and .edu are considered to have greater value, so get listed on a chamber of commerce and other .org and .edu websites where you can.
  4. Partner link by exchanging links on your website with complementary (not competitive) business partners by creating resources people want to share.
  5. Create and optimize your social media accounts and review site business listings to point back to your website to create links from high authority websites.

Inbound marketing starts with providing valuable content and resources online. Whether your website traffic is a visitor, lead, or existing customer, you can become and remain a trusted resource and service provider.

Small Business Inbound Marketing -Intro for Beginners

BLOG HEADER 1 - Inbound Marketing Intro

Why should your small business care about inbound marketing?

A good question and the simple answer is: Inbound marketing can be a more cost-efficient and highly effective marketing strategy for businesses who want to increase leads, acquire new customers, and retain paying customers.

But first, let’s start with marketing concepts you’re probably more familiar with and talk about traditional marketing.

TV ads, mailers, cold calls, internet banners, and pop-up ads are all old-school marketing strategies we’ve experienced. They vary wildly in cost and effectiveness, but the one thing they all have in common is they take an aggressive, “stop whatever you’re doing to focus on me and take action now” approach with the customer.

For traditional marketing like a billboard or print ad, interruption and disruption must happen to get results. That is unless you lucked into catching a customer at the same time they were thinking about buying what you are selling.

In addition, advances in the personalization and the selection of preferences on the devices that we as consumers are connected to 24/7 have made traditional marketing more expensive and less effective. Now smartphones block cold calls, DVRs let you skip commercials, and ad blockers hide your online ads.

While traditional marketing is pushing promotions in customers’ faces whenever the marketer wants (at cost to your business), inbound marketing flips the script by creating valuable and attention-holding content that hits the customer when they are interested in it and actively looking for it.

Shifting to Inbound Marketing

Inbound marketing shifts the way you market your small business. Looking at traditional marketing, you rely on interrupting and grabbing the attention of a broad and mostly unqualified audience. Why waste marketing resources when inbound marketing empowers potential customers to take action on offers they are interested in right now?

Instead of paying for television ad production and time, you could create useful videos for YouTube, your website, or social media that potential customers are searching for and want to see.

Instead of cold calling or cold emailing, you can create simple lead magnets or freebies people actually crave to build an email list of leads clearly interested in the type of products or services you provide.

Instead of buying print ads or sending out mailers, you create and continuously add relevant content to your web pages and blog because people use search engines at the start of their buyer’s journey. They don’t look through junk mail or the Sunday paper.

Is Inbound Marketing Right for Your Business?

If you are spending time, money, and other resources on marketing your business already, then inbound marketing can help you reach the following business goals:

  • Building awareness in a crowded market
  • Attracting more traffic to your website
  • Converting more site visitors into leads
  • Converting more leads into sales
  • Growing email subscriber lists
  • Retaining and delighting existing customers
  • Upselling and cross-selling existing customers

Inbound marketing is a clear path to growing your business using online channels and digital marketing in an organized manner. It is also far easier to track and measure than traditional marketing.

And unlike some other marketing and promotion expenses, investment in inbound marketing produces compounding results over time. You will create marketing assets like blog posts, landing pages, backlinks, and social media followers that earn traffic, capture leads, and win customers every day going forward.

Can I Handle Inbound Marketing on My Own?

Inbound marketing is something you can start in your business right now with a simple inbound marketing campaign that uses your website, email list, and social media. But the best results will require skills that you or your business may not possess or have time to implement. Skills can be learned, and you could look at hiring a coach or consultant to guide you, if you want to go it alone.

Take a look at what you can accomplish on your own because your inbound marketing may be more effective and consume less resources by outsourcing specific tasks depending on your marketing goals. By retaining digital marketing services to handle your inbound marketing, you can leverage their skills and software to generate more qualified traffic to your website that drives sales.

Growing Your Business With Google Ads

BLOG BANNER - Blog 2 Grow with Ads

 

Growing local and small businesses is tough when competing in a crowded market of similar and larger businesses. Your search engine optimization is working to increase your visibility online. Still, even with the best SEO strategy in place, the first page of Google search results is a highly competitive landscape.

