Category: Digital Marketing

The tides of the economy are turning throughout the world. The UK, the US, China and India are all currently in the spotlight. These countries each have their own economic issues and the stories of these countries to unfold as the world’s economy advances. I believe we are at a pivotal turning point in the world’s economy. And I believe the role of marketing is becoming even more vital. You’ve got to stand out from the crowd. I believe investing in marketing in the coming months is going to make the difference between thriving or just surviving, or worse still, declining.

The UK’s Economic Landscape

The UK’s economy is undergoing significant changes, with recent data highlighting the challenges and shifts in the economic environment.

• Economic Contraction: In July, the UK’s economy contracted by 0.5 per cent. This decline was sharper than many experts had predicted. Two main factors contributed to this downturn. Firstly, there were widespread strikes, especially in sectors like hospitals and schools. Secondly, the UK experienced unusually rainy weather, which harmed several industries.
• Wage Growth: Recent figures show that the UK experienced a significant wage growth of 8.5 per cent from May to July 2023. This is the largest annual growth rate observed in recent times. However, this wage growth is now aligning with the inflation rate. This synchronisation suggests that whilst people are earning more, the cost of goods and services is also rising at a similar pace. For businesses, this means whilst they might be paying their employees more, the increased costs associated with inflation can put a strain on their financials.
• Interest Rates and the Bank of England’s Actions: The Bank of England has been actively trying to manage the economy by adjusting the interest rates. In August 2023, the Bank of England raised its policy interest rate to 5.25 per cent. Surveys indicate that the Bank Rate is expected to peak at 5.50 per cent in September. This continuous increase in interest rates is a clear indication of the Bank’s efforts to slow down the economy and manage inflation.
• These economic indicators clearly show that businesses in the UK are facing a squeeze. With rising wages meeting inflation and the Bank of England’s actions to control the economy, businesses have to be agile and adaptive. Investing in marketing during these times can help businesses navigate these challenges and ensure they remain competitive and relevant in the market.

The US Economic Scenario

As one of the world’s leading economies, the US plays a pivotal role in the global economic landscape. In 2023, the US economy has shown resilience and adaptability in the face of various challenges.

• GDP Growth: The US economy has grown at an estimated rate of 2.0 to 2.4 per cent in the first half of 2023. This growth is significant, especially considering global economic challenges and uncertainties.
• Consumer Spending: Despite the various challenges, US consumer spending has remained robust throughout the year. This resilience in consumer spending indicates the underlying strength of the US economy and the confidence of its consumers.
• Business Sentiment: Whilst the GDP growth is a positive sign, the sentiment in the business community is equally important. Business sentiment has been generally positive, indicating that businesses are optimistic about the future and are willing to invest and expand.
• Economic Resilience: The US economy demonstrated its strength in the second quarter of 2023, marking the fourth consecutive quarter of real GDP growth. Such consistent growth, amidst global economic shifts, underscores the resilience of the US economic framework.
• Future Projections: Whilst the current growth figures are promising, it’s important to look ahead. Forecasts suggest that real GDP will grow by 2.2 per cent in 2023 but might see a slowdown to 0.8 per cent in 2024.

Given this economic backdrop, businesses operating in the US or those influenced by its economy should be proactive. The current growth phase presents opportunities. By investing in marketing and other growth strategies, businesses can position themselves to leverage the positive economic environment and prepare for any future uncertainties.

China’s Economic Status

China, as the world’s second-largest economy, plays a crucial role in the global economic framework. The recent developments and forecasts for its economy in 2023 provide insights into the challenges and opportunities that lie ahead.

• GDP Growth Revision: China’s GDP growth forecast for 2023 has been revised downwards to 4.5 per cent from an initial estimate of 4.9 per cent. This adjustment indicates a potential slowdown in the pace of economic expansion.
• Economic Rebound: Despite the revised forecast, China’s economy has shown resilience. The GDP grew by 5.5 per cent year-over-year in the first half of 2023, marking a steady economic rebound. Moreover, in the second quarter of 2023, the economy expanded by 6.3 per cent, up from 4.5 per cent in the previous quarter.
• Government Strategies: The Chinese government’s strategies and policies have played a significant role in shaping the economic trajectory. For instance, there are expectations that the government might relax its “dynamic zero-COVID” strategy in the coming year, which could have implications for economic growth.
• Global Implications: China’s economic performance has ripple effects across the globe. Its trade relationships, manufacturing dominance and investment patterns influence global markets and economies.

Given this backdrop, businesses operating in or with China should remain vigilant and adaptive. The changing economic landscape presents both challenges and opportunities. Companies that can navigate these shifts effectively, perhaps by diversifying their strategies or enhancing their marketing efforts, will be better positioned to thrive in the evolving environment.

India’s Economic Landscape

India, often referred to as the world’s fastest-growing major economy, has been showcasing impressive economic performance. The developments and forecasts for its economy in 2023 provide a comprehensive view of the challenges and opportunities that lie ahead.

• GDP Growth: India’s GDP growth rate surged to 7.8 per cent year-on-year in the April-June quarter of 2023. This growth is a testament to the country’s economic resilience and its ability to bounce back from global and domestic challenges.
• Economic Momentum: Following a robust economic growth of 7.2 per cent in the fiscal year 2022-23, the momentum has remained strong in the first half of 2023. This continued growth is indicative of the positive business environment and consumer confidence in the country.
• Challenges Ahead: Despite the positive growth figures, India faces challenges. Weak global demand and the potential effects of monetary policy tightening to manage inflationary pressures could constrain the economy in the upcoming fiscal year 2023-24.
• Robust Demand and Services Activity: The rapid growth in the April-June quarter was driven by strong services activity and robust demand, highlighting the diversified nature of India’s economic growth drivers.
• Global Implications: India’s economic performance has significant implications for global markets, especially given its role as a major consumer market and its influence in sectors like IT, pharmaceuticals and manufacturing.

In light of these developments, businesses operating in or with India should be proactive in their strategies. The current growth phase offers numerous opportunities, but the potential challenges ahead also necessitate a well-thought-out approach. Investing in marketing and understanding the nuances of the Indian market can be pivotal for businesses looking to leverage the growth potential of this economic powerhouse.

Russia’s Economic Landscape And Its Global Impact

Russia, with its vast natural resources and strategic geopolitical position, plays a significant role in the global economic framework. The country’s economic performance and policies have implications not just domestically but also for the global, European and UK economies.

• GDP Growth: The Russian economy has shown signs of resilience in 2023. Initially, the economy ministry had predicted a contraction of 0.8 per cent for the year. However, in a revised forecast, the GDP growth for 2023 is now expected to be around 1.2 per cent. Furthermore, some estimates even suggest a potential growth of up to 2.5 per cent.
• Inflation Concerns: Inflation remains a concern for Russia. The economy ministry has raised its 2023 inflation forecast to 7.5 per cent, up from the initial 5.3 per cent prediction made in April.
• Sanctions and Economic Impact: International sanctions have had a notable impact on the Russian economy. Various forecasts from international bodies like the OECD, World Bank and IMF have varied views on Russia’s economic performance, with some predicting a contraction and others a modest growth.
• Global Implications: Russia’s economic activities have a ripple effect on global markets. As a major oil and gas exporter, any fluctuation in Russia’s production or export policies can influence global energy prices. This, in turn, affects economies heavily reliant on energy imports, including many European nations and the UK.
• European and UK Impact: Europe’s energy dependency on Russia means that any economic or political shift in Russia can have a direct impact on European energy security and prices. The UK is less dependent on Russian gas but we’re still influenced by the broader European energy market dynamics.

Given these developments, businesses operating in or with Russia should be aware of the potential challenges and opportunities. Understanding the intricacies of the Russian market, its relationship with the global, European and UK economies and the potential geopolitical influences can be crucial for informed decision-making.

In this rapidly changing global economic landscape, UK businesses find themselves at a crossroads. The economic narratives from different corners of the world paint a picture of fluctuation, resilience and adaptation. Whilst some businesses might see this as a signal to tighten their belts, it is precisely during these times that forward-thinking companies can use the new opportunities to invest in innovative marketing strategies and gain a competitive edge.

The Power Of Marketing In Uncertain Times

Historically, economic downturns have shown that businesses that maintain or increase their marketing efforts often see higher growth rates compared to those that cut back. According to the Harvard Business Review, the discipline around marketing strategy and research developed during recessions can enable businesses to respond nimbly to changes in demand. This agility can be a game-changer, allowing businesses to capture market share from competitors who might be pulling back.

During downturns, marketers and those responsible for marketing need to strike a balance between cutting costs and bolstering short-term sales against investments that ensure long-term brand health. Streamlining product portfolios and focusing on core products can be a strategy to maintain brand relevance.

