Digital Marketing

Mobile First Websites: Graphical User Interface (GUI)

Mobile First Websites: Graphical User Interface (GUI)

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SPICY NUGGET
A “responsive” replica of your desktop site is a sorry excuse for a mobile site. ‘Mobile First’ sites are purpose-built… or they don’t generate the leads and sales you need.
— Phil Chavanne, CTO

In Part I of this series about mobile-optimized sites (“Mobile First sites”), we alluded to the rules mobile sites must conform to in order to find grace in the eyes of Google. In Part II, we looked at the need for speed as browsing and searching happen increasingly on mobile devices, and consumers prefer speedy sites.

In this new part, we’ll discuss how the design (GUI) of a mobile site contributes to its usability, the quality of a user’s experience, and beyond, its conversion rates.

Graphical User Interface & Responsiveness

Anyone who lived on the web longer than in the last 10 years will remember the clunky mobile interface of websites made only for desktop. Web designers didn’t anticipate the mobile revolution and were slow to catch up with it. iPhone was “something for Apple apps”. In the late part of the first decade of the new millennium, Flash was still at the top of what could be done with a website, and with the advent of broadband, the canons of web design favored screen-wide images, animated text over hero shots, and video served from regular hosting servers.

As a result of the design trends of the times, mobile users were saddled with websites that had to be resized with 2 fingers, and constantly re-centered with 1 finger to be read in the viewport of an iPhone 4. Loading times were horrendously long, unless you were browsing an old site hard-coded in HTML. But then again, the look and “mobile-readiness” of these sites were questionable, at best.

By 2010, it had become obvious that mobile users’ experience was crying for a long-overdue change. And then, just like that, the next revolution in design happened.

WordPress theme creators started to code themes to be resized on a mobile screen to keep them legible, and avoid the “2-finger spread” and the “1-finger drag”. The responsiveness discontinuity started with these 2 imperatives: keep the text legible by keeping the font size as was set for desktop, and organize the design elements always visible in the mobile viewport without forcing users to drag the design back to center.

 

Mobile First Sites and Graphical User Interface (GUI) Issues with Finger Motions

 

The verticalization of design was a complete innovation for the industry, and so was the advent of WYSIWYG page builders. The new capacity of WordPress to recalibrate the front-end to make it display in a legible format, coupled with its ease of use and its document management capability, imposed it as the obvious replacement for the best site builder software of the mid-2000s, Adobe’s Dreamweaver.

For web designers, the new slew of responsive WordPress themes was a killer sales tool. Local business websites started to look awesome again, and thanks to a vibrant developer community, WordPress quickly expanded its already predominant market share, dwarfing all the other content management systems combined. Drupal and Joomla didn’t even stand a chance.

The discontinuity stopped there, however, at “mobile responsiveness”.

Responsiveness: Useful… but incomplete

In fact, responsiveness as both a coding and design concept has not much evolved since its early days. Mobile-responsive themes adapt to more screen sizes and more devices than in 2012. New plugins have been developed to make building a WordPress mobile site even easier.

In 2015 Google came out with AMP, a development framework designed to speed up mobile sites. AMP HTML was a rudimentary language, with a limited number of expressions, difficult to implement with a sophisticated graphical user interface (GUI). It took years to mature, and caused a lot of grief in the web design community. Its birth and maturation take place in the stream of incremental changes aiming at  sculpting the web for mobile browsing.

 

Accelerated Mobile Pages AMP logo 400px

 

As imperfect as their approach to the new mobile web paradigm has been, Google has played a critical role in moving the developer community forward towards better mobile sites. By way of example, Google’s engineers have kept offering testing tools to the community, to validate their code. Google adopted WebPageTest.org to offer practical diagnostic solutions to bottlenecks and code optimization issues.

From “mobile responsiveness”, Google gradually transitioned to “mobile friendliness”. The Google Search Console is the testing framework in which this evolution is taking place.

User interface issues

Inevitably, the quest for better mobile usability led designers, developers, WordPress theme creators, and Google engineers to work on the GUI of mobile sites.

 

Using a smart phone in many different situations

 

Mobile browsing occurs in a variety of situations that have little in common with the environment in which desktop browsing usually happen. Think about it: where and how you do consult your smart phone?

  • In your car, quickly, at the red light (hopefully)
  • Out in the street, night and day (when a glaring sun reflects off your screen and blinds you) 
  • With and without your readers (if you are 40+)
  • At the office, between 2 tasks (surreptitiously, as The Man doesn’t like it) 
  • With your baby in your arms (who’s the focus of your attention?)
  • At the restaurant, in a fully lit or a dark intimate setting (ah, those pesky neon lights reflecting off your screen)
  • On motorcycle handlebars, glance by glance, to follow map directions (high vibrations and traffic dangers don’t make for comfy reading)
  • Under the rain, looking for directions (trying to protect your expensive iPhone from the shower)
  • Etc…

In all these situations, at least 3 external constraints impact your visual experience:

  • Lighting conditions
  • Speed of visual interaction
  • Situational stress

These constraints will translate into a set of specific design issues:

  • Is there enough contrast between the design elements to allow a quick read in all type of lighting?
  • Are the design elements big enough that they can be read at a glance, with and without readers?
  • Are the design elements well-differentiated and their individual function recognizable at a glance through color coding?
  • Are the design elements grouped by functional types that are easy to understand?

 

Mobile First Website - Graphic User Interface

 

Likewise, because the conditions under which you search and browse on a mobile device can be less-than-ideal, the ergonomics of a mobile website will affect the quality of your interaction with it.

The set of external hindrances at play comprises:

  • Small viewport size (until they invent the holographic phone)
  • Interactivity tools (fingers + voice + stylus, vs. mouse pointer)
  • Situational stress

From this set of hindrances arises a new set of graphic user interface issues:

  • Is there enough space between the elements of design to enable a clumsier interaction? (Your fingers are not as accurate as a mouse)
  • Is there too much space between the elements of design to enable quick decision-making without forcing you to move the site up and down? (Value-destructive interaction)
  • Are design elements big enough to enable a simple interaction? (Don’t you hate those extra-small buttons?)
  • Are design elements quick to respond to interaction? (Or do you need to tap twice to get a response from the site?)
  • Are design elements uselessly “floating” in the viewport? (Forcing you to re-center them left and right in a wasteful interaction)
  • Does the general page design create “reflows” forcing you to wait to interact with the site or even impeding your interaction? (E.g. bothersome ads that change the position of design elements)
  • Does the design give you a visual feedback of your interaction? (E.g. color change when tapping on an element, audible or haptic signals)

In the past couple of years, the Google Search Console has started to integrate programmatic tools designed to send you alerts (“mobile usability issues“) about perceived design flaws of your mobile site.

