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Unlock Google Marketing Success
Unlock Google Marketing Success

Imagine you're a chef trying to cook a delicious meal. You have all the ingredients you need, but if you don’t follow the recipe correctly, your dish is likely to turn out subpar. The same is true with Google Ads. Even if you have a great product or service to offer, if you don’t set up your campaigns correctly, you’re not going to get the results you want.

Even the top-spending ad accounts make one or more costly mistakes and number one on the list is:

1. Conversion Tracking Not Set up Properly: The Blindfolded Marketer

Imagine walking into a labyrinth without a map or any sense of direction. That’s exactly what happens when you neglect to set up conversion tracking. Without conversion tracking, you’re merely guessing which campaigns, keywords, or ads are generating actual results. It’s like wandering in the dark, hoping for the best.

Let’s say you’re running an e-commerce business, and your goal is to drive online sales. By implementing conversion tracking, you can track and attribute sales to specific ads or keywords. Without it, you’re left unaware of which campaigns contribute to your revenue, making optimization an uphill battle.

2. Irrelevant or Excessive Keywords: The Scatterbrained Advertiser

When it comes to keyword selection, quality trumps quantity. Overloading your campaigns with irrelevant or excessive keywords will not only drain your budget but also dilute your targeting efforts. Remember, relevance is the key to capturing the attention of potential customers.

Strategic use of keywords empowers marketers to reach their target audience more effectively and improve their online visibility, ultimately driving higher engagement and conversion rates
Strategic use of keywords empowers marketers to reach their target audience more effectively

Suppose you’re promoting a luxury travel agency specializing in exotic destinations. Using keywords like “cheap flights” or “budget accommodations” would attract budget-conscious travelers, not your desired high-end clientele.

Instead, focus on terms like “luxury travel packages” or “exclusive resorts” to target the right audience.

Studies indicate that narrowing down your keyword list to 10-20 highly relevant keywords can increase click-through rates by up to 200%. Quality beats quantity every time!

3. Neglecting Negative Keywords: The Wasted Impressions

Imagine if your ads were shown to people searching for something entirely different from what you offer. That’s where negative keywords come in. Failure to utilize negative keywords can result in wasted impressions, clicks, and ultimately, wasted budget.

Let’s say you’re selling premium dog food and want to target dog owners looking for healthy options. By adding “cat” as a negative keyword, you prevent your ads from showing to people searching for cat-related products. This way, you ensure your ads are displayed only to those genuinely interested in your dog food.

Including negative keywords can decrease your cost-per-click (CPC) by up to 50%, maximizing your ad spend and filtering out irrelevant clicks. Don’t let your budget go to waste!

4. Search Copy: The Bland & Boring Approach

Your ad copy is the hook that reels in potential customers. However, if it fails to engage or lacks relevance to the search query, it becomes a missed opportunity. Remember, you have a limited number of characters to captivate your audience, so make sure every word counts!

Suppose you’re running a digital marketing agency offering SEO services. Instead of a generic headline like “Best SEO Services,” try something more compelling and relevant, such as “Unlock Your Website’s Potential with Expert SEO Strategies.” This way, you immediately address the searcher’s needs and stand out from the competition.

Ads with a high relevance score (based on click-through rate and engagement) can lead to a 50-100% increase in ad visibility and a significant decrease in cost-per-click. Engage, captivate, and conquer!

5. Ignoring Location Settings: The Disconnected Advertiser

Picture this: You’re running a local business catering to a specific geographical area, but your ads are being displayed to people thousands of miles away. Ignoring location settings is like casting a wide net without considering the waters you’re fishing in. It’s crucial to optimize your ads to reach the right audience in the right place.

Let’s say you own a boutique coffee shop in Swakopmund. If you neglect to set your ads to target users within a reasonable radius of your location, your ads may be shown to people in Los Angeles, London, or even Tokyo! This wasted exposure not only drains your budget but also fails to attract customers who are actually within reach of your establishment.

Localized targeting tailors your message to specific geographical areas, enhancing relevance and resonating better with local audiences
Localized targeting tailors your message to specific areas, enhancing relevance and resonating better with local audiences

Studies have shown that ads with localized targeting have a 200% higher click-through rate compared to campaigns with broader targeting. By narrowing down your audience to specific locations, you ensure that your ads are seen by those who are most likely to convert into loyal customers.

Worried that you might be making these mistakes? The experts at V5 Digital know exactly how to navigate the complexities of Google Ads. We understand how to create, implement, and optimize campaigns to ensure maximum efficiency and return on investment. Interested? Click the button below.