Vice President of Digital at Clearbridge Branding Agency, Rebecca Kowalewicz said: “In the uncertain times of economic decline, many business owners ask themselves, “Can we afford to keep advertising?” At Clearbridge Branding Agency, we ask, “Can you afford to stop?” On the downswing, many things can change in business. Budgets are slashed, roles are reduced and even amenities like free company coffee are discontinued. The moral of the story: shift happens. But it’s how you shift that matters.”

Consumer Behaviour And Brand Loyalty

During economic fluctuations, consumer behaviour tends to shift. People become more discerning about where they spend their money. However, this doesn’t mean they stop spending altogether. Instead, they look for value and trustworthiness. Nielsen suggests that recession-friendly messaging can help reinforce the value of a brand, ensuring consumer loyalty even beyond the recession. By investing in marketing, businesses can communicate their value proposition effectively, ensuring they remain top-of-mind for consumers.

As highlighted by Forbes, economic downturns often free up the marketing field. Companies that continue to advertise can attract more business, especially if they understand and adapt to evolving consumer trends.

Adapting To The New Normal

Economic downturns often bring about a ‘new normal’. What worked in the past might not be as effective now. As highlighted by Augurian, marketing during a recession requires adaptability, perseverance and strategic decisions. This might mean exploring new marketing channels, re-evaluating target audiences, or even rebranding to better align with current market sentiments.

MarTech suggests that businesses should identify segments that can be more lucrative to target during recessions. This could include regular buyers or those who purchase at full price instead of waiting for sales.

Long-Term Vision

Whilst the immediate future might seem uncertain, businesses need to have a long-term vision. Neil Patel emphasises that using the same marketing strategies during a recession as in a booming economy might not yield the desired results. However, by being proactive and adapting to the changing landscape, businesses can position themselves for success in the post-recession world.

Seizing Opportunities Amidst Uncertainty

The economic shifts in powerhouse nations like the US, China, India and Russia are not isolated events. they’re interconnected threads weaving a complex global economic tapestry. UK businesses, therefore, need to adopt a global perspective, understanding the nuances of these markets and how shifts in these economies can create opportunities right here in the UK.

The Power Of A Global Perspective

Having a global perspective is more than just being aware of international events. It’s about understanding the intricate interplay of economies, cultures and markets. According to Indeed, leading a business with a global perspective can make a leader more flexible in their industry market. This flexibility can be a significant advantage, especially in times of economic uncertainty.

Furthermore, Study.com highlights that a global perspective allows individuals to learn from others, discover new ways to expand business and explore fresh ideas and opportunities. This learning can be invaluable for UK businesses looking to innovate and adapt in the face of global economic shifts.

Tapping Into Resilient Markets

The resilience shown by the US economy, for instance, is not just an indicator of its internal strength but also a sign of a robust consumer market. UK businesses can leverage this by offering products or services tailored to the US market or by collaborating with US-based companies to gain a foothold.

Similarly, the economic rebounds in China and India suggest vast, unsaturated markets. These regions are experiencing rapid urbanisation, technological adoption and a growing middle class. According to SMU Insights, embracing a global perspective can unlock valuable insights from diverse regions, enriching business strategies and offerings.

Diversifying Risk

By expanding their footprint in multiple regions, UK businesses can also diversify their risk. If one market faces an economic downturn, the impact on the business can be cushioned by its performance in other, more stable or growing markets.

The current economic scenario indeed calls for a diversified marketing approach. Whilst it’s essential to focus on tried and tested methods, businesses should also explore new avenues. Digital marketing, content creation, social media engagement and influencer collaborations are potent tools. As suggested by Wordstream, marketing to existing clients and leaning on consistent branding can also be effective strategies during a recession.

Innovating Marketing Strategies

Now is the time for UK businesses to think out of the box, innovate and adapt their marketing strategies to resonate with a global audience. Whilst other companies might be pulling back, investing in marketing now can help UK businesses fill the void and capture a larger market share.

Building Resilience Through Visibility

Visibility becomes an invaluable asset for businesses when things get tough. It’s not just about being seen; it’s about maintaining an indelible presence in the minds of consumers. This, in turn, fosters loyalty and trust, ensuring that when consumers are ready to spend, your business is the first one they think of.

Moreover, a robust marketing strategy goes beyond just maintaining visibility. It becomes a cornerstone for building resilience. This strategy provides businesses with the ability to adapt swiftly to the ever-changing market landscape, allowing them to pivot when necessary and make use of new situations as they arise.

It’s worth noting that when investing in marketing during uncertain times, businesses should consider using profits for these endeavours. It’s important to allocate funds that they’re willing to risk, as marketing, while essential, carries its own set of uncertainties and variables.

My Journey

During the last recession, I found myself at a crossroads. The economic turmoil was affecting businesses and individuals far and wide. I was no exception. That’s when I made a pivotal decision – to step into the world of freelance SEO consulting.

As a freelance SEO consultant, I hustled relentlessly. I knew standing out in a competitive market required not just hard work but also a deep understanding of the ever-evolving digital landscape. So, I immersed myself in the world of search engine optimisation, honing my skills to deliver tangible results for my clients.

But the journey didn’t stop there. When we’ve witnessed our client base contracting during economic slowdowns over the years, I always knew we needed to adapt and innovate. Investing in marketing became a non-negotiable strategy. It wasn’t a matter of choice; it was about survival and growth.

We put our faith in marketing to weather the storms. It wasn’t always easy, especially when budgets were tight. But we believed in the power of visibility and it paid off. Our marketing efforts helped us not only retain existing clients but also attract new ones who saw value in what we offered.

Investing in people was another cornerstone of our journey. We understood that a skilled and motivated team was our most valuable asset. So, we nurtured talent, provided growth opportunities and built a team that was as committed to our clients’ success as we were.

But we didn’t stop there. We saw the potential for software solutions to streamline our operations and deliver even better results for our clients. So, we invested in creating innovative software solutions, both for our internal use and for our customers. These tools not only improved our efficiency but also added value to our services.

Through the ups and downs, one thing remained constant: our determination to adapt, evolve and thrive. We knew that in the world of digital marketing, complacency was the enemy. We embraced change, found new opportunities and remained resilient.

Today, as the owner of a digital marketing agency, I look back on that journey with pride. It was the challenges of the recession that shaped us into who we are today – a dynamic and forward-thinking agency that knows the value of hustling, investing in marketing, nurturing our people and innovating with software solutions.

So, when you find yourself facing economic uncertainty, remember that it’s not the time to retreat. It’s the time to invest in your business, just as I did. Whether you’re a freelance consultant or a thriving agency, the principles remain the same. Be bold, be visible and claim your share of the market. In the face of change, let your business stand tall, ready to grab the opportunities of a rapidly changing global economy.

The Time is Now

The current global economic landscape is both a challenge and an opportunity. Whilst the instinct might be to pull back, to wait and see, the businesses that will thrive are those that choose to forge ahead, invest in marketing and take hold of the opportunities that this unique moment in time presents.

UK businesses that can invest in marketing should not hesitate. Now is the time to be bold, to be visible and to claim a larger share of the market. As others retreat, let your business be the one that stands tall, ready to meet the demands and opportunities of a rapidly changing global economy.

The social media landscape is constantly evolving, but one platform that consistently commands attention is YouTube. Yet, as this social site becomes increasingly saturated, one thing people still want to know how to grow a YouTube channel.

In this post, we’re going to dissect the key elements required to grow a YouTube channel today. By the end, you should have a bit better awareness of what levers you can pull to satisfy YouTube’s algorithm.

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Get That Engagement Cooking

Once upon a time, you could post a cool YouTube video, watch the likes roll in, and call it a day:

Those times are long gone.

Nowadays, likes are good, but comments are gold. Remember, we’re talking about meaningful engagement — comments that add substance to the conversation. Your videos should aim to be so compelling that viewers can’t help but drop their two cents in the comments section.

Why is engagement so important? Because YouTube loves it, that’s why. That may seem like an easy explanation, but that’s because it’s that simple. Right now, YouTube’s number one concern is supporting content that captivates people for longer periods of time.

If you think about it, it’s completely in YouTube’s interest to make engagement and view duration the key motivators for its own algorithm. The more users engage and watch your content, the more value YouTube delivers to its users.

Not only that, but longer view times mean more opportunities for ad revenue generation for YouTube. So, as you might have suspected, there’s a financial incentive for YouTube to prioritize videos with denser view times versus just likes. In ten out of ten situations, YouTube will favor the videos that cause more people to hang out on this platform for longer.

For that reason, YouTube gives prominence to videos that foster interactions.

And the more chatter there is around your video, the higher your video climbs in YouTube rankings.

The takeaway? The next time you create a video, end it with a provocative question that encourages viewers to share their perspectives in the comments.

Fresh Content Is King

If your strategy revolves around merely rehashing what’s already been done, your content will drown in an ocean of mediocrity.