When SEO isn’t getting your business to the top of search engine results pages (SERPs), Google Ads and other paid search channels such as Microsoft Advertising can level the playing field for smaller businesses – especially in local searches.

When looking for the best return on investment for your marketing dollars, Google Ads remain unmatched.

Can Google Ads Grow My Small Business?

Every day millions of consumers use Google’s search engines and properties to look for products and services like those you provide. With Google Ads, you can get in front of those future customers, paying for your ad only when someone engages in clicking through or calling your business.

All evidence points to Google Ads being one the fastest and most cost-effective ways to grow your business:

According to a 2018 S.M.B. Perceptions survey by Google and Ipsos Connect, the main goal of advertising online for 90% of small business owners is to get customers to call, visit a store, or make a purchase.

WebFX reported that 65% of small-to-midsized businesses have a P.P.C. and data shows that 73% of the paid search market share belongs to Google.

A report from Clutch.com showed 90% of consumers say ads influence their purchase decision and 75% of users say paid search ads make it easier to find information.

Google’s own economic report showed Google delivers an 8 to 1 return on investment, so for every $1 spent on Google Ads, advertisers saw an $8 return on average. No other marketing channel with such a low barrier of entry can boast of a higher return on investment.

What are the Benefits of Using Google Ads?

Google Ads are highly effective because by using keywords, you can ensure your ads show only to search users who are interested in what you’re offering. They help businesses get their name, offers, story, and products in front of relevant customers across all of Google’s channels and partner sites.

The biggest benefit of using Google Ads to grow your small business is that these pay-per-click ads put your business in front of a prequalified audience that is more likely to want to know more about your business and make a purchase.

In 2018, Google AdWords switched to Google Ads and made Smart campaigns a default, making it easier and faster for small businesses to create ads in minutes that drive actions such as phone calls, website traffic, or in-store visits.

Hyper-Targeting Capabilities are another Google Ad benefit due to Google’s wealth of user and historical. This allows for targeting options that ensure your ads are displayed only to potential customers.

This budget-friendly and flexible platform works well for beginners who want to learn by trying or are working with limited marketing funds. Don’t know what your marketing budget will look like four months from now? Or three weeks from now? You can still run ads today and not worry about committing huge chunks of your marketing budget with pay-per-click (P.P.C.) ads. You only pay when someone clicks on your ad, so set your budget ahead of time, cap it at a certain amount of spend, and you’ll never spend more than you’ve budgeted for. 

Google Ads was Designed With Small Businesses in Mind

Recent updates show developers kept small businesses in mind when creating the Google Ads platform. Not only is it easy to create an AdWords account, but the site walks you through identifying goals, creating ads, setting up targeting, and sending leads to the right place.

You can take a D.I.Y., set-it-and-forget-it approach with the dozen Google Ads tools provided because ads run on your schedule and budget. But it’s also easy to designate an agency or P.P.C. specialist to manage your Google Ads campaigns for optimal results.

Getting the Highest Return on Investment

Google Ads provides the reach and flexibility small businesses require with little commitment and the possibility of big returns.

To get the highest R.O.I., you’ll need to understand how to utilize the multitude of campaign and planning tools for continuous optimization. Because the platform is so feature-rich, anticipate the need to stay up to date on the latest trends and commit to some level of ongoing management. Luckily, Google makes it easy for you to share or outsource the management of your P.P.C. campaigns. 

Top 3 Free Search Engine Marketing Tools

BLOG BANNER - Blog 1 Top 3 Free

There are dozens of online tools available to help you manage paid search ads and optimize campaigns. The best tools allow you to research keywords, set a budget, create copy, run paid ad campaigns, automate bidding, and analyze results with ease.

When done properly, search engine marketing brings your target audience to your website and is a necessity for keywords where you are not likely to rank high organic results with SEO.

SEM Tools for Managing Paid Search Ads

The most widely used SEM software includes free tools offered by search engines such as Google Ads and Microsoft Advertising (formerly Bing Ads). But there are also many cross-channel campaign management tools that have the capability to manage paid search, social, and display ads. You’ll also find that many SEO tools have features for managing paid search ads or integrate with first-party tools like AdWords.