 

Google Search Console Alert on GUI issue

 

These alerts are not always accurate (far from it), but they call your attention to potential design hindrances that may impact user experience. Since Google never wastes a good opportunity to threaten you with de-ranking (“We recommend that you fix these issues when possible to enable the best experience and coverage in Google Search“), it’s a good rule of thumb to login to the Search Console and have a look at what their programmatic tool has to say.

This effort takes place in the framework of the “mobile-friendly” site, a design step-up from the “mobile responsive” site.

Mobile-friendly sites

“Mobile-friendly” is an expression coined by Big G a couple years ago to designate websites that comply with a set of guidelines:

  1. Measure the effectiveness of your website by how easily mobile customers can complete common tasks
  2. Select a mobile template, theme, or design that’s consistent for all devices

The task-oriented approach is the core of Google’s user interface design guidelines. The goal of your design is to help visitors accomplish their purpose in the shortest time possible, with the minimum number of steps, and with the greatest ease. All this in a format that is consistent across platforms. Measure and optimize.

In this approach we find commonalities with the philosophy of “lean manufacturing” pioneered by Toyota: measure and optimize your process to consume the least possible materials and energy (incl. human labor), eliminate re-work (or waste, “muda” in Japanese), bring in your materials and subsystems only as you need them, and detect/remedy quality issues as they happen (to avoid more “muda“).

Google’s approach to mobile-friendly sites is holistic in nature: align all elements of your system under a single goal of serving your customers well. Anything that does not concur to this objective is to be removed from the system.

One of the key concept behind the making of a mobile-friendly site is the hierarchization of information. As Google puts it:

“Making a mobile site requires prioritization. Start by working out what the most important and common tasks are for your customers on mobile.”

Information hierarchy

The fundamental differences in browsing experience between desktop sites and mobile sites make it necessary for web designers to organize the information presented to visitors in a different way.

The design concept dubbed “responsiveness” never included information hierarchy. Based on our experience, only web designers close to their local clients actually observed they could not show on a mobile site all that they could show on a desktop.

When local users shop for a plumber, an HVAC company or a restaurant, they typically have 5+ options to choose from within a 10 mile radius, and way more in a big city. They don’t like wasting time in navigating a complicated site.

 

Complex website navigation bad information hierarchy model

 

On the other side of the ledger, local businesses can’t afford wasting leads. They are keenly aware of the calls they get, and they watch their pennies: if their website doesn’t generate business, they are quick to fire their web team. This explains why local web designers are usually a step ahead of Google insofar as the best way to present important information first. There are “the quick”, and then there are “the dead”.

Some of the issues that need to be planned out when designing a mobile site:

  • What services do people most often look for when they need a plumber? An HVAC company? A mechanic? How to display these services on a mobile site so they can be accessed with 1 single click?
  • Do visitors expect to find specials and coupons on a site they visit? If so, where to present them?
  • What do visitors have to do to find your phone number and call? Do they have to go up and down the home page trying to locate your number? Or do you show it so obviously that no one could miss the call button?
  • It is important or not to display a map with your business on it? Should this map be interactive?

All these issues relate to the hierarchy of information presented on the site. What to present, where to present it, how to present it.

 

Information hierarchization involves making choices in the way core information is presented, or omitted, or moved to the bottom of the menu.

In other words, it is counter-productive to show on a mobile site everything you show on a desktop site, and in the same order. Your visitors will leave in droves before they even interact twice with your mobile site.

As designers, we have to be careful to not misinterpret Google’s concern with “skinny” mobile content. Google states: “Don’t get caught in the trap of only creating a mobile-formatted site that doesn’t provide the full functionality [of the desktop site].”  Yes, Google will penalize skinny content. But they won’t penalize a site because its mobile menu is organized differently from its desktop menu. However, if your desktop site has a blog, this blog’s better be present on your mobile site.

Mobile-First sites are mobile-optimized

Google does not instruct designers as to where and how the information should be presented on a mobile site. Each client has different needs, and this is the designer’s job to define these needs correctly, and hierarchize information according to a workable model. The model just has to work for end-customers AND for Google.

This is the reason why we believe Google’s concept of “mobile-friendly sites” falls a tad short of what really needs to be done on a mobile site to make it efficient for both users and search engines.

At Eden Ads, we have pushed the mobile-friendly concept a bit further, to create mobile-optimized sites:

  • Optimized information hierarchy
  • Optimized ergonomics & graphical user interface
  • Optimized speed
  • Optimized schema mark-up for local search
  • Optimized page tagging for search engines
  • Optimized conversions

The process through which we go to design an optimized mobile size requires studying your business with you, defining what your visitors expect, what your customers buy, what offers are necessary to clinch a deal, etc.

The philosophy of Mobile First is not an after-thought, but a carefully prepared planning process
that will make your mobile site a great weapon in your lead generation arsenal.

Don’t build a mobile replica of your desktop site. That won’t generate the leads and sales you need.

Free independent evaluation

Eden Ads is a full-service digital marketing agency in Tampa, FL. Our team offers qualified local businesses a unique opportunity to have their website and digital marketing/advertising campaigns fully evaluated under multiple aspects:

  • ROI of Google Ads campaigns
  • Finding where you waste money in your Google Ads campaigns
  • ROI of Facebook campaigns
  • Search engine position checks on your 2 or 3 main keywords
  • General SEO-readiness
  • Adequacy of mobile design
  • Google speed scoring of your mobile website

This free independent evaluation can reveal weaknesses that hurt your site and prevent it to get to the top of search results. It can also highlights design issues blocking it from converting more visitors into leads. Call our web consultants today at (813) 940-5699 to request a free independent evaluation, and discuss your most pressing needs.

If you’re want results, speak with one of our Marketing Consultants to find out how we can help you! Call us at (813) 940-5699 or make contact with our team via our secure online form.

Digital Marketing: Key Benefits of Facebook Ads

Facebook Ads: Legit Digital Marketing Tools

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SPICY NUGGET
Facebook Ads will significantly help grow your business. The Facebook Ads Manager tool is not intuitive however, and it takes skill and diligent testing to make it lucrative.
— Adam A. Sene, CEO

Digital Marketing: Facebook ads workAs a Facebook user, you’ve probably experienced seeing ads on your personal feed that were annoying or not appropriate for you, right? Yet, you kept on seeing them. They just won’t go away, and herein lies one of the key benefits of Facebook ads: they work. (When they are targeted correctly.)

If you’ve ever felt annoyed by an ad, you can safely assume that you were not the right target for the company placing the ad.

On the other hand, if you‘ve ever searched online for a product you wanted (say, a new Trek Bicycle) only to later see an ad offering you a great discount on Trek Bicycles the next time you visit Facebook, you probably wouldn’t have the same reaction as above. In fact, you might be be quite pleased. That’s just part of the magic of a correctly targeted Facebook ad in a digital marketing campaign.

But… Facebook Ads Didn’t Work For Us!