So, what’s the pro move here?

Either dive into uncharted waters by creating content on topics that haven’t been explored yet, or breathe new life into a well-worn subject with a refreshing spin.

Consider taking an existing subject and adding your unique touch — maybe it’s fresh data points, innovative solutions or viewpoints that prompt a double-take. The idea is to make your audience pause and think, “Wow, I never considered it from that angle before!” Now, you’re not just another creator; you’re the one who makes people see old topics in a new light.

And while we’re on the topic of standing out, here’s something elementary but vital:

Don’t forget to optimize your video titles for keywords.

It sounds like SEO 101 — and it is — but you’d be surprised how many creators forget this fundamental tactic, only to wonder why their brilliant content isn’t getting the eyeballs it deserves.

SEO Isn’t Just for Google

YouTube is more than a platform for viral videos and cute animal compilations, it’s the world’s second most popular search engine, right behind its parent company, Google.

If you’ve been reserving SEO tactics just for your blog posts or website, you’re missing out on a massive opportunity. Everything from your video title to the transcript — yes, YouTube’s algorithm takes into account the text in your video — needs to be meticulously optimized for search.

Here’s a little tip:

Your video’s initial performance can significantly influence its long-term success.

Videos that spark a frenzy of likes, shares and comments in the initial stages often ride this momentum, creating a snowball effect. These videos end up quickly ranking for competitive keywords, attracting an even larger audience as they climb up the search results.

So don’t skimp on the time spent crafting those irresistibly click-worthy video titles and descriptions. Invest in the quality, and the algorithmic recognition — and, more importantly, viewer engagement — will follow.

Diversify Your Video Content

YouTube in 2023 is not a one-size-fits-all platform. While long-form videos remain a staple and command a significant share of YouTube traffic, the platform has diversified its appetite.

This is where YouTube shorts enter the picture.

These short-form videos are quick, snappy and often less resource-intensive to produce. They’re the platform’s answer to the TikTok phenomenon and have a lower barrier to entry, making them an ideal playing field for new creators or for testing new content ideas.

Short-form content on YouTube isn’t just a novelty, it’s rapidly gaining ground:

In diversifying your video content to include both long-form narratives and quick, punchy shorts, you’re not only appealing to a broader range of viewer preferences but also injecting your channel with an element of surprise and dynamism.

It keeps your audience guessing, “What’s coming next?” and encourages them to regularly check your channel for new uploads. In other words, diversification doesn’t just make your channel more versatile; it makes it irresistibly engaging.

Not to mention, it’s a format that YouTube is pushing really hard right now, and it behooves any digital marketer trying to excel with YouTube to ride the wave with it.

Quality Over Quantity, Always

When crafting YouTube videos, ask yourself a simple but potent question: “Would I share this video with my friends and family?”

This should be content that not only elevates your brand but also contributes positively to those you feature. YouTube’s algorithm is now more discerning than ever, recognizing and rewarding quality over quantity. Mediocre content won’t cut it in today’s competitive landscape; you need to make an impression, and fast.

Here’s a concrete metric to gauge your video’s effectiveness: the 30-second retention rate. Losing more than half your audience in the first half-minute is a red flag that demands immediate attention. It’s crucial to kick off your video with a compelling hook, one that grabs the viewer’s curiosity and practically glues them to the screen. Aim to captivate your audience within those initial 30 seconds.

Nail that, and there’s a strong chance your video will not only retain viewers but also engage them enough to spur comments, likes, and shares — key indicators that you’ve created content that’s both entertaining and meaningful.

Last Thoughts on How to Grow a YouTube Channel

The game has changed, and YouTube is raising the bar for what counts as quality content. From engaging your audience to diversifying your video formats, mastering YouTube in 2023 will require you to equip yourself with a new set of marketing skills. So, are you up for the challenge?

As they say in the YouTube world, don’t forget to like, comment, and — well, you know the drill. 😄

If you’re ready to level up your YouTube channel, Single Grain’s YouTube experts can help!👇

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For more insights and lessons about marketing, check out our Marketing School podcast on YouTube.

If you are a fence company in Australia, it’s time to make a real connection with your customers and take your business on the top! Imagine your fence company growing five times, leaving your competitors scratching their heads in wonder. You’ll get the scoop on the latest strategies that will make your online presence shine, capturing the hearts of your target audience and turning them into loyal fans.

It’s time to navigate through captivating content and innovative SEO techniques designed just for the Australian market. Learn how to add the human touch to your online presence, forging genuine connections that keep customers coming back for more. Let’s take your fence company to new heights and turn your dreams into reality! 

The Vital Role of SEO for Fence Companies

Let’s say your fence company’s sales multiply by five, putting you miles ahead of your competitors. It’s not just about fancy keywords and algorithms; it’s about connecting with real people. Attracting customers in the digital age requires more than just a presence. It demands a personal touch that resonates with your audience.

When your website reaches the top of search results, it becomes a guide for your customers looking for your services. By speaking the language of search engines and sprinkling keywords like ‘fence installation’ and ‘security fences’ across your content, you will be able to draw in potential clients actively seeking what you offer. Through SEO-boosted content, you get to tell your unique story about your craftsmanship, your team’s passion, and those happy customers raving about your work. It’s like building trust with your customers even before meeting them.

Bursting your visibility:

SEO makes sure your fence company shines brightly on the internet. It’s like having a big neon sign that guides customers straight to your virtual doorstep, eager to explore what you have to offer.

Unravelling the digital adventure:

Think of SEO as your map to navigate the online world. In this exciting adventure, you’ll discover how to stand out from the crowd, revealing your unique charm and personality that wins over hearts.

Creating warm user experiences:

SEO is all about giving your visitors a warm hug. With user-friendly websites, captivating content, and valuable information, you’ll build meaningful connections with your audience, leaving them with a smile.

The human connection:

At its core, SEO is all about connecting with real people and your customers. It’s like having a heart-to-heart conversation, understanding their desires, and meeting their needs with your top-notch fence services. 

SEO Tips for Climbing the Sales Fence 

 Claim your Google Business Profile listing for your fencing company

Claiming your Google business profile puts your fence company on the digital map. When potential customers search for fence services in your area, you’ll be at the front and centre, ready to impress them with your offerings.

Add some zest to your profile with striking photos of your top-notch fence installations. Let those visuals speak for themselves and entice customers to choose you over the competition.

• Speak your customer’s language:

Encourage happy customers to leave genuine feedback about their experiences. Positive reviews create trust and give your fence company a human touch, making potential clients feel at ease when choosing your services.

• Your digital business card:

Your Google Business Profile is like a virtual business card, complete with your address, phone number, and working hours. Make sure it’s up-to-date so customers know how and want to reach you. It’s about making the journey smooth for them!

Customers love personal connections. Respond to their questions, comments, and reviews promptly. Engaging with them shows you care and builds a loyal customer base that will keep coming back for more. 

Optimise Your Website for SEO and Boost Your Ranking on Google

• Embrace Google Search Console:

It’s like having your SEO expert. Google Search Console gives you the lowdown on how your website is doing. Keep an eye on those keyword rankings, catch minor errors, and fine-tune your content to match what people are searching for. With this tool, you’ll be at the top of your SEO game.

Backlinks are your website’s best friends. Just like networking in real life, making friends online pays off big time! Seek out friends who can vouch for your website’s awesomeness with backlinks. The more trustworthy websites that give you a shout-out, the more Google will see you as the go-to expert in the fence business.

• User experience is the key:

Imagine strolling into a beautifully crafted fence store, where everything is easy to find and a breeze to explore. Now, recreate that magic on your website. A fast, mobile-friendly, and easy-to-navigate website makes your visitors feel like they’ve stumbled upon a hidden treasure, leading to more love from Google.

• Storytelling with engaging content:

Curate some captivating content to cast a spell on your website visitors. Share your expertise through informative blogs, videos, and guides. People love a good story, which will keep them coming back for more while boosting your website’s visibility in search results.

• Jump into the digital adventure:

2023 is the year to shine. Embrace the digital world with enthusiasm. Connect with industry peers, collaborate with local businesses, and make your presence known on social media. The more you venture out, the more Google will take notice and reward your efforts. 

Find and integrate keywords

Long-tail keywords are the secret to connecting with your customers personally. They reveal what folks are searching for, like ‘beautiful wooden fences for homes’ or ‘durable pool fences for safety’. Talk your customer’s words and resonate with their needs.

Keywords can add spice to your website, making it stand out in the sea of competitors. Sprinkle them in your meta titles and descriptions for a juicy invitation to click and explore.

In the digital maze, long-tail keywords lead the way to success. They help you crave a unique path away from generic search terms. Less competition means a greater chance to shine in those search results.

• Riding the wave of intent:

Ride the wave of user intent with keywords. When people search for ‘trusted fence installers near me’, they are ready to make a decision. Meet them at the perfect moment, and watch those conversions soar. 

