#1 Trend in Marketing

We (marketers) are now copywriters, media people, publishers, advertisers, photographers etc all rolled into one. We have the power and skills to get our message out into the world. No longer are we subject to sky high advertising rates held by industry publishers. We now have a choice! We can live at the top of the funnel without anyone else putting us there.

The number #1 trend in B2B Marketing is self-publishing. We are totally responsible for creating, editing and publishing our own content; blogs, articles, videos, podcasts, newsletters, whitepapers, case studies, surveys etc. That’s brilliant! But hold on its not that easy. Firstly, we got to come up with the great content, which can be difficult considering all the other tasks we have to do. Great content is usually time consuming – it doesn’t have to be but that’s another blog post. Secondly, what is the point of having great content if nobody can find it and more importantly digest it.

Now that’s the challenge: come up with great content and make sure people can find it. Take this blog post for example. I publish this on my blog and its read by about 50 people. I publish it on Linkedin and its read by another 50 people…so I need to publish this on as many platforms as I can in order to get maybe 200 reads and a hand full of shares….that’s a lot of work.

So if you have something to sell. You need to to publish where people’s attention is at. If you are selling home baking supplies then you need to be where people are talking about baking. Facebook, yes. Instagram, yes. Youtube, yes and so on. Not only do you have to be where the attention is you also have to hack into it so you can get their attention. The hour after The Great British Bake off has aired on TV. Peoples attention is on social media discussing the show and sharing recipes. Especially on smartphones and tablets.

What is the next step? You guessed it: sponsored posts, adverts, video ads etc etc. Hack that attention. People are no longer offended by brands hacking their attention. They are now desensitized by the whole experience (especially millennials). Its like Google Ads 5 years ago….hardly any people clicked on them out of fear of the unknown. Now approximately 30% of people rely on them for a quick fix to their search.

With that said, go forth and publish.

 

 

 

 

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Adwords Custom Ad Scheduling Tip

It makes sense to schedule your Adworks campaigns to pause on days of the week and hours of the day that are not relevant to your business.

It makes sense to schedule your Adworks campaigns to pause on days of the week and/or hours of the day that are not relevant to your business. For example, your company is B2B and your target audience tend to work office hours (8am-6pm) Monday through to Friday. By pausing your ads so they do not show out side of these times you can save up to approximately 20% of your total ad cost. Clicks outside these hours tend to be irrelevant and close phrase-matching variants of keyword searches.

This next bit is important.

First of all you need to switch your Adwords campaign from “Standard” to “All Features” as shown below. The Ad Scheduling feature doesn’t show up when the campaign is set to standard. Google loves to hide features like this (fair but not fair :-/)

Adwords campaign type

After that go to Settings and you will now see a tab called “Ad Scheduling”. Click on this and then create a new ad schedule.

I hope this helps.

Does Remarketing work?

Does Remarketing Work? and other display advertising thoughts.

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Does Remarketing Work? and other display advertising thoughts.

So to answer your question in the first sentence. Yes and results vary , ‘It depends’ (which is a great term to keep in your toolbag when you have opposing views when you re in a tight spot). So I googled ‘does remarketing work?’ and there was no hard evidence to say either way.

Here’s how I look at it. It depends on what type of brand you have. Is it B2B? In short, be careful you are not confusing your audience base and wasting money. Is it a B2C mass branded product or ecommerce website? Then give it a go if it suits your brand’s personality.

Remarketing and DDA (Digital Display Advertising) is a tool that has an incredibly low CTR. CTR’s are typical 0.1%-0.2%. So thats 1 in every 1,000 people. But if you have numbers (audience) in the 000,000’s then you brand deserves to be supported and exposed to relevant publisher and popular websites, like you national daily newspaper website.

The rule of thumb when budgeting for a emarketing campaign. Spend 80% on SEO content, PPC social ads etc. This is where you get ROI (return on investment). Then spend the remaining 20% on DDA (Digital Display Advertising) and remarketing exercise. Display advertising can also be a good measure of the effectiveness of an overall campaign.

Remarketing is different. It depends on your brand. Personally, I dont mind Amazon remarketing to me. I know how it works and I commend them for getting it right. I also forget about the ads pretty quick so it doesn’t impact my perception of them or frequency of purchasing on their platform. If a lesser brand remarkets me for 30 days with the same ad then they are pestering me and lost me for ever or at least for a while until I forget.

Remarketing is still fairly new in terms of digital marketing. Practice trial and error but make sure you do it right. Dont remarket to people for more than 7 days. Talk to your peers, employees, focus groups, brainstorm…whatever. Know your audience, targeting, attractive popular websites, times/days, bidding etc.

In conclusion, Remarketing doesn’t influence me personally but it is another branding tool. If I want to buy something I am responsible enough to need/want it and go back to the website to purchase it. Does remarketing serve as a reminder or influencer tool? Yes, all branding has an effect on the end user but from a management perspective the metrics dont add up or give you a definitive ROI. Much like newspaper ads which are very cheap right now.

Keep the faith.