Category: Digital Marketing

In digital marketing, the 3 essential types of search queries — navigational, informational and transactional — play a crucial role. These aren’t just buzzwords; they’re the foundation for users’ interaction with search engines. Understanding them is vital for anyone looking to make an impact online.

This guide will explore these search queries, break down their importance and discuss how they shape online behavior. If you want to learn how to rank on Google, it’s critical to recognize the intent behind each search and align your content accordingly.

Join us as we unpack this essential aspect of digital marketing and provide actionable insights tailored to your needs.

What Exactly is a Search Query?

A search query is not merely a string of words entered into a search engine. It’s a complex and critical component that drives online experiences and shapes the way users interact with content and businesses online. 

But what exactly does a search query entail, and why is it so vital in digital marketing? A search query is the user’s expression of need, a question or statement they want answers to. It’s the starting point of every online search, guiding search engines to provide relevant results.

Whether it’s a simple question like “What’s the weather today?” or a more complex inquiry related to product comparisons, search queries are the gateway to information. Essentially, they help search engines understand user intent, which allows them to present the most relevant content, products or services.

For a deeper understanding of how search queries play a role in positioning your content within search engines, you can explore this blog on search engine positioning.

The 3 Main Types of Searches

Let’s explore the main types of searches, scrutinize specific examples and examine their significance for businesses.

1. Navigational Searches 

Navigational queries are like the GPS of the online world – they guide users to a specific website or page. When you type “LinkedIn” into a search engine, you’re performing a navigational search query with the clear intent to visit LinkedIn’s homepage. 

But, it’s more than just a shortcut to a website; it also reflects a user’s familiarity and preference for a brand or platform.

Example: “YouTube login” is a navigational search query to access YouTube’s login page. It’s a direct route for users who know exactly where they want to go.

Navigational searches are a game-changer for your online presence in the following ways:

• They elevate your brand’s visibility — when users search, you want to be their first find.
• No more fumbling with complex URLs; users get a direct route to your site.
• By optimizing for these searches, your site becomes the go-to destination for your audience.

2. Informational Searches 

Informational search queries are driven by curiosity and the need for information. They cater to users seeking knowledge or answers to specific questions, such as “how to change a tire” or “symptoms of the common cold.” 

These searches are not about buying or selling but about learning and understanding.

Example: “What is the GDP of the United States?” is an informational search query seeking specific economic data. It’s a quest for knowledge that can lead to a deeper understanding of a subject.

Let’s unpack why informational searches are your golden ticket to becoming an industry leader:

• These searches let you offer more than just products or services — you provide answers and solutions.
• You position yourself as a trusted expert in your field by delivering accurate and compelling content.
• It’s not just about dishing out facts; it’s about enriching your audience’s understanding and earning their trust.

3. Transactional Searches 

Transactional search queries are all about action. They’re the catalysts for purchases and conversions, like “order pizza online” or “buy concert tickets.” 

These searches are driven by a clear intent to perform a specific action, whether it’s making a purchase, signing up for a service or downloading an app.

Example: “Subscribe to Netflix” is a transactional search query intending to initiate a subscription service. It’s a call to action that leads directly to a business transaction.

Here’s why transactional searches are the bread and butter of any sales-driven business:

• These searches are from users who are not just browsing; they’re ready to pull the trigger on a purchase.
• Understanding these queries helps you tailor your offerings to the customer’s needs.
• Nail the user’s intent with the right solution, and you’ve set the stage for a frictionless and fulfilling buying experience.

Other Noteworthy Search Types

And now, let’s explore some specialized types of queries in detail.

1. Commercial Investigation Searches

When users are on the brink of making a purchase but need a little more information, they turn to commercial investigation searches. These queries help users weigh options and understand the market landscape.

Example: A search like “Top-rated washing machines” is about finding a washing machine while also specifically discovering the best one that fits the user’s needs and budget.

2. Local Searches

Proximity matters, especially when you’re looking for something nearby. Local searches connect users with services and businesses in their immediate area, bridging the gap between online search and physical locations.

Example: “Dentists in Boston” isn’t a general inquiry; it’s a targeted search for dental services within a specific location, reflecting the user’s intent to find a nearby provider.

3. Voice Searches

Voice searches are changing how we interact with search engines, reflecting a shift towards more natural, spoken language. These queries often sound like a question you might ask a friend.

Example: Asking a voice assistant, “What movies are playing tonight?” is essentially a conversation with technology, seeking immediate answers in a human-like interaction.

Identifying the Right Search Query Type

Navigating the complex world of search queries requires a keen understanding of user intent and the right tools to decode it. Here’s how to identify the right search query type for your content.

Understanding User Intent

User intent goes beyond mere terminology; it’s vital to successful search engine optimization. By exploring keywords and observing user behavior, you can reveal the genuine motivation behind a search query, which allows you to craft content that truly resonates.

Example: Semrush’s Keyword Overview tool shows the intent behind various search queries.

Utilizing SEO Tools

The right SEO tools transform uncertainty into a focused strategy. With platforms specifically crafted for keyword research, you gain insights grounded in data, ensuring your content aligns with what your audience is genuinely seeking. It helps you connect the dots between curiosity and information, need and solution.

Example: Using Google Ads’ Keyword Planner for keyword research to pinpoint high-performing search queries.

For a deeper dive into the art and science of keyword research, explore this guide on how to do keyword research. It’s a comprehensive resource that equips you with the tools and knowledge to identify the search queries that matter most to your audience.

Ranking for the Right Search Query 

Finding success in the realm of search queries demands a combination of careful planning and meticulous implementation. Let’s explore the methods to achieve this:

Keyword Optimization Strategies 

Keyword optimization is a complex process that requires thoughtful positioning to ensure relevance and a commitment to ongoing performance evaluation. Spend time understanding the search intent, and you’ll be able to tailor your keywords to meet user needs.

Examples of keyword optimization tactics:

• Keyword research.
• On-page SEO.
• Long-tail keywords.
• Keyword monitoring.
• Content optimization.

Leveraging Content Marketing 

Content marketing isn’t just a checklist item. Think of it as a conversation with your audience, where you’re sharing information, solving problems, answering questions and building a connection. Importantly, it’s not about churning out content but crafting something that resonates, engages and truly speaks to the people you’re trying to reach. 

Examples of how to leverage content marketing:

• Educational blog posts.
• Video tutorials.
• Social media engagement.
• Email marketing campaigns.
• Ebooks and whitepapers.

Overview of Top SEO Tools

A crucial step in SEO is finding the right tools to get the job done. Think of it like building a house. You need the right tools for each part of the job; they all have to work together to create something great.

In the lists below, you’ll find some of the best tools for SEO. Some are free, some are paid, but all have unique features that make them stand out. Whether you’re looking to dig into the details of your website’s performance or just want a quick overview of how you’re doing, these tools have got you covered.

Top 5 Free SEO Tools

1. Google Search Console

Category: Site Analysis

Description: Essential for analyzing owned websites, it provides insights into how Google views your site.Why best: It’s a direct line to Google, offering tools to check indexing status and optimize visibility.

2. Rich Results Test

Category: Schema Testing

Description: Tests the structured data on your site to ensure it’s formatted correctly.

Why best: A Google tool that helps you understand how your site appears in the rich results.

3. Pagespeed Insights

Category: Speed Testing

Description: Analyzes the content of a web page and generates suggestions to make it faster.

Why best: Speed is a ranking factor, and this tool provides actionable insights.

4. Compress PNG

Category: Image Optimization

Description: Compresses images without losing quality.

Why best: Image size affects page load speed, and this tool helps optimize without quality loss.

5. Answer The Public

Category: Keyword Research

Description: Finds questions that people are asking about a particular topic.

Why best: Great for content ideas and understanding user intent.

Top 5 Paid SEO Tools

1. Ahrefs

Category: Backlink and Keyword Analysis

Description: Known for tracking backlinks and keywords with precision.

Why best: High-quality data and an extensive link index make it a top choice for professionals.

2. Semrush

Category: All-in-One SEO

Description: Offers a comprehensive set of SEO tools with detailed keyword analysis.Why best: Versatility and robust dashboard make it suitable for various SEO tasks.

3. Surfer SEO

Category: Content Comparison

Description: Analyzes top-ranking pages to help you create optimized content.Why best: Intuitive and effective for comparing your content with competitors.

4. Moz Pro

Category: All-in-One SEO

Description: A complete platform to increase traffic, rankings and visibility.

Why best: A wide range of tools and a supportive community make it user-friendly.

5. Screaming Frog

Category: Onsite SEO

Description: Crawls websites to find SEO issues.

Why best: Used by industry leaders for excellent crawling features and site analysis.

While the tools listed above are among the best in the industry, it’s essential to consider your specific needs, goals and budget. What works wonders for one business might not be the right fit for another. Take the time to explore, compare and even test different tools to discover the ones that align with your unique SEO strategy. 

And now, let’s take a closer look at the factors you should consider when choosing an SEO tool.

Choosing the Right Tool

Here are some key factors you should consider when choosing an SEO tool:

Usability: Consider your team’s expertise and the tool’s learning curve. Look for user-friendly interfaces and support to ensure everyone can use it effectively.

Integration: Check if the tool integrates with your existing platforms, like content management systems or analytics tools. Compatibility can streamline your workflow.

Pricing: Assess your budget and what features are essential. Sometimes, a more expensive tool might justify its cost with time-saving features, while a budget-friendly option might be sufficient.

Category and capabilities: Identify your primary SEO needs and look for tools that excel in those areas. A tool great for backlink analysis might not be ideal for on-page SEO optimization.