Use Google Ads to Target Your Specific Audience and Boost Your Ranking

• It’s all about you and your customers:

Google Ads is like a matchmaker, bringing you and your perfect audience together. Whether it’s homeowners looking for timber fences or businesses seeking sturdy commercial solutions, these ads get your message to the right people.

With Google Ads, you’ll shine brighter than ever before. Your ads will be vibrant, eye-catching, and full of life. Imagine captivating visuals and messages that make folks stop in their tracks and take notice of your fantastic fence offerings.

• The magic of understanding:

Google Ads opens up a room full of insights. You get to know what your customers want, and that’s the secret to crafting ads that resonate. It’s like speaking their language, showing them that you truly get what they need.

Google Ads is your ticket to skyrocketing sales in 2023. This will help you combine the magic of the digital world with a human skill that connects and delights your customers. 

Monitor Your Progress to Identify Areas for Improvement

Monitoring your progress is all about getting to know your customers on a deeper level. Understanding their preferences, needs, and pain points allows you to tailor your fence company’s offerings to exactly what they want.

Brace yourself for a burst of insights that will leave you inspired. Tracking lets you discover which marketing strategies are hitting the bullseye and which could use a little polishing. It’s like shining a light on the growth path, making each decision with confidence.

Think of tracking as unravelling the captivating story of your business’s journey. Every data point, every customer interaction, and every website visit contributes to the narrative. Embrace the twists and turns, learning from each chapter and evolving along the way.

• Embracing the learning curve:

Remember, it’s not just about the destination; it’s about embracing the learning curve. Growth is a gradual process, and tracking your progress helps you see the little wins that eventually lead to big successes. 

Conclusion:

In this quest for 5X sales growth in 2023, these fence company SEO tips hold the key to unlocking your success. Get ready to infuse your online presence with human skills and the finesse of professional strategies. Curate captivating content and sprinkle in those keywords, making your website sparkle in the digital landscape. With SEO as your guide, set forth on this thrilling adventure towards unprecedented achievements for your fence company.

Viral marketing campaigns have become the holy grail of online advertising. Explore what viral marketing is and how to make your brand go viral.

In today’s digital age, viral marketing campaigns have become the holy grail of online advertising. Everyone wants their content to go viral, but very few actually succeed. So, what is viral marketing, and how can you create a viral campaign that captures the attention of the masses?

This blog delves into the intricacies of viral marketing campaigns and provides you with actionable tips on how to go viral.

Understanding Viral Marketing Campaigns

What is Viral Marketing?

Viral marketing is a marketing strategy that relies on creating and distributing content that spreads rapidly and widely among the target audience. The term “viral” comes from the way these campaigns replicate and spread, much like a virus. When done right, viral marketing can generate massive exposure, drive significant traffic, and boost brand awareness.

Viral marketing campaigns can take various forms, including videos, images, articles, memes, and even challenges. The common thread is that content evokes strong emotions, is highly shareable, and encourages people to pass it along to their friends, family, and followers.

The Power of Viral Marketing

Before we dive into the nitty-gritty of creating a viral campaign, let’s explore why viral marketing is so potent.

• Exponential Reach: Viral content can reach a massive audience within a short period. Each person who shares your content has the potential to expose it to their followers, leading to exponential growth.
• Cost-Efficient: Compared to traditional advertising methods, viral marketing can be incredibly cost-efficient. You don’t need a huge budget to create content that resonates with your audience.
• Engagement: Viral content is typically highly engaging, as it taps into people’s emotions or provides valuable information. This engagement can lead to increased brand loyalty and conversions.
• Brand Awareness: Going viral can catapult your brand into the public eye, making it memorable and recognisable. This heightened awareness can lead to long-term benefits.

How to Create a Viral Marketing Campaign

Now that you understand the power of viral marketing campaigns, let’s explore the steps to create one successfully.

1. Know Your Audience

The foundation of any successful viral campaign is a deep understanding of your target audience. You need to know their preferences, interests, pain points, and sense of humour. Conduct thorough research, create buyer personas, and gather data to inform your content creation.

2. Create Exceptional Content

The heart of any viral campaign is exceptional content that resonates with your audience. Your content should be:

• Unique: Create something that no one has done before or present a fresh perspective.
• Emotional: Stir emotions like laughter, surprise, awe, or inspiration.
• Shareable: Design content that’s easy to share on various platforms.
• Relatable: Ensure your content connects with the experiences and values of your audience.

Remember, not all viral content is funny. It can be heartwarming, informative, or even controversial, depending on your brand and target audience.

3. Utilise Visuals

Visual content, such as images and videos, tends to perform exceptionally well in viral campaigns. People are more likely to engage with and share visual content. Make sure your visuals are high-quality and relevant to your message.

4. Leverage Social Media Channels

Social media platforms are a breeding ground for viral marketing campaigns. Identify the platforms where your audience is most active and tailor your content accordingly. Encourage social sharing by including easy-to-use share buttons on your website and within your content.

5. Craft a Catchy Headline

Your content’s headline or caption plays a crucial role in grabbing the audience’s attention. It should be concise, intriguing, and create curiosity. A compelling headline can make the difference between someone scrolling past your content and clicking to learn more.

6. Harness the Power of Influencers

Collaborating with influencers who align with your brand can supercharge your viral campaign, reaching millions of people. Influencers already have engaged followers who trust their recommendations. Therefore, when an influencer shares your content, it can significantly increase its reach and credibility.

7. Timing is Key

The timing of your campaign can influence its virality. Be aware of current events, trends, and cultural moments that you can leverage. Creating content that ties into what’s happening in the world can make it more relatable and shareable.

8. Engage with Your Audience

Once your campaign starts gaining traction, actively engage with your audience. Respond to comments, answer questions, and encourage discussions. This engagement not only enhances the virality of your content but also fosters a sense of community around your brand.

9. Monitor and Optimise

Keep a close eye on the performance of your campaign. Track key metrics such as shares, likes, comments, and website traffic. Use analytics tools to gain insights into what’s working and what isn’t. Adjust your strategy based on the data to maximise the campaign’s impact.

10. Don’t Force It

Lastly, remember that not every campaign will go viral, and that’s okay. Trying too hard to force virality can backfire. Focus on creating authentic, valuable content that genuinely resonates with your audience. Virality should be a byproduct of your efforts, not the sole objective.

Case Studies of Viral Marketing Success

Let’s take a look at a few examples of viral marketing campaigns that hit the mark:

1. ALS Ice Bucket Challenge

The global Ice Bucket Challenge was a viral sensation in 2014, raising awareness and funds for ALS research. It involved participants pouring buckets of ice water over their heads and challenging others to do the same. The simplicity of the challenge, combined with the social pressure to participate, made it go viral. We even saw countless celebrities taking part, from Justin Bieber to Oprah Winfrey. 

2. Old Spice’s “The Man Your Man Could Smell Like”

Old Spice’s “The Man Your Man Could Smell” campaign became an internet sensation, instantly captivating millions of views on YouTube. It featured the charismatic Isaiah Mustafa, delivering humorous, memorable one-liners that left audiences in stitches. Ultimately, the tongue-in-cheek tone of the campaign made it stand out in a sea of mundane advertisements.

3. Dove’s “Real Beauty Sketches”

Dove’s “Real Beauty Sketches” campaign made a powerful statement on societal perceptions of beauty. The campaign featured an FBI-trained forensic artist who sketched women’s portraits based on their own self-descriptions. Then, the artist did the same again but based on descriptions provided by strangers who had met them briefly. The result showed a stark contrast between the two sketches, with the self-described versions often being more critical and unflattering.

The campaign struck a chord when the women saw the two sketches side by side, realising they were far more beautiful in the eyes of others than they perceived themselves. The emotional video became one of the most-watched online ads, sparking conversations about body image and self-worth.

Key Takeaways

Creating a successful viral marketing campaign requires a deep understanding of your audience, exceptional content, and strategic execution. While there’s no guaranteed formula for going viral, the steps outlined in this guide can significantly increase your chances of success. Remember that authenticity and emotional resonance are at the core of most viral campaigns. Stay true to your brand and audience, and you may just find yourself at the centre of the next big viral sensation.

Content Marketing World 2023 takes place September 26 – 28 both in-person in Washington, D.C. and online, and as the biggest content marketing conference in the world, CMWorld annually brings together a fantastic group of top-notch professionals sharing their curiosity for future trends, marketing insight, and aspirations for elevating the industry.

For the past 15 years top marketers from the world over have gathered for one of the world’s most comprehensive content marketing events, and this year’s Content Marketing World returns again for expanded networking and learning.

Readers of our blog know we have a longstanding history with the conference starting at the very beginning, with 13 years of speaking and attending along with eight years during which we partnered with the Content Marketing Institute to develop speaker and influencer content marketing campaigns.