Some SEM tools also offer competitive analysis that will show you what search terms your competitors are bidding on. Besides the obvious benefit of seeing what is working for top-ranked competitors, competitive intelligence also helps you identify missed opportunities to increase your visibility in search.

3 Top Search Engine Marketing Tools

1. Google Ads Tools – Free with Account

Google Ads (formerly AdWords) is Google’s pay-per-click online advertising program. With the Google Ads platform, you get a comprehensive set of tools to create and manage SEM campaigns, from setting your budget and choosing where your ads appear in search listings to designing ads and keyword research.

Ad costs are run off the budget you set, ensuring you never spend more than you budgeted for. Plus, there are no monthly or yearly contracts which means you can adjust your ad budget or completely pause your ads whenever you want. Pay Google only when someone clicks on an ad to visit your website or call your business.

Google Ads tools include:

  • Account management tools
  • Ads Editor
  • Google Web Designer – an editor for HTML5 ads on Google Display Network
  • Ad targeting tools
  • Keyword tools to uncover the most effective keywords.
  • Placement refinement tools
  • Bid and budget management tools
  • Ad Customizer tools that adapt ad text based on the user search query
  • Troubleshooting tools help solve account issues

2. Microsoft Advertising Tools – Free with Account

Microsoft Advertising (formerly Bing Ads) is Microsoft’s search engine marketing and advertising platform that works Bing’s ad network. Like Google Ads, you get analytics and a management dashboard for running pay-per-click campaigns.

Not only can you do paid search ads, but you’ll also have access to the Microsoft Search Network to reach customers globally or locally. While Google is the king of search, the Microsoft Search Network holds a healthy 37% share of the U.S. desktop search market. Microsoft Advertising also makes it easy to import your Google Ads campaigns if you want to make the switch or use both platforms.

Microsoft Advertising tools include:

  • Editor (desktop) to create and manage ads
  • Microsoft Advertising Intelligence for research
  • Keyword planner
  • Ad preview tool
  • Campaign experiment tool
  • Microsoft Advertising scripts tool
  • Competition tool for actionable competitive recommendations

3. WordStream Google Ads Performer Grader – Free in exchange for email address

The Google Ads Performer Grader from WordStream gives you a report that details 17 key stats that reveal how your ads are really performing. With this assessment, you get insights and actionable next steps for each category. An overall account grade lets you know what’s working and where you need to get to work.

Why is a third-party giving you this free tool for Google Ads? WordStream is an industry leader in digital marketing and provides several paid services, including SEM, so giving them your email address is the small price you pay for such a useful tool.

Managing Your Own SEM Campaigns

If you have a website and a credit card, you can run search engine marketing on major platforms. Each platform provides detailed instructions on how to manage and optimize your campaigns, but the learning curve is a steep and hard climb. This leads many businesses to look for help in managing their SEM campaigns.

Luckily, easy budget control mitigates much of the risk surrounding getting started, testing out different keywords, targets, and ads to grow your website traffic fast. Whether you manage your own campaigns or outsource, paid search marketing stands out as one of the best ways to grow your business.

Free Tools to Improve Your SEO – Small Business Search Engine Optimization

BLOG 2 BANNER - Free Tools

Every small business is hoping to be found online first, but you’ll need to use search engine optimization (SEO) to increase your online visibility. A professional website and quality content won’t matter if you aren’t using SEO to drive traffic to your web pages.

To raise your ranking in organic search results, you can outsource or hire professional SEO consultants for hands-free and faster results. But if you’re looking to handle some optimization on your own, here is a list of free SEO tools you could use to optimize your website.

Free Tools to Improve Website SEO

Google Trends

Google Trends is an online tool that organizes search information from around the world, making it universally accessible and useful to anyone with an internet connection. It can be used for comparative keyword research but helps discover spikes and dips in keyword search volume. With Google Trends, you get keyword-related data like search volume and geographic data about search engine users.

WEBSITE: Google Trends

Answer The Public

The world has questions, billions of questions, and they are hitting their favorite search bar to find the answer. Answer the Public you can generate exhaustive lists of questions from keywords and phrases so you can answer those questions and show up in search. This tool catalogs autocomplete data from search engines so it can give you every useful phrase and question people are asking about a specific keyword. That’s real-world, fresh consumer insight to help you create relevant and helpful content.