Trial and support: Utilize free trials to test the tool and gauge the responsiveness of their customer service.

Reviews and recommendations: Read reviews and ask for advice from peers to gain real-world insights.

Looking into these factors when choosing an SEO tool will help ensure that you find the right one for your business.

But most importantly, you must appreciate that SEO isn’t just about tools and keywords but about understanding your audience. Navigational, informational and transactional queries are the 3 pillars that guide users through their online journey. 

And, recognizing the unique characteristics of each search type and leveraging the right tools to meet those needs allows you to create content that resonates. 

While climbing search result ranks, you are also forging connections and guiding users to precisely what they seek. With the right SEO tools tailored to these different types of search, you’re not just optimizing a webpage; you’re optimizing an experience. 

For a deeper dive into ranking on Google, check out this guide for further reading.

In recent years, the buzz around “the creator economy” has been practically unavoidable. From venture capitalists pouring millions into platforms like Patreon and Substack to influencers and content creators seeking to turn their talents into lucrative businesses, it seemed like everyone was jumping on the bandwagon.

Fast forward to today and we find ourselves wondering why the creator economy, once hailed as a gold rush, has now taken a nosedive.

In this article, we’ll dive into what went wrong and what we can learn from it.

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What Exactly Is the Creator Economy?

The creator economy is a dynamic ecosystem where individuals, much like you and me, harness their unique talents, knowledge or passions to craft content or products with the aim of monetizing their skills. This entrepreneurial pursuit is often characterized by innovation, self-expression and a direct connection between creators and their audiences.

Basically, if you create something online and your creation starts bringing in profits, you are already part of the creator economy.

According to SignalFire, about “50 million people around the world consider themselves creators”:

Now, let’s break down the avenues that creators explore within this vibrant digital landscape:

• Content Creation: One of the cornerstones of the creator economy is content creation. This encompasses a vast spectrum of mediums, from writing engaging articles and blog posts to producing captivating videos for platforms like YouTube or TikTok. Whether you’re sharing your expertise, showcasing your creativity or entertaining your audience, content creation is the beating heart of the creator economy.
• Subscription Services: Platforms like Substack and Patreon have revolutionized the way creators earn income. Through subscription-based models, creators can offer exclusive content, experiences or insights to their dedicated supporters. This direct relationship allows creators to cultivate a loyal following, providing a steady stream of income that’s less reliant on external factors.
• Promotional Content: For those looking to collaborate with brands or offer personalized shout-outs, platforms such as Cameo provide a stage to connect with fans and monetize their influence. Creators can create promotional content, offering personalized messages or endorsements, all while tapping into their unique appeal.
• Digital Product Sales: In an age where digital products hold immense value, creators can leverage platforms like Kajabi to create, market and sell their digital offerings. These products can range from e-books and online courses to software tools and digital artwork. This avenue empowers creators to turn their knowledge into a scalable source of income.

The allure of the creator economy is in its accessibility:

It lowers the barriers to entry for aspiring entrepreneurs, enabling them to transform their passions into profitable endeavors.

While this democratization of content creation and entrepreneurship has opened countless doors, it’s also exposed some challenges and misconceptions.

The Harsh Reality of Creator Economics

A few years ago, the creator economy was all the rage among venture capitalists. Over $5 billion was pumped into startups that aimed to facilitate and capitalize on this growing trend.

Today, however, the situation looks starkly different. In 2022, VC funding for creator startups peaked at $2.5 billion. And since then, it’s continued to be a downward spiral for investments. A mere 12% of creators make more than $50,000 a year while the majority struggles to earn more than $1,000 per year.

The layoffs speak volumes about this downturn, with platforms like Patreon and Cameo trimming their staff significantly. The question is: What caused this massive shift from a boom to a bust in the creator economy?

There are several factors at play in the decline, including:

• The end of the pandemic: The pandemic was a major driver of the creator economy boom. Many people had more time on their hands and were looking for new ways to connect with others and make money. As the pandemic came to an end, some of this demand subsided.
• The rise of competition: The creator economy has become increasingly crowded in recent years. There are now millions of creators vying for attention, which makes it more difficult to stand out and build a successful following.
• The decline of ad revenue: Advertising is still the main way that creators make money, but ad revenue has been declining in recent years. This is due to several things, such as the rise of ad blockers and the increasing popularity of subscription-based streaming services.
• The changing landscape of social media: The social media platforms that were once the driving force of the creator economy are facing increasing competition from newer platforms. This is making it more difficult for creators to reach their target audiences and grow their businesses.

So, if you’re considering diving into the creator business, you might want to think twice.

However, this doesn’t mean the creator economy is a lost cause; it just needs a different approach.

How to Do Content Creation Effectively

To succeed in the creator economy, you need to focus on what works and understand the dynamics of your niche. Here are some key takeaways from creators who have made it:

1) Sell the Picks and Shovels

During the gold rush, it wasn’t just about striking it rich by mining gold. Companies like Levi’s that presented the option of durable jeans made fortunes. In the creator economy, the people who truly succeed are the ones providing essential tools and services, the “picks and shovels” if you will, for creators.

2) Diversify Your Income Streams

Relying solely on one revenue stream, such as brand partnerships or ad revenue, can be risky. Diversify your income sources by creating and selling your products, merchandise or subscription-based services.

For example, content creators like Mr Beast founded companies like Feastables to serve as an offshoot for their fan following as an alternate means of revenue growth:

3) Niche Matters

It’s not about having a massive following, it’s about having the right following within your niche. Look for lucrative niches with a substantial market size. Having millions of followers in a niche like marketing, where billions are spent, can be far more profitable than having a smaller following in less lucrative niches.

And don’t just pick any arbitrary niche you think will be successful. It is super important to do something that you are passionate and/or knowledgable about.

4) Control Your Product Experience

Relying solely on advertising revenue to sustain your creative endeavors can be risky. While it may offer short-term gains, it lacks the stability required for long-term success. As a content creator, it’s crucial to diversify your income streams by introducing your own branded products, thereby gaining greater control over “product”.

The ultimate goal for any career-focused creator should be to transcend the limitations of their hosting platform. Your success is tied to the platform’s performance, yet you wield minimal influence over content policies and monetization strategies. By taking charge of your own product experience, you not only fortify your financial stability but also maintain the ability to steer your creative journey as you see fit.

The Future of the Creator Economy

Despite these challenges and the downturn, the creator economy is still a viable space. There continue to be many opportunities for creators to make money and build successful businesses.

Remember, it’s not about avoiding the creator economy, but understanding how to navigate it smartly. If you focus on the right strategies, find your niche, and create multiple avenues for revenue growth, you can build a successful career in the creator economy.

If you’re ready to level up your brand, increase visibility and drive business growth, Single Grain’s marketing experts can help!👇

Work With Us

 

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

How can marketers find joy and build greater trust in the B2B landscape of 2023?

In the newest episode of our “Feeling B2B” series of expert video interviews, these questions and more are explored by Ahava Leibtag, president at Aha Media Group, who graciously took time recently to sit down with our own CEO Lee Odden.

With the MarketingProfs B2B Forum 2023 event coming up on October 4 through 6 in Boston and online, our “Feeling B2B” interviews bring insight from some of the top B2B marketing industry experts slated to speak during the conference.

If you haven’t yet seen our previous two episodes, tune in and find out Joe Pulizzi’s take on unconventional marketing, and learn the latest on B2B marketing from Pam Didner.

“Feeling B2B” is created by TopRank Marketing in partnership with MarketingProfs B2B Forum, which is slated to feature many of the brightest minds in the B2B marketing industry.

Ahava has more than 20 years of marketing experience with some of the world’s largest firms, and in 2020 was inducted into the Healthcare Internet Hall of Fame, and is the author of “The Digital Crown: Winning at Content on the Web.”

Let’s jump right in and find out how Ahava finds joy in B2B marketing, the nuances that separate B2C from B2B content experiences, the power of using plain language, and what she’s looking forward to the most at this year’s strong agenda at MarketingProfs B2B Forum.

WATCH AHAVA LEIBTAG’S FULL VIDEO HERE:

You can also read the full conversation between Ahava and Lee here:

Lee Odden:

Welcome to the Feeling B2B show, a limited interview series featuring conversations with some of the B2B marketing industry’s top voices, brought to you by the fine folks at MarketingProfs B2B Forum. I’m your host, Lee Odden from TopRank Marketing, and today we’re speaking with Ahava Leibtag, a content marketing expert, public speaker, author of “The Digital Crown: Winning at Content on the Web,” and president of Aha Media Group. She’s also — and most importantly for our conversation — an experienced speaker at the upcoming MarketingProfs B2B Forum that’s happening in Boston in October. Welcome to Feeling B2B Ahava.

Ahava Leibtag:

Thank you so much for having me here.

Lee:

Thank you for making the time to be on the show. So let’s get right into it. What do you love about B2B marketing?

Ahava:

I love that you need to put on a co-persona hat. So one of the things I always talk about is that you’re selling to the buyer, but you’re also selling to the person that signs on the dotted line. That makes it sometimes a more layered experience where you really have to think about where the buyer needs the information that’s going to tell them this is the right product, and where the buyer needs the information that’s going to help them convince the person who has the purse strings that it’s the right product. I also think I like it because there’s a lot of different levels that you have to talk to within a company, and I think that always makes it very interesting in terms of just from a writing and content marketing perspective. B2C marketing is intricate and complex also, and my expertise is in healthcare, so certainly there’s a co-persona usually, as a caregiver or a doctor when you’re talking about that.