If you’re a business owner or a marketing manager and you aren’t using Facebook Ads, you might want to re-think this approach. (Read on and we’ll explore the main benefits of Facebook ads as compared to other ad platforms.)

If you’ve tried Facebook Ads and were underwhelmed by the results or stopped because they “didn’t work,” there’s a good reason why they didn’t work—and it’s probably not because your target audience isn’t on Facebook.

For most businesses, a good percentage of their buyers use Facebook. Some niche industries may find better success using a different ad platform, which is something our Ad Specialists will determine in our initial discussions with you. However, if your business has an obvious demographic available on Facebook and ads aren’t working, then we can safely assume the ads were not done correctly.

Facebook ads especially are an ever-changing nuance of digital marketing which require professional strategy and execution. For best results, use a marketing pro and don’t go it alone.

Finally, Facebook Ads are not the same as using the “Boost Post” button on a post you create on your business page. For a truly effective campaign, a trained FB Ads Specialist must use the Facebook Business Manager platform to create ads targeted towards a precise audience with results in mind.

Target Your Exact Audience

Facebook provides comprehensive audience targeting—better than Google Ads. You can target user personal interests, user demographics such as age bracket and location, behavior, connections and language. A savvy Facebook ads marketer can even target your competitors’ followers.

Pro Tip: The Facebook Business Manager platform enables you to refine your targeting so that you can eliminate Facebook users who are not in your target market. This ensures that your Facebook Ads are placed only in front of users who are potential customers and ultimately saves advertising dollars while ensuring higher quality leads.

Reach More of Your Target Market Than with Organic Facebook Posts

The unfortunate truth about your Facebook Business or Fan page is that only a small percentage of your followers will ever see what you post on it. 

The [always changing, never predictable] Facebook algorithms determine the visibility of your page amongst your followers. Recent implementations caused significant decreases in business pages’ visibility as Facebook moved towards a news feed which prioritized posts from friends and family and reduced business page posts to a less frequent rotation.

In simple English, this means that if you want to make use of Facebook as a tool for new leads, customers or even just a larger fan base, the most effective way to do so is by using Paid Facebook Ads. Lest we forget, Facebook is a for-profit organization after all.

The good news is that by using the Business Manager platform effectively you can get a solid return on your ad dollars, and the Eden Ads team averages 4-7 times the return on ad spend (ROAS) for our Facebook Ad clients. 

Remarket to People Who Have Already Interacted with Your Brand

Remarketing (aka retargeting) is a smart and lucrative way of reaching your target audience. The reason this digital marketing technique works so well is because interested users who have visited your website in the past (and did not become customers) will see your ad again as a reminder of their initial interest.

It’s estimated that 3 out of 4 website visitors that go through the steps to place items they intend to buy in their shopping carts, fail to purchase.

Through the use of remarketing you can re-target those “lost customers” and rekindle their interest in your services or products. According to a recent remarketing study, website visitors who are re-targeted with display ads are 70% more likely to convert on your website. This tackles the issue of website and digital cart abandonment once and for all. 

Target correctly with inexpensive conversions 

Facebook’s CTR (click-through-rate) is steadily increasing because of refinements to their advanced advertising tools. Because of these constant improvements to targeting capabilities, professional digital marketers can effectively target audiences and do so at a low cost.

With the small amount you pay Facebook to run ads and target only the people you want, you’re spending very little to get a great ROI from your ad spend. It can feel expensive in the initial stages of setting up Facebook Ads while your campaign manager is doing testing. This is unavoidable and you should account for this testing period when setting your ad budget.

Facebook‘s plat de résistance: the “Lookalike Audiences”

After you’ve used Facebook Ads with some success and determined the best target audience that actually converts, you can begin to replicate that success by targeting people who are very similar matches to them by using a Facebook technique known as “lookalike audiences.” This feature allows you to take a custom audience and use Facebook to find similar people who are most likely to purchase from you.

The size and targeting options are very specific to ensure that your lookalike audiences accurately reflects the target market that is already converting using your ads.

3 More Reasons to Love Facebook Ads 

Your buyers are frequently on Facebook, plain and simple. According to BroadbandSearch, the average person spends about 2½ hours daily on social media, a large part of which is Facebook. A dynamic and visual platform full of rich behavioral data and metrics, Facebook is fantastic place to invest your ad dollars.

You can profitably scale your Facebook Ads by reaching more potential buyers than you ever could organically. Once you’ve tested and established the ads that convert most profitably, you simply invest more money into them and keep using them as long as they are producing a profit. In this way, you can keep growing your customer base much easier than with almost any other advertising platform.

Finally, Facebook is a fantastic tool for building your brand and gaining customer loyalty. For this reason, many companies use Facebook pages to create a sense of belonging to a community for their followers. These pages create the opportunity for real engagement with customers and prospects; this in turn cultivates positive brand image, greater customer loyalty and SuperFans. This activity leads to business growth, higher customer retention, and even more sales.

Ready to Set Your Marketing on Fire?

The most important of all the benefits of Facebook Ads is that they will significantly help grow your business. The Facebook Ads Manager tool is not intuitive, however, and it takes skill and diligent testing to make it lucrative. This process can be vastly accelerated if you lean on a digital marketing pro that has blazed this trail.

If you’re ready to grow your business and get real results with Facebook Ads, speak with one of our Marketing Consultants to find out how we can help you! Call us at 727-325-6471 or send us an inquiry via our secure online form.

Why Your Business Should Use Google Ads

5 Reasons to Sow With Google Ads
(Get Ready to Reap)

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SPICY NUGGET
Google Ads are one of the greatest marketing and advertising tools available to you today. (Yeah, we’re fans.)

— Adam A. Sene, CEO

 

harvest with google ads A Google Ads account in the hands of a dedicated expert is a ferocious tool that will reap in customers from the online battlefield known as the competitive marketplace. In other words, it works very well if you know what you’re doing. “But, will Google Ads work for me?” you ask.

They will work for your business if it meets these criteria:

  1. Your customers go online.
  2. Keywords relevant to your business are searched for online.
  3. Some of your competitors or companies with similar offerings use it.

If You’re Not using Google Ads, You’re Making a Big Mistake

There are a few reasons why your business, no matter the size or its current phase of growth, would benefit from Google AdWords.

1) AdWords gets much faster results than SEO (organic traffic takes much longer to build).

SEO and Google Ads are both search engine marketing strategies that generate traffic to your site. SEO is organic, Google Ads are paid; but hiring an SEO team (it’s one of our digital marketing services) to get you those organic rankings can be costly, and it is slow. Google Ad campaigns, expertly designed, will work much faster to get you top rankings in Google’s pages when people search for your services and products.

You can also monitor very accurately what you’re paying for and getting with Google Ads — you can’t track your results as precisely as that with SEO.