This article was written by Veena Gandhi for DigitalMarketer and adapted for the V5 Digital audience.

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Refresh your customer engagement strategy to avoid getting ghosted!
Refresh your customer engagement strategy to avoid getting ghosted!

Not seeing results when you’re trying to build customer relationships? It’s probably time to update your customer engagement strategy — As a Salesforce Partner, V5 Digital knows how vital it is to engage your customers effectively and intelligently.

It was going so well. You and your customer both seemed committed, invested, and bought in. Then suddenly, it’s radio silence on the other end, no communication and no explanation. You’re left wondering, “What happened? Is it something I did?” Sure, it might not be you, but more likely, it is your fault. The good news is there is something you can do about it: refresh your customer engagement strategy. As the great Yogi Berra once said, it ain’t over ‘til it’s over.

If your customer has stopped engaging, they have a need that you aren’t meeting. We found that 73% of customers expect companies to understand their unique needs and expectations. But, 71% of marketers say that meeting customer expectations is more difficult than a year ago. So, where do you go from here?

What is an effective customer engagement strategy?

A customer engagement strategy is a set of tactics and approaches that a business uses to interact and build relationships with its customers. It involves creating meaningful and valuable experiences that foster customer loyalty, satisfaction, and advocacy.

However, as customers progress, they can lose interest due to changing priorities and needs, poor customer service, better offerings elsewhere, or because they haven’t heard from you in a while.

A well-executed customer engagement strategy keeps customers interested throughout their journey, from initial awareness to post-purchase support.

However, to build lasting customer relationships, an effective strategy must also continuously improve and adapt to meet changing needs — keeping the fire burning.

Brands that do this understand the importance of feedback and listening, deep customer understanding, proactive communication, and out-of-the-box content and experiences.

How you can get ‘lost’ customers back

If you’re reading this and remembering the once-good times with that special someone (ahem, customer), it may be time to consider refreshing your customer engagement strategy. Don’t worry, we’re here to help you win them back. Here are six ways to rekindle the flame.

1. Conduct new customer research

Gain a deeper understanding of your target audience with customer research. Gather feedback through surveys, interviews, or focus groups to learn their needs, preferences, and pain points. Use this information to refine your customer engagement strategy and align it with their expectations.

2. Segment your audience

Divide your customer base into segments based on similar characteristics or behaviour. This segmentation allows you to tailor your messaging and engagement strategies to specific groups. By understanding each segment’s unique needs, you can develop personalized approaches to reach them effectively.

3. Launch targeted re-engagement campaigns with exclusive offers

With this segmented data in hand, you can then create compelling offers, promotions, or exclusive incentives to entice lapsed customers back. Use personalized and timely communication channels, such as email or retargeting ads, to reconnect with these customers, remind them of the value your business provides, and how you can solve a problem they have.

4. Encourage user-generated content

People love seeing how others like them are using your products, and it gives your marketing efforts a more authentic feel. You can encourage customers to contribute their own content, such as reviews, testimonials, or social media posts featuring your products or services. User-generated content adds authenticity and social proof to your brand, while also fostering a sense of community. This is a great way to keep customers engaged — and help them feel recognized.

V5 Digital helps our clients create user-generated content that inspires trust.
V5 Digital helps our clients create user-generated content that inspires trust

5. Be more interactive

Don’t just market to your customers — have fun with them. Update your customer engagement strategy with interactive experiences that go beyond traditional marketing. Create quizzes, polls, contests, or interactive videos that allow customers to actively participate and provide feedback. Interactive experiences create a sense of involvement and captivate attention, resulting in higher engagement levels.

6. Take an omnichannel approach

Instead of just sticking with the channels you know, go where your customers are most active. Consider incorporating messaging apps, chatbots, or social media platforms that better connect with your target demographic. Experiment with different channels to meet customers where they spend their time.

Build a relationship that lasts

So, you’ve put yourself back out there. How do you know it worked? We found that 83% of marketers are using insights into customer needs and expectations to adapt their strategies and make the most of every interaction.

Without clear metrics and analytics, it can be difficult to know which strategies are working and which are not. This can lead to wasted resources and missed opportunities for growth. Remember to continuously analyze customer feedback and engagement metrics to measure the effectiveness of your refreshed strategy. Stay agile, adapt to evolving customer needs, and experiment with new ideas to keep your customer engagement strategy dynamic and effective.

Refreshing your customer engagement strategy can help you stay relevant, captivate your audience, and drive customer loyalty. Don’t just let your customer slip away. Like Yogi said, it ain’t over ’til it’s over.