To me, B2B is a little more layered — it’s a little more nuanced. Also quite frankly, sometimes from a content perspective I find it more challenging, because we’re trying to help people understand that writing in plain language is really going to help them convince their buyers. And very often in B2B, they just think that they can convince people by being as complex as possible. And so I’m really excited to present research this year that we did in this area.

“To me, B2B is a little more layered — it’s a little more nuanced. Also quite frankly, sometimes from a content perspective I find it more challenging.” — Ahava Leibtag @ahaval Click To Tweet

Lee:

That’s awesome. I like what you’re saying about layers because there is a level of sophistication when you’re thinking about not just as you say your buyer, but who they have to convince, or even a buying committee or something like that. You know, we don’t go to the grocery store with a committee to go buy some shampoo, right? But we imagine how hard that would be actually getting everybody on the same page. One thing I notice with the folks that I’ve been able to talk to is they love a challenge. They love the excitement that comes from being curious and solving difficult problems, and that’s kind of what you’re leaning into a little bit is that B2B is fun in that it presents new challenges that you can solve for.

Ahava:

Absolutely. I also think it presents challenges because you are not allowed to be as “creative” as you might be able to be in a B2C space. You’re allowed to talk a certain way to a consumer, or you’re allowed to use language such as, “Hey girl,” and do things like that. Whereas in a B2B space, B2B marketers really pull back from that kind of language and that kind of casualness of audience. One of the exciting things I think that Ann Handley has really facilitated amongst the audience is this idea that we can be playful and that we should look for those opportunities, and that really nailing that voice and tone is one of the ways you’re going to get to where the boundaries are for your company. I love that part of it also.

Lee:

Ahava, you’re a longtime speaker and attendee of B2B Forum — I don’t know how many years in a row you’ve been at the event, but I know it’s many, and I’m wondering if you could share a moment from your experience at the B2B Forum event that really stands out for you?

Ahava:

That’s a really good one. So Ann’s entries are always hilarious — I think she once came in and played the accordion. For me, the most important moments have been when I’ve been in a session and I’m getting information faster than I can, and I pull out my laptop and I start typing because there’s no other way for me to grab all the information. I think that the speakers that come to B2B Forum are there to give you very tactical information that you can use tomorrow. I think about when Andy Crestodina presents — you could take a list of a hundred different things to do with your SEO and he gives it to you in 45 minutes and you may not have caught even half of that. Those are the kinds of sessions that I’ve been to where I’ve really taken away a very practical aspect.

I remember one time I presented there and I didn’t do as well as I would’ve liked on my scores,  and Anne said to me, “What did your examples look like?” I went back and the next year, I nailed it because I realized the people who go to B2B Forum are investing in making sure that they walk back to the table the next day as a better B2B marketer. I think that’s really why the sessions are of such high quality. I feel like you can go to some conferences and you’re just lucky if you picked the right title and the right speaker. Whereas at B2B Forum, I’ve never been in a session and felt that it was a complete waste of my time. I always learn something.

“I think that the speakers that come to B2B Forum are there to give you very tactical information that you can use tomorrow.” — Ahava Leibtag @ahaval Click To Tweet

Lee:

For sure — they’re delivering on the promise of a great experience, and part of that experience comes from really high quality content. So “walking the talk” in the content marketing world.

Ahava:

It’s a very fun conference. People are in a good mood, and are happy to see each other. There’s a lot of sharing in the hallways, and I think that’s also something that has to be facilitated. You and I go to a ton of conferences, so you see how at some conferences people keep to themselves. They don’t really talk to other people at some conferences. People want to share, network, and learn from each other’s challenges. I find the questions at the end of sessions are were I always learn just as much sometimes from the way the speaker answers the questions as opposed to just the presentation itself sometimes. So that’s just a nice thing to go to — there aren’t a lot of shy introverts at B2B Forum.

Lee:
Right, and they make it easy for people to connect and network, because there are lots of social activities and fun shenanigans going on in the exhibit hall. Can you tell us about a little bit about your presentation, about how plain language resonates better and helps you more effectively speak to a broader audience?

Ahava:

One of the things that we’ve learned at Aha Media Group, and we’re a content marketing agency that focuses exclusively in the healthcare space, is that in the B2B healthcare space, you have subject matter experts who are very often academic scientists making decisions about how to talk to their customers. But very often the thing that they’re selling, the customers are not those kind of experts. They either facilitate in the CIO role or in the marketing role, and are thinking about it from that perspective. When it comes to the product they might be buying, they don’t have the same scientific understanding.  It’s kind of like when a programmer writes your marketing copy — you know, probably not what a programmer should be doing, just like a writer shouldn’t be programming. So one of the things that we, we’ve pressed back on our clients for years about is that you’re using a lot of jargon and making this way more complicated than it has to be.

If you really want your buyers to feel trust with your audience, you have to explain yourself in a way that they’re going to understand. The phenomenal thing about the research that we’ve done so far is that it proves our point. We did qualitative sessions where we asked two B2B buyers how they felt about a piece of plain language versus a piece of jargon. And they responded to the plain language so much better, and one of them said something really important, which was, “I cannot bring this jargon to my people because they won’t understand it either. It’s just so thick with technical terms. I don’t feel armed to talk about the product in a way that’s going to help me make a great presentation.” We did a quantitative study as well with survey data, and we’re very excited about the results. I think that it’s so helpful when you arm marketers with information that they can take back to their executives and say, “It’s not just me.”

We also need to do a better job of explaining to B2B marketers that plain language is not dumbing things down, but it’s helping people find what they need, understand it, and then use it to make a decision. I think when you start to strip away that dumbing down bias that people have, you start to get into a place where they realize, “OK, so what you’re really saying is don’t try to sound smart in writing,” and that’s what we’re trying to do.

“If you really want your buyers to feel trust with your audience, you have to explain yourself in a way that they’re going to understand.” — Ahava Leibtag @ahaval Click To Tweet

Lee:

Human to human — speaking to people in the way they want to be spoken to, in a way that they can understand. It’s effective marketing and it’s effective communication, right?

Ahava:

If we all know that and agree on it, why aren’t we doing more of it? That’s the part I don’t understand. I feel like I talk to the smartest marketers in the world and they’re like, “Yep,” and then by the time it got through the chairman or the boardroom or the CEO , it turned into this bloody mess. So that’s why we did this research, because we really felt that it was important to give people data that they could use to sort of sway their managers about how to be as clear as possible. Particularly in healthcare.

Lee:

It sounds like a great session that people should attend.

Ahava:

Yes, absolutely — it’ll be a lot of fun.

Lee:

Because COVID has kind of thrown a little curve ball at a lot of conferences, and a lot of conferences this year are just kind of coming back online with momentum, I’m curious what you are looking forward to most at this year’s B2B Forum?

Ahava:

That sharing of knowledge — I feel like a lot of people there are working hard, on Zoom all day, and just that like sitting around a lunch table with people or getting coffee in the morning and just introducing yourself to somebody and being like, “Hey, what do you do? What are you dealing with? What are your challenges?” At that conference I think creativity happens around the water cooler. I don’t necessarily think it always happens in the Zoom interaction, right? So it’s just one big water cooler moment for you. You get to learn from a lot of different people, and you meet experts who you continue to follow. You know, I met you I think — not at B2B Forum — but then I got to know you better through that conference.

And you’re somebody who I trust when I have a question. I’ll reach out to you and be like, “Lee, tell me what to do.” And anybody else can do that too — it’s not just because I’m a speaker, people reach out to me all the time also and ask me questions. I think that’s really important, and when I interview people, I ask them who are the people in the field who you follow who you have been to conferences and heard what they have to say, who you’ve heard at webinars online, and it’s always really interesting to hear those same names come up. That means somebody’s engaged in the field. And I think that if you want to be a good marketer, you have to be a curious, constant learner.

Lee:

Absolutely, and I’m really glad for the constant learning. It’s the hallmark of a great marketer, right, and the fact that you brought up that in-person interaction, and that creativity happens around the water cooler. There’s no substitute for interacting in person. It’s great to connect digitally of course, but being able to interact and get all those nonverbal cues and the atmosphere and the spontaneity of in-person is really valuable, and  MarketingProfs B2B Forum is a great platform for B2B folks to do that.

Ahava:

Totally. The energy just crackles, you know — you just feel good. You walk away inspired. Listen, our jobs are not always easy — you know. We’re being asked to do more with less and figure out big problems that I don’t know the answer to, but let’s find out, and I think sometimes it can grind people down. I think if people really want to find inspiration in their work again, and they want to get that next push for the next year, this is a phenomenal way to do it. There’s just no finer B2B programming personally in the world.

Lee:

Well, you know, it’s the great Ann Handley who’s behind that programming, so it’s no surprise that it’s so good. Thank you so much, and you can see and learn more from Ahava at MarketingProfs B2B Forum 2023 in Boston and online — you can go either route, whichever is the most comfortable and convenient for you.

Ahava:

Come in person!

Lee:

Yes. October fourth is when the workshops are happening, and the main conference is October fifth and sixth. You can get all the information you’d ever want to know including the speaker lineup, the agenda, travel recommendations, venue information, and all kinds of other fun insights about the event at the event website.

Ahava:

Thank you Lee. It was great to be here.

Thanks To Avaha Leitag For Sharing Feeling B2B Insights

We extend many thanks to Ahava for sharing her unique perspectives on B2B marketing ahead of the event.