WEBSITE: Answer The Public

Link Miner

Link Miner is a free Chrome extension that finds broken links on a page and displays basic link metrics as you search Google. Make faster and smarter decisions with even more information on the links you’re checking. With the latest update, you can toggle the Link Miner on Google’s search result pages to get link metrics on each result without having to click through and open that page.

WEBSITE: LinkMiner

Keyword Surfer

Keyword Surfer is a free Google Chrome SEO extension that shows search data and performs keyword research in your browser. You’ll get the monthly search volume, keywords suggestions, visibility metrics, and related searches for any search query. Directly in Google Search Results, without logging into any application. You can also analyze search volume for phrases Keyword Surfer shows as relevant. This way, you can discover other valuable search terms related to your keyword.

WEBSITE: Keyword Surfer

Screaming Frog

The Screaming Frog SEO Spider is a website crawler that helps you improve onsite SEO by extracting data & auditing for common SEO issues. Download & crawl 500 URLs for free, or you can pay to remove the limit and access advanced features. With the free version, you get the broken link finder, errors and redirects, page analysis, title and metadata breakdown, and a review of meta robots and directives. It’s also free to audit hreflang attributes, discover exact duplicate pages, and generate XML sitemaps.

WEBSITE: Screaming Frog

Bing Webmaster

There is a lot of focus on Google’s Search Console, and that makes a lot of sense. Google is the ruler of the search kingdom. But don’t sleep on Bing Webmaster Tools. You’ll miss out on some useful SEO insights from Bing’s reports and diagnostics. The site configuration area lets you view data on XML sitemaps, submitted URLs, crawling, and blocked URLs. You can even verify ownership, disavow links, and list your social media profiles for a better understanding of your complete web presence.

WEBSITE: Bing Webmaster Tools

Google Review Link Generator

Reviews are a heavy-duty search ranking factor, especially for local businesses. When you want to give customers a direct, one-click URL to leave a Google Review, you can use the Google Review Link Generator from the folks over at Whitespark to create a link. Then you can distribute over email, social media message, or even text message. Yes, there is a way to do this from your Google My Business account, but this is way easier. Enter your business and copy the link generated. Done.

WEBSITE: Google Review Link Generator

Small SEO Tools

Small SEO Tools is an oldie-but-goodie site made up of over 100 SEO separate to perform specific tasks (thus the “small” tools name). It doesn’t look like much when you first click-through and see “Text Content Tools,” but scroll down and scroll down some more and keep scrolling, and you’ll find useful tools for keywords, image editing, backlinks, Website SEO Score checker, robots.txt generator, domain tools, meta tag tools, and so much more.

WEBSITE: Small SEO Tools

There are hundreds of free tools online that can help you with your SEO, but we wanted to give you the most useful and well-tested free SEO tools. Trust that SEO professionals highly recommend these tools to provide actionable data for free – no fake-out trials here.

Faster Site Loading – Small Business SEO

BLOG 1 BANNER - Faster Site Loading

 

 

How fast your site loads is a key ranking factor to Google, so optimizing for speedier site loading is necessary for small and local businesses that want to rank higher in search. Page speed is a big ranking factor for mobile searches. Over two years ago, Google released the Speed Update, establishing page loading speed as a full-fledged ranking factor for mobile search results. So faster is officially better.

Faster Site Loading for Better Small Business SEO

It does not just search engines that care about how fast your website loads. Mobile users aren’t happy with slow-loading websites, and 40% of mobile users are reported to leave a page if it doesn’t load in 3 seconds. With page speed being so important, we want to give you some tips on how to get faster site loading times for your business website.

Test Your Page Speed

First things first, you can start by testing your page speed by using Google’s PageSpeed Insights. Put in your website URL, and you’ll get an estimation of your page speed. As a rule of thumb, if your Page Speed is not great and the Optimization score is under 70, you need to improve to give users a faster website.

GTmetrix also provides a free page speed tool that shows you how your site performs. You’ll see why it is slow and uncover areas where you can optimize to increase loading speed. What is different about GTmetrix compared to Google’s page speed tool is you can test your page in other countries, on different browsers, and at various connection speeds.