Remember, you're not alone in this endeavour. V5 Digital, a Salesforce partner, is here to help you navigate the tricky terrain of customer engagement. Our team of experts is dedicated to helping you understand your customers better, anticipate their needs, and deliver strategies that not only meet but exceed their expectations.

This article was written by Meredith Turner for Salesforce and adjusted for the V5 Digital audience.

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  • Writer's pictureFreda Smit

Content Marketing: Where Every First Date Leads to Engagement
Content Marketing: Where Every First Date Leads to Engagement

It’s Friday. You’re finally going out with that person you met online. You’ve been talking for weeks, and you’re excited to see them in person at last. The outfit you’ve chosen is perfect. That fresh haircut is serving you well. One spritz of perfume, and then you’re out the door.

Only, when you get to the bar, your date isn’t who you thought they were. They don’t look anything like their picture, you can’t get a word in edgewise, and you can’t get out of there fast enough.

Sound familiar? This kind of interaction is all too common in the dating world, and unfortunately, it happens a lot in the world of content marketing too.

5 Main Reasons Content Marketing Is Like a First Date

Marketing is about building relationships. All too often, marketers treat it as an opportunity to hijack the conversation and aggressively pursue the customer. But this doesn’t work in dating and definitely won’t fly in marketing.

The goal of marketing and dating are the same: a long-term, mutually beneficial relationship. But more than that, there are five main reasons content marketing is like a first date.

  1. Gradual Connection. Like two people on a first date, it takes time for your customers to get to know your business. Sharing openly and honestly is the only way to build that connection over time.

  2. Fostering Engagement. Allowing your customers to join the conversation is crucial for making them feel valued. It’s like a conversation with a date where you ask them more about themselves.

  3. Building Credibility. It takes time for people to believe and trust what you say. Credibility is built slowly by sharing valuable information in conversation or online content.

  4. Gaining Trust. In dating and marketing, you have to share about yourself and show that your actions match your values before dates or that customers will trust you.

  5. Succeeding with First Impressions. Your date wants to know they aren’t wasting their time with you, and your customers want to know they’ve come to the right business for the help they need. To reassure them, you need to give a good first impression that puts them at ease.

Content Marketing: The First Date That Leads to Lifetime Customers
Content Marketing: The First Date That Leads to Lifetime Customers

The similarities don’t end there, and there are many steps you can take in your content strategy, so your brand doesn’t get ghosted.

Understanding Gradual Connection

Long-term relationships are comfortable, but first dates can be anxiety-inducing and awkward. It can be difficult to find common ground and build a connection when you don’t know someone. The same is true of marketing and customer acquisition.

Your content needs to make a good first impression. When potential customers come to your website or see your social media posts, it’s about building a gradual connection with them. Here’s what you need to remember when it comes to that connection.

Building a Bond Takes Time

While love at first sight may exist in romance novels, it’s not so common in marketing. Building a connection takes time. Your customer needs to get to know your brand through your content. That’s why creating quality content is important – you’re sharing why you’re trustworthy.

Your brand voice and the information you share show your customer that you know what you’re talking about and they can trust you. You can’t build this connection with just one blog post. Showing up consistently and sharing high-quality content is the only way.

Creating Trust, One Content Piece at a Time
Creating Trust, One Content Piece at a Time

Don’t Rush Expectations

You wouldn’t expect a marriage proposal at the end of the first date, so don’t look for your customers to purchase after seeing your content for the first time.

Creating high-value, search-engine-optimized content is crucial to getting your customers to your website. But once they’re there, don’t assume they’ll buy immediately.

Instead, give them opportunities to continue the relationship. Encourage them to follow you on social media or sign up for your newsletter. Give them some space to get to know your brand. And while you’re doing that, continue sharing information that answers all their questions.

Focus on the Audience

A common break-up cliché is, “It’s not you. It’s me.” But in content marketing, it’s not about you. It’s your audience. Focus on their needs as you’re creating content. Think about what questions they have. What resources will help them most?

Once your SEO content brings them to your website, how will you nurture the relationship? It would be a shame to bring your audience to your site only to lose them once they’ve found the answer to one question. Ask yourself how you can continue to serve them once they find your content.

Fostering Two-Way Engagement

You’ll get the first date if you have a great online dating profile. But if you spend that whole first date talking about yourself, you’re not going to get a second one. The same is true for content marketing. Fostering two-way engagement is how the relationship is built.

To Keep the Conversation Going in Your Marketing:

  • Inspire Engagement from Your Audience. Ask questions in your content and encourage readers to comment or interact with your posts. Create interactive content like quizzes.