Stay tuned for more exclusive expert conversations in the #FeelingB2B series, and be sure to mark your calendars for the upcoming MarketingProfs B2B Forum 2023, where B2B marketing innovators and subject matter experts come together to exchange the latest insights and research, share experiences, and push the boundaries of B2B.

Full event registration information, agenda, and speaker details are available at mpb2b.marketingprof.com to learn more

PLUS: Get $200 off individual registration and $400+ for groups of three or more by using our special code, “TOPRANK” when you register here.

Connect with Ahava:

Ahava Leibtag on LinkedIn
@Ahava on X

See Ahava speak at #MPB2B:

October 5 – 10:45 a.m. to 11:30 a.m.
Plain Language Is Preferred… Even by PhDs
October 5 – 7:30 a.m. to 8:15 a.m.
Using Pop Culture in B2B: Expert-Led Roundtables

Also, be sure to catch Lee Odden speaking at both #MPB2B on Tuesday, October 5th at 4:05 p.m. Eastern, presenting “How to Elevate B2B Marketing Results with the Influence Trifecta,” and during Content Marketing World 2023 on Wednesday, September 27 at 1:45 p.m. Eastern, presenting “You’re Doing SEO All Wrong: How to Optimize Content for Search Intent.”

In the ever-evolving sports industry, which is expected to soar to a staggering value of over 623 billion dollars by 2027, keeping pace with consumer demands is paramount.

The huge drive for adaptation and growth requires a blend of both digital and physical sports marketing trends. Major sporting events such as the Rugby World Cup, FIFA World Cup, and Women’s World Cup captivate vast audiences. However, in our AI-powered era, simply hosting events is not enough. The industry is harnessing technological advancements to differentiate and innovate. Such technology not only enhances the fan experience both online and offline but also paves the way for unique marketing opportunities. 

Ready to plunge into such sports marketing trends?

1.Delivering Engaging Content Tailored for Female Audiences 

Yes, the participation of women has grown rapidly in the sports industry over the last few decades, but there still is an inclination to think of men when it comes to sports.

Almost 50% of women across the globe today are interested in sports, which is a testament to the above statement. The challenge, however, is bringing the stat from almost 50 to 50 or above. 

While there are a few solid fans of women’s sports, marketers still need to deliver engaging online and offline content tailored to female audiences. Doing so will spike interest in young women and help you tap into new markets. So it’s a win-win for both. 

Now the question is: How do you reach them? A few ways listed below should help!

• Tailor campaigns promoting women’s sports events and highlighting the dedication of female athletes. 
• Use social media platforms like Instagram and others to create interactive experiences. 
• Show live matches on social media platforms to attract new audiences. 

The abovementioned tactics will help you go down a slow and steady path toward attracting audiences. The other way is to develop a few but the most thought-provoking campaigns like DDB NZ. Such campaigns shake the internet and garner attention from the users. 

DDB Group NZ’s Thought-Provoking “Correct the Internet” Campaign 

DDB, an Auckland-based agency, came up with “Correct the Internet” in January 2023. The concept of this campaign is very simple–to increase the visibility of sportswomen in the industry. However, the approach taken is the key. 

The video begins with a young girl asking the internet “Who scored the most runs in Football?”. The internet replies with “Christiano Ronaldo” when the real answer is – Christine Sinclair. 

This simple 30-second video states the inconsistencies of the search results, which eventually prove to be disadvantageous for sportswomen to rightfully occupy the space in this competitive market. 

Calling this video a mere campaign would be an injustice as the brand smartly urged the users to question this Internet bias. While such campaigns may not occupy a spot in the current sports marketing trends list, they definitely set your brand apart and compel users to think.  

2.Leveraging Wearable Technology 

Wearable technology is getting better each year and the sports industry is perfect to make the most of it. 

While fitness trackers and smartwatches help consumers monitor their health, the data helps brands devise creative ads and campaigns around the data. A few ways, as listed below, might be of help! 

• Reach out to brands that make wearables to create unique products for their fan base. 
• Connect with athletes and ask them to promote these products on social media channels like Twitter and Instagram. 
• Introduce contests and challenges wherein users use their wearables to compete against their favorite athletes in real time. 

Wearables are fun for fans to engage with and for athletes to collaborate with. 

In both ways, the brand largely benefits, as sports, after all, is one industry that connects people across races, religions, castes, creeds, or demographics. Whether you use it to make your audience engage better or simply as a marketing gimmick is totally your choice! 

WHOOP’s In-Game Use of Wearables

How cool is it for a sports brand to get a recognized league’s approval to wear its wearables when playing the sport?

Super cool, right? That’s what WHOOP did. 

WHOOP, a wearable tracker worn at all times, collaborated with the 

Major League Baseball for its 2017 season, wherein the athletes officially wore the wearables during games in U.S. pro sports. 

But but but, how did they get the approval? 

Kudos to the brand’s strain metric, which proved an asset for athletes. The WHOOP Day strain metric represents a running total of the athlete’s strain on that day, providing an accurate assessment of a pitcher’s well-being rather than a pitch count. This metric helped athletes understand their bodies better, resulting in higher performance! 

It then became the first wearable technology approved by the WTA (Women’s Tennis Association) for in-match use in 2021.  

Of the many sports marketing strategies, such strategies leave a deeper mark and a more global imprint in the industry. 

3.Collaborating with Brands Fostering Diversity and Inclusivity 

Believe it or not, it’s never just about the products. It’s about the underlying story, caring about and catering to your unique needs. This story makes users feel included and brings diversified users together. 

Sports, inherently, is an all-inclusive industry. Brands that learn to imbibe this value in their sports marketing campaigns automatically make it to the best sports marketing trends 2023 because inclusion and diversity will always stay in trend. 

Also, the concept of inclusivity goes beyond gender neutrality. To stand out in this ever-evolving world of sports, brands must develop products that cater to varying groups of athletes–different castes, creed, religion, sexuality, etc. And as marketers, your job is to collaborate with such brands. 

• Feature athletes from different backgrounds in the ads. 
• Include personal stories from athletes as part of the campaign. 
• Build sports merchandise and products catering to several body types, genders
• and cultural differences. 
• Involve fans in the campaign and encourage them to share their sports stories.
• Ensure the content is accessible to all the users. 

Fostering inclusivity doesn’t necessarily have to be a mega event. It could also be as simple as adding subtitles to the video campaign so for the specially-abled audience. (Small gesture but big impact!).

However, if you want to leave a bigger mark, devising a movement like the Unified Sports program by the Special Olympics could seal the deal. 

Unified Sports Program Promotes Social Inclusion via Sports 

As the name suggests, Unified Sports brings people from diverse backgrounds together into a single team. People of all ages, with or without intellectual disabilities are on the same team. Doing so fosters acceptance, inclusion, and challenges the team to function with people from varying backgrounds. 

Special Olympics Brazil staff and Rio de Janeiro education officials took this approach down to their schools. The schools took the first step of unifying their physical Ed classes. 

Such campaigns hold the power to promote inclusion even among marginalized communities and bridge socioeconomic gaps. 

4.Using NFTs (Non-Fungible Tokens) to Engage Fans 

Using NFTs is one of the newest trends in the sports marketing industry. How? 

Well, NFTs have revolutionized the industry since they enable fans to have their favorite sports player cards to game video clips. One of the key reasons to leverage NFTs is it allows teams to deepen their relationship with fans. 

Below are a few ways NFTs allow sports organizations to engage with their followers. 

• They offer exclusive member privileges to users, making them a part of important governance decisions. 
• Athletes can individually issue their NFT collections and keep their fans hooked. 
• Virtual meet-and-greets or customized content with NFT ownership. 
• Offers cross promotions wherein influencers and people within the industry can join promotions. 

Other than these perks, NFTs help sports organizations make money! 

So leveraging it isn’t only the most trendy thing to do but also lucrative. Top Shot’s NFT marketing campaign is a great example of deepening their love for the sport. 

NBA Top Shot’s NFT Marketing Campaign 

For hardcore sports fans, nothing is more exciting than watching a player’s extraordinary shot transpire live. The NBA not only conceptualized but capitalized by turning such what-a-shot moments into NFTs. 

Users can transform these moments into non-fungible tokens and keep revisiting them as many times as they’d like.

The campaign simply allowed fans to buy and trade NFTs of some of the best plays that the NVA had witnessed. This simple strategy drove buyers to find and buy the moments that meant most to them. 

The campaign easily made hundreds of millions of dollars.

What a creative way to bank on nostalgia, right? 

Conclusion 

Yes, we enlisted sports marketing trends to make the most of 2023, but a one-size-fits-all approach doesn’t work so you need to carefully think about your sports brand’s marketing strategy. 

Some brands may benefit from organizing engaging live sports events, while others may need to infuse more tech into their marketing campaigns. You can’t always know what benefits your marketing model, so reaching out to sports marketing agencies is vital. With their expertise and experience, they’ll develop marketing campaigns that work! Do a little research, and you’re good to go! 

Rebranding. It’s a term that often sends shivers down the spines of marketers and business owners alike. But are company rebrands always a bad idea? Can they ever be the right decision?

In this blog post, we’re going to take a look at whether company rebrands are a good idea or a recipe for disaster. From Facebook’s transformation into Meta to the rebranding of cable giants, we’ll look at rebrands that worked and those that didn’t.

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Why Rebranding Can Be Risky

Rebranding can be a tricky game, especially when you’ve already built a strong, recognizable brand. But for one reason or another, a lot of decision-makers get attracted to the idea of shifting the vision of their business to something fresh and new.