A favorite classic TopRank Marketing tradition that has been imitated in recent years but never duplicated is our annual list of content marketing experts to follow — a helpful compilation extracted from top industry leaders and the hundreds of fantastic #CMWorld 2023 speakers.

List Methodology: For this list we utilized the Traackr influencer marketing platform to measure resonance surrounding the topic of content marketing.

Many thanks go to all the people who are actively sharing knowledge about content marketing in 2023 by engaging and working to elevate others with insight and expertise on the social web. This list is just a starting point to help expand your own content marketing learning.

In this year’s list there are plenty of familiar faces along with many new additions. We expect to learn new lessons from each of these 50 content marketing influencers, and hope that you’ll do the same throughout the rest of the year and into 2024 and beyond.

We extend special thanks to Stephanie Stahl, who as general manager of Content Marketing Institute has passionately continued on the ambitious mission of CMI founder Joe Pulizzi.

Stephanie Stahl @EditorStahl
General Manager, Content Marketing Institute

Now let’s jump right in with this year’s list of 50 top content marketers to follow and learn from.

Top 50 Content Marketing Influencers To Follow

Ann Handley @marketingprofs
Chief Content Officer, MarketingProfs

Joe Pulizzi @JoePulizzi
Founder, The Tilt

Andy Crestodina @crestodina
Chief Marketing Officer and Co-Founder, Orbit Media Studios

Deane Barker @deane_barker
Global Director of Content Management, Optimizely

Joanne Sweeney @JSTweetsDigital
CEO, Public Sector Marketing Institute

Mike Allton @mike_allton
Head of Strategic Partnerships, Agorapulse

Marcus Collins @marctothec
Clinical Assistant Professor of Marketing, University of Michigan – Stephen M. Ross School of Business

Amber Naslund @AmberCadabra
Enterprise Sales Leader, Marketing Solutions, LinkedIn*

Derek Thompson @DKThomp
Writer & Editor, The Atlantic

Avinash Kaushik @avinash
Chief Strategy Officer, Croud

Melanie Deziel @mdeziel
Speaker & Consultant, StoryFuel

Dennis Shiao @dshiao
Founder and Head of Retention, Attention Retention

Lee Odden @LeeOdden
Founder and Board Advisor, TopRank Marketing

Beverly Jackson @BevJac
Vice President of Brand and Product Marketing, Zillow

Marcus Sheridan @TheSalesLion
Owner and Partner, IMPACT

Mariah Obiedzinski @MariahWrites
AVP of Content Marketing, Stamats

Meghan Keaney Anderson @meghkeaney
Vice President of Marketing, Jasper

Michael Barber @michaeljbarber
Vice President of Marketing, Charter School Capital

Andrew Hanelly @hanelly
Chief Strategy Officer, Revmade

Ann Gynn @anngynn
Principal Consultant, G Force Communication

Christopher Penn @cspenn
Chief Data Scientist, Trust Insights

Melissa Breker @melissabreker
Digital Transformation Leadership Coach and Founder, Breker Group Consulting

Jay Acunzo @jayacunzo
Co-Founder, Creator Kitchen

Amy Balliett @AmyBalliett
Senior Fellow of Visual Strategy, Material

Stephanie Losee @slosee
Director, Executive & ABM Content, Autodesk

Michelle Garrett @PRisUs
Public Relations Consultant, Garrett Public Relations

Pierre DeBois @ZimanaAnalytics
Founder and CEO, Zimana

Zontee Hou @ZonteeHou
Head of Strategy, Convince & Convert

Bert van Loon @bertvanloon
Co-Founder, Content Marketing Fast Forward

Pam Didner @pamdidner
B2B Marketing Consultant, Relentless Pursuit

Nancy Harhut @nharhut
Co-Founder and Chief Creative Officer, HBT Marketing

Amy Higgins @amywhiggins
Director, Content Strategy, Lyra Health

Sydni Craig-Hart @SydniCraigHart
CEO, Smart Simple Marketing

AJ Wilcox @wilcoxaj
Founder and CEO, B2Linked

Carmen Hill @carmenhill
Principal Content Strategist & Writer, Chill Content

Wil Hart @wilbhart
Co-Founder, Smart Simple Marketing

Christine Michel Carter @cmichelcarter
Director of Content Marketing Strategy, Lexia Learning

Val Swisher @valswisher
Founder and CEO, Content Rules, Inc.

Andrew Davis @DrewDavisHere
Keynote Speaker and Author, Monumental Shift

Ahava Leibtag @ahaval
President, Aha Media Group

Bernie Borges @bernieborges
Vice President Global Content Marketing, iQor

Carlijn Postma @carlijnpostma
Author, Speaker and Entrepreneur, Carlijn Postma — Binge Marketing

Michael Brenner @Brennermichael
CEO, Marketing Insider Group

Mark Bornstein @4markb
Vice President, Marketing and Chief Evangelist, On24

Dusty DiMercurio @dustycd
Senior Director, Industry & Portfolio Marketing, Autodesk

Wendy Covey @wendycovey
CEO and Co-Founder, TREW Marketing

Dan Cafiero LinkedIn
Senior Program Manager, Account Based Marketing and Paid Media, Seagate Technology

Robert Rose @Robert_Rose
Chief Strategy Advisor, Content Marketing Institute

David Fortino @David__Fortino
Chief Strategy Officer, NetLine*

Liz Willits @lizwillits
Founder and Owner, Content Phenom

Jacqueline Loch @jacquelineloch
EVP Social + Emerging Platforms, SJC Communications

We Hope To See You At Content Marketing World 2023

Using the most detailed statistical analysis — no matter how comprehensive and well-researched — can only take you so far in finding the people who you’ll consider the most relevant and influential in your own daily professional marketing lives, which is why we’d love it if you’d share the names of other content marketers that influence you in the comments section below or on our social media accounts on LinkedIn, Twitter/X, Instagram, Facebook, and YouTube.

To further your own content marketing expertise, here’s a bonus list of some of our top recent posts about content marketing:

If you’d like to learn more about optimizing B2B content for search intent, you’re in luck, as our co-founder Lee Odden will be presenting at Content Marketing World on the topic. Here are the details about Lee’s session:

Wednesday, September 27 – 1:45pm Eastern
Workshop with Lee Odden
Presenting: You’re Doing SEO All Wrong: How to Optimize Content for Search Intent.

We hope to see you either in-person or virtually at the exciting Content Marketing World 2023 conference, and be sure to follow us on Twitter at @TopRank for real-time updates during the conference using the #CMWorld hashtag.

*LinkedIn and NetLine are TopRank Marketing clients.

About the author

Lane R. Ellis has over 39 years’ experience working with and writing about the Internet. He writes for and manages all of the posts on the award-winning TopRank B2B Marketing Blog. Before joining the team here as Social Media and Content Marketing Manager, Lane spent more than a decade as Lead Editor for the prestigious conference firm Pubcon. When he’s not writing about B2B marketing trends, Lane enjoys distance running (he’s completed 11 marathons including two ultra-marathons so far), genealogical research, cross-country skate skiing, vegetarian cooking, and spending time with his wonderful wife Julie Ahasay and their cats Kukla, Twister, and Arlo in beautiful Duluth, Minnesota.

PPC stands for pay-per-click advertising — and yep, it’s exactly what it sounds like. 

Someone clicks on your ad, you pay a fee and we all go home happy. Easy enough, right?

Not so fast. 

PPC advertising may seem simple on the surface, but there’s much more to it than meets the eye. From keyword research and ad copy to bid management and A/B testing, planning and executing an ad campaign is easier said than done. 

Luckily, marketers don’t have to do it all on their own. With the right tricks up your sleeve, you can optimize your PPC strategy and maximize its return on investment (ROI). 

Here, we’re exploring the 10 best PPC tools in 2023 and how they help you manage campaigns from start to finish.

Understanding PPC: Why Does It Matter?

Unlike other marketing tactics, a PPC campaign can generate big results in a short amount of time. As a form of display advertising, it literally puts your content where your audience can’t miss it — search engines, social media, websites and more.

In other words, creating a PPC ad is like buying prime real estate in your target market. Whether it’s published on Google, Amazon or Facebook, your audience is sure to see it as soon as they step through the door. 

Better yet, they’re highly effective at driving targeted traffic to your website and generating conversions. According to Google, businesses make an average of $2 in revenue per dollar spent on Google Ads — an ROI of 200%.

Why Use a PPC Management Tool?

With returns as big as that, it’s clear that PPC advertising is well worth the investment. But make no mistake: Planning, creating, designing and implementing an ad campaign isn’t easy. It’s especially hard if you’re relying on manual processes to manage the mayhem.

Sure, you might be comfortable with Google Sheets. But can you imagine juggling dozens of projects in a single spreadsheet? It’s only a matter of time before human error becomes a problem.