  • Don’t Just Talk About Yourself. Instead, think about why your audience came to you. Answer their questions, solve their problems, or simply entertain them.

  • Connect with Mutual Interests. Share your company values in your content and actions. These will help you connect with your ideal customer.

  • Listen to Your Audience. If you find you’re getting a lot of similar questions from your audience, it’s a sign you need to make some content around those questions. Don’t be afraid to survey them to find out what they need from you.

  • Use Emotional Language. Your audience found you online because they have a problem they need to solve. Their problem may be business as usual to you, but it’s something that’s a concern for them, and they want to feel like you understand where they’re coming from.

  • Appropriately Respond. Whether they’re leaving comments on your posts or their feedback shows they need something that hasn’t been addressed, make sure you respond.

Building Credibility

Have you ever noticed that “be yourself” seems to be the go-to advice for dating, brand building, and pretty much everything else? There’s a good reason for that, which all comes down to credibility. Your audience needs to be able to trust you, and you have to build credibility with them for that to happen.

To Build Credibility:

  • Be Authentically You. Being yourself is important because your audience knows when they see a faker. Share openly and honestly about your brand and what it stands for.

  • Don’t Sugarcoat Your Business. You don’t have to make your business overly attractive or acceptable to people who aren’t your ideal customers. Focus on sharing the truth about what you do with the people who need your product or services.

  • Don’t Undersell. You work hard, so don’t price your services cheaper than they should be or undervalue what you do. Part of being yourself is knowing your worth.

  • Be Honest & Kind. Keep your messaging true to your company and what you do, and be nurturing and generous in the information you share.

Gaining Audience Trust

Once you’ve built your credibility, you can finally gain the trust of your audience. Think about trust in a relationship. You don’t just give it on the first date. That first date is probably in a neutral location because of how little trust justifiably exists. People earn trust over time through actions and authentic connections. The same is true for building trust with your audience.

To Gain Your Audience’s Trust:

  • Be Respectful and Understanding. Show your audience you know where they’re coming from. Listen to their feedback.

  • Respond Quickly. If they come to you with a question, they respect your knowledge. Hiring a community manager to respond to their questions quickly can help you become their go-to source of information.

  • Be Consistent. Make content consistently by following an editorial calendar and regularly responding to questions and comments (including those on social media).

  • Backup What You Say with Actions. Anyone can hop on the internet and say whatever they want. The brands that do what they say they’re going to do are the ones people trust.

V5 Digital can manage your community, letting you concentrate on your business.
V5 Digital offers Community Management Services, letting you concentrate on your business.

Succeeding with First Impressions

Now, back to the first date. It’s your one shot to make a good first impression. The same is true for your company’s content. So, how do you get your audience to return after the first impression?

Ask for Continued Interaction

Encourage your audience to comment on your posts, follow you on social media, and sign up for your newsletter. Make it clear that you have more content on the way to answer their questions, and they won’t want to miss it.

When creating your editorial calendar, think about how to make one post into a series. It will get your audience to keep coming back to learn more.

Link to your older posts in your newer posts where appropriate, and continue to give your audience more reasons to stay on your site and learn more about your brand.

Using Calls to Action After Trust is Built

After you’ve built trust with your audience, they’re more likely to follow your calls to action. So don’t worry about selling in your posts. Instead, focus on giving your audience more valuable information.

Not many customers purchase after reading one blog post. Focus on putting your calls to action where you’ve already built trust. A newsletter is a great place for that. Those subscribers are already interested in what you do, and they trust you with their email addresses. They’re more likely to follow a call to action than a casual blog reader.

Follow Up & Reach Out

When you receive questions or comments from your audience, respond quickly, and follow up later to see how they’re doing. Ask if they need more help or how applying your advice went for them.

Follow-up shows that you care about how they’re doing and that they aren’t just nameless followers to you. It shows your brand truly cares and can be a game-changer in building trust.

Get the Second Date

Here's to making every interaction count!
Here's to making every interaction count!

Every business can and should use marketing, but it’s not all created equal. Your audience wants authenticity and a connection before they open their wallets. Taking the time to make a good first impression is the first step to building customer loyalty and mutually beneficial relationships.

Love these ideas but just don't have the time to implement them? The V5 Digital Team is here to help. We specialize in crafting an authentic and engaging content strategy that resonates with your target audience. Our goal is to facilitate a genuine connection between your brand and your customers, one piece of content at a time.

Let us handle your content marketing while you focus on what you do best. Contact us today for a free consultation.

This article was written by Lindsey Miller for DigitalMarketer and adapted for a V5 Digital Audience.

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