In some cases, that can be a beneficial thing, but it usually has to be for a very good reason. If a company rebrands itself because of the ever-shifting whims of the head authority, it’s probably not a great idea.

Your brand is an icon. It is how people have grown to know your business. When you change it too frequently (or at all, for that matter), it will inevitably confuse people as they struggle to comprehend why the emails they’re getting from your business are now showing up in their inbox under a different name.

The first question you ought to consider with a potential rebrand is:

What are you trying to accomplish by doing a rebrand? 

If your brand has positive momentum, your goal should be hitting the pedal to the metal with your existing brand strategy, not dislodging your audience from the comfortable place of knowing your brand inside and out.

When we talk about company rebrands, we’re really focusing on companies that change their entire identity from one thing to another. Take Facebook – it changed its entire name and logo from “Facebook” to “Meta”:

Looks completely different, right? If you didn’t know any better, you probably would have never guessed that Meta and Facebook were supposed to be the same company.

While they aimed to venture into the metaverse, it created confusion for users and businesses alike.

The lesson here? Don’t change a popular brand’s name if it’s not aligned with what its audience wants. In this case, the metaverse wasn’t something people were clamoring for as quickly as Facebook had hoped.

A more recent example that’s likely all over your news feed is Twitter’s rebrand to X:

Remember what we said about the baseless changes by branding decision-makers? That’s where Elon Musk’s whimsical judgment threw his own company a curveball, potentially causing billions of dollars in lost brand value.

But why? Because Twitter is a household name. We’ve created verbs to describe posting on Twitter. The brand solidified itself as one of the top social media platforms in the world, harnessing hundreds of millions of users in its lifetime.

With those two gargantuan examples, it brings us to our next point.

Logo Design Changes Can Be Great

Nominal logo design changes are rarely ever that subversive.

Iterations on a theme are likely your best bet if you’re itching to revamp your brand’s appearance. It’s often the best way to adapt your brand to the trending graphical styles that come and go every 5-10 years or so.

Apple

Apple’s logo has evolved over time but has retained its corporate name, ensuring familiarity among consumers:

Notice how the core theme is present with each version of the Apple logo. They each carry their own motif representative of the time they were in.

Apple actually did so well with their rebrands that they caused a lot of other brands to follow a similar approach, adopting a more beveled look and then eventually returning back to a flatter design. We saw Microsoft imitate this with Windows 7 to Windows 8.

Slack

Then we have Slack, which reworked its logo design back in 2019, opting for a more stylized, proprietary look that would breathe new life into the brand’s image.

Notice how they preserved the core elements that were contained in their old logo. And, of course, they did this without touching the company’s name. This is a great example of a brand that pulled off an aesthetic change without deviating too harshly from its roots.

When Rebranding Does Work

So far, this piece has probably felt very one-sided, but here are a few reasons why you could and should consider rebranding your company as a whole.

Your Product or Service Offering Has Changed

If, over time, your brand’s core competency has evolved and caused you to pursue alternate means of revenue, it could give way for a total brand 180.

Especially if your brand has a qualifier attached to it, like “Greg’s Roofing Co.,” it might make sense to rebrand later down the road if the company starts offering services other than roofing. In a lot of cases, this is how companies graduate to a parent company, creating branches of subsidiaries focused on one type of product or service.

Negative Brand Associations

Nobody wants this to be the reason they rebrand but, nevertheless, it’s a valid reason to ditch the old brand name and start anew.

If your brand has a negative connotation due to poor service or products, a rebrand can help you shed that baggage and gain new, positive traction. Company rebrands in this way can also be a way of expressing to previously dissatisfied customers that you’re making room for improvements that will fix any mistakes you might have made in the past.

Aligning with Changing Values

This is much more of a case-by-case situation, but if your brand no longer resonates with evolving consumer values, a rebrand can help you stay relevant and retain older customers who might be looking for something different.

Examples of Successful Rebrands

Apple’s approach to rebranding provides a valuable lesson. When they introduced the Vision Pro, their augmented reality headset, they didn’t complicate things with talk of AI or the metaverse. Instead, they kept it simple, knowing their target audience.

Rebrands often complicate matters, but Apple focuses on simplifying for a seamless customer experience.

Let’s take a look at some successful rebrands that not only changed names but also perceptions:

• Patagonian Toothfish to Chilean Sea Bass: A toothfish doesn’t sound appetizing, but a Chilean sea bass does. Sometimes, a name change can alter the way consumers perceive your product.
• Pleather to Vegan Leather: This was less of a company rebrand as it was redefining a type of material, which dozens of companies would then use as a way to market their cruelty-free leather alternatives in a more attractive light. Pleather became “vegan leather” to align with the heightened value that customers placed on purchasing vegan leather products.
• Charter to Spectrum: Remember when Charter became Spectrum? Charter had a dismal reputation for its services, and a rebrand was the perfect solution. It not only changed the public’s perception but also made it seem like an exciting new offering. Sometimes, a fresh start is all you need, especially when your brand image is severely tarnished.

Closing Thoughts on Company Rebrands: Should You Go for It?

Rebranding can be a fun idea in theory. It can even offer a boost of freshness when executed modestly. But for total rebrands, the reality is rarely as romantic as the fantasy. They can invite a whole host of complications and cause more trouble than they fix.

Sure, they might give you a change of pace that you’re craving, but a total business rebrand is a serious choice that ought to be reserved for the most deserving scenarios, such as product shifts or PR reasons.

Other than that, invest in the asset you’ve built and focus more on ways to build your brand even better.

 

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

In a world increasingly dominated by AI and machine learning, many have started to question the relevance of SEO. People are saying that with the launch of ChatGPT or AI tools in general SEO is dying.

But as far as I’m concerned, SEO is far from dead. As long as human beings are searching, there will be SEO.

In this post, I’m going to show you how a single web page has generated over $1 million in profit per year solely through SEO.

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Case Study: Why SEO Is Not Dying Despite AI Domination

The page I’m going to discuss has a traffic value of $500,000 per month, which equates to $6 million per year if one were to pay Google for that traffic. The good news is that this page ranks for 3,200+ keywords, so one page by itself can rank for thousands of keywords:

That shows you the power of SEO. People think it’s this nebulous concept, but it works really well if you know how to use it. So I’m going to tell you how this person did it.

The Power of Masterminds and the Influence of High Performers

We did a mastermind a few years ago which took place on a boat. During this journey, a member of our group — let’s call him Andrew — posed a question to another participant, Bob. Andrew asked what keyword Bob would like to rank number one for on search engines. Bob shared his aspiration, and Andrew confidently responded, “Consider it done.”

Fast forward two months, and Bob had clinched that coveted number one ranking. Achieving this milestone required diligent work and high-quality content, of course, but the results were well worth the effort.

This experience taught us an invaluable lesson: The magnetic attraction between high performers. Whether you’re an athlete, entrepreneur or author, there’s a universal respect for the dedication and grit required to reach the pinnacle of any field. This mutual admiration is why high performers gravitate towards each other and why mastermind groups are such powerful platforms for growth.

In fact, that single interaction during our mastermind session led to millions in profits for Bob.

So, if you’re wondering why people invest time and energy into masterminds, it’s because these gatherings offer more than just networking opportunities — they provide a space for exponential growth and success.

Mastering Google Rankings: Content + Domain Authority

So, what exactly did Bob do to achieve such remarkable success?

First and foremost, the page in question was optimized to rank for an impressive 3,200 keywords. This required a substantial content piece, ranging between 8,000 to 10,000 words. While some might argue that crafting high-quality content is a given in today’s digital landscape, it’s worth noting that it remains a foundational element of SEO success.

The second crucial factor in achieving high rankings on Google is having a strong domain authority.

Domain authority is typically scored on a scale of 1 to 100, and a high score can significantly boost your chances of ranking well. And combining a high domain authority with quality content can give you a “first-mover advantage,” allowing you to accrue more link equity over time.

This is because people are more likely to link to a page that already ranks well, creating a self-perpetuating cycle of success.

In Bob’s case, his website had a high domain rating — somewhere in the ballpark of 80 to 90. This strong rating essentially acted as a magnet for Google’s algorithms, allowing the page to rank for topics where it had established authority.

Bob’s triumph was not a stroke of luck, but the result of a well-executed SEO strategy that combined in-depth, quality content with a robust domain authority.

The Limitations of Relying Solely on Keyword Volume in SEO

Keyword volume is frequently touted as a pivotal metric in SEO, but it’s essential to recognize that it’s not the be-all and end-all.

Take our case study as an example: The page in question ranks for a multitude of keywords and garners significantly more than the estimated 700 monthly visits suggested by the volume of its primary keyword:

While tools like Ahrefs are invaluable for gauging the number of backlinks required to break into the top 10 rankings for a specific keyword, it’s crucial to note that a robust domain rating can often mitigate the need for an extensive backlink profile.

In essence, the lesson here is twofold:

• First, keyword volume alone doesn’t provide a comprehensive view of a page’s potential traffic.
• Second, other factors, such as domain authority and the quality of backlinks, play a significant role in determining a page’s SEO success.

Therefore, a more holistic approach to SEO is advisable for achieving optimal results.

The Importance of Continuously Updating Your Content

Finally, I want to stress the critical importance of regularly updating your content.

I’m a big advocate of the “skyscraper content” strategy, a term coined by Brian Dean of Backlinko. This approach involves crafting content that is not just good, but ten times better than the current top-ranking pages. However, creating exceptional content is just the starting point; it’s equally crucial to keep that content up to date to sustain its relevance and search engine ranking.