Fortunately, there are plenty of tools that simplify PPC management. Every solution is different, but generally speaking, they ease your pain in several ways:

• PPC tools automate complicated and time-consuming work, thereby minimizing manual error.
• They streamline ad copy creation, bid management, keyword research and more.
• PPC reporting tools enable real-time ad campaign performance tracking.
• Marketers can also use PPC reports to monitor ad spend and budget optimization.

Whether you’re using Amazon ads, Microsoft ads, Google search, social media or other platforms, it’s important to keep your work organized and on track. PPC tools are crucial assets that do exactly that.

10 of The Best PPC Tools in 2023

There are countless PPC management tools on the market. Some focus on PPC reporting, others specialize in social media, but all aim to strengthen your PPC strategy to its full potential. 

1. Google Ads

It goes without saying that Google is synonymous with all things search — PPC advertising included. That’s why we couldn’t possibly start this list without discussing Google Ads, the company’s free-to-use PPC management tool. 

Formerly known as Google AdWords, this platform’s primary function is to help you launch campaigns across its network. This includes:

• Google search ads: Text-based ads that appear on the search engine results page (SERP).
• Display ads: Native and banner ads that appear on websites participating in the Google ad program. 
• Video ads: Videos that advertise to YouTube audiences.

Google Ads also gives marketers access to other PPC software tools, such as Google Keyword Planner. This platform generates keyword ideas based on search terms you choose, helping you discover new and relevant keywords for your business. It provides valuable insights like search volume, competition level and bid range, while also predicting expected conversions, clicks and impressions.

Secondly, users receive access to Google Ads Editor. This tool simplifies PPC campaign management, enabling you to oversee performance in a single pane. One of its most prominent features is the ability to manage campaigns on multiple accounts and make bulk edits quickly and easily.

Pricing: Free.

2. Google Analytics

As a digital marketer, it’s your job to know whether your PPC campaigns are on the right track. Luckily, that’s why marketers turn to Google Analytics.

Although Google already offers PPC management tools, connecting them to Google Analytics will take them to the next level. This additional platform allows you to view real-time performance metrics, including:

• Number of clicks.
• Cost per click (CPC).
• Number of sessions.
• Bounce rate.
• Conversion rate.

These insights empower you to analyze your PPC strategy and make data-driven decisions about your next steps. 

Pricing: Free.

3. Semrush

Semrush is one of the most popular (and powerful) PPC software providers on the market. As an all-in-one digital marketing tool, Semrush is a great asset in many aspects of PPC advertising, including search engine optimization (SEO). 

More specifically, Semrush greatly simplifies keyword research. The platform offers various capabilities that leverage a massive keyword database, allowing you to identify search terms most relevant to your goals. 

Likewise, you can analyze thousands of keywords at a time and pinpoint the ones your competitors are using. It even provides insight into which keywords your competitors are bidding on.

Pricing: Starts at $129.95 per month.

4. PPC Entourage

PPC Entourage is a well-known tool that boasts a wide range of innovative features made specifically for Amazon ads. As a user-friendly platform, this solution is great for any digital marketer just getting started with PPC advertising.

Users leverage a suite of automation tools, enabling them to apply a template across multiple Amazon PPC campaigns in a matter of seconds. PPC Entourage also includes a “Bulk Optimizer” tool, which allows you to optimize all your Amazon ads in a fraction of the time it would normally take. 

Customers also receive advanced and accurate PPC reports, which can be compiled on a weekly or monthly basis. 

Pricing: PPC Entourage charges a 2.9% monthly ad spend fee.

5. AdEspresso

AdEspresso is primarily a Google Ads alternative that augments the platform’s built-in capabilities. Although not one of the more robust PPC software solutions available, its unique split testing feature stands out from the crowd. 

This tool simplifies A/B testing, allowing you to try Google ad variations to see what sticks. In turn, you can identify the most effective messaging and tweak the ad copy accordingly. AdEspresso also integrates with Facebook and Instagram, helping you manage campaigns across all these channels simultaneously. 

Pricing: Starts at $49 per month.

6. SpyFu

As the name implies, SpyFu helps you “spy” on the competition — kind of, anyway. At the very least, this PPC management software takes a peak behind the scenes and helps you understand competitor rankings and ad variations. 

Not only can you see which keywords competitors are bidding on, but you can also view every keyword and PPC ad they’ve ever used. Plus, SpyFu takes the guesswork out of SEO by doubling as a SERP analysis tool. In other words, you can use its insights to understand Google trends and stay ahead of the search engine curve. 

Pricing: Basic plans start at $16 per month billed annually. 

7. Trellis

Trellis is another Amazon PPC tool designed to help marketers manage E-commerce advertising. Although it’s an advanced platform with a swarm of innovative features, its user-friendly dashboard makes it easy to optimize multiple Amazon PPC campaigns in one fell swoop. 

One great feature of Trellis’ AI-powered automation tools is their ability to allocate budgets between branded and generic keywords. This helps you make the most of your Amazon advertising budget, ensuring maximum sales growth. 

Pricing: Plans start at $299 for organizations that generate up to $2 million in revenue. 

8. WordStream

WordStream began with a singular focus on keyword research, but has since developed into a suite of PPC software solutions. However, we’d like to call out two of its capabilities in particular:

1. Google Ads Performance Grader.
2. Facebook Ads Performance Grader.

These two benchmarking tools are great for understanding the quality of your campaign and identifying missed opportunities. They assess your campaigns and assign an overall score between zero and 100 — the higher the score, the better the campaign. WordStream also provides individual scores in 10 categories, including wasted spend, click-through rate and landing page optimization. 

Pricing: Free.

9. Optymyzr

Optymyzr calls itself a single platform to “audit, optimize, automate and report on paid media campaigns that grow your business.” As a comprehensive PPC software provider, Optymyzr focuses not only on Google Ads, but also Facebook Ads, Microsoft Ads and Amazon advertising. 

This product supports a variety of PPC ad formats, including search, shopping, display and video. Some of its most prominent features are:

• Automated bid management.
• Auction insights.
• Paid search optimization.
• PPC reporting.
• Budget tracking.

Pricing: $649 per month.

10. Adzooma

The Adzooma PPC management system helps you create, manage, analyze and enhance your PPC ad campaigns through automation tools and growth opportunities. To date, this holistic platform has optimized over $1 billion in ad spend, generated over 2.11 billion clicks and achieved nearly 200 million conversions. 

Adzooma provides weekly smart recommendations, which you can use to improve ad performance over time. Users can set rules to automate certain tasks like bidding, budget allocation and more. Plus, with Google Analytics integration, you can gain even more granular insights into user behavior on your website.

Pricing: Adzooma offers a free plan, but premium plans begin at $99 per month.

What PPC Tools Won’t Be Able to Do for You

Ultimately, PPC management isn’t easy if you’re not using software solutions. That said, even the most advanced PPC tools can’t do everything on your behalf. 

No matter what technologies you have at your disposal, there’s no replacing human insight and creativity. AI-powered tools may be helpful, but they’re far from perfect. 
Bottom line: Think twice before you set and forget your PPC strategy. With the right balance of automation and manual oversight, you’ll be well on your way to success.

Shopping cart abandonment is one of the most crucial problems for online businesses to overcome. Discover eight strategies to recover these lost sales.

Shopping cart abandonment is one of the most crucial problems for online businesses to overcome. It’s disheartening to see potential customers showing interest in your products or services, only to leave them behind in their virtual shopping carts. 

Fortunately, there are strategies and techniques you can implement to recover these lost sales and boost your e-commerce revenue. In this blog post, we’ll explore 8 effective ways to turn abandoned carts into sales.

First Things First, Understand the Reasons Behind Abandonment

Before diving into strategies to combat shopping cart abandonment, it’s essential to understand why it happens. There are various reasons why potential customers leave their carts without completing the purchase, including:

• Unexpected Costs: High shipping costs, taxes, or hidden charges can deter shoppers from finalising their orders.
• Complex Checkout Process: Lengthy and complicated checkout forms can frustrate customers, leading them to abandon their carts.
• Lack of Trust: Concerns about the security of their personal information or payment details can lead to cart abandonment.
• Comparison Shopping: Some shoppers add items to their cart to compare prices or explore similar products on other websites.
• Technical Issues: Technical glitches or errors during the checkout process can be a major turn-off.

To combat shopping cart abandonment effectively, you must address these underlying issues.

8 Tips to Turn Abandoned Carts Into Sales

1. Implement Transparent Pricing

One of the most common reasons for cart abandonment is unexpected costs. To reduce this issue, be upfront about your pricing and fees from the start. Display shipping costs, taxes, and any additional charges clearly on your product pages or in the online shopping cart. 