2) Surprising to many, Google Ads often converts to more leads/sales than organic traffic.

As reported by HubSpot:

a) The top 3 paid advertising spots get 46% of the clicks on the page. The top three links on a search engine results page (SERP) capture almost half of all traffic for that keyword. This data supports the PPC method as it involves buying ad space at the top of the SERPs.

b) Businesses make, on average, $3 in revenue for every $1.60 they spend on AdWords. PPC is a relatively inexpensive way to experiment, and there is a solid average ROI for investing in paid search ads.

c) PPC Ads can boost brand awareness by 80%.

d) Google’s algorithm updates don’t affect PPC. While not a stat per se, a big benefit of PPC is that it’s immune to Google’s changing ranking algorithms. In 2018, Google reported that they had updated their algorithm 3,234 times! If you’re using SEO, you have to adjust many factors on and outside of your website to match updated algorithm requirements.

e) 63% of people reported that they would click on a Google Ad. A high click-through rate (CTR) is the goal driving both PPC and SEO, and if the majority of surveyed consumers report that they would click into a paid search ad, it is a compelling statistic for investing in PPC.

f) 75% say it’s easier to find what they’re looking for from paid ads. The reason the top search results in Page 1 gets the vast majority of clicks is due to a combination of ease of use and finding what you are looking for. Bidding on target keywords through PPC accomplishes both needs: Paid Ads are easy to find at the top of the page, and they bring the right answer to the question of the searcher.

3) Google Ads are Scalable.

One of the most difficult things to do in marketing is to create lead sources that can scale — that means that you don’t have to 10X your ad spend to 10X your leads. Google Ads is very scalable. When you create a Google Ads campaign that converts with a good ROI, you don’t have to limit your ad spend for that campaign. You can increase your PPC ad spend… and your profits will increase in proportion to the higher budget.

4) Reconnect with past website visitors.

This is what’s known as remarketing (or retargeting). Google Ads provide the capability to reconnect with your past website visitors who didn’t convert on your site, abandon a shopping cart, peruse the site but don’t download anything, etc. With remarketing, your business can continue to show the visitor your offerings through targeted ads directed at them.

This is a great way to pinpoint the people who are interested in what you offer without the need for them to navigate your website — you target your Google Ad message precisely, and send the people who click on it to a specific landing page that gets your message across clearly (without anything else to distract them).

Remarketing can produce a very high ROI. These targeted ads provide a second chance to convert those ‘could-have-been’ customers into paying customers.

5) Increase your brand awareness.

In addition to increasing traffic and conversions on your website, Google Ads are a compelling way to tell people about your brand. It’s been reported that paid search ads lift top-of-mind awareness by an average of 6.6%.

Ready to Kick Off a Google Ads Campaign?

If you’re not yet convinced to try Google Ads, you should speak with a trained Google Ads Consultant on our team who can evaluate your website and offerings, answer your questions and help you determine an advertising strategy that’s right for you, your brand and the products and services you offer.

 

Digital Marketing Quiz:
5′ To Get a Free Visibility Makeover

Take our Digital Marketing Quiz
Get Your Visibility Makeover Plan for Free!

 

digital marketing quizTake 5 minutes to do Eden Ads’ Digital Marketing Quiz! Your answers will help determine where your business is at visibility-wise, and we’ll craft your custom Visibility Makeover Plan. Free of charge. Yes.

Eden Ads is not your garden-variety digital marketing agency. We are a team of young, passionate, result-oriented marketers, with a wide diversity of careers and experience.

Take the Quiz, then check out our profiles. If you like what you see, just call us and share your most pressing business issue with us: it could be advertising campaigns that are not panning out. Leads that don’t come in fast and furious. Your website doesn’t show anywhere near your competitors in Google. You have traffic but visitors don’t buy what you have.

Any problem can be broken down into its component parts and find the right remedies.

This Quiz and Visibility Makeover Plan is a free service we offer all business owners — whether you’re a client of ours or not. There is no cost and no obligation: feel free to share the love with as many fellow business owners as you’d like.

The Team at Eden Ads
(813) 940-5699

Eden Ads | Digital Marketing Tampa FL

Best Landing Pages Do THIS (Duh!)…

Spicy Nugget: ANATOMY OF GREAT LANDING PAGES

 

“Remember: You have 2 seconds with your customer—don’t blow it.”

Adam A. Sene, CEO

Best practices for landing pagesHere’s the hard, bitter truth about landing pages—short is sweet, and if you’re one of those people who love a 12,000-word landing page then, I’m sorry, we can’t be friends.

(No, but really.)

We live in a world where e-commerce thrives, so I’ll just ask you: How many times have you bought a bathing suit from China or a jar of gummy supplements from a landing page that had endless content?

No. You usually click through and the opportunity to buy is either right there or, if it isn’t and things are too complicated, you just left. Am I right?

Advertising is inherently rude, and the internet is inherently bored and impatient. Don’t let your ego or your inner Mr. Polite get in the way and let you think that fancy words and long descriptions belong first. You have 2 seconds. Tell the person what you want them to do! Go ahead, say it!! Now!!! ‘Buy My Damn Product!’

This is a law, not an opinion or a philosophy. This is hard-earned user experience data from years of testing, lost money a little blood and quite a bit of sweat.

For the guy who has no time, the best landing page produce CONVERSIONS. (Duh.)

For the guy who has a little more time, let’s start by covering our basics on what makes “the best landing pages” the actual best, shall we?

What is a landing page?

A landing page is a web page, usually belonging to or associated with a complete website belonging to a brand (but not always), whose sole job it is to convert a visitor or customer into a lead or sale without other navigation to other website pages.

How should it be designed?

Though there are varying opinions as to length, calls to action, aesthetic, etc., the overarching fact is that these pages should be as simple and easy to follow as possible, as these are the ones PROVEN to convert leads or purchases. The option to buy or submit a form or call (whatever the most desired action would be for that page) should be immediately visible above the fold on all devices.

Anything else?

Well yes, since you asked. The over-arching idea should be that within 1-2 seconds of “landing” on the page, the visitor knows exactly what product/service is being sold, what he is expected to do on that page and how to do it.

Landing Page Priorities

Priority #1: Above all priorities when developing this type of page, your first and foremost goal is to appeal the impulse shopper and make sure they have a quick and easy way to convert.

Hold your horses there, self-righteous SEO people. (That was a joke.) Of course you can add more content and satisfy the more shrewd shopper by providing additional content, keywords, photos or whatever you want—just put it below the fold.

The internet is full of busy people who only have time to SCAN the internet’s mere 1.7 billion websites. People that will spend the time to read about your product/service are few and far between. They typically arrived on your site directly, via a referral or organically.

Traffic from ads is fleeting and impulsive. You interrupted whatever it was that they were doing (browsing Facebook, watching a video, etc.) with your ad, and now you have only a few seconds to make an impression. Hurry up, jeez!