No matter what tool you use, your page speed report will detail exactly what is slowing down your website from loading fast. With this information, you can create a plan with the recommendations below.

Optimize Images

High-quality images are attractive to both search engines and the actual humans who visit your website. Unfortunately, better-quality images usually mean larger image files. You’ll want to use a PNG or JPG image file for your website: PNGs are better for graphics, and JPGs are better for actual photos.

The important tip here for speeding up your website is to compress these files. You want to find a compression tool that gives you a balance of quality and size BEFORE uploading your image to the media library. You can use tools like TinyPNG or Optimizilla to shrink or compress your images without sacrificing quality.

While you’re on your website dealing with images, go ahead and clear out your media library of unused photos. No reason to take up space by using your website as a filing system for all your images.

Reduce the size of HTML, CSS, and JavaScript Files

Use software like Gzip to reduce the size of the HTML, CSS, and JavaScript files used to make your website. If any of these files are over 150 bytes, you’re going to want to compress them for faster loading times.

At the same time, you’ll want to remove spaces, commas, and other unnecessary characters from your code of optimal performance and smaller files. Use tools like Google recommended CSSNano or UglifyJS to optimize your code.

If these files are slowing down your website, you’ll see a dramatic improvement in your page speed with these two tweaks.

Use Fewer Redirects

You’re doing the right thing by sending users to the right page when they end up in no-mans-land on your website, but website visitors face additional waiting time because the HTTP request-response needs to happen to get them there. Don’t rely on redirects to fix your site structure and user flow. Build it right from the start.

Set Browser Caching Limits

Your site users love that when they come back to your website, the browser has cached all this stylesheet and image information, so the browser doesn’t have to reload the entire page every single time. But if it has been over a year since they have been on your website, they’ll have to suffer through it because you’re going to set an expiration on your cache to at most one year.

With a tool like YSlow, you can set your “expires” header for how long you want information cached (again… suggesting not more than a year).

All of these tips have benefits beyond page loading speed. With these optimizations across your website, you’ll be able to create backups faster, use less bandwidth on networks and browsers, and use up less storage space on your server.

 

Steps to Better Mobile Marketing for Small Businesses

BLOG 2 Steps to Better Mobile Marketing

Mobile marketing is approaching your target customer base on their smartphones, tablets, and other mobile devices. Your business could be reaching new customers through SMS text messages, emails, social media, or even your website.

To succeed in mobile marketing, these key factors have to be in play:

  • You’re using the mobile apps and platforms your customers use
  • You’re creating mobile-friendly and search engine optimized content
  • You’re marketing with your customers’ mobile habits in mind

4 Steps to Better Mobile Marketing

Businesses like yours have been using mobile marketing for years to reach customers, and you don’t want to be left behind. We’d love to help you with your mobile marketing needs, but if you’re going to do it yourself, make sure you pay attention to these four steps for better mobile marketing.

1. Keep It Simple

When creating your mobile marketing strategy, you won’t need to learn or execute many new marketing tactics. Mobile strategies can follow your current marketing plans. You must just adapt your content to be viewed and engaged with on mobile devices while providing a practical benefit for a mobile user.

Today, the cost of deploying your mobile marketing campaigns has been reduced as more providers and platforms are battling for a chunk of your marketing budget. App and Search advertising costs remain low (even during the pandemic). And the affordability of turnkey platforms used for SMS marketing and the cost of text messages dropping drastically means more exposure for your marketing dollars – with even lower rates possible for larger campaigns.

2. Have an Actionable Plan

What’s the difference between a plan and an actionable plan? Your list of mobile marketing ideas isn’t much of a plan if you never act on it. With a detailed action plan that includes activities, who is responsible for them and deadlines, you’ll have an actionable mobile marketing plan that gets done and gets results. Ensure that your marketing plan includes adequate budgeting of time and expenses to get the best return on investment from your efforts.

3. Hyper-Target Your Audience

You can now use mobile marketing to target small and very specific segments of the population rather than wide bands of consumers. Location-based targeting uses real-time geographical data from a user’s mobile device to provide information used in selecting who sees your mobile promotions.