By consistently updating your high-performing pages — even if it’s just adding a paragraph or two every month — you’ll find that the page will start to rank for an ever-growing list of keywords. This creates a compounding effect, amplifying the success of your SEO efforts over time.

Here are the updating guidelines we use at Single Grain:

• Rewrite the intro and conclusion
• Delete/combine any weak sections
• Research and write as necessary to add to the value of the piece
• Update any stats/facts/quotes and make sure all links to sources are no more than ~2 years old
• Replace any outdated or irrelevant images
• Replace any examples/case studies with new, current ones

Last Word on the SEO Profit Machine

SEO is far from obsolete. It’s a dynamic and profitable avenue that continues to offer significant ROI.

By surrounding yourself with high-performers, focusing on domain authority, understanding the nuances of keyword volume, and continually updating your content, you can harness the full power of SEO.

Consider the opportunities that lie in acquiring undervalued websites with strong domain ratings, particularly in niches that align with your business goals.

So don’t just stand on the sidelines — dive in now to capitalize on the transformative power of well-executed SEO and affiliate marketing strategies. Your future self will thank you!

If you’re ready to boost your online visibility and drive business growth, Single Grain’s SEO experts can help!👇

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For more insights and lessons about marketing, check out our Leveling Up podcast on YouTube.

Ever scrolled through Google’s local service listings and spotted a green check mark badge? It’s Google Guaranteed, a certification that’s shaking up the online marketplace. 

This badge is Google’s seal of approval, a sign that a business has passed a rigorous vetting process. It’s a game changer and here’s why: it boosts your online visibility and consumer trust on a whole new level.

In this guide, we’re diving deep into Google Guaranteed. We’ll explore what it means, why it matters and how it could revolutionize your business. So, if you’re looking to elevate your online presence and win customer trust, you’re in the right place. Let’s get started.

Let’s cut through the noise and get to the heart of the matter: What does Google Guaranteed mean for your local service business? It’s far more than a digital merit badge or a trendy logo. 

Google Guaranteed is a certification program that’s a trust amplifier for local service providers. When you spot that green check mark badge in Google local service ads, know that it’s a hard-earned symbol.

Google doesn’t hand these out like candy; they conduct a thorough vetting process that scrutinizes a service provider’s qualifications, licensing and customer satisfaction ratings. It’s a rigorous system designed to separate the wheat from the chaff. 

And for businesses that make the cut, it’s like having a VIP pass to consumer trust and enhanced online visibility.

The Importance of The Badge

Now, let’s talk about the weight this badge carries. It’s not just a pretty icon next to your business name in Google local service ads; it’s a beacon for potential customers navigating the murky waters of online services. 

Essentially, this badge is Google’s way of saying, “We’ve got your back and you can trust this business.”

The Google Guaranteed badge is a beacon guiding customers to your local service in a digital environment teeming with questionable services and outright scams. It’s not just about visibility; it’s about credibility, too.

And in today’s skeptical online environment, credibility can tip the scales in your favor, influencing both click-through rates and conversions.

But let’s zoom out for a second. The Google Guaranteed program isn’t just a one-off tactic; it’s a strategic cornerstone for anyone serious about dominating local SEO and broader search engine optimization. 

In a world where trust is currency, this badge can significantly boost your digital marketing ROI.

So, the Google Guaranteed badge is a must-have if you’re a service provider aiming to make waves in local SEO. It’s a pivotal element that can elevate your entire digital marketing game plan, driving both visibility and credibility in a crowded marketplace.

Is Google Guaranteed Worth It?

The Upside

So, you’re mulling over the question, “Is Google Guaranteed worth the investment?” Let’s not beat around the bush: The answer is a resounding yes. Here’s why:

• Trust multiplier: Consider it a digital thumbs-up from Google, a brand practically synonymous with online reliability. This isn’t just a nod; it’s a full-on endorsement.
• Click magnet: With the Google Guaranteed badge, your local service ad isn’t just another name in a sea of search results. It’s a standout and that translates to more clicks.
• Conversion booster: Trust leads to action. When potential customers see Google’s stamp of approval, they’re more likely to take the next step, whether that’s making a call or booking a service.
• SEO leverage: This isn’t just about immediate gains. The badge can also positively impact your local SEO, making you more visible in organic searches over time.

Some Drawbacks You Should Know

But let’s pump the brakes for a second. The Google Guaranteed path isn’t all sunshine and high-fives. Here are some caveats you should be aware of:

• Application hurdles: The process isn’t a walk in the park. It’s more like a triathlon that tests your business’s qualifications, customer satisfaction and overall reliability.
• Industry limitations: Not all are welcome. Some industries might find the door to Google Guaranteed is closed, so check eligibility first.
• Badge revocation: Slip up on service quality and Google won’t hesitate to strip you of your badge. The result? A reputation hit that could be more damaging than never having been certified.

It’s a Commitment

Qualifying for and getting the Google Guaranteed badge isn’t a flash-in-the-pan tactic; it’s a long-term strategy. You’ve got to keep up the good work to maintain both the badge and the consumer trust that comes with it. 

So, before taking the plunge, ensure you’re ready for the commitment. Although the immediate uptick in clicks and conversions can be tempting, it’s really about sustaining those benefits over the long haul.

How Does Google Guaranteed Actually Work?

So, you’re sold on the idea and now you’re asking, “How do I get my business Google Guaranteed?” It’s not a walk in the park, but it’s not scaling Everest either. It’s a multi-step journey that demands more than just a casual commitment. Let’s break it down, so you know exactly what you’re getting into.

1. Kick-off with Google Local Services Ads: Your first move is to register for Google Local Services Ads. This is your entry point into the Google Guaranteed universe.

2. Background checks: Once registered, you’ll need to undergo a thorough background check. Google wants to know you’re legit before they slap their name next to yours.

3. License and insurance verification: Got all your paperwork in order? Great, because Google will want to see it. They’ll verify your business licenses and insurance to make sure you’re up to snuff.

4. Customer satisfaction checks: Google will also look at your customer reviews and ratings. A slew of one-star reviews? That’s a red flag.

5. Badge activation: If you’ve cleared all these hurdles, congrats! You’ll be awarded the Google Guaranteed badge. But remember, this isn’t a trophy; it’s more like a license that can be revoked.

6. Ongoing maintenance: Got the badge? Awesome. Now keep it. Maintain those high service standards, keep your paperwork up to date and regularly check your customer reviews.

What’s the Cost of Being Google Guaranteed?

Alright, let’s talk numbers. Becoming Google Guaranteed isn’t a free ride. In the U.S., you’re looking at an average cost of around $50 per lead, depending on your industry. Compare that to the U.K., where it’s roughly £30 per lead, or Australia, where it’s about AUD 40. 

The cost fluctuates based on your geographic location, so it’s crucial you do your research first.

The Full Cost Breakdown

Now, let’s dissect these costs a bit more. You’ll have an initial application fee, which is generally around $100. After that, you’re looking at a pay-per-lead model, which means you’ll be charged for each lead you get through the Google Guaranteed program. 

And don’t forget about the ongoing subscription costs, which can range from $200 to $400 per month. Want to expand your reach to multiple categories or locations? That’ll cost you extra, usually around $50 for each additional category.

For those who want to maximize their ROI in paid search, check out our 5 Google Display Network Best Practices That Drive Campaign ROI guide.

So, before jumping on the Google Guaranteed bandwagon, make sure you’ve crunched the numbers. It’s not just about earning that badge; it’s about making it a cost-effective part of your digital marketing strategy.

Google Guaranteed vs. Google Screened

Before you make a beeline for the Google Guaranteed program, it’s crucial to understand that it’s not the only player in the game. Google also offers another trust-building program known as Google Screened. 

While both programs aim to elevate consumer trust, they operate on different premises and offer distinct advantages.

Google Guaranteed is the heavyweight in this comparison. When a business sports this badge, it’s like having Google itself vouch for your credibility. But it doesn’t stop there. 

The program also includes a money-back guarantee for customers, up to a certain amount. This compelling feature can tip the scales in your favor when a potential customer is deciding between you and a competitor.

On the other hand, Google Screened is more of a preliminary trust builder. It signifies that a business has passed Google’s basic screening process, which includes license and insurance verification. However, it lacks the money-back guarantee that comes with Google Guaranteed. 

While it’s a step toward building consumer trust, it doesn’t pack the same punch as its more robust counterpart.

Making a Decision

So, when you’re at the crossroads, deciding which badge to pursue, consider your target audience’s needs and expectations. If you’re in an industry where the stakes are high and customers are particularly cautious, the money-back guarantee of Google Guaranteed could be a game-changer. 

On the flip side, if you’re just starting out and want to build initial trust without the added financial commitment, Google Screened might be the more suitable option.

Level Up Your Game with Google Guaranteed

If you’re navigating the competitive waters of E-commerce, the Google Guaranteed badge can serve as your North Star. But how does it apply to online shopping? Google Guaranteed on Shopping is an extension of the program that allows E-commerce businesses to display the badge on their product listings. This is a monumental advantage, as it instantly boosts your products’ credibility and can significantly increase click-through rates. 

Now, let’s take a closer look at the benefits.

Why Use Google Guaranteed in E-commerce?