Other landing page contents may run something like this, in order of their importance:

Attractive image visually showing that the viewer is in the right place. If you’re selling something, an image of your product should be immediately visible. Other images that positively reinforce your product/service can be used too. If you’re a lawn service, show a beautiful lawn. If you’re selling lotion, you may show an image with a woman with nice skin and a container of the lotion you’re selling.

1. A headline reaffirming that they’re in the right place. E.g. “Perfectly Maintained Lawns,” or “Amazing Moisturizer for Beautiful Skin.”

2. A crystal clear call-to-action: e.g. Purchase, Add to Cart, Buy Now, Sign Up, Get Started, Free Samples, Get a Consultation, etc.

3. A brief description of the product/service.

4. A few bullet points of benefits or “pain points” that are addressed by the product/service, such as:

  • Weekly and bi-weekly mowing plans
  • Includes our 100% non-toxic grass treatment
  • Hassle free, dependable service

5. More stuff that builds trust, i.e. positive reviews, accolades, certifications, badges, trust symbols, endorsements, past clients, etc.

6. Everything else that can be used to satisfy the more shrewd shoppers, i.e. active ingredients, detailed descriptions, company history, etc.

Watch What the Titans Are Doing

The world’s largest brands spend thousands and thousands of dollars and countless man hours analyzing user experience data and doing testing of their digital assets to gauge performance. So, if you sell products online, look at what the biggest online retailers are doing. What do Apple, Nike, Amazon and Walmart do?

If you’re selling subscriptions, what do the biggest subscription services do? Netflix, Disney+, Amazon Prime, etc. All of this will chalk up to vital research and survey data you should take into consideration.

With regard to your competitors, unless they are obviously many times more successful than you, who cares what they’re doing? And even when they are more successful, take your observations with a grain of salt. The fact that they’re doing something doesn’t tell you that it’s working. It might just tell you that some corporate leech is playing company politics and trying to please a suit by being adventurous with their nephew’s idea. (Probably a true story.)

The latest spin-the-wheel popup may be a thing of the past in a few months. Go ahead and test it if it pleases you, but remember that longevity and sustained campaigns tell you more about your competitor’s performance than does the simple fact of what they’re doing that you think looks cool.

Landing Pages for eCommerce vs. Lead Generation

For e-commerce, a well-designed product page is usually a sufficient landing page.

For sales pages geared towards lead generation, minimal-to-no navigation should be present on the page to avoid directing traffic to other pages that are less likely to convert. In other words, remove your main menu from the top to keep Wandering Wanda from leaving your page and instead floating onto your Blog or Company Bios page (where there ain’t nothin’ good happening!)

Lead gen pages typically can benefit from a live chat option as well. Adding Facebook Messenger to your site is free and a great way to capture leads in real time.

Here are a few examples of landing pages that don’t suck. See if you can spot why we like them!

Need Help With Your Landing Pages?

A sizable chunk of Eden Ads’ team consists of seasoned web developers, writers, data analysts and user experience (UX) experts whose combined experience across makes us uniquely qualified to help you create a landing page that looks sharp, fits the aesthetic you’re going for and, above all, CONVERTS. Connect with us online or give us a call at (813) 940-5699!

Boosting Posts on Facebook: The Good, The Bad, and The Ugly

Spicy Nugget: Boosting Facebook Posts?

 

“Boosting posts on Facebook? Don’t do it.”
-Adam A. Sene, CEO

 

Boosting Posts on Facebook - Not a good digital marketing strategy

Is it worth anything boosting  your Facebook posts? If you’re a scanner and you just want to get the gist and get on with your day, here’s what you need to know:

The Good: Boosting is convenient and easy especially for those who aren’t particularly Facebook marketing savvy. It’s a pretty affordable self-service option to get more eyeballs and some more engagement on something you’ve posted from your page.

(If you’re reading this and are thinking, “Yeah! That sounds like me!” please just stop reading here and contact us immediately.)

The Bad: You get what you pay for in marketing, and boosting posts on Facebook doesn’t result in any real, measurable business objectives (like sales, conversions or clicks to your website).

The Ugly: Boosting posts is not an advertising strategy. If you really want your advertising dollars to go far, Facebook post boosting will be a total waste.

In a Nutshell: If Likes and Comments are valuable to you, go for it. Wait—no, don’t go for it! Call us instead! We’ll get you those things and MORE with the budget you have. Expert use of Facebook’s Ads Manager tool offers way more customization than boosting posts, so you get the engagement and visibility you crave while ALSO getting sales, conversion, and traffic to your site by people who have a strong intent to purchase or, at the very least, a likelihood of being interested in your product.

If you’re a reader and you want to know more, let’s dig deeper into questions surrounding whether boosting posts on Facebook is worth it—starting with what it actually does.

So, What Does “Boosting Posts” on Facebook Actually Do?

If you have a Facebook page for your business, you’ll see the “Boost Post” button available to you as the page’s manager on every single post you do. At the time of this writing, when you click that button you are met with 3 options for choosing a “Goal” in setting up your boosted post:

  1. To allow Facebook to choose the goal for you based on your page activity and settings,
  2. Get more engagement (reactions, comments and shares), or
  3. Get more messages.

You set the budget and how many days you’d like to boost that post for. You can even choose a few basic targeting parameters and voila! Hit publish, and you’re done.

After doing this, you’re likely to see more:

  • Comments
  • Post reactions
  • Post shares
  • Page follows

And you’re likely to see fewer:

  • Website visits
  • Product sales
  • Signups, downloads or conversions

While you might get increased site traffic or a couple extra sales or sign-ups as a byproduct of boosting, it’s important to note that this is not really the primary goal of Facebook post boosting.

Boosting Posts vs Running Ads on Facebook

The purpose of boosting posts is to increase a few vanity metrics for your brand—i.e. the ones that make you look good (like impressions, likes, comments, etc.) but which do not really allow you to make future decisions about your business or help your business to grow in any real, measurable way.

Further, it’s vital to note that the way Facebook will successfully execute a boosted post is to optimize itself by showing it to people who have a higher likelihood to like/comment/react over their likelihood to click a link. And remember, just because someone is commenting doesn’t mean they’re likely to be a good fit for your business. It could be a troll, your mom or just someone who is super active on Facebook.

Using the Ads Manager, your content can be targeted in a 1,000 different ways that actually spark brand growth (and, thus, your vanity metrics), sales, conversions and subscribers, AND give you measurable insights you can act on as a business owner.

Should I Boost Posts AND Advertise with Facebook Business?

If you’re still here, the last section may have led you to this question—would it make sense to do both, Facebook ads and post boosting? It’s a fair question. Short answer: Maybe!