With mobile marketing, you can even use a device’s location data to send alerts to users within a specific area about offers from your business relevant to their location. When you drill down to a targeted niche demographic in the market you sell to, you can run mobile marketing campaigns that cost less and bring better results.

4. Launch Fast and Use Analytics to Optimize

Technology makes launching new digital marketing campaigns a very quick process compared to traditional marketing tactics. Once you take the time to create your mobile marketing strategy, your ads and promotions could begin to show on customers’ mobile devices the same day.

Insights and analytics from your new campaigns quickly inform you of what’s working and what’s not. Keep a sharp eye on your return on investment when spending your marketing dollars in the fast-paced mobile marketing sector. Analyze your current mobile marketing plan’s effectiveness and quickly make adjustments to optimize campaigns and avoid wasting money.

While moving some of your small business budget towards mobile marketing might seem like a gamble, keep in mind that your customers are becoming less and less responsive to the traditional marketing tactics you’re used to.

TV ads, billboards, mailers, and even emails are being ignored as more consumers trust that their phones will give them everything they need to do anything they want. Isn’t it time you tried something new that reaches customers where they live? You’ll find that mobile marketing could be incredibly rewarding for your small business.

Why Your Small Business Need Mobile Marketing

 

Why should all small and local businesses consider adding mobile marketing to their 2021 marketing mix? Because mobile devices are where your customers are spending a large majority of their day.

With today’s technology, you can accomplish most of the same things on your mobile device that you can on your desktop. But, because of the size and ease of use, many people spend more time on their smartphones and tablets than on their computers.

You’ve seen the mobile marketing efforts of other companies show up on your phone. They are the ads and promotions that pop up on Facebook, when you’re doing a local search or using your favorite apps. Your business could show up the same way for prospective customers.

Why Does Your Business Need Mobile Marketing?

Getting your business name, products, services, and offers in front of customers who are constantly tethered to their mobile devices opens up a landscape of huge opportunities. With mobile marketing you can reach your past and future customers on their smartphones, tablets, and other mobile devices.

There are several ways to use mobile marketing to grow your business:

  • Build a Mobile-Ready Website
  • Text Marketing (SMS or Push Notifications)
  • Mobile Search Marketing
  • Social Media Message Marketing & Chatbots
  • Mobile Coupons and Ads
  • In-App or In-Game Marketing
  • Location-Based Marketing

If you’ve done any digital marketing for your business before, you’ll appreciate the many benefits of mobile marketing. Its cost-effectiveness is one of the main reasons so many businesses invest heavily in mobile marketing.

Mobile-search ads are cheaper and targeted to interested users in a specific area where print ads are more expensive and promise blanket coverage of an area. Radio and television ads require writing and production where scripting and sending a promotional text message could take less than a minute at a fraction (of a fraction) of the cost.

In addition, mobile marketing is easy to track, reaches a broader but more targeted audience, and improve your customer’s experience (because they LOVE using their phones to get things done). And you can reach more customers faster and easier than with traditional marketing, whether you create your mobile marketing strategy yourself or get the help of a digital marketing agency to build, optimize, and track your mobile marketing campaigns.

Why is Mobile Marketing So Important?

Besides the great conversion rates and cost-effective campaigns, mobile marketing provides long-lasting, more personalized, and interactive connections with your customers. This is the engagement that consumers are craving right now.

The latest statistics show a growing upward trend in the use and effectiveness of mobile marketing:

  • Over 80% of internet users are surfing the web on mobile phones. (Smart Insights)
  • 80% of smartphone users will buy from companies with mobile sites and apps that are easy to navigate. (Aum)
  • When searching on mobile, 96 percent of people use Google. (WebFX)
  • People spend around 5 hours a day on their smartphones. (Blue Corona)
  • 77% of adults in America own a smartphone. (Pew Research)
  • 70% of web traffic comes from mobile phones. (Blue Corona)
  • 51% of smartphone users find new brands and products via their devices. (Front Burner Marketing)
  • Global in-app ad spend will reach $201 billion in 2021. (WebsiteBuilder)
  • In 2018, 63% of all retail website visits came from smartphones. (SWEOR)
  • 1 out of every 4 people aged 16-24 uses voice search on mobile. (TechJury)
  • 52.2 percent of all website traffic is generated from mobile phones. (Statista)
  • 75% of Americans admit to bringing their phone to the bathroom. (Digiday)
  • The Ericsson Mobility Report is predicting a 25% increase in mobile traffic by 2025. (Ericsson)

Businesses like yours have been using mobile marketing for years to reach customers, and you don’t want to be left behind. Technology makes launching new digital marketing campaigns a very quick process compared to traditional marketing tactics. Once you take the time to create your mobile marketing strategy, your ads and promotions could begin to show on customers’ mobile devices the same day.