The question isn’t so much “Why Google Guaranteed?” but rather “Why not?” In an E-commerce landscape where trust is currency, having Google’s endorsement can set you apart from the sea of competitors. It offers:

• Credibility boost: The badge instantly elevates your business’s trustworthiness, making you a go-to choice among discerning shoppers.
• Conversion catalyst: The Google Guaranteed badge can significantly increase your click-through and conversion rates, turning window shoppers into buyers.
• Risk mitigation: The money-back guarantee lowers the perceived risk for consumers, making them more likely to invest in your products.
• Competitive edge: In a saturated market, the badge sets you apart, giving you a unique selling proposition that competitors lack.
• SEO perks: While not a direct SEO factor, the badge encourages positive user behavior, like higher click-through rates, which can indirectly boost your search engine rankings.

Pro Tips for Implementation

And finally, here’s a set of pro tips to ensure you’re squeezing every last drop of value out of that shiny new badge. Make sure to apply the following to maximize your success:

• Regular monitoring: Once you’ve got that badge, don’t rest on your laurels. Google has stringent criteria for maintaining Google Guaranteed status. Use tracking tools to monitor customer satisfaction and service quality.
• Customer reviews: Encourage satisfied customers to leave positive reviews. Not only does this contribute to maintaining your Google Guaranteed status, but it also provides social proof that can further boost conversions.
• Transparency: Always be upfront about costs, services and what customers can expect. Transparency is key to maintaining the high service standards that Google Guaranteed requires.
• Local SEO: Use the badge to bolster your local SEO efforts. Feature it prominently on your Google Business Profile and in local service ads to maximize visibility.
• Multi-channel strategy: Don’t limit the badge to just your Google listings. Feature it on your website, email marketing campaigns and social media to amplify its impact.

Hungry for more insights? Dive into these Callout Extensions Examples and Auction Insights Google Ads to further refine your strategy. 

Trust me, you’ll want to squeeze every ounce of value out of your Google Guaranteed status. So go ahead, get that badge, and let it do the heavy lifting in building and maintaining customer trust.

For those who want to dig deeper, Google’s official support page offers a comprehensive look at the Google Guaranteed program and its implications for your business.

When you think of big-name brands that have been around for a while, you tend to think they’ve always been successful. It’s easy to look at their towering skyscrapers, global reach and multi-billion dollar valuations and assume that they’ve never experienced business failures.

But behind almost every business success is a near-death story. All brands have a history replete with setbacks and failures that could have easily spelled the end for these companies.

In this post, we’ll delve into the histories of iconic brands like Disney, McDonald’s, Michael Jordan and Oprah Winfrey to show you how they turned their business failures into stepping stones on their path to billion-dollar success.

If you’re seeking inspiration for your own entrepreneurial journey, read on – these iconic brands prove that failure is not the end, but rather a crucial part of the journey to success.

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Walt Disney: From Rejection to Multi-Billion Dollar Company

Walt Disney, a name synonymous with childhood memories and magical experiences, had its fair share of struggles.

When Walt Disney first introduced Mickey Mouse, it was met with rejection after rejection. In fact, he was rejected 300 times before he got that life-changing yes (financing for his idea):

He was told that it wouldn’t amount to anything. But the key thing is that Disney kept at it and his resilience finally turned the tables.

Eventually, Disney became a big brand, but it still wasn’t all smooth sailing from there. Even until Walt Disney himself passed away in 1966, Disney was in big trouble. They were close to death, and it wasn’t until they took a shot at making more movies that things started to happen for them.

This might be hard to believe today, but the whole concept of Disneyland was really hard to sell at first. There were a lot of people pushing back, asking why would you spend all this money here? But Walt Disney believed in it and kept pushing the plans for this family-oriented amusement park, even when he was getting older and sicker.

The key takeaway is that Walt Disney looked death in the eye multiple times and still continued to persevere. It takes a certain type of mindset to be okay with the struggle, to understand that the struggle is part of the journey, and how you ultimately deal with it is what defines who you are as an entrepreneur and what type of results you will get.

How McDonald’s Ascended to the Pinnacle of Fast Food Success

The story of McDonald’s is another tale of struggle and eventual triumph.

Contrary to popular belief, the McDonald’s restaurant did not start out as a global phenomenon, but a humble establishment in San Bernardino, California.

In 1954, Ray Kroc, a milkshake mixer salesman, visited the McDonald brothers’ hamburger restaurant, noted the competence of its operations, and persuaded them to let him franchise it. He opened his first restaurant (the ninth McDonald’s) opened April 1955 in Des Plaines, Illinois:

He took ownership of McDonald’s Corporation in 1961 and turned it into a global fast food empire by standardizing operations, implementing strict quality control measures, and opening new franchises at a rapid pace.

Despite facing personal and professional struggles and setbacks (including a stroke, alcoholism, debt and divorce), Kroc’s relentless effort and driving vision eventually turned McDonald’s into the fast-food juggernaut we know today. When he died in 1984, the fast food chain had 7,500 outlets with total sales of $8 billion and he was worth $600 million.

The key takeaway here is simple: Never give up on your dreams. Yes, that’s a bit cliched, but cliches always start out as axioms based on truth.

How Michael Jordan Ascended to NBA Royalty

While Michael Jordan is universally hailed as the GOAT (Greatest of All Time) in basketball, his journey to the pinnacle of the sport was far from straightforward. He clinched six championships with the Chicago Bulls, but what many don’t realize is that he failed to make his high school varsity team as a freshman.

Beyond the court, Jordan faced a series of business setbacks.

In 2000, he purchased a minority stake in the Charlotte Bobcats, but the team struggled and Jordan lost money on the investment. Then in 2001 when he was part owner and president of the Washington Wizards, he decided to suit up again and and play to help save the team, but that didn’t work out for him.

Despite a failed attempt to play and rejuvenate the team, Jordan rebounded in the business world. He struck gold with ventures with his Jordan brand with Nike, which is one of the most successful sports brands in the world, and is successful in other industries, including restaurants and entertainment.

He is now a billionaire, but his path to greatness was a battle, every step of the way:

The key takeaway here is that the journey teaches us that setbacks are just setups for comebacks.

Oprah Winfrey’s Journey to #1 Most Influential Woman in the World

Oprah Winfrey, another epitome of resilience, faced numerous challenges.

She was born into poverty, she was fired from her first job as a news anchor, and she made several failed investments, including a restaurant and a movie studio.

Her first on-air anchor job was for ABC affiliate WJZ-TV in Baltimore. This was particularly impressive because she was a young African American woman during an era (the 1970s) when anchors were pretty much all older Caucasian males.

After she was fired, she moved to Chicago to host a talk show. She wound up taking over that show, and very quickly it shot from the bottom of the ratings to the highest-rated talk show in Chicago. She renamed it to The Oprah Winfrey Show and the rest is history:

She is now owner of OWN: Oprah Winfrey Network, a cable television network.

The key takeaway here is that, to quote Winfrey, “every decision, every setback or triumph is an opportunity to identify the seeds of truth that make you the wondrous human being that you are.”

How I Built My Digital Marketing Agency from Zero to Hero

Single Grain, my digital marketing agency, also had its near-death experiences.

When I was 24, I bought an e-commerce company which failed, but what that failure gave me was an understanding of the business world. It only made me more hungry to try again.

When I bought Single Grain (for $2!), then an SEO agency, it was on the brink of collapse. I even considered shutting it down and had accepted a high-paying job offer elsewhere. But the taste of entrepreneurship I’d had once again pulled me back in.

At first, I took the company from bad to worse. The turnover was quick and painful until I was left with only one employee. That’s when I learned my lesson: A business’ success depends a lot on its culture and people.

With laser focus and a great team, we turned the company into a leading 7-figure full-service digital marketing agency.

The key takeaway here is, in Winston Churchill’s words, “If you’re going through hell, keep going.”

Last Word on Business Failures

Whether it’s Walt Disney, McDonald’s, Michael Jordan or Oprah Winfrey, the common thread that runs through these stories is resilience. It’s not just about the successes, but the failures or, as I like to call them: the near-death experiences. Failures are just lessons waiting to be learned.

It’s the ability to bounce back that defines these icons.

So the next time you find yourself in a tight spot, remember, it’s all part of the journey. Keep pushing through and, who knows, you might just become the next big thing!

If you’re ready to accelerate your business success, Single Grain’s growth strategy experts can help!👇

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For more insights and lessons about marketing, check out our Leveling Up podcast on YouTube.

Discover how last-click attribution impacts your marketing ROI. Learn how to optimise your attribution model and generate more revenue at Adzooma.

Are you confident that your marketing efforts are truly paying off? Have you considered whether the way you measure success is giving you an accurate picture? If not, Adzooma can help.

Today, we’re exploring the concept of last-click attribution, its limitations, and alternative models that can give you a more comprehensive understanding of your marketing performance. If you’ve been relying solely on last-click attribution, it’s possible that you’re missing out on valuable insights and leaving money on the table without even realising it. 

What Is Last-Click Attribution?

At its core, last-click attribution is a widely adopted attribution model in digital marketing that assigns full credit for a conversion or sale to the last interaction a customer had with a website before making a purchase. In simpler terms, it gives all the credit to the final touchpoint, often disregarding the impact of previous touchpoints on the customer’s decision-making process.

The reasoning behind last-click attribution is straightforward; it assumes that the last touchpoint is the most critical in influencing a customer’s conversion. Therefore, marketers believe they can accurately measure and optimise their marketing efforts by focusing solely on the final interaction.

The Drawbacks of Last-Click Attribution

While last-click attribution may seem easy to implement and understand, it has several significant drawbacks that can lead to a distorted view of your marketing performance. One of the major downsides of last-click attribution is its failure to consider the entire customer journey. The model disregards the impact of previous touchpoints that played essential roles in the customer’s decision-making process, so you’re left with an incomplete perspective on the effectiveness of your marketing efforts.