As a strategy, doing both may make sense if you…

  • Have it in your budget to focus on boosting posts while you run ads
  • Boost a post that really aligns with your overall business and marketing strategy
  • Share some content that is super valuable for your community to specifically see and engagement (such as news or an important update)
  • Just want to get more out of the organic content you’re sharing, and already get a ton of sales through other marketing strategy on and offline.
  • Don’t care about sales, conversions, website traffic or any other measurable business and marketing objectives.

But EVEN IF those things are true, save yourself some money! Optimize your marketing strategy by chatting with a Marketing Consultant, outlining your goals and discussing what the best options would be to get you where you want to be.

You Guys Just Want Me to Run Ads ‘Cause You’re an Advertising Agency, Right?

Nah, not our style. Of course we’d love for you to become our client, but the potential within Facebook advertising is just too great for you not to at least become aware of it before making the decision to boost posts. The Ads Manager tool within the Facebook Business platform is a beast in the hands of an expert.

Facebook Advertising is an unprecedented opportunity for business owners. With a community just shy of 2 million users that you can target content, sales and ads to based on age, gender, location, relationship status, past purchase behavior, past web searches, engagement with other similar brands, and so on, and so on, and so on…

That’s something you just can’t do with post boosting.

Is There Ever a Case Where Boosting Would Make Sense?

Well, no, but sure! It’s:

  • Good for testing
  • Perhaps a good option for lower budget situations
  • Good for those who “just don’t have time” to work out a deeper marketing strategy but want to keep wheels turning a little bit

Boosting Posts on Facebook: The Short Story

It’s easy to boost posts on Facebook. It’s right there! It’s built to be a convenient self-service promotion opportunity, and it really is so easy your 12-year-old could do it for you. But you’ll always get what you pay for in marketing, and this is no exception.

There are far, far more in-depth advertising options available in the Business.Facebook.com platform that actually enable real business objectives to be achieved (i.e.: views, conversions, sales, newsletter signups, site traffic, etc.) that Facebook Post Boosting gives you none of.

Feel like talking with a real human about your marketing goals? We’re here! Let’s do this.

 

WTH Are Ad Impressions, and Who Cares?

Spicy Nugget: Ad impressions – Use & limitations

“If your digital marketing agency is leading with ad impressions as their number one metric for your campaign’s success, run. As fast as you can. What this statistic tells you is how many times your ad was on the screen of a user/potential buyer. It shows that your ad is going out and saturating, hopefully multiple times over, your target audience.

“What it does NOT tell you is whether that user even noticed the ad, did anything with it, or if that user is even the right person to be targeting. We don’t use this metrics to determine an account’s success, but rather to diagnose the source of potential problems.

“Our advertising nerds—ahem, I mean experts—will compare Impressions to other metrics but never as a standalone measure of success. If your agency is reporting Impressions to you as a “results” metric, then you might have an expensive problem to fix.”

-Adam A. Sene, CEO

What are impressions, and who cares?

ad impressions facebookImpressions are, to quote Facebook exactly: “the number of times your ads were on a screen.” Google defines the word in much the same way, counting one impression each time your ad is shown on a Google search results page or as a display ad in the Google network. Since neither of those definitions really tell you anything about what impressions actually are, let’s dig in.

Ad impressions are a commonly monitored metric and usually make the “top 5 fave metrics” list for marketing pros. This is because they are the number one way to measure how many times your ads were exposed to your target audience, so obviously they matter to a certain extent.

How Are THEY Counted?

One impression is counted for each instance an ad appears on screen for the first time. The example Facebook gives is that if an ad appears on screen for a user, and then the user scrolls down and back up to the same ad, that counts as only 1 impression. If an ad appears on screen for someone 2 different times in a day, however, that would count as 2 impressions.

On Google, an impression is counted each time your ad is shown on a search result page or on another site in the Google Display network.

What’s the Difference Between Impressions and Reach?

Reach is defined as the number of people who were exposed to your ad campaign at least one time. Reach might seem super similar to impressions (because it is), but the main difference between the former and the latter is that impressions can include multiple views of the same ad by the same user.

Reach is essentially a PEOPLE metric, whereas impressions are VIEWS.

Get to the Point… Why Do AD Impressions Matter?

Impressions are a great metric for a number of reasons, not the least of which is brand awareness and recall-ability for your potential buyers. If you’re running a brand awareness campaign, this IS your key metric.

Have you ever seen an ad on Facebook or elsewhere for a brand or product you liked, and then when someone else mentioned that brand or product to you, you said, “Oh yeah, I know them… I saw them online somewhere”? Boom. Impressions.

Impressions are an awareness metric. They are eyeballs on your brand. This, loosely speaking, can translate to new clients, leads and more sales. Without impressions, you’re literally living in a cave where nobody sees you or knows about the amazing services you offer.

Impressions tell you that your ads are being seen by your target audience, but just on their own, they definitely don’t determine the success of your campaign. You have to keep one eye on Impressions while keeping another eye on each of your other metrics like Spend, Click-Through-Rate (CTR), your Leads, Cost Per Click and Cost Per Lead. (That’s at least 5 more eyes—yikes!)

A Lesson From Nerds: Ignore Data if You Like Wasting Money

A little known secret about ad experts is we’re actually complete nerds. You might think splashy creatives and amazing taglines are what get the job done, but we’re here to tell ya—it’s the numbers and the data. Our super nerds analyze, refine and optimize campaigns based on the data we gain from metrics, so that campaigns perform beyond our clients’ expectations. The honest truth is that our Design Team just does a heck of a job making math look sexy.

For example, if we see a campaign getting thousands of Impressions per day for months and months, yet CTR and Leads are still in the toilet, chances are the audience isn’t refined enough and you need to tighten things up.

Do I Need an Agency to Run My Ads on Facebook and Google?

Business owners hire professionals to handle ad campaigns because agencies have more eyeballs than business owners. Plain and simple.

Can you run your own ad campaigns? Of course you can! We even created this guide to getting Facebook Ads approved because we believe in you! But you’d better be prepared to lose some money along the way as you learn the ropes. Ads without precise optimization, targeting and data analysis can be quite a money pit.

Want some help? We’re here, and we give out free advice all the time. Reach out!

A Newbie’s Guide to Organic Content Marketing

Spicy Nugget: Content Marketing

 

“Whether you’re a small business owner or running a large corporation, organic content strategy is vital. Does it directly produce leads? Maybe. For the most part, content does NOT drive leads—it nurtures them.

-Adam A. Sene, CEO

 

content marketing strategyBefore you complain about how expensive or time consuming it is to maintain a social media presence or to have content written, consider this.

If you’re too laser-focused on the sales aspect of your business strategy, you’ll neglect to build a brand which will sustain the sales you’re trying to make. Having a strong website where relevant, high-quality content is housed is like having someone to answer the phone at your front desk.