Contact us to learn more about how to leverage digital marketing to grow your business.

Testing Facebook Ads for Faster Optimization

 

Setting up a Facebook ad campaign involves setting several variables. A/B testing your Facebook ads allows you to isolate and compare this multitude of ad variables’ performance so you can adjust your campaigns accordingly. 

A/B Testing Facebook Ads for Faster Optimization

Want to take the guesswork out of creating higher-performing Facebook ads?

Ready to ditch poor-performing ads that don’t convert and drain your budget?

Want to make faster, result-driven optimizations to your Facebook ad campaigns?

A/B testing (also sometimes called split testing) is what you need.

Testing your ads lets you quickly and easily compare ad assets such as images and copy to identify what engages your audience. You’ll know which images, calls to action buttons, and videos influence the most interaction with your ads.

Does your ad work better in Facebook Stories or the Facebook Feed? You’ll be able to find out which ad placement and platforms (Facebook or Instagram) are best for your business with A/B testing.

When you continue to test your ads, you’ll develop deep insight into which combination of variables in your ads and campaigns works best for you.

What Is A/B Testing?

A/B testing isolates two or more ad elements and tests them against each other to identify the best converting ad. This usually means making a noticeable change to images, copy, placement, calls to action, and other variables to see which perform better in comparison.

For example, you could A/B test a color image against a black and white image across different but similar Facebook audiences. Now you can quickly and easily measure the results of the two images side by side.

Like an A/B test, split testing lets you create multiple ad sets, then you can test them against each other. A split test divides your audience into random, non-overlapping groups. This randomization helps make sure other factors won’t skew the results.

Each of your test groups receives ad sets that are identical in every way aside from the variable you’ve chosen. The variables can be a creative audience, delivery optimization, and placement.

Facebook measures each ad set’s performance against your campaign objective and the best ad set that performs the best wins. You receive a notification about the winner after the test ends. You can now leverage this new insight to improve your ad strategy and design better-performing ads for your next campaign.

Facebook A/B Test Types

Facebook gives you a bunch of ways to create A/B tests. Which one you pick depends on the variables you’re trying to test and where you start designing your A/B test.

Most will want to create an A/B test with the Facebook “Ads Manager” toolbar, where you can use an existing ad campaign or ad set as a template for your test. To A/B test in the Ads Manager toolbar, follow these steps:

  1. Go to the Ads Manager main table, where you will see a list of all of your available ads, campaigns, and ad sets.
  2. Check the box left of the campaigns or ad sets you want to use in your A/B test.
  3. From the toolbar, click the “A/B Test” button.
  4. Select a variable for testing and follow the on-screen instructions.

With the “Experiments” tool, you can create or duplicate ads, which is useful when you want to finetune your ad campaigns before starting or using several existing ad campaigns for your test.

You can also choose to run A/B tests when you create a new ad campaign or duplicate existing campaigns to make quick changes to existing campaigns and see which one performs better. Duplicating an ad or ad set (as opposed to a whole campaign) allows you to choose a variable, and then Facebook walks you through the kinds of changes you can create.

No matter which type of test you run, all A/B tests use the same underlying technology to compare a different creative, audience, or placement and then make all test results available under “Experiments” once tests are finished.

Benefits of A/B Testing Facebook Ads

Get rid of the guesswork and make informed marketing decisions knowing what works best and what doesn’t work at all. Your results are both credible and tangible, enabling you to pivot and make improvements to reach your conversion goals quickly.

A/B testing also puts you in a position to learn what motivates your audience to follow your ads’ call to action. This is information provides a proven set of best practices to apply to all future ads, no matter the objective.