You can even consider offering free shipping or promotional discounts on shipping for orders over a certain amount. When customers know exactly what to expect, they are more likely to complete their purchases.

2. Simplify the Checkout Process

A complex and time-consuming checkout process can frustrate customers and cause them to abandon their carts. To streamline the process:

• Reduce Form Fields: Minimise the number of required fields in your checkout forms. Ask for essential information only, such as shipping address, billing address, and payment details.
• Offer a Guest Checkout Option: A guest checkout option that allows customers to complete their purchase without creating an account. You can always encourage account creation after the sale.
• Add Progress Indicators: Use progress bars to show customers how far they are in the checkout process. This provides a sense of control and reduces anxiety.
• Optimise the Checkout for Mobile: Ensure that your checkout process is mobile-friendly, as many shoppers use smartphones to make online purchases.

3. Build Trust and Credibility

Building trust is crucial to reduce shopping cart abandonment. Shoppers need to feel confident that their personal information and payment details are secure. Here’s how you can establish trust:

• Secure Payment Methods: Offer secure payment options, such as PayPal or credit card processing through reputable providers. Display trust badges and security icons prominently during the checkout process.
• Transparent Return Policy: Make your return and refund policy easily accessible and transparent. A hassle-free return policy can reassure hesitant shoppers.
• Customer Reviews and Ratings: Display customer reviews and ratings for your products. Positive feedback from previous buyers can build confidence in your brand.

Discover how to leverage social proof to build brand trust and credibility.

4. Implement Cart Abandonment Email Campaigns

One of the most effective ways to recover abandoned carts is through email marketing. Set up automated email campaigns that target customers who have left items in their carts. Here’s a sequence you can follow:

• Reminder Email: Send a friendly reminder email within 24 hours of the customer abandoning their cart. Include images of the abandoned products, their prices, and a direct link to the cart. Doing so will make it easy for customers to complete their purchase.
• Offer Incentives: In subsequent emails, consider offering incentives like discounts or free shipping. Incentives will encourage customers to return and entice them to purchase the items in their cart.
• Personalisation: Personalise your emails by addressing the customer by name and reminding them of the items they left behind. Use dynamic content to display the specific products in the cart.
• Limited-Time Offers: Create a sense of urgency by adding a countdown timer or state that the items in the cart are only reserved for a limited time.

5. Optimise Website Speed and Performance

Technical issues and slow-loading pages are major culprits behind a high shopping cart abandonment rate. Make sure your ecommerce site is optimised for speed and performance:

• Mobile Optimisation: Test your website’s performance on various devices and browsers to ensure it loads quickly and displays correctly.
• Page Load Times: Optimise images and code to reduce page load times. Use content delivery networks (CDNs) to distribute content efficiently.
• Error Handling: Implement error monitoring and handling mechanisms to address technical glitches promptly.

Find out how to optimise for site speed and why it’s important.

6. Offer a Hassle-Free Return Policy

A lenient and customer-friendly return policy can alleviate concerns about making a purchase. Make sure your return policy is easily accessible on your website and clearly explains the return process, including any associated costs. Consider offering a no-questions-asked return policy within a reasonable timeframe to instil confidence in your customers.

7. Use Remarketing and Retargeting Ads

Harness the power of online advertising to retarget visitors who have abandoned their carts. Platforms like Google Ads and Facebook allow you to create custom audiences based on user behaviour. Craft compelling ad campaigns that remind potential customers of the items they left behind and entice them to revisit your website.

Read our comprehensive guide to PPC remarketing or discover how to win conversions with Google Ads remarketing. 

8. Personalise the Shopping Experience

Personalisation can significantly impact the shopping experience for users. Use data such as browsing history, past purchases, and demographic information to personalise product recommendations and marketing messages. When customers feel that your website understands their preferences, they are more likely to complete their purchases.

9. Provide Excellent Customer Support

Offering excellent customer support can help address customer concerns in real-time and potentially prevent cart abandonment. Here are some strategies:

• Live Chat: Implement a live chat feature that allows customers to ask questions or seek assistance during the shopping process.
• Customer Service Contact Information: Clearly display your customer service contact information, including phone numbers and email addresses. This will enable customers can easily reach out for help whenever they need it.
• Frequently Asked Questions (FAQs): Create a comprehensive FAQ section that addresses common customer queries and concerns.

Overall, reducing shopping cart abandonment requires a multifaceted approach that addresses everything from pricing transparency to email marketing. By implementing the strategies above, you can recover lost sales, improve the overall e-commerce experience, and increase your conversion rate. Remember that continually monitoring and refining your strategies is key to long-term success in combating cart abandonment and boosting sales.

Thanks to the breakthrough in generative AI structures like ChatGPT, more companies are scaling AI with a lot more determination than ever before.

But what does it really mean to scale AI in an organization, and how can you execute this effectively?

In this post, we’ll take a look at the ways we’ve been scaling AI and give you actionable insights to ensure that you’re not just part of the artificial intelligence hype, but genuinely making your operations smarter and more efficient.

Work With Us

The Need for a Dedicated AI Operator

The fast-paced nature of today’s business landscape makes it imperative to have someone who is fully committed to the AI agenda. The “AI Operator” plays a vital role in the organization, focusing on the following:

• Scouring the news for the latest trends
• Developing test cases
• Initiating experiments
• Implementing AI-powered solutions

Whether this person is a tech-savvy individual or simply passionate about AI doesn’t really matter; what’s important is that they are driving the AI initiatives forward.

The rationale behind having a designated AI operator is simple: The world of AI is constantly and rapidly changing, with news cycles sometimes lasting only 24-48 hours. There’s an unspoken urgency to keep up with the updates and innovate continuously.

That’s why having a dedicated person on your team constantly keep their finger on the pulse of what’s happening with AI is crucial to stay relevant with up-and-coming business technology.

But if you’re a founder or a CEO thinking, “Hey, I can manage this!” — pause for a second. The role demands more attention than what your already overflowing plate can probably handle.

If your company is on the tech-savvy side, you should think about hiring a full-time AI Operator. If you’re a smaller outfit, you might assume this role temporarily, but aim to delegate it as your company grows.

The Power of AI Working Groups

Once you have an AI Operator in place, the next level is to form an “AI Working Group.”

Picture this as a voluntary club within your company, brimming with individuals keen to drive AI initiatives. These are the cool kids on the block who are not just looking to better client results, but also internal processes. Here at Single Grain, our AI group has proven to be invaluable for sharing knowledge, discussing wins and losses, and brainstorming how to be more efficient.

The AI Working Group isn’t just a small community within your organization. It’s the embodiment of a culture that embraces AI and continuous learning. Imagine weekly meetings where everyone shares updates, ideas or even the latest AI fails, learning from each other in the process.

What’s the takeaway? Creating an AI Working Group isn’t merely an optional company activity — it’s an integral part of fostering a culture that lives and breathes new technology. Make it voluntary but enticing enough that people want to join.

Schedule regular meetings to keep the momentum going and be a voice of enthusiasm and encouragement for the greatness your brand can achieve by leveraging AI.

A Structured Yet Flexible Approach: AI Pods

In larger organizations, the approach to scaling AI may differ. You can create what’s known as AI “Pods” — miniature think tanks within the company that focus on leveraging AI tools in different domains, be it SEO, content or paid marketing.

These pods typically consist of an expert in the domain, a project manager and someone from operations. The diversity ensures that you’re not just exploring AI from a single angle, but incorporating it into various facets of the business.

What makes this setup effective? Whatever the pod creates — be it automated workflows or optimized systems — is shared across the entire organization, from different departments to various global locations:

If you’re operating on a larger scale, the Pod system offers a multi-faceted approach to incorporating AI. Each Pod focuses on a different domain but shares its achievements and learnings with the rest of the organization.

Leadership & Timing: When to Jump In

It’s important to note that the push for scaling AI should come from the top. Leadership should be the main advocate because, well, the future waits for no one.

However, there’s also the question of timing. If your company is just starting off or is currently time-strapped, maybe putting AI on the back burner for now isn’t such a bad idea. After all, this technology is not a race. It’s a tool for enhancing business efficiencies, and rushing into it might do more harm than good.

You may find yourself worrying that if you aren’t chasing AI at breakneck speed, you’ll simply fall behind. You might be worried that your competitors are adapting to it faster than you are. Here’s the thing, though: Even if they are a few months ahead of you, you have to weigh the cost of being an early adopter as opposed to implementing AI when it is a bit more developed.

The AI landscape is changing so fast that what might take you a year to implement could be available off-the-shelf in a more effective, less expensive version a few months down the line. Patience here is more than a virtue; it’s also a strategy.

If you’re an established organization with ample resources, it’s high time to think about scaling AI. But if you’re just starting off or are crunched for time, maybe wait for the landscape to evolve a bit more. Your entry point might just be easier and more efficient once AI has had a little more time to distill.