If you run ads with a dated logo, a website built in 2008 and not even a little brand presence in the form of content to help nurture sales, it’s kind of the equivalent of having lunch lady Doris at your reception desk yelling at anyone who dare to call your business. You’ll just drive them away.

“I run ads, so no need for an organic content strategy, right?”

Wrong!

The Eden Ads blog isn’t called Spicy Nugget-ville for no reason. No kid gloves here, just marketing advice that cuts to the point. A well-developed organic content strategy is the stuff of which your brand is made, so let’s dive in.

What is Organic Content Marketing, and Who Cares?

In the world of digital marketing, the term “organic” just means it isn’t a sponsored (paid) advertisement of any kind. It may have cost you some money to create the graphic or have a writer create the blog or write the caption, but that’s beside the point.

Organic content is that which isn’t used in an ad campaign.

Good organic content strategy looks for opportunities to establish a voice, build trust, inspire confidence, share what amazing work you do and—best of all—to engage with your fans, followers and potential customers. If you aren’t posting organic content, you are in fact missing out on a vital building block of marketing.

The Purpose of Organic Content Strategy

If you aren’t creating organic content, you are further missing out on an opportunity to show your prospective customers how you’ll solve their problems.

The purpose of organic content, whether it’s a blog post, a simple social media caption or a billion dollar video is to:

  1. Pose a problem, situation or experience, and
  2. Position Brand ABC’s products or services as the solution to 1.

EXAMPLES:

  • This dietician does a great job highlighting the types of diet pitfalls people experience and then poses her custom diet plans as a solution. Ultimately, people who are struggling with their diet and who end up on this website need her help with their diet plans, and she knows that and plans her content around it.
  • Hubspot is somewhat known for covering topics surrounding digital marketing trends in their blog, and they’re pretty good at it. But it can be overwhelming, so many of their 29M visitors per month turn to them for the expertise they’re known for.
  • Stitch Fix is a personal style box service that also has a blog with fashion and styling tips. But for those who are overwhelmed at the idea of personal styling and following fashion trends, that box full of clothes that arrives on your doorstep sounds mighty good.

Maybe you’ve noticed that when you’re reading a good article, a few things happen.

First, you become interested in the article because it genuinely grabs your attention with a problem or situation that hits home for you.

Next, you start into the article, voraciously looking for solutions. “Hmm… Some good information here.”

And by the end of the article you’re thinking, “You know what? I’ll just hire these guys to do it for me.” (Or, “I’ll buy their product. They seem to really know what they’re talking about.”)

Therein is the entire purpose of organic content marketing.

People Are Stalkers

Social media and the internet in general is beloved by many for the fact that it affords us the ability to creep around and look at people/product makers/brands, without those people/product makers/brands knowing we’re doing so. (Well, that’s not entirely true… but that’s another topic for another day.)

When a potential client or customer finds your brand through an ad or bumps into you on Google, they will mostly likely engage with you first by doing a little lurking.

If their first impression is that you haven’t written a blog since 2017 or your last social media post was 8 months ago (or that you don’t have these assets in place at all), they might be a little off-put.

Organic content is THE place where your brand voice is born. It’s also where brand positioning takes place. If you sell vitamins, for example:

  • What type of customer do you want to attract?
  • How is your product superior to those concrete vitamin tablets you can buy at Walgreens?
  • How will you inspire your audience to become your customer for life?

These questions can be answered with organic content.

Content Marketing is Expensive

Well, kinda. You’ll get what you pay for. More importantly, how much does it cost you to NOT have organic content?

If your social feed is sparse or your blog is wildly outdated, the cost of not converting a lead once they arrive at your website or social media page is something you can’t afford—I guarantee it.

You can get thrifty by utilizing your staff to come up with some ideas for an organic content marketing strategy and you’ll save some money by doing this. But if you’re a business owner or a receptionist, you know how unworkable it can be to have the receptionist writing your blogs and doing social media posts for you.

Need help? We’re here for you. Our team of seasoned writers across all industries from science to lifestyle, personal care and medicine will write your web content, blog or even the next letter to your grandma. Connect with us online or give us a call at (813) 940-5699!

Your Complete Guide to Getting Disapproved Facebook Ads… Approved

Spicy Nugget: Disapproved Facebook Ads Can Get Approved… With Patient Tweaking

 

The process may lead you into a spiral of frustration and continued disapprovals. While banging on your keyboard might feel like a fantastic outlet for said rage, we don’t recommend it.

-Adam A. Sene, CEO

 

True story

Recently we set up Facebook ads for a client who sold protein powder. The ad set was disapproved for being “inappropriate,” and when we looked into this it became clear Facebook disapproved the ads because they thought we were selling er,… adult toys.

That’s right, sex toys.

How Facebook thought a canister of PROTEIN POWDER was a sex toy, we have no idea (bots, anyone?) — but this is merely one example in a sea of thousands of situations we’ve seen.

Ads for soaps, hand creams, coffee beans, wellness treatments and even t-shirts were rejected by Facebook advertising team (bots? AI? humans? cyborgs?) for being inappropriate, explicit or flat-out something that “will make others feel bad.” Yes, Facebook cares for your feelings.

Half the time, Eden Ads is hired to handle disapproved Facebook ads for clients who are simply too frustrated to deal with Facebook constantly disapproving sponsored content.

So, you’re not alone, O Frustrated Facebook User. It happens to the best of us.

Just recently we loaded a hand cream ad which was rejected for being “too controversial.” (Ummmh…) But fear not! We have a few tricks up our sleeves we’re happy to share in the hopes that you’re able to get your ad campaigns off and running.

Disapproved Facebook ads: initial Steps for Overturning the No

getting disapproved facebook ads approved copyIf your ad isn’t approved, as a first step take an honest look at your ad content—both the visual and the copy. If your ad contains adult content, promotes any kind of violence, nudity, illegal activity, misleading claims or sensationalism it is likely to be flagged and disapproved. We don’t love or agree with all of Facebook’s advertising policies, but you can read them in full here.

Up until September 2020, if your ad graphic contained too much text, it could be disapproved. The tool proposed by Facebok to measure the % of text coverage had been widely criticized for years in the advertising community, on the ground of both advertising fundamentals and pure testing proving Facebook wrong. Facebook finally listened, and gave new advisory guidelines to advertisers. It’s helpful to read them.

Finally, check that your URLs are correct and that your landing page(s), website and link pathways are all functional.

If you move through these troubleshooting steps and still have trouble getting your Facebook ads approved after appealing the decision, read on.

Getting Facebook Ads Approved… WTH Adam, help me out here!

Getting disapproved Facebook ads approved is an art and a science. It’s also a real pain in the butt. Sometimes making a simple change to the ad creative and appealing to Facebook’s bots—I mean, ahem, customer service team—does the trick.

But sometimes, this process just leads you into a spiral of frustration, rage and continued disapprovals. While screaming and banging on your keyboard might feel like a fantastic outlet for said rage, we don’t recommend it.