In addition, last-click attribution overlooks the importance of assisting touchpoints. These touchpoints contribute indirectly to the customer’s conversion by creating awareness, building interest, and establishing trust. If you give credit only to the last touchpoint, you miss the opportunity to evaluate and optimise the value of those assisting touchpoints effectively.

Last-click attribution also tends to favour shorter conversion paths where customers quickly make a purchase after interacting with only a few touchpoints. This bias can lead to misleading conclusions, particularly in complex purchasing scenarios that involve multiple touchpoints over an extended period. 

Alternatives to Last-Click Attribution

Acknowledging the limitations of last-click attribution, digital marketers have developed alternative attribution models that provide a more comprehensive and accurate understanding of marketing performance. Let’s explore some of these alternatives:

First-Click Attribution

First-click attribution attributes the conversion or sale solely to the initial touchpoint of the customer journey. This option helps you understand how customers discover and engage with your brand or product.

Position-Based Attribution

Position-based attribution distributes credit to both the first and last touchpoints. It acknowledges the significance of these touchpoints in the customer journey and assigns a percentage of credit to each. The remaining credit is proportionally allocated to the assisting touchpoints. This model provides a balanced view of attribution.

Linear Attribution

In contrast to the last-click model, linear attribution assigns equal credit to all touchpoints along the customer journey. This allows you to recognise the contribution of each interaction in the conversion process. Linear attribution is particularly suitable when all touchpoints play similar roles in driving conversions.

Data-Driven Attribution

Data-driven attribution takes advantage of advanced machine learning algorithms and statistical models to analyse historical data and assign credit to each touchpoint based on its actual impact on conversions. By considering various factors like interaction frequency, recency, and context, this model provides a more accurate understanding of the customer journey and the true effectiveness of your marketing efforts.

Which Attribution Model Should You Choose?

Choosing the right attribution model for your business requires careful consideration of your goals, marketing strategy, and understanding of the customer journey. Remember, there’s no one-size-fits-all solution. Each model has its strengths and weaknesses. Here are some factors to consider when selecting an attribution model:

• The Complexity of the Customer Journey. If your customers typically engage with multiple touchpoints before converting, last-click attribution may not provide an accurate representation of their journey. In such cases, models like position-based attribution or data-driven attribution can offer more comprehensive insights into how various touchpoints contribute to conversions.
• Impact of Initial Touchpoints. If your marketing efforts heavily rely on creating awareness and driving initial engagement, first-click attribution could be a suitable choice. It recognises the touchpoints that capture customers’ attention and spark their interest as the most influential factors in driving conversions.
• Marketing Optimisation Focus. Different attribution models emphasise different aspects of marketing optimisation. If you’re primarily interested in optimising the performance of the final touchpoint, last-click attribution may still be relevant to your approach. However, if you aim to optimise the entire customer journey, models like data-driven attribution can provide detailed insights into the impact of each touchpoint, allowing you to make more informed decisions.

While last-click attribution is a popular and straightforward model, it falls short when providing a complete picture of your marketing performance. You should explore alternative attribution models like first-click attribution, position-based attribution, linear attribution, and data-driven attribution to gain a more comprehensive understanding of the effectiveness of your marketing efforts. As mentioned, ultimately, selecting the right attribution model depends on your unique business goals, marketing strategy, and the complexity of your customer journey. So, don’t settle for leaving money on the table with last-click attribution. Embrace a more holistic approach to attribution and unlock the full potential of your marketing campaigns.To learn more marketing tips and get the latest industry updates, head over to our blog. Alternatively, you can always get in touch with our helpful team; we’re always more than happy to help.

Have you incorporated gamification into your marketing strategy? If you said no, we’re here to tell you all about it! Gamification has become a popular strategy in today’s marketing efforts.

By combining gaming elements with marketing techniques, brands can create interactive experiences that captivate audiences, increase engagement, and drive community participation. Gamification has proven to be an effective way to amplify brand awareness and increase customer loyalty.

In this detailed blog, the digital experts at Bold x Collective provide an in-depth exploration of gamification marketing. You’ll learn about the different types of games used in marketing campaigns and how they can be integrated into digital content. From social media giveaways to mobile apps, gamification has endless possibilities for engaging with customers and building brand loyalty. Let’s get into it!

Incorporating Gamification into Marketing Strategies

By integrating game mechanics into marketing campaigns, brands can engage with users and transform them from passive viewers to enthusiastic supporters. This elevates marketing outreach, pushing brands to the front of people’s minds by creating fun and engaging experiences. It can also foster a sense of community and social connection among users. By creating a shared experience, brands can establish a stronger relationship with their audience and increase brand loyalty and advocacy. Overall, gamification provides a unique and effective way for brands to connect with their audience and stand out in a crowded industry.

Creating Immersive Experiences for Maximum Engagement

The magic of gamification lies in its ability to create immersive experiences that capture and retain user attention. Gamification transforms passive consumers into active participants, turning ordinary interactions into enjoyable and memorable encounters. Imagine a scenario where a brand presents an interactive virtual quest, guiding users through engaging challenges that lead to discovering exclusive content or unlocking special promotions. With each milestone achieved, participants experience a surge of accomplishment, forging a positive connection with the brand. These immersive engagements strengthen brand-user bonds and develop lasting loyalty and passionate advocacy!

Amplifying Brand Awareness

Using gamification strategies can significantly increase brand awareness. Users who enjoy and feel rewarded by their experience are more likely to spread the word to others within their social circles, expanding the reach of your brand’s message. Furthermore, the competitive aspect of gamification often motivates users to compete for top positions on leaderboards or achievements, inadvertently exposing them to your brand’s identity and message.

Implementing Gamification Within Your Brand

A clear roadmap sets the stage for success when implementing gamification within your brand. This is how you can implement gamification using a step-by-step process: 

1. Precise Objective Setting: Set clear objectives based on the goals of your business or website. This will guide you to create a tailored gamified experience to boost traffic, gather user data, or highlight specific products/services.
2. Understanding Your Audience: A deep understanding of your target audience’s preferences and interests is essential. Tailoring gamified experiences to resonate with your audience ensures higher engagement rates and more impactful interactions.
3. Strategically Select Game Mechanics: Carefully select game mechanics that align with your objectives and resonate with your audience. Whether it’s points, badges, leaderboards, or virtual rewards, these mechanics can effectively incentivize desired behaviours and actions.
4. Seamless Integration: A successful gamification strategy blends seamlessly into existing digital platforms, such as websites, social media channels, or mobile apps, creating a natural extension of the brand.
5. Compelling Narratives: Beyond mechanics, a well-crafted storyline enhances engagement and user retention, guiding users through an enthralling journey that keeps them coming back for more.
6. Continuous Refinement: The journey of gamification does not end with implementation. It is important to gather user feedback and analyze data to refine and optimize the experience, ensuring it remains engaging, appealing, and aligned with your brand’s evolving goals.

Leveraging Gamification for Valuable User Data

Incorporating gamification can help generate valuable data. Every user interaction, challenge completion, and reward earned provides insights into user behaviour and preferences. Brands can optimize user experiences and create personalized content with this data. For example, an e-commerce platform could use gamified quizzes to gather data about user preferences, enabling them to tailor product recommendations and marketing campaigns with precision.

The Evolution of Gamification

Although gamification has shown its potential, it still has room for growth and evolution. Meta, the parent company of Instagram, has announced plans to expand gamification’s capabilities by making the app compatible with ActivityPub, a decentralized social networking protocol.

With this compatibility, users can connect with other platforms that support ActivityPub, such as Mastodon and WordPress. This will create a new level of interconnectedness among social apps, fostering a dynamic and collaborative online environment that goes beyond individual platforms.

The potential benefits of this development are numerous. For one, it could help to break down the silos that currently exist between different social media platforms, allowing users to connect with others regardless of the specific app they are using. This could lead to a more unified and cohesive online community.

Brands Using the Power of Gamification

Many brands have used it’s ability to drive engagement and enhance customer experiences. Here’s a great example: everyone’s favorite coffee brand – Starbucks. Starbucks uses a gamified mobile app that rewards customers with stars for making purchases. These stars can then be redeemed for free items, encouraging users to engage more frequently and fostering brand loyalty.

As a loyal Starbucks customer myself, I remember when they first launched their rewards program back in 2011. After you signed up for their rewards program, they would send you a green card in the mail, that you could load with money and use it to make your purchases at Starbucks. Using the green card would allow you to earn 1 star per dollar spent. Once you’ve earned 300 stars, then you will be upgraded to the gold level. Starbucks would then mail you a gold card with your name on it. In April 2019 Starbucks discontinued mailing physical cards to customers, instead, they moved their rewards program to their app. Now everyone just uses their app to pay, earn and redeem stars.

We also have a top sports brand – Nike. Nike Training Club app uses gamified elements to motivate users to engage in fitness routines, unlocking rewards and achievements as they progress. These examples highlight the potential of gamification to create meaningful interactions that extend beyond transactions, forming lasting connections between brands and their audiences.

Conclusion

As digital marketing evolves, gamification becomes essential for brands to drive engagement and community participation. By integrating game mechanics into marketing strategies, brands can create immersive, interactive, and rewarding experiences that captivate users. Gamification empowers brands to cultivate authentic relationships with their audience, resulting in enhanced brand loyalty and advocacy.

Let’s explore gamification and enter a new era of brand engagement and interaction. Stay up-to-date with digital trends by subscribing to our Bold x Collective mailing list!