Last Words on Scaling AI in Your Organization

Despite what many may think, AI is the future of business operations. From dedicated AI operators to company-wide AI Working Groups, the path to effective AI integration is as diverse as it is exciting.

Whether you’re a small enterprise or a larger corporation, there’s a strategy to fit your needs. The key is to understand where you are in your AI journey and to take steps accordingly.

So, are you ready to start scaling AI in your organization? With the right approach and framework, there’s nothing stopping you from wielding AI to further solidify your spot as an authority in your vertical.

If you’re ready to level up your business with AI tools, Single Grain’s AI experts can help!👇

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For more insights and lessons about marketing, check out our Marketing School podcast on YouTube.

In the ever-evolving realm of digital marketing, change is the only constant, and Artificial Intelligence (AI) has emerged as the formidable force at the forefront of this transformation.

AI is not merely a tool; it’s the linchpin reshaping how businesses navigate the digital landscape. It’s the driving force behind a seismic shift, one that heralds unparalleled levels of personalization, efficiency, and engagement in marketing.

Join us on an enlightening journey into the dynamic convergence of AI and Digital Marketing, where innovation knows no bounds and the very fabric of how brands connect with their audiences is being rewoven. 

In this blog, we’ll venture deep into the pivotal role of using AI for marketing, unlocking the doors to a future where marketing transcends mere outreach to forge profound, data-driven connections. 

Prepare for a captivating exploration of cutting-edge tools, strategies, and insights propelling the sphere into a new era of AI and digital marketing.

The Marketing Evolution: From Flyers to AI-Powered Futures

Technology’s transformative influence on brand-consumer communication has been nothing short of remarkable. In the early days, local flyers, broadsheet classified ads, and city billboards were the go-to tools to disseminate messages to the masses.

Then came the broadcast era, courtesy of radio and television, broadening brand reach while captivating audiences through visual and auditory sensations. Commercials left an indelible mark, birthing iconic slogans and jingles.

Today’s digital landscape has precipitated a seismic shift in marketing. The internet has become the central hub, redefining industry dynamics. Brands now invest heavily in social media, online advertising, and email marketing, leveraging the digital realm’s vast engagement potential to precisely target demographics and monitor consumer behaviors.

Social media’s emergence has catalyzed direct brand-customer interactions, fostering engagement and nurturing loyal communities. User-generated content (UGC) has ascended as a potent promotional asset.

As AI seamlessly integrates into marketing, it ushers in a new era of possibilities, from personalization and predictive analytics to chatbots and automated campaigns. The future gleams with the promise of AI, poised to redefine marketing’s narrative.

What is AI in Digital Marketing?

AI, at its core, mirrors human intelligence in its ability to think and act logically. In the realm of digital marketing, AI represents a suite of solutions meticulously crafted to bolster and streamline various marketing tasks. For this reason, major brands have embraced AI in digital marketing marketing strategies with resounding success. 

Take Amazon, for example. Through AI, the e-commerce giant delivers personalized product recommendations rooted in users’ browsing and purchase history, resulting in remarkable upticks in conversion rates and heightened customer engagement. You’ve likely encountered the “Customers Who Bought This Also Bought” section, a testament to how AI enhances the shopping experience.

Netflix, a pioneer in AI adoption, harnesses AI algorithms to dissect users’ viewing habits and preferences. This breakthrough has paved the way for meticulously tailored movie and TV show recommendations that align seamlessly with individual tastes, amplifying user retention and satisfaction.

Meanwhile, Spotify leverages AI to curate personalized playlists. By analyzing users’ listening histories, it introduces fresh tracks, artists, and podcasts tailored to each user’s unique preferences, ensuring an enriched auditory journey.

Benefits of Using AI for Marketing Automation

Better Audience Understanding

Leave behind guesswork and assumptions about your audience. Marketing with AI empowers you to craft dedicated campaigns with pinpoint accuracy, backed by data-driven insights into customer behavior. This precision elevates customer satisfaction and engagement, effortlessly converting leads into loyal customers.

Enhanced Efficiency

Bid farewell to manual drudgery. AI orchestrates the seamless automation of routine tasks, drastically reducing human errors. Your team can redirect their efforts towards strategic and creative endeavors, accomplishing time-consuming chores in mere seconds.

Increased Accuracy

AI-driven automation ensures a steadfast supply of precise and consistent data. This reduces the risk of errors stemming from manual data entry, calculations, and repetitive tasks. Accuracy is paramount, especially in industries demanding precision, such as finance and healthcare.

Scalability

Using AI for marketing can be a huge stepping stone towards achieving goals and fostering growth. As your business expands, AI effortlessly scales to accommodate increased workloads, eliminating the need for immediate personnel additions. It guarantees efficient and standardized operations, whether you’re a nimble startup or a thriving corporate giant.

Consistent Customer Experience

Consistency is key in delivering an exceptional customer experience. AI in digital marketing ensures that every interaction, every time, mirrors your brand’s commitment to excellence, leaving a lasting positive impression.

Employee Satisfaction

AI marketing doesn’t just benefit customers; it’s a boon for your team. By relieving them of repetitive and mundane tasks, AI allows your workforce to engage in more fulfilling and stimulating work, boosting job satisfaction and enhancing employee retention.

Different Ways of Using AI for Marketing

Chatbots

In the realm where AI and digital marketing converge, chatbots stand as a prominent bridge. These software marvels, driven by natural language processing (NLP) and machine learning, have evolved significantly. Gone are the days of frustratingly limited responses. Today’s chatbots understand, respond, and offer personalized recommendations with finesse.

Imagine having a tireless support agent available 24/7. Chatbots make this a reality, swiftly addressing customer inquiries, concerns, and requests in real-time. Very minimal involvement from a team member is required for this task, saving time and resources. 

These virtual assistants are adept at ushering customers through your marketing funnel, posing specific questions, guiding them to desired products, and gathering valuable contact information for your marketing database.

Predictive Analytics

Data is the lifeblood of modern marketing, and predictive analytics powered by AI transforms it into actionable insights. Rather than relying on gut instincts, AI arms you with quantifiable data to maximize impact. It can forecast the success of products based on recent purchases and customer behavior, enabling you to tailor content with precision. 

This data-driven approach drives increased traffic and higher conversion rates, all while empowering your team to make proactive decisions that seize opportunities and mitigate risks. Welcome to the future of marketing, where AI transforms guesswork into precision.

Content Personalization

Crafting personalized customer experiences can be a labor-intensive task for humans. Here’s where automation takes the stage.

AI in digital marketing extends its prowess by delivering tailored experiences to customers. Automation leverages real-time analysis of historical data to serve up custom content that resonates. Imagine displaying ads or offering suggestions rooted in past purchases, recent product page visits, or previously favored items.

These personalized recommendations wield the magic to amplify engagement, supercharge conversions, and elevate the overall customer journey with your brand. In the world of digital marketing, AI-driven personalization is the secret sauce for success.

Tips to Get Started with Using AI for Marketing

Introducing AI into your digital marketing team’s workflow should be a thoughtful, phased process. It’s a transformative step that necessitates careful planning and execution to ensure a seamless integration.

Assess Your Needs and Goals

Begin by identifying your specific needs and objectives. Pinpoint the pain points that AI can effectively address; this initial evaluation will serve as the compass for your AI implementation strategy. Resist the urge to rush into deploying new technology, as hasty decisions can lead to setbacks.

Meet with the Team

Integrating AI for marketing automation isn’t an overnight transformation. Ensure your team comprehends the fundamentals of AI and its potential advantages. Consider providing training, online courses, or workshops to familiarize them with key concepts, terminology, and functionalities.

Emphasize that AI is not a replacement for your team but a valuable ally in streamlining daily tasks. Acknowledge that embracing a tool that can perform tasks more efficiently can be intimidating, and reassure your team by keeping them grounded. 

Encourage open communication, soliciting feedback, and sharing best practices as you collectively embark on this AI journey.

Start Small

Remember, Rome wasn’t built in a day, and neither is an AI marketing strategy. Begin with a pilot or a small-scale project to demonstrate AI’s value to your team. 

For instance, consider using AI for generating short-form content, automating posting schedules, or analyzing limited historical data sets. As you achieve the desired results and gain proficiency, gradually scale your AI usage to minimize disruption and ensure better integration.

Reshape the Digital Landscape by Marketing with AI

Using AI for marketing has the potential to revolutionize the ever-evolving digital landscape in profound ways. As illustrated, AI unlocks benefits such as personalized content, campaign optimization, and meaningful customer engagement.

In today’s competitive digital ecosystem, staying ahead means harnessing the power of AI-driven innovations. Embrace a new era of marketing where data-driven insights and automation drive success, ensuring your presence at the forefront of the digital landscape.

Learn more about the dynamic world of digital marketing by exploring the Growth Rocket blog.