Instead, try the following (see pictures for illustration).

  1. In the bottom right-hand corner of your Facebook Business Manager platform, click on the Help Desk link.
  2. Then, at the bottom click to “Get Started” with Support.
  3. Select “Policy & Account Security” as your support topic.
  4. Then shout, “Expecto patronum!” (Ok, this step is optional.)
  5. On the next screen, click “Chat with a Representative” and fill out your personal information.
  6. The customer service rep may ask you for the ad ID’s for the specific ads in question. You can provide these preemptively before the chat to save time, or during. To get the Ad ID #’s, return to Ads Manager in a separate tab and add “Ad ID” as a column by using the Customize Columns option.
  7. Select, by Ad ID, the ad account which you’re experiencing the chronic disapprovals, check a few more of their info boxes and voila… “Start Chat.”

 

  • We recommend starting the chat polite by being polite, hoping that FB just woke up on the right side of the bed and made a mistake.
  • Be clear in your description of what the problem is, e.g.: “My ad was disapproved for violating _____ policy, but there is no mention of _____ anywhere in the text, image or on the website. I tried appealing, but it was rejected and it doesn’t appear that anyone actually reviewed my case.”
  • It isn’t uncommon for these live chat reps to play dumb or act like they can’t do anything. In this case, it may help to take a sterner tone of voice and express some degree of disappointment that your representative is useless

If through this course of action you find your ads STILL are not approved, we’re sorry to say you’ll have to delete the campaign and start from scratch.

O Facebook, Why Are Thou So Difficult?

Sometimes Facebook can be a real doozy to work with, but we put up with it because it’s an otherwise fantastic advertising platform that allows seriously precise targeting based on audience behavior that exists literally nowhere else on the internet.

If you’re struggling with disapproved Facebook ads and want some help with campaigns that will literally blow your mind with the return on ad spend (ROAS), or even if you just want some free advice from our expert team, we’re happy to chat with you. Give us a call at (813) 940-5699 or send us a message here.

 

What is Digital Marketing – English Please

Getting started with digital marketing

 

digital marketing keyword cloudBetween all the channels, digital strategies, techniques, online gurus claiming to know it all, getting started with internet marketing for your business can seem overwhelming…

Let’s start with the very basics of what digital marketing is in broad, easy to comprehend strokes. We’ll also talk about whether it is worth doing for your business.

Let’s Dive In

Internet marketing is similar to traditional marketing (ads in billboards, on TV, radio, in magazines, direct mail, etc.) except done online. Believe it or not, people are still using the internet. In fact, according to pewresearch.org, about 98% of U.S. adults between the age of 18-64 use the internet regularly.

Digital Marketing Vs. Traditional Marketing

The word “marketing” originated from the concept of taking your product to a market. Now it’s the same thing just not as simple as setting up a booth. That market is also transitioning online.

In internet marketing, you’re putting yourself everywhere on the internet you can be. You want to pop up, or be in the feed, or inbox, etc. of potential clients and customers. People are already searching online for what they need, why not have your product visible when they do?

Traditional marketing was about a loud, un-targeted approach – which is more costly as you’re paying for your ad to be shown or displayed to a high percentage of people who may never have any interest in your product or services.

In digital marketing you can point your ads at people who have a high likelihood of purchasing your product based on their age, lifestyle, geographic location, interests, income, (and more data points than big brother wants you to know).

This prevents business owners from having to waste money putting their message in front of those who will never purchase from them.

You can monitor your internet marketing efforts on a day-to-day basis and make quick changes if needed to prevent wasting money and increase revenue.

Whereas changing a billboard or radio spot that isn’t performing is a complicated, expensive endeavor – most internet marketing techniques can be changed on the fly at little cost, allowing businesses to optimize over time and get the most return on their money.

A few types of internet marketing include:

Social Media Management

There are billions of active users on social media consuming content, so getting your message there, targeted to your prospective audience is an important part of internet marketing.

In essence, in social media management, you’re developing a strategy for reaching audiences across social media networks such as Facebook, Instagram, Twitter, Tik Tok, Snap Chat, etc.

Paid Online Ads

The fact that social media platforms are free to use tells you they are making money elsewhere. That money comes from selling advertising. Therefore, social networks are limiting the amount of exposure companies can get organically, so it’s time to pay to play.

Similarly, using Google to find something online is free to you, but Google rakes in billions every year from advertisers paying to show up in those results.

Paid advertising includes running ads in places such as social media sites as well as Google search (putting you in search results when someone searches for services or products like yours), Google Display Network (those banner ads on websites, in apps, and everywhere else).

SEO

Stands for “search engine optimization” and includes all things necessary to make sure your company gets shown to those searching. Google and other search engines have algorithms that determine what they show searchers (outside of paid ads) in what is called the organic portion of the search engine results page.

Making sure your website contains relevant information, is easy to view and use, etc. with what we know Google’s algorithms are looking for.

People typically stop at the first page so convincing search engines your website is the best thing to show for searches relevant to you and is therefore listed at the top (or close to the top) of organic search results, is one of the main goals of SEO.

Email Marketing

Everybody hates it but it works. How many times do you need to delete an email from a company before you buy from them again? There are metrics available that answer this exact question.

Through email marketing you can promote your products and services and maintain a connection with your existing customers and reward loyalty – most of the time automatically.

You can set up automatic emails to go out to targeted people, at specific times, with relevant information, allowing you to be top-of-mind of existing and potential customers and clients.

Content

Our society now consumes tremendous volumes of video, memes, clips, photos, articles – and everything else.

We do this while in line, in bed, at the park, walking the dog, on the plane, on the train, eating lunch, eating dinner, eating breakfast, at the zoo, with the kids, without the kids, at a red light (don’t do that), you get the idea. Something to read or watch is constantly at our fingertips in limitless supply.

This gives business owners the chance to reach potential customers where they already are (listed above), in a way that adds value or entertainment to them so as to get and keep their attention.

Creating that content and making sure it is woven throughout those endless streams of content, and getting viewers to engage and share, is content marketing.

Conclusion

There are many activities that fall into the category of “digital marketing,” but it all comes down to promoting through electronic means.

Should you do it? With 4.6 billion internet users (and growing) worldwide, just about everyone is online. While you could try putting an ad in a phone book or even write letters to prospective clients and customers through the Pony Express, I’d wager you won’t reach anyone.

Putting your marketing messages on their phones and computers, making it easy for them to engage and purchase, all while being able to optimize on the fly, makes internet marketing something every business owner should definitely be doing.

Getting started can be a bit overwhelming. With all the different channels and strategies, it’s sometimes best to seek help from someone who’s had success doing it.

If you want expert advice on your internet marketing strategy, or someone to just do it for you, Eden Ads is